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

OutlinesOutlinesIntroduction

Advantages

Microwave Ovens Product

Indian’s Cuisine

OutlinesOutlinesDeveloped Strategy

- Market Segment

- Product Strategy

- Price Strategy

- Promotion Strategy

- Distribution Strategy

IntroductionIntroduction

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

Advantages Advantages of Microwave Ovenof Microwave Oven

Microwave Ovens ProductMicrowave Ovens Product

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

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.

Indian’s cuisine Indian’s cuisine

DEVELOPED STRATEGYDEVELOPED STRATEGY

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

QUESTIONS QUESTIONS &&

ANSWERS ANSWERS

THANK YOU FORTHANK YOU FOR YOUR ATTENTION YOUR ATTENTION