PROJECT REPORT

ON
MARKETING MIX OF CONSUMER DURABLE GOODS
BACHELOR OF MANAGEMENT STUDIES
2016-2017

INDEX
SR NO

CONTENTS

PAGE NO

1
2
3
4

EXECUTIVE SUMMARY
CONSUMER DURABLES
CONSUMER DURABLE LOANS
CONSUMER DURABLE MARKETING IN

7
8
11
13

5
6
7
8
9
10
11
12

INDIA
THEROTICAL BACKGROUND
OBJECTIVE OF STUDY
LIMITATION OF STUDY
ADECCO
BAJAJ FINSERV
MARKETING MIX
METHODOLOGY
DATA ANALYSIS

14
17
18
19
24
27
50
52
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13
14
15
16

OBSERVATION
CONCLUSION
BIBILOGRPAHY
ANNEXURE

56
57
58
59

Executive Summary
Before we go into all the elements of the marketing mix, and to avoid confusion
between the 4ps, 7ps and even the 4cs you should pay attention at the image
below to understand what makes up the entire marketing mix

Pricing always plays a major part, especially in kalwa market no one can deny its
importance. This study gives an insight in to different pricing strategies adopted by
the different companies. In one way it will give comparison of the customer prices
in the same segment among various companies and in the other way it will give
valuable competitive information regarding pricing benefits given by the other
companies to their intermediaries, like what are the margins they are giving to their
dealers, to direct company dealers and to the distributors. competitors marketing
mix strategies and accordingly comparison can be done and which will ultimately
help to offer the product with the right combination of the four Ps and with this
prince can improve their results and marketing effectiveness in Refrigerators,
washing machine and A.C segment Consumer durables Industry is growing at a
rapid pace.

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Consumer Durables
Consumer durables are a category of consumer products that do not have to be
purchased frequently because they are made to last for an extended period of time
(typically more than three years). They are also called durable goods or durables.
DEFINTION
Mass market heavy goods (such as washing machines, refrigerators, furniture)
intended to last three or more years. Also called durable goods or hard goods.

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HOW IT WORKS (EXAMPLE):

Consumer goods are often divided into two categories: durables and non-durables.
Durables have an extended product life and are not worn out or consumed quickly
when you use them. Since they're made to last, durable goods are typically more
expensive than non-durable goods that have to be purchased over and over again.
A washing machine is an example of a durable good -- it takes many years
and multipleuses to wear it out. The laundry detergent used in the washing machine
is a non-durable good -- when the bottle is empty, the product is depleted and must
be repurchased.
Other examples of durable goods are automobiles, appliances, furniture, jewelry,
consumer electronics and sporting goods.

WHY IT MATTERS:
Since consumer durables usually represent big-ticket items, both consumers and
businesses will typically make these purchases only when they are confident they
can afford them.

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During a recession, when consumers have less confidence in the economy, there's
an increased risk that demand for durable goods will decrease. This is important to
remember when investing in companies that produce durables.
Also, orders for durable goods can foreshadow an increase or decrease in industrial
production. That's why the Census Bureau's monthly "Durable Goods Orders(link
is external)" report is generally considered one of the most effective
leading economic indicators.

Consumer Durable Loan

A consumer durable loan, in meaning, is a loan that helps you upgrade your way of
life by investing in household, durable, lifestyle or personal products that cannot be
paid for at once, be it a Laptop, Washing Machine, Microwave, Fridge, TV, DVD

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Player, Music System, AC, Modern Furniture, Cooking Range, PC, Fitness
Equipment or even a Mobile Handset.
What are the Benefits of a Consumer Durable Loan with Bajaj Finserv ?
The advantage of Durable Finance from Bajaj Finserv is that you dont have to pay
any interest. All you need to do is pay a nominal processing fee and divide the total
cost of purchase between a one-time down payment and the rest in easy EMIs.
There are no hidden charges whatsoever.

Features of a consumer durable loan

Avail a Loan amount of up to Rs. 5 Lacs
Instant, on the spot approval

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 Minimal Documentation
Nil Part pre-payment facility
Pre-approved offers
Nil Foreclosure Charges

Consumer durable marketing in india

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The consumer durables market is expected to reach US$ 12.5 billion in 2015 and
US$ 20.6 billion by 2020. Urban markets account for the major share (65 per cent)
of total revenues in the consumer durables sector in India. There is a lot of scope
for growth from rural markets with consumption expected to grow in these areas as
penetration of brands increases. Also demand for durables like refrigerators as well
as consumer electronic goods are likely to witness growing demand in the coming
years in the rural markets as the government plans to invest significantly in rural
electrification.
The FMCG sector has grown at an annual average of about 11 per cent over the
last decade. The overall FMCG market is expected to increase at (CAGR) of 14.7
per cent to touch US$ 110.4 billion during 2012-2020, with the rural FMCG
market anticipated to increase at a CAGR of 17.7 per cent to reach US$ 100 billion
during 2012-2025.Food products is the leading segment, accounting for 43 per cent
of the overall market. Personal care (22 per cent) and fabric care (12 per cent)
come next in terms of market share.
Growing awareness, easier access, and changing lifestyles have been the key
growth drivers for the consumer market.

