PREFACE

BBA is a stepping-stone to the management carrier and to develop

good manager it is necessary that the theoretical must be supplemented with
exposure to the real environment. Theoretical knowledge just provides the base
and its not sufficient to produce a goodmanager thats why practical knowledge
is needed. Therefore the researchproduct is an essential requirement for the
student of BBA . This research project not only helps the student
to utilize his skills properly learn fieldrealities but also provides a chance to the
organization to find out talent among the budding managers in the
very beginning. In accordance with therequirement of BBA
course I have Project work on on the topicMARKETING STRATEGIES OF
TOP FIVE BRANDS OF MICROWAVES OVEN. The main objective of the
research project was to study the two instruments and make a detailed
comparison of the two.
For conducting the research project sample size of 30 customers of MICRO
WAVE OVENwas selected. The information regarding the project research was
collected through the questionnaire formed by me which was filled by
thecustomers there.In the growing global competition, business has taken a new
shape
in
theworld. Todays Manager has to understand the uncertainty of businessenviro
nment to cope with the situation. Dissertation for each and every student of
SVN is an essential part of completion at the end of 1 st year of the course. The
prime objective of this summer training to familiar with real life business
environment and apply the theoretical concept of business into realityand know
how much theory is applicable in day to day business activity.
Italso sharpens their knowledge, hones their analytical and other businessacume
n and develops better appreciation of the practical problems of business,
especially
from
the
management
point
of
view.
Moreover
the experience acquired by student helps to decide the futureprofessional career.
As per the module is concern I underwent in a projectentitled MARKETING
STRATEGIES OF TOP FIVE BRANDS OF MICROWAVES OVEN

KARISHMA VISHWAKARMA
BBA IIND SEM.

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate
enough to get support from a large number o persons. I wish to express my deep
sense of gratitude to all those who generously helped in successful completion
of this report by sharing their invaluable time and knowledge.
It is my proud and previledge to express my deep regards to Respected ,
Head of Department Dr.Pramesh Gautam, Department of Business Management
, SWAMI VIVEKANAND UNIVERSITY SAGAR for allowing me to
undertake this project.
I feel extremely exhilarated to have completed this project under the able
and inspiring guidance of He rendered me all possible help me guidance while
reviewing the manuscript in finalising the report.
I also extend my deep regards to my teachers , family members , friends
and all those whose encouragement has infused courage in me to complete to
work successfully.
KARISHMA VISHWAKARMA
BBA IIND SEM.

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " A MARKETING

STRATEGIES OF TOP FIVE BRANDS OF MICROWAVES OVEN" on
Market Segmentation is nay own work conducted under the supervision MR.
SATYENDRA SIR

Department of Business Management, SWAMI

VIVEKANAND UNIVERSITY SAGAR To the best of my knowledge the

report does not contain any work , which has been submitted for the award of
any degree , anywhere.
KARISHMA VISHWAKARMA
BBA IIND SEM.

CERTIFICATE

The project report titled

" A STUDY ON MARKETING

STRATEGIES OF TOP FIVE BRANDS OF MICROWAVES OVEN" been

prepared by KARISHMA VISHWAKARMA BBA IIND SEM. under the
guidance and supervision of

MR. SATYENDRA SIR

for the partial

fulfillment of the Degree of BBA .

Signature of the

Signature of the

Signature of the

Supervisor

Head of the

Examiner

Department

CONTENTS

PREFACE
ACKNOWLEDGEMENT
CERTIFICATE
DECLARATION
CHAPTER I INTRODUCTION
ABOUT PRODUCT
AN INSIGHTOF COMPANY HISTORY
MISSION AND VISION
STANDING POSITION OF COMPANY
BRAND VALUE
CHAPTER II OBJECTIVE OF THE STUDY
CHAPTER III RESEARCH METHODOLOGY
CHAPTER IV MARKET ANALYSIS
OVERVIEW
BRANDS
CHAPTER V CONSUMER GROUPS
CONSUMER BEHAVIOUR
CHAPTER VI PRODUCT PROFILE
PLAN FOR PRODUCT MIX
PRODUCT RANGE
CHAPTER VII MARKETING STRATEGY
PRICING
POSITION AND DISTRIBUTION
PROMOTION
CHAPTER VIII ABOUT COMPETITORS
COMPETITOR FOR PRODUCT
PRICE OF COMPETITOR PRODUCT
CHAPTER IX DATA ANALYSISAND INTERPRETATION
CHAPTER X LIMITATION
CHAPTER XI CONCLUSION & SUGGESTION
BIBLIOGRAPHY
QUESTIONNAIRE

CHAPTER 1

INTRODUCTION

ABOUT COMPANY
AN INSIGHT OF COMPANY HISTORY
STANDING POSITION OF COMPANY
MISSION & VISION
RECENT DEVELOPMENT
ACHIVEMENT

INTRODUCTION
INRODUCTION
Consumer durables are the products whose life expectancy is at least 3 years.
These products are hard goods that cannot be used up at once.
The consumer durables sector can be segmented into consumer electronics, such
as, VCD/DVD, home theatre, music players, color televisions (CTVs), etc. and

white goods, such as, dish washers, air conditioners, water heaters, washing
machines, refrigerators, etc
Consumer Durables
India as emerging superpower is looked upon with great value. Factors of such
exceptional growth have been the rise in income and extensive consumptions.
Consequently, sectors like consumer durables are also growing at high rate.
Experts have suggested that this sector is going to provide ample opportunities
to young talents. Also, it is a secure sector as the consumer needs are never
going to end. You can also carve your own ways in this sector; you just need to
have passion to do so. We are there to guide you in blooming sector consumer
durables and place you in world leading consumer durable company.
Introduction
Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, Allwyn, and Voltas were the major players in the consumer
durables market, accounting for no less than 90% of the market. Then, after the
liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and
Aiwa came into the picture. Today, these players control the major share of the
consumer

durables

market.

