Industrial Marketing Case Study

Presented by Rohit Ghosh & Saikat Roy

Presented to Faculty Mr. M. K. Chakravorty

ROBO GROUP

KNON GROUP

$ 40 million Indian based company

$ 7 million US co.
Power System Protection & Control System Solutions Provider with a portfolio of specialist products and services

ROBO KNON
Comprehensive Solutions Provider for Power Generation & Transmission

ROBO KNON
Core Competency:

Protection & Control Systems

Relays

Goals
present
Mac Iver Roland ROBO KNON

future
32% 27% 20%
ROBO KNON Mac Iver Roland

Smith
Simpson

10%
6%

Smith
Simpson

Marketing Strategy & Action Plan

Industry-wise Focus Areas

Generation

Transmission & Distribution

Channel-wise Focus Areas

Technical Consultants

Original Equipment Manufacturers

EPC Contractors

EPC Models

Way Forward
More focus on Captive Generation Projects (CPP) of less than

4 MW which are coming up in India on a large scale, since RK relays are not preferred in this segment.
Educating and spreading awareness to the OEMs and EPC

contractors about Numeric Relays.

Provision of consultation for selection of type of relays by the

Consultants, OEMs and the EPC Contractors

Further Strategies
Multiple Technology & Single Window Solutions

Example: Bundling Instrumentation with Protection & Control Systems and providing technical support. Direct approach from end-user (operator).
Identifying new market opportunities

Example: Captive Power Plants and Solar& Wind Power Generations.

Strengthening the dealer network

Example: Tie-ups with distributors and consultants.

THANK YOU