Brand Repositioning Strategies Derived for a Leading … Study for Mining Equipment Service...
Transcript of Brand Repositioning Strategies Derived for a Leading … Study for Mining Equipment Service...
Market Study for Mining Equipment Service Providers in India
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Brand Repositioning Strategies Derived for a Leading
Global Mine Equipment Manufacturer in India
Mining Equipment Market in India
© ENINCON LLP 2016 I 01
Product Price Range Among Key Suppliers
0 2 4 6 8 10 12 14 16
Longwall Equipment
Drilling Rigs
Crusher/Screen
Exploration Rig
Drilling Equipment
Continuous/Surface Miner
Off Highway Dumpers
Under Ground Mining
Graders
Rope Shovel
Walking Dragline
Pipe Layers
Backhoe Loaders
Wheel Loaders
Dump Trucks
Excavators
Wheel Dozers
Crawler Dozers
0.45 (BEML)
0.5 – 0.6 (0.5 – Atlas Copco; 0.6 - Voltas)
8 (Atlas Copco)
(BEML) 8
15 (BEML)
0.65 – 0.85 (0.65 – Kobelco; 0.85 – Volvo, Telcon, Gmmco , Case Equipment )
© ENINCON LLP 2016 I 02
Mining Equipment Market in India
Discount Structure Followed Among Suppliers
Name of the company Discount
BEML
Volvo India
Wirtgen India
Atlas Copco
Sandvik Asia
P&H Joy
Telcon Ltd
L&T Komatsu
Terex
Bucyrus
Gmmco
Tractor India
Hyundai Construction
JCB
Kobelco
LiuGong
Graeves Cotton
Voltas Construction
Case Equipment
Others
0% 5% 10% 15% 20%
© ENINCON LLP 2016 I 03
Distribution Spread
Name of the company Number of distributors
BEML
Volvo India A
Wirtgen India B
Atlas Copco C
Sandvik Asia D
P&H Joy
Telcon Ltd E
L&T Komatsu F
Terex G
Bucyrus
Gmmco
Tractor India
Hyundai Construction H
JCB I
Kobelco J
LiuGong K
Graeves Cotton
Voltas Construction
Case Equipment X
Others Y
Mining Equipment Market in India
© ENINCON LLP 2016 I 04
Manufacturing Plants
Name of the company Number of plants
BEML
Volvo India 1
Wirtgen India A
Atlas Copco B
Sandvik Asia C
P&H Joy
Telcon Ltd D
L&T Komatsu E
Terex F
Bucyrus
Gmmco
Tractor India
Hyundai Construction G
JCB H
Kobelco
LiuGong I
Graeves Cotton
Voltas Construction
Case Equipment J
Others
© ENINCON LLP 2016 I 05
Overall Sales – By Value for (FY’2012-13)
Overall sales - INR 11490 Crs
Atlas Copco
Case Equipment
JCB L&T Komatsu Sandvik Asia
Telcon Ltd
Volvo India
Wirtgen India
BEML
P&H Joy
Terex
Bucyrus
Gmmco
Tractor India
Hyundai Construction
Kobelco
LiuGong
Graeves Cotton
Voltas Construction
Others
0 500 1000 1500 2000
Kobelco
Tractor India
Terex
Graeves Cotton
Voltas Construction
Gmmco
P&H Joy
Bucyrus
Wirtgen India
LiuGong
Sandvik Asia
Volvo India
Atlas Copco
Others
Hyundai Construction
Case Equipment
L&T Komatsu
JCB
BEML
Telcon Ltd
Do
me
stic
Im
po
rts
Do
mes
tic
+ Im
po
rts
43%
40%
17%
Mining Equipment Market in India
© ENINCON LLP 2016 I 06
Overall Sales – By Volume for (FY’2012-13)
Overall sales - X nos
Atlas Copco
Case Equipment
JCB
L&T Komatsu
Sandvik Asia
Telcon Ltd
Volvo India
Wirtgen India
BEML
Terex
Gmmco
Tractor India
Hyundai Construction
Kobelco
LiuGong
