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

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

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 descriptiv...

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Bibliographic Details
Main Authors: Suraj Kushe Shekhar, Mehaboob P K
Format: Article
Language:English
Published: Faculty of Economic Sciences, Hyperion University, Bucharest, Romania 2013-09-01
Series:Hyperion Economic Journal
Subjects:
Eukula Strato
finishing
marketing strategy
Wood
Online Access:http://www.hej.hyperion.ro/articles/3(1)_2013/HEJ%20nr3(1)_2013_Y1Shekhar.pdf
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spelling doaj-89d70db8e4ef48af87f42a24246a8e862020-11-25T01:34:32ZengFaculty of Economic Sciences, Hyperion University, Bucharest, RomaniaHyperion Economic Journal2343-79952343-79952013-09-01134047Marketing Strategy Formulation for the Introduction of Eukula Strato German Wood Finishes in Local Market of Emerging Indian EconomySuraj Kushe Shekhar0Mehaboob P K1Department of Management Studies, Kannur University, IndiaThe Western India Plywoods Ltd., IndiaWood 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 resultshttp://www.hej.hyperion.ro/articles/3(1)_2013/HEJ%20nr3(1)_2013_Y1Shekhar.pdfEukula Stratofinishingmarketing strategyWood
collection DOAJ
language English
format Article
sources DOAJ
author Suraj Kushe Shekhar
Mehaboob P K
spellingShingle Suraj Kushe Shekhar
Mehaboob P K
Marketing Strategy Formulation for the Introduction of Eukula Strato German Wood Finishes in Local Market of Emerging Indian Economy
Hyperion Economic Journal
Eukula Strato
finishing
marketing strategy
Wood
author_facet Suraj Kushe Shekhar
Mehaboob P K
author_sort Suraj Kushe Shekhar
title Marketing Strategy Formulation for the Introduction of Eukula Strato German Wood Finishes in Local Market of Emerging Indian Economy
title_short Marketing Strategy Formulation for the Introduction of Eukula Strato German Wood Finishes in Local Market of Emerging Indian Economy
title_full Marketing Strategy Formulation for the Introduction of Eukula Strato German Wood Finishes in Local Market of Emerging Indian Economy
title_fullStr Marketing Strategy Formulation for the Introduction of Eukula Strato German Wood Finishes in Local Market of Emerging Indian Economy
title_full_unstemmed Marketing Strategy Formulation for the Introduction of Eukula Strato German Wood Finishes in Local Market of Emerging Indian Economy
title_sort marketing strategy formulation for the introduction of eukula strato german wood finishes in local market of emerging indian economy
publisher Faculty of Economic Sciences, Hyperion University, Bucharest, Romania
series Hyperion Economic Journal
issn 2343-7995
2343-7995
publishDate 2013-09-01
description 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
topic Eukula Strato
finishing
marketing strategy
Wood
url http://www.hej.hyperion.ro/articles/3(1)_2013/HEJ%20nr3(1)_2013_Y1Shekhar.pdf
work_keys_str_mv AT surajkusheshekhar marketingstrategyformulationfortheintroductionofeukulastratogermanwoodfinishesinlocalmarketofemergingindianeconomy
AT mehaboobpk marketingstrategyformulationfortheintroductionofeukulastratogermanwoodfinishesinlocalmarketofemergingindianeconomy
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