Product: SCG SMART BOARD

1. Executive Summary -VEE

2. Current Situation -KIM

3. Market Description -FAITH

4. Environment -FAITH
5. Product Review -KIM
SCG, an ASEAN sustainable business leader, displayed new products that will help Filipinos
create great looking and sustainable homes.
One of the featured innovations was the SCG Smartboard, a fiber-cement board consisting of SCG
Portland cement and non-asbestos cellulose fiber, giving it strength, flexibility, and water resistance.
The public was invited to test the strength of the board by stomping heavily on the board, and they
were amazed that it did not sustain any damage.
These floor planks bring life to homes with their multi-layer impression that gives a personal touch to
a person’s home. For example, the SCG Smartboard Modeena is applicable for both exterior and
interior use due to its termite-free and waterproof properties; while it is the same for the SCG
Smartwood Floor Plank which can reduce the weight up to 25%, therefore saving on structural costs.

The Digital Printing Technology on Fiber Cement Board enables printing of a variety of colors,
designs, and textures on wall tiles that provide different tones and unique artistic designs. With these
products, walls and floors can be stylishly designed to suit various taste preferences. The SCG
booth at WorldBEX displayed a room whose walls and floors used digital printing to achieve the look
of real marble material.

SCG SmartBOARD is a new generation of fiber cement material with Firm & Flex Technology
made the board gain strength, durability and elasticity in one time. SCG SmartBOARD, with
state-of-theart composition of Elephant (SCG) Portland cement, Silica and Special cellulose
fiber through Autoclave process, is specifically designed for various ceiling, siding and flooring
applications both internal and external usage.
dvantages of SmartboardWall System over conventional Brickwall/ Concrete Block wall
1. Smartboard wall system is 1/6th the weight of a conventional 4.5” brick wall. Thus it reduces
the dead load of the building resulting in cost savings in steel /concrete/ foundation in the
building structural system.
2. Procurements of bricks/ concrete blocks is becoming more difficult and expensive day by
day as the factories are moving further away from the construction sites thus resulting in
higher logistics cost to mobilize the materials to the site. In a high rise construction the cost of
moving heavy materials like bricks/ concrete blocks to upper stories in big quantities is
expensive and labour intensive. The Smartboard system is more efficient and economical in
this respect.
3. Skilled masons/ Labour for erecting good quality masonry walls is becoming more and more
expensive and difficult to find day by day.
4. Smartboard wall system is 10-15 times faster than a conventional brick wall system in the
basic erection. i.e: A skilled mason team can erect upto 60 sft of brick masonry in 1 day
whereas upto 800-1200 sft of Smartboard wall can be erected in one working day by a team of
Smartboard Wall installers.
a. With the current modern construction techniques, the structural component of any building
goes up quite fast. What is time consuming/ dirty/ cumbersome is the con-struction of interior
partition walls. The conventional process of masonry wall in-volves the following steps:
erecting the wall, curing of the wall for strength, rough plastering, curing of the plastering,
POP, Drying of the POP finish, Painting. Each one of these processes is time consuming/
cumbersome/ unclean/ inefficient.
b. The Smartboard wall system can result in much faster construction of partition walls thus
resulting in faster deliveries of projects, big savings in finance cost due to early completion of
projects.
c. The Smartboard system results in cleaner construction.
5. The Smartboard surface comes smooth and pre finished and can take all kinds of paint fin-
ishes without any need for plastering/ POP. The finishing of the wall system can be much
faster, cleaner and cheaper.
6. All electrical/ plumbing etc conduits can be installed in the cavity wall system of the Smart-
board Wall. No need to make grooving in the wall for embedding conduits (Like Brick wall). It is
much easier to identify/ fix leakages or electrical wiring problems if they occur.
7. Since the wall thickness is reduced (approx 3”), it results in more saleable /usable area.
8. It is easy to erect curved walls using Smartboad system.
9. You can screw and nail directly in the Smartboard.
10. Smartboard is an exterior grade material and can be used on external facades. It can be
used for exterior cladding, exterior facades, indoor and outdoor false ceilings, roofing
substrate, flooring substrate.
The surface of Smartboard is very versatile and can take the following finishes/ cladding
materials directly on the natural surface.
a. i.e: Paints, Wall Paper, Veneers, Laminates, Ceramic Tiles, Vitrified Tiles, Natural Stones etc
11. The Sound rating of a conventional brick/ masonry wall is around 39 dB. The Smartboard
Drywall system even without any insulation results in a similar sound rating of 39 dB. Higher dB
ratings are possible by designing the Smartboard wall system with insulation etc.
12. Smartboard wall system has better thermal insulation as compared to a masonry wall sys-
tem.
13. The Smartboard is Waterproof, Termite proof and has high strength. It also has good point
load characteristics.
14. Smartboard is an environment friendly/ Green product. And registered with USGBC. It is
also Non Asbestos.
15. You can fill the cavity of the Smartbaord wall with foam concrete if a solid touch and feel is
required.
16. You can fill the cavity of the Smartboard cavity wall with real concrete and add rebar at
regu-lar intervals to create a load bearing wall. In this case the Smartboard is used as “Lost in
place formwork”. As a result you get a solid load bearing wall along with all the benefits of
drywall construction.
Advantages of Smartboard Wall System over Gypsum Board Wall System
1. The biggest advantages of the Smartboard over Gypsumboard are as follows:
a. Smartboard is waterproof. Gypsum Board is not.
b. Smartboard is Termite Proof. Gypum board is not.
c. Smartboard is very strong/ durable/ solid. Gypsum board is weak and damages eas-ily.
d. Smartboard has high point load bearing capacity. (i.e: You can hang chandeliers, Heavy
paintings, Plasma TV etc without any sagging directly on Smartboard. No need for any special
supporting framing members behind the board). Gypsum board dam-ages very easily as
compared to the Smartboard.
e. Smartboard can be used for Exteriors as well as Interiors. Smartboard can withstand all
types of weather conditions. It can be used for exterior cladding, exterior facades, indoor and
outdoor false ceilings, roofing substrate, flooring substrate. Gypsum board can be used only
for interiors.
f. The surface of Smartboard is very versatile and can take the following finishes/ clad-ding
materials directly on the natural surface.
i. i.e: Paints, Wall Paper, Veneers, Laminates, Ceramic Tiles, Vitrified Tiles, Natural Stones etc.
Gypsum board is much less versatile.
g. You can fill the cavity of the Smartbaord wall with foam concrete if a solid touch and feel is
required. Not possible with Gypsum board.
h. You can fill the cavity of the Smartboard cavity wall with real concrete and add rebar at
regular intervals to create a load bearing wall. In this case the Smartboard is used
as “Lost in place formwork”. As a result you get a solid load bearing wall along ith all the
benefits of drywall construction.. Not possible with Gypsum board.

6. Competitive Review -KIM

7. Channel and Logistics Review -RICHARD

8. SWOT Analysis -RICHARD
9. Marketing Strategy –(LAHAT TIG 3 IDEA NG
MARKETING STRATEGY)
10. Positioning -FAITH
11. Value Proposition -REINA
12. Product Strategy -REINA
13. Pricing -VEE
14. Distribution - VEE
15. Marketing Communication Strategy -JESUSA
16. Market Research -JESUSA
17. Action Programs -JESUSA
18. Financials/Budget -CARL
19. Controls -CARL
20. Make a plan -CARL