Rushil Décor limited, one of India’s top Plyboard & Laminate companies wanted to conduct market research to know their brand penetration, awareness & market share, usage & satisfaction, trends & gaps to build market winning strategies across the following categories:
- MDF
- Laminates
- Prelam
- Wooden flooring
- PVC Boards
The research was conducted across 55 cities among demand & supply side stakeholders who were either buyers, sellers or influencers of these products.
- Sellers: Distributors & retailers
- Buyers: Consumers, Architects & Interior designers and OEM’s (manufacturer of their own line of furniture)
- Influencers: Carpenters
Approach:
Given the diverse type of stakeholders, different approach was adopted to conduct a survey with each one of them:
- Consumer Research: Consumers who have purchased the target categories/got some wooden work done in the last 18 months
- Retailer Research: Unorganized multi-brand stores selling wooden boards, laminates etc., located in popular wood/construction markets of the target cities surveyed
- Distributors Research: Distributor details to be extracted from retailers
- Architect & Interior designer/Carpenters/OEM: Located in and around furniture markets of the target cities for research
Outcome:
Overall & Zone-wise:
- Category penetration & availability across markets
- Market share of top brands sold across all categories
- Usage, perception & satisfaction of brands on multiple factors
- Trade terms
- Top buying consideration of buyers
City-level:
- Rushil’s retail penetration and average retail penetration of Top 2 brands
- Market potential – Sales potential across categories (MDF, Laminates, Wooden Flooring, PVC Boards)
- Key elements to drive action in terms of Product elements like Product quality, variety/ designs, price or Service elements like Product/catalogue availability, sales team visit, trade schemes
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