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Marketing Presentation

Ayushi Parashar : MM1719108

Muskan Garg : MM1719119
Gopika Nair : MM1719120
Aditi Anekar : MM1719303
Ketan Awalellu : MM1719378
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Leveraging Corporate Trust and Technical Strengths in B2B

Market
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INTRODUCTION
• Started in 1994
• Reach: 5 countries, 1023 cities
• Distribution network: over 2000 channel partners
over 1000 retail stores
• First security company to be listed on NSC, BSC.
• Zicom – synonym to security products and services in India.
Group of Companies

UNISAFE SINGAPORE (HOLD CO.)

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PRODUCTS

CCTV SYSTEM FIRE ALARM SYSTEM VIDEO DOOR PHONES

INTRUSION DETECTION SYSTEM ACCESS CONTROL SYSTEM FINGER PRINT LOCK

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ZICOM CARE SERVICES
Fire Alarm Monitoring
CCTV Monitoring
Services

Intruder Alarm Monitoring Attendance Monitoring

Services Services

Customer Footfall ATM Monitoring

Counting Services Services
 Market Size and Market Share
Total Market size = INR 2.14 Thousand Crores
 Revenue

Source: www.zicom.com [Annual Reports]

FY15 Share of Revenue from Subsidiaries

Source: www.zicom.com [Annual Reports]

ENTERPRISE
BUSINESS
CLIENTELE
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MARKETING CONCEPTS

BLUE OCEAN STRATEGY

Zicom were the first to introduce wireless security system
and e-SAAS in the country.

MERGERS AND ACQUISITION

• Acquisition of UNISAFE Fire Protection Specialists
LLC, Dubai
• Joint Venture with CNA Group to form Zicom CNA
Automation Ltd
• Acquisition of Phoenix International WLL, Qatar.
 STP
• GEOGRAPHIC
SEGMENTATION • DEMOGRAPHIC

• RETAIL INDUSTRY
TARGETING • BFSI
• GOVERNMENT

• 24*7 SERVICES
• VALUE FOR MONEY
POSITIONING • EXPERT ASSESSMENT
PORTERS’S 5 FORCE MODEL
 BRAND EXTENSION

ZICOM CCTV CAMERAS

ZICOM VIDEO DOOR PHONES

ZICOM FINGER PRINT LOCK

ZICOM FIRE ALARM SYSTEM

B2B BUYING PROCESS
Problem Definition

Tender Specifications

Evaluation of Bids

Planning for Quoting for Bids

Building the Stage for Negotiations

Vendor Selection

Negotiation for Bid

Post Negotiation Evaluation

 CONCERNS RAISED AT
FINAL NEGOTIATION
Buyers:
▸ First Time Deal
▸ Trust Issues
▸ Competitive And Cost Effective Rivals
▸ Not Technologically Inclined

Zicom:
▸ Low Scope for Negotiations
 ROLE OF DECISION MAKING
UNIT IN B2B
ROLE OF
DECISION
MAKING
➢ INFLUENCER – Technical personnel
➢ BUYER- Procurement personnel
UNIT IN B2B

➢ INITIATOR- Sales manager

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Pros

• Open door to
negotiation
• Help to indicate
Tender true market value
System • Increased Cons
efficiency
• Increased
marketing cost
• Long and drawn-
out process
• Quality problems
 STRENGTH OPPORTUNITY
Trained workforce Venture Capital
(ASTM) Internet of Things
Experienced player Untapped Market(India)
Strong Track record
Quality
SWOT
ANALYSIS

WEAKNESS THREATS
Cost External business
group
 AWARDS AND RECOGNITION

• Best security application in retail award.

• Titled as “most innovative brand in electronic security”.
• Zicom crowned "most preferred security equipment brand“.
• Awarded lions CSR precious award for education and skill
development.
 Conclusion

After studying the entire case study, we

would like to conclude that zicom bags the
order.
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Learning
• Industrial buying is not a single event.
• How to make use of a tender system to
our advantage.
• The importance of building relationships
in B2B.
THANK YOU