VDMA Emarket Project

1
VDMA E-market Project

• Boris Ivankovic
• Brijesh Suresh
• Kaan Koray Kumbet

Yang Hu Lanjun Juo Lei Li
2
Todays Agenda

• VDMA Introduction
• SWOT
• Porters 5 Forces
• Competitor Analysis
• Definition of Leads
• How to measure leads
• Actions to improve leads quality

3
Introduction

• VDMA
• German engineering federation
• History of more than 100 years
• 3000 members

4
SWOT Analysis

• Strengths
• Manufacture oriented
• Low subscription fees
• Wide range of products
• Wide spectrum of member companies
• Detailed product specification
• Products sorted according to the company
• Link for new innovations
• No registration

• Weaknesses
• Website only in German and English
• Focus on local market
• No product comparison
• No User interactivity
• Lack of company index

5
SWOT Analysis

• Opportunities
• Increasing number of user sessions
• Going to international markets
• Larger fees from international participants
• Possibility to attract entrepreneurs
• Information platform development
• Profitable since 2004

• Threats
• Unavailability of appropriate product database of
  smaller companies
• Strong pressure from small companies against
  internationalization
• Existing competitors
• Necessity of increasing the measure of utility

6
Porters 5 Forces
Competitors
7
Competitors
8
Competitors Advantages

• User friendly
• Interactive
• Focus on establishing Relationship with the
  customer
• Advance search capability- part number, patents,
  material properties
• Multiple language option
• Useful links to other websites

9
Marketing channels

• Optimize search engine
• Emails
• Trade shows
• Online Newsletter
• Catalogs
• Trade publications
• Online Directories

• Website blogging
• Forums
• Short surveys
• Ad Banners on Customer forums in Engineering
  websites

10
New Marketing Channels

• Advertise on various search engines
• Website design
• Optimize search engine
• Ad Banners on Customer forums in Engineering
  websites
• Exhibitions, tradeshows
• Website blogging
• Forums
• Short surveys

11
Definition of Qualified Leads

• Is this someone who simply responds to your ad?

Less qualified leads
OR
Is it someone who is prepared to buy the product
today, in 3 days, in 3 months?
More qualified leads
12
Current leads used by VDMA

• Weekly, Monthly and Yearly reports to customers
• No. of visitors
• Visits
• Countries
• Languages
• Actions
• Sessions
• Product details

13
How to measure Leads

• Set up criteria based on customers requirement
• Verify general leads (low quality) and specific
  leads (high quality)

14
How to measure Leads-cont.

• Closer to customers ways
• More qualified leads
• HOW?
• Trade shows
• Newsletters
• Magazine
• Online marketing (VDMA e-market)
• Websites
• Specific search engines
• Emails

15
Actions to improve leads quality

• 1. buy links to online shop
• 2. Portal platform

16
Actions to improve leads quality

• 3. Provide services to get contact information
  from potential customers
• Documents
• Quotation
• Samples
• Corporate brochure
• Newsletter
• Seminar registration
• Event Calendar

17
Actions to improve leads quality

• 4. Set user-friendly interface in website
• gtgtgtTell a friend button
• 5. Search engines optimization

18
Summary

• Strong competition in e-market
• VDMA should improve through benchmarking
• Going to international markets inevitable
• New tools to measure qualified leads should be
  established

19
THANK YOU

• Questions?