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Pen Profile

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Submitted By ramkmotwani
Words 1846
Pages 8
Kailash Industries Limited is currently one of India’s fast growing building solutions company.Currently a leading provider of walling and ceiling solutions, Kailash Industries aspires to be a dominant name in the construction industry. Known for its exemplary research and innovation Kailash always tries to keep up with the growing market demand. Expanding its product portfolio, Kailash is now entering into the roofing solutions market with ‘Fiber Cement Sheets’. Seeing a lot of potential and traction in the market at present, Kailash Industries wants to go for an effective marketing plan so as to tap a wide consumer base. The case tracks the discussion of Kailash Industries’ marketing team head Mr. Pritam Sadhu with his team over the next few weeks to come up with a rigorous marketing plan.

Monday, March 07
Pritam: Good morning guys. I trust you all had a great weekend, because the next few weeks are going to be pretty busy for us. As you all are aware, our company is rolling out its new roofing solutions with Fiber Cement Sheets and the management is quite excited and upbeat about the new product. Understandably, they have high expectations from the marketing and sales teams especially since our time-to-market is relatively short. You all know Kailash has made a name for itself in a short period of time and our efforts should only take it higher.
Bikash: This does sound like an exciting opportunity Pritam, but what are the timelines? Our marketing plans have usually been quite comprehensive stretching over a couple of months.
Pritam: I know Bikash. But time is of essence here as our competitors are also entering this space and we thus need to move fast. At the same time, I do not wish to compromise on the quality. We need a great marketing plan with clear segmentation, targeting and positioning approaches.
Srinivas: Pritam, do you have anything specific in

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