Master Tiles Marketing Plan

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Our Product

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Executive Summary Master Tiles was formed in 1995 by Sheikh Mahmood Iqbal. Master Tiles is one of the biggest Tiles manufacturers in Pakistan. Master Tiles provides the opportunity to upgrade the life style by introducing Granite Tiles for the first time in Pakistan with latest Italian technology. Master tiles have a capacity to produce more than 25000 Sq/meter tiles per day. In local market Master Tiles is a well known Tiles manufacturing company. Master Tiles captures the 62% of local market share. It manufactures both Wall and floor Tiles. It manufactures good quality Tiles at affordable prices. The marble and granite processing industry is closely related to the development of building materials the modernization and vitalization of which leads to the progress of the Tile industry. In traditional construction people have always been using chips and marble for floors finishing from the past 2 decades. In the beginning marble and chips have good finishing and shine but slowly it losses its shine away leaving a dull and rough look to floor. As the time is changing the traditional construction styles and finishing materials are also changing into modern construction which saves the time and cost factors gives people a ready made finish for a life time. The Tile industry in Pakistan has a big potential in future. Availability of raw material and also the increasing demand makes it a growing industry. People want to change. This trend shows increase in the demand of Tiles. In future seeing the increasing demands local firms is trying to expand their manufacturing capacity. In Pakistan the availability of raw material in area likes marble mines, cheap labor, and high demand for quality paved way for growth in the Tile industry. Sonex Tiles is a big competitor of Master Tiles. Sonex Tiles is a new player in the market and it only produces Floor Tiles. While Master Tiles produce both Wall and Floor Tiles which is a competitive edge of it over Sonex Tiles. The strategy of Sonex Tiles is that are doing a direct competition with Master Tiles only in Floor Tiles category but also try to capture those segments which is not targeted by Master Tiles by producing some low price low quality products for low end market segment.: National Tiles is also a major Player in Pakistan Tiles industry. But it only manufactures wall tiles. National Tiles mainly target the Sindh market due to low competition in Sindh Market. One of the main competitors of Master Tiles is the Unorganized Local manufacturers. Although these small local manufacturers have less capacity of production as compare to the Master Tiles. So by offering low prices they become a big threat to big manufacturers. So by offering low quality products and cheaper products these local manufacturers are able to capture the market share from the big manufacturers. By offering low prices with low quality as compared to Master Tiles China is able to capture the market share.

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Master Tiles Company’s profile: Master Tiles was formed in 1995 by Sheikh Mahmood Iqbal. It is located in Gujranwala near kamoke. Master Tiles is one of the biggest Tiles manufacturers in Pakistan. Master (Tiles provides the opportunity to upgrade the life style by introducing Granite Tiles for the first time in Pakistan with latest Italian technology. They imported the Granite Tile manufacturing plant in 2002 from Italy. They hire the engineers from the Italy which operates that Plant.) Also they have hired some foreign employees like Mexicans and Italians who had been working there for more than 13 years. They have hired highly skilled and educated staff. Master tiles have a capacity to produce more than 25000 Sq/meter tiles per day. The company also exports the Tiles to the UK, Afghanistan, and UAE. In local market Master Tiles is a well known Tiles manufacturing company. Master Tiles captures the 60% of local market share. It manufactures both Wall and floor Tiles. It manufactures good quality Tiles at affordable prices. They are a team of professionals and enjoying the services of professionals in different departments;

1. Marketing 2. Finance 3. Production 4. Quality Control 5. Research & Development 6. Customer Care

They have a computerized system in the company. The information is shared between different departments through computer network. Master Tiles have highly skilled and qualified employees. Master Tiles manufactures a wide range of Tiles with different designs and colors. Master Tiles has a keen eye on future. Now they are planning to build another manufacturing plant to meet the future demand. Granite Tile is manufactured with the raw material which is known as Granite stone. Granite is the most durable architectural building stone primarily due to its minimum porosity. Granite is a very hard material and is easier to maintain then marble. Granite is formed deep in the earth’s mantle at extremely high temperatures. Granite stone is easily available in the province of NWFP and Balochistan and in different Northern Areas. Granite is the sixth largest mineral extracted. Now Granite is a building material which has been developed as product for decorating walls or interior spaces of buildings. It is now one of the most essential building materials for the durability as well as the protection of the buildings. Granite Tiles is a substitute for marble and chips. In the beginning marble and chips have good finishing and shine bit it gradually fades away leaving a dull and rough look to your floors. Not only has this but the moisture in atmosphere also affected it. Granite Tiles are good solutions to these problems.

