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INTERNATIONAL INSTI.

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
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Product Objectives
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Product Offering- same / modified product
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Marketing Mix Elements
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CUSTOMER NEED SATISAFACTION
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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

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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.
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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
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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.
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