PREFACE

BBA is a stepping-stone to the management carrier and to develop good manager it is necessary that the theoretical must be supplemented with exposure to the real environment. Theoretical knowledge just provides the base and it’s not sufficient to produce a goodmanager that’s why practical knowledge is needed. Therefore the researchproduct is an essential requirement for the student of BBA . This research project not only  helps the student to utilize his skills properly learn fieldrealities but also provides a chance to the organization to find out talent among the budding managers in the very beginning. In accordance with therequirement of BBA course I have Project work on on the topic“MARKETING STRATEGIES OF TOP FIVE BRANDS OF MICROWAVES OVEN. The main objective of the research project was to study the two instruments and make a detailed comparison of the two.

For conducting the research project sample size of 30 customers of MICRO WAVE OVENwas selected. The information regarding the project research was collected through the questionnaire formed by me which was filled by thecustomers there.In the growing global competition, business has taken a new shape in theworld. Today’s Manager has to understand the uncertainty of businessenvironment to cope with the situation. Dissertation for each and every student of SVN is an essential part of completion at the end of 1st year of the course. The prime objective of this summer training to familiar with real life business environment and apply the theoretical concept of business into realityand know how much theory is applicable in day to day business activity. Italso sharpens their knowledge, hones their analytical and other businessacumen and develops better appreciation of the practical problems of business, especially from the management point of view. Moreover  the experience acquired by student helps to decide the futureprofessional career. As per the module is concern I underwent in a projectentitled “MARKETING STRATEGIES OF TOP FIVE BRANDS OF MICROWAVES OVEN

KARISHMA VISHWAKARMA

BBA IIND SEM.

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep

sense of gratitude to all those who generously helped in successful completion

of this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected ,

Head of Department Dr.Pramesh Gautam, Department of Business Management

, SWAMI VIVEKANAND UNIVERSITY SAGAR for allowing me to

undertake this project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of He rendered me all possible help me guidance while

reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends

and all those whose encouragement has infused courage in me to complete to

work successfully.

KARISHMA VISHWAKARMA

BBA IIND SEM.

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " A MARKETING

STRATEGIES OF TOP FIVE BRANDS OF MICROWAVES OVEN" on

Market Segmentation is nay own work conducted under the supervision MR.

SATYENDRA SIR Department of Business Management, SWAMI

VIVEKANAND UNIVERSITY SAGAR To the best of my knowledge the

report does not contain any work , which has been submitted for the award of

any degree , anywhere.

KARISHMA VISHWAKARMA

BBA IIND SEM.

CERTIFICATE

The project report titled " A STUDY ON MARKETING

STRATEGIES OF TOP FIVE BRANDS OF MICROWAVES OVEN"

been prepared by KARISHMA VISHWAKARMA BBA IIND SEM. under

the guidance and supervision of MR. SATYENDRA SIR for the partial

fulfillment of the Degree of BBA .

Signature of the Signature of the Signature of the

Supervisor Head of the

Department

Examiner

CONTENTSPREFACE

ACKNOWLEDGEMENT

CERTIFICATE

DECLARATION

CHAPTER – I INTRODUCTION ABOUT PRODUCTAN INSIGHTOF COMPANY HISTORYMISSION AND VISIONSTANDING POSITION OF COMPANYBRAND VALUE

CHAPTER – II OBJECTIVE OF THE STUDY CHAPTER – III RESEARCH METHODOLOGYCHAPTER – IV MARKET ANALYSIS

OVERVIEW BRANDS

CHAPTER – V CONSUMER GROUPS CONSUMER BEHAVIOUR

CHAPTER – VI PRODUCT PROFILE PLAN FOR PRODUCT MIX PRODUCT RANGE

CHAPTER – VII MARKETING STRATEGYPRICING POSITION AND DISTRIBUTIONPROMOTION

CHAPTER – VIII ABOUT COMPETITORS COMPETITOR FOR PRODUCTPRICE OF COMPETITOR PRODUCT

CHAPTER – IX DATA ANALYSISAND INTERPRETATIONCHAPTER – X LIMITATIONCHAPTER – XI CONCLUSION & SUGGESTION BIBLIOGRAPHY QUESTIONNAIRE

INTRODUCTION

INRODUCTION

Consumer durables are the products whose life expectancy is at least 3 years.

These products are hard goods that cannot be used up at once.

The consumer durables sector can be segmented into consumer electronics, such

as, VCD/DVD, home theatre, music players, color televisions (CTV’s), etc. and

CHAPTER 1

INTRODUCTION ABOUT COMPANY

AN INSIGHT OF COMPANY HISTORY STANDING POSITION OF COMPANY

MISSION & VISIONRECENT DEVELOPMENT

ACHIVEMENT

CHAPTER 1

INTRODUCTION ABOUT COMPANY

AN INSIGHT OF COMPANY HISTORY STANDING POSITION OF COMPANY

MISSION & VISIONRECENT DEVELOPMENT

ACHIVEMENT

white goods, such as, dish washers, air conditioners, water heaters, washing

machines, refrigerators, etc

Consumer Durables

India as emerging superpower is looked upon with great value. Factors of such

exceptional growth have been the rise in income and extensive consumptions.

Consequently, sectors like consumer durables are also growing at high rate.

Experts have suggested that this sector is going to provide ample opportunities

to young talents. Also, it is a secure sector as the consumer needs are never

going to end. You can also carve your own ways in this sector; you just need to

have passion to do so. We are there to guide you in blooming sector consumer

durables and place you in world leading consumer durable company.

