1. Marketing for Maximum Visibility Sonali Dutta Int’l. Rep. Meet, January 19, 2005

2. The PHILOSOPHY “We not only sell products, we sell solutions.”

3. MARKETING STRATEGY Solutions Approach Market Development through Customer Education "Niche" Marketing Vertically Integrated Product Divisions

4. Market Development through Promotional Activities at

5.  To gain maximum visibility as a solutions company for : -Humidity / Moisture Control / Dehumidification -Air & Gas Purification - Fresh Air Treatment / Indoor Air Quality / Energy Recovery -Plastics Drying -Preservation & Storage -Compressed Air Drying  To reach the customer before he reaches you or your competitor.  To develop latent market by educating potential customers about the application areas of our product range – Dehumidification, Fresh Air Treatment..... OBJECTIVES

6. Why So....  The target markets for our products are very large.  Applications of ‘Air Treatment’ are universal as fresh air itself.  Virtually every industry / commercial area needs a solution to air related problems.  Segment for Fresh Air Treatment growing by leaps and bounds with rapidly increasing air conditioned space.  Major industrial segments where we sell pharmaceutical, food, electronics, defence, hotels, hospitals....... are spread throughout the country.

7. How do we develop the network using the tools for maximum visibility

8. Promotional Tools  Advertising -Newspapers -Business/Financial papers -Trade Journals -Business Magazines -Yellow Pages  Direct Mailing to Target Industry/ Market  Education through Newsletters  Release of Product Profiles/Articles in Journals/ Magazines  Participation in Trade Shows  Organising Seminars & Trade Shows.  Digital tools ….. Websites, E-mailer, etc.

9. PROMOTIONAL TOOLS.... 1. Effective Advertising for our products is done through Newspapers Technical Journals Yellow Pages Other specialised Magazines Trade/Business Directories Advertising through language on other websites

10. 2. Direct Mail Marketing - DMM Is a very effective tool to educate and reach the customer directly. Through direct mail we target individual industries with solution through our products.  Mailing list is compiled from l Enquiry Database l Industry Association Members List l Published Industrial Directories l Exhibition Participation List/s l Directories available on the Web Mailouts are of two types: 1.Direct mailers, marketing targeted to compiled database.  A typical direct mail package consists of Cover letter Application based brochure Fax response form Some specialised mailout campaign involves mailing out “samples” of products as well. 2.E-Mailers 2. Direct Mail....... DMM Promotional Tools....

11. 3. Trade shows... Exhibitions - An effective tool to communicate with the target market directly. -To display the product. We can support you with : -The design and layout of the booth -Equipment for display -Promotional materials e.g. Photographic panels, literature, etc. 4. Seminars Effectively educates, target market and influencer reference groups. Presentations can be provided for any of our product range/application area. Some of the presentations readily available with us. -General Dehumidification-Corrosion Control -Seed Storage & Drying-Pharmaceutical -Defence-Indoor Air Quality...... and on many more application/ products. Promotional Tools....

12. 5. Newsletters An ideal tool to keep in touch with our customers and target markets. Dryfacts - quarterly 4 col. 4 pg. 2 editions. – English and Bilingual for China. Ecoplast - Specifically for Plastics Wetfacts - Specifically for Ecocool Evaporative Cooling Pads Freshfacts - for Fresh air Treatment and IAQ Delfacts - for Compressed Air Drying Covers : New applications in industries in every part of the world. Pictures and inputs of seminar/exhibition and other company events. New products. Promotional Tools....

13. Some examples....

14. 6. Product write ups... technical articles Adds visibility to the products in addition to advertisement.... free of cost. We contribute regularly to magazines and technical journals. Write-ups. Pictures 7. We also provide support for Literature.... in various languages depending on the regional requirement. Promotional material..... regular update on application from our data bank. Reference list, photographs etc. 8. Digital Marketing Websites Our Info on other sites E-News.... E-Mail Promotional Tools....

15. Thank you !