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  • 1. Suzlon Energy Ltd. 0
  • 2. Content Suzlon Energy Ltd. 1. Strategic Initiative •Project Columbus •Project Antigua •Global Leadership Workshop •Wind Day 2. Product Strategy 3. Promotion 4. Process •Competitive Land scaping & Benchmarki ng •Product Launch & Product Summit •Bid Lost Analysis •Competitive Landscaping •Requirement Gathering •Offer Validity Process •IEC Standard Certification •Market Analysis •VIP & Government Agency •Training Programme •Competitive Analysis •PRD •Partners •Authority to Market •Students •Communica tion Strategy •Leveraging Columbus Charter •Marketing & Sales Communication 5. Market Intelligence •Stake Holder Meets •Media •Countering Competition - Strategy Other 1 •Articles Published Over View of Marketing MIS 6. NPD 7. Stake Holder Visit •Customer
  • 3. Content Suzlon Energy Ltd. 1. STRATEGIC INITIATIVE Project Columbus 2. PRODUCT STRATEGIC 3. PROMOTION Competitive Product Land scaping & Launch & Benchmarking Product Summit Project Antigua Communication Strategy Marketing & Sales Communicatio n Wind Day Leveraging Columbus Charter Stake Holder Meet Global Leadership Workshop Countering CompetitionStrategy 2 MEDIA 4. PROCESS Bid Lost Analysis 5.MARKET INTELLIGENCE Competitive Land Scaping 6.NPD 7.STAKE HOLDER VISITS Others Requirement Gathering Customers Visit Articles Published Marketing MIS Offer Validity Process Brazil Bidding Strategy Market Analysis VIP, Government organization Visit Training Programme IEC Standard Certification PRD student/instuti tes VISIT Authority to Market
  • 4. Content SR DESCRIPTION Suzlon Energy Ltd. SR DESCRIPTION Project Columbus Offer Validity Process Project Antigua 1 Strategic Initiative Global Leadership Meet 4 Process Won Lost Analysis Wind Day Training Programme Countering Competition- Strategy Competitive Land Scaping Competitive Land scaping & Benchmarking 2 Product Strategic 5 Communication Strategy Market Intelligence 6 NPD Customers Visit 7 Promotion Stake Holder Visits Stake Holder Meet MEDIA 3 PSD Authority to market Marketing & Sales Communication 3 IEC Standard Certification Requirement gathering Leveraging Columbus Charter Product Launch & Product Summit Brazil Bidding Strategy VIP, Government Organization Student/Instutites 8 Others Articles Published Marketing monthly MIS
  • 5. 1. Strategic Initiatives Suzlon Energy Ltd. Project Columbus Project Antigua Global Leadership Meet Wind Day Countering Competition- Strategy 4
  • 6. Project Columbus Suzlon Energy Ltd. Conceived & Conceptualiz ed Formulated CFT & Developed SoPs Rolled out , Institutionali zed SoPs and onboarded SBUs and BUs Planned, coordinated and executed several initiatives Role Of Central Marketing In Project Columbus 5 Central Marketing: Annual Activity Report 2011-2012 Close coordination monitoring and followup of MoM & actions.
