Concept test of premium wood finish in Bombay city; Asian Paints

Abstract

The given project "To concept test of a Premium Wood Finish in Bombay City" was divided into two parts viz. study of competitor and concept test. In the wood finish market P U finishes are the highest end of Price - Quality hierarchy. MRF has been the first company to launch a Premium P U Finish at the highest end. MRF has launched this finish under a division of speciality coatings. They have 2 products in finishes (1) Cheap Treat Wood, (2) Premium Wood Coat. Wood coat is double the Melamine price and Treat Wood is priced in the same range of Melamine. Wood Coat outsells Treat Wood and is the main brand of MRF in P U Finishes. It was observed that finish of MRF-PU is currently the best available finish in the market. The quality of Glossy variant is especially admired by everybody. However, the awareness of PU-MRF is very low among actual consumers. and among architect/interior decorators. It is first in market but certainly has not reached the mind of the consumers. Asian Paints can capitalise on this loophole and be first in the mind at the consumer.