Going to Market Report Final Doc

8/3/2019 Going to Market Report Final Doc

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MARKETING PLAN REPORT 2011

1 | P a g e


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SPANUM

2 | P a g eNMIMS BANGALORE


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ContentsExecutive summary:..................................................................................................6

Introduction:...........................................................................................................6

Product: Magic Multi Purpose Steamer...................................................................6

Strengths:............................................................................................................6

Opportunity:........................................................................................................6

Segmentation, Targeting and Positioning:..............................................................7Marketing Strategies:.............................................................................................7

The marketing mix of 4 PS is as follows: ...........................................................................7

Product Mix..........................................................................................................7

Price.....................................................................................................................8

Place:...................................................................................................................8

Promotion............................................................................................................8

Short and long term projections:............................................................................8

Challenge................................................................................................................9

Company overview:.................................................................................................10

Customer analysis:..................................................................................................10

Competitor Analysis.................................................................................................11

Existing Steam Cookers........................................................................................11

Durga Enterprises..............................................................................................11

Unistar...............................................................................................................12

Pressure Cookers..................................................................................................12

TTK Prestige.......................................................................................................12

Hawkins Cookers...............................................................................................13

Key players in the industry...................................................................................14


NMIMS BANGALORE

MARKETING PLAN REPORTUNDER THEGUID ANCE OF:

SUBMITTED BY :

1. ANKIT SAXENA (A05)2. MITESH LASHKARI (A1 1)3. NITIN TULSIAN (A17)4. PUNIT SINGHAL (A23)5. SANDIP SANKAR SARANGI

(A29)6. URVASHI SONEJA (A35 )


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PEST ANALYSIS (Indian Market):..............................................................................15

Political.................................................................................................................15

Economical...........................................................................................................15

Social....................................................................................................................15

Technological........................................................................................................15

SWOT ANALYSIS.......................................................................................................16

Strengths..............................................................................................................16

Weaknesses..........................................................................................................16

Opportunities........................................................................................................16 Threats.................................................................................................................17

Market Segmentation...............................................................................................17

Target Market..........................................................................................................17

Positioning...............................................................................................................20

MARKETING STRATEGIES.........................................................................................20

Product Mix...........................................................................................................20

Multi-purpose steamer.......................................................................................20

Features and Benefits........................................................................................21Directions to Use...............................................................................................22

Core Product......................................................................................................22

Actual Product...................................................................................................22

Expected Product...............................................................................................22

Augmented Product...........................................................................................22

Potential Product...............................................................................................23

Packaging..........................................................................................................24

Comparison with other types of cooking...............................................................24

Pricing...................................................................................................................25

Place.....................................................................................................................26

Promotion:............................................................................................................27



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Consumer Promotion.........................................................................................27

Internet Marketing.............................................................................................28

Print Media.........................................................................................................28

Trade promotion................................................................................................28

Short & long term projections...............................................................................29

Market Research Survey and Findings.....................................................................31

Questionnaire.......................................................................................................31

References...............................................................................................................38

Websites...............................................................................................................38 Textbook...............................................................................................................38

Textbook



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Executive summary:

Introduction:

Spanum is a new setup and the goal of the organization is to keep the customers updated withinnovative and new cooking appliances to make cooking fun and simple at affordable cost and

high quality.

Product: Magic Multi Purpose Steamer

The Magic Multi-Purpose Steamer is a full size, portable kitchen appliance that helps families

enjoy completely steamed meals through healthy cooking method. It enables a large variety of

food to be simultaneously steamed in one appliance; can feed an entire family for meal.

Strengths:

The size of the Magic Steamer is larger as compared to the products available in the

market. It can cater to a family size of about 7-8 people at once.

Retains the nutrition content. Spices, herbs and other seasonings naturally get absorbed

in the food.

Circular rotation of steam within the steamer provides 360 degree cooking.



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Opportunity:

Considering its capacity, it is first of its kind in the Indian market, which will bring the

first mover advantage.

Segmentation, Targeting and Positioning:

On the basis of demographics and psychographic behavior, the customer market has been

segmented on the basis of eating habits.

