Thyssenkrupp Elevator (India) installs, maintains, and modernizes elevators and escalators across India. It is a subsidiary of the German conglomerate Thyssenkrupp. The company has a factory in Pune with an annual manufacturing capacity of 10,000 units. It has a strong presence across various industry segments in India and generates most of its revenue from commercial projects. Some of its major reference projects in India include supplying over 70 elevators for Delhi's Indira Gandhi International Airport Terminal 3.

1. engineering.tomorrow.together.

2. ABOUT COMPANY
• Established in 2002, thyssenkrupp Elevator (India) installs, maintains and modernizes
elevators and escalators in India.
• Thyssenkrupp elevators is a subsidiary of thyssenkrupp, which is a
German multinational conglomerate with focus on industrial engineering and steel
production. The company is based in Duisburg and Essen and divided into
670 subsidiaries worldwide.
• The company is the result of the 1999 merger of Thyssen AG and Krupp, and now has its
operational headquarters in Essen.
• Thyssenkrupp Elevators India’s annual turnover is 350 Crore, and it covers 12% of the elevator
market in India(as per units sold).70% (approx.)revenue is generated from commercial sector
and 30%(approx.) is generated from residential sector.
• They have a strong presence in various segments, such as residential, office and
infrastructure.

3. F a c t o r y View
 Located in Chakan / Pune
 Land area : 84,000 m²
 Built up area: 26,000 m²
− Office, utility, security:
@ 6,600 m²
− Workshop/Warehouse:
@19,400 m²
 Mfg. Capacity:
− Phase-1: 6,000 units/year
− Phase-2: 10,000 units/year
 Approx. Manpower: 350
Factory Details
MULTI PURPOSE MANUFACTURING FACILITY
thyssenkrupp Elevator (India)
3

4. Elevators Escalators Moving Walks
4

5. Airport Solutions Home Solutions Service
5

6. THYSSENKRUPP PRESENCE IN INDIA
thyssenkrupp Elevator (India)
6
thyssenkrupp Electrical Steel India
thyssenkrupp Aerospace India
thyssenkrupp MetalServ
thyssenkrupp Elevator India
thyssenkrupp Engine Components India
thyssenkrupp Rothe Erde India
thyssenkrupp Berco Undercarriages India
thyssenkrupp Industrial Solutions India
thyssenkrupp Industries India
thyssenkrupp System Engineering India
thyssenkrupp Marine Systems India

7. TKE INDIA’S OVERVIEW
MumbaiHQ Zone Offices6
25 Branch Offices
+2200 Total
Employees
+23000 Units under
Maintenance
National toll free number with 4 localised
Call centres for faster zonal response
Multi Purpose Facility at Chakan, Pune
Infrastructure :
Trained
Engineers
+1200
Skilled
Technicians &
Supervisors
Service and
Response Centers
73
+500
DELHI
CHENNAI
PUNE
BANGALORE
MUMBAI
Gurgaon
Jamshedpur
Guwahati
Ahmedabad
Lucknow
Chandigarh
Noida
Jaipur
Bhubaneswar
Chhattisgarh
Indore
Navi Mumbai
Goa
Mangalore
Coimbatore
Kochi
Calicut
Hyderabad
Mysore
KOLKATA
thyssenkrupp Elevator (India)
7

8. TARGET MARKET
Industry
Hotel
Mall & entertainment Corporate office
Education
Residential
Transport
Healthcare
Elevator (India)
8

9. STRATEGY
Acquire new projects on brand name - Thyssenkrupp
Provide maximum value to customers through experiential
marketing , customized products, add-on services, and flexible
pricing
Communicating about major projects undertaken by company like
Terminal 3 IGI ,Terminal 2 IGI ,All DLF malls and commercial
buildings etc.
Increase lead generation, architects meeting for new residential
and commercial projects.

