Case on an expansion spree [August 2012]

Case puts technology on the forefront with its newly launched skid steer loaders and wishes to get closer to its customers through these products
New Skid Steer Loaders enters IndiaWith an aim to extend support to the needs of customers in industrial, infrastructure and agricultural applications; Case Construction Equipment, a global full-line construction equipment manufacturer recently unveiled two best-in-class models of skid steer loaders, Case SR130 and SR150 in India. This line-up of compact and multi-purpose machines raises the bar for premium power, increased torque and enhanced operator comfort and visibility.
The Indian ConnectionFollowing the acquisition of the full ownership of its previous Indian joint venture in April 2011, Case Construction has wholly owned manufacturing operations in Pithampur, near Indore, Madhya Pradesh. The new company, Case New Holland Construction Equipment India Pvt Ltd (referred to as Case India), counts today on a network of 57 dealers and more than 150 outlets. Case India is recognised by Indian customers for its proven product reliability, as well as for its extensive parts and service support network available nationwide.
Focus on IndiaCase India has introduced the new skid steer range as part of its strategy to increase and consolidate the brand’s presence in the country. “India is a key market for us, commented Piero Arrivabeni, Head of Marketing of Case International Region, “Case is a global leader in skid steer loaders, with more than 2,50,000 units delivered in over 45 years of manufacturing excellence in this segment, and we are pleased to introduce this new and state of the art machinery to our Indian customers.”
Talking about the company’s expansion plan in India, DK Narang, Managing Director, Case India said, “For Case international, India is one of the most important market and we would like to expand our presence aggressively. We have plans to aggressively invest in construction equipment business in the coming years.”
Mr. Narang continued, "We have consolidated our top position in the vibratory compactor segment and we are a market leader in the loader backhoe segment. We are today expanding our offering with technologically advanced skid steers. We have a clear focus on product development with high quality standards and efficient after sales services to prove our superior product value.”
“Keeping the Indian market and conditions in mind the latest products are featured with best-in-class hinge pin height & break-out force, outstanding departure angle, operator comfort through more room & 360-degree visibility. Combined with ride control, the skid steers provide superior stability and operating speeds, regardless of jobsite conditions,” he adds.
Perfect TimingWhen asked about the justification of timing for launching a product when the economy is not doing well, Mr. Narang asserts, “I think the difficulties make us all tougher.  This is the right time to launch a new product because the customers expect better value proposition as their costs are under pressure. Owing to efficient products like ours will offer them value for money.”
Service a key for CaseCase would like to bring total value to the customers with this product and not just concentrate on the sales and features of the product. Service is another key focus area apart from providing top of the line service support in terms of operating cost, up time on the machine. DV Junnarkar, Head of Sales and Marketing, Case India, said, "In an increasingly competitive and diversified market, Case is committed to use the best technology and resources in order to deliver product efficiency and reduce customer’s owning and operating costs.”
Open for Finance OptionsCNH Capital, a part of CNH’s global portfolio helps customers in getting the retail financial solutions. In an aim to provide easy finance solutions, the company is looking for introducing such offering in India. “Once we get regulatory approvals, we will be unrolling retail financial solutions to the Indian customers,” Mr. Narang informed.
 Localisation on the cardsAs of now, the newly launched Case SR130 and SR150 skid steer loaders are being imported to India that adds additional cost in the form of custom duty. When asked about the plans to localise these products, DK Narang, Managing Director, Case India said, “We assume that this segment of market will grow several times from the size of the current market and as Case we have no hesitation in unrolling the investment plans to beat the market requirement as long as the volumes justify.”

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