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Welcome to the innovator of temperature sensitive, colour changing tiles.

Our goal is to provide Mother Nature’s true colour palette to architects, designers, artists and

the creative alike.

Unlike traditional mediums, ours is alive, constantly morphing through a variety of organic

colours and textures. The beauty of our products is experienced by living with it. As in nature,

it’s the elements (Air, Fire and Water) that ultimately sculpt and paint the landscape.

Capture a part of the outside world and set it free in your next project.

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Introduction

Bringing a new product in to the market is a challenging task. We have to do lot of

home work and market research to set a plan, where we want to go, how we want to go there

and at last to evaluate, are we there? It sounds simple enough, but in reality it is not a straight

forward job. Many new product ideas are conceived every now and then - never to be born

because they are not properly introduced to market. To successfully launch new product or

service with the efficient use of the available budget, it's essential to focus exclusively on the

prospects we believe are most likely to purchase from us. These may be customers who are

currently buying something similar and will appreciate the additional features our new product

provides.

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Literature Review

Launching a new product is involved with the successful market entry. Urban and

Hauser, (1993) stated that “new product launch often requires the largest commitment in time,

money, and managerial resources”. Hultink and Hart (1998) proposed that, new products with

high levels of advantage should be launched with higher levels of marketing expenditures, and

with a higher proportion being aimed at the trade. The breadth of the product line, pricing

decisions, and distribution intensity were the key elements described by Biggadike (1979) and

Lambkin (1988) for their studies of market entry. The research by Hultink et al. (1997)

dealing more specifically with new product launch, showed that “at the tactical level of the

launch, the key decision areas essentially consist of the 4Ps”. Hart and Tzokas (2000) stated

that, “Price of a new product, at the time of launch, is an element integral to its appeal (or lack

of appeal), the price reflects its competitive positioning and for consumers it may be a measure

of the product's quality”. Pricing strategy for new products, described by Choffray and Lilien

(1984; 1986), and showed that penetration pricing might be necessary from the outset. Public

relations, advertising, sales promotion and personal selling as major tools for communicating

the new product to the market (Hart and Tzokas, 2000). Lambkin (1988) suggested that total

advertising expenditures have been shown to have an impact on performance in the market

entry. The study of Cooper (1984) and Yoon and Lilien (1985) showed that the market with a

high potential growth having few competitors are more often the target markets for successful

new products. Craig and Hart, (1992) Montoya-Weiss and Calantone, (1994) showed that

product advantage as an important explanatory variable in new product success. A successful

product launching involves brand positioning. Doyle (1992) mentioned that branding can only

be successful if built on clear product differentiations and advantages.

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Company’s Profile

Over the years, the company has gone through an important geographical expansion in

both urban and rural regions. The opening of branches throughout the island (in Rodrigues

Island) reflects Courts philosophy of being a “people” store by bringing the stores closer to the

population and decentralizing its operations. To date we have 25 showrooms in Mauritius

(including 6 Telecell stores), 1 Clearance Centre in Abercrombie – Sainte Croix and 1 store in

Rodrigues Island.

Following the world wide rebranding strategy of the group, Courts revolutionised the

retailing business in the country with the introduction of hire purchase facilities on a mass

scale. The length of the repayment period was longer than that offered by any other companies

then and consequently the amount of the monthly instalments was much lower and more

affordable. Such payment options offered by Courts created a wave of dynamism in the

economy and enabled many Mauritian household (especially low income earners) to acquire

goods which they could not afford to pay cash. Courts has played a major role in the evolution

of the Mauritian lifestyle and contributed in raising the standard of living in Mauritius.

Quality products at lowest prices on the market dovetailed with the best credit facilities

and service has been the winning formula of Courts throughout the years. The Company is

constantly striving to respond to customers’ needs and expectations. This has enabled Courts

Mauritius to remain the No 1 retailer on the market over the years.

The principal activity of the Company consists of retailing household furniture,

furnishings, home appliances, audiovisual equipment, information technology products, gym

equipment, bicycles, mopeds, etc. Over the years we have been upgrading the merchandise

ranges with greatly enhanced displays and the introduction of a new line of furniture, the

‘Studio 20/20 Collection’ which is a contemporary furniture range. We have also introduced

new departments at Phoenix like Finishing Touch specialising in floor covering (especially

laminate flooring), lightings, blinds and Quincaillerie Centrale consisting of sanitary wares,

ceramic tiles & bathroom accessories.

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Courts Stores

We have 25 showrooms in Mauritius, 1 Clearance Centre in Abercrombie – Sainte Croix and 1

store in Rodrigues.

