BULBUL PRESSURE COOKER

PRESENTED BY:-
MOHIT MALVIYA
POOJA GUPTA
RASHVINDER KAUR
PRAVEEN MAYAR
SHISHIR JAIN
Background of Mittal Udyog

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.

In oct2006,premium pressure cooker was

launched.

“bina kisi jhanjhat ,khana pakai jhat pat.”

Segmentation

Cookware market are segmented on the bases

of

Geographic:-Rural and Sub-Urban bases

Usage:-professional or domestic

income:-lower and lower middle class

Targeting

Targeting is done on the bases of

Household and domestic

Rural and semi-urban

Low and mid socioeconomic class

Positioning

Higher Price

Less Highly durable

durable

Lower price
Product Life Cycle

It shows the stages of the product which goes

from introduction to decline from the market.
Product Life Cycle of Bulbul

INTRODUCTION

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