PIGEON

KITCHENWAR
E
 Table of Content
This is the material point that will be delivered in the
presentation.

1 About the Message

3 5 IMC Tools used
company Clarity

2 Products 4 Aspect/s of 6 Further

Consumer Improvements
Behavior
StoveKraft Ltd was incorporated in 1999 by Mr. Rajendra Gandhi. Stovekraft
has emerged as India's largest kitchen appliances brand serving the needs
of every homemaker in the country.

Pigeon Gilma Pigeon LED Black+Decker

kitchenware Chimneys & Hobs LED Lights Home Appliances
 About Us
Established: Over 15 years ago
Reputation: High brand recall for quality and value for
money
Product Range: Premium products for Indian homemakers
since 1999
Awards: Recognized as "India's Most Admired Brands
2016" by White Page International
Strategic Alliances: Successful co-branding initiatives with
LPG companies like Indian Oil Corporation Limited and
Hindustan Petroleum Corporation Limited for wide
consumer outreach
 Our Products
It Offers Cooking, Food Preparation, and Kitchen Utility appliances.

Cooking Food Preparation kitchen Utilities Home Utilities

• Pressure cookers • Electric Kettles • Knives • Ladders

• Non-stick • OTGS • Choppers • Mops
cookware • Sandwich Toasters & • Scissors • Dustbins
• Hobs Grillers • Steel Bottles • Irons
• Stainless steel • Roti Maker • Flasks • LED & Emergency lights
cooktops • Mixer Grinder & Juicers • Slicer & Dicers
• Glass cooktops
• Induction
cooktops
• Chimneys
5 key points for Pigeon's USP:

- Affordable Pricing
- Quality and Durability
- Diverse Product Range
- Innovative Technology
- Stylish Design

Pigeon introduced the first-ever gas lighter in

the Indian kitchenware industry in 1982.
This innovation marked a significant moment
in the company's history and became a
popular and widely used product.
Message
Clarity
• How Pigeon's advertising and marketing messages are clear
and effectively convey the brand's identity and values.

• Discussed the consistency of their messaging across different

channels.
Pigeon's Consistent Branding
• Pigeon Kitchenware excels in maintaining a unified brand image
across various marketing channels.
• Pigeon’s logo, color schemes, aeating a cohesive visual identity.
• Pigeon Kitchenware’s voice is characterized by a sense of
responsibility and commitment to sustainability and quality.
• It conveys a global outlook, emphasizing environmental impact and
reducing carbon footprint.
• Tagline and slogan as well as core element of the brand is to reduce
carbon footprint, sustainability and being innovative in kitchen
appliance.

Clear Value Preposition

• Customers, Today, wants to buy a product which is cost effective, easy to use, looks
attractive and innovative which is the unique selling point (usp) of pigeon as they throughout
their incorporation has been focused in innovation, making product attractive and easy
usable. Their products are also affordable by everyone and range of price is between 150
rupees to 3000 rupees.
Customer Feedback Integration
Amazon :- he rating is exceptionally good as wished by company and they
have proved their words.

Flipkart :- More inclined towards positive aspect.

On its website too people have shown their commitment to buy the products
when find the need and found the products satisfying their wishes.

Thus, Throught out the various major platforms, it can be cleared that It also
shows the clarity about pigeon’s product in the minds of people.
Social Responsibility Initiative
• Enriching Life and Liveability :- A village nearby our factory was facing a shortage of
water, which is essential for all lives.
• Scaling Up the Infrastructure :- Pigeon team members are focused on balancing
economic prosperity, environmental responsibility and social benefits for the community.
• Continual Support :- Stovekraft’s commitment to education extends beyond one-time
efforts, as they continue to provide support every year, ensuring that children have
the tools they need to pursue their education.

