Construction Equipment Trackers & Expansion (Subscribed by Leading OEMs)

Context

• Client: Leading construction equipment OEMs

• Geography: India (national)

• Objective: Provide a comprehensive monthly and quarterly market tracker for selected construction equipment, enabling the client to refine business planning and target specific geographies.

Scope of work (delivered)

1. Market model & trackers:

   • Monthly Sales Volume: We provided monthly sales data for specific construction equipment, segmented by product category (e.g., excavators, loaders, backhoes).

   • Geographic Segmentation: The data was broken down by region (North, South, East, West) and further by individual states, giving a granular view of sales distribution.

   • Capacity-wise Analysis: We tracked sales based on equipment capacity (e.g., 20-ton excavators vs. 30-ton excavators), which is critical for understanding market demand for different product configurations.

   • OEM-wise Data: We provided a detailed breakdown of sales for each major OEM, allowing the client to track their own market share against competitors at a state and regional level.

   • Combination Analysis: We delivered reports showing sales by a combination of these factors (e.g., sales of 20-ton excavators by a specific OEM in a particular state).

2. Competitive & pricing baselines: Not applicable for this specific engagement, as the focus was on a detailed market tracker.

3. Channel & coverage maps: Not applicable.

4. Buyer voice: Not applicable.

5. Micro-market prioritization: Not applicable.

6. Entry plays & activation: Not applicable.

Method & sources

• Primary:

  • Extensive Interviews: We conducted deep, on-the-ground primary interviews (500-600) with key industry stakeholders across 25 states. Our interviewees included:

    • Regional Managers (RMs) and Area Sales Managers (ASMs): To get first-hand insights into sales performance and regional market dynamics.

    • Marketing and Sales Heads: To understand strategic initiatives and market positioning.

    • Dealer & Sub-dealer Networks: To capture local sales data, customer feedback, and competitive activity.

  • Cross-pollination: Information gathered from one interview (e.g., a dealer mentioning a competitor's strong sales) was cross-verified in subsequent interviews to ensure data accuracy and reliability.

• Manufacturing Plant Data: We contacted manufacturing plants to understand total production data. This data was then used to cross-reference and validate the sales figures gathered from our primary research, ensuring the accuracy of our market tracker.

Deliverables

• Live Market Tracker: A dynamic, regularly updated tracker providing monthly and quarterly sales data, segmented by product, capacity, OEM, and state.

• Monthly Refresh Process: A structured process to ensure the market tracker is updated on a monthly basis, providing timely and relevant data for business planning.

• Strategic Insights: Excel Reports and presentations summarizing key trends, sales hotspots, and geographical opportunities, enabling the client to adjust business plans and target specific markets effectively.

• Geographical Target Map: A visual map highlighting key states and regions with high sales volumes and growth potential.

Illustrations