FENNER ADVERTISING CAMPAIGN 1979-80

Introduction

• Fenner India Ltd. has been reputed for producing v-belt.

• Manufactured large range of v-belts.

• Company was in a very strong position in the v-belt market till 1977 with a market-share over 50%.

• During 1978 there is a decline in the market share.

• 1978-79 company decided advertising in mass media.

• 1979-80 company developed creative strategy.

COMPANY BACKGROUND

• Fenner started as a trading company in India.

• Fenner India is a pioneer in Mechanical Power Transmission products in India.

• In 1955 the first production plant for v-belts was set up in India at Madurai.

V-BELT• V-belt are transmission devices and were used for transmitting power

from prime movers to machines.• V-belt use in temperatures upto 70oC.• It ensures high speed, noiseless operations, flexibility and needed no

lubrication.• V-belts are most cost effective.• They are manufactured with rayon or polyester cords and rubber.

V-belt Market In India

1965 2.04

1970 3.44

1971 3.31

1972 4.01

1973 3.88

1974 4.63

1975 4.53

1976 6.85

1977 5.34

1978 6.24

1979 6.16

Year Industrial v-belts (No. in million)

Capacities Of Major Manufacturers Of V-belts in 1978

Company Capacity (in million)

Fenner 6.0

Dunlop 1.4

National rubber manufacturer co. 1.4

Nirlon 1.0

Andrew yule 1.0

Hilton 0.75

Fenner v-belts

• Fenner produced five types of v-belts, differing with their thickness , which were referred to as sections A,B,C,D and E, varying from 1/2 inch thickness.

• There was a total of 345 sizes and the lengths varied from 20 inch – 600 inch.

Co. List No. Length

A-105 20 inch -80 inch

B-120 24 inch – 275 inch

C-75 40 inch – 480 inch

D -30 75 inch – 598 inch

E – 15 180 inch – 598 inch

Sales And Distribution Organization• Fenner had it’s sales offices in all four metropolis cities and at

Ahmedabad, Hyderabad, Faridabad, Jaipur, Kanpur and Ludhiana

• Sales director was based at New Delhi which was the headquarters of the sales and marketing organization.

• Fenner was only manufacturer of v-belts which believed directly to industries as well as through wholesalers and dealers.

Advertising and sales promotion programme • The company’s top management decided to use print media in a major way

in 1978-79.

• The company was using direct mail for promotion. The mailing list had about 2,000 addresses.

• In v-belts market it was not common to use press advertising as a means for enhancing sales the reason is given below:-

• Reputed major manufacturer like fenner ,dunlop and yule had been in the market for a long time.

• The nature of product warranted direct promotion by sales and after sales service personnel rather than a press advertising campaign.

Fenner Advertising Campaign for 1979 - 80

• It is based on Fenner’s Leadership in terms of the product, technology and package of services.

• Focus more dramatically on the benefits• Product Campaigns• Institutional Campaign• Polyester – Cord Belt• Additional Support• About Scheduling

The campaign emphasised the following 5 functional aspects of V - belts.

1. Abarsion resistance2. Non – elongation3. Non-slippage4. Avoidance of mismatching5. No oil-contamination

Thank You

Presented ByPrateek SinghHitesh Kumar GuptaSateesh Madala