MARKETING PROJECT BIMM(PGDM-A) GROUP MEMBERS: * BHOOMIKA JOSHI * HIRAL SAVLA * PRIYANKA VARDANI * SWATI DIXIT * SHRUTI SANCHETI * SNEHA UPADHAYA * RUMPA SARKAR INDIAN REFRIGERATOR INDUSTRY (MARKET ANALYSIS) Refrigerator bargain in India Refrigerators accept been false in India past 1950s. Till the 1980s players enjoy Godrej , Kelvinator , Allwyn & Voltas inferior air-tight 90% of the bargain. Prior the sheer property sector was categorized as a epicurism property activity and was question to unjust taxation & licensing. The seat radical succeeding the liberalization of the Indian dispensation in the bestow 1990s.
The legislation removed all confinements and now there is no confinement on extraneous investments and licences are no longer required. Post-liberalization , a sum of extraneous companies penetrateed the bargain and solid private players besides diversified into refrigerators. BPL & VIDEOCON who already had a nearness in the consumer electronics bargain leveraged their strengths to penetreprove the stables sector. The refrigerator, today, altogether singly is an necessary individual of natural use. The refrigerator bargain has registered air-tight 40% augmentation aggravate the developed 4 years – from 3. 3pet units in 2004/05 to 4. pet units in 2008/09. Delay growing thin proceedss and a low recognition flatten for the creation (34% equal in civic India), the bargain is set to rage in the hence five years. The bestow scenario in India is that refrigerators accept the most aspirational treasure succeeding televisions. This shows that the augmentation reprove of refrigerator is elevated. Today refrigerators are substance false in two basic delineations which are: a) Plain Propitious Refrigerator b) Frost Free Refrigerator In these two delineations of refrigerators, the plain propitious delineation bargain is hugely further than the violent-priced frost-free pur-poses.
Although the augmentation is marginal in the plain propitious pur-poses, the elder rudiment for its augmentation is the availability of low charged pur-poses. Indian refrigerator bargain is treasured at Rs 4000 crore. Refrigerators abide barely 16% of consumer stable bargain that is treasured at encircling Rs. 20,000-25,000 crore in India. Its bargain is growing at the reprove of 7-8% invariablelyy-year. MAJOR BRANDS OF REFRIGERATORS IN INDIA: * Akai Refrigerators| * Allwyn Refrigerators| * BPL Refrigerators| * Daewoo Refrigerators| * Electrolux Refrigerators| * Frigidaire Refrigerators| * GE Refrigerators| * Godrej Refrigerators| Hitachi Refrigerators| * Kelvinator Refrigerators| * LG Refrigerators| Whirlpool Refrigerators| * Samsung Refrigerators| Sharp Refrigerators| * Siemens Refrigerators| * Videocon Refrigerators| * Voltas Refrigerators| * | SWOT segregation for Indian Refrigerator Activity Strengths: 1. Nearness of periodical rankification networks in twain civic and pastoral areas 2. Nearness of well-disclosed infamys 3. In fresh years, arranged sector has acceptiond its divide in the bargain vis a vis the unarranged sector. Weaknesses 1. Call-for is seasonal and is elevated during jovial seasonal 2.
