88855280 Marketing Plan Construction Machinery

8/12/2019 88855280 Marketing Plan Construction Machinery

1/17

MARKETING AND SALES PLAN ( FY 12-13)Construction Market

A m i t K u m a r N a r a y a n


2/17


3/17

Source: CRISIL,jcb press release

Overview : Backhoe loader : 50% plus (largest segment in unit terms) Hydraulic excavators : 19% Mobile cranes : 15% . Wheeled Loader/Compactor/Dozer/Dump trucks etc : 16%

Backhoe : JCB is the market leader in the backhoe loader segment, next is Telcon. Excavators : Telcon is the Market leader followed by Komatsu . Wheel loader : Caterpillar is the leader. Dumper and Dozer : Dominated by BEML and CAT. Pick and Carry (PNC) : Dominated by Escorts and ACE, Compactor : Case, ECEL and Volvo India Private limited (Volvo).

JCB possesses a 55 percent market share in EM industry



4/17

Source : Wikipedia

Atlas Copco Volvo Escorts Doosan

BEML Kubota ACE Bull

CASE Kobelco TIL Standard

Caterpillar Inc. Komatsu Telcon-Hitachi LeeBoy

CNH Global Liebherr Group Liugong Indofarm

Leyland Deere Terex Apollo

Hyundai Construction

Equipment

Sany Godrej

JCB Mahindra & Mahindra Greaves Cotton- Bomag



5/17

Source : Wikipedia

Below are prominent market players for certain broad category of equipment in India:

BackhoeLoaders

HydraulicExcavators

WheelLoaders

Dozers &Dumpers

RoadCompactors

Cranes ForkLifts

JCB India Telcon(Hitachi)

CaterpillarIndia Ltd.

BEML Case Escorts Godrej

Telcon Komatsu Telcon CaterpillarIndia Ltd

Escorts(ECEL)

ACE Voltas

Case Hyundai JCB India TatraUdyog

Greaves Ltd(Bomag)

TELCON TIL

BEML JCB India BEML Voltas Volvo JCB

CaterpillarIndia Ltd

CaterpillarIndia Ltd

Komatsu Volvo JCB TIL



6/17

Coimbatore

Bangalore

Pune

Mumbai

Chennai

Jamshedpur

Delhi

Construction Sector

Pithampur

Nasik

Nabha

Baddhi

Barnala

Hyderabad

Kolkatta

Dharwad, Hubli Sri City

Customer Location

Indofarm Baddhi Standard Barnala Terex Greater Noida Escorts Faridabad JCB Faridabad Ace Faridabad TIL tractors India Kolkatta Telcon- Hitachi Jamshedpur,Dharwad Liugong Pithampur Case Pithampur Apollo Gandhinagar Atlas Capo Nasik Godrej Mumbai Mahindra & Mahindra Pune Hyundai Pune John Deere Pune Universal Construction Pune Liebherr Pune Sany Pune JCB Pune ChTZ Equipment india Hyderabad Kobelco Sri city, A.P Leyland deer Chennai Caterpillar Chennai Greaves Cotton Chennai L & T Coimbatore Bull Coimbatore

Puma Bangalore Volvo Bangalore Doosan Bangalore Maini Bangalore L&T Komatsu Bangalore LeeBoy India Bangalore Beml Kolar Gold Field Ajax Fiori Doddaballapur



7/17

Backhoe Excavators Wheel loaders Dozer, Dumper Road compactor Cranes Fork lift



8/17

India is the largest Backhoe Market in the World due to its versatility and value formoney.

Backhoe contributes 50% of total EM sector.

Unit sale exceeding 33,000 units in 2011

Production forecast is around 43000 unit for 2012-2013

CAGR for Backhoe is around 40%

Other Manufacturer : Terex, CAT and new players Recent entrants in 2011-2012 :- Mahindra, Escorts and Leyland Deere

Source : Off-highway, telcon, JCB, perss release

75%

12% 5% 8%

Market Statistics

JCB

Telcon

Caseother



9/17

Source : Off-highway,Leiugong,Kobelco,TIPL pressrelease

Excavator market observed to be growing equally fast as Backhoe

Excavator account to be 19 % of EM Market Segment.

