MARKETING MICROWAVE OVENS TO A NEW MARKET SEGMENT
Professor: Cheng-Nan Chen
GROUP’S MEMBERS
.
Mamunur Rahsid
Nguyen Tan Nhat Duy
Do Nguyen Yen Nhi
Huynh Tan Tai
Betty ViVi
INDIAN COOKING HABIT
Indian cooking has matured through the ages with their cooking.
The Indian food is mainly cooked with spices. Spices are used abundantly in Indian dishes.
There are different types of spices. There are different combinations of spices that are used in cooking various dishes.
The different combinations of the spices give different flavors. It dish is unique.
Indian food takes a lot of time and too much amount of ingredients need to be added in the food
INDIAN COOKING HABIT
The Indian women do all their buying freshly.They buy fresh vegetables daily and cook fresh
food daily. They don’t have the habit of cooking and keeping for a whole week. The taste of the fresh food is definitely better than food cooked and stored.
INDIAN COOKING HABIT
Until today in many houses the food brought to the table is not kept back in the kitchen, but is distributed to the servants. The flavor of Indian food is unique as they use fresh ingredients and have fresh food daily.
INDIAN COOKING HABIT
INFORMATION ABOUT SELLING OF MICROWAVE OVENS IN INDIA
The first time in the some 7 years that it’s been officially around optimism towards the microwave has been on the upswing.
A microwave oven is beginning to replace the demand for a second television or a biggest refrigerator.
The top 7 cities recording the highest sales.Beginning to be seen in smaller towns.
INFORMATION ABOUT SELLING OF MICROWAVE OVENS IN INDIA
ABOUT MICROWAVE OVENS MARKET
The top 7 cities comprise nearly 70% of the market with Delhi and Mumbai (Bombay).
Several international companies are entering the market with the idea that demand can be expanded with the right product at the right price.
There are several challenges in the India market.Marketers are shifting away from mass marketing
to a more direct marketing oriented approach to create awareness about the benefits of the product.
ABOUT MICROWAVE OVENS MARKET
SWOT ANALYSIS - WEAKNESS
The penetration level of microwave ovens remains shockingly miniscule, under one percent.
The Microwave Oven cooked food doesn’t taste the same as the food which is cooked in traditional way.
SWOT ANALYSIS - STRENGTH
Easy to use for a modern life and save time Retains nutrients & vitamin in the food.No need to keep watch: Saves you from constant
monitoring of the cooking process. You only set up the time and the oven will automatically operate
You can use it as microwave/ OTG /combination cooking where its microwave and OTG combines at different settings to cook a variety of Indian and Continental dishes.
SWOT ANALYSIS - OPPORTUNITIES
A microwave oven is beginning to replace the demand for a second television or a bigger refrigerator
The middle-income consumer comes looking for novelty, value and competitive pricing.
Indian in rural area begin to accept Microwave OvenCracking the mindset that microwaves are not suited
to Indian food holds the key to future growth of Microwaves Oven.
SWOT ANALYSIS - THREAT
The Oven Toaster and GrillIndian don’t have the idea about Microwave
OvenThey don’t have the habit of cooking and
keeping for a whole week, so the reheat function of Microwave Oven may not place in mind of Indian
Indian want a decreasing in price
TARGET MARKET
Indian live in Rural area and semi-urban area
MICROWAVE OVEN FEATURE
Product and design innovation to make the microwave suited to Indian cooking
Local manufacturing facility to promote innovation while continuing to import high-end models.
Reduce import content to cut cost, boost volumes.
PRICE
Bring down price.Microwave oven without grill functions should
have the price below Rs. 7000 and the price for microwave ovens with grill functions
PROMOTION
Crack the mindsetUse Microwave Oven for cooking rather than use
it as a product for reheating food. Promote features of Microwave Oven such as
gadget, child lock, ….Use Bollywood to support the advertisement of
Microwave Oven
Organizing cookery classesRecipe contestsIn house demoGive away glass bowls, aprons and gloves as
freebiesHosting co-promotion
PROMOTION
DISTRIBUTION
The company can distribute its Microwave Oven via the electric supermarket in Dubai, and some other central electronic supermarket in other urban city. And via agencies in rural area.