Page | 1 Welcome to the innovator of temperature sensitive, colour changing tiles. Our goal is to provide Mother Nature’s true colour palette to architects, designers, artists and the creative alike. Unlike traditional mediums, ours is alive, constantly morphing through a variety of organic colours and textures. The beauty of our products is experienced by living with it. As in nature, it’s the elements (Air, Fire and Water) that ultimately sculpt and paint the landscape. Capture a part of the outside world and set it free in your next project. Marketing Management
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Welcome to the innovator of temperature sensitive, colour changing tiles.
Our goal is to provide Mother Nature’s true colour palette to architects, designers, artists and
the creative alike.
Unlike traditional mediums, ours is alive, constantly morphing through a variety of organic
colours and textures. The beauty of our products is experienced by living with it. As in nature,
it’s the elements (Air, Fire and Water) that ultimately sculpt and paint the landscape.
Capture a part of the outside world and set it free in your next project.
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Introduction
Bringing a new product in to the market is a challenging task. We have to do lot of
home work and market research to set a plan, where we want to go, how we want to go there
and at last to evaluate, are we there? It sounds simple enough, but in reality it is not a straight
forward job. Many new product ideas are conceived every now and then - never to be born
because they are not properly introduced to market. To successfully launch new product or
service with the efficient use of the available budget, it's essential to focus exclusively on the
prospects we believe are most likely to purchase from us. These may be customers who are
currently buying something similar and will appreciate the additional features our new product
provides.
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Literature Review
Launching a new product is involved with the successful market entry. Urban and
Hauser, (1993) stated that “new product launch often requires the largest commitment in time,
money, and managerial resources”. Hultink and Hart (1998) proposed that, new products with
high levels of advantage should be launched with higher levels of marketing expenditures, and
with a higher proportion being aimed at the trade. The breadth of the product line, pricing
decisions, and distribution intensity were the key elements described by Biggadike (1979) and
Lambkin (1988) for their studies of market entry. The research by Hultink et al. (1997)
dealing more specifically with new product launch, showed that “at the tactical level of the
launch, the key decision areas essentially consist of the 4Ps”. Hart and Tzokas (2000) stated
that, “Price of a new product, at the time of launch, is an element integral to its appeal (or lack
of appeal), the price reflects its competitive positioning and for consumers it may be a measure
of the product's quality”. Pricing strategy for new products, described by Choffray and Lilien
(1984; 1986), and showed that penetration pricing might be necessary from the outset. Public
relations, advertising, sales promotion and personal selling as major tools for communicating
the new product to the market (Hart and Tzokas, 2000). Lambkin (1988) suggested that total
advertising expenditures have been shown to have an impact on performance in the market
entry. The study of Cooper (1984) and Yoon and Lilien (1985) showed that the market with a
high potential growth having few competitors are more often the target markets for successful
new products. Craig and Hart, (1992) Montoya-Weiss and Calantone, (1994) showed that
product advantage as an important explanatory variable in new product success. A successful
product launching involves brand positioning. Doyle (1992) mentioned that branding can only
be successful if built on clear product differentiations and advantages.
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Company’s Profile
Over the years, the company has gone through an important geographical expansion in
both urban and rural regions. The opening of branches throughout the island (in Rodrigues
Island) reflects Courts philosophy of being a “people” store by bringing the stores closer to the
population and decentralizing its operations. To date we have 25 showrooms in Mauritius
(including 6 Telecell stores), 1 Clearance Centre in Abercrombie – Sainte Croix and 1 store in
Rodrigues Island.
Following the world wide rebranding strategy of the group, Courts revolutionised the
retailing business in the country with the introduction of hire purchase facilities on a mass
scale. The length of the repayment period was longer than that offered by any other companies
then and consequently the amount of the monthly instalments was much lower and more
affordable. Such payment options offered by Courts created a wave of dynamism in the
economy and enabled many Mauritian household (especially low income earners) to acquire
goods which they could not afford to pay cash. Courts has played a major role in the evolution
of the Mauritian lifestyle and contributed in raising the standard of living in Mauritius.
