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Title:
Welcome to the innovator of temperature sensitive, colour changing tiles.







The goal is to provide Mother Natures true colour palette to architects, designers, artists and
the creative alike. The beauty of our products is experienced by living with it. As in nature, its
the elements (Air, Fire and Water) that ultimately sculpt and paint the landscape. Capture a
part of the outside world and set it free in your next project.



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Table of Contents

Welcome to the innovator of temperature sensitive, colour changing tiles. .......................... 1
Introduction ................................................................................................................................. 3
Marketing Research.................................................................................................................... 4
Literature Review ....................................................................................................................... 6
The Companys Mission and Vision Statement ....................................................................... 7
About the Product ....................................................................................................................... 7
Product Logo ............................................................................................................................... 8
Motto ............................................................................................................................................ 9
How the product works? ........................................................................................................ 100
Product Lines .............................................................................. Error! Bookmark not defined.1
Custom Glass ...................................................................................................................... 133-18
SWOT Analysis...........................................................................................................................19
Product Life Cycle ............................................................................................................. 190-21
Marketing mix22-26
Segmentation ...................................................................................................................... -28-27
Targeting .................................................................................................................................... 29
Positioning ................................................................................................................................. 30
Conclusion & Rccommendition ............................................................................................... 31
References...............32



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Introduction

Bringing a new product in to the market is a challenging task. It have to do lot of home work and
market research to set a plan, where it want to go, how the product want to go there and at last to evaluate,
are it there? It sounds simple enough, but in reality it is not a straight forward job. Many new product
ideas are conceived every now and then - never to be born because they are not properly introduced to
market. To successfully launch new product or service with the efficient use of the available budget, it's
essential to focus exclusively on the prospects believe are most likely to purchase from us. These may be
customers who are currently buying something similar and will appreciate the additional features new
product provides.



Market Research
Objective:
To determine the customer awareness level, particularly for new users of tiles.
In depth study on the dealer network of various tiles manufacturers.
Type of Research
Exploratory and descriptive experimental research
Managers need information in order to introduce products and services that create value in the
mind of the customer. But the perception of value is a subjective one, and what customers value
this year may be quite different from what they value next year. As such, the attributes that
create value cannot simply be deduced from common knowledge. Rather, data must be collected
and analyzed. The goal of marketing research is to provide the facts and direction that managers
need to make their more important marketing decisions. To maximize the benefit of marketing
research, those who use it need to understand the research process and its limitations.

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Marketing Research Approach:
Developing approach consists of assessing market research skills, establishing a budget,
understanding environment and its influencing factors, developing an analysis model, and
formulating hypotheses.
Problem Definition:
Undergoing a marketing research to launch the product Magic Tiles and to assess whether the
market would accept the product or not.



Research Design:
Cross Sectional studies are used under Descriptive Research. Cross-sectional studies sample the
population to make measurements at a specific point in time.
Research Instrument and Data type:
Primary Data is collected by Questionnaire. Secondary Data is collected from the internet.
Questionnaire Design:
The questionnaire is an important tool for gathering primary data. Poorly constructed questions
can result in large errors and invalidate the research data, so significant effort is put into the
questionnaire design. The questionnaire is tested thoroughly prior to conducting the survey.
Sampling Plan:
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In general, the sample size decision must be made on a case-by-case basis, considering the variety of
goals to be achieved by a particular study and taking into account numerous other aspects of the research
design. The size of a sample depends upon the basic characteristics of the population. If there is complete
homogeneity, a sample size of 1 would be sufficient, while a larger sample is obviously required where
the required characteristics display wide heterogeneity.
One of the ways of dealing with heterogeneity is to break the population into sub-groups or strata, which
display homogeneity among the sample units. This is known as stratified (random) sampling, which is
statistically more efficient than simple random sampling. We need sampling from a larger population, as
in, a city, where we require a complete list of all the households in the city from which we randomly
select a given sample, subject to certain characteristics such as age, income etc.

