October 30, 2007 © SKF Group Slide 0

Product Mktg Strategy

Meeting

Mumbai
1
Introduction

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The objective of this meeting

What this meeting is about

• Develop a shared vision for the PT/SEAL/HPB Business
• To realise what is the true potential of the Business – how are we placed
vis-à-vis the true potential of the business?
• Decide how we can grow our business “ X ” times in the next 5 years
LET’s THINK BIG !!!
• Identify the constraints that will hold us back from achieving this growth
• Present to SKF’s top management the support we require to grow the
business – organisation, other resources, acquisitions …
• Define for your business the critical success factors and your plans to
execute / monitor them
What this meeting is not
• This is not an exercise to decide your PMS for 2011, 2012 …. etc.
• This is not a presentation of only doing more what is currently happening
• We should not constrain ourselves to what is currently happening in our
business

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Team Members

• SEAL Abhas Acharya

• Power Transmission Ajay Chug

Sam Sithan
Ambarish Maokar

•High Precison Brg Manjunath Pai

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2
Workshop Slides

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Workshop Methodology

• Explain to your team members and explain to them the rationale of this
exercise
• Jointly work on the following 5 slides (more details follow)
1. What the Playing Field Looks Like Now
2. What the Competition Has Been Up To
3. What You’ve Been Up To
4. What’s Coming Up
5. What’s Your Winning Move
• After you have the above slides in front of you, work on the following
slides
6. What is our competition doing and how can we beat them
7. How can we beat last year’s performance (Year on Year 2011 – 2015)
8. What is the support you need from the Management?
• Some pointers
• Be specific when doing the above exercise – e.g. avoid statements like “Price pressure
from competition” – detail who specifically is doing what
• For the first 5 slides encourage your team to do some pre work before your face to face
meeting

October 30, 2007 © SKF Group Slide 6

Slide Details

Slide 1 What the Playing Field Looks Like Now

• Who are the competitors in your business – large and small, new and old
• Who has what share (in India and globally, if available)? Where do we fit in?
(Note: For market share, define the market such that our business does not
exceed 20% of the total pie e.g. in CoMo the market is all condition
monitoring products and not just our current range)
• What are the characteristics of this business
– Is it commodity, high value or in between?
– Is it long cycle or short?
– Where is it on the growth curve?
– What are the drivers of profitability?
• What are the stregnths & weaknesses of each competitor?
– How good are their products?
– How is their product pipeline?
– How big is their sales force?
– How is their customer support?
– How are their people incentivised?
• Who are the main customers of the business and how do they buy?

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Slide Details (contd.)

Slide 2 What the Competition Has Been Up To

• What has the competitor done in the past year to change the playing
field?
• Has anyone introduced game-changing new products, new
technologies or a new distribution channel?
• Are there any new entrants, and what have they been up to in the
past year?
Slide 3 What You’ve Been Up To
• What have you done in the past year to change the playing field?
• Have you introduced a new product, recruited a key person from the
competition or had any alliances / partnerships?
• Have you lost any competitive advantage that you once had – a
great sales / engineering resource, a special product or service, etc.?

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Slide Details (contd.)

Slide 4 What’s Around the Corner?

• What are you most worried about in the years ahead? What are the
one or two things that a competitor could do which would make your
life difficult?

Slide 5 What You’ve Been Up To

• What have you done in the past year to change the playing field?
• Have you introduced a new product, recruited a key person from the
competition or had any alliances / partnerships?
• Have you lost any competitive advantage that you once had – a
great sales / engineering resource, a special product or service, etc.?

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Slide Details (contd.)

Slide 6 What is the competition doing and how can

we defeat them?
• What are you most worried about in the years ahead? What are the
one or two things that a competitor could do which would make your
life difficult?

Slide 5 What You’ve Been Up To

• What have you done in the past year to change the playing field?
• Have you introduced a new product, recruited a key person from the
competition or had any alliances / partnerships?
• Have you lost any competitive advantage that you once had – a
great sales / engineering resource, a special product or service, etc.?

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3
Key Focus areas with SWOT
a maximum of two lines

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4
Action plan – text runs a
maximum of two lines

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5
What went well & wrong in 2010
– text runs a maximum of two
lines

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