CHAPTER - 1 1.1 INTRODUCTION
Marketing is essential about marshalling the resources of an organization so that they can meet m eet the changing needs of the customers on whom the organization depends upon . As a verb marketing is all about how an
organization
addresses
its markets.
Marketing is the “ The management process which identifies identifies anticipates & supplies customer requirements efficiently & profitably “
Marketing is the total system of interesting business activities defined to plan , piece ,promote & distribution want satisfying products & services to present & potential consumers “ ----
Williams . J. Stantion
“ Marketing is the performance of of business activities that direct the follow of goods & services from the producer to the consumer or user “ --- American Marketing Association A social social & managerial managerial process process , by which individuals & groups obtain what they need & want , through creating & exchanging product & value with others .
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1.1 ) Rationale for the study : -
Customer satisfaction begins with a difficult faith , it starts with a commitments to deliver the result for each customer which is also a concern of dealers. Hence for a manufacturing company , in order to satisfy its customer , it is highly important to satisfy satisfy its customers , it it is highly important to satisfy satisfy its dealers , as they are directly connected connected to end customers. Establishing satisfaction as the ultimate goal is like like the the other ultimate goal of business pursuit of higher profits or shareholders wealth .
Perfect dealer dealer service or satisfaction to customer is one need that meets the combined need satisfaction is a systemized service that involves the entire organization . But many organization have yet to develops this kind of awareness awareness about dealers satisfaction strategy .
Dealers satisfaction begins begins with the following specific assumptions about company ‘s relationship with the customers. 1) The deale dealerr service service activit activities ies focus mainly on existin existing g dealer dealer . 2) Some dealer dealerss are more import important ant than than others. others. 3) They They are the the asset assetss to the the compan company y 4) The dealer dealer is is always always spec specific ific
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1.1 ) Rationale for the study : -
Customer satisfaction begins with a difficult faith , it starts with a commitments to deliver the result for each customer which is also a concern of dealers. Hence for a manufacturing company , in order to satisfy its customer , it is highly important to satisfy satisfy its customers , it it is highly important to satisfy satisfy its dealers , as they are directly connected connected to end customers. Establishing satisfaction as the ultimate goal is like like the the other ultimate goal of business pursuit of higher profits or shareholders wealth .
Perfect dealer dealer service or satisfaction to customer is one need that meets the combined need satisfaction is a systemized service that involves the entire organization . But many organization have yet to develops this kind of awareness awareness about dealers satisfaction strategy .
Dealers satisfaction begins begins with the following specific assumptions about company ‘s relationship with the customers. 1) The deale dealerr service service activit activities ies focus mainly on existin existing g dealer dealer . 2) Some dealer dealerss are more import important ant than than others. others. 3) They They are the the asset assetss to the the compan company y 4) The dealer dealer is is always always spec specific ific
2
The dealer needs & value should influence every aspect aspect of the organization strategy , employee safety & performance , product &
service development , sales & marketing programs , operational Procedures & information & measurement system. Understanding the dealer is critical to the success of any customer focus initiative , the first step in understanding understanding the dealer is to listen to them . A company needs to hear what its dealers are ar e saying about its people people , product product & service & vision vision . As they are directly involved in market company is getting first hand information which helps in developing developing product & services services . Organization needs to listen to their dealer satisfied ,dissatisfied neutral & prospective . As one company executive said “ talking to a satisfied customer is talking to a oneself .