  • 7. 1. Strategic Initiatives Suzlon Energy Ltd. Project Columbus Project Antigua Global Leadership Meet Wind Day Countering Competition- Strategy 6
  • 8. Project Antigua Suzlon Energy Ltd. •Leveraging he Phase I of Antigua in terms of Market Segmentation & Product Segmentation •Institutionalizing the Best Practices i.e. Sales Activation & Monitoring (SAM / Kris) •Progress on Key Account Management 7 Central Marketing: Annual Activity Report 2011-2012
  • 9. 1. Strategic Initiatives Suzlon Energy Ltd. Project Columbus Project Antigua Global Leadership Meet Wind Day Countering Competition- Strategy 8
  • 10. Global Leadership Meet Suzlon Energy Ltd. Role of Central Marketing in Global Leadership Workshop Conceptualize Anchor Central Marketing Co-ordinate 9 Central Marketing: Annual Activity Report 2011-2012 Feedback
  • 11. 1. Strategic Initiatives Suzlon Energy Ltd. Project Columbus Project Antigua Global Leadership Meet Wind Day Countering CompetitionStrategy 10
  • 12. Wind Day Market wise Analysis Product Wise analysis 11 Critical success factor market wise & order winners Brief of existing volume Emergence of resilient foundation for development of business plan Central Marketing: Annual Activity Report 2011-2012 Suzlon Energy Ltd. Policy wise Analysis Quarterly analysis
  • 13. 1. Strategic Initiatives Suzlon Energy Ltd. Project Columbus Project Antigua Global Leadership Meet Wind Day Countering Competition- Strategy 12
  • 14. Countering competition Strategy: an approach Suzlon Energy Ltd. Product Level Comparison Study: Suzlon SWOT 13 Mapping of Company Areas for Competition Central Marketing: Annual Activity Report 2011-2012 Learning's Strategic Approach Suggested Action plan Suggested Action plan
  • 15. 2. Product Strategy Suzlon Energy Ltd. Competitive Landscape & Benchmarking Communication Strategy Leveraging Columbus Charter 14
  • 16. Competitive Landscape & Benchmarking Suzlon Energy Ltd. •Compressive study of products offered by competitors •Key inputs used in NPD 15 Central Marketing: Annual Activity Report 2011-2012
  • 17. 2. Product Strategy Suzlon Energy Ltd. Competitive Landscape & Benchmarking Communication Strategy Leveraging Columbus Charter 16
  • 18. Communication Strategy : Suzlon Energy Ltd. 17 Central Marketing: Annual Activity Report 2011-2012
  • 19. 2. Product Strategy Suzlon Energy Ltd. Competitive Landscape & Benchmarking Communication Strategy Leveraging Columbus Charter 18
  • 20. Leveraging Columbus Charter Suzlon Energy Ltd. Indentified ‘killer WTGs’ Benchmark on market Winning IRR Comparative of technical features Critical Inputs on BoP Better Financial practices 19 Central Marketing: Annual Activity Report 2011-2012
  • 21. 3. Promotion Suzlon Energy Ltd. Launch & Product Summit Marketing & Sales Communication Stakeholder Meets & Industrial Interaction Media Interaction & Press Coverage 20
  • 22. S9X officially launched at GWEC Suzlon Energy Ltd. 21 Central Marketing: Annual Activity Report 2011-2012
  • 23. Brazil Wind Power 2011 Suzlon Energy Ltd. •Brazil a vital future growth market •Wind power Brazil the premium event of wind industry in Brazil •At the event Suzlon launched Brazilian version of S9X •We also hosted a booth and we engaged in activity of customer connect & lead generation 22 Central Marketing: Annual Activity Report 2011-2012
  • 24. S9x Showcased in Vind 2011 Exhibition in Stockholm •Suzlon + RePower and 8 other leading WTG Supplier exhibited at VIND 2011 •25 Project/Customer leads achieved during 2 day event 23 Central Marketing: Annual Activity Report 2011-2012 Suzlon Energy Ltd.
