Business Marketing

B2B products and services of

Submitted to
Dr. R Sugant

Submitted By
Group-02

17004 Anshul Babu

17029 Rakshit Shah
17062 Ikenna Uzoma Waturuocha
17084 Saurabh Singh
17103 Ankita Pawar
17138 Suman Kumar Das

Batch: 2017-19

Date of Submission
14/09/2018

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Overview of CoreEL technology:
CoreEL Technologies is a Customer Application Specific Product & Solutions (CASPS)
company offering INNOVATIVE solutions from its diverse portfolio of expertise that
includes Intellectual Property (IP) cores, System Design, Manufacturing, Sustenance and
OEM solutions in the form of EDA tools, CAE tools, COTS products and Technology
training. CoreEL’s strength lies in its ability to blend deep domain knowledge with the right
ingredients across its portfolio of offerings. It is a leading developer of advanced electronic
system level products and solutions to three primary markets – Aerospace & Defence, Digital
Media Broadcast, and Universities & Institutions of higher learning.
Specialties
Design Services, Electronic Design Automation , Embedded System, Computer aided
engineering, 3D Printing, Digital Video Solutions, EDA tools, University Solutions,
Electronic Manufacturing, and Defence and Aerospace Product Development.

Top Competitor Analysis

Dexcel
Dexcel is CoreEL Technologies's top competitor. Dexcel is headquartered in Bangalore,
Karnataka, and was founded in 2000. Dexcel is in the Electronic Equipment field. Dexcel
generates 62% the revenue of CoreEL Technologies which is approximately 5 million in
dollars.
4DSP
4DSP is seen as one of CoreEL Technologies's top competitors. 4DSP's headquarters is in
Austin, Texas, and was founded in 2004. 4DSP competes in the Semiconductor Equipment
industry. 4DSP generates 62% of CoreEL Technologies's revenue which is approximately 5
million in dollars.
Procsys:
ProcSys has been one of CoreEL Technologies's top competitors. ProcSys was founded in
1973, and its headquarters is in Bangalore, Karnataka. Like CoreEL Technologies, ProcSys
also operates in the Technology Hardware field. ProcSys has 290 fewer employees than
CoreEL Technologies.

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 Identify the range of services/ products the Company offers.

CoreEL domain expertise united with experience in system and sub-system level design and
engineering makes the right choice by Aerospace and Defence organisations and the
scientific community worldwide. Their “First time Right” design philosophy helps CoreEL to
provide their best products and system level capabilities. Some of these designs go into
mission critical electronics that covers across Radars, Missiles, Electronic Warfare and
C4ISR systems which could put men and machine at risk.
CoreEL as a company are able to understand such risks well enough to boldly undertake such
design projects that push the barriers of electronics, thereby benefiting mission systems and
its design & development process. Their capabilities extend across building IP Cores, Sub-
systems, Systems and Integrated products. They manage their supply chain and integration
process in house to assure quality systems and components and strict adherence to time tested
certification procedures, processes and standards across all platforms irrespective of the end
use being rugged, industrial or civil.

We can divide CoreEL products into basically 3 categories which are:

Industry Solution:
● Defence and aerospace products development
● Digital video solution

● Electronic system design and manufacturing.

University Solution:
● Ansys Simulation tools for Multiphysics
● 3D printing design and experience

● Mathematical Computing & Simulation

Services Solution:
● post-sales support

● complete customer solutions

● global technology products and solutions

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Industry Solution:

CoreEL believes in translating its core philosophy of total commitment to customer needs
and allows for a high degree of scalability and customization in its projects and solutions.
Because of their strategic partnerships, technological alliances, and strong knowledge about
their domain they are able to provide cutting edge solutions to the industry and world class in
quality.

