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Jcb
1. MARKETING MANAGEMENT
Class : Advanced Construction Management
Subject : Construction Management
Faculty : Prof.Dr. Devang Desai
Group : ACM-4
Roll No : AP14321 Karan Jadwani
AP14322 Mahit Jain
AP14324 Niket Patel
AP14327 Deependra Singh
AP14332 Pratik Gohil
AP14336 Santosh
AP14397 Jaimin Patel
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2. THE COMPANY JCB
• Founded in 1945 by Joseph Cyril Bamford
• Headquarter in Rocester Staffordshire, England
• JCB manufactures machines for use in
construction, industrial, and agricultural fields.
• Operates in 4 continents and 150 countries
• 7 factories UK, Germany, Brazil, North/ South
America, India and China
• Employs 8,000 people
• Today: Among the 3 largest players in the world
in construction equipment field.
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3. MARKET SEGMENTATION
• Geography- Urban & rural
• Industry-construction, agriculture, mining,
infrastructure, solid waste management.
• Type of enterprise-public as well as private
• Business motive-profit
• Size of firm-mostly large
• Business house- HCC, Gammon, Nagarjuna etc.
• Manufacturing process- batch type
• Purchasing org.- decentralised
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4. TARGET MARKETING
Undifferentiated marketing
They have various types of earth-moving
equipments which can be used in various
types industry.
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5. MARKETING STRATEGY
Geographical Coverage
JCB has developed the most comprehensive dealer
and service networks as compared to its competitors in the
“backhoe” segment. This brings it very close to it’s
customers during the acquisition process and for the life
time of the product as part of the after sales support.
Company Branch Dealers Outlets
JCB 20 48 320
Telcon 32 38 125
L&T 20 45 100
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6. Concept modelling
The JCB backhoe has been very popular in India, and
even the term ‘JCB’ has come to denote the ‘backhoe’.
Thus, the concept marketing of the JCB has been a huge
success, with the customer looking up to the features
provided in the JCB model as a benchmark.
Operator Training
One of the factors affecting the industry is the lack of
skilled operators who have the knowledge of operational
techniques of a backhoe. JCB conducts regular training
programmes for operators.
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7. Re- manufacturing: Service Exchange
JCB has come up with a scheme in which the customers can
bring an old machine to the service centre and have it
remanufactured to the latest specifications at 50% less than new
parts. The company claims that all the major components of JCB
machine, including the engine, are designed such that they can be
remanufactured.
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8. Product Planning and Development
• R & D- ecoMAX
• Differentiated strategy
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9. ecoMAX
Key Customer Benefits Range
• Big on fuel saving
• High torque at lower rpm for better performance
• Low maintenance cost due to longer life of filter & oil
• High operator comfort due to low engine noise and vibration
• Specifically designed & developed for off highway application
• High reliability for longer life
• One year, unlimited hours warranty on backhoe loaders
• Fully supported by JCB sales & service network of 400+ outlets
across India
• BS III compliant
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14. PLACE
• 400+ outlets in 54 cities and 26 states
• 4 state-of-the-art warehouses at the four
quadrants of India to cut down the transportation
time.
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15. PROMOTION
• Trade shows
• JCB merchandises
• Construction industry magazines
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17. SWOT ANALYSIS
STRENGTH
•Old entrant.
• Brand name.
•World class network.
• International presence.
• Multi-processing ability ,as attachment
are available for various jobs.
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19. SWOT ANALYSIS
OPPORTUNITIES
• High demand in developing
countries.
•‡ Joint venture allow JCB INDIA in
other countries to increase their
market share.
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20. SWOT ANALYSIS
THREAT
‡
• Rising price of Steel, aluminium,
and fibre product which are used as a
raw material increases overall cost.
• Cost of fuel increases the cost of
using JCB Product.
• Competitors.
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