Case Studies

Rushil Decor Signs up Channelplay as their Market Research Agency

Rushil Décor limited, one of India’s top Plyboard & Laminate companies wanted to conduct market research to know their brand penetration, awareness & market share, usage & satisfaction, trends & gaps to build market winning strategies across the following categories:

  • MDF
  • Laminates
  • Prelam
  • Wooden flooring
  • PVC Boards

The research was conducted across 55 cities among demand & supply side stakeholders who were either buyers, sellers or influencers of these products.

  • Sellers: Distributors & retailers
  • Buyers: Consumers, Architects & Interior designers and OEM’s (manufacturer of their own line of furniture)
  • Influencers: Carpenters

 Approach:

Given the diverse type of stakeholders, different approach was adopted to conduct a survey with each one of them:

  • Consumer Research: Consumers who have purchased the target categories/got some wooden work done in the last 18 months
  • Retailer Research: Unorganized multi-brand stores selling wooden boards, laminates etc., located in popular wood/construction markets of the target cities surveyed
  • Distributors Research: Distributor details to be extracted from retailers
  • Architect & Interior designer/Carpenters/OEM: Located in and around furniture markets of the target cities for research

Outcome:

Overall & Zone-wise:

  • Category penetration & availability across markets
  • Market share of top brands sold across all categories
  • Usage, perception & satisfaction of brands on multiple factors
  • Trade terms
  • Top buying consideration of buyers

City-level:

  • Rushil’s retail penetration and average retail penetration of Top 2 brands
  • Market potential – Sales potential across categories (MDF, Laminates, Wooden Flooring, PVC Boards)
  • Key elements to drive action in terms of Product elements like Product quality, variety/ designs, price or Service elements like Product/catalogue availability, sales team visit, trade schemes

Topics: Market Research