Description
Describing about Marketing Report on Sukam inverter. It includes topics like about the brand, its promotions, communications etc.
Market
In the normal scheme of things dining by candlelight would be an essential ingredient of a romantic evening. However, in most parts of India, it is so common and frequent that the magic has simply gone out of it. Light outs at dinner time is the stuff nightmares are made of. There is nothing any longer romantic about candles for heat-crazed people faced with the prospect of yet another sleepless night, more food rotting in refrigerators, traffic snarls at intersections and more disruptions in the work place. Each power cut drives home a singular message: India’s power infrastructure is woefully inadequate to cater to the current demand. Over the last decade, power generation in India has increased at a compounded annual growth rate of around 5.5% but demand has outstripped supply by nearly 12% (Source: Centre for Monitoring Indian Economy). Given India’s growing prosperity, uninterrupted power supply has become a lifestyle essential. Alternate power solutions are, therefore, in demand. The market for power back-up is divided into two distinct segments: large organisations opt for generators; smaller offices and households mostly choose the noiseless and non-polluting inverter. Taking the cue from the fact that inverters are generally more cost-effective than generators – especially where power requirement is high – Su-Kam has taken the lead in nudging the demand towards high capacity inverters. Today, in fact high capacity products form a major part of the turn over of the company. Currently, the inverter market is estimated at about Rs. 2000 crore (US$ 500 million) of which the organised sector accounts for Rs. 1200 crore (US$ 300 million) (Source: Assocham). With more than 40% share of the organised sector, Su-Kam is India’s largest manufacturer of power inverters. In 2006/07, Su-Kam clocked Rs. 450 crore (US$ 112.50 million) in revenue. With its sights set firmly on the US market, the
company expects to touch Rs. 4000 crore (US$ 1 billion) by the end of 2010.
Achievements
In a country chronically starved of power, providing power back-up would have beckoned many, as a gilt-edged business opportunity. The truth, however, is that even as recently as ten years ago the inverter industry in the country was not even a part of the organised sector. Since its launch Su-Kam has played a seminal role in establishing and bringing respectability to this business. The company not only established itself as a leader in product innovation and design sensibility, it also created a hitherto non-existent sales and distribution network and instituted benchmarks for the entire industry. Apart from catering to millions of satisfied home users, the company has also marked its
presence in the commercial segment. Today, the company can boast of clients such as Star Cruise, Pizza Hut, Infosys and Britannia. Su-Kam is the first inverter company from India to foray into the international market. It exports its products to more than 40 countries across Asia, Africa, the Middle East and the AsiaPacific region. In recognition of the pioneering work that it had done, the company received the Non-SSI (Consumer Electronics) 2006/07 award for the highest exports in the field of Electronics and IT from the Export Promotion Council – a Government of India body. The company was the only one in the industry to receive the 2006 National Award from the Government of India for Manufacturing Inverters of Outstanding Quality. Su-Kam was recently also conferred the prestigious Innovation for India 2008 award from Marico Innovation Foundation. Firmly focused on research and development, Su-Kam, has over 30 design and technology registrations, while several others are in the pipeline. The company has also applied for a technology patent in the US for its unique, state-of-the-art, web-based monitoring system. Su-Kam’s robust business model has now attained global recognition. In March 2006, the Reliance India Power Fund, sponsored jointly by R-ADAG (Reliance Anil Dhirubhai Ambani Group) and Temasak Holdings, Singapore invested in Su-Kam. The company is now a part of the Fund’s global portfolio. While Su-Kam has had several achievements to its credit the one that has raised the level of awareness of the inverter as a viable and clean power back-up system is, perhaps, its most significant.
established a nationwide service and support network manned by trained engineers who provide the entire gamut of services – from site analysis to system maintenance. International customers are serviced through a special support programme, in which Su-Kam engineers regularly visit the concerned countries and train local dealers and technicians.
Recent Developments
In a world staring at fast-depleting conventional energy sources Su-Kam is committed to
synonymous with quality and reliability. Its other branding efforts include billboards and participation in trade shows. Product literature is usually notorious for convoluted explanations. Su-Kam manuals are designed to clearly explain all the technical aspects to even lay users, thus enabling them to choose and utilise optimum configurations. As part of its corporate social responsibility Su-Kam has designed a solar educational kit for distribution among school students. The kit aims to educate young minds on the important ecological issue of energy conservation and the role solar energy can – and will – play in meeting tomorrow’s power needs.
