Learning Team: 09

Aman Gautam [JL19RM006]

Aman Srivastava [JL19RM007]
Faiz Ahmed Ansari [JL19RM016]
Moh Faiz Rizvi [JL19RM024]
Prachi Sharma [JL19RM030]
Kritika Maheswari [JL19PG066]
 KORYO Consumer Electronics & Appliances
Brand was launched in 2006 by Future Group.
 It’s a Chinese brand.
 KORYO, offers range of products like Air
Conditioners, Microwave Ovens, Frost free
Refrigerators, Toasters, OTGs, Juicer Mixers,
Citrus Juicers, Mixer Grinders, Room Heaters,
Electric Cookers, Steam Irons, Toasters, Electric
Kettles, Fans and so on.
 Today, the products are easily available in all
leading retail outlets like E- Zones, Big Bazaar, Big
Bazaar online site and Amazon across the
country.
 • ENHANCE CUSTOMER RELATIONSHIPS
 By giving proper formal training to the sales team so
that a better impact is been made on the customers.
 Offering festive campaigns as a apart of B2C
engagement.
• BUILD BRAND AWARENESS
 Use of better promotional strategies by highlighting
features and benefits of Koryo versus other brands.
1. in-house promotion
2. Social media visibility
3. Product integration
 INCREASE IN MARKET SHARE
Koryo needs to penetrate itself in the market not just
by low prices but also increasing its market share. At
present koryo’s market capital is NT$1.2b worldwide.
 INCREASE REVENUE
As there profit margins have decreased but not
substantially.
Its earnings have declined by -6.07% per year over
past 5 years.
 SWOT Analysis
Strengths Weakness

•Affordable products •Poor brand image

•Wide product portfolio
•Services

Opportunities Threats

•Better availability of •Stringent energy efficiency

electricity norms
•Rising temperatures •Global warming and Ozone
•Growing demand in tier layer depletion
3,4 cities •Increased competition from
Chinese brands
•Short end summer
KORYO is being sold through the speciality format of e-
Zone and is likely to have more of a digital presence
through ezoneonline.in in the future than standalone
brick and mortar stores.
 Market Share %age

Voltas
5% LG
6%
21%
7% Blue Star
Daikin India
11% Llyod Electric
16% Hitachi
11% Samsung

11% 12% Carrier Midea

Others
 Premium: O General, Mitsubishi Electric, Toshiba,
Hitachi,
IFB, Blue Star
 Popular: Voltas, LG, Daikin, Whirlpool,
Panasonic, Lloyd
 Economy: Videocon, Electrolux, GREE
Major Players (Contd.)
 To penetrate into market company kept
low prices as compare to others.
 As the Koryo products are sold under the
roof of Big Bazaar in India so the price and
profit margins can be reduced as to sell
product.
 To compete with the competitors in market
pricing are not kept very much low.
 Koryo provides air conditioner at affordable prices
and give some extra features according to the
consumer needs like:-
• Follow me mode: The temperature sensoring the
remote controller senses its surrounding
temperature. When you stay close to the remote
control, the unit will automatically change the
operation mode and adjust the room temperature
accurately to give you more comfort.
• Active carbon filter:. Active carbon eliminates
ammonia (NH3) and deactivates harmful chemical
gases. The electrostatic fibre layer prevent from
 Self Cleaning Function: In the self-cleaning
mode, the indoor unit operates in cooling mode
with a low fan speed. Eventually, it turns to a
fan-only mode and blows away the wet air. The
whole process cleans the indoor unit and
prevents the breeding of bacteria.
 Turbo function: With this function, the air
conditioner maximizes the cooling capacity and
attains the desired temperature in the shortest
span of time by maximising fan speed.
 As our main focus is A.C. so we go for portable air
conditioners for our new product development.