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Master Granite Tiles opens the galaxy for people in terms of design and color range. On top of that its finishing is lifetime so no need for grinding and polishing anymore. It has 0% absorption resulting in a stainless Tile with no moisture effect. Not only this it is scratch resistance and has maximum strength. All these factors add the best to the interiors and exteriors and give an endless application to the customers. These Tiles also have the remarkable tendency to increase the beauty of the architecture. Tiles Industry in Pakistan: The marble and granite processing industry is closely related to the development of building materials the modernization and vitalization of which leads to the progress of the Tile industry. It shows a trend towards increasing use in modern architecture. In traditional construction people have always been using chips and marble for floors finishing from the past 2 decades. It is always seen that marble and chips always require a constant care regarding the maintenance and strength of the floors and everybody is obsessive about the neatness and finishing for their home and buildings. In the beginning marble and chips have good finishing and shine but slowly it losses its shine away leaving a dull and rough look to floor. Those factors push the customer to spend time and money to get that shine and look again. But the latest Tiles are a big time feasible solution to the problems that people had with chips and marble. As the time is changing the traditional construction styles and finishing materials are also changing into modern construction which saves the time and cost factors gives people a ready made finish for a life time. The Tile industry in Pakistan has a big potential in future. Availability of raw material and also the increasing demand makes it a growing industry. There is a lot of construction been made in the country and there is a big future demand for the finishing building material. The most popular trend in the Pakistan is “CHANGE”. People want to change. They want to change their life styles. They want to give their homes a beautiful look. This trend shows increase un the demand of Tiles. In present and future there is a huge demand and local firms are not in that sizes which can fulfill this demand. This is the fact that other players from other markets have entered into Pakistani market. In future seeing the increasing demands local firms is trying to expand their manufacturing capacity. In Pakistan the availability of raw material in area likes marble mines, cheap labor, and high demand for quality paved way for growth in the Tile industry. This not only led to quality walls and flooring tiles but also these are available on low and affordable prices.

Situation Issues: Competitor’s analysis:

• Sonex Tiles. • National Tiles. • Unorganized local manufacturers. • Imported Brands.

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(1)Sonex Tiles:

Sonex Tiles is a big competitor of Master Tiles. It is also located in Gujranwala. Sonex Tiles is a new player in the market and it only produces Floor Tiles. While Master Tiles produce both Wall and Floor Tiles which is a competitive edge of it over Sonex Tiles. Also Sonex Tiles have less design s and colors as compare to Master Tiles. The strategy of Sonex Tiles is that are doing a direct competition with Master Tiles only in Floor Tiles category but also try to capture those segments which is not targeted by Master Tiles by producing some low price low quality products for low end market segment. They have a distribution network in all over the Pakistan. They distribute their product through selected dealers in different parts of the country. (2) National Tiles: National Tiles is also a major Player in Pakistan Tiles industry. But it only manufactures wall tiles. It is located in Karachi and it is mostly competing with Master Tiles in Sindh areas and only in Wall Tiles category. National Tiles mainly target the Sindh market due to low competition in Sindh Market. (3) Unorganized Local Manufacturers: One of the main competitors of Master Tiles is the Unorganized Local manufacturers. Although these small local manufacturers have less capacity of production as compare to the Master Tiles. But they produce low quality with low prices. So by offering low prices they become a big threat to big manufacturers. These local manufacturers attract the customers who are more price sensitive as compared to quality. Also these small local manufacturers distribute their products to a large number of retailers with some incentive due to their low prices. So by offering low quality products and cheaper products these local manufacturers are able to capture the market share from the big manufacturers. (4) Imported Brands: Some niche segment of market is also captured by importers. In addition small quantity of some multinational brands is available local market. These brands are imported from Spain, Italy, as well as from UK and USA. These brands are mostly targeted in Lahore and Karachi and they target high end segment of the market. Chinese Manufacturers: China is also a big competitor of Mater Tiles. By offering low prices with low quality as compared to Master Tiles China is able to capture the market share. China was one of the major threats to the local manufacturers until Government imposes anti dumping duties on Chinese manufacturers. But still China is competing in the market through its distribution in all over the country and still a big threat for local manufactures. Competitive Advantage of Master Tiles:

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(1) Master Tiles produce high quality and high standards products which other competitors can not match.

(2) Master Tiles Produce waste range of designs styles and colors range which other competitors can not produce.

(3) They have latest Italian technological plant due to which their production capacity is more than 25000 Sq/meter per day which is another competitive advantage of Master Tiles over its competitors.

Market Segmentation: Master Tiles has segmented the target market on the basis of the need of customers. They have divided the market into low to high end market. But they are mostly focus on high end market segment. They produce different type of tiles with different price ranges. Especially for high end market segment they produce high quality products with high prices and for middle end market segment they produce products with relatively low prices and low quality as compared to the high end market. So Master Tiles produce different quality products with different prices for different market segments. Target Market: Now Tiles have become an essential part for the decoration of our residential and commercial buildings. So our target market is that people who can afford and who want to make their lives worth living by using these tiles and who focus on beauty as well as luxury and style and design. So company main target market is upper middle class and elite class because lower middle class and poor class customers can not buy tiles. Intended Positioning: The positioning which Master Tiles want to produce in the mind of customers is that they will provide them high quality and stylish products to improve their life style and make their life easy and beautiful. SWOT Analysis: Strengths:

(1) One of the main strength of Master Tiles is their latest technological imported plant which is highly computerized.

(2) One of the strength of Master Tiles is their highly professionals and skilled foreign employees who are working there for more that 13 years.

(3) One of the strength of Master Tiles is its production capacity. It can produce more that 25000 Sq/meter per day which is the highest as compared to the local competitors. Master Tiles has the capacity to meet the huge demand.

(4) They have a computerized system through which communication between different departments can be done faster.

(5) They have their own Research and Development department and they always try to seek the new opportunities to improve the quality and bringing new innovations.

