Potential market

PART B: valorisation plan

SECTION I: The product

 

1a The innovation potential of this product is related to:

  • Technology-driven innovation (under the influence of the development of science – the market is not ready for the product)
  • Market-driven innovation (as a result of market surveys, the market expects the product)
  • Replacement of existing product
  • Product related to cost reduction
  • Radical new product
  • Other, what…

 

The innovation potential of the electromechanical system for coupling-decoupling automatically the brushes is related to:

  • Replacement of existing product
  • Product related to cost reduction

 

 

 

1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …


For the end users, the electromechanical system for coupling-decoupling automatically the brushes assures:

• higher reliability

•better technical characteristics

• lower price

 

 

1c What is the Unique Sales Proposition of the potential product?


The Unique Sales Proposition of the electromechanical system for coupling –decoupling automatically the brushes is its high reliability and low price.

The system reliability was assured since the research-designing stage, by the optimization related to the mechanical efficiency of the mechanisms from its structure Thus, the power necessary to the electric driving actuator is of only  90 W, as compared to 0.55 kW – 1.1 kW at the known systems. The system is also provided with mechanical torque limiter for protection against mechanical overloads, removing the risk of accidental deterioration. By the functional and constructive optimization, a reduction of the dimensions of these systems was achieved, with important effects of the equipment cost price.

 

SECTION 2: The Market

 

2a What is the target market for the product?

National ¨

European ¨

Global  X

Please describe the characteristics of your target market.


The target market to which the electromechanical system for coupling-decoupling automatically the brushes is addressing is a narrow spectrum market, composed of producers and companies for repairing the electrical rotating machines with slip rings –  global level producers. It is necessary to mount these systems because, after ending the induction motor starting stage, the slip rings should be short-circuited and, in the next sequence, the brushes should be lifted from the rings. For protecting the brushes during the electric machines running and for protecting the contacts which make the shortcircuiting, the succession of these movements should be correctly done.

 

 

 

2b How the product is characterized from the following options? Number of companies producing similar products in the field.

• Base – applied by all companies in the industry

• Leading – applied by a single or limited number of competitive companies

• Key –at a development stage, but has already proven its potential



At present, the electromechanical system for coupling-decoupling automatically the brushes of the induction motors with slip rings designed, tested and manufactured by ICMET Craiova endows only the motors delivered by SC Electroputere SA, Electrical Rotating Machines division to the external market. The product is a basic one for all the companies manufacturing electrical rotating machines with slip rings, these companies using different types of systems for coupling-decoupling automatically the brushes. So, the product can be implemented by most companies from electrical industry.

 

 

 

 

 

2c What type of market demand will be satisfied?

• Existing demand – the market is already developed

• Hidden (latent) demand – the market has yet to be developed


The induction machine market is already developed, and the electromechanical system for coupling-decoupling automatically the brushes is mounted on each motor fitted out with slip rings.

The advantage of cost price and easiness in execution- about 30 % of the similar existent products – will enable this system to penetrate this market of the equipment and systems for induction machines.

2d What is the current stage of the product’s market life cycle?

• Implementation, implementation in production (leading to a radically new product offers)

• Growth (rapid spread within the industry or outside it)

• maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution)



The current stage of the product’s market life cycle is the maturity one, because the technical characteristics of the electromechanical system for coupling-decoupling automatically the brushes reach the maximum of the possible performances of this time.

The product resulted from the research fulfils all the requirements of the manufacturers of induction motors with slip rings, offering to the economic agents from this field a technical solution with modular structure, easy to modify according to the specific request of each manufacturer. The system, optimized in terms of the efficiency of movement transmission, can be easily adapted for replacing other electromechanical system for coupling-decoupling automatically the brushes of the electrical machines which are going to be repaired.

2e Strategic partnerships (existing or potential).


The target market of this product is represented by the manufacturers of induction machines with slip rings.

At present, there is a partnership with SC Electroputere SA, Electrical Rotating Machines division, producer which equips the electrical motors only with electromechanical systems for coupling-decoupling automatically the brushes, systems manufactured by ICMET Craiova.

 

 

SECTION 3: The Competition


3a What is the competition within your target market?


The largest manufacturers of induction machines with slip rings execute electromechanical systems for coupling-decoupling automatically the brushes for equipping the manufactured motors and also for the smaller producers or repairing companies.

 

 

3b What competitive advantages will the introduction of the new product ensure?

• lower prices based on lower production costs

• product differentiation (uniqueness of the product proposal)


The competitive advantages of the new product as compared to the existing systems:

• lower prices based on reduced production costs, about 50% of the existent costs

• easiness in mounting it on the electric motor, because the system is separately adjusted and mounted by 7 screws on the electric motor

• interchangeability with the existent electromechanical systems for coupling-decoupling automatically the brushes

 

 

3c Potential products relate to the following price range:

• High price range

• Average price range

• Low price range


The product is within the range of reduced costs, as compared to the similar products existent on the market.

The electromechanical system for coupling-decoupling automatically the brushes delivered to SC Electoputere S, Electrical rotating Machines division has a price which represents  28-30% of the price of an electromechanical system for coupling-decoupling automatically the brushes which is available on the market at this moment.

 

 

3d Potential products will be marketed:

• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services)

• To markets operating on the principle of free negotiation between agents on the market


The electromechanical system for coupling-decoupling automatically the brushes will be promoted on the market on the basis of the principle of free negotiation with the electric motor manufacturers.

For promoting the research result, it is necessary to apply a marketing strategy based on practical demonstration of product operation, emphasizing the multiple advantages it offers, such as the flexibility of adaptation to different types of motors, high reliability and low cost price. These advantages will be attested by the appreciations of the manufacturers and users of electrical machines equipped with such systems.

 

SECTION 4: Indicators


 

Estimated cost of the new products


3500 EUR / product
Expected market volume (potential / maximum number of users)

20 potential manufacturers of electrical machines
Expected sales volume


Depending on the market demand for electrical motors, about 5000 product/years for all the producers
Expected market share of the company (proportion between sales and total company sales in the relevant market)


10%

 

KEYWORDS QUANTITATIVE ASSESSMENT (0-5).


Please put X as appropriate.


 

  1 2 3 4 5
Added-value potential


      x  
Size of future market demand


  x      
Competitive positioning of the product


        x

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