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Steam Dream

CONSUMER DURABLES

 820% INCREASE IN SALES VOLUME.
 ROLLS OUT NATIONALLY IN FEBRUARY 1998.

Innovation can be a key to profit. But merely developing a new product for the market need not necessarily spell success. Not unless you have the marketing plan in place. With the right inputs, the correct strategy and loads of experience to match your enthusiasm. Supreme Home Products Steam Dream moved right ahead.

OBJECTIVES

 To establish a marketing organisation structure.
 To establish the brand name.
 To build up a distribution network.
 To increase sales, market share and profit.


INPUTS
 Since Supreme consisted of a small    father-son-uncle team that was high on    manufacturing expertise, but lacked    marketing strategy, Samsika's first step    was to establish a mission statement for    the company and identify one product as    primary.
 This done, the brand name, Stream Dream,    was established and its personality evolved    with a clear positioning as "the first home    steam bath sensation, for a home that has    it all".
 A sales and service system was put in    place and a distribution network    established.
 Pricing strategy was evolved reasonably.
 Sales staff training undertaken.
 Market research helped focus on certain segments that showed large    potential.
 Cost-effective media plan was drawn up and generated trials.

The strategic tools employed were:
 Samsika Strategic Marketing ModuleTM
 Samsika Customer Contact Sheet ModuleTM
 Samsika Product Management ModuleTM
 Samsika Retail BarometerTM
 Samsika Sales Training ModuleTM
 Samsika Candidate Profile FormatTM
 Samsika Dealer Appointment FormatTM
 Samsika Triangular Perception ModuleTM
 Samsika Agency Evaluation ModuleTM
 Samsika Product Story ModuleTM

RESULTS


 Full organisation structure was established. Sales and service    employee strength doubled.
 Sales volume increased by 820% between February 1996 and    January 1997 despite a steep 20% increase in price.
 Distributorship established in nine states of India. The plan is to widen    the net on an all India basis.


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