Objective 1
Benchmark Competitive Positioning in the Indian Market
Conduct a comprehensive competitor benchmarking exercise to assess JCB’s market position relative to key domestic and global competitors.
Client
JCB
Engagement Owner
APAC Head – Market Strategy
Geography
India
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JCB is a globally recognized manufacturer of construction and heavy machinery, with a strong portfolio spanning excavators, backhoe loaders, and earthmoving equipment. The company operates a robust global distribution network across more than 150 countries and maintains a leadership position in several construction equipment categories.
In India, increasing competition from domestic and international players, coupled with evolving customer expectations across infrastructure, construction, and mining sectors, prompted JCB to reassess its product positioning, pricing strategy, and demand alignment. Ken Research was engaged to deliver a data-driven competitive and demand-side assessment to support product innovation, pricing optimization, and sustainable sales growth.
Strategic consulting objectives designed to provide actionable insights and sustainable competitive advantages
Conduct a comprehensive competitor benchmarking exercise to assess JCB’s market position relative to key domestic and global competitors.
Identify pricing gaps, feature mismatches, and configuration opportunities across JCB’s product range to strengthen competitiveness in priority segments.
Assess demand–supply mismatches across regions and end-use sectors to define a roadmap for volume growth and scalable market expansion.
A systematic, multi-faceted approach combining rigorous research with strategic consulting expertise to deliver measurable results
Conducted an in-depth competitor benchmarking analysis, evaluating 10+ competing models across parameters such as product features, pricing bands, market share, and value propositions.
Designed and executed a consumer perception survey across construction, infrastructure, and mining end-users to understand buying drivers, feature preferences, and price sensitivity.
Analyzed regional demand patterns and future market potential across India, identifying high-growth geographies and segments to guide product and sales prioritization.
Uncovered a ~40% pricing gap between JCB’s mid-range models and key competitors, enabling clear product and pricing repositioning in priority segments.
Benchmarked 10+ competitor models , identifying whitespace opportunities in feature configuration, financing offerings, and aftersales packages.
Achieved ~10% sales growth within one year in targeted geographies, supported by demand mapping and refined product–pricing strategy.
— Director, Yash Highvoltage Insulators