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THEROTICAL BACKGROUND
By the way of doing the marketing mix mapping for the Haier, it will provide necessary market
information, competitors marketing mix strategies and accordingly comparison can be done and
which will ultimately help to offer the product with the right combination of the four Ps and with
this Haier can improve their results and marketing effectiveness in Refrigerators, washing
machine and A.C segment
Consumer durables Industry is growing at a rapid pace. Price Affordability, Product Awareness
and availability have helped the industry players to generate great business. But doing business
in Indian Market is not easy. Continuous improvement in Product quality and post sales service
at affordable price is common to all Consumer durable manufacturers across Industry. But the
company which would introduce innovative product, with unique technology and provide
convenience by satisfying them with something new would surely attract customers. Haier
Appliances which is one of the largest Home Appliances brand in the world. Haier is known
worldwide for inspiring the living of customers with the unique and patented product like
Bottom Mounted Refrigerators.
The company was established in 1984, and in only 23 years, it has attained global recognition,
including a 25th spot ranking in the World's Most Respected Brands list by Forbes in 2006. It
has consistently been among China's top-performing companies domestically for the past 20
years, but the company is now aiming to entrench itself as one of the mainstays of the global
consumer electronics industry.Haier India was launched in India in December 2003 and by
August 2004 had an all-India promotion launched with over 55 products across six product
categories refrigerators.

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1. Why marketing mix mapping for Haier appliances.

Haier is worlds 2nd largest home appliances brand, manufacturing household electrical
appliances in 96 categories with 15,100 specifications, launched in India in 2003, currently
having 3% market all over the segments in Indian market. But despite having better product
range and better quality especially in refrigerator, washing machine and in AC segments are not
doing well in Ahmedabad market. Brands like TCL and Godrej are selling in large number in
Ahmedabad as compare to Haier, which ultimately suggests reevaluation of marketing mix in
Ahmedabad market for Haier in these product categories and also to establish Haier from the
scratch.
2. Design of the study:
1. To know the perception regarding the brand Haier.
2. Marketing mix mapping for Haier in Refrigerator
3. Identify and monitor competitors marketing strategies and activities:
This is about monitoring key competitors marketing mix strategies and evaluating their
Potential implications for Haier. It includes assessing the corresponding opportunities and
threats, and recommending appropriate actions across the marketing mix to develop and/or
protect HAIER`S products.

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4. Marketing mix Mapping for Haier

This is about evaluating the Haier marketing mix i.e. product place, price, and promotion in
comparison with the competitors undertaking a strategic assessment of an organizations
environment also to identify potential opportunities and threats relevant to future marketing
policy and building the effective marketing mix strategy for the Haier in the Ahmedabad market.

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OBJECTIVE OF THE STUDY:

To study brand awareness for Haier in the market place.
To produce valuable inputs for the Haier from the Ahmedabad market with respect to

element of marketing mix, i.e., Product, Price, Place and Promotion.

To Study Haier competitors marketing mix strategies, and then comparative mapping
with other major appliances players in the market, finding loopholes and building
effective marketing mix strategy for Haier in Refrigerator, washing machine and Air
conditioners segment with respect
To analyze right strategic direction for Haier firstly by the way of studying current image
of the brand Haier, secondly through market mix mapping.

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Limitations of the Study:

Due to time, geographic and monetary constraints. It may not be able
to go deeper
in to search
This study is related to Ahmedabad market only.
This project is primarily focused on Refrigerator, Washing machine Air
conditioners product category.
Unavailability of data. Especially for promotional strategies of
competitors.
There could be some errors, data collection, data interpretation, and
even the
environment plays an important role in the outcome of the results.
Respondents may not provide full or accurate information during the
survey

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ABOUT ADECCO INDIA

Adecco India, headquartered in Bangalore, is a leading end to-end HR solutions
company with a focus on Executive Search, Recruitment, Training & Learning and
Temporary Staffing services to client organisations. Adecco is the Largest HR
solutions company in India.

