ABC Corporation plans to launch 1-tonne and 1.5-tonne air conditioners. Their market research found that wives and children initiate 77% of AC purchases and atmospheric conditions and financial status influence 76% of buyers. The document recommends targeting women, children, upper and middle class families. It also suggests using local media, promoting durability, quality, reliability and after-sales service, and utilizing their refrigerator distribution channels. Segmenting customers based on sociodemographic and psychographic factors like income, occupation, education, climate and area is also proposed.

1. SUBMITTED BY :
15BM600 ABHISHEK BARUI
15BM60067 SONAL
15BM60073 APARJEET KAUSHAL
15BM60077 RAJ RANJAN
15BM60080 PRAJVAL AMIN
15BM60081 ADITYA SONI
ABC Corporation

2. • Market leaders as refrigerator manufacturers for over two
decades
• Believes in providing best possible service to its customers
• Mission – To provide our customers with the highest sevice
quality
• Customer dedication has paid them well in terms of profitablity,
resulting in building up hugh cash reserves, that can be used for
expansion.
• Success attributed to wide its long standing position and wide
distribution channel.
Introduction

3. • Planning to launch Air Conditioners in two variants
• 1 tonnes
• 1.5 tonnes
• Other competitors present are Voltas, Arco, Friz Air, Kelvinator.
Friz Air being market leader.
• Durability is the key deciding factor closely followed by pricing
and reliability.
• Can reap the benefit from promoting after sales service and
guarantee.
• Service depots in 12 of the largest city in India and service
agents in another 80 town
Current Market Scenario

4. Buying Behavior
• Initiators
• Ideas for new ac were put forward
• 77% by wives and children
• 44% by themselves
• 36% by family members
• Advertising required for spreading the
details of the new product
• Women and children are primary target
• Easily accessible vehicle such as
Newspapers, pamphlets should be used
• Influencers
• 76% considers atmospheric condition
to be a deterrent along with financial
condition
• Climatic conditions and its effects should
be kept in mind
• Family with sound financial should be
targeted(Upper class & Middle class)

5. • Use local media for advertisement to cover the majority of the local
population
• Strongly focus on distinguishing features like
• Durability
• Quality
• Reliability
• Leverage the sales and distribution channel set up by the refrigerators
dealers.
• Digital Media should be utilized to its full
• Small stalls and separate shops should be set up
Strategies to be followed

6. • Basis of Segmentation
• Characteristics of buyer’s behaviour used for segmenting:
Section of society
Work , profession type
Nature of residence
Volume of products bought by buyers from different groups
Volume of products bought by buyers from different profession
Time taken for purchase by different groups
Environmental stimuli

7. • BASIC OFFERING : The most important attributes of an air-conditioner are
• Durability
• Service quality of product
• Reliability and Capacity
• EXPECTED OFFERING : PROMOTIONAL FACTORS
• After-sales service
• Guarantee period
• Special Discount
• AUGMENTED OFFERING (SUGGESTED):
• Promotional offers
• Warranty Extension
• Club Membership for City Events (Social Reach)
Product Differentiation Strategies

8. Social Status
• Upper Class
• Upper Middle Class
Social Acceptance
Value for Money
Psychographic and Benefit
Segmentations
Income Level
• <2000
• 2000-2500
• 2500-3000
• >3000
Occupation
• Business
• Executive
• Others
Education
Demographic
Brand Awareness
Brand Selection
• Voltas
• Kelvinator
• Friz Air
• Arco
• Others
Product offerings
• 1 Ton
• 1.5 Ton
Use-related Segmentation
Climate
Density of area
Accessibility
Geographic Segmentation

9. Thank You