Terex Finlay: Bullish on India
Mention about Terex Finlay and its operational set up in India.
Terex Finlay is a market leader in Mobile Crushing, Screening, Washing and Recycling equipment. Our products are used in industries such as construction, quarrying, mining, landfill, aggregates, iron ore, Asphalt, Rock crushing, demolition, and recycling and has a centralized manufacturing facility measuring approx. 400,000 sq. ft in Omagh, Northern Ireland, UK.
The Company is widely known for its innovative and leading designs, quality products, and extensive dealer network and after sales support. We have invested heavily in our people and equip our staff with state-of-the-art technology. Exporting for nearly 50 years to 80+ countries throughout the world, we at Terex Finlay are committed to continual improvement in accordance with our customer’s requirements.
Though, Terex Finlay has local representation in India, it relies on its dealer network for sales and service support as per Terex Finlay’s global marketing model. Our dealer in India is W.B. Engineers International Pvt. Ltd. and is responsible for the Sales and After Market requirements of the equipment.
Through our India Office, we liaison between the factory at Omagh and the dealers in India and countries of South West Asia. We monitor the performance of the dealers pertaining to sales and service support to the end customers and also take care of the training needs of the dealers enabling them to render efficient service support to the customers.
Is your dealership arrangement with W.B Engineers exclusive in India? How is W.B Engineers positioned in terms of its network access locations to carry out effective marketing of your products? What is the networking capability of the company in providing back up service support?
Our dealer also offers flexible tailor-made solutions for Rental/ Contract Crushing options. Under this arrangement, the dealer mobilizes the site with the machine and manpower and also takes care of the operation and maintenance of the Crushing and Screening Plant. The customer gets the benefit of hassle free supply of Crushed Aggregates/Iron Ore and has to pay on a per ton basis.
To run the contract crushing services, WB has trained operational manpower and service engineers in place. The techno manpower resource also in turn serves the service and maintenance requirement of Terex Finlay machines.
What are your future plans to make the distribution tie-up well forged?
To ensure optimal customer support, we would be laying further emphasis on technical training to WB’s Service Engineers for both existing products and for new products which we will be introducing in the Indian market. At present, Service Engineers from UK have been conducting Technical Training Sessions for our Dealer’s Sales & Service team through various online and classroom coaching session both onsite and in UK. Depending on the customer’s requirement we also include them in these knowledge sharing sessions.
Besides organizing more seminars, we would now be increasing the frequency of these training programs as the demand of equipment grows. We believe that Dealer development and training is a continuous process and Terex Finlay gives due importance to this fact.
With your promotional model to sell products through distribution tie-up, how are you addressing the issue of physical availability, knowledge availability, and performance availability of the equipment. Which are the areas you perceive that fine tuning is required on mutual front?
We have developed a model which studies the market demand and supply situation on a continuous basis. Based on our knowledge about the expected demand, the dealer places the demand to the factory well in advance to ensure our committed delivery timelines are met.
As I mentioned earlier, WB Engineers has adequate skilled resources to meet our customer’s requirement with respect to setting up the plants and ensuring smooth operations. WB’s engineers are technically highly skilled and experienced and have been successful in this.
Like most of the companies in this Industry, high level of attrition has been a challenge for us as well. However, we are continuously trying to keep the sales force motivated and ensure better Dealer and Principal partnership so that we all feel part of one family.
Number of units sold till now and future sales target.
We now have approximately 120 equipment in India. Our target is to reach the figure of 200 equipment in India by year end.
Based on your perception, what are the emerging trends in India’s crushing equipment industry. How are you getting attuned to the emerging trends in terms of competitive product positioning?
At Terex Finlay, we have high capacity crushers, manufactured on cutting edge technology. We are the market leaders in manufacture of Track Mounted Mobile Equipment and our products are competitive as they are run by their own power units mounted on the mobile chassis, thereby removing the requirement of external power source. These machines can also be moved easily at the site and there is no requirement of any civil foundations.
A little more on competitive product positioning and advanced technical features of the equipment.
At Terex Finlay, we offer a complete solution comprising crushing, screening, washing and recycling solutions making the offering much more competitive to the end–users. On technical features among few, the Terex Finlay C-1540 cone crusher features a number of major benefits including hydrostatic drive, rapid set up time, high reduction ratio, high output capacity and advanced electronic control system.
The unique feature of the C-1540 is the optional integrated pre-screen. By only crushing the products that needs to be crushed, the capacity of the machine is increased and wears costs reduced. This unique feature is very useful in iron ore applications where lesser fines production is required. The metal detector on the hopper with self clearing facility is also another notable feature.
While the Terex Finlay J-1175 Jaw Crusher comes with a unique feature of reversible operation for cleaning blockages. Terex also offers fully hydraulic adjustable closed side option in addition to hydrostatic drive and advanced electronic control system.
What are your future product introduction plans? With rising raw materials costs, how would you be ensuring to keep equipment cost competitive?
We would be shortly launching our J–1160 Jaw crusher in India. It would have a capacity in the range of 150–200 TPH. Some of the prominent features of this crusher are: high output and reduction ratio, rapid set up time, grizzly feeder with integrated prescreen, fully hydraulically adjustable closed side setting, and Pullrod tension ram. Notably, the J-1160 is compact and easily transportable.
Terex Finlay’s Production is centralized at our Factory in Omagh, this huge scale of operation gives us a better bargaining position with all our supplier, coupled with our very long relationship with most of our supplier, we are in a position to keep our cost lower and offer a competitive prices to our customers.
NBMCW May 2008
