1.1 Introduction:

As its name suggests, PLM software can manage the entire “life-cycle” of a

product, from concept and design to production, marketing and even recycling. Using

PLM software, when engineers design a new product, they can reuse parts of previous

designs, and so keep to minimum number of new parts and suppliers. The software

also ensures that old and new components fit together perfectly. But according to

PLM devotees, there are many other benefits: lower prototyping costs, reduced time-

to-market for new products, less waste, and improved product quality and faster

turnaround of marketing materials.

Product Lifecycle Management (PLM) solutions have evolved from being

more than just product data management (PDM) solutions to applications and

software that help to create, disseminate, and manage the use of product and plant

information and processes throughout the entire life-cycle and across the extended

enterprise.

Further, with globalization and increase in competition from SMBs especially

in discrete manufacturing - enterprises have begun to adopt PLM solutions to remain

competitive. In addition, expansion of enterprises and regulatory compliance

requiring companies to create and store detailed product information are factors

driving the adoption of PLM solutions.

In addition, availability of low-cost PLM solutions with pre-packaged

capabilities designed to simplify implementation, solve specific business issues and

facilitate integration with other existing software and applications are driving the

demand for PLM solutions among SMBs. Hosted or on-demand PLM software is

expected to further driver sales.

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1.2 Company Profile:

We, DesignTech Systems Ltd. have a philosophy to “Partner Technology &

Customers”, thereby understanding customers holistically & giving them Solutions

Best Suited for their needs. All these weightily determinants have put DesignTech on

a Fast Growing Path.

DesignTech Systems Ltd. is one of the largest CAD, CAM, CAE, PLM

Solutions & Services Provider in the India with wide portfolio to address the most

specific and complex engineering requirements. Company started its operation in

1998 in Pune.

In November 2008, DesignTech System has been appointed as all India

Distributor for all product range of Dassault Systems, France.

Dassault Systems is a world leader in PLM Software’s. In India Company has

presence since 1995 through a distributor. Also company started operations in 2007,

but the market share of DASSAULT SYSTEMES is less compared with competitors.

1.3 Why DesignTech is the Right Technology Business

Partner:

1. DesignTech Systems Ltd. is one of the largest CAD, CAM, CAE, PLM Solutions

& Services Provider in the Country with wide portfolio to address the most specific

and complex engineering requirements.

2. We cater more than 1800 + Customers in various Industry Segments including

Defence, Aerospace, Automotive, Heavy Machinery, Electromechanical, Tooling,

Consumer Durables etc.

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3. Also we have very strong & experience Engineering Services Team to handle

Customers High-end Engineering Requirements.

The project was carried out for DesignTech Systems (India) Pvt. Ltd. Pune. Company

is a total solution provider for Engineering Services. Company has, in its product

portfolio, CAD, CAM, CAE and PLM software, Rapid Proto type.

The company has been thinking of increasing marketing activities and

redefining distribution network. Hence the project was carried out to know market

perception about DesignTech, understand market and identify key players.

The basis of this study is to do market analysis of PLM software in industrial

area of Pune to develop marketing strategy for Dassault System’s ENOVIA PLM

software, which will help company to improve its market share.

1.4 Research Methodology:

A sample size of 80 selected on the basis of involvement in the complete

buying process. Personal interview method of research selected. Primary data was

collected through the responses given to the questionnaire filled out by persons

interviewed. The analysis of this questionnaire was carried out by using simple

tabulation and classification and by representing the information collected in the form

of graphs and charts.

Sampling Technique – Non Probability Sampling

Sample Universe –Approximately 200 in Pune

Sample Size – 80

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PLM SOLUTION INDUSTRY IN INDIA:

Product Lifecycle Management (PLM) solutions have become as important to

the manufacturing sector today as ERP was a decade ago.

Creativity in design is not the only factor that helps companies stay ahead of

their rivals. In today’s competitive scenario, where a customer’s preferences are given

top priority, the ability to make changes in design without affecting production

schedules is crucial. For example, consider a car manufacturer, with manufacturing

plants across different countries. If the organisation wants to convey small changes in

design, it is not an easy task. Dealing with different projects, people and different

geographies while tracking the development of the product in real-time is simply too

complex. This has compelled companies to look beyond traditional technologies and

invest in technologies like Product Lifecycle Management (PLM).

2.1 What is PLM ?

Product lifecycle management or PLM is an enabling technology for

innovation, new product development and introduction (NPDI), and product

information management from ideation to end of life. PLM integrates people, data,

processes, and business systems and provides a product information backbone for

companies and their extended enterprise.

In simple terms, PLM can be defined as a solution which monitors the

progress of a product, right from its creation, to its market acceptance. Typically, an

enterprise solution like PLM encompasses a wide range of functions and users,

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starting from product designers and engineers, going on to manufacturing and

logistics, to sales, customer acceptance and maintenance. Hence, even if teams are

located in different regions or time zones they can work as one cohesive unit. As PLM

integrates and provides the vital link between internal departments of companies, and

also to third parties like customers, suppliers and partners real-time information of the

progress of product development is made available to all entities. In essence, this

means that if a company incorporates some changes in its design, every entity

involved with the product right from development to marketing to the end-customer

will be informed about it. Thus, effectively giving companies the ability to expand the

use of their design resources.

Fig. 2.1 A FULL SCALE PLM

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2.2 Business Drivers:

Innovation and new product development are essential for most companies to

sustain future revenue growth. Customers demand more new products in shorter time

intervals, often customized to their own needs. They want more attractive designs,

better performance, better quality, lower prices, and instant availability. To meet these

needs companies have to be able to collaborate closely within their own organization

and with partners and suppliers located in various parts of the world. At the same time

companies have to manage increasing product and manufacturing complexities due to

a quickly growing number of environmental and regulatory rules and requirements.

2.3 The Problem:

Accelerating innovation and increasing the number of successful new product

introductions is a huge challenge for most organizations today because of their

traditionally serial, fragmented, manual, and paper based processes. The result is that

many companies suffer from NPDI practices that are slow, resource intensive, costly,

inflexible, provide little visibility, and are difficult to manage and control.

Fig 2.3 Traditional Serial PDP With information soils

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2.3.1 The Solution – PLM:

PLM Solutions

Product

Org /Employee

Fig 2.3.1 The Solution – PLM

Collaborative product innovation enabled by PLM:

Through its ability to integrate all product related data and processes and to

eliminate boundaries in the value chain, PLM can significantly reduce non-value

added activities and enable stakeholders to collaborate in real time using a consistent

set of information throughout the entire product lifecycle. As a result, productivity

improvements of over 60% in NPDI related activities have been achieved through

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I/p Supplier O/p

CustomerCompany

(SCM

(ERP

(CRM

PLM enabled enterprise-wide data and process optimization and integration that have

allowed companies to:

Drive innovation

Accelerate Revenues

Increase Productivity

Reduce Costs

Improve Quality

Ensure Compliance

Shorten Time-to-Market

In today’s highly competitive, fast-paced, and global business environment,

well-designed and implemented PLM practices and technologies that support an

organization’s strategies for innovation and growth can afford companies a real

competitive advantage.