Courts Bell Village

Courts Rose Hill

Courts Curepipe

Courts Quatre Bornes

Courts Phoenix

Courts Chemin Grenier

Courts Mahebourg

Courts Rose Belle

Courts Flacq

Courts Goodlands

Courts Riche Terre

Courts Triolet

Courts Rivière du Rempart

Courts Port Louis

Courts Rivière des Anguilles

Courts St. Pierre

Courts Lallmatie

Courts Telecell

Courts Rodrigues

Courts Red Hot Clearance Centre

Courts Central Warehouse

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The Company’s Mission and Vision Statement

Vision Statement

“A competitive and customer focused retail business generating sustained superior returns for its stakeholders.” 

Mission Statement

“We aim to add value to people’s lives everyday.” 

Our Core Values

 Leadership

 Collaboration

 Customer Focus

 Integrity

 Results Orientated

 Initiative & Innovative

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History of Courts

The company started trading in Mauritius in June 1985 under the name of “Mammouth” with a

store at Brabant Street in Bell Village. The name “Mammouth” conveyed the image of a big

and powerful company.   This name was chosen since Mauritians were more accustomed to

French and also to reflect the size of the first showroom at Bell Village. Courts Mauritius Ltd

was owned by Courts Plc which was the holding company of Courts Group of Companies in

England. In July 2001, the company changed its name to ‘Courts’ following a worldwide re-

branding strategy of the group. In December 2005, the company was bought by British

American Investment Co. Ltd.

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About the Product

The product is under the brand name of Magic Tiles. The product is colour changing or

“thermo chromic” tiles that changes colour with respect to the temperature of the environment.

Thus these tiles in an air-conditioned room will have different colours than in a well heated

room while creating a continuous 'colour transition'. These tiles can also change colour due to

interaction, such as touching, rubbing or even by breathing on it. They could be used in variety

of locations to create different visual atmospheres depending on the environment. This Product

already exists in the markets of US, but has not yet been introduced in Mauritius. These colour

changing tiles are made out of ceramic and incorporating latest Italian Technology.

The different types of tiles which are available are:

Wall Tiles

Floor Tiles

Vitrified Tiles

Roof Tiles

The product is used for different purposes. They are mainly categorized as follows:

Kitchen

Bathroom

Office

Bedroom

Party Hall

Roofing

Magic Tiles enable a whole new dimension in design with glass and tile elements in

palette-coordinating and ever-changing colorations. Virtually any colours may be formulated to

achieve a wide range of visual effects. Desired "activation" temperatures may be specified, in

design ranges from 32°F to 120°F. Results are waterproof in both opaque and translucent

configurations. Colour is reactive to all temperature influences including water, steam, air,

radiant and touch. For indoor and outdoor applications direct exposure to ultraviolet light may

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be facilitated with approved ultraviolet (UV) filtering product. Size, thickness, shape and all

required fabrications may be specified.

Product Logo

The logo is a replica of the colour-changing tiles. It is a colour palette with the brand name

lying on it. Therefore, the identification of the product will be through the logo which.

Motto

The motto of the product Magic Tiles is “Brings Colour To Your

Life”.

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Features of the Product

The various features of this product are mentioned below:

1. These tiles can change colour according to the changes in temperature of the external

environment.

2. The product is designed and customized according to the needs of the customer.

3. Magic Tiles are hard and durable.

4. Extremely resistant to stains & dirt.

5. Tiles are easy to install and maintain.

6. Magic Tiles can be used to decorate the interiors of residential and commercial projects.

7. They can endure heavy foot traffic observed by the kitchens and bathrooms.

8. The beauty and texture of these tiles are beyond expectations and they come in

mesmerizing colours and designs that presents a wonderful look to any decor.

9. Magic Tiles come with twin advantages of being decorative and useful, making the

customer choice of tiles both stylish and a smart one indeed. Being extremely versatile,

these tiles create a wide range of options for installations and they provide the best

solution for homeowners.

10. Magic Tiles - A product with incredible durability may be the best option for people

who are keen in installing them for refreshed and unique surroundings for their home.

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How the product works?

All products are available in a variety of temperature ranges, allowing customization to

your specific applications. The maximum temperature range for our “Liquid” line is -30°C (-

22°F) to 120°C (248°F). Colour change will begin at selected activation temperature, and

continue through three phases within a 6-10° rise in temperature. Once past the peak in

temperature, the base colour will then returns and remain unvarying until the temperature

drops.

This product is unique due to its ability to change colour and or image through any kind

of change in temperature. Examples are human touch, a change in ambient temperature,

warm/cold water; anywhere a heat or cold source is present. In addition, it can be designed in

any size, colour/colours, and multiple activation temperatures. The base colour can also be

colour matched to virtually any colour imaginable.

The basic layout of the Tile

The tiles are similar to like other tiles but with an inbuilt mechanism. The tile will be of 0.85

inches in width and 25x25 cms. It is divided into two layers. The basic layout of a tile is in

transparent colour (which is common to every tile).

