launch plan of philips coffee maker for pan india

Download Launch Plan of Philips Coffee Maker for Pan India

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1) Understanding the coffee makers market through extensive Market sizing and market mapping 2) Product- feature – price benchmarking 3) Creating a launch plan for respective markets based on market understanding gathered from above mentioned exercise

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Coffee Maker

By- Mehak SharmaTamanna Saxena

Areas covered in TT*Total 338 stores in Traditional trade and 188 with Coffee Makers

Zones (TT)Stores PresentStores VisitedPercentageSOUTH Delhi604575%WEST Delhi 905360%EAST Delhi452044%NORTH Delhi452044%GURGAON503368%FARIDABAD301240%NOIDA88100%GHAZIABAD10660%TOTAL33818855%

No. of outlets visited188+44= 232Traditional Trade188/338= 55%

Areas covered in MT*Total 68 stores in modern trade and 45with Domestic appliances

ZonesStore presentStore visitedPercentageFaridabad4375%Gurgaon 10880%Noida8675%Ghaziabad88100%North Delhi3290%South Delhi12758%West Delhi15853%East Delhi5480%Total Delhi NCR684564%

No. of outlets visited188+44= 232Modern Trade45/ 68= 66%

Brand NameMorphy RichardsCountryU.KEstablished1936CompanyGlen Dimplex GroupAvailable at111Model nameCaf Rico ExpressoCaf Rico FilterCaf expressRoma PumpEuropa EspressoModel No.4700347008350005350007Price43952795299599953995ColorBlackBlackBlackMettalic grayBlackPressure15 barsPower1200 watt1400 watt850watts1000 watts800 wattsWT CapacityCup Capacity6102-4 cups8-10 cups4Removable Water TankNoNoNoYesYesFrotherYesYesYesYesYesAnti dripNoNoNoNoNoWarming TrayYesNoNoYesNoAuto shut offNoNoNoNoNoBodypolyprophylenePlasticStainless SteelpolyprophyleneWarrenty22222AccsesoriesCarafeNoCupNoCarafeRemovable FilterYesNoNoYesYesPicture

Brand NameBlack & DeckerCountryU.SEstablished1910CompanyBlack & Decker CorporationAvailable at46Model namePlainModel No.DCM 15DCM55DCM80Price96525953290ColorBlackBlackBlackPressurePower500 wattsWT CapacityCup Capacity1412Removable Water TankNoNoNoFrotherNoNoNoAnti dripNoNoyesWarming TrayNoNoYesAuto shut offNoNoNoBodyPlasticPlasticPlasticWarrenty111AccsesoriesCeramic CupCarafeSchott Glass CarafeRemovable FilterNoNoNoPicture

Brand NameCanteeCountrySpainEstablished1947CompanyCata Electro Domestic S.LAvailable at24Model nameGrinder and brew filterAnti Drip4 in oneCremaImpressaBrew BaronModel No.Bean CzarKoffee QueenMagic BrewCremaPrice54901690899944906290ColourBlackBlackBlack & Silverblack and silverblack & silverPressure15 bars3.5 bars3.5 barsPowerWT Capacity1.5 liter1.5 liter1.5 liter0.24ltr1.25 ltr1.25 literCup Capacity124 cups4 cupsRemovable Water TankNoNoYesNoNoNoFrotherNoNoYesYesYesNoAnti dripYesYesYesYesYesNoWarming TrayyesYesYesNoYesYesAuto shut offYesNoNoNoNoYesBodyStainless steel &PlasticPolyprophyleneDie cast alluminiumPolyprophylenestainless steel PlasticWarrenty222222AccessoriescarafeCarafeCarafeCarafecarafecarafeRemovable FilterYesYesNoNoYesYesPicture

