Professional Documents
Culture Documents
OVERVIEW :
Pioneer in manufacturing of FLTS
In stiff competition with Aquarius
Leader in Electric FLTs
Distant second in Diesel FLTs
Key determinants of
buyer behavior for FLTs?
1.Price and sales effort
2. Lower investment- try to eliminate exit
barriers
3. feature- benefit analysis- customize product
as per customer needs-types of tyres,
transmission, lifting and steering
mechanisms, load and lift capacities
4. cost-benefit analysis- capital costs and
running costs.
5. Post-purchase evaluation-for rebuyfrequency of breakdown, downtime,
availability of spares, operating costs
Buyer Segments
Basis of Scale of usage
Major
Small
Basis of Ownership
Private
Public
TYPE OF BUY?
HOW OFTEN IS THE BUY?
WHAT IS THE TIME TAKEN TO DECIDE?
Rebuy
Purchase price
Brand and supplier image
Small users
Proven operating cost or economy
Purchase price
Technical superiority
decision
Price oriented
Can you influence tender specificationstechnical bid or price bid
Private sector
Larger influence of users
Performance oriented
Private fleet owners hired out FLTs to
government
Competition with
AQUARIUS:
Price criteria
Government sector
Small users
Technical criteria
Private sector
Major users
Rebuy decisions
Major users ( due to existing market
presence)
Target Market
Industries which
have the
requirement of
material handling
i.e. lifting, moving
and stacking.
Industries which
prefer to have use
material handling
devices
Segment
On the basis of
scale of the
industries
-Major user
-Small user
-Stray user
On the basis of
ownership
-Government
-Public sector
-Private sector
Target Segments
Major user
Small user
PORT TRUSTS,HE
AND PROCESS
INDUSTRIES
Government
Public sector
Private sector
On the basis of
user requirement
-Indoor
-Outdoor
On the basis of
capacity
-Less than 2
tonnes
-Less than 5
tonnes
Indoor
Outdoor
Less than 5
tonnes