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The layer covered with thermo sensitive material

The first layer will have black body heat sensitive outer layer i.e. along the edges of

the Tile ,which will be set to the room temperature of 250 C(fixed value) & along it a colour

pigment is painted (i.e. to the edges ) so that with the minimum heat the colour will reflect on

the transparent tile & thus the tile will look as per that colour .

The second layer will have the heat sensitive layer along the edges so if any change in

temperature i.e. any (+/-) 5 0 C will act as detector & then the colour pigment along the layer

i.e. the outer edge will reflect on the transparent tile & then the tile will look as per the colour.

(The overall tile is covered with transparent colour i.e. protected with synthetic cover)

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Product Lines

Currently we have five product lines: Northern Lights, Liquid, Watercolours, Tye-Dye

and Living Art. We recommend ordering a sample prior to placing an order to explore the

potential of our product.

Warranty

Please remember that these are living tiles and variations will occur daily and over time.

Because of the dynamic quality of these glass tiles there is no way to predict the length of time

they will change colour. What we do know is that in an indoor environment Magic Tiles has

been witnessed as exceeding 7 years. However, because every application is different we offer

a 1 year warranty on all workmanship of each tile, and its ability to change colour. Every tile is

hand made. Chips, cracks, bubbles and irregularities are inherent and part of the beauty of each

tile. Because these tiles are made upon ordering there are no returns.

Product Specs

There are many factors you must consider when designing your environment with our colour

changing tiles.

What can influence change in colour

There are many elements that can influence change in colour. These are just a few that should

be considered before you begin your design.

1. Geographic Location 

2. Day vs. Night 

3. Size of Space: Width, Depth, Height 

4. Exterior or Interior Walls 

5. Ambient Temperature 

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6. Type of Heat Applied: Radiant, Water, Steam, etc.

7. Length of Time Heat is Applied 

8. Intensity of the Heat 

9. Thickness of Glass 

10. Distance From Heat Source

Physical Specs

All of our lines come on 4"x4"x3/8" thick glass tiles. Every piece is hand made and unique.

Our glass has been rated for floors, walls and counters. We do offer other sizes as well as trim

pieces.

All Magic Tiles products are available in different temperature sensitivity ranges.  We can pre-

determine the reactive temperature threshold upon request.

Acceptable setting and grouting materials:

1. Setting Systems :  - Custom Building Products: MegaFlex Ultimate Thin-Set Mortar.

No admixture is necessary.

Laticrete:  254 Platinum Multipurpose Thin-Set Mortar.  No admixture necessary.

Mapel:  Kerabond Premium Dry-Set Mortar (KER 102) mixed with Keralastic Mortar

Admix (KER 310).

2. Grout:   Custom Building Products:  Prism SureColor Grout

Laticrete: 1500 Series Tile Grout or equivalent

Mapel: Ker 200 Series and Ker 700 Ultra/Color

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Custom Glass

Our custom glass, combines Magic Tiles’ Liquid line and textured architectural glass panels, to

further empower you with another dimension of design. From textured glass to one of kind

architectural pieces, we can help personalize and enhance your environment like never before.

Choose your texture, colour and temperature range and we will give life to your project. 

Living Art™

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Living Art™ is a collaboration of efforts. Living Art™ is inspired by nature, designed by

Magic Tiles, and brought to life by Bob Tonjes. This line will appeal to customers looking to

personalize their application. These creations are living pieces of art, custom made to order and

one of a kind. Living Art™ is created by using a “reverse art” technique.

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Tye Dye™

Tye Dye™ is directly inspired by the psychedelic, unpredictable metamorphosis through colour

infusion.  Available in three base colours, Tye Dye™ is unique due to its volatile nature,

perfect for a truly breath-taking presentation.  The distinctive appearance of Tye Dye™ will

capture the attention of even the most abstract tastes, and innovative design concepts.

Tye Dye™in Red  Tye Dye™ Color Variations

Example of the variations of color as the

tile warms up. Purple Tye Dye™ tile shown.

Tye Dye™ is available in three base colors: Purple, Red, and Blue

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Liquid™

Liquid™ is the latest addition to the Magic Colours product lines. Inspired by the beauty of

water, Liquid™ has a very organic feel. Offered in ten base colours, these tiles have a wide

range of colour changing ability. Liquid™ is currently produced on 4” x 4” glass tiles.

However, alternate sizes are available as well as custom pieces upon request such as water

features and architectural glass.

Redondo Beach Shower

Liquid™ Colour Variations

Example of the variations of colour as

the tile warms up. Liquid Red tile

shown.

Liquid™ is available in the following ten base colours.

Black, Red, Blue, Dark Green, Light Green, Grey, Dark Orange, Dark Purple, Light Purple,

Tan

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Northern Lights™

Inspired by the stunning Northern Lights of Alaska, this line features 4 x 4 glass tiles that

appear black at room temperature and move through the colour spectrum when temperature

(warm water, radiant heat, etc.) is applied. The moving colour is dynamic to the temperature of

the heating agent.

