Consumer behavior document discusses changing consumer trends in India from the 1980s to present. It notes that Indians are becoming more urbanized, wealthy, and brand-conscious over time. The document suggests launching a washing machine in 2003 based on expected growth in washing machine sales and number of nuclear families in urban India. A marketing plan is proposed that would target women aged 24-35 in urban areas earning Rs. 45,000-215,000 annually by promoting the product's reliability and performance through TV advertisements and established distributors.

1. Consumer behavior
AUDIO-VIDEO APPLIANCES
LTD.
SUBMITTED BY:
DIVYA
RAHUL RAJ
SHRUTIKA
RHYTHM
NEHA
NITIN

2. Features /history
• Rs. 2000 crore company
• Home appliances and consumer electronics
• Range of products- AC’s,refrigerators, television
• good technology, installed capacity, market
savvy
• Competency- short time from conceptualizing a
product to actually bringing it to the market,
professional marketing team
• Robust distribution network

3. Indian consumers- today, yesterday
and tomorrow
• Less employment opportunities
• Low per capita income
• Save more
• Signs of change in mid 80’s- tax rates to 50%
from 97%
• Then launch of maruti car-800, emergence of
professional class, increase per capita income,
household income, cable,Satellite,t.v.
liberalisation follows,etc
• Led to change in consumer behavior

4. BUT…..
Some local and global features-
• Family
• Thrift n frugality
• Indian flavor
• Advertising
• Shopping habits

5. Before and now….
• Saving
• Quality of life
• Urbanization
• Consumer rights
• New century men and women
• Modern Indian child, modern Indian teenager

6. Ques 1:
Based on report and company’s core
competence which new product seems to
have maximum promise, why?

7. Launch of product-2003
• Our product- WASHING MACHINE
• Findings from the report- QUALITATIVE
• Consumer behavior-People want reliability, efficient product, good value,
high performance, product that compliments their lifestyle.
• Willing to pay premium for products managing their life
• Changing scenario- nuclear family, working women, increasing income,
QUANTITATIVE
• Increase in consuming urban population ( from 80.8 mn in 1994-95 to
157.4 mn in 2001-02)
• projected growth of consumer durables
• Consumption patterns- washing powder( from 625 mn in 2001-02 to 675
mn in 2006-07 expected penetration level per 1000 households)
• Increase in amount spent on loan interest rates
• Expected increase in washing machines- to 3.4 mn in 2006-07 from 2 mn
in 2000-01

8. Ques 2:
What would be the plan to bring this product
in terms of the 4 P’s. what should be the
segment ,target and positioning of the
product?

9. Marketing Plan
• Product- Washing Machine semi automatic and fully
automatic in white, cream n grey color
• Price- Rs.4500-10000 semi automatic
Rs.13000-18000 fully automatic
• Already have robust distributors with 20 years of
experience
• Promotion- through advertisement on TV
• Segment to target- women in urban class age between
24-35 falling in income class of Rs.45000-215000 p.a.
(consuming population)

10. What type of product could be
launched by company in
2013.discuss its marketing strategies
.

11. Product would be ???

12. Rotimagic
. New Product in market
• Time saving
• Convenient
• Healthy
• Size of mini-micro wave

13. Problem catered and potential market
Roti Making is Potential market-
• Tedious • Stable of 800 million
• Time-consuming Indians
• Skillful task • Approximately 2.5
Other reasons are billion chappatis made
• Busy schedules every day.
• Working women
population
• Healthy food

14. Existing solution
Industrial level Home level

15. Target market
Middle class household
• Currently India has 31.4 million middle class
households (160 million individuals).According
to National Council for Applied Economic
Research's (NCAER).
• In next five years India's middle class
population to touch 267 million in 5 yrs

16. Positioning
Easy to make ,healthy to eat.

17. Promotion
• IMC tools that we choose
* TV ads during family and comedy serials
• Online order from company website.
• Product placement in shows like khana-khazana , Diya
aur baati hum ,Taarak Mehta Ka Ooltah Chashmah
,Pavitra Rishta.(subliminal conditioning)
• Print media – In top English and Hindi newspaper in
form of advertorial.

18. Pricing
Cost of product is
8999/- only.

19. Place
Metropolitan cities and where our distribution
network exists.
• Mumbai
• Delhi
• Bangalore
• Pune
• Chennai
• Karnataka

20. Thanks