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    Pawan Kamat
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    Based on the information provided: - CPIL has been successful in building its brand through strategic branding initiatives that are well integrated with other marketing mix elements like product, price, and distribution. - However, spending 4% of revenues on promotions is relatively high compared to competitors. This high spending needs to be supported through adequate revenues and profits. - While CPIL has grown significantly, it's unclear if current financial condition and profitability can sustain such high spending on branding over the long run. Factors like competition, raw material costs, economic cycles need to be considered. - For long term sustainability, CPIL may need to focus more on operational efficiencies and profitability alongside branding, to ensure financial strength to support

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    Based on the information provided: - CPIL has been successful in building its brand through strategic branding initiatives that are well integrated with other marketing mix elements like product, price, and distribution. - However, spending 4% of revenues on promotions is relatively high compared to competitors. This high spending needs to be supported through adequate revenues and profits. - While CPIL has grown significantly, it's unclear if current financial condition and profitability can sustain such high spending on branding over the long run. Factors like competition, raw material costs, economic cycles need to be considered. - For long term sustainability, CPIL may need to focus more on operational efficiencies and profitability alongside branding, to ensure financial strength to support

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    322 views17 pages

    Century Ply

    Uploaded by

    Pawan Kamat
    Based on the information provided: - CPIL has been successful in building its brand through strategic branding initiatives that are well integrated with other marketing mix elements like product, price, and distribution. - However, spending 4% of revenues on promotions is relatively high compared to competitors. This high spending needs to be supported through adequate revenues and profits. - While CPIL has grown significantly, it's unclear if current financial condition and profitability can sustain such high spending on branding over the long run. Factors like competition, raw material costs, economic cycles need to be considered. - For long term sustainability, CPIL may need to focus more on operational efficiencies and profitability alongside branding, to ensure financial strength to support

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 17

    PLYWOOD PRODUCT MARKET IN

    INDIA

    1906-1907 : India started importing plywood

    1947-1948 : Block Boards, Flush Doors, Decorative and


    Commercial Plywood

    Export was increasing and key competitors were China, Sri


    Lanka, Bangladesh and Vietnam

    Unorganized Market = 70% share, Organized Market = 30%

    Indian Plywood & Panel product market around INR180 billion in


    2010-2011

    Wood Panel Market expected growth at CAGR 5% over 10yrs

    Organized sector market expected growth at CAGR 20%


    Background of CPIL
    Launched in 1986 by Sajan Bhanjanka and Sanjay Agarwal

    Employed 10,000 people in 27 nationwide branches

    Revenue reported of more than US$350 million

    Entry into furniture business with a Sub-Brand Nesta

    The company exports its products to 20 countriesIt is the leading


    brand of plywood in India
    Century today manufactures the entire range of commercial,
    marine, concrete, shuttering and decorative plywood

    ISO 9002 company in India veneer and plywood

    Company is now headed by MD Mr.Sajan Bhajanka and Deputy MD


    Mr. Sanjay Agarwal
    CPIL COMMODITY TO A LIFESTYLE
    BRAND
    Brainstorming session in 2007

    Back in 2007 plywood industry was dominated by unorganized


    players

    Agarwal addressed the following major concerns:

    Divert consumers to branded plywood products.

    Change the view of consumers: brand represents quality.

    Sustain exclusive visibility and acceptability.

    Use variety of communication channels to create image.


    ACHIEVEMENTS

    Awards Given by
    Voted 403 out of 500 companies Economic Times
    Top 100 Master Brands 4P Survey
    Star brands of country Customers
    Indias top 500 companies Dun & Bradstreet, Dalal street
    95th among top 100 brands in India Indias 4Ps survey
    3/5 grade CRISIL
    OTHER PLAYERS IN THE
    MARKET
    Company Company Information

    Started in 1982.
    Kitply Besides plywood, the company manufactures
    Industries Ltd. blockboards, decorative laminates, and it's 'KitCol'
    brand of wood adhesive.

    Started in 1993.
    GreenPly
    The company also makes blockboards, laminates, and
    Industries Ltd. decorative veneers, and MDF.

    Started in 1957.
    Sarda Plywood
    The company manufactures plywood, decorative
    Industries Ltd. plywood, blockboards and flush doors etc.
    Questions 1
    ARE CPILS BRANDING INITIATIVES
    STRATEGICALLY MATCHED WITH THE
    BRANDING PRACTICES OF THE
    PLYWOOD INDUSTRY?
    GENERIC
    COMPETITION
    Enterprise Form Generic Desire

    Greenply Laminates Marble Glass

    Kitply Veneers Cement Surface Wallpaper

    Sharda Plywood Sanmica Paint


    BRANDING INITIATIVES
    Century Plywood Indian Plywood Sector

    Focus on an international unit Focus on domestic operations

    Innovation, premium & protection Pushes volumes

    Strengthen receivables Longer credit

    Marketing to retail customers Marketing to OEM


    Branding Initiatives Century Plywood Greenply

    Segmentation

    Logo

    TVC With movie promotions Without movie


    promotions
    Creative product catalog

    Workshops

    Promotions at fashion
    week
    Integrating branding
    with distribution channel
    partners

    Loyalty points
    Award nights
    Family bonding events
    Domestic / foreign trips
    Questions 2
    Questions 3
    ARE CPILS BRANDING INITIATIVES
    RIGHTFULLY INTEGRATED WITH
    OTHER MARKETING MIXES OF THE
    COMPANY ?
    PRODUCT
    CORE PRODUCT:
    PROVIDE SURFACE/SUPPORT
    DURABILITY

    GENERIC PRODUCT:
    PLYWOOD

    EXPECTED PRODUCT:
    LAMINATES & VENEERS
    Potential Product CREATE LIFESTYLE &
    ASPIRATIONAL ASPECT
    Augmented Product

    Expected Product AUGMENTED PRODUCT:


    Generic Product INVOLVE USERS IN THE DESIGN
    Core Product PROCESS
    ADDITIONAL COLOURS AND
    DESIGNS

    POTENTIAL PRODUCT:
    READYMADE FURNITURE
    VENEER GARMENTS
    PLACE

    10% products marketed


    DEALER NETWORK
    through discount driven
    2014 OEM network
    3000 retail outlets
    2013 33 marketing offices
    Single day delivery system
    2012
    Increase in branding
    0 200 400 600 800 1000 1200 1400 1600
    initiatives increased the
    DEALER NETWORK
    number of dealers
    PRICE

    Priced lower than its competitor Green Ply


    Created products at different price points for someone
    wanting to use plywood's for the 1st time to someone
    wanting to build home to someone wanting to build
    office to someone wanting to create fanciest interiors
    To maintain the lower pricing, the promotion activity
    spending constitutes 4% of total revenues
    Brand spending of INR 286.86 crore
    Questions 4
    Is the branding model sustainable,
    considering the financial condition of
    the company ?

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