A FINAL RESEARCH PROJECT

REPORT ON
MARKETING RESEARCH AND STRATAGIES OF BELIMO
HOLDING AG IN INDIA

STUDENTS UNDERTAKING

I hereby certify that this is my original work and it has never been submitted elsewhere.

BBA VTH SEMESTER (EVENING) (SHIFT)

BATCH 2013-2016

SUBMITTED TO:

SUBMITTED BY:

M/S GARIMA SACHDEVA

(ASSISTANT PROFESSOR)

EKAGRA RAWAT
06324501713

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL, KALKAJI

ACKNOWLEDGEMENT

A lot of effort has gone into this training report. My thanks are due to many people
with whom I have been closely associated.
I would like all those who have contributed in completing this project. First of all, I
would like to send my sincere thanks to MS GARIMA SACHDEVA for her helpful
hand in the completion of my project.
I would like to thank my entire beloved family & friends for providing me monetary as
well as non monetary support, as and when required, without which this project
would not have completed on time. Their trust and patience is now coming out in
form of this thesis.

EKAGRA RAWAT

CONTENTS

Description

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Acknowledgement
Contents with page no.
Executive summary
Certificate of completion
Introduction to the topic
Objectives of the project
Company profile
Statistics
Service and network availability
Product options
Competitor analysis
Market capitalization
Financial analysis
Recommendations
Conclusions
Bibliography

S.no
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LIST OF TABLES
Table title
Table 1
Table 2

Page No.
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EXECUTIVE SUMMARY

Project Title: My project Title is Market research on BELIMO HOLDING AG this project contains
following elements:

Objectives:This project is carried out to fulfill the following objectives.

To find the Belimo Brand Strength in the Heat Ventilation and Air conditioning market.
To identify the Modern Marketing Techniques and Tools used by Belimo.
Investment made by Belimo in Modern and Traditional Marketing Tools.
To analyze the effectiveness of Modern Marketing tools.
Problem encountered in using Modern Marketing tools.
To suggest the measures received after negative finding.

 Scope:The research is conducted in the organizational to follow a particular criterion. Research has
to find a solution to estimate a particular problem or has to follow the way through which
organization gets the idea how to increase its market.

Research Methodology: -

For Primary Data: - Market Research through Questionnaire & Personal Interview.
For Secondary Data: - From the past data provided by company, books, magazines
&Internet.
The research has been conducted in Delhi NCR, India. It examines brand values of Belimo
amongst
the different HVAC contractors and their engineers. Research findings were
also done from the Belpress journal, Belport Intranet to find the secondary data.
Research Method: Numerous interviews had been processed among Belimo team members,
and engineers outside the community.

CHAPTER-I
INTRODUCTION TO THE TOPIC

INTRODUCTION
Consumers today are tired of being marketed to, making Traditional
marketing outbound and less effective. Consumers rather engage with
Brands and learn how they arrive to decision to purchase products and
services. Today is much more about conversations, not shouting out
messages its bringing the customer with us. Building customer love is
about engagement and relationships, give customers a reason to believe.
Participation is not about letting go of your brand, but instead its a
willingness to let others in. Give customers the means to play with your
brand and make it their own. Empowering customers to talk to their
friends about firms products, their influence is far greater.
All points above make the marketers to think in the Modern Marketing
ways, and Marketers need to take advantage of this Modern ways which
are More economical, Reachable, Customer and Producer Oriented. Out
thinking Rather than Outspending Competitors. Modern Marketers dont
have to spend biggest budget, by constantly getting in touch with their
target consumers with the latest tech. and effectively measuring ROI
better than traditional marketers. Making the most of Unique Perceived
Benefits. As consumers are presented with wide range similar product
online sharing same feature, Modern Marketer emphasis more on
promoting value rather than uniqueness. Called as UPB, selling product
based on detailed understanding of customers need. Leveraging the best
Technology through automation. Designed to automate repetitive tasks,
saves Modern Marketers precious time. The need for marketing
departments to have a platform and system of record of their own is
driving modern marketers to adopt marketing software and
especially marketing automation at an accelerating rate.
This is making firms attracted towards the Modern Marketing Strategies.
Emerging new products needs new markets and finding new markets
needs new marketing that called modern marketing. So in the
globalization age, we need to consider the concept of modern marketing
and its role and place at the companies and organizations. Hence, if firm
want to look updated and cool to their customers and prospects, they
would use modern marketing techniques.
World is constantly changing. Creating new industries and products show
this fact. A few years ago, speed of these changes, maybe was every
couple of years or every decade, But now, every year or every month we
are seeing new goods and products that in the past there was not any kind
of them. Before 2007, nobody even thinks that one day someone will
make phones that work with touching our hands. But
While it may seem un-necessary to start out discussing Traditional
marketing it is important to establish a common point of reference in
regards to marketing issues within a modern framework. Marketing is a
term that is used in various contexts and a baseline understanding is
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essential. The term marketing is used to describe activities that create

value through voluntary exchange between parties.
In marketing, three concepts have a close connection. They include:
market, product and marketer.
Market:
A market is an arrangement between a seller and a buyer in which:
The seller agrees to supply the goods or the service.
The buyer agrees to pay the price.
Defined this way, the market is not necessarily a geographical location.
Products and services are purchased over the phone, through mail and
electronic mail, as well as online through the internet.
The market share for a company or a product is the value of the total
sales for that product or the company divided by the total sales in the
market. It represents the proportion of the total market sales claimed by
the product or the company.
Product:
People satisfy their needs and wants with products. A product is any
offering that can satisfy a need or want, such as one of the 10 basic
offerings of goods, services, experiences, events, persons, places,
properties, organizations, information, and ideas.
Marketer:
A person whose duties include the identification of the goods and
services desired by a set of consumers, as well as the marketing of those
goods and services on behalf of a company. Marketers are skilled in
stimulating demand for their products. However, this is too limited a
view of the tasks that marketers perform. Just as production and logistics
professionals are responsible for supply management, marketers are
responsible for demand management. They may have to manage
negative demand (avoidance of a product), no demand (lack of
awareness or interest in a product), latent demand (a strong need that
cannot be satisfied by existing products), declining demand (lower
demand), irregular demand (demand varying by season, day, or hour),
full demand (a satisfying level of demand), overfull demand (more
demand than can be handled), or unwholesome demand (demand for
unhealthy or dangerous products). To meet the organizations objectives,
marketing managers seek to influence the level, timing, and composition
of these various demand states. According to definitions marketing
management is seen as a social and managerial process by which
individuals and groups obtain what they need and want through creating,
offering, and exchanging products of value with others.
Marketing Strategic
Strategy is viewed in different ways by various authorities. The Oxford
Advance learners Dictionary defined a strategy as art of planning and
directing an operation in a war or campaign or skill in planning or
managing any affair well, or a plan or policy designed for a particular
purpose. Chandler (1962) sees a strategy as the determination of the
basic long term goals and objectives of an enterprise and the adoption of
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courses of action and the allocation of resources necessary to carry out

the goals.
To Daft (1988) strategy is the plan of action that prescribes resource
allocation and other activities for dealing with the environment and
helping the organization attain its goals.
Marketing strategy according to Kotler, Armstrong, Saunders and Wong
(1999) is the marketing logic by which the business unit hopes to
achieves its marketing objectives.
That is shown how strategies for target markets and positioning build
upon the firms differential advantages. It should detail the market
segments on which the company will focus. These segments according to
Kotler et al (1999) differ in their needs and wants, responses to
marketing and profitability. The company should put its effort into those
market segment it can best serve from a competitive point of view. It
should develop a marketing strategy for each targeted segment.
Traditional marketing utilizes strategies like direct sales, TV, radio, mail,
print advertising (like magazines, coupon books, billboards etc.) and
printed promotional materials like catalogs or brochures (often referred
to as collateral).Traditional methods may be the only means of reaching
your particular group of consumers. For instance, if you are interested in
targeting retiring CEOs, much of this demographic isnt utilizing the
internet or social media channels. Person-to-person selling is considered
by many a strategy of traditional marketing. There is definitely a time
and place when this type of direct selling is the most effective way to
market a product or service. Tangibility. Traditional marketing offers
hard copy material. There is something to be said about handing a
consumer some tangible printed material they can flip through at their
leisure.
Traditional marketing is a lot like throwing things against the wall and
hoping they stick. It is tough to track real quantitative results. Usually
Requires Outside Help: Printing materials, buying media and creating
radio advertisements all require hiring outside help, which adds to costs.
Traditional marketing is usually forced upon the consumer, they don't
necessarily ask for it.