Introduction

Before the liberalization of the Indian economy, only a few companies like

Kelvinator, Godrej, Allwyn, and Voltas were the major players in the consumer

durables market, accounting for no less than 90% of the market. Then, after the

liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo,

and Aiwa came into the picture. Today, these players control the major share of

the consumer durables market.

Consumer durables market is expected to grow at 10-15% in 2007-2008. It is

growing very fast because of rise in living standards, easy access to consumer

finance, and wide range of choice, as many foreign players are entering in the

market.

On the flip side, the presence of a large number of players in the consumer

durables market sometimes results in excess supply.

OverviewMarket Definition

The consumer electronics market consists of the total revenues generated

through the sale of audio, video, and games console products designed primarily

for domestic use. The audio sector consists of hifi systems, cassette, CD, Mini

disc and MP3

recorders and players, personal stereos, and radios. The video sector consists of

CRT and flat-panel television sets, videocassette and DVD players and

recorders (standalone and integrated with TV sets), camcorders, digital cameras,

and set-top boxes. Games consoles consist of all hand-held and plug-in

consoles. The market is valued at retail selling price (RSP) with any currency

conversions calculated using constant 2006 annual average exchange rates.

Asia-Pacific comprises Australia, China, Japan, India, Singapore, South Korea

and Taiwan.

Research Highlights

The Indian Consumer Electronics market generated total revenues of $3.8

billion in 2006, this representing a compound annual growth rate (CAGR) of

11.1% for the period spanning 2002-2006.Video equipment sales proved the

most lucrative for the Indian Consumer Electronics market in 2006, generating

total revenues of $3 billion, equivalent to 80.8% of the market's overall value.

The performance of the market is forecast to accelerate, with an anticipated

CAGR of 5.4% for the 2006-2011 period expected to drive the market to a

value of $4.9 billion

by the end of 2011.

Market Analysis

The Indian Consumer Electronics market generated total revenues of $3.8

billion in 2006, this representing a compound annual growth rate (CAGR) of

11.1% for the period spanning 2002-2006. In comparison, the Chinese and

Japanese markets grew with CAGRs of 11.8% and 15.7% over the same period,

to reach respective values of $17.6 billion and $20.5 billion in 2006.

Video equipment sales proved the most lucrative for the Indian Consumer

Electronics market in 2006, generating total revenues of $3 billion, equivalent

to 80.8% of the market's overall value. In comparison, sales of audio equipment

generated revenues

of $0.6 billion in 2006, equating to 14.9% of the market's aggregate revenues.

The performance of the market is forecast to accelerate, with an anticipated

CAGR of 5.4% for the 2006-2011 period expected to drive the market to a

value of $4.9 billion

by the end of 2011. Comparatively, the Chinese and Japanese markets will grow

with CAGRs of 9.2% and 7% respectively over the same period, to reach

respective values of $27.4 billion and $28.6 billion in 2011.

With the increase in income levels, easy availability of finance,

increase in consumer awareness, and introduction of new models,

the demand for consumer durables has increased significantly.

Products like washing machines, air conditioners, microwave

ovens, color televisions (CTVs) are no longer considered luxury

items. However, there are still very few players in categories like

vacuum cleaners, and dishwashers.

Consumer durables sector is characterized by the emergence of

MNCs, exchange offers, discounts, and intense competition. The

market share of MNCs in consumer durables sector is 65%. MNC's

major target is the growing middle class of India. MNC’s offer

superior technology to the consumers, whereas the Indian

companies compete on the basis of firm grasp of the local market,

their well-acknowledged brands, and hold over wide distribution

network. However, the penetration level of the consumer

durables is still low in India. An important factor behind low

penetration is poor government spending on infrastructure. For

example, the government spending is very less on electrification

programs in rural areas. This factor discourages the consumer

durables companies to market their products in rural areas.

        

Some Facts,

1. Bargaining power of suppliers in consumer durables sector is

limited due to threat of imports and intense competition.

2. Some of the entry barriers in consumer durables sector are

distribution network, capital, and ability to hire purchases.

3. Demand is seasonal and cyclical.

4. Competition among players is on the basis of difference in

prices

and well-acknowledged brands.

VISION & MISSION

Our Vision:

To be a world-class, innovative and progressive organisation and to build India’s most desirable brands.

Our Mission:

To create wealth for all our stakeholders by building highly successful businesses based on a customer-centric approach, and to contribute to the community.

Our Values and Standards:

Total customer orientation

- Customers take precedence over all else, always.Employee appreciation

      - We value and respect MICRO WAVE OVEN and endeavour to fulfill their needs and aspirations.Performance culture and teamwork

      - At MICRO WAVE OVEN Industries, high performance is but a way of life and is nurtured by teamwork.Creativity and Innovation 

STANDING POSTION OF COMPANY

Figure 1: Porter’s Five Forces Model

SUPPLIER POWER

No strong suppliers

Lack bargaining power

Rise of China, Taiwan as low cost

suppliers

BARRIERS

TO ENTRY

Cluttered Market

Lack of

Differentiation

DEGREE OF RIVALRY

Increased number of firms

Low switching costs

Strategic stakes are high

THREAT OF

SUBSTITUTES

No close

substitutes

BUYER POWER

Price sensitivity , Buyers’ Preferences

CHAPTER 2

OBJECTIVE OF THE STUDY

CHAPTER 2

OBJECTIVE OF THE STUDY

OBJECTIVES OF THE STUDY

To review the brand positioning strategies of different sub-brands of

MICRO WAVE OVEN

To analyze the brand repositioning strategies of Micro Wave Oven.

To study consumer awareness and perception about the brand

repositioning strategies of MICRO WAVE OVEN

To recommend suitable measures to be taken by the MICRO WAVE OVEN

Company to further improve its brand perception and loyalty among its

customers.

