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Marketing of Services1
Marketing of Services1
INDIAN INSTITUTE OF FOREIGN TRADE August 31, 2012 Authored by: Kumaresh Kar, Babita Poddar, Deepak Kumar & Chandra Chur Pan
Marketing of Services
END TERM POJECT TRANSFORMING A SERVICE AS A PRODUCT & VISE-VERSA
Contents
CONTENTS..................................................................................................................... 2 ANTI-VIRUS SOFTWARE AND OTHER PREVENTIVE MEASURES:....................................................4 THE PROBLEM OF SELLING ANTI VIRUSES IN INDIA:................................................................5 THE SOFTWARE SOLUTION PROGRAM BY THE PERIPHERAL VENDOR............................................6 JUPITER INTERNATIONAL LIMITED OPTICAL MEDIA MANUFACTURING:..........................................7 THE BUSINESS DESIGN:.................................................................................................... 8 THE ROM PRODUCTION PROCESS:.................................................................................. 9 ADDITIONAL FEATURES OF THE LINE:.............................................................................. 10 THE PACKAGING MATERIAL PRODUCTION PROCESS:...........................................................12 DESIGN HOUSE ......................................................................................................... 12 DETAILS OF COMPUTER DESIGNING & TYPESETTING:........................................................12 DETAILS OF SOFTWARE USED: ..................................................................................... 13 PRE-PRESS SECTION................................................................................................... 13 PRESS SECTION......................................................................................................... 14 POST-PRESS SECTION................................................................................................. 15 LOGISTICS SUPPLY CHAIN FOR JIL..................................................................................... 15 THE SERVICE PROMISE:............................................................................................... 16
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are
macro
viruses.
Also, today we can observe that more and more e-mail viruses appear, making the internet worms the most severe threat.
companies previously used to buy a Blank CD-R get it printed packed it in a product packaging & send it to the channel incurring huge costs & supply chain Bottlenecks, as because the AV companies has limited Number of offices hence catering to highly diversified & dispersed channel from the metropolitan cities to B & C Class Cities & the rural market posed a challenge in its own.
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Cabinets, Mouses, Keyboards, Mother Boards, Hard Disk Drives, Head Sets, Microphones, and Optical Media etc. They had given themselves a leading edge amongst Companies with a similar Product line with Consistent efforts to broaden their product portfolio by adding new products now and then, their annual turnover of Rs. 500 Crores of the 4360 Rs. Crores annual market in India gives them roughly 13% market share, however seeing that the market is crowded with almost 23 National & 12-15 regional competitors of this highly price sensitive market where Frontech (JILs in House brand) carries a sticky price retaining its market share speaks voluminously about the companys performance. JIL Network or better called JIL Family constitutes support from its Channel Partners which includes Distributors, Dealers and Resellers along with the dedicated workforce of over 500 employees and with this valuable support from its loyal team, the Company has been able to cement its position in todays competitive market and has built credibility amongst several million satisfied end users. JIL has state of the art ERP implemented across all its facilities & a manager from any part of the country can monitor the status of Goods services personnel at the click of a mouse based on his requirement.
With the margins in the sale of Generic Optical media (CD-Rs) thinning JILs manager saw an opportunity presented by the highly fragmented & unorganized supply chain of the Antivirus Market. With an intent in transforming the Company from a product oriented company to providing service to business clients Jupiter International Limited (Brand Frontech) Came out with a solution to service the Anti Virus service providers. Frontech has now taken over the production of AV CD-Rom & it is providing an end to end solution to the AV companies it has over 22 Branches so it can ship the material in a timely manner to any location more efficiently & economically to the channel improving the bottom-line with its huge economies of scale the procurement costs are minimized & since it specializes in packaging & production the entire solution is well evolved for the AV companies.