  • 25. S9X Showcased in CANWEA 2011 Suzlon Energy Ltd. •Suzlon + RePower all other major competitors present with their stall •Close to 25 customer meeting completed in 3 days •Notable names Renovalia Energy, GDF Suez, Corum, China Huadian International Company, Niagara Economic Development Corporation, Nova Scotia Power, TransCanada 24 Central Marketing: Annual Activity Report 2011-2012
  • 26. 3. Promotion Suzlon Energy Ltd. Launch & Product Summit Marketing & Sales Communication Stakeholder Meets & Industrial Interaction Media Interaction & Press Coverage 25
  • 27. Knowledge Book: S9X Platform Suzlon Energy Ltd. •Pioneering effort indented to share the understanding & features of new developed S9X platform •Uniform communication of newly developed product •Accurate Technical Data related to product platform to help selling process •Hi lighting unique features of product for better positioning 26 Central Marketing: Annual Activity Report 2011-2012
  • 28. S9X Marketing Bulletin and Debriefs Suzlon Energy Ltd. Contents of Bulletins 1. S9X Certification Status Update 2. S9X Promotions Update 3. S9X Prototype Progress 4. S9X Order Status 5. S9X NPD Process Update Debriefs and Other Updates 1. S9X debrief deck released each month to keep the SBUs updated on the latest on S9X NPD 2. S9X performance updates and important reports and documents released regularly 27 Central Marketing: Annual Activity Report 2011-2012
  • 29. S9X Wind Turbine Platform Sales Pitch Booklet Suzlon Energy Ltd. CONTENT S9X: Enhancements over the proven S88 platform S9X and Competition S9X Techno Commercial Case Studies FAQs Advantages •In depth comparison of S9X with Product available in market •Accurate & consistent data regarding prototype performance •Technical improvement & advantages communicated •FAQ makes communication self explanatory •Results of pilot projects along with IRR calculation for greater understanding of customer 28 Central Marketing: Annual Activity Report 2011-2012
  • 30. S9X Animation and Micro-site Suzlon Energy Ltd. •Developed after benchmarking best practices across utility companies & competitors •Product performance & technical expertise developed from S88 •Incremental change in S9X platform over S88 •Unique selling points of S9X 29 Central Marketing: Annual Activity Report 2011-2012
  • 31. SBT-Blade Capability Video Suzlon Energy Ltd. •Suzlon Capabilities portrayed Blade testing facality •Newly developed Blade testing facility •Focus of product capability Positiong as high quality product Manufacturing capablity •Technical expertise •Re enforcing our position as a high quality WTG supplier Design capablity SBT BLADE CAPABILITY VIDEO Re inforcing product reliablity •Reliable products with R&D as a core •Strength in manufacturing high quality products •Blades are subjected making them site ready. 30 Central Marketing: Annual Activity Report 2011-2012
  • 32. S9X Global Brochure Released in AWEA WindPower 2011 •Designed after benchmarking the best industrial practices •Provides all the essential information about S9X platform in nutshell •Highlight POD of the product like better blades & power curve 31 Central Marketing: Annual Activity Report 2011-2012 Suzlon Energy Ltd.
  • 33. Market Specific Brochure of S9X Suzlon Energy Ltd. Customized promotional material for each market 32 Central Marketing: Annual Activity Report 2011-2012
  • 34. 3. Promotion Suzlon Energy Ltd. Launch & Product Summit Marketing & Sales Communication Stakeholder Meets & Industrial Interaction Media Interaction & Press Coverage 33
  • 35. India Expo 2011 Suzlon Energy Ltd. •The event was inaugurated by Dr. Farooq Abdullah, Honourable Minister, MNRE, Government of India •All the major player of non renewable energy sector were present •Suzlon hosted a stall 5th Renewable Energy India Expo 2011, New Delhi 11th Aug’11 34 Central Marketing: Annual Activity Report 2011-2012
  • 36. 3rd International Wind Conference and Exhibition WINDPRO- Coimbatore- 6th Feb’12 •Suzlon was supreme sponsor of the ever •Stall hosted by suzlon promptly featured S9X branding •Suzlon won award for best stall 35 Central Marketing: Annual Activity Report 2011-2012 Suzlon Energy Ltd.
