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Effective Sales and Marketing of Machine Tools and Accessories

Workshop on

Effective Sales and Marketing of Machine Tools and Accessories

20 - 22 July 2016



A good marketing team represents the face of the company as it needs to project the brand, its key strengths, products and services in order to convince the customers. Being capital equipment, effective marketing assumes far greater significance, specifically in case of machine tools and accessories. Indian machine tool industry greatly requires systematically trained sales and marketing engineers who are able to effectively differentiate the products' strengths across to the customer and win more business.

To provide an in-depth understanding of the technological aspects as well as the best practices of sales and marketing strategies, Indian Machine Tool Manufacturers’ Association (IMTMA) organized a 3 day workshop on Effective Sales and Marketing of Machine Tools and Accessories on 20 - 22 July 2016 at IMTMA Technology Centre in Pune.

The workshop primarily focused on :

  • Customers' requirements today in CNC machine tools – cost per component (CPC), cycle time, and quality requirements.
  • Calculating ROI and Revenue amortization.
  • Key Issues in Machine Tool Marketing - Finer aspects of capital equipment marketing, Brand building, and focused marketing techniques.
  • Process based approach of sales - challenges and solutions.
  • Introduction to SPC concepts and process capability - Cp and Cpk.
  • Major roles of sales engineer - Market Management, Customer engagement, Need analysis, Contract proposal, customer acceptance, order management and post installation management.
  • Need Analysis - customer interviews to understand project scope, current business conditions, method of accounting costs, etc.
  • Contract proposal - preparing proposal covering present problem, proposed solution, value with ROI analysis, choices of financing relevant with industry trends.
  • Sales process - chart preparation, sales techniques, negotiation with decision makers, etc. Customer acceptance and order management.
  • Marketing strategies for high value products.
  • Sales process for Special purpose machines and tooled up machines.
  • Case Studies in machine tool sales & marketing.
  • Commercial aspects and taxation norms.
  • Soft skills needed for sales and marketing professionals.
  • Group exercises and discussion.

The workshop was conducted by industry consultant Mr. T. K. Ramesh, Mr. Gautam Doshi, Advisor, IMTMA and industry experts.



Delegates from Arm Machine Tool Company, Atlantic Lubricants & Specialties, Grind Master Machines, Hytek Marketing, Makino India, Nickunj Eximp, Setco Spindles India, and Siemens Financial Services, attended the workshop.

Testimonial

"Organizing this programme is a good initiative by IMTMA for the growth of our machine tool industry."
Vaibhav Nayak, Sales Eng., Nickunj Eximp

Sheet Metal Dies – Tryout and Proving

Workshop on

Sheet Metal Dies – Tryout and Proving

11 – 13 July 2016

 

Die Tryout and Proving is one of the most important and critical step in the manufacture of sheet metal dies. There are many variables which contribute to the successful completion of this activity. Tool makers who are responsible for executing this step traditionally learn a lot from trial and error methods. After accumulating many years of experience in this activity, they finally begin to exert sufficient command over this domain. Nowadays use of simulation software have considerably reduced the time taken for this activity. However, this activity has to be necessarily fine-tuned and the final component produced on the press.

The Component Design, the Die Design, the Material Properties, the Die Manufacturing Process and the Press itself are some of the variables and all of them play a vital role. Understanding the impact of each of these variables and pin pointing the root cause to correct the component is quite a complex activity.

Keeping this in view, Indian Machine Tool Manufacturer's Association (IMTMA) organized a 3 day workshop on Sheet Metal Dies - Tryout and Proving on 11 – 13 July 2016 at IMTMA Technology Centre in Pune.

The workshop primarily focused on :

  • Preparatory activities to be done before Die Tryout.
  • Carrying out static and dynamic checks to confirm proper assembly and working of the Die.
  • Steps in the tryout process which are critical from the Quality Perspective.
  • Different types of defects in components and methods of overcoming them.
  • Understand the different variables which contribute to defects.
  • Identifying the root cause of defects.
  • Importance and various methods of scrap shedding.
  • Practical demonstration of all the above points in a tool room manufacturing Dies and in a Press Shop.

 

Industry consultant Mr. C. A. Bodas imparted the training. Delegates from Linaks Pressings, Shree Tools, and SML ISUZU & Veer-O-Metals attended the workshop.

Product Validation through FEA / FEM

Training Programme on

Product Validation through FEA / FEM

Industries are faced with challenges on product design and development, including demands on lower cost of ownership by customers, superior performance and faster time to market and erosion in profit margins. Enhancing product value in terms of functionality has never been more important. The product development starts with conceptual design and goes through various stages viz. detailed design, prototype manufacturing, testing, modification, production and introduction in to market.


