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Product Design for Entering Indian Market - A Key Case Study

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					                                Outsourced Product Design (OPD)
                 Customer enlightenment through effective outsourcing of
                  product design to enter India Market – A Key Case Study



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The client is ready to expand into the APAC region. However, there are many
barriers to entry and in order to overcome them they will need to enter the
market as quickly as possible.                                                         ABOUT THE CLIENT

In today’s competitive scenario, a product must speak for itself – the quality         Headquartered in Europe,
of the product will make the difference to the consumer.                               the client is one of the
                                                                                       leading manufacturers and
The client has determined that entering the Indian market will be a profitable         suppliers   of industrial
and rewarding business venture and an important component of their future              equipment & machines for
business growth.                                                                       the following industries:

                                                                                             Food and beverage
The client is dedicated to providing the best quality products, tailored to suit
                                                                                             Pharmaceutical
the target market needs. The expectation of this project is to capture 20%
                                                                                             Waste water &
market share in the next two years.
                                                                                             chemical industries
Prior to entering the Indian (APAC) market, the customer will need to
                                                                                       The client has a 65% market
complete the following due diligence:
                                                                                       presence in Europe with a
                                                                                       well –established customer
        Benchmark study of the competition – product specifications, cost
                                                                                       base.
        and performance
        Research and analysis of product requirements for the target market            The client is now expanding
                                                                                       their product range and
                                                                                       market presence across the
                                                                                       APAC region.


                                                                                       By    entering    emerging
                                                                                       markets, like India, and
                                                                                       providing          products
                                                                                       designed for specific target
                                                                                       markets, the client has
                                                                                       plans to capture 20% of the
                                                                                       market share in the next
                                                                                       two years.

Without any current presence or infrastructure in India, the client will suffer a
high cost, and an extreme amount of effort and time to gather this
information and be able to design and introduce the product to the market.

However, any lack in competency or any delay will hamper the customer’s project launch which will
cause the entire exercise to fail! To mitigate the risk of failure, the customer decided to contract with a
trusted vendor.


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Being a pioneer in outsourcing, with a distributed global network of talent, resources and an
infrastructure in India, BWIR was the best choice to support the client’s needs.

As illustrated in the following Figure A:

When introducing a new product to a current market, a company only has to investigate market
penetration opportunities. But when entering a new market a company is forced to develop their
business in the new market and diversify in addition to all market penetration activities. This will lead to
a higher cost and longer timeline.




                                                 Figure A

BWIR specializes in product design engineering and has a proven track record of creating a competitive
edge for its clients.

BWIR came on-board as an outsourced vendor to complete the benchmark study of the competition and
target customer base analysis. In addition, BWIR redesigned the product to suit the target market, APAC
– Indian target customer requirements.

Hence, BWIR became a valuable, trusted outsourced vendor for the customer. Since the relationship did
not evolve into a joint venture, the customer continues to hold all of the patent and intellectual rights
with regards to the business.




On behalf of the customer, BWIR completed the Benchmark study of the competition and target
customer base analysis. BWIR also redesigned the product for the customer, based on the target
market findings with its in-depth technical expertise and experience in the field.
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The customer realized the following benefits by trusting BWIR to be its outsourced vendor:

       The necessary infrastructure, network requirements, ecosystem, and business environment
       were created to seamlessly step into the Indian market
       50% reduction in project delivery time as illustrated in Figure C: Overall Project Schedule
       22% reduction in project cost as illustrated in Figure D: Project Cost Difference
       Customer continues to hold all of the patent and intellectual product rights




                                               Figure C


                         Project Cost Difference (in $K USD)
                         Benchmark Study/Research     Development Cost      Total Time




    With a partner $56            $650                        $706




 Without a partner $60                $850                                 $910




                                               Figure D

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Our
BWIR's vision is to be a full-service provider to mid-market manufacturing companies. While some of
BWIR's service offerings require in-depth domain expertise, others are technology-related services that
span multiple domains.

Within manufacturing, due to the Barry-Wehmiller legacy, BWIR is equally comfortable with both
discrete manufacturing (Barry-Wehmiller divisions like MarquipWardUnited and HayssenSandiacre) and
process manufacturing (Barry-Wehmiller customers in the food, beverage and pharmaceutical industry).