RESEARCH METHODOLOGY

Research Methodology

Research methodology is a way to systematically solve the research problem. It

can be understood as a science of studying how research is done scientifically. It

takes many dimensions and research methods to constitute a part of the research

CHAPTER – 3

RESEARCH METHODOLOGY

CHAPTER – 3

RESEARCH METHODOLOGY

methodology. Thus when we talk of research methodology, we not only talk of

the research methods but also consider the logic behind the methods used in

context of the research study in such a way that results are capable of being

evaluated either by the researcher himself or by others. Under this head, the

methods and techniques used in preparing this report are discussed.

Research Process:

Information Need Felt

Define Research Objective

Prepare Research Design

Design Research Methodology

Secondary Research

Primary Research

Tabulation and Analysis

Report Writing and Presentation

Design Research Methodology

The research methodology selected was influenced by the target population i.e.

the Hyundai car owners. The major parts of the research methodology were:

Method of Data Collection

Both, secondary as well as primary methods were used.

Sampling Plan

Sampling Technique – Non Probability Purposive and Convenience Sampling

Sample Universe – All the MICRO WAVE OVEN owners in Sagar

Sample Frame – SAGAR

Sample Unit – All respondents

Sample Size – 50

Questionnaire Design

The questionnaire was designed in order to meet all the primary and secondary

objectives of the study. Structured open and close ended questionnaire was

used.

Plan and Do Secondary Research

Secondary Data

It included the data like Indian Automobile Industry, Need for Consumer

behaviour and Buyer 5 Step process.

Secondary Data Sources: Internet, Company profile, brochures.

Plan and Do Primary Research

Primary Data

Primary data was collected via Questionnaire.

Primary Data Sources: Primary data is collected directly by meeting the

consumers who own MICRO WAVE OVEN Sun Glasses

Tabulation and Analysis

The analysis of data involved a number of closely related operations such as

establishment of categories, the applications of these categories into raw data

through tabulation, charts etc and then drawing inferences. All analysis was

univariate in nature and was of Simple tabulation type. In this report mostly

judgmental analysis was applied. The data collected were grouped into research

characteristics and further subjected to segmentation and then the scores were

obtained by using tally bars. The scores and percentage are presented in tables,

graphs and charts. By percentile inferences were drawn. Every table for each

test is represented through charts and graphs.

Report Writing and Presentation

After analysis, the next step was the preparation of report. The report was

prepared according to the report writing principles. The inferences drawn from

the analysis have been incorporated in the report along with the

recommendations & limitations of the study.

MARKETING ANALYSISDescription

The global microwave oven market is projected to grow to $72.5 million by the year 2015 mainly driven by the replacement demand, niche product development and re-establishment of old product line in developed markets of America and Europe. Increasing income levels and growing living standards are influencing the growth of this market across the developing markets of Asia and Eastern Europe. Due to the increasing need of luxury gadgets, microwave ovens are becoming an essential part of modern and well furnished kitchen. Number of technological developments and

CHAPTER 4

MARKET ANALYSIS

CHAPTER 4

MARKET ANALYSIS

improvements in design technology is making microwave ovens common in every household, thus contributing to the overall market growth.

Decrease in costs of microwave ovens due to increasing competition is encouraging the sale of more number of ovens, even in rural areas. Europe and Asia Pacific are currently dominating markets for microwave ovens while China is the fastest growing market across Asia Pacific. High incomes and sense of modern civilization depending on consumerism are expected to sustain the demand for modern generation products. This research report analyzes this market based on its market segments and major geographies. Geographies analyzed under this research study are 

North America 

Asia Pacific 

Europe

Rest of the World  

This research report provides complete analysis of

Major market segments 

Current market trends 

Factors driving market growth 

Restraints 

Industry structure 

Market projections for upcoming years 

This report also provides analysis of technological improvements in this industry, Porter’s five force model analysis, and complete company profiles of top market players. It provides review of micro and macro factors significant for existing market players and new entrants along with detailed value chain analysis. 

CHAPTER 5

CONSUMER GROUPS

CHAPTER 5

CONSUMER GROUPS

CONSUMER GROUPS

Consumer-buying behavior according to Kotler is defined as “The buying

behavior consumers – individuals and house holds who buy goods and services

for personal consumption.” the term‘consumer’ can be described as a person

who acquires goods and services for self satisfaction isoften used to describe

two different kinds of consuming entities: the personal consumers and

theorganizational consumers. The personal consumers buy goods and services

for his/her own use.In this context  the goods are bought  for final use

by individual,  who are organizationalconsumers, encompasses for profit and

not for profit business, government agencies, institutions,all of them must buy

products, equipment and services in order to run their organization. Peter and

Olson mention that interactions between the peoples emotions, moods, affection

and specificfeelings is called  consumer behavior, in other  words in

Environmental  events which theyexchange ideas and benefits each is called

consumer behavior. Buying behavior of people,

who purchase products for personal use and not for business purposes. The Phys

ical actions of consumers that can directly observe and measured by others,

by influencing behavior profit can be earned. The study of consumer behavior

has evolved in early emphasis on rational choice tofocus on apparently

irrational buying needs and the use of logical flow models of

boundedrationality. The latter approach has depended into what is often called

the ‘information processingmodel’. The information processing model regards

the consumer as a logical thinker who solves problem to make purchasing

decision. Compares the four major approaches to create successfulinter-

organizational relationships and integrates them into a single prescription for

managingimportant inter firm

relationships. Service fails, in satisfying the customers

and developingcustomer loyalty over time in business to business markets. Web

ster and Wind famouslyidentified five buying roles, they are: 1. users 2.

