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CASE1印度微波炉


CASE 1-4 Marketing Microwave Ovens to a NewMarket Segment You are the Vice President of International Marketing for White Ap-pliances, an international company that manufactures and markets appliances globally. The company has a line of microwave ovens—some manufactured in the United States and some in Asia— which are exported to the U.S. market and Europe. Your company markets several high-end models in India that are manufactured in the United States. Your presence in the Indian market is limited at this time. White Appliances has traditionally sold to the high-income segment of the Indian market. However, India is in the midst of a consumer boom for everything from soda pop to scooters to kitchen appliances. Demand for microwave ovens jumped 27 per-cent in two years amid surging demand for kitchen conveniences.Sales have been spurred by declining import tariffs and rising salaries, as well as the influx of companies reaching to all ends of the market. India has about 17 million households—or 90 million people that belong to the country’s middle class, earning between $4,500 and $22,000 annually. Another 287 million are “aspirers,”those that hope to join the middle class. Their household income is between $2,000 and $4,500. In 2010, these two groups combined number 561 million. Furthermore, significant numbers of Indians in America are repatriating to their homeland and taking their American spending habits and expectations back home with them. After preliminary analysis, you and your team have come to the conclusion that in addition to the market for high-end models, a market for microwave ovens at all price levels exists. Several international companies like Samsung, Whirlpool, and LG Electronics India are entering the market with the idea that demand can be expanded with the right product at the right price. There are, however, several challenges in the Indian market, not the least of which is the consumer’s knowledge about microwaves and the manner in which they are perceived as appliances. In conducting research on the market, your research team put together a summary of comments from consumers and facts about the market that should give you a feel for the market and the kinds of challenges that will have to be dealt with if the mar-ket is to grow and if White Appliances is to have a profitable mar-ket share. • Five top consumer durable companies are in the race to sell the oven, but to sell the product, they must first sell the idea. The players do not agree on the size of the market or whatthe oven will do for the Indian family. • It may be a convenient and efficient way to cook, but micro-wave ovens were invented with European food in mind.“Only when Indian eating habits change can the microwave ovens market grow in a big way,” says one market leader in appliances. • Some companies disagree with the previous statement. Their contention is that all Indian dishes can be prepared in a mi-crowave; people only need to know how to use one. Consumer comments were mixed. • One housewife commented, “The microwave oven was the first purchase after my wedding. I bought it only because Iliked it and I had the money. But I must say its performance surprised me.” • “Men no longer have an excuse for not helping in cooking. My husband, who never before entered the kitchen, now uses the microwave oven to cook routinely.” • “Somebody gifted it to me but food doesn’t taste the same when cooked in a microwave whatever the company people may claim.” • “Microwave ovens will be very useful and they are fast be-coming as essential as a fridge.” • “Ovens are of great use to bachelors. They can make curries every day or sambhar every day. If you heat in a regular oven sambhar or dal for the second or third time it will have a burnt smell. The microwave oven will not get you any such problem. It will be heated and at the same time as fresh as if it was made now.” • “Some people say that using a microwave oven is lazy and getting away from the traditional ‘Indian culture’ of always fresh food. I say that microwaves are of greatest use when you are very busy and not lazy. There are times when piping hot food rapidly becomes cold, especially in winter and a microwave is the easiest, quickest and cleanest way to heat up, so it even has applications in a traditional family running on ‘Indian Culture’ mode.” To the chagrin of microwave oven marketers, the Indian percep-tion of the gadget remains gray. Yet, for the first time in the some seven years that it’s been officially around, optimism toward the microwave has been on the upswing. • A microwave oven is beginning to replace the demand for a second television or a bigger refrigerator. The middleincome consumer comes looking for novelty, value, and competitive pricing. • The penetration level of microwave ovens remains shockingly minuscule, under 1 percent. The top seven cities comprise nearly 70 percent of the market with Delhi and Mumbai (Bombay) recording the highest sales. But the good news is that the microwave is beginning to be seen in

