The study of the spending characteristics and purchasing power of the consumer who are within your business's geographic area of operation; a research method for defining the market parameters of a business. .

1. ISO 9001:2008 Company
Low voltage electrical and electronic controls maker
Established in 1965 as a joint venture
Wholly owned Indian Company since 1977
Presented by-
Abhishek Sharma (15DM
Akhil Surendran (15DM015)
Ankit Sharma (15DM
Ankur Aggarwal (15DM
Anurag Dutt (15DM

2. Key Market Participants
• L&T, Schneider, Siemens, ABB, Havells, IndoAsian, Legrand,
C&S, HPL, BCH, GE India, Eaton.
Competitive Trends
• Highly-competitive market
• Low-end and price-sensitive.
Key market restraints
• Unfavourable market sentiments – Uncertain Economy
• Downward trend in the Industry
• Restricted investments
• Unorganised market
Key End Users
• Industries
• Construction
• Infrastructure
Industry
overview

4. L&T
19%
Siemens
19%
Schndr
11%
ABB
21%
GE
8%
Others
18%
BCH
4%
Market Share

5. BCH
Switchgears
Industry
Rivalry
Bargaining
power of
suppliers
Threat of
substitutes
Threat of
new
entrants
Bargaining
power of
buyers

6. • Growth in power,
infrastructure.
• Unorganised
market share
• Potential
entrants
• Environmental
restrictions
• High price
• Ineffective
Marketing
strategy
• Higher quality,
durability
• Brand
reputation,
reliability
Strengths Weaknesses
OpportunitiesThreats

7. BCH Switchgear
division
Utilities
Building
Agriculture
Industry
OEM
End user based
segmentation

8. High
Price
Low Price
Wide product
range
Narrow
product range
Siemens
BCH
ABB
Schneider
L&T
Positioning

9. Product
• The products are low voltage switchgear such as
contactors, relays, MCCB,MCB .
• BCH products are known for higher quality
Price
• The prices and discounts are offered on flat basis.
• There is no additional discount on bulk orders
Place
• 32 sales offices
• Manufacturing facilities
Promotion
• Direct marketing-sales executives
• Internet- online website
• Industrial exhibitions
Marketing Mix

10. Market Survey
• Customers – industries, not mass product
• Personal survey as primary data from dealers across Delhi
• 20 dealers
• Barakhamba Road, Bhagirath Palace, West Patel Nagar
• Secondary data from Frost & Sullivan report

11. 36.4
18.2
36.4
9.1
Preference
BCH Others
Siemens L&T
25
62.5
12.5
Technology Advanced
Technology Lagging
Technology At par
12.5
12.5
75
Price Cheaper
Price Same price
Price Expensive

12. 0
5
10
15
20
25
30
35
40
1 2 3 4 5
0 0
25
37.5 37.5
%ofcustomers
Rating out of 5
Quality and Durability
0
5
10
15
20
25
30
35
40
1 2 3 4 5
12.5
37.5
12.5
25
12.5
%ofcustomers
Rating out of 5
Market strategy and customer satisfaction

13. Recommendatio
ns
• Higher investment in R&D
• Pronounced marketing strategy
• Capture unorganised market
• Cheaper products
• Build on existing reputation