Waken Multitech: Making the Right Marketing Moves
What is driving business growth at Waken Multitech?
A well-worked out marketing strategy and competitive operating costs are driving our business growth. We started manufacturing mechanical paver finisher, semi-sensor paver finisher, and sensor paver finisher in 2016 at our production facility located on the Kamalpur-Padhariya Link Road on Mehsana Vijapur Highway in district Mehsana, Gujarat. The factory is equipped with complete cutting, fabrication, assembly, and testing units.
We believe that the right marketing strategy that addresses the application requirements of users in their projects, along with a long-term relationship with customers, and an offering of superior quality products, has enabled us to drive business growth and expansion. We have acquired another 11 acres of land near our old facility and will start production of different road construction equipment by 2023.
We have also gained new customers and are getting repeat orders from existing customers. This is because of the proven performance of our machines that give lower cost of operations and higher availability.
What improvisations are being made in Waken machines to meet demand?
We are targeting smaller and medium levels contractors who were earlier buying machines like the 11-m pavers from foreign manufacturers. These machines were often found to be unsuitable to their application and site needs. We offered them pavers within the range of 2.5m and extendable up to 4.5 and 5.5 meters at cost-competitive prices, while retaining superior quality standards and using components from manufacturers of global repute like Danfoss.
We also made some improvisations in the machines so that they could better meet the requirements at project sites. We have sold close to 400 pavers despite tough competition and market volatility.
Our pavers have many updated features for uniform distribution of asphalt and wet mix paving materials on surfaces, even when the pavers are on the move. Broad hoppers help accommodate higher volumes of paving materials that are tipped from bigger bodied tipper trucks. The hoppers are made thicker and stronger so that they can withstand the force of the tipper bodies during operations.
How does volatility in the market impact demand of your products?
We are optimistic of demand but volatility in the market often forces us to go slow on production. Unprecedented spiralling cost of raw materials like steel, extended delivery of critical components like pumps leading to delays, and late pick-up of products by customers post-production, are cause for concern. However, we tide over such situations and look for more vendors who can meet our requirement for timely component supplies.
NBM&CW JANUARY 2023