To understand the importance of PLM solutions for a product manufacturer,

one has to look at the entire product development process. Typically, at every stage of

development, the cost to implement changes increases tenfold this is because the

process involves multiple entities. ‘Making the case for Product Lifecycle

Management,’ shows that over 70 percent of a product’s final production costs result

from decisions made during the design and engineering process. If changes are not

conveyed and implemented at the appropriate time, it results in a delay in the time-to-

market for the product. And here is where a PLM solution helps. With their ability to

provide all types of users with easy access to data through role based portals, these

solutions help to speed up the process of product development. Further, cost savings

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are also possible as there is a significant reduction in time consuming tasks such as

sending data back and forth till it gets approved. Today, companies equipped with

PLM solutions can effect changes in a product at any stage of the production cycle. It

is no surprise therefore that PLM solutions are now being looked upon in the same

way as ERP solutions were a decade ago and are currently used in almost every

industry, right from cars and aeroplanes, to designer jewellery and consumer

electronics.

2.3.2 Evolution of the PLM industry:

The evolution of the PLM industry has its roots in the CAD/CAM industry. As

CAD/CAM systems started growing in complexity, systems to manage huge amounts

of data and the workflow became inevitable. Every time an engineer worked with a

CAD system, he/she created a mass of product-related data which needed to be

tracked and accessed by a variety of people within the organisation. This gave rise to

the first generation of Product Data Management (PDM) systems, which served as

data vaults that provided only textual information, instead of graphical representation

of products. While these PDM systems had significant benefits, there was still a

vacuum in the system. This was because there was no way that the same data could be

shared across a disparate group of engineers. This was a critical factor as engineers

needed to understand the effect their designs would have on the rest of the group,

when separate assemblies or parts were brought together to make a whole. The

growing need to cut costs while quickening the time-to-market, combined with the

declining cost of computing, encouraged companies to explore the benefits of PLM

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solutions. The biggest benefit being PLM’s ability to enable design and engineering

work to be done concurrently rather than serially, thus allowing dispersed engineering

teams to work on the same product. Secondly, as PLM solutions can build upon the

functionality of CAD, a company can control a product’s parameters throughout the

lifecycle of a product from design to retirement as well as collaborate with their

external strategic partners. Globally, CAD/CAM vendors started looking at the PLM

space as the next big opportunity, and accordingly the late nineties saw a spate of

acquisitions in this space. Dassault Systems, for example, acquired Deben Robotics as

well as Solid Works, Spatial Corporation, SAFEWORK, EAI Delta and Smart

Solutions. Similarly, UGS acquired SDRC, and in turn consolidated with industry

giant EDS to form a new unit, EDS PLM. The major players in the PLM space are

Dassault Systems, EDS PLM, PTC and Autodesk all of whom have their roots in the

CAD/CAM industry.

Both big and small companies are recognising the need for PLM solutions, as

it helps reduce the time-to-market and lowers costs

2.4 Indian Players:

Like most other lucrative areas, one would have expected Indian software

companies to flood this space too. But considering the complexity of the solution,

there are just a handful of vendors in India that have focused on this space. One of the

most visible players is the Mumbai-based Geometric Software Solutions, which is

said to have little competition. The company’s clientele includes Dassault Systems

and EDS PLM, two of the largest players in the global PLM space today.

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The origin of the Geometric-Dassault relationship goes back to the former’s

long-standing relationships with Spatial Corporation and Solid Works. One of the key

reasons Geometric is counted among the very best in the global PLM solutions space

today is because of the nature of work done by it. For instance, in January 2001,

Spatial bought out Geometrics translation technology for over a million dollars.

Geometric has also developed add-in products like CAM Works, Feature Works and

Solid Works utilities, based on its proprietary feature recognition technology for Solid

Works. Besides this, the important fact to note is that both the product source codes of

Spatial and Solid Works are housed at Geometric.

“Seeing the quality of work which we did for Spatial and Solid Works,

Dassault decided to enter into a joint venture with Geometric. The JV company,

named 3D PLM Software, is a significant development since it is the first time that

Dassault has selected a product development partner.” The new company, which

commenced operations in February this year, will work on projects relating to

Dassault’s solutions like Catia and Enovia. The significance of the deal lies in the fact

that Dassault Systems is a mega force in the 3D design space. Currently, one out of

two cars and seven out of 10 aeroplanes are being designed using Dassault’s Catia

solution. Hence, the opportunity for business from Dassault is huge.

Also noteworthy is the ‘feature recognition technology’ developed by

Dassault. The feature recognition technology reduces design and manufacturing

cycles by enabling mechanical and manufacturing products to automatically recognise

features from any legacy 3D model. What’s significant here is that a company like

Dassault is marketing the latest version of their product Catia saying that it has

Geometrics feature recognition technology.

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Another Indian player in the PLM space is Rolta, which offers PLM solutions

for industry specific segments like process and the manufacturing industry. For the

process and power industry, Rolta, in partnership with Intergraph, offers a solution

called ‘SmartPlant Foundation.’ The solution manages the availability and accuracy

of information for projects and plants and supports the complete plant lifecycle, from

design, to building, to operation. For the manufacturing industry, Rolta has a

partnership with PTC and is one of PTC’s select worldwide enterprise consulting

partners for providing onsite and offshore services on PTC’s Windchill platform. The

Windchill suite of software is a set of solutions that uses Internet-based technologies

to enable manufacturers to collaborate with customers, suppliers and partners,

irrespective of where they are located.

2.5 Indian Market:

Though the adoption of PLM solutions in the Indian market is at a nascent

stage, almost all the vendors in this space are convinced about the huge growth

potential. This bullishness is proved by the fact that global players like EDS-PLM,

Dassault Systems, Autodesk and PTC have a significant presence in the Indian market

today. “The Indian engineering industry is already facing challenges from established

global players, be it in the auto industry, machine tools, or in heavy engineering. In

addition, global players are increasingly operating in the Indian market, be it as

subsidiaries, joint ventures or for sourcing supplies from India. As a result, just like it

happened with ERP in the last decade, PLM is being embraced by the Indian

engineering industry. Some large players like Telco, Mahindra and Mahindra and

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Maruti have been active users of CAD/CAM/CAE products for a long time.

Increasingly, they along with other players and their suppliers are embracing the full

spectrum of PLM products, including PDM and collaborative engineering solutions.

Given the pace of globalisation in this industry, India will be an integral part of the

PLM solution users’ world, which is expected to be worth a few billion dollars

worldwide.”

As most Indian enterprises are already heavy users of CAD/CAM

technologies, vendors believe that the next big growth wave would come in the PLM

space. Manufacturing companies are realising that while the earlier wave of enterprise

applications like ERP, SCM and CRM did much to streamline and improve business

practices, they did little to improve a manufacturer’s core functions within the product

development process. Hence, despite the economic slowdown, organisations are

looking at investing in PLM-based solutions.

