Presentation on Kitechenet caselet. One can also visit www.unitedworld.edu.in

1. KITCHENETTE
CASELET
PRESENTED BY :
ALOK KUMAR
CHANDRAKANT EZONG
JINIA BISWAS
NAYAN SAHA
PANKAJ AGARWAL
POUSALI MUKHERJEE
PRETAM LAHA
RAJESWARI SAHU

3. MBIL did not carry out a thorough
research in the Indian market.
A hypothesis testing should have been
carried out to check whether the
Kitchenette product would work or not.
Competition from makers of aluminium
and steel containers should have been
assessed.
Who are the major decision makers in a
typical Indian family in general?

4. Beliefs, perceptions and attitudes of
Indian, urban ladies were not researched
on
Parameters like income, spending habits,
buying pattern and lifestyle were
different in Western and Northern India
compared to Eastern and Southern India.
Unequal distribution of income in India,
making the Kitchenette products a failure
in Eastern and Southern parts of India

6.  Conceptualisation followed by hypothesis
testing and proper research
methodologies were necessary to launch
tin containers in India
 Launching efforts were clearly based on
assumptions that Kitchenette got to do
well in India too.
 Citywise, % and number of ladies going
out to work was much lesser in Eastern,
Central and Southern parts of India
compared to Northern and Western parts
of India

7. City-wise data collection, recording,
analysis, interpretation and report
preparing were not done
Short, pilot studies not done
Degree of satisfaction vs expectation not
measured

8. Responses on product quality, price
acceptability, easy availability, level of
awareness(interest), quality of backup
servicing(process) and most importantly,
retailer-level customer interaction
measured through Customer Satisfaction
Index(PKG Parameter) not measured
through market survey(Descriptive
survey).

9. http://www.unitedworld.edu.in/
Campus
Ahmedabad Campus: Karnavati Knowledge Village,
A/907,Uvarsad, S.G.Highway, Gandhinagar
Kolkata Campus: Infinity Benchmark Tower 10th Floor,
Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata.
Reg. Office: 407, Zodiac Square, 4th Floor Opp.
Gurudwara, S.G. Road, Bodakdev, Ahmedabad.