After segmentation, the target market has been identified as Children, Old age people and small

restaurant owners near the coastal areas.

Positioning has been to project the product as a mean of healthy and tasty cooking with

convenience, which brings the concept of traditional cooking in practice again.

Marketing Strategies:

The marketing mix of 4 PS is as follows:

Product Mix - The Magic Multi-Purpose Steamer is a free standing unit with wheels so

that it can easily be moved indoor in the kitchen, or outdoor in the backyard for celebrations.

It derives its heat from attachable propane or for fixed use it can be used with gas pipeline.



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Directly above the burner pipe is a compartment in which lava rocks are stored which ensure

even heat distribution.

a. It can be used to prepare practically all types of food items, from a wide variety of

vegetables (broccoli, carrots, cauliflower, eggplant, corn, green beans, etc.), to poultry,

meats and seafood, to starches like potatoes, pastas and rice.

b. Steaming fruits makes it easier to juice them.

c. Cold food can be reheated by using steam without affecting the food quality.

Price - Value pricing will be used where the operations will be designed in a way that cost

of production is low without sacrificing the quality. This will help attract a large number of

value-conscious customers. So the product will be priced in the range of Rs. 2999 to 3499.

Place: Push strategy will be used for the product.

Two types of distribution channels would be followed:a) Traditional distribution system: Manufacturer ->Distributors->Retailers-> Customers..

b) E- Commerce- Enabling the customer to purchase through some sites such as

shopping.indiatimes.com, shopping.rediff.com, naaptol.com.

Promotion : Following strategies will be implemented for promotion:

Consumer promotion: Demonstrating products in malls, offering price discounts of 25%

on MRP.

Internet Marketing



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Print Media

Trade Promotion: A margin of 8 to 10% will be provided to distributors on the sales

invoice, the retailers will be provided a margin of 10 to 12%, demonstration of the

product in Exhibitions, Fairs & Trade shows.

Short and long term projections:

Sales have been forecasted for upcoming three years on the basis of target market i.e.

2.1mn.

For the first year 0.9% of 2.1m would be captured which is equal to 18090 people& 18%

of growth thereafter for next two years.

As the product is in introductory stage so there is nearby Rs 25 mn expenditure on

promotional activities which includes trade promotion, sales promotion, advertisement,

etc. In the initial stage push strategy will be followed, so most of the expenditure would

be on trade promotion which is nearby 25% of total fixed costs.

Challenge :

Ours is a multipurpose steamer which is used for steam cooking food in a healthy manner.Since

our product is new in the market, the challenge would be to establish a long lasting relationship

with the distribution channels and create brand equity for ourselves by supplying quality

product. The main challenge is to convert people from using traditional ways of cooking to



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using multipurpose steamer. So customers need to be made aware about the advantages of

steamed cooking as well as our product. Also to face competition from our customers by

creating a good market share. The aim is to achieve 18090 units of sales in the year 2012

followed by 18% growth on yearly basis.



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Company overview:

Spanum is a new setup and the goal of the organization is to keep the customers updated with

innovative and new cooking appliances to make cooking fun and simple at affordable cost and

high quality.

Customer analysis:

This product can be used outdoors and can be included in the successful product category of

outdoor cooking items. Over 15 million units of outdoor cooking equipment are sold every year.

This product is ideal for:

Children who are in their teething years. They need soft and easy to chew food.

Diet conscious people.

Health conscious people, mainly people above45years of age prefer steam cooked food.

Old age people who use dentures and partials.

Ideal for a family size of 7-8 members.

Therefore, the target customers can be divided into below two categories:

Direct Customer: Health conscious people who are earning.

Indirect Customer: Young people buying product for their parents and children.



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Marketing research survey shows that the customers for cooking appliances are not much brand

loyal or brand specific. They are somehow price sensitive and most customers prefer to purchase

cooking utensils at a discounted rate or at the time of offers.

Initially cities like Delhi, Mumbai, Bangalore and Goa will be targeted.

Total population in above cities is around 33.5 million. Thus considering a target population to

be around 6 percent so the target customer population is around 2.01 million.

