1. Marketing Microwave Ovens to a New Market Segment
Analyzing Marketing Program & Consumer Markets
Marketing Microwave Ovens to a New Market Segment

2. PRESENTED BY : GROUP 1 Members : Damar M997Z229 Chayaporn M997Z224 My
Hanh
M997Z220
Binh
M997Z248

3. Outlines Introduction Advantages Microwave Ovens Product
Indian’s Cuisine

4. Outlines Developed Strategy - Market Segment - Product Strategy
- Price Strategy
- Promotion Strategy
- Distribution Strategy

5. Introduction

6. Introduction
White Appliances is an international company manufactures and market appliances globally
Microwave ovens are produced in U.S. and Asia and exported to the U.S, Europe, and India
Microwave ovens are limited in India at this time

7. Microwave oven The microwave oven is a product of past technologies.
First introduced in the commercial market in1952 and gaining popularity since the mid 1980s.
Increasingly becoming a standard fixture kitchen appliance in most households across the world.
Being almost compulsory to be found among the home appliances in every modern kitchen.
Kitchen appliance that cooks or heats food by dielectric heating

8. Advantages of Microwave Oven

9. Advantages It can heat the food without heating the cookware directly.
Saving cooking time and makes food tastier
There is a variety of size types and functions of microwave ovens meeting different needs of customers
features were incorporated to facilitate baking, roasting, grilling and toasting apart from the usual cooking methods.
Generally used for time efficiency in both industrial applications such as restaurants and at home

10. Microwave Ovens Product

11. Microwave Ovens Product
Compact Microwaves Also known as portable microwaves. Compacts are the most popular size of microwave oven, dominating the market and mainly used to reheat food, cook light meals and make popcorn.
Countertop Microwaves These are among the popular categories of microwave ovens. You can put them on a counter or table and hence, these are named as 'countertop'.
Convection Microwaves Such microwaves possess the features of standard microwaves and convection ovens. It cooks food quickly and is more expensive.
Over the Range Microwaves (OTR microwaves) Also called built-in microwaves, these can be installed over a cooktop.
Convection and Grill These are convection microwaves with grill.

12. Indian’s cuisine

13. Indian’s cuisine Divided into 4 categories :
characterized by the use of various spices, herbs and other vegetables
Most vegetable and meat dishes are called by thousands of different names, depending on the region, language, ingredients and method of preparation.
North Indian
East Indian
South Indian
West Indian

14. Indian’s cuisine
India’s cuisine is a combination of subtle tastes where the flavors are as varied as India’s climate and as exotic as India’s people.
Main food in India: bread, rice, vegetables, curd, chicken.

15. Indian’s cuisine

16. DEVELOPED STRATEGY

17. Market Segment Geographic Segmentation Demographic Segmentation
based on Population Density : Urban & Suburban
Demographic Segmentation
based on income : People who have stable income
Phsychographic Segmentation
based on Life Stage :
a. Household daily usage
b. Business usage: Food & Beverage Shops , Hotel, Fast Food Restaurant, Cafe,Coffee Shops
Behavioral Segmentation
based on usage rate : Light users & Heavy userse

18. Product Strategy Long-Term Produce high-quality product
Design product that suits with Indian cuisine & culture
User-friendly, easy-to-use product
Energy saving

19. Product Strategy Long-Term Protect the environment
Promote innovation in local manufacturing and continue importing high-end models.
Local manufacturing facility, and reduce import content to cut cost of production.

20. Product Strategy Short-term Modern style of product
Distinctive logo will be featured prominently in all products and packaging, and the logo will be further reinforced into prominence during the marketing campaign

21. Price Strategy INR. 3500 – INR. 9800 INR.9800 – INR. 27,500
Price Range :
Competitive & Reasonable price compare with other company
Start Penetrating a rural area to widen market segment with a low-price product
Regular
INR – INR
Premium
INR.9800 – INR. 27,500

22. Promotion Strategy
Make such an informative advertising to create awareness and knowledge about the products, such as campaign in the different media
- Broadcast Media : TV, Radio,Internet
- Print Media : Newspaper, Magazine
Expanding dealer network across the country, so we can market microwave ovens through those direct dealers
Excellent after - sales service for customers

23. Promotion Strategy
Build a partnership with appliances store and discount chains. Offer the customers to win the prize
Create an event of microwave ovens cooking competition to win the prize
Demonstrate how to use microwave ovens wisely at the groceries stores
Give coupon discount

24. Distribution Strategy
The products will be distribute through a network of retailers in around the country
Planning an experimental sales through e-commerce
Expanding to approach to the non-urban and semi-urban market, to the rural market.

25. Suggestion
The marketing strategy used by the company must be careful not to offend the social- cultural behavior and habits of the Indian community
Develop pre-sales up to after-sales services for the customers
Maintain the customer loyalty for the products

26. QUESTIONS & ANSWERS

27. THANK YOU FOR YOUR ATTENTION