“India is now a mature market for CAD/CAM software. The critical role that

PLM solutions play in the process of development of a product is being recognised

world over and this trend is increasingly been seen in India too. Collaboration is

becoming increasingly important in bringing diverse teams of people together to share

common information and increase the velocity with which decisions are made across

the organisation. Organisations, both big and small, are recognising the need for PLM

solutions, as they help in reducing the product’s time-to-market and in lowering costs.

In addition, a lot of design work is being outsourced to India from western countries.

This in turn is encouraging engineering service providers to increase their investments

and expand their operations.”

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Initially usage of PLM solutions was primarily seen in heavy industries like

aerospace and automotives. But today, it has spread over to sectors like consumer

durables and jewellery design. For example, L’Oreal uses Catia to design its shampoo

bottles, which enables not only the packaging designers, but also non-technical staff

such as marketing personnel, purchasing agents and the management, to quickly and

inexpensively review a large number of packaging prototypes.

While PLM solutions have mature markets in the US, West Europe and Japan,

in India adoption is just about gaining momentum. As India has thousands of

companies using CAD/CAM software, industry experts believe that it is only a matter

of time before these companies move on to the PLM adoption phase. With the Indian

manufacturing industry acknowledging the benefits of economies of scale, the need to

better manage one’s products has become imperative. Today, product definition

resides not just within an individual company, but also across an extended enterprise,

including suppliers, partners and customers. With the opening up of the Indian

industry, the need for efficiencies is keenly felt. It is in this context that the market for

PLM solutions is bound to increase exponentially.

“On an estimate, the process and manufacturing industry spent about Rs 3,000

crore on IT, of which Rs 250-Rs 300 crore was spent on CAD/CAM/CAE. Further,

the market for PLM software solutions in India (only in licenses, excluding services)

is estimated to be in the range of Rs 100 crore. This market has been growing

consistently at 20-25 percent over the last few years, though growth was slower last

year due to the depressed market conditions. However, the market is expected to

rebound this year. This is seen as an outcome of the move by many CAD/CAM

companies to add PLM to their CAD/CAM strengths. Another major thrust will be in

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the government sector. Given the desire of some of the more IT-savvy ministers for e-

governance, this sector is ripe for developing into a major PLM customer.”

One more pointer towards the rapid adoption of PLM solutions is to look at

the number of Indian clients which have global vendors. For instance, Dassault has a

client-base of more than thousand customers in sectors like aerospace, consumer

products and the electronics segment. Automotives is one of the biggest sectors for

the adoption of PLM solutions and every vendor is focusing its energies on tapping

this segment to the fullest.

2.6 Challenges:

One of the significant challenges facing the PLM industry is the lack of

knowledge on the benefits of such a solution. Another challenge faced by vendors is

the price sensitivity factor of the Indian market. The other issue, availability of high-

end hardware, which was earlier hindering adoption of PLM solutions, is now

becoming a non-issue with cost of hardware coming down rapidly.

2.7 How will PLM help organizations during this

Global economic slowdown?

The challenge facing today’s manufacturers is to be able to turn more ideas

into successful products quickly and while doing so take greatest advantage of the

resources that they have available to them through greater productivity and more

efficient processes, all while optimizing the cost and quality of their products. PLM

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will help manufacturing companies establish an environment to deal with these issues

and the product and process complexity that they bring.

In effect, PLM can help companies execute the activities that are required to

build the right product and build the product right. Building the right product means

meeting customer requirements in terms of time, function, performance, price etc.

Building the product right means executing design and production processes that meet

the requirements of cost, quality, reliability, sustainability etc. In order for

manufacturers to be able to simultaneously build the right product and build the

product right they must develop a rich platform of product and process knowledge to

underpin and support continuous innovation across all disciplines and phases of the

product’s lifecycle.

The bottom line is that PLM can help address challenges that have accentuated

because of the economic slowdown; PLM is critical to help companies accelerate time

to market, extend returns form products by quickly introducing market driven

enhancements, increase product profitability through reduced warranty costs and

optimizing manufacturing processes and resources, reduce build costs by minimizing

costly prototypes and eliminating manufacturing errors, reuse knowledge to gain

efficiencies in processes and eliminate non-value processes.

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3.1 Company Profile:

DesignTech Systems in one of the largest CAD/CAM/CAE solution provider

in the India with one of the broadest product portfolio to address even the most

specific and complex engineering requirements. We are closely working with various

industrial and R&D organizations in the following technology segments

- Concept Design and product development

- Design verification and optimization (both concept and existing design)

- Liner Static, Non-liner, Structural, thermal etc. analysis

- Explosion, Impact, Crash simulation and analysis

- Customization

- Composites, Metal forming, Mechanism design and simulation etc

DesignTech Systems has a market presence throughout India, with offices in

Pune, Mumbai, Delhi and channel network in every major Indian geography.

DesignTech Systems has over 1800 satisfied Customers in Automotive, Heavy

Engineering, Tool &Die, DRDO’s, R&D Labs, Consumer Goods and Machine

Building segments.

3.2 MISSION:

DesignTech’s Mission is to respect every individual and make Customers,

Employees and Suppliers, partners in progress through application of latest

Technologies for designing the future.

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3.3 MILESTONES IN HISTORY:

DesignTech Systems ltd has received “Maharashtra Information Technology

Award” for our significant contribution towards IT and Engineering Services.

(August 2010)

DesignTech Systems has been earning awards and accolades right from its

year of inception. The graph of achievements has been consistently soaring

and attaining new standards of excellence.

Achiever’s Award 2008 by Dassault Systems for best Reseller in Aerospace &

Defence and Education & Research Category

Outstanding Achievement awards from Stratasys in 2008

Silver and Gold Distributor awards from Stratasys in 2007 & 2008

Best Performance and Best Distributor awards from Altair Engineering from

2002 to 2008

Best Solid Edge Distributor awards for 6 years in a row from

2002 to 2007

Gold and Platinum Distributor awards from UGS in 2005 & 2006

Adding largest number of new customers awards

from UGS for 4 consecutive years from 2003 to 2006

Best Artisan Distributor award for 2000-2001

Best Technical Support award by SDRC from 1999 to 2001

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3.4 Product Portfolio:

Our Alliances:

We are Business Partner for Dassault Systems for their all suites of solutions.

CATIA (for CAD, CAM & Analysis)

DELMIA (for Digital Manufacturing & Factory Simulation)

ENOVIA (for PLM Solutions)

SIMULIA [Abaqus] (for CAE Solutions)

3D Via (for real life 3D experience).

3.5 Dassault Systems, France:

Dassault Systems is a world leader in Product Lifecycle Management (PLM)

software solutions. The Applications and Services provided by these solutions enable

businesses of all sizes in all Industries around the world to digitally define and

Simulate Products.