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Jupiter undertakes a backward integration process & has developed printing facilities with regards to the Optical media & its license keys in state of the art Offset & security bar code printers respectively for the two processes, further JIL has established long term contractual tie up with packaging materials manufacturers who would supply international class retail boxes, inlays, CD Jackets printed with 34-5 Color schemes & art work as per the customers discretion. To minimize cost the Vendors of packaging materials are given works contract on labor charge (per boxes) with a built in scrap margin, JIL has made an arrangement with Various Multinational paper & Boards manufacturing companies like the ITC & West Coast who supply paper as per requirement in a real time (Just in Time) delivery mode to the vendors. The same process of JIT delivery is followed for other raw materials inputs like the Polycarbonate (required for CD-ROMs its Dies, varnishes, Silver targets & Special Chemicals & Acids required for the production processes). Upon confirmation from a Customer a JIL Shop order is raised manually & after that the entire program Schedule is calculated & mailed in an Automated manner to all the parties involved (detailing the unit wise & total requirement for each ingredient required for production, the software even gives a statement of the inventory in store & the amount required to be indented. The lead time with various probabilities are fed in the system so the system calculates & flashes the total Turn round time required to complete the process from end to end. Once the production is complete the entire product lot is transferred to the Logistics Department.
This vision became true when the first EMOULD electric moulding machine for optical disc was bought by JIL seven years ago. Its an approved base machine which runs many thousand times in standard moulding applications. Together with seven years of experience in electric moulding of optical disc the EMOULD machine now offers JIL much higher precision than comparable hydraulic and hybrid machines used by the various competitors. The Features of Using this machine are: Less energy consumption Less water consumption Extremely quiet in operation Higher productivity because of higher uptime and yield Leading role in comparison to other electric moulding machines The technical superiority of electromechanical injection moulding machines over the hydraulic design provides a significant strategic competitive advantage for all current and future optical disc formats. The proven design concept, continuous development and a maximum of process experience make the EMOULD machine to the leading moulding machine, among the group of manufacturers of electric machines. The injection moulding machine known by the brand name EMOULD is built on a base machine manufactured by FANUC, the global leader in electromechanical injection moulding machines. The Japanese company FANUC has exclusively transferred the long-term world wide use of its machines for optical data storage to SINGULUS EMOULD in Germany. SINGULUS TECHNOLOGIES AG has certified the EMOULD all-electric moulding machines for all existing optical disc formats like pre-recorded and recordable, as well as rewritable media. SINGULUS EMOULDs performance and quality has surpassed meanwhile the previous benchmark among the competitors.
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Marketing of Services | 8/31/2012
All Electric No Hydraulic Oil Energy saving No oil cooler needed Clean, quiet, user friendly Controller/Servo Motors Digitally controlled AC servo controllers Maximum repeatability self-optimizing temperature control Pressure profile traces control Metering control Reproducibility Rigid machine construction and platen
Pressure feedback system Precision positioning (10 microns) Consistent process capability and quality Low Maintenance Automatic lubricating system Reliable controller/servo system Service data storage Built-in self diagnosis Good accessibility State of the Art Engineering Synchronized operation Screw and barrel optimized
1. SONY VIO Laptop Pentium Duo Core 2 with 80GB HDD, 1 GB RAM, DVD WR Drive and LCD 2. Hp Laptop Pentium Core 2 Duo with 160GB HDD, 2 GB RAMS, DVD WR Drive and LCD 14.2screen 3. Intel Duo Core Desk top Pentium IV (2.8GHz) with 256 GB HDD, 2 GB RAM, DVD writer and TFT 19 4. Intel Duo Core Desk top Pentium IV (2.4 GBZ) with 160 GB HDD, 2GB RAM DVD writer and TFT19 5. High-end Scanner, HP Scan jet 3500C, HP Scan jet 5500CXI with transparency Adopter for high-end 6.
