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MARKETING MICROWAVE OVENS TO A NEW MARKET SEGMENT

MARKETING MICROWAVE OVENS TO A NEW MARKET SEGMENT. Professor: Cheng-Nan Chen. GROUP’S MEMBERS. Mamunur Rahsid. Nguyen Tan Nhat Duy. Huynh Tan Tai. ViVi. Betty. Do Nguyen Yen Nhi. INDIAN COOKING HABIT. Indian cooking has matured through the ages with their cooking.

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MARKETING MICROWAVE OVENS TO A NEW MARKET SEGMENT

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  1. MARKETING MICROWAVE OVENS TO A NEW MARKET SEGMENT Professor: Cheng-Nan Chen

  2. GROUP’S MEMBERS . Mamunur Rahsid Nguyen Tan Nhat Duy Huynh Tan Tai ViVi Betty Do Nguyen Yen Nhi

  3. INDIAN COOKING HABIT • Indian cooking has matured through the ages with their cooking. • The Indian food is mainly cooked with spices. Spices are used abundantly in Indian dishes.

  4. INDIAN COOKING HABIT • There are different types of spices. There are different combinations of spices that are used in cooking various dishes. • The different combinations of the spices give different flavors. It dish is unique. • Indian food takes a lot of time and too much amount of ingredients need to be added in the food

  5. INDIAN COOKING HABIT • The Indian women do all their buying freshly. • They buy fresh vegetables daily and cook fresh food daily. They don’t have the habit of cooking and keeping for a whole week. The taste of the fresh food is definitely better than food cooked and stored.

  6. INDIAN COOKING HABIT • Until today in many houses the food brought to the table is not kept back in the kitchen, but is distributed to the servants. The flavor of Indian food is unique as they use fresh ingredients and have fresh food daily.

  7. INFORMATION ABOUT SELLING OF MICROWAVE OVENS IN INDIA The first time in the some 7 years that it’s been officially around optimism towards the microwave has been on the upswing. A microwave oven is beginning to replace the demand for a second television or a biggest refrigerator.

  8. INFORMATION ABOUT SELLING OF MICROWAVE OVENS IN INDIA • The top 7 cities recording the highest sales. • Beginning to be seen in smaller towns.

  9. ABOUT MICROWAVE OVENS MARKET • The top 7 cities comprise nearly 70% of the market with Delhi and Mumbai (Bombay). • Several international companies are entering the market with the idea that demand can be expanded with the right product at the right price.

  10. ABOUT MICROWAVE OVENS MARKET • There are several challenges in the India market. • Marketers are shifting away from mass marketing to a more direct marketing oriented approach to create awareness about the benefits of the product.

  11. SWOT ANALYSIS - WEAKNESS • The penetration level of microwave ovens remains shockingly miniscule, under one percent. • The Microwave Oven cooked food doesn’t taste the same as the food which is cooked in traditional way.

  12. SWOT ANALYSIS - STRENGTH • Easy to use for a modern life and save time • Retains nutrients & vitamin in the food. • No need to keep watch: Saves you from constant monitoring of the cooking process. You only set up the time and the oven will automatically operate • You can use it as microwave/ OTG /combination cooking where its microwave and OTG combines at different settings to cook a variety of Indian and Continental dishes.

  13. SWOT ANALYSIS - OPPORTUNITIES • A microwave oven is beginning to replace the demand for a second television or a bigger refrigerator • The middle-income consumer comes looking for novelty, value and competitive pricing. • Indian in rural area begin to accept Microwave Oven • Cracking the mindset that microwaves are not suited to Indian food holds the key to future growth of Microwaves Oven.

  14. SWOT ANALYSIS - THREAT • The Oven Toaster and Grill • Indian don’t have the idea about Microwave Oven • They don’t have the habit of cooking and keeping for a whole week, so the reheat function of Microwave Oven may not place in mind of Indian • Indian want a decreasing in price

  15. TARGET MARKET • Indian live in Rural area and semi-urban area

  16. MICROWAVE OVEN FEATURE • Product and design innovation to make the microwave suited to Indian cooking • Local manufacturing facility to promote innovation while continuing to import high-end models. • Reduce import content to cut cost, boost volumes.

  17. PRICE • Bring down price. • Microwave oven without grill functions should have the price below Rs. 7000 and the price for microwave ovens with grill functions

  18. PROMOTION • Crack the mindset • Use Microwave Oven for cooking rather than use it as a product for reheating food. • Promote features of Microwave Oven such as gadget, child lock, …. • Use Bollywood to support the advertisement of Microwave Oven

  19. PROMOTION • Organizing cookery classes • Recipe contests • In house demo • Give away glass bowls, aprons and gloves as freebies • Hosting co-promotion

  20. DISTRIBUTION • The company can distribute its Microwave Oven via the electric supermarket in Dubai, and some other central electronic supermarket in other urban city. And via agencies in rural area.

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