“Collaborative Product Lifecycle Management”

ENOVIA provides the broadest and deepest coverage of PLM processes

ENOVIA can easily manage the complexity of the business processes involved, and

the distribution of information along the entire value chain

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“Digital Manufacturing for Production Performance”

DELMIA is the key enabler for delivering a digital manufacturing process

environment to optimize production systems and processes.

DELMIA allows manufacturers in any industry to virtually define, plan, create,

monitor, and control all production processes.

“Innovation through Realistic Simulation”

SIMULIA delivers a scalable portfolio of Realistic Simulation solutions.

SIMULIA makes realistic simulation an integral business practice that improves

product performance, reduces physical prototypes, and drives innovation.

“Imagine Share and Experience in 3D!”

3D Via will ultimately establish an entirely new way for businesses to communicate

across the enterprise and directly with consumers using 3D as their new universal

language.

“Strategic Business Alliance - DesignTech Systems Ltd. & Dassault systems.”

DesignTech’s association with Dassault Systems will provide you best of both the

worlds; best PLM solutions of Dassault coupled with excellent personalized support

of DesignTech which would enable you to derive better value.

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3.6 Altair Engineering (for CAE Solutions):

An integrated suite of CAE tools spanning

• Modelling and Assembly

• Linear Analysis and Solver Interfacing

• Optimization and Robust Design

• Visualization, Reporting and Collaboration

• Process Automation and Data Management

• Manufacturing Process Simulation

3.6.1 Altair Hyper Shape/CATIA:

• Integrated topology optimization in Catia V5

Altair Hyper Mesh

• A comprehensive and robust model pre-processor for numerous finite element

solvers.

• Intuitive, easy to learn and highly customizable

Altair Motion View

• A powerful, highly customizable, solver-neutral pre- and post-processor for multi-

body dynamics

• Enables automation of repetitive tasks to improve efficiency

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Fig 3.6.1 Altair Hyper Shape/CATIA

3.6.2 Altair OptiStruct:

• Conceptual design tool using state of the art topology optimization

• Returns optimized design proposal

3.6.3 Altair OptiStruct:

• Robust and accurate finite element solver for linear structural analysis

• Natural Frequency, Inertia relief and frequency response analysis

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REQUIREMENT

CONCEPT

DESIGN

DESIGN DEVELOPMENT

(CAD)

VIRTUAL-PROTO

VIRTUAL-TEST

RESULT INTERPRETA

TIONMANUFACTURI

NG SIMULATION

REQUIREMENT

CONCEPT

DESIGN

DESIGN DEVELOPMENT

(CAD)

PHY-PROTO

PHY-TEST

DESIGN VALIDATIO

N

MANUFACTURABILITY STUDIES

MANUFACTURING

MANUFACTURING

CONVENTIONAL DESIGN PROCESSCAE ASSISTED DESIGN PROCESS

CAE

3.6.4 Altair Motion Solve:

• General purpose multi-body dynamics solver for mechanical systems simulation

• Supports kinematics, statics, dynamics and linearization

3.6.5 Altair Hyper Form:

• A single environment for both one-step and incremental sheet metal forming

analyses

3.6.6 Altair HyperXtrude:

• A highly automated interface and solver for extrusion simulation.

3.6.7 Altair Hyper view:

Extremely fast post processing and visualization environment.

Integrated fine element analysis and multibody system simulation results,

digital video and engineering data.

3.6.8 Altair Hyper graph:

Graphical Analysis and plotting tool for engineering data.

3.6.9 Altair Hyper view:

Authoring environment for creating 3D, interactive HTML reports

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3.6.10 Altair Hyper view Player:

Free Interactive 3D model and results viewer.

Can be embedded in web document.

Excellent Collaboration tool.

3.6.11 Altair Hyper Web:

• Web based documentation solution for entire CAE process

• Organize project data and documents

• Automates report generation and contains the power of Altair Hyper View Player for

result’s communication.

3.6.12 Altair OptiStruct:

• Structural size, shape, topology and topography optimization

• Design performance tuning

• Powerful FEA solver

3.6.13 Altair Hyper Study:

• DOE (Design of Experiment, Robust Design assessment and multidisciplinary

optimization

• Open cross functional architecture

• Optimization of nonlinear problems

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3.7 Stratasys Inc. (For rapid prototype Equipments):

Rapid prototyping refers to the physical modelling of the design using a

special class of machine technology. RP systems quickly produce models and

prototype parts for CAD model data.

RPT (Prototyping) helps to save time and money

Early and continuous design iterations

Shortens design and development cycles

Helps gets ideas to market faster

Minimizes the cost of change

Improves efficiency and productivity

Maintain new design concepts in-house

Applications of RP

Concept Models

Verifying CAD Databases

Styling and Ergonomic Studies

Functional Testing

Patterns for Metal Casting

Prototype Tooling

Marketing models

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Now 3-D Printing is as easy as 1-2-3

3

Fig 3.7 RPTE to Save Time & Money

3.8 Solid Thinking (Industrial Designing & Styling

Solution):

Solid Thinking is the industrial design / styling software, which empowers

product designers to rapidly capture, explore and visualize their ideas, the ideal tool

for true conceptual modelling. It allows to quickly exploring any What if scenario.

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Advantages of Solid Thinking:

A creative environment for industrial designers

Quick creation of multiple design alternatives

Geometry creation without restrictions

Rapid generation of stunningly realistic renderings

Flexible yet accurate

Complementary to CAD/CAM systems

3.9 DesignTech-Engineering Services Provider:

DesignTech Developed software products:

Jewel quick an add on module on IDEAS for Jewellery Design Industry.

Gear manufacturing tooling customization

Engineering Reference for Solid Edge

SEIS Parts Library

3.10 Engineering Services Division in which sample

Projects Done:

2D-3D Conversion

3D Modelling

Customization

Finite Element Analysis

Kinematic Analysis

Design Optimization

Mould Designing

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CNC - CAM - for Actual Manufacturing

PDM implementation.

4.1 OBJECTIVES:

Primary Objectives:

a. To understand awareness of PLM solutions provided by DesignTech in Pune

region.

b. To know market demand for PLM Solution.

c. To understand market perception about DesignTech Systems Limited.

d. To understand competition for PLM Solution in Pune.

Secondary objectives:

a. To generate lead for DesignTech System Ltd.

b. To create awareness about Dassault Systems (ENOVIA) PLM Solution in

Mechanical industry.

4.2 SCOPE OF THE PROJECT:

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1. The project was carried out specifically in Pune region.

2. Only Mechanical industry selected for project.

3. Sample size selected for project was 80 considering time constraints.

Sample divided in 2 units:

1. Product Designing Company.

2. Product Manufacturing Company.

5.1 RESEARCH METHODOLOGY:

Research methodology is a way to systematically solve the research problem.