  • 37. RENERGY 2012 Conference Suzlon Energy Ltd. RENERGY 2012, Chennai 12th Mar’12 •Organised by Tamilnadu energy development agency under Govt of Tamilnadu •The conference was attained by more than 150 exhibitors 36 Central Marketing: Annual Activity Report 2011-2012
  • 38. Innovations India 2012 Suzlon Energy Ltd. Conference organised by National Research Development co-operation under guidance of Ministry of science & technology 37 Central Marketing: Annual Activity Report 2011-2012 Innovate India 2012, Mumbai, 24th Mar’12
  • 39. Wind IPP Summit-2012 Suzlon Energy Ltd. Wind IPP Sumit, Mumbai 18th Jan 2011 •Maiden Meet of Wind IPP of india •Re assuring our position in indian wind market as market leaders 38 Central Marketing: Annual Activity Report 2k011-2012
  • 40. Letter Of Appreciation Suzlon Energy Ltd. 39 Central Marketing: Annual Activity Report 2011-2012
  • 41. 3. Promotion Suzlon Energy Ltd. Launch & Product Summit Marketing & Sales Communication Stakeholder Meets & Industrial Interaction Media Interaction & Press Coverage 40
  • 42. S9X Media show Suzlon Energy Ltd. •Two Separate Conference were organized for trade media & analyst •These events were held in Mumbai & London 41 Central Marketing: Annual Activity Report 2011-2012
  • 43. S9X in Indian Business Press Suzlon Energy Ltd. Published in Economic Times Global Steel section on 5th Dec 2011 The article highlighted: The S9X advantage - Strong, Smart & Safe Products for lower wind class sites International Clientele S9X Order Book 42 Central Marketing: Annual Activity Report 2011-2012
  • 44. 4. Process Suzlon Energy Ltd. Offer Validity Process Won Loss Analysis Training Programme 43
  • 45. Offer Validation Process Suzlon Energy Ltd. SCM Finance Step 3:Delivery, Technology, Warra nty & Quality Step 4:Commercial / Legal Terms/ OMS pricing ROLE OF CENTRAL MARKETING Handholding Apex Commit tee Step 5: CMD and Apex Committee approval Streamlining Step 2: Submission of OVP Central SBU-CEO Step 1:Project Proposal for order closure including SBU/BOP costs Marketing Closure Month-wise break-up of 19 OVP Month Numbers May June July August 0 5 4 2 Septem Novemb Decemb Februar October January March ber er er y 0 0 0 2 4 0 0 Central Marketing: Annual Activity Report 2011-2012 April 2
  • 46. 4. Process Suzlon Energy Ltd. Offer Validity Process Won Lost Analysis Training Programme 45
  • 47. Won lost Analysis Suzlon Energy Ltd. Reason s for non-participation Participation in Bids Product Related Financing No Relationship Preference for Tier I Suppliers Not Active in Geography Good Competitor Relationship 24 %       20 %      Local WTG preferred Deal Breakers Not invited / Eligible Price Performance Financing / Bankability   Competitor Client Relationship Central Marketing: Annual Activity Report 2011-2012    29 % 100 % 100 %  Participated in all processes        Participated in all processes  
  • 48. 4. Process Suzlon Energy Ltd. Offer Validity Process Won Lost Analysis Training Programme 47
  • 49. Training Programme Suzlon Energy Ltd. •Cross functional teams from SBUs •Training using Video Conferencing first time ever •Training covered S9X sales and technical basics BENEFITS : •Unified Communication regarding products •Improved Communication between Company & customer •Accurate & proper flow of information to sales team •Better Product Understanding for Sales team 48 Central Marketing: Annual Activity Report 2011-2012
  • 50. 5. Market Intelligence Suzlon Energy Ltd. Competitive Landscaping Profiling South Korean Manufacturers Bidding Strategy Brazil IEC Standard Certification 49
  • 51. Competitor Profiling South Korean Manufacturers Objective Deep Diving to study the Korean WTG manufactures Study co operate & business unit level to find out their strength weakness and current status of business Methodology 50 Central Marketing: Annual Activity Report 2011-2012 Suzlon Energy Ltd.