In the past , dealer satisfaction satisfaction & service was the responsibility of a separate organization that supported the dealer dealer primarily after the sale. Today , service is also likely to be interested with the every product accompany offers . High dealer satisfaction comes from providing effective services . But giving giving that services is a continuous continuous activity .It means being
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efficient , reliable courteous ,curing & professional every time . Dealers are the working as a part of the channel partner management & facilitates strategy alignment for organization that go to market through an indirect channel. Organization built relationship plan for distributors which help both in towards mutual profitability by differentiating strategic partnership. By this way organization can better allocate financial resources & expect to see improved profits & market penetration. KSB held a survey for the response for N.E.F.T./ R.T.G.S. system launching for the 435 dealers in submersible product . to promote this activity a session was arranged with the help of Deutsch Bank in annual dealers meet held at Japer in Rajasthan. Bankers authority assured the availability of services in the country through internet .The account no allocated to KSB group is unique indicating the dealers code of the company e.g. 88884121400. This means 8888 is KSB a/c code 4121400 is dealer code no for NEFT/RTGS transaction thro Deutsch Bank. Transaction charges up to 5 lacs was agreed to be Rs.25 /Services like SMS & e-mail to the account holder as well as to
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creditor is free. All the amount to creditor will be transfer immediately thro R.T.G.S ( i.e. above 1 lac ) & within 2 hrs thro N.E.F.T. ( i.e. below lac ) Benefits : Increased Customer satisfaction :- This was conveyed from company
management that this activity will improve efficiency in billing & performance of your service & parts operation ,delivering significant benefits such as increased customer satisfaction by delivering the material within specific time. High return on investment :- By efficiently & effectively planning
your logistics, assets & resources, you maximize your rolling on investment , freeing up capital for other critical activities. Increased profitability :- Automating service parts operations
optimizes inventory & reduces supply chain costs, thus delivering improved service that is profitable . Reduce cycle time :- KSB & Deutsch bank authority was firm on
success of reduction in cycle time for delivering services to customer right from monitoring technician allocation to logistics repairs, part procurement , & inventory . by using this method of payment .
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CHAPTER - 2 2.1 ) Needs of the Study : --
As there are a large numbers of dealers are dealing with organization through the godown supply the study was conducted to check the financial transaction suitability of the dealers with branch offices / zonal offices . This in turn enables the company to enhance its stringent competitiveness in the market & better/ smooth cash flow .
2.2 ) Objectives Of the Study : --
We usually describe a product or services in terms of several dimensions or characteristic E.g. After receiving a service ,we might describe the service provider as fast ,always available when needed ,unpleasant .Hence the objective is decided in such a way which help dealers who indirectly help the selling business. Though dealers was placed in rural part of India their moral is required to enhance with the development in banking reforms support in financial activity up gradation like electronic fund transfer facility thro internet with the help of M/s Deutsch Bank .
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1) To find dealers satisfaction with roots in financial management. 2) To find the factors influencing the banking transactions. 3) To identify dealers suggestions to smoothen the activity in 4) National Electronic Fund Transfer / Real Time Goods
Settlements through dealers to save time for preparation of D.D. & frequent visits to banks 5) To check the new dawn in rural India thro banking sector 6) Targeting to avoid delay in material supply through god own. 7 ) To smoothen the activity between dealer & branch office
.
bearer in financial aspects. 8) Receipt of S.M.S. & E Mail is a confirmation of successful Transaction with proper record of payee party thro bank. Why the dealer was included in first part of this new Endeavour ? Dealer * He is a gallerist , somebody or company that buys & sell art . Dealer is someone who sells product antiquely. He is managing effective distribution management from top to bottom. He is having a better channel strategy. He is well known to customer location.
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2.3 ) Title of the project : Customer satisfaction :
There has been an increase in the emphasis on a company’s ability to produce high quality product & or provide high quality services . In fact many companies ,in their attempt to compete in the market place, from either an organization to address various quality related issues for the entire company or quality improvement teams to address specific quality related problems. Not only do companies rely on their own employees for quality improvement ,they also rely on consultant who specialize in quality improvement techniques & methodologies. The primary goal of these specialists is to increase the quality of the product & services of the companies they serve. These aspects of quality can be measured . Such measures give businesses an accurate indication of the well being of their business process. MNC’s always alert about services & hence they give priority to focus their quality improvement efforts on customer related issues.