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Literature Review

Launching a new product is involved with the successful market entry. Urban and Hauser, (1993)
stated that new product launch often requires the largest commitment in time, money, and managerial
resources. Hultink and Hart (1998) proposed that, new products with high levels of advantage should be
launched with higher levels of marketing expenditures, and with a higher proportion being aimed at the
trade. The breadth of the product line, pricing decisions, and distribution intensity were the key elements
described by Biggadike (1979) and Lambkin (1988) for their studies of market entry. The research by
Hultink et al. (1997) dealing more specifically with new product launch, showed that at the tactical level
of the launch, the key decision areas essentially consist of the 4Ps. Hart and Tzokas (2000) stated that,
Price of a new product, at the time of launch, is an element integral to its appeal (or lack of appeal), the
price reflects its competitive positioning and for consumers it may be a measure of the product's quality.
Pricing strategy for new products, described by Cho fray and Lilien (1984; 1986), and showed that
penetration pricing might be necessary from the outset. Public relations, advertising, sales promotion and
personal selling as major tools for communicating the new product to the market (Hart and Tzokas,
2000). Lambkin (1988) suggested that total advertising expenditures have been shown to have an impact
on performance in the market entry. The study of Cooper (1984) and Yoon and Lilien (1985) showed that
the market with a high potential growth having few competitors is more often the target markets for
successful new products. Craig and Hart, (1992) Montoya-Weiss and Calantone, (1994) showed that
product advantage as an important explanatory variable in new product success. A successful product
launching involves brand positioning. Doyle (1992) mentioned that branding can only be successful if
built on clear product differentiations and advantages.







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The Companys Mission and Vision Statement

Vision Statement

A competitive and customer focused retail business generating sustained superior returns for
its stakeholders.

Mission Statement

We aim to add value to peoples lives every day.

Our Core Values
Leadership
Collaboration
Customer Focus
Integrity
Results Orientated
Initiative & Innovative

About the Product

The product is under the brand name of Magic Tiles. The product is colour changing or thermo
chromic tiles that changes colour with respect to the temperature of the environment. Thus these tiles in
an air-conditioned room will have different colours than in a well heated room while creating a
continuous 'colour transition'. These tiles can also change colour due to interaction, such as touching,
rubbing or even by breathing on it. They could be used in variety of locations to create different visual
atmospheres depending on the environment. These colour changing tiles are made out of ceramic and
incorporating latest Italian Technology.




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The different types of tiles which are available are:
Wall Tiles
Floor Tiles
Vitrified Tiles
Roof Tiles
They are mainly categorized as follows:
Kitchen
Bathroom
Office
Bedroom
Party Hall
Roofing

Magic Tiles enable a whole new dimension in design with glass and tile elements in palette-
coordinating and ever-changing colorations. Virtually any colours may be formulated to achieve a wide
range of visual effects. Desired "activation" temperatures may be specified, in design ranges from 32F to
120F. Results are waterproof in both opaque and translucent configurations. Colour is reactive to all
temperature influences including water, steam, air, radiant and touch. For indoor and outdoor applications
direct exposure to ultraviolet light may be facilitated with approved ultraviolet (UV) filtering product.
Size, thickness, shape and all required fabrications may be specified.


Product Logo

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The logo is a replica of the colour-changing tiles. It is a colour palette with the brand name lying on it.
Therefore, the identification of the product will be through the logo which.

Motto

The motto of the product Magic Tiles is Brings Colour to Your Life.
Features of the Product

The various features of this product are mentioned below:
1. These tiles can change colour according to the changes in temperature of the external
environment.
2. The product is designed and customized according to the needs of the customer.
3. Magic Tiles are hard and durable.
4. Extremely resistant to stains & dirt.
5. Tiles are easy to install and maintain.
6. Magic Tiles can be used to decorate the interiors of residential and commercial projects.
7. They can endure heavy foot traffic observed by the kitchens and bathrooms.
8. The beauty and texture of these tiles are beyond expectations and they come in mesmerizing
colours and designs that presents a wonderful look to any decor.
9. Magic Tiles come with twin advantages of being decorative and useful, making the customer
choice of tiles both stylish and a smart one indeed. Being extremely versatile, these tiles create a
wide range of options for installations and they provide the best solution for homeowners.
10. Magic Tiles - A product with incredible durability may be the best option for people who are
keen in installing them for refreshed and unique surroundings for their home.








