We plan to build customer loyalty in the Case brand, further consolidate our position with the introduction of the globally renowned SR skid steers, and shore up our strong commitment on technologically superior machinery and after sales services, says Piero Arrivabeni, Head of Marketing, Case International Region. In a chat with EQUIPMENT INDIA, Piero talks about the company's India-specific strategies. Excerpts from the interview.

Case India has recently launched the SR skid steer range in India. What other cutting edge technology does it have on the anvil for the Indian market?
Case is a global player and a full-liner in construction equipment, so we can certainly leverage on our resources; we are planning to launch new models in the near future. Today our focus is on the new SR skid steers, where Case is a leader in the segment worldwide, so as to make it a successful reference point for customers and contractors working in infrastructure, industrial and agriculture applications.

Do you agree that as a premium global brand, Case needs more brand visibility in India?
Case holds the leadership in vibratory compactors and is a market leader in loader backhoes; as such, it is an established brand in India. We plan to further consolidate our positions, with the introduction of the globally renowned SR skid steers, as also with a strong commitment on technologically superior machinery and after sales services, to build customer loyalty in the Case brand. We are also making substantial investments in strengthening the standards, visibility and the market penetration of our dealer network; initiatives on dealer evaluation and performance reward systems have been introduced to ensure an improved growth and profitability of dealers, and better service in the market.

Now that Case India has a free hand after terminating its JV with L&T, what is your strategic focus vis-a-vis the Indian market?
India has an ambitious growth target which can be achieved with infrastructure leading the way. Looking at the projected investment and number of projects coming up, we are looking at growing the market here. With the full acquisition of our Indian operations, we are bringing into India, global quality practices and technologies including our world-class manufacturing processes. Along with this, we will further invest in expanding our product offering for the Indian market. In addition, we are strengthening our after sales services.

Does Case have any plans to capitalise on its Indian operations as a low cost manufacturing base for emerging markets?
Case will continue to invest in equipment offering and to strengthen the sales network, to meet the needs of construction business in India and export markets. Case India could be an important hub for the construction business. First, we are continually deepening the bond with the market; secondly, we are integrating the plant with our global industrial footprint. To offer an example, our Pithampur plant is today practicing CNH Production Systems and Quality standards; in June it introduced world-class manufacturing methodologies and in July, it was recertified ISO9001:2008 for quality management systems. We are working rapidly, leveraging our global resources and our long-standing market presence, in order to offer continual improvement in quality, cost, lead time, flexibility and service for our clients in the marketplace. We are implementing actions likewise for the New Holland Fiat India plant in Greater Noida, belonging to our sister company New Holland Agriculture.