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
“Potential” of the tin containers to do well vis-à-vis competion ,
Beliefs, perceptions and attitudes of Indian, urban ladies were not
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
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.
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
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