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(6) They have a big distribution network all over the Pakistan. They have good and long term relationships with their dealers.

(7) One of their strength is their loyal and highly skilled labors. (8) They can produce waste range of designs, styles and colors which is one of the

major strength of Master Tiles. Weaknesses:

(1) One weakness of Master Tiles is the maintenance and repairing of its manufacturing plant. Once there is a problem in plant then it requires a whole day for repairing and again become in working positions so it could be another weakness of Master tiles.

(2) The another weakness of Master tiles is that networking system because there whole internal communication based on networking so if there could be any problem in main server so their whole communication will stop or break down so if there is any problem or fault in main server it could be another weakness of the Master tiles.

(3) As company divides whole Pakistan into different zones sop if there is miss communication between each zone and company and if it effects their supply chain process than its could be another weakness of the company.

Opportunities:

(1) One of the big opportunities for Master Tiles is the growing rate of construction which increases the demand for tiles. So that’s why Master Tiles is planning to expand their production capacity to meet the future demand.

(2) One opportunity for Master Tiles is that Government imposed anti dumping duties on Chinese Tiles which restrict Chinese manufacturers to export the tiles in Pakistani market with low prices. So now their cost increases and they forced to sell the tiles at higher price which is relatively equal to local tiles.

(3) The Government reduces the taxes on exports of tiles and also increasing demand in foreign market provides an opportunity for Master Tiles to increase its sales by exporting its tiles.

Threats:

(1) One of the threats for Master Tiles in local market is huge amount of tiles supply from unorganized local manufacturers. This is a threat for reduction in market share of Master Tiles.

(2) One of the threats for Master Tiles is low entry barriers in the industry. Because of the growing potential of the industry it becomes an attractive industry for new entrants. These new players can capture the market share.

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(3) One of the threats for Master Tiles is price wars from the main competitors in the industry. To capture the market share the local competitors their prices to catch the more customers and can reduce the market share.

PEST Analysis: Political factors: The political factors have a huge influence upon the regulation of business. In Pakistan political environment is not stable. It is very dynamic which affects the business industries. Government policies are changed during regular intervals of time. This political instability affects the tiles industry also. In case of Master Tiles when the incident of Benazir Bhutto’s death happen. Then during that time their material was destroyed by the political workers. Their vehicles were destroyed when they were on the road for distributing the final product. So due to this political incident Master Tiles bears a financial loss. Government also has some rules and regulation for the environment pollution. Master Tiles claims that they do not pollute the environment during the manufacturing process of the tiles. The wastage is managed in sophisticated manner that it does not pollute the environment. Master Tiles is the first tile manufacturer in Pakistan which submits the application to National Tariff Commission against the dumping of Chinese tiles manufacturers. The result was that Government imposed anti dumping duties on Chinese tiles which also shows that Government wants to promote and save its local Tiles industry. Economical Factors: Marketers need to consider the state of a trading economy in the short and long terms. Due to economic growth in Pakistan the Tiles industry in Pakistan is growing. There is a big increase in the construction in the country. The Tiles industry in Pakistan is in growth stage. Government does not finance enough money in the Tiles industry to make it more attractive industry. The raw material which is used in Tiles manufacturing is founded in the province on NWFP and Balochistan. Mining of the raw material in these areas is done on primitive techniques including uncontrolled blasts. In majority of the mines basic machinery and equipments are not available. This not only lead to wastage but also to low production of raw material which directly affects the Tiles industry. Government does not pay much attention on this which really affects the efficiency of Tiles industry. Socio cultural Factors: The social and cultural influence on business varies from country to country. It is very important these factors are considered. These factors are:

(1) Income level (2) Population growth rate (3) Labor mobility

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(4) Life style changes (5) Fashion (6) Living condition

In Pakistan demographic factors like income level of people is increasing. Due to which their buying power increases. Also the population is increasing which results in the construction increase which also results in the increase in demand of tiles in the country. Also there is a good availability of labor which is a really favorable condition for tile industry. Now the people in Pakistan are moving towards change. Their life style is changing. Now it is becoming a fashion to decorate their homes with beautiful and stylish tiles to give a beautiful look to their homes. This result is the increase in the demand of tiles in country. The living condition of people is changing. The rural people are moving towards urbanization and their living conditions are becoming better and better. Technological Factors: Technology is a very important factor for an industry. It is vital for competitive advantage for a firm. For technology the following points should be considered: (1) Does technology allows products to be made cheaply and better quality? Ans: In Pakistan the technology in Tiles industry does not change very quickly. In Master Tiles they use their Italian manufacturing plant for producing good quality products at affordable prices. This technology is their competitive advantage. (2) Does technology offers consumers and businesses more innovative products? Ans: Master Tiles use their new technological plant to produce more innovative products. Master Tiles produce new styles with lot of colors and they produce more innovative products. (3) Does technology offers companies a new way to communicate with consumers? Ans: Technology changes in the media industry in Pakistan allow the companies to adopt the new ways of communication with the customers. Now there are new and advanced medium for communicating the message like digital signboards and now advertisement can be done through new cable channels. These new local cable channel are watched every where. So we can say that new technology offers new and affective ways of communication. Porter’s Five Forces Model: Threat of new entrants: The Tiles industry in Pakistan is in growth stage and this industry has a growing potential in future which makes it an attractive industry to start business. There are already few good quality Tiles manufacturers in the country and some unorganized local manufacturers. The demand for tiles is increasing in the country. Also Government has not very restricted policies for Tiles industry. So the entry barriers are low in Tiles industry. So there is a threat of new entrants in the industry for existing firms.