Influencer 3. Buyer 4. Decider and 5 Gatekeepers. Further categories have been

suggested as the ‘initiator’,and the ‘analyst’ and spectator. The product purchase

decision is not always done by the user.The buyer necessarily purchases the

product. Marketers must decide at whom to direct their  promotional efforts, the

buyer or the user. They must identify the person who is most likely toinfluence

the decision. If the marketers understand consumer behavior, they are able to

predicthow consumers are likely to react to various informational

and environmental cues, and areable to shape their marketing strategies

accordingly. The consumer behavior influences arefollows: The consumer

behavior influences in 3 aspects, they are acquiring, using and disposing.The

acquiring means that how the consumer spends money on the products, such as

leasing,trading and borrowing. Using means some of the consumers use the

high price products and some of the

consumer sees the quality. Disposing is nothing but distribution, order or places 

a particular product. By understanding consumer behavior deeply, different

authors have givendifferent information about the consumer behavior,

how consumer buys the products, it involvesfive steps they are: need

recognition, information search, evaluation of alternatives, purchasedecision

and post purchase behavior, the marketer can pick up many clues as and how to

meet the buyer need and develop an effective program to support an attractive

offer to the target market.According to Kotler, the Consumers buying decision

process is influenced by four steps those areas follows: a. Types of consumer

buying decision behavior: Consumer buying behavior decision-

making varies with the type buying decision. There are different types of buying 

behavior decisions. b. Complex buying behavior: Consumers undertake

complex buying behavior whenthey are highly involved in purchase and

complex buying behavior and perceive

significantdifference among the brands. Consumers may be highly involved wh

en the product areexpensive, risky, purchased in frequently and are highly

PRODUCT PROFILE

LG MICROWAVE OVENS

Microwaves are the divided into three divisions

SOLO

CONVECTIONAL

GRILL

CHAPTER 6

PRODUCT PROFILE PLAN OF PRODUCT MIX

PRODUCT RANGE

CHAPTER 6

PRODUCT PROFILE PLAN OF PRODUCT MIX

PRODUCT RANGE

SOLAR DOM

SOLO

LG Solo models give you

Cooking

Defrosting

Heating.

GRILL

The specialty in the Grill model is

Cooking

Defrosting

Heating

Grilling

CONVECTION

In the Convection with these all facility of

grilling the additional facility you get is that you

can bake,

Cooking

Defrosting

Heating

Grilling

Even Browning -Crispiness in the Food

SOLAR DOM:

LG’s Solar Dom radiates heat by halogen light and lightwave

technology, and the round cavity is also present to cook the

food four times faster than the convectional model. Its mega

heater and reflecting heat which heats the food to get cooked

better and quicker.

SAMSUNG

Promotion stands for various activities the company undertakes tocommunicate and promote its products to the target market. It involvescommunication programs i.e. direct marketing, advertising, sales promotions,public relations and motivation of sales force. To the customer this toolprovides knowledge and information.

ADVERTISING:ADVERTISING:It is any paid form of non-personal presentation and promotion of ideas,goods or services by an identified sponsor.

SALES PROMOTION: SALES PROMOTION:

The short-term incentive to encourage trial or purchase of a product orservice refers to sales promotion. Whereas advertising offers a reason to buy;sales promotion offers an incentive to buy. Since sales promotion directlypush up the sales, increasing number of companies are undertaking salespromotion activities.

Where advertisement offers a reason to buy, sales promotion offers anincentive to buy. Sales promotion includes tools for consumer promotion(samples,coupons,cash refund, price off,premiums,prizes,patronage rewards,free trials,warranties,tie-in-offers cross promotion, point of purchase displays and demonstration);trade promotion(price off, advertising and display allowances and free goods);and business and sales force promotion(trade shows and conventions, contests for sales reps and specialty advertising..

PromotionPromotion

Samsung Innovative promotion and advertising Samsung Innovative promotion and advertising initiativesinitiatives

To establish trust and confidence among Indian consumers, Samsung did active promotion andadvertising by taking the following initiatives.Samsung India associated itself with the ruling passion of the Indian mass consciousness:Cricket. Samsung launched the Team Samsung campaign with the stars of the Indian cricket team, which caught the imagination of an entire nation. In 2004, Samsung also brought to India what was possibly the biggest cricketing spectacle of this decade, the historic India vs. Pakistan cricket series - ‘The Samsung Cup’.

Not confining itself to cricket, Samsung sponsors the Indian contingent to the Olympics and the Asian Games. It also ran training programmes for deserving Indian athletes under the Olympic Ratna banner. Samsung has

also helped bring to India, for the first time, the Olympic torch relay. Samsung also brings every year to India - the World Cyber Ga mes, which is regarded as the Olympics of the Cyber world.Samsung also launched a series of innovative below-the-line activities. In mobile phones, Samsung tied up with noted painter Satish Gujral for his paintings to be available as downloads on Samsung mobile phones.

Product placement was done in movies and popular television serials like ‘Jassi’ where Samsung products were set in lifestyle environments.

For Microwaves, Samsung ran a Kitchen-on-Wheels programme where mobile kitchens with microwave ovens went to various localities demonstrating the advantages of microwave cooking.

Samsung branded its products as superior technology and environment friendly ones. The Samsung refrigerators and ACs incorporate a revolutionary new technology called Silver Nano Health System that ensures freshness and bacteria free environment. It launched the “Bio” range of products. In microwave ovens, features like the bio-ceramic coating and 3D shower waves keep in mind the health conscious public of today.