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Scope of the study :- To check Core Banking systems advantages in
Rural areas with the transaction of N.E.F.T./ R.T.G.S. Presently dealers who are located in rural areas are required to give the expected billing amount to manufacturer & then he get the material from manufacturer godown / warehouses. In present way it takes a minimum week time to get the material at rural end after placing the order as stocks are not available every time in rural areas easily for engineering product. By National Electronic Fund Transfer / Real Time Goods Settlements dealer can transfer the billing amount thro net to manufacturer’s account within 2 minutes time & goods can be supply to dealer immediately / next day .This will help to customer in cutting down required material within 3 days from booking of order.
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CHAPTER 3
Profile of the Company : K.S.B Pump Ltd . is the overall number two company in the Indian Pumps manufacturer industry. Three technocrats namely Johannes Klein .Friedrich Schanzlein , August Becker founded the first unit in the year 1871,headquarter in Frankenthal,Germany .KSB is located in 5 continents & about 17 countries in the world with sales office in 116 countries ,30 manufacturing sites & employs more than 13000 employees worldwide.KSB is a market leader in European & Middle East part of the world. Almost five decades ago ,when India was on the threshold of an upsurge, KSB PUMPS Ltd. India was set up in collaboration with M/s KSB A.G. Germany, Heir to a lofty tradition of technological & product excellence KSB India has over the years built up an impressive track record well over 75000 satisfied customer built up in operation areas vital to the country’s development . The company is leader in the Energy , Oil & Industry sector through
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its established products over last more than 40 years . It is amongst the top five in the submersible pumps market in terms of share . However presence in Waste Water / Sewage sector thro its non clog sewage submersible pumps is comparatively low. Increasing population & increased demand & consumption of water exponential growth in the infrastructure is putting pressure on the present sewage & water supply services. Projects in water supply and sewage & power sector are on top priority on central / state government portfolio . Asian Development Banks & World Banks are encouraging Central Govt./ State Govts. to avail the easy loans for such projects. The situation of basic services like public transport, roads, cleanliness, public health ,drinking water ,primary education , sanitation , solid waste & sewage disposal are worst now a days, result of this situation is that the living standard can be expressed only as WORST. Hence KSB serve the purpose of cleanliness by supplying pumps to maintain hygiene in the society. Water is a primary source of several human activities & rivers are a major source of water in several parts of India. River Water Management is an important area of natural resource management
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that crosses several disciplines, & in order to be effective , it requires public intervention through appropriate institution. Water environmental problems are increasingly becoming serious across India ,which is witnessing rapid growth. This attributes to the rising human population ,urbanization & economic activities. River water resources , in particular ,are increasingly becoming vulnerable to quantity decline & quality degradation due to human activities ,more so in a country like India ,which has as many as fourteen major rivers & several cities alongside them. Being a leader in the field of pump technology, KSB has diversified into an allied field – industrial valve . To meet the long felt need of the demanding Indian industry, which predominantly uses valves confirming too ANSI & API specifications. KSB has entered into collaboration with the another world leader ,Velan Inc.,Canada KSB thus inherits. Velan advanced technology to produce the best industrial valves. Presently KSB India no of employees are 2500 employees & the turnover is of Rs. 600 Crores. Pumps manufacturing Units in India are located in Pimpri, Chinchwad near Pune , Vambori near Ahmednagar , Sinnar near Nashik .
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Pimpri plant is manufacturing single & multistage refinery pumps & Waste water pumps . This unit is known as Irrigation Project Division. Chinch wad unit is manufacturing High pressure boiler feed & condense extraction pumps. This unit is known as Power Project Division. Nashik plant is manufacturing series & sewage pumps Vambori : Located in Ahmednagar district is a basic foundry unit the castings of cast iron & steel material required to manufactured pumps are pored in this unit. Combater : - This unit is located in Thailand state & are manufacturing Industrial Valves . Cochin : This unit is located in Karalla state & are manufacturing Industrial specialized material Valves .