Consumer durables market is expected to grow at 10-15% in 2007-2008. It is

growing very fast because of rise in living standards, easy access to consumer
finance, and wide range of choice, as many foreign players are entering in the
market.
On the flip side, the presence of a large number of players in the consumer
durables market sometimes results in excess supply.

Overview
Market Definition
The consumer electronics market consists of the total revenues generated
through the sale of audio, video, and games console products designed primarily
for domestic use. The audio sector consists of hifi systems, cassette, CD, Mini
disc and MP3
recorders and players, personal stereos, and radios. The video sector consists of
CRT and flat-panel television sets, videocassette and DVD players and
recorders (standalone and integrated with TV sets), camcorders, digital cameras,
and set-top boxes. Games consoles consist of all hand-held and plug-in
consoles. The market is valued at retail selling price (RSP) with any currency
conversions calculated using constant 2006 annual average exchange rates.
Asia-Pacific comprises Australia, China, Japan, India, Singapore, South Korea
and Taiwan.
Research Highlights
The Indian Consumer Electronics market generated total revenues of $3.8
billion in 2006, this representing a compound annual growth rate (CAGR) of
11.1% for the period spanning 2002-2006.Video equipment sales proved the
most lucrative for the Indian Consumer Electronics market in 2006, generating
total revenues of $3 billion, equivalent to 80.8% of the market's overall value.
The performance of the market is forecast to accelerate, with an anticipated
CAGR of 5.4% for the 2006-2011 period expected to drive the market to a value
of $4.9 billion
by the end of 2011.
Market Analysis
The Indian Consumer Electronics market generated total revenues of $3.8
billion in 2006, this representing a compound annual growth rate (CAGR) of
11.1% for the period spanning 2002-2006. In comparison, the Chinese and

Japanese markets grew with CAGRs of 11.8% and 15.7% over the same period,
to reach respective values of $17.6 billion and $20.5 billion in 2006.
Video equipment sales proved the most lucrative for the Indian Consumer
Electronics market in 2006, generating total revenues of $3 billion, equivalent
to 80.8% of the market's overall value. In comparison, sales of audio equipment
generated revenues
of $0.6 billion in 2006, equating to 14.9% of the market's aggregate revenues.
The performance of the market is forecast to accelerate, with an anticipated
CAGR of 5.4% for the 2006-2011 period expected to drive the market to a value
of $4.9 billion
by the end of 2011. Comparatively, the Chinese and Japanese markets will grow
with CAGRs of 9.2% and 7% respectively over the same period, to reach
respective values of $27.4 billion and $28.6 billion in 2011.
With the increase in income levels, easy availability of finance,
increase in consumer awareness, and introduction of new models,
the demand for consumer durables has increased significantly.
Products like washing machines, air conditioners, microwave
ovens, color televisions (CTVs) are no longer considered luxury
items. However, there are still very few players in categories like
vacuum cleaners, and dishwashers.

Consumer durables sector is characterized by the emergence of

MNCs, exchange offers, discounts, and intense competition. The
market share of MNCs in consumer durables sector is 65%. MNC's
major target is the growing middle class of India. MNCs offer

superior technology to the consumers, whereas the Indian

companies compete on the basis of firm grasp of the local market,
their well-acknowledged brands, and hold over wide distribution
network. However, the penetration level of the consumer
durables is still low in India. An important factor behind low
penetration is poor government spending on infrastructure. For
example, the government spending is very less on electrification
programs in rural areas. This factor discourages the consumer
durables companies to market their products in rural areas.

Some Facts,

1. Bargaining power of suppliers in consumer durables sector is

limited due to threat of imports and intense competition.

2. Some of the entry barriers in consumer durables sector are

distribution network, capital, and ability to hire purchases.

3. Demand is seasonal and cyclical.

4. Competition among players is on the basis of difference in

prices
and well-acknowledged brands.

VISION & MISSION

Our Vision:
To be a world-class, innovative and progressive organisation and to build
Indias most desirable brands.
Our Mission:
To create wealth for all our stakeholders by building highly successful
businesses based on a customer-centric approach, and to contribute to the
community.
Our Values and Standards:
Total customer orientation
- Customers take precedence over all else, always.
Employee appreciation
- We value and respect MICRO WAVE OVEN and endeavour to fulfill their
needs and aspirations.
Performance culture and teamwork
- At MICRO WAVE OVEN Industries, high performance is but a way of life
and is nurtured by teamwork.
Creativity and Innovation

STANDING POSTION OF COMPANY

Figure 1: Porters Five Forces Model
SUPPLIER POWER
No strong suppliers
Lack bargaining power
Rise of China, Taiwan as low cost
suppliers
BARRIERS
TO ENTRY
Cluttered Market
Lack of
Differentiation

DEGREE OF RIVALRY

THREAT OF

Increased number of firms

SUBSTITUTES

Low switching costs

No close

Strategic stakes are high

substitutes

BUYER POWER
Price sensitivity , Buyers Preferences

CHAPTER 2

OBJECTIVE OF THE
STUDY

OBJECTIVES OF THE STUDY

To review the brand positioning strategies of different sub-brands of

MICRO WAVE OVEN

To analyze the brand repositioning strategies of Micro Wave Oven.