Competitor Analysis :

Two products can be seen as major competitors to our product.

Existing Steam Cookers : There are no established players in this category as such as

this product is still in the evolution phase. Still there are some local companies manufacturing

steam cookers and using local area distributors for selling.

Durga Enterprises : It is a retailer selling steam cookers online. Price of products

offered varies from Rs. 1000 to Rs. 2200. One of the products sold by firm in this

category has following description:



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60 min Auto stop timer

Stackable trays for easy storage

3 steam baskets with rice bowl

Unistar : Unistar is a retailer offering steam cooker ranging from Rs. 1200 to Rs. 2400.

One of the products offered by firm has following features:

Special Slots For Holding Eggs

Three Steam Compartments And A Rice Bowl



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Pressure Cookers : This has been preferred option for cooking foods over long time.

Although market reports suggest that Pressure Cooker market is almost stagnated. The

penetration of Cookers in Indian households is as low as 36% and

rural market penetration is only 18%. Major player in this category in India are as follows:

TTK Prestige : TTK Prestige Limited is one of the worlds largest manufacturers of

Pressure Cookers. Pioneers in this industry, Prestige has the largest range of pressure

cookers in the country. There are more than 52 variants of pressure cookers in

companys product portfolio. Its products range from Rs. 643 to Rs. 2400.



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Prestiges Pressure Cooker

Hawkins Cookers : Hawkins offers 57 different pressure cooker models in three

different brands - Hawkins, Futura and Miss Mary. In total, considering all brands &

sub-brands together, Hawkins makes ten different types of pressure cookers. Their

products range from Rs. 600 to Rs. 3200.

Indirect competitors for the product are microwaves, rice cookers, idli makers and electric

kettles as most of these are based on steam cooking methods and are having a good market share

in the market.



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Key players in the industry :

Company Sales (Rs. Million)

TTK Prestige 7635.63

Whirlpool of India 27004.69

Symphony 1897.74

Hawkins Cookers 3315.49

IFB Industries 6654.70

GandhimathiAppl 2031.98

Khaitan Electrical 4662.40

Usha International 10040.24

Panasonic Home Appl 1863.04

Sujana Universal 38774.19

Value Inds 17136.27Singer India 1189.08

Gorani Industries 40.76

Akai Asian 1.67

Kanchan Internatl 353.42

Jaipan Industries 215.31

DHP India 234.47

Polar Industries 4.27



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Conclusion of Competitor Analysis: Steam cooking is still in the early stage and no big player has forayed into this market yet, only few small and local players are providing products in thiscategory. Therefore there is no tough competition as such and ample opportunities to grow areavailable because of large untapped market. Only problem which can be identified from major competition perspective is that, people still prefer Pressure cooking and thus pressure cooker segment will be a big indirect competition and need to be handled carefully.



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PEST ANALYSIS (Indian Market):

Political :

There is political stability in the country.

Government provides subsidy on using pollution control techniques in manufacturing.

Subsidies are given for opening manufacturing locations in SEZ.

Economical :

Purchasing power of middle income group has increased drastically in last decade.

Middle class population has increased to 18% in 2011 from merely 4% in 1995

Propane (LPG) is getting costlier day by day, as Industry has been allowed to set prizes

as per world standards

Social :

Indians still follow traditional ways of cooking

Healthy, homemade food is preferred over junk food, due to increase in stomach related

diseases.

Average family size in India is close to five persons per family.

Most of the Indian households use either Kerosene or Propane (LPG) with burner for

cooking.



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Technological :

Loads of advancement in the area of technologies happened in last two decades but these

were mainly focused on IT services.

Some developments in the area of cooking technologies such as induction cooking,

Microwave cooking, etc.

SWOT ANALYSIS :

Strengths :

Spices, herbs and other seasonings naturally get absorbed in the food.

Saves fuel and time as it allows more than one dish to cook at a time.

With the use of filter system the food does not spill over.

Option of using either gas pipeline or portable cylinder.

Circular rotation of steam within the steamer provides 360 degree cooking.

Lava rocks vaporize the accumulated aroma and infuse them within the steamed foods.

Electronics components and readings ensure ease of use.

