MBIL did not conduct thorough market research before launching their Kitchenette product line in India. They did not test whether the product would be successful through hypothesis testing or assess competition from other container manufacturers. They also did not adequately research the beliefs and perceptions of Indian urban women or account for differences in income levels, spending habits, and lifestyles across regions. As a result, the Kitchenette products failed in Eastern and Southern parts of India where incomes were lower and fewer women worked outside the home. Proper conceptualization, research methodologies, and data collection on a city-by-city basis were needed before launch.

1. KITCHENETTE
CASELET
PRESENTED BY :
ALOK KUMAR
CHANDRAKANT EZONG
JINIA BISWAS
NAYAN SAHA
PANKAJ AGARWAL
POUSALI MUKHERJEE
PRETAM LAHA
RAJESWARI SAHU

3. 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.
Competition from makers of aluminium
and steel containers should have been
assessed.
Who are the major decision makers in a
typical Indian family in general?

4. Beliefs, perceptions and attitudes of
Indian, urban ladies were not researched
on
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

6.  Conceptualisation followed by hypothesis
testing and proper research
methodologies were necessary to launch
tin containers in India
 Launching efforts were clearly based on
assumptions that Kitchenette got to do
well in India too.
 Citywise, % 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

7. 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

8. 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
survey).

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