From time to time, in response to changes in the market environment, marketers reposition products. Repositioning, however, is difficult to achieve effectively and is impossible to achieve overnight.

 MBL Infrastructures Ltd. is engaged in the execution of civil engineering projects. The company provides integrated EPC services for civil construction and infrastructure sector projects. Subhendu Paul analyses India’s position on global platform and emphasises on problem recognition.

India at lower middle position
When it comes to strategic procurement for infrastructure projects, currently India stands at lower middle on global platform. To describe the steps in the implementation of strategic procurement for infrastructure projects of merchandise plans many things like gathering information, selecting and interacting with merchandise sources, evaluation, negotiation, concluding, purchase, receiving and stocking merchandise, recording, and re-evaluation.

“From time to time, in response to changes in the market environment, marketers reposition products. Repositioning, however, is difficult to achieve effectively and is impossible to achieve overnight,” says Mr Paul. “The more we feel that it’s important to make the right decision and/or the risks associated with making the wrong decision, the more susceptible we are to such dissonance.”

Mr Paul describes two important aspects in this regard.
Total product concept: A product offers four types of benefits to varying degrees: a basis core or functional set, an accessory ring of benefits that add value at no apparent additional charges, a psychological ring of feeling the experiences as a result of the possession or use of the product, and the time saved or lost from the use of the product.

Importance of the purchase decision: High involvement, high risk purchases are much more likely to result in cognitive dissonance than low involvement, low risk purchase.

Problem recognition
“Problem recognition is psychological processes through which we are evaluating the difference between our actual state and desired state,” points out Mr paul. “This is a comparison of our current need or benefits state with what we would like it to be. The greater the perceived distance between these two, more clearly the project recognises potential need.”

Problem recognition can be influenced by a variety of projects, situational and marketing factors. These may operate singly or in combination to trigger problem recognition. These triggers are of interest to marketers of goods and services and are often part of the copy points included in promotional communications.

When projects are seeking value, they consider the benefits provided by the product or service versus the
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MBL Infrastructures Ltd. is engaged in the execution of projects in the following sectors highway construction, road operations and maintenance, bot projects, industrial infrastructure, housing infrastructure, railway infrastructure and other infrastructure projects. In recent years, MBL has executed and commenced a number of projects in 14 states of India.

– Subhendu Paul, Manager Purchase,
MBL Infrastructures Ltd.