To study consumer awareness and perception about the brand

repositioning strategies of MICRO WAVE OVEN

To recommend suitable measures to be taken by the MICRO WAVE OVEN

Company to further improve its brand perception and loyalty among its
customers.

CHAPTER 3
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research Methodology
Research methodology is a way to systematically solve the research problem. It
can be understood as a science of studying how research is done scientifically. It
takes many dimensions and research methods to constitute a part of the research

methodology. Thus when we talk of research methodology, we not only talk of

the research methods but also consider the logic behind the methods used in
context of the research study in such a way that results are capable of being
evaluated either by the researcher himself or by others. Under this head, the
methods and techniques used in preparing this report are discussed.
Research Process:

Information Need
Felt

Secondary
Research

Define Research
Objective

Primary Research

Prepare Research
Design

Tabulation and
Analysis

Design Research
Methodology

Report Writing and

Presentation

Design Research Methodology

The research methodology selected was influenced by the target population i.e.
the Hyundai car owners. The major parts of the research methodology were:
Method of Data Collection
Both, secondary as well as primary methods were used.
Sampling Plan
Sampling Technique Non Probability Purposive and Convenience Sampling
Sample Universe All the MICRO WAVE OVEN owners in Sagar
Sample Frame SAGAR
Sample Unit All respondents
Sample Size 50
Questionnaire Design
The questionnaire was designed in order to meet all the primary and secondary
objectives of the study. Structured open and close ended questionnaire was
used.
Plan and Do Secondary Research
Secondary Data
It included the data like Indian Automobile Industry, Need for Consumer
behaviour and Buyer 5 Step process.

Secondary Data Sources: Internet, Company profile, brochures.

Plan and Do Primary Research
Primary Data
Primary data was collected via Questionnaire.
Primary Data Sources: Primary data is collected directly by meeting the
consumers who own MICRO WAVE OVEN Sun Glasses
Tabulation and Analysis
The analysis of data involved a number of closely related operations such as
establishment of categories, the applications of these categories into raw data
through tabulation, charts etc and then drawing inferences. All analysis was
univariate in nature and was of Simple tabulation type. In this report mostly
judgmental analysis was applied. The data collected were grouped into research
characteristics and further subjected to segmentation and then the scores were
obtained by using tally bars. The scores and percentage are presented in tables,
graphs and charts. By percentile inferences were drawn. Every table for each
test is represented through charts and graphs.
Report Writing and Presentation
After analysis, the next step was the preparation of report. The report was
prepared according to the report writing principles. The inferences drawn from
the analysis have been incorporated in the report along with the
recommendations & limitations of the study.

CHAPTER 4

MARKET ANALYSIS

MARKETING ANALYSIS
Description
The global microwave oven market is projected to grow to $72.5 million by the year
2015 mainly driven by the replacement demand, niche product development and reestablishment of old product line in developed markets of America and Europe.
Increasing income levels and growing living standards are influencing the growth of
this market across the developing markets of Asia and Eastern Europe. Due to the
increasing need of luxury gadgets, microwave ovens are becoming an essential part
of modern and well furnished kitchen. Number of technological developments and

improvements in design technology is making microwave ovens common in every

household, thus contributing to the overall market growth.
Decrease in costs of microwave ovens due to increasing competition is encouraging
the sale of more number of ovens, even in rural areas. Europe and Asia Pacific are
currently dominating markets for microwave ovens while China is the fastest growing
market across Asia Pacific. High incomes and sense of modern civilization
depending on consumerism are expected to sustain the demand for modern
generation products.
This research report analyzes this market based on its market segments and
major geographies. Geographies analyzed under this research study are

North America

Asia Pacific

Europe

Rest of the World

This research report provides complete analysis of

Major market segments

Current market trends

Factors driving market growth

Restraints

Industry structure

Market projections for upcoming years

This report also provides analysis of technological improvements in this industry,
Porters five force model analysis, and complete company profiles of top market
players. It provides review of micro and macro factors significant for existing market
players and new entrants along with detailed value chain analysis.

CHAPTER 5

CONSUMER GROUPS

CONSUMER GROUPS
Consumer-buying behavior according to Kotler is defined as The buying
behavior consumers individuals and house holds who buy goods and services
for personal consumption. the termconsumer can be described as a person
who acquires goods and services for self satisfaction isoften used to describe
two different kinds of consuming entities: the personal consumers and
theorganizational consumers. The personal consumers buy goods and services
for

his/her

own

use.In this context

the goods are bought

for final use

by individual, who are organizationalconsumers, encompasses for profit and

not for profit business, government agencies, institutions,all of them must buy
products, equipment and services in order to run their organization. Peter and
Olson mention that interactions between the peoples emotions, moods, affection
and

specificfeelings is called

consumer behavior, in other

words in

Environmental events which theyexchange ideas and benefits each is called

consumer

behavior.

