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ELASKA REFRIGERATORS

ELASKA REFRIGERATORS beyond refrigeration…………

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 collaboration with a German manufacturer to produce

home appliances.

  • Elaska was one of the major three manufacturers and 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 own brand name.

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

drinks, and office equipment.

Westways had entered the market in 1982 and by 1992, had captured a market share of about

37% in home appliances market.

  • Elaska refrigerator has slightly higher prices

than their major competitors and after sales service package is not perceived to be the best.

MARKET SHARE OF MAJOR HOME APPLIANCE MANUFACTURES

MARKET SHARE OF MAJOR HOME APPLIANCE MANUFACTURES

MARKET SHARE OF MAJOR HOME APPLIANCE MANUFACTURES

IMPROVING AFTER SALES SERVICE AND MARKETING

“Customer complaints are the

schoolbooks from which we learn.”

Be effective and efficient The follow up

New product release offers Repeat custom offers and loyalty schemes Send a free gift Be ethical

MARKET SIZE

 Market size of refrigerator is about 1.5 million per year. Market is growing at a
Market size of refrigerator is about 1.5
million per year.
Market is growing at a rate of 10% annually in
urban.
And at a rate of 20% annually in rural areas.
RESEARCH FINDINGS INCOME GROUP VS BRAND FEATURES INCOME GROUP DESIRED FEATURES LOW PRICE,SERVICE,CAPACITY MEDIUM PRICE,BRAND IMAGE

RESEARCH FINDINGS

INCOME GROUP VS BRAND FEATURES

 

INCOME GROUP

DESIRED FEATURES

LOW

PRICE,SERVICE,CAPACITY

MEDIUM

PRICE,BRAND IMAGE AND SPECIAL FEATURES

HIGH

SPECIAL FEATURES,BRAND

IMAGE,DESIGN AND COLOURS

 

SOURCES OF INFORMATION

BRAND NAME

ADVERTISEMENT IN PRINT & T.V.

PRICE, CAPACITY, DURABILITY

ADVERTISEMENTS & DEALERS

DURABILITY & SERVICE

PEERS & FRIENDS etc….

SPECIAL FEATURES

ADVERTISEMENTS & DEALERS

FEATURES SOUGHT BY WOMEN AND MEN

SEX

FEATURES SOUGHT

WOMEN

PRICE,BRAND,CAPACITY,LOOKS AND

FEATURES.

MEN

BRAND,SERVICE,PRICE AND MACHINERY USED.

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.

TYPES OF PROMOTIONAL TOOLS

  • ADVERTISING

  • PERSONAL SELLING

  • SALES PROMOTION

  • PUBLICITY

TYPES OF PROMOTIONAL TOOLS

TYPES OF TOOLS EXAMPLES ADVANTAGES ADVERTISING TV, radio, posters, billboards, newsletters, brochures very public & visible.
 

TYPES OF TOOLS

EXAMPLES

ADVANTAGES

 

ADVERTISING

TV, radio, posters, billboards, newsletters, brochures

very public & visible. Persuasive because of repitition

PERSONAL

Salespeople,

Two-way

SELLING

hosts,

communication.

demonstrations, festivals, fairs

Obligates the buyer to make a response

SALES

coupons., faurs,

Forces people to

PROMOTION

demonstrations,

buy now or pay

   

concerts, games

more later

 
 

PUBLICITY

TV,radio talk

Cactes people off

 

show,radio news,public service

guard.more credible than advertisement.

announcements,n

ews paper

 

STEPS INVOLVED IN DEVELOPING AN EFFECTIVE PROMOTIONAL STRATEGY

  • Figuring out who you are

  • Deciding on your product

  • deciding who you want to attract

  • what do you want to accomplish with your

strategy

  • Actually getting your message across

CONTD…………

Actually getting your message across

  • Actually getting your message across

  • Deciding how to present it

  • Taking your message to your audience

MEDIA PLANNING

GENDER WISE

TYPE OF MEDIA

MEN

NEWSPAPER, TV, INTERNET, MAGAZINES

WOMEN

TV, RADIO, NEWSPAPER, INTERNET

INCOME WISE

MEDIA

LOW INCOME

RADIO, TV, NEWSPAPER

MIDDLE INCOME

TV, NEWSPAPER, INTERNET, RADIO

HIGH INCOME

TV, NEWSPAPER, MAGAZINES, INTERNET

  • Analyze the significant issues in the case.

MAJOR ISSUES

  • Advertising campaign

  • Price

  • After sales service

  • Would you consider setting sales or communication as the objective? Give your

reasons. Develop the advertising objective

statement.

  • COMMUNICATION:- The power of

words

  • A mediocre advertising message properly

directed stands more chance of success than the 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.

  • Subsequent objectives may focus on moving prospects

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 the pyramid than the ones located towards the top.

  • The percentage of prospective customers will decline as 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 established, the pyramid can be used to determine appropriate advertising objectives.

What is required is to determine where the 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 audience’s image of the brand.

ADVERTISING OBJECTIVE STATEMENT

  • Regaining our market position by giving an emphasis on improving our product price, advertising strategy and the after

sales service to a bigger extent.

IMPROVING BRAND IMAGE

IMPROVING BRAND IMAGE
  • SUGGEST AN ADVERTISING STRATEGY TO

ACCOMPLISH THE OBJECTIVES.

ADVERTISING STRATEGY:-

EMOTIONAL GAME

  • EMOTIONAL advertising strategy is designed to

stimulate one's emotions, rather than one's 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 resolved by purchase of the product or service.

A BUSINESS THAT MAKES NOTHING BUT MONEY IS A POOR BUSINESS • TO OUR CUSTOMER :-

A BUSINESS THAT MAKES NOTHING BUT MONEY IS A POOR

BUSINESS

A BUSINESS THAT MAKES NOTHING BUT MONEY IS A POOR BUSINESS • TO OUR CUSTOMER :-

TO OUR CUSTOMER :- “WE

MAY NOT HAVE THE

ANSWER , BUT WILL FIND IT

. WE MAY NOT HAVE THE

TIME , BUT WILL MAKE IT.”

A BUSINESS THAT MAKES NOTHING BUT MONEY IS A POOR BUSINESS • TO OUR CUSTOMER :-
A BUSINESS THAT MAKES NOTHING BUT MONEY IS A POOR BUSINESS • TO OUR CUSTOMER :-