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PGDM 2013-15
6
Digital Marketing
Dr Bikramjit Rishi
SMC Pneumatics Ltd
Assignment

Sl.
1
2
3
4
5
6

Roll No.
1301-533
1301-511
1301-515
1302-519
1302-526
1301-528

7
Name
Joseph Dominic Jacob
Anshul Jain
Avinash Chandra Jha
Barath K
Harshit Sharma
Himanshu Arora

About the Company

Incorporated in 1995, SMC Pneumatics (India) Pvt. Ltd. is a fully owned subsidiary of SMC Japan and
is in the business of providing low cost pneumatic automation solutions to companies in a range of
industries. The company provides a vast range of products required in the air line circuit that
facilitate automation. The major product categories of the company include air preparation
equipment (dryers, filters, regulators, and lubricators), control valves, process valves, actuators,
sensors, tubing, fittings and other accessories. SMC provides a comprehensive range of pneumatic
equipment to various industry segments. They offer near around 11000 products with about 6,
00,000 variants.
SMC thrives on innovation which has become a part of the DNA of the organization to survive in the
industry. It has 4 dedicated Technical development teams spread across the world to concentrate on
new product development and R&D efforts.
Today, pneumatic components have become ubiquitous in all the major industries. As such SMC
supplies its products to a large number of industries viz.:

Automotive
Industry
Food
Industry

Electronics
Industry

Snack
Industry

Life Sciences

SMC
Paper and
pulp
Industry

Beverage
Industry

Photovoltaic
Industry

Beer
Industry
Print
Industry

The company does its marketing through B2B channel. The B2B sales are those where the sales
happen to companies that are equipment manufacturers and supply to the end customers. The sales
engineers are involved in direct marketing with the prospective customers not only to explain the
advantages of high quality SMC products but also to offer automation solutions to the customers to
enhance their operational efficiencies. This strategy of providing new automation solutions to the
customers holds an important position in the overall corporate strategy to drive sales.

Brand Manager - Mr Akshay Bhardwaj

Mr Akshay Bhardwaj is currently working as Assistant Area Sales Manager- Marketing at

SMC Pneumatics (India) Pvt Limited.

Questionnaire
1) What are the different digital marketing activities that you are currently carrying out for
your brand?
The different digital marketing activities that are been carried out by SMC pneumatics India
Ltd under Akshay are
SEO/SMO of SMC
Developing LinkedIn page of company
Ad-words for the company
Updating website for the company
2) What is the role/purpose of these digital marketing activities?
The role/purpose of these digital marketing activities is
Increase the number of leads
Improve the number of positive reviews by the customers on digital medium
3) Does your organization give due importance to digital marketing?
When I joined the company, we were not present at social platform at all and even our
presence on other digital medium was just representational. Though we are the number 1
company globally and hold an impressive 33% market share in India, we were lagging
tremendously in this arena even when compared to regional, local or start-up companies.
The presence of the company in FB is limited ( As shown below) with limited likes and less
number of posts.

The company has now started giving importance to the digital platform and the suggestions
recommended by me were taken very positively by the management and while few have
been implemented, we are enthusiastically looking forward to complete rest within shortest
possible time

4) How active are your competitors in digital space?

Some of the competitors for SMC pneumatics in India are

Hydraulic & Pneumatic Products

Hydro Pneumatic Accessories

As compared to SMC competitors have good presence in digital platform like FB and
twitter
5) How different are your digital activities compared to that of your competitors?
Though we are the number one company globally and hold an impressive 33% market share
in India, we were lagging tremendously in this arena even when compared to regional, local

or start-up companies. We are trying for eshop platform to increase the sales and also use of
SEO to increase the leads
6) What kind of digital activities have you planned for the future?
When I joined SMC, I did a thorough study of SMC w.r.t. to competitors in our segments,
benchmarked global best practices of the Industry leaders in other industry and came up
with few suggestions for the company. I even studied the best practices of Dominos and
Amazon in terms of meeting customer expectations and online query handling.
Based on my study, I suggested few steps which are mentioned below: LinkedIn and Face book account to engage customers and information sharing
E-shop to facilitate new sales channel
Ad Words to move up in rankings in terms of few industry specific keywords
Overhaul of Company website to make it more engaging, informative and user
friendly
Lead generation through all of the mentioned medium
7) Any interesting digital trend that caught your attention lately?
In recent years we have seen how there has been a significant evolution of techniques to the
inbound marketing, outbound marketing or attraction marketing. Many companies have
realized that they get better results by posting interesting content which adds value to the
user. Content that is shareable online and with which users can interact. On the contrary
inserting advertising messages has resulted ineffective and perceived as intrusive by users.
The inbound marketing has additional benefits such as improved branding, brand
recognition and growth of audience, and potential customers. The main strategies used by
large B2B companies are social networks, the e-Newsletter or videos and articles on other
sites. These channels tend to be used to deliver compelling content for the target audience,
and they have proven to be more effective than ads on television and radio.