From the stage of detailed design to releasing the product in market consumes most of the time in product development. Ultimately the product is proven in the field when it is subjected to the operational conditions. Product testing can simulate many site conditions but this is highly time consuming and costly. The advances in the finite element analysis (FEA) plays a big role in this stage. The FEA can help validation of the product by simulating loading and site conditions. If done in proper manner, simulation can reduce the product development time and cost many fold. Thus FEA has become the mainstay of engineering design and development to accelerate new product development. Practical methods to implement FEA as a part of the design validation process needs emphasis with a proven approach addressing real-world situations. Indian Machine Tool Manufacturers’ Association (IMTMA) organized a 2 days programme on Product Validation through FEA/FEM on 16 and 17 June at IMTMA Technology Centre in Bangalore. The programme focused on :

  • Domains of application for FEA
  • Benefits of FEA in Product Design & Development
  • Basic Concepts in FEA
  • Design Validation Process for robust product design & development
  • Step by Step method for performing Linear Static FEA
  • Validation procedures & Convergence check for FEA - Errors in FEA
  • Demonstration using Case Studies
  • Life Prediction – Methods for assured performance
  • Correlation to Field / Measured Data
  • Real-World Case Studies on Design Validation

The programme was conducted by Mr. D B Kulkarni, former Chief of Technology, BFL, Bangalore. He is a Fellow of the Institution of Engineers, India and has over 32 years of industrial experience.

Delegates from ABI Showatech India, Advanced Machine Tool Testing Facility, Bharat Fritz Werner, Chennai Metco, Defence Research & Development Organization, Electrical Research and Development Association, Ferromatik Milacron India, Jyoti CNC Automation, Roots Multiclean, Siemens Technology and Services, and Toyota Kirloskar Auto Parts attended the training programme.

The programme was highly interactive and participants could raise questions and solicit feedback from the expert faculty.

Design of Gauges

Seminar on

Design of Gauges

When a part is manufactured, it must be measured to ascertain that it is of the right dimensions for fulfilling the purpose for which it is intended. Gauges are one of the commonly used inspection tools in production shops for quick checking and validation of the dimensions of manufactured parts. Thus, gauging has become an integral part of any machining process and gauges help in ensuring required degree of interchangeability among the millions of parts manufactured worldwide. The type and the design of gauges depend on the application, volume of production and precision levels required.


In addition to simple plug and ring gauges, functional gauges or receiver gauges are being used to check location of different features with respect to the datum reference frame, as required. Functional gauges are a very effective way to gauge products during or after manufacturing and they ensure smooth assembly and operation. In all the cases, design of gauges is of prime importance because, if the gauge is designed incorrectly, it will be built, but never get used. The prime considerations for gauge design include part tolerances, gauge material, simplicity of use, manufacturability, etc.

Indian Machine Tool Manufacturers' Association (IMTMA) organized a 2 day seminar on Design of Gauges on 9 and 10 June 2016 at IMTMA Technology Centre in Bangalore. The programme provided delegates an in depth understanding of the types of gauges, principles of gauge design, design of plug and ring gauges, design of functional gauges, selection of materials and manufacturing of gauges.

The seminar primarily focused on providing participants about an :

  • Overview of attribute gauging system
  • Types of gauges
  • Gauge design Criteria - Taylor's principle; Gauge maker's tolerances
  • Guidelines for fixing tolerances for design of gauges
  • Selection of gauge materials
  • Design of limit plug and gap gauges
  • Design of functional gauges for checking the positional tolerances with M modifier
  • Design of gauges to check angular features
  • Introduction to design of thread gauges and gauge calibration
  • Exercises in design of different types of gauges

 The seminar was conducted by industry experts from Nettur Technical Training Foundation, Bangalore. Delegates from Abi Showatech India, Bonfiglioli Transmissions, Brakes India, Forbes Marshall, Honda Motorcycle & Scooter India, Kennametal India, Streparava India, Wabco India, Weg Industries India, and Wipro Infrastructure Engineering attended the seminar.

Finishing School in Production Engineering

Finishing School in Production Engineering

6 June - 2 July, Pune

Indian Machine Tool Manufacturers' Association (IMTMA) organized the 2nd batch of the "Finishing School in Production Engineering" from 6 June to 2 July 2016 at IMTMA Technology Centre in Pune.

IMTMA's "Finishing School in Production Engineering" focused on all the practical aspects of modern machining - from reading an engineering drawing through measurements and quality control

- including machining processes, CNC programming and operation, process planning, tool materials, selection of cutting tools and optimizing machining parameters, limits, fits and tolerances, GD & T and selection of measuring instruments. In addition to the technical inputs, emphasis was given to develop soft skills as necessary for manufacturing industries.

The course was conducted by industry experts from IMTMA Technology Centre, Sandvik Asia, Esprit, and Master Fluids. Industry visit to PMT Machines Ltd. in Pune was organized for the participants to get ‘live’ experience of the actual production environment.

The workshop was attended by 11 delegates. Six delegates were fresh engineers. Rest of the delegates were final year Mechanical engineering students.

Hands on Measuring Practice Hands-on session
 
Session on Esprit – CAM software Hands-on session

 


Group photo at Sandvik Asia, Pune

 



Conclusion

The programme concluded on 2 July with live interaction from all the candidates. Most of them expressed as below :

  • "The course gave me a very good experience on the industrial scenario. The hands-on training on CNC machines, metal cutting, tool selection, and industrial practices, etc. have prepared me for the industry. Students will not get this type of learning experience anywhere else. I would like to thank IMTMA for conducting this course and training us.
    – Ms. Jidsy Stephenson
  • "The greatest thing I learnt was hands-on experience of working with CNC machines. IMTMA exceeded my expectations greatly in this. The training I underwent has given me immense confidence to operate machines."
    - Mr. Anand Dhariya
  • "IMTMA is an indispensable platform for a beforehand glimpse into manufacturing industries and hands-on training."
    – Mr. Rishabh Maiti
  • "It was a wonderful learning experience, something designed in a very practical and different way."
    – Mr. Mustafa Mulla