Steamer is made of insulated stainless steel and the removable dome lid has a sealable air

vent.

Portable if used with portable cylinder.

Weaknesses :



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Occupies more space.

Expensive compared to pressure cooker.

Cannot cook all the dishes.

Opportunities :

First of its kind in the Indian market will bring first mover advantage.

Additional features like remote control ON/OFF can be provided on premium price in

future.

Can add other features like look while you cook etc.

Threats :

Competition from pressure cooker already available in the market.

Can be imitated by competitors.

Lower usage of steam cooking.

Market Segmentation

Segmentation:

For segmenting customer markets:

Demographic segmentation: Factors like age, family size have been considered.

Geographic segmentation: Factors like city and region.



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Psychographic segmentation: Segmentation on lifestyle, basically health conscious

people.

Target Market

Segment 1:

Description: Health conscious people.

What they want : Cook healthy food without making it a cumbersome job, at their convenience.

How they use the products : They can use product at home & prepare food which contains all

the nutrition. It is simple to use, convenient to handle/carry to outdoor parties.

Price sensitivity : fairly less elastic

There are greater chances of the product being accepted because they focus more on improving

their diet and making them aware about advantages of steam cooking and multipurpose steamer

and variety of dishes it can cook will help in attracting them.

Segment 2

Description : Children

What they want : Eat food which is easy to chew and has nutrition.

How they use the products : This product helps in softening vegetables, retains the nutrition

content after cooking. Mothers can use product for their children.

How to reach them : by targeting their parents.

Price sensitivity : fairly elastic



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Infants generally require softer food to chew so this will help parents to cook food for them

faster and also they can use the product to steam clean the children cooking utensils and bottles.

Amongst children there is craze for momos and sweet corns so the product can be used to target

them.

Segment 3

Description : Old age people

What they want : Eat soft and healthy food, which does not require them to wear dentures and

has maximum nutrition value.

How they use the products : Since it is portable, old people could place it at a position of their

convenience. Also, eat the cooked without having to wear dentures.

How to reach them : by targeting their earning family members.

Price sensitivity : fairly elastic.

Segment 4:

Description : coastal areas and small restaurant owners.

What they want : Prepare variety of sea food dishes and other dishes such as momos, idlis,

sweet corn, etc together, which takes less time overall and also to cook a greater quantity of food

at once.

How they use the products : Prepare multiple dishes at a time, serving hot even during the peak

time. This would reduce the lead time, thereby serving fast at a better quality.



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How to reach them : Through sales team directly contacting with them wherever possible and

the promotional activities.

Price sensitivity : fairly elastic

Mainly restaurants and food joints in tier 1 cities and coastal areas are targeted because there are

greater chances of the product being accepted because in these areas there is more sale of

cooking appliances and also steam cooking can be used for a variety of seafood dishes and

others as well as they also prefer steam cooked food.

Positioning :

Product will be positioned as a mean of healthy and tasty cooking with convenience, which

brings the concept of traditional cooking in practice again.

Thus the unique selling proposit ion will be Simpler, Healthier and Tastier

MARKETING STRATEGIES

Product Mix :

Multi-purpose steamer



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The Magic Multi-Purpose Steamer is a full size, portable kitchen appliance that helps families

eat completely steamed meals through this healthy cooking method. It enables a large variety of

food to be simultaneously steamed in one appliance, can feed an entire family for dinner.

The Magic Multi-Purpose Steamer is a free standing unit with wheels so that it can easily be

moved indoor in the kitchen, or outdoor in the backyard for celebrations. It derives its heat from

attachable propane or for fixed use it can be used with gas pipeline. Directly above the burner

pipe is a compartment in which lava rocks are stored which ensure even heat distribution.

Usage :

The Magic Multi-Purpose Steamer can be used to prepare practically all types of food

items, from a wide variety of vegetables (broccoli, carrots, cauliflower, eggplant, corn,

green beans, etc.), to poultry, meats and seafood, to starches like potatoes, pastas and

rice.

Steaming fruits makes it easier to juice them.



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Cold food can be reheated by using steam without affecting the food quality.

