Brand Repositioning Strategies Derived for a Leading … Study for Mining Equipment Service...

Market Study for Mining Equipment Service Providers in India

join the Future now

Brand Repositioning Strategies Derived for a Leading

Global Mine Equipment Manufacturer in India

Mining Equipment Market in India

© ENINCON LLP 2016 I 01

Product Price Range Among Key Suppliers

0 2 4 6 8 10 12 14 16

Longwall Equipment

Drilling Rigs

Crusher/Screen

Exploration Rig

Drilling Equipment

Continuous/Surface Miner

Off Highway Dumpers

Under Ground Mining

Graders

Rope Shovel

Walking Dragline

Pipe Layers

Backhoe Loaders

Wheel Loaders

Dump Trucks

Excavators

Wheel Dozers

Crawler Dozers

0.45 (BEML)

0.5 – 0.6 (0.5 – Atlas Copco; 0.6 - Voltas)

8 (Atlas Copco)

(BEML) 8

15 (BEML)

0.65 – 0.85 (0.65 – Kobelco; 0.85 – Volvo, Telcon, Gmmco , Case Equipment )



Discount Structure Followed Among Suppliers

Name of the company Discount

BEML

Volvo India

Wirtgen India

Atlas Copco

Sandvik Asia

P&H Joy

Telcon Ltd

L&T Komatsu

Terex

Bucyrus

Gmmco

Tractor India

Hyundai Construction

JCB

Kobelco

LiuGong

Graeves Cotton

Voltas Construction

Case Equipment

Others

0% 5% 10% 15% 20%


Distribution Spread

Name of the company Number of distributors

BEML

Volvo India A

Wirtgen India B

Atlas Copco C

Sandvik Asia D

P&H Joy

Telcon Ltd E

L&T Komatsu F

Terex G

Bucyrus

Gmmco

Tractor India

Hyundai Construction H

JCB I

Kobelco J

LiuGong K

Graeves Cotton

Voltas Construction

Case Equipment X

Others Y



Manufacturing Plants

Name of the company Number of plants

BEML

Volvo India 1

Wirtgen India A

Atlas Copco B

Sandvik Asia C

P&H Joy

Telcon Ltd D

L&T Komatsu E

Terex F

Bucyrus

Gmmco

Tractor India

Hyundai Construction G

JCB H

Kobelco

LiuGong I

Graeves Cotton

Voltas Construction

Case Equipment J

Others


Overall Sales – By Value for (FY’2012-13)

Overall sales - INR 11490 Crs

Atlas Copco

Case Equipment

JCB L&T Komatsu Sandvik Asia

Telcon Ltd

Volvo India

Wirtgen India

BEML

P&H Joy

Terex

Bucyrus

Gmmco

Tractor India


Kobelco

LiuGong

Graeves Cotton

Voltas Construction

Others

0 500 1000 1500 2000

Kobelco

Tractor India

Terex

Graeves Cotton

Voltas Construction

Gmmco

P&H Joy

Bucyrus

Wirtgen India

LiuGong

Sandvik Asia

Volvo India

Atlas Copco

Others


Case Equipment

L&T Komatsu

JCB

BEML

Telcon Ltd

Do

me

stic

Im

po

rts

Do

mes

tic

+ Im

po

rts

43%

40%

17%



Overall Sales – By Volume for (FY’2012-13)

Overall sales - X nos

Atlas Copco

Case Equipment

JCB

L&T Komatsu

Sandvik Asia

Telcon Ltd

Volvo India

Wirtgen India

BEML

Terex

Gmmco

Tractor India


Kobelco

LiuGong

Graeves Cotton

Voltas Construction

Others

0 1000 2000 3000 4000

Kobelco

Voltas Construction

Graeves Cotton

Tractor India

Terex

Gmmco

Wirtgen India

Atlas Copco

LiuGong

Sandvik Asia

Volvo India

Others


L&T Komatsu

Case Equipment

BEML

Telcon Ltd

JCB

Do

mes

tic

Imp

ort

s D

om

esti

c +

Imp

ort

s

69%

23%

8%



Mining equipment sales - INR X Crs

Kobelco Z%

Tractor India E% Terex

A% Graeves Cotton B%

Voltas Construction

C%

Gmmco C%

Wirtgen India D%

LiuGong M% Sandvik Asia

N% Volvo India

P%

Atlas Copco R%

Others Hyundai

Construction

Case Equipment G%

L&T Komatsu

JCB H%

BEML X%

Telcon Ltd Y%

0 200 400 600 800 1000 1200

Kobelco

Tractor India

Terex

Graeves Cotton

Voltas Construction

Gmmco

Wirtgen India

LiuGong

Sandvik Asia

Volvo India

Atlas Copco

Others


Case Equipment

L&T Komatsu

JCB

BEML

Telcon Ltd

Do

mes

tic

Imp

ort

s D

om

esti

c +

Imp

ort

s

56%

23%

21%

Sales from Mining Equipment– By Value (FY’2012-2013)



Service Revenue – By Value for (FY’2012-13)

