Daniel Márquez.

White Appliances entry in India.
India it is a special country to penetrate because of the nature of its people. Mainly poor with extremely low wages and with low access to education, where the tradition and the culture it is going to be a problem to enter this market.
Good news are that the middle class population it is growing quickly, and the potential to market our products here it is huge, we cannot miss the opportunity to position ourselves as a well known brand in the next five years.
The entry of Internet in middle class households in India it is changing that strong culture about cuisine, and we can take advantage of this technology to grow this market extensively through different actions that will be taken strategically to make the Microwave perceived as a cooking machine, not just something to re heat food.
To be successful we have to understand and study the Indian cuisine and see how can really cook this products in an excellent way and sell the idea of cooking in an effective manner.
Some of the benefits that we would like to transmit like saving cooking time and makes food tastier, depending on the product some will features baking, roasting, grilling and toasting besides usual cooking methods.

The product and the consumer:
White App Basic Cooking
This is the basic model. It features the biggest capacity (45 liters) and a power of 700 watts. It is conceived for low income people that need to reheat and cook large meals for an entire family.
Its price will be 4,500 rupees, compared to a similar product from Electrolux brand which features similar characteristics. This price it is right for this type of customer, so we can grow this market expecting high sales after the promotional campaigns.

White App family chef
This is the intermediate model. It also features big capacity (45 liters) and a power of 1200 Watts that will allow faster cooking than the previous model Basic Cooking.
It is also for big families that need a little bit more of functions for more complex meals with better ingredients. This product also features grill allowing more options for cooking.
This product will be target for large and medium middle class households. That still need with capacity and more features to allow more complex meals (they can afford a more variety of ingredients)
The price is 9500 rupees, still reachable for most middle class family. This price it is compared to Samsung-CE104VD-B, which has similar features.

White App Cooking Robot
This product delivers the maximum power of our products, with 2000 watts that handles any kind of recipes and ingredients without a problem. Its capacity is smaller than our lower quality microwaves (28 liters which is the standard) but it features many options like grill and convection at different levels that will allow us to cook almost anything you think of. With this machine you can do baking, roasting, grilling and toasting besides cooking.
This product it will be launch for Upper middle class and high class people in India, that can afford way more than the average Indian, but that are still concerned about price. Out product it is going to be sold for 16500 rupees which is similar to other products from LG and Samsung that features a higher price.
Segmentation
As we have seen in the last point, we segmented by behavioral and demographic income. But we are also going to segment in Geographic terms.
With our basic product, we would like to reach urban, as well as suburban and rural zones.
With our two other products we would like to reach the urban and suburban families with higher income and cooking knowledge and skills.
Because the size of India it is considerable, we are going to start in the 3 largest areas of India, which are Mumbai (Bombay), Delhi and Bangalore.

Product strategy
Long term: * Design product that suits with Indian cuisine & culture * User-friendly, easy-to-use product. * Energy and time saver. * Local manufacturing facility, and reduce import content to cut cost of production.
Short term: * Product that suits all kind of people in india.

Promotion
As we stated before at the beginning of the document, it is very important to change that strong belief that a Microwave is not a cooking machine, but just something to re heat food. Its also very important to understand the culture about cuisine in India. To be successful we have to understand and study the Indian cuisine and see how Indians can take advantage of our products for their cooking, and then sell that idea.
As stated before, here are some of the benefits that we would like to transmit throughout different channels of communication: * Saving cooking time. * If used right, can make food tastier. * Use fewer resources for cooking, cheaper at the end.
This point is perhaps the most important for a successful entrance in India. If we do not meet the communication objectives, I am sure we will not sell what we expect and we will struggle against competition.
That’s why several media will be used to promote the ideas stated before with a huge budget to accomplish it:
TV
There will be commercials in the major channels at prime time during 2 months. The length of the commercial will be 24 Seconds and will advertise the 3 products at the same time. The topic will be, depending on your needs, White appliances have what you need. Then it show a large family cooking with the microwave and then a single good looking couple having dinner at home with candles and wine like if they would be at a fancy restaurant. We will transmit that we can offer a functional product for lower income families and still can make really good dishes with our nicest product, the cooking robot.
Product placement will be used in Indian novels, especially in the Bollywood industry (they make more movies and novels than Hollywood). This message will go throughout the country which is really fan of this production, levering our product in consumers mind and creating brand awareness and equity.
We will also launch an infomercial to show all the characteristics of our products, every day we will cook different popular Indian dishes. Teaching the Indian society how to take advantage of this technology.

Printed ads
Because of its nature, we will try to promote just the message of Put a microwave in your life; it will make it way easier while eating healthy! And we will encourage people to go to our facebook fan page to see our latest recipes and tips to take advantage of the products.
These ads will be in cooking magazines, as well as a brochure inside of the weekend’s newspaper of the 3 major cities we talked about before.

Social media
This part will be very relevant, this type of media it is way cheaper and can be very successful if used right.
We will take advantage of facebook, where we will have a fan page where we can offer tips and recipes, while creating brand awareness and some feedback about our products. The user will be able to post their recipes and videos of how to make them, and we will reward the best recipe of the week.
A channel in youtube will be created with all the infomercials we are offering on tv, and with the recipe of the week posted by our winner.

Direct marketing
We will do seminars during 2 months in the nicest hotels of these cities, inviting people from the information collected from our CRM and facebook, so they can experience and learn how to take advantage of our products. An ad will be post in the newspaper to welcome more people to these seminars.

Distribution
We will use an extensive distribution strategy, so we can reach as much people as we can. This will not harm our equity, since our products are not position to be the most expensive or luxurious of the market while increasing sales at a higher rate than competition if the communication it’s done properly.
We will sign contracts with the mayor retail stores of India, this will simplify the process to reach the Indian population.