10. 4PS
PRICE
1. Flexible Pricing
2. Competitive
Pricing
3. Quality Based
4. Based on cost of
raw materials PROMOTION
1. Exhibitions
2. Word of Mouth
3. Pamphlets/
Brochures
4. Direct
Promotions/
lead Generation
PLACE
1. Warehousing
2. Outsourced
Logistics
3. Onsite
Installation
PRODUCT
•1.Gear product,
gearless product
,home elevator
product
•2. German
technology
•3. Basic and after
sale service (gold
contract and
platinum contract)
•4. Buy back value
of old lift
•5.Standard and
customized
designing

11. COMPETITORS
MNC
OTIS ELEVATOR
KONE ELEVATOR
SCHINDLER
ELEVATOR
MITSUBISHI
ELEVATOR
Local competitors
JOHNSON
ELEVATOR
ECE ELEVATOR

12. Tailored Production
Bespoke stairlift delivered to
customer up to 4x faster
Measurement &
Design
Thecustomer’s staircase
can be measured and
designed using HoloLens
Configuration, Pricing,
Quotation
Basedon the customer‘s
personal configuration,
the stairlift is priced,
quoted, and the production
will be triggered
Visualization &
Customization
The customer can see an
animated version of his
stairlift in his own home
and customize it to his
personal preferences
(color, upholstery, etc.)
COMPETITIVE ADVANTAGE

13. STRENGTHS WEAKNESSES
OPPORTUNITY THREATS
SWOT

14. STRENGTHS
Brand Name
Customised Product as per demand
Experience Centre (Virtual reality system for customers)
Famous major projects ( Like terminal 3 .i.e 350 units)
Ropes product ( 5 passenger to 8 ton )
Twin Elevators (Altana's Technology square building)
Multi-directional Elevators

15. WEAKNESS
Eastern Geographical area not covered
No use of Belt Product
Installation Time

16. OPPORTUNITIES
New product launch
as per Indian market
Increase in
residential market
i.e. B2C ( Like
Kothies, Villas, etc)
Modernization of lifts
in old buildings
Customization of lifts
as per customer
needs
Increase in
development of
infrastructure &
Commercial buildings

17. THREATS

18. MARKET SEGMENTATION, TARGETING AND POSITIONING
Segmentation
Geographical
Segmentation
North zone
Mumbai zone
South zone 1&2
West zone
East zone
Demographical
Segmentation
Age
Income
Psychographic
Segmentation
Social Class
There is no specific segmentation for B2B and B2C model as per
company employees.

19. Higher Income
Residential
Infrastructure
Companies
Builders
Providing One
Stop Solution
Targeting
Positioning

20. ONE STOP SOLUTIONS PROVIDER
Project
Consulting
Elevator
Engineering
Sales &
Installation
Project
Management
Logistics Service &
Modernisation
• Elevator
system
consulting
• Building
traffic
concepts &
planning
• Traffic
analysis
• Technical
solutions
• Technical
feasibility
studies
• Consulting
codes &
regulations
• Consultative
approach
• Innovative
Installation
concepts
• Reliable
installation
planning and
detailing
• Organised
project
planning
• Project co-
ordination
• Project
execution
• Systematic
logistic
planning
• Hazzel free
logistic
processes
• Fast tracking
of projects
• International
Technical
Services
• Fully equipped
call centre
• User friendly
contracts
• Virtual
Inventory Portal
thyssenkrupp Elevator (India)
20

21. GAPS
Installation time as per standard 45 days but delays
occur for around 15-20 days.
Standard payments terms like 30% advance,60% on
PSN(production Start Notice) before 35 days of
material delivery, 5% on physical installation and 5%
on commissioning.

22. CURRENT & FUTURE PLANS
Increase market
penetration
Increase gross
profits
Improve sale
services
Improvement of
payment
Methods/terms
Increase forecast
Increase the
geographical area
of the company

23. REFERENCE PROJECTS IN
INDIA
ASIA – NEW DELHI, INDIA
Indira Gandhi International
Airport, Terminal 3
71 elevators
34 escalators
92 moving walks
57 passenger boarding bridges
India’s largest airport with 40 million
passengers/year.
thyssenkrupp Elevator (India)
23