Service revenue - INR X Crs

Kobelco Y%

Tractor India Z%

Terex E%

Graeves Cotton

Voltas Construction

A%

Gmmco B%

Wirtgen India C%

LiuGong D% Sandvik Asia

E% Volvo India

M%

Atlas Copco N%

Others Hyundai Construction

P%

Case Equipment R%

L&T Komatsu

JCB

BEML S%

Telcon Ltd X%

0 50 100 150 200

Kobelco

Terex

Tractor India

Graeves Cotton

Gmmco

Voltas Construction

Wirtgen India

LiuGong

Volvo India

Sandvik Asia

Atlas Copco

Others


Case Equipment

L&T Komatsu

JCB

BEML

Telcon Ltd

Do

mes

tic

Imp

ort

s D

om

esti

c +

Imp

ort

s

53%

17%

31%



Total –X nos

80

165

135

72

300

350

150

120

120

100

25

5

80

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Others

Bucyrus

Wirtgen India

Kobelco

Atlas Copco


LiuGong

Sandvik Asia

Graeves Cotton

Voltas Construction

Tractor India

Volvo India

L&T Komatsu

Terex

Case Equipment

Gmmco

BEML

Telcon Ltd

JCB

Backhoe Loaders Excavators Loaders / Wheel Loaders

Dump Trucks Graders Crusher/Screen

Drilling Equipment Wheel Dozers Pipe Layers

Others

Backhoe Loaders

X%

Excavators N%

Loaders / Wheel Loaders

M%

Dump Trucks D%

Graders C%

Crusher/Screen

B% Drilling

Equipment A%

Wheel Dozers E%

Pipe Layers Z%

Others* Y%

3085

2200

1545

1380

940

750

674

550

440

412

328

306

217

195

170

110

10

1

1750

*Continuous /Surface Miners, Crawler Dozers, C-Crane, Drilling Rigs, Under Ground Mining, Exploration Rig, Long Wall

Sales by Products– By Volume for (FY’2012-13)



Sales by Products– By Value for (FY’2012-13)

Total – INR X Crs

110

120

25

260

30

44

120

150

50

80

48

60

60

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Others

Wirtgen India

Kobelco

Tractor India

Terex


LiuGong

Graeves Cotton

Case Equipment

Sandvik Asia

L&T Komatsu

Volvo India

Atlas Copco

Voltas Construction

Gmmco

JCB

BEML

Telcon Ltd

Excavators Backhoe Loaders Wheel Loaders

Dump Trucks Crusher/Screen Graders

Wheel Dozers Continuous Miner Under Ground Mining

Drilling Rigs Drilling equipment Others

Excavators D%

Backhoe Loaders

M%

Wheel Loaders N%

Dump Trucks 9%

Crusher/Screen X%

Graders Y% Wheel Dozers

Z%

Continuous Miner

E%

Under Ground Mining

A%

Drilling Rigs 2%

Drilling equipment

B%

Others* C%

1132

975

850

680

520

520

470

450

428

325

240

140

135

125

110

72

60

455

* Pipe Layers, Exploration Rig, Crawler Dozers, Rope Shovel, C-Crane, Sprinklers, Tyre Handler



Direct Vs Channel- By Value (FY’2012-13)

Total – INR X Crs

70

875

293

1022

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Others

Wirtgen India

Kobelco

Terex


Tractor India

LiuGong

Graeves Cotton

Case Equipment

Sandvik Asia

L&T Komatsu

Volvo India

Atlas Copco

Voltas Construction

Gmmco

JCB

BEML

Telcon Ltd

Direct Channel

Direct X%

Channel Y%

1132

975

850

680

520

520

470

450

428

325

240

140

138

135

125

72

60

455



Region Sales- By Value (FY’2012-13)

Total – INR X Crs

14

33

60

156

226

114

28

112

104

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Others

Wirtgen India

Kobelco

Terex


Tractor India

LiuGong

Graeves Cotton

Case Equipment

Sandvik Asia

L&T Komatsu

Volvo India

Atlas Copco

Voltas Construction

Gmmco

JCB

BEML

Telcon Ltd

North East West South

212

North Y%

East Z%

West E%

South X%

1132

975

850

680

520

520

470

450

428

325

240

140

138

135

125

72

60

455



Backhoe Loaders - By Suppliers

Volume sales - By suppliers: X nos Value sales - By suppliers: INR X Crs

Case Equipment

A%

JCB E%

Telcon Ltd F% Terex

X%

Gmmco Y%

Others Z%

Case Equipment

E%

JCB X%

Telcon Ltd A% Terex

B%

Gmmco C%

Others D%



Excavators- By Suppliers


Case Equipment

D% JCB 9%

L&T Komatsu M%

Telcon Ltd X%

Volvo India Y%

BEML Z%

Gmmco E%


A%

Kobelco B%

LiuGong C%

Case Equipment

D%

JCB 8% L&T Komatsu

M%

Telcon Ltd X%

Volvo India Y%

BEML Z%

Gmmco E%


A%

Kobelco B%

LiuGong C%



Wheel Loaders - By Suppliers


Case Equipment

A% JCB B%

L&T Komatsu C%

Sandvik Asia D%

Telcon Ltd M%

Volvo India N%

BEML P%

Gmmco 9%


X% LiuGong

Y%

Graeves Cotton Z%

Voltas Construction

E%

Others 9% Case

Equipment A%

JCB B%

L&T Komatsu C%

Sandvik Asia D%

Telcon Ltd M%

Volvo India N%

BEML P%

Gmmco 10%


X%

LiuGong Y%

Graeves Cotton Z%

Voltas Construction

E% Others 9%



Drilling Equipment - By Suppliers


Atlas Copco 35%

Sandvik Asia Y%

Voltas Construction

X%

Atlas Copco x%

Sandvik Asia Y%

Voltas Construction

36%


Brand Repositioning Strategies Derived for a Leading … Study for Mining Equipment Service...

Documents

Transcript of Brand Repositioning Strategies Derived for a Leading … Study for Mining Equipment Service...