2. Features /history
⢠Rs. 2000 crore company
⢠Home appliances and consumer electronics
⢠Range of products- ACâs,refrigerators, television
⢠good technology, installed capacity, market
savvy
⢠Competency- short time from conceptualizing a
product to actually bringing it to the market,
professional marketing team
⢠Robust distribution network
3. Indian consumers- today, yesterday
and tomorrow
⢠Less employment opportunities
⢠Low per capita income
⢠Save more
⢠Signs of change in mid 80âs- tax rates to 50%
from 97%
⢠Then launch of maruti car-800, emergence of
professional class, increase per capita income,
household income, cable,Satellite,t.v.
liberalisation follows,etc
⢠Led to change in consumer behavior
4. BUTâŚ..
Some local and global features-
⢠Family
⢠Thrift n frugality
⢠Indian flavor
⢠Advertising
⢠Shopping habits
5. Before and nowâŚ.
⢠Saving
⢠Quality of life
⢠Urbanization
⢠Consumer rights
⢠New century men and women
⢠Modern Indian child, modern Indian teenager
6. Ques 1:
Based on report and companyâs core
competence which new product seems to
have maximum promise, why?
7. Launch of product-2003
⢠Our product- WASHING MACHINE
⢠Findings from the report- QUALITATIVE
⢠Consumer behavior-People want reliability, efficient product, good value,
high performance, product that compliments their lifestyle.
⢠Willing to pay premium for products managing their life
⢠Changing scenario- nuclear family, working women, increasing income,
QUANTITATIVE
⢠Increase in consuming urban population ( from 80.8 mn in 1994-95 to
157.4 mn in 2001-02)
⢠projected growth of consumer durables
⢠Consumption patterns- washing powder( from 625 mn in 2001-02 to 675
mn in 2006-07 expected penetration level per 1000 households)
⢠Increase in amount spent on loan interest rates
⢠Expected increase in washing machines- to 3.4 mn in 2006-07 from 2 mn
in 2000-01
8. Ques 2:
What would be the plan to bring this product
in terms of the 4 Pâs. what should be the
segment ,target and positioning of the
product?
9. Marketing Plan
⢠Product- Washing Machine semi automatic and fully
automatic in white, cream n grey color
⢠Price- Rs.4500-10000 semi automatic
Rs.13000-18000 fully automatic
⢠Already have robust distributors with 20 years of
experience
⢠Promotion- through advertisement on TV
⢠Segment to target- women in urban class age between
24-35 falling in income class of Rs.45000-215000 p.a.
(consuming population)
10. What type of product could be
launched by company in
2013.discuss its marketing strategies
.
12. Rotimagic
. New Product in market
⢠Time saving
⢠Convenient
⢠Healthy
⢠Size of mini-micro wave
13. Problem catered and potential market
Roti Making is Potential market-
⢠Tedious ⢠Stable of 800 million
⢠Time-consuming Indians
⢠Skillful task ⢠Approximately 2.5
Other reasons are billion chappatis made
⢠Busy schedules every day.
⢠Working women
population
⢠Healthy food
15. Target market
Middle class household
⢠Currently India has 31.4 million middle class
households (160 million individuals).According
to National Council for Applied Economic
Research's (NCAER).
⢠In next five years India's middle class
population to touch 267 million in 5 yrs
17. Promotion
⢠IMC tools that we choose
* TV ads during family and comedy serials
⢠Online order from company website.
⢠Product placement in shows like khana-khazana , Diya
aur baati hum ,Taarak Mehta Ka Ooltah Chashmah
,Pavitra Rishta.(subliminal conditioning)
⢠Print media â In top English and Hindi newspaper in
form of advertorial.