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High-end Laser Printers HP Laser Printer 4050 (A4 Size), HP Color Laser 2010 HP Laser Printer 1100 7. (A4 Size), HP Colour DeskJet 845C
Pre-press Section
The Prepress Department at JILs vendor end uses processes input files received from customers and gets their approval on either hardcopy or softcopy proofs. These processed and approved files are used to make plates which act as the master copy for the copies reproduced. They handle inputs supplied in a variety of industry standard formats on both Mac and PC platforms. The received files are checked for any issues with fonts, images, bleed, etc. and any corrections needed are carried out. The Prepress team is skilled in
carrying out any colour-corrections / touch-ups / cut-outs required in the job. Apart from the industry-standard Photoshop, specialized software such as Color Tone / ICISS / Human Eyes 3D are used to carry out colour-correction / separation / 3D separation, etc. Proofs are sent to customers in either softcopy (PDFs through email/FTP) or hardcopy (colour-calibrated inkjet proofs) for their approval. The Epson proofers are driven by the industry-leading GMG Color Proof software and are calibrated and colour managed to give a close match to the results achieved on our offset presses. Once the proofs are approved, the files along with the approved reference proofs are sent to the output team to make Plates on our Computer-toPlate (CtP) systems. The Esko Graphics Scope workflow is used for Ripping, Trapping, Imposition and 1bit TIFF output. These are output on Creo Trendsetter and Screen Plate Rite CtP systems. The final approved files are also archived on completion of the project. A fully backed up archive of jobs for over a year is maintained. Should the need arise to reprint or repurpose the data, the customer can rely on the data repository.
Press Section
The Vendors are equipped with state-of-the-art printing machines from Mitsubishi and Komori, in configurations up to 6 colors with online coating. Sheet formats of up to 28.5 x 40 can be printed. Our latest Mitsubishi 6-colour UV Press with Doublecoater is one of the few of its kind in the world, and allows us to print on a wide
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range of substrates such as plastic, metalized surfaces, etc. apart from paper. The double coater also opens up possibilities for a range of inline finishing options such as the popular mix of gloss and texture or gloss and matt finishes.
Post-press Section
A wide range of finishing and binding options are available to make your project stand out from the crowd! Various value-added operations such as foiling, embossing, die-cutting, spot coating, etc. are all available in-house, so there is better quality control and quicker turnaround. Highly automated machines for binding allow us to quickly set-up and complete jobs whether they are simple or complex and whether the quantities are small or large.
Bangalore, Delhi, Kolkata and Mumbai. Jupiter has a total Goods movement of a tune of 1800 Tons Per annum & hence has its logistical tie ups with Industry giants such as: Blue Dart (Both for land & air cargo) FedEx Both for land & air cargo) Shree Shyam (Fly king for small B & C Class Cities) Om Logistics (For Domestic Cargo FTL) DHL (For International Geodes Wilson (For International Shipments as a Freight Forwarder).
The result of these tie-ups means that JIL enjoys the best Freight rates in the Industry & is able to move Goods across the country smoothly economically & faster than its competitors. Upon the handover of Goods to the Logistics department JIL employees go through the record in their ERP & arrange for the delivery of materials based on the prior contracted rates with the Customers to various destinations. Say for example if a company called Rx Secure Anti Virus has opted for delivery at Delhi via Land & Bangalore via BD AIR then JIL would ship the materials to Delhi on a LTL mode via Om logistics to Delhi but to Bangalore via Blue dart Air mode at the pre negotiated rates the billing to the JIL branches would be on branch transfer basis & the Freight component will be in built during the finalization of contract itself. The billing to JIl branches saves the additional outgo of 2% CST that the Companies would have incurred if JIL was unable to bill it across the country now this 2% is a huge saving where the Invoice values of an AV is a minimum of Rs. 400-500 while the quantities are in Million units. After reaching the branches (I.e. the 22 major cities in each major state across the country) the AV retail Boxes are billed to the Channel.
Marketing of Services | 8/31/2012
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The one point contact is backed up with meticulously kept historic record of each & every communication in the ERP & in the personal hand held device that is made available to the person, every back up has a back up data storage facility which is cross checked by the corporate sales Supervisors at JILs Head office, the entire gamut of checks & balances are put in place to make the entire system process driven & not person driven to make the service more responsive & accurate. The service of Antivirus now on 43% of the Indian PCs is in one way or another supported by a product called the Anti Virus Product off the shelf pack available across computer stores. But the true service offered by JIL to the AV Manufacturing & marketing Companies serves as the back bone of the off the shelf product.