Brand NameKenwoodBajajSunflameCountryU.KIndiaIndiaEstablished194719381981CompanyKenwood Ltd (Now De'Longhi Group)Bajaj GroupSunflame enterprisesAvailable at17517Model namePlainKmixBrew MasterEspressoEspressoModel No.CM70CM021CM461CEX7CEX10SF712Price169510095299539903190ColorWhiteRed/Black/WhiteBlackblacksilverPressure15bars15 bars4 barsPower1200 watts1200 watts750 watts800wattsWT Capacity1 liter.5liter0.6 ltrs500 mlCup Capacity46124-6 Cups4-6 cups4Removable Water TankYesnoYesYesNoNoFrotherYesNoNoYesYesYesAnti dripNoYesYesNoNoNoWarming TrayYesYesNoNoYesNoAuto shut offNoNoNoNoNoNoBodyAluminium &Stainless Steeldie cast alluminiumPlasticPlasticPlasticPlasticWarranty11111AccsesoriesCup standCarafecarafeCarafeCarafeCarafeRemovable FilterNoNoYesNoNoNoPicture

Brand NamePrestigeRussel HobbesCountryIndiaU.KEstablished19552009CompanyTTK Prestife LtdSpectrum Brands LtdAvailable at107Model namePercolatorFilterEspressoEspressoFilterModel No.PCMGDB1.0PCMH1.0Pecmd1.0RCM800RCM 60Price12251295299535951295ColourblackBlackBlackBlackBlackPressure3.5 bars3.8Power600 watts800 watts800 watts800 watts WT Capacity1 ltr1.25 ltr0.24 ltr240 ml.6 literCup Capacity2-4 cups4-6 cupsRemovable Water TankNoNoNoNoYesFrotherNoNoYesYesNoAnti dripYesYesNoYesYesWarming TrayNoNoNoNoYesAuto shut offYesNoNoNoNoBodyGlass and platicPlasticPlasticstainless steel and plasticstainless steel and platicWarranty11122AccessoriesNocarafeCarafeCupRemovable FilterNoNoYesNoYesPicture

Brand NameLavazzaInalsaDelongiCountryItalySpainItalyEstablished189519671902CompanyLavazzaTaurus GroupDe'Longhi GroupAvailable at1352Model nameLavazza blueCaf RealMaxi CreamBrew KingModel No.LB850espressoDc51TTPrice16000289533903895ColourWhiteBlackBlackblackBlackPressure4 bar4 barsPower850 wattWT Capacity2.5Cup Capacity1444Removable Water TankYesNoNoYesNoFrotherNoNoNoYesNoAnti dripNoNoNoNoyesWarming TrayYesNoNoNoyesAuto shut offNoNoNoNoYesBodyPlasticPlasticPolypropylenePolypropylenePlasticWarranty21111AccessoriesHeat Resistant CupCupNoJarRemovable FilterNoYesYesyesPicture

Brand NameHotlineNikitashaMoulinexYashitaKoryoCountryFranceIndiaIndiaEstablished193719972006CompanyGroupe SEBYashita India Pvt LtdFuture GroupAvailable at101113Model nameFilterEspressoEspressoFilterEspressoModel No.VI9002SRE301AsubitoKCM 1200KEK 125Price7001350322013501490799ColourblackBlackBlackBlackblackBlackWhitePressure4.5 bars4.5 barsPower900 watts800 watts800 watts1000watts850 wattsWT Capacity1200 ml1200ml1.2 ltrCup Capacity10 cups4 cups156 cupsRemovable Water TankNoNoNoNoNoNoNoFrotherNoYesYesNoYesNoNoAnti dripYesNoNoYesYesyesYesWarming TrayYesNoYesNoNoNoNoAuto shut offnoNoNoYesNoNoNoBodyPlasticPlasticPlasticPlasticPlasticPlasticPlasticWarrenty1112111AccessoriesJarCarafe24cc carafeJarCarafeCarafeNoRemovable FilterYesNoNoYesNoyesNoPicture

Presence of brands

MARKET Presence of Morphy Richards is 25%

Chart1

0.26

0.11

0.12

0.22

0.04

0.06

0.08

0.12

Presence

Brand Presence

Sheet4

Count of Coffee Maker Brands

ZoneCoffee Maker BrandsTotal

EastBajaj6

Cantee1

Hotline3

Inalsa4

Kenwood2

Morphy Richards23

NA6

Phillips9

(blank)

