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BULBUL PRESSURE COOKER
PRESENTED BY:-
MOHIT MALVIYAPOOJA GUPTARASHVINDER KAURPRAVEENSHISHIR JAIN
background OF Mittal Udyog company
Mittal Udyog was established in year 1974.
Product are sold under the brand name “BULBUL”.
It has more than 150 distributors and 2000 dealers across the country.
Company aim is to be provide good quality of product at lower price.
Introduction of bulbul pressure cooker
Bulbul is low cost high quality product .
They did not spend much on advertisement.
For great and further growth Bulbul pressure cooker had tied up.
In oct2006,premium pressure cooker was launched.
“bina kisi jhanjhat ,khana pakai jhat pat.”
Segmentation
Cookware market are segmented on the bases ofGeographic:-Rural and Sub-Urban bases
Usage:-professional or domestic
income:-lower and lower middle class
Targeting
Targeting is done on the bases of classes:
High Class-industrialist/businesmen employed at supervisor
Mid class-petty traders
Low class-Unskilled Workers,petty traders
Product Life Cycle
It shows the stages of the product which goes from introduction to decline from the market.
Phases of PLC:
Introduction
Growth
Maturity
Decline
Product Life Cycle
Product Life Cycle of Bulbul
INTRODUCTION
Established in year 1974
Leading manufacturer of aluminum cookware in India
Network of 150 distributors and 2000 dealers
Aims to be “one stop solution for kitchenware”.
Extended in 2002 by producing pressure cookers.
Product Life Cycle of Bulbul
GROWTH
Sold the product through its existing distribution network of cookware.
Got strong footing in cookware sector.
Company promoted brand delivering benefits to channel partners.
Point of sale display as well as ads in local newspapers.
Product Life Cycle of Bulbul
MATURITY
At core, company was successful in delivering quality and safety.
The brand has created position for itself in the mind of the customers.
Expanded distribution network.
Company promoted products by outdoor advertising.
Product Life Cycle of Bulbul
In mid June, 2006, came up with 1st TV commercial.
Several tie up’s like Big Bazaar, Reliance Retail, and ITC. Tie up with Metro Cash-n-Carry, only wholesale supermarket in India.
For premium class, launched Bulbul Gold in 2006.
Product Life Cycle of Bulbul
DECLINE OR FUTURE
Pressure cooker as a product is on decline.
Competition from small firms.
Huge market waiting to be tapped
Needs to be aggressive in marketing.
Target the future demand (rural market).
THANX
