The document discusses various strategies for marketing capital goods, including focusing on unique selling and buying propositions, analyzing strengths, weaknesses, opportunities and threats, and using the Ansoff Matrix to determine market penetration, product development, market development, or diversification strategies. It also discusses the importance of organizational diagnosis, market research, confrontation matrices, and implementing a customer relationship management system to manage contacts, leads, sales, customer service and generate new business enquiries.

1. MARKETING OF CAPITAL GOODS
- PRASHANT KAWA

2. STRATEGY
USP- UNIQUE SELLING PROPOSITION- WHAT’S
THE UNIQUE THING WE CAN OFFER.
UBP- UNIQUE BUYING PROPOSITION- WHY
CUSTOMER WILL BUY FROM US.
SWOT- STRENGTH, WEAKNESS,
OPPURTUNITIES, THREAT

3. ANSOFF MATRIX
MARKET
PENETRATION
PRODUCT
DEVELOPMENT
MARKET
DEVELOPMENT
DIVERSIFICATION
EXISTING
MARKET
NEW
MARKET
EXISTING
PRODUCT
NEW
PRODUCT

4. STYLE AND ORIENTATION
CUSTOMER
ORIENTED
PRODUCT
ORIENTED
CONTACT
ORIENTED
ADVISORY
ORIENTED
CURRENT
MARKET
NEW
MARKET
NEW
PRODUCT
CURRENT
PRODUCT

5. ORGANIZATIONAL DIAGONSIS
 COMPANY DESCRIPTION
 TECHNOLOGY – ‘ME TOO’ OR UNIQUE
 PRODUCTION – PROCESS, CONTROL,
INFRASTRUCTURE
 LOGISTICS – JIT, DDP etc
 MARKETING – CUSTOMER ACQUISITION PROCESS?
 SUPPORT – ADEQUATE/ADVANTAGE
 STRENGTH, WEAKNESS

6. MARKET RESEARCH
 TARGET MARKET EXPECTATION W.R.T.
 DESIGN
 QUALITY + MARKET ACCESS REQUIREMENT
 SPEED
 IMAGE
 SERVICE
 OPPURTUNITIES, THREAT

7. CONFRONTATION MATRIX
 POTENTIAL OPPURTUNITIES V/S
ORGANIZATIONAL STRENGTH
 POTENTIAL THREATS V/S ORGANIZATIONAL
WEAKNESS
 O/S FOCUS
 T/W CHALLENGE

8. CUSTOMER RELATIONSHIP MANAGEMENT
CONTACT
MANAGEMENT
SALES FORCE
AUTOMATION
MARKETING
AUTOMATION
CUSTOMER
SERVICE
MANAGEMENT
SERVICE
APPOINTMENT
SCHEDULING
WORKFLOW
REPORTING
AND ANALYSIS

9. CUSTOMER RELATIONSHIP MANAGEMENT
 LEAD MANAGEMENT
 MAXIMIZE BUSINESS FROM YOUR LEADS
 ASSIGN OWNERSHIP, DRIVE RESULTS
 CONVERT TO PROSPECTS AND MANAGE SALES
PIPELINE

10. CUSTOMER RELATIONSHIP MANAGEMENT
 CUSTOMER SERVICE
 TRACK AND IMPROVE CUSTOMER SERVICE
 ASSIGN OWNERSHIP, ENSURE FOLLOW-UPS
 PROVIDE CUSTOMER SELF SERVICE PORTAL
 MONITOR SERVICE LEVEL TO ENSURE CUSTOMER
SATISFACTION

11. SPECIFIC DEMANDS ON THE JOB
 GENERATING NEW ENQUIRIES
 ENQUIRY MANAGEMENT SYSTEM
IMPLEMENTATION
 ESTIMATION
 QUOTATION, FOLLOW UP FOR ORDERS
 ORDERS AS PER ALLOCATED TARGETS
 ORDER MANAGEMENT SYSTEM-AFTER ORDER IS
ENTERED IN THE SYSTEM
 MIS
 PAYMENT FOLLOW UP