Demand is not-despotic on good-natured-natured monsoons 3. Moneynear legislation spending on infraorganization 4. Low purchasing sway of consumers Opportunities : 1. In India, the recognition flatten of sheer property is inferior as compared to other developing countries. 2. Unexploited pastoral bargain 3. Accelerated civicization 4. Acception in proceeds flattens, i. e. acception in purchasing sway of consumers 5. Gentle availability of finance Threats: 1. Remarkable significance duties on raw materials imposed in the Budget 2007-08 2. Inexpensive significances from Singapore, China and other Asian countries COMPETITIVE FORCES IN INDIAN REFRIGERATOR INDUSTRY:
The pur-pose of sheer rivalry implies that risk-adjusted reproves of repay should be orderly despite firms and industries. However, solid economic studies accept affirmed that unanalogous industries can stay unanalogous flattens of profitability; divorce of this unlikeness is explained by activity organization. Refrigerators institute the second abundantst fruit section among the Indian consumer stables sectors in India. On the fixation of Michael Porter’s five forces pur-pose an activity faces the aftercited competitive forces: Diagram of Porter's 5 Forces | SUPPLIER POWER Supplier intelligence Importance of quantity to supplier
Differentiation of inputs Impact of inputs on require or unanalogousiation Switching requires of firms in the activity Nearness of represent inputs Threat of confident integration Require not-despotic to whole purchases in activity| | BARRIERS TO ENTRY Despotic require advantages Proprietary education incurvation Access to inputs Legislation management Economies of layer Capital modifications Infamy oneness Switching requires Access to rankification Expected repayment Proprietary fruits| | THREAT OF SUBSTITUTES -Switching requires -Buyer tendency to represent -Price-toil trade-off of represents| | BUYER POWER Bargaining leverage
Buyer quantity Buyer notice Infamy oneness Charge sensitivity Threat of clumsy integration Fruit unanalogousiation Buyer intelligence vs. indusry. Substitutes beneficial Buyers' incentives| DEGREE OF RIVALRY -Exit barriers -Industry intelligence -Fixed requires/Value ascititious -Industry augmentation -Intermittent aggravatevolume -Product unlikenesss -Switching requires -Brand oneness -Diversity of rivals -Corporeprove stakes| Sly Competitive Strategies of Refrigerators: A bargain delay rivalry may typically be occupied by: * MARKET LEADER- LG (29. 4%) * MARKET CHALLANGER- WHIRLPOOL (25%) * MARKET FOLLOWER- GODREJ (22%) MARKET NICHES- HAIER (5%) MARKET LEADER (LG) STRATEGIES: LG bargaining management is to acception its bargain divide. LG's new management favor to convergence on the bribe section of the bargain that fetches senior margins as opposed to quantitys. The aggregation clfavor this gain advantage its consumers, mediocre divorceners and stakeholders as it convergencees on fruits that purportune accelerated augmentation and frequented in their infamy creation to originate treasure for customers. In India for further than a decade now, LG is the bargain frequenteder in consumer stables and substantiateed as a frequenteding technology innovator in the notice technology.
LG is the current trendsetter for the consumer stable activity in India delay the fasproof invariablely nationextensive gain, lowe?-t global technology and fruit newfangledness. Indian challenges The challenges faced by LG when it penetrateed the bargain in 1995 were: • Low infamy sensibleness encircling LG in India. • One of the developed MNCs to penetreprove India. (Samsung, Sony ;amp; Panasonic penetrateed in 1995 ;amp; LG in 1997. ) • Elevated significance once. • Rivalry from national players and other multinational companies in the consumer Electronics section • Charge sensibility of Indian consumers Factors for success:
Innovative bargaining strategies (pre-emptive bulwark) To construct itself a disclosed infamy in this sector, LG has taken innovative bargaining and promotional initiatives: • Expatiate of new technologies in the sector. It has specify of art, R;amp;D labs in Pune and Bangalore. (posture bulwark) LG delay its inducement of “life’s good-natured” Regional mediocre management and extensive rankification neteffect LG has adopted the regional rankification pur-pose in India. All the distributors effect plainly delay the aggregation. This has effected in quicker series of supplys, and reproduce recognition into the B, C, and D rank bargains.
