MM BULBUL

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SUBMITTED TO :- SUBMITTED BY :- PROF. MAHESH SONI SHAILESH PATEL PRESENTATION ON PLC OF BULBUL PRESSURE COOKER

Transcript of MM BULBUL

Page 1: MM BULBUL

SUBMITTED TO :- SUBMITTED BY :- PROF. MAHESH SONI SHAILESH PATEL

PRESENTATION ON PLC OF BULBUL PRESSURE COOKER

Page 2: MM BULBUL

SNAPSHOT OF PRESSURE COOKER MARKET

• Mid and low socioeconomic are becoming target market

• Predicted that increase in economic power will exert economic power on such durable

• Exposure to media has grown increasing awareness of customers

• High socioeconomic classes is being saturated now.

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Customer needs

Retain nutrientsEasy to use and safeEconomical in terms of energy saving and price of the product/ cost

Urban Market

Rural markets

House wife

Solar cookerElectrical cooker

Open pot cookingMicrowave oven

Cookware i.e.Fast/Timesaving

ALTERNATIVES CUSTOMER SEGMENTS

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SEC A SEC B SEC C SEC D&E

105

110

115

120

125

130

% INCREASE IN MHI

% INCREASE IN MHI

INCREASE IN MHI AND THERE COMPOSITION OF HOUSEHOLD DURABLE

Consumption increased by 18 %. Thus not only income but consumption had also increased.

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INDIAN PRESSURE COOKER MARKET

Awareness of pressure cooker through media had increased its demand.

Increase in 13.14 million household owning.Mid & low economic classes account for 67%

increase . This segment constitutes a major portion of

population.(sec c, d& e).

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INCREASE IN HOUSEHOLD BASE

TELEVISION

PRESSURE COOKER

ELECTRIC IRON

LPG STOVE

MIXER GRINDER

REFRIGERATOR

WASHING MACHINE

PERCENTAGE COMPOSITION OF ADDITIONAL HOUSE HOLD BASE

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BULBUL PRESSURE COOKERS

Mittal Udyog established in 1974. its leading manufacturer of aluminum cookware.

It extended brand by manufacturing pressure cookers in 2002.

With strong footing in cookware and high quality product company got success.

Market segmentation was done on the basis of experience.

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SEGMENTATION AND POSITIONING

Segmentation Basis of usage( professional and domestic) Income (lower and middle) Geographic areas (rural and sub urban)Positioning Positioned as high quality for low prices Perceived by customers as most durable

cookware Positioned as safest and value for money.

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BULBUL GOLD

BULBUL

BULBUL

CLASS HIGH MIDDLE LOW

PRICE

HIGH

MID

LOW

TARGETING

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PROMOTION STRATERGIES

Penetrated in new cities through print ads.Regular ads in women's magazine like Ghurh

Shobha, Nayika Sarita and local newspapers.Outdoor advertizing, events, contest, wall

paintings banners, danglers etcTV commercials in sanskar and India TV

channels .Tied up with Big bazaar, Reliance, Itc and

Cash-N-Carry.

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PLC OF BULBBUL PRESSURE COOKER

SALES

TIME

GROWTH STAGE


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