MICO BOSCH

GROUP 4

GAUTAM PALLAVI PRATEEK

RICHA TUSHAR SUNDEEP
INTRODUCTION
 INCORPORATION YEAR:  12th November 1951
 LOCATION : Chennai
 CURRENT LOCATION : Bangalore
 MANUFACTURING : Bangalore
UNITS : Nashik
: Jaipur
: Naganathapura
 AWARDS : QS 9000 BY TUV
INTRODUCTION CONTD.
 SISTERS COMPANY:
 Bosch Chassis Systems India Ltd
 INCORPORATED IN 1982 IN PUNE, MAHARASTRA.
 Bosch Rexroth (India) Ltd
 INCORPORATED IN 1974 IN AHMEDABAD, GUJRAT.
 Robert Bosch Engineering and Business Solutions Limited
 INCORPORATED IN 1998 IN BANGALORE
GROWTH
5000
4601.82
4500 4325.27

4000
3781.16

3500

2977.48
3000

2500
NET SALES in crore
PBIT in crore
2000 PAT in crore

1500

1000 865.31 859.72 804.72

633.87 609.21 547.99 542.57
500 343.07

0
Dec/08 Dec/07 Dec/06 Dec/05
 BOSCH GROUP
 1. Automotive (MICO)

2. Industrial Products

3. Consumer Goods
PRODUCT PORTFOLIO
 AUTO ELECTRICALS  GLOW PLUGS
 BATTERIES  HORNS
 BELTS  LIGHTS
 BRAKING SYSTEM  LUBRICANTS
 BRAKE PADS  RELAYS
 CLUTCH PLATES  SPARK PLUGS
 DIESEL SYSTEMS  WIPER BLADES
 FILTERS
 GASOLINE SYSTEMS
 GEAR PUMPS
MAJOR CLIENTS AND COMPETITORS
 COMPETITORS: CLIEN
TS
 DELPHI TOYO
TA
 DENSO
 SIEMENS TATA
HYUN
MOTOR
 CLIENTS: S DAI

MARU
GM
TI

HOND
M&M
A
TVS
 SUSTAINABLE COMPETITIVE ADVANTAGE
 Sustainable mobility
 Combining technologies
 Increasing safety-ESP
 CORE COMPETENCIES
 High Market share
 Technological superiority and strong support from parent
Bosch
 Global R&D hub-MAC
 Alternative Energy
 Service: CORE COMPETENCY CENTRE
 Quality-QMS
 Large Contact Base
PRICING STRATEGY
 INTRODUCTION
 Critical marketing mix
 Different pricing objectives for different products
 The pricing of MICO- BOSCH is aligned with its corporate
strategy
 PRICING OBJECTIVE
 Product- Quality Leadership
 Avoidance of government’s intervention into the business
PRICING STRATEGY (CONTD..)
 General Practices
 Different Prices for different customers
 Negotiation
 Prices for Government’s norm

 Pricing Methods
 Volume Based Pricing
 Administered Pricing
 Market Skimming
DISTRIBUTION

 REGION WISE AUTHORISED DEALER

NETWORK
 AUTHORISED
DISTRIUTION
 MAIN STOCKIST
 AUTHORISED SALES
OUTLET
SELLING PROCESS
 Order taking (e-tendering)
 Order Processing
 Kick off strategy

- Planners of manufacturing unit interact

- Warehouse
- Distribution
PROMOTIONAL STRATEGIES
1. On Track Program
2. SIAM Convention
3. Trade Exhibitions
4. Customized Websites
5. Automobile and industrial magazines
RV College -
Engg

Tokyo Motor Show 2007 IAAE 2008

PEOPLE AND PROCESSES
 Functions of the
National Sales Manager departments
 SMA
 Product Management.
 Advertising and sales
promotion.
 Packaging
 Marketing services and
market research.
 
 SPD
 Warehouse activities
 Orders fulfillment and
insuring collection
 Business with government
departments
 Procurement of trade goods
PROCESS STRENGTH- SAP

Changes due to SAP:

Purchase order formats

Materialwith supplier (MWS ) reconciliation procedure

Eg:-Process scrap and End bit scrap accounting.

Packing material numbers will be changed to Bosch numbers

WEB Electronic Date Interchange ( EDI )

R&D (PROCESS STRENGTH CONTD..)
 MICO is the global development centre for Bosch

 Customized R&D helps maintain help build strong customer base and market leadership

 It carries out the following activities:

 Design & development of new products, from concept to manufacturing

 
• Manufacture and testing of proto samples
 
• Reliability testing
 
• Product quality improvements and rationalisation

• Technical co-ordination with other manufacturing locations, in respect of quality and

warranty
PEOPLE STREGTHS-EMPLOYEE BENEFITS
Medical & Dental Insurance Vacation

Vision Sick
Reimbursement
Educational Assistance
Medical & Dental Insurance
Direct Deposit
Vision Reimbursement
MICO Credit Union
Life Insurance
Employee Assistance Program
Supplemental Life & AD&D
(EAP)
Profit Sharing Program Nurse/Wellness Line
401K Short Term Disability
Long Term Disability
 
SPECIAL THANKS TO

 Mr. Sreeharsha
Senior Manager, Marketing Deptt, Mico-Bosch
 Mr. Rohit Gupta,

Senior Engineer, SPM division, Mico-Bosch

 Prof. V. Sekhar

Alliance Business School

 N K
H A
T
O U
Y