Microwave Oven Indian Market Analysis

Marketing Microwave

Ovens

04/10/23 UNIVERSAL BUSINESS SCHOOL

Presented By:A. Wadut Al Mamun

Contents

Introduction about Microwave Oven1

Marketing Mix 4

Market Data5

Indian Food Preparation Versus Western Food Preparation

2

Values and Customs3

Conclusion 6


Introduction

Introduction About Microwave Oven


History Discovered by Percy Spencer in 1945. By late 1946, the Raytheon Company had filed a patent proposing that microwaves be used to cook food.


History In 1967 the first countertop, domestic oven was introduced.

In 1976, the microwave oven became a more commonly owned kitchen appliance.

In 1980 it becomes necessity for every home makers.


Uses Microwave Medicine

Science

Industry

Communication


Market Leaders


Other Brands


Price Vs QualityBrand Price 20L, (Rs) Quality Rating

Haier 7237 7.5GE 6899 9.51

Whirlpool 6623 8.56Panasonic 6392 8.5

Godrej 6146 8.67Videocon 5977 8.1Electrolux 5760 8.25

Onida 5136 8.32LG 5087 9.34

Samsung 5076 9.1504/10/23 UNIVERSAL BUSINESS SCHOOL

Positioning MapPrice

Price

QualityQuality


Market Segmentation

LifestyleWorking

professionals House wives Food Industry OthersPrice

sensitivity Med Med Med Low High

Size Med Small Med Large Med/LargeDesign &

Innovation High Med Low Med Low

User interface High Med Med Med Med

Quality Med Med Low Med Low

Quantity Low Low Low High Med

Product use Low Med Med High High

Purpose Style/fun Comfort time utilization Service AnyUtilization Time/day Rare M-N M-A-N M-A-E-N A-E-N


Marketing Statics


Traditional Vs Western

Indian Food PreparationVersus

Western Food Preparation


Indian Menu


There different ways of food preparation between Indian and Western.

Cooking Indian food is more complex and time consuming because of the preparation required for the recipe while Western food quite simple and easy.

Characterized by its sophisticated and subtle use of many spices and herb.

It is very satisfying to make all the cuisines with one's own hand and earn the appreciation of the person who will eat it.

Indian cooking, like any other cuisine has its own list of cooking techniques and equipment's that are needed to get thing working in the kitchen.

Indian Cuisine can be categorized into two regions which are North Indian Cuisine and South Indian Cuisine.


Indian Cooking in Northern Part

A typical North-Indian meal would consist of chapatis or paranthas, rice and an assortment of assessories like dals, friend vegetables, curries, curd, chutney, and pickles.

They’re widely use in most dishes along with spices.

Oil is generously used, as many people prefer deep fried curries.

Desserts are very similar in taste as they are derived from a milk pudding or rice base and are usually soaked in syrup.


Indian Cooking in Southern Part

South Indian food is largely non-greasy, roasted and steamed.

Rice is the staple diet and forms the basis of every meal.

Coconut is an important ingredient in all South Indian food.

Always use generous amount of spices that make the food really tasty.

Most non vegetarian dishes have fish as the main ingredient.


Western Food

Simple and easy way of cooking.

They cook the food by Grilling: cooking food directly over a sauce of dry heat.

Baked Food : such as turkey, cake, cookie, bread etc.

Mix with vegetables and Sauce for Salad.

Bread, potatoes, meats and vegetables the way westerners eat.


SWOT Analysis• Easy to use and Time Saving• Retains nutrients & vitamin in the

food.• Auto Cook Menu for Indian and

Continental dishes.

• Every days needValue for customer.• Indian in rural area begin to

accept Microwave Oven• New design and innovation auto

cook Menu growth the demand Microwaves Oven.

• In India electricity availability in rural area is low

• Indian want a decreasing in price

• The penetration level of microwave ovens remains shockingly miniscule, under one percent.

• The Microwave Oven cooked food doesn’t taste the same as the food which is cooked in traditional way.


Values and Customs that might Affect Opinions about Microwave Ovens


Good Affect To Customer’s Opinion

All Indian dishes can be prepared in a microwave, people only need to know how to use one.

Customer Satisfaction by its performance - Saving cooking time. - Easy to reheat food. - Easy to clean. - No need to keep on eyes on it. - Retains nutrients and vitamins in the food.

Designing the microwave suited to Indian’s cooking such as for example the reddish color, scents, and ancient cuisine.


Bad Affect To Customer’s Opinion

Some people say that food doesn’t taste the same when cooked in a microwave oven.

Experts opinion on microwave radiation in health.

Food cooking by microwave ovens may change taste.

Many experts warn that nutritious values of food will be lost if cooking by microwave.

Some reports show that a microwave oven will divest the vitamin contents out of the food due to the radiation.

Some food cooked in microwave oven could be lead to obesity and diseases.


Marketing Mix


Product:

- Design product for suiting with Indian food and culture.

- Modern style of product.

- Convenient, easy-to-use and efficient to cook.

- Saving energy and space.


Price and Size:

- Flexibility

Place:

- Top cities ( 70% of market with 4 metros).

- Expanding to explore in non-urban market, semi-urban.


Promotion: Long-term

Promotion programs focus on the health and the convenience

- Safety evidence

- Promotional tag line

- Distribution networks

- Market expansion


Promotion: Short-term

Offering Indian menu recipe books Add on value free bowls, aprons and gloves as freebies and hosting co – promotions.

Inviting some well-known Indian chefs to provide post-sales cooking experience by microwave oven to women.

Changing awareness about benefit of Oven ( not only reheating but also cook well) by direct marketing.


MARKET DATA


The production of Microwave Oven in 2006- 2007 was 6.75 Lac units.

In 2008, survey showed that microwave ovens currently has about 1 billion users, the domestic rate of urban households have more than 95%.

2011, market sales 13.8 Lac units

The world market for microwave ovens is projected to reach 72.5 million units by the year 2015.


Conclusion


Microwave as a product has become a high growth segment in Indian market only recently, with the changing lifestyles and family structure the product is finding more and more acceptance among Indians.


References Media.com

Wikipedia.com

Scholar.liv.edu

Matiul.com

Studymode.com

Slidefinde.com