THE NEW MARKETING REALITIES

Marketers today must attend and respond to a number of significant developments, including
major societal forces, new consumer capabilities, and new company capabilities.
Major Societal Forces
New behaviors, opportunities, and challenges are emerging as a result of a variety of major
and sometimes interlinking societal forces. Network information technology promises more
accurate levels of production, more targeted communications, and more relevant pricing.
Globalizationspecifically advances in transportation, shipping, and communicationmakes
it easier to market in other countries and easier for consumers to buy from marketers in other
countries. Deregulation has increased competition and growth opportunities in many nations,
even as privatization in some countries has put public firms in private hands. Brand
manufacturers face intense competition from domestic and foreign brands; at the same time,
many strong brands are becoming mega-brands with considerable presence. Industry
convergence is increasing as companies discover new opportunities at the intersection of
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multiple industries. Meanwhile, more consumers are resisting marketing efforts. Retailing is
being transformed as small retailers succumb to the power of giant retailers and category
killers and store-based retailers meet competition from non-store retailers. Finally, online
businesses such as Amazon created disintermediation by intervening in the traditional flow of
goods through distribution channels. In response, many firms engaged in reinter mediation
and added online services to their existing offerings.
New Consumer Capabilities
Customers now perceive fewer real product differences and show less brand loyalty, while
becoming more price- and quality-sensitive in their search for value. In fact, consumers have
substantially increased their buying power because of the Internet and can choose from a
greater variety of available goods and services. They have access to a huge amount of
information about practically anythingand they can more easily interact, place, and receive
orders from home, office, or mobile phone. Social networking sites bring together buyers with
a common interest and allow them to compare notes on offerings. And the Internet gives
consumers an amplified voice to influence peer and public opinion through MySpace,
YouTube, and other sites.
New Company Capabilities
New forces are generating a new set of capabilities for companies, starting with the use of the
Internet as a powerful information and sales channel that augments marketers geographical
reach. Researchers can collect fuller and richer data about markets, customers, prospects, and
competitors. Internal communication is faster and easier with todays technology. Also,
companies are facilitating and speeding communication among customers by creating buzz
through brand advocates and user communities. Target marketing and two-way
communication are easier, thanks to the proliferation of special-interest magazines, TV
channels, and Internet technology. Marketers can now send ads, coupons, samples, and
information to customers who
have requested them or given permission to have them sent. Companies can reach consumers
on the move with mobile marketing. Firms can produce individually differentiated goods
because of advances in factory customization, computers, the Internet, and database software.
Managers can improve purchasing, recruiting, training, and internal and external
communications. Finally, corporate buyers can save by comparing sellers prices online and
purchasing at auction or posting their own buying terms.
Therefore emerge of new marketing took place which is described below for having good
knowledge about the new marketing techniques.

Modern Marketing
Modern Marketing is the emerging term describing the strategies, tools, best practices, and
processes that respond to recent permanent shifts in modern audience decision making, buyer
behavior, and post-purchase expression. The period the human society is going through is now
reflected in various specialized works by names that express its traits (characteristics) in
comparison with previous periods: the new economy the knowledge economy. In the new
economy, each science redefines its object, method, and scientific tool. Marketing is no
exception to this trend, its contents being continuously redefined and reflected in the
framework of some concepts that reported in previous stages of marketing development are
grouped in a new concept, called modern marketing. Modern marketing traces its origin to the
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primitive forms of trade. As people began to adopt the techniques of work specialization, a
need for individuals and organizations to facilitate the process of exchange emerged. Until
about 1900, however, marketing was little more than physical distribution. We can trace the
development of modern marketing through three stages the production era, the Product era
and the era of the sales.

Forward looking B2B or B2C organization needs to embrace and strategically address the 12
disciplines of Modern Marketing located below in order to be successful in revenue, branding,
human resource and other goals.

Keyword Research
Branding online brand protection, monitoring, engagement
Graphical & Website Design Photoshop, WordPress, UI design
Content Marketing production, optimization, distribution
Search Engine Marketing (SEM, SEO, PPC)
Social Media Marketing (SMM) content distribution, employee training & AUPs
Online Public Relations
Mobile Marketing mobile websites, content, apps, analytics
Email Newsletter Marketing newsletters, events, subscriber lists, distribution
Inbound Marketing demand generation, visitor conversion
Web Analytics reporting, monitoring, improvement
Modern IT cloud-based computing, solutions, practices, security

According to Philip Kotler, marketing includes 5 competing concepts That the recent 2
concepts are the most modern competing concepts and modern marketing is integrated of
them. These 5 concepts are:
Production Era
The production era, one of the oldest in business, holds that consumers prefer products that
are widely available and inexpensive. Managers of production-oriented businesses
concentrate on achieving high production efficiency, low costs, and mass distribution. This
orientation makes sense in developing countries, where consumers are more interested in
obtaining the product than in its features. It is also used when a company wants to expand the
market. Texas Instruments is a leading exponent of this concept. It concentrates on building
production volume and upgrading technology in order to bring costs down, leading to lower
prices and expansion of the market. This orientation has also been a key strategy of many
Japanese companies.
Product Era
Other businesses are guided by the product concept, which holds that consumers Favor those
products that offer the most quality, performance, or innovative features. Managers in these

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organizations focus on making superior products and improving them over time, assuming
that buyers can appraise quality and performance.
Selling Era
The selling era, another common business orientation, holds that consumers and businesses, if
left alone, will ordinarily not buy enough of the organizations products. The organization
must, therefore, undertake an aggressive selling and promotion effort. This concept assumes
that consumers must be coaxed into buying, so the company has a battery of selling and
promotion tools to stimulate buying.
Marketing Era
The marketing era, based on central tenets crystallized in the mid-1950s, challenges the three
business orientations we just discussed. 18 The marketing concept holds that the key to
achieving organizational goals consists of the company being more effective than its
competitors in creating, delivering, and communicating customer value to its chosen target
markets. Theodore Levitt of Harvard drew a perceptive contrast between the selling and
marketing era: Selling focuses on the needs of the seller; marketing on the needs of the
buyer. Selling is preoccupied with the sellers need to convert his product into cash; marketing
with the idea of satisfying the needs of the customer by means of the product and the whole
cluster of things associated with creating, delivering and finally consuming it.
The marketing era rests on four pillars: target market, customer needs, integrated marketing,
and profitability. The selling era takes an inside-out perspective. It starts with the factory,
focuses on existing products, and calls for heavy selling and promoting to produce profitable
sales. The marketing era takes an outside in perspective. It starts with a well-defined market,
focuses on customer needs, coordinates activities that affect customers, and produces profits
by satisfying customers.

The Marketing Era

Four Pillars of Marketing Era

Target Market
Companies do best when they choose their target market(s) carefully and prepare tailored
marketing programs. For example, when cosmetics giant Estee Lauder recognized the
increased buying power of minority groups, its prescriptive subsidiary launched an All
Skins line offering 115 foundation shades for different skin tones. Prescriptive credits All
Skins for a 45 percent sales increase since this product line was launched.

Customer Needs
A company can carefully define its target market yet fail to correctly understand the
customers needs. Clearly, understanding customer needs and wants is not always simple.
Some customers have needs of which they are not fully conscious; some cannot articulate
these needs or use words that require some interpretation. We can distinguish among five
types of needs:
Stated needs,
Real needs,
Unstated needs,
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Delight needs,
Secret needs.