Mobile Friendly & Optimization With Omni Channel Focus

• Pigeon optimizes its website and content to load quickly on mobile devices.
• In its advertising campaigns, Pigeon considers the mobile-first approach. Pigeon may use SMS and push
• notifications to keep mobile users informed about special offers, product launches, and other relevant
• updates.
• For e-commerce, Pigeon streamlines the mobile checkout process, ensuring it’s easy to complete
• purchases on smartphones with minimal steps and clear calls to action.
 Comparative Message And Time Line
Prestige
• Prestige, like Pigeon, emphasizes product
quality. Their messaging often revolves
around the trustworthiness of the brand.
• While their message clarity is strong, they
may not have as strong a focus on
environmental responsibility as Pigeon.
Hawkins
• Hawkins, on the other hand, has a distinctive
message clarity that revolves around safety.
Their pressure cookers are known for their
safety features, and this is a prominent part
of their messaging.
• Unlike Pigeon’s focus on sustainability,
Hawkins’ messaging is more about the safety
and reliability of their products.
Which Aspect/s of
Consumer Behavior are
covered in IMCs
Aspirational Aspect
Call To Action Aspect
• The Pigeon-Out-With-The-Old-In-With-The-New-Ad is a
part of a vast array of creative print advertisements that
are displayed on Advert Gallery
• The advertisement, like many others featured on the
platform, demonstrates an innovative and eye-catching
design that is meant to grab the attention of readers.
• The Pigeon-Out-With-The-Old-In-With-The-New-Ad, in
particular, is an example of how companies are using
creative and innovative designs to promote their
products and services.
• By featuring visually appealing images, witty taglines, and
clear messaging, the advertisement effectively
communicates advertisers offerings to potential
customers.
Social and Cultural Aspect
Which Aspect/s of • Attitudes and Beliefs
Consumer Behavior are • Motivation and Decision-making Process
• Lifestyle and Usage Patterns
not covered in IMCs • Feedback and Engagement
Possible Improvement
in Advertising & Other
IMC Tools
 Target Marketing’

• Identify target audience for their product

• Not focusing on one target

• Increasing number of bachelors

Marketing Campaigns

• Should Introduce their new Marketing campaign

• Last Major Campaign was in 2019

• Should highlight their strengths in Campaign

 User Reviews and Testimonials:

• They can make advertising campaigns based on their Feedback Just

like Dove.

• By encouraging feedback they can influence the people who is buyit

from online platforms

Purpose Driven Marketing

• They can integrate their brand to Nobel cause like Nihar

• Can do CSR that also helps in brand recognition

 Internet Marketing

1.Social Media:
• Could create more engaging content on their social media platforms.

2.Email Marketing:
• Personalize their email message.

3.Content Marketing:
• Create informative and educational content about their products.

4. Influencer Marketing:
• Should collaborate with cooking influencer to increase

brand recognition.
 Event Marketing

• Can sponsor shows like masterchef

• That helps in brand recognition and brand recall

Sales Promotion

• Can introduces short term discount offers

• Should introduce Festive sales

Advertising

• It helps to increase the market presence

• Can also make positive image of brand

 Conclusion
• Pigeon Kitchenware's IMC strategy has several strengths,
including its focus on building brand awareness, creating a
consistent brand image across all marketing channels, and
using a variety of marketing channels to reach target
consumers.
• However, the strategy could be improved by taking a more
comprehensive approach to understanding consumer
behavior, particularly in the areas of consumer attitudes
and beliefs, motivations and decision-making processes,
lifestyle and usage patterns, and feedback and
engagement.
• By addressing these areas, Pigeon Kitchenware could
develop a more effective IMC strategy that resonates with
its target audience and drives sales.
 References
https://www.advertgallery.com/newspaper/pigeon-out-with-the-old-in-with-the-new-ad/
https://brandequity.economictimes.indiatimes.com/news/advertising/pigeon-cookwares-
campaign-celebrates-womeneverywhere-everyday/68434872
https://youtu.be/CAXyqJqqDY8
https://youtu.be/JOZN3p66B4c?si=omQH4FrWoh1GlbVH
https://brandequity.economictimes.indiatimes.com/news/advertising/pigeon-cookwares-
campaign-celebrates-womeneverywhere-everyday/68434872
https://www.slideshare.net/NavoditThapa/market-research-and-analaysis-of-the-brand-
pigeonstovekaft-in-kolkata
https://stovekraft.com/
https://kitchengeekstore.com/is-pigeon-a-good-brand/
 Presented By
Ravi Maurya(122054)
Darshil Mehta(122056)
Abhay Modi(122057)
Mohit Prajapati(122059)
Parth Nimavat(122062)
Sandeep Pal(122064)
Vrushti Pappoli(122068)
Aman Parmar(122069)
Devendra Parmar(122070)
Sachin Parmar(122071)
Rishita Raina(122121)