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Supplier bargaining power: The raw material which is used for tiles manufacturing is available from the province of NWFP, Balochistan and from some areas of FATA. There are lots of suppliers in the industry. In the case of Master Tiles they are not dependant on single suppliers or few suppliers. They have a lot of suppliers for purchasing raw material. So the supplier switching cost for Master Tiles is low which reduces the supplier’s bargaining power. Master Tiles has a lot of options for purchasing raw material. Customer bargaining power: In Pakistani Tiles industry there are few tile manufacturers and some unorganized local manufacturers. Some foreign companies from China, Italy they exports tiles in Pakistani market. So customers have a lot of options for choosing. They can purchase Chinese tiles as they are cheaper and easily available. So in this case customer’s bargaining power increases over the manufacturers. They can force the manufacturers to reduce the prices as they can easily switch from one manufacturer to another manufacturer when deciding to purchase the tiles. Customer’s switching cost is low and their bargaining power increases. Degree of Rivalry: In Pakistani Tiles industry there are few manufacturers of tiles. So degree of Rivalry is not high. Pakistani Tiles industry is in growing stage. The reason of which is fast market growth. There is huge demand for tiles in the market. Although the customer’s switching cost is low but the fast market growth and increased demand allows the firm to match their expected sales and they can catch new customers. So we can say that fast growth in the market decrease the level of degree the rivalry. Threats of substitutes: If the prices of raw material increases or the government increases tax rates so it directly effect the prices of tiles so in this case threat of substitute like chips and marble will increase due to their relatively low price difference as prices of tiles will increase people automatically will move towards marble tiles or chips floors and threats of substitute will increase. (2) Marketing Mix Issues: Brand Structure:

Master (Group of Industries)

Master Master Master Master TilesSanitary FittingsBall pens Plastic Films

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So Master is the corporate brand and Master Tiles is the family brand.

4 Ps: Product: Master Granite Tile is an ideal medium for coverage of floors and walls in the interior as well as exteriors in a practical cost effective and durable manner. It is like impossible to list all the applications of Master Granite Tile but to mention a few here are some areas of the application: (1) Residential: It is used in boundary walls gate pillars, can porches, home lobbies, lounges drawing and dining, living, bed and bath rooms, kitchens and staircases. (2) Commercial: It is used in offices, showrooms, shops, plazas, shopping malls, hotels, restaurants, airports, railways and bus stations, hospitals and clinic, sport complexes and swimming pools. (3) Industrial: It is used in floor covering of all sorts of industrial units, ware houses, workshops, and depots. (4) Public Places: It is also used in pathways, footpaths, parking lots, and gas stations. Qualities of product: Master Granite Tiles are completely homogenized which means that the color the texture and the veins run throughout the thickness of the body just like the natural stone. Unlike what is available in the market in the name of granite, the colors, design and textures of ceramic granite are not superficial. So from the years of research and latest Italian technology Master Granite Tile is a gift for those people for those who want to upgrade their life style opt for today’s most modern material to make their life more beautiful. No Stain: It is easy to clean and offers complete chemical resistance due to extremely compact homogenous superior surface. Scratch Resistance: Its solid and compact body protects tile from scratches

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0% Absorption: No pores through out the tile thickness, extremely compact. This is even true for areas that have been subject to abrasion. Max Range Color Sizes: It offers a big list of different sizes and colors. Maximum Strength: It is pressed by hydraulic pressure with force into compact uniform tile. Dried and fired at a temperature of 1250C bringing them into one solid and compact body. Fine Edges: Cutting of these hard tiles is done by special diamond blades. That makes laying of tiles very easy and adds beauty to architecture. Price: Master Tiles sets relatively high prices for their products as compare to the competitors. Prices are sets according to the good quality of the product. The product with good quality has high prices while the product with normal quality has relatively low prices. In local market their prices are relatively high than other competitors. Their high prices reflect their good quality. They have a complete range of product line and the prices vary between different product types. Placement: Master Tiles has big distribution network in all over the country. They have divided the local market into different zones, like Lahore zone, Gujranwala zone, Multan zone, etc. Each zone has its own head office and is responsible for marketing activities in that zone. Master Tiles distribute the product through its dealers in different cities. These dealers work with Master Tiles on agreement basis. Each dealer is given target sales. After achieving a target sales discounts are offered to these dealers. These dealers only sell Master Tiles products. However these dealers also sell the product to the small local retailers which sell multibrands under one roof. These retailers may have some cheaper brand as well as some imported brands. Now Master Tiles has started to establish its own display centers in major cities. These display centers have not products to sell but just work as to show and provides the information about the product. Promotion: Master Tiles use different promotion tools to promote their product. Like Advertising, Exhibitions and Seminars. Advertisement: They use advertisement as a promotion tool. This advertising is done through TV, bill boards and they also sponsor some sporting activities. Exhibitions: Master Tiles also takes participation in different industrial exhibitions all over the country. Their representatives give a presentation there and provide the information about the brand.

