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MARKETING MICROWAVE OVEN TO A NEW MARKET SEGMENT

MARKETING MICROWAVE OVEN TO A NEW MARKET SEGMENT

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MARKETING MICROWAVE OVEN TO A NEW MARKET SEGMENT

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  1. MARKETING MICROWAVE OVEN TO A NEW MARKET SEGMENT

  2. GROUP V

  3. 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.

  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

  5. 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.

  6. At Whites, you'll find a wide variety of manufacturers such as:

  7. 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.

  8. 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.

  9. 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.

  10. PRODUCT

  11. OVER THE RANGE COUNTER TOPS CONVENTIONAL COMMERCIAL BUILT-IN

  12. CURENT PRODUCTS IN INDIA BASIC MICROWAVE WITH GRILL WITH GRILL AND CONVECTION

  13. POSSIBLE ADDITIONAL FEATURES CHILD-SAFETY LOCK STEAM COOKING AUTO SHUT OFF

  14. PRICE

  15. PRICE RANGE THAT IS ACCEPTABLE BUDGET - 3000-6000 RS MIDDLE - 6001-1000 RS PREMIUM - 10000 ABOVE

  16. Promotion/Distribution

  17. PROMOTION

  18. PROMOTION

  19. 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

  20. 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

  21. 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

  22. Long term strategy • Win a desirable market share in top 10 cities in India and slow but efficient penetration to semi- urban 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

  23. 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.

  24. 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.”