LG besides follows the management of supply series, rather than dumping supplys on mediocre divorceners. LG has aggravate 46 offspring offices and another 110 area offices despite the empire. LG had set a target of developing 2,000 dealers in 2004, in restoration to the solid 3,000 dealers all aggravate India. LG MARKET SEGMENTATION: Bargain sectionation can be executed on the fixation of : * Geographic sectionation: Region: all metro cities and environs. * Demographic sectionation: Family size: 1-2, 3-4, 5+ Gender: courageous, womanly. Income: 3, 00, 000Rs and aloft. Social rank: effecting rank, mediocre rank and eminent mediocre rank. Psychographic sectionation: Lifestyle: humanization oriented, sanity oriented. * Behavioural sectionation: Occasions: festivals and orderly occasions. Benefits: temper, utility. Loyalty status: none, mediocre, solid, despotic. Readiness stage: insensible, sensible, careful, sound, intending to buy. LG MARKET TARGETING: * LG has targeted its bargain on the fixation of the fruit that they are assistance to the consumer, so they are aftercited bargain specialization. * They are targeting: * Eminent rank section * Eminent end * They are targeting to those consumer who are further anxiety of title fruit. Their fruit is further of eminent mid rank and bribe section, their target interview are those consumers, who neglect temper fruit as the best charge. * LG is now going to remove aggravate to mid rank section and neglect to bulk bargain their fruit. LG MARKET POSITIONING SRATEGY: * Delay the tagline Life’s Good-natured ,LG postureing is to unanalogousiate their fruits on the fixation of technology which appealed to the consumer on the fixation of sanity advantages. * Delay the tagline ‘Life’s Good’ its corporeprove philosophy to construct populace’s lives reform, commodious and sanityier. * Their postureing management is technologically intelligent and futuristic. As they are in eminent and bribe section, so they are featuring that their infamy is youthful, vibrant and bribe. * They are talking encircling the treasure and changing personalitystyles in their postureing management. LG PRODUCT RANGE LG refrigerators are separated into three categories :- 1. Single door refrigerators 2. Double door refrigerators 3. Behalf by behalf refrigerators Unanalogous pur-poses beneficial inferior each creation are :- 1. SINGLE DOOR REFRIGERATORS (charge rove varies from9400 to 15800 Rs) * 27O Lts – GL- 281 (3models) * 235 LTS – GL -245 (5models) * 215 LTS – GL 225 (4 pur-poses) ;amp; pur-poses ) 185 LTS – GL 195 (6 pur-poses) 2. DOUBLE DOOR REFRIGERATORS (charge rove varies from 14750 to 60900 Rs) * 604 LT – GR M712YSQ * 559 LT – GR B652YSP * 491 LT – GL 548 (2) * 466 LT – GL 528 (3) * 422 LT – GL 478 (2) * 390 LT – GL 405 (2) ;amp; GL 408 (2) * 350 LT – GL 365 (2) ;amp; GL 368 (3) * 320 LT – GL 335 (4) ;amp; 338 (2) * 290 LT – GL 305 (3) ;amp; GL308 (2) * 260 LT – GL 27 (2), GL 275 (3) ;amp; GL 278 * 240 LT – GL258 (3), GL 255 (3) ;amp; GL 254 3. SIDE-BY-SIDE REFRIGERATOR ( charge rove varies from 58000 to 175000 Rs) * 721 LT – GR P267BTB * 693 LT – GR P247JHM/ CSP 567 LT – GCP227 (3) * 581 LT – GCB21 (2) * 567 LT – GC L217 (2) MARKET CHALLENGER (WHIRLPOOL) STRATEGY Delay 25% bargain divide whirlpool is the Bargain combatant for the refrigerator Market: Whirlpool’s interpolitical eight was inaugurated in 1958 when it penetrateed Brazil, but it was the ‘80’s that notable the preface of Whirlpool’s unsavory management to be a cosmos-people-extensive opponent. India was verified as a augmentation bargain in delayed ‘80’s when Whirlpool Corporation penetrateed into a elbow hazard consonance delay TVS cluster to effect spontaneous washers at a substantiate set up in Pondicherry.
This was a courtly preface was made to substantiate the Whirlpool infamy in India. In 1995 Whirlpool Corporation extraneous Kelvinator of India Limited and penetrateed into the Refrigerator bargain in India. In delayed 1995 elderity occupation was gained in the TVS elbow hazard and the two entities were merged to produce Whirlpool of India Limited in 1996. Housewives: The advertising tagline is ‘Your sorcery in Homemaking’, which inspires the Indian housewife to buy its fruit. 6th discernment propitiousing: 6th discernment propitiousing is the obvious technology of whirlpool, delay which it is hard to restrain bargain divide of the Indian refrigerator bargain.
Economy: Whirlpool has inferiorclear Indian bargain very air-tight and has been expatiateing fruits as per the modification of the customer from unanalogous sections. Whirlpool sectioned the bargain chiefly on the fixation of charge and volume. Charge has been kept deeptenance the scarcitys and neglects of the customer and fruit is delineationed such that it is permissible to invariablelyy customer. Whirlpool has sectioned its refrigerators inferior three section: WHIRLPOOL MARKET SEGMENTATION: a)Geographic sectionation: Region: all metro cities and environs areas. b) Demographic sectionation: Family size: 1-2, 3-4, 5+ Gender: courageous, womanly.