smaller towns. • When asked about the nonurban market, one microwave oven company executive commented, “We know it’s an alien concept for the rural consumer, but we want to do our homework now to reap the benefits years later. Once the consumer is convinced a microwave can actually be part of daily cooking, the category will grow immensely.” • Apart from styling and competitive pricing, marketers acknowledge that cracking the mind-set that microwaves are not suited to Indian food holds the key to future growth. • People who own microwaves usually have cooks who may not be using the gadget in any case. Even consumers whoown microwave ovens don’t use them frequently; usage is confined to cooking Western food or reheating. • With consumers still unclear on how to utilize the microwave oven for their day-to-day cooking, marketers are shifting away from mass marketing to a more direct marketing–oriented approach to create awareness about the benefits of the product. • The challenge in this category is to get the user to cook in the microwave oven rather than use it as a product for reheating food. Keeping this in mind, companies are expect-ing an increasing number of sales for microwave ovens to come from the semi urban/rural markets. We are seeing an increasing number of sales coming from the upcountry markets. • “Elite fad or smoke-free chullah for low-fat paranthas? Which way will the microwave oven go in the Indian market?” asks one company representative. • Most agree on a broadly similar strategy to expand the In-dian market: 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 costs, boost volumes, and bring down prices. • Even as early as 1990, the microwave was touted as a way to cook Indian food. Julie Sahni, the nation’s best known authority on Indian cooking, has turned her attention to the microwave. And her new cookbook sets a new thresh-old for the microwave cook. Simply cooked lentils, spicy dal, even tandoori chicken—with its distinctive reddish color—come steaming from the modern microwave with the spices and scents of an ancient cuisine. Cynics who think microwave cooking is bland and unimaginative will eat their words. For many, the microwave is a complicated appliance that can be used incorrectly and thus be a failure in the mind of the user. Some companies now marketing in India appear to givepoor ser-vice because they do not have a system to respond to questions that arise about the use of microwaves. It appears that consumer education and prompt reply to inquiries about microwave use is critical. An interesting Internet site to get product comparisons and consumer comments is www.mouthshut.com. For specific comments about one brand of microwave oven, visit www.mouthshut .com/product-reviews/LG_767war-925045495.html. Another site that gives some insights into Indian cooking and microwave ovensLG Electronics, the category leader, has a 41.5 percent share of the 1.6 lakh 1 units market; its eight models are priced in the range of Rs 8,500–19,000 with a marked presence in the Indian family size of 28–30 liters. LG Electronics and Samsung India dominated the segment with a collective market share of about 61 percent. In the early days, microwave ovens did not figure at all in the consumer’s purchase list. Kelvinator’s Magicook made a high profile entry some seven years ago. What went wrong, according to an analyst, was the pricing, which was nothing less than Rs 20,000, and sizes which were too small to accommodate large Indian vessels.Efforts to grow the market are concentrated in large urban areas with routine fare such as organized cookery classes, recipe contests, and in-house demos, giving away accessories such as glass bowls, aprons, and gloves as freebies and hosting co-promotions. “To change the way you look, just change the way you cook” was a recent tagline by one of the companies. What will really spur the category’s growth will be a change in eating habits. One company piggybacks on “freshness,” a tactic the company adopts for all its product lines. Even though consumer durable sales fell in the first quarter of 2005, the microwave oven segment, which accounts for 70 percent of unit sales in the consumer durable industry, bucked the overall trend. The strength of microwave oven sales is attributed to the steady price reduction from Rs 7,000 for the lowest priced to Rs 5,000 over the last two years. While sales are predominantly in the urban areas, semiurban towns have emerged as a key growth driver for the category. There is some difference of opinion on the right price for the ovens. For the microwave market to take off, its price would have to be below Rs 7,000, says one company. Since microwave ovens were introduced locally, prices have been all over the place. For example, one company prices its ovens between Rs 7,000 and Rs 18,000, another between Rs 12,500 and 15,000, and an oven with grill functions goes for Rs 17,900. From wooing the supermom to courting the single male, the journey of microwave ovens

