Weldy Industrial Hot Air Guns- Got to Market for India.pptx
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Go to market strategy for increasing the market share for WELDY hot air guns and the brand of other products.
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Weldy Industrial Hot Air Guns- Got to Market for India.pptx
- 1. Go To Market Strategy- India 03.06.2022
- 2. Introduction • Founded in Yr.1949, Leister Technologies AG acts as worldwide market & innovation leader in the fields of • Plastic welding • Process heat • Laser plastic welding • Brands Leister- : Heating products for industrial range : Heating products for DIY & tradesmen (SIMPLE, GOOD, AFFORDABLE) : Thermal cutters for all types of applications • Revenue & Headcount: $200Mio, Employees 930 as on end of Yr.2021 • Main competitors • Wagner • Steinel • Bosch • Stanley Black & Decker • India Market for Heat Guns: Approx. 2 lac heat guns in a year
- 3. GTM Strategy-1 Product • Position the WELDY brand, not just for plastic applications but also for non- plastic applications too (MEP/HVAC/SI/Installers etc). • Kitting at Chennai factory • Variable temperature heat guns are more popular than dual temperature heat guns • Need to have atleast 2 SKU’s sub Rs 4K to compete with Bosch and DEWALT. Weldy equivalent model starts at Rs 7K Channels • Identify and appoint traditional channels in target customer clusters/plastic parks across India. • eCommerce marketplaces like Amazon, Flipkart, Industrybuy, Moglix etc • Increase the number of service centers across India. This can be done by using the same traditional channel network. • Exports with focus on N. America, APAC and Africa. • OEM supply to power tool companies & white labelling Branding & Marketing • Participation in exhibitions and seminars • Advt in magazines for targeted customer segments in auto/plastic/construction/electronics/MRO magazines. • DIY campaigns/influencer promotions/celebrity endorsements etc for special occasions for household applications • Digital marketing and direct emails with product info, blogs, offers and discounts (B2B) • Dealer shop branding, Highlight “Make in India” on the packaging
- 4. GTM Strategy-2 After Sales Service • Warranty to be increased from 1 year to 2 years • Increase the number of service centers across India by leveraging the same traditional channel sales network. • Service guarantee, free loaners, free service coupons Demand Generation • Separate or additional sales policy for dealers and target setting for sales team • Sell in, sell out schemes for dealers across India with half yearly incentives (intl trips with training at Leister Academy, gift hampers etc) • Sub-dealer schemes for sell out with incentives (TBD) • Training & incentive schemes for sales team. • EU focused events & campaigns like kiosks, demos, events and conferences with exchange schemes! • Alliances or partnerships with great brands like Asian Paints, Pidilite etc
Editor's Notes
- Bosch sells 5000 pcs a month between 3 models. SBD sells around 1000 pcs a month between all three brands.
- WELDY: Hot air guns to serve the “Do- it-Yourself” & tradesman market. Simple. Good. Affordable 9 service centers are not enough. All service centers – address and contact should be highlighted (Ahmedabad, Bangalore, Bhopal, Delhi, Hyderabad, Calcutta, Mumbai and Pune) Our pricing and kitting is designed for just plastic application, while we are missing a whole gamut of other applications. With factory in Chennai, we should be able to pack and kit differently- with competitive pricing.
- WELDY: Hot air guns to serve the “Do- it-Yourself” & tradesman market. Simple. Good. Affordable 9 service centers are not enough. All service centers – address and contact should be highlighted (Ahmedabad, Bangalore, Bhopal, Delhi, Hyderabad, Calcutta, Mumbai and Pune) Our pricing and kitting is designed for just plastic application, while we are missing a whole gamut of other applications. With factory in Chennai, we should be able to pack and kit differently- with competitive pricing.