MARKETING
MICROWAVE OVEN
TO A NEW MARKET
SEGMENT
GROUP V
CHAMBUU
BATTULGA
巴圖
M997Z207
MARIE
NIKKI
MARTINEZ
馬妳琪
M997Z208
SUDIANA
許毓殷
M997Z237
MARKO
MARINIC
馬可
M997Z206
ANJA
GRGIC
安利敏
M997Z205
TRAN THI
THANH
LOAN
陳氏青鑾
M997Z21
5
White Appliances Inc.
White's Appliance is a private company
categorized under Electric Household
Appliances, Major and located in Springville,
NY.
The company was established in 1976 and
incorporated in New York.
Current estimates show this company has
an annual revenue of $5 to 10 million and
employs a staff of approximately 1 to 4.
White's Appliance is a family owned and
operated business. Jack White started
the business in 1976.
White's Appliance belongs to a Billion
Dollar Buying Group. This enables
White's to sell at lower prices.
Add.12302 Sharp Street
Springville, NY 14141-9608
Whites Appliance is your FULL SERVICE
APPLIANCE STORE and celebrating over
THIRTY YEARS in the appliance
business.
Featuring ENERGY STAR products that
use less energy, save you money and
help protect the environment.
At Whites, you'll find a wide variety of
manufacturers such as:
Target Market
PLACE: Ten cities of India – Mumbai, Delhi, Bangalore,
Kolkata, Surat, Chennei, Hyderabad, Ahmedabad, Pune,
Kanpur.
CONSUMER: Average age households who have middle
income, middle or upper social class.
Target Market
PSYCHOGRAPHIC:
Lifestyle preferences,
consumers are still unclear
how to use cooking. When
Indian eating habits change
can the microwave ovens
market grow in a one way.
Target Market
MARKETPLACE CAPACITY: The microwave market is on a high
burner with the category registering a growth in India. Of the
total of 91 sectors surveyed, the microwave oven category has
been identified as the high growth segment, registering a 10-20
per cent growth rate per annum.
PRODUCT
OVER THE RANGE
COUNTER TOPS
CONVENTIONAL
COMMERCIAL
BUILT-IN
CURENT PRODUCTS IN INDIA
BASIC MICROWAVE
WITH GRILL
WITH GRILL AND CONVECTION
POSSIBLE ADDITIONAL FEATURES
CHILD-SAFETY LOCK
STEAM COOKING
AUTO SHUT OFF
PRICE
PRICE RANGE THAT IS
ACCEPTABLE
BUDGET
MIDDLE
- 3000-6000 RS
- 6001-1000 RS
PREMIUM -
10000 ABOVE
Promotion/Distribution
PROMOTION
PROMOTION
DISTRIBUTION
Top ten cities have nearly 70% of the market
- >hold this with fast, efficient distribution,
sufficient inventory
Expand to smaller cities (good infrastructure is
fundamental)
Keep distribution centres in big cities -> no
need for large inventory
Distribute to large, well- known supermarket
chains
Short-term tactics
Design marketing plan
-Target market
-Analyze complete environment
Cultural, Political, Economical, Social,
Technological, Legal, Ecological
-define 4 Ps
-Define narrow and broad competition
Enter the market very carefully, taught by
errors and success of our direct and indirect
competitors
Short-term tactics
Except even losses in sales in first year
but deliver efficient value communication to our
stakeholders
-By delivering desirable Microwave ovens built
on appropriate price
-Educate stakeholder about microwave
advancements and compatibility with Indian
food cooking
-Try to crack the mindset of the most
important target market toward microwave
using
Long term strategy
Win a desirable market share in top 10 cities in
India and slow but efficient penetration to semiurban and rural markets.
Built a brand of desirable, multifunctional, price
acceptable microwave oven
Invest high percentage of net income to promotion
-Short seminars in mayor shops
-Publications which include “how to use” and recipes
-Invest in TV show with famous people cooking Indian
food by using our Microwave oven
Constant market listening and analyzing
Constant improvement of our 4 Ps
Rank
City
1
2
3
4
5
6
7
Mumbai
Delhi
Bangalore
Kolkata
Surat
Chennai
Hyderabad
8
9
10
TOTAL
Ahmedabad
Pune
Kanpur
Population
(2010
estimate)
13.830.884
12.565.901
5.438.065
5.138.208
4.786.002
4.616.639
4.068.611
Population
State/UT
(2001 census)
3.959.432
3.446.330
3.221.435
61.071.507
5,1748 %
3.520.085
2.538.473
2.551.337
49.756.682
4,2161 %
11.978.450
9.879.172
4.301.326
4.572.876
2.433.835
4.343.645
3.637.483
Maharashtra
Delhi
Karnataka
West Bengal
Gujarat
Tamil Nadu
Andhra
Pradesh
Gujarat
Maharashtra
Uttar Pradesh
CONCLUSION
Microwave Cooking Range is soon taking up a key
role as one of the daily use home appliances in
Indian homes.
Available in almost all electronics shops, they are
becoming essential for the working families In
India.
The price of microwave oven less and less
consumption decisions, consumer are more
concerned about when buying microwave it’s
quality.
In the recent few years we can see an emerging
trend of a must OTG or Microwave Oven in almost
every morden Indian kitchen.
Now a new generation of microwaves combine
speed with versatility and technology to create a
smart kitchen appliance that takes a lot of the chore
out of cooking
The concept of cooking in the microwave oven is
picking up,” says T. Vinod Kumar, regional sales
manager of Godrej Appliances, Kerala. “The
microwave (oven) is user-friendly and saves money
and time.”