MARKETING MICROWAVE OVENS TO A NEW MARKET SEGMENT

Professor: Cheng-Nan Chen

GROUP’S MEMBERS

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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 MARKETThe 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 - WEAKNESSThe 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 - STRENGTHEasy 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 - THREATThe 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 MARKETIndian live in Rural area and semi-urban area

MICROWAVE OVEN FEATUREProduct and design innovation to make the

microwave suited to Indian cookingLocal 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

DISTRIBUTIONThe 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.