Quality products at lowest prices on the market dovetailed with the best credit facilities
and service has been the winning formula of Courts throughout the years. The Company is
constantly striving to respond to customers’ needs and expectations. This has enabled Courts
Mauritius to remain the No 1 retailer on the market over the years.
The principal activity of the Company consists of retailing household furniture,
furnishings, home appliances, audiovisual equipment, information technology products, gym
equipment, bicycles, mopeds, etc. Over the years we have been upgrading the merchandise
ranges with greatly enhanced displays and the introduction of a new line of furniture, the
‘Studio 20/20 Collection’ which is a contemporary furniture range. We have also introduced
new departments at Phoenix like Finishing Touch specialising in floor covering (especially
laminate flooring), lightings, blinds and Quincaillerie Centrale consisting of sanitary wares,
ceramic tiles & bathroom accessories.
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Courts Stores
We have 25 showrooms in Mauritius, 1 Clearance Centre in Abercrombie – Sainte Croix and 1
store in Rodrigues.
Courts Bell Village
Courts Rose Hill
Courts Curepipe
Courts Quatre Bornes
Courts Phoenix
Courts Chemin Grenier
Courts Mahebourg
Courts Rose Belle
Courts Flacq
Courts Goodlands
Courts Riche Terre
Courts Triolet
Courts Rivière du Rempart
Courts Port Louis
Courts Rivière des Anguilles
Courts St. Pierre
Courts Lallmatie
Courts Telecell
Courts Rodrigues
Courts Red Hot Clearance Centre
Courts Central Warehouse
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The Company’s Mission and Vision Statement
Vision Statement
“A competitive and customer focused retail business generating sustained superior returns for its stakeholders.”
Mission Statement
“We aim to add value to people’s lives everyday.”
Our Core Values
Leadership
Collaboration
Customer Focus
Integrity
Results Orientated
Initiative & Innovative
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History of Courts
The company started trading in Mauritius in June 1985 under the name of “Mammouth” with a
store at Brabant Street in Bell Village. The name “Mammouth” conveyed the image of a big
and powerful company. This name was chosen since Mauritians were more accustomed to
French and also to reflect the size of the first showroom at Bell Village. Courts Mauritius Ltd
was owned by Courts Plc which was the holding company of Courts Group of Companies in
England. In July 2001, the company changed its name to ‘Courts’ following a worldwide re-
branding strategy of the group. In December 2005, the company was bought by British
American Investment Co. Ltd.
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About the Product
The product is under the brand name of Magic Tiles. The product is colour changing or
“thermo chromic” tiles that changes colour with respect to the temperature of the environment.
Thus these tiles in an air-conditioned room will have different colours than in a well heated
room while creating a continuous 'colour transition'. These tiles can also change colour due to
interaction, such as touching, rubbing or even by breathing on it. They could be used in variety
of locations to create different visual atmospheres depending on the environment. This Product
already exists in the markets of US, but has not yet been introduced in Mauritius. These colour
changing tiles are made out of ceramic and incorporating latest Italian Technology.
The different types of tiles which are available are:
Wall Tiles
Floor Tiles
Vitrified Tiles
Roof Tiles
The product is used for different purposes. They are mainly categorized as follows:
Kitchen
Bathroom
Office
Bedroom
Party Hall
Roofing
Magic Tiles enable a whole new dimension in design with glass and tile elements in
palette-coordinating and ever-changing colorations. Virtually any colours may be formulated to
achieve a wide range of visual effects. Desired "activation" temperatures may be specified, in
design ranges from 32°F to 120°F. Results are waterproof in both opaque and translucent
configurations. Colour is reactive to all temperature influences including water, steam, air,
radiant and touch. For indoor and outdoor applications direct exposure to ultraviolet light may
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be facilitated with approved ultraviolet (UV) filtering product. Size, thickness, shape and all
required fabrications may be specified.
Product Logo
The logo is a replica of the colour-changing tiles. It is a colour palette with the brand name
lying on it. Therefore, the identification of the product will be through the logo which.
Motto
The motto of the product Magic Tiles is “Brings Colour To Your
Life”.
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Features of the Product
The various features of this product are mentioned below:
1. These tiles can change colour according to the changes in temperature of the external
environment.