Used for steam cleaning the children cooking utensils and bottles.

Features and Benefits :

Cooks fresh and wholesome meals through steaming.

Provides tender and tasty food for individuals with special dental needs or restrictions.

Separate egg container for boiling eggs.

Discard the need for cooking oil or fat, resulting in light and healthy meals for diet

conscious people.

It can accommodate larger quantities of food items than standard steamers.

The shape is designed in such a way that steam produced rotates circularly through the

interior for 360 degree cooking.

A lava rock vaporizes the accumulated aroma and infuses them within the steamed food.

Electronics components and readings ensure ease of use.

Completely safe to use, complying all safety norms and is ISO certified.

Keeps your kitchen clean - no oil, no smoke, no mess - cleaning up is easy.

Long lasting in quality and is made of insulated stainless steel.

Scratch proof and easy to clean.

The removable dome lid has a sealable air vent.

Directions to Use :

1) Simply insert the food onto the food trays and hook in the center compartment



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2) Add water in the water tray

3) Turn on the steamer.

Temperature readings, interior lighting, and the timer allow the user to monitor the food while it

is being steamed. Special gauges indicate whether more water is needed, if the drip pan needs to

be drained, or if pressure needs to be released from the Magic Multi-Purpose Steamer.

Dimensions :

Steamer is made of insulated stainless steel, in cylindrical shape of approximately

42X24X24.

Layers of the Product :

Core Product :

Cooking food

Actual Product : Multi-purpose steamer

Expected Product :

Cook food efficiently

Faster cooking

Provide steamed food

Augmented Product :

Warranty for 1 year

After sales service



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Customer-care helpline

Potential Product :

Making it transparent from front so that the customer can look while the food is being

cooked

Remote controlled version of it priced higher with on/off and temperature adjustment

features.

Making a model that can work on electricity also.



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Packaging :

Cardboard packaging will be used so that the product remains safe during transportation and will

be sealed with tapes bearing company to maintain its originality. The outer designing of the

package will be glossy finish in bright graphics with stylish font over it will be labeled company

name and logo, product name, ISO certification, its uses, features and benefits, etc.

Comparison with other types of cooking :

Magic Multi Purpose Steamer Pressure cooker

It retains foods nutritional value. Steaming

Preserves 90% of Antioxidants and is the

Best at preserving the water soluble B & C

Vitamins.

Pressure Cooking destroys 50% of

Antioxidants and the nutritional value gets

affected partially.

Pressure-less steam cooking retains the

texture and shape of the cooked food. The

food cannot get over-cooked - no possibility.

Under pressure cooking, the cellular

architecture of cells gets affected and the

texture & shape of food get deformed. Chances

of getting over cooked plenty.

This retains the natural taste and imparts a

delicate flavor to the food

Pressure cooking destroys the natural taste and

flavor of food.

It is a self-contained unit and the

dependencies on other gadgets are not there.

A Gas Stove or Electrical Hot Plate is required

to use the Pressure Cooker.



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Other ingredients can be added during

operation to the ingredients already cooked

in the cooker.

The Pressure Cooker Lid cannot be opened till

the pressure is relieved in the cooking vessel.

Extremely easy to use. Works unattended. The Pressure Cooker cannot be left unattended

Portable, no whistle, no gasket to change.

Safe pressure-less steam cooking.

Placing the correct weight, counting the

whistle, proper gasket, all add to uncertainties.

It preserves 90% of antioxidants in fresh vegetables while boiling destroys 67% of antioxidants

and Micro-waving destroys 97% of antioxidants.

Pricing :

In order to achieve the goal to become the market leader in steam cooking segment providing

nutritious and best steam cooking experience thereby, making it a part of daily cooking. The

purpose is to provide customers with a high quality product at an affordable cost.

The product is price sensitive and will have an elastic demand. Strategy is to maximize market

share leading to higher production thereby, enjoying economies of scale through learning effect.

Thus through lower unit costs, further costs could be reduced, thereby leading to higher demand.



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Value pricing will be used where the operations are designed in such a way that cost of

production is low without sacrificing the quality. This will help attract a large number of value-

conscious customers. Thus, the product will be priced at Rs. 2999.