Within discrete manufacturing, BWIR's core strength is in the Industrial Machinery and Equipment (IME)
space. These include:

        Special purpose machines
        Metal forming and cutting equipment
        Paper converting machines
        Packaging technologies
        Rotating equipment including pumps and valves,
        compressors, fans and blowers

Additionally, BWIR has core competence in:
        Oil and gas
        Pharmaceuticals
        Food and beverage
        Consumer goods




BWIR offers manufacturers a full suite of engineering and information technology services, bridging
these two core areas with product lifecycle management solutions. Working side-by-side with clients,
our consultants act as practitioners, rather than theorists, and are able to tap the vast knowledge
contained within our parent company, Barry-Wehmiller Companies, Inc.

In engineering services, BWIR helps manufacturers to maximize their output in areas such as product
design, industrial automation, sustaining engineering and value engineering. BWIR also assists
manufacturers in identifying effective strategies for integrating their engineering functions with the rest
of the company.

In IT consulting, BWIR makes technology serve our clients, rather than the other way around. We help
untangle overlapping and repetitive applications, streamline processes, and make sure our clients are
using enterprise software as efficiently as possible to speed the development and delivery of new
products.

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                   -
BWIR is a global provider of engineering and enterprise solutions to the midmarket manufacturing
domain. As part of the consulting platform of a US-based global manufacturing and technology services
leader, BWIR has embraced Barry-Wehmiller’s people-centric leadership culture and values. BWIR has
been recognized as a pioneer in outsourcing with a distributed global network of talent and resources.

BWIR enables its clients to achieve a competitive edge in the marketplace by striving for execution
excellence in every aspect of what is delivered. Fundamental to our model is the building of proactive
and insightful relationships that foster lasting partnerships.

Key differentiators:

    Driven by our unique people-centric culture and values
    Pioneers in outsourcing with a distributed global network of talent and resources
    Consulting platform of a U.S.- based global manufacturing and technology services leader
    Specializing in engineering and enterprise solutions for manufacturers
    Execution excellence through a proven commitment to process improvement
    Focused on proactive and insightful relationships that foster lasting partnerships




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United States                   Europe                          India
Headquarters:                   UK Office:                      Mumbai Office:
Barry-Wehmiller International   Barry-Wehmiller International   Barry-Wehmiller International
Resources                       Resources                       Resources
8020 Forsyth Blvd.              101 Lilac Grove                 Kailash Tower, A Wing
St. Louis, MO 63105             Nottingham, UK NG9 1PF          204 / 205, 2nd Floor
USA                             UK                              N.S. Phadke Marg, Andheri East,
Phone: +1 (314) 862-8000        Phone: +44 (0) 780 719 5772     Mumbai – 400 093
Fax: +1 (314) 862-4154          Fax:    +44 (0) 115 967 8707    Phone: +91-22-26821871/2/3573
                                                                Fax: +91-22-268 217 79
                                                                Fax: +91-11-460 416 31

Email Contacts:                 Email Contact:                  Email Contact:
Jim Webb                        Vivek Maladkar                  Adwait Rajwade
jim.webb@bwir.com               vivek.maladkar@bwir.com         adwait.rajwade@bwir.com
Christopher Hric
christopher.hric@bwir.com
Raguraman Thulasiraman
ragu@bwir.com
                                                                Chennai Office:
                                                                Barry-Wehmiller International
                                                                Resources
                                                                MPL Silicon Towers, 23-1/B3
                                                                Velachery Tambaram Main Road
                                                                Pallikaranai
                                                                Chennai – 600 100
                                                                India
                                                                Phone: +91-44-43 909 100




                                 www.bwir.com

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DOCUMENT INFO
Description: This case study highlights how a customer who was planning to enter India market partnered with BWIR to design and introduce their product to the Indian market.The customer realized the following benefits partnering with BWIR:1. The necessary infrastructure, network requirements, ecosystem, and business environment were created to seamlessly step into the Indian market.2. 50% reduction in project delivery time.3. 22% reduction in project cost.4. Customer continues to hold all of the patent and intellectual product rights