Introduction

White Appliances. Manufacture of microwave ovens

U.S. Asia exported to U.S. market and Europe

Market high-end models in India manufactured in U.S.

Goal

To have a substantial market share not only of the High End models but at all prize levels in India.

Marketing Intelligence
Indians have conflicting ideas about microwave oven. The market grow in a big way Only when Indian eating habits change. All dishes can be prepared in a microwave. The middle-income consumers novelty.

Marketing Intelligence (contd)

Consumer aspects 1. Some buy it just for the sake of buying it. 2. Husbands use the microwave oven to cook routinely. 3. Some do not like the food which cooked in a microwave. We can use CRM to interact with customers.

Marketing Intelligence (contd)

Indians have conflicting ideas about microwave oven. Unfamiliar with the usage of microwave oven for cooking Indian Cuisine, thinking it is merely designed for the Western Cuisine and reheating. Julie Sanhi, Famous Indian Cook, introduced cookbook with recipes for microwave cooking.

Marketing Intelligence (contd)

The middle-income consumers are looking for novelty, value and competitive pricing microwave oven. 70% of market are in Delhi and Mumbai (Urban areas) Microwave oven is beginning to be seen in smaller towns

SWOT Analysis
STRENGTHS
Manufactured in United States. New Technology more suitable for Indian cuisine.

SWOT Analysis
WEAKNESSES
High price. New comer in relatively low-priced products.

SWOT Analysis
OPPORTUNITIES
A market of microwave oven at all price exists. Indias economic growth. The rural market. Indian cuisine can be cooked using microwave oven.

SWOT Analysis
THREATS
LG and Samsung have most of the market share. The Indian traditional culture in preparation the cuisine.

Product, Price, Promotion and Place

Solo, convection, grill. User friendly interface, specific buttons to cook specific types of foods. 24 Hours costumer service, warranty. Free cook book and additional cooking equipment such as bowl, plates, etc.

Product,

Price, Promotion and Place

Comparable pricing strategy. Type Size Prize Solo 19 23 l. Rs. 4000 to 5000 Grill 19 - 30 l. Rs. 7000 to 10000 Convection 26 42 l. Rs 14000 to 20000

Product, Price, Promotion and Place

Pull strategy. Hired famous Indians chefs, Sanjeev Kapoo, Madhur Jaffrey to promote the use of microwave oven.

Madhur Jaffrey

Sanjeev Kapoor

Product, Price, Promotion and Place

Self-service Retailing Full-service Retailing

Pantaloon Big Bazaar

Short Term Plan

Focus on Urban Market
Since cooking Indian food is faster in microwave urban people are more likely to accept the idea of microwave cooking. Urban people are more likely to afford the product.

Introduce Product Line to Rural Area

Long Term Plan

Start penetrating the Rural Market
Massive Distribution to the Rural area by the time microwave oven usage is widely accepted across the whole India.

Maintaining Urban Markets

Introducing new recipes periodically along with the new products

Conclusion
Considering the economic growth and the faster pace of living of Indians in urban areas, the necessity of microwave oven can be easily seen, thus the short term plan is made. By introducing new ways of using the microwave oven, Indians will eventually see the benefits and the need to own one. Thus, since the urban areas are familiar with the usage of the oven, it is easier to penetrate the rural market areas.