Case Studies - Construction Equipment

Construction Equipment
European Construction Equipment Manufacturer

European manufacturer of concrete block making equipment with no prior experience of the Indian market

Client Objectives
  • The company wanted to undertake a detailed study to understand the use of concrete in Indian construction techniques
  • The company also wanted to know whether any market existed for its machines in India
T&A Approach
Market Intelligence
  • Included a study of local players who made similar machines, however, with much lower production capacity
  • Significant price difference between local machine available at approx. EUR 3,000 as against company machine available between EUR 70,000 EUR 100,000. Despite the price difference, significant interest from the Indian market as new application areas identified
India Business Development (Lead Generation)
  • Quasi representation provided to the company in India with a dedicated person to lead this initiative and establish contact with potential customers, influencers and dealers
  • Initial contact made with over 200 major contractors and developers with client marketing literature delivered, one on one meetings held and presentations made to key decision makers
  • Further research led to the adaptation of existing equipment to suit local requirements and market conditions in India
Outcome
  • Distributor Agreement signed with a company in Bangalore, which was the first official representation of the client in India
  • Sales of over USD 500,000 achieved within 12 months

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