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INTRODUCTION
Conceived in 1995 with just 20 people, Suzlon is now a leading wind power company with: Over 16,000 people in 25 countries Operations across the Americas, Asia, Australia and Europe Suzlon Market Share (Combined with REpower) rose to 9.8% thereby making Suzlon 3rd * largest wind turbine manufacturing company in the world

INTRODUCTION CONTD..
The headquarters of the company is located in Pune, India. All over the world the company is present in 21 countries Namely : Australia, Belgium, Brazil, Canada, China, Denmark, Germany, Greece, India, Italy, New Zealand, Nicaragua, Portugal, Romania, Spain, Sri Lanka, The Netherlands, Turkey, Ukraine, UK, USA . The manufacturing plants in india are at : Maharashtra, Pondicherry, Gujarat, Daman , Padubidri

 Suzlon is the third largest wind power supplier having a market share of about 9.8% of worlds wind energy market. The company has about 14,000 employees who are from 23 nationalities. It is listed in BSE and NSE (India) , it is also listed in S&P CNX Nifty Index . By the end of year 2010 Suzlon supplied over 8,000 MW across all over the world , registering 100% growth rate year on year.

CONTD..

SUZLONS VISION
To be a technology leader in the wind industry. To be among the top three wind energy companies in the world. To be the most respected brand. To be the best team and a place to work at. To be the fastest growing and having the most profitable business.

STRATEGY

Suzlon as a group aims to provide a strong renewable energy platform thereby promising to power a greener tomorrow, today.

From initiating a wind power project, till completion and even beyond, Suzlon ensures that nothing stands in the way of it serving its purpose.

PRODUCT STRATEGIES
"Suzlon delivers its complete product range in the Indian market." Existing products offered by the company are: Wind turbine generators Rotor blades Control Equipments Gearboxes Nacelle Covers

PRODUCT LINE
S82-1.5 MW This is designed for generating the optimal power output even at sites with a modest wind speed regime. The wind turbine concept is based on robust design with pitch regulated blade operation, a 3-stage gearbox with 1650 kW rating and flexible coupling to the asynchronous induction Generator. S66-1.25 MW This has a well-suited ratio between rotor diameter and generator for most sites in a medium speed regime . The concept of the wind turbine is based on robust design with pitch regulated blade operation ,a 3-stage gearbox with 1390 KW rating.

PRODUCT LINE (contd..)

S88-2.1 MW S64-1.25 MW S52 -600 KW -are other types of wind turbines manufactured for producing power each of them having different rating and different design structure in terms of their gearboxes , blades , pitch systems etc.

PRODUCT INNOVATIONS
Suzlon at present is manufacturing wind turbines for production of power. However the company can capture a larger share of market by the production of various other equipments which use other renewable source of energy. HYDAL ENERGY
SOLAR ENERGY eg: SOLAR CELLS AND VARIOUS OTHER SOLAR ENERGY DEVICES eg: USE OF HYDRO WATER SYSTEMS AND TURBINES

PRODUCT INNOVATIONS (contd..)

Another recent development which is taking place these days is use of NUCLEAR ENERGY. Nuclear power is produced by controlled (i.e., non-explosive) nuclear reactions . Commercial and utility plants currently use nuclear fission reactions to heat water to produce steam, which is then used to generate electricity. In 2009, 1314% of the world's electricity came from nuclear power.

MARKET COMPETITION
MARKET SHARE IN %
3.4 4.2 3.4 10.5 VESTAS(DK) GE WIND(US) 22.8 GAMESA(ES) ENERCON(GE) 16.6 SUZLON(IND) SIEMENS(DK)

4.4
7.1 10.5

14

15.4

ACCIONA(ES)
GOLD WIND(PRO) NORDEX(GE) SINOVEL

GLOBAL COMPETITION SHARE : TOP TEN WIND TURBINE MANUFACTURE (2008)

PRICE are manufactured in different sizes and shapes. The wind turbines
The cost depends upon the project size, purchase agreement construction contracts, type of machines, and the projects location as well as other related factors. The cost includes wind resource assessment, site analysis expenses, the freight of the turbine and its price, as well as tower, construction expenses, interconnection studies, utility system upgrades, protection, transformers, as well as metering equipment, operations, warranty, maintenance, repair, insurance, legal and consultation fees, etc. Other factors which have an impact on pricing are financing costs, the size of the project and applicability of taxes.

PRICE (contd..)
The cost of the commercial wind turbines varied from $1 to $2 million per MW of nameplate capacity installed. The same turbines 2 MW in size cost roughly $2.8 million installed capacity.

The manufacture of these turbines undergo significant economies of scale.

This would indicate a 10 kilowatt machine might cost roughly around $48,000. In this manner 1 kilowatts wind turbines would cost roughly $2,800 to $4,800 per kilowatt of capacity. .

PRICING STRATEGIES
The overall pricing of the wind turbine can be summarized by : 1. 2. 3. proper negotiation considering engineering other related factors and reducing over all cost incidence on the production process.

PRICING STRATEGIES (contd..)

IN COMPETITIVE MARKETS , STRATEGIES ARE TO BE MADE SURVIVE.METHODS MUST BE ADOPTED TO CUT COST WITHOUT EFFECTING THE QUALITY OF THE PRODUCT .
CHANGE IN DESIGN IS ONE OF THE STRATEGIES TO CUT COST AND HENCE SELLING PRICE.

The wind turbines are priced high.