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History of KSB Group
1871 : The Franken haler Maschinen & Armature – Fabric Klein , Schanzlin & Becker 1872 : Machine & valves factory is established 1896
: KSB Sets up a British subsidiary ,its first venture outside Germany .
1941 : Argentina becomes home to the first of ten current KSB Companies in America. 1953 : The foundation of a Pakistani subsidiary marks a move into the Asian Pacific market ,where KSB today has 15 group companies. 1960 : Manufacturing of first submersible pump in India. at Pimpri . 1974 : The foundry division was set up at Vambori. 1978 : A new plant at chinch wad began manufacturing high performance pumps for power plants.
1984 : KSB set up a company in Australia 1986 : The leading French pump manufacturer , Paris based pumps Gurnard S.A. joins KSB groups. 1987 : The Coimbatore unit came up to increase pumps manufacturing capacity & add industrial valve to our product basket .
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1988 : KSB acquire a majority interest in U.S. Slurry pumps manufacturer G.I.W. Industries. 1989 : Acquisition of Amri S.A. , Paris , the world’s second largest manufacturer of butterfly valves. 1991 : KSB takes over Pumpenwerk Halle & converts it into an environment engineering center. 1994 : Company acquire a majority stake in KSB Shanghai Pumps. 1995 : Nashik were added to the growing list of KSB manufacturing Centre for small irrigation segment pump. 1996 : KSB becomes 100 % share holder in G.I.W. ( Georgia iron Works ) one of the world’s largest manufacturers of slurry pumps. 1997 : Acquisition of MIL controls Ltd.,India producer of ANSI & Control Valves. 2010 ) Development in Steel Foundry division for increase in capacity from 40 tons to 100 tons per month to meet the European group market of steel material requirement .
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Competitors 1 ) M/s Kirlosker Brothers Ltd.
K.B.L. is India’s largest manufacturer & exporter of pumps & also the largest infrastructure pumping project contractor in Asia. The core business of K.B.L. are large infrastructure projects ( Water Supply , Power Plants , Irrigation ) project & Engineered Pumps , Industrial Pumps ,Agriculture & Domestic Pumps , Valves , Hydro Turbine ,Power Generation & Anti Corrosion products. K.B.L. has a wide range of conventional Horizontal Non clog ( HNC ) & Vertical Non Clog ( VNC) Pumps for the sewage segment since long .However the market share in new generation Submersible sewage pumps is very negligible compared to other pumps business in water segment . K.B.L.’s Submersible sewage pumps range is offered through their NS range of pumps. Capacity :- up to 1800 m3/hr Head :- up to 90 m Motor Rating :- up to 240 Kw
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2 ) M/s Wilo Mather & Platt Pumps Ltd.
Mather & Platt pumps Ltd. Is a subsidiary of Willow A.G. Germany, M & P with 100 years of experience is one of the pioneers in the design & manufacture of Centrifugal Pumps. Company offers a wide range of pumps & valves t all core industries & is a major exporter of pumps to the countries in South East Asia , Middle East , Africa , Australia & Canada. Basically catering to Indian Market which is conventional Horizontal Non Clog & Vertical Non Clog Pumps established over period of time , However company lack products for submersible sewage pumps which are now offered through the Willow submersible range of Non Clog Pumps in Indian Market with portable range of pumps up to 10 H.P.
3) M/s A.B.S.
A.B.S. is a global solution provider in waste water technology with a complete product portfolio of pumps ,mixers ,agitators ,aerators, compressors control & monitoring equipment & services. ABS is one of the leading submersible pump company that offers wide range of sewage pumps. Presently companies product in the small range of
sewage submersible pumps are being offered in India by A.T.E. enterprises
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Pvt. Ltd. who stock the pumps in India & sales through its all India network. The range includes their portable submersible sewage pumps Piranha ,MF, AS up to 10 kw & the higher range is being offered with case to case basis with support from ABS Global / Singapore.
