MARKETING IN INFRASTRUCTURE INDUSTRY

INTRODUCTION
By: asutosh Please add the type of the product in this industry, the type of competition, their type of distribution network, channel partners, their way of promotion and pricing

INTRODUCTION
Infrastructure is the back bone of a country s development It can be divided into sectors like:
Transport infrastructure Power infrastructure Industry infrastructure

BRIEF HISTORY

HISTORY OF INFRASTRUCTURE INDUSTRY

Rail Transport
A rail system in India was first proposed in 1832 in Madras but it never materialized. In the 1840s , other proposals were forwarded to the British East India company who governed India. The first train in India was operational on December 22, 1852.

ROAD TRANSPORT
The India Roadways play a crucial role in connecting the different parts of India. The Mughal era was the golden era for roads. The east India company revived ancient routes and renovation was initiated. The technology of the west came into play and linkage were well established.

By AVISHEK Continued
AIRPORT
The history of civil aviation in India began in December 1912.

SEAPORT
India has eleven major seaports. The port at Nava Shiva located across the harbor from Bombay port, was established in 1982.

POWER
Electricity generation capacity with utilities in India had grown from 1713MW in December 1950 to over 124,287 MW by March 2006.

By AVISHEK

INDUSTRIAL INFRASTRUCTURE
Manufacturing industry Manufacturing is the use of machine, tools and labor to produce goods
for use or sale. Before the industrial revolution most manufacturing occurred in rural areas.

SERVICE INDUSTRY
There was market acceleration in service sector growth in the eighties and nineties, especially in the nineties.

MAIN MARKET PLAYER

By: CHANDAN SINGH

MAIN PLAYERS OF THE INDUSTRY Reliance Infrastructure : 1988

operating Industrial Infrastructure. 200-mm dia twin pipeline system from Refinery of B.P.C at Mahul,mumbai 70000 kl petrochemical product storage cum distribution Terminal at Jawaharlal Nehru Port Trust Area in Nhava Sheva, Uran ,in Maharashtra.

Nagarjuna Construction Company:

1978,(Dr AVS Raju) Building Housing, transportation, power, electrical, mining.. IGI Airport Terminal Building at, New Delhi. 6 Laning of Ahmedabad-Vadodara Expressway,

Gujarat

 Larsen & Toubro (L&T):1938, by:Henning Holck-Larsen and

Soren Kristian Toubro L&T has also constructed many other buildings for Delhi & Chennai Metro.

HCC Infrastructure Ltd

Transportation: Badarpur Elevated Highway on NH-2 is a 4.4 km Delhi to Haryana. NH-3 Maharashtra / MP Border is an 89 kms four lane highway scheduled to be completed in June 2012.. Nirmal annuity road project in Andhra Pradesh on NH-7 is a 30 km four lane highway. Power,Water and Social Infrastructure

DLF:,1946, largest realestate company. Retails, housing,hotels City centre-Shalimar,gurgaon,DLF centre saket DLF emporio, Unitech:1972, Residential: horizone,unitech heights,habitat,South city,downtown Commercial: Trade cenre ,global business park,Signature tower. Retail: GIP,Merto walk,Gurgaon Central. Hospitality :Courtyard marriott

Ansal API: 1967, Mr. Sushil Ansal leading Realty and Infrastructure companies of India commercial,housing,retail Ansal plaza,sushant city,greenescape,anand lok. Felix square lucknow,times square gurgaon..

 IRB Infrastructure Developers:

operated and maintained around 1200 kms of road length so far. Aggregate size of all projects (both completed and under execution) is around Rs. 33,000.00 million.

