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NCRD Sterling Institute of Management studies

Presentation on

An Exploratory study to identify & develop the distribution channel For Hager India in Navi Mumbai Region

Corporate Guide

Mr.Tejas Doshi
Faculty Guide Prof. Purshottam Patil

Presented by: Deepak R Gorad (MARKETING) C-9

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Board of Directors
Chief Operating Officer

Chief Group Officer

CEO Daniel Hager

Philippe Ferragu

Bertard Schmitt

MD (INDIA) Benoit Lecuyer

Strategic Unit
L&T and Hager have partnered since 1996 to bring the systems concept in Building Electricals to India. While it has been the 50th year of being into business for Hager, it has been the 10th year of a mutually beneficial partnership for both, L&T and Hager in India. .

L&T and Hager partnership ( Indian operation)

Key Decision makers & Influencers

Project engineer

Electrical consultant

Target customer

Electrical contractor

B2B- Retail segment

Project engineer
Decision maker Of respective company

Electrical consultant

Core
Competences

Design, architecture Approval electrical installation

Electrical contractor
Influencer Execution of electrical installation

Details

Project Engineer
Core

Finding retail chains. Arrange meeting with them. Understanding challenges & new prospects Demonstration of our products, giving them efficient electrical management system .

Details

Electrical consultant
Core

design & architect electrical system of projects

Understanding design specification.


Approval of quality & efficiency of products.

Assisting technical documentation & specification.

Details

Electrical contractor
Core

Influencer
Execution

Demonstrating our product , availability, cost margin.


Responsible for electrical installation of projects.

During internship I approached project managers of following retail chains

KFC

MAHARASHTRA

13 RESTAURANTS

Revenue Generated

ADITYA BIRLA RETAIL

PAN INDIA

60 TO 80 PER YEAR

- Customer Segment

Market
segment

Business database

Stock management

Central stock POS STOCK

FINANCIAL BACKUP

FINANCIAL STATUS

BANKERS

REACH to the Retailers

- RELATONSHIP

WITH DEALERS
-RETAILERS -END USERS

Factors consider for identifying Potential Distributor

Market share

100 90 80 70 60 50 40 30 20 10 0

19 8

19 11

21 4

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GE

SIEMENS

Hager

se

L&T

Indo asian

other

Competitors strategy

SUPPLIER INCENTIVE

SCHNEIDER Cash Discount, Turnover Discount (2%)

SEIMENS Cash Discount, Turnover Discount, Product Focus Discount Seminar, Direct Mailing, Gifts, Product Demonstratio n Only in newspaper Advt. 50%

BCH Cash Discount, Turnover Discount (3%)

L&T Quantity Discount

ABB Cash Discou nt, Turnov er Discou nt ---------

PROMOTIO N

Seminar, AdvTs, Gifts

Seminar, Gifts

CONTRIBUT ION

Advt. and Gifts 50%

Gifts 100%

In plant Seminars, Seminars, Gifts Direct Mailers ** Lunch and Gifts50%

----------

RANKING GIVEN BY CUSTOMERS TO ATTRIBUTES:

4.5 4.45 4.4

4.35
4.3 4.25 4.2 4.15
PRODUCT SERVICE PACKAGING BRAND

DRIVER INDEX
L&T SIEMENS Hager BCH SCHNEIDER

6 5 4 3 2 1 0
QUALITY PRICE AWARENESS AVAILABILITY CRM

Distributor Meet

Potential Dealers

POTENTIAL DISTRIBUTORS

A GRADE Electricians
Objectives of distributor meet . 1. Identifying the distributor 2. follow- up 3.Promotion Brand awareness

Invited For meet

Interact with new dealers. Understanding challenges Improving qualitative & quantities relationship.

Learning & Recommendation


SIP - Project report
How companies identify potential distributors. Retailers & Dealers can influence the market . Major competitors are schneider, indoasian, L&T hence we have to continue pull strategy aggrasively to increase market share.

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THANK YOU FOR YOUR ATTENTION

Questions?