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Place :

Push strategy will be used for the product. Sales representatives team will be assigned to the

distributors. They will help them in educating about the product. Two types of distribution

channel flows will be used - the first one being the traditional system and E-commerce. The

distribution channel flow of traditional system is as follows:

Secondly, E-Commerce will be used for the product by enabling the customer to purchase

through some sites such as shopping.indiatimes.com, shopping.rediff.com and naaptol.com.

Selective Distribution system will be used by appointing some intermediaries among some

selected cities like Delhi, Bangalore, Mumbai and Goa. Intermediarys responsibility is to

provide product to the specified retailers. So, that the product is easily available in the market to

the customers.

Collaboration with Associated Road Carriers Ltd. transport company to deliver goods to

distributors. Tie-ups with big supermarkets such as Star Bazaar, Total, Spencers etc. to keep the

product in their outlets. So that it is accessible to supermarket customers as they have deep

pockets. Also placing the product in local shops in areas famous for shopping and lastly with

exclusive cooking appliance shops in malls and localities.

http://www.arclimited.com/http://www.arclimited.com/


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A margin of 8 to 10% will be provided to distributors on the sales invoice and the retailers will

be provided a margin of 10 to 12%.

The following will be the flow of costs:

Promotion:

The product is an innovative product so the first task would be to make customers aware about

steam cooking along with the product to attract customer and make them act. As the product is a

push product so some more trade and consumer promotions needs to be done. As the product is

new so it should be made available close to the target segment. Consumer promotions will also

play an important part so as to make them act or purchase the product.

The promotions used for the product are as follows:

Consumer Promotion : Demonstrating the product in various malls mainly on weekends & holiday which

would help in sales promotion of the product and will also help in direct

marketing of product. Sales representatives will be assigned to this task.

Offering a free Recipe book of steam cooking and heat protective hand gloves. Showcasing the product in cookery shows such as KhanaKhazana, etc.

Luck draw scheme to collect customer data for further uses.



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Free warranty for 1 year from the date of purchase.

ISO certified meeting all safety standards.

Internet Marketing :

Selling will be done through some popular sites such as shopping.indiatimes.com,

shopping.rediff.com, naaptol.com. Where there will be a pop up which will come up,

when a user will browse through its site. Advertising on Face book and Twitter will be

one of the major promotional strategies.

Print Media :

Distribution of pamphlets along with newspapers or advertising by purchasing a

space in newspaper.

Placing ads in womens household magazines

Trade promotion :

A margin of 8 to 10% will be provided to distributors on the sales invoice and,

The retailers will be provided a margin of 10 to 12%.

Demonstration of the product in Exhibitions, Fairs & Trade shows to create

awareness and publicity to the masses. This task will be carried out by the sales

representatives.

Tie-up with retailers to hang hoarding in the shops in the cooking utensils area.

This will showcase the product directly to the target market.



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Short & long term projections :

Our projections are for three years. We forecast sales to achieve 18090units, 21346units,

25188units in the first, second, third year respectively viz based on percentage of target market

i.e., .9% of 2.1mn. The price of a product after considered all cost & margin of profit is Rs

2200 i.e. our sales price. So our target revenues for the years will be as follows.

Year Sales (Units) Rupees (Millions)2012 18090 39.798 (@ Rs.2200/unit)

2013 21346 (18% growth) 46.9612 (@ Rs.2200/unit)

2014 25188 (18% growth) 56.673 (@ 2250/unit)

Total capacity of a plant to manufacture is 30000 units. So for the first year our plant runs at a

capacity of 60% which would be increase as per increment in the sales i.e. 71.15%, 84%

capacity in respective years. The distributions of cost are 40% prime cost; 10-15%

Manufacturing cost; 10-12% office overhead & fixed cost is Rs 35 million. So our break-even

point is calculated below which shows there will be no profit/loss & recovered all our fixed

costs at that point of sales.

Revenue/unit Rs 2200

Variable cost/unit Rs 1320

Contribution/unit Rs 880

Fixed Cost Rs 35 million



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So, B.E.P = Rs35million/Rs880 = 39772 units.