Launched a special marketing campaign for Flat TVs including a focused advertising campaign ‘Duniya Hai Gol, TV Flat’ and attractive exchange offers. As a result, flatscreen TVs make up over 50 per cent of Samsung’s TV sales compared an industry average of 17 per cent.

VEDIOCON

Videocon

CORPORATE PROFILE

The Videocon group emerges as a USD 2.5 Billion global firm continuing to set trends in every sphere of its activities from a conference room sized assembly line in 1979.

Today the company operates through 4 key sectors:

Consumer Electronics, Home Appliances & Compressor manufacturing in India We enjoy a pre-eminent position in terms of sales and customer satisfaction in many of our consumer products like Colour Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. Refrigerator manufacturing is further supported by our inhouse compressor manufacturing technology in Bangalore.

Display industry and its components With the Thomson acquisition Videocon has emerged as one of the largest Colour Picture tube manufacturers in the world operating in Mexico, Italy, Poland and China, continuing to lead through new innovative technologies like slim CPT, extra slim CPT and High Definition 16:9 format CPT.

Colour Picture Tube Glass Videocon is one of the largest CPT Glass manufacturers in the world with a high level of experience and technical expertise operating through Poland and India. Videocon will leverage on this synergy after the Thomson acquisition to internally source glass for its CPT manufacturing increasing efficiencies and lowering costs.

Oil and Gas An important asset for the group is its Ravva oil field with one of the lowest operating costs in the world producing 50,000 barrels of oil per day. The group has ambitious plans for expansion in this sector globally.

BPL

INTRODUCTION

Twentieth century is consider to be the age of science. Science

has done wonders in every aspect of life Electricity which is called the

eyes of science has given birth to Television, Radio, Cinema slides,

Gramophone etc. which are important means of recreation for young and

old alike. In modern life Television occupies a very important place

because it emphasizes on almost all spheres like educational, social

political and moral etc.

If we seek to spread light on past when Mugal rules was going on.

The king and his people liked to enjoy with flying kite, Kabuter Bazy,

Elephant Race, Dangal Cock fights and to see Muzra etc. These were

the ways for entertainment. After some time, the trend was slightly

changed people preferred to see Nautunki, Kathpuatali dance etc as we

know that the recreation in very necessary in human life.

Rising SUN of twenteeth century came with new and sharp sun

shine with the help of science. Science gave us "Cinema" which was a

miracle in the field of entertainment. The cinema is combination of many

arts which aims to entertain and teach us. It has became an important

organ of past as well as model civilisation.

CHAPTER 7

MARKETING STRATEGY

CHAPTER 7

MARKETING STRATEGY

POSITIONING AND DISTRIBUTION

MARKETING STRATEGY FOR PARLE G

Cost leadership:

It is a cost leader in its industry except in cheese and glucose biscuits where it lags

behind Parle respectively. The company has undertaken modernization program in order

to improve productivity. To focus resources, rationalization of brands and packs has been

undertaken and the existing brands have been clustered into more cost efficient portfolio

through a process of brand concentration.

Economies of scale:

Parle G is adding capacity at regular intervals depending upon the economic

environment It has the advantage of being able to source raw materials and even

packaging at cheap rates because of large scale of operations.

Parle G is a star BCG as shown below:

The BCG growth-share matrix shows that Parle G is a STAR BCG, being a market

leader in a high growth market

* PARLE G

HIGH

MARKET GROWTHRATE

LOW RELATIVE MARKET SHARE HIGH

COMPETITORS INFORMATION

ABOUT COMPETITORS

LG TROMM LG Electronics, has unveiled the latest front loading TROMM series, drum washing machines. Its futuristic wash features such as Fuzzy Logic technology ensures that once you

CHAPTER 8

ABOUT COMPETITIONCOMPETITOR OF

COMPANYPRINCE OF COMPETITOR

PRODUCT

CHAPTER 8

ABOUT COMPETITIONCOMPETITOR OF

COMPANYPRINCE OF COMPETITOR

PRODUCT

press the start button, smart sensors automatically detect the laundry load and water level. Adjustments are then made in the water levels and cycle time based on the laundry load to give you that perfect wash. Fuzzy Logic also detects machine iBBAlance and excessive foam formation and adjusts the same for the best washing performance. At the touch of a button LG TROMM saves water and energy giving you a clean and convenient wash.

TROMM has the largest capacity 7 kg drum load capacity, Single dog Dial feature, Delay Timer, Digital Display. It has Eco Wash, 9 Water levels and GRPP Outer Drum features give the benefit of saving electricity. Self Diagnosis mechanism, child lock and rat cover are the added safety features.

Top loading fully automatic washing machinesLG’s Top loading range of fully automatic washing machines comes equipped with the revolutionary i Sensor technology. The i-Sensor technology is a combination of 7 sensors against the normal 4 present in other machines, which delivers a supreme wash. The hardness, detergent and temperature sensors are the additional sensors. 7-water level sensors help in power saving of upto 15% more than regular washing machines. LG also displayed its Turbodrum and 3 step wash range of machines which delivers best towards washing and rinsing performance. The washing machines also come with safety features such as iBBAlance and door lock sensor with child-lock feature. The machines are equipped with self tub clean system for better hygiene . All these superb features enable washing that offers tangle free clothes, less wear and tear and complete yet gentle cleaning .

Aesthetically very appealing, LG Washing Machine has stylish European looks which is a unique blend of eye-catching design, user-friendly controls and digital as well as window display. The FRONT LOADING Washing Machine range comes in four colors, making LG the only company in India to offer so many color options.