Integrated Marketing

When all of the companys departments work together to serve the customers interests, the
result is integrated marketing. Integrated marketing takes place on two levels. First, the
various marketing functions sales force, advertising, customer service, product management,
marketing research must work together. All of these functions must be coordinated from the
customers point of view. Second, marketing must be embraced by the other departments.
According to David Packard of Hewlett-Packard Marketing is far too important to be left
only to the marketing department Marketing is not a department so much as a companywide
orientation.
The
Profitability
The ultimate purpose of the marketing concept is to help organizations achieve their
objectives. In the case of private firms, the major objective is profit; in the case of nonprofit
and public organizations, it is surviving and attracting enough funds to perform useful work.
Private firms should aim to achieve profits as a consequence of creating superior customer
value, by satisfying customer needs better than competitors. For example, Perdue Farms has
achieved above-average margins marketing chicken a commodity if there ever was one! The
company has always aimed to control breeding and other factors in order to produce tendertasting chickens for which discriminating customers will pay more.
Societal Marketing Era
Some have questioned whether the marketing concept is an appropriate philosophy in an age
of environmental deterioration, resource shortages, explosive population growth, world
hunger and poverty, and neglected social services. Are companies that successfully satisfy
consumer wants necessarily acting in the best, long-run interests of consumers and society?
The marketing concept sidesteps the potential conflicts among consumer wants, consumer
interests, and long-run societal welfare. Yet some firms and industries are criticized for
satisfying consumer wants at societys expense. Such situations call for a new term that
enlarges the marketing concept. We propose calling it the societal marketing concept, which
holds that the organizations task is to determine the needs, wants, and interests of target
markets and to deliver the desired satisfactions more effectively and efficiently than
competitors in a way that preserves or enhances the consumers and the societys well-being.
Social Responsibility in Marketing
Most marketing organizations do not intentionally work in isolation from the rest of society.
Instead they find that greater opportunity exists if the organization is visibly accessible and
involved with the public. Because marketing often operates as the public face of an
organization, when issues arise between the public and the organization marketing is often at
the center. In recent years the number and variety of issues raised by the public has increased.
One reason for the increase is the growing perception that marketing organizations are not just
sellers of product but also have an inherent responsibility to be more socially responsible,
including being more responsible for its actions and more responsive in addressing social
concerns.
Being socially responsible means an organization shows concern for the people and
environment in which it transacts business. It also means that these values are communicated
and enforced by everyone in the organization and, in some cases, with business partners, such
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as those who sell products to the company (e.g., supplier of raw material for product
production) and those who help the company distribute and sell to other customers (e.g.
retail stores).

The Role of Modern Marketing

The key objective of an organizations marketing efforts is to develop satisfying relationships
with customers that benefit both the customer and the organization. These efforts lead
marketing to serve an important role within most organizations and within society. As was
mentioned, modern marketing is a very new concept that needs companies and marketers pay
attention to it. Until now, the roles of modern marketing and its application Has not much
attention. Debi Kleiman the resident of MITX, has enumerated 10 roles for modern
marketing. In her opinion every firm must pay attention to them.
Marketing Advertising
Advertising still is important but marketing today is much more about conversations, not
shouting out messages its bringing the customer with us. Building customer love is about
engagement and relationships. Connect to an emotion, give customers a reason to believe or
care about you. Learn about your customers and how they want to interact with you.
Participation is the 5th P of marketing
Today we live in a world where connected consumers want to have a say, want their voice to
play a role. Participation is not about letting go of your brand, but instead its a willingness to
let others in. Give customers the means to play with your brand and make it their own.
Always be listening
Online communities, ratings and reviews, Twitter, call centers, all provide opportunities to
learn and innovate. There are more opportunities now than ever before for channels to listen
to your customers, you will be amazed at what people will tell you if they think you are
listening.

Talk is cheap (media)

Empower your customers to talk to their friends about your products, their influence is far
greater. Provide ways for them to spread the word, enlist in your cause, share what they
learned.
Me-Commerce is better than E-Commerce
Create digital experiences and interactions on a mass scale make them feel like they are 1:1.
Digital technology has enabled this personalized discovery, product customization and
stellar customer care. There are a few great young companies in Boston, Blank Label and
Costume Made that are working on this.
Think mobile first
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According to the Pew Internet Project, 88% of adults carry a mobile phone, 50% of which are
smart phones; 19% have tablets. Mobile devices account for 30% of email opens. Thinking
mobile first means understanding how the consumer is experiencing your brand on the go,
when its convenient for them. The rise of mobile should encourage you to rethink the role of
Location. Even better, reinvent your offering to make location matterhow can it change the
game?

Content is king
Be relevant, meaningful and helpful and people will come to you. What are you expert in?
What do you know about better than anyone else? Share all the facets of this. Think about
how your product fits into peoples lives business, personal whatever - and build a content
strategy around it.

Every employee is a brand manager

Marketing, capital M means that your customer service department, your innovation or R&D
group, your retail clerks anyone that has a touch point with the customer all know and
understand how to communicate what your product means, what the brand stands for and can
bring it to life in their work every day. This isnt a new idea. But what is new is the way that
customers and employees can interact and be very connected because of social media and the
internet.
Two parts here: Use technology to simplify and measure everything
Can technology help me do this better? Think about user experience through the entire
purchase path and how technology can make it better, help us learn what our customers want
and give it to them. Technology can also help track how we are doing. There are so many
options and channels, links and levers you need to be sure you know what is working well
and what is not.
Dont be a lemming
It can be so tempting to try each bright shiny object that comes along thats the darling of the
moment. Do not do this. Ask yourself how this would fit your customer and if the answer isn't
obvious right away, its probably a bad fit. For most products, you cant and shouldnt be
everywhere online.

Characteristics of Modern Marketers

Two days, that modern marketing is created for responding Companys needs, it is important
that the marketer become modern too. In this way, the person can coordinate himself for
herself with modern marketing. Paul Christ has enumerated five characteristics for modern
marketers. They include:

Basic Business Skills

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Marketers are first and foremost business people who must perform necessary tasks required
of all successful business people. These basic skills include problem analysis and decisionmaking, oral and written communication, basic quantitative skills, and working well with
others.

Understanding Marketings Impact

Marketers must know how their decisions will impact other areas of the Company and others
business partners. They must realize that marketing decisions are not made in isolation and
that decisions made by the marketing team could lead to problems for others. For example,
making a decision to run a special sale that significantly lowers the price of a product could
present supply problems if the production area is not informed well in advance of the sale.

Technology Savvy
Todays marketers must have a strong understanding of technology on two fronts. First,
marketers must be skilled in using technology as part of their everyday activities. All
marketers must understand emerging technology and applications in order to spot potential
business opportunities as well as potential threats. For instance, the rapid growth of search
engines requires marketers to firmly understand how these fit within an overall marketing
strategy.

Need for a Global Perspective

Thanks in large part to the Internet; nearly any company can conduct business on a global
scale. Yet, just having a website that is accessible to hundreds of millions of people worldwide
does not guarantee success. Marketers selling internationally must understand the nuances of
international trade and cultural differences that exist between markets.

Information Seeker
The field of marketing is dynamic. Changes occur continually and often quickly. Marketers
must maintain close contact with these changes through a steady diet of information.

Modern Marketing MIX

To reference a famous tagline, Youve come a long way baby. Today, advertising is a
secondary tactic for all but the biggest brands, primarily consumer and retail. Internet
marketing and social media have become integral to the modern marketing mix.
Lets take a closer look at modern marketing, inbound vs. outbound, traditional vs. digital.
Our Modern Marketing Mix Infographic illustrates all aspects on marketing, along with
interrelationships.

