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OUR BUSINESS

ROBO KNON is a joint venture between ROBO(Indian group) & KNON (US industrial powergroup)

Serves to provide the worlds mostcomprehensive systems for power generationand transmissions in India

Forerunner in the field of power systems

protection and control of generators , motors,transmission lines , transformers , powerdistribution networks etc

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Strong distribution network spread over 10

states at 12 locations- 4 regional offices, 8

branch offices and one project office

Figure of market share

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OUR INDUSTRIAL PRODUCT

Materials & parts

ROBO KNON RELAYS

Used to protect and control powerequipment's like generators, transformers,

feeders , motors etc.

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OUR BUSINESS CUSTOMERS

State electricity boards

Original equipment manufactures

Erection, procurement and construction

contractors

Railways

Process industries

Power corporations

Captive generation plants

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ISSUE

Become a market leader in relay market

segment

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existing payers

Increase personal selling

Strengthening dealernetwork

Expansion into new marketareas

underca[ptured personalselling

Brand preference 3rd

Old player

Wide spectrum of products

Good on quality

Strong distribution network

Strong financial position

Overseas network

STRENGTHS WEAKNESSES

THREATSOPPORTUNITIES

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PURCHASING ORIENTATIONS

RAW MATERIAL

SUPPLIERS

COMPONENT

AND

SUBASSEMBLY

SUPPLIERS

FINAL ASSEMBLY

MANUFACTURER

INTERMEDIARIES

(DISTRIBUTORS,

DEALERS)

CONSUMERS/

END USERS

PROCUREMENT ORIENTATION

SCM ORIENTATION

BUYING

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Government- Buying orientation

Lowest price & delivery

Gain power

Not risk taking

Hence-

look at low price suppliers- tenders.

More volumes, margin is less.

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Sales and marketing strategy (govt)

Form and train team/department for

marketing relay

Understanding complex business procedures

Monitor government needs/ tenders

Collect competitors information to prepare quotations accordingly

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OEM/EPC

OEM/EPC- Procurement & SCM orientation

Collaborative relationship

Closely with functional areas

With OEM/EPC nature, size, volume, variety

technical complexity can be taken into account.

Many influencers

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Sales & Marketing Strategy-

OEM/EPC

Train the field sales people- technical andcommercial aspects of product and selling

Also establish rapport

Relationship building with not only purchase but- R and D

Quality

ProductionFinance

Form buyer supplier team

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PURCHASE/BUYING SITUATIONS- govt,

oem,epc

New task

Offer better thancompetitor

Prompt responseto queries

expert helpprovision

In hand selling

effort

Modified rebuy

Retain existingbuyers

Gain potentialbuyerrequirements

Information ofcompetitors

shortfalls

Straight rebuy

Maintain buyer-seller relationship

Exploitdissatisfaction ofthe potentialcustomer

New offering with

large benefit Small order

initially

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BUYING PROCESS

FIGURE OF OEM ETC

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BUYING SITUATIONS

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BUYING INFLUENCES

BUYING BEHAVIOUR MODEL

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FINDINGS OF THE RESEARCH STUDY

EACH WITH SALES STRATEGY

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