OF PLANNING & MANAGEMENT AHMEDABAD.SATURDAY,11thoct.,08
IM-6 * INDUSTRIAL PRODUCTS & SERVICES
MARKETING Dr.( INTERNATIONAL PRADIP DESAIMARKETING ) B.E. ,M.B.A. (I.I.F.T.), LL.B., Ph.D.(Management-U.S.A.),CMC CERTIFIED MANAGEMENT CONSULTANT ( C.M.C.) CHAIRMAN & C.E.O. MOUN MARKETING CONSULTANTS { EXPORTS -MARKETING-IMPORTS -PROJECT-MGMT. CONSULTANTS} 804, ‘SHILP’ COMPLEX , TEL :0 7 9 -2 6 4 0 0 4 0 2 / 6 6 3 1 0 7 4 0 OPP.STATE BANK OF INDIA , MOBILE : 9 8 2 5 0 -1 1 2 0 0 NAVARANGPURA, C.G.ROAD, TELEFAX : 91- 7 9 - 2 6 4 6 7 1 7 1 AHMEDABAD -38 00 09 RES. : 2646 3218/6631 0730 E-MAIL: info @ mouncorp. co.in * WEBSITE: www. mouncorp. co.in/mounconsult.com/ Moun Marketing Consultants 1 International Product Planning Corporate objectives * Target country objectives Business definition in the country | Product Objectives | Product Offering- same / modified product | Marketing Mix Elements | CUSTOMER NEED SATISAFACTION Moun Marketing Consultants 2 Difference-Consumer/Industrial Products • Mass Production * Relatively small Produ. • Low Unit Price • High Unit Price • Many type,size,colour • Less types-few models • Many distri.channels • Limited distri.channels • Product Adaptation • No product adaptation • Country preferences • Usually No preference • Less cost of P.Design • Very high cost of P.D. • High sale volume-NO • Low sale volume(nos.) TECH.DETAILS reqd. • Sold on tech.parameters
Moun Marketing Consultants 3
Definition of Industrial Products • Industrial Production is mfg.process which can produce an altogetherr different product than the raw materials consumed by use of Industrial machinery or an Assembly Line Process e.g.cars • Several items are assembled together to produce the final product which is different from the parts,spares,components& subassemblies which goes into making of theEnd-product.e.gTV/mobile • Thus, Industrial products are those which are not normally used by the consumers directly but are sold to the industrial units for further production of finished/semi-finished industrial/consumer goods which ultimately satisfy some human needs. Moun Marketing Consultants 4 Salient Features of Industrial Products Marketing • Technically trained sales staff • Many visits/mtg. Before sale concluded. • Customer specific modification is needed • Long credit is needed. • Dealers with workshop/service station must • Free After-sale service: integral part of sale. • Long warranty (not Guarantee ) period is there. Any mfg.defects foud will be replaced /repired free of charge.e.g.cars–now 3 yrs.warranty i/o.1yr. Moun Marketing Consultants 5 Methods of Marekting-I.P. • Appoint overses agents with service centres • More personal selling/visits abroad is must • Participation in International Exhibition-General v/s.Country-Product specific Exhibitions better. Participation in Trade Fairs has flg. Benefits : 5. What is being available in foreign market 6. Who are the competitors?How competitive mkt? 7. What would be level of Product adaptation ? 8. Prevailing prices in Intl.Mkts.for same/similar P. 9. Strength & weakness of competing products Moun Marketing Consultants 6 Definition of Services • Service is what is renedered as SERVICE to client • As the GDP of an economy grows,services sector contribution goes from 10-20 % to as high as 70-80 % in Developed economies. • Services is the expert’s advice sought by the client in any of the areas of Product design/development, engineering/architect,Production Planning,HRD, marketing, logistics & distribution, brandbuilding, accounting, financial analysis,health& medical ser. Or records(M.T.),Legal services or any knowledge Process which adds value to client activities. Moun Marketing Consultants 7 Marketing of Services • B.P.O. is the outsourcing of services not because same is not available locally but because it is obtained at fraction of the cost. • Marketing of services is a specialised job & WORD-OF MOUTH Publicity plays a major role.Following are the determining factors : 4. High Reliability 2. Zero-level of mistake 5. Timely execution 4. After sale service 6. Client satisfaction level 6. Successful trial-runs * India’s Export Moun of IT & ITeS is us$40 billion/7-8.8 Marketing Consultants Product Promotion • 2 Types : A) BRAND SPECIFIC PROMOTION : • 1.Brand campaign by the exporter in the country • 2. Distributor’s brand campaign in a region B) GENERIC PROMOTION : • 3. By the National Govt.:e.g. INDIAN TEA @ INDIA TEA HOUSE or National Egg Co-ordination Committee (NECC) * 4. By several producing countries:Drink more coffee or An apple a day keeps doctor away. Moun Marketing Consultants 9 Moun Marketing Consultants 10 -10-