Modern marketing is an evolved mix of strategic marketing, traditional marketing, internet

and new media, and better results measurement. Modern marketing is more effective. More
cost, efficient, More measurable, More targeted, More social and mobile.
As stated above in the chapter the marketing mix consists of four main elements:
Product

Price
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Place

Promotion.
Getting the mix of these elements right enables the organization to meet its marketing
objectives and to satisfy the requirements of customers.
In addition to the traditional four Ps it is now customary to add some more Ps to the mix to
give us Seven Ps. The additional Ps have been added because today marketing is far more
customer oriented than ever before, and because the service sector of the economy has come
to dominate economic activity in this country. These 3 extra Ps are particularly relevant to this
new extended service mix.
The three extra Ps are:

Physical layout
In the days when manufacturing dominated the UK economy the physical
layout of
production units such as factories was not very important to the end consumer because they
never went inside the factory. However, today consumers typically come into contact with
products in retail units - and they expect a high level of presentation in modern shops - e.g.
record stores, clothes shops etc. Not only do they need to easily find their way around the
store, but they also often expect a good standard or presentation. The importance of quality
physical layout is important in a range of service providers, including:
Students going to college or university have far higher expectations about the quality of their
accommodation and learning environment than in the past. As a result colleges and universities
pay far more attention to creating attractive learning environments, student accommodation,
shops, bars and other facilities.
Air passengers expect attractive and stimulating environments, such as interesting departure
lounges, with activities for young children etc.
Hair dressing salons are expected to provide pleasant waiting areas, with attractive reading
materials, access to coffee for customers, etc.
Physical layout is not only relevant to stores, which we visit, but also to the layout and
structure of virtual stores, and websites.
Provision of customer service
Customer service lies at the heart of modern service industries. Customers are likely to be
loyal to organizations that serve them well - from the way, in which a telephone query is
handled, to direct face-to-face interactions. Although 'have a nice day' approach is a bit corny,
it is certainly better than couldn't care less approach to customer relations. Call Centre staff
and customer interfacing personnel are the front line troops of any organization and therefore
need to be thoroughly familiar with good customer relation's practice.
Processes
Associated with customer service are a number of processes involved in making marketing
effective in an organization e.g. processes for handling customer complaints, processes for
identifying customer needs and requirements, processes for handling order etc.
The 7 Ps - price, product, place, promotion, physical presence, provision of service, and
processes comprise the modern marketing mix that is particularly relevant in service industry,
but is also relevant to any form of business where meeting the needs of customers is given
priority.
Many pundits decry that traditional marketing is obsolete. We at Modern Marketing Partners
dont subscribe to this ballyhoo. Rather, marketing has evolved. Modern marketing is an
19

evolved mix of strategic marketing, traditional marketing, internet and new media, and better
results measurement. Modern marketing is more effective. More cost efficient, More
measurable, More targeted, More social and mobile. Take a look at Modern Marketing Mix
below:

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CHAPTER-II
BELIMOS COMPANY PROFILE

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History
The company was founded in 1975 as BELIMO Automation AG. BELIMO is an acronym
of three German words: "beraten" (advise), "liefern" (deliver) and "montieren" (install).
Belimo specialized in actuators, which were delivered in 1976 for the first time. The first sales
company was opened in Germany in 1977. In 1979, the company's headquarters was moved
to Wetzikon, Switzerland.
In the mid-1980s, representatives in England, Finland, Norway, Austria, Denmark, France,
Sweden and Holland became independent distributors. The company expanded with the
founding of BELIMO Aircontrols in the United States in 1989.
In the 1990s, various Belimo subsidiaries were founded: Spain in 1990; Austria, Great Britain
and France in 1993 and 1994; Canada in 1995; and Hong Kong in 1997. In the meantime,
BELIMO Automation AG became a public company in 1995. In 1998, the company's name
was changed to BELIMO Holding AG.
International expansion continued into the 2000s, with the establishment of subsidiaries in
Singapore, Poland, Australia and India.
In November 2002, the company moved into its new manufacturing and administration
building in Hinwil, consolidating all sites in the Zurich Oberland region. At the same time, the
headquarters was moved to Hinwil from Wetzikon.
In 2013, Belimo expanded its US site at Danbury, Connecticut, to better serve the American
markets. It is used for manufacturing, logistics and administration

ORGANIZATIONAL STRUCTURE:
The Belimo Group is organized into Markets (Europe, Americas, Asia/Pacific), Innovation,
Production, Customizing & Distribution and Finance & Business Services. The operational
Group structure is shown in the organizational chart below.

22

BELIMOS PRODUCTS:

Product Area

>>> click image for more information

Air applications
General Air Solutions
Standard actuators and spring-return actuators
for air control dampers in HVAC systems

23

Safety Solutions
Safety actuators for motorizing fire and smoke
control dampers.

Room & System Solutions

VAV systems for individual room air control

For detailed product info please visit the website for your region:
Americas
Asia/Pacific
Europe

Water applications
Control valves
For open and closed HVAC water circuits

Shut-off and change-over valves

For open and closed HVAC water circuits

Motorization of valves from other

manufacturers
Linear and rotary actuators for the motorization
of valves, mixing valves and butterfly valves
from different manufacturers
For detailed product info please visit the website for your region:
Americas
Asia/Pacific
Europe

Bus applications

24

Bus & System Integration

Parameterizing devices, tools and accessories for
Bus and communication systems

For detailed product info please visit the website for your region:
Americas
Asia/Pacific
Europe

25

LITERATURE REVIEW

2.1 REVIEW OF THE LIERATURE

The six reviews regarding the literature are collected from various articles form the books.
The importance and factors of Modern Marketing in the following paragraphs are reviewed
which are as given below.
In B2B Marketing, 2012, Megan Leap describes the difference between the traditional and
modern marketing techniques, and highlighted some differences which are as follows:
Traditional Marketing
Modern Marketing
Needs to interrupt the customer to
Customer control attention and
get attention.
marketer engage when and how
consumer wants.
Pushes a consistent message to
Marketers join conversation by
market place.
enabling
communities
of
prospects.
Limited set of marketing channel
Rapid Proliferation of new
measurable
and
targetable
channels.
It is Right Brained (creativity and
It is left brained (Science and
art).
Math)
Are not held fully accountable
Can demonstrate bottom-line
and are not considered strategic
impact, justify their budget, and
only.
plan
marketing
mix
with
quantitative rigor.
Also reviews best practices for B2B marketing and utilization of Modern Marketing to retain
that success, and discussed in detail below:
Modern B2B marketing
The core tenants of Modern B2B Marketing is that modern marketers: Know that customers
control their attention and that marketers should engage when and how the Customer wants
Create leverage by enabling and nurturing a community of customers, prospects, partners, and
26

other influencers Are left-brained (math and science over creativity and art) Are accountable
and more influential as a result.
It is Important for B2B marketers to use marketing automation and adopt a modern approach
to their marketing. Discussing with VP Sales about system of record, youll hear about CRM.
If you ask the CFO, youll hear about ERP. And youll get answers from the VP Support, VP
Human Resources, and almost every other department in the enterprise. But if you ask the
CMO, youll hear crickets or something about a hodgepodge collection of spreadsheets and
cobbled-on features to CRM The need for marketing departments to have a platform and
system of record of their own is driving modern marketers to adopt marketing software
and especially marketing automation at an accelerating rate. And these investments can
deliver amazing ROI. Consider this: The Marketo Benchmark on Revenue Performance found
that companies that use marketing automation source more pipeline from marketing, have
more productive sales reps, and experience better revenue attainment.
The most common mistakes B2B marketers make. Its a mistake to take the responses to any
campaign and call them leads. Downloading your paper, watching your demo or signing up
for your Webinar doesnt make someone a lead. Usually, these respondents are in the pre
buying cycle and are just looking for information or researching. Without lead scoring to find
the true leads, and lead nurturing to develop relationships with the rest, marketers are doomed
to inefficient lead generation.
Second, marketers sometimes think that theyre doing lead nurturing by sending their contacts
a monthly newsletter and an occasional Webinar invite. This is not lead nurturing; successful
nurturing needs to be a personalized process for building individual relationships over time by
(a) staying in the front of prospects minds with relevant, useful information and (b) watching
and listening to each prospect and reacting in an appropriate way to accelerate his or her
buying cycle with appropriate responses.
Third (and this is a bit self-serving but true nonetheless) its a mistake to try to implement
modern demand generation processes without marketing automation. You simply cant keep
track of all the appropriate activities, scores and next steps for each lead without technology
to help and its much cheaper to buy software to automate these processes than to hire
people to manage it manually.
Most categories of enterprise software are all-or-nothing propositions that require you to
fully implement the new system, transforming your processes completely. But marketing
automation is different. Marketing automation can deliver fast results but then requires
ongoing usage and adapting business processes to get full benefit. The most successful users
of marketing automation have a big vision for what they want to do, but deliver fast value and
then evolve from there to drive maximum value. In other words, go for the quick wins. Often,
this is in a basic Lead Recycling strategy, or basic lead scoring to help prioritize sales time on
the hottest leads and opportunities.
One of the biggest changes is that marketing automation is no longer so email-centric. Email
is still important, but increasingly its just one of many channels used for developing
relationships with leads. For example, social is increasingly important. If you Like Marketo
on Facebook and I can get my status updates to show up in your newsfeed, then nurturing the
relationship probably even more effectively than would over email. The same is true for
your LinkedIn today, Pinterest account, or any other channel where people can follow your
brand. On the lead scoring side, its no longer confined to behaviors just on the corporate
website.
IN Arabian Journal of Business and Management, 2013, Ramin Rahnama and Ali
Hossein Beiki observed the field of marketing is dynamic. Changes occur continually and
often quickly. Marketers must maintain close contact with these changes through a steady diet
27

