CENTURYPLY

(DEVELOPING A POWER BRAND IN A

COMMODITIZED MARKET)
Team members:
Darpan Desai
Sarnya
Padma prasade
Kishore raj
Vijay kumar
QUESTION for you
If you want to buy plywood,
How would you buy it
 (WOOD)

I wan to buy
plywood
which
guarantees
•Basic comfort
•Long term
durability
 (WOOD)

I wan to buy •Ask friends &

plywood Relatives about
the experiences
which they had with
guarantees the plywood.
•Basic comfort •And also get
•Long term suggestions
durability from
Carpenter.
 (WOOD)

I wan to buy •Ask friends &

plywood Relatives about WOOD IS WOOD
the experiences What are you
which
they had with thinking about
guarantees the plywood. it???
•Basic comfort •And also get
Go to nearest shop
•Long term suggestions
& buy plywood
durability from
Carpenter. CHEAP & BEST
 (WOOD)

I wan to buy •Ask friends &

plywood Relatives about Local
the experiences market.
which they had with
guarantees the plywood WOOD IS WOOD.
•Also get What are you
•Basic
suggestions thinking about it???
comfort from Go to the nearest
•long term Carpenter. shop & buy
Durability. plywood.
CHEAP & BEST
 (WOOD)

I wan to buy •Ask friends &

plywood Relatives about Local
the experiences market.
which they had with WOOD IS WOOD.
guarantees the plywood. What are you
•Basic •Also get thinking about it???
suggestions Go to the nearest
comfort from shop & buy
•long term Carpenter. plywood.
Durability. CHEAP & BEST
MARKET SHARE OF
DIFFERENT PLAYERS IN
MARKET

71%
UNORGANISED
PLAYERS!!!!!!!
Reasons behind successful unorganised player

1. Mentality of the people WOOD

IS WOOD!!!!!
2. NO excise duty (16%)& service tax(4%)
3. DO NOT have to maintain labour.
25% CHEAPER
4. NO PF,ESIC,BONUS ,WAGES etc.
5. Quality does not matters.
MOTTO-CHEAP & BEST
• Launched by Sajan Bhnjanka and Sanjay Agarwal in 1986
• CPIL has diversified into variety of industries such as:
Wooden Paneling
Cement
Logistics
Power & Ferro Alloys
• Major Operation : Interior Decoration with Plywood , Laminates, and
Decorative Veneers.
 PHASE BEFORE MARKET RESEARCH

• Most of the plywood makers followed the Time Tested Branding Strategy .

• Strength and Durability

 PHASE AFTER MARKET RESEARCH
• To differentiate from its competitors for which it conducted market research
conducted by SYNOVATE RESEARCH INDIA.
• The findings through the market research were:
• Changes in perceptions and associations of home
• No brand image
• Lack of defined family tree
CAN PLYWOOD BE BRANDED

IT CAN BE BRANDED
Plywood can be branded answered Centuryply
Board India Limited (CPIL)
PRODUCT

PROMOTION
 PRODUCT

• TWO-FOLD STRATEGIC SHIFT

• BRANDING PRODUCTS DIFFERENTLY
• CONTINUOUSLY LAUNCHING VALUE ADDED PREMIUM PRODUCTS
BRANDING PRODUCTS DIFFERENTLY

INNOVATIVE INNOVATIVE
STP DESIGN
INTERESTING
STRATEGY PROCESS
LOGO STORY
 BRANDING PRODUCTS DIFFERENTLY
Logo story

• Earth -----Employee empowerment

• Water-----Innovation
• Fire-------Quality
• Air--------Trustworthiness
• Spirit-----Quest
STAR-------LEADERSHIP
BRANDING PRODUCTS DIFFERENTLY
STP
STP- SEGMENTATION
• PRACTICALITY SEEKER
• PROTECTION SEEKER
• ATMOSPHERE CREATOR
• EXPRESSION SEEKER
• STATUS SEEKER
• RECOGNITION SEEKER
PRACTICALITY SEEKER

