New product inroduction: Elecrtic showers, Power shower, and Pumped electric shower; H & R Johnson (India) Ltd.

Abstract

H & R Johnson (India) Ltd. is a 35 year old company. It’s tiles, marketed under the JOHNSON brandname is the market leader the glazed tile segment. It has its manufacturing facilities in Thane, Dewas and in Kunigal near Bangalore. In an effort to expand its operaions and expoit the high brand awareness of JOHNSON, throughout India, the strategists of the company decided to introduce a range of related products under the same brandname. TRITON, also a part of the NORCROSS group of companies, are the market leaders in Electric Shower, Power Shower and Pumped Electric Showers. H & R Johnson plans to market these products in India under the JOHNSON brandname. 7 : The products being new to the Indian market, it was found necessary to do a market study, in order to evolve an effective product launch strategy. This project was taken up to help achieve this objective.