of information. The future isnt ahead of us. It has already happened, says marketing teacher
Kotler. And this future which we are seeing today has brought with it many opportunities as
well as challenges. While on the one hand globalization and liberalization have brought down
geographical barriers, technological advancement has made the world a smaller place. This
change in the marketing environment necessitates a re-look at the entire marketing function
and strategy. The four pillars of marketing strategy have, been product, price, promotion and
place. However, they have acquired newer dimensions in changing times.
According to Philip Kotler (2001), marketing includes 5 competing concepts that the
recent 2 concepts are the most modern competing concepts and modern marketing is
integrated of them. These 5 concepts are:

Production Era
The production era, one of the oldest in business, holds that consumers prefer products that
are widely available and inexpensive. Managers of production-oriented businesses concentrate on
achieving high production efficiency, low costs, and mass distribution. This orientation makes
sense in developing countries, where consumers are more interested in obtaining the product than
in its features. It is also used when a company wants to expand the market. Texas Instruments is a
leading exponent of this concept. It concentrates on building production volume and upgrading
technology in order to bring costs down, leading to lower prices and expansion of the market. This
orientation has also been a key strategy of many Japanese companies.

Product Era
Other businesses are guided by the product concept, which holds that consumers Favor those
products that offer the most quality, performance, or innovative features. Managers in these
organizations focus on making superior products and improving them over time, assuming that
buyers can appraise quality and performance.

Selling Era
The selling era, another common business orientation, holds that consumers and businesses, if
left alone, will ordinarily not buy enough of the organizations products. The organization must,
therefore, undertake an aggressive selling and promotion effort. This concept assumes that
consumers must be coaxed into buying, so the company has a battery of selling and promotion
tools to stimulate buying.

Marketing Era
The marketing era, based on central tenets crystallized in the mid-1950s, challenges the three
business orientations we just discussed. 18 The marketing concept holds that the key to achieving
organizational goals consists of the company being more effective than its competitors in creating,
delivering, and communicating customer value to its chosen target markets. Theodore Levitt of
Harvard drew a perceptive contrast between the selling and marketing era:
Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is
preoccupied with the sellers need to convert his product into cash; marketing with the idea of
satisfying the needs of the customer by means of the product and the whole cluster of things
associated with creating, delivering and finally consuming it.
The marketing era rests on four pillars: target market, customer needs, integrated marketing,
and profitability. The selling era takes an inside-out perspective. It starts with the factory, focuses
on existing products, and calls for heavy selling and promoting to produce profitable sales. The
marketing era takes an outside in perspective. It starts with a well-defined market, focuses on
customer needs, coordinates activities that affect customers, and produces profits by satisfying
customers.

According to research conducted by Marketing Automation Expert Mathew Sweezey,

25% of Fortune 500 B2B companies have already embraced marketing automation. Many of
28

them have started using software to track their campaigns, adopted content marketing as part
of their overall web tactics, and have optimized lead generation and lead nurturing techniques
to make the most of the traffic they get from their websites.
Regardless of your business size, it is essential for you as a business owner to effectively
adopt new marketing strategies that could help your brand reach new heights. Here I outlined
some of the ways modern marketers easily beat their traditional counterparts.
According to Sven Hurty today's increasingly modern and competitive business
landscape, need a modern marketing strategy to survive. And thus describe The Essential
Pieces of Modern Marketing Strategies to start with and are under as follows.

Optimization
A website is the core of a business' presence and authority online - the foundations upon
which its branding efforts on the web branch out into multiple facets of marketing. A modern
marketing plan makes good use of a website as a central business hub and ecommerce portal
through optimizing it both for search and for user experience. A business website should be
optimized for maximum search engine visibility to drive more traffic. It should likewise be
structured and designed to provide the best possible user experience to its visitors, the
majority of which are generated by search optimization.

Inbound
Strong and effective inbound marketing strategies should always be a part of a modern
marketing plan, as they are proven cost-efficient and potent tools for generating leads. There
are several aspects of an inbound marketing plan you can focus on, including:
Design - keeping user experience in mind, a website's design should also be part of a business'
inbound marketing mechanism. From easily spotted calls to action to well-spaced navigation
that brings important elements into prominence, effective design can be as powerful on a
website as it can be on a display ad.
Copy - Make sure the sales pitches are effective, not overt;the market copy is engaging, not
driveling; and the content genuinely value-adding, not empty and full of fluff. Keyword
strategy - Bolster authority, PageRank, and search optimization through effective keyword
strategies within your inbound marketing plan, taking more targeted long-tail queries and your
internal pages into account.

Integration
A marketing plan should encompass all avenues of advertising and branding - not just online
elements. The challenge is integrating offline and online methods of your marketing plan to
function like clockwork.
Include offline goods and services to online marketing - Make sure you prominently mention
or feature the goods and services you offer offline wherever you can in as many online
marketing channels as possible. Include them in paid search ads, always feature them in your
business blog, and create a social buzz about them through your social profiles and pages.
Encourage online reviews and testimonials - Encourage customers in your shops to post even
brief reviews or testimonials on their experiences and purchases. A good first step towards this
is offering free Wi-Fi connectivity, and perhaps launching a promotional raffle where
customers who leave reviews online can participate.
Use consistent branding messages across all channels - Do not alter your branding slogans,
messages, and marketing pitches. Make them stick through being constant and consistent.
29

Leverage technology - Use technologies such as Quick Response (QR) codes or Near Field
Communication (NFC) to engage your customers, as many people own their own tablets or
smartphones that are more than capable of supporting your modern marketing plan
technologies. Place QR codes in posters and fliers you distribute and point them towards
landing pages, social pages, or promotional pages. Use NFC to read coupon codes you send
your customers through their tablets or smartphones. Think outside the boundaries that
separate the real world from the digital.
Integrate, integrate, integrate. Think of your advertising endeavors as a whole - a single lock
work mechanism that uses both real world and online channels.
These are the essential pieces of modern marketing strategies. This is to be used by companies
for Optimizing website, and creating inbound marketing strategies, and integrating efforts for
an effective advertising.
Gamble, Jordan; Gilmore, Audrey gave a review of how Marketing has been refined
since the 1960s, providing the concept of 21st century Marketing.
The concept of marketing has been debated and evaluated regularly since marketing was
recognized as a distinctive discipline and domain. Many definitions of marketing have been
put forward over the years as each generation tries to capture what marketing is and what it
means to them. Over the past 50 years, marketing has been redefined to fit new contexts, for
example in not-for-profit, political and social sectors. In more recent years, new technology,
techniques and media have brought with them more opportunities for re-defining marketing.
These definitions often appear to dilute the meaning of marketing in some way, with the
words marketing, sales, advertising, customer service and interactions used interchangeably
and adapted by marketers or salespeople to suit their own job focus. Many definitions
describe different facets and related terms but they do not always convey the much broader
ideology and process that is part of marketing. Against this background this paper selects key
definitions of marketing from the past 50 years and evaluates the differing perspectives
offered by those definitions throughout the decades. Recurring themes used in definitions are
presented decade by decade so that themes can be summarized and comparisons made. It then
discusses the value and use of both traditional and more flexible definitions and
interpretations of marketing for the 21st century.

