India Marketing General Checklist for Global Manufacturers
Opening up of the defence industry to private manufacturing, massive police modernisation plan, hundreds of millions worth acquisition by the military have seen global manufacturers rushing to enter India markets. However, many of these off-shore equipment manufacturers are unclear as to how to get their products to the appropriate Indian end user and corresponding purchasing activity due to the seemingly de-centralized procurement methods practiced by many agencies.
Before spending (or losing) thousands of Dollars, trying to penetrate the Indian market global manufacturers should understand the peculiarities of the India market and formulate a strategy. There are lots of cases of companies entering the market blindly based on assurances by devious people. Besieged with seeming good fortune these well-intentioned companies spent heavily, and for most realizing little or no return.
Here are a few things your manufacturing company would not like to miss while entering the India market.
1. Develop short term and strategic marketing plan with defined milestones for your India market objectives.
2. Establish an effective, yet realistic marketing and sales mechanism which may consist of teaming partners, factory representatives, multiple equipment dealers and or major distributors. Ensure that the partners understand your equipment well and comprise of a healthy number of veterans.
3. Send publicity news releases and photographs or to all government, tactical law enforcement/police, defense/military, trade publications.
4. Contact the editorial departments of the various publications and enquire about submission procedures for articles “objectively” describing your products’ technology and its “cutting edge” application.
5. Prepare special product data sheets for your intended market. Make sure these brochures or data sheets are well distributed. Only a well-informed customer would be able to generate demand for your cutting-edge equipment.
6. Join trade organisations/associations that are comprised of those organisations and end users you are targeting. At least, the organisation should have a department that networks the target market.
7. Know your competition. Market intelligence cannot be overlooked.
8. Visit and conduct technical presentations and briefing's for selected headquarters' or key end user activities tasked operations, training and procurement. These agencies many times will gladly invite their colleagues from other similar agencies and organisations.
9. Develop a database of points of contact within your target market to include physical locations, fax numbers, and e-mail addresses. Update it regularly!
10. Initiate advertising in select trade publications representing optimum demographics to reach your intended market.
11. Gather select endorsements from major agencies, units, formations and trainers for use as references, when marketing to other such agencies.
12. Direct mail product literature to points of contact at key departments, agencies and organizations. Make best use of e-mails but do not overlook the power of printed matter sent by post.
13. Have your products reviewed [if possible] by select writers in respected trade publications.
14. Exhibit at selected exhibitions, association meetings, and symposia.
15. Develop a positive relationship with the various end user activities.