295
OBCM Achd
(Rs./Lacs.)
358
121
OECM Achd
(Rs./Lacs.)
348
118
FY 2011-12
355
462
130
437
123
FY 2012-13
450
443
98
427
95
FY 2013-14
FY 2014-15
(till 15th Sept)
485
494
102
498
103
570
180
32
133
23
Year
Target
FY 2010-11
%
Business Trend Civil Delhi
FY 2014-15 (till 15th Sept)
FY 2013-14
OECM Achd (Rs. In Lakhs)
FY 2012-13
OBCM Achd (Rs. In Lakhs)
Target
FY 2011-12
FY 2010-11
0
100 200 300 400 500 600
%
Month Target
OBCM
%
(Rs./Lacs.)
Q1
Q2
OECM
%
(Rs./Lacs.)
109
72
90
65
82
90
44
61
41
85
32
45
55
55
42
53
37
500
45
45
60
70
80
30
20
504
141
100
109
127
190
57
54
101
30
30
60
60
60
60
95
501
94
67
109
109
143
113
257
100
(Jul & Aug)
Sept
Oct
Nov
Dec
Jan
Feb
Mar
Total
Aimil Business Trend-2014-15
120
100
80
60
40
20
0
Q1
Target
Q2
Sept
Oct
Nov
OBCM Achd (Rs. In Lakhs)
Dec
Jan
Feb
Mar
OECM Achd(Rs. In Lakhs)
Month
Target
OBCM
%
(Rs./Lacs.)
Q1
Q2
OECM
%
(Rs./Lacs)
10
13
4
6
44
46
1
4
15
34
Sept
Oct
8
6
7
10
88
167
6
6
79
100
Nov
Dec
Jan
13
9
8
10
15
10
77
167
125
10
15
15
77
167
188
(Jul & Aug)
300
5
500
Total
70
70
101
70
100
12
10
Target
8
OBCM (Rs./Lacs.)
6
OECM (Rs./Lacs)
4
2
0
Mar
3
Feb
1
Jan
Mar
14
Dec
350
Nov
7
Oct
250
Sept
5
Q2
2
Q1
Feb
Imported Business Trend -2014-15
16
Target
OBCM Achd
(Rs. /Lacs.)
%
170
59
35
145
145
46
65
32
45
Ashhar
40
5
13
Mayank Batra
70
10
14
Total
570
184
32
Engineer
Rajkumar
Prasad
Tarun Bissa
Anil Kumar
ENGINEERWISE BUSINESS-2014-15
180
160
140
120
100
80
60
40
20
0
Rajkumar
Prasad
Tarun Bissa
Target
Anil Kumar
Ashhar
OBCM Achd (Rs. In Lakhs)
Mayank
Batra
Distributor / Region
Target
OB
(Rs./Lacs.)
%
CM
Contributed
Vibgyor Agencies, Uttar Pradesh
320
130
41
46
Commercial Equipment,
New Delhi & Haryana
250
136
54
48
Hi-tech Scientific Corporation, Jaipur
220
66
30
23
S. Dhaddha Associates, Udaipur
160
44
28
15
HG Enterprises, Nepal
100
21
21
7
DISTRIBUTORS BUSINESS-2014-15
HG Enterprises, Nepal
S. Dhaddha Associates
Hitech Scientific Corporation
Commercial Equipment
Vibgyor Agencies
0
50
100
OB Achd (Rs. In Lakhs)
150
200
Target
250
300
350
Segment
Contractors & Builders
OBCM Achd
%
(Rs./Lacs.) Contribution
59.43
35
Education
53.56
32
Cement Plants
27.96
17
Government
12.52
7
Others
6.57
4
RMC
5.23
3
Consultants/Specifiers
2.09
1
Test Houses
1.39
1
Ceramics & Refractories
0.25
0.15
Total
169
Segment wise Business-Aimil
3% 1%
4%
1%
0%
Contractors & Builders
Education
7%
35%
17%
Cement Plants
Government
Others
32%
RMC
Segment
Education
OBCM Achd
% Contribution
(Rs./Lacs.)
4.82
48
Government
1.86
19
Cement Plants
1.24
12
Consultants / Specifiers
0.77
8
Contractors
0.7
7
Others
0.55
9.94
6
Total
Others
6%
OBCM Achd (Rs. In Lakhs)
Contractors
7%
Consultants /
Specifiers
8%
Cement Plants
12%
Government
19%
Education
48%
Order Lost Analysis
Segment-wise
Description
Value (Rs./Lacs.)
Total Order lost Value
391.64
Segment-wise
Cement
20
Contractor
120.5
Education
229.14
Government
2
Others
20
Government
Others
Education
5%
31%
58%
Competitor-wise
120
100
80
60
40
20
0
Series1
Heico
AE&C
Local Roorkee
Testwell
Local Delhi
Anton Paar
Techmark
ASI
Scientific Supplier
ESI
Enkey
Harris and Tarris
115.74
99
20
15
9
8
1
22.5
44
13
20
24
Contractor
1% 5%
Competitor-wise
Heico
AE&C
Anton Paar
ASI
EIE
Enkey
Harris and Tarris
Local Delhi
Local Roorkee
Scientific Supplier
Techmark
Testwell
Cement
REASON FOR ORDER LOST
Value(Rs./Lacs.)
Price
Delay in getting Specifications
Due to Specs.
312.9
43.74
15
not quoting complete Package
20
Reason of Order Lost
Delay in
getting specs.
11%
Due to Specs.
4%
Price
80%
Not quoting
compelte
Package
5%




