295 OBCM Achd (Rs./Lacs.) 358 121 OECM Achd (Rs./Lacs.) 348 118 FY 2011-12 355 462 130 437 123 FY 2012-13 450 443 98 427 95 FY 2013-14 FY 2014-15 (till 15th Sept) 485 494 102 498 103 570 180 32 133 23 Year Target FY 2010-11 % Business Trend Civil Delhi FY 2014-15 (till 15th Sept) FY 2013-14 OECM Achd (Rs. In Lakhs) FY 2012-13 OBCM Achd (Rs. In Lakhs) Target FY 2011-12 FY 2010-11 0 100 200 300 400 500 600 % Month Target OBCM % (Rs./Lacs.) Q1 Q2 OECM % (Rs./Lacs.) 109 72 90 65 82 90 44 61 41 85 32 45 55 55 42 53 37 500 45 45 60 70 80 30 20 504 141 100 109 127 190 57 54 101 30 30 60 60 60 60 95 501 94 67 109 109 143 113 257 100 (Jul & Aug) Sept Oct Nov Dec Jan Feb Mar Total Aimil Business Trend-2014-15 120 100 80 60 40 20 0 Q1 Target Q2 Sept Oct Nov OBCM Achd (Rs. In Lakhs) Dec Jan Feb Mar OECM Achd(Rs. In Lakhs) Month Target OBCM % (Rs./Lacs.) Q1 Q2 OECM % (Rs./Lacs) 10 13 4 6 44 46 1 4 15 34 Sept Oct 8 6 7 10 88 167 6 6 79 100 Nov Dec Jan 13 9 8 10 15 10 77 167 125 10 15 15 77 167 188 (Jul & Aug) 300 5 500 Total 70 70 101 70 100 12 10 Target 8 OBCM (Rs./Lacs.) 6 OECM (Rs./Lacs) 4 2 0 Mar 3 Feb 1 Jan Mar 14 Dec 350 Nov 7 Oct 250 Sept 5 Q2 2 Q1 Feb Imported Business Trend -2014-15 16 Target OBCM Achd (Rs. /Lacs.) % 170 59 35 145 145 46 65 32 45 Ashhar 40 5 13 Mayank Batra 70 10 14 Total 570 184 32 Engineer Rajkumar Prasad Tarun Bissa Anil Kumar ENGINEERWISE BUSINESS-2014-15 180 160 140 120 100 80 60 40 20 0 Rajkumar Prasad Tarun Bissa Target Anil Kumar Ashhar OBCM Achd (Rs. In Lakhs) Mayank Batra Distributor / Region Target OB (Rs./Lacs.) % CM Contributed Vibgyor Agencies, Uttar Pradesh 320 130 41 46 Commercial Equipment, New Delhi & Haryana 250 136 54 48 Hi-tech Scientific Corporation, Jaipur 220 66 30 23 S. Dhaddha Associates, Udaipur 160 44 28 15 HG Enterprises, Nepal 100 21 21 7 DISTRIBUTORS BUSINESS-2014-15 HG Enterprises, Nepal S. Dhaddha Associates Hitech Scientific Corporation Commercial Equipment Vibgyor Agencies 0 50 100 OB Achd (Rs. In Lakhs) 150 200 Target 250 300 350 Segment Contractors & Builders OBCM Achd % (Rs./Lacs.) Contribution 59.43 35 Education 53.56 32 Cement Plants 27.96 17 Government 12.52 7 Others 6.57 4 RMC 5.23 3 Consultants/Specifiers 2.09 1 Test Houses 1.39 1 Ceramics & Refractories 0.25 0.15 Total 169 Segment wise Business-Aimil 3% 1% 4% 1% 0% Contractors & Builders Education 7% 35% 17% Cement Plants Government Others 32% RMC Segment Education OBCM Achd % Contribution (Rs./Lacs.) 4.82 48 Government 1.86 19 Cement Plants 1.24 12 Consultants / Specifiers 0.77 8 Contractors 0.7 7 Others 0.55 9.94 6 Total Others 6% OBCM Achd (Rs. In Lakhs) Contractors 7% Consultants / Specifiers 8% Cement Plants 12% Government 19% Education 48% Order Lost Analysis Segment-wise Description Value (Rs./Lacs.) Total Order lost Value 391.64 Segment-wise Cement 20 Contractor 120.5 Education 229.14 Government 2 Others 20 Government Others Education 5% 31% 58% Competitor-wise 120 100 80 60 40 20 0 Series1 Heico AE&C Local Roorkee Testwell Local Delhi Anton Paar Techmark ASI Scientific Supplier ESI Enkey Harris and Tarris 115.74 99 20 15 9 8 1 22.5 44 13 20 24 Contractor 1% 5% Competitor-wise Heico AE&C Anton Paar ASI EIE Enkey Harris and Tarris Local Delhi Local Roorkee Scientific Supplier Techmark Testwell Cement REASON FOR ORDER LOST Value(Rs./Lacs.) Price Delay in getting Specifications Due to Specs. 312.9 43.74 15 not quoting complete Package 20 Reason of Order Lost Delay in getting specs. 11% Due to Specs. 