MARKETING MANAGEMENT

Class : Advanced Construction Management

Subject : Construction Management

Faculty : Prof.Dr. Devang Desai

Group : ACM-4

Roll No : AP14321 Karan Jadwani

AP14322 Mahit Jain

AP14324 Niket Patel

AP14327 Deependra Singh

AP14332 Pratik Gohil

AP14336 Santosh

AP14397 Jaimin Patel

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THE COMPANY JCB

• Founded in 1945 by Joseph Cyril Bamford

• Headquarter in Rocester Staffordshire, England

• JCB manufactures machines for use in

construction, industrial, and agricultural fields.

• Operates in 4 continents and 150 countries

• 7 factories UK, Germany, Brazil, North/ South

America, India and China

• Employs 8,000 people

• Today: Among the 3 largest players in the world

in construction equipment field.

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MARKET SEGMENTATION

• Geography- Urban & rural

• Industry-construction, agriculture, mining,

infrastructure, solid waste management.

• Type of enterprise-public as well as private

• Business motive-profit

• Size of firm-mostly large

• Business house- HCC, Gammon, Nagarjuna etc.

• Manufacturing process- batch type

• Purchasing org.- decentralised

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TARGET MARKETING

Undifferentiated marketing

They have various types of earth-moving

equipments which can be used in various

types industry.

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MARKETING STRATEGY

Geographical Coverage

JCB has developed the most comprehensive dealer

and service networks as compared to its competitors in the

“backhoe” segment. This brings it very close to it’s

customers during the acquisition process and for the life

time of the product as part of the after sales support.

Company Branch Dealers Outlets

JCB 20 48 320

Telcon 32 38 125

L&T 20 45 100

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Concept modelling

The JCB backhoe has been very popular in India, and

even the term ‘JCB’ has come to denote the ‘backhoe’.

Thus, the concept marketing of the JCB has been a huge

success, with the customer looking up to the features

provided in the JCB model as a benchmark.

Operator Training

One of the factors affecting the industry is the lack of

skilled operators who have the knowledge of operational

techniques of a backhoe. JCB conducts regular training

programmes for operators.

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Re- manufacturing: Service Exchange

JCB has come up with a scheme in which the customers can

bring an old machine to the service centre and have it

remanufactured to the latest specifications at 50% less than new

parts. The company claims that all the major components of JCB

machine, including the engine, are designed such that they can be

remanufactured.

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• R & D- ecoMAX

• Differentiated strategy

Product Planning and Development

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ecoMAX

Key Customer Benefits Range

• Big on fuel saving

• High torque at lower rpm for better performance

• Low maintenance cost due to longer life of filter & oil

• High operator comfort due to low engine noise and vibration

• Specifically designed & developed for off highway application

• High reliability for longer life

• One year, unlimited hours warranty on backhoe loaders

• Fully supported by JCB sales & service network of 400+ outlets

across India

• BS III compliant

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4 P’s

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POSITIONING

Finance options- first of its kind in industry

Insurance

After sales service

More for more

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• 400+ outlets in 54 cities and 26 states

• 4 state-of-the-art warehouses at the four

quadrants of India to cut down the transportation

time.

PLACE

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PROMOTION

• Trade shows

• JCB merchandises

• Construction industry magazines

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PRICE

• Negotiation Basis.

• Warranty.

•After sales service.

• Genuine Spare Parts.

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STRENGTH

•Old entrant.

• Brand name.

• World class network.

• International presence.

• Multi-processing ability ,as attachment

are available for various jobs.

SWOT ANALYSIS

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WEAKNESS

‡

• High maintenance.

• Efficiency is low.

• High price.

SWOT ANALYSIS

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OPPORTUNITIES

• High demand in developing

countries.

•‡ Joint venture allow JCB INDIA in

other countries to increase their

market share.

SWOT ANALYSIS

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THREAT

‡

• Rising price of Steel, aluminium,

and fibre product which are used as a

raw material increases overall cost.

• Cost of fuel increases the cost of

using JCB Product.

• Competitors.

SWOT ANALYSIS

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