Assessing the efficacy of launch and evolving a suitable strategy for Utsav synthetic Distempur

Abstract

Utsav Synthetic Distemper, a product aimed at the lower end wall finish users, was launched in Maharashtra during August 1993. The objective of the project was assessing the efficacy of launch and evolving a suitable marketing strategy for the forthcoming season for Utsav. Hence, the research objectives were to assess a. dealer perceptions towards Utsav; ii. willingness of dealers to stock Utsav}; iii. consumer perceptions towards Utsav; iv. efficacy of communication & promotion; estimation of Utsav penetration among lower end wall finish users ( and the degree of conversion obtained)5 vie the efficacy of free sampling; & vii. the degree of cannibalisation of Tractor. The study was conducted in the Nagpur and Poona regions.A total of 47 places were visited and 80 dealers and 128 consumers were met. Nagpur and Poona were found to be totally different markets as far as lower end wall finishes were concerned. Nagpur had a preexisting market for thaili distempers and hence upgradation to Utsav was easier since people had to change to a better thaili distemper. However, at Poona people had to be converted from using a dry distemper to using Utsav.