The closest goods substitutes:
Roofing materials
- Tiles
- Traditional slate
- Flexible tiles
- Euro -shifer
- Metal roof
By lining: fiber cement slabs and panels, elements of ventilated facades (porcelain tiles, composite panels, natural stone).
1. Identification of the current situation and forecasts of the development of the target market
2. Evaluation of the potential of consumption of the "new" slate until 2016.
2.1. Assessment of the possibility of replacing the "new" slate of other types of roofing materials
2.2. Identification of price conditions under which the replacement will be the maximum /minimum
2.3. The prognosis of the consumption of the "new" slate, taking into account the replacement of other roofing materials (under various price conditions)
3. Development of recommendations on the product of the new slate (thickness, color, number of waves, etc.) and pricing policy
4. Determination of optimal locations of the production site
5. Development of recommendations for promoting the "new slate"
Section 1. Current situation and forecast for the development of the target market
1. The general situation in the target market of the "new" slate - the Roofing Materials market for the pitched roofs (low -rise construction)
1.1. Comparative characteristics of roofing materials
1.2. Shares of various types of roofing materials in the structure of the general fund of low -rise housing construction in Russia
1.3. Volume, capacity, dynamics and seasonality of the roofing materials market
1.4. Roofing materials market sales structure
1.5. Price segmentation of roofing materials
1.6. Consumer preferences in the Roofing Material Market
1.7. Factors affecting the decision to buy roofing materials
2. Forecast for the development of the target market until 2016.
2.1. Forecast for the development of the construction industry of Russia in 2011-2016
2.2. STEP analysis of the Roofing Materials Market for Raise Roofs
2.3. Factors affecting the development of the Roofing Material Market for Name Roofs
2.4. Roofing market trends for pitched roofs
- Trends on the main quantitative indicators of the market
- Trends in various segments of the roofing materials market
- Competitive field trends
- Price segment trends
- Trends in the consumer segment
2.5. Forecast of the volume of the target market in natural and monetary terms
2.6. The forecast of the structure of the development of the target market (excluding the entry into the market of the "new slate")
Section 2. Evaluation of the potential of the consumption of the "new" slate until 2016.
- Assessment of the possibility of replacing the "new" slate of other types of roofing materials
- Identification of price conditions under which the replacement will be the maximum /minimum
- The prognosis of the consumption of the "new" slate, taking into account the replacement of other roofing materials (under various price conditions)
Section 3. Development of recommendations on the product line for the "new" slate
1. Assessment of the current demand for the species structure of roofing materials:
- In thickness
- By color scheme
- By the number of waves
- On packaging
2. Identification of trends in consumer preferences
3. Determination of the maximum acceptable price for the most accelerated promotion of the "new" slate.
3.1. Identification of the current structure of demand for roofing materials of individual price segments
3.2. Identification of trends in changing the price structure of demand for roofing materials
Section 4. Determination of optimal places of placement of the production site
1. Development of the selection criteria (factors) of the location of the production site and determining the degree of their significance
- Remoteness from sources of raw materials (cement plants that meet the requirements for product quality)
- Consumer remoteness
- The volume of the regional market
- The presence of competitors
2. Collection of information for each of these criterion for each region in the territory of the European part of the Russian Federation
3. Drawing up the rating of regions for the location of the future plant for the production of a "new" slate
The exact location of the site in the most promising areas requires additional study with the exit to the place and negotiations with municipal authorities
Section 5. Development of recommendations for promoting the "new" slate
1. Benchmarketing of the most successful competitors among manufacturers of roofing materials in the chosen price segment. (Collection of information about the distribution system and the advanced policy of 3-4 selected companies for certain consumer groups)
2. Development of recommendations for promoting the "new" slate (within the framework of the structure of individual consumer groups, within the framework of the geographical structure)