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How the product works?
All products are available in a variety of temperature ranges, allowing customization to
specific applications. The maximum temperature range for our Liquid line is -30C (-22F) to
120C (248F). Colour change will begin at selected activation temperature, and continue
through three phases within a 6-10 rise in temperature. Once past the peak in temperature, the
base colour will then returns and remain unvarying until the temperature drops.

This product is unique due to its ability to change colour and or image through any
kind of change in temperature. Examples are human touch, a change in ambient temperature,
warm/cold water; anywhere a heat or cold source is present. In addition, it can be designed in
any size, colour/colours, and multiple activation temperatures. The base colour can also be
colour matched to virtually any colour imaginable.












The basic layout of the Tile

The tiles are similar to like other tiles but with an inbuilt mechanism. The tile will be of 0.85 inches in
width and 25x25 cms. It is divided into two layers. The basic layout of a tile is in transparent colour
(which is common to every tile).

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The second

layer will have the heat sensitive layer along the edges so if any change in temperature i.e.
any (+/-) 5
0
C will

act as detector & then the colour pigment along the layer i.e. the outer edge will
reflect on the transparent tile & then the tile will look as per the colour. (The overall tile is covered with
transparent colour i.e. protected with synthetic cover













Product Lines

Currently we have five product lines: Northern Lights, Liquid, Watercolours, Tye-Dye
and Living Art. We recommend ordering a sample prior to placing an order to explore the
potential of our product.

Warranty
Please remember that these are living tiles and variations will occur daily and over time. Because
of the dynamic quality of these glass tiles there is no way to predict the length of time they will
change colour. What we do know is that in an indoor environment Magic Tiles has been
witnessed as exceeding 7 years. However, because every application is different we offer a 1
year warranty on all workmanship of each tile, and its ability to change colour. Every tile is
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handmade. Chips, cracks, bubbles and irregularities are inherent and part of the beauty of each
tile. Because these tiles are made upon ordering there are no returns.
Product Specs
There are many factors you must consider when designing your environment with our colour
changing tiles.
What can influence change in colour
There are many elements that can influence change in colour. These are just a few that
should be considered before you begin your design.
1. Geographic Location
2. Day vs. Night
3. Size of Space: Width, Depth, Height
4. Exterior or Interior Walls
5. Ambient Temperature
6. Type of Heat Applied: Radiant, Water, Steam, etc.
7. Length of Time Heat is Applied
8. Intensity of the Heat
9. Thickness of Glass



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Custom Glass
Our custom glass, combines Magic Tiles Liquid line and textured architectural glass panels, to further
empower you with another dimension of design. From textured glass to one of kind architectural pieces,
we can help personalize and enhance your environment like never before. Choose your texture, colour
and temperature range and we will give life to your project.





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Living Art
Living Art is a collaboration of efforts. Living Art is inspired by nature, designed by Magic
Tiles, and brought to life by Bob Tonjes. This line will appeal to customers looking to
personalize their application. These creations are living pieces of art, custom made to order and
one of a kind. Living Art is created by using a reverse art technique.

