MARKETING MICROWAVE
OVENS TO A NEW MARKET
SEGMENT
Professor: Cheng-Nan Chen
GROUP’S MEMBERS
.
Mamunur
Rahsid
Betty
Nguyen Tan
Nhat Duy
Do Nguyen
Yen Nhi
Huynh Tan Tai
ViVi
INDIAN COOKING HABIT
 Indian cooking has matured through the ages with
their cooking.
 The Indian food is mainly cooked with spices.
Spices are used abundantly in Indian dishes.
INDIAN COOKING HABIT
 There are different types of spices. There are
different combinations of spices that are used in
cooking various dishes.
 The different combinations of the spices give
different flavors. It dish is unique.
 Indian food takes a lot of time and too much
amount of ingredients need to be added in the
food
INDIAN COOKING HABIT
 The Indian women do all their buying freshly.
 They buy fresh vegetables daily and cook fresh
food daily. They don’t have the habit of cooking
and keeping for a whole week. The taste of the
fresh food is definitely better than food cooked
and stored.
INDIAN COOKING HABIT
 Until today in many houses the food brought to
the table is not kept back in the kitchen, but is
distributed to the servants. The flavor of Indian
food is unique as they use fresh ingredients and
have fresh food daily.
INFORMATION ABOUT SELLING OF
MICROWAVE OVENS IN INDIA
 The first time in the some 7 years that it’s been
officially around optimism towards the
microwave has been on the upswing.
A microwave oven is beginning to replace the
demand for a second television or a biggest
refrigerator.
INFORMATION ABOUT SELLING OF
MICROWAVE OVENS IN INDIA
The top 7 cities recording the highest sales.
Beginning to be seen in smaller towns.
ABOUT MICROWAVE OVENS MARKET
 The top 7 cities comprise nearly 70% of the market
with Delhi and Mumbai (Bombay).
 Several international companies are entering the
market with the idea that demand can be expanded
with the right product at the right price.
ABOUT MICROWAVE OVENS MARKET
 There are several challenges in the India market.
 Marketers are shifting away from mass marketing
to a more direct marketing oriented approach to
create awareness about the benefits of the product.
SWOT ANALYSIS - WEAKNESS
 The penetration level of microwave ovens
remains shockingly miniscule, under one percent.
 The Microwave Oven cooked food doesn’t taste
the same as the food which is cooked in
traditional way.
SWOT ANALYSIS - STRENGTH
 Easy to use for a modern life and save time
 Retains nutrients & vitamin in the food.
 No need to keep watch: Saves you from constant
monitoring of the cooking process. You only set
up the time and the oven will automatically
operate
 You can use it as microwave/ OTG /combination
cooking where its microwave and OTG combines
at different settings to cook a variety of Indian
and Continental dishes.
SWOT ANALYSIS - OPPORTUNITIES
 A microwave oven is beginning to replace the
demand for a second television or a bigger
refrigerator
 The middle-income consumer comes looking for
novelty, value and competitive pricing.
 Indian in rural area begin to accept Microwave
Oven
 Cracking the mindset that microwaves are not
suited to Indian food holds the key to future
growth of Microwaves Oven.
SWOT ANALYSIS - THREAT
 The Oven Toaster and Grill
 Indian don’t have the idea about Microwave Oven
 They don’t have the habit of cooking and
keeping for a whole week, so the reheat function
of Microwave Oven may not place in mind of
Indian
 Indian want a decreasing in price
TARGET MARKET
 Indian live in Rural area and semi-urban area
MICROWAVE OVEN FEATURE
 Product and design innovation to make the
microwave suited to Indian cooking
 Local manufacturing facility to promote
innovation while continuing to import high-end
models.
 Reduce import content to cut cost, boost volumes.
PRICE
 Bring down price.
 Microwave oven without grill functions should
have the price below Rs. 7000 and the price for
microwave ovens with grill functions
PROMOTION
 Crack the mindset
 Use Microwave Oven for cooking rather than use
it as a product for reheating food.
 Promote features of Microwave Oven such as
gadget, child lock, ….
 Use Bollywood to support the advertisement of
Microwave Oven
PROMOTION
 Organizing cookery classes
 Recipe contests
 In house demo
 Give away glass bowls, aprons and gloves as
freebies
 Hosting co-promotion
DISTRIBUTION
 The company can distribute its Microwave Oven
via the electric supermarket in Dubai, and some
other central electronic supermarket in other
urban city. And via agencies in rural area.