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Rural marketing strategy of JCB

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Rural marketing strategy of JCB

  1. 1. Rural Marketing Strategyof JCB (Backhoe loader) Presented by: Ashish Mishra
  2. 2. JCB India Limited• United Kingdom-based construction equipment manufacturer.• JCB India Limited, India’s largest manufacturer of Earthmoving and Construction equipment firm.• It is a fully owned subsidiary of JC Bamford Excavators Limited (U.K). Source: Financial Express
  3. 3. Factors responsible for the growth of this sector.Roads : India has second largest road networkbut almost half of the roads are surfaced.Railways: Only about 14% of the 100000 KM ofrailway track is electrified.Power projects: $177 billion is allocated under11th five year plan.Irrigation: Construction of dams and canals.Stone Crusher Plant Source: Financial Express
  4. 4. Market Segments• Plant Hirer: These are often owner- operator who provide backhoe on hourly or monthly rental basis.• Contractors: They deploy it in a variety of applications that they are involved in.• Others: It includes institutional buyer, civic bodies, Agricultural and industrial applications. Source: Financial Express
  5. 5. Competitors of JCB• Caterpillar• L&T• Mahindra• Terex Vectra• Telcon (TATA) Source: Financial Express
  6. 6. • Focus of tapping the vast rural market.• The company’s Indian subsidiary - JCB India - has chalked out a ‘Bharat’ strategy .• Sales of backhoe in 2010-11 was 18000 units.• The new strategy will give it 15% growth in 2011-12 sales.• 400 outlets in the country. Source: Financial Express
  7. 7. • JCB India has also developed a new product to capture rural market. Called 2DX, the machine is a smaller form of its flagship product Backhoe Loader. Source: Financial Express
  8. 8. Thank you Source: Financial Express