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GETA CORPORATIONGroup-10

SEC-A 

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MARKET FOR

GETA·S PRODUCT

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SEGMENTS DEFINED BY GETA CORP

Business potential

High Low

New Product

Acceptance

High Segment-A Segment-B

Low Segment-B Segment-C

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SUCCESS RATE FOR SEGMENTS A LONG

WITH THEIR POPULATION--A MONG BUYERS

Segment Estimated population Success Rate

A 40 70%

B 60 40%

C 100 20%

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Also the successful population percentage and

their correlation with Order placing time

Successful Population Order placing Time

30% 4 months

30% 5 months

40% 6 months

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So after taking all this into consideration, GETA 

CORPORATION decided to target the followingno. of people in each segment

Each Sales visit was to take 2 and half daysincluding travel time.

Segment No. of Visits

A 267

B 306

C 402

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COMPETITION FOR

GETA·S PRODUCT

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EXISTING COMPETITION

No competition existed at that time. The product

was being manufactured in INDIA for the first

time.

Competition on the basis of Technical parity was

not expected.

Only one company which belonged to the firstcategory was the selling agent for the similar

imported products. So a little danger of 

competition was there in first category.

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Companies belonging to second category posed a

real danger.

A company belonging to the last category was notexpected to enter as a competitor, since the

minimum time required to implement such type

of project was 33 months.

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POSSIBILITY OF FUTURE COMPETITION

From companies currently manufacturing

equipments /materials for the material handling

and processing industries.

From the companies presently engaged in the

manufacture of rubber products.

The existing competition for the Geta productwas not from the same products but from the

other products which served the same products.

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MARKET STRATEGY 

MARKET

To have high penetration among the 200 units

spread across India ranging from steel, copper,

cement, porcelain, coal, gold,copper and ironmines and refractories

50 large organizations accounted for 50% of the

total demand

Customers divided into 3 segmentsSegment A 

Segment B

Segment C

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MARKET STRATEGY 

PRODUCT

High focus on Rubber sheets and Rubber Lining

components

One time demand more than replacement cost of all the products

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MARKET STRATEGY 

PRICE

Main cost in production was overhead cost which

would come down with increase in production

Competition from products serving the generalpurpose as Geta·s products

For switching customers needed to shown some

advantages

Benefit Price which represents tangible rupee-value benefit to the buyer compared to the

economies of the existing products

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MARKET STARTEGY 

PROMOTION

Personal selling most effective way of achieving

the desired result through educating the

customerAllow them to reach the inaccessible customers

Explaining the product quality and cost benefits

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MARKET STRATEGY 

MEDIA 

Product catalogue explaining the products and

their advantages over the existing products in

the marketProfessional journal publishing technical articles

about wear resistant rubber products

National/Regional dailies for creating awareness

about the products