Successful Targeted Marketing

For Industrial Product Or Service

In India.

By :- Divya.S.N
Col:- PESIT
 Target Marketing.
Marketing segmentation reveals the
firm’s market segment opportunities,
with which the firm has to evaluate the
various segments and decide how many
and which ones to target.
Different Levels Of Target Marketing.
1)Undifferentiated Marketing or Mass Marketing.
Eg:- Coca-cola(initially)

2)DifferentiatedMarketing or Segmented
Marketing. Eg:-Procter & Gamble

3)Niche Marketing or Concentrated Marketing. Eg:-

Logitech

4)Micromarketing or Local and Individual

Marketing. Eg:- Dell Computers
Five Patterns Of Target Market Selection.

After evaluating different segments, the

company can consider five pattern of target
market selection.

1)Single-Segment Concentration.
2)Selective Specialization
3)Product Specialization
4)Market Specialization
5)Full Market Cover.
CROMPTON GREAVES
 Crompton Greaves Limited was established in
1937. It is a member of the Gautam Thapar led
group of companies, AVANTHA
 Crompton Greaves is engaged in designing,
manufacturing and marketing technologically
advanced electrical products and services related
to power generation, transmission and distribution.
Crompton Greaves business segments
(Differentiated Marketing)

1) Power systems :- This group includes the Transformers,

Switchgear and Engineering Projects businesses of Crompton
Greaves. It involves the manufacture of power and distribution
transformers,
2) Industrial systems :- This group consists of Generators,HT and
LT Motors, FHP Motors, Alternators, Drives, Stampings, Railway
Transportation and Signaling equipment. The manufacturing
facilities are spread across India.
3) Consumer products:-This group is in the business of Fans, Light
Sources and Luminaries, Pumps and Household Electrical
Appliances such as geysers, mixers, grinders, toasters and lanterns
with plants based at a few locations in India.

 
 AC Generators from Crompton Greaves
Limited

Crompton Greaves offers a wide range of AC & DC

generators (alternators), both brushless and slip ring type. 
Their single phase alternators are designed to meet the
customer requirements in remote as well as urban areas for
uninterrupted power supply.

AC Generators manufactured by Crompton Greaves are self

excited, self regulated and dependable source of power. It ISO
9001 certified by BVQI UK, with structured TQM and 6 sigma
implementation and SAP/R3 enabled.
.
PURCHASING PRACTICES OF INDUSTRIAL
CUSTOMERS
The industrial marketers market industrial
goods or services at different types of
customers such as commercial enterprises,
governmental customers, and institutional
customers.
For effective marketing of industrial
products, it is significant to know the
purchasing practices generally customized
by the various types of industrial
customers.
 Selling in the industrial market is complicated by a
broad spectrum of customers. Commercial
enterprises, governmental organizations, and
institutions give buying responsibility to
individuals who are quite particular markets.
 These individuals are often more realistic in
assessing the competitive value of a vendor’s
product than the vendor.
 Thus, they normally identify, evaluate, and select
suppliers, domestic or foreign, who provide the
greatest value.
Strategy Used To Meet Successful Targeted
Marketing
1) Sell its standard motors through a network of
industrial dealers to small-scale manufacturers, all
over India.
2) special purpose motors to the original equipment
manufacturers (OEMs) such as pump manufacturers
and compressor manufacturers, are sold directly
through its sales persons located at various
branches.
3) The company could, therefore, maintain a leadership
position in the competitive market due to its strategy
of customer satisfaction through superior product
quality and performance, delivery dependability,
competitive prices and excellent customer service.
 Promotion
To ensure that its objectives are fully realised
it has launched two consumer-driven
initiatives:
1) CG-Mile – Crompton Greaves Marketing
Initiative towards Leadership Excellence.
2) Broad-based customer meet.

It is steps like these that have helped

Crompton Greaves maintain a position of
strength in the market.
Why Crompton Greaves Generators..?

It is easy to maintain.

Compact and specially designed slipring and brush assembly

High Thyristor load withstand capability for cell phone and
telecom applications.

Short circuit maintenance capability.

The range includes brushlessAC Generators, 5 to 625kVA, in 3

phase, 415V, 650 Hz, 0.8pf single and double bearing and 10 to 30
kVA in single phase, 240 V, 50Hz 0.8pf single and double bearing.
Business challenges
 Top-five industry ranking
 Faster product
 commercialization
 Better ability to meet shortnotice
 customer requests

Keys to success
1)Improved enterprise
collaboration
2) Increased knowledge re-use
3)Better project control and
traceability
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