4% Price 80% Not quoting compelte Package 5% Strengths Weaknesses Good brand image, similar range of products. Considered No. 2 in Market after Aimil Customization facility. Servo and cyclic Testing range in indigenous. Technical capabilities equal or better than Aimil. Serious competitor in customize and high end equipment Low price with good quality Quoting very cheap prices in Govt Tenders. NABL Accreditation, NSIC Regn, Manufacturing facility, in-house electronic and software development team Offering high discount i.e. 25 to 35% in private engineering colleges Special focus on higher range of equipment i.e. Servo, Cyclic Triaxial, UTM Hydraulic Actuators etc. Good promotion strategy e.g. gifts, colanders etc. Expensive & less after sales support. Spares parts are costly. No fixed price and quality. Only one service Centre (Delhi), Average Delivery time, Not active in Cement & RMC, No channel partner Strategy to overcome Need to improve our technical capabilities at affordable price Very less price difference. Need to explain the difference between Aimil and Heico to customer. We should work out our prices strategically depending on the case where Heico is involved. Try to beat them by highlighting our R&D facility Strategy to approach customer first Regular visits Provide special offer to customer like training, Extra Warranty, guest lecture by our technical expert on civil engineering By promoting our after sales support strength Strengths Weaknesses Strategy to overcome Low Price, less than 30% to AIMIL. Has a strong hold in Govt. segment like PMGSY (They go to the extent of offering 30% to 40% discounted prices just to secure orders. Similar Range of equipment, Manufacturing facility, NABL Accreditation Registered with NSIC Poor after sales support Poor quality products No sales team Only one service center (Delhi) No Customization facility Not working in Private engineering college To convince customer on quality and long term value Try to beat them by highlighting our R&D facility and atleast 6 year NABL accreditation. Refer the unsatisfied and blacklisted credentials of Enkay. Strengths 40% less price Very good hold in L&T and using it as a reference Quick sales support to the extent that they supply equipment on verbal order Very Active in few contractors segment . Fast delivery Weakness Average quality Strategy to overcome Does not have in-house calibration facility To convince customer (QC) on quality of equipment. Give the reference to unsatisfied customer of ASEW Name Trading Corp of Rajasthan Scientific Suppliers Strength Very low price Good hold in bureaucrats and politicians Very low price & active in Jaipur region. Very low price and can also supply the other lab equipment. FIE Strong brand image in low cost UTM ASI, Delhi 1. 2. 1. Allied Sales CISCO, Delhi Testwell Rajco, Delhi Low price Supplying UTM from long time Low price 30-35% less Similar Range of equipment Manufacturing facility Low price/Quick Delivery High discount & prices are 30-40% cheaper than us. Local Supplier Very low price Roorkee Fast delivery Good hold on some private colleges Weakness Poor quality, only trading Strategy to Overcome Trying to convert them as our sub-dealer Poor quality Poor quality No after sales support Only have mt lab eqpt. Only have mt lab eqpt. Poor quality Low quality Inferior Specifications No Accreditation Educate customers the value of the Aimil Equipment. To work on lesser margin. Educate customer to replace equipment against buy back policy Civil Indigenous Low Prices and High discounts offered by the Competitors. We have got very poor image regarding delivery and quick service support. Many contractor do not send us the enquires when they require material immediately Competitors are offering complete package to pvt. engineering college Dealyed and very expensive after sales service (Post warranty) Lack of service engineer for DAQ & Geostar. Not getting specifications on time for special equipment – It helps competitors to enter into our customer’s area. Lot of complaints were faced in our most premium product - CTM 30 