The document discusses marketing strategies for microwave ovens in India. It provides background on the history of microwave ovens and how Indian and Western cooking styles differ. Key differences are that Indian cooking is more complex due to intricate spice mixtures while Western cooking is simpler. The document also analyzes customer perceptions and preferences, the current market size and projections, and recommends a marketing mix tailored for India including product design, appropriate pricing, placement in major cities first, and promotional strategies.

1. Marketing
Microwave Ovens
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Presented By:
A. Wadut Al Mamun

2. Contents
1 Introduction about Microwave Oven
Indian Food Preparation Versus
Western Food Preparation
2
3 Values and Customs
4 Marketing Mix
5 Market Data
6 Conclusion
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3. Introduction
Introduction About
Microwave Oven
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4. History
Discovered by Percy Spencer in 1945.
By late 1946, the Raytheon Company had filed a patent proposing
that microwaves be used to cook food.
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5. History
In 1967 the first countertop, domestic oven was
introduced.
In 1976, the microwave oven became a more commonly
owned kitchen appliance.
In 1980 it becomes necessity for every home makers.
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6. Uses Microwave
Medicine
Science
Industry
Communication
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7. Market Leaders
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8. Other Brands
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9. Price Vs Quality
Brand Price 20L, (Rs) Quality Rating
Haier 7237 7.5
GE 6899 9.51
Whirlpool 6623 8.56
Panasonic 6392 8.5
Godrej 6146 8.67
Videocon 5977 8.1
Electrolux 5760 8.25
Onida 5136 8.32
LG 5087 9.34
Samsung 5076 9.15
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10. Positioning Map
Price
Quality Quality
Price
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11. Market Segmentation
Lifestyle
Working
professionals House wives Food Industry Others
Price
sensitivity Med Med Med Low High
Size Med Small Med Large Med/Large
Design &
Innovation High Med Low Med Low
User interface High Med Med Med Med
Quality Med Med Low Med Low
Quantity Low Low Low High Med
Product use Low Med Med High High
Purpose Style/fun Comfort time utilization Service Any
Utilization
Time/day Rare M-N M-A-N M-A-E-N A-E-N
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12. Marketing Statics
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13. Traditional Vs Western
Indian Food Preparation
Versus
Western Food Preparation
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14. Indian Menu
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15. There different ways of food preparation between Indian and Western.
Cooking Indian food is more complex and time consuming because of the preparation
required for the recipe while Western food quite simple and easy.
Characterized by its sophisticated and subtle use of many spices and herb.
It is very satisfying to make all the cuisines with one's own hand and earn the
appreciation of the person who will eat it.
Indian cooking, like any other cuisine has its own list of cooking techniques and
equipment's that are needed to get thing working in the kitchen.
Indian Cuisine can be categorized into two regions which are North Indian Cuisine and
South Indian Cuisine.
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16. Indian Cooking in Northern Part
A typical North-Indian meal would consist of chapatis or paranthas, rice and an
assortment of assessories like dals, friend vegetables, curries, curd, chutney, and
pickles.
They’re widely use in most dishes along with spices.
Oil is generously used, as many people prefer deep fried curries.
Desserts are very similar in taste as they are derived from a milk pudding or rice base
and are usually soaked in syrup.
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17. Indian Cooking in Southern Part
South Indian food is largely non-greasy, roasted and steamed.
Rice is the staple diet and forms the basis of every meal.
Coconut is an important ingredient in all South Indian food.
Always use generous amount of spices that make the food really
tasty.
Most non vegetarian dishes have fish as the main ingredient.
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18. Western Food
Simple and easy way of cooking.
They cook the food by Grilling: cooking food
directly over a sauce of dry heat.
Baked Food : such as turkey, cake, cookie,
bread etc.
Mix with vegetables and Sauce for Salad.
Bread, potatoes, meats and vegetables the
way westerners eat.
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19. SWOT Analysis
• Easy to use and Time Saving
• Retains nutrients & vitamin in the
food.
• Auto Cook Menu for Indian and
Continental dishes.
• Every days need
Value for customer.
• Indian in rural area begin to
accept Microwave Oven
• New design and innovation auto
cook Menu growth the demand
Microwaves Oven.
• The penetration level of microwave
ovens remains shockingly
miniscule, under one percent.
• The Microwave Oven cooked food
doesn’t taste the same as the food
which is cooked in traditional way.
• In India electricity availability
in rural area is low
• Indian want a decreasing in
price
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20. Values and Customs that might Affect Opinions about
Microwave Ovens
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21. Good Affect To Customer’s Opinion
All Indian dishes can be prepared in a microwave, people only need to
know how to use one.
Customer Satisfaction by its performance
- Saving cooking time.
- Easy to reheat food.
- Easy to clean.
- No need to keep on eyes on it.
- Retains nutrients and vitamins in the food.
Designing the microwave suited to Indian’s cooking such as for
example the reddish color, scents, and ancient cuisine.
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22. Bad Affect To Customer’s Opinion
Some people say that food doesn’t taste the same when cooked in a microwave
oven.
Experts opinion on microwave radiation in health.
Food cooking by microwave ovens may change taste.
Many experts warn that nutritious values of food will be lost if cooking by
microwave.
Some reports show that a microwave oven will divest the vitamin contents out of
the food due to the radiation.
Some food cooked in microwave oven could be lead to obesity and diseases.
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23. Marketing Mix
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24. Product:
- Design product for suiting with Indian food and culture.
- Modern style of product.
- Convenient, easy-to-use and efficient to cook.
- Saving energy and space.
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25. Price and Size:
- Flexibility
Place:
- Top cities ( 70% of market with 4 metros).
- Expanding to explore in non-urban market, semi-urban.
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26. Promotion: Long-term
Promotion programs focus on the health and the convenience
- Safety evidence
- Promotional tag line
- Distribution networks
- Market expansion
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27. Promotion: Short-term
Offering Indian menu recipe books
Add on value free bowls, aprons and gloves as freebies and
hosting co – promotions.
Inviting some well-known Indian chefs to provide post-sales
cooking experience by microwave oven to women.
Changing awareness about benefit of Oven ( not only
reheating but also cook well) by direct marketing.
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28. MARKET DATA
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29. The production of Microwave Oven in 2006- 2007 was 6.75 Lac units.
In 2008, survey showed that microwave ovens currently has about 1 billion
users, the domestic rate of urban households have more than 95%.
2011, market sales 13.8 Lac units
The world market for microwave ovens is projected to reach 72.5 million units
by the year 2015.
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30. Conclusion
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31. Microwave as a product has become a high
growth segment in Indian market only recently,
with the changing lifestyles and family structure
the product is finding more and more
acceptance among Indians.
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32. References
Media.com
Wikipedia.com
Scholar.liv.edu
Matiul.com
Studymode.com
Slidefinde.com
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