Rapid growth with the largest branch network across 55+ cities/towns

Over 1,00,000 associates on assignment every day, nationally

Distinguished list of over 3700 clients across all segments

Placement of around 120000 candidates per year, across India

Over 900 trained and specialised consultants to customise your HR solutions

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Consistent investments in Information Technology and infrastructure to

upgrade service quality

Global resources of Adecco complement local intelligence and delivery

ability

Domain expertise across specific industries

Adecco Group
The Adecco Group, based in Zurich, Switzerland, is the worlds leading provider of
HR solutions. With approximately 32,000 FTE employees and around 5,100
branches in over 60 countries and territories around the world, Adecco Group
offers a wide variety of services, connecting more than 650,000 associates with our
clients every day. The services offered fall into the broad categories of temporary
staffing, permanent placement, career transition and talent development, as well as
outsourcing and consulting. The Adecco Group is a Fortune Global 500 company.
Our vision
We inspire individuals and organisations to work more effectively and efficiently,
and create greater choice in the domain of work, for the benefit of all concerned.
As the world's leading provider of HR solutions a business that has a positive
impact on millions of people every day we are conscious of our global role.

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Helping people to better work, better life is our common purpose and the way in
which we contribute to society.
Strategy
The world of work is constantly changing and Adecco is one of the leading forces
shaping that change. With a growing demand for both flexible and skilled
workforces we have two distinct approaches to the market.
For positions that require general skills, we offer our clients tailored solutions,
focusing on industry know-how and cost leadership. This also means ensuring
continuity and nurturing long-term relationships with associates.
To fill positions requiring specialised professional skills, we have experts who can
find the right candidates. Our aim is to provide consecutive assignments, ensuring
talent retention and skill enhancement for our associates.
In both approaches to the market, it is our goal to focus on operational excellence,
specialisation and efficient delivery models.
As the global leader in HR services, we are aware that traditional patterns of
employment will continue to evolve in the years to come. We therefore encourage
present and future generations to see change as opportunity in its multiple forms.
We invite people to accept tomorrows challenges with confidence and to join us in
shaping the future of the workplace.

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OVERVIEW
We believe that a company can aspire to achieve their objectives only through
development of their human resources. We continuously interpret and anticipate
the changing world of work to turn them into opportunities.
The Adecco global workforce of 32,000 colleagues are focused every day on
finding the right Candidate to support our clients - wherever they have needs and
wherever they are located.
With over 50 years of experience, we know that no two companies are identical.
Let us tell you about our flexible approach to solving your requirements and how
we can support you in the development of your human capital. Our clients are our
partners: we act together to solve their immediate and long-term business goals.
Adecco India, headquartered in Bangalore, is a leading end to-end HR solutions
company with a focus on Executive Search, Recruitment, Training & Learning and

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Temporary Staffing services to client organisations. Adecco is the Largest HR

solutions company in India.

Rapid growth with the largest branch network across 55+ cities/towns

Over 1,00,000 associates on assignment every day, nationally

Distinguished list of over 3700 clients across all segments

Placement of around 120000 candidates per year, across India

Over 900 trained and specialised consultants to customise your HR solutions

Consistent investments in Information Technology and infrastructure to

upgrade service quality

Global resources of Adecco complement local intelligence and delivery

ability

Domain expertise across specific industries

Whatever is the need, we find a solution. At Adecco, we are passionate about the
people we work with - let us partner with you to find the right people to grow your
business

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INTRODUCTION
Baj
aj Finserv was formed in April 2007 as a result of its demerger from Bajaj Auto
Limited to further the Groups interests in financial services. This demerger
enabled Bajaj Finserv to independently run the core businesses of Lending,
Insurance and Wealth Advisory.
Bajaj Finserv Limited is the holding company for the businesses dealing with
financial services of the Bajaj Group.
Its insurance joint ventures with Allianz SE, Germany, namely Bajaj Allianz Life
Insurance Company Limited and Bajaj Allianz General Insurance Company
Limited are engaged in life and general insurance business respectively.

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Its subsidiary Bajaj Finance Limited is a Non-Banking Finance Company engaged

in consumer finance, SME finance and commercial lending and wealth
management.
At Bajaj Finserv, we operate with a simple philosophy of never settling for good,
and always aiming for great. Our wide and growing portfolio of products across
lending, insurance and wealth advisory bears testimony to this belief.