It can be understood as a science of studying how research is done scientifically. It

takes many dimensions and research methods to constitute a part of the research

methodology. Thus when we talk of research methodology, we not only talk of the

research methods but also consider the logic behind the methods used in context of

the research study in such a way that results are capable of being evaluated either by

the researcher himself or by others. Under this head, the methods and techniques used

in preparing this report are discussed.

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Research Process

Formulating the Research Objectives

Research Plan Design

Determining the sources of Data

Designing research instrument

Determining Sampling plan

Data Collection

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Processing and analyzing the data

Preparation of Research Report and presentation

Chart 5.1 Research Process

5.2 Information Need Felt:

In India Company has presence since 1998.The Company initially started its

business as distributor and reseller of Engineering Design Software’s. Then it

diversified to become an engineering service company. The market share of

DesignTech in PLM Solutions is less as compared with competitors. The basis of this

study is to generate market feedback about DesignTech Systems limited to understand

the reason for low market share and find out how the market share of DesignTech

Systems can be improved aggressively.

5.3 Define Research Objective:

The research objective was to do market analysis of PLM Solutions in Pune

region for developing marketing strategy.

5.4 Prepare Research Design:

A preliminary study was first carried out in order to create a database of

Companies involved in PLM Solutions in Pune region. It involved collection of

31

database from web and Industrial Directories, the compilation of the relevant data for

preparing a database and an analysis of the data in order to shortlist an appropriate

sample for the purpose of research.

5.5 Questionnaire Design:

The questionnaire was designed in order to meet all the primary and secondary

objectives of the study

5.6 Design Research Methodology:

The research methodology selected was influenced by the target companies’

i.e. Mechanical companies which have in house product designing facilities mainly in

Pune region and some important companies in India.

The major parts of the research methodology were:

Research Method: Both, secondary as well as primary methods were used.

Sampling Plan:

Sampling Technique – Non Probability Sampling

Sample Universe –Approximately 200 in Pune

Sample Size – 80

5.7 Plan and Do Secondary Research:

Secondary Data

32

It included the data, which had already been collected and segregated by

someone else. This included data about the various company names, Contact

addresses, Contact Numbers and Contact persons of company, company product

range and new development of company.

Secondary Data Sources

Internet.

5.8 Plan and Do Primary Research:

Primary Data

Primary data was collected via Questionnaire.

Primary Data Sources

Responses to questionnaire

5.9 Tabulation and Analysis:

The analysis of data involved a number of closely related operations such as

establishment of categories, the applications of these categories into raw data through

tabulation, charts etc and then drawing inferences. All analysis was of Simple

tabulation type.

5.10 Report Writing and Presentation:

33

After analysis, the next step was the preparation of report. The report was

prepared according to the report writing principles. The inferences drawn from the

analysis have been incorporated in the report along with the recommendations &

limitations of the study.

5.11 Research design:

“Research Design is the arrangement of condition for collection & analysis of

data in a manner that aims to combine relevance to search purpose with economy in

procedure”.

5.11.1 Problem formulation:

PLM is a new concept for Indian markets. Also there is inertia to change from

existing business practices to newer ones. Under such circumstances it becomes

essential for the company to know its strengths and weaknesses regarding the

products and services it offers and the market potential for the same. PLM market is

very low in India now. Company PLM market share is very low as compared to

competitor.

5.11.2 Data Details:

1. Primary data:

34

The data was gathered from the OEM’s and Mechanical equipment suppliers in

the form of a structured, questionnaire, which becomes the part of primary data. This

provides the information regarding the awareness of various brands, customer

expectations, importance and expectations from manufacturer’s or suppliers’ point of

view regarding pricing and product awareness of the PLM Solution surveyed in

different areas of Pune city.

2. Secondary data:

The data was gathered from company journals, product guides, and company

brochures and various websites available on internet.

3. Instrument:

The instrument selected for market survey was a questionnaire. This

instrument is quite popular, particular in case of inquires. It is being adopted by

private individual’s research origination and even by government. Questionnaire is

considered as heart of survey operation. Hence it should be carefully constructed. If it

is not properly set up, then the survey is bound to fail.

A questionnaire consists of a number of questions printed or typed in a definite order

on a form or set of forms. For this research questionnaire was used as instrument

during the survey. The questions were administered on OEMs and suppliers and the

answers were noted.

5.11.3 Sampling:

Sample size: - 80 customers

Non- probability sampling

35

Non probability sampling is that sampling procedure which does not afford

any basis for estimating probability that each item in population has of being included

in the sampling. Non probability sampling is also known by different names such as

deliberate sampling, purposive sampling, judgments sampling in other words , under

non probability sampling organizers of enquiry purposely particular unit of universe

for constituting a sample on the basis that the small mass that they so select out of

huge one will be typical or representative of the whole.

Particulars Description

Research Type Descriptive

Research Instrument

Questionnaire (multiple choice)

Interviews &

Observation(unstructured)

Method of Sampling Non-Probability Sampling

(Convenience Sampling)

Sample Universe

Chakan

Pimpri-Chinchwad

Bhosari.

Pirangut & Ranjangaon

36

Sampling Frame

OEM’s

Designing Companies

Sample units

Directors

Managers

Proprietors

System Administrator.

Sample Size 80 Respondents

Table No. 1 Sampling details used

5.11.4 Statistical tools used:

The role of Statistics in research is to analyse its data and drawing conclusion

there from. Most research studies result in a long volume of raw data, which must be

suitably reduced. So the same can be read easily and can be used for further analysis.

In this study, the percentage and graphs tools used have been for the analysis and

interpretation of the data.

5.11.5 Analysis scheme for research:

The OEM’s & mechanical equipment manufacturers and suppliers were

contacted and interacted through questionnaire and primary data was collected. The

collected data was interpreted and presented with the help of tabulation and graphical

presentation. The interpreted information was analysed for the valuation of particular

entity for whole information. Analytical method of analysis was used for the study.

37

6.1 ENOVIA Smarteam PLM Solution (Dassault

Systems):

Collaborative product development through product lifecycle management

(PLM) solutions has reached the critical stage where manufacturers must use virtual

development tools in order to meet global time-to-market and quality demands. New

virtual design and development tools now allow fast and precise modelling of product

development processes, including the latest systems offering accurate virtual

commissioning of plant layouts and automation gear on the factory floor.

PLM software tools and services have gained traction as manufacturers in

aerospace, automotive, and other industries have realized the value of PLM, and its

subset digital manufacturing tools, in effectively managing far-flung global product

design, development, and manufacturing efforts. As outsourcing and global factory

operations have become more common, manufacturers are embracing PLM

technologies as a way to speed product development processes.

38

Worldwide demand for PLM software and services grew at a 13.5% growth

rate to reach an estimated $24.3 billion in 2007, according to market researcher CIM

data Inc. (Ann Arbor, MI), exceeding the company's earlier forecasts. Manufacturers

are investing heavily in PLM as management recognizes the value of PLM for

companies of all sizes, notes Ed Miller, CIM data president.