BHEL:
largest engineering and manufacturing enterprise highly skilled and committed 42,600 employees Power,industry,transportation,transmission, NonConventional Energy Source, R&D Products manufactures over 180 products under 30 major product groups. Installed equipment for over 90,000 MW of power generation

MARKETING ROLE & STRATEGIES IN THE INFRASTRUCTRE INDUSTRY

By: Bhaskar jyoti nath

Marketing strategies in Transport Infrastructure

Marketing role & strategies in railways:
Internal marketing - train and motivate the employees to serve customers well Interactive marketing - employee s skill in serving the client Develop demand forecasting models, long range decision support systems, costing models, systems for gathering commercial intelligence (outsmart competitors). Unreserved passenger segment need more focus and revival strategy. Computerisation of customer interface areas (ticketing, information system, refund etc.) Dynamic rating & market related pricing

 Marketing role & strategies of Road Transport in India.

Institutionalized creativity and innovation. Total supply chain management. Market driven organization structure. Careful recruitment, training and career management. Rigorous line management implementation.

 Marketing role & strategies of Air Ports.

Reduce air fairs. Availability of shopping malls and retail business. Upgrading the infrastructure of the air ports. Better location and better air traffic control Develop aviation/aerospace technologies that will significantly lower noise, emissions and fuel consumption. Address the cost, frequency and reliability of entering space, and increase its economic viability.

 Marketing role & strategies in Seaport

Drawing on both public and private resources to invest in and develop its own port facilities. The 4Ps (Product, Price, Place and Promotion) of port activities are used to analyze competitiveness of all competing ports. Reflecting the user-oriented management of business.

Marketing strategy in Power Industry

Adopt s broad based capacity portfolio including Hydro Power, LNG, Nuclear Power, and non conventional and eco-friendly fuels Plan and speedily implement power projects using state-of- the art technologies. Be an integrated utility by implementing strategic diversifications in areas such as power trading distribution, transmission, coal mining, coal beneficiation etc. Develop a strong portfolio of profitable businesses in overseas markets including technical services, generation assets etc.

Marketing strategy Conti..

Continuously attract and develop committed human resources to match world standards.

Lead fundamental and applied research for adoption of the state-of-theart technologies, breakthrough efficiency improvements and new fuels.

Lead developmental efforts in the Indian power sector including assisting state utility reform, policy recover etc. Be a socially responsible corporate entity with thrust on environment protection, ash utilization, community development, and energy conservation

Marketing strategy in Manufacturing and service Industry

Strategy in Manufacturing industry :
Product Quality exceeding Customer's expectations Timely Dispatches Attractive and functional packaging Quick Business Response Prompt After-Sales service Adhering to fair and ethical business practices Strengthening the bond with existing customers

BY deepak chaurasia

 Strategy in Service industry:

Outstanding experience to the customer thro use of internationally proven technologies from Flying J, Leading HSD retailer in US Unique value proposition for each customer segment Thrust on cost-effective retail network of high quality Minimum logistics cost to gain competitive edge Leveraging of IT/Infocomm infrastructure as a key differentiator in R&D operations

Present scenario of infrastructure industry

Deepak jham

TRANSPORT INDUSTRY
RAILWAYS: An investment outlay of Rs. 2510 billion proposed for the eleventh plan period. Huge opportunities are in the offering in the firm of up coming dedicated freight corridor and Delhi Mumbai industrial corridor running along with it.

The metro rail project dozen selected cities of the state

TRANSPORT INDUSTRY
ROADWAYS: NHDI has created the biggest construction opportunity in the road and highways sector. It invest 3000 billion at 2007 prices National Highways State Highways District Roads Village Roads 66,754km 1,28,000km 4,70,000km 26,50,000km

POWER SECTOR by Achal

It was estimated investment of $150 billion by 2012 India need 800GW power until 2032. Union government decided to add 75000MW power generation capacity during eleventh plan period. A huge investment in transmission and distribution network .

Infrastructure Industry(by debasis)

Construction Sector: After recording a spectacular growth of over 12%, more than the country s GDP in the past half decade, the Indian construction sector all of a sudden lost stream in last fiscal largely due to global financial turmoil. Not just this, the turmoil tremors created multiplier impact across sectors including steel, cement, power, petroleum, aluminum, IT and ports, besides badly bruising the Indian economy. Construction equipment industry is now stabilize .