2. The product is designed and customized according to the needs of the customer.
3. Magic Tiles are hard and durable.
4. Extremely resistant to stains & dirt.
5. Tiles are easy to install and maintain.
6. Magic Tiles can be used to decorate the interiors of residential and commercial projects.
7. They can endure heavy foot traffic observed by the kitchens and bathrooms.
8. The beauty and texture of these tiles are beyond expectations and they come in
mesmerizing colours and designs that presents a wonderful look to any decor.
9. Magic Tiles come with twin advantages of being decorative and useful, making the
customer choice of tiles both stylish and a smart one indeed. Being extremely versatile,
these tiles create a wide range of options for installations and they provide the best
solution for homeowners.
10. Magic Tiles - A product with incredible durability may be the best option for people
who are keen in installing them for refreshed and unique surroundings for their home.
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How the product works?
All products are available in a variety of temperature ranges, allowing customization to
your specific applications. The maximum temperature range for our “Liquid” line is -30°C (-
22°F) to 120°C (248°F). Colour change will begin at selected activation temperature, and
continue through three phases within a 6-10° rise in temperature. Once past the peak in
temperature, the base colour will then returns and remain unvarying until the temperature
drops.
This product is unique due to its ability to change colour and or image through any kind
of change in temperature. Examples are human touch, a change in ambient temperature,
warm/cold water; anywhere a heat or cold source is present. In addition, it can be designed in
any size, colour/colours, and multiple activation temperatures. The base colour can also be
colour matched to virtually any colour imaginable.
The basic layout of the Tile
The tiles are similar to like other tiles but with an inbuilt mechanism. The tile will be of 0.85
inches in width and 25x25 cms. It is divided into two layers. The basic layout of a tile is in
transparent colour (which is common to every tile).
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The layer covered with thermo sensitive material
The first layer will have black body heat sensitive outer layer i.e. along the edges of
the Tile ,which will be set to the room temperature of 250 C(fixed value) & along it a colour
pigment is painted (i.e. to the edges ) so that with the minimum heat the colour will reflect on
the transparent tile & thus the tile will look as per that colour .
The second layer will have the heat sensitive layer along the edges so if any change in
temperature i.e. any (+/-) 5 0 C will act as detector & then the colour pigment along the layer
i.e. the outer edge will reflect on the transparent tile & then the tile will look as per the colour.
(The overall tile is covered with transparent colour i.e. protected with synthetic cover)
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Product Lines
Currently we have five product lines: Northern Lights, Liquid, Watercolours, Tye-Dye
and Living Art. We recommend ordering a sample prior to placing an order to explore the
potential of our product.
Warranty
Please remember that these are living tiles and variations will occur daily and over time.
Because of the dynamic quality of these glass tiles there is no way to predict the length of time
they will change colour. What we do know is that in an indoor environment Magic Tiles has
been witnessed as exceeding 7 years. However, because every application is different we offer
a 1 year warranty on all workmanship of each tile, and its ability to change colour. Every tile is
hand made. Chips, cracks, bubbles and irregularities are inherent and part of the beauty of each
tile. Because these tiles are made upon ordering there are no returns.
Product Specs
There are many factors you must consider when designing your environment with our colour
changing tiles.
What can influence change in colour
There are many elements that can influence change in colour. These are just a few that should
be considered before you begin your design.
1. Geographic Location
2. Day vs. Night
3. Size of Space: Width, Depth, Height
4. Exterior or Interior Walls
5. Ambient Temperature
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6. Type of Heat Applied: Radiant, Water, Steam, etc.
7. Length of Time Heat is Applied
8. Intensity of the Heat
9. Thickness of Glass
10. Distance From Heat Source
Physical Specs
All of our lines come on 4"x4"x3/8" thick glass tiles. Every piece is hand made and unique.
Our glass has been rated for floors, walls and counters. We do offer other sizes as well as trim
pieces.
All Magic Tiles products are available in different temperature sensitivity ranges. We can pre-
determine the reactive temperature threshold upon request.
Acceptable setting and grouting materials:
1. Setting Systems : - Custom Building Products: MegaFlex Ultimate Thin-Set Mortar.
No admixture is necessary.
Laticrete: 254 Platinum Multipurpose Thin-Set Mortar. No admixture necessary.