Case study on Kitchenette

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Problem formulation, problem indentification of Kitchenette case study. www.unitedworld.edu.in

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Case study on Kitchenette

  1. 1. KITCHENETTE CASELET PRESENTED BY : ALOK KUMAR CHANDRAKANT EZONG JINIA BISWAS NAYAN SAHA PANKAJ AGARWAL POUSALI MUKHERJEE PRETAM LAHA RAJESWARI SAHU SRIPARNA CHAKROBORTY
  2. 2.  MBIL did not carry out a thorough research in the Indian market.  A hypothesis testing should have been carried out to check whether the Kitchenette product would work or not across India.  Competition from makers of aluminium and steel containers should have been assessed.  Who were the major decision makers in a typical Indian family in general?  “Potential” of the tin containers to do well vis-à-vis competion , not measured.
  3. 3.  Beliefs, perceptions and attitudes of Indian, urban ladies were not researched on.  Parameters like income, spending habits, buying pattern and lifestyle were different in Western and Northern India compared to Eastern and Southern India.  Unequal distribution of income in India, making the Kitchenette products a failure in Eastern and Southern parts of India  Analysis of all the parameters of PESTLE concept not done, technological or environmental issue(hygiene) involved.  An initial focus group interview across the targeted cities could have reflected ,- product quality acceptability, price acceptability and place availability.  No customer-level interaction was done to assess customer reactions.
  4. 4.  Conceptualisation followed by hypothesis testing and proper research methodologies were necessary to launch expensive tin containers in India.  No research instruments used  Launching efforts were clearly based on assumptions that Kitchenette has to do well in India too.  The Indian market was thought to be homogeneous throughout.  Citywise, percentage and number of ladies going out to work was much lesser in Eastern, Central and Southern parts of India compared to Northern and Western parts of India.  Indian consumers not very happy with the texture of the containers(Feel sensory organ) and preferred aluminium, steel or containers that came free with packaged food in containers.
  5. 5.  City-wise data collection, recording, analysis, interpretation and report preparing were not done  Short, pilot studies not done  Degree of satisfaction vs expectation not measured  Who are the consumers(educated ladies) who took pride in keeping their kitchens clean  Purchasing power and purchasing attitude, city-wise not assessed.
  6. 6.  Responses on product quality, price acceptability, easy availability, level of awareness(interest), quality of backup servicing(process) and most importantly, retailer-level customer interaction measured through Customer Satisfaction Index(PKG Parameter) not measured through market survey(Descriptive survey).
  7. 7. http://www.unitedworld.edu.in/ Campus Ahmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata. Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.

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