to 40 days credit policy in private contractor Not able to breakthrough in PMGSY project because of price war Civil Imported Multiple distributorship of Proceq These products are not mandatory as per IS standards , so it gets difficult to convince the customer. Unavailability of Demo equipment. We should increase the warranty of our all capital equipment from 1 year to 2 years Standardize the response time and resolution time for CSG (Most important) Merge target of CSG with sales team and let sales team handle CSG team We should prepare a technical comparison sheet between Aimil and others Once in a year we should organize a free training camp for private engineering colleges Special pricing for big orders We should prepare a short corporate video and working of capital equipment/ software related items (by professionals) that we can show to customer in our laptop or mobile. Separate technical team to help us in technical specification and pricing. Avoid delays in providing specifications and prices for new/customized products by bringing into regulation a better coordination between our different teams. Standard Pricing for calibration, AMC etc. Opportunities Ahead ACTION PLAN TO IMPROVE PERFORMANCE Close watch on big projects.. Construction Consultant Construction Construction Construction Roads Education Research and Development Opportunity DMRC, Third Phase Consultancy companies (Like,Flsmidth and chanderpur works pvt ltd) PrembariPul to Azadpur Corridor project Delhi outer bypass. Vikaspuri to Meera Bagh. Remarks In touch with different contractors working in DMRC.(ITD,L&T,PARTIBHA JMC Project etc Cold Call Required In touch with contractors(Simplex) In touch with contractors(Simplex) Housing Project in Gurgaon In touch with contractors(Simplex,DLF and L&T Kithal Haryana border to Rajisthan border( 4 line Awarded to IRB infra highway 160km) 4000 cor. New private Engineering University Cold Call will be done Ansal University. G.D Goenka Universty, SRM University, K.R Mangalam University, IMT University Etc NCCBM Received Tender enquiry with our In touch with the end user as well as purchase specification ( Value to tender Appaox 80lakhs) dept. for the same In ouch with the end IIT Delhi special flexure and compression testing user, working on the technical speciation for the machine for established soil , concrete and same for tender purpose . asphalt ( Approx value 12 to 15 Lakh) submitted our technical specification along with NITK Rut Shaper and tester price to end user. Tender will be come in next Value( appox. 15lakhs) month Contd… Hydro Power Geotechnical Lab in THDC Approx. Value-30 to 40 Lakhs Contractor L&T DFCC Project approx. 70 Lacs. We have submitted our technical specification along with price. Tender will be come in next month Negotiation stage Government PMGSY, Uttarakhand – 1 cr. Spec. are locked. Waiting to publish tender. PMGSY Rajasthan Spec. are locked. Waiting to publish tender. Contd… Road Show Mailer campaign Focus on creating market for customized products Educate colleges/institutes for up gradation of existing equipment Provide combo offers to customers from private sectors (eg. along with 1 CTM-6 cubes of 150mm free (adjust the cost of the cube in CTM) Initiative for providing training, seminars, presentations to students and faculties from the colleges Collaboration with colleges to provide lab training to students-in return of a minimal fees. Special focus on defense customers(DRDO, MES etc) 2 to 3 days Free training on purchased equipment and one guest lecture by expert of civil engineering Trying to get our specifications locked in as much government tenders as possible-to improve our chances of winning the tender. Eg; PWD U.K., PWD Rajastahn, PWD U.P, MES, NIT Uttarakhand, THDC, MCG, GEC