has just begun. Once perceived as a substitute to the toaster oven and grill (OTG), microwaves today, according to companies with large shares of this segment, are more than just a reheating device. According to one analyst, the product category is going through a transition period, and modern consumers are more educated about an OTG than a microwave. This analyst believes there is demand for both microwave and OTG categories.Microwave companies face a chicken-and-egg question on price and sales. Prices will not come down easily until volumes go up, while volume depends on prices. The product is a planned purchase and not an impulse buy. Samsung has set up call centers where customers can call and get all their queries pertaining to the Samsung microwave oven answered. Besides the basic, low-end models that lead sales, the combination models (convection and microwave) models are showing a steady increase in sales. Although the concept of microwave ovens is Western, microwave technology has advanced to a level that even complex cooking like Indian cooking is possible. One of the older company marketing managers, who has worked in microwave marketing most of his career, is somewhat skeptical about the prospects of rapid growth of the Indian market. He remarked that the microwave oven first introduced in the U.S. market in about 1950 did not become popular across all market segments until about the mid-1970s. Of course, now almost every household in the United States has at least one microwave. One U.S. marketer of coffee makers, blenders, crock pots, and other small appliances is exploring the possibility of distributing their appliances through Reliance retail stores. Until recently, Reliance Industries Ltd. the second largest company in India, has been in industrial and petroleum products but has now entered the retail market. Reliance is modeling itself after Walmart, and the U.S. marketer sees Reliance reaching the market for its appliances. India’s Reliance Industries Ltd. plans to open thousands ofstores nationwide over the next five years and is also building a vast network of suppliers. Reliance retail stores may offer the opportunity to get in on the ground floor of a major boom in large store retailing that will appeal to the growing middle income market. The retail industry in India is projected to increase from $330 billion to $892 billion from 2006 to 2015, and the share of chain store retailers, such as the proposed Reliance Retail chain, may increase from 4 percent to 27 percent. But the forecasts for microwave oven growth in India may not have been not optimistic enough. In 2005, 390,000 units sold nationwide; in 2010, sales grew to 1.1 million units; and one analystnow predicts 2015 sales to reach 2.3 million.ASSIGNMENT Your task is to develop a strategy to market White Appliance’s microwave ovens in India. Include target market(s), microwave oven features, price(s), promotion, and distribution in your program. You should also consider both short-term and long-term marketing programs. Some of the issues you may want to consider are: • Indian food preparation versus Western food preparation. • Values and customs that might affect opinions about microwave ovens. • The effects of competition in the market. You may also want to review the Country Notebook: A Guide for Developing a Marketing Plan, p. 579 of the text for some direction