• Brand is an assurance of
strength ,durability and value
for money
• Would not go for expensive
brands
PROTECTION SEEKER

Focus on
• safety
•durability
• easy maintenance
ATMOSPHERE CREATOR

Create an atmosphere
conducive to sharing
EXPRESSION SEEKER

Experiment with décor to unleash their

creativity
 STATUS SEEKERS

See interior décor as a

reflection of their status
RECOGNITION SEEKER

•Reveal themselves as
smart, different and
intelligent
•Search for more
information about the
category
BRANDING PRODUCTS DIFFERENTLY
STP
STP-TARGETING
• ATMOSPHERE CREATORS
• STATUS SEEKERS
• RECOGNITION SEEKER
STP-POSITIONING
• FUN
• MODERN
• CONTEMPORARY
BRANDING PRODUCTS DIFFERENTLY
Design Process

• INVOLVED END USERS IN THE DESIGN PROCESS

• MIXED HOME DÉCOR WITH FASHION

 LAUNCHING VALUE ADDED
PRODUCTS

PLYWOOD LAMINATES VENEER

WITHIN THE LIGHT , PREMIUM, GIVES ROYAL
BUDGET DURABLE EASY TO MAINTAIN LOOK
PRODUCT
 IS CENTURY PLYWOOD STP
SUSTAINABLE?
• Considering the financial condition and the present market condition ,yes it is
sustainable

• But on the long run its sustainability depends on the government policy
 PROMOTION
• ASSOCIATION WITH FILMS
• PRODUCT CATALOGUE
• INTERGRATING DISTRIBUTION CHANNEL WITH BRAND
PHILOSOPHY
 ASSOCIATION WITH FILMS AND
STARS
• SHARUK KHAN AND HIS FILMS BILLU
• ENTRY OF LUCKY STAR
• MY NAME IS KHAN
• NEVER SAY DIE
• FILM JAI HO
• AMBITIONS AND EMOTIONS
• FILM AARAKSHAN AND I AM KALAM
• PROMOTED EDUCATION
 PRODUCT CATALOGUE
• USED LOTS OF CREATIVITY AND PRODUCED A MASTERPIECE
• BLOWS YOUR MINDS WITH STYLE
• CUSTOMERS WILL BE ABLE TO FEEL THE BRAND
 Decorative laminates

Decorative veneers
 DISTRIBUTION CHANNEL

DEALER RETAILER plywood

Laminate
DISTRIBUTOR DEALER &veneers
 DISTRIBUTION CHANNEL
CPIL has
• 350 DISTRIBUTORS
• 1800 DIRECT DEALERS
• 7000 SUB DEALERS ALL OVER INDIA
• 27 COMPANY OWNED BRANCHES
• 28 WAREHOUSES
ALTERNATIVE WAYS OF BRAND PLACEMENT
 CSR ACTIVITIES
Adopting rural schools and Planting trees campaign ( It’s
providing furniture not just taking )
 AD CAMPAIGNS
• Connecting with people’s emotions and feelings
• To bring Century Ply closer to the consumers in their day to day life and build an
emotional bond with them
 CONNECTING WITH PEOPLE-AN
EXAMPLE
• India is a multi-cultured country and known to be a country of festivals
• A photo-contest application can be built and hosted on Facebook where users
can capture the ‘Sab Sahe Mast Rahe’ spirit of the festival season and share them
• Twitpic contest, Twitter trends etc..
(Recently lenskart.com conducted one such campaign for Sachin’s retirement)
 OUR BRAND CENTURY PLY

• Positioning itself as India’s brand.

• Making Indians feel that it is their own product (swadesi)
 TIE-UPS

• Tie-ups with corporate companies and giving some cost benefits to its employees
will definitely increase its customer base.
• As most of the targeted market of century ply is situated there.