Printing a Success Story

Group 1: 106,108,109,113,114,115

Background
Caliber to produce anything with high efficiency and quality However, the printing industry remained untouched
Huge potential High complexity

Printograph Industry Limited (PIL)

1940s

Founded by Ketan Patel Bansi Patel took charge - Marketed printers of M/s. Plamag Plauen Decided to enter into manufacturing of printers with VEB Polygraph WOMs

1952

1971

1990

Developed fully in-house R&D based designed product

PIL + VEB Polygraph

From manufacturer to exporter

Used VEB Polygraphs association for acquiring customers
Russia accounted for 60% of total turnover

Prospered with modified technicals, add-ons, and starting to design its own machines

Strength Young, dedicated Leadership Sound R&D wing Good experience in dealing with foreign parties Monopoly in Indian Market

Weakness
Image of an Indian company Quality and trust issues

SWOT Analysis

Opportunity

Large untapped market

Market Gap After Sale Services

Threat Japanese and German brands

Turning Points
Growing competition among print media firms in India Technology acquisition and not technology transfer SOLNA brand name In-house Research & Development Improving existing technology

Targeting western markets to boost exports

Changing Company profiles to adapt to market requirements

Marketing Strategies
1991 acquired Solna sheetfed offset machine technology to come up in the area of printing press technology Solna SOM was baptized as Shiva
RO 62 to Mark 62 Coroset to Newsline

Mid 1992 Exim India funded partly Plan for after sales service / distribution outlets Strategy for diversifying the companys product range and to pitch its price even lower and offer as wide a range of add-ons as possible. Manuline 16 as second USP

What do they have and What do they want ;)

Trader to Manufacturer Web Offset Machines (WOMs) to Sheetfed Offset Machines (SOMs). From Manufacturer to full fledged research based manufacturer and exporter SOLNA to Shiva From just Manufacturing to providing after sales service. Diversifying with Manuline 16 (16 Page WOM)

Technology Sourcing Process

1. Defining Business Needs and Benefits

2. Developing Game Plan

3. Organizing Search Effort

4. Conducting Search and Find

5. Confirming Fit and Interest

6. Negotiating

7. Working Together

8. Ensuring Organizational Learning and Improvement

Source: Accessing External Sources of Technology by Chatterji , Research-Technology Management March-April 1996

Key Takeaways from the Case

A foresight of hidden export potential A Penchant for Constant Innovation Creating a win-win situation Keeping pace with the changing time Focus on a strong R&D center

Thank You
Any queries?