Business Case Studies & Business Publications

Sai Coating: Detonation Spray Gun

Sahay, Arvind

Case

Sai Coating: Detonation Spray Gun

Sahay, Arvind

IIMA-MAR0505 | Published May 2, 2021 | 6 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

Sai Coating, a small entrepreneurial firm, was one of the three firms that had received the license from ARCI for marketing the Detonation Spray Coating (DSC). Sai Coating made and sold the detonation gun (D-Gun) to three sectors, namely: Wire Drawing, Textiles and Aero components. The coating enhanced the life of the coated wire or surface and its functionality in some ways. The firm had a turnover of INR 4,500,000 and was looking to generate scale and maximize its revenues. The case revolves around the pricing strategy to be adopted by Sai coating to extract value from different set of customers. What should be the price levels given the nature of the product?

To understand the nature and scope of the business of Sai Coating. Challenges facing Sai Coating To understand the current pricing approach and suggest a pricing plan for different customer segments in order to maximise its revenues.