Northern Lights™ Colour Variations

Results may vary.

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Watercolours™

Watercolours™ is a unique Magic Tiles line closely resembling the luminous quality of water

colour. The tiles shift from a base coat of colour to colourless when exposed to heat. These 4 x

4 glass tiles are currently available in 8 colours. The colour change is “reversible,” i.e., the

original colour will be restored upon cooling.

Watercolours™ Colour Variations

Example of the variations of colour as the tile warms up. Purple tile shown.

Watercolours™ is available in 8 colours.

Black, Red, Purple, Orange, Blue, Magenta, Dark Green, Aqua

Touch Sensitive™

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You asked and we delivered! These ceramic tiles are fully interactive and Touch Sensitive™

As recently featured on Extreme Makeover Home Edition, our touch sensitive designs can be

used on walls, ceilings or furniture. They also are used for interactive displays in office

buildings, as business logos, in schools and museums.

Offered in 10 different base colours, our unique medium will highlight any project. Custom

letters and images are also available by request.

Touch Sensitive™ Colour Variations

Caribbean Ice variations of colour as the tile warms up.

Touch Sensitive™ is available in these ten base colours.

Root Beer Float, Purpleicious, Never Evergreen, Purple Rain, Hot Apple Cider, Midnight

Rainbow, Ouch!, Caribbean Ice, Tequila Sunrise, Kiwi Kandy

Magic Tiles’ Organic Line

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Our new ever-changing Organic Line of Decos and Liners. These living designs will change

how you look at artistic glass tile forever.

Organic Line Details

Organic Decos Sizes are approximately 4x4x1/2” and are sold two to a set.

Organic Liners Sizes are approximately 3x8x1/2” and are sold two to a set.

Average cost for a standard five foot enclosure retails less than a thousand dollars. That’s

approximately ten linear feet of glass which equals about 16 pieces of liners. In addition, the

Decos can be used by themselves or in conjunction with the liners throughout the enclosure for

added effect.

These artistic pieces blend beautifully with other natural materials such as glass, ceramic,

natural stone and wood.

A variety of colours will be experienced throughout each day and all through the year.

Even though our designs are recommended for most any interior design the following are a few

popular design styles that are recommended.

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SWOT Analysis

SWOT stands for Strengths, Weaknesses, Opportunities and Threats. In which,

Strengths and weaknesses are related with internal environment of the organization and

opportunities and threats are related with external environment of the organization.

Strengths Weakness

Competitive pricing Limited Market Share

Excellent Distribution Network Limited knowledge of customers

Variety of Designs & Sizes

Relationship with Intermediaries

Opportunities ThreatsLess number of competitors Indirect Competitors

Emerging Market New Entrants

Large untapped market

Use of new technology

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Product Life Cycle

Product Life Cycle Stages:

Product Life Cycle means the changes in the sales volume of the product over the life

the product. In market there is always ups and downs are present because this is a dynamic

world. Every thing will have to finish after certain time period, by finishing their life, so the life

cycle of Magic Tile is.

We define a product as anything that is capable of satisfying customer needs. This

definition includes both physical products e.g. cars, washing machines, DVD players as well as

services e.g. insurance, banking, private health care. Business should manage their products

carefully over time to ensure that they deliver products that continue to meet customer wants.

The process of managing groups of brands and product lines is called portfolio planning. The

stages through which individual products develop over time are called Product Life Cycle. The

classic product life cycle has four stages.

We expect the Magic Tiles to progress through a sequence of stages from introduction

to growth, maturity, and decline. This sequence is known as the product life cycle and is

associated with changes in the marketing situation, thus impacting the marketing strategy and

the marketing mix.

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The product revenue and profits can be plotted as a function of the life-cycle stages as

shown in the graph below:

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INTRODUCTION STAGE

At the introduction stage market size and growth is slight. It is possible that substantial

research and development cost have been incurred in getting the product to this stage. In

addition, marketing costs may be high in order to test the market, undergo launch promotion

and set up distribution channels. It is highly unlikely that companies will make profits on

products at the introduction stage. Products at this stage have to be carefully monitored to

ensure that they start to grow. Otherwise the best option may be to withdraw or end the

product.

The impact on the marketing mix is as follows:

Product branding and quality level is established and intellectual property protection

such as patents and trademarks are obtained.

Pricing may be low penetration pricing to build market share rapidly, or high skim

pricing to recover development costs.

Distribution is selective until consumers show acceptance of the product.

Promotion is aimed at innovators and early adopters. Marketing communications seeks

to build product awareness and to educate potential consumers about the product.

A. Introduction Stage

Sales grow slowly Profit is minimal or negative

Create awareness Stimulate trial

High production costs Limited product models

Frequent product modification Penetration pricing

Skimming pricing Little competition

High failure rate, High marketing costs

Promotion strategy focuses on primary demand for the product category

developing product awareness Informing about product benefits.

