An international Audio brand having presence in 37 countries wanted to enter the market targeting high-end AV consumers, which was still a niche segment in India. It had to identify and evaluate importers/distributors for exclusive country-level distribution of its products.
Ramsoft ran a pre-entry market analysis and identification campaign, which included collection of information, discussions with potential distributors, short-listing key ones, documentation and reporting. The Indian market for AV products was analyzed in detail, focusing on how brand leaders address the Indian market.
After interactions with over hundred distributors, eight were short-listed for serious interactions and two were recommended. The selected dealers fulfilled client's requirements in terms of size, geographic presence, technical expertise, marketing and sales capacities, and non-competitive range of products. All the findings were documented and a detailed report was generated. Client appreciated the market insights derived from Ramsoft's study, as it enabled them to plan the right course of action in India. Today, after three years, the organization is still working with both the distributors introduced by Ramsoft.
Market Entry Study
An European organization, which is into development of embedded computing devices for fuel systems had interest in addressing the Indian market. Before entry, they wished to conduct a study to understand market nuances and scope for their products.
A market study and competition analysis was carried-out over a period of Eight weeks by Ramsoft. The study involved evaluation of market acceptance for the client's products, analysis of existing competition in the market, identification of price points, comparison and analysis of product functionality with existing products in the market, study of market entry barriers and identification of possible distribution channels for their products in Indian market. Input for the study was directly gathered from service providers (who resell and install such systems), distributors and end-user companies.
Based on the information gathered from the pre-entry exercise, the client deduced that it had to make certain market-specific changes in their product to suit the dynamics in Indian market before entering India.
Marketing Resources, managed by clients
This client had failed in their previous attempts to enter the Indian market. Their products were mainly used in infrastructure projects, driven by public sector undertakings in India. Our clients were clueless on how to approach this segment in India. Ramsoft assigned a dedicated marketing person who worked closely bridging the client (managers in Europe and Singapore) and the market.
The objective was to identify the entry points of the market. An initial study explored all avenues, through which, the client can address the Indian market effectively was conducted. The inference drawn from this research indicated that they should identify a few distribution partners and side-by-side initiate direct talks with end-users as well.
The client was able to drive Ramsoft’s manager effectively to get the desired details and meet the objective. Once there was clarity, they decided to act upon the inference and continued using Ramsoft resources for their Indian marketing activities.
Direct Business Generation in India
This organization is into high volume production of machining components. They knew that their business had good potential in India and were keen to quickly generate business. They needed someone in India to directly approach a few potential targets.
They chose Ramsoft’s facilitation services to do direct sales & marketing. Marketing personnel assigned by Ramsoft approached the potential customers and introduced client’s offerings. This generated good first level of interest and some RFPs (Request for Proposals). The client was continuously in the sales loop and created customized proposals.
The highlight of the exercise is that the client's team in Europe was able to directly sell their products, without any physical presence in India.