3. 1. Growth in demand from rural and semi-urban markets to
outpace demand from urban markets
2. Growth in online retailing is a key factor to reach out as a
newer channel for buyers, with increase in demand
3. Per capita income is expected to expand at a CAGR of
8.6 per cent for the period 2015-2019.
MARKET OVERVIEW
4.
5. PORTERSS FIVE FORCE ANALYSIS
BARGAINING POWER
OF SUPPLIER
-Products differentiation is very
low.
-By changing the inputs, firms
cannot drastically differentiate on
price.
THREATS OF
SUBSTITUTE
-Technology advancements
-Buyers have popensity to
substitute.
BARGAINING POWER
OF BUYER
-Use of internet to get all the
information enables customers to
be powerful
-Buyers swithing cost is very less
THREATS OF NEW
ENTRANTS
-Highly capital intensive.
major players have developed
brand equity.
-Brand loyalty is moderate.
COMPETITORS
-Continuous innovation
leads to intense rivalry.
-Homogeneity in the
products and also the lower
switching cost.
6. COMPANY SNAPSHOT
Godrej Appliances, a business unit of the highly diversified, Godrej &
Boyce Mfg. Co. Ltd. is one of the largest players in the Home Appliances
space in India. In 1958, Godrej was the First Indian Company to
manufacture Refrigerators and has now become synonymous with the
category.
8. GODREJ APPLIANCES (AC)
STP
SEGMENT
Complete appliance segment
including split, window, and
celling ACs.
TARGET
upper class, middle class income
group people and industries also.
POSITIONING
Godrej gives affordable range of ACs
and also globally known company with
good goodwill in the market.
10. SWOT analysis of the product
STRENGTHS
-Trusted name in durabilility and
safety.
-Innovative products design
-Long term use and customer
relationship
-Large product portfolio
WEAKNESSES
-Communication hasn't been
strong.
-Lack of social media marketing
-Lack of technological change
(IOT)
OPPORTUNITY
-Growing nuclear family trend
.-Growth in sales of high capacity
models.
-Better understanding of indian
Rural Market
THREATS
-Huge competition
between rivals
-more international market
player exixting
SWOT
11. MARKETING MIX
Product
Split/ windows ac
For commercial ceiling AC
1 Ton/1.5 Ton/2-3 Ton Ac
Various colors available with
inverter
Cooling capacity 2000-5000
w
price
Variant price
1 ton 22k-28k
1.5 ton 24k-34k
2-3 ton 47k-50k
place
Presence in India at various
PAN locations including rural
areas also. Various online
(ecommerce)stores and
offline.
Promotion
Aggressive promotional
strategy.
TV / social media
advertising Print media,
booklets and pamphlets.
CSR campaigns