Graeves Cotton
Voltas Construction
Others
0 1000 2000 3000 4000
Kobelco
Voltas Construction
Graeves Cotton
Tractor India
Terex
Gmmco
Wirtgen India
Atlas Copco
LiuGong
Sandvik Asia
Volvo India
Others
Hyundai Construction
L&T Komatsu
Case Equipment
BEML
Telcon Ltd
JCB
Do
mes
tic
Imp
ort
s D
om
esti
c +
Imp
ort
s
69%
23%
8%
Mining Equipment Market in India
© ENINCON LLP 2016 I 07
Mining equipment sales - INR X Crs
Kobelco Z%
Tractor India E% Terex
A% Graeves Cotton B%
Voltas Construction
C%
Gmmco C%
Wirtgen India D%
LiuGong M% Sandvik Asia
N% Volvo India
P%
Atlas Copco R%
Others Hyundai
Construction
Case Equipment G%
L&T Komatsu
JCB H%
BEML X%
Telcon Ltd Y%
0 200 400 600 800 1000 1200
Kobelco
Tractor India
Terex
Graeves Cotton
Voltas Construction
Gmmco
Wirtgen India
LiuGong
Sandvik Asia
Volvo India
Atlas Copco
Others
Hyundai Construction
Case Equipment
L&T Komatsu
JCB
BEML
Telcon Ltd
Do
mes
tic
Imp
ort
s D
om
esti
c +
Imp
ort
s
56%
23%
21%
Sales from Mining Equipment– By Value (FY’2012-2013)
Mining Equipment Market in India
© ENINCON LLP 2016 I 08
Service Revenue – By Value for (FY’2012-13)
Service revenue - INR X Crs
Kobelco Y%
Tractor India Z%
Terex E%
Graeves Cotton
Voltas Construction
A%
Gmmco B%
Wirtgen India C%
LiuGong D% Sandvik Asia
E% Volvo India
M%
Atlas Copco N%
Others Hyundai Construction
P%
Case Equipment R%
L&T Komatsu
JCB
BEML S%
Telcon Ltd X%
0 50 100 150 200
Kobelco
Terex
Tractor India
Graeves Cotton
Gmmco
Voltas Construction
Wirtgen India
LiuGong
Volvo India
Sandvik Asia
Atlas Copco
Others
Hyundai Construction
Case Equipment
L&T Komatsu
JCB
BEML
Telcon Ltd
Do
mes
tic
Imp
ort
s D
om
esti
c +
Imp
ort
s
53%
17%
31%
Mining Equipment Market in India
© ENINCON LLP 2016 I 09
Total –X nos
80
165
135
72
300
350
150
120
120
100
25
5
80
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Others
Bucyrus
Wirtgen India
Kobelco
Atlas Copco
Hyundai Construction
LiuGong
Sandvik Asia
Graeves Cotton
Voltas Construction
Tractor India
Volvo India
L&T Komatsu
Terex
Case Equipment
Gmmco
BEML
Telcon Ltd
JCB
Backhoe Loaders Excavators Loaders / Wheel Loaders
Dump Trucks Graders Crusher/Screen
Drilling Equipment Wheel Dozers Pipe Layers
Others
Backhoe Loaders
X%
Excavators N%
Loaders / Wheel Loaders
M%
Dump Trucks D%
Graders C%
Crusher/Screen
B% Drilling
Equipment A%
Wheel Dozers E%
Pipe Layers Z%
Others* Y%
3085
2200
1545
1380
940
750
674
550
440
412
328
306
217
195
170
110
10
1
1750
*Continuous /Surface Miners, Crawler Dozers, C-Crane, Drilling Rigs, Under Ground Mining, Exploration Rig, Long Wall
Sales by Products– By Volume for (FY’2012-13)
Mining Equipment Market in India
© ENINCON LLP 2016 I 10
Sales by Products– By Value for (FY’2012-13)
Total – INR X Crs
110
120
25
260
30
44
120
150
50
80
48
60
60
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Others
Wirtgen India
Kobelco
Tractor India
Terex
Hyundai Construction
LiuGong
Graeves Cotton
Case Equipment
Sandvik Asia
