Marketing Microwave Ovens to a New Market Segment Analyzing Marketing Program & Consumer Markets.
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Transcript of Marketing Microwave Ovens to a New Market Segment Analyzing Marketing Program & Consumer Markets.
Marketing Microwave Ovens to a Marketing Microwave Ovens to a New Market SegmentNew Market Segment
Analyzing Marketing Program &
Consumer Markets
Members :
DamarM997Z229
Chayaporn
M997Z224
MyM997Z222
HanhM997Z22
0
BinhM997Z248
PRESENTED BY : GROUP 1
OutlinesOutlinesDeveloped Strategy
- Market Segment
- Product Strategy
- Price Strategy
- Promotion Strategy
- Distribution Strategy
IntroductionIntroduction 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 ovens are limited in India at this
time
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
Microwave ovenMicrowave oven
Microwave Ovens ProductMicrowave 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 :
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.
North Indian
South Indian
East Indian
West Indian
Indian’s cuisine 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’speople.
- Main food in India: bread, rice, vegetables, curd, chicken.
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
Market SegmentMarket Segment
Behavioral Segmentation based on usage rate : Light users & Heavy userse
Geographic Segmentation based on Population Density : Urban & Suburban
Product StrategyProduct StrategyLong-Term
Produce high-quality product
Design product that suits with Indian cuisine & culture
User-friendly, easy-to-use product
Energy saving
Product StrategyProduct 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 StrategyProduct StrategyShort-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 StrategyPrice Strategy Price Range :
Competitive & Reasonable price compare with other company
Start Penetrating a rural area to widen market segment with a low-price product
Promotion StrategyPromotion 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
Promotion StrategyPromotion 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 StrategyDistribution StrategyThe 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.
SuggestionSuggestion
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