volvo penta -industrial marketing
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Introduction: Volvo Group
Volvo Group Swedish supplier of commercial vehicles
Founded in : 1927 by SK F
Headquarters : Gothenburg, Sweden
Key people : Finn Johnsson (Chairman of the board), Leif
Johansson (President and CEO)
Revenue: SEK 303,667 million (2008) {Rs.21 lacs mn} Profit : SEK 9,942 million (2008) {Rs.70k million}
Employees : 101,400 (2008)
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About Volvo Penta
Founded in : 1907
Subsidiary of Volvo Group
Provides engines and complete power systems to leisure
boats, workboats, power-generating equipment and similar industrial applications
Has written marine history through a number of pioneering
innovations, such as :
i) Sterndriveii) Counter rotating propellers
iii) Duoprop
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Supplier of industrial engines for stationary and
off-road applications and engines for the electrical
power generation
Key factors of choosing Penta: Technical quality,
reliability and worldwide support
Network of qualified and skilled service dealers
Nature of Industrial Marketing
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Industrial MarketsAnd Environment
Volvo Penta is a µcommercial enterprise¶ which
mainly has institutional customers
Products majorly includes Capital items, i.e. heavy
machinery, engines, etc
Services provided by Volvo Penta
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Industrial MarketsAnd Environment
It has production plants around the world
Wholly owned plants in Vara, Sweden for production of 3to 5
litre diesel engines
Has plants in Lexington, Tennessee, USA, for production of
all gasoline engines
A major part diesel engines are manufactured at Volvo´s
common engine plant in Skövde, Sweden
Final assembling of diesel engines done in China
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6 - 16 litres Industrial Range
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Commercial Engines:
Aker Aukra, Norway
Anytec Marine, Sweden Armon Shipyard, Spain
Cantiere Navale di Pesaro, Italy
Codecasadue Spa, Italy
Dockstavarvet, Sweden
Factorias Vulcano, Spain
Customers
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Leisure Engines:
Astondoa, Spain
Bavaria, Germany
Bella-Veneet, Finland
Beneteau, France
Botnia Marine, Finland
Chantiers Jeanneau, France Cranchi, Italy
Dufour Yachts, France
Customers
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Industrial Customers:
CVS, Italy
F
antuzzi,I
taly Kalmar Industries,Sweden
Svetruck, Sweden
Terberg, Netherlands
VTA, Tekniikka Finland
Customers
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Power Generators:
Allam Marine, UK
Atlas Copco, Sweden
Ausonia, Italy
CTM, Italy
Electra Molins, Spain
Hitzinger, Austria Onis Visa, Italy
Pramac, Italy
Customers
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Environmental Commitment
State-of-the-art engines that deliver more
performance and less environmental impact.
Revolutionary propulsion systems that offer a better
boating experience and a dramatic cut in CO2
emissions.
Smart accessories that enable eco-driving.
Manufacturing in environmentally certified (ISO14001) world-class production facilities
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Buyer Seller Relationship
Seller direct relationship
Buyer direct relationship
Consolidator relationship
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Seller direct relationship
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Consolidator relationship
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On a Macro level, the segmentation is based on
marine applications and industrial application
The valve guides utilize corrosion resistant
construction
The water pumps are intended for a marine
operating environment (seals and bearings)
The overall duty cycle of a marine engine is verydifferent than that of an industry application
Industrial Market Segmentation
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On a Micro level, segmentation is based on :
Customer Interaction needs
Purchasing Policies
Personal Characteristics
Industrial Market Segmentation
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27/10/09- Supplier to 22 passenger ferries being
built for the World Expo in Shanghai
4/11/09 - Formula 1 with Volvo Penta diesel power
19/11/09 -Whale watchers choose Volvo Penta
Product StrategyAnd Product Development
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EU Stage 3B and EPA Tier 4 Interim emission
regulations : effective across the power range 130-
515 kW
Emission regulations demand a reduction of 90%
particulate matter (PM) and 45% nitrogen oxides
(NOx)
Ready for 2011
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Industrial Distribution Channels
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Sales
(Rs.47586)
(Rs.18718)
(Rs.1918)
(Rs.11368)(Rs.2443)
(Rs.82033)
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This includes :
Advertising through print media, trade journals,etc
Sales Promotion
Direct Marketing
Relationship Marketing
Industrial Communication
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Skimming Strategy
Geographical Pricing
Industrial Pricing Strategy
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Prices of Different Items
$90
(Rs.4230)
$76
(Rs.3572)
$159
(Rs.7473)
$1900
(Rs.89300)
$944
(Rs.44368)
$697
(Rs.32759)
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www.volvo.com
www.anachron.com
http://europa.eu.int/eur-lex
http://cebp.nacha.org
http://www.nea.nu
www.opinion.sifo.se
Industrial Marketing-Krishna K Havaldar
Bibliography
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