Intensive personal selling to retailers and wholesalers is required.

GROWTH STAGE

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The growth stage is characterized by rapid growth in sales and profits. Profits arise due

to an increase in output [economies of sales] and possibly better prices. At this stage, it’s

cheaper for business to inset in increasing their market share as well as enjoying the overall

growth of the market. Accordingly, significant promotional resources are traditionally invested

in products that are firmly in the growth stage.

In the growth stage, the firm seeks to build brand preference and increase market share.

Product quality is maintained and additional features and support services may be

added.

Pricing is maintained as the firm enjoys increasing demand with little competition.

Distribution channels are added as demand increases and customers accept the product.

Promotion is aimed at a broader audience.

B. Growth Stage

Characteristics

Sales grow at an increasing rate. Many competitors enter the market.

Large companies may acquire small pioneering firms.

Profits are healthy

Promotion emphasis

heavy brand advertising Differences between brands.

Gaining wider distribution is a key goal

Toward the end of this stage

prices normally fall Profits reach their peak.

Development costs have been recovered Sales volume has created economies of scale.

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MATURITY STAGE

The maturity stage is perhaps the most common stage; it is in this stage that competition

is most intense as companies fight to maintain their market share. Here both marketing and

finance becomes key activities. Marketing spend has to be monitored carefully, since any

significant moves are likely to be copied by competitors. The maturity stage is the time when

most profit is earned by the market as a whole. At this stage, the strong growth in sales

diminishes. Competition may appear with similar products like the ceramic tiles, vitrified tiles,

mosaic tiles. The primary objective at this point is to defend market share while maximizing

profit. Magic Tiles has not yet enters in maturity stage.

Product features may be enhanced to differentiate the product from that of competitors.

Pricing may be lower because of the new competition.

Distribution becomes more intensive and incentives may be offered to encourage

preference over competing products.

Promotion emphasizes product differentiation.

C. Maturity Stage

Sales continue to increase but at a decreasing rate

The marketplace is approaching saturation

Annual models of many products An emphasis on product style rather than function

Product lines are widened or extended Marginal competitors begin dropping out of the market.

Heavy promotions to both the dealers and consumers are required.

Prices and profits begin to fall.

DECLINE STAGE

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In the decline stage the market is shrinking, reducing the overall amount of profit that

can be shared amongst the remaining competitors. At thus stage great care has to be taken to

manage the product carefully. It may be possible to take out some production cost, to transfer

production to cheaper facility, sell the product into other cheaper market. Care should be taken

to control the amount of stocks of the product. Magic Tiles is a brand name, but the company,

that is, Court (Mauritius) Ltd is not in decline stage because their sale increases day by day.

As sales decline, the firm has several options:

Maintain the product, possibly rejuvenating it by adding new features and finding new

uses.

Harvest the product - reduce costs and continue to offer it, possibly to a loyal niche

segment.

Discontinue the product, liquidating remaining inventory or selling it to another firm

that is willing to continue the product.

D. Decline Stage

Signaled by a long-run drop in sales. Falling demand forces many competitors out of the market

The rate of decline is governed by

How rapidly consumer tastes change orHow rapidly substitute products are adopted.

A few small specialty firms may still manufacture the product.

Strategies

Deletion. Dropping a product from the company’s product line, is the most drastic strategy.

Harvesting Company retains the product but reduces marketing support

To prevent slipping into decline o Promote more frequent use of the product by current customers

o Find new target markets for the product

o Find new uses for the product

o Price the product below the market

o Develop new distribution channels

o Add new ingredients

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o Delete old ingredients

o Make a dramatic new guarantee The marketing mix decisions in the decline phase will depend on the selected strategy.

For example, the product may be changed if it is being rejuvenated, or left unchanged if it is

being harvested or liquidated. The price may be maintained if the product is harvested, or

reduced drastically if liquidated.

In reality Magic Tiles may not follow such a prescriptive cycle. The length of each

stage varies enormously. The decisions of marketers can change the stage, for example from

maturity to decline by price-cutting. It is not easy to tell which stage the product is in.

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Market Research

Objective:

To determine the customer awareness level, particularly for new users of tiles.

In depth study on the dealer network of various tiles manufacturers.

Type of Research

Exploratory and descriptive experimental research

Managers need information in order to introduce products and services that create value in the

mind of the customer. But the perception of value is a subjective one, and what customers value

this year may be quite different from what they value next year. As such, the attributes that

create value cannot simply be deduced from common knowledge. Rather, data must be

collected and analyzed. The goal of marketing research is to provide the facts and direction that

managers need to make their more important marketing decisions. To maximize the benefit of

marketing research, those who use it need to understand the research process and its limitations.

Marketing Research Approach:

Developing approach consists of assessing market research skills, establishing a budget,

understanding environment and its influencing factors, developing an analysis model, and

formulating hypotheses.