Semi Automatic Washing MachinesLGEIL has a total line up of 11 models in SAWM offering capacity of 6.2, 6.5, 7.0 & 7.2 Kgs. The highlight of the Semi Automatic Range was India’s first 6.5 Kg capacity semi-automatic washing machine, developed through the efforts of LGEIL’s robust in house R&D & Product Planning Team, with an investment of over 25 crores. This washing machine has been designed taking into consideration the aspirational as well as functional needs of Indian consumer. The new Semi automatic machine launched has international looks and elegance.

LG Micro Oven Models

Solo

MS-1927C to be continued in 2008

MS- 2347 BS (New Model in Metallic Silver Colour – Sept 2008 Launch)

MS-1947C to be continued in 2008

MS-2342AE to be continued in 2008

Grill

MG-396 WA/ WS & MG-397 WB continue till August 08’ new model in Sept 08’ MH- 3948 WS/WA & MH 3948 WB

1. 19 ltr, micom, anti bacterial cavity, metallic silver color MH- 3948 WS

2. 19 ltr, micom, anti bacterial cavity, White color MH- 3948 WA.

3. 19 ltr, micom, anti bacterial cavity, Black color MH-

Wave DOM

Wave DOM

MG-555 F/FS continue till August 08’ new model in Sept 08’ MH-6558 F /FS.

1. 25ltr, anti bacterial cavity, micom, metallic silver color MH-6558 FS.

2. 25ltr, anti bacterial cavity, micom, white color MH-6558 F.

MG-557B continues till August 08’ new model in Sept 08’, MH 6558 BH.

1. 25 ltr, micom,anti bacterial cavity, white color with black door

MG-607APR, to continue 1. 30 ltr, micom, rotisserie, stainless steel

cavity.

MH 6347 AR to continue till Aug08’ in place of MG-2341 BR.MH 6347 B to continue till Aug08’ in place of MG-2381 LE.

Convection

MC-7648 WH/WSH in place of MC- 767 W/WS.

1. MC-7648 WH, 26 ltr, white color, 8 Health +menus , 36 Auto Cook menus, Keep Warm, Steam Clean function.

2. MC-7648 WSH, 26 ltr, metallic silver color, 8 Health +menus, 36 Auto Cook menus, Keep Warm, Steam Clean function.

MC -7688 DP in place of MC- 2681 DS.1. 26 ltr, tactile, white color, 21 auto cook menus, kid’s

menus

MG-3937 C to continue in 2008. 2. 19 ltr, mechanical with clock, child lock,

&white color.

Wave DOM

Wave DOM

MC-8048 WR in place of MC- 808 WAR.1. 30 ltr, micom, rotisserie , 44 auto cook menus, keep

warm steam clean function.

MC-8083MLR to continue.1. 30 ltr, micom, rotisserie, stainless steel finish.

MC-9243 JR to continue till Aug 08’ new model in Sept 08’ MC- 9827 BQ.

1. 42 ltr micom, with 4 rotisserie,

MC-7645 B/BS to continue in 08’.1. 26 ltr, Wave Dom (Round Cavity), Metallic silver

Color.

Solar Dom

ML-8483.2. 34 ltr, Light Wave with (Round Cavity).

CHAPTER 9

DATA ANALYSIS AND INTERPRETATION

CHAPTER 9

DATA ANALYSIS AND INTERPRETATION

Qs1. “Life without air & water could be proportionate to a life

without Microwave Oven in the kitchen?

OBJECTIVE:

Through this question, an attempt was made to check the level of

dependency of Microwave oven users on it.

ANALYSIS:

AGREE 40%

DISAGREE 60%

40%

60%

0%

10%

20%

30%

40%

50%

60%

AGREE

DISAGREE

60% of them disagreed & has proved that they are conventional.

40% agreed & proved of even more conventional. This is because,

with reference to our prior relevant queries, we found out,

although people know about the benefits of the product, they are

reluctant to change their lifestyle. Hence just knowing & not

initiating in participation is our futile. Hence both the categories,

60 + 40% when join hands together, irrespective of the fact that

Microwave Oven is a life support to kitchen , but then the kitchen

should be supported by a Microwave Oven.

Qs2. Which brand of Microwave oven you currently own?

OBJECTIVE:

Through this question we tried to find out, which brand of

Microwave oven is mostly owned by people. An attempt was also

made to check if there is any brand pulling while purchasing a

microwave oven.

ANALYSIS:

LG 18 Kenstar 1

IFB 0 Onida 3

Samsung 8 Bajaj 0

Electrolux 6 Whirlpo

ol

0

Godrej 0 Others 2

TCL 1

From the above diagram, it is clearly seen that LG with 45%

people owing its Microwave oven is leading the market and then

comes Samsung 21%, Electrolux with 15 % & others 34%

respectively

0%

21%

15%

45%

0%

5%0%

8%

0%

3%

3%

LG

IFB

SAMSUNG

ELECTROLUX

GODREJ

TCL

KENSTAR

ONIDA

BAJAJ

WHIRLPOOL

OTHERS

WHICH BRAND OF MICROWAVE OVEN YOU CURRENTLY OWN

c

Q3. “Life was good before Microwave oven but life is

______________________

Without it” – (Possible / Difficult / Can’t run / Can manage

somehow).

OBJECTIVE:

This is to check the dependency level of consumers on Microwave

oven.

ANALYSIS:

Possible 40%.Difficult 24%.Can’t run 8%.Can manage somehow 28%.

40%

24%

8%

28%

0%

5%

10%

15%

20%

25%

30%

35%

40%

POSSIBLE DIFFICULT CAN'T RUN CAN MANAGE SOMEHOW

The question was built with a motive to understand how familiar

Microwave Oven is amongst the mass. 28% spoke of a mode

where they can manage somehow without it. Even 8% spoke of

not to run at all without it. We have 24% speaking of difficult life

without Microwave Oven.