B.E.P. sales would be achieved at 39772 units.

Achieve an average growth in sales of about 18%.

Fixed cost includes cost of machine, Advertisement cost, Lease Rent & all promotional

activities costs which are fixed in nature.

Our Main target is to achieve the image of the most preferred supplier in the minds of the

institutional buyer by delivering superior value through quality, price, & reliability.

The market price of a product would be around at Rs 2800-3000 as it includes the margin

of distributors & retailers which is 5-10% of their cost price.

Break-Up Of Fixed cost & Promotional Activities

Particular 2012 2013 2014

Hoarding 1 0.7 0.9

Magazine 0.5 0.5 0.3

Advertisement in News paper 0.5 0.4 0.5

Exhibition & Trade shows 1 1.5 1.5

Yearly Tie-up cost with Web

Merchandising

1 1 1.5



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Sales Promotion 2 2 2

Trade Promotion 3.7 3 3.3

Lease Rent 0.5 0.5 0.5

Cost of Plant 5

Above table shows bifurcation of fixed costs shows across three years. In the first year we are

more focus on Trade promotion to push sales of our product. However it decreases in the

following years as we will focus on sales promotion later. Expenditure on other advertisement

expenses relatively remains same throughout the years.

Sales projection for different cities :

Year\City Delhi Bangalore Mumbai Goa

2012 6000 4500 5500 20902013 6600 5400 6200 3146

2014 7100 6200 6500 5388

Market Research Survey and Findings :

Questionnaire

Name:

Age:



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Occupation:

Income:

No of family members:

ANALYSIS:

It can be interpreted that there was more response from the age group between (25-35).

NO OF FAMILIES:

ANALYSIS: Generally it can be seen that there was responses from families which mainly

comprises of four members.

1. Which method of cooking do you use? (Tick multiple if necessary)

Pressure cooker

Microwave



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Steamer

Induction cooking

2. Do you know about steamed cooking?

Yes No

A nalysis :

It was seen that the awareness among people was more as 28.70%.

3. How often do you eat steamed food?

Daily

Weekly

Monthly

A nalysis :

It can be stated that there was consumption of steamed food mainly once in a month.

1. Reason for not using steam cooking.

Not aware

Do not like steamed cook food

Monetary reasons



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Time consuming

A nalysis :

It was surveyed that reason for not using steam cooking was mainly because of lack of

awareness.

1. While purchasing any product, what do you look in? Rank (1 being most important to 6

being least)

Particulars Rank

Brand

Safety

Time to cook

Price

Design

After sales service

A nalysis : Price was the main factor that determines customer preferences while purchasing

cooking appliances.



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2. Do you purchase cooking utensils at promotional periods and discounts?

Yes

No

A nalysis : Mainly the cooking utensils are purchased during promotional periods and

discounts.

1. Which brands do you look in for? Please Specify:

_____________________________

A nalysis : Favorably people while purchasing cooking utensils prefer brands as

suggested by shopkeeper.

2. From where do you purchase cooking appliances? Malls

Supermarket

Kitchen appliances shop,

Local Store



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A nalysis : Generally people pick out kitchen appliances shop for purchase of cooking

utensils.

1. Are you aware of the advantages of steamed cooking?

Yes

No

A nalysis : 73% of people are aware of advantages regarding steam cooking.

Your suggestions are valuable for us. Thank you for your valuable time and have a nice day.

References :

Websites :

www.managementhelp.org

www.wikipedia.org

www.inventionconnection.com

www.indiastat.com

www.quickmba.com/marketing/plan/

www.studymarketing.org/

www.shopping.rediff.com

http://www.wikipedia.org/http://www.inventionconnection.com/http://www.indiastat.com/http://www.quickmba.com/marketing/plan/http://www.wikipedia.org/http://www.inventionconnection.com/http://www.indiastat.com/http://www.quickmba.com/marketing/plan/


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Textbook :

Marketing Management 13 th Edition Philip Kotler, Kevin Lane Keller, Abraham Koshy,

Mithileshwar Jha.

Documents

Going to Market Report Final Doc