Income: 1,50,000Rs and aloft. Social rank: effecting rank, mediocre rank and eminent mediocre rank. c)Psychographic sectionation: Lifestyle: humanization oriented d)Behavioural sectionation: Occasions: festivals and orderly occasions. Benefits: temper, utility, economically viable Loyalty status: none, mediocre, solid, despotic. Readiness stage: insensible, sensible, careful, sound, intending to buy. WHIRLPOOL MARKET TARGETING STRATEGY: * Whirlpool through its advertisements has been hard to target the housewives, hard to delineate as a divorcener in residencemaking. Hence, the mature target consumer for Whirlpool is Housewives. Whirlpool deep targeting management is to procure economically viable houseabide fruits. * They are besides targeting in stipulations of volume and habit creation of the consumers. Enjoy they accept unanalogous refrigerators for consumers delay modifications of not very big capacities, i. e. Households, Little Shopkeepers and Bachelors etc, then unanalogous refrigerators for the mediocre rank consumers who has mediocre totality of proceeds to dispose and unanalogous for the eminent rank or elevated rank consumers, which includes populace delay elevated proceeds and besides industries which requires storage volume of further than 310 Lts.
WHIRLPOOL MARKET POSITIONING STRATEGY: Whirlpool has been hard to posture itself as divorcener in residencemaking. This has been tolerably hugely manifest from the advertisements of Whirlpool. Whirlpool’s advertising tagline is ‘Your sorcery in Homemaking’. This is Whirlpool’s advertising tagline. Whirlpool’s prior tagline was “You ;amp; Whirlpool. The cosmos-people’s best residencemakers. ” It has been evolved to cogitate the radical residencemaker of today versus the yesteryears. Through Whirlpool’s intensive consumer elimination Whirlpool fix that today’s residencemaker believes in having invariablelyycreature mature at residence and takes loftiness in having endd it!
She has begun to behold for that triton uncommon, triton restorational in all the infamys she chooses to aid her end that. Whirlpool, as the infamy that divorceners to this call-foring residencemaker of today, fawn this temper of hers as ‘magic’ and wish to be the residence means infamy that aids her originate her “sorcery in residencemaking”. Hence the new tagline “Your’s sorcery in the residencemaking”. MARKET FOLLOWER (GODREJ) SRATEGY: The Godrej accept invariablely believed in the newfangledness. It has invariablely emphasized on the outgrowth of new technologies. It invests abundant totality of its age and intelligence in R;amp;D.
It sight internals strengthening its nearness in the bargain by introducing elevateder toil refrigerators for providing acme advantage to consumers. The adherent, Godrej is an adapter opportunity aftercited the frequenteders in the bargain. It has imitated the commercial composure technique i. e. , plain propitiousing from the frequenteder of the bargain but on the other influence it is the India's original finished rove of refrigerators delay "5 Notability Intelligence Rating. " By expatiateing an total rove of 5 Notability Rated Refrigerators, it has intensified the bar on fruit power opportunity delivering the best monetary treasure for the consumers.
Thus it is successfully and efficiently affecting internals its sight. Godrej bargaining sectionation: a)Geographic sectionation: Region: all metro cities and environs areas. b) Demographic sectionation: Family size: 1-2, 3-4, 5+ Gender: courageous, womanly. Income: 1,50,000Rs and aloft. Social rank: effecting rank, mediocre rank and eminent mediocre rank. c) Psychographic sectionation: Lifestyle: humanization oriented d) Behavioural sectionation: Occasions: festivals and orderly occasions. Benefits: utility, economically viable Loyalty status: none, mediocre, solid, despotic.
Readiness stage: insensible, sensible, careful, sound, intending to buy. GODREJ TARGETING STRATEGY: Godrej effects extensive rove of refrigerators to yield to the unanalogous call-fors of unanalogous symbol of users. In each creation, it effects abundant sum of pur-poses. Each pur-pose has unanalogous features and unanalogous capacities. Opportunity purchasing a refrigerator, detail your modifications and preferences. Godrej refrigerators are delineationed to accept very alluring beholds and delineations. They accept very smug and gorgeous frame. They can fit into equal little flats and residences.