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Seminars: Master Tiles also held some seminars for providing the information. In these seminars business customers are invited. Like Builders and contractors. In these seminars the information about the brand is provided to the customers.

(3) Communication Issues: Brand Message Communication: Master Tiles uses different Medias to communicate its message. They use advertising for message communication. Their ads show their message by showing their beautiful and stylish tiles decorates the offices, residential places and giving them more modern and beautiful look. Their ads show their slogans Glorious Finish Forever! Their ads show that Master tiles have remarkable tendency to increase the beauty of architectures. Master tiles also use digital sign boards, big bill boards in selective areas to communicate their message. During the cricket world cup in West Indies they get sponsorship from a local TV channel and during that time they were involved in massive advertising on TV channels. Qualities of Media: Master Tiles use different media for advertising. Like electronic media and print media. In electronic media they use TV channels for advertising. TV channels are very famous media vehicles and message can be communicated to a large number of people at one time. In printing media Master Tiles use big Bill boards and digital sign boards which are relatively cheaper than the TV channels. These print media are very effective way of advertising when the people are not in their homes. People can watch the message to the roads in different places and when they are on a journey. So now this print media has become a more effective and cheaper medium for communicating the message. Brand Elements: Name:

“Master Tiles” as the name shows Master. By choosing that name they want to show that they are Master in every thing, just like master in quality, master in style, master in producing waste range of designs, master in producing waste range of colors. So by selecting the name Master they want to create an association that they are master in every thing.

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Logo:

The company logo represents the first capital letter of Master “M” in stylish way. Its purpose is that when any person watches this logo automatically his mind captures the image of Master tiles and this logo also communicates the company brand name. Slogan: Their slogan Glorious Finish Forever! It communicates the message that Master tiles are more stylish tiles meets with the modern needs and increase the beauty of your architectures. The word “Glorious” means most stylish most beautiful and the words “Finish Forever” means once you use Master Tile it will remain forever. So those slogans communicate the message that Master Tiles will provide your architectures a beautiful look forever. It will upgrade your life style and will make your life easy and beautiful. This slogan also communicates the message that Master Tiles have most beautiful styles and more durability. It will provide your architecture a beautiful look forever.

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Brand Associations:

These are the desired associations which Master Tiles want to create in the mind of customers.

• High quality products. • Complete range of products offered (wall, floor tiles). • Reliable Product. • Durable Product. • Waste range of colors. • Waste range of designs. • Stylish Product.

Master Tiles

High Quality Product

Complete range of products Stylish Product

Vast Range of Designs

Reliable Product

Durable ProductVast Range

of Colors

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All Possible Associations:

Stylish Tiles

Durable High

Quality Product

Master Tiles

Symbol of Status Beautiful

homes and buildings

Easy availability

Upper class

Vast range of colors and

designs New and

Innovative Designs

Reliable Product

Pakistani Brand

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Brand Exploratory

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Interpretations and results from the questionnaire Q#1

What comes to your mind when you want to decorate the floors and walls of your homes and commercial

buildings

0

5

10

15

20

25

Tiles Marble Chips WoodenFloors

Others

Freq

uenc

y

Series1

This graph shows that 57.1% people preferred tiles to decorate their homes and buildings and 5.7% people preferred marble to decorate their homes and buildings and 11.4% people preferred chips to decorate their homes and buildings. This graph interprets that there is a huge market potential in Tiles business and mostly people want to decorate their homes and buildings through tiles and the purpose of this question is that to check the trend of market either people preferred tiles or not and if people preferred tiles and which brand comes to their mind at first. Q#2

What comes to your mind first when do you think about Granite Tiles.

0

5

10

15

20

25

MaterTiles

Sonex China Others

Freq

uenc

y

Series1

This graph interprets that when it was asked by people that which brand come to in their mind when they think about granite tiles then 65.7% people preferred Master Tiles and 11.4% people preferred Sonex and 5.7% people preferred china tiles and 17.1% people preferred other local tiles. This shows that Master Tiles has strong brand awareness and

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65.7% people preferred Master Tiles to decorate their homes. It has Master Tiles has strong brand awareness than other competitors. Q#5

What do you like best about Master Tiles?

0

2

4

6

8

10

12

14

Quality Style Durability Color Others

Freq

uenc

y

Series1

This graph shows that 17.1% people preferred Master Tiles due to quality tiles and 37.1% people preferred Master Tiles because of stylish tiles and 11.4% people preferred Master Tiles just because of durability and 14.2% people preferred Master Tiles due to vast range of colors and 20% people preferred Master Tiles just because of other associations like easy availability of tiles, good finishing and being Pakistani brand. This graph interprets that style is the most favorable association in the minds of customer and second highest association in the minds of customers is quality and third favorable association is vast range of colors and durability comes at 4th point and other associations also play an important role in the building of brand equity. Q#6

How Master Tiles is different from other brands?

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2

4

6

8

10

12

14

Quality Style Durability Price Others

Freq

uenc

y

Series1

This graph shows that 34.2% people distinguish Master Tiles from other competitors due to its quality and 25.7% people distinguish Master Tiles from other competitors due to style and 14.2% people distinguish Master Tiles from other competitors due to durability and 5.7% people distinguish Master Tiles from other competitors due to price and 20% people distinguish Master Tiles from other competitors due to other associations like

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strong brand name, vast range of colors and designs, easy availability and good finishing of tiles. Q#9

Yes No

Do you recommend any of your friends to use Master Tiles?