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Tye Dye
Tye Dye is directly inspired by the psychedelic, unpredictable metamorphosis through colour infusion.
Available in three base colours, Tye Dye is unique due to its volatile nature, perfect for a truly breath-
taking presentation. The distinctive appearance of Tye Dye will capture the attention of even the most
abstract tastes, and innovative design concepts.
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Liquid
Liquid is the latest addition to the Magic Colours product lines. Inspired by the beauty of water,
Liquid has a very organic feel. Offered in ten base colours, these tiles have a wide range of colour
changing ability. Liquid is currently produced on 4 x 4 glass tiles. However, alternate sizes are
available as well as custom pieces upon request such as water features and architectural glass.
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Redondo Beach Shower

Liquid Colour Variations
Example of the variations of colour as the tile
warms up. Liquid Red tile shown.
Liquid is available in the following ten base colours.
Black, Red, Blue, Dark Green, Light Green, Grey, Dark Orange, Dark Purple, Light Purple, Tan







Watercolours Colour Variations
Example of the variations of colour as the tile warms up. Purple tile shown.
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Watercolours is available in 8 colours.
Black, Red, Purple, Orange, Blue, Magenta, Dark Green, Aqua

Touch Sensitive
You asked and we delivered! These ceramic tiles are fully interactive and Touch Sensitive As recently
featured on Extreme Makeover Home Edition, our touch sensitive designs can be used on walls, ceilings
or furniture. They also are used for interactive displays in office buildings, as business logos, in schools
and museums.
Offered in 10 different base colours, our unique medium will highlight any project. Custom letters and
images are also available by request.






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SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities and Threats. In which, Strengths
and weaknesses are related with internal environment of the organization and opportunities and
threats are related with external environment of the organization.


Strength
Competitive pricing
First magic tiles in Bangladesh
Excellent Distribution Network in all the Geographic location
Variety of Designs & Sizes
Relationship with Intermediaries
Weakness
Limited Market Share
Limited knowledge of customers
Its a new product

Opportunity
Less number of competitors
Emerging Market
Large untapped market
Use of new technology
Threats
Indirect Competitors
New Entrant
Others company copy problem

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Product Life Cycle

Product Life Cycle Stages:
Product Life Cycle means the changes in the sales volume of the product over the life the product.
In market there is always ups and downs are present because this is a dynamic world. Everything will
have to finish after certain time period, by finishing their life, so the life cycle of Magic Tile is.
We define a product as anything that is capable of satisfying customer needs. This definition
includes both physical products e.g. cars, washing machines, DVD players as well as services e.g.
insurance, banking, private health care. Business should manage their products carefully over time to
ensure that they deliver products that continue to meet customer wants. The process of managing groups
of brands and product lines is called portfolio planning. The stages through which individual products
develop over time are called Product Life Cycle. The classic product life cycle has four stages.

We expect the Magic Tiles to progress through a sequence of stages from introduction to growth,
maturity, and decline. This sequence is known as the product life cycle and is associated with changes in
the marketing situation, thus impacting the marketing strategy and the marketing mix.
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The product revenue and profits can be plotted as a function of the life-cycle stages as shown in
the graph below:
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Marketing mix of Magic Tiles


Magic Tiles is a unique and stylish medium for coverage of floors and walls in the interior as well as
exteriors.

(1) Residential:
It is used in gardens, home lobbies, lounges, drawing and dining, living, bed and bathrooms.

(2) Commercial:
It is used in offices, showrooms, shops, plazas, shopping malls, hotels, restaurants, airports, hospitals,
sport complexes and swimming pools.

Quality of product:
Magic Tiles are completely homogenized which means that the colour the texture and the veins run
throughout the thickness of the body just like the natural stone. Unlike what is available in the
unorganized market in the name of ceramic tiles, the colours, design of these colours changing Magic
Tiles are not superficial. So from the years of research and using latest Italian technology Master Granite
Tile is a gift for those people for those who want to upgrade their life style to make their life more
beautiful.







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Magic Tiles are set at relatively high prices for their products as compare to other
players in the tile industry. Prices are set a bit high according to the good quality of the
product. Magic Tiles has a complete range of product line and the prices vary between
different product types.

Pricing strategies
There are several pricing strategies that a business can use:

Cost-based pricing this can either simply covers costs or include an element of profit. It
focuses on the product and does not take account of consumers.

