Electronics Business Strategy

March 2019 - India

NORD DRIVESYSTEMS GROUP

Agenda

1. Sales no. development

2. Market Analysis

3. Business Potential

4. Focus Sectors

5. SWOT Analysis

6. Sales Strategy

All figures in Mio. INR (Curren

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Euro 80) 2
Sales nos. Development

250 Sales nos.

200

150

100

50

0
2017 2018 2019 2020 2021
Sales nos.

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Market Analysis

 Total Market size- Approx. INR 30,000 Mio

 Average CAGR- 5.94% ( Last 5 years)
 Major Players:
ABB SIEMENS Schneider Danfoss Rockwell WEG
 Major Industries:
Utilities Petrochemicals Water & Wastewater
Metals & Mining Cement Food & Beverages
Intra-logistics Material Handling Pumps
Textile

SOURCE: ReportsnReports
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NORD India Updates on Electronic Business Customers

Industry Major OEM’s

Intralogistics Godrej Falcon Beumer Amazon Grey Orange Bakshi Siemens

Efacec Mark Post
Metafold Glidepath Datar Engg.

Food & Beverages KHS Satellite Selvel Buhler Middleby Heat &
Control
Material Handling Signode Alankar FLS Bawal Master Sriram PARI Titan
Handlers Transmissions
Pumps SPX DENCIL IDEX Netzsch Roto Hydro
Prokav
Air handling Golden Auster Ecoair Caryaire M S Engg.

Packaging IMA PG ACG Nichorme Hassia XPRT Engg.

Miscellaneous Jash Engg Gudel L&T RPM ISGEC Lohia Group

Currently supplying Supply in small numbers Need to focus

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NORD India Key customer target list

Branch Key OEMs

Bangalore Luwa BMD Standards Signode DCL Bulk Disa India

International India

Chennai Schwing Rane FLSmidth Eriez Coastal Rubber Rice Lake

Stetter Group Magnetics
Delhi Jindal Saw QMI M Plast AV Industries JCT India Siemens /
Beumer
Pune Movetech Glidepath Fristam Pump PRAJ ALFA Laval Vanderlande
Gujarat Marini KYB VGOR Cranoist Rapid
Conmat
Mumbai Eirich ACME Tenova Parkadel Machinomatic MK &
Company
Kolkata TIL TGS Vinar Rice Mills
(Bangladesh)
FDS Cabinet Mount Decentralized

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Addressable Potential for NORD

 SEW - 80 Mio
 Lenze- 65 Mio
 Danfoss OGD- 30 Mio
 Siemens- Decentralized and to some extent Cabinet Mount- 85 Mio
 Allen Bradley- 20 Mio

NORD Accessible Potential- 200 Mio approx. (till 2021)

1. Up to 22kw range

2. Mainly decentralized & FDS products

3. Airport projects – Bangalore, Chennai, Goa etc.

4. HVLS Fan customers – panel mount

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Sectors to be focussed

Industries Potential Accessible Potential Customers

Food & Beverage 400 Mio 40 Mio Slevel,KHS,Satellite,Dynatron,

Buhler, Middleby, UB, Bakshi,
Intralogistics & Airport 250 Mio 25 Mio Amazon,Godrej,Siemens,
Beumer,Godrej Efacec,
GreyOrange, A.V. Engineers,
Vanderlande
Material Handling 500 Mio 50 Mio K2, Alankar, MM, Amsak,
Vega,Signode, MVS ACMEI
Air Handling 20 Mio 2 Mio Luwa, Universal, Golden, Ecoair,
Auster,Kruger,
Pharma packaging 100 Mio 10 Mio IMA PG,Interlvel, Bosch, ACG,
Elmech
Pumps 10 Mio 1 Mio SPX, Roto, Vogelsang, IDEX,
Netzsch

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SWOT Analysis

Strength: Weakness:

• Global brand and complete solutions • Price

• Wide Range of Decentralized Drives
• Strong Global references
• High flexibility meets different customer
requirements
• Power range which fits Intralogistics requirement
• After sales and commissioning support
• Full product range (Solar, AGV, Servo etc.)
• Acceptance and Approvals
• Sales team mind-set
• Late Entry in India market
• Past Failures

Opportunities: Threat:

• Growth in Intralogistics and Airport business • Wider presence of competition

• Push for Industry 4.0 • Fast changing electronics technology
• Huge investments in areas like Online shopping, • Stability of Electronics support person
Airports,
• Alternative solution to Servo Motors with price
competitiveness
• Solution selling

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Strategy

Sr. No. Activity Responsible By

Trail orders, Installation support for trials, Approvals with OEMs & End
1 Amit / Sumit Ongoing
users
Should approach industries like Intra-logistics and ventilation, where
2
we have strong presence through geared motors:
2.1 Caryaire reference to be used at Nutech, Ecoair, Golden and Auster etc. Anil (Sales) 15-04-2019
Godrej and Amazon – US and UK reference to be used at vendors for
2.2 Amazon ( Greyorange, A V Engineers, Bakshi Mark, Vega Conveyors, PV/ BRV 20-04-2019
Adverb Engg)-----
Branch Managers/
2.3 To develop System Integrators/Partners 25-04-2019
Sumit
Mumbai : M/s. Sumit Enterprises – Working on one project ( End customer
: Paarkadel (find competitors)).
Sales Ongoing
Bangalore : M/s. Hanuman Automation -Meeting Schedule in mid of
March.
3 Work on large end user approvals:
Sector Managers &
Amazon, Flipkart, Pepsico, UBGroup/Breweries, Airport OEMs Ongoing
Sales
4 Finalise at least one large dealer in Southern India Sumit/ Amit 30-04-2019

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Strategy

Sr. No. Activity Responsible By

5 To check Global reference list and mention implementation in India Satya 15-04-2019

6 Centralized data management Sumit/ Mangesh Ongoing

7 Centralized reference list management Sumit/ Mangesh Ongoing

8 External agency for Marketing survey for Electronic products Amit 30-04-2019

9 MIS reports for Electronic products Amit 15-04-2019

10 All VFD enquiries to be created in CRM Opportunity irrespective of value Sales Ongoing

11 Need visits from GBN Sector Managers & Sales 05-04-2019

12 Strategic Pricing Support (Price Agreement) from GBN for next 2 years- Amit/ GBN Sales Ongoing

Empowering Sales Team by providing necessary know- how of products. Special Sumit/ Mangesh/ Satya/ PPT by 28-04-
13
incentive. Amit 19

14 Approach Indian and Global customers for their testimonials Sumit/ Amit Ongoing

Prepare a fighting guide for all competitors and make it available to all Sales
15 Mangesh/ Satya/ Gurinder 30-05-2019
colleagues

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 Logo
Nord

Thank You

NORD DRIVESYSTEMS GROUP

NORD DRIVESYSTEMS GROUP

VERTRIEBSPRÄSENTATION