On an inclusive enumeration the ratio of a greater percentage

(40%) spoke of a hindering but possible life without Microwave

Oven. We see, here buyers or users in a greater clot with

Microwave Oven. Pertaining to this question, we see that

people’s inclination towards such product is immense & is evident

that demography is dominated with this product.

Qs4. I have become more of the following with my Microwave

oven?

(Lazy / Idle / Time specified / Independent).

OBJECTIVE:

This is check, to what extent people are drawing benefit from a

Microwave oven.

ANALYSIS:

Lazy 0%.Idle 0%.Time specified 52%.Independent 48%.

TIME SPECIFIED,

52%

INDEPENDENT 48%

46% 47% 48% 49% 50% 51% 52%

TIME SPECIFIED INDEPENDENT

The data’s evaded us of a scenario which speculates time sternly

& with the aid of Microwave Oven, they reached epitome of

stipulated time management theories.

48% spoke of independence in their culinary habitats & can

spurge their palates along with their admin temperaments also. A

machine which opens us to a world of insight & freedom ----

“what a time we are living”!

Q5. Are you satisfied with the model and design of the Microwave

Oven?

(Yes / No)

OBJECTIVE:

This is to check, whether people are satisfied with the model &

design of Microwave oven they are currently using.

ANALYSIS:

Yes 88%No 12%

NO12%

YES88%

YES NO

A negligible percentage owes a problematic reflection in the

manufacturing models of the brand. Although a greater

percentage speaks about satisfaction, but then for a wide

coverage, the 12 percent can’t also be denied. Satisfactory

peripherals vary from man to man, yet as a compatible

competency, the company should hold authority in refining &

redefining model making strategy. Henceforth we can look

forward for a better, brighten future ahead, in respect of

business.

Q6. The new models could be made handier on table top on

Kitchens?

OBJECTIVE:

Through this question an attempt was made to check, whether

people want certain changes in the model and design of

Microwave ovens.

ANALYSIS:

YES 96%

NO 4%

96%

4%

0%

20%

40%

60%

80%

100%

YES NO

96% expects of a fine model , technically perfect & steel body ,

which does not give the model a posh look , consumers spoke of a

fiber coated body which would seem shock resistant , though

steel bodies are also the same , but even then , a fibre body looks

more safe as they seem to be bad conductors of electricity. Few

of them even spoke of an elegantly sleek remake of current

models. Expectations rise high in consumer market , but if a

synopsis is taken out of all anticipations perhaps a “makeover”

could be done on such a model and a new launch with a new look

may create an added hype in consumer behavioral policies.

Q7. Are you satisfied with the after sales service?

OBJECTIVE:

This is to enquire that, whether people are satisfied with the after

sales service provided by their respective Microwave oven

manufacturer.

ANALYSIS:

YES 70%

NO 30%

Are you satisfied with the after sakes service

70%

30%

YES

NO

The after sales service is a sector which is not monitored well in

most of the organizations. Media hype, promotions,

advertisements and all other tall claims rendered and a product is

sold. But what after the product is sold and reached home of that

person, who was tapped & motivated so badly that at one point of

time, it was compulsion which made the deal crack.

No one even bother to call back and ask him whether he is

comfortable with the product. His target is achieved on selling

one unit & the story ended here according to the sales

department.

But poor after sales service would initiate the following mal

activities by the irritated consumer –

He would not be a brand loyalist.

He would think the product to be a liability rather than an aspect.

He would not refer anybody on this brand.

He would kill a “small” segment of the market.

He would adversely manipulate his statements contemplating

dignity of the company.

Qs8. Is feedback at all important?

ANALYSIS:

Yes 92%.

No 8%.

YES, 92%

NO, 8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

YES

NO

Feedback actually is so drastically important that without it, no

strategies could be developed or imagined. Feedback trails us to

a flashback showing about demerits of the whole process flow.

Exhibition of remarks of consumers act as highlights in the

company’s eye view as to how more catalyzed event flow could be

possible.

Feedback gives an exact picture of performances. Non performers

skip from the eyes of the management but cannot skip from a

feedback form. Feedback tells us how strategies could be formed

and also implemented. Implementation without planning cannot

happen & planning without strategies could be a joke. Hence

feedback works as a rendezvous with the consumer & the

company. It is actually an exact interface.

Q9. Which can you suggest would build upward graph of

acceptance of product?

OBJECTIVE:

Through this question, an attempt was made to check which is

the factor, if else changed can change the level of acceptance of

this product.

ANALYSIS:

MODEL COST VIABILITY FEASIBILITY3 17 2 312% 68% 8% 12%

COST68%

MODEL12%

FEASIBILITY12%

VIABILITY8%

MODEL

COST

VIABILITY

FEASIBILITY

68% talked about cost. Costing if justifiably figured would

definitely result in more sales. An economic feasible fragment can

bracket added & upward selling graph.

Rest of the percentage talked about model replenishing or

viability (in terms of durability). But now users, when they

revealed of other causes, the higher percentage inclined towards

financial constraints, which can be considered as the key factor.

Q10. The denial or acceptance of this product owes to the

following causes?

OBJECTIVE:

Through this question, it was tried to find out the key reason for

low consumer acceptability of Microwave oven.

