CENTURYPLY: DEVELOPING

A POWER BRAND IN A
COMMODITIZED MARKET

Presented
By;
Introduction

CPIL is an Indian manufacturing company that is leading

manufacturer,supplier of quality plywood and decorative
veneers.
launched in 1986 by two industrialists, Sajan Bhanjanka and
Sanjay Agarwal, in Kolkata which grew steadily over the next
25 years.
had diversified into a variety of industries, including wooden
panelling, cement, logistics, power and ferroalloys.
Century Ply has entered the readymade retail furniture
business in 2012 by opening stores under the Nesta Furniture
brand.
As the pioneers in Borer Proof Plywood and Boiling Water
Resistant decorative veneers and laminates in India, CPIL has
successfully created a niche in highly competitive lifestyle
segment
 Mission:-Tobring Centuryply
closer to the customer in their
day to day life and build an
emotional bond with them.

Vision:To be an Indias best

plywood.
 STRENGTHS
1.Economies of scale Weakness
2.Unquie products help Price are higher than any
distinguish from competitors. other any other leading
3.Brand Name company.
4.Customer loyalty
Swot
Analysi
OPPORTUNITY
s
Threats
Company has an Company has a threats of
opportunities to attract the competing to its competitors
customers will have a long because its price his than any
term positive impact on this other comppany
entity which adds to its value
Market Mix

we know that the marketing mix refers to the

set of actions, or tactics, that a company uses
to promote its brand or product in the
market.There are 4 types of Ps- (a) product (b)
Price (c) place (d) promotion

Product and Promotion are the two most

important Ps that differentiate Centuryply from
competition.
1. Product:As part of its product portfolio
restructuring plan, CPIL divided its entire
plywood product category into four major
lines: plywood, laminate, pre-laminated
particle board (PRELAM), and veneer.
Developing Centuryply
as a brand
Innovation has been the cornerstone of CPILs success.
CPIL declared its association with the Bollywood superstar Shahrukh Khan,
thus constituting the first time in the Indian market that a commodity such
as plywood endeavoured to create an association with glamour.
The company released a 30-second television commercial campaign co-
branded with Jai Ho, a music video entitled You Are My Destiny.
To keep the brand-consumer interaction memorable, CPILs most important
innovation was its product catalogue creation. Since brands were
positioned on the glamour, fashion and lifestyle platform, CPILs product
catalogues utilized a high degree of creativity, thereby transforming each
publication into a collectors masterpiece experience.
The brand introduced a new idea in the industry to involve end-users in the
design process. CPIL involved reputed international and Indian architects
and designers to work closely with manufacturers and consumers with the
objective of co-creating designs with customers
separate brand identity
CPIL should now focus on the creation of a separate brand identity
for plywood, laminates and veneers in place of the current
Centuryply corporate branding as a whole. The possible ways are-
Plywood-When it comes to plywood, CenturyPly is by-far, the undisputed
leader with a plethora of award winning as well as innovative products
designed around the global Indian
CenturyLaminates uses a unique technology in which special
resins impart extra strength to its laminates, making them highly
resistant to scratch and abrasion. CenturyLaminates' exotic range
of decorative laminates is characterized by higher color fastness
and the best bonding properties with substrates available in the
market today.
2) Century veneers- manufacturing brand with the addition of
High-pressure Laminates, Pre-laminated Particle Boards and MDF..
First way is these above three product firstly identify each
product as brand with logo of each product of century ply
Competitors

Greenply
Kitply
Sarda Plywood
 Conclusion
If you are not a brand, you are a commodity.
Philip Kotler, Professor of Marketing
Centuryply, being a leading brand in the market, was projected
to grow at the rate of 8 per cent.
In the plywood segment, the major players were Centuryply,
Greenply, Kitply and Sarda Plywood. Among them, Centuryply
and Greenply were the largest players.
in the laminate segment, while Centuryplys revenue was INR
10.451 million, the revenues of its nearest competitors were far
lower, with Merino at INR 50 million, Greenply at INR 30 million
and Royal Touch at INR 10 million
The real differentiation of the company from most of its
competitors was its admirable ability to create newer and better
quality products for the market and to introduce those products
in an innovative fashion