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    Introduction: Volvo Group

    Volvo Group Swedish supplier of commercial vehicles

    Founded in : 1927 by SKF

    Headquarters : Gothenburg, Sweden

    Key people : Finn Johnsson (Chairman of the board), Leif

    Johansson (President and CEO)

    Revenue: SEK 303,667 million (2008) {Rs.21 lacs mn} Profit : SEK 9,942 million (2008) {Rs.70k million}

    Employees : 101,400 (2008)

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    About Volvo Penta

    Founded in : 1907

    Subsidiary of Volvo Group

    Provides engines and complete power systems to leisure

    boats, workboats, power-generating equipment and similarindustrial applications

    Has written marine history through a number of pioneering

    innovations, such as :

    i) Sterndriveii) Counter rotating propellers

    iii) Duoprop

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    Supplier of industrial engines for stationary and

    off-road applications and engines for the electrical

    power generation

    Key factors of choosing Penta: Technical quality,

    reliability and worldwide support

    Network of qualified and skilled service dealers

    Nature of Industrial Marketing

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    Industrial MarketsAnd Environment

    Volvo Penta is a commercial enterprise which

    mainly has institutional customers

    Products majorly includes Capital items, i.e. heavy

    machinery, engines, etc

    Services provided by Volvo Penta

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    Industrial MarketsAnd Environment

    It has production plants around the world

    Wholly owned plants in Vara, Sweden for production of 3to 5

    litre diesel engines

    Has plants in Lexington, Tennessee, USA, for production of

    all gasoline engines

    A major part diesel engines are manufactured at Volvos

    common engine plant in Skvde, Sweden

    Final assembling of diesel engines done in China

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    6 - 16 litres Industrial Range

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    Commercial Engines:

    Aker Aukra, Norway

    Anytec Marine, Sweden Armon Shipyard, Spain

    Cantiere Navale di Pesaro, Italy

    Codecasadue Spa, Italy

    Dockstavarvet, Sweden

    Factorias Vulcano, Spain

    Customers

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    Leisure Engines:

    Astondoa, Spain

    Bavaria, Germany

    Bella-Veneet, Finland

    Beneteau, France

    Botnia Marine, Finland

    Chantiers Jeanneau, France Cranchi, Italy

    Dufour Yachts, France

    Customers

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    Industrial Customers:

    CVS, Italy

    F

    antuzzi,I

    taly KalmarIndustries,Sweden

    Svetruck, Sweden

    Terberg, Netherlands

    VTA, Tekniikka Finland

    Customers

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    Power Generators:

    Allam Marine, UK

    Atlas Copco, Sweden

    Ausonia, Italy

    CTM, Italy

    Electra Molins, Spain

    Hitzinger, Austria Onis Visa, Italy

    Pramac, Italy

    Customers

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    Environmental Commitment

    State-of-the-art engines that deliver more

    performance and less environmental impact.

    Revolutionary propulsion systems that offer a better

    boating experience and a dramatic cut in CO2emissions.

    Smart accessories that enable eco-driving.

    Manufacturing in environmentally certified (ISO14001) world-class production facilities

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    Buyer Seller Relationship

    Seller direct relationship

    Buyer direct relationship

    Consolidator relationship

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    Seller direct relationship

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    Consolidator relationship

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    On a Macro level, the segmentation is based on

    marine applications and industrial application

    The valve guides utilize corrosion resistant

    construction

    The water pumps are intended for a marine

    operating environment (seals and bearings)

    The overall duty cycle of a marine engine is verydifferent than that of an industry application

    Industrial Market Segmentation

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    On a Micro level, segmentation is based on :

    CustomerInteraction needs

    Purchasing Policies

    Personal Characteristics

    Industrial Market Segmentation

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    27/10/09- Supplier to 22 passenger ferries being

    built for the World Expo in Shanghai

    4/11/09 - Formula 1 with Volvo Penta diesel power

    19/11/09 -Whale watchers choose Volvo Penta

    Product StrategyAnd Product Development

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    EU Stage 3B and EPA Tier 4 Interim emission

    regulations : effective across the power range 130-

    515 kW

    Emission regulations demand a reduction of 90%

    particulate matter (PM) and 45% nitrogen oxides

    (NOx)

    Ready for 2011

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    Industrial Distribution Channels

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    Sales

    (Rs.47586)

    (Rs.18718)

    (Rs.1918)

    (Rs.11368)(Rs.2443)

    (Rs.82033)

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    This includes :

    Advertising through print media, trade journals,etc

    Sales Promotion

    Direct Marketing

    Relationship Marketing

    Industrial Communication

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    Skimming Strategy

    Geographical Pricing

    Industrial Pricing Strategy

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    Prices of Different Items

    $90

    (Rs.4230)

    $76

    (Rs.3572)

    $159

    (Rs.7473)

    $1900

    (Rs.89300)

    $944

    (Rs.44368)

    $697

    (Rs.32759)

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    www.volvo.com

    www.anachron.com

    http://europa.eu.int/eur-lex

    http://cebp.nacha.org

    http://www.nea.nu

    www.opinion.sifo.se

    Industrial Marketing-Krishna KHavaldar

    Bibliography

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