Power and

productivity for a
better world
Introduction……
• A leader in power and automation
technologies.
• Helps customers to use the electrical
power effectively and to increase the
productivity in a sustainable way.
• Company operates in over 100 countries.
• Employs about 1,20,000 people.
Continuation…..

• Includes 14 manufacturing facilities with over

7500 employees.
• 18 market offices.
• 8 service centers.
• 3 logistic warehouses.
• Network of 800 channel partners.
 Making businesses in……

• Power products.
• Power systems.
• Discrete automation and motion.
• Low voltage products.
• Process automation.
Product Line……
• Cables and Cable Accessories.
• Control Systems.
• Force Management.
• High Voltage Products and Systems.
• Insulation Components.
• Medium Voltage Products and Systems.
• Motors and Generators.
• Power Protection and Automation Products.
• Robotics.
• Transformer Components.
• Turbo Charging.
• Collaborative Production Management.
• Drives.
• Generator Circuit Breakers.
• Instrumentation and Analytical.
• Low Voltage Products and Systems.
• Metallurgy products.
• Power Electronics.
• Reactors.
• Semiconductors.
• Transformers.
Concept Coverage….
• 4Ps (Product, Price, Place Promotion).
• 6Ps (Product Specification, Product Depth,
Commercial Terms, Methods of Distribution,
Promotion People, Internal Process).
• Market segmentation.
• Vendor Management.
Interviewee….
• Sridhar Thiagarajan
Asst. Vice President, Power Systems-eBOP
Electrical Balance Of Plant.
mobile:- +91 9901490014.
Objective………

• How do they do market products and

departments involvement?
• Key factors of choosing clients.
• Vendor Selection.
Who are the company’s clients?
Company’s client includes all the sectors of market since the
company has products for the following sectors:-
• Power Plants:- All Major Power Plants owners like NTPC, State
Electricity Boards, Private Power Plants Owner like JSW, GVK
etc.
• Process Industries:- like cement, Steel, Sugar, Metal and
Minerals, Food and Beverage etc. All companies who set up
such plants are our customers.
• EPC contractor/ System Houses (Business Partners) who
operate in above industry.
• Transportation Industry like Metro and Airport operators.
• Retails markets for all kinds of power related products.
What is the key factor to choose a client??????
At ABB while Choosing the client we consider the following
factors:-
• Financial Capability of client.
• Project feasibility.
• Risk factors for ABB in supplying to client which will also include
soft issues like clients background, ethics, climate issues,
country related risks etc.
• Client’s past similar experience in setting up project.
• Client’s usage of product.
Will you be giving the product quotation to all kind of
businesses???

• No, ABB scrutinizes the end use of the product before giving
quotation and also we scrutinize the correct technical usage of
product by customer.
• ABB dose not supply to countries and businesses, where legal
framework dose not allow and there are the Country’s
Government restriction.
How many departments are involved in marketing a product???
Marketing as a function has the following departments in ABB:-
• Product development- where active feedbacks are taken from
market for product development to suit market requirement.
• Business development- This department is the first step of
marketing for ABB wherein all ABB products are marketed to end
customer and process includes new projects information, to
introduce ABB’s products and registration of all ABB products with
new customers.
• Front end sales- Front end sales as a function are located near
customers cities (major cities) and scouts market for new enquires
and gives total support to customer for offers, order booking and
also ensure collection of payments and statutory forms.
• Back end Tendering support- This includes preparation of
technical and commercial offer against detailed technical
specifications of customers.
Is there any pricing strategies followed to market the product as
per the different businesses?????
Pricing is always function of the following as in any business and the
strategy is same:
• Price support available in market for the products especially in
competitive markets.
• Type of market, since specifications differ in Power, Oil and Gas,
Process and Retail markets.
What is the process of vendor selection?????
Vendor selection has the following criteria as in any business:-
• Vendors past exposure to the business.
• Vendor financial capability.
• Vendor technical infrastructure.
• Vendor’s engineering manpower infrastructure.
• Vendor ability to meet ABB’s stringent Quality, Safety and
Statutory obligations.
• Vendor capability to meet the quantity requirement of ABB.
Analysis…….
• Not all companies thinks in same way.
• They do have market segmenting strategy as per the clients.
• Pricing as per the business.
• 4 Departments are involved.