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.
[...] On the marketing front the company follows dealer push strategy to gain a foothold in the highly competitive market place. Besides the company also designs products suitable to local requirements. WIL has a well spread distribution network of more than 4000 dealers. WIL is also the largest home Appliance Company in the country, last year the company sold 1mn units of appliances. Whirlpool India Ltd. (WIL) is one among the leading players in consumer durable market. The company has a 26% market share in refrigerators followed by Godrej and Kelvinator Quite recently the company entered the air conditioning market though currently all the units are out-soured. [...]
[...] Samsung, which started its Indian operations in December 1995, made its maiden profit of Rs50mn on a turnover of Rs 5.4 bn for FY98. Samsung has posted a growth in sales turnover at Rs5,500mn for the six-months ended June 2000. The compan's market share in financial year 1999 stood at 2%. TABLE: FULLY AUTOMATIC (1998) Brand % share IFB 23 BPL 21 Videocon 17 Whirlpool 17 Godrej-Ge 4 Electrolux 3.5 LG 3 Daewoo 3 Voltas 2 Samsung 2 Others 4.5 Source: Various Publications The three-year-old BSH Home Appliances a fully owned subsidiary of BSH has so far made tentative forays only in the southern and western markets of the country. [...]
[...] Among the market leaders in the refrigerator segment, Godrej-GE has recently changed its marketing strategy by abandoning its earlier "umbrella" branding approach. It revived its focus on specific brands by launching afresh its `Cold Gold' series of refrigerators. The change in strategy was brought about in order to target different segments within the refrigerator market. With 65% of refrigerator buyers being first timers, the company would cater them with their direct cool models. The rest who are replacement buyers, would be interested in the frost-free range. [...]
[...] SUB SECTORS REFRIGERATORS As per ASCON (Association Council of Confederation of Indian Industry), the refrigerator production showed a growth in Financial year 2000. The sales grew by while the exports during the said period grew by 10%. Refrigerators in India fall under two major segments direct cool and frost-free. The former class of products still constitutes majority of sales. However, with buyers keen to replace their old refrigerators with a technologically improved model, sales of frost-free refrigerators have grown steadily over the past two years. [...]
[...] The company has chalked out a promotional campaign for the year 2000 to consolidate its position in the Indian microwave oven market. The company has doubled its advertising and promotion budget for microwaves from Rs35mn last year to Rs70mn for the year 2000. It has three varieties of microwave ovens in its kitty-solo model, grill variety and covector variant. LG microwaves have a robo grill an auto- moving heater that can be set at various angles. It also has an anti- bacteria cavity, which prevents the growth of bacteria inside the cavity and absorbs odor. [...]
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