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.
[...] BPL HOME APPLIANCES ITEMS Consumer Electronics - Televisions A wide range both in Color and in Black and White, Catering to individual customer needs in terms of features, looks and styling housed in fully molded plastic cabinets and incorporating critical components manufactured in technical collaboration with Sanyo of Japan, BPL Television are leaders in the market-in quality and in performance.] CURRENT MARKETING & BRANDING PLAN OF BPL LTD. The group has always been seen as an electronics engineering group, unlike many of its competitors. [...]
[...] 10) - Support high screen clarity and have Dolby Surround Sound - Adopts high resolution and double progressive scan methods - Digital Conversion - High fidelity 40 watt, 2-way, 4-speaker system - PIP (Picture In Picture Flat-screen TV - Completely flat Braun tube, which allows for a screen without curves - Distortion-free screen - Adopts a 3 dimensional digital comb filter for a more detailed picture - The automatic control circuit recreates natural, original colors - Powerport speaker system makes you feel as if you were there MARKETING AND BRANDING STRATEGY MARKETING STRATEGY Following are the key drivers of profitability in this industry: Volume Growths: The low penetration levels of these products is a big opportunity area and the industry is strongly taking this route of increasing the production and sales volumes in order to make the most of the economies of scale. [...]
[...] SWOT ANALYSIS STRENGTHS Strong brands The vigorous growth of the satellite TV and the choices own available to the consumer is a point of strength for the industry India has become an excellent base for consumer electronics manufacture because the liberal policies of the government have attracted leading multinationals from Japan, Korea etc., to come and set up business in India either on 100% equity basis or joint ventures. Recently under the trade agreement of WTO, the Indian government has opened its quantitative restriction of various conditions. [...]
[...] Efforts have been made within the company to improve its distribution network and systems with a view to achieve improvement of quality and they have also effected a reorganization of markets and distribution teams of its various group companies by building a central marketing organization which ensures that the company continues to react fast to changing market conditions. This re- organisation was completed in March 03. THE 4Ps Product Analysis CTV's Color televisions account for 37% of all TV sets sold in India , CTV is the largest selling product in CTV's. [...]
[...] These strategies paid rich dividends in the price sensitive domestic market, and the company managed to carve out significant shares in most of the consumer durables segments. But as the market opened and became technologically driven, Videocon's image of being a low cost supplier became its bane, as the consumer normally associates price with quality. Thus, it lost its leadership in the CTV market to BPL which was associated more with quality than Videocon. Videocon - Mission and Objective Leadership Through technology innovation quality performance India Today, the world tomorrow The Videocon symbol. [...]
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