INSTITUTE OF PROFESSIONAL EDUCATION AND RESEARCH PGDM- 2010-2012

ASSIGNMENT ON
PROMOTIONAL STATERGY OF BOSCH LTD (INDUSTRIAL MARKETTING)

SUBMITTED BY: JOBIN ABRAHAM

BUSINESS TO BUSINESS

INTRODUCTION
Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler or between a wholesaler and a retailer. Contrasting terms are businessto-consumer (B2C) and business-to-government (B2G).

The volume of B2B (Business-to-Business) transactions is much higher than the volume of B2C transactions. The primary reason for this is that in a typical supply chain there will be many B2B transactions involving sub components or raw materials, and only one B2C transaction, specifically sale of the finished product to the end customer.

For example, an automobile manufacturer makes several B2B transactions such as buying tires, glass for windscreens, and rubber hoses for its vehicles. The final transaction, a finished vehicle sold to the consumer, is a single (B2C) transaction.

B2B is also used in the context of communication and collaboration. Many businesses are now using social media to connect with their consumers (B2C); however, they are now using similar tools within the business so employees can connect with one another. When communication is taking place amongst employees, this can be referred to as "B2B" communication.

INTRODUCTION TO MICO - BOSCH LTD.

Bosch Limited (formerly Motor Industries Company Ltd.) is the flagship of Bosch in India headquartered in Bangalore. Incorporated in 12th November of the year 1951, Bosch Limited has grown over the years to become India's largest auto component manufacturer, and one of the largest in the world. It is also the second largest Indo-German Company in India.

The Business divisions of the company is classified as Diesel systems, Gasoline systems, Starters and Generators, Electrical Drives, Automotive Accessories, Test Equipment, Auto Electricals, Car multimedia, Power Tools, Packaging Machines, Special Purpose machines and Security

Systems. The company's manufacturing sites are located in Bangalore, Nasik, Jaipur and Naganathapura.

The Company was shifted to Bangalore on 16th November 1953 premature Bosch was in Chennai. A letter of intent for diversification into auto electricals was received in the year 1985 and approval for the import of capital goods was also obtained. Added a number of new machines both at the Bangalore and Nasik factories during 1987 under the modernization programme.

PRODUCT RANGE BOSCH GROUP

1. Automotive (MICO) 2. Industrial Products 3. Consumer Goods Product in Automotive domain 4. Auto Electricals Batteries Belts Braking systems

B2B PROMOTIONAL STRATEGIES OF BOSCH GROUP

The special ownership structure of the BOSCH Group guarantees financial independence and entrepreneurial freedom. The structure also enables the group to undertake significant up front investments for the future and does justice to its social responsibilities in a manner reflecting the spirit and will of its founder. 92% of the shares in Robert Bosch GmbH are held by the charitable foundation Robert Bosch sifting.

SLOGAN
The slogan Invented for Life is part of its long tradition, through which it communicates the Groups core competencies and vision that includes technological leadership, modernity, dynamics, and quality and customer orientation. The company has its roots in Germany, but has also always had a strong international orientation. In the areas in which they do business, hardly any other companies have such a broad global presence.

Their global production and development sites work together as a very closely-knit network. This network and the companys global experience has put them in an excellent position to exploit opportunities in current and future growth regions of the world.

1. ON TRACK PROGRAM.
Students are encouraged to take up Industry based Project works and Industry based internships at Mico - Bosch. Industrial Visits are arranged for students. Training programmes and workshops are arranged for students in emerging fields like CAD/CAM/CAE and Advanced Materials.

2. SIAM CONVENTION.
Every year, Bosch actively participates in SIAM convention (Society of Indian Automobile Manufacturers) which is the apex industry association representing all vehicle and vehicular engine manufacturers in India.

SIAM
SIAM is an advocacy group for the automobile industry on economic, technology and public policy areas. It got into discussions involving the following issues during the convention in August 2009 Revival The Current Progress in Reviving The Global Automotive Industry & Positioning The Indian Automotive Industry in The Future Restructuring - Build A Viable Industry Model: Challenges Facing The Commercial Vehicle Industry Sustainability Role of Collaborative Working Sustainable Mobility - Connecting India: Making a Paradigm Shift Leadership in The Two Wheeler Industry 18

3. TRADE EXHIBITIONS.
Bosch has continuously displayed its capabilities in various renowned trade exhibitions around the globe. It has been participating in Auto Expo at Pragati Maidan, New Delhi, Tokyo Motor Show, IAA, IMTX and many more. Auto Expo is organized jointly by Automotive Component Manufacturers Association of India (ACMA), Confederation of Indian Industry (CII) and Society of Indian Automobile Manufacturers (SIAM) and is a biennial event.

THE FOLLOWING EXHIBITIONS:

ARE

THE

VISITOR

PROFILES

AT

SUCH

1. Overseas buyer delegations 2. International Business visitors

3. Dealers Delegations 4. Government Officials 5. Senior Executives of PSUs 6. CEOs/Decision Makers Ministerial Departments 7. Managers/Department /Division Heads 8. Engineers / Technicians 9. Diplomats / Embassies / Missions in India 10. State Transport Authorities Research Institutes / Educational Institutions 11. Publication Houses 12. Delegations from Technical Institutions 13. Auto Enthusiasts 14. Socialites 15. General Visitors

4. CUSTOMIZED WEBSITES.
Bosch operates in various fields of component manufacturing. It has broadly categorized its products and divisions and each is having a different portal for easy understandability.

5. AUTOMOBILE AND INDUSTRIAL MAGAZINES.

Mico Bosch regularly advertises its products and work-culture in magazines like Autocar, Motor Trend, Top Gear, Overdrive, Auto India etc. These magazines are published on a regular schedule, containing a variety of articles on new vehicles, car interiors and technological advancements in automobiles.

RESEARCH AND DEVELOPMENT BOSCH

It has a strong focus on R&D, and spends about 2-3 per cent of its turnover in this area. The company is responsible for developing certain products like Single Cylinder Pumps, MultiCylinder Pumps and mechanical Distributor Pumps for the entire Bosch group globally. Besides the R&D expenditure incurred by Bosch, the company spends a significant part of its revenue in developing new products for domestic and international markets. With Bosch, MICO has developed excellent R&D and manufacturing capabilities, which has helped build a strong customer base and establish market leadership. MICO Application Centre (MAC) has been established in India for R&D purposes. MICO is a global development centre for Bosch, and carries out the following activities:

1. 2. 3. 4.

Design & development of new products, from concept to manufacturing Manufacture and testing of proto samples 27 Reliability testing Product quality improvements and rationalisation

Technical co-ordination with other manufacturing locations, in respect of quality and warranty It also offers solutions to vehicle and engine manufacturers in the application of Electronic Diesel Control and Petrol Injection Systems.

THANK YOU