Brand Values
One of the fundamental operating guidelines at Su-Kam is to provide satisfying solutions to customers through cutting edge technology. The company’s tagline – Powered by Innovation – is indicative of its commitment to research and its focus on changing customer needs. This core value is upfront at every corporate interface – be it with the media, dealers, distributors or workshops for engineers and technicians. The central working mantra of the company is a deep and abiding commitment to efficiencies and meeting deadlines. This has translated into Su-Kam products being identified by customers with reliability and top-end service. In a world increasingly linked and sustained by power any disruption in this commodity will create mayhem. Clearly, 100% power back up is here to stay. Positioned in the midst of a probable crisiswaiting-to-happen Su-Kam has its guns trained on tomorrow. For if the unpleasant side of tomorrow dawns Su-Kam will have answers to meet it.
History
Su-Kam Power Systems has grown on the twin planks of research and marketing. The company was launched by Kunwer Sachdev, a lawyer by education and a first generation entrepreneur who saw a huge opportunity in the alternate power solutions sector. Starting in 1997 when the inverter business was almost entirely confined to the unorganised sector, Sachdev’s initiative helped define and expand the market. From a start-up team of some 65 people SuKam’s employee strength now stands at over 1200. The company is supported by a network of 24 offices and 200 service centres. Having established its credentials in the market Su-Kam considered vertical integration as a means of natural growth. In 2003 it established a state-of-the-art facility at Baddi in Himachal Pradesh to manufacture Sealed Maintenance Free (SMF), lead acid batteries and battery chargers. The sprawling factory operating in conformity with stringent environmental norms currently employs 500 people. In a short period of ten years, Su-Kam has transformed itself from being just a manufacturer of inverters to a complete solutions provider for the power electronics industry.
Product
The company has scoured the world for the finest technologies and created an impressive range of products. Su-Kam’s product range includes inverters, online UPS systems, line interactive UPS systems, batteries – both, lead acid and valve regulated lead acid (VRLA), battery chargers, battery equalisers, power protection units, static bypass switches and solar products. In 2002 Su-Kam developed an inverter with DSP Sine Wave technology. This is an advanced progression of the earlier technology designed especially for high-speed processing applications. Sine wave based inverters generate a superior quality of power. Su-Kam is currently focusing on the alternate energy space to counter the effects of global warming. Solar sine wave inverters and solar charge converters provide essential back-up and support for industrial users of solar energy. The company has also
providing products powered by alternate energy. The company has already developed a series of solar photo voltaic power electronic products for industrial use. With 3% of its annual turnover being committed to R&D the company is also developing similar systems for wind energy. Su-Kam has recently entered the telecom market where increasingly mobile service operators are shifting from generators to inverters, to power their mobile towers. In September 2007 Su-Kam Power Systems bagged an order from the largest mobile network company in India. Su-Kam is also tapping into developed markets like the US and Europe where global warming is triggering a growing demand for solar powered inverters. The increasing incidence of hurricanes in the coastal areas of the US has also increased the demand for environmentally friendly power back-up systems.
www.su-kam.com
Promotion
Su-Kam believes that quality products should have visible differentiators. In support of this theory the company has invested extensively in packaging and in creating customised product manuals. Each of these is believed to have contributed to an exponential growth in sales and customer loyalty. Realising the value of consistent communications Su-Kam has upped its ad spend to over Rs. 35 crore (US$ 8.75 million) annually. Targeted advertising spread across television, radio, print and outdoor media has made the Su-Kam brand
THINGS YOU DIDN’T KNOW ABOUT
Su-Kam
CEO, Kunwer Sachdev, started Su-Kam after a locally manufactured inverter failed at his residence Su-Kam has 138 products in its range Su-Kam’s Katha plant in Himachal Pradesh is the first fully automated manufacturing facility for inverters and batteries in the country Su-Kam is the only company in the industry to receive the CE & UL Certification for both its inverters and its batteries as also the first to receive the ISO 9001 Certification Only two companies in the world manufacture 100 KVA inverters. Su-Kam represents India Su-Kam’s research and development wing is recognised by the Government. It’s the only company in the industry to receive this acknowledgement
doc_237859290.pdf
Describing about Marketing Report on Sukam inverter. It includes topics like about the brand, its promotions, communications etc.