Buying

behavior

of

people,

who purchase products for personal use and not for business purposes. The Phys
ical actions of consumers that can directly observe and measured by others,
by influencing behavior profit can be earned. The study of consumer behavior
has evolved in early emphasis on rational choice tofocus on apparently
irrational

buying

needs

and

the

use

of

logical

flow

models

of

boundedrationality. The latter approach has depended into what is often called
the information processingmodel. The information processing model regards
the consumer as a logical thinker who solves problem to make purchasing
decision. Compares the four major approaches to create successfulinterorganizational relationships and integrates them into a single prescription for
managingimportant

inter firm

relationships. Service fails, in satisfying the customers

and developingcustomer loyalty over time in business to business markets. Web

ster and Wind famouslyidentified five buying roles, they are: 1. users 2.
Influencer 3. Buyer 4. Decider and 5 Gatekeepers. Further categories have been
suggested as the initiator,and the analyst and spectator. The product purchase
decision is not always done by the user.The buyer necessarily purchases the
product. Marketers must decide at whom to direct their promotional efforts, the
buyer or the user. They must identify the person who is most likely toinfluence
the decision. If the marketers understand consumer behavior, they are able to
predicthow

consumers

are

likely

to

react

to

various

informational

and environmental cues, and areable to shape their marketing strategies

accordingly. The consumer behavior influences arefollows: The consumer
behavior influences in 3 aspects, they are acquiring, using and disposing.The
acquiring means that how the consumer spends money on the products, such as
leasing,trading and borrowing. Using means some of the consumers use the
high

price products

and

some

of the

consumer sees the quality. Disposing is nothing but distribution, order or places
a particular product. By understanding consumer behavior deeply, different
authors have givendifferent information about the consumer behavior,
how consumer buys the products, it involvesfive steps they are: need
recognition, information search, evaluation of alternatives, purchasedecision
and post purchase behavior, the marketer can pick up many clues as and how to
meet the buyer need and develop an effective program to support an attractive
offer to the target market.According to Kotler, the Consumers buying decision
process is influenced by four steps those areas follows: a. Types of consumer
buying

decision

behavior:

Consumer

buying

behavior

decision-

making varies with the type buying decision. There are different types of buying
behavior decisions. b. Complex buying behavior: Consumers undertake
complex buying behavior whenthey are highly involved in purchase and
complex

buying

behavior

and

perceive

significantdifference among the brands. Consumers may be highly involved wh

en the product areexpensive, risky, purchased in frequently and are highly

CHAPTER 6

PRODUCT PROFILE
PLAN OF PRODUCT MIX
PRODUCT RANGE

PRODUCT PROFILE
LG MICROWAVE OVENS
Microwaves are the divided into three divisions
SOLO
CONVECTIONAL
GRILL

SOLAR DOM

SOLO
LG Solo models give you
Cooking
Defrosting
Heating.

GRILL
The specialty in the Grill model is
Cooking
Defrosting
Heating
Grilling
CONVECTION

In the Convection with these all facility of

grilling the additional facility you get is that you
can bake,

Cooking
Defrosting
Heating
Grilling

Even Browning -Crispiness in the Food

SOLAR DOM:

LGs Solar Dom radiates heat by halogen light and lightwave

technology, and

the round cavity

is also present to cook the

food four times faster than the convectional model. Its mega
heater and reflecting heat which heats the food to get cooked
better and quicker.

SAMSUNG

Promotion stands for various activities the company undertakes

to
communicate and promote its products to the target market. It
involves
communication programs i.e. direct marketing, advertising,
sales promotions,
public relations and motivation of sales force. To the customer
this tool
provides knowledge and information.

ADVERTISING:

It is any paid form of non-personal presentation and promotion

of ideas,
goods or services by an identified sponsor.

SALES PROMOTION:
The short-term incentive to encourage trial or purchase of a
product or
service refers to sales promotion. Whereas advertising offers a
reason to buy;
sales promotion offers an incentive to buy. Since sales
promotion directly
push up the sales, increasing number of companies are
undertaking sales
promotion activities.
Where advertisement offers a reason to buy, sales promotion
offers an
incentive to buy. Sales promotion includes tools for consumer
promotion
(samples,coupons,cash refund, price
off,premiums,prizes,patronage rewards,
free trials,warranties,tie-in-offers cross promotion, point of
purchase displays and demonstration);trade promotion(price
off, advertising and display allowances and free goods);and
business and sales force promotion(trade shows and
conventions, contests for sales reps and specialty advertising..

Promotion
Samsung Innovative promotion and advertising
initiatives
To establish trust and confidence among Indian consumers, Samsung did
active promotion and
advertising by taking the following initiatives.
Samsung India associated itself with the ruling passion of the Indian
mass consciousness:
Cricket. Samsung launched the Team Samsung campaign with the stars of
the Indian cricket team, which caught the imagination of an entire nation.
In 2004, Samsung also brought to India what was possibly the biggest
cricketing spectacle of this decade, the historic India vs. Pakistan cricket
series - The Samsung Cup.
Not confining itself to cricket, Samsung sponsors the Indian contingent to
the Olympics and the Asian Games. It also ran training programmes for
deserving Indian athletes under the Olympic Ratna banner. Samsung has

also helped bring to India, for the first time, the Olympic torch relay.
Samsung also brings every year to India - the World Cyber Ga mes, which
is regarded as the Olympics of the Cyber world.
Samsung also launched a series of innovative below-the-line activities. In
mobile phones, Samsung tied up with noted painter Satish Gujral for his
paintings to be available as downloads on Samsung mobile phones.
Product placement was done in movies and popular television serials like
Jassi where Samsung products were set in lifestyle environments.
For Microwaves, Samsung ran a Kitchen-on-Wheels programme where
mobile kitchens with microwave ovens went to various localities
demonstrating the advantages of microwave cooking.
Samsung branded its products as superior technology and environment
friendly ones. The Samsung refrigerators and ACs incorporate a
revolutionary new technology called Silver Nano Health System that
ensures freshness and bacteria free environment. It launched the Bio
range of products. In microwave ovens, features like the bio-ceramic
coating and 3D shower waves keep in mind the health conscious public of
today.
Launched a special marketing campaign for Flat TVs including a focused
advertising campaign Duniya Hai Gol, TV Flat and attractive exchange
offers. As a result, flatscreen TVs make up over 50 per cent of Samsungs
TV sales compared an industry average of 17 per cent.

