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beyond refrigeration
Introduction
Elaska Home Appliances is a public sector undertaking &
manufactures a large number of home appliances under the corporate brand name Elaska.
The company entered the market in late 70s under
established itself as a leading company in home appliances with a market share of about 35 percent.
In the year 1979, the German collaboration of Elaska was liquidated and the partnership ended. The company faced major problems and then it collaborated with a Japanese company, Hankwa. This company was a market leader and technologically superior to most of its competitors. Elaska continued to sell all its products under its
In the early 1980s, a number of manufacturers entered in the home appliances industry. Elaska gradually began losing its position as one of the leaders.
Its market share dropped to nearly half of the earlier share by 1992. Its major competitor was Westways, a highly reputed company in India.
Unlike Elaska, Westways was involved in manufacturing and marketing a wide range of products, ranging from FMCG appliances to soft
Westways had entered the market in 1982 and by 1992, had captured a market share of about
Elaska refrigerator has slightly higher prices than their major competitors and after sales service package is not perceived to be the best.
MARKET SIZE
Market size of refrigerator is about 1.5
urban.
And at a rate of 20% annually in rural areas.
TECHNOLOGY INNOVATIONS
Side-by-Side Refrigerator with ClimateKeeper2 Technology
A new option in the freezer - QuickFreeze - freezes
foods faster, helping retain moisture, freshness and flavor. Two cooling systems, one for the freezer and one for the fresh food compartment, provide advanced humidity control to protect food, limit defrosting and keep food odors from transferring to the freezer. Combined with GE's exclusive FrostGuard technology, which defrosts the freezer only when necessary, the risk of freezer burn is greatly reduced.
RESEARCH FINDINGS
INCOME GROUP VS BRAND FEATURES
HIGH
SOURCES OF INFORMATION
BRAND NAME PRICE, CAPACITY, DURABILITY DURABILITY & SERVICE SPECIAL FEATURES
ADVERTISEMENT IN PRINT & T.V. ADVERTISEMENTS & DEALERS PEERS & FRIENDS etc. ADVERTISEMENTS & DEALERS
PROMOTIONAL STRATEGIES
For recreation promotion is a critical part of
doing business. Potential consumers must get information that will positively influence what they think of a business and convince them to buy its product. promotion is the tool to accomplish this goal. Promotion includes wide variety of activities including brochures, billboards, and newspapers ads.
PERSONAL SELLING
SALES PROMOTION
PUBLICITY
CONTD
Actually getting your message across
Deciding how to present it Taking your message to your audience
POP PROMOTION
Associations that are not necessarily unique
to the brand but may be shared by other brands i.e. where you can at least match the competitors claimed benefits. While POPs may usually not be the reason to choose a brand, their absence can certainly be a reason to drop a brand.
MEDIA PLANNING
GENDER WISE MEN
WOMEN
MEDIA RADIO, TV, NEWSPAPER TV, NEWSPAPER, INTERNET, RADIO TV, NEWSPAPER, MAGAZINES, INTERNET
MAJOR ISSUES
Advertising campaign Price After sales service
communication as the objective? Give your reasons. Develop the advertising objective statement.
most professionally developed ad campaigns directed at the wrong audience or using unsuitable message appeals. Advertising creates its most powerful impact when it is used to solve narrowly defined communication objectives. Advertising communication objectives can be put in a pyramid form. The lower level objectives are awareness, knowledge or comprehension. These are accomplished first.
to higher levels in the pyramid to elicit desired behavioral responses such as associating feelings with the brand, trial or regular use, etc.
It is easier to accomplish objectives located at the base of
they move up the pyramid towards more action oriented objectives, such as regular brand use, etc.
Irrespective of the fact whether the brand is new or
target audience lies with respect to various levels in the pyramid. If the level of brand awareness or knowledge of its features or benefits is low, the advertising communication should be to increase them. In case the brand liking and preference is low, then the appropriate goal can be to change the target audiences image of the brand.
an emphasis on improving our product price, advertising strategy ,after sales service & customer satisfaction to a bigger extent.
sense of the practical or impractical. When copywriters use emotional appeal in advertising, they are attempting to appeal to the consumer's psychological, social, or emotional needs.
This type of advertisement is prepared to arouse fear, love, hate, greed, or humour, or otherwise create psychological tension that can best be
A BUSINESS THAT MAKES NOTHING BUT MONEY IS A POOR BUSINESS TO OUR CUSTOMER :- WE MAY NOT HAVE THE ANSWER , BUT WILL FIND IT . WE MAY NOT HAVE THE TIME , BUT WILL MAKE IT.
Brand Ambassador
THANKS A LOT
Refrigerator is like banks big, cool and everybody wants whats inside..
PRESENTED BY: ABHISHEK KUMAR ROBIN BHATT SAGAR SHELKE VIJAY KHANDAIT