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FENNER ADVERTISING CAMPAIGN 1979-80
Introduction
• Fenner India Ltd. has been reputed for producing v-belt.
• Manufactured large range of v-belts.
• Company was in a very strong position in the v-belt market till 1977 with a market-share over 50%.
• During 1978 there is a decline in the market share.
• 1978-79 company decided advertising in mass media.
• 1979-80 company developed creative strategy.
COMPANY BACKGROUND
• Fenner started as a trading company in India.
• Fenner India is a pioneer in Mechanical Power Transmission products in India.
• In 1955 the first production plant for v-belts was set up in India at Madurai.
V-BELT• V-belt are transmission devices and were used for transmitting power
from prime movers to machines.• V-belt use in temperatures upto 70oC.• It ensures high speed, noiseless operations, flexibility and needed no
lubrication.• V-belts are most cost effective.• They are manufactured with rayon or polyester cords and rubber.
V-belt Market In India
1965 2.04
1970 3.44
1971 3.31
1972 4.01
1973 3.88
1974 4.63
1975 4.53
1976 6.85
1977 5.34
1978 6.24
1979 6.16
Year Industrial v-belts (No. in million)
Capacities Of Major Manufacturers Of V-belts in 1978
Company Capacity (in million)
Fenner 6.0
Dunlop 1.4
National rubber manufacturer co. 1.4
Nirlon 1.0
Andrew yule 1.0
Hilton 0.75
Fenner v-belts
• Fenner produced five types of v-belts, differing with their thickness , which were referred to as sections A,B,C,D and E, varying from 1/2 inch thickness.
• There was a total of 345 sizes and the lengths varied from 20 inch – 600 inch.
Co. List No. Length
A-105 20 inch -80 inch
B-120 24 inch – 275 inch
C-75 40 inch – 480 inch
D -30 75 inch – 598 inch
E – 15 180 inch – 598 inch
Sales And Distribution Organization• Fenner had it’s sales offices in all four metropolis cities and at
Ahmedabad, Hyderabad, Faridabad, Jaipur, Kanpur and Ludhiana
• Sales director was based at New Delhi which was the headquarters of the sales and marketing organization.
• Fenner was only manufacturer of v-belts which believed directly to industries as well as through wholesalers and dealers.
Advertising and sales promotion programme • The company’s top management decided to use print media in a major way
in 1978-79.
• The company was using direct mail for promotion. The mailing list had about 2,000 addresses.
• In v-belts market it was not common to use press advertising as a means for enhancing sales the reason is given below:-
• Reputed major manufacturer like fenner ,dunlop and yule had been in the market for a long time.
• The nature of product warranted direct promotion by sales and after sales service personnel rather than a press advertising campaign.
Fenner Advertising Campaign for 1979 - 80
• It is based on Fenner’s Leadership in terms of the product, technology and package of services.
• Focus more dramatically on the benefits• Product Campaigns• Institutional Campaign• Polyester – Cord Belt• Additional Support• About Scheduling
The campaign emphasised the following 5 functional aspects of V - belts.
1. Abarsion resistance2. Non – elongation3. Non-slippage4. Avoidance of mismatching5. No oil-contamination
Thank You
Presented ByPrateek SinghHitesh Kumar GuptaSateesh Madala