East Total54

FaridabadBajaj6

Black & Decker1

Hotline2

Inalsa4

Morphy Richards5

no coffee makers only in season1

Phillips4

prestige1

usha1

Faridabad Total25

GaziabaadBajaj2

Morphy Richards5

Phillips2

Gaziabaad Total9

GurgaonBajaj6

Black & Decker15

Cantee10

Inalsa4

Kenwood1

Morphy Richards21

NA8

no coffeee makers1

Phillips14

prestige2

they can keep but they dont have1

(blank)

Gurgaon Total83

NoidaBlack & Decker1

Cantee2

Inalsa2

Kenwood1

Morphy Richards11

moulinex1

NA1

Phillips5

prestige1

sunflame4

Noida Total29

NorthBajaj10

Cantee1

Hotline1

Inalsa8

Kenwood2

Morphy Richards26

NA1

Phillips10

North Total59

SouthBajaj7

Black & Decker16

Cantee14

Delongi2

Hotline1

Inalsa5

Kenwood10

Morphy Richards51

NA4

Nikitasha1

no coffee maker1

no coffee makers1

Optima1

Phillips19

prestige2

Russel Hobbs5

sunflame3

vega1

South Total144

WestBajaj7

Baltra1

Black & Decker10

Cantee4

Gryphon1

Hotline7

Inalsa10

Kenwood1

Morphy Richards31

NA24

Nikitasha1

Optima1

Phillips13

prestige6

Russel Hobbs2

Yashita1

(blank)

West Total120

(blank)(blank)

(blank) Total

Bajaj Sum0

Baltra Sum0

Black & Decker Sum0

Cantee Sum0

Delongi Sum0

Gryphon Sum0

Hotline Sum0

Inalsa Sum0

Kenwood Sum0

Morphy Richards Sum0

moulinex Sum0

NA Sum0

Nikitasha Sum0

no coffee maker Sum0

no coffee makers Sum0

no coffee makers only in season Sum0

no coffeee makers Sum0

Optima Sum0

Phillips Sum0

prestige Sum0

Russel Hobbs Sum0

sunflame Sum0

they can keep but they dont have Sum0

usha Sum0

vega Sum0

Yashita Sum0

(blank) Sum

Grand Total523

Sheet1

ZoneCoffee Maker Brands

FaridabadBajaj

Faridabadusha

FaridabadMorphy Richards

FaridabadBajaj

Faridabadprestige

FaridabadPhillips

FaridabadInalsa

FaridabadMorphy Richards

FaridabadHotline

FaridabadInalsa

FaridabadBajaj

FaridabadMorphy Richards

FaridabadBajaj

FaridabadPhillips

Faridabadno coffee makers only in season

FaridabadInalsa

FaridabadBlack & Decker61

FaridabadBajaj

FaridabadHotline

FaridabadInalsa

FaridabadBajaj

FaridabadPhillips

FaridabadPhillips

FaridabadMorphy Richards

FaridabadMorphy Richards

NorthBajaj

NorthNA

NorthInalsa

NorthMorphy Richards

NorthBajaj

NorthHotline

NorthInalsa

NorthMorphy Richards

NorthMorphy Richards

NorthMorphy Richards

NorthPhillips

NorthInalsa

NorthInalsa

NorthPhillips

NoidaCantee

NoidaMorphy Richards

NoidaMorphy Richards

NoidaMorphy Richards

NoidaMorphy Richards

Noidasunflame

NoidaSunflame

NoidaInalsa

NoidaInalsa

NoidaPhillips

NoidaMorphy Richards

NoidaMorphy Richards

NoidaMorphy Richards

NoidaPhillips

NoidaKenwood

NoidaPrestige

Noidamoulinex

NoidaPhillips

NoidaMorphy Richards

NoidaCantee

Noidasunflame

Noidasunflame

NoidaMorphy Richards

NoidaPhillips

NoidaPhi

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