Strengths






Weaknesses
Good brand image, similar range of products.
Considered No. 2 in Market after Aimil
Customization facility. Servo and cyclic Testing range in indigenous.
Technical capabilities equal or better than Aimil. Serious competitor in
customize and high end equipment
Low price with good quality
Quoting very cheap prices in Govt Tenders.
NABL Accreditation, NSIC Regn, Manufacturing facility, in-house electronic and
software development team
Offering high discount i.e. 25 to 35% in private engineering colleges
Special focus on higher range of equipment i.e. Servo, Cyclic Triaxial, UTM
Hydraulic Actuators etc.
Good promotion strategy e.g. gifts, colanders etc.
 Expensive & less after sales support. Spares parts are costly.
 No fixed price and quality. Only one service Centre (Delhi), Average Delivery
time, Not active in Cement & RMC, No channel partner
Strategy to
overcome

Need to improve our technical capabilities at affordable price

Very less price difference. Need to explain the difference between Aimil and
Heico to customer.

We should work out our prices strategically depending on the case where
Heico is involved.

Try to beat them by highlighting our R&D facility

Strategy to approach customer first

Regular visits

Provide special offer to customer like training, Extra Warranty, guest lecture by
our technical expert on civil engineering

By promoting our after sales support strength


Strengths
Weaknesses
Strategy to
overcome
Low Price, less than 30% to AIMIL.
Has a strong hold in Govt. segment like PMGSY (They go to the extent
of offering 30% to 40% discounted prices just to secure orders.
 Similar Range of equipment, Manufacturing facility, NABL Accreditation
 Registered with NSIC