CoreEL provides end-to-end solutions to the Defence, Aerospace, Communications, Media

segments. They provide solutions at the system level, board level and have built successful
Intellectual properties for Core applications. Their Solutions have played important roles for
many organizations domestic and international. The cost of acquisition of a solution and the
CoreEL approach in reducing the time to design, develop and implement such kind of
solutions has played an important role.

University Solution:

CoreEL University solutions focuses on bringing high quality electronics design and
implanted in computing platforms to the labs of colleges and university which increasing the
experience of technical education and real time practice on world beating technologies. The
induction of latest technology platforms offers an best learning experience to students and
trainers ensures that future industry requirement is met. CoreEL enables the academia to push
the barriers of Industrial learning because of the substantive support of its technology
partners and solution providers. Exposure to the latest technology platforms offers a
comprehensive learning experience to students and academia and ensures that the industry-
academia gap is reduced.

Distribution of product on the basis of attributes:

We have seen how many firms offer a combination of products and service to their
customers. To understand how customers might value the different elements of their offerings
it is helpful for B2B marketers to apply the notion of tangibility and intangibility to the
various products that are exchanged in business markets.

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We as a group have tried to distribute the product of CoreEL technology on the basis of
attributes. The three main groups of
product attributes are:

1. Tangible core

2. Tangible augmented

3. Intangible

Tangible core attributes: These represents

the basic functional capacity of a product.
For example, CoreEL technology provides
end to end solution at the system level, board level, and have built successful intellectual
properties for Core applications.

Tangible augmented attributes: These features are added to core attributes either to enhance
the product performance or to provide something that helps distinguish it from competitors
offering. For instance, CoreEL technology undertakes the responsibility of conducting pre-
sales and business development and post-sales support for clients to access the latest
technology in the area of Electronics and mechanical engineering. With the help of various
strategic alliances and partner network has made CoreEL technology a preferred value-added
reseller of choice.

Intangible attributes: These are what consumers perceive as enhancing the product,
including warranties, financial Services, delivery, staff training, and the corporate reputation
of the vendor. CoreEL technology provides its organized help customers with support
options. It also provides real-time assistance to resolve technical issues.

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 Outline the markets that the company is selling/ can sell to.

CoreEL Technologies is a Customer Application Specific Product & Solutions (CASPS)

company offering innovative solutions from its diverse portfolio of expertise that includes:
Intellectual Property (IP) cores, System Design, Manufacturing, Sustenance and OEM
solutions in the form of EDA tools, Mechanical Engineering tools, COTS products and
Technology training. It is a leading developer of advanced electronic system level products
and solutions to three primary markets - Aerospace & Defence, Digital Media Broadcast, and
Universities & Institutions of higher learning.

Types of Business Market Customers:

 Commercial Firms
⁻ Standard and custom products for broadcast industry professionals.
⁻ Aerospace industry
⁻ Automotive Sector
⁻ Professional Audio-Video (AV),
⁻ Digital Cinema,
⁻ Medical
 Governments
⁻ Defence, and Security & Surveillance: Electronically dense systems such
as Radar, Electronic Warfare Systems and Sonar have played prominent roles
in rolling out cutting edge sensors on various platforms.
 Institutions
Education: CoreEL University solutions focuses on bringing high end electronics
design and embedded computing platforms to the labs of colleges and university
enhancing the experience of technical education and real time practice on world
beating technologies. For example, one of their solution/products named
“Sandeepani” cater to the following clients:

⁻ Professional Development Course (PDC) for students: LSI Design and

Verification, Embedded System Design,
⁻ Corporate Trainings for working professionals,
⁻ Faculty Development Programs (FDP) for academicians
⁻ Short term/ Vacation Programs,

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 ⁻ Certification courses: Robotics workshop, Linux System Programming,
System Verilog and UVM , ARM V Architecture, Designing with VHDL

They collaborate with the world’s most innovative technology companies and form strategic
alliances to provide complete customer solutions and thus deliver value in every project or
program.

