Sanitary Ware Case Study

852 Words4 Pages
Everyone needs a toilet! But sanitary ware isn’t only about toilets; the range goes from bath tubs, bath tiles, basins to shower accessories. Everyone requires them, be it your home, small shops, salons, corporate offices or restaurants, so the consumer is everyone. Broadly speaking target consumers of this industry are divided into B2B (business to business) and B2C (business to consumer). B2B primarily comprises developers, engineers, contractors and specifiers like architects, interior designers, purchase managers, sourcing managers, project heads etc. B2C is focused on the end consumer. Major sanitary ware companies like Cera, Parryware and Hindware have a diverse product portfolio. Companies are increasingly focusing on providing complete…show more content…
Because of the essential nature of sanitary ware, if it breaks down it needs immediate repairs or replacement. Repairs/ Services: After sales services has to be provided by the dealer, and in turn the company engineers or plumbers. It forms an essential part of the total cost of ownership and reflects the future durability of other products of the company as well. The solution or core benefit the customer is looking for in the product is hygiene and personal care. The basic product is a sink/toilet or bath tub. Augmented product is that it should be stylish and…show more content…
This includes both dealer and customer promotion. Most common dealer promotions are incentives, discounts, bulk discounts, and informational sessions for plumbers as well as dealers to introduce them to new products and their features. Cera Sanitary ware awards year-end certificates to dealers who perform brilliantly on the sales front, coupled with monetary awards and concessions. Hindware sanitary ware reviews year-end target performance and those who perform as per the target or over and above the target get extra benefits and better deals. They also inform their dealers through emails, detailing the new products and related information. “Dhamal schemes” during off-season and festive season are also common. Jaquar has a point system where each sale corresponds to points, and accumulation of such points wins the dealer a foreign trip for the weekend, or a Honda city, bmw car, plasma TVs, and other gifts. They also provide inaugural discount on a new products, and organize pan India meets, location –wise, to provide information about new
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