Problem Definition:

Undergoing a marketing research to launch the product Magic Tiles and to assess whether the

market would accept the product or not.

Research Design:

Cross Sectional studies are used under Descriptive Research. Cross-sectional studies sample the

population to make measurements at a specific point in time.

Research Instrument and Data type:

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Primary Data is collected by Questionnaire. Secondary Data is collected from the internet.

Questionnaire Design:

The questionnaire is an important tool for gathering primary data. Poorly constructed questions

can result in large errors and invalidate the research data, so significant effort is put into the

questionnaire design. The questionnaire is tested thoroughly prior to conducting the survey.

Sampling Plan:

In general, the sample size decision must be made on a case-by-case basis, considering the

variety of goals to be achieved by a particular study and taking into account numerous other

aspects of the research design. The size of a sample depends upon the basic characteristics of

the population. If there is complete homogeneity, a sample size of 1 would be sufficient, while

a larger sample is obviously required where the required characteristics display wide

heterogeneity.

One of the ways of dealing with heterogeneity is to break the population into sub-groups or

strata, which display homogeneity among the sample units. This is known as stratified

(random) sampling, which is statistically more efficient than simple random sampling. We need

sampling from a larger population, as in, a city, where we require a complete list of all the

households in the city from which we randomly select a given sample, subject to certain

characteristics such as age, income etc., which might be set as "quotas". It is also necessary to

ensure that the smallest sub-group or stratum should contain "sufficient" sampling units so that

accurate and reliable estimates can be found of the population stratum.

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Marketing Mix

The Marketing Mix is the set of marketing tools that work together to affect the market.

The four elements of the Mix are, of course the Product itself; the Price at which it is offered

for sale in the market; the Place or how the product is distributed; and the Promotion which

brings the product to the attention of the customers, arouses his/her interest, builds up the desire

for the product and finally moves him/her to act /purchase the product.

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Product

Magic Tiles is a unique and stylish medium for coverage of floors and walls in the interior as

well as exteriors.

(1) Residential:

It is used in gardens, home lobbies, lounges, drawing and dining, living, bed and bathrooms.

(2) Commercial:

It is used in offices, showrooms, shops, plazas, shopping malls, hotels, restaurants, airports,

hospitals, sport complexes and swimming pools.

Quality of product:

“Magic Tiles” are completely homogenized which means that the colour the texture and the

veins run throughout the thickness of the body just like the natural stone. Unlike what is

available in the unorganized market in the name of ceramic tiles, the colours, design of these

colours changing Magic Tiles are not superficial. So from the years of research and using latest

Italian technology Master Granite Tile is a gift for those people for those who want to upgrade

their life style to make their life more beautiful.

Some unique features of Magic Tiles are:

Stain Resistance:

It is easy to clean and offers complete chemical resistance due to extremely compact

homogenous superior surface.

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Scratch Resistance:

Its solid and compact body protects tile from scratches.

0% Absorption:

No pores throughout the tile thickness, extremely compact. This is even true for areas that have

been subject to abrasion.

Maximum Range of Colour and Sizes:

It offers a big list of different sizes (3 sizes) and colours (mixtures and glazes of colours).

Maximum Strength:

It is pressed by hydraulic pressure with force into compact uniform tile. Dried and fired at a

temperature of 125oC bringing them into one solid and compact body.

Fine Edges:

Cutting of these hard tiles is done by special diamond blades. That makes laying of tiles very

easy and adds beauty to architecture.

Price

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“Magic Tiles” are set at relatively high prices for their products as compare to other

players in the tile industry. Prices are set a bit high according to the good quality of the product.

“Magic Tiles” has a complete range of product line and the prices vary between different

product types.

Pricing strategies

There are several pricing strategies that a business can use:

Cost-based pricing – this can either simply covers costs or include an element of profit. It

focuses on the product and does not take account of consumers.

Penetration price – an initial low price to ensure that there is a high volume of purchases and

market share is quickly won. This strategy encourages consumers to develop a habit of buying.

Price skimming – an initial high price for a unique product encouraging those who want to be

‘first to buy’ to pay a premium price. This strategy helps a business to gain maximum revenue

before a competitor’ product reaches the market.

Since we are the first to pioneer the trading of this new tile which combines both luxury

and technological innovation, we are therefore adopting the price skimming strategy because

there are no direct competitors which provide the same product.

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Place

“Magic Tiles” has a big distribution network in all over the country. They have divided

the local market into different zones. Each zone has its own head office and is responsible for

marketing activities in that zone. “Magic Tiles” distribute the product through its dealers in

different cities. These dealers work on agreement basis. Each dealer is given target sales. After

achieving a target sales discounts are offered to these dealers.