Market
In the normal scheme of things dining by candlelight would be an essential ingredient of a romantic evening. However, in most parts of India, it is so common and frequent that the magic has simply gone out of it. Light outs at dinner time is the stuff nightmares are made of. There is nothing any longer romantic about candles for heat-crazed people faced with the prospect of yet another sleepless night, more food rotting in refrigerators, traffic snarls at intersections and more disruptions in the work place. Each power cut drives home a singular message: India’s power infrastructure is woefully inadequate to cater to the current demand. Over the last decade, power generation in India has increased at a compounded annual growth rate of around 5.5% but demand has outstripped supply by nearly 12% (Source: Centre for Monitoring Indian Economy). Given India’s growing prosperity, uninterrupted power supply has become a lifestyle essential. Alternate power solutions are, therefore, in demand. The market for power back-up is divided into two distinct segments: large organisations opt for generators; smaller offices and households mostly choose the noiseless and non-polluting inverter. Taking the cue from the fact that inverters are generally more cost-effective than generators – especially where power requirement is high – Su-Kam has taken the lead in nudging the demand towards high capacity inverters. Today, in fact high capacity products form a major part of the turn over of the company. Currently, the inverter market is estimated at about Rs. 2000 crore (US$ 500 million) of which the organised sector accounts for Rs. 1200 crore (US$ 300 million) (Source: Assocham). With more than 40% share of the organised sector, Su-Kam is India’s largest manufacturer of power inverters. In 2006/07, Su-Kam clocked Rs. 450 crore (US$ 112.50 million) in revenue. With its sights set firmly on the US market, the
company expects to touch Rs. 4000 crore (US$ 1 billion) by the end of 2010.
Achievements
In a country chronically starved of power, providing power back-up would have beckoned many, as a gilt-edged business opportunity. The truth, however, is that even as recently as ten years ago the inverter industry in the country was not even a part of the organised sector. Since its launch Su-Kam has played a seminal role in establishing and bringing respectability to this business. The company not only established itself as a leader in product innovation and design sensibility, it also created a hitherto non-existent sales and distribution network and instituted benchmarks for the entire industry. Apart from catering to millions of satisfied home users, the company has also marked its
presence in the commercial segment. Today, the company can boast of clients such as Star Cruise, Pizza Hut, Infosys and Britannia. Su-Kam is the first inverter company from India to foray into the international market. It exports its products to more than 40 countries across Asia, Africa, the Middle East and the AsiaPacific region. In recognition of the pioneering work that it had done, the company received the Non-SSI (Consumer Electronics) 2006/07 award for the highest exports in the field of Electronics and IT from the Export Promotion Council – a Government of India body. The company was the only one in the industry to receive the 2006 National Award from the Government of India for Manufacturing Inverters of Outstanding Quality. Su-Kam was recently also conferred the prestigious Innovation for India 2008 award from Marico Innovation Foundation. Firmly focused on research and development, Su-Kam, has over 30 design and technology registrations, while several others are in the pipeline. The company has also applied for a technology patent in the US for its unique, state-of-the-art, web-based monitoring system. Su-Kam’s robust business model has now attained global recognition. In March 2006, the Reliance India Power Fund, sponsored jointly by R-ADAG (Reliance Anil Dhirubhai Ambani Group) and Temasak Holdings, Singapore invested in Su-Kam. The company is now a part of the Fund’s global portfolio. While Su-Kam has had several achievements to its credit the one that has raised the level of awareness of the inverter as a viable and clean power back-up system is, perhaps, its most significant.
established a nationwide service and support network manned by trained engineers who provide the entire gamut of services – from site analysis to system maintenance. International customers are serviced through a special support programme, in which Su-Kam engineers regularly visit the concerned countries and train local dealers and technicians.
Recent Developments
In a world staring at fast-depleting conventional energy sources Su-Kam is committed to
synonymous with quality and reliability. Its other branding efforts include billboards and participation in trade shows. Product literature is usually notorious for convoluted explanations. Su-Kam manuals are designed to clearly explain all the technical aspects to even lay users, thus enabling them to choose and utilise optimum configurations. As part of its corporate social responsibility Su-Kam has designed a solar educational kit for distribution among school students. The kit aims to educate young minds on the important ecological issue of energy conservation and the role solar energy can – and will – play in meeting tomorrow’s power needs.