  • 52. 5. Market intelligence Suzlon Energy Ltd. Competitive Landscaping Profiling South Korean Manufacturers Bidding Strategy Brazil IEC Standard Certification 51
  • 53. Bidding Strategy Brazil Auctions 2011 OBJEC TIVE Suzlon Energy Ltd. Strategy formulation to attain maximum orders in market at the same time not scarifying the larger interest of company Why Derating is required ? Concrete Towers Solution OPTIONS SUGGESTED Reverse Calculations of Future Prices S8X as a New Product for Brazil Market Criteria Considered To Formulate Strategy Based on these options path forwards was suggested and scenario created 52 Central Marketing: Annual Activity Report 2011-2012
  • 54. 5. Market intelligence Suzlon Energy Ltd. Competitive Landscaping Profiling South Korean Manufacturers Bidding Strategy Brazil IEC Standard Certification 53
  • 55. Competitive Certification Status Suzlon Energy Ltd. Product Rating Wind class Certific ation S 95 2.1 II A GL 2003 S97 2.1 III A GL 2003 S95 2.0 II A GL 2003 S97 2.0 III A GL 2003 Certification Status-Competitor Study shows that competitor moving towards IECG Certification Certification Status-Suzlon 54 Central Marketing: Annual Activity Report 2011-2012
  • 56. 6. New Product Development S12X Suzlon Energy Ltd. New Product Development & Role of Central marketing Requirement Gathering Market Analysis PSD Business Forecasting Authority to Market Internal Kickoff Launch -------------------------- External kickoff -------------------------- Prototype 55 -------------------------- --------------------------
  • 57. New Product Development S12X Suzlon Energy Ltd. 1 Competition Landscape 2 2.5-3 MW Emerging Segment Top Player have WTG in this Category 3 Over View of Technical Specification Full converter & DFIG Equally Popular Central Marketing: Annual Activity Report 2011-2012 Over View Technical Specification Trend towards Multiple hub Height Emerging Trend : Concert Tower 4 Turbine Level Performance @ 6.5 & 7.5 m/s GE 2.75-118 more competitive al lower speed Increased in efficiency at medium speed
  • 58. New Product Development S12X Suzlon Energy Ltd. Customer Feedback Customer Meeting •Market Requirement of product found out •Based on this feedback NPD can be aligned with market requirement 57 Central Marketing: Annual Activity Report 2011-2012
  • 59. Benchmarking-GE 2.75-118 Wind Turbine Generator Design Data Product Over view Suzlon Energy Ltd. Component Study Technical Specification Performance Co-efficient Energy Data 58 Central Marketing: Annual Activity Report 2011-2012
  • 60. Authority to Market S12X Suzlon Energy Ltd. Market & technology trends Internal Customer voice •Pre-sales activity •Market awareness building •Showcasing suzlon capabilities Central Marketing: Annual Activity Report 2011-2012 Business forecast
  • 61. 7. Visits Suzlon Energy Ltd. Customer Visits Government Delegation & VIP Partners & subsidy Visit Education Institute & University 60
  • 62. List of Customer Visits Suzlon Energy Ltd. SN Name Company Location 1 P K Shah CLP India Pvt. Ltd. Pune 2 Ryan Dela GL Garrad Hassan Pune 3 John Bosche Ridgeline USA Pune 4 Scott Thomas AGL, Australia Pune EDF-EN Pune Edwyn Rodrigues Batliboi Pune 5 Chris Cundy 6 Fabienne Demol 7 Antoine Garret 8 9 Raphael Hernandez 10 Barabara Pike 11 Maritimes Energy Association, Canada Marco Pacinotti Pune Pune Saudi Aramco 12 13 61 Abdul Hamid Team Pune EMS Thailand Central Marketing: Annual Activity Report 2011-2012 Pune
  • 63. 7. Visits Suzlon Energy Ltd. Customer Visits Government Delegation & VIP Partners & subsidy Visit Education Institute & University 62
  • 64. French delegation visit anchored by central Marketing Delegation- IHEE French NGO founded by 30 top cooperates Date-10/10/2011 Objective-To understand Suzlon ProceedingSuzlon Presentation by Mr Ravindra Open house by Mr Vikram & Mr Ravindra 63 Central Marketing: Annual Activity Report 2011-2012 Suzlon Energy Ltd.
