Marketing Microwave Ovens to a New Market Segment free essay sample

Case 5: MARKETING MICROWAVE OVENS TO A NEW MARKET SEGMENT I. The advantage of microwave ovens for food preparation II. The values and customs that might affect opinions about microwave ovens III. New marketing strategy 1. Target market -upper middle class Indian family and focus on housewife single male 2. Long-term marketing programs Pay more money for RD and product innovation Building call center to help customer (after sales service) †¦ Foundation team service and guarantee 3. Short-term marketing programs product: microwave ovens with more function and easy to use, with a lot of size that suit with a family. service: give more service such as: cooking book (uses microwave to cook Indian food), guarantee,†¦ Price: at most 20,000 Distribution: focus on big cities Promotion: + advertising: website, TV, and use image of successful woman who can balance work and family life; media exposure such as in movies where the actors, in one part of the movie, use a microwa ve for cooking In addition the advertising can focus on man who is husband with message: â€Å"Not only woman can do it† + freebie: installment plan: pay half and then have fixed monthly payments afterward Effects of competition in the market: -competition tends to drive down the price, but there is a wide contention between prices and volume (chicken and egg problem) wider diffusion of knowledge because of the competitors’ efforts to educate the market Conclusion: There is still a huge, untapped market in India for microwaves. We will write a custom essay sample on Marketing Microwave Ovens to a New Market Segment or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Marketing strategy should be tailored to the customs and values of the Indian market.