Chennai : EID Parry, the Murugappa group company which manufactures the Parryware brand of sanitary equipment, said on Monday that it is recasting its marketing strategy lock, stock and barrel and would focus on growth in marketshare through customer care and renovation business. The company has also decided to meet the demand for its products either through enhanced capacity utilisation or outsourcing from other producers. Speaking at a press conference here, Mr A Vellayan, company vice-chairman said the management of the company has shifted its marketing strategy from excessive reliance on sales to a three-pronged approach including enhancing the product range and introducing customer care services.As part of this, the company has already launched three customer care centres in Mumbai, Delhi and Chennai. The company would set up another such centre in Bangalore soon, which would be followed by five new centres next year.
He said the customer care centres would provide a one-stop-shop for all bathroom requirements of customers adding that in the long run, this would increase the marketshare of the company, which at present is around 17 per cent. He said the company is expecting annual sales growth to the tune of 15-20 per cent, taking it total sales to Rs 110 crore by the year end. He said the company has roped in consultant firm SCOPE for estimating the market size of the renovation segment and the report is expected to be finalised in three months' time He said, the company has already tied-up with certain equipment suppliers for key inputs and is on the look out for such tie-ups for some other products and parts.
The company has a capacity of 34,000 tonnes per annum and runs three plants in Ranipet, Alwar and Devas.
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