Analyzing Marketing
Program &
Consumer Markets
Marketing Microwave Ovens to a
New Market Segment
PRESENTED BY : GROUP 1
Members :
Damar
M997Z229
Chayaporn
M997Z224
My
M997Z222
Hanh
Binh
M997Z220 M997Z248
Outlines
 Introduction
 Advantages
 Microwave
 Indian’s
Ovens Product
Cuisine
Outlines
 Developed
Strategy
- Market Segment
- Product Strategy
- Price Strategy
- Promotion Strategy
- Distribution Strategy
Introduction
Introduction

White Appliances is an international company
manufactures and market appliances globally
 Microwave
ovens are produced in U.S. and
Asia and exported to the U.S, Europe, and
India
 Microwave
time
ovens are limited in India at this
Microwave oven

The microwave oven is a product of past
technologies.

First introduced in the commercial market
in1952 and gaining popularity since the mid
1980s.

Increasingly becoming a standard fixture
kitchen appliance in most households across
the world.

Being almost compulsory to be found among
the home appliances in every modern
kitchen.

Kitchen appliance that cooks or heats food by
dielectric heating
Advantages of Microwave Oven
Advantages

It can heat the food without
heating the cookware directly.

Saving cooking time and makes
food tastier

There is a variety of size types and
functions of microwave ovens
meeting different needs of
customers

features were incorporated to
facilitate baking, roasting, grilling
and toasting apart from the usual
cooking methods.

Generally used for time efficiency
in both industrial applications such
as restaurants and at home
Microwave Ovens Product
Microwave Ovens Product





Compact Microwaves Also known as portable
microwaves. Compacts are the most popular size of
microwave oven, dominating the market and mainly
used to reheat food, cook light meals and make
popcorn.
Countertop Microwaves These are among the
popular categories of microwave ovens. You can put
them on a counter or table and hence, these are
named as 'countertop'.
Convection Microwaves Such microwaves
possess the features of standard microwaves and
convection ovens. It cooks food quickly and is more
expensive.
Over the Range Microwaves (OTR microwaves)
Also called built-in microwaves, these can be
installed over a cooktop.
Convection and Grill These are convection
microwaves with grill.
Indian’s cuisine
Indian’s cuisine
 Divided
into 4 categories :
North Indian
South Indian
East Indian
West Indian
 characterized
by the use of various spices, herbs
and other vegetables
 Most
vegetable and meat dishes are called by
thousands of different names, depending on the
region, language, ingredients and method of
preparation.
Indian’s cuisine
-
India’s cuisine is a combination of subtle
tastes where the flavors are as varied as
India’s climate and as exotic as India’s
people.
-
Main food in India: bread, rice, vegetables,
curd, chicken.
Indian’s cuisine
DEVELOPED STRATEGY
Market Segment

Geographic Segmentation
based on Population Density : Urban & Suburban

Demographic Segmentation
based on income : People who have stable
income

Phsychographic Segmentation
based on Life Stage :
a. Household daily usage
b. Business usage: Food & Beverage Shops ,
Hotel, Fast Food Restaurant, Cafe,Coffee Shops

Behavioral Segmentation
based on usage rate : Light users & Heavy userse
Product Strategy
Long-Term

Produce high-quality product

Design product that suits with Indian cuisine &
culture

User-friendly, easy-to-use product

Energy saving
Product Strategy
Long-Term

Protect the environment

Promote innovation in local manufacturing and
continue importing high-end models.

Local manufacturing facility, and reduce import
content to cut cost of production.
Product Strategy
Short-term

Modern style of product

Distinctive logo will be
featured prominently in all
products and packaging,
and the logo will be further
reinforced into prominence
during the marketing
campaign
Price Strategy

Price Range :
Regular
Premium
• INR. 3500 – INR. 9800
• INR.9800 – INR. 27,500

Competitive & Reasonable price compare with other
company

Start Penetrating a rural area to widen market segment
with a low-price product
Promotion Strategy

Make such an informative advertising to create awareness
and knowledge about the products, such as campaign in
the different media
- Broadcast Media : TV, Radio,Internet
- Print Media : Newspaper, Magazine

Expanding dealer network across the country, so we can
market microwave ovens through those direct dealers

Excellent after - sales service for
customers
Promotion Strategy

Build a partnership with appliances store and discount
chains. Offer the customers to win the prize

Create an event of microwave ovens cooking competition
to win the prize

Demonstrate how to use microwave ovens wisely at the
groceries stores

Give coupon discount
Distribution Strategy
 The
products will be distribute through a
network of retailers in around the country
 Planning
an experimental sales through
e-commerce
 Expanding
to approach
to the non-urban and
semi-urban market, to
the rural market.
Suggestion

The marketing strategy used by the company
must be careful not to offend the social- cultural
behavior and habits of the Indian community

Develop pre-sales up to after-sales services for
the customers

Maintain the customer loyalty
for the products
QUESTIONS
&
ANSWERS
THANK YOU FOR
YOUR ATTENTION