Marketing and branding strategies of consumer durable companies in India

Type :

Theses

Pages :

37 pages

Format :

.doc

Published date :

05/09/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Emergence of consumer durable industry
The major industries
1. Trends affecting the consumer durable industry
2. Philips India and Videocon International Ltd
The market share
Business portfolio
Product analysis â€" CTV's
Home appliances products
CTV's value and price
Industry profile of Videocon ltd
Major MNC's in home appliances products
Present scenario and recent trends
Future prospects in this industry
SWOT analysis
Conclusions and recommendations
Bibliography

Abstract

The consumer durable industry is huge! Think of a typical day then you wake up to make coffee that has been brewed by your-controlled coffee maker. You pop a couple of slices of bread into your electric toaster, grab some juice from the refrigerator and throw a load of laundry into your washing machine. You dry your hair with your electric hair dryer; brush your teeth with your electric toothbrush and head of your job. At lunchtime, you prepare your lunch in the microwave oven and then leave early to head homework in your yard with your lawnmower, leaf blower and trimmer. Dinnertime means your need to put that roasts in your electric oven, open a can of vegetable with the electric can opener and mix up a cake with your electric mixer. After the dishes have been put in the automatic dishwasher, it is time to relax with the TV and VCR, but only after you put the clothes into the dryer and iron the clothes you will need for tomorrow. Time to set that timer on the coffee maker again and prepare for a brand new morning! The number of household appliances grows every year, but there is one sector of the industry, the major appliance sector, that remains fairly constant. This is the sector that I have chosen to analyze. The appliance that comprise this sector re ranges, refrigerators, washers, dryers, and dishwashers the SIC that relate to them are. Home Appliances industry is one of the most lucrative and fast growing industries. The Indian economy witnessed a proliferation of global companies in the National Scene. Liberalization of Indian economy coupled with the media explosion ushered in a new era of consumerism. Increased purchasing power and a fluid taste led to the creation of budding Home Appliances market. The growth rates were as high as 22% in the white goods segment compared to a merely 2-3% growth in the European and American market. Home Appliances industry scenario in india is a totally different from what it was one decade back. consumer Industry Scenario in india is totally different from what it is in European Countries. Demand in developed countries is mainly constituted by replacement demand white goods market in india was dominated by indigenous industrial houses like Videocon, BPL, ONIDA, Kelvinator, and many other, but the entrance of multinationals in Indian market because of opening up of Indian economy gave these companies a big blow. MNCs that are gaining good market share are Samsung, LG, Electrux.