VEDIOCON

Videocon

CORPORATE PROFILE
The Videocon group emerges as a USD 2.5 Billion global firm continuing to set
trends in every sphere of its activities from a conference room sized assembly
line in 1979.
Today the company operates through 4 key sectors:
Consumer Electronics, Home Appliances & Compressor
manufacturing in India
We enjoy a pre-eminent position in terms of sales and customer satisfaction in
many of our consumer products like Colour Televisions, Washing Machines, Air
Conditioners, Refrigerators, Microwave ovens and many other home
appliances, selling them through a Multi-Brand strategy with the largest sales
and service network in India. Refrigerator manufacturing is further supported by
our inhouse compressor manufacturing technology in Bangalore.
Display industry and its components
With the Thomson acquisition Videocon has emerged as one of the largest
Colour Picture tube manufacturers in the world operating in Mexico, Italy,
Poland and China, continuing to lead through new innovative technologies like
slim CPT, extra slim CPT and High Definition 16:9 format CPT.
Colour Picture Tube Glass
Videocon is one of the largest CPT Glass manufacturers in the world with a high
level of experience and technical expertise operating through Poland and India.
Videocon will leverage on this synergy after the Thomson acquisition to
internally source glass for its CPT manufacturing increasing efficiencies and
lowering costs.
Oil and Gas
An important asset for the group is its Ravva oil field with one of the lowest
operating costs in the world producing 50,000 barrels of oil per day. The group
has ambitious plans for expansion in this sector globally.

BPL

INTRODUCTION

Twentieth century is consider to be the age of science. Science

has done wonders in every aspect of life Electricity which is called the
eyes of science has given birth to Television, Radio, Cinema slides,
Gramophone etc. which are important means of recreation for young and
old alike. In modern life Television occupies a very important place
because it emphasizes on almost all spheres like educational, social
political and moral etc.
If we seek to spread light on past when Mugal rules was going on.
The king and his people liked to enjoy with flying kite, Kabuter Bazy,
Elephant Race, Dangal Cock fights and to see Muzra etc. These were
the ways for entertainment. After some time, the trend was slightly
changed people preferred to see Nautunki, Kathpuatali dance etc as we
know that the recreation in very necessary in human life.
Rising SUN of twenteeth century came with new and sharp sun
shine with the help of science. Science gave us "Cinema" which was a
miracle in the field of entertainment. The cinema is combination of many
arts which aims to entertain and teach us. It has became an important
organ of past as well as model civilisation.

CHAPTER 7

MARKETING
STRATEGY

POSITIONING AND DISTRIBUTION

MARKETING STRATEGY FOR PARLE G

Cost leadership:
It is a cost leader in its industry except in cheese and glucose biscuits where it lags
behind Parle respectively. The company has undertaken modernization program in order
to improve productivity. To focus resources, rationalization of brands and packs has been
undertaken and the existing brands have been clustered into more cost efficient portfolio
through a process of brand concentration.

Economies of scale:
Parle G

is adding capacity at regular intervals depending upon the economic

environment It has the advantage of being able to source raw materials and even
packaging at cheap rates because of large scale of operations.
Parle G is a star BCG as shown below:
HIGH

* PARLE G

MARKET GROWTH
RATE

LOW

RELATIVE MARKET
SHARE

HIGH

The BCG growth-share matrix shows that Parle G is a STAR BCG, being a market
leader in a high growth market

CHAPTER 8

ABOUT COMPETITION
COMPETITOR OF
COMPANY
PRINCE OF COMPETITOR
PRODUCT

COMPETITORS INFORMATION
ABOUT COMPETITORS

LG
TROMM
LG Electronics, has unveiled the latest front loading TROMM series, drum washing
machines. Its futuristic wash features such as Fuzzy Logic technology ensures that once you

press the start button, smart sensors automatically detect the laundry load and water level.
Adjustments are then made in the water levels and cycle time based on the laundry load to
give you that perfect wash. Fuzzy Logic also detects machine iBBAlance and excessive foam
formation and adjusts the same for the best washing performance. At the touch of a button
LG TROMM saves water and energy giving you a clean and convenient wash.
TROMM has the largest capacity 7 kg drum load capacity, Single dog Dial feature, Delay
Timer, Digital Display. It has Eco Wash, 9 Water levels and GRPP Outer Drum features give
the benefit of saving electricity. Self Diagnosis mechanism, child lock and rat cover are the
added safety features.

