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TITLE OF REPORT:
Study and Estimate the Potential of the Interior Design
Glass in the Showroom and ATM segment
SUBMITTED BY:
NAME : YAMINI VERMA
IMBA-IB (2005-2009)
Roll No. : A1210209A58
MS.KOKIL JAIN
MR.LALIT K YADAV
(MANAGER- INTERIORS
SAINT GOBAIN GLASS INDIA)
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EXECUTIVE SUMMARY
Saint Gobain is one of the major players in the glass industry in India, and a
global leader in the glass industry. The manufacturing base of the company
is at Sriperumbudur near Chennai in India. The project was carried out in
New Delhi and the National Capital Region.
This report has been made with a view to cover some of the aspects of the
interior design glass industry and recommend an entry level strategy to
Saint Gobain Glass India in the interior design glass segment. The market for
this product is still in the nascent stage and has a huge market potential in
the future.
In order to study the market, I have researched the market at each level of
the purchase process of interior design glass. This includes interviewing
Showroom franchisee, Corporate Offices, Architect & interior designers,
Contractors and Suppliers. On the basis of my research, certain observations
were noticed and the same have been documented.
The report has been made after an extensive study of the trends beings
followed in the interior designing market, and the suggestions are given to
ensure successful launch of the product in the new market.
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COMPA
NY
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PROFIL
E
Company Overview
Company History
The Saint-Gobain Group was created in the year 1665 as part of a plan
devised by Louis XIV and Colbert to restore the French economy. Entrusted
to private entrepreneurs, the company broke the factory tradition by
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organizing glass production on an industrial basis. With the invention of
glassware casting in 1688, Saint-Gobain established a near-monopoly in
Europe and ousted Venice, which was then the leader in this sector.
During the 18th century, the Royal Glass Manufactury kept glass prices
constant or permitted only slight increases. It was able to do this because
with each new privilege (as in 1758), royal authority imposed a decrease or
compression in prices.The casting process also helped sharply reduce the
cost of average and large-sized glass. A stable France in 1724 and a growing
glass market did the rest. Between 1725 and 1788, sales raised by 400 per
cent, yet the unit price remained constant. They slackened only three times:
during the War of the Polish Succession, the War of the Austrian Succession
and the Seven Year’s War France’s total trade volume also increased at a
similar pace, rising between 400 per cent and 560 per cent according to
different estimates.
The Saint-Gobain chemicals branch began in 1806 when the first batches of
soda were made based on the LeBlanc process. The first soda works was
established in the Forest of Saint-Gobain, in a glassmaker’s manor house in
Charles Fontaine, which was purchased by the Glass Works. However, the
biggest change came about in 1830 when Saint-Gobain linked up with Saint-
Quirin (its largest competitor) to counter the threat posed by glass
companies in England and Belgium. To consolidate, they jointly bought
Commentry in 1830 and Premontre in 1843. This close relationship
culminated in a merger between 1855 and 1858. Saint-Gobain further
consolidated its position. After courting Kuhlmann and Perret-Olivier for a
three-way merger, Saint-Gobain overcame internal dissension and merged
with Perret-Olivier in 1872.
The first half of the 20th century saw the diversification of the Group into
glass applications – glass wool, glass fiber and hollow glass. In 1970, Saint-
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Gobain’s merger with Pont-à-Mousson, the world leader in cast iron piping,
gave birth to a producer of materials and capital goods geared to the global
dimensions of its market. More recently, since 1997, the Group has focused
on business sectors in which it holds strong positions and the assets
necessary for growth. Also, the acquisition of Poliet in 1996 has completed
its expertise in distribution.
Current Profile
From float glass to construction products, packaging to pipelines and from
abrasives to ceramics and plastics, Saint-Gobain products touch customers in
many different ways. With a presence in 50 countries and a workforce of
over 180,000, Saint-Gobain is one of the top-100 industrial corporations in
the world.
Saint-Gobain transforms raw materials into advanced products for use in our
daily lives. Saint-Gobain has been a pioneer in developing and transforming
bleeding edge technology into products.
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Saint-Gobain established its presence in India by acquiring a majority stake
in Grindwell Norton in 1996, and thereafter went on to consolidate and
strengthen its presence within the country. The Group has adopted a
systematic focus in launching its individual businesses in India and currently
operates in three business sectors: Flat Glass, High Performance Materials
and Construction Products.
FLAT GLASS
Saint-Gobain Glass India Ltd. (SGGI), which manufactures and markets float
glass and mirrors from its plant near Chennai
Saint-Gobain Sekurit India Ltd. (SGSI), which offers a range of automotive glass
products.
Saint-Gobain Crystals & Detectors India Ltd. (SGCD), which manufactures and
markets radiation detection and measurement products
SEPR Refractories India Ltd. (SEPR), which manufactures and markets electro
fused refractories.