30

31

32

RESEARCH METHODOLOGY

Population
The aim of the Research is to identify The study about how one of the emerging HVAC
firms Belimo, using Modern Marketing Techniques as a tool to become a success in their
product category.
In India, the following Groups are available which are utilizing Modern Marketing Tools for
the Heat Ventilation and Airconditioning Market. And these are as follows:
Belimo Actuators India Pvt. Ltd.
Honeywell Automations Ltd.
Siemens India Ltd.
Johnsons Control Ltd.
Schneider Electrics.

3.2 Sample Size

Out of 7 groups who are using Modern Marketing tool, we have selected Belimo Actuators
India Pvt. Ltd.
Now Belimo Actuators India Pvt Ltd. is having total of five offices in all India. Delhi,
Mumbai, Bangalore, Chennai, Kolkata, of which we have selected Delhi and Mumbai for our
research.
In Delhi and Mumbai total number of personals working is in fifty numbers. We have selected
5 members for our sample and questioners.
The survey among 20 people outside the brand community was carried out in Delhi and it was
aimed at gathering the initial data, analysis of which allows depicting the perception of the
brand among non-community members.
The target groups for my sample are Employee and Employer of the Belimo, and HVAC
contractors people.

3.3 Sampling Method Used

The method used for selecting the Belimo is Random Sampling Method. And the method of
interviews was chosen as the most suitable for gathering reliable information for the study as
it allows acquiring qualitative data concerning the feelings and perspectives on the Belimo
brand. Through open-ended questions a respondent is able to express him freely with no strict
frameworks of a question. In-depth interviews are usually carried out personally, which
allows recording not only verbal information a respondent provides, but also his/her
nonverbal behavior representing personal reflection to the questions. As a result, the method
33

provides both answers to the stated questions and enough background data that helps to
interpret the answers, understand the interviewees motives and where his feelings came from.
3.4 Type of Data and Data Collection
To achieve my objective, I have chosen the following Data:
Primary Data:
Survey: A detailed Questionnaire was prepared and interviewed the Regional Sales Manager
and Sales Manager of Belimo in the National Capital Region was recorded.

Paper-Pencil-Questionnaire: All of the responses are from them to whom the questionnaire
was administered and the responses were taken from them in the paper pencil format. The
survey contained questions on their experience of using the Belimo Strategic plans, their
criteria for selection of the Market; its after sales service, etc. The questions were majorly
closed questions and likert scale was used in some questions.
Secondary Data:
Company records: All the manuals and brochures available in the company to understand the
companies Market Records. The Belpress helps me a lot to gather secondary information.
Internet: To find details about the competitors.
Journals and magazines: Various magazines and journals are available on Heat Ventilation and
Air conditioning from which the Belimo makes their footprint to the Market.
Even though the data was easily collected but it was difficult to held the interviews. As time was
really constraint. And the personals who were interviewed had very busy schedules regarding
their business meeting. But they took some period of time to answer the questionnaires.

34

CHAPTER-III
DATA ANALYSIS AND DISCUSSION

4(a) Tools used for Data Analysis

The basic tools used for the analysis of data were:
Interview Schedule: Structured Interview
35

MS-EXCEL: Microsoft Excel is a spreadsheet application written and distributed by

Microsoft. Microsoft Excel has the basic features of all spreadsheets, using a grid of cells
arranged in numbered rows and letter-named columns to organize data manipulations like
arithmetic operations.

4(b) Discussions and representation of Responses

4.1 Market share of Belimo in North region Market.
Table4.1 Belimo Sales in different regions comparative to others.

S
.
n
o
.

D
i
f
f
e
r
e
n
t
r
e
g
i
o
n
s

O
t
h
e
r
s
(
C
o
m
p
et
it
o
r
s)

B
e
l
i
m
o
S
h
a
r
e
s

D
e
l
h
i

3
0
%

7
0
%

N
C
R

4
0
%

6
0
%

U
t
t
a
r

5
%

9
5
%

36

P
r
a
d
e
s
h

P
u
n
j
a
b

2
0
%

8
0
%

H
i
m
a
c
h
a
l

2
0
%

8
0
%

R
a
j
a
s
t
h
a
n

1
0
%

9
0
%

Source: Secondary Survey (Belpress)

Discussion: We can see the Belimo is sharing 30% and 40% share in Delhi NCR respectively,
as against of others. While they are sharing maximum of 20% share in the outside region.
Chart4.1 shows the above details in Pyramid form.

37

Belimo Sales Share in Different Region

95%

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

70%

30%

80%

80%

90%

60%
40%

Belimo
20%

20%

5%

10%

Others

4.2 Familiarity of HVAC contractors among the different Brands dealing in Damper
Actuators and Control Valves.
Table 4.2 Familiarity of Contractors with Different Brands
S
.
N
o
.

Dif
fer
ent
Br
an
ds

Fa
mili
arit
y in
%

An
erg
y

66
%

Ho
ney
wel
l

Bel
im
o

83
%

Sie
me
ns

87
%

Joh
nso
ns

60
%

100
%

40
%

Sc
hne
38

ide
r
Source: Primary Source (June 2013)
Discussion: The 30 personals from different HVAC contractors were asked regarding the
different Brands dealing in Damper Actuators and Motorized Valve. And shows a good
response to Belimo, and found that three brand Belimo, Honeywell and Siemens had
developed their market very well.
Chart 4.2 shows the data in Pyramid Chart.

Familiarity among Brands

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Personnals ( HVAC
contractors)

4.3 Modern Marketing techniques used by Belimo.

Table 4.3 Marketing Techniques Used by Belimo

S
.
N
o
.

Mar
keti
ng
Tec
hniq
ues

Sub
Techniques

Cus
tom
er
Valu
e

Proximity
to
customer,
Added Values.

Solu
tion
Lea

Focus,
Innovation,
Brand Strength.
39

ders
hip
3

Ope
rati
onal
Exc
elle
nce

Enhancement,
Competences.

Cre
dibil
ity
Cult
ure

Respectful,
Rational,
Responsible,
Fair.

Source: Secondary Source (June 2013)

Discussions: These are different Modern Marketing Techniques used by Belimo to achieve a
good success in the HVAC market with such small span of time. And the following are
described as under:
Customer Value
Proximity to customers; Focus is on customers' success.
Added Values: Understanding customers' wishes, needs and challenges.
Solution Leadership
Focus: Belimo focus is on heating, ventilation and air conditioning systems.
Innovation: Belimo see innovation as one of the most important factors for long-term success
and technological leadership. Research and development works closely with customers to find
innovative approaches.
Brand strength: Belimo aim to continually improve the perception of the "Belimo" brand
through outstanding Solutions.
Operational Exellence
Enhancement: Belimo constantly enhance their processes by regularly checking the way they
work. All employees are encouraged to suggest improvements.
Competence: Belimo focus to improve skills in those areas which allow them to deliver more
Customer Value.
Credibility Culture
Respectful: Dealings with customers, staff, shareholders, business partners, and society;
Belimo is helpful, honest and fair, open and tolerant, trustworthy and respectful. This allows
them to achieve a high level of credibility.
Rational: Belimo fulfill duties objectively with integrity and common sense.
Fair: Gifts do not influence negotiations or the decisions made at Belimo.
Responsible: Belimo see income as the result of their activity.
40

4.4 Marketing tools used by the Belimo and investment in it.

Table 4.4 Different Tools used by Belimo.
S
.
n
o
.