ANALYSIS:

INSUFFICIENT FUNDS

INEFFICIENCY TO SUPPORT INSTALLMENT SCHEME

UNFAMILIARITY WITH THE PRODUCT

UNAWARE OF A MECHANIZED BUT A SYNCHRONIZED LIFESTYLE

3 2 12 812% 8% 48% 32%

12%8%

48%

32%

0%

10%

20%

30%

40%

50%

INSUFFICIENT FUNDS

INEFFICIENCY TO SUPPORT INSTALLMENT SCHEME

UNFAMILIARITY WITH THE PRODUCT

UNAWARE OF A MECHANIZED BUT A SYNCHRONIZED LIFESTYLE

A clear picture is shown on the bar which gives a lift to the

episode of unfamiliarity with the product.

Product unawareness was discussed in prior analysis also, but

that could not equate the acceptance in the general market.

People are still not literate about a Microwave Oven.

32% spoke of a non – synchronized distorted lifestyle (out of

professional arena). This percentage also needs to take a break in

this out break. An effort which tries them to be more literate,

more mechanized & hence product acceptance would definitely be

more, irrespective of any segmentation in consumer behaviour

market.

Q11. What is the key reason of buying a microwave oven, if you

happen to buy one?

CHAPTER 11

CONCLUSION & SUGGESTION

CHAPTER 11

CONCLUSION & SUGGESTION

CONCLUSION & RECOMMENDATIONS

CONCLUSION

The overall study & observation done, findings & other

hypothetical issues as well reveals a message --- message of

development, more development would energize, more

awareness.

More awareness should also promote, more acquaintance with

the product, more acquaintance should lead to more presence of

this product.

The word "More ", redefined here equates to mass &

proportionate to the jury, who says that “LG” as a whole has lit

the market & added to the maturity of mindset that accepts it.

Nevertheless contradictions may occur, and has occurred also.

Coalitions, actually occurs with differentiated ideologies, two

different ideologies fighting to come down to a single conclusion.

History evades that such conclusions do not occur. But with such

conflicts, erupts newer brain wares, potential thoughts, minds

that credential’s updates & thereby a market is reborn, which

drapes along with veils of augmented sales strategies that

resulted to a wide product acceptance. Product presence

everywhere whispers tales of product success. It's just that a

mind which do not do different things, but does a strategy

differently.

A good percentage of people accepted the brand & many users

accepted LG Micro Wave Oven.

42% spoke of likely attitude as they would recommend the brand

and a great % spoke of a satisfied mind of after sales service with

25 % speaking its negatives.

One thing which could be exclaimed about is that irrespective of

such diversities, many supported the brand "LG "' and also the

product "Microwave Oven ". But its differentiated rating to

acceptance would have a different story to say altogether.

RECOMMEMDATIONS

The gradual penetration rates of microwave ovens are a definite

indication of the need for creating more awareness of the product

and also highlighting its feature, performance levels and

usefulness. Earlier high income group families & now as the era is

changing towards more competitive market the main customers

are always he middle class and are the biggest buyers of

microwave ovens, their views assume paramount importance in

drawing any inference on the acceptability of the same. From the

research it is seen that, although there is an awareness of the

product, but 34% of the people do not perceive it to be a cooking

system.

SUGGESTIONS TO STEP A STEP AHEAD:

It is vitally required to identify peripherals of influencing growth

& development of the market. Microwave Ovens being , relatively

a new product , five characteristics have to be emphasized which

are especially important in influencing the rate of adoption.

The 1st is the product’s compatibility, the degree to which it

matches the values and experience of individuals in the

community. The microwave oven is basically designed keeping

the European food in mind. But now, a shift of Indians towards

microwave ovens is observed. Until the product can effectively

cook Indian food, its adoption as a cooking system or a medium

will be low. In the survey, it is found that some respondents

revealed that some local cakes and dishes can be prepared in the

microwave ovens. Such kind of endeavor should be appreciated

by the company and food festivals exhibiting dishes cook able in

a microwave oven can be organized.

2nd is the product’s relative advantage – a degree to which it

appears superior to existing products. The greater perceived

relative advantage of using Microwave Ovens, as a cooking

system, in comparison with existing cooking appliances. This is

the crucial factor which will determine the future potential of the

product. The concept of Microwave Oven that will curtail long

sweaty hours in the kitchen for the preparing food for the family ,

thereby make cooking enjoyable, less time consuming, has to be

sold by the company.

CHAPTER 6

BIBLIOGRAPHY

Effective Planning in Marketing and Development Leslie Rae

World Class Marketing Kaye Thorne

Marketing in Practice Blackwell

Human Resource Management C.B.Gupta

Human Resource Management T.N.Chabra

Human Capital Journal

QUESTIONNAIRE

Qs1. Are you aware of the concept & benefits of Microwave ovens? Yes NoQs2. If yes, How did you come to know about microwave oven for the first time?Television NewspaperMagazine Friends, peers & relativesAny other (please specify)___________________

Qs3. Which is the criteria for why should you go for a microwave oven?

Time saving Necessity

Want Non competent psychological

complex

Qs4. Do you think your local food habits are compatible with microwave ovens?

Yes No

Qs5. What is your daily itenary?

Professional with 9-5 job.Business. Housewife

Qs6. How do you think yourself you are independent in Kitchen?

Solely independent. Completely dependent on

manpower resource.

Solely dependent on kitchen appliances. Solely conventional

methodology.

Qs7. A microwave oven is of more utility to the children category as Well as for working mothers? Agree Disagree

Qs8. If you think of even buying a microwave oven what brand should you think you buy one?

LGIFB SamsungElectroluxGodrejTCLKenstarOnidaBajajWhirlpoolOthers

Qs9. The issue of absence of Microwave oven could be any one of the following?Financial Instability Unawareness of the utilities of the productUnbalancing need and want psychosis