4 ) Grundfos India :Grundfos is a global pump manufacturer having wide range of products. Grundfos India is having strong presence in building services sector & food processing / beverages segment through their state of art stainless steel sheet metal pumps .Grundfos has wide range of sewage submersible pumps globally ,however its presence in India in this sector only through small dewatering & building services with small range of pumps.
5 ) FLYGT :
Sweden’s ITT Flygt , a world wide leader in submersible pumps & mixers. It is having wide range of sewage submersible pumps. The Indian market is catered through their representative. M/s Mody industries Ltd. in Thane – Maharashtra ( India ) In India this company has not been able to penetrate in the market due to lack of manufacturing facility in India . ITT has made a entry to India by setting up a manufacturing facility at 18
Baroda recently however submersible sewage pumps manufacturing locally is not focused . SWOT Analysis of the company :Strength : •
KSB reputation as a established pump manufacturer ( well recognized brand ,quality product)
•
Rich experience & knowledge of submersible pumps.
•
Geographic presence of KSB directly as well as through business associates (dealers ) in different regions.
•
KSB has a strong financial background for pre qualification bid purpose.
•
Established service network .
•
Turnkey exposure ( in Indian market ) as electrical – mechanical contractor in handling projects.
•
A well defined dealers policy .
Weakness : •
Insufficient product basket in sewage submersible pumps manufacturing in India
•
•
Rigidity in technical offering No product differentiation
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•
Rigidity in design changes & reluctance for technical changes.
•
Limited capacity available than market expectations.
•
On time delivery of product is a major problem.
•
Imported popular models stocking availability problems
•
Rigidity in model changes due to restriction of collaborators.
•
Advertising is not in line with competitors .
•
Vendor development needs to improve .
•
Interested in supplying standard models extra efforts are not initiated to support different supply in std supply
Opportunities :•
As supply to Government sector is not big in volume of the total dealers supply in market hence business in this sector can be converted with direct supply to stabilize volume in long term as private market is depend upon availability of financial conditions of customer & total growth rate of economy of that country. But in recession Government prefer to generate various jobs to support industries & in such cases new entrants is not a easy task to gear up with Government expected demands.
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•
New generation is totally concentrating on brand image of product. This will help the branded product a promising & great future in domestic market. Branding shall decide the future path in domestic product market .Needless to say KSB will survive in such condition a without any interruption.
•
Large & strongly growing market due to major thrust on drinking water ,environment control ( sewage pumping ,treatment ) & irrigation by Central & State Govts. World Bank & Asian Development Bank shall likely to support for these needs under Central Government Jawaharlal Nehru scheme .
•
Increased in Environmental awareness.
•
Growth in Industrial & Infrastructural development.
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Established strong R & D –Technical capability
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Weaker local competition
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Un established global competitor.
Threats :•
Matured domestic market, intense competition.
•
Business volume with government Organization weak.
•
Reducing import duties & excise exemptions attracting global players to enter in market.
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•
Growing market attracts further local competition – price quality anticipated to decrease .
•
Uncertain market development due to non availability of funds /foreign aid for large projects.
•
Slowdown & recession in National & International Economy.
•
Time consuming litigation procedures & bureaucracy (red tapisam ) at the decision making level.
•
Non revenue generating nature of the projects.
•
Newer design & customized offering by local players.
•
Business which are easily duplicated in standard product.