0

5

10

15

20

25

30

Frequ

ency

Do you recommend any of your friends to use Master Tiles?

Through questionnaire we found that majority of people are loyal with Master Tiles and when we asked them would they recommend Master Tiles to their friends and relatives then majority of people said yes they would recommend Master Tiles to their friends and relatives. This shows the customer’s motivation towards brand and in this way company creates positive word of mouth. Q#10

which brand name comes to your mind when do you think about stylish tiles?

0

5

10

15

20

25

30

Master Tiles Sonex China Others

Freq

uenc

y

Series1

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This graph shows that 68.5% people preferred Master Tiles when they think about stylish tiles and 8.5% people preferred Sonex and 5.7% people preferred China tiles and 17.1% people preferred other local tiles. This interprets that when we talk about stylish tiles Master Tiles has strong brand recall and it is a favorable association which contributes in building the brand equity of Master Tiles. Q#11

Which brand comes to your mind when do you think about durable tiles?

0

5

10

15

20

25

Master Sonex China Others

Freq

uenc

y

Series1

This graph shows that 62.8% people preferred Master Tiles when they think about durable tiles and 14.2% people preferred Sonex tiles and 8.5% people preferred China tiles and 14.2% people preferred other local tiles. This interprets that when people think about durable tiles then Master Tiles is the brand which comes first in the minds of people and this is a favorable association which contributes in the building the brand equity. Q#12

Which brand name comes to your mind when do you think about the tiles with innovative colors

and designs?

0

5

10

15

20

Master Sonex China Others

Freq

uenc

y

Series1

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This graph shows that 54.2% people mentioned that when they think about tiles with new and innovative colors and design, Master Tiles is the brand which comes first in their minds and 17.1% people mentioned Sonex and 22.8% people preferred China tiles and 5.7% people preferred other local tiles. This interprets that when we talk about tiles with new and innovative colors and designs, Master Tiles has strong association in the minds of customers and 54.2% people preferred Master Tiles it means Master Tiles has strong brand equity. Q#13: Which is the most important attribute for you when do you want to purchase granite tiles? Attribute Interpretation Reliability 42.9% people gave high rank to reliability of granite tiles and

25.7% people gave very high rank to reliable granite tiles and rest are neutral or disagree which shows that most people gave importance to reliability and they want to purchase reliable granite tiles. It shows that highest number of people rank reliability to high.

Durability 25.7% people gave very high rank to durability and 48.6% gave high rank to durability and rests are neutral or gave low rank to durability when they want to purchase granite tiles. This means that highest number of people want durability in their granite tiles when they want to purchase granite tiles.

Style 37.1% people gave very high rank to style attribute and 34.3% people gave high rank to style attribute and 8.6% people gave very low rank to style and rest of people are neutral about style. This means that when we calculate 34.3% and 37.1% this show that 71.4% people want style in their tiles when they want to purchase granite tiles and this is very strong attribute and people want to purchase more stylish tiles.

Color 37.1% people gave very high rank to color attribute and 34.3% people gave high rank to color attribute and only 5.4% people gave very low rank to color attribute and rest of people were neutral and gave no much importance to colorful tiles. This trend shows that 71.4% people want to purchase color full tiles and this attribute plays very strong role in decision making of people while purchasing granite tiles.

Price 22.9% people gave very high rank to price factor and 43.2% people gave high rank to price factor and 5.7% people gave very low rank to price factor. This shows that 68.6% people are more price conscious and gave high and very high rank to price so that mostly people are price conscious and this factor also plays an important role in their decision making while purchasing granite tiles.

The graphs below shows that data.

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Q#14: Which is the most important attribute of Master Tiles for you? Attributes Interpretation Reliability 34.3% people gave very high rank to reliability factor and 45.7%

people gave high rank to reliability and 2.9% people gave very low rank to reliability and rest of people are neutral and do not consider it important attribute. This ratio shows that 80% people are more conscious about reliability attribute of Master Tiles and gave high and very high rank to reliability.

Durability 45,7% people gave very high rank to durability and 37.1% people gave high rank to durability and 2.9% people gave very low rank to durability attribute and rest of people are neutral and do not conscious about durability. This shows that 82.9% people are more conscious about durability in Master Tiles and gave very high and high rank to durability.

Style 54.3% people gave very high rank to style attribute and 25.7% people gave high rank to style attribute and 2.9% people gave very low rank to style attribute and rest of people are neutral. This show that 80% people gave very high and high rank to style it means people also very much conscious about style attribute of Master Tiles also and which attribute also plays an important role in decision making of people when they want to purchase Master Tiles.

Color 42.9% people gave very high rank to color factor and 37.1% people gave high rank to color attribute and only 5.7% people gave very low rank to color attribute. This shows that 80% people also very much conscious about color of Master Tiles.

Price 20% people gave very high rank to price factor and 22.9% people gave high rank and 31.4% people gave low rank to price this shows that only 42.9% people are price conscious when they want to purchase Master Tiles.