CONSTRUCTION PRODUCTS
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Saint-Gobain Weber India Ltd. (SGWI), which offers facade and tiling
solutions, and technical mortars, and
Glass
Saint-Gobain is a dominant global player in the Glass sector. The flat glass
business provides a variety of solutions across architectural and automotive
segments. We have established two companies in India to manufacture and
market its federated glass. These are Saint-Gobain Glass India Ltd. and Saint-
Gobain Sekurit India Ltd.
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Glass India Ltd. has become the largest player in the Indian glass market.
The company has India’s largest and most modern float glass plant,
producing clear glass, tinted glass, pyrolytic reflective glass and mirrors for
the architectural and mirroring segment.
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Product Information
SGG PLANILAQUE EVOLUTION
Definition
Product Description
of its faces.
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It is also easy to process and install. Once in service, it is a highly
Applications
EVOLUTION adjacently,
engraved).
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SGG MASTERGLASS
Definition
Product Description
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a translucent, matt glass base.
Standards
patterned glass.
Applications
applications :
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counters, worktops,
CLIMAPLUS DESIGN,
Note
SGG DECORGLASS
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Saint-Gobain Glass Design Product Family
Clear or body-tinted patterned glass
Definition
UK Specific Variations
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discreetly screens vision
degree of obscurity
unwanted attention
of obscurity
Product Description
The glass is heated to its softening point and passed between two
Standards
glass.
Applications
The SGG DECORGLASS range is intended for a diverse variety of
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applications :
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SWOT
ANALYSI
S
SWOT Analysis
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Strengths:
Weakness:
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Higher Price: The price Saint Gobain glass is higher in
comparison to its competitors. Moreover the fabricated
glass which is currently being used as design glass is of
lower cost as compared to Design glass offered by Saint
Gobain.
Opportunities:
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First mover’s advantage: Saint Gobain will be the first glass
manufacturer to launch design glass in Indian market.
Threats:
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Researc
h
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Method
ology
PRIMARY OBJECTIVE
Study and Estimate the Potential of the Interior Design Glass in the
Showroom and ATM segment of a selected metro market in India and
suggest an entry strategy for Saint-Gobain Glass India in this segment.
RESERCH DESIGN
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Initial marketing research included interviewing a few respondents followed
by collection of secondary data. This helped in getting the general idea of
the market and developing initial framework for the research and designing
the questionnaire. Marketing Research included interviewing people at
various levels influencing the purchase decision of interior design glass.
These were:
SAMPLE DESIGN
Organizations Covered
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Denis Parker Shoppers stop
Arrow U.C.B.
Reebok Tanishq
Samsung Freelook
PNB Nokia
Maruti Videocon
Westside Liberty
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OCM Mahindra & Mahindra
Levis Provogue
Colourplus Rituwear
Mango(South Ex)
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DATA
Primary data
Questionnares are given to arcitects and big offices to know the demand
for interior designig glass and products they prefer over it.
Secondary data
SCOPE OF STUDY
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Major Challenges for Interior Design
Glass Industry
Wood work
Metal
Acrylic
Plaster of Paris
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Purchase Decision
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Purchase Process of Glass
Action shoes
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Major Glass Players in Delhi
Modi-Glass is the market leader with about 65-70% of market share. Saint
Gobain is the emerging player in glass market with about 20-25% of market
share. Asahi glass is a minor player in Delhi glass market with about 5% of
market share.
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Note: - These figures are based on the information provided by respondents
and correspond only to Showroom and Banking segment.
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Questionna
ire
Analysis
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AND
FINDINGS
General Trends
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10-
15%
• Toughened glass
• Frosted glass
• Etched glass
• Clear patterned
• Clear mirror
• Geometric textured
• Ozone glass
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FROSTED
GLASS
CLEAR TOUGHENED
PATTERNED GLASS
TYPE OF
GLASS USED
FOR
INTERIOR
DESIGNING
CLEAR ETCHED
MIRROR GLASS
OZONE GEOMETRIC
GLASS TEXTURED
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QUESTIONNARE ANALYSIS
This means that mostly people prefer to use wood for designing, as it is cheaper mode
than glass. Glass still comes at second position.
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Parameters affecting Purchase Decision
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Usage Pattern of Colored Glass
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RECOM
MEN-
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DATIO
NS
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Key Challenges for Saint Gobain
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Recommended Strategy
Customer
Experience
Profitabil
ity
Supply
Designer
Chain
Experience
Experience
For a product to be successful in the market the above 3 factors shown in the
diagram are extremely important.
• Customer Experience: This refers to meeting the demands of end
customer.
• Designer Experience: This refers to meeting the requirements of the
architect and interior designer who is responsible for designing the
showroom.
• Supply Chain Experience: This refers to meeting the demands of
intermediaries in the supply chain i.e. dealers, wholesalers, etc.
