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MARKET MAPPING & INFLUENCER MAPPING For ORIENT BELL LTD At CALICUT REGION,KERALA

By JOMIN P JOSE 3511210229

INTRODUCTION
MARKET MAPPING
A study of various market conditions that is plotted on a map to identify trends and corresponding variables between consumers and products. It can help the companies to figure out the source of problems by examining related variables. THE PURPOSE OF MAPPING The idea of market Mapping is to identify gaps in the market & Gaps can also provide entrepreneurs with the opportunity to embark on a new business venture.

Advantages
Helps spot gaps in the markets Useful for analyzing competitors Encourages use of market research

Disadvantages
Just because there is a gap doesnt mean there is a demand Not a guarantee of success how reliable is the market research?

ORGANISATION PROFILE OF ORIENT BELL LIMITED


Orient Ceramics and Industries Limited (now Orient Bell Limited) was established in 1977 and acquired in 1993 by Mr. M.K. Daga, a first generation entrepreneur and existing promoter. 2004: Accredited with ISO 9001:2000 and OHSAS 18000:1999. 2007: Achieves turnover of 200 crores. 2010: Orient acquires Bell Ceramics. 2011: Awarded Power Brand Status. 2012: Merger completed and company reamed orient bell ltd with 2 brands and 3plants. 2013: Orient bell ltd files 4th patent becoming the company with the maximum patent in the world.

CONTINUE..
CORE VALUES OF ORIENT BELL LIMITED
INTEGRITY QUALITY CUSTOMERS AGILITY PARTNERS PERFORMANCE

PATENT TECHNOLOGIES OF OBL


1. 2. 3. 4. FOREVER TILES GERM FREE TILES COOL TILES LIFE TILES

STATEMENT OF THE PROBLEM


DEALERS MAPPING Dealer mapping is a range of activities like potential mapping, gap findings, dealers size and display area which given by dealers towards the sale of companys product and promoting the awareness. INFLUENCER MAPPING Influencer mapping is method to get the market responses and feedback about the company product through the architects, developers and interior designers as they can change the marketing strategies of an organisation. The purpose of conducting this study is also to find out expectations and gap findings of dealers and influencers about bell compared to other brands.

OBJECTIVE OF THE STUDY


To make an analysis of the organizations performance. To study the relevance of Bell in Calicut region and to get a clear idea regarding the services, awareness and availability. To know the perception of dealers, influencers and customers towards Bell in Calicut region. To study about the various competitors performance in Calicut region.

RESEARCH METHODOLOGY
The study used both primary data and secondary data .

Research Design
It is a descriptive research study which is carried out and is concerned with describing the various characteristics like product information, gap findings , display size of samples in the shop, feedback of applicators and satisfaction level of customers and dealers of Bell.

Sample size
58 respondents, containing 31 dealers of Bell and 27 influencers. Sampling Unit & Research Instrument The sampling unit is Calicut region and instrument is a structured questionnaire

FINDINGS
DEALER SURVEY FINDINGS
The analysis highlights that the dealers are attracted to other brands, mainly on account of its design, price, advertisement and offers etc. The study reveals that majority of dealers around 45%, have given less than or equal to 10% of space with respect to their shop space. The survey shows that the unawareness of bell product ranges, designs and lack of much display of samples in the dealers shop is a major problem in the market. It is concluded that 40% of respondents say that price is crucial element along with advertisement and 30% of them say quality and design are more important.

CONTINUE INFLUENCER SURVEY FINDINGS


The analysis highlights the fact that more than 80% of architects/developers prefer other brands than Bell brand because of personal consulting, lack of advertisement, concessions. The study reveals that many influencers are mistaken that Bell is a local Gujarat product. The analysis highlights that the influencers are not able to prefer the product because they are unaware about the quality and could not find much displays in most of the shops in the Calicut region. It is concluded that 95% of respondents say that advertisement is crucial element and 60% of them said they unaware of Calicut depot.

SUGGESTIONS
Branding and promotions should be done effectively as it creates a long lasting image in the mind of customers. The company should not only concentrate on the customer satisfaction but also the company led to monitor their competitors performance in their areas of operations. More dealers should be created where the dealers are less or the supply chain is small in the Calicut region and the performance of the dealers should be assessed

Conclusion
According to the study it can be concluded that most customers are satisfied with Bell services, similarly most of the influencers like architects, developers and designers are dissatisfied with sales, service and advertisement which are the matter of concern for the company. Orient Bell needs to improve some parts of area specifically the designing with more varieties to meet the current market trends. High customer satisfaction level helps the company to retain its existing customer as well as generate new customer through word to mouth publicity.

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