Top loading fully automatic washing machines

LGs Top loading range of fully automatic washing machines comes equipped with the
revolutionary
i Sensor technology. The i-Sensor technology is a combination of 7 sensors against the
normal 4 present in other machines, which delivers a supreme wash. The hardness, detergent
and temperature sensors are the additional sensors. 7-water level sensors help in power saving
of upto 15% more than regular washing machines. LG also displayed its Turbodrum and 3
step wash range of machines which delivers best towards washing and rinsing performance.
The washing machines also come with safety features such as iBBAlance and door lock
sensor with child-lock feature. The machines are equipped with self tub clean system for
better hygiene . All these superb features enable washing that offers tangle free clothes, less
wear and tear and complete yet gentle cleaning .
Aesthetically very appealing, LG Washing Machine has stylish European looks which is a
unique blend of eye-catching design, user-friendly controls and digital as well as window
display. The FRONT LOADING Washing Machine range comes in four colors, making LG
the only company in India to offer so many color options.

Semi Automatic Washing Machines

LGEIL has a total line up of 11 models in SAWM offering capacity of 6.2, 6.5, 7.0 & 7.2
Kgs. The highlight of the Semi Automatic Range was Indias first 6.5 Kg capacity semiautomatic washing machine, developed through the efforts of LGEILs robust in house R&D
& Product Planning Team, with an investment of over 25 crores. This washing machine has
been designed taking into consideration the aspirational as well as functional needs of Indian
consumer. The new Semi automatic machine launched has international looks and elegance.

LG Micro Oven Models

Solo

MS-1927C to be continued in
2008

MS-1947C to be continued in
2008

MS- 2347 BS (New Model in Metallic

Silver Colour Sept 2008 Launch)

Grill
MG-396 WA/ WS & MG-397 WB continue till August 08 new
model in Sept 08 MH- 3948 WS/WA & MH 3948 WB
1. 19 ltr, micom, anti bacterial cavity, metallic silver
color MH- 3948 WS
2. 19 ltr, micom, anti bacterial cavity, White color MH3948 WA.
3. 19 ltr, micom, anti bacterial cavity, Black color MH-

MG-555 F/FS continue till August 08 new model in Sept

08 MH-6558 F /FS.
1. 25ltr, anti bacterial cavity, micom, metallic silver
color MH-6558 FS.
2. 25ltr, anti bacterial cavity, micom, white color MH6558 F.

MG-557B continues till August 08 new model in Sept 08,

MH 6558 BH.
1. 25 ltr, micom,anti bacterial cavity, white color with
black door

M
DO
e
v
Wa

MH 6347 AR to continue till Aug08 in place of MG-2341

BR.
MH 6347 B to continue till Aug08 in place of MG-2381
LE.
1. 23ltr, micom, Wave Dom, White color.

MG-607APR, to continue
1. 30 ltr, micom, rotisserie, stainless steel
cavity.

MG-3937 C to continue in 2008.

2. 19 ltr, mechanical with clock, child lock,
&white color.

Convection
MC-7648 WH/WSH in place of MC- 767 W/WS.
1. MC-7648 WH, 26 ltr, white color, 8 Health +menus , 36
Auto Cook menus, Keep Warm, Steam Clean function.
2. MC-7648 WSH, 26 ltr, metallic silver color, 8 Health
+menus, 36 Auto Cook menus, Keep Warm, Steam
Clean function.

MC -7688 DP in place of MC- 2681 DS.

1. 26 ltr, tactile, white color, 21 auto cook menus, kids
menus

MC-8048 WR in place of MC- 808 WAR.

1. 30 ltr, micom, rotisserie , 44 auto cook menus, keep
warm steam clean function.

MC-8083MLR to continue.
1. 30 ltr, micom, rotisserie, stainless steel finish.

MC-9243 JR to continue till Aug 08 new model in Sept 08

MC- 9827 BQ.
1. 42 ltr micom, with 4 rotisserie,

M
DO
e
v
Wa

MC-7645 B/BS to continue in 08.

1. 26 ltr, Wave Dom (Round Cavity), Metallic silver
Color.

CHAPTER 9
ML-8483.
2. 34 ltr, Light Wave with (Round Cavity).

DATA ANALYSIS AND

INTERPRETATION

Solar Dom

Qs1. Life without air & water could be proportionate to a life

without Microwave Oven in the kitchen?

OBJECTIVE:

Through this question, an attempt was made to check the level of

dependency of Microwave oven users on it.
ANALYSIS:
AGREE
DISAGREE

40%
60%

60% of them disagreed & has proved that they are conventional.
40% agreed & proved of even more conventional. This is because,
with reference to our prior relevant queries, we found out,
although people know about the benefits of the product, they are
reluctant to change their lifestyle. Hence just knowing & not
initiating in participation is our futile. Hence both the categories,
60 + 40% when join hands together, irrespective of the fact that
Microwave Oven is a life support to kitchen , but then the kitchen
should be supported by a Microwave Oven.

Qs2. Which brand of Microwave oven you currently own?

OBJECTIVE:

Through this question we tried to find out, which brand of

Microwave oven is mostly owned by people. An attempt was also
made to check if there is any brand pulling while purchasing a
microwave oven.

ANALYSIS:
LG
IFB
Samsung
Electrolux

18
0
8
6

Godrej
TCL

0
1

Kenstar
Onida
Bajaj
Whirlpo

1
3
0
0

ol
Others

From the above diagram, it is clearly seen that LG with 45%

people owing its Microwave oven is leading the market and then
comes Samsung 21%, Electrolux with 15 % & others 34%
respectively

Q3. Life was good before Microwave oven but life is

______________________
Without it (Possible / Difficult / Cant run / Can manage
somehow).

OBJECTIVE:

This is to check the dependency level of consumers on Microwave

oven.
ANALYSIS:

Possible
Difficult
Cant run
Can manage somehow

40%.
24%.
8%.
28%.