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Very High High Neutral Low Very Low

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Q#15: Which of the following words apply to Master Tiles? Attributes Interpretation

Honest 42.9% people strongly agree that Master Tiles has honesty in its brand personality and 34.3% people also agree about honesty of Master Tiles brand personality and only 5.7% people are strongly disagree about it. This shows that 77.1% people agree that Master Tiles has honest attribute in its brand personality.

Daring 28.6% people strongly agree about the Master Tiles brand personality is daring and 37.1% people also agree about it and only 5.7% people strongly disagree that Master Tiles has a daring brand personality and rest of people are neutral or don’t have any idea about it. This shows that 65.7% people agree that Master Tiles has daring attribute in its brand personality.

Up to date 34.3% people strongly agree that Master Tiles has up to date brand personality and 31.4% people agree about this personality attribute of Master Tiles and only 5.4% people strong disagree about it and rest of people are neutral or don’t have any idea about it. This shows that 65.7% people agree that Master Tiles has up to date attribute in its brand personality.

Reliable 37.1% people strongly agree that Master Tiles is a reliable brand and 37.1% people also agree about it and only 2.9% people strongly disagree and rest of people are neutral or don’t have any idea about it. This shows that 74.3% people are agree that Master Tiles has reliability attribute in its brand personality.

Successful 25.7% people strongly agree that Master Tiles is a successful brand and 42.9% people agree about it and only 5.7% people strongly disagree about it and rest of people are neutral and don’t have any idea about it. This shows that 68.6% people agree that Master Tiles has successful brand personality.


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Strongly Agree Agree Neutral Disagree Strongly Disagree

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Q#16: Statements Interpretation Master Tiles is a first granite tile manufacturer in Pakistan

Only 11.4% people agree with this statement and 5.4% people strongly disagree about it and rest of people don’t have any idea about it and neutral. This interprets that majority of people are unaware that Master Tiles is a first granite tiles manufacturer in Pakistan.

Master Tiles are reliable 17.1% people strongly agree with this statement and 54.1% people also agree about it and only 8.1% people disagree about this statement. This shows that 74.3% people agree that Master Tiles are reliable.

Master Tiles are durable 31.4% people strongly agree with this statement and 45.7% agree about it and only 2.9% people strongly disagree and rest of people are neutral or don’t have any idea about it. This shows that 77.1% people agree that Master Tiles are durable tiles.

Master Tiles are stylish than competitors

17.1% people strongly agree with this statement and 25.7% people agree about it and only 11.4% people strongly disagree about it. This shows that 42.9% people agree that Master Tiles are stylish than competitors.

Master Tiles offer new and innovative 31.4% people strongly agree with this

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design and colors statement and 34.3% people agree with it and 34.35 people are neutral or don’t have any idea about it. This shows that 65.7% people agree that Master Tiles offer new and innovative design and colors.

Master Tiles offer high prices than competitors

42.9% people strongly agree with this statement and 40% people agree with it and 5.4% people disagree with this statement and rest of people are neutral or don’t have any idea about it. This shows that 82.9% people agree that Master Tiles offer high prices than competitors.


Agree Neutral Disagree Strongly Disagree

Master tile is first granite tile manufactured in Pakistan

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Analysis Brand awareness level: We can check brand awareness level through question # 1,2,10,11,12. The purpose of question#1 is that we want to check that how many people prefer tiles to decorate their homes and building to know the exact market share of tiles industry and through questionnaire we found that when we asked people that what comes to their mind when they want to decorate homes and tiles and 57.1% people preferred tiles to decorate their homes and building so that we can analyze that a huge portion of customers use tiles and it is the largest portion of the customers. Question# 2 helps us to analyze that how many people aware that which brand offers granite tiles and which brand comes to their minds at first when they think about granite tiles. And through results we found that 65.7% people mentioned that when they think about granite tiles Master Tiles come at first in the minds of people which means that Master Tiles has high brand awareness in the minds of people and people rely on Master Tiles more than other competitors. The purpose of question # 10,11, 12 is that we want to check the brand recall through different quos that in how many different conditions how much people recall the brand, it means that in different conditions how many times brand comes to the minds of people. In question# 10 we found that 68.5% people when they think about stylish tiles, Master Tiles comes at first in their minds and this is a relevant and favorable association that people think that Master Tiles offer stylish tiles than its competitors and it also help to build strong brand equity in the minds of customers. In question# 11 we found that 62.8% people preferred Master Tiles and when they think about durable tiles, Master Tiles is the brand which comes in their minds and durability is the relevant and favorable association which means that people prefer Master Tiles as durable tiles and durability attribute also helps to build strong brand equity. In question#12 we found that 54.2% people prefer Master Tiles when they think about vast range of colors and innovative designs. This shows that when we talk about vast range of colors and innovative designs Master Tiles is the brand which comes at first in the minds of people and this is also relevant and favorable association that also helps to build brand equity. Now we can analyze that in the different situation when we asked people through different cues of product category then most of people preferred Master Tiles. And through different cues we judge that Master Tiles has strong brand awareness and people aware about Master Tiles that Master Tiles are durable and quality tiles and also Master