M
od
er
n
To
ol
(p
er
ce
nt
In
ve
st
m
en
t
in
it )

Traditio
nal Tool
(percent
investme
nt in it)

W
eb
sit
e
(2
8
%)

Brochure
s/Literatu
res
(15%)

So
cia
l
M
edi
a
(1
0
%)

Adds in
HVAC
Journal
(10%)

Ex
hi
bit
io
ns
(1
0
%)

Di
rec
41

t
Sa
les
(2
7
%)

Source: Secondary Data (June 2013)

Discussions: After having an Interview with the Employer it was found that the numbers of
tools which they were using are as follows:
Website: In this Belimo is using web analytic and web video services as a tool. 26% Investment
is allocated for the website services only.
Social Media: In this Belimo is using Linked In Database and India Mart to be in touch with
their customers. 10% investment is allocated for the same.
Exhibition: In this Belimo utilize the National HVAC exhibition as a medium to get introduced
to the more niche market. 10% investment is allocated for this purpose.
Brochure/Catalogue: In this Belimo spend 15% every year, but found that maximum are getting
their way to store house.
Add in Journals: Belimo invest 10% only in using journals as a medium.
Direct Sales: Belimo invest 27% in Direct Sales, to be known by the maximum number of
users of Damper Actuator and Control Valves.
Chart 4.4 shows the data in the Pie Chart.

Investment Share in Marketing Tools

Website
27%

Social Media
28%

Exhibition
Brochures/Catalouges

10%

10%
15%

Add in Journal

10%

Direct Sales

4.5 Awareness of Employees in different Marketing Techniques used by the Belimo to be

Ahead of the Competitors.
Table 4.5 Awareness of Employees in Marketing Techniques
S.
N
o.

Marketi
ng
techniqu
es

Employees
Awareness
in it(%)

Custome
r Value

60%
42

Solution
Leadersh
ip

80%

Operatio
nal
Excellen
ce

100%

Credibili
ty
Culture

60%

Source: Primary Data (June 2013)

Discussion: Maximum percent of employees are aware of the Marketing Techniques used by
Belimo. 100% know about operational excellence techniques, 80% know about the customer
value and Solution Leadership. 60% know about the credibility Culture. This figure shows
that why Belimo is achieving good success rate, as maximum employees knows how to
implicate the Modern Techniques used by Belimo.

Chart 4.5 shows the awareness of employees in Pyramid Chart.

Awareness of Employees in Marketing Techniques

80%
100%
80%
60%
40%
20%
0%

80%

100%

60%

Employee

4.6 Employees feedback regarding the Modern Marketing tools used by Belimo.
Table 4.6 Employees views regarding the Modern Marketing Tools by Belimo.
43

S
.
N
O
.

M
o
d
e
r
n
T
o
o
l
s
W
e
b
s
i
t
e

A
n
a
l
y
t
i
c
S
o
c
i
a
l
M
e
d
i
a

S
a
l
e
s

G
o
o
d

B
a
d
A
p
p
r
o
a
c
h

A
p
p
r
o
a
c
h

4
0
%

6
0
%

6
0
%

4
0
%

1
0
0
%

F
u
n
44

n
e
l
W
e
b
4

V
i
d
e
o

1
0
0
%

1
0
0
%

8
0
%

2
0
%

E
m
a
i
l
5

M
a
r
k
e
t
i
n
g
S
e
e
k
i
n
g
P
r
e
m
i
u
m
C
u
s
t
o
m
e

45

r
Source: Primary Data (July 2013)
Discussions: Maximum employee found Sales Funnel, Web Video and Email marketing is the
best Modern Tools, they are using. And had mix views regarding the Website Analytic and
Social media. However only 20% think that Seeking Premium customer is a bad approach in
marketing. This shows that the maximum employees are happy with Modern Marketing tools
used by Belimo. They are always ready to utilize them, for better sales results.

Chart 4.6 shows data in cylindrical data type.

0%

100%
80%

0%
10%

40%
60%

60%

100% 100% 100%

80%

40%
20%

0%

60%

Bad Approach

40%

Good Approach

0%

4.7 Allocation of Investment done by Belimo in adopting different Modern Marketing

tools.
Table 4.7 Investment done in Tools in 2013 & 2012.
S.
N
o.

Modern
Marketi
ng Tools

Inve
st. In
2013
(%)

Inve
st. In
2012
(%)

Website
Analytic

20%

30%

Social
Media

5%

5%

Sales
Funnel

5%

5%

46

Web
Video

30%

25%

Email
Marketin
g

5%

10%

Seeking
Premium
Custome
rs

25%

25%

Exhibiti
on

10%

Source: Secondary Data (July 2013)

Discussion: The details of investment by Belimo in their Modern Marketing tools for the year
2013 and 2012. There is more spending in the digital tools of about 65%, and only 35% on the
other tools. We can also see the values had been changed in percent wise regarding the past
years. Specially there is increment in the web videos by 5% and 10% investment in the
Exhibition, this was due to introduction of the new product line up in the Belimo product
category, and reveals that Web videos and Exhibition can increase awareness of it among
different HVAC customers.

Chart4.7 Shows the Investments made in 2013and 2012.

47

Investment
in 2013
Social Media

Website Analytic

Sales Funnel

10% Web Video

20%

25%
email Marketing
5%

5%
5%
Seeking premium cust.
30%

Exhibition

Investment in 2012
Website Analytic

Social Media

25%
Sales Funnel
10%

30%
Web Video
5%

5%
25%
email Marketing
Seeking premium cust.

4.8 Employees Feedback regarding the importance of other Modern Marketing Tools.
Table 4.8 Response on other Marketing Tools

S.no
.

2
3
4

Marketing
Tools
Pay Per
Click
(Keyword
Research)
Search
Engine
Optimizatio
n
Guest
Blogging
Charity
Drives

Source: Primary Data (July2013)

48

Invest.
Rqrd.
(%)

Invs
t.
Not
Rqr
d.
(%)

80%

20%

60%

40%

20%

80%

10%

90%

Discussion: The other Modern Marketing tools which can help Belimo to increase their Brand
image are Pay per Click (Keyword research), Search Engine Optimization, Guest Blogging,
and Charity Drives.
Employees agree and want some of these tools to be added up in Belimos Marketing tool.
The Pay per click and SEO has been highly supported by them.

Chart 4.8 Importance of Other Marketing tools

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

20%
80%

40%
60%

80%

60%

20%

20%

Not Required
Investment Required

4.9 Problem encountered while using the Modern Marketing Tool.

Table4.9 Problems w.r.t different Criteria
S
.
N
o
.
1

Pro
ble
m
due
to it
in
%
10
%

Diff
.
Crit
eria
Fina
nce
Lac
k of
Staf
f
Skill
Lac
k in
Trai
ning

30
%

40
%
49

Lev
el of
Tool
s
very
Hig
h

20
%

Source: Primary Data (Aug 2013)

Discussions: We can analyze form the above table that Finance is not a big problem for Belimo,
only 10% Problem is due to finance. 30% and 40% Problem is due to Staff skills and Lack in
training, which plays a bit big role from initiating the problem.

Chart 4.9 Show the problems in Percent.

Problem Faced by Criteria(%)

20%

Finance

10%

Staff Skill

30%

Training
Level of Tools

40%

4.10 Installed Brand Share of Damper Actuator and Control Valves in the HVAC.
Table4.10 Brand Share in DA and CV.
S
Di
S
S
.
ff
h
h
er
a
a
N
en
r
r
O
t
e
e
.
B
ra
i
i
n
n
n
ds
%
%
o
f
50

o
f

A
ne
rg
y
B
eli
m
o
Jo
hn
so
ns
Si
e
m
en
s
H
on
ey
w
ell
Sc
hn
ei
de
r

51

D
A

C
V

4
%

1
0
%

4
3
%

2
4
%

2
2
%

6
%

9
%

2
5
%

2
2
%

3
1
%

4
%

4
%

CHAPTER-IV
FINDINGS, CONCLUSIONS AND
SUGGESTIONS

Findings
After studying the above data there were certain findings which are stated below:
Belimo is sharing 30% and 40% share in Delhi NCR respectively, as against of others. While
they are sharing maximum of 20% share in the outside region.
83% of HVAC contractors are familiar with Belimo.
52

 Modern Marketing Techniques used by Belimo are as follows:

Customer Value
Solution Leadership
Operational Excellence
Credibility Culture.
Belimo is investing 75% of Marketing Investment in Modern Tools.
80% of Employees are well aware of Modern Marketing Techniques used by Belimo.
75% of Employees belief that Belimo is using good marketing tools.
Belimo is spending 65% in modern marketing digital tools while 35% on other modern tools.
75% Employees gave positive feedback regarding the investment to be made in the new
marketing tools, which is Pay per Click (Keyword research) and Search Engine Optimization.
Belimo is sharing 43% for installed damper actuators and 24% for control valves.
60% and 40% employees feel that the Belimo is wasting their money in the Social Media and
Website Analytic tool.
43% Only 10% is invested in the Exhibitions, which is very less percent in comparative to
other Marketing tools.

