Studied B2B market of Welding Stick electrodes and the significance of branding

1. WELDING STICK ELECTRODE MARKET
MBA637A
B2B MAKETING
By:
LOKESH SHARMA

2. WELDING -Process of joining two material; e.g. metals
WELDING CONSUMABLES - Flux & Filler metals
Global welding consumables market(2016)*
11835.8 Million USD

3. Dominates with
32.4% market share value
Asia Pacific
(excluding Japan)
KEY REGIONS
DRIVING FACTORS
INDIA
& CHINA
Developing
Countries
Industrialization &
Rapid Urbanization
Rise in
Construction
Projects
High demand for
welding consumables

4. Welding Consumables
Stick Electrodes
SAW Wires
& Fluxes
Flux Cored Wires Solid Wires
40.5%
Value Share
Rapidly
Increasing
Inexpensive
Highly portable
Works both on AC & DC
Not suitable for thin metals
Need considerable practice to master
Weld will need to have flux cleaned off
Not sensitive to wind
Needs manual labor work
Expensive comparatively
Less portable
Works efficiently on DC only
Suitable for thin metals
Easier to master
No need to clean flux
Sensitive to wind
Process can be made automatic

5. MAJOR CONSUMPTION SECTORS OF WELDING STICK RODS

6. STICK ELECTRODE MARKET SHARE IN INDIA
1. ESAB
2. Lincoln Electric International Brands
3. Bohler Welding Group
4. Ador Welding
5. D&H Welding Electrodes Indian Brands
6. Honavar Electrodes
7. Air Liquide
8. Panasonic
9. Kemppi
10. Small regional players
Major 6 Brands
45%
Other small
brands
Regional/ local
players

7. CUSTOMER TYPE: SMALL FABRICATION & REPAIR SHOPS
Decision Making Unit – Single person (usually owner)

8. PORTER’S FIVE FORCES ANALYSIS
1. Bargaining Power of Suppliers