The question was built with a motive to understand how familiar

Microwave Oven is amongst the mass. 28% spoke of a mode
where they can manage somehow without it. Even 8% spoke of
not to run at all without it. We have 24% speaking of difficult life
without Microwave Oven.

On an inclusive enumeration the ratio of a greater percentage

(40%) spoke of a hindering but possible life without Microwave
Oven. We see, here buyers or users in a greater clot with
Microwave Oven. Pertaining to this question, we see that
peoples inclination towards such product is immense & is evident
that demography is dominated with this product.

Qs4. I have become more of the following with my Microwave

oven?
(Lazy / Idle / Time specified / Independent).

OBJECTIVE:

This is check, to what extent people are drawing benefit from a

Microwave oven.

ANALYSIS:
Lazy
Idle
Time specified
Independent

0%.
0%.
52%.
48%.

The datas evaded us of a scenario which speculates time sternly

& with the aid of Microwave Oven, they reached epitome of
stipulated time management theories.

48% spoke of independence in their culinary habitats & can

spurge their palates along with their admin temperaments also. A
machine which opens us to a world of insight & freedom ---what a time we are living!

Q5. Are you satisfied with the model and design of the Microwave
Oven?

(Yes / No)
OBJECTIVE:

This is to check, whether people are satisfied with the model &
design of Microwave oven they are currently using.

ANALYSIS:
Yes
No

88%
12%

A negligible percentage owes a problematic reflection in the

manufacturing models of the brand. Although a greater
percentage speaks about satisfaction, but then for a wide
coverage, the 12 percent cant also be denied. Satisfactory

peripherals vary from man to man, yet as a compatible

competency, the company should hold authority in refining &
redefining model making strategy. Henceforth we can look
forward for a better, brighten future ahead, in respect of
business.

Q6. The new models could be made handier on table top on

Kitchens?

OBJECTIVE:

Through this question an attempt was made to check, whether

people want certain changes in the model and design of
Microwave ovens.

ANALYSIS:

YES
NO

96%
4%

96% expects of a fine model , technically perfect & steel body ,

which does not give the model a posh look , consumers spoke of a
fiber coated body which would seem shock resistant , though
steel bodies are also the same , but even then , a fibre body looks
more safe as they seem to be bad conductors of electricity. Few
of them even spoke of an elegantly sleek remake of current
models. Expectations rise high in consumer market , but if a
synopsis is taken out of all anticipations perhaps a makeover
could be done on such a model and a new launch with a new look
may create an added hype in consumer behavioral policies.

Q7. Are you satisfied with the after sales service?

OBJECTIVE:
This is to enquire that, whether people are satisfied with the after
sales service provided by their respective Microwave oven
manufacturer.

ANALYSIS:
YES
NO

70%
30%

The after sales service is a sector which is not monitored well in

most of the organizations. Media hype, promotions,
advertisements and all other tall claims rendered and a product is

sold. But what after the product is sold and reached home of that
person, who was tapped & motivated so badly that at one point of
time, it was compulsion which made the deal crack.

No one even bother to call back and ask him whether he is

comfortable with the product. His target is achieved on selling
one unit & the story ended here according to the sales
department.
But poor after sales service would initiate the following mal
activities by the irritated consumer

He would not be a brand loyalist.

He would think the product to be a liability rather than an aspect.
He would not refer anybody on this brand.
He would kill a small segment of the market.
He would adversely manipulate his statements contemplating
dignity of the company.

Qs8. Is feedback at all important?

ANALYSIS:
Yes

92%.

No

8%.

Feedback actually is so drastically important that without it, no

strategies could be developed or imagined. Feedback trails us to
a flashback showing about demerits of the whole process flow.

Exhibition of remarks of consumers act as highlights in the

companys eye view as to how more catalyzed event flow could be
possible.

Feedback gives an exact picture of performances. Non performers

skip from the eyes of the management but cannot skip from a
feedback form. Feedback tells us how strategies could be formed
and also implemented. Implementation without planning cannot
happen & planning without strategies could be a joke. Hence

feedback works as a rendezvous with the consumer & the

company. It is actually an exact interface.

Q9. Which can you suggest would build upward graph of

acceptance of product?

OBJECTIVE:

Through this question, an attempt was made to check which is

the factor, if else changed can change the level of acceptance of
this product.

ANALYSIS:
MODEL
3
12%

COST
17
68%

VIABILITY
2
8%

FEASIBILITY
3
12%

68% talked about cost. Costing if justifiably figured would

definitely result in more sales. An economic feasible fragment can
bracket added & upward selling graph.

Rest of the percentage talked about model replenishing or

viability (in terms of durability). But now users, when they
revealed of other causes, the higher percentage inclined towards
financial constraints, which can be considered as the key factor.

Q10. The denial or acceptance of this product owes to the

following causes?

OBJECTIVE:

Through this question, it was tried to find out the key reason for
low consumer acceptability of Microwave oven.

