Professional Documents
Culture Documents
Refrigerators
Refrigerators
Refrigerators Industry
Market Analysis
Key Growth Drivers
Segmentation
Positioning
Strategic Branding
Product Market Analysis
Marketing Strategy
Sumant Kumar
IMBA 6th semester
CUJ/I/2012/MBA/34
REFRIGERATOR INDUSTRY
Major Players
LG, Samsung, Whirlpool, Godrej Haier and Videocone.
They command about 85 % of the total market share.
In 2012-13 more than 7.5 Million units Sold , which
accounts at around Rs 11,200 crores.
Godrej
Operates in diverse sectors such as real estate,
consumer products, industrial engineering, appliances,
furniture, security and agricultural products.
Stands third in the refrigerator market share
Facing huge competition from Global players like LG
and Samsung
MARKET ANALYSIS
Competitors Analysis
LG holds 30% of the market Share with most energy
saving models.
Samsung is bigger in capacity, lighter on pocket with
second most market share followed by Godrej.
Whirphool is the cheapest brand of all.
Haier
Customer Analysis
Customers are mainly from Lower segment of Socioeconomic classification.
Customers are first time users of the product.
Largely influenced by the Companys location and type of
organisation.
Customers show Dissonance buying behavior as there is
High purchase involvement and few differences between
Brands.
SWOT ANALYSIS
Strengths
1. Good Quality
2. Enhanced Features (radio mp3
player etc)
3. After sales Service & reverse
logistics framework.
4. Focus on a Specific region
(Consolidating positioning).
Opportunities
1. Improved Technology and
Widening Product portfolio
2. E-commerce (Direct Sales &
Support Service).
3. Manufacturing & Operations at
large scale.
4. Redesign, Improved Brand &
Quality Image.
5. Change in lifestyle and family
structure
Weaknesses
1.
2.
3.
4.
5.
Threat
1. Highly Competitive Industry
Dynamics (LG , Godrej,
Samsung etc )
2. Economics Instability.
3. High End products & Services
4. Financial Support & Instances
of false claims eroding value
& Customer trust.
SEGMENTATION
Demographic
Occupation, Income,
Family size & Gender
Psychographic
Social Class
Lifestyle
Behavioral
Purchase occasion, User
status & Attitude
towards the product or
service
Geographic
Rural
Semi Urban
Urban
POSITIONING
High Price
Brand
Low Price
Strategic Branding
Service differentiation:
Through Godrej Smart Care.
Image differentiation:
Ideas that make life brighter
PRODU
CT
OLD
NEW
NEW
MARKETING STRATEGY
PRODUCT
Direct Cool
Frost free
Medical refrigerators
PRICE
Market penetration Strategy
Value for money
PLACE
Hub and spoke model
Godrej Ghar
PROMOTION
Online Advertising
Strategic Tie Ups
Television & Print Ads
Leverages brand name