USE OF SUBSTITUTE MATERIAL IS ALSO ONE OF THE STRATIGIES TO CONTROL COST.

BY REDUCING WASTAGE. THE PRICE OF PRODUCT CAN BE BROUGHT DOWN. (

OTHER STRATEGIES
TARIFF COST

DISTRIBUTION COST
MANPOWER COST SUPPLY CHAIN COST EQUIPMENT SUPPLY COST ADVERTISEMENT COST

NOTE : SOMETIMES BY CHANGING DESIGN OR BY USING SUBSTITUE MATERIALS , THE COST OF PRODUCT MAY INCREASE BUT THIS INCREASED COST IS COMPENSATED BY INCREASE IN LIFE OF THE PRODUCT AND THE COST PER UNIT ALSO MAY REDUCE OR COME DOWN.

PLACE
AUSTRALIA

CHINA

BRAZIL

GLOBAL PRESENCE
NORTH AMERICA EMEA

INDIA

Key International markets

Australia, which has sites with optimal wind conditions.

China, because of its high demand for energy. Suzlon is also active in the South American continent operating in the Brazilian markets . North America, in particular the United States, has many sites that offer optimal wind conditions for WTGs.

MANUFATURING FACILITIES IN INDIA

Currently Suzlon has 11 manufacturing facilities in India employing over 3,000 people with an output of close to 12,000 MW per year.
Name
Production Facility Control Panel Unit Integrated Manufacturing Facility

Location
Chakan, Maharashtra Daman Daman

Manufactured Components
Generators Control Panels Rotor Blade, Nacelle, Nacelle Cover , Control Panel & Hub WTG Assembly Rotor Blades Tubular Tower Tubular Towers Rotor Blade, Nacelle, Nacelle Cover , Control Panel & Hub WTG Assembly Synthetic Fiber

Rotor Blade Manufacturing Facility Tubular Tower Manufacturing Facility Tubular Tower Integrated Manufacturing Facility

Dhule, Maharashtra Dhule, Maharashtra Gandhidham, Gujarat Pondicherry

Composite Engineering Cell

Vadodara, Gujarat

CLIENTS AND PROJECTS

State
Tamil Nadu Karnataka Kerala Andhra Pradesh

Total MW
1275 MW 490 MW 14 MW 8.50 MW 1350 MW 876 MW

Key Project Sites

Sankeneri, Devarkulam, Palladam Kapathgudda, Hassan, Jajikalgudda Agali Tirupati Dhule, Sangli, Satara Bhogat, , Kuchhadi, Sanodar Ratlam, Dewas Soda-Mada, Sadiya, Pohra

Madhya Pradesh Rajasthan

53.05 MW 423 MW

PLACE (EXPANSION STRATEGIES)

The company plans to expand capacity at its plant in China as that market remains the worlds largest and the company returns to profit this financial year.
The Ahmdabad - based manufacturer will be capable of making turbines with a combined electricity generating capacity of 1,000 megawatts each year at its China plant by 2013
COMPANY PLANS TO RAISE $1 BN funds for expansion through sale of bonds or convertible debentures..

PROMOTION
The company has adopted B2B promotional strategy.
The top 5 contents of its B2B portal includes : 1] Pricing information 2] In depth information on products 3] Product evaluation 4] Information that is downloadable 5] A well-defined strategy

PROMOTION
To get the best results from B2B promotional mix, one needs to concentrate on the following essentials like : What product does the company sells. Target audience of the company. The duration of the sales cycle . The total number of people in the decision making process .

Promotional Weapon
Advertising Public Relation Direct Sale Sale Promotion

PROMOTIONAL STRATEGIES
The company can adopt the following strategies for its promotion : 1. Advertise in newspapers 2. Business journals 3. Logo development 4. Sign board 5. Direct sales 6. Direct mail 7. Internet 8. Improve its public relations

PROMOTIONAL BUDGET
Suzlon will have to spend more on their promotional activities as the sales are declining.

More expert professional should be hired so that personal and direct selling can be done effectively .

Promotion Budget
Type of Promotion
Logo Development

Name of source
Brand Promoters

How often
Once at start up

Cost of each

Total

Rs 300000 Rs 300000

Newspaper
Sign Board

Times of India Once in a week

Signtee Media World Pvt. Ltd. Quarterly

7500 Rs.337500 /week 85000Rs. Rs.340000 / quarter 115 Rs/letter 5000 Rs./round Rs 2990000 Rs. 1825000

Direct Mail Direct Sale

Company Personnel Company Personnel

6500 letter per quarter Daily Basis

Promotional Budget
2990000
1825000

337500

340000

100000

BRANDING & MARKET COMMUNICATION STRATEGIES

Branding is crucial for products and services sold in markets. Its also important in B2B transactions because it helps us stand out from our competition. It brings competitive position and value proposition to life, it positions as a certain something in the mind of your prospects and customers. Your brand consistently and repeatedly tells your prospects and customers why they should buy from us. Key differentiators policy for branding :

1. 2. 3. 4.

TURNKEY SOLUTIONS VERTICAL INTEGRATION GLOBAL INTEGRATION QUALITY MANAGEMENT & HSE

VERTICAL INTEGRATION
Foresight of the current economic challenge and
adopting a visionary strategy has set us forth to become the most vertically integrated wind turbine maker in the world.

Suzlon has gained the critical competitive advantage with: a) Better control over time, cost & quality b) Long-term service support to customers c) Turbine technology integration d) Faster product rollout