Chandigarh BDS Cluster

Workshops on marketing to improve business performance organized at Panchkula and Chandigarh on 12^th and 13^th February, 2010 respectively

Two workshops on ‘Marketing as a tool for enhanced business performance’ were conducted by Birla Institute of Management Technology (BIMTECH) faculty members Prof. N K Singh, Prof. Dinesh Kumar and Prof. Harvinder Singh. The first workshop was jointly organized by Haryana Chambers of Commerce & Industry (Panchkula Chapter) and TERI on February 12^th at Peninsula, Panchkula. About 60 entrepreneurs/BDS providers from Panchkula participated in the workshop. The second workshop was jointly organized by Industry Association of Chandigarh (IAC), Chamber of Chandigarh Industries (CCI), and TERI on 13^th February at PHD House, Chandigarh. It was attended by nearly 70 entrepreneurs/BDS providers from Chandigarh and Mohali.

The topics covered during the two workshops included the following:

• Overview of auto industry and opportunities for component industries
• Marketing opportunities for fastener manufacturers
• Importance of collective marketing and common branding for improving profitability and sustainable growth
• How to create a common branding platform for constituents of clusters
• Case studies of successful common branding initiatives

Both the workshops witnessed very high levels of interest and participation. A group of about 20 entrepreneurs—manufacturers of bathroom fittings—shared their experiences in launching a collective marketing initiative. These erstwhile competitors came together in common interest, formed a consortium, and developed a common brand ‘JAL’ (Jupiter Aqua Lines) under which they are now successfully marketing their products. The group has also obtained approval from the government for forming a cluster titled ‘Mohali Hitech Metal Cluster’. With this, they will be able to avail various schemes of cluster development under the Cluster Development Scheme (CDS) of the Ministry of MSME

The workshop also evoked considerable enthusiasm among the Panchkula tractor-parts manufacturers to form a Special Purpose Vehicle (SPV) for marketing their products

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