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Marketing Strategy Formulation for the Introduction of Eukula Strato German Wood Finishes in Local Market of Emerging Indian Economy

Suraj Kushe Shekhar () and Mehaboob P K ()
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Suraj Kushe Shekhar: Department of Management Studies, Kannur University, India
Mehaboob P K: The Western India Plywoods Ltd., India

Hyperion Economic Journal, 2013, vol. 1, issue 3, pages 40-47

Abstract: Wood finishing relates to the process of embellishing or protecting the surface of the wood. The paper aimed at formulating a marketing strategy for introducing water borne German based Wood Finishes named Eukula Strato into local market of northern Kerala, India. Multiple cross sectional descriptive research with judgmental sampling technique elicited responses from Finishers, Furniture manufacturers and Interior designers. Findings revealed that Eukula Strato had a distinct advantage when compared to any other Wood Finish that was available in the local market. Findings and suggestions were reported as per 4P’s of marketing mix. Percentage analysis, Chi square analysis etc were used to interpret the results.

Keywords: Eukula Strato; finishing; marketing strategy; Wood (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Date: 2013
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