These dealers only sell “Magic Tiles” products. However these dealers also sell the product to

the small local retailers which sell multi brands under one roof. These retailers may have some

cheaper brand as well as some imported brands. Now “Magic Tiles” has started to establish its

own display centres in major cities. These display centres have not products to sell but just

work as to show and provides the information about the product.

Distribution Strategies

Movement of goods and services from the source through the distribution channel, right up to

the final consumer, or user and the movement of payment in the opposite direction, right up to

the original producer or supplier.

Chanel of Distribution:

A distribution channel can be as short as being direct from the vendor to the consumer

or may include several inter-connected (usually independent but mutually dependent)

intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary got the

items at one pricing point and moves it to the next higher pricing point until it reaches the

final buyer also called channel of distribution or marketing channel.

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Promotion

The accomplishment of our objectives to create awareness about our product and to get

desired market share will be possible through our promotional efforts. Our promotional efforts

will help to attract the existing market of traditional tiles, but also create interest in new groups

of people. The promotion tactics have been designed keeping in view the trends of the target

market and the modes which are best suited to reach them.

“Magic Tiles” use different promotion tools to promote their product. Like advertising,

exhibitions and seminars.

Promotional Mix:

The following tools will be used to undertake our promotion campaign:

Advertising

Public Relations

Sales Promotion

Direct Marketing

Advertisement:

We will advertise using television, radio, newspapers, distributing magazine placed in

newspapers, and as well as on billboards.

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Television: To advertise the Magic Tiles, we have selected the national television broadcaster,

which is the Mauritius Broadcasting Corporation (MBC) to target potential customers. Special

emphasis has been given on the week when the ‘Salon de la Maison et Jardin’ is held.

Radio: We have not neglected to pursue our promotional campaigns by broadcasting

advertisements on radio to create awareness and to impact on potential buyers. At this stage,

our choice was on Radio Plus, which is the radio with the highest audience poll.

Newspaper: L’Express, Le Mauricien and Le Défi Quotidien are the three newspapers toping

the number of releases daily and same for Le Défi Plus, Week End and 5-Plus, which are

weeklies. For the day of product launch and starting from the second week of December there

will be full page colour advertisements in all these six above-mentioned newspapers.

Magazines: We will also proceed with our awareness campaign by publishing a full page

colour advertisement in distributing magazines placed in the L’Express newspapers, namely

Panorama. There will also be an informative reporting on “Magic Tiles”.

Billboard: 20 billboards which are implanted throughout the motorway have been chosen to

promote the “Magic Tiles” and the duration of display will be for a period not exceeding a

month.

Public Relations

Building good relation with our clients is essential to impose ourselves in the market. These

public relations will be built by organising exhibitions in hypermarkets like Jumbo, Winners,

Super U and Shoprite. Taking into consideration of the traffic of people to and from these

hypermarkets, this will not only help in creating good public relations but also create awareness

among the public.

Sales Promotion

Sales promotions are non-personal promotional efforts that are designed to have an immediate

impact on sales. Media and non-media marketing communications are employed for a pre-

determined limited time to increase consumer demand, stimulate market demand or improve

product availability. Courts (Mauritius) Ltd is promoting its product using these kinds of

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promotional techniques

Direct Marketing

Direct marketing is an important entity in our promotional mix. Presently with the

economic boom which has hit our country and with the view of attaining two million tourists in

2015, investors are investing in Real Estates Schemes (RES) and Integrated Resorts Schemes

(IRS) and existing hotels are being renovated and new hotels are mushrooming. The important

fact is that they themselves seek products from the best possible providers, products which are

of good quality and which is luxurious. Our sales people will approach new investors and

hotels executives and build relations with them. Another technique we will use is sending

catalogues thus communicating ourselves directly with the most potential group of our market.

These mails will give details of our new product.

Exhibitions

We plan to participate in the exhibitions like ‘Le Salon de la Maison et du Jardin’. This

is where we can exhibit our product and find the range of customers without huge cost involved

into it. This will also collect the information of the list of clients who are involved in

construction, like builders, contractors or even individuals. Our representatives give a

presentation there and provide the information about the product.

Seminars

“Magic Tiles” also held some seminars for providing the information. In these seminars

business customers are invited. Like Builders and contractors. In these seminars the

information about the brand is provided to the customers.

Preparing Professional Brochures

A very attractive professional brochure is prepared to target the interior designers and

the building contractors. The major decision makers of our product are these group of people.

The brochure will contain the technical details of the product. Convincing these groups of

people will push our product very easily into the market.

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Segmentation

Segmentation

Market is the processing which dividing a market in to distinct group of buyers on the basis of

needs characteristics or behave who might requires separate products or marketing mixing.

Market consist of buyers and buyers differs in one or more ways they may differing their

wants, resources, locations, buying attitude and buying practice.