Give 2-3 examples of organizations to which this company is selling to/ can sell to

Companies that CoreEl Technologies sells to:

 Xilinx®, Virtex®- H.264 High Profile Decoder IP solution. Xilinx is a PLD provider.
A programmable logic device (PLD) is an electronic component used to build
reconfigurable digital circuits. Unlike a logic gate, which has a fixed function, a PLD
has an undefined function at the time of manufacture. Before the PLD can be used in
a circuit it must be programmed, that is, reconfigured.
 D-TA Systems Inc.- D-TA Systems Inc. provides solutions for high-end Sensor
Processing system development for Sonar, Radar, Communications, Signal
Intelligence and Test and Measurement markets.
 Ansys develops and markets finite element analysis software used to simulate
engineering problems. The software creates simulated computer models of structures,
electronics, or machine components to simulate strength, toughness, elasticity,
temperature distribution, electromagnetism, fluid flow, and other attributes.
CoreEL partners with ANSYS to provide simulation software that allows companies
to foresee how their products will function in the real world. CoreEL’s strong
electronics background compliments the simulation driven system development that
spans across industry verticals like Aerospace & Defence, Commercial ESP’s,
Manufacturing units and Institutes of higher learning, making it a preferred strategic
partner for ANSYS. The ANSYS comprehensive software suite covers the entire
spectrum of physics, providing access to virtually all fields of engineering simulation
that a design process needs.
Some organizations that use Ansys are:
o ISRO (Indian space research organization).
o DRDO (Defence research and development organization)

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 o HMIL (Hyundai Motor India Ltd)
o RNTBCI (Renault–Nissan Alliance)
o MBRDI (Mercedes Benz Research & Development India Private LTD)
o EATERN (Multinational power management company)
 CoreEL is the sole authorised distributor for the entire range of Mathworks &
Speedgoat products.
o MATLAB is a multi-paradigm numerical computing environment and
proprietary programming language developed by MathWorks. It is a high-
performance language for technical computing. It integrates computation,
visualization, and programming in an easy-to-use environment where
problems and solutions are expressed in familiar mathematical notation.
Typical uses include: Application development, including Graphical User
Interface building. Companies that use Matlab are:

 Coreel leverages their partnership with Speedgoat to bring a complete real-time

simulation and testing solution to study and teach mechatronic concepts with
components currently used in industry.

Other than the copanies that CoreEl sells to as mentioned above, the company has value
added reselling agreements with a few companies mentioned below:
 Cognimem Technologies- CoreEl has a value added reseller agreement with
congnimem by which CoreEL technologies sells, distributes, integrates and supports
Cognimem range of products for the Indian region. The wide reach and deep connect
of CoreEL with its defense lab customers has helped Cognimem Technologies expand
into the Indian market effectively. The technical expertise of CoreEL in video

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 technologies, Radar, Sonar and EW arena acts as an enabler for the integration of
Cognimem range of products in various solutions being pioneered by CoreEL.
 RFOptic- RFOptic, an Israel based company, is a leading provider of electro optical
and RF test equipment utilizing fiber optics and RF technologies. The company
gained its experience and customers from the Israeli Defense and Scientific
communities by tailoring special solutions to their needs. CoreEL is a value added
distributor for RFOptic range of products. RFOptic products dovetail into CoreEl
offerings in the defense and avionics arena and enables the company to deliver the top
of line solutions for RF related projects and help clients increase their test coverage
and excel in verification for test and development programs.

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Bibliography
Company overview. (n.d.). Retrieved from https://www.owler.com/company/coreel

Contracts. (n.d.). Retrieved from https://www.ansys.com/

Coreel Technologies. (n.d.). Retrieved from http://coreel.com/

Detail of company. (n.d.). Retrieved from

https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=109699066

Product Detail. (n.d.). Retrieved from http://coreel.com/solutions/digital-video-solutions/

Products. (n.d.). Retrieved from https://www.indiamart.com/company/9199887/news.html

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