"Executive-level recognition of the significant business value of PLM is

driving increased implementation of the approach," Miller says. "Many of these far-

reaching systems extend beyond engineering design to a broad range of activities-

from early-stage product strategy development and planning, to product engineering

and manufacturing engineering, and through to product maintenance and support."

PLM investments will continue to climb, as CIM data forecasts PLM increasing at a

compound annual growth rate (CAGR) of approximately 9.8%, expanding the market

to nearly $40 billion by 2012.

"One of the primary trends that we're seeing now, that's been a part of the

Dassault vision for a long time, is the concept of true virtual product development-the

ability in the computer to be able to design, manufacture, test, and even service

products virtually, before you really start any physical design or tooling construction,"

notes Bob Brincheck, PLM director, Dassault Systems America (Woodland Hills, CA,

and Paris).

"Ten years ago, there was more best-in-class type of approach, where you

could use a really good CAD tool, a different, good product data management tool,

and a different and good manufacturing simulation tool, and as long as you had a

couple of threads between those tools, you could make it work and see a lot of

39

benefits," Brincheck adds. "But the whole best-in-class philosophy, while it might

give you some useful initial benefits, it causes a lot of long-term issues."

Virtual plant-floor commissioning of assembly lines and factory layouts can

be a boon to manufacturers trying to compress product development cycles. In

aerospace, automotive, and other transportation products, the melding of mechanical,

electronic, and software systems are becoming common, notes Brincheck. "The

separation between physical CAD, PDM, and manufacturing really causes some

problems," he adds. "One of the recent Delmia technologies is Delmia Automation's

virtual commissioning. For a long time, we've had robot simulation. I can program a

robot and simulate how that robot does its task and actually create code for the robot.

But the robot oftentimes has some simpler automation that's more PLC-based or more

actuator-based, and the robot has systems that start it, stop it, and provide it with the

electricity or hydraulics or whatever's driving it so it can run.

"Problems around commissioning have typically been that you'll get a robot in

place, and the robot will run through the routine that it needs to run through. But the

automation, tooling, or the machines that I'm using to feed the robot parts-the

conveyor line, or other components of automation-don't necessarily work as a system.

So when large assembly lines are commissioned, manufacturers often spend many

weeks just getting all the stuff to work."

To help solve that puzzle, Dassault teamed up with Rockwell Automation

(Milwaukee) in December 2007 to jointly develop an integrated digital factory and

plant-operations solution. Under the agreement, Rockwell Software's RSLogix 5000

control programming and configuration software would be integrated with Dassault's

Delmia Automation PLM software. "What the Delmia Automation solution does is

40

that we've partnered with some major automation suppliers like Rockwell and we can

actually simulate how their product works-we're able to develop code for that product

from the simulation," Brincheck notes. "We put that simulation in the context of the

robots and the control panels-down to the solenoids, actuators, and whatever else is on

that assembly line-and then I can literally virtually commission that product. Before I

set it up at the plant, I can run that assembly line virtually. I can debug all of those

systems, and make sure that my manufacturing line will work, so that when I come in

to install it, it's actually going to run correctly."

Focusing on 3-D technology, Dassault last year also added more core 3-D

capabilities with the acquisition of seemage Inc., a developer of 3-D product-

documentation software. Along with its earlier 3DLive software technology, Dassault

rebranded seemage's package as 3DVia Composer, which complements the 3-D focus

of Dassault's latest V6 PLM 2.0 applications suite that includes CATIA, Enovia, and

Smarteam. Brincheck says that with the 3DVia Composer technology users can use 3-

D design and engineering data content, along with the structured bill-of-materials

information for quickly and easily generating 2-D and 3-D publications, including

shop-floor instructions and inspection sheets for technical publications. Brincheck

notes that Dassault's different approach offers a very 3-D-focused environment

capable of eliminating any confusion that can result from the reliance on text-based

common languages and terms.

"One of the challenges we've had over the last number of years is that we do

the 3-D design, we share that information with Delmia, we do a lot of the 3-D

simulation, but publishing that information has always been a gap, to a certain extent.

Or we've done that, but it's not in the bigger context," Brincheck says. "It's not done as

41

effectively as it could be. And with the 3DVia Composer product, that liberates a lot

of the 3-D information from engineering or from manufacturing engineering and

enables it to be distributed to the shop floor, to our viewers or to other people, much

more efficiently and effectively.

6.2 ENOVIA MatrixOne:

MatrixOne, Inc. was acquired by Paris-based Dassault Systems in May, 2006

and today is part of its ENOVIA PLM Collaborative Environment family of solutions.

The ENOVIA MatrixOne solutions enable companies to accelerate product

innovation to achieve top line revenue growth and improve bottom line profitability.

ENOVIA MatrixOne is focused on helping companies across the automotive,

aerospace & defence, consumer, machinery, medical device, semiconductor and high-

tech industries solve their most challenging new product development and

introduction problems. More than 850 companies use ENOVIA MatrixOne solutions

to drive business value and gain a competitive advantage, including industry leaders

such as BAE Systems, Bosch, Comau, General Electric, Honda, Johnson Controls,

Linde AG, NCR, New Balance, Nokia, Philips, Porsche, Procter & Gamble, REI,

Sony Ericsson, STMicroelectronics and Toshiba. ENOVIA MatrixOne

42

(www.matrixone.com) is headquartered in Westford, Massachusetts, with locations

throughout North America, Europe and Asia-Pacific.

6.2.1 About Dassault Systems

As a world leader in 3D and Product Lifecycle Management (PLM) solutions,

the Dassault Systems group brings value to more than 90,000 customers in 80

countries. A pioneer in the 3D software market since 1981, Dassault Systems

develops and markets PLM application software and services that support industrial

processes and provide a 3D vision of the entire lifecycle of products from conception

to maintenance. The Dassault Systems portfolio consists of CATIA for designing the

virtual product - Solid Works for 3D mechanical design - DELMIA for virtual

production - SIMULIA for virtual testing and ENOVIA for global collaborative

lifecycle management, including ENOVIA VPLM, ENOVIA MatrixOne and

ENOVIA SmarTeam. Dassault Systems is listed on the Nasdaq (DASTY) and

Euronext Paris (#13065, DSY.PA) stock exchanges. Dassault Systems (DS)

(NASDAQ: DASTY; Euronext Paris: #13065, DSY.PA), a world leader in 3D and

Product Lifecycle Management (PLM) solutions, today announced the release of new

enhancements to the ENOVIA MatrixOne(R) Matrix 10 PLM platform. Matrix10

updates include enhanced support for environmental/material compliance; improved

industry-specific solutions for the apparel, medical device and automotive industries;

solutions enabling concurrent printed circuit board development and for distributing

product development data throughout the extended enterprise including non-

traditional PLM users. By helping companies reduce development costs, gain access

to real-time data and speed product introductions, ENOVIA MatrixOne PLM is

enabling companies to increase the potential return on their new product innovations.