Jhalwar, CET Bikaner, CTEA Udaipur, MNIT Jaipur, DTU, Kurukshetra University, BHU, IIT Kanpur GPR etc. Increasing focus on private consultants who are related with testing etc. Small type drilling ring for use in soil as well in rock for up to 2 m depth, dia 100150mm (Presently requirement from TATA Projects and snow fountain. New application/Industry – AAC Blocks, Electronics Test Laboratory for battery testing, Telecom, Refractory Tile. Products – Servo CTM, Wheel Rut tester and Visco 2000 Focus on Private Consultants By promoting our new/customized products Focus on Customers from Power Sector Increasing focus on government departments like PWD etc. in the Uttarakhand (due to last year’s disaster they are under tight scrutiny form the governing bodies) Our Success Stories New order from MES, Lucknow and for small value We have succeeded to lock-in our specification in PWD Lucknow. Tender worth Rs. 50L tender is about to come. Also tender is expected in the same line from MNIT, GEC Jhalawar, CTEA Udaipur, CET Bikaner. Persuaded UPES-Dehradun to upgrade their existing equipment to computerized ones with DAQ and Software. Grabbed order from Modern Institute of Technology where the competitor was Heico. Our Special Achievements Got our specifications locked in premier research institute like IIRSDehradun, NIT-Uttrakhand, THDC-Rishikesh Given idea to our Branch Manager to develop Whatsapp Group for cross selling opportunities that helped entire branch to improve getting leads. Got one order from IITD stone polishing machine on our specifications We have succeeded to grab first order of DSR, Malvern from IIT Roorkee. Orders from New Segments /Applications/Products Development alternatives, NGO : Bricks manufacturer Aqua proof Minerals: water proofing IIT Delhi - stone polishing machine for different application Strategies Which Worked Work done as per KPI sheet planned. Received order from IIRS as per our specifications locked in. Educated customers for upgradation of labs. Visited all labs of DFCC project and convinced them for Aimil and started getting the orders. Focused on Private Engineering Colleges in Q1 & Q2. Participated in a tender without our margin for DSR. Plans Ahead Implementation of KPIs as planned Work closely with the concerned officials for upcoming projects. Organize Road Show in Nepal and UP. Arrange to provide best service and after sales support to Key accounts E-mailers Give package deals on NDT equipment. Planning to offer free service to customers in a particular region twice an year (only charge the price for spare parts) Will attend seminars etc. so as to increase contacts and product awareness. Will send e-mailer to customer and do rigorous presentation in private engineering colleges. Forecast Year Indigenous 2014-15 Expected Closure 2015-16 2016-17 2017-18 Imported Geophysical Consultancy (JS) (LDM) Services 500 40 30 0 570 570 650 735 45 50 55 34 38 45 0 0 0 649 738 835 FORECAST 900 800 700 600 500 400 300 200 100 0 835 738 570 649 Total 2014-15 Expected Closure Total 2015-16 2016-17 2017-18 Support Required from NM, AM, CSG, Engineering & CPU NM - Prepare separately technical spec. of all indigenous items incorporating USP. Pricing strategy for different segment. More product training. Engineering: should encourage customized products, quick response, descriptive tech specs CPU: quick deliveries and inform customer in advance delay delivery date. Coordinate for road permit also. Systematic Pre-dispatch inspection facility, accuracy in order acknowledgement and mange all post sales activities. AM – Involvement in distributor meeting, timely finalization of blue pages, release of incentives, resolve delivery & quality issues as early as possible etc. CSG: Quick service and response to customer.