A Market Assessment Study for a multinational JV Coatings Manufacturing Company

Client Challenge

The company was into manufacturing specialty lacquers, novelty paints, and designer finishes in India. They proposed to form a joint venture with an international company to market and manufacture a select range of products in heat resistant coatings, non-stick coatings and wooden floor coatings and coatings for PVC window frames. As part of the joint venture, they requested UC Strategy to assess the market potential for

  • Nonstick coatings
  • Heat resistant coatings and
  • Wooden floor coatings in India

Top management requested UC Strategy to conduct a study to assess the market feasibility for these products

Our Approach

To undertake the market assessment study, UC Strategy adopted the following approach:

  • Conducted primary research and analysed
    • Applications for coatings
    • Customers of coatings
    • Competitors of coatings
    • Current and future usage of coatings
    • Imports and exports scenario
    • Price points
    • Average consumption of coatings
  • Estimated market size for coatings for the following segments
    • Kitchenware and Cookware
    • Industrial Applications
    • Home Appliances and
    • Wooden Floors
  • Defined Key Success Factors (KSFs) for each application segment
  • Studied current and potential customers in each segment
  • Mapped the competitive landscape and profiled each competitor

Our Impact

After an exhaustive evaluation of each segment, Nonstick and Heat resistant coatings for Kitchenware and Industrial segments was selected as the most attractive segment.

 

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