A PROJECT REPORT ON " MARKET ANALYSIS AND RESEARCH ON CONSUMER DURABLES"

Submitted by BHANUSHALI MAHESH MANOHAR B.E(MECHANICAL),M.M.S(MARKETING) SUMMER TRAINEE PHILIPS-ELECTROLUX LTD,THANE BRANCH
MOB: 9421628716/8237359604 EMAIL: MAHESHBHANU87@GMAIL.COM

ABOUT THE COMPANY

PE Electronics Ltd. is a new business unit that brings together two premium brands Philips (range of television products) and Electrolux (range of Home Appliances) that complement each other as a single entity under a unique brand licensee agreement.

Set up in April 2010, PE Electronics Ltd. is headquartered in Mumbai and will operate in 9 zones with 24 branch offices across the country.

As part of PE Electronics, the Philips product range will consist of High definition LEDs, LCDs and Ultra Slim Color TVs. The Electrolux product range will consist of Refrigerators, Washing Machines, Microwave Ovens and Air- Conditioners

Organization structure
B ra n ch H e a d

Sal s dept e

M a rke ti g n dept

Fi a n ce d e p t n

S e rvi ce dept

4 sa l s e exe cu ti s ve

M a rke ti g n head

Fi a n ce n head

S e rvi ce head

Te a m l ader of e I D S S

B ra n d i g n su p e rvi s or

2 SAP u se rs

2 se rvi ce exe cu ti s ve

Introduction to the consumer durables Durable goods are those which dont wear out quickly, yielding utility over time rather than at once. Examples of consumer durable goods include electronic equipment, home furnishings and fixtures, photographic equipment, leisure equipment and kitchen appliances. They can be further classified as either white goods, such as refrigerators, washing machines and air conditioners or brown goods such as blenders, cooking ranges and microwaves or consumer electronics such as televisions and DVD players. Such big-ticket items typically continue to be serviceable for three years at least and are characterized by long interpurchase times.

 The biggest threats to the local industry going forward are supplyrelated issues pertaining to distribution and infrastructure, as well as demand issues due to competition from imported goods. The lack of well developed distribution networks makes it especially challenging to penetrate the fastest growing rural areas economically.

Challenges of consumer durables

TOTAL PERCENTAGE SHARE OF EACH BRAND IN SHAHAPUR AREA

TOTAL PERCENTAGE SHARE OF EACH BRAND IN TITWALA AREA

TOTAL PERCENTAGE SHARE OF ALL BRANDS IN VASHIND AREA

Total percentage share of all brands in Ambivali area

TOTAL PERCENTAGE SHARE OF ALL BRANDS FROM SHAHAD TO SHAHAPUR AREA

PERCENTAGE SHARE OF ALL BRANDS IN ULHASNAGAR AREA EXCLUDING EXCLUSIVE SHOP

STUDY OF MICROWAVE OVENS Microwave Oven Cooking

Microwaves are radio waves 2.45 GHZ Cooks / reheats incredibly fast-Saves Energy In a microwave oven, microwaves are generated by magnetron Microwaves so generated are absorbed by water, sugar and fat in food and creates atomic motion-gets converted into heat. Microwaves are not absorbed by plastic or ceramics or glass and only by food which

Types of Microwaves Ovens

Solo Model
Has only microwave generating magnetron SOLO + Grill This has a magnetron and heater on top The heater allows to brown the food The roasted crispy feeling that food like tandoori chicken or veg au gratin requires. Two types of grill Element heater/Quartz Combination cooking simultaneous use of both microwave and grilling allows both cooking and browning to be done together.

Grill Model

Types of Microwaves Ovens

Convection Magnetron Micro Heater Grill Heater + Fan Convection The fan blows hot air into the cavity Hot air makes baking better Cakes, cookies etc Combi
MWO+Grill MWO+Convecti on MWO+ Grill+ Convection

Barbecue

Micro + Grill + Covenction + Barbecue Skewered Chicken, Mutton, Paneer etc

Product Segments
SOLO COOK HEAT DEFROST PAPAD, RICE, CURRIES, TEA, SOUP, POPCORN, DEFROST MEAT, BOILING APPL. Etc

GRILL

COOK HEAT DEFROST BROWN

ALL COOKING, GRILL SANDWICH, PIZZA, CUTLETS, GRILLED CHICKEN etc

CONVECTION

COOK HEAT DEFROST BROWN BAKE ROAST

ALL COOKING, ALL BROWNING, COOKIES, CAKE, ROASTED CHICKEN, BARBECUE etc

USPs of Electrolux Microwave ovens

66 auto- cook menu (Gajar halwa, pizza, cake, cookies etc) just with a touch of the button the dishes are ready 360 degree maxi-wave & light sensor controlThis technology cooks food uniformly, keeping the nutrients intact Deodorizer - This special function keeps the food odour free. Now the halwa wont smell paneer tikka! Rotisserie Function- Motorized rotisserie rotates the horizontally placed unique steel rod ensuring uniform browning and grilling from all sides. Experience the joy of barbeque at home Child safety lock- This feature keeps the microwave door locked & keeps your loved

Results of market research conducted on microwaves

Sample distribution based on features of microwave ovens

Research findings & Recommendations knows about all Consumer having microwave ovens in their home only

features of the microwaves general consumer hardly know about the total information about microwaves.

56 percent of total sample space has microwaves in their home. Rest of the sample space is chosen in such a way that they know about the features of microwaves convection and grill type of microwaves are mostly preferred by the consumers. Entire family in most of the cases affects buying decision. Effectiveness of the live demo depend on various factors such as area, type of consumer, etc No of auto cook menus , auto defrost are few of the important features of microwave ovens. 31 percent of sample space knows 4 products of electrolux.20-30 percent of population are unaware about the products. Feedback for Electrolux service is FAIR