MARKETING MICROWAVE OVENS TO A NEW MARKET SEGMENT. _ GROUP 7 _. Hoang Thi Ngoc Huyen M987Z239. Krissapon Apinyaupatum M997Z241. Nguyen Thi Thu Trang M997Z210. Le Van M997Z246. Hyacintha FAUSTINO M997Z. Antun Paradzik M997Z223. II. INDIAN MARKET DATA. VI. CONCLUSION.
Nguyen Thi Thu Trang
V. ADVANTAGES AND DISADVANTAGES
III. INDIAN DEMOGRAPHICS
IV. 4P’s IN MARKETING
A microwave oven is a kitchen appliance that cooks or heats food by dielectric heating
The microwave oven was a by-product of another technology
Cooking food with microwaves was discovered accidentally in the 1940s. Percy Spencer, a self-taught engineer, was building magnetrons for radar sets with the company Raytheon.
He was working on an active radar set when he noticed that a peanut chocolate bar he had in his pocket started to melt. The radar had melted his chocolate bar with microwaves
The first food to be deliberately cooked with Spencer's microwave was popcorn, and the second was an egg, which exploded in the face of one of the experimenters
To verify his finding, Spencer created a high density electromagnetic field by feeding microwave power into a metal box from which it had no way to escape. When food was placed in the box with the microwave energy, the temperature of the food rose rapidly
In the 1960s, Litton bought Studebaker's Franklin Manufacturing assets and developed a new configuration of the microwave, the short, wide shape that is now common and magnetron feed was also unique
The new oven was shown at a trade show in Chicago, and helped begin a rapid growth of the market for home microwave ovens. Sales volume of 40,000 units for the US industry in 1970 grew to one million by 1975. Market penetration in Japan, which had learned to build less expensive units by re-engineering a cheaper magnetron, was faster.
- Eight models and price range between 8,500-19,000
- Kelvinator Magicook- to expensive and not manageable to use
- Adjust to the specific Indian market needs
- In the long term try to change eating habits
India has 2.4 % of total area of the world and being
second populous country in the world in 2010
India has population of 1.18 billion people ,which is 17.31 %
of the world’s population. (estimated by April, 2010)
India is projected to be the world’s most populous country by 2025
* (NSSO) National Sample Survey Office
*When we provide the advertising, we will not focus on women (housewife) only because there high possibility of the men’s readership / circulation
Complex, and Take certain time of preparation
Based on spices and herbs.
Simple and Easy to prepare
Meat and Bread
Grilling / Toaster
Providing “how to” make Indian Dish through Microwave
A microwave oven is a kitchen appliance that cooks or heats food by dielectric heating.
A microwave oven uses microwaves (radio waves).
In 2003: The new microwave ovens on display were measured in passive standby and where applicable, off modes.
Example: CM1069, INDIA''S NO. 1 MICROWAVE OVEN. Cooks Fast Real Fast. Available in 5 different Models.
They must first sell the idea.
The consumer is convinced a microwave can actually be part of daily cooking.
Apart from styling and competitive pricing, marketers acknowledge that cracking the mind-set that microwaves are not suited to Indian food holds the key to future growth.
There are expand the Indian market and design innovation to make the microwave suited to Indian cooking,
“To change the way you look, just change the way you cook” was a recent tagline by one of the companies.
A microwave oven has many positive features and few negative aspects as well. It depends on the usage and need of the individual to go for this type of oven.
Time saving:A microwave oven has a timer which enables us to set the time for cooking food. When timer runs out, the oven turns off automatically. Different times are set to cook different types of food items.
Safe to use: Everyone ca use a microwave, even a child or an old person
Costefficiency on electricity