  • 65. German parliamentary delectation hosted by Central marketing Delegation-German parliamentary (including Minister &MPs) Proceedings Date of visit-9/11/2011 Co-operate Film Objective of visit-To understand suzlon 64 Suzlon Energy Ltd. Central Marketing: Annual Activity Report 2011-2012 Campus Tour Open session jointly hosted by Mr J R Tanti & Mr Ravindra
  • 66. Other Government Organization /VIP visits Suzlon Energy Ltd. SN Name Agency Location 1 Delegates Ireland, Irish Govt Pune 2 Delegates New South Wales Govt, Australia Pune 3 Delegates Invest in Serbia project Pune 4 Lars-Olof Lindgren Swedish Ambassador to India Mumbai 5 Robert F. McDonnell Governor of Virginia Mumbai 6 Barry Buffier 7 Steve Talbot 8 Yves Jassaud Deputy Director General, Department of Industry & Pune Investment - NSW Government UK Trade & Investment Pune Total Oil India Pvt. Ltd. 65 Central Marketing: Annual Activity Report 2011-2012 Pune
  • 67. 7. Visits Suzlon Energy Ltd. Customer Visits Government Delegation & VIP Partners & subsidy Visit Education Institute & University 66
  • 68. Partners / subsidy visits Suzlon Energy Ltd. SN Name Company Location 1 Padmini Moodley SA Finance Head Pune 2 Johan Cilliers and Padmini SWESA Pune 3 Leif Andersen and Derek Lim Soo SWECO, USA Pune 4 Wagner Meireles SEOB Head Pune 5 Marius Wansleben Appointed as Intern - German Citizen Pune 6 Frauke Steller Pune 7 Martin Erler Pune 8 Dirk Schmidt RePower Germany Pune 10 Stefan Phillip Pune 11 Stephan Kirchoff Pune 9 67 Soren Bo Christensen SEL US Representative Central Marketing: Annual Activity Report 2011-2012 Pune
  • 69. 7. Visits Suzlon Energy Ltd. Customer Visits Government Delegation & VIP Partners & subsidy Visit Education Institute & University 68
  • 70. German University Student Suzlon Energy Ltd. Delegation-German University student Proceedings Date of visit-12/11/2011 Co-operate Film Objective of visit-To understand suzlon and celebrate 60 years of India Germany relationship 69 Central Marketing: Annual Activity Report 2011-2012 Campus Tour Open session jointly
  • 71. Other Key Interactions Suzlon Energy Ltd. SN Destination 1 Indian School of Business, Hyderabad 2 4 5 8 70 Jamnalal Bajaj Institute of Management Studies IIM, Ahmadabad Premier of Prince Edward Island Frankfurt School - Renewable Energy Finance Symposium, Mumbai Central Marketing: Annual Activity Report 2011-2012 Purpose Guest Lecturer Guest Lecturer Guest Lecturer Keynote Speaker Keynote Speaker
  • 72. Other Key Interactions Suzlon Energy Ltd. 71 Central Marketing: Annual Activity Report 2011-2012
  • 73. 8. Articles Published Suzlon Energy Ltd. Turbine Technology harness suboptimum winds-ETU Wind Energy Myth & FactETU Product Strategy Concept Pratibimb 72
  • 74. Turbine technology harness suboptimum windsETU 73 Central Marketing: Annual Activity Report 2011-2012 Suzlon Energy Ltd.
  • 75. 8. Articles Published Suzlon Energy Ltd. Turbine Technology harness suboptimum winds-ETU Wind Energy Myth & FactETU Product Strategy concept Pratibimb 74
  • 76. Wind Energy Myth & Fact-UET Suzlon Energy Ltd. Outline of Article •Busting Popular Mythic regarding wind turbine Constructi on of wind park takes more energy then it ever makes Wind Wind Park are Park Kill noisy Birds 75 Wind Park effect flora fauna Central Marketing: Annual Activity Report 2011-2012 Wind Park create electrom agnetic interfere nce problem Wind Parks •Re assuring Wind as alternative source of energy Wind Wind are Energy •Portraying wind as sustainable source of energy Energy is inefficient needs expensiv they operate backup at e only 30% of work time We should invest in other technology Wind Park should be Pout out at sea Wind Park are ugly & unpopular
  • 77. 8. Articles Published Suzlon Energy Ltd. Turbine Technology harness suboptimum winds-ETU Wind Energy Myth & FactETU Product Strategy conceptPratibimb 76
  • 78. Product Strategy Concept - Pratibimb Suzlon Energy Ltd. 77 Central Marketing: Annual Activity Report 2011-2012
  • 79. Suzlon Energy Ltd. Monthly MIS 78
  • 80. Marketing MIS Suzlon Energy Ltd. Constructi on of wind park takes more energy then it ever makes Wind Park are noisy 79 Wind Park Kill Birds Wind Park effect flora fauna Central Marketing: Annual Activity Report 2011-2012 Wind Park create electrom agnetic interfere nce problem Wind Parks Summary of activates are inefficient Promotion activity they operate conducted only 30% of Market Development time    NPD status  Monthly OVP conducted  Other activities  Wind Park We should Co-ordination activities Windare should be invest in Park  Pout other Single point out at sea technology ugly & unpopular Documentation of activities  Achievements 
  • 81. Suzlon Energy Ltd. Thanks ! 80