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Tiles offer vast range of colors and innovative designs. And these associations are favorable and relevant to the product. Brand attributes and its benefits: Through question # 13, 14 we can analyze that which attributes of brands are most important for people and how much people rank the specific attribute and how it is beneficial for the people. In question #13 our purpose was that we want to identify that which attributes are most important for customers when they want to purchase granite tiles and which attributes people prefer without any brand name so we found that 74.3% people ranked high to durability and 71.4% people ranked high to style and 71.4% people ranked high to vast range of colors and 68.6% people ranked high to reliability and also 68% people ranked high to price. So if we see the frequency trend then we analyze that which attribute is most important than other attributes and we set these attributes in this array from 5 (high) to 1(low). Attribute Rank Durability 5 Style 4 Vast range Of colors 3 Reliability 2 Price 1 In question# 14, our purpose is to identify that which attribute of Master Tiles is most important for people and which attribute comes at first into their mind when they want to purchase Master Tiles and we analyze that 80% people are more conscious about reliability attribute of Master Tiles and gave high and very high rank to reliability, 82.9% people are more conscious about durability in Master Tiles and gave very high and high rank to durability, 80% people gave very high and high rank to style it means people also very much conscious about style attribute of Master Tiles also and which attribute also plays an important role in decision making of people when they want to purchase Master Tiles, 80% people also very much conscious about color of Master Tiles, only 42.9% people are price conscious when they want to purchase Master Tiles. So if we see the frequency so we can rank the attributes from 5(high) to 1 (low) Attribute Rank Durability 5 Reliability 4 Vast range Of colors 3 Style 2 Price 1

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Customer’s Motives towards brand: In question # 16 we found that majority of people are unaware that Master Tiles is a first granite tiles manufacturer in Pakistan so it does not create any favorable association towards brand that Master Tiles is a first granite manufacturer in Pakistan and company wants to create a wrong association in the minds of customers because through customer’s response we analyze that people don’t consider it an important attribute so it does not help to create brand equity. We also found that that 74.3% people agree that Master Tiles are reliable, 77.1% people agree that Master Tiles are durable tiles, 42.9% people agree that Master Tiles are stylish than competitors, 65.7% people agree that Master Tiles offer new and innovative design and colors, 82.9% people agree that Master Tiles offer high prices than competitors. So we analyze that customers are well aware about brands attributes and gave response according to their perceptions and experiences towards the brand. So majority of people agree with our statements which we mentioned in question#16. And in question #9 when we asked customers that they would recommend Master Tiles to their friends and relatives majority of people replied yes they would recommend Master Tiles to others this shows that how much customers are motivate towards brand and in this way company also create positive words of mouth. Brand personality and image: In question# 15 our purpose is to examine the brand personality through the perceptions in the minds of customers regarding the brand personality and majority of people agreed that Master Tiles has an honest, daring , up to date, reliable and successful attributes in its brand personality and we can arrange all these attributes from 5(high) to 1(low) Attribute Rank Reliable 5 Honest 4 Successful 3 Up to Date 2 Daring 1 Conclusion So we can conclude that Master Tiles has very strong brand recall and brand awareness in the minds of customers and also has very strong brand image. People mostly like these attributes like reliability, durability, vast range of colors and designs, stylish tiles and price of the Master Tiles. The desired associations which company wants to create in the minds of customers are also reliability, durability, quality, vast range of colors and designs so we can say that company is successful in creating the desired association sin the minds of customers through advertisement, promotional activities and also people like

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this brand through word of mouth and create positive word of mouth towards Master Tiles. But the most important tool is positive word of mouth which play an important role in building the brand equity.

Recommendations

• Well we found that Master Tiles do not focus on aggressive advertisement campaign and do selective advertisement so they should focus on mass level of advertisement and invest more on advertisement.

• Master tiles prices are comparatively high than its competitors so people some times switch to other competitors due to budget problem so they should have to adjust their prices which are relatively equal to their competitors.

• As they claim that they offer vast range of colors and designs but in their display center all the range of colors and designs are not available so they have to display all the possible range of colors and designs and to over come this problem they can also go for customization. As they achieve the economy of scale and their production level is very much high than their competitors and in the peak seasons they can easily fulfill the demand so they don’t have any problem regarding their production so they should focus on customization through which customers can select designs and colors up to their own choice, this will create brand loyalty and retention of the customers because no other competitor is offering customization facility to customers.

• As they face the problem of maintenance and repair of the Italian plant because in local market there are no engineers which can repair the latest automatic plant so they should hire the Italian engineers who can repair the plant and maintain the plant also but those engineers should also train the local engineers so that company can overcome this problem and in the case if former engineers left the company, local engineers will easily operate and maintain the plant.

• As company divided whole Pakistan into different zones and facing the problem of miss communication or lack of communication so company should has to improve its communication system and launch the shared information system which will connect them through all the zonal offices and suppliers and distributors also so they can communicate with each other in timely and efficient manners.

• As government reduces taxes on exports of tiles in other countries and company also exporting its tiles in middle east and European countries but company should pay more attention towards exports and should find new markets and new distributors and should go to those markets where is huge potential customers and from where company can get more revenue so company should has to focus on exports because company’s production capacity is higher than its competitors and company can also increase its production capacity so that company can easily enter in new markets and fulfill the demand of those markets.

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Master Tiles Marketing Plan

Documents