Siemens 134a3j

CHAPTER 1 INTRODUCTIONOF SIEMENS Siemens was founded in Berlin by Werner von Siemens in 1847. As an extraordinary inventor, engineer and entrepreneur, Werner von Siemens made the world’s first pointer telegraph and electric dynamo, inventions that helped put the spin in the industrial revolution. He was the man behind one of the most fascinating success stories of all time – by turning a humble little workshop into one of the world’s largest enterprises. As Werner had envisioned, the company he started grew from strength to strength in every field of electrical engineering. From constructing the world’s first electric railway to laying the first telegraph line linking Britain and India, Siemens was responsible for building much of the modern world’s infrastructure. The company has 440,000 employees working to develop and manufacture products, design and install complex systems and projects, and tailor a wide range of services for individual requirements. Siemens, headquartered in Berlin and Munich, is one of the world’s largest electrical engineering and electronics companies. Siemens provides innovative technologies and comprehensive know-how to benefit customers in 190 countries. Founded more than 50 years ago, the company is active in the areas of Information and Communications, Automations and Control, Power, Transportation, Medical and Lighting. In Fiscal 2004 (ended September 30), Siemens had sales of €3.405 billion. Today, “Siemens” is the international unit for electrical conductivity. The Siemens (symbolized S) is the Standard International (SI) unit of electrical conductance. While Werner was a tireless inventor during his days, Siemens today remains a relentless innovator. With innovations averaging 18 a day, it seems like the revolution Werner started is still going strong.

PRINCIPLES CUSTOMERS Strengthen Customers- to keep them competitive The company’s success depends on the success of their customers. They provide their customers with their comprehensive experience and solutions so they can achieve their objectives fast and effectively.

INNOVATIONS Push Innovation- to shape the future Innovation is company’s lifeblood, around the globe and around the clock. They turn people’s imagination and best practices into successful technologies and products. Creativity keep them at the cutting edge.

PEOPLE Empower People- to achieve world-class performance Employees are the key of Company’s success. They work together as a global network of knowledge and learning. Their corporate culture is defined by diversity, by open dialogue and mutual respect, and by clear goals and decisive leadership.

RESPONSIBILITY Embrace corporate Responsibility- to advance society Company’s ideas, technologies and activities help create a better world. Siemens is committed to universal values, good corporate citizenship and a healthy environment. Integrity guides their conduct towards their employees, business partners and shareholders.

VALUE Enhance Company Value- to open up new opportunities

They generate profitable growth to ensure sustainable success. Siemens leverage their balanced business portfolio, their business excellence and synergies across all segments and regions. This makes a investment for their shareholders.

CHAPTER 2

MARKETING MIX The term marketing mix was coined in an article written by Neil Borden called “The Concept of the Marketing Mix.” He started teaching the term after he learned about it from an associate, James Culliton, who in 1948 described the role of marketing manager as a “mixer of ingredients”, one who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried. The marketing mix is an important set of parameters that can be adjusted to create an ideal marketing strategy. Every product has a unique set of marketing needs which can be broadly placed into four categories: product, price, place, and promotion (Jolly 2007). Each of these categories is variable and marketers must make decisions to control their effect on the overall marketing strategy. Finding the optimal blend of each variable will contribute to a successful marketing campaign. A company with which I am familiar, Siemens, provides many examples of how the marketing mix can be used to impact a marketing plan. The electronics giant has been able to use a wide range of advertising mediums to advance their products to public. As with any company, Siemens has adjusted some aspects of the marketing mix more drastically than others. Every industry has unique needs will ultimately influence the decisions of the company in its marketing strategy.

PRODUCT

The product category refers to the marketer’s ability to make changes to the product’s style, name, packaging, quality, etc. Changes to the physical product can be used to make the product more attractive to the targeted customer base. Competitive markets have caused businesses to make decisions that affected the look and appearance of a product in order to draw the attention of customers. Most products require some degree of marketing input, regardless of quality or condition. In the case of Siemens, the appearance of their electronic products is important to the overall marketing strategy. The electronic market demands that the electronics interface is atheistically pleasing, regardless of the overall functionality. Siemens has recognized this need from its customer base and made an effort to improve the look of the electronics interface. Decisions about the look and feel of a product are directly related to needs uncovered from marketing research. Throughout the years the company has developed features in response to the request of customers. In addition, many features have been added to improve the customer’s experience with the product. Although this does not add greater Although this does not add greater Although this does not add greater functionality to the electronics, it grabs the customer’s attention and increases the desire to purchase the product. Overall, product is the first and in many cases the most important component of the marketing mix. Thus a product is more than something with physical characteristics. In a narrow sense we can define a product in the following systematic way. “A product is anything that can be offered to market to satisfy a want or need” “A product is a set or tangible or physical characteristics assembled in an identifiable manner.” So far as Siemens is concerned it has a wide variety of products. It conducts the regular research & the survey to know about the desires and changing fashions and tastes of the consumers. Results are then given to the special research and development department. And according to these results new products are launched. Product can be classified on the basis of different characteristics as Target market, End uses, manufacturing demands etc. Siemens International is basically an engineering company. It is manufacturing a wide range of products.

