Description
It explains the Presentation on buying behaviour at Saptrishi Industrials. It initially gives the overview of the company. It lists down the key determinants of buyers of FLTS.
A Case on Buyer Behavior
SAPTRISHI INDUSTRIALS
OVERVIEW :
? Pioneer in manufacturing of FLTS ? In stiff competition with Aquarius ? Leader in Electric FLTs ? Distant second in Diesel FLTs
Key determinants of buyer behavior for FLTs?
1.Price and sales effort 2. Lower investment- try to eliminate exit barriers 3. feature- benefit analysis- customize product as per customer needs-types of tyres, transmission, lifting and steering mechanisms, load and lift capacities 4. cost-benefit analysis- capital costs and running costs. 5. Post-purchase evaluation-for rebuy-frequency of breakdown, downtime, availability of spares, operating costs
Buyer Segments
? Basis of Scale of usage Major Small ? Basis of Ownership Private Public
TYPE OF BUY? HOW OFTEN IS THE BUY? WHAT IS THE TIME TAKEN TO DECIDE?
Major and Small users
? Major users
? Proven technical performance – Straight Rebuy ? Purchase price
? Brand and supplier image
? Small users
? Proven operating cost or economy
? Purchase price
? Technical superiority
Public and Private users
? Public sector
? Negligible influence of users in purchase decision ? Price oriented
? Can you influence tender specifications- technical
bid or price bid
? Private sector
? Larger influence of users
? Performance oriented ? Private fleet owners hired out FLTs to government
Competition with AQUARIUS:
? Price criteria
? Government sector ? Small users
? Technical criteria
? Private sector ? Major users
? Rebuy decisions
? Major users ( due to existing market presence)
Segmentation of the FLT market:
Market Industries which have the requirement of material handling i.e. lifting, moving and stacking. Target Market Industries which prefer to have use material handling devices Segment On the basis of scale of the industries -Major user -Small user -Stray user On the basis of ownership -Government -Public sector -Private sector On the basis of user requirement -Indoor -Outdoor On the basis of capacity -Less than 2 tonnes -Less than 5 tonnes -More than 5 tonnes Target Segments Major user Small user PORT TRUSTS,HE AND PROCESS INDUSTRIES
Government Public sector Private sector
Indoor Outdoor
Less than 5 tonnes
Data on buyer behavior
? Understanding
? Who are the major decision participants? ? What decisions do they influence?
? What is their level of influence?
? What evaluation criteria do they use?
Influence the decision makersreduce marketing effort, get better price
? For smaller users-production head and
general manager ? Major users- planning department and industrial engineering people ? New projects in private sector-consultants
Scenario- SWOT analysis
Strengths
• Electric FLT leader • Pioneer
Weaknesses
• Price • Aquarius entrenched with major users • High switching cost
Opportunities
• • • • • Private sector Small users Fleet Replacement/Expansion Post purchase services Higher capacity FLTs (5 tonne+)
Threats
• Aquarius – diesel FLT leader, govt. & export • Hand trolleys • Cranes
doc_919279824.ppt
It explains the Presentation on buying behaviour at Saptrishi Industrials. It initially gives the overview of the company. It lists down the key determinants of buyers of FLTS.
A Case on Buyer Behavior
SAPTRISHI INDUSTRIALS
OVERVIEW :
? Pioneer in manufacturing of FLTS ? In stiff competition with Aquarius ? Leader in Electric FLTs ? Distant second in Diesel FLTs
Key determinants of buyer behavior for FLTs?
1.Price and sales effort 2. Lower investment- try to eliminate exit barriers 3. feature- benefit analysis- customize product as per customer needs-types of tyres, transmission, lifting and steering mechanisms, load and lift capacities 4. cost-benefit analysis- capital costs and running costs. 5. Post-purchase evaluation-for rebuy-frequency of breakdown, downtime, availability of spares, operating costs
Buyer Segments
? Basis of Scale of usage Major Small ? Basis of Ownership Private Public
TYPE OF BUY? HOW OFTEN IS THE BUY? WHAT IS THE TIME TAKEN TO DECIDE?
Major and Small users
? Major users
? Proven technical performance – Straight Rebuy ? Purchase price
? Brand and supplier image
? Small users
? Proven operating cost or economy
? Purchase price
? Technical superiority
Public and Private users
? Public sector
? Negligible influence of users in purchase decision ? Price oriented
? Can you influence tender specifications- technical
bid or price bid
? Private sector
? Larger influence of users
? Performance oriented ? Private fleet owners hired out FLTs to government
Competition with AQUARIUS:
? Price criteria
? Government sector ? Small users
? Technical criteria
? Private sector ? Major users
? Rebuy decisions
? Major users ( due to existing market presence)
Segmentation of the FLT market:
Market Industries which have the requirement of material handling i.e. lifting, moving and stacking. Target Market Industries which prefer to have use material handling devices Segment On the basis of scale of the industries -Major user -Small user -Stray user On the basis of ownership -Government -Public sector -Private sector On the basis of user requirement -Indoor -Outdoor On the basis of capacity -Less than 2 tonnes -Less than 5 tonnes -More than 5 tonnes Target Segments Major user Small user PORT TRUSTS,HE AND PROCESS INDUSTRIES
Government Public sector Private sector
Indoor Outdoor
Less than 5 tonnes
Data on buyer behavior
? Understanding
? Who are the major decision participants? ? What decisions do they influence?
? What is their level of influence?
? What evaluation criteria do they use?
Influence the decision makersreduce marketing effort, get better price
? For smaller users-production head and
general manager ? Major users- planning department and industrial engineering people ? New projects in private sector-consultants
Scenario- SWOT analysis
Strengths
• Electric FLT leader • Pioneer
Weaknesses
• Price • Aquarius entrenched with major users • High switching cost
Opportunities
• • • • • Private sector Small users Fleet Replacement/Expansion Post purchase services Higher capacity FLTs (5 tonne+)
Threats
• Aquarius – diesel FLT leader, govt. & export • Hand trolleys • Cranes
doc_919279824.ppt