3. Founded in 1931.
HQ: Paris, France.
50+ models of burners.
Known for products of “best value”.
Gino History
4. Set up Beijing office in 1995.
Currency: Renminbi (RMB)
Objectives:
● Marketing Research and Campaigns.
● Administering Distribution Channels.
● Technical Support and Counselling.
● Develop long term cooperation initiatives.
● Key account and OEM business development.
Gino History
10. Burner Market
● Before 1990
○ Coal was major source of energy.
○ 80% boilers used coal powered burners.
● 1990 - 1995
○ More pollution control laws.
○ Coal replaced by oil-combustion boilers.
○ Major burner manufacturers such as Weishaupt
(Germany), Elco(Germany), Baltur & Reillo(Italy) etc..
entered market.
11. Burner Market
● 1995 - 1998
○ Increase in burner applications.
○ More burner manufacturers entered market.
○ Participation from local manufacturers.
● Post 1999
○ Modest growth in domestic range market.
○ Commercial range became mainstream market.
○ Demand for industrial burners was estimated to be 20%
per year.
13. In the domestic range
Market share rose to 14% from less than 1% in
terms of volume.
In the commercial range market share rose to 8%
from a potential zero.
In the industrial range GINO only claimed a
market share of less than 3%.
Gino SA
23. There are mainly 4 levels of price
● Transfer Price : Price in US dollars quoted to distributors
by GINO.
● Base Price : Transfer price converted to local currency by
multiplying a conversion factor of 12.32.
● Public Price : “Grossing up” base price by 60% on all
models.
● Contract Price: Price at which product is sold to
consumers after discount.
25. Strategy change
With GINO beginning to diversify in 1998.
New goals have been set for Gino China.
Annual sales of 15,000 units
Annual sale of industrial burners over 200 units
Develop 2 OEM and 2 end user accounts over 2 years.
Improve service supply.
30. Feima approached Gino directly to obtain
better prices
Their request,
10% greater discount from Gino
Their offer,
Purchase of 50% of its commercial & industrial
burners and 100% of its domestic burner from
Gino.
31. At the same time,
Pressure from
Jinghua and other distributors to decline
Feima’s offer!
Jinghua threatened to
“reconsider cooperation with Gino”
34. Things to be considered,
● Response of other distributors
● The message this decision would send to
competitors.
● Feima’s response.
● Response of Gino’s corporate management
● A solution that can save the face of both sides.
35. Up Sides of accepting contract
● Developing OEM business.
● Success with Feima would make to easier to
develop OEM business in other territories.
● Increase sales with Feima and build brand image.
36. Down sides of accepting contract
● May lose support among distributors.
● Can effect relation with Jinghua who accounts
for 40% of Gino’s annual turnover in China.
38. Options
● Option 1:
Let the distributors supply to Feima directly and give
additional 10% discount to Feima, given they keep their
offer.
● Option 2:
Refuse the offer from Fiema and maintain the current
relations.
● Option 3:
Develop Feima as an OEM. But disappoint the distributors.
40. The best alternative would be
Option 1
as it would help,
● Increase unit sales.
● Strengthen distributor relations
● New OEM relations.
● Build brand image.
41. Up sides of Option 1
● Maintains distributor relations and establishes relation with
Feima with new pricing.
● Increased sales with Feima leads to increased annual
turnover.
● Building relation with Feima helps to build brand image and
reach other OEMs.