These refrigerators are beneficial in multitudinous colors, titles and sizes. Adivorce from outward delineationing, the internal of the Godrej refrigerators is delineationed ergonomically to propose huge vacation of use, so they are targeting mediocre and effecting rank customers who desires gorgeous yet economically viable fruits. They accept besides introduced 5 notability intelligence rating, it is the original finished rove of refrigerators delay five notability rating. Therefore, they are entrance steps internal intelligence wary and providing further economically viable fruits, by behence environment social.
GODREJ POSITIONING STRATEGY: The tagline of Godrej is ‘Brighter Living’. Godrej says that the barely creature propitiouser than our fridges is the Kulfi we stash in our freezers. Delay different originals : swivel, a humidity jog dial, freezer air-current delineation – Godrej refrigerators accept not barely clear the proof age they accept besides run summit to summit in the course delay modernity. Godrej EON fridges are beneficial in a army of brave colors to go delay decor and vein. There are polybag suspenders to poise up veggies in fridge.
So invariablelyy day, they are hard to construct the cosmos-people brighter locate, delay their utilitys and besides propitiouser. Therefore, goes delay their tagline brighter food. MARKET NICHER (HAIER) STRATEGY: It is temper charge specialist as Haier operates at the elevatedest end of the bargain. Haier’s management chiefly concentrates on their orderly efforts internals interpoliticalization. Different Chinese manufacturers who penetrateed India charged their fruits low by compromising on temper, thinking that Indian consumers preferred to buy low charged irrespective of their temper.
This gave Indian consumers the impact that anycreature “made in China” would be inexpensive and of moneynear temper, but Haier destroy this Indian mentality by introducing elevated charge fruit for eminent bribe rank barely, not compromising on the stipulations of temper. HAIER MARKET SEGMENTATION: a)Geographic sectionation: Region: all metro cities and civic areas. b) Demographic sectionation: Family size: 1-2, 3-4, 5+ Gender: courageous, womanly. Income: 8,00,000Rs and aloft. Social rank: eminent mediocre rank, Eminent inferior rank and eminent-eminent rank. c) Psychographic sectionation: Lifestyle: humanization oriented ) Behavioral sectionation: Occasions: festivals and orderly occasions. Benefits: utility, temper oriented. Loyalty status: solid, despotic. Readiness stage: insensible, sensible, careful, sound, intending to buy. HAIER TARGETING STRATEGY: Their targeting management is further customer-oriented. Haier inferiorstands the consumer scarcitys reproduce and cogitates that in consumer assistances. It is a representation of today’s youthful couple’s personalitytitle which connotes press, title and togetherness. It targets eminent bribe section by manufacturing wine propitiousers in the participation.
It is the niche section in the Indian participation as the use of the wines in the Indian houses is very near. Barely few (very little in sum as compared to the bargain) use the wines and thus Haier in the wine propitiouser section yields the scarcity of the barely those customers that manufactures wine propitiousers (which are very few in the sums delay a divorceicular singular call-for) thus they are serving the niche section. Hence their targeting management is to target eminent bribe section. HAIER POSITIONING STRATEGY: Personality is very involving and natural it proposes you new challenges.
Haier has peeped into personality and after up delay ideas that construct food enjoyable and exultant. The deep infamy Idea was that Haier fruits are Biblical by Life: this is now explicit as Biblical Living. There is besides another perspective on Biblical Living. All Haier fruits are the effect of air-tight elaborate explicit habit patterns of residence meanss, i. e. , biblical by natural personality. For specimen, Haier was the original to expatiate a Floor Mounted Refrigerator in the empire. It is fixed on a single recognition that refrigerator shelves are used far further constantly than the freezer oblution.
So Haier has put the freezer at the floor and refrigerator racks at commodious heights, so that you don’t accept to dispose your tail constantly. As a delayed entrant into the creation, Haier inferiorstands the consumer scarcitys reproduce and cogitates that in consumer assistances. This is how they transcribe the postureing specifyment: Haier is reproduce than all other infamys for gentle adopters consequently it proposes them advantages that aid them frequented a reproduce personality as a effect of our endeavour to inferiorstand personality reproduce and effect technology encircling it.