Marketingfor

Maximum Visibility

Sonali Dutta

Int’l. Rep. Meet, January 19, 2005

The

PHILOSOPHY

“We not only sell products,we sell solutions.”

MARKETING STRATEGY

Solutions Approach

Market Development throughCustomer Education

"Niche" Marketing

Vertically Integrated Product Divisions

Market Development

through

Promotional Activities

at

To gain maximum visibility as a solutions company for :

- Humidity / Moisture Control / Dehumidification

- Air & Gas Purification

- Fresh Air Treatment / Indoor Air Quality / Energy Recovery

- Plastics Drying

- Preservation & Storage

- Compressed Air Drying

To reach the customer before he reaches you or your competitor.

To develop latent market by educating potential customers about the application areas of our product range – Dehumidification, Fresh Air Treatment . . . . .

OBJECTIVESOBJECTIVES

Why So . . . .

The target markets for our products are very large.

Applications of ‘Air Treatment’ are universal as fresh air itself.

Virtually every industry / commercial area needs a solution to air related problems.

Segment for Fresh Air Treatment growing by leaps and bounds with rapidly increasing air conditioned space.

Major industrial segments where we sell pharmaceutical, food, electronics, defence, hotels, hospitals . . . . . . . are spread throughout the country.

How do we

develop the network

using the tools

for maximum visibility

Promotional Tools

Advertising

- Newspapers

- Business/Financial papers

- Trade Journals

- Business Magazines

- Yellow Pages

Direct Mailing to Target Industry/ Market

Education through Newsletters

Release of Product Profiles/Articles in Journals/ Magazines

Participation in Trade Shows

Organising Seminars & Trade Shows.

Digital tools ….. Websites, E-mailer, etc.

PROMOTIONAL TOOLS . . . .

1.Effective Advertising for our products is done through

Newspapers

Technical Journals

Yellow Pages

Other specialised Magazines

Trade/Business Directories

Advertising through language on other websites

2. Direct Mail Marketing - DMM

Is a very effective tool to educate and reach the customer directly. Through direct mail we target individual industries with solution through our products.

Mailing list is compiled from

Enquiry Database Industry Association Members List

Published Industrial Directories Exhibition Participation List/s

Directories available on the Web

Mailouts are of two types:

1. Direct mailers, marketing targeted to compiled database.

A typical direct mail package consists of

• Cover letter

• Application based brochure

• Fax response form

• Some specialised mailout campaign involves mailing out “samples” of products as well.

2. E-Mailers

2. Direct Mail . . . . . . . DMM

Promotional Tools . . . .

3. Trade shows . . . Exhibitions

- An effective tool to communicate with the target market directly.

- To display the product.

We can support you with :

- The design and layout of the booth

- Equipment for display

- Promotional materials e.g. Photographic panels, literature, etc.

4. Seminars

Effectively educates, target market and influencer reference groups.

Presentations can be provided for any of our product range/application area. Some of the presentations readily available with us.

- General Dehumidification - Corrosion Control

- Seed Storage & Drying - Pharmaceutical

- Defence - Indoor Air Quality. . . . . . and on many more application/ products.

Promotional Tools . . . .

5. Newsletters

An ideal tool to keep in touch with our customers and target markets.

Dryfacts - quarterly 4 col. 4 pg. 2 editions.

– English and Bilingual for China.

Ecoplast - Specifically for Plastics

Wetfacts - Specifically for Ecocool Evaporative Cooling Pads

Freshfacts - for Fresh air Treatment and IAQ

Delfacts - for Compressed Air Drying

Covers :

New applications in industries in every part of the world.

Pictures and inputs of seminar/exhibition and other company events.

New products.

Promotional Tools . . . .

Some examples . . . .

6. Product write ups ... technical articles

Adds visibility to the products in addition to advertisement . . . . free of cost.

We contribute regularly to magazines and technical journals. Write-ups. Pictures

7. We also provide support for

Literature. . . . in various languages depending on the regional requirement.

Promotional material. . . . . regular update on application from our data bank.

Reference list, photographs etc.

8. Digital Marketing

Websites

Our Info on other sites

E-News . . . . E-Mail

Promotional Tools . . . .

Thank you !Thank you !