Marketing Microwave Ovens to a New Market Segment Analyzing Marketing Program & Consumer Markets Marketing Microwave Ovens to a New Market Segment

PRESENTED BY : GROUP 1 Members : Damar M997Z229 Chayaporn M997Z224 My Hanh M997Z220 Binh M997Z248

Outlines Introduction Advantages Microwave Ovens Product Indian’s 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 ovens are limited in India at this time

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 : 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 East Indian South Indian West Indian

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 Demographic 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 INR. 3500 – INR. 9800 INR.9800 – INR. 27,500 Price Range : Competitive & Reasonable price compare with other company Start Penetrating a rural area to widen market segment with a low-price product Regular INR. 3500 – INR. 9800 Premium INR.9800 – INR. 27,500

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

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