CONSUMER BEHAVIOUR
Presented By:Amrutharam V (08307)Deepak Jain(08316)Mayank Bhatia(07331)Mehul Pahuja(08329)Saurav Banerjee(08342)Sarabjeet Singh(08341)
All-Weather Air Conditioner by SAMSUNG
Market Size, Growth and EnvironmentBrand positioning of new product vis--vis consumersConsumer Behavior and Opportunity for new ProductCommunication problem and IMC strategyCompetition-market Shares and communicationsProduct Strategy and Challenges of New ProductNumber of urban households in India as per 2011 census is equal to 16,78,26,730So as the target market is upper middle class and upper class of urban area the total market size is estimated at 2.5 percent of 16,78,26,730 which is 41,95,668 households.
For the financial year 2013-14 Indian room air conditioner market has sold more than 3.1 Million unitsThe Room Air Conditioners market in India has experienced a negative to lower growth rates in last 3 years due to weak economy and significant rise in pricesMarket size and growthHousehold patternsDemographic Environment
Source:http://www.devinfolive.info/censusinfodashboard/website/index.php/pages/household_size/total/3to5persons/INDPopulation Age Mix India has 472 million people under the age of 18, and 49.91% of its population is under the age of 24. Youths play a significant role in family purchase decisions as they are considered tech savvy.Economic FactorsIncrease in Personal disposable income (PDI) , Rapid urbanizationInflux of FIIs
Sociocultural EnvironmentChanging lifestyle - luxury and comfortIncrease in seekers and strivers 13.3 million in 2005 to 128 million in 2025
Natural EnvironmentIncrease in Hydrofluorocarbons ( HFC s) Reducing energy consumption is the need of the hour
Technological EnvironmentUnlimited opportunities for innovation as nowadays researchers are working on Microelectronics, robotics etc. which can help in making ac more smart.
Political and Legal factorsAs per schedule I of Rule 5, HCFC-22 figures at SI No.22 and therefore is listed as one of the Ozone depleting substances, import of which requires a specific license India has opposed bringing control of hydrofluorocarbons (HFCs) a family of greenhouse gases used as refrigerants under the Montreal Protocol, which is meant to deal only with ozone-depleting gases
Market Size, Growth and EnvironmentBrand positioning of new product vis--vis consumersConsumer Behavior and Opportunity for new ProductCommunication problem and IMC strategyCompetition-market Shares and communicationsProduct Strategy and Challenges of New ProductCONSUMER BEHAVIOURProblem Recognition
Drastic changes in whether. Sudden changes in weather conditions
Social status People want to make their guest comfortable.
New born baby. Parents want to give best ambience to their childrens.
1 device for all weather People would like to maintain 1 device for all weather conditions.Small Areas Small, portable heaters are useful for heating small areas but will not efficiently heat a large area, such as a big room or an entire living spaceConvenience Since portable heaters are not fixed into place, they can get in the way. Portable heaters often end up in the way of foot traffic and cause tripping hazards as do their cords.
INFORMATION SEARCHInternet friends relativesfamily membersMost important were existing users
Evaluation of alternativesAttributesPower consumptionDesignServiceWarranty
Evaluation of alternativesExpectancy VALUE MODELPower consumption- 50%Warranty-20%Service-15%Design-15%Purchase decisionElimination by aspect heuristic 1. If consumer feels that a particular brand of AC consumes more energy have good service that brand was eliminated.
Intervening factors
1.Showroom salesperson
2. Relatives and friends.
Post purchase behaviorService becomes very important
A satisfied customer is likely to say good things about brand and influence his relatives.
Post purchase uses and disposalContact municipal department of public works.
What Happens to Disposed Appliances? a. Resale b. Recyclability c. Land fillingOpportunity for new productALL weather A.C penetration is low in India.
India has diverse climatic conditions.
Low middle class family would buy a new product if we can reduce energy consumption.