Current market demand is around 12000 and projection is 27,000 units by 2015.

Projected Growth of 114% in next 5 years. Other Manufacturer : JCB, CAT ,Volvo and Kobelco.

Recent entrants in 2011-2012 :- Kobelco 54%

21%

11%14%

Market Statistics 2011

Telcon

Komatsu

HyundaiOthers



10/17

Source : ICRA,Euipment India,Telco press release,off-Highway

Market for wheel loaders in India is about 2,700 units, estimate for 2012-2013

Growing at approximately 20 per cent YoY.

Chinese EM companies currently hold over 12% in the wheeled loader segmentthrough Import.

Other Manufacturer : Komatsu ,JCB, BEML and CAT .

48

20

12

20Market Statistics

CAT

Telcon

China SupplyOther



11/17

Source : off-Highway,case and Escorts press release

Mobile crane: Mainly of pick & carry was up 36% to 9500 machines from 2010 ( 15% of EM) Dominated by Escorts and ACE

Compactor: Current market demand is around 5000 units CASE having 32% market share in Compactor followed by Escorts (25%), Greaves

Volvo and JCB

Dozer and Dump Trucks: The total volume contribute to 2800 units pa Three Chinese EM companies currently hold around 13% of the dozer segment BEML is a local manufacturer for Dozer Very few articulated dump trucks are sold. Dump Truck market has traditionally been dominated by two manufacturers,

BEML and Caterpillar, which jointly account for 90 % of sales.



12/17

Backhoe Seat Excavator seat Wheeled

Loader

Other EM

Sector



13/17

Volume of Seat : 33000 pa Seat Specification : Two type of seats Requirement:

Type 1 :Static Seats with Height riser, Turntable, For & Aft andReclining with plinth/base and seat belt

Type 2 :Suspension seat with Weight Adj, Turntable and Reclining withplinth/base and seat belt only Used in JCB but contributing 75% ofvolume

Backhoe Seats

Note :It is assumed that all the Backhoe manufacturer will shift towards theSuspension seat than Height riser version to follow the JCB move.



14/17

Total Volume of Seat : 12000 Pa Type 1 Basic ( 2T ):

Static seat with Fore and Aft, Armrest, Reclining with plinth Contribute to 20% volume

Type 2 Medium ( 2T-33T ) Mechanical suspension with weight Adjustment, Slide rail ,Armrest, Headrest, seat belt

2 point ( Equivalent to CVG 100 series) Contribute to 60% of volume.

Type 3 Heavy ( 33T-120T) Mechanical suspension with weight Adjustment, Slide rail ,Adjustable Armrest and

Headrest, 2 point seat belt ( Lap/ALR)( Equivalent to CVG 400/800 series suspension) .Option for 3 point seat belt also required)

Some are Imported along with the cabins some of them are with Air suspension

Excavator Seat



15/17

Wheeled Loader/Compactor/Dozer Volume of Seat : 10000 pa ( 50% is the compactor only) Seat Specification : Mechanical Suspension seat with Weight

Adjustment ,Fore& Aft, Reclining backrest with plinth/base and 2point seat belt ( Lap/ALR) ,Adjustable armrest, no head rest, Midbackrest. Options for Turntable in Compactor required.

Price target : Starting from Compactor INR 5000 to INR 12000 Cranes Pick and Carry /Mobile

Volume : 9500 Pa ( 90% is Pick and carry)

Seat Specification : For Pick and Carry, it is same as Indian AgricultureMarket Low segment. Price target : INR 1800 ( with one armrest) For Mobile crane : same as Compactor but some have Headrest.

Wheel Loaders and Other



16/17

Case, Volvo, Komatsu, CAT, Deere, HyundaiGrammer

Mahindra , Escorts, Caterpillar, BEML, Telcon,Komatsu, Voltas

Harita

JCB, Escorts, StandardMajestic

Escorts, ACESietz Technologies

CAT, Terex,CaseSpack Automotive-Sears

Need to be confirmed from Customer



17/17

Documents

88855280 Marketing Plan Construction Machinery