Infrastructure Industry

Urban Infrastructure Industry :The government has initiated multiple measure to lift infrastructure and construction sector.

1. 2. 3.

The following measure are : Jawaharlal Nehru Urban Renewal Mission scheme (Rs 1 trillion ) Bharat Norman scheme .( Rs 40,900 core ) Urban Infrastructure Development scheme . ( 64 billion)

Infrastructure Industry
Service Industry: There was marked acceleration in services sector growth in the eighties and nineties, especially in the nineties.

While the share of services in India's GDP increased by 21 per cent points in the 50 years between 1950 and 2000, nearly 40 per cent of that increase was concentrated in the nineties.

Almost all service sectors participated in this boom, growth was fastest in communications, banking, hotels and restaurants, community services, trade and business services.

GROWTH PATTERN OF INFRASTRUCTURE INDUSTRY

Harshita bhatia

TRANSPORTATION INFRASTRUCTURE
GROWTH IN RAILWAYS
1. One of the largest developed networks in the world. 2. Approximate earnings basis during April 2010 were US$ 1.62 billion , an increase of 9.69 per cent over US$ 1.5 billion earned.

Government Initiatives
In the Union Railway Budget for 2010-11, presented on February 24, 2010, the Railways Minister highlighted the following: 117 new train projects to be launched 28 passenger trains and 52 long distance express trains to be introduced Women RPF personnel for the security of women passengers Double-decker coaches to be introduced on pilot basis Electrification of 1,000 km by 2011

Private Sector Participation

ABB Limited India, has won orders worth around US$ 32.63 million from the Bhartiya Rail Bijlee Company Limited (BRBCL) for constructing a turnkey substation and power transformers. Afcons Infrastructure, Shapoorji Pallonji group's infrastructure arm, has bagged a US$ 205.82 million contract from Kolkata Metro Railway Corporation (KMRC) for a critical stretch of the US$ 1.03 billion East-West Metro that includes three underground stations and a section under the river Hooghly. This is the first time that a transportation tunnel running 20 metre below a river will be built in India. The Bangalore Metro Rail Corporation (BMRCL) is planning to rope in private sector companies to help implement the second phase of its project. The second phase of the metro project will be 60 kilometres (kms), requiring an estimated investment of US$ 3.43 billion

Growth of road infrastructure

Growth in Airport
India has jumped to 9th position in world s aviation market from 12th in 2006. As per the ministry of civil aviation the airline business is growth at 27percent annum in India . During 2007 the domestic airline passenger traffic has shown a growth of 32.51 per cent. Future, the schedule domestic air services are now available from 82 airport as against 75 in 2006 320 billion is assigned.

Growth in Power sector

Fifth largest electricity grid. Third largest transmission and distribution network.

GROWTH IN INDUSTRY & SERVICE SECTOR

Binita pradhan

GROWTH IN MANUFACTURING INFRASTRUCTURE INDUSTRY Industry and manufacturing are the two major contributors to the economy. Consistently high growth rate in past two years. Vigorous growth of 12% in sep 2006 as compared to 8.9% in 2005 in manufacturing. Industry sector recorded a growth rate of 8.7% in 2006 as compared to 8.6% in 2005.

FOREIGN DIRECT INVESTMENT

Equity component of FDI inflows was US $ 4.4 billion in 2006 as compared to US $2.2 billion in 2005. FDI inflows for sep 2006 was US $ 916 million which was US $ 282 million in sep 2005. Industrial growth ( April 2006 to Sep 2006 ) was 10.9 % as compared to 8.5% in 2005.

GROWTH IN VARIOUS SECTOR

Sl.N Sector o. Inflows in US$ Growth (%) million compared to first half of 2006-07 1508.6 777.9 405.2 258.7 138.3 350.16 246.27 950.39 124.91 677.63

1. 2. 3. 4. 5.