Conclusions
Belimo is a multi national company with a bold vision of becoming a leader in Heat
Ventilation and Airconditioning in India. In its effort to achieving this vision, it has made
progress in many Metropolitan cities like Delhi, Mumbai, Kolkata, Chennai and Bangalore.
This growth has been as a result of the companys Modern marketing strategies which has
brought it expansion and financial stability. We recognize that looking at only one company in
our study could not make a strong case for generalized suggestions for other companies to
borrow the Modern marketing strategies as Belimo as a way of making progress and moving
towards the right direction.
But still the Belimo as a part of study shows, how the new Marketing tools have helped them
to see a good response from the Indian market in such a small span time of seven years. As we
have seen in above charts it can conclude several points:
Belimo have a good amount of sales share in Delhi NCR, but having very less shares in outside
these regions.
Belimo has good Brand Image among HVAC contractors.
Belimo is investing good amount in Modern Marketing, showing a positive approach for their
Mission and Vision.
The Belimo personals are well aware of the Modern Marketing techniques and tools, also
knows how to implicate the Modern Techniques used by Belimo.
53

 Maximum employees are Happy with modern Marketing tools used in Belimo.
Belimo has started to invest in HVAC Exhibitions in 2013, which can make their Brand more
exploring to the HVAC Markets.
Belimo is allocating a good sum of amount in Modern Marketing Techniques, with respect to
the Traditional Marketing Techniques in 2013, which again shows the positive response from
the Employer regarding the Modern Techniques.
Maximum number distributors are currently using Belimo for Damper Actuators and
Belimo is reaching to customers through website, which proves Modern tools playing an
important role in developing its market.

Suggestions
In Regards to the above conclusion and finding, we would like to comment on the certain
points where Belimo can improve them, and are as follows:
Belimo should also attend and invest more in the Exhibitions organized in the region outside
Delhi NCR like Punjab, Himachal and Rajasthan.
Belimo should start investing in new Marketing tools like Pay per click and Search Engine
Optimization.

Questionnaire:

1. Are you familiar with the following brands in Damper Actuator and Control Valves?

A
n
Y
N
e
e
o
54

r
g
H
o
n
e
y
w
e
l
l
B
e
l
i
m
o
S
i
e
m
e
n
s
J
o
h
n
s
o
n
s
C
o
n
t
r
o
l
S
c
h
n
e
i
d
e
r

Y
e
s

N
o

Y
e
s

N
o

Y
e
s

N
o

Y
e
s

N
o

Y
e
s

N
o

2. Which of the following Marketing Techniques do you are implicating?

C

55

u
s
t
o
m
e
r
V
a
l
u
e
S
o
l
u
t
i
o
n
L
e
a
d
e
r
s
h
i
p
O
p
e
r
a
t
i
o
n
a
l
E
x
c
e
l
l
e
n
c
e

Y
e
s

N
o

Y
e
s

N
o

Y
e
s

N
o

56

C
r
e
d
i
b
i
l
i
t
y
C
u
l
t
u
r
e

Y
e
s

Y
e
s

N
o

N
o

3. How you were able to know about the Belimo?

Webs

ites
Socia
l

Medi
a
Exhib

ition
Ads
in

Journ
al
Broc

hure
Direc

t
Sales

4. Which of the following Marketing tool do you thing is a good approach or bad approach.
M
G
B
ar
oo
a
ke
d
d
tin
A
A
g
p
p
57

To
ols

pr
oa
ch

pr
oa
ch

W
eb
sit
e
An
aly
tic
So
cia
l
M
edi
a
Sa
les
Fu
nn
el
W
eb
Vi
de
o
E
ma
il
M
ar
ket
in
g
Se
eki
ng
Pr
em
iu
m
Cu
sto
me
r
5. Which of the Marketing tool do you think Belimo require to add?
Mar
Inv
N
keti
est
o
ng
me
t
Tool
nt
s
req
r
d.
e
q
58

d
.
Pay
Per
Clic
k
Sear
ch
Engi
ne
Opti
miza
tion
Gues

t
Blog
ging
Char
ity
Driv

es
6.

7.

AA
nn
ee
rr
gg
yy
HH
oo
nn
ee
yy
ww
ee
ll
ll
BB
ee
ll
ii
mm
oo
SS
ii
ee
mm
ee
nn
ss
JJ
oo
hh
nn
ss
oo
nn
ss
SS
cc
hh
nn
ee
ii
dd
ee
rr

Which of the following is your installed Brand in Damper

Actuator?

Which of the following is your installed Brand in Control

Valves?

59

Appendix-1

Modern Marketing Techniques Structure for Belimo

Appendix-2
Glossary for Technical Terms
HVAC: Heat Ventilation and Air Conditioning
60

It is the technology of indoor and vehicular environmental comfort. HVAC is important in the
design of medium to large industrial and office buildings such as skyscrapers and in marine
environments such as aquariums, where safe and healthy building conditions are regulated
with respect to temperature and humidity, using fresh air from outdoors.
Dampers:
A damper is a valve or plate that stops or regulates the flow of air inside
a duct, chimney, VAV box, air handler, or other air handling equipment. A damper may be
used to cut off central air conditioning (heating or cooling) to an unused room, or to regulate
it for room-by-room temperature andclimate control. Its operation can be manual or
automatic. Its operation can be manual or automatic
Actuator:
An electric actuator is powered by motor that converts electrical energy to mechanical torque.
The electrical energy is used to actuate equipment such as multi-turn valves and Dampers. It
is one of the cleanest and most readily available forms of actuator because it does not involve
oil. An actuator is the mechanism by which a control system acts upon an environment. The
control system can be simple (a fixed mechanical or electronic system), software-based (e.g. a
printer driver, robot control system), or a human or other agent.
Control Valves:
Control valves are valves used to control conditions such as flow, pressure, temperature,
and liquid level by fully or partially opening or closing in response to signals received from
controllers that compare a "setpoint" to a "process variable" whose value is provided
by sensors that monitor changes in such conditions. It has to be used in the HVAC systems in
the green buildings.

BIBLIOGRAPHY

61

 Arabian Journal of Business and Management Review (OMAN Chapter) Vol. 2, No.6, Jan.
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Philip Kotler, Irving J. Rein, and Donald Haider, Marketing Places: Attracting Investment,
Industry, and Tourism to Cities, States, and Nations (New York: Free Press, 1993).
Marketing Review;Fall2011, Vol. 11 Issue 3
The-Essential-Pieces-of-Modern-Marketing-Strategies
American Marketing Association, 2004
A Framework for Marketing Management, Fourth Edition, by Philip Kotler and Kevin Lane
Keller. Published by Prentice Hall. 2009.
Kotler P, (2001), A Framework for Marketing Management, by Prentice Hall, Inc. A Pearson
Education Company Upper Saddle River, New Jersey 07458.
Essential Pieces of Modern Marketing, 2013
The Marketing concept in the 21st century: A review of how Marketing has been defined since
the 1960s Marketing Review; fall 2011, Vol. 11 Issue 3.
Walter Burk halter; The Secret of Belimo Success, 2013
https://en.wikipedia.org/wiki/BELIMO_Holding_AG
http://www.belimo.com/english/products/product.cfm.

62