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Curled Metal Inc.

Engineered Products Division


Submitted to: Submitted
By:
Prof. Satyasiba Das Prasha Mishra
(!P"P#$
Puneet Manot
(!P"P#%$
&avi Singh (!P"P#!$
&ishabh &a' (!P"P#($
Sneha Srivastava (!P"P##$
Indian Institute of Management &ai)ur #
I*+&,D-C+I,*
Curled Metal Inc. has develo)ed a ne. )roduct / curled metal cushion
)ads. +he com)any needs to formulate a business strategy and decide the
)ricing strategy for the )roduct. +he )roduct0 metal cushion )ads are used
for driving )iles. Piles are heavy beams used as a su))ort for building and
structures.
Advantages of CMI Cushion Pads
# times longer life than conventional Pads
1ess .eight than conventional Pads
,utstanding resiliency
Does not contain ha2ardous material
CMI )ads gets heated u) to a tem)erature .hich can be
immediately handled by )rotective gloves
CMI )ads drive )iles !!3 faster
Performance increase of %#3 as com)ared to conventional )ads
Potential Buyers- Contractors
4endric5 6oundation Com)any
Corey Com)any
CMI Cushion Pads Target Market
Contractors
783 contractors o.n their e9ui)ment
%83 are smaller contractor .ho rent e9ui)ment
Contracts mostly a.arded on a revenue:)er:foot basis

Purchasing Infuences
Pile Hammer Manufacturers : Could In;uence &ecommendations
Architectural/Consulting Engineers / 4ey In;uence on )urchasing
decisions
Soil Consultants / Consulted only .hen e<traordinary conditions
e<ist
Pile Hammer distributing /Renting Companies / Provide )ads to
contractors
Engineering/Construction Contractors / Solicit large international
=rms involved in big construction )ro'ects.
Indian Institute of Management &ai)ur
Independent pile-driving Contractors : 4no.ledgeable about
)ractical as)ects of )ile driving but not managerially so)histicated.
C>SE >*>1?SIS
SWOT Analysis
Strategy adoted
Indian Institute of Management &ai)ur %
Strengths!
+echnology e<)ertise
6le<ibility of si2e
Weakness
Decline in sales
1ac5 of brand recognition
1ac5 of established
distribution channel
Oortunities
*e. )roduct in the mar5et
1ess com)etition
Demand of the )roduct is
e<)ected to increase because of
the )otential danger caused by
the conventional )ads.
Threats
1ac5 of a.areness about the
im)ortance of )roduct
Imitation by com)etitors
6ront line buying becoming
less in;uential
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Positioning
Indian Institute of Management &ai)ur !
Calculation of WTP for CMI ads
Indian Institute of Management &ai)ur (
C,*C1-SI,*
$easons for di%erence &et'een WTP and Price
. > stac5 of .8 inch CMI )ad .eighs 78 to 77.8 )ound0 .hereas conventional
)ad .eighs !# to (# )ound
%. >cce)tability of a ne. )roduct ta5es some time. +herefore0 charging a high
starting )rice close to @+P might not be the best o)tion
!. It is not very easy to communicate the bene=ts of a ne. )roduct
(. Conventional )ad costs A 8## )er )ad0 .hereas the Selling )rice of CMI )ad is
A 7(# )er )ad. >n increment of A %(# .ill be acce)table )ricing of a ne.
)roduct.
Indian Institute of Management &ai)ur 8
&E6E&E*CES
http://prezi.com/zontqwscszzq/curled-metal-inc/
http://wenku.baidu.com/view/367d9811a161!7917118!3
http://www.scribd.com/doc/!1"6"96/#rice-o$-%&'-#ads
http://www.scribd.com/doc/1118(!"(!/%urled-&etal-'nc-)roup-1(
Indian Institute of Management &ai)ur B

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