Services Sector Electrical equipment Telecommunications Transportation industry Fuels (power & Oil Refinery)

MAJOR SECTORS SHOWING HIGH GROWTH POTENTIAL (2006)

1) Beverages , Tobacco & related products : 19.8% . 2) Basic metal & Alloy industries : 19.8%. 3) Wood & its products : 19.6%. 4) Furniture & fixtures : 19.6%. 5) Non - metallic mineral products : 16.7%. 6) Cotton textiles : 14.5%. 7) Basic chemicals & chemical products : 13%.

GROWTH IN SERVICE INFRASTRUCTURE INDUSTRY

Presently India is the second fastest growing economy in the world. Growth in Indian construction industry is 20% for past 5 years. Contributing 8% to GDP, and creating 31 million jobs. Government proposes to achieve 9% GDP growth through eleventh plan. For achieving this adequate infrastructure is the most basic requirement.

DELHI LAND AND FINANCE

DLF is one the biggest player in infrastructure industry. Actively involved in new shopping & entertainment spaces, luxury malls hotels etc. SEZ (special economic zones) : DLF even help to establish SEZ s in different parts of India. It includes state of the art infrastructure, roads, and other public services, residential facilities, schools, hospitals etc.

FUTURE SCOPE & CHALLENGES OF INFRASTRUCTURE INDUSTRY

Chandra bhushan

Transportation infrastructure
Railways infrastructure Scope
GDP on a high-growth trajectory. Railways on a perfect launching pad for a take-off. Freight traffic to grow at 8-10% p.a. Passenger traffic to grow at 6-8% p.a Infrastructure needs to be in place to fully capitalise on the opportunity Chance to realise the vision to emerge as a world class Railway Targeted investment for augmentation of capacity and removal of bottle necks . Harnessing new technology like Introducing Magnetic train.

Roadways Infrastructure Scope:

The road traffic increases over time, a number of four lane highways will need to be up expanded to six lanes. The current plan calls for upgrade of about 5,000 km of fourlane road.

 Scope of Air ports

Booming economy More private sectors coming in for aviation industry Legalisation of air transport

Future Growth of Ports in India

Cargo handling at all the ports is projected to grow at 7.7% p.a. till 2013-14 with Minor ports growing at a faster rate of 8.5% compared to7.4% for the Major ports. Traffic estimated to reach 960 million tonnes by 2013-14. Containerized cargo is expected to grow at 17.3% over the next 9years . The New Foreign Trade Policy envisages doubling of India s share in global exports in next five years to $150 billion. Growth in merchandise exports projected at over 13% p.a. underlines the need for large investments in port infrastructure Investment need of $13.5 billion in the major ports under National Maritime Development Program (NMDP) to boost infrastructure at these ports in the next nine years .

Power Sector infrastructure

Dinesh chand

Future scope of power industry: Huge demand growth Multiple sale options Improving creditworthiness Creating around 25 GW of new capacity every year. Replace old capacity and add spinning reserve Create 300MT of additional of coal availability Diversify fuel mix

Industry Infrastructure

Future scope of manufacuturing Industry

The direct relationship is with the economic vision. To be a mighty locomotive for expanding and catering to a huge domestic market. To make India a power house of supply to the global world. To carry Indian Manufacturing capabilities overseas, based on strategic consideration, with linkages to Indian Technology, Capital and Management.

Service Industry

Future scope of service industry

Strengthening the foundations of the banking system so as to provide financial help. Streamlining procedures, upgrading technology and human resource development Structural changes in the political system. These would cover aspects of various industries and focus on institutional, supervisory and legislative dimensions.

CONCLUSION
 Hence marketing is one of the most important
factor in the whole of the infrastructure industry for its all round development .

 And due to proper marketing infrastructure

industries is growing at a phenomenal rate be it transportation or power sector or manufacturing..