BRAND ASSUMPTIONS

Brand Name:DishMaid Registered Office:IndiwaPvt Ltd, 15F Sector Pi, Greater Noida, Uttar Pradesh, PIN - 201303 Where are the product features? DishMaid is a household dishwashing machine used for cleaning any utensils used for preparation, keeping, serving, eating and drinking of food and drinks. The new brand is in parity with respect to standard functionality of a dishwasher. Following are the features and functionality assumed:
y y y y y y y y y Number Of Programs:3 - 7 Rinse Aid Indicator: Present Water Softener:Present Water Stop System: Present ( Electronic) Salt Indicator: Present Capacity Settings:12 Number of Spray Levels: 3 ( Shower + 2 Arms) Number Of Wash Temperatures: 3 End of Cycle Indicator: Present Noise Level 52 db Energy Consumption: 1.05 KWh Water Consumption: 16 Ltr Gross Weight:51.85 Kg Tub Material: Stainless Steel/Plastic Product Dimension ( W x D x H ) mm: 597 x 555 x 820 Finish:White/Based on Kitchen Dcor Time per cycle: 20 120 minutes based on program Racks/space inside are adjustable to accommodate utensils used in Indian kitchens. Priced around Rs. 20,000 to Rs. 30,000 based on features

Variants of products? DishMaid B (Built-in), DishMaid FS (Freestanding type). In Built-in, full-size, slim-line and compact variants would be available. E.g., DishMaid BS3is slim-linewith 3 programs, water softener, 12 capacity settings, plastic tub material, white finish, 1.05 KWh at Rs 20,000. Manufacture or outsource? Manufactured by IndiwaPvt Ltd, Distribution channel to be followed? DishMaid B is mainly targeted at urban households. These customers would be targeted at purchase points of the modular kitchen and other appliances primarily through multi brand dealers outlets across country. The focus will also be on to the home buyers through ready options in new houses- too niche segment. 1. Multibrand dealer outlets such as Croma, Reliance, Big Bazaar and other electronic product dealers 1.2. Demographics: SEC A,Females, Age 25-45 (all females, as housewives is the mass population of India) DINK couples Metros a. Urbanization is increasing, so is society based apartment based living.?? SEC A b. Number of working couple living as nuclear family is increasing c. High disposable income group d. Professional who had been an expatriate.too niche a tg Psychographics: a. Techonology savvyb. Females who are independent & in-control of house

c. Hardpressed on time seek convenience of doing dishes when you want, and not when maid is available d. Socially conscious a.e. Hygiene conscious. b.f. Convenience seeking. c. People who prefer automated systems Elimination of overdependence on maids. d.g. Extensive crockery users and dining table eaters.- this is consumer behavior, not psychographic attitude