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Recommended Strategy for Customer Experience
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Recommended Strategy for Designer Experience
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SUMMARY
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ANNEX
TURE
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Questionnaire Design
For getting information about the interior design glass from various sources,
3 kinds of Questionnaires were designed. These are as follows:
Q1. How many of the following, have you designed in the past one year?
a) Banks: ____________
b) Textile showrooms: ___________
c) Auto Showrooms _____________
d) Jewelry showrooms: ___________
e) Others: __________
Q2. How many of the following have used interior design glass for interior
decoration:
a) Banks: ____________
b) Textile showrooms: ___________
c) Auto Showrooms _____________
d) Jewelry showrooms: ___________
e) Others: ____________
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Q3. Which is the most popular brand of interior design glass?
__________________________________________
Q4. How much do you estimate the interior design glass market in Delhi to be?
_______________________________________
Q5. What is the expected growth rate of interior design glass in coming years?
_______________________________________
Q6. Rank the following parameters according to their level of importance, for
making a purchase decision for interior design glass:
Price ___
Aesthetics ___
Sales Promotion ___
Brand name ___
Availability ___
Delivery and After Sales Service ___
Variety ___
Q7. What are the most popular types of interior design glass used in following?
Q8. How would you rate the following types of glasses on the basis of their usage in
future?
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Q9. Divide 100 points among the following colors to be used for interior design
glass:
a) White _____
b) Yellow _____
c) Red _____
d) Green _____
e) Blue _____
f) Ivory _____
g) Black _____
Q10. Divide 100 points among the following products to be used for interior
designing:
Q11. Timely Delivery and good after Sales Service has a very important role to play
in increasing the brand loyalty of the customer in the interior design glass market.
Q12 Rank the hierarchy of influence of the following while making the purchase
decision of interior designer glass:
a) Management b) Architect
c) Interior designer d) Builder
Q13. What are the various selection criteria judged by you for making the purchase
decision of interior design glass?
_______________________
_______________________
_______________________
_______________________
_______________________
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Q14. What thickness of interior design glass is mostly used in the design of
following?
a) Banks and ATM’s: ___________________
b) Jewelry Showrooms: _________________
c) Textile showrooms: __________________
d) Auto Showrooms: ___________________
Q16. Please mention any type of interior design glass which you think has a market
potential but is not currently available in the market.
_____________________________________________________
_____________________________________________________
_____________________________________________________
Q17. Which is the most popular size of interior design glass used in the following?
a) Banks and ATM’s: __________________
b) Jewelry Showrooms: ________________
c) Textile showrooms: _________________
e) Auto Showrooms __________________
Q18. What are the various features currently available in interior design glass?
_____________________________________________________
_____________________________________________________
_____________________________________________________
Q19. Please mention various features, which you think will lead to better customer
satisfaction but are not currently available in the market:
___________________________________________________________
___________________________________________________________
Q20. Do you have exclusive contracts with suppliers? Yes/No
If yes, mention their name and contact details.
___________________________________
___________________________________
___________________________________
Please indicate:
a) Name _________________________________________
b) Contact details _______________________________
_______________________________
_______________________________
_______________________________
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Questionnaire to understand the interior design glass
market in Banking and Showroom segment.
Q 2. In your Showrooms, how much area do you cover with interior designer glass?
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______________________________________________
Price ___
Aesthetics ___
Sales Promotion ___
Brand name ___
Availability ___
Delivery and After Sales Service ___
Variety ___
Q4. What innovative usage of designer glass in other Showrooms has recently
caught your attention?
_______________________________________________________________
_______________________________________________________________
Q 5. Rank the hierarchy of influence of the following while making the purchase
decision of interior designer glass:
a) Management b) Architect
c) Interior designer d) Builder
Q 6. How would you rate the following types of glasses on the basis of their usage in
future?
a) Clear patterned glass ___
b) Clear mirrors ___
c) Safety mirrors ___
d) Tinted mirrors ___
e) Geometric textured glass ___
f) Lacquered glass ___
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Please mention any other kind of glass used by you
__________________________________________
Q 8. Divide 100 points among the following colors to be used for interior design
glass:
a) White _____
b) Yellow _____
c) Red _____
d) Green _____
e) Blue _____
f) Ivory _____
g) Black _____
Q 11. Interior design glass has an important role to play in improving the ambience
of your Showroom.
a) Strongly Agree b) Agree c) Not Sure
d) Disagree e) Strongly Disagree
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Q 12. Divide 100 points among the following products to be used for interior
designing:
Q 14. Do you plan to open any more showrooms in the near future? If yes, how
many: _____________________________
Q 15. Please indicate your degree of agreement or disagreement with each of the
following statements by selecting appropriate response:
Q16. What are the various selection criteria judged by you for making the purchase
decision of interior design glass?
_______________________
_______________________
_______________________
_______________________
_______________________
Q17. Please mention the name and contact details of Architect/ Interior designer
hired by you for interior designing of the bank.
________________________________________________________________
________________________________________________________________
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Q18. What are source of information for making the purchase decision of interior
design glass.
_________________________________________________________
_________________________________________________________
Please indicate:
c) Name _________________________________________
d) Address ________________________________
________________________________
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