Case Microwave Ovens Marketing strategy planning means finding attractive opportunities and developing profitable marketing strategies. A marketing strategy specifies a target market and a related marketing mix. It’s a picture of what a firm will do in some market. 1.1 Market Segment The company must find a way to segment the market and defines a target market. It is a fairly homogenous group of customers to whom company wishes to appeal. We could find 3 different dimensions to segment the market:
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Recently launched in India the microwave oven is among the fastest moving consumer durable product today. Initially when the product was launched it took some time to gain a foothold in the market but with the changing lifestyles of Indian the product started finding its way into more and more Indian homes. Also termed as wonder devices the introduction of microwaves has lessened the burden of cooking specially for working women in India. Initially the concept of the microwave oven was not very well
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Market Share 1. Air Conditioners Market Share The India air conditioner market in 2011 was estimated at 3.14 million units. According to latest data from market researcher GfK-Nielsen India, LG's volume market share in multi-brand outlets-a key sales channel that accounts for almost 90% of AC dealerships-stood at 17.7% in May 2012 against 18.3% of Voltas. Samsung retained its third slot in room ACs but its market share has plunged from 14.5% in July 2011 to 10% in May 2012. The drop was a
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Cassie Smith International Marketing Case Study 3: Microwave Ovens Microwave ovens were first introduced in the commercial market in 1952 and has been gaining popularity ever since, growing to become a standard kitchen appliance in most households. However, the potential growth may have been on a standstill in the market of South-East Asia. Microwaves aren’t the first-option to cook with in India compared to European countries or the United States. The Indian culture prefers to cook in the
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1 Answer: The market segment i have specifically chosen is the upper middle class housewives who are basically considered mostly about western food habits, In India about 80% of the upper middle class do not have microwave ovens but like to bake cookies, cakes and many more foods which requires a microwave oven, for their kids to make them happy. Obviously the housewives would be beneficial cause it saves their time for cooking, the mental stress of repeatedly cooking for their kids and family
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A Project Report On “A Market Survey of Consumer Durables Product of Samsung Electronics Ltd” Submitted in Partial Fulfillment of the Award of Degree of Bachelor of Business Administration (BBA) 2007-2010 Project Guide Submitted By Mr.Jagat Jyoti Barua Vaibhav Bansal Lecturer,MAIMS Enrollment No. : 0411471707
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M/s Kavita Name of Product: Micro Wave Oven Discussion: Your task is to audit the relationship between the consumer and the product/service. The Respondent needed a Microwave oven for the kitchen as she is fond of quality food cooked with less oil and /or baked food. The Microwave oven was the best option available so she choose to pick up one. She often uses Microwave oven to prepare dishes. Being health conscious she cherishes the presence of oven in her kitchen. Her desire to cook low calorie
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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 (C-TV) were no longer considered luxury items. However, there were still very few players in categories like vacuum cleaners, and dishwashers Consumer durables sector is characterized by the emergence of
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WHIRLPOOL INDIA LIMITED Background Whirlpool of India Limited (WIL) is an 82.3 per cent subsidiary of Whirlpool Corporation, US, one of the leading global consumer durable players. Whirlpool is among India’s leading home appliances companies. It manufactures and markets refrigerators, washing machines, airconditioners and microwave ovens. Set up in 1995, Whirlpool India has 2,500 employees, network of 2,500 strong, an extensive sales and distribution network, a robust manufacturing and R&D infrastructure
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WHIRLPOOL INDIA LIMITED Whirlpool of India Limited (WIL) is an 82.3 per cent subsidiary of Whirlpool Corporation, US, one of the leading global consumer durable players. Whirlpool is among India’s leading home appliances companies. It manufactures and markets refrigerators, washing machines, air-conditioners and microwave ovens. Set up in 1995, Whirlpool India has 2,500 employees, an extensive sales and distribution network, a robust manufacturing and R&D infrastructure. WIL has made substantial
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