presentation global

8/6/2019 Presentation Global

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Marketing Microwave

Ovens to a New MarketSegment

CASE STUDY ON


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Submitted to:

Prof. Abu Sayeed Talukder

Department of Marketing

University of Dhaka

Submitted By:

1. Iftekhar Ahmed ID# 40814002

2. Ashim Kumar Saha ID# 40915064

3. Md. Hafizur Rahman ID# 40915053

4. Md. Kamruzzaman ID# 40915066

5. Mizanur rahman Khan ID# 40915051

6. Mostofa Javed Mohiuddin ID# 40814008

7. A. K. M. Hedaitul Islam ID# 40915047


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History of Microwave Oven

Microwave Oven concept first introduced

in the US market at 1950, but it did not

become popular since 1970 and now

almost every household in the United

States has at least one Microwave.


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Whites Appliances

Mr. Jack White started the business in 1976. It isan International Company that manufactures

and markets appliances globally. The Companyhas a line of Microwave Ovens, somemanufactured in the USA and some in Asia.Products that are manufactured in Asiamarketed in US and Europe market. Thiscompany marketed several high end models inIndia that are manufactured in US.


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Whites Appliances

The customer's satisfaction is important toWhite's. They give the customer fast and

efficient repair and delivery service in thehome. White's carries a large inventory ofparts. Whites Appliance is the FULLSERVICE APPLIANCE STORE and

celebrating over THIRTY YEARS in theappliance business.


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Brands ofW

hites Appliances


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Findings from the case:

After the preliminary it has been observed that

besides the market for high end products, a

market for microwave oven at all price levelsexists. Several International companies like

Samsung, LG, and whirlpool are entering the

Indian Market with the idea that demand can be

expanded with the right product at the rightprice.


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Continued

There are five competitor in the Market

The Microwave Ovens are designed to cook

European foods in more effective andconvenient way. This oven will be effectivewhen Indian peoples eating habit changes.

Some Companies disagree with the above

statement. They think that all Indian Dishesshall be cooked in the Microwave oven. Peoplejust need to know how to cook it.


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Consumers

Comments:

Positive:

1. Person who have the money should afford

Microwave Oven.2. Microwave Oven is greatest help when people

are very busy. It is the easiest, cleanest, andquickest way to cook and make food heat up

even for the traditional Indian Culture family.3. Microwave Oven makes the men to work in the

kitchen who never worked in kitchen before.


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Consumers

Comments:

4. Microwave Oven will be very useful and

they are fast becoming an essential as a

fridge.

5. Ovens are very useful for the Bachelors.

6. Microwave Oven is beginning to replace

the demand of second TV or a bigRefrigerator.


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Consumers

Comments:

Negative:

1. Food does not taste the same.

2. Using Microwave Oven makes people lazy and

getting away from traditional Indian Culture of

always fresh food.

3. Consumers who own Microwave Oven dontuse them frequently, uses is confined to

cooking Western foods or rehearing.


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Market Data: LG Electronics is the market leader

They have 41.5% share

They have 8 models, prices from 8,500

to 19,000, sizes from 28-30 liter.


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Develop Marketing Plan to Market

Whites Microwave Oven in Indian Market

Factors to be considered:

1. Indian food preparation versus western food

preparation

2. Values and customs that might affect opinions

about microwave ovens.

3. The effects of competition in the market.


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Marketing Plan Target Market:

The existing products that other companies

are providing are being designed forcustomers of the urban areas. WhiteAppliances should focus both on urban andsemi-urban areas for their products. Themain target audience for their productsshould be women.


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Marketing Plan Microwave Oven Features:

The Microwave ovens that Whites Appliances

are currently manufacturing are for preparingwestern foods. They should consider thefollowing factors in their ovens:

1. The ovens should be designed so that thetraditional Indian foods could be cooked easily

2. The size of the oven should be minimum 26-32 liters

3. The ovens should be designed as per theOTG (Oven-Toaster-Grill) Category.


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Marketing Plan Price:

The prices of the ovens should be ranges

from 8,000 to 18,000 whish is lower than

the LG products.


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Marketing Plan Promotion:

Whites Appliances should arrange the

following promotion strategies:1. Arrange cooking contests for women

2. Arrange in house training program forwomen.

3. Consumers who are still unclear about howto utilize the Microwave Oven for their dailycooking; marketing program could be shiftedaway from Mass Marketing to DirectMarketing oriented approach to createawareness about the benefits of the product.


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Distribution:

1. Local Manufacturing Facility to promote

innovation.

2. Reduce Import to cut costs

3. Use wholesalers and agents to different

important locations and if possible

nearby the competitors shop.

Marketing Plan


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Conclusion

In conclusion we can say that Indian

Market is a very big market for a product

like microwave oven. If the abovementioned strategies could be

implemented then Whites Appliances

should become successful.


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Question and Answer

Session


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Thank You

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