Strategic marketing in today’s Indian markets

Type :

Theses

Pages :

43 pages

Format :

.doc

Published date :

05/09/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction and summary
The concept of business strategy
Softer elements of strategy
Marketing in the new millennium
Strategic marketing
Evolution of strategic marketing
The changing Indian scenario and the need for strategic marketing
The white goods sector
The big market players
1. Whirlpool
2. Electrolux kelvinator limited
3. BPL limited
4. Videocon limited
5. Voltas limited
Research methodology
Strategic marketing trends
Demand determinants
Marketing mix
Business strategies and branding
The market shares
Interpretation and analysis of the research study
Limitations and recommendation
Conclusion
Bibliography

Abstract

This study has been undertaken to study the strategic marketing trends in the white good industry, the growing competing among various white goods competitors and emerging scenario in the new millennium. The study reveals that though many MNCs have entered, their growing concern has been towards indignation, so as to suit the taste of consumers and the climate of the country. The study reveals that prices have decreased with time for both washing machine and refrigerator market, it is because of increasing competition among the companies and the changing expectation level of the consumers. Since the penetration level of white goods is extremely low in India a deeper penetration and effective channel distribution is required. Companies have to analyze this problem and are therefore coming up with concepts like JIT and effective sales strategies. The vital tool for promotion has been electronic media particularly the television for national coverage along with print media particularly the newspaper for the local coverage. The refrigerator market has grown substantially in the last year. BPL with 24% is the market leader in frost-free category, closely followed by Whirlpool with 20% whereas in conventional refrigerator, Godrej and Electrolux are the market leaders. A significant change has occurred in the refrigerator market is that the demand for 300 liter and above capacity refrigerator is growing, penetration level in refrigerator is only 86 house hold out of 1000 which means that there is a abundant market which is still untapped. Washing machine market has been growing at a rate of 2%, price of washing machine range from Rs.4000 - Rs.8000 in semi-automatic category, from Rs.13000 - Rs.18000 in fully automatic category and Rs.18000 above in fuzzy logic washing machine. Semi automatic refrigerator contributes 80% of the market where as automatic contributes only 15%. In washing machine the market leader is Videocon that has a market share of 25% closely followed by BPL and Whirlpool. But in fully automatic category IFB leads the tally with BPL and Videocon following.