Poor after sales support
Poor quality products
No sales team
Only one service center (Delhi)
No Customization facility
Not working in Private engineering college
 To convince customer on quality and long term value
 Try to beat them by highlighting our R&D facility and atleast 6 year
NABL accreditation.
 Refer the unsatisfied and blacklisted credentials of Enkay.
Strengths
 40% less price
 Very good hold in L&T and using it as a reference
 Quick sales support to the extent that they supply
equipment on verbal order
 Very Active in few contractors segment .
 Fast delivery
Weakness
 Average quality
Strategy to
overcome
 Does not have in-house calibration facility
 To convince customer (QC) on quality of equipment. Give
the reference to unsatisfied customer of ASEW
Name
Trading Corp
of Rajasthan
Scientific
Suppliers
Strength
Very low price
Good hold in bureaucrats and
politicians
Very low price & active in Jaipur
region.
Very low price and can also supply
the other lab equipment.
FIE
Strong brand image in low cost UTM
ASI, Delhi
1.
2.
1.
Allied Sales
CISCO, Delhi
Testwell
Rajco, Delhi
Low price
Supplying UTM from long time
Low price 30-35% less
Similar Range of equipment
Manufacturing facility
Low price/Quick Delivery
High discount & prices are 30-40%
cheaper than us.
Local Supplier Very low price
Roorkee
Fast delivery
Good hold on some private colleges
Weakness
Poor quality, only
trading
Strategy to Overcome
Trying to convert them as
our sub-dealer
Poor quality
Poor quality
No after sales
support
Only have mt lab
eqpt.
Only have mt lab
eqpt.
Poor quality
Low quality
Inferior
Specifications
No Accreditation
 Educate customers
the value of the Aimil
Equipment.
 To work on lesser
margin.
 Educate customer to
replace equipment
against buy back
policy
Civil Indigenous
 Low Prices and High discounts offered by the Competitors.
 We have got very poor image regarding delivery and quick service support. Many
contractor do not send us the enquires when they require material immediately
 Competitors are offering complete package to pvt. engineering college
 Dealyed and very expensive after sales service (Post warranty)
 Lack of service engineer for DAQ & Geostar.
 Not getting specifications on time for special equipment – It helps competitors to
enter into our customer’s area.
 Lot of complaints were faced in our most premium product - CTM
 30 to 40 days credit policy in private contractor
 Not able to breakthrough in PMGSY project because of price war
Civil Imported
 Multiple distributorship of Proceq
 These products are not mandatory as per IS standards , so it gets difficult
to convince the customer.
 Unavailability of Demo equipment.










We should increase the warranty of our all capital equipment from 1 year to 2 years
Standardize the response time and resolution time for CSG (Most important)
Merge target of CSG with sales team and let sales team handle CSG team
We should prepare a technical comparison sheet between Aimil and others
Once in a year we should organize a free training camp for private engineering
colleges
Special pricing for big orders
We should prepare a short corporate video and working of capital equipment/
software related items (by professionals) that we can show to customer in our
laptop or mobile.
Separate technical team to help us in technical specification and pricing.
Avoid delays in providing specifications and prices for new/customized products by
bringing into regulation a better coordination between our different teams.
Standard Pricing for calibration, AMC etc.
Opportunities Ahead
ACTION PLAN TO IMPROVE PERFORMANCE
Close watch on big projects..
Construction
Consultant
Construction
Construction
Construction
Roads
Education
Research and
Development
Opportunity
DMRC, Third Phase
Consultancy companies (Like,Flsmidth and
chanderpur works pvt ltd)
PrembariPul to Azadpur Corridor project
Delhi outer bypass. Vikaspuri to Meera Bagh.
Remarks
In touch with different contractors working in
DMRC.(ITD,L&T,PARTIBHA JMC Project etc
Cold Call Required
In touch with contractors(Simplex)
In touch with contractors(Simplex)
Housing Project in Gurgaon
In touch with contractors(Simplex,DLF and L&T
Kithal Haryana border to Rajisthan border( 4 line Awarded to IRB infra
highway 160km) 4000 cor.
New private Engineering University
Cold Call will be done Ansal University. G.D
Goenka Universty, SRM University, K.R Mangalam
University, IMT University Etc
NCCBM Received Tender enquiry with our
In touch with the end user as well as purchase
specification ( Value to tender Appaox 80lakhs)
dept. for the same In ouch with the end
IIT Delhi special flexure and compression testing user, working on the technical speciation for the
machine for established soil , concrete and
same for tender purpose .
asphalt ( Approx value 12 to 15 Lakh)
submitted our technical specification along with
NITK Rut Shaper and tester
price to end user. Tender will be come in next
Value( appox. 15lakhs)
month
Contd…
Hydro Power
Geotechnical Lab in THDC
Approx. Value-30 to 40 Lakhs
Contractor
L&T DFCC Project approx. 70 Lacs.
We have submitted our technical specification
along with price. Tender will be come in next
month
Negotiation stage
Government
PMGSY, Uttarakhand – 1 cr.
Spec. are locked. Waiting to publish tender.
PMGSY Rajasthan
Spec. are locked. Waiting to publish tender.
Contd…











