OUR BUSINESS

ROBO KNON is a joint venture between ROBO (Indian group) & KNON (US industrial power group) Serves to provide the worlds most comprehensive systems for power generation and transmissions in India Forerunner in the field of power systems protection and control of generators , motors, transmission lines , transformers , power distribution networks etc

 Strong distribution network spread over 10 states at 12 locations- 4 regional offices, 8 branch offices and one project office Figure of market share

OUR INDUSTRIAL PRODUCT

Materials & parts ROBO KNON RELAYS Used to protect and control power equipment's like generators, transformers, feeders , motors etc.

OUR BUSINESS CUSTOMERS

State electricity boards Original equipment manufactures Erection, procurement and construction contractors Railways Process industries Power corporations Captive generation plants

ISSUE
Become a market leader in relay market segment

 Old player Wide spectrum of products Good on quality Strong distribution network Strong financial position Overseas network

underca[ptured personal selling Brand preference 3rd

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Increase personal selling Strengthening dealer network Expansion into new market areas

existing payers

PURCHASING ORIENTATIONS
SCM ORIENTATION PROCUREMENT ORIENTATION BUYING COMPONENT AND SUBASSEMBLY SUPPLIERS

INTERMEDIARIES (DISTRIBUTORS, DEALERS)

RAW MATERIAL SUPPLIERS

FINAL ASSEMBLY MANUFACTURER

CONSUMERS/ END USERS

 Government- Buying orientation

Lowest price & delivery Gain power Not risk taking

Hence look at low price suppliers- tenders. More volumes, margin is less.

Sales and marketing strategy (govt)

Form and train team/department for marketing relay Understanding complex business procedures Monitor government needs/ tenders Collect competitors information to prepare quotations accordingly

OEM/EPC
OEM/EPC- Procurement & SCM orientation
Collaborative relationship Closely with functional areas With OEM/EPC nature, size, volume, variety technical complexity can be taken into account. Many influencers

Sales & Marketing StrategyOEM/EPC

Train the field sales people- technical and commercial aspects of product and selling Also establish rapport Relationship building with not only purchase but R and D Quality Production Finance Form buyer supplier team

PURCHASE/BUYING SITUATIONS- govt, oem,epc

New task Offer better than competitor Prompt response to queries expert help provision In hand selling effort Modified rebuy Retain existing buyers Gain potential buyer requirements Information of competitors shortfalls Straight rebuy Maintain buyerseller relationship Exploit dissatisfaction of the potential customer New offering with large benefit Small order initially

BUYING PROCESS
FIGURE OF OEM ETC

BUYING SITUATIONS

BUYING INFLUENCES
BUYING BEHAVIOUR MODEL

FINDINGS OF THE RESEARCH STUDY

EACH WITH SALES STRATEGY