Penetration price an initial low price to ensure that there is a high volume of purchases and
market share is quickly won. This strategy encourages consumers to develop a habit of buying.

Price skimming an initial high price for a unique product encouraging those who want to be
first to buy to pay a premium price. This strategy helps a business to gain maximum revenue
before a competitor product reaches the market.


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Magic Tiles has a big distribution network in all over the country. They have divided
the local market into different zones. Each zone has its own head office and is responsible for
marketing activities in that zone. Magic Tiles distribute the product through its dealers in
different cities. These dealers work on agreement basis. Each dealer is given target sales. After
achieving a target sales discounts are offered to these dealers.
These dealers only sell Magic Tiles products. However these dealers also sell the product to
the small local retailers which sell multi brands under one roof. These retailers may have some
cheaper brand as well as some imported brands. Now Magic Tiles has started to establish its
own display centres in major cities. These display centres have not products to sell but just work
as to show and provides the information about the product.

Chanel of Distribution:
A distribution channel can be as short as being direct from the vendor to the consumer or
may include several inter-connected (usually independent but mutually dependent)
intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary got the items
at one pricing point and moves it to the next higher pricing point until it reaches the final buyer
also called channel of distribution or marketing channel.

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The accomplishment of our objectives to create awareness about our product and to get desired
market share will be possible through our promotional efforts. Our promotional efforts will help to attract
the existing market of traditional tiles, but also create interest in new groups of people. The promotion
tactics have been designed keeping in view the trends of the target market and the modes which are best
suited to reach them.
Magic Tiles use different promotion tools to promote their product. Like advertising,
exhibitions and seminars.

Promotional Mix:
The following tools will be used to undertake our promotion campaign:
Advertising
Public Relations
Sales Promotion
Direct Marketing
Advertisement:
We will advertise using television, radio, newspapers, distributing magazine placed in
newspapers, and as well as on billboards.
Television: To advertise the Magic Tiles, we have selected the national television broadcaster. The local
television channel like CHANNEL (9), MASRANGA TV, ATN etc...
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Radio: We have not neglected to pursue our promotional campaigns by broadcasting advertisements on
radio to create awareness and to impact on potential buyers. At this stage, our choice was on FM which
is the radio with the highest audience poll.

Newspaper: LExpress, Le Mauricien and Le Dfi Quotidien are the three newspapers toping the number
of releases daily and same for Le Dfi Plus, Week End and 5-Plus, which are weeklies. For the day of
product launch and starting from the second week of December there will be full page colour
advertisements in all these six above-mentioned newspapers.

Magazines: We will also proceed with our awareness campaign by publishing a full page colour
advertisement in distributing magazines placed in the LExpress newspapers, namely Panorama. There
will also be an informative reporting on Magic Tiles.

Billboard: 20 billboards which are implanted throughout the motorway have been chosen to promote the
Magic Tiles and the duration of display will be for a period not exceeding a month.

Public Relations
Building good relation with our clients is essential to impose ourselves in the market. These public
relations will be built by organising exhibitions in hypermarkets like Jumbo, Winners, Super U and
Shoprite. Taking into consideration of the traffic of people to and from these hypermarkets, this will not
only help in creating good public relations but also create awareness among the public.
Sales Promotion
Sales promotions are non-personal promotional efforts that are designed to have an immediate
impact on sales. Media and non-media marketing communications are employed for a pre-determined
limited time to increase consumer demand, stimulate market demand or improve product availability.
Courts (Mauritius) Ltd is promoting its product using these kinds of promotional techniques






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Segmentation

Segmentation
Market is the processing which dividing a market in to distinct group of buyers on the basis of needs
characteristics or behave who might requires separate products or marketing mixing.
Market consist of buyers and buyers differs in one or more ways they may differing their wants,
resources, locations, buying attitude and buying practice.
Courts (Mauritius) Ltd. divides his market in to following segments:
Demographic segmentation
Geographic segmentation
Psychographic segmentation

Demographic Segmentation
Demographic segmentation is dividing the market in to groups based on demographic variables such as:
Age
Gender Education
Income
Family size
Occupation
Social class

Courts (Mauritius) Ltd. introduces their product for upper class, upper middle class and middle class. In
other words Courts (Mauritius) Ltd. produces and imports its products for almost everyone.