Computers

Car naviation

Fixed line phones

Home appliances

Mobile phones

multimedia & HIFI Navigation

Entertainment

Cordless phones

Cooking & Hobs

Outdoor phones

Communication

Devices

ISDN phones

Hoods

Camera phones

Multimedia

Handheld

High speed

Home laundry

Triband phones

Audio

Notebooks

internet

Dish Washers

Colour

Sound

Personal Computers Home media

Refrigeration

phones

Displays

Vaccum cleaner

GPRS phones

Keyboard & mice

Small appliances

Limited

display

edited

Storage

phones

Wireless

Smart phones

Speakers

UMTS phones

Siemens Mobile Phones The entire range of Siemens mobiles: SP65 This phone is complete business mobile leaves no expectations unfullfilled. This phone is truly designed for business professionals who seek a high-end phone. SL65 What’s more attractive: the extensive multimedia features such as a built-in video/digital camera or the extremely stylish finish of the SL65.

SK65 The SK65 turns mobile communication into mobile business. Enter the world of instant email access and typing on a full size keyboard. SF65 Enjoy the advantages of high quality digital imaging paired with state-of-the-art mobile communication. S65

This complete business mobile leaves no expectations unfulfilled. From its stellar performance to its outstanding looks- this phone is truly designed for life. ST60 The future has already begun. With this mobile powerhouse you are fully equipped for tomorrow’s communication. ST55 How can you fit so much tecnological finesse into such a little phone? You will be amazed, how complete the list of features is for this tiny communication gian SL55 Do you prefer a sophisticated piece of technology or simply a stylish fashion accessory? With this gorgeous mobile phone you don’t have to make up your mind. S55 This award winning mobile phone convinces through its clear and precise handling as well as its unparalleled choice of features. M75 Despite its full multimedia features, the new outdoor phone is robust enough to accompany on all your journeys. MC60 This sharp trendsetter has a lot more to offer than just its exciting design. With this audio- and image- communicator, you can always share your fun with others. CX75 Pure delight: multimedia is a really cool experience with the CX75. This classy 1.3 megapixel digital camera for photos and video comes in a sleek metallic case.

CHAPTER 3

PRICE The product price varies from product to product. Here firms have to consider many factors for determining the price. 

Selecting the price objectives

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Determining the demand

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Estimating the cost

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Analyzing competitors cost

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Prices and offers

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Selecting a pricing method

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Selecting the final price Pricing Objectives Pricing is based on following objectives:

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Profit Oriented Goals

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Sales Oriented Goals Profit Oriented Goals Siemens prices its product to achieve certain part of return on its investments. The pricing is the time consumed in production process. Sales Oriented Goals Siemens sets its price in such a way to increase the volume of sale. They have fixed prices of products due to reliability of consumer to ------- prices.

How to set the price of the product 

As these products are of high quality so usually they charge high prices.

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What they believe in high price high quality. These prices are high because they believe in zero defects.

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They charge different prices to ed and non-ed retailers.

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These prices are fixed because their products are reliable.

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Prices are set by taking into consideration the size and type of product.

Cash Discount A cash discount is a price reduction to buyer who pays their bills promptly. A typical example is 2/10 net 30 which means payment is due within 30 days and the buyers can deduct 2% by paying the bill within 10 days. Quality Discount Quality discount is price reduction to those who buy large volume. This discount is given to increase company sales so that firm can have more revenues. Perceived value strategies Siemens base their price on the customer’s perceived value. They must deliver the value promised by their value proposition and the customer must perceive this value advertising and sales force.Communicates enhanced perceived value in buyer’s mind. Impact of price on others Siemens management must consider the reaction of wholesaler, distributor or other parties to the contemplated price Siemens also consider the sales force reaction to changing price.

Prices of Some Mobile Phones of Siemens

Model

Prices

A35

Rs.3500

A51

Rs.2875

A52

Rs.3400

A55

Rs.5500

A60

Rs.6000

A62

Rs.4400

A65

Rs.4600

C35

Rs.4500

C55

Rs.6000

C65

Rs.6500

CF62

Rs.6200

CX65

Rs.8000

M55

Rs.10000

M65

Rs.12300

MC60

Rs.6000

S65

Rs.13500

SK65

Rs.20000

SL56

Rs.14000

ST55

Rs.18000

SX1

Rs.15500

CHAPTER 4 PLACE Location is the process of determining a geographical site for a firm’s operation. Organizations must weigh many factors when assessing the desirability of a particular site that can be 

Proximity to customers

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Proximity to suppliers

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Labor costs

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Transportation cost Place refers to the means by which your customers acquire your products. Place involve the following components:

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Channels

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Location

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Coverage

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Transport

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Assortment

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Inventory CHANNELS Channels are set of interdependent organizations involved in the process of making a product or service available. As a part of marketing strategy, companies can select

 Direct Channels  Indirect Channels

Direct Channels Direct channels allow the movement of goods or services directly from the producer to the customer’s direct channel allows firm to retain total control over its marketing program and close continuing control with customer. Indirect Channels Indirect channels are channels arrangement that relay on intermediaries to move goods or services from the producer to the customer. SIEMENS MARKETING CHANNELS Siemens uses the indirect marketing channels only. There are no direct channels of SIEMENS. Manufacturer(SIEMENS)

→CompanyWarehouse Distributor Wholesaler Retailer Customer

DISTRIBUTORS Distributors are the institutions through availability of products are possible. Siemens distributors have a very good relationship with them and the important thing is that they must integrated into total marketing mix because of time and money required to setup an effective channel. The main procedure of distribution is that first it goes to warehouse and then to distributor and at last to final consumers. In selecting a channel company considers buying patterns and the nature of target market. However company should follow the

creation of free control market coverage and cost that is constant with the desired level of consumer service.

DISTRIBUTION CHANNELS Siemens uses following multiple channels of distribution: Company ↓ Wholesaler ↓ Retailer ↓ Consumer

PROMOTION Promotion is a key ingredient in marketing, consists of diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or service by consumers or the trade.