43

ENOVIA MatrixOne provides best-in-class collaborative product development

processes for enterprises across a wide range of industries.

Stephane Declee, Sr. Vice President, ENOVIA R&D said, "The latest

Matrix10 offering is delivering key enhancements that accelerate end user adoption

and increase cross-functional business process coverage tailored for specific industry

needs. Matrix10 enables program managers, product planners, materials compliance

engineers, cost analysts and manufacturing engineers to work seamlessly with design

engineering throughout the new product introduction process."

6.3 Enhanced Support for Automotive & Electronics

Environmental Compliance:

One of the biggest issues facing any manufacturing company is compliance

with the various environmental regulations being enacted around the world including

the European Union's (EU) Waste Electrical and Electronic Equipment (WEEE),

Restriction of Hazardous Substances (RoHS) and End-of-Life Vehicle (ELV)

directives as well as emerging standards in China. Matrix10 "design for compliance"

updates include support for the IPC 1752 regulation, the standard for the exchange of

materials declaration data developed by a group of OEMs, EMS providers,

component manufacturers, circuit board manufacturers, materials suppliers,

information technology solution providers, and the National Institute of Standards and

Technology; improved visibility of RoHS compliance information when making bill-

of-material decisions; and support for Honda's internal automotive ELV data format,

44

which vendors are required to use when reporting materials compliance information

to the company.

According to Eric Karofsky in a recent AMR Research article entitled, "Is the

Investor Community Aware of RoHS Exposure?", "A plethora of additional

compliance mandates are affecting companies in the electronics supply chain

worldwide. Understanding the regulations and tracking the differences add

complexity, and those that assess processes and make the correct investments upfront

can create long-term competitive advantages."

6.4 Industry-Specific Improvements for Apparel,

Medical Devices and Automotive Suppliers:

As a part of its commitment to providing vertical industries with the specific

solutions they need to be successful, the Matrix10 solution now includes enhanced

fabric management and seasonal line planning tools for those in the apparel industry;

DHF (design history file) and CAPA (corrective action/preventative action) business

process enhancements for medical device companies; and improved APQP (advanced

product quality planning), PPAP (production part approval process) and CAR

(corrective action report) six-sigma process improvement for automotive suppliers.

6.5 Concurrent PCB Electrical Design:

45

As design and manufacturing continues to occur outside the walls of an organization,

among several teams and across several time zones, it becomes increasingly essential

that all contributors have full access to the design data they require, whenever and

wherever they need it. ENOVIA MatrixOne's PCB design solution facilitates

concurrent PCB design by allowing development teams to collaborate during the

board design process and companies to collect, track, protect and deliver product

design information seamlessly across all major EDA systems and other enterprise

applications. With ENOVIA MatrixOne's PCB design solution, schematic and layout

designers can work concurrently on the same design while keeping both design

databases synchronized (i.e., components, connectivity, properties, etc.). Additionally,

a team of schematic designers can work concurrently on different hierarchical blocks

of the schematic design, independently revising their designs in the same project.

6.6 Cost of Change Analytic Tools:

Matrix10 updates include enhanced decision support tools that enable

companies to understand the cost impact of proposed changes early in the design

process? With the new Matrix10 enhancements, a company's cost analysts can now

manage the cost of implementing engineering changes per location before deciding to

proceed. As the development process moves forward, this insight can be used to look

at what the potential impact of an engineering change, design change or part change

would be on the bottom line and on the completion deadline for the product--allowing

for better-informed, collaborative change management process.

46

6.7 Enhanced Microsoft Desktop Integration:

Improved Microsoft(R) Desktop integration expands the number of users who

can be exposed to the PLM process, extending the reach of Matrix10 throughout an

enterprise. New users can be part of the overall product development process while

remaining in the comfortable environment of their Microsoft tools. The ENOVIA

MatrixOne PLM solution provides a simple and secure Microsoft Desktop integration

that makes all information easily accessible with Windows(R) Explorer; or as

embedded links in Microsoft Office files, appointments and e-mail messages, thereby

improving knowledge transfer, decision making and re-use throughout the enterprise.

6.8 Planning EBOMs for Manufacturing Tool Design

and Materials Management:

Matrix10 updates include extending the engineering-bill-of-materials (EBOM)

to meet the needs of both manufacturing and design engineers. With ENOVIA

MatrixOne PLM, tools, materials and standard parts can be connected directly to an

EBOM in the context of a "manufacturing planning" view. It gives full visibility of

the impact that engineering changes can make on manufacturing, providing enhanced

decision-making capabilities for enterprise product development. The next core

capability that smaller companies were addressing was tightly aligned with

controlling data, controlling engineering changes. I would normally say controlling

“processes,” but in this case it was clear that engineering change (followed by release

to manufacturing) was the big pain they were addressing with PLM (as opposed

47

generic “process control.” Engineering change is a messy process in many businesses,

and one that leads to manufacturing confusion and errors. Although I have been in

recent conversations on the priority of developing a strong process versus applying

technology to solve the problem, the truth is that both are very valuable. The

companies interviewed all discussed the importance of the engineering change

processes, and pointed to significant improvements through the use of PLM

technology (ENOVIA SmarTeam in this case).

SMB Wish List for PLM

Smaller manufacturers have many of the same PLM needs as larger

companies, but far fewer resources to achieve them.

Following are advantages of Enovia Smarteam PLM solution:

Rapid Implementation

Ease of Use

Pre-populated Best Practices

Pre-defined Templates and Data Models

The Ability to Start Small (and add new capabilities when they are ready for them,

what I call a “PLM Program” approach)

Stability and Ease of Technical Implementation

Integration with Product Designs (CAD, for the most part)

Easy Integration to ERP

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DATA ANALYSIS:

1) Does your company Design Product?

Yes 76 95%

No 4 5%

Total 80 100%

Table No. 2

49

Yes No0

10

20

30

40

50

60

70

80

Series1

Chart no. 7.1

Analysis:

From our sample around 95% companies are having in house Design Setup.

As we know advantages of PLM for Product Development like less cost, less

time etc., company can easily position their PLM solution to them.

2) Does your company Design Product?

Yes 72 90%

No 8 10%

Total 80 100%

Table No. 3

50

YesNo

Chart no. 7.2

Analysis:

90% of companies have their own manufacturing set-up from our sample size.

So, company can take advantage of such condition by providing them Digital

Manufacturing PLM Solution to reduce their manufacturing & lead time.

From analysis of above two questions, we can conclude that in Pune region

DesignTech System has huge market potential for their PLM Solution.

3) What is your existing setup regarding Mechanical Software?

CAD 76 95%

CAM 73 91%

CAE 71 89%

CAID 08 10%

Table No. 4

51

CAD CAM CAE CAID

0

10

20

30

40

50

60

70

80

Series1

Chart no. 7.3

Analysis:

In Industry almost 90% companies are using CAD, CAM and CAE Software.

All these software’s working are depend upon each other & hence they need to

share huge amount of data & also need to store in their database.