例1 - 4纽马克特段营销微波炉你是白 Ap-pliances 国际营销的副总裁 , 一个国际公司 , 全球生产和市场的电器。

公司一行微波 ovens-some制造在美国和一些Asia-which出口到美国和欧洲市场。

贵公司在印度市场几个高端车型在 美国制造。

你在印度市场是有限的。

白色家电一直卖给高收入段的印度市场。

然而,印度的消费热潮正处于从汽水到摩托车到厨房电器。

对微波炉的需求上涨27其中两年厨房便利需求飙升。

销售一直受到进口关税下降和上升的工资,以及 公司的涌入到结束所有的市场。

印度大约有1700万家庭或9000万属于国家的中产阶级的人,每年收入在4500美元和22000美元。

另一个 2.87亿人“追求者”,那些希望加入中产阶级。

他们的家庭收入在2000美元和4500美元之间。

在2010 年,这两个组5.61亿号。

此外,大量的印度人在美国遣返家园和美国的消费习惯和期望与他们回家。

初步分析后,您和您的团队得出的结论,除了高端市场模型,一个微波炉市场价格水平存在。

几家国际 公司如三星、惠而浦、印度和LG电子进入市场的需求可以扩展与正确的产品在正确的价格。

然而,在 印度市场的几个挑战,其中最大的问题是消费者的了解微波和他们的方式被视为电器。

在进行市场研究,你的研究团队放在一起的总结评论从消费者和事实的市场 ,应该给你一个感觉市场 的各种挑战,必须处理如果粗浅的是成长和白色家电利润粗浅的份额。

•五大耐用消费品公司在卖烤箱的竞赛中,但出售产品,他们必须首先推销你的想法。

球员们不同意市 场规模或什么烤箱做的印度家庭。

•它可能是一个方便和有效的方式做饭,但微波烤箱是与欧洲发明的食物。

“只有当印度的饮食习惯变 化可以微波炉市场的增长,”说,家电市场的领导者之一。

•一些公司不同意之前的声明。

他们的论点是,所有的印度菜都可以准备mi-crowave;人们只需要知道 如何使用一个。

消费者评论不一。

•一个家庭主妇说,“微波炉是第一个购买后我的婚礼。

我买它是因为我喜欢它,我有足够的钱。

但我 必须说它的表现让我吃惊。

” •“男人不再有借口不帮助做饭。

我的丈夫,他从未进入厨房,现在使用微波炉做饭经常。

” •“有人天赋我但食物并不味道相同的煮好后在微波公司人所说的。

” •“微波炉将是非常有用的,他们很快就会和冰箱一样重要。

” •“烤箱是使用的单身汉。

他们可以天天咖喱或sambhar每一天。

如果你在常规加热烤箱sambhar dal 第二或第三次它会有烧焦的气味。

微波炉都不会让你得到任何此类问题。

这将是激烈的,同时如果它 现在一样新鲜。

” •“有人说使用微波炉很懒,摆脱传统的印度文化总是新鲜食品。

我说微波的最大使用当你很忙,而不 是懒惰。

有些时候滚烫的食物迅速变得冷,尤其是在冬天和一台微波炉是最简单的,最快的,最简单的 方法加热,因此甚至有应用程序运行在印度文化的传统家庭模式。

“微波炉市场营销者懊恼的是,印度

percep-tion小工具仍然是灰色的。

然而,一些七年来第一次的正式,乐观向微波一直在上升。

•微波炉需求开始取代另一个电视或更大的冰箱。

中间的 ,收入消费者寻找新奇,价值,有竞争力的价 格。

•微波炉的渗透水平仍然是令人震惊的,低于1%。

前7个城市占近70%的市场,德里和孟买(孟买)记录最 高的销售。

但是,好消息是,微波炉也开始出现在更小的城镇。

•当被问及nonurban市场,一个微波炉烤箱公司高管说 ,“我们知道这是一个农村消费者陌生的概念 , 但我们想做的家庭作业现在年后并从中受益。

一旦消费者相信微波能的一部分日常烹饪,类别会变得 无比。

” •除了样式和有竞争力的价格,营销人员承认开裂微波的心态不适合印度菜是未来增长的关键。

•人的微波通常有厨师在任何情况下不得使用工具。

甚至消费者负责微波炉不要经常使用它们,使用仅 限于烹饪西餐或加热。

•由于消费者依然不清楚如何利用日常的微波炉烹饪 ,营销人员从大众营销转移到一个更直接的市场 导向型方法对产品的好处。

•这个类别中的挑战是让用户厨师在微波炉,而不是使用它作为一个产品重新加热食物。

记住这一点, 公司expect-ing微波炉的销售越来越多来自半城市/农村市场。

我们看到越来越多的来自内地的市场 销售。

•“精英时尚或低脂paranthas无烟chullah吗?微波炉会走哪条路在印度 mar -刃?”一位公司代表问 道。

•大多数达成类似的策略来扩大In-dian市场:产品和设计创新微波适合印度烹饪,当地的制造业 工具来促进创新,继续导入高端机型,减少进口内容以削减成本,提高卷,并降低价格。

•甚至早在1990年,微波被吹捧为一种煮印度菜。

朱莉Sahni表示,全国最著名的权威在印度烹饪,已经 将她的注意力转向了微波炉。

和她的新食谱集新 thresh-old微波烹饪。

坦度只煮熟的扁豆 ,辣木豆, 甚至鸡独特的红色color-come热气腾腾的现代微波与古代烹饪的香料和气味。

犬儒主义者认为微波炉烹饪是乏味和缺乏想象力的会吃他们的词汇。

对许多人来说,微波是一个复杂 的设备,可以使用不正确,因此是一个失败的用户。

现在一些公司在印度市场似乎给可怜的更好,因为 他们没有一个系统来应对出现的问题对微波炉的使用。

看来,消费者教育和提示回复询问微波使用是 至关重要的。

一个有趣的网站产品比较和消费者评论是www.mouthshut.com。

为特定的评论微波炉品 牌之一,访问www.mouthshut.com/product - reviews/lg_767war - 925045495. - html。

另一个网 站,提供了一些见解印度烹饪和微波ovensLG电子、 类别的领导者,拥有41.5%的份额为41.5%卢比1单位 市场;它的八款车型定价在Rs 8500 - 19000的范围标志出现在28 - 30日升的印度家庭规模。

