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Industrial Marketing Strategy Case Study

This document presents an industrial marketing case study for ROBO KNON, a $40 million Indian company that provides power system protection and control solutions. It acquired KNON Group, a $7 million US company, to become a comprehensive solutions provider for power generation and transmission. The goals section shows ROBO KNON aims to become the top provider with a 32% market share, surpassing competitors like Mac Iver, Roland, and Smith. The marketing strategy focuses on generation, transmission, distribution, and engaging technical consultants, OEMs, and EPC contractors. The way forward and further strategies discuss expanding to smaller captive generation projects, educating partners, and identifying new opportunities.

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Saikat Roy
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867 views15 pages

Industrial Marketing Strategy Case Study

This document presents an industrial marketing case study for ROBO KNON, a $40 million Indian company that provides power system protection and control solutions. It acquired KNON Group, a $7 million US company, to become a comprehensive solutions provider for power generation and transmission. The goals section shows ROBO KNON aims to become the top provider with a 32% market share, surpassing competitors like Mac Iver, Roland, and Smith. The marketing strategy focuses on generation, transmission, distribution, and engaging technical consultants, OEMs, and EPC contractors. The way forward and further strategies discuss expanding to smaller captive generation projects, educating partners, and identifying new opportunities.

Uploaded by

Saikat Roy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Industrial Marketing Case Study

Presented by Rohit Ghosh & Saikat Roy

Presented to Faculty Mr. M. K. Chakravorty

ROBO GROUP

KNON GROUP

$ 40 million Indian based company

$ 7 million US co.
Power System Protection & Control System Solutions Provider with a portfolio of specialist products and services

ROBO KNON
Comprehensive Solutions Provider for Power Generation & Transmission

ROBO KNON
Core Competency:

Protection & Control Systems

Relays

Goals
present
Mac Iver Roland ROBO KNON

future
32% 27% 20%
ROBO KNON Mac Iver Roland

Smith
Simpson

10%
6%

Smith
Simpson

Marketing Strategy & Action Plan

Industry-wise Focus Areas


Generation

Transmission & Distribution

Channel-wise Focus Areas


Technical Consultants

Original Equipment Manufacturers

EPC Contractors

EPC Models

Way Forward
More focus on Captive Generation Projects (CPP) of less than

4 MW which are coming up in India on a large scale, since RK relays are not preferred in this segment.
Educating and spreading awareness to the OEMs and EPC

contractors about Numeric Relays.


Provision of consultation for selection of type of relays by the

Consultants, OEMs and the EPC Contractors

Further Strategies
Multiple Technology & Single Window Solutions

Example: Bundling Instrumentation with Protection & Control Systems and providing technical support. Direct approach from end-user (operator).
Identifying new market opportunities

Example: Captive Power Plants and Solar& Wind Power Generations.


Strengthening the dealer network

Example: Tie-ups with distributors and consultants.

THANK YOU

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