Road Show
Mailer campaign
Focus on creating market for customized products
Educate colleges/institutes for up gradation of existing equipment
Provide combo offers to customers from private sectors (eg. along with 1 CTM-6 cubes of
150mm free (adjust the cost of the cube in CTM)
Initiative for providing training, seminars, presentations to students and faculties from the
colleges
Collaboration with colleges to provide lab training to students-in return of a minimal fees.
Special focus on defense customers(DRDO, MES etc)
2 to 3 days Free training on purchased equipment and one guest lecture by expert of civil
engineering
Trying to get our specifications locked in as much government tenders as possible-to improve
our chances of winning the tender. Eg; PWD U.K., PWD Rajastahn, PWD U.P, MES, NIT
Uttarakhand, THDC, MCG, GEC Jhalwar, CET Bikaner, CTEA Udaipur, MNIT Jaipur, DTU,
Kurukshetra University, BHU, IIT Kanpur GPR etc.
Increasing focus on private consultants who are related with testing etc.
 Small type drilling ring for use in soil as well in rock for up to 2 m depth, dia 100150mm (Presently requirement from TATA Projects and snow fountain.
 New application/Industry – AAC Blocks, Electronics Test Laboratory for battery
testing, Telecom, Refractory Tile.
 Products – Servo CTM, Wheel Rut tester and Visco 2000
 Focus on Private Consultants
 By promoting our new/customized products
 Focus on Customers from Power Sector
 Increasing focus on government departments like PWD etc. in the Uttarakhand
(due to last year’s disaster they are under tight scrutiny form the governing
bodies)
Our Success Stories
 New order from MES, Lucknow and for small value
 We have succeeded to lock-in our specification in PWD Lucknow. Tender
worth Rs. 50L tender is about to come.
 Also tender is expected in the same line from MNIT, GEC Jhalawar, CTEA
Udaipur, CET Bikaner.
 Persuaded UPES-Dehradun to upgrade their existing equipment to
computerized ones with DAQ and Software.
 Grabbed order from Modern Institute of Technology where the competitor
was Heico.
Our Special Achievements
 Got our specifications locked in premier research institute like IIRSDehradun, NIT-Uttrakhand, THDC-Rishikesh
 Given idea to our Branch Manager to develop Whatsapp Group for
cross selling opportunities that helped entire branch to improve getting
leads.
 Got one order from IITD stone polishing machine on our specifications
 We have succeeded to grab first order of DSR, Malvern from IIT
Roorkee.
Orders from New Segments
/Applications/Products
 Development alternatives, NGO : Bricks manufacturer
 Aqua proof Minerals: water proofing
 IIT Delhi - stone polishing machine for different application
Strategies Which Worked
 Work done as per KPI sheet planned.
 Received order from IIRS as per our specifications locked in.
 Educated customers for upgradation of labs.
 Visited all labs of DFCC project and convinced them for Aimil and started getting
the orders.
 Focused on Private Engineering Colleges in Q1 & Q2.
 Participated in a tender without our margin for DSR.
Plans Ahead







Implementation of KPIs as planned
Work closely with the concerned officials for upcoming projects.
Organize Road Show in Nepal and UP.
Arrange to provide best service and after sales support to Key accounts
E-mailers
Give package deals on NDT equipment.
Planning to offer free service to customers in a particular region twice an year
(only charge the price for spare parts)
 Will attend seminars etc. so as to increase contacts and product awareness.
 Will send e-mailer to customer and do rigorous presentation in private
engineering colleges.
Forecast
Year
Indigenous
2014-15
Expected Closure
2015-16
2016-17
2017-18
Imported Geophysical Consultancy
(JS)
(LDM)
Services
500
40
30
0
570
570
650
735
45
50
55
34
38
45
0
0
0
649
738
835
FORECAST
900
800
700
600
500
400
300
200
100
0
835
738
570
649
Total
2014-15
Expected
Closure
Total
2015-16
2016-17
2017-18
Support Required from
NM, AM, CSG, Engineering & CPU
 NM - Prepare separately technical spec. of all indigenous items incorporating
USP. Pricing strategy for different segment. More product training.
 Engineering: should encourage customized products, quick response, descriptive
tech specs
 CPU: quick deliveries and inform customer in advance delay delivery date.
Coordinate for road permit also. Systematic Pre-dispatch inspection facility,
accuracy in order acknowledgement and mange all post sales activities.
 AM – Involvement in distributor meeting, timely finalization of blue pages,
release of incentives, resolve delivery & quality issues as early as possible etc.
 CSG: Quick service and response to customer.