Geographic segmentation
Geographic segmentation is dividing the market in to different geographical units such as.
Region
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Density
This is all about the segmentation of Courts (Mauritius) Ltd. Courts (Mauritius) Ltd. acts a one-stop-shop
in urban as well as rural areas, constituting of electrical appliances, furniture, IT equipment, jewelleries
and now tiles. Segmentation basically depends upon the following:
Population of that area
Living standards of people

Levels of Market Segmentation
There are three levels of market segmentations
Mass marketing
Segment marketing
Niche marketing
Mass Marketing
Courts (Mauritius) Ltd. go for the mass marketing because the availability of the product is very
extensive. Therefore, there are no boundaries present.
Coming to our Magic Tiles, it has segmented the target market on the basis of the need of customers. We
have divided the market into low to high end market. But we are mostly focus on high end market
segment. We provide different type of tiles with different price ranges. Especially for high end market
segment they produce high quality products with high prices and for middle end market segment they
produce products with relatively low prices and low quality as compared to the high end market. So
Magic Tiles produce different quality products with different prices for different market segments.









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Targeting
Market targeting is the process of evaluating each market segments attractiveness and selecting
one or more segments to enter. Market targeting depends upon the financial positioning of company. If
company is strong financially then he must go for market targeting. Shell in Pakistan produces verities of
products. All these products are available urban as well as rural area.
In our case, tiles have become an essential part for the decoration of our residential and
commercial buildings. So our target market is that people who can afford and who want to make their
lives worth living by using these tiles and who focus on beauty as well as luxury and style and design. So
company main target market is upper middle class and elite class because lower middle class and poor
class customers cannot buy tiles.



Targeting strategies is the selection of the customers you wish to service. Including;
How many segments to targets
Which segment to target
How many product to offer
Which product to offer in which segments

There are three steps to targeting
Market quality
Target choice
Product positioning

Targeting strategy decision is influenced by
Market maturity
Diversity of buyers need
The companies size
Strength of the competition
The volume of sales requires for profitability

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Positioning

Positioning is the process of arranging of product to occupy clear distinct and desirable place
related to competing products in the minds of target consumer. Courts (Mauritius) Ltd lies its growth
stage in the market and its expansion is the proof of its growth and success. Now gradually with the
increase of growth rate is expands its products line and also its distributions.
The positioning which Magic Tiles want to produce in the mind of customers is that they will
provide them high quality and stylish products to improve their life style and make their life easy and
beautiful.


High Price
Low Price
Low Quality High Quality
Magic
Tiles
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Conclusion & Recommendation

After studying and analysing the market thoroughly, we can deduce that the timing of
launch of the Magic Tiles is appropriate in the sense that the construction sector has reached its
cruising speed and together with the boom in the real estate sector, we will grab this golden
opportunity to promote the Magic Tiles and to make it a best selling product in the construction.
We have no doubt about gaining a reasonable market share for the Magic Tiles and the
latter will bring a new way of seeing luxury, with a touch of technology. Combining both luxury
and technology, we get another wonder of the world, another wonder of our everyday life.

The following are may personal suggestion for magic tiles to improve their brand image
Magic tiles could introduce more efficient model, therefore meeting new
customer need and increase brand reputation. Also the increasing demand on
Magic tiles the chance to increase their revenue.
Magic tiles should particularly focus on all the geographic areas.
Its need to improve to strengthen their brand image.
Advertisement through television can influence many category of people.
As its a magic tiles they should try to increase the number of service centers.



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References:
http://www.wikipedia.com
www.goagle.com
Principle of marketing book( Philip kotler13 edition)
Marketing management book.
www.goagle image.com
www.en.wikipedia.or/wiki