Market Size, Growth and EnvironmentBrand positioning of new product vis--vis consumersConsumer Behavior and Opportunity for new ProductCommunication problem and IMC strategyCompetition-market Shares and communicationsProduct Strategy and Challenges of New ProductAC Market share in %
PRODUCT VOLTAS First to introduce ALL WEATHER AC 5 star rating thus saving electricity PANASONIC ECO TOGH CASING Powered by realiable heat pump compressor LG Value for money products Have strengths like R&D and Superior technology Using of new inverter technologies for quite cooling and heating SAMSUNG New in ALL weather AC Advanced energy saving feature Turbo cooling that allows AC'S to work even below 54'C Virus DoctorPLACE VOLTAS Extensive dealership and sub dealership network in the country One of the best service and distribution network PANASONIC Modearte service and dealership network in the country LG Has high visibility Mass reach with excellent distribution system SAMSUNG Mass reach with high visibility Exclusive Samsung OutletsPRICE VOLTAS Priced on the higher side and caters to premium segement PANASONIC Panasonic ACs are priced competitively and are almost at par with competition. LG Priced at much lower price than competitors Competes on pricing the products low and getting profit by higher sales volume SAMSUNG PROMOTION VOLTAS Elaborate promotion campaign in place which showcases worth of all-weather ACs by a manner of extremely innovative Ads The company runs the Ad campaign round the year through summers and winters since the AC performs the function of both cooling and heating. PANASONIC Use famous film stars for an extensive promotional ad campaign LG Both ATL and BTL advertising is done by LG In store advertisements are also done by LG SAMSUNG High degree of vertical cooperation in Advertising Try to target both residential and corporates through ATL and BTL
Market Size, Growth and EnvironmentBrand positioning of new product vis--vis consumersConsumer Behavior and Opportunity for new ProductCommunication problem and IMC strategyCompetition-market Shares and communicationsProduct Strategy and Challenges of New Product Brand Positioning
Points of Parity ( POP ) :-Suitable for all climatic conditionsDehumidifier, Dust guard, Intelligent HeatingAnti dust FilterTimer and swing function
Points of Difference ( POD ) :-Magneto Technology reduces energy consumption by 30 %PSOC Technology can be operated using smart phone Environment Friendly no use of refrigerants
Perceptual Map High Energy consumptionLow Energy consumptionLess EcoFriendlyMoreEcoFriendly
Market Size, Growth and EnvironmentBrand positioning of new product vis--vis consumersConsumer Behavior and Opportunity for new ProductCommunication problem and IMC strategyCompetition-market Shares and communicationsProduct Strategy and Challenges of New ProductProduct Strategy and challenges of a new productShopping good- Heterogeneous
DESIGN- Totality of features that affect how a product looks, feels, and functions to a consumer.
INDIAN CONSUMER- Best FeaturesLow CostMagnetic Refrigeration
Clean Technology
Energy SavingPSoC Technology
Stay Connected !
PRICE ??TATA Voltas- Active Dehumidifier, Intelligent heating, Super Dust Guard.Insta- Cool CompressorSAMSUNG- We dont NEED a compressor !TATA Voltas starts at Rs. 45,000Our price- Rs. 39,999SAMSUNG- Next is What?
Market Size, Growth and EnvironmentBrand positioning of new product vis--vis consumersConsumer Behavior and Opportunity for new ProductCommunication problem and IMC strategyCompetition-market Shares and communicationsProduct Strategy and Challenges of New ProductCommunication problem and IMC strategy All-weather magnetic air conditioner that lowers power consumption, refreshes your mood, and saves environment, no matter where you stay!Value Proposition
IMC Tools: ATL
CoolHOTAdvertisement Theme- that highlight power saving (30% more) and User experienceProtagonists chosen- Mahendra Singh Dhoni and Deepika PadukoneIndia is the world's third largest TV market with 138 million TV households.At Rs 400 crore, Samsung's advertising budget for mobile phones and tablets dwarfed Apple's Rs 90-100 crore expenditure 33Contd...Advertisement in leading newspapers
Social Media- Promoting Facebook page and Google Paid Ads
Promotion through Billboards in premium locations
Website: Flash message on Samsung website with navigation link highlighting the new Product
Contd...Sales Promotion: a> Buy back offer of Samsung ACs at Best Prices! b> Free installation and service warranty for 5 yearsPublic Relations: a> Tie up with GreenPeace (NGO) to promote Green Technologyb> Rs 350 from sale of every AC goes to CRY Foundation
IMC Tools: BTL
Personalised emails to all Samsung contactsPublicity by service engineersDisplay at Samsung showroomsCalls to potential customers and existing customers (for up gradation) based on Data Analytics results
Total Budget (ATL+BTL): 55 crores
CoolHOTProtagonists in Ads- Mahendra Singh Dhoni and Deepika PadukonePrint MediaSocial MediaBillboards
Website: Flash message on Samsung website with navigation link highlighting the new ProductSales Promotion: a> Buy back offer of Samsung ACs at Best Prices!b> Free installation and service warranty for 5 years
Public Relations: a> Tie up with GreenPeace (NGO) to promote Green Technologyb> Rs 350 from sale of every AC goes to CRY Foundation
BTL
Emails to all Samsung contactsPublicity by service engineersDisplay at Samsung showroomsCalls to potential customers and existing customers (for upgradation) based on Data Analytics resultsTotal Budget: 22 crores(based on Objective-task method)