Courts (Mauritius) Ltd. divides his market in to following segments:

Demographic segmentation

Geographic segmentation

Psychographic segmentation

Demographic Segmentation

Demographic segmentation is dividing the market in to groups based on demographic variables

such as:

Age

Gender Education

Income

Family size

Occupation

Social class

Courts (Mauritius) Ltd. introduces their product for upper class, upper middle class and middle

class. In other words Courts (Mauritius) Ltd. produces and imports its products for almost

everyone.

Geographic segmentation

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Geographic segmentation is dividing the market in to different geographical units such as.

Region

Density

This is all about the segmentation of Courts (Mauritius) Ltd. Courts (Mauritius) Ltd. acts a one-

stop-shop in urban as well as rural areas, constituting of electrical appliances, furniture, IT

equipment, jewelleries and now tiles. Segmentation basically depends upon the following:

Population of that area

Living standards of people

Levels of Market Segmentation

There are three levels of market segmentations

Mass marketing

Segment marketing

Niche marketing

Mass Marketing

Courts (Mauritius) Ltd. go for the mass marketing because the availability of the product is

very extensive. Therefore, there are no boundaries present.

Coming to our Magic Tiles, it has segmented the target market on the basis of the need of

customers. We have divided the market into low to high end market. But we are mostly focus

on high end market segment. We provide different type of tiles with different price ranges.

Especially for high end market segment they produce high quality products with high prices

and for middle end market segment they produce products with relatively low prices and low

quality as compared to the high end market. So Magic Tiles produce different quality products

with different prices for different market segments.

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Targeting

Market targeting is the process of evaluating each market segment’s attractiveness and

selecting one or more segments to enter. Market targeting depends upon the financial

positioning of company. If company is strong financially then he must go for market targeting.

Shell in Pakistan produces verities of products. All these products are available urban as well as

rural area.

In our case, tiles have become an essential part for the decoration of our residential and

commercial buildings. So our target market is that people who can afford and who want to

make their lives worth living by using these tiles and who focus on beauty as well as luxury and

style and design. So company main target market is upper middle class and elite class because

lower middle class and poor class customers can not buy tiles.

Targeting strategies is the selection of the customers you wish to service. Including;

How many segments to targets

Which segment to target

How many product to offer

Which product to offer in which segments

There are three steps to targeting

Market quality

Target choice

Product positioning

Targeting strategy decision is influenced by

Market maturity

Diversity of buyers need

The companies size

Strength of the competition

The volume of sales requires for profitability

Positioning

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Positioning is the process of arranging of product to occupy clear distinct and desirable

place related to competing products in the minds of target consumer. Courts (Mauritius) Ltd

lies its growth stage in the market and its expansion is the proof of its growth and success..

Now gradually with the increase of growth rate is expands its products line and also its

distributions.

The positioning which Magic Tiles want to produce in the mind of customers is that

they will provide them high quality and stylish products to improve their life style and make

their life easy and beautiful.

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High Price

Low Price

Low Quality

High Quality

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Conclusion

After studying and analysing the market thoroughly, we can deduce that the timing of

launch of the Magic Tiles is appropriate in the sense that the construction sector has reached its

cruising speed and together with the boom in the real estate sector, we will grab this golden

opportunity to promote the Magic Tiles and to make it a best selling product in the

construction.

We have no doubt about gaining a reasonable market share for the Magic Tiles and the

latter will bring a new way of seeing luxury, with a touch of technology. Combining both

luxury and technology, we get another wonder of the world, another wonder of our everyday

life.

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Table of Contents

Welcome to the innovator of temperature sensitive, colour changing tiles..................................1

Introduction...................................................................................................................................2

Literature Review..........................................................................................................................3

Company’s Profile.........................................................................................................................4

The Company’s Mission and Vision Statement............................................................................6

History of Courts...........................................................................................................................7

About the Product..........................................................................................................................8

Product Logo.............................................................................................................................9

Motto.........................................................................................................................................9

How the product works?..............................................................................................................11

Product Lines...............................................................................................................................12

Custom Glass...........................................................................................................................16

Living Art™............................................................................................................................17

Tye Dye™...............................................................................................................................18

Liquid™..................................................................................................................................19

Northern Lights™...................................................................................................................20

Watercolours™.......................................................................................................................21

Strengths Weakness......................................................................................................25

Opportunities Threats........................................................................................................25

Product Life Cycle.......................................................................................................................26

INTRODUCTION STAGE.....................................................................................................28

GROWTH STAGE.................................................................................................................29

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MATURITY STAGE..............................................................................................................30

DECLINE STAGE..................................................................................................................31

Market Research..........................................................................................................................33

Marketing Mix.............................................................................................................................35

Product....................................................................................................................................36

Price.........................................................................................................................................38

Place........................................................................................................................................39

Promotion................................................................................................................................40

Segmentation...............................................................................................................................43

Targeting.....................................................................................................................................45

Positioning...................................................................................................................................46

Conclusion...................................................................................................................................46

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