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With wooden flooring fast becoming a favoured lifestyle product in urban centres, Delhi-based BVG Krono,has drawn up an ambitious market expansion program.Though German floor maker Pergo remains the market leader in the wooden flooring category, BVG has rapidly moved up to become the second largest wooden flooring brand in India last month.
Announcing the launch of an expansive architect handshake program, Vishal Goyal, Managing director of BVG flooring said in Delhi, “We have chalked out a three-pronged strategy to make wooden flooring a mass product.
Firstly,to make the product visible on high street by creating exclusive 'Walk Through' stores where a customer can walk around on various textures of wooden flooring to gain the real experience of flooring made out of wood. Secondly, we have initiated an program called 'architect handshake', wherein we are educating and prodding architects to opt for wooden flooring instead of conventional ceramic tiles.Thirdly,BVG has started appointing large number of retailers across metro cities with extensive product knowledge."
Currently BVG flooring has 150 dealers. By the next year end another 200 dealers shall be added to the kitty. By doubling the dealer base, BVG Flooring hopes to corner 40% market share among branded players in over next two years. However the key to its expansion lies in the choice of cities. Vishal Goyal, Managing Director, BVG Flooring quips, “The real action is in the tier two cities. It's ignored by lifestyle brands yet. And we are getting phenomenal response from Cities like Jaipur, Lucknow, Merrut, Chandigarh, Bhavnagar, Ludhiana, Kanpur etc. Tier-two cities have surplus income locked up and waiting to be splurged on lifestyle products.”
Vishal Goyal has identified 30 tier-two cities where the potential for lifestyle product is high. BVG is setting up stores in all these cities where Pergo,the market leader in wooden flooring is yet to set in. In two years, the company will have close to 100 stores nationally.