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Marketing Strategy , Sales Process for New Business Development.pptx
- 1. Strategic Plan for Marketing , Sales Process & New Business development By Suresh Anandarao
- 2. Objective Market Scenario & Overview Market analysis Understanding Customer needs Goals & Targets Strategic Analysis Strategic Marketing Sales Pitching & Process Customer relationship management Unique Value Proposition S W O T Analysis New Business development Plan Contents
- 3. To develop new business for existing product range , newly developed products, adding new clientele in explored and untapped geographies for organic growth. To establish & develop the company's brand image , enhance top line sales and bottom line profitability in due course of time. To develop niche & speciality products meeting stringent quality standards supported by transparent business practice, technical support and long term sustainable business relationship with clients. To analyse existing business and derive Sales & Marketing strategies, Planning and execute the process. Short term goal is planned for 6 to 12 months & Long term goal is planned for 13-24 months approx. Target Market for new business development includes already penetrated market for new products positioning & Total Available Market (untapped territories). Differentiating amidst fierce competition : Focusing on those products & markets wherein other level players have not penetrated, pursued and positioned themselves aggressively . Need to derive Unique Selling Proposition to position the products in the crowded Masterbatch market in India. Objectives Time Early Adopters/ Pioneers Mass Market/ Followers End of Life
- 4. The global masterbatch market is poised to grow at a CAGR of 5.1% during 2023-2026. Keeping in mind the uncertainties of plastic industries , we need to strive hard to retain the existing business and keep evaluating the fluctuating demand on different end use industries such as Automotive , Agricultural, Construction, Household items, Healthcare, FMCG, Pharma, Textiles, etc. The global market is primarily being driven by rapid industrialization, along with the growing demand for environment-friendly and innovative MB. Value addition & performance enhancement using masterbatches is acting as another growth factor. Surplus polymer supplies , capacity addition of many polymer producers coupled with growing trend of Packaging & Agricultural sectors are projected to drive the market demand for masterbatches further. Indian Plastic Packaging Market size is expected to grow from USD 21.12 billion in 2023 to USD 24.59 billion by 2028, at a CAGR of 3.1% during the forecast period (2023-2028). The growing preference for convenience and portability packaging continues to be a significant driver of rigid plastics in food packaging. The flexible packaging market in India is estimated to grow at a CAGR of 12% between 2023 and 2027. The size of the market is forecast to increase by USD 18.65 billion. The growth of the market depends on shift toward flexible packaging due to high logistics costs in India, the growing retail industry in India, and an increase in demand for digitally printed packaging. As a consequence of slow down in demand on polymer consumption and decreasing prices right from the beginning of this financial year , April23 onwards, the productivity in many plastic converters have come down as many end-use industries have slowed down their offtake . Due to surplus supplies, availability of feedstock , increase in conversion costs, tax rates, inventory costs, delayed receivables, etc has affected both top & bottom line for many masterbatch manufacturers. Economical product offerings from China, Vietnam besides Indian low cost MB manufacturers act as a restraint for the growth of the masterbatch market. Although high market competition restricts the entry of new entrants, its possible for low-quality MB manufacturers to challenge these barriers. However , its difficult for established market players to cater to the growing demand countering price war in local market comprising >80% of SSI & MSME sectors. Market Overview
- 5. Market analysis Key players & their strengths 1) Plastiblends Product range, RnD, Pricing , Brand identity , Supply chain network, Sales force & OEM approvals. 2) Avient (Clariant+Polyone)Products speciality in Color &Additive, RnD, Brand identity & OEM approvals . 3) Ampacet Products speciality in White+Additive MB , Brand identity & OEM approvals 4) Lyondell Basell - Products speciality in White +Additive MB, Brand identity & OEM approvals. 5) Tosaf Products speciality in Additives (UV), Brand identity & OEM approvals 6) Alok Product range , RnD support , Brand Identity, Sales force & OEM approvals. 7) Toyo Product speciality in Color, Brand identity & OEM approvals. 8) Blend Colours Product speciality in Black & Colour MB, Brand identity , Supply chain network & Sales force 9) SCJ Product range , Pricing , Brand identity, Supply chain network, OEM approvals & Sales force 10) Rajiv -Product range, RnD, Pricing , Brand identity, Supply chain network, OEM approvals & Sales force 11) Konkan -Product range,RnD,Pricing ,Brand identity, Supply chain network,OEM approvals & Sales force 12) Poddar Specialised in Non woven, PET , fiber masterbatches , RnD, Tech support. 13) Americhem ( Precient) Specialised in Non Woven,fiber,PET masterbatches, RnD , Tech support. 14) Welset Extrusions Specialised in Masterbatches for Wire & Cable application, RnD & Sales force. 15) Bhavin(Coraplast)- Product range, Pricing, Sales network, Brand Identity, RnD Const ructi on; 15.31 Pack aging ; 37.12 Automotive; 22.13 FMC G, Hous ehold 20.25 Others; 5.2 Projected Market share % by 2030 Wh ite ; 29. 13 % Blac k, 26. 88 % Col our ; 23. 47 % Additive; 20.52% Market share product wise % by 2030
- 7. Goals & Targets SHORT TERM GOALS : Short term marketing planning is about hitting immediate marketing objectives which is often about generating sales in the short term 6-9 months. The best way to achieve this is by marketing to our existing customers with new / additional products ( Colours , Additives) & existing geographies (South & partly North & Central India) . LONG TERM GOALS : A long-term marketing strategy includes planning for future growth and development for tenure beyond an year . It takes into account factors like market trends, competition, customer behavior, and other important things that affect how successful our company will be. Exports to Middle east, Africa , SAARC countries could be our long term goal and strategically we can plan to market our products in those regions. PROPOSED SALES TARGET FOR MASTERBATCHES (Dec 2023 to Dec 2024) * indicative Months >> Dec23 Jan24 Feb24 Mar24 Apr24 May24 Jun24 Jul24 Aug24 Sep24 Oct24 Nov24 Dec24 Qty (MT) 40 50 55 60 65 70 75 85 90 100 110 115 120 Value (Rs.Cr) 0.64 0.8 0.88 0.96 1.04 1.12 1.2 1.36 1.44 1.6 1.76 1.84 1.92 *Below data is based on presuming 6 necessary parameters (Price, Quality, Response, Supply & Tech support) for meeting customer needs . Unforseen market demand fluctuations not considered, so figures are bound to vary for sure.