LG电子 (LG Electronics)和三星印度占据了段集体市场约61%的份额。

在早期,微波炉没有图在消费者的购买列表。

Kelvinator的Magicook七年前一些高调的条目。

怎么了, 据分析师,是定价,不亚于Rs 20000年,和尺寸太小容纳大型印度船只。

努力发展市场主要集中在大城

市与组织烹饪类等日常费用,配方con -内部测试和演示,赠送配件如玻璃碗,围裙,手套免费赠品和托 管co-promotions。

“改变你的方式,就改变你的做饭方式”是一个最近的口号的公司之一。

真正刺激 类别的增长将是一个改变饮食习惯。

一个公司依托“新鲜”,公司采用的策略全部产品线。

尽管耐用 消费品销售下降在2005年第一季度,微波炉,占70%的销量在耐用消费品行业,累的总体趋势。

微波炉销 售 的 力 量 归 因 于 稳 定 降 价 Rs 7000 最 低 价 格 Rs 5000 在 过 去 的 两 年 里 。

销 售 主 要 是 在 城 市 地 区,semiurban城镇已成为一个关键的增长驱动的类别。

有一些不同的意见正确的烤箱的价格。

微波炉市场,它的价格必须低于Rs 7000,说一个公司。

因为在 本地介绍了微波炉,价格已经得到处都是。

例如,一个公司的价格之间的烤箱Rs 7000和Rs 18000,另一 个Rs 12500年和15000年之间,烤箱烧烤功能的Rs 17900。

从拉拢讨好的超级妈妈单身男,微波炉的旅 程才刚刚开始。

曾被视为替代烤炉和烤架(OTG)、微波今天,根据公司大股的这部分,更 不仅仅是一个加热装置。

一位分析师表示 ,正在经历一个过渡时期的产品类别,和现代消费者更了解 OTG比一台微波炉。

这个分析师认为有需求对微波和OTG类别。

微波在价格上和销售公司面临着一个鸡 生蛋还是蛋生鸡的问题。

价格不会降下来容易,直到卷上去,而体积取决于价格。

产品采购和计划不是 一个冲动购买。

三星已经建立了呼叫中心,客户可以打电话让他们所有的查询有关三星微波炉回答。

除了基本的,导致 销售低端模型,组合模型(对流和微波)模型显示销售额稳步增长。

虽然微波炉是西方的概念,微波技术 先进水平,即使是复杂的烹饪喜欢印度烹饪是可能的。

一位老公司市场经理, 在微波营销职业生涯的大部分时间里,有点怀疑印度市场的快速增长的前景。

他说 ,微波炉第一个在 1950年在美国市场在所有细分市场不受欢迎,直到1970年代中期。

当然,现在几乎每一个家庭在美国至 少有一个微波炉。

一位美国营销人员的咖啡机,搅拌机,砂锅, 其它小电器正在探索的可能性分布电器通过零售商店的依赖。

直到最近,印度信实工业有限公司第二 大公司,已经在工业和石油产品,但现在已经进入零售市场。

依赖建模本身沃尔玛后,和美国营销人员 将达到其电器市场的依赖。

印度的Reliance Industries ltd .)计划开设数千ofstores未来五年,全国也建立一个庞大的网络供 应商。

信实零售商店可能提供的机会在一楼大繁荣的大型商店零售市场将会吸引越来越多的中等收 入。

印度的零售行业预计将从3300亿美元增加到8920亿美元,从2006年到2015年,连锁零售商的股票, 如提出信实零售连锁店,可能增加 从4%降至27%。

但是微波炉增长的预测在印度可能没有被不够乐观。

2005年、390000年全国销量;2010 年,销售额增长至110万辆;一位分析师现在预计2015年销售达到230万。

赋值 你的任务是开发一个战略在印度市场白色家电的微波炉。

包括目标市场(s)、 微波炉功能,价格,促销, 分布在您的程序。

您还应该考虑短期和长期营销计划。

你可能想要考虑的一些问题有: •印度准备食物和西餐准备。

•价值观和海关,可能影响关于微波炉的意见。

•市场竞争的影响。

您可能还想回顾一下国家笔记本:开发一个营销计划的指南,p . 579文本的一些方向

 
 

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