L&T Komatsu
Volvo India
Atlas Copco
Voltas Construction
Gmmco
JCB
BEML
Telcon Ltd
Excavators Backhoe Loaders Wheel Loaders
Dump Trucks Crusher/Screen Graders
Wheel Dozers Continuous Miner Under Ground Mining
Drilling Rigs Drilling equipment Others
Excavators D%
Backhoe Loaders
M%
Wheel Loaders N%
Dump Trucks 9%
Crusher/Screen X%
Graders Y% Wheel Dozers
Z%
Continuous Miner
E%
Under Ground Mining
A%
Drilling Rigs 2%
Drilling equipment
B%
Others* C%
1132
975
850
680
520
520
470
450
428
325
240
140
135
125
110
72
60
455
* Pipe Layers, Exploration Rig, Crawler Dozers, Rope Shovel, C-Crane, Sprinklers, Tyre Handler
Mining Equipment Market in India
© ENINCON LLP 2016 I 11
Direct Vs Channel- By Value (FY’2012-13)
Total – INR X Crs
70
875
293
1022
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Others
Wirtgen India
Kobelco
Terex
Hyundai Construction
Tractor India
LiuGong
Graeves Cotton
Case Equipment
Sandvik Asia
L&T Komatsu
Volvo India
Atlas Copco
Voltas Construction
Gmmco
JCB
BEML
Telcon Ltd
Direct Channel
Direct X%
Channel Y%
1132
975
850
680
520
520
470
450
428
325
240
140
138
135
125
72
60
455
Mining Equipment Market in India
© ENINCON LLP 2016 I 12
Region Sales- By Value (FY’2012-13)
Total – INR X Crs
14
33
60
156
226
114
28
112
104
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Others
Wirtgen India
Kobelco
Terex
Hyundai Construction
Tractor India
LiuGong
Graeves Cotton
Case Equipment
Sandvik Asia
L&T Komatsu
Volvo India
Atlas Copco
Voltas Construction
Gmmco
JCB
BEML
Telcon Ltd
North East West South
212
North Y%
East Z%
West E%
South X%
1132
975
850
680
520
520
470
450
428
325
240
140
138
135
125
72
60
455
Mining Equipment Market in India
© ENINCON LLP 2016 I 13
Backhoe Loaders - By Suppliers
Volume sales - By suppliers: X nos Value sales - By suppliers: INR X Crs
Case Equipment
A%
JCB E%
Telcon Ltd F% Terex
X%
Gmmco Y%
Others Z%
Case Equipment
E%
JCB X%
Telcon Ltd A% Terex
B%
Gmmco C%
Others D%
Mining Equipment Market in India
© ENINCON LLP 2016 I 14
Excavators- By Suppliers
Volume sales - By suppliers: X nos Value sales - By suppliers: INR X Crs
Case Equipment
D% JCB 9%
L&T Komatsu M%
Telcon Ltd X%
Volvo India Y%
BEML Z%
Gmmco E%
Hyundai Construction
A%
Kobelco B%
LiuGong C%
Case Equipment
D%
JCB 8% L&T Komatsu
M%
Telcon Ltd X%
Volvo India Y%
BEML Z%
Gmmco E%
Hyundai Construction
A%
Kobelco B%
LiuGong C%
Mining Equipment Market in India
© ENINCON LLP 2016 I 15
Wheel Loaders - By Suppliers
Volume sales - By suppliers: X nos Value sales - By suppliers: INR X Crs
Case Equipment
A% JCB B%
L&T Komatsu C%
Sandvik Asia D%
Telcon Ltd M%
Volvo India N%
BEML P%
Gmmco 9%
Hyundai Construction
X% LiuGong
Y%
Graeves Cotton Z%
Voltas Construction
E%
Others 9% Case
Equipment A%
JCB B%
L&T Komatsu C%
Sandvik Asia D%
Telcon Ltd M%
Volvo India N%
BEML P%
Gmmco 10%
Hyundai Construction
X%
LiuGong Y%
Graeves Cotton Z%
Voltas Construction
E% Others 9%
Mining Equipment Market in India