*****
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CHAPTER - 4 Strategic Planning Targeting :1. Water treatment plant 2. Farming sector 3. Pressure boosting systems 4. Power Projects 5. Refineries 6. Thermal power station 7. Engineering OEM. 8. Water Supply Schemes 9. Mining Sector 10.Chemical Industries 11. Textile Industries 12. Indirect through product suppliers 13. Direct through main contractor in above fields
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Product Mix. :- in terms of 4 p’s
Present range of submersible pumps is sufficient but needs to improve in performance comparative with competitors. Product with stainless steel material in submersible segment needs to taken on priority this market is also improving day by day. KSB is leader in the market with its lower end products KRTU however the major sector high end products up for increasing the business. A need for product extension is required. 3-inches submersible product developed now it will help in enhance sell in Eastern part of India if price is competitive 7- inches pumps are hardly manufactured this segment need to watch as in some state water ground level is going down from last 3 years result in changes in models.
Quality :-
KSB is known for Quality product & for reliability in market this role plays a vital role in submersible pumps . Delivering & nourishing the product quality will be vital for the growth in this sector. After Sales Service :-
Offering the installation & commissioning services & product problems needs structured Service network. 24
Service network ,availability of representative for immediate support in tendering ,execution & service necessarily to be provided from the localized sales offices of authorized partners. Price :-
Pricing decisions : The all standard product has always put pressure on the pricing decisions for pump business. The low profile nature of the small sector is created by small contractors in the municipalities. Class – 1 & Class -2 contractors always get the business from the local government authority . Intense competition & acceptance to unbranded low cost products puts pressure on pricing decision of organized pump manufacturer like K.S.B. In recent years Central Government formed a structured procedure for Qualification ,tendering & project management making the contractors increasing the delivery & accountability. This has organized this sector with entry of reputed contractors with international players bringing in quality products & newer concepts in sewage transport & treatment .With International brands in pumps industries getting wide acceptance with premium prices.
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Place :-
Even though KSB’s presence is seen throughout India with its Established network & dealers a focused efforts are needed to market the sewage submersible pumps for getting wide spread availability & reach making the branch offices & dealers self sufficient to offer the required sales & after sales support to end users.
Promotion :-
Promotional decisions :Integrated Marketing Communication with channel partners & OEM’s needs to be established ,advertising – special efforts are required to be made in below areas.
1. Advertising 2. Sales promotion 3. Public relations 4. Personal Selling 5. Publicity 6. Supportive Communication 7. Direct Marketing 26
CHAPTER 5
Review of literature :•
Market Research ( research design ) by G. C. Beri
Bibliography :•
Magazine refered
•
Water World
•
Everything about Water
•
Water Today
•
Water Digest
Websites Refered •
www.adb.org ( Asian Devlopment Bank )
•
www.worldbank.org.in ( World Bank website )
•
www.kbl.com ( Kirloskar Brothers website )
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CHAPTER- 6 Research Design :-
Research design is the plan ,structure , & strategy of investigation conceived so as to obtain answers to research questions & to control variance . The blueprint of the collection , measurement & analysis of data .It aids the scientists in the allocation of his limited resources by posing crucial choices – Is the blueprint to include experiments, interviews observation, the analysis of records ,stimulation or some combination of these ? Are the method of data collection & the research situation to be highly structured ? Is an intensive study of a small sample more effective than a less intensive study of a larger sample ? Should the analysis be primarily quantitative or qualitative ? According to Green & Tull A research design is the specification of methods & procedures for acquiring the information needed. It is the over all operational pattern or framework of the project that stipulates what information is to be collected from which sources by what procedures. Types of Research Design :There are several ways of studying & tackling a problem. There is no single
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perfect design. As such ,the researcher should not wait until he arrives at a unique & perfect research design. Research design have been classified by various authors in different ways. Different types of research design have emerged on account of the different perspective from which a research study can be viewed. However a frequently used classification system is to group research design under three broad categories – explanatory ,descriptive & casual . Exploratory Research :- in this research the focus is on the discovery of ideas .In a business where sales have been declining for the past few months, the management may conduct a quick study to find out what could be the possible explanation – the sales might have declined on account of a number of ineffective advertising ,lack of efficient & trained salesman or use of the wrong channel of distribution . In such a case an exploratory study may be conducted to find the most likely cause. It is mainly based on secondary data that are readily available . It does not have a formal & rigid design as the researcher may have to change his focus or direction depending on the availability of new ideas & relationship among variables. Since the objective of exploratory research is to generate new ideas ,respondents should be given sufficient freedom to express themselves . Sometime a group of respondents is brought together & a focus group
