Granite Materials: Launching Into a Market With an Incumbent
Marketing
hard45 min0 submissionsMorgan Stanley
Scenario
Granite Materials is a mature-stage building materials business in India, preparing to launch a new product into an established category.
The category is dominated by an incumbent holding roughly 53% share. The addressable market is about ₹8823 Cr.
Candidate segments:
| Segment | Addressable accounts | Share expressing willingness to switch |
|---|---|---|
| Enterprise | 873 | 88% |
| Mid-market | 5,344 | 35% |
| SMB | 32,594 | 22% |
Constraints:
- Planned list price: ₹9538 per account per year
- Fully loaded cost of a field sales rep: ₹91 Cr per year
- First-year launch budget: ₹52 Cr
- The product is genuinely better on one dimension and worse on two
The founder wants to launch to all three segments simultaneously "to see what sticks".
Supporting data
market
- tam
- 8823
- incumbent share pct
- 53
segments
| segment | accounts | switch willingness pct |
|---|---|---|
| Enterprise | 873 | 88 |
| Mid-market | 5344 | 35 |
| SMB | 32594 | 22 |
economics
- launch budget
- 52
- loaded sales rep cost
- 91
- list price per account
- 9538
derived hints
- accounts per rep to break even
- 95408
Your task
Design the go-to-market. Your answer should provide:
- Analysis — which segment to enter first and why, sized with the numbers given.
- Risks — what your plan depends on, and what would make you change segment.
- Recommendation — a specific first segment, channel, price and success threshold.
State any assumptions you make.
Ready to move forward? Up next: Kirana Connect: Where Should the Acquisition Budget Go?Next question
How you'll be graded
100 points, 60% to pass.
- positioning25
- segmentation25
- recommendation25
- quantitative analysis25
Hint
Reveal suggested structure
Beachhead selection; switching motivation; GTM motion affordable at price point; staged expansion