Marketing Microwave Ovens to a New Market Segment

Topics: Marketing, Microwave oven, Cooking Pages: 2 (262 words) Published: August 17, 2011
Case 5:

I. The advantage of microwave ovens for food preparation

II. The values and customs that might affect opinions about microwave ovens

III. New marketing strategy
1. Target market
-upper middle class
- Indian family and focus on housewife
- single male
2. Long-term marketing programs
- Pay more money for R&D and product innovation
- Building call center to help customer (after sales service) … - Foundation team service and guarantee
3. Short-term marketing programs
- product: microwave ovens with more function and easy to use, with a lot of size that suit with a family. - service: give more service such as: cooking book (uses microwave to cook Indian food), guarantee,… - Price: at most 20,000

- Distribution: focus on big cities
- Promotion:
+ advertising: website, TV, and use image of successful woman who can balance work and family life; media exposure such as in movies where the actors, in one part of the movie, use a microwave for cooking In addition the advertising can focus on man who is husband with message: “Not only woman can do it” + freebie:

+ installment plan: pay half and then have fixed monthly payments afterward

Effects of competition in the market:
-competition tends to drive down the price, but there is a wide contention between prices and volume (chicken and egg problem) - wider diffusion of knowledge because of the competitors’ efforts to educate the market

There is still a huge, untapped market in India for microwaves. Marketing strategy should be tailored to the customs and values of the Indian market.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • market segment Essay
  • PRIMARK new market startegy Essay
  • Marketing opportunities new Essay
  • market segment Essay
  • Microwave Marketing Essay
  • Essay on market segment
  • Market Segment Research Paper
  • Market Segments Essay

Become a StudyMode Member

Sign Up - It's Free