Kshitij Dixit Ritesh Singh

Earlier used to provide steel and aluminum solutions, pre finished steels for building envelop, customer products and manufactured goods. New market named Controlled Environmental Surfaces(CES) was identified. Its supplies materials meeting strict standards in particular context. Examples include Safety, durability, ease of cleaning , disinfecting property, etc.

The need of the new product was felt in hospitals, food processing industry and labs. New Opportunity: Developed a laminate that incorporated an antibacterial additive to the process and differentiated the niche market. The company also got the contract with Noon Foods (leading producer of Ethnic frozen meals.

Potential market: The potential market can be divided into two segments: (a) Industrial sales: It included walls ceilings and doors used in cold storerooms at food processing facilities. (b) Retail sales: Involves refrigeration units used to keep food cold in retail outlets such as restaurants, supermarkets. Food market, hospitals, clinics were given due attention.

The new product technology was first branded Assure (reflects providing safer environment). Understood the supply chain : It was much more complicated with many intermediaries. Highlighted the value of each of its product to each of the supply chain intermediaries. Identified the needs of end users.

Distribution: Understand the supply chain and

highlight the value of its product. Promotion: Push Pull promotion strategy. Focussed market communication activities like public relations, advertising campaigns and mails,etc.

Marketing Research and Development: Tests new

product ideas to ensure that they are safe, deliver required performance level, able to generate profit, desired by the market