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interview is held. Such an interview may be very helpful provided respondent shake off their initial inhibition & participate in the discussion with out any reservations . Descriptive studies :In this case a descriptive studies are undertaken . There is a general feeling that descriptive studies are factual & are very simple .This is not necessary true , descriptive studies can be complex, demanding a high degree of scientific skill on the part of the researcher. A format was prepared for study of the dealer in that format all the details were included including firm all commercial details , including sales tax details, Central tax no , Tin no , vat no, Excise no Telephone nos of office with std code nos. Cell phone no , e mail address of the firm , any sister concern available , if available the firm name , address , bank account details All the format was discussed with dealer in person & details taken in written format to submit it to M/s Deutsch Bank. About 255 dealers are shown their interest for starting the transaction through N.E.F.T / R.T.G.S. account with company. This will cover about 60 % volume in the available with company. We are sure that after successful transaction remaining will also preferred to transact with this facility.
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Chapter – 7 Summary & Conclusions
Water supply & water treatment is a focused issues in developing countries .All such projects are having prime importance for Government of India & Indian Society at large . These segments are having wide use of pumps for water & waste water handling systems . The overall market for submersible pumps will be huge . The above study represent the presence of a large & strong potential growth for submersible sewage pumps.
Company has Brand image in country & abroad ,established marketing & huge dealer network with all the equipped facilities for after sales service in service stations & technically sound service engineers at every branch office. Existing customer base in Oil ,Energy & Irrigation sector ,reputation of Quality & reliability , help company for financial stability & able to think for future requirements of market , capacity planning ,outsourcing logistic issues & manpower planning ,training & development for employees to suit future business environment. The company needs a to think for wide range pumps of all the product to cater the big size treatment plant & pumping stations i.e. more than 100 mld pumping stations . Punjab state was a big hub for KSB product for submersible product in 31
recent years but M/s LUBI has taken lead in supplying their product & established in that state . KSB need to check the failure in market. U.P.Market is started gearing up from 4- inch to 6 inches & 8 inches. Branding with proper advertisement need to be done in that area. The price discount schemes are now started for traded product needs to extend the same in season time for in house production also. The company should use the goodwill they have created acquired in other segments to develop a long term strategy in water & waste water segments as well . The segment is growing as it will help in a big way for the development of country & company like KSB who are amongst the leading manufacturer of pumps, should focus this segment to grow the company turnover in multiple folds.
KSB needs to complete the range for smallest size to very big size pumps . With time bigger size plant will be the requirement & in such cases higher H.P. would be required to be manufactured locally through vendor development. The comprehensive strategy should include positioning KSB as obvious choice for the customers in their projects. A clear segmentation is needed for the OEM business as the trend offering the big projects on the Turnkey basis 32
& with the contractor being responsible for O & M for the period of 5 to 7 Years . Capitalizing on KSB’s International image & Local presence is much needed a programme for mapping the response by the major OEM’s is also required. KSB should use two prong strategy while maintaining good contacts with existing contractors .They should develop work the specification through consultants to suit their products & simultaneously meet end users & speak to them about brand ,network & service back up. All efforts for KSB should be to move the market things from price to Quality & service which will help them to increase their share. As such while preparing this report an extensive study is carried out , many experts in the field are spoken to & met. However if there would have been more time available this report could have been improved further. This research could be further stretched by carrying out a further analysis of technology developments a co relation between the plant size to pump capacity. This will help the company to know how the market is shifting for the size of the plant /pump . This will help the company to develop the new range of pumps if required before a need arises.
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