Marketing Strategy Formulation for the Introduction of Eukula Strato German Wood Finishes in Northern Kerala, India

Abstract

Wood finishing relates to the process of embellishing or protecting the surface of the wood. The paper aimed at fonnulating a marketing strategy for introducing water borne Gennan based Wood Finishes named Eukula Strata into local market of northern Kera/a, India. Multiple cross sectional descriptive research with judgmental sampling technique elicited responses from Finishers, Furniture manufacturers and Interior designers. Findings revealed that Eukula Strata 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.