Hence, DesignTech can position PLM Solution to them for Data Management of

product from its birth time to expire.

4) What is your product development lifecycle period?

Less than 1 year 05 6%

1 to 3 years 17 21%

More than 3 years 58 73%

Total 80 100%

Table No. 5

52

less than 1 yr1 to 3 ry3 yr & above

Chart no. 7.4

Analysis:

In industry normally product development period is more than 3 years. During such

large period, company needs to store & handle lot of data for their product

development. Some time company also needs previous data for their references.

In such cases, PLM is very useful for any company, because it reduces product

launching time by approximately 25% & it helps company to reduce development

cost.

5) How is level of your product development cycle?

Simple 02 3%

Slightly complex 05 6%

Highly complex 73 91%

Total 80 100%

Table No. 6

53

Chart no. 7.5

Analysis:

As we know from above question that product development cycle is more than 3 years

and it need to handle huge data which makes the product development very

complicated.

Repetitive data usage make development highly complicated.

Company has good potential in market as we know that PLM helps to reduce

repetitive work

6) What kind of setup are you using for communication in your company?

ERP 52 65%

SCM 03 04%

CRM 05 00%

PLM 07 09%

OTHER 13 22%

Total 80 100%

54

Simple Slightly highly0

10

20

30

40

50

60

70

80

Series1

Table No. 7

ERP SCM CRM PLM Other0

10

20

30

40

50

60

Series1

Chart no. 7.6

Analysis:

From graph we can found easily that ERP is highly popular in today’s industry.

Market share of PLM Solution is very low. (Approximately 10%) This is very

good opportunity for company to create Enovia PLM as good brand.

7) Are you using any PLM Solution in your company?

Table No. 8

55

Yes 09 10%

No 71 90%

Total 80 100%

Yes No0

10

20

30

40

50

60

70

80

Series1

Chart no. 7.7

Analysis:

From our sample size only 10% of companies are using fully implemented PLM

solution.

So company has huge market potential in Pune industrial area.

Another advantage of Pune is that now Pune is becoming Automobile Hub of

India.

8) Which company’s PLM Solution are you using?

Dassault System - Enovia 01 11%

Siemens –Team centre 05 56%

PTC – Windchill 03 33%

If any other 00 00%

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Total 09 100%

Table No. 9

DassaultSeimensPTC

Chart no. 7.8

Analysis:

Market share of Dassault Systems is very low as compared to competitor.

Siemens have good market presence.

Company need to rework on their marketing policy to improve market share.

9) What criteria do you look before buying PLM Solution?

(Rank the option from 1 to 5)

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Brand Name 30 20 10 20 00

Company Profile 00 10 20 30 20

After Sale Service 20 30 20 20 00

Price 30 20 10 10 00

Customer Reference 00 00 20 00 60

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Table No. 10

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Customer ReferencesPriceAfter Sales servicecompany profileBrand

Chart no. 7.9

Analysis:

From graph we found that around 37% of companies give First preference to

Brand & Price while buying PLM Solution.

Around 38% companies give second preference to after sale service while

buying PLM Solution.

We can conclude that after sale service & Brand name are vital factor for selecting

PLM Solution.

10) Are you satisfied with your PLM Software?

Yes 08 90%

No 01 10%

Total 09 100%

Table No. 11

58

YesNo

Chart no. 7.10

Analysis:

Around 90% companies are satisfied with their PLM Solution.

Hence, it is clear that the customer is happy with quality and service provided by

competitors.

Hence, company need to do hard work and differentiation for business.

CONCLUSIONS:

1. Company has very low market share in private mechanical industry.

2. Penetration of PLM Solution is very low in Pune industrial area.

3. Company has scope for future growth in India.

4. Market share of DesignTech in CAD / CAM industry is relatively low.

5. Sales promotional activity especially for PLM is not adequate.

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6. Dassault systems, France is having very good market share in Europe & US market.

7. Dassault Systems have larger market share in Automobile sector, so DesignTech can

use references from them to increase market share in automobile sector in Pune.

Key Findings:

1. Less awareness of company.

2. Less awareness about PLM Solutions.

3. Market share of DesignTech in PLM Solution is less.

4. Brand recall is very low. (Dassault Systems & DesignTech Systems)

5. Siemens & PTC are main competitors.

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6. New PLM Solution providers are coming like Geometric Solution and local

players.

7. Foreign players are coming to INDIA in Automobile Sector.

8. Dassault Systems is world’s leader in PLM Solution.

9. Pune is a highly growing market for Automobile Sector; So DesignTech can

use this opportunity to increase their market share.

10. Customer is highly conscious about after sale service.

11. Dassault systems PLM Solution (Enovia) has very good market share in

Europe & US market.

12. Working on price is necessary for Dassault Systems.

13. DesignTech’s sales activity need to improve.

SUGGESTIONS:

1. Brand building is vital for DesignTech System Pvt. Ltd.

2. Need to improve distribution network.

3. Customer need to be educated about PLM & its advantages.

4. DesignTech must increase their Advertising & Sales Promotional activity.

5. Need to arrange Technical seminar about PLM for clients.

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6. Company should offer special price for some big OEM’s backed by extensive

services to gain market share.

7. From Q. No. 8, we found that brand Name & After Sale Service are vital

factor while selecting PLM Solution. So, DesignTech have to develop very

good brand image.

8. Company has to establish effective After Sale Service team all over the India

for Customer Satisfaction.

LIMITATION OF STUDY:

1. The survey was limited to only Pune city.

2. The project is restricted to small region of Pune, Pimpri, Chinchwad and Bhosari

only because of the less duration of the project.

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3. The time duration for conducting the research was very short; due to this one

could not do justice to the Survey.

4. Some SME equipment manufacturers and suppliers refused to co-operate.

5. The sample size does not cover many numbers of prospects.

6. The sample size was restricted to 80 customers.

REFRERENCES

Marketing Research by Prof. M.V.Kulkarni – Everest Publishing House

Marketing Management (Twelfth Edition) by Philip Kotler & Kevin Lane Keller

– Pearson Prentice Hall.

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Marketing Management (Eleventh Edition) by Philip Kotler

Product Literature & Catalogues of DesignTech Systems Ltd.

www.designtechsys.com

www.esnips.com

www.ibef.org

www.justdial.com

www.google.co.in

www.market research.com

www.wikipedia.org

www.educationinfoindia.com

www.maharashtradirectory.com

www.vibrantgujarat.com

www.keralaindustry.org

www.dpcc.delhigovt.nic.in/area.htm

hsiidc.org/hfi.htm

hpsidc.nic.in

www.sidcul.com

www.sipcot.com

www.tidco.com

www.upsidc.com

www.msmefoundation.org

www.biadabihar.com

www.mpsidc.org

www.indarun.gov.in

www.dsir.gov.in

www.kiadb.in

www.sarkaritel.com/ministries/sci_technology/csir/labs.htm

***

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