ANALYSIS:
INSUFFICIENT
FUNDS

INEFFICIENCY
TO
SUPPORT INSTALLMENT
SCHEME

UNFAMILIARITY
WITH THE PRODUCT

UNAWARE OF A
MECHANIZED
BUT
A
SYNCHRONIZED
LIFESTYLE

3
12%

2
8%

12
48%

8
32%

A clear picture is shown on the bar which gives a lift to the

episode of unfamiliarity with the product.

Product unawareness was discussed in prior analysis also, but

that could not equate the acceptance in the general market.
People are still not literate about a Microwave Oven.

32% spoke of a non synchronized distorted lifestyle (out of

professional arena). This percentage also needs to take a break in
this out break. An effort which tries them to be more literate,
more mechanized & hence product acceptance would definitely be
more, irrespective of any segmentation in consumer behaviour
market.
Q11. What is the key reason of buying a microwave oven, if you
happen to buy one?

CHAPTER 11

CONCLUSION &
SUGGESTION

CONCLUSION & RECOMMENDATIONS

CONCLUSION

The overall study & observation done, findings & other

hypothetical issues as well reveals a message --- message of
development, more development would energize, more
awareness.

More awareness should also promote, more acquaintance with

the product, more acquaintance should lead to more presence of
this product.

The word "More ", redefined here equates to mass &

proportionate to the jury, who says that LG as a whole has lit
the market & added to the maturity of mindset that accepts it.

Nevertheless contradictions may occur, and has occurred also.

Coalitions, actually occurs with differentiated ideologies, two
different ideologies fighting to come down to a single conclusion.

History evades that such conclusions do not occur. But with such
conflicts, erupts newer brain wares, potential thoughts, minds
that credentials updates & thereby a market is reborn, which

drapes along with veils of augmented sales strategies that

resulted to a wide product acceptance. Product presence
everywhere whispers tales of product success. It's just that a
mind which do not do different things, but does a strategy
differently.

A good percentage of people accepted the brand & many users

accepted LG Micro Wave Oven.

42% spoke of likely attitude as they would recommend the brand

and a great % spoke of a satisfied mind of after sales service with
25 % speaking its negatives.

One thing which could be exclaimed about is that irrespective of

such diversities, many supported the brand "LG "' and also the
product "Microwave Oven ". But its differentiated rating to
acceptance would have a different story to say altogether.

RECOMMEMDATIONS
The gradual penetration rates of microwave ovens are a definite
indication of the need for creating more awareness of the product
and also highlighting its feature, performance levels and
usefulness. Earlier high income group families & now as the era is
changing towards more competitive market the main customers
are always he middle class and are the biggest buyers of
microwave ovens, their views assume paramount importance in
drawing any inference on the acceptability of the same. From the
research it is seen that, although there is an awareness of the
product, but 34% of the people do not perceive it to be a cooking
system.

SUGGESTIONS TO STEP A STEP AHEAD:

It is vitally required to identify peripherals of influencing growth
& development of the market. Microwave Ovens being , relatively
a new product , five characteristics have to be emphasized which
are especially important in influencing the rate of adoption.

The 1st is the

products compatibility, the degree to which it

matches the values and experience of individuals in the

community. The microwave oven is basically designed keeping the
European food in mind. But now, a shift of Indians towards
microwave ovens is observed. Until the product can effectively
cook Indian food, its adoption as a cooking system or a medium
will be low. In the survey, it is found that some respondents
revealed that some local cakes and dishes can be prepared in the
microwave ovens. Such kind of endeavor should be appreciated
by the company and food festivals exhibiting dishes cook able in
a microwave oven can be organized.

2nd is the

products relative advantage a degree to which it

appears superior to existing products. The greater perceived

relative advantage of using Microwave Ovens, as a cooking
system, in comparison with existing cooking appliances. This is
the crucial factor which will determine the future potential of the
product. The concept of Microwave Oven that will curtail long
sweaty hours in the kitchen for the preparing food for the family ,
thereby make cooking enjoyable, less time consuming, has to be
sold by the company.

CHAPTER 6
BIBLIOGRAPHY
Effective Planning in Marketing and Development

Leslie Rae

World Class Marketing

Kaye Thorne

Marketing in Practice

Blackwell

Human Resource Management

C.B.Gupta

Human Resource Management

T.N.Chabra

Human Capital

Journal

QUESTIONNAIRE
Qs1. Are you aware of the concept & benefits of Microwave ovens?
Yes
No
Qs2. If yes, How did you come to know about microwave oven for the first time?
Television
Newspaper
Magazine
Friends, peers & relatives
Any other (please specify)___________________
Qs3. Which is the criteria for why should you go for a microwave oven?
Time saving

Necessity

Want

Non

competent

psychological

complex
Qs4. Do you think your local food habits are compatible with microwave ovens?
Yes

No

Qs5. What is your daily itenary?

Professional with 9-5 job.
Business.

Housewife

Qs6. How do you think yourself you are independent in Kitchen?

Solely independent.

Completely

dependent

on

manpower resource.
Solely dependent on kitchen appliances.

Solely

conventional

methodology.
Qs7. A microwave oven is of more utility to the children category as Well as for
working mothers?
Agree
Disagree

Qs8. If you think of even buying a microwave oven what brand should you think
you buy one?
LG
IFB
Samsung
Electrolux
Godrej
TCL
Kenstar
Onida
Bajaj
Whirlpool
Others
Qs9. The issue of absence of Microwave oven could be any one of the following?
Financial Instability
Unawareness of the utilities of the product
Unbalancing need and want psychosis