Customer Value

Topics: Marketing, Microwave oven, Marketing strategy Pages: 3 (547 words) Published: August 26, 2013
Project Proposal
Project Proposal

Product Strategy and Management

INDIAN INSTITUTE OF MANAGEMENT, BANGALORE

Understanding and analyzing the market strategy of Godrej Appliances Understanding and analyzing the market strategy of Godrej Appliances

Submitted To
Prof. Ramesh Venkateswaran

Submitted by
Group 2

Rajesh Kumar Sanga1211286
Nareshbabu Vadditandra1211277
Kaluvai Rajesh1211192
Shiva Nanditha1211232
Aditi Garg1211322
Akhilesh Chader1211196
Kasam Ravali Reddy1211030
Lipsa Shrabani Rout1211194
Pranjali Kumar1211283
Samita Bansal1211379
Submitted by
Group 2

Rajesh Kumar Sanga1211286
Nareshbabu Vadditandra1211277
Kaluvai Rajesh1211192
Shiva Nanditha1211232
Aditi Garg1211322
Akhilesh Chader1211196
Kasam Ravali Reddy1211030
Lipsa Shrabani Rout1211194
Pranjali Kumar1211283
Samita Bansal1211379

Topic:
Understanding and analyzing the market strategy of Godrej appliances. Context:
In a country like India which even under severe global economic turbulence, achieved 5% economic growth in 2012-13; the demand for consumer appliances is expected to rise considerably in future. Greater media reach, rise in disposable income and increased retail penetration created a new users of appliances.

Company| 2009| 2010| 2011| 2012|
| | | | |
LG | 24.9| 24.6| 24.3| 24.4|
Samsung | 19.3| 20.2| 20.7| 20.8|
Whirlpool | 11.0| 11.4| 11.7| 11.5|
Godrej | 11.6| 11.2| 10.8| 10.4|
Videocon | 9.7| 9.1| 9.0| 8.9|
Fig: Godrej gradually losing its market-share

Company| 2009| 2010| 2011| 2012|
| | | | |
LG | 24.9| 24.6| 24.3| 24.4|
Samsung | 19.3| 20.2| 20.7| 20.8|
Whirlpool | 11.0| 11.4| 11.7| 11.5|
Godrej | 11.6| 11.2| 10.8| 10.4|
Videocon | 9.7| 9.1| 9.0| 8.9|
Fig: Godrej gradually losing its market-share

Godrej Appliances which started in 1958 has been a dominant...

References: 1. http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResultsList.aspx
2. http://businesstoday.intoday.in/story/case-study-godrej-efforts-to-be-in-the-big-leauge/1/20670.html
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