Brand Values
One of the fundamental operating guidelines at Su-Kam is to provide satisfying solutions to customers through cutting edge technology. The company’s tagline – Powered by Innovation – is indicative of its commitment to research and its focus on changing customer needs. This core value is upfront at every corporate interface – be it with the media, dealers, distributors or workshops for engineers and technicians. The central working mantra of the company is a deep and abiding commitment to efficiencies and meeting deadlines. This has translated into Su-Kam products being identified by customers with reliability and top-end service. In a world increasingly linked and sustained by power any disruption in this commodity will create mayhem. Clearly, 100% power back up is here to stay. Positioned in the midst of a probable crisiswaiting-to-happen Su-Kam has its guns trained on tomorrow. For if the unpleasant side of tomorrow dawns Su-Kam will have answers to meet it.
History
Su-Kam Power Systems has grown on the twin planks of research and marketing. The company was launched by Kunwer Sachdev, a lawyer by education and a first generation entrepreneur who saw a huge opportunity in the alternate power solutions sector. Starting in 1997 when the inverter business was almost entirely confined to the unorganised sector, Sachdev’s initiative helped define and expand the market. From a start-up team of some 65 people SuKam’s employee strength now stands at over 1200. The company is supported by a network of 24 offices and 200 service centres. Having established its credentials in the market Su-Kam considered vertical integration as a means of natural growth. In 2003 it established a state-of-the-art facility at Baddi in Himachal Pradesh to manufacture Sealed Maintenance Free (SMF), lead acid batteries and battery chargers. The sprawling factory operating in conformity with stringent environmental norms currently employs 500 people. In a short period of ten years, Su-Kam has transformed itself from being just a manufacturer of inverters to a complete solutions provider for the power electronics industry.
Product
The company has scoured the world for the finest technologies and created an impressive range of products. Su-Kam’s product range includes inverters, online UPS systems, line interactive UPS systems, batteries – both, lead acid and valve regulated lead acid (VRLA), battery chargers, battery equalisers, power protection units, static bypass switches and solar products. In 2002 Su-Kam developed an inverter with DSP Sine Wave technology. This is an advanced progression of the earlier technology designed especially for high-speed processing applications. Sine wave based inverters generate a superior quality of power. Su-Kam is currently focusing on the alternate energy space to counter the effects of global warming. Solar sine wave inverters and solar charge converters provide essential back-up and support for industrial users of solar energy. The company has also
providing products powered by alternate energy. The company has already developed a series of solar photo voltaic power electronic products for industrial use. With 3% of its annual turnover being committed to R&D the company is also developing similar systems for wind energy. Su-Kam has recently entered the telecom market where increasingly mobile service operators are shifting from generators to inverters, to power their mobile towers. In September 2007 Su-Kam Power Systems bagged an order from the largest mobile network company in India. Su-Kam is also tapping into developed markets like the US and Europe where global warming is triggering a growing demand for solar powered inverters. The increasing incidence of hurricanes in the coastal areas of the US has also increased the demand for environmentally friendly power back-up systems.
www.su-kam.com
Promotion
Su-Kam believes that quality products should have visible differentiators. In support of this theory the company has invested extensively in packaging and in creating customised product manuals. Each of these is believed to have contributed to an exponential growth in sales and customer loyalty. Realising the value of consistent communications Su-Kam has upped its ad spend to over Rs. 35 crore (US$ 8.75 million) annually. Targeted advertising spread across television, radio, print and outdoor media has made the Su-Kam brand
THINGS YOU DIDN’T KNOW ABOUT
Su-Kam
CEO, Kunwer Sachdev, started Su-Kam after a locally manufactured inverter failed at his residence Su-Kam has 138 products in its range Su-Kam’s Katha plant in Himachal Pradesh is the first fully automated manufacturing facility for inverters and batteries in the country Su-Kam is the only company in the industry to receive the CE & UL Certification for both its inverters and its batteries as also the first to receive the ISO 9001 Certification Only two companies in the world manufacture 100 KVA inverters. Su-Kam represents India Su-Kam’s research and development wing is recognised by the Government. It’s the only company in the industry to receive this acknowledgement
doc_237859290.pdf