Research On Marketing Strategy Of Turbo Technologies Products For Wuxi Cummins

The China automotive industry has got dramatic development in the past 15 years.China has become the largest market with auto production and sales volume since 2009.As the important part of automotive industry,the auto components industries rise very fast too.Wuxi Cummins Turbo Technologies as one global brand Company,came into China from 1996.The product of Wuxi CTT is the turbocharger which used for diesel engines.Wuxi CTT is the lead turbo player in the China OEMs MR/HD 7-13 L diesel engines.With the quick industry development,more and more turbo manufacturers entered the China market.Wuxi CTT is facing the tough completion now.The market share of HD/MR is decreasing,the share of new LD market is low and stagnant.Establishing the new product mix-marketing product strategy is the important and urgent task for Wuxi CTT to maintain and increase the market share,achieve the business target.The main work of author is that analyzing the CTT current product,price,place and promotion situation,finding the issues,giving the improvement plan.The purpose of this paper is that through the STP strategy and competitor analyzing,create and introduce some new tools and process,set up a more competitive and innovative product marketing strategy based on 4C and relationship,brand marketing strategy model study.Collect and translate the customer requirement to product value with the application of some new tools,like VPP and finance model etc.,this process guarantees the accuracy and effectivity of the new strategy.the In the last part of this article,give the support needed proposals and build one new process to get the customer feedback and create the internal improvement plan.These supports and process can help the new strategy be executed effectively.The special content of this article: focus on customer value delivery,analyze and understand the product value requirement by standing on customer view firstly then plan and develop the product line,price strategy etc.based on customer request,setup special competitive product marketing strategy which is helpful to achieve the business target.The research result of this article show that just like the normal consumable market,the industrial products manufacturer need to gather and survey the market requirement at the first stage,analyze the different market section,decide the target market,define the company position in the target market.The turbo company should collect more competitor behavior and information which are very helpful to make a market strategy decision.The special point compared with normal consumable market,the turbo company need the professional people to translate the customer requirement voice into product value and design target correctly.At the same time,the turbo company need to follow the national emission regulation and industry standard very closely which also have the impact on the company product market strategy.The turbo industry request higher technical management skills and capability for the sales and marketing people.The relationship,brand marketing strategy are also very important in the industrial products market strategy.