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Marketing Microwave
Ovens to a New MarketSegment
CASE STUDY ON
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Submitted to:
Prof. Abu Sayeed Talukder
Department of Marketing
University of Dhaka
Submitted By:
1. Iftekhar Ahmed ID# 40814002
2. Ashim Kumar Saha ID# 40915064
3. Md. Hafizur Rahman ID# 40915053
4. Md. Kamruzzaman ID# 40915066
5. Mizanur rahman Khan ID# 40915051
6. Mostofa Javed Mohiuddin ID# 40814008
7. A. K. M. Hedaitul Islam ID# 40915047
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History of Microwave Oven
Microwave Oven concept first introduced
in the US market at 1950, but it did not
become popular since 1970 and now
almost every household in the United
States has at least one Microwave.
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Whites Appliances
Mr. Jack White started the business in 1976. It isan International Company that manufactures
and markets appliances globally. The Companyhas a line of Microwave Ovens, somemanufactured in the USA and some in Asia.Products that are manufactured in Asiamarketed in US and Europe market. Thiscompany marketed several high end models inIndia that are manufactured in US.
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Whites Appliances
The customer's satisfaction is important toWhite's. They give the customer fast and
efficient repair and delivery service in thehome. White's carries a large inventory ofparts. Whites Appliance is the FULLSERVICE APPLIANCE STORE and
celebrating over THIRTY YEARS in theappliance business.
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Brands ofW
hites Appliances
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Findings from the case:
After the preliminary it has been observed that
besides the market for high end products, a
market for microwave oven at all price levelsexists. Several International companies like
Samsung, LG, and whirlpool are entering the
Indian Market with the idea that demand can be
expanded with the right product at the rightprice.
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Continued
There are five competitor in the Market
The Microwave Ovens are designed to cook
European foods in more effective andconvenient way. This oven will be effectivewhen Indian peoples eating habit changes.
Some Companies disagree with the above
statement. They think that all Indian Dishesshall be cooked in the Microwave oven. Peoplejust need to know how to cook it.
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Consumers
Comments:
Positive:
1. Person who have the money should afford
Microwave Oven.2. Microwave Oven is greatest help when people
are very busy. It is the easiest, cleanest, andquickest way to cook and make food heat up
even for the traditional Indian Culture family.3. Microwave Oven makes the men to work in the
kitchen who never worked in kitchen before.
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Consumers
Comments:
4. Microwave Oven will be very useful and
they are fast becoming an essential as a
fridge.
5. Ovens are very useful for the Bachelors.
6. Microwave Oven is beginning to replace
the demand of second TV or a bigRefrigerator.
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Consumers
Comments:
Negative:
1. Food does not taste the same.
2. Using Microwave Oven makes people lazy and
getting away from traditional Indian Culture of
always fresh food.
3. Consumers who own Microwave Oven dontuse them frequently, uses is confined to
cooking Western foods or rehearing.
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Market Data: LG Electronics is the market leader
They have 41.5% share
They have 8 models, prices from 8,500
to 19,000, sizes from 28-30 liter.
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Develop Marketing Plan to Market
Whites Microwave Oven in Indian Market
Factors to be considered:
1. Indian food preparation versus western food
preparation
2. Values and customs that might affect opinions
about microwave ovens.
3. The effects of competition in the market.
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Marketing Plan Target Market:
The existing products that other companies
are providing are being designed forcustomers of the urban areas. WhiteAppliances should focus both on urban andsemi-urban areas for their products. Themain target audience for their productsshould be women.
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Marketing Plan Microwave Oven Features:
The Microwave ovens that Whites Appliances
are currently manufacturing are for preparingwestern foods. They should consider thefollowing factors in their ovens:
1. The ovens should be designed so that thetraditional Indian foods could be cooked easily
2. The size of the oven should be minimum 26-32 liters
3. The ovens should be designed as per theOTG (Oven-Toaster-Grill) Category.
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Marketing Plan Price:
The prices of the ovens should be ranges
from 8,000 to 18,000 whish is lower than
the LG products.
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Marketing Plan Promotion:
Whites Appliances should arrange the
following promotion strategies:1. Arrange cooking contests for women
2. Arrange in house training program forwomen.
3. Consumers who are still unclear about howto utilize the Microwave Oven for their dailycooking; marketing program could be shiftedaway from Mass Marketing to DirectMarketing oriented approach to createawareness about the benefits of the product.
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Distribution:
1. Local Manufacturing Facility to promote
innovation.
2. Reduce Import to cut costs
3. Use wholesalers and agents to different
important locations and if possible
nearby the competitors shop.
Marketing Plan
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Conclusion
In conclusion we can say that Indian
Market is a very big market for a product
like microwave oven. If the abovementioned strategies could be
implemented then Whites Appliances
should become successful.
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Question and Answer
Session
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Thank You