Bajaj Finance Limited is the consumer finance lending arm of Bajaj Finserv
Limited. It is the most diversified non-bank in the country and the largest financier
of consumer durables in India making it one of the most profitable firms in the
category.
Bajaj Finserv Ltd was incorporated on April 30, 2007. The financial services and
wind energy businesses were transferred to Bajaj FinServ Ltd as part of the
demerger of Bajaj Auto Ltd. The demerger is effective from the appointed date on
March 31, 2007.
The portfolio of the company includes 74% in the two insurance companies
namely Bajaj Allianz Life Insurance company Ltd and Bajaj General Insurance

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company Ltd, 50% holding in Bajaj Allianz Financial Distributors Ltd, 40.53% in
Bajaj Auto Finance Ltd and 100% holding in Bajaj Financial Solutions Ltd.
The company is engaged in life and general insurance through their joint ventures
with Allianz SE namely balaji Allianz Life Insurance Company Ltd and Bajaj
Allianz General Insurance Ltd. Bajaj Allianz Financial Distributors Ltd is a 50:50
joint venture company between the company and Allianz SE which is engaged in
the business of financial products. The company operates 138 wind mills in
Maharashtra with an installed capacity of 65.2 MW.
Bajaj Auto Finance Ltd offers various consumer finance products to the customers
such as auto loans, personal loans, loans for consumer durables and computers and
SME finance.

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Page | 22

Marketing Mix: Ingredients for Success

The marketing mix, earlier known as the 4 Ps, (but now has a few more), is a vital
part of any marketing strategy. This is a tool whereby the marketer takes decisions
on what and how a product should be, where it can be sold, how it should be
priced, how it will be promoted, how to equip the people who are responsible for
selling the product and so on. Getting the marketing mix right is equally
important for the large corporation and the small business owner.
One of the most critical marketing management decisions is that decision of setting
the marketing mix values, and selecting and employing strategy that periodically
changes that marketing mixes in response to changing business environment. The
marketing mix problem involves setting the values of the marketing decision
variables; the four Ps; namely, Product (its quality), Price, Place (distribution and
sales-force expenditures) and Promotion (advertising, selling). Developing an
effective marketing mix is important for product planners seeking to gain
competitive advantage in industrial markets. The decision regarding specifying the
marketing mix depends on a set of variables, such as competitor's price,
competitor's product quality, competition level, forecasted sales and others. These

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types of variables necessitate adoption of appropriate approaches that can deal with
such variables' nature marketing mix mapping is a step done to achieve this.

Before we go into all the elements of the marketing mix, and to avoid confusion
between the 4ps, 7ps and even the 4cs you should pay attention at the image
below to understand what makes up the entire marketing mix.

The image above is a simplistic diagram of the elements that are included in a
marketing mix.
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It is a basic concept, but heres the cold hard truth

If you dont understand it in detail or at all, then there is a fairly certain chance that
you are missing out on the key ingredients that will ensure scalable success from
the ground up.
It has been said many, MANY times in business that if you dont know your target
market well enough and figured out what they exactly want, youll commit
entrepreneurial suicide and the business will inevitably fail.
On the other hand, you can be sure to attract mountains of profits when you have a
deep understanding of these concepts. Understand this fully and you will know
exactly how to maximize profits on your own sustainable business or help become
a valuable asset within your company and gain endless promotions.
Sadly, for many existing marketers and aspiring marketers, this concept is glossed
over as everyone seems to know what it is and is disregarded as basic
knowledge. But do you really know what it is? Lets find out.

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Marketing Mix Definition:

The marketing mix definition is simple. It is about putting the right product or a
combination thereof in the place, at the right time, and at the right price. The
difficult part is doing this well, as you need to know every aspect of your business
plan.
As we noted before, the marketing mix is predominately associated with the 4Ps
of marketing, the 7Ps of service marketing, and the 4 Cs theories developed in the
1990s.
Here are the principles used in the application of the right marketing mix:

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Marketing Mix 4Ps

A marketing expert named E. Jerome McCarthy created the Marketing 4Ps in the
1960s. This classification has been used throughout the world. Business schools
teach this concept in basic marketing classes.
The marketing 4Ps are also the foundation of the idea of marketing mix.

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1 Marketing Mix Product

A product is an item that is built or produced to satisfy the needs of a certain group
of people. The product can be intangible or tangible as it can be in the form of
services or goods.
You must ensure to have the right type of product that is in demand for your
market. So during the product development phase, the marketer must do an
extensive research on the life cycle of the product that they are creating.

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A product has a certain life cycle that includes the growth phase, the maturity
phase, and the sales decline phase. It is important for marketers to reinvent their
products to stimulate more demand once it reaches the sales decline phase.
Marketers must also create the right product mix. It may be wise to expand your
current product mix by diversifying and increasing the depth of your product line.
All in all, marketers must ask themselves the question what can I do to offer a
better product to this group of people than my competitors.In developing the right
product, you have to answer the following questions:
What does the client want from the service or product?
How will the customer use it?
Where will the client use it?
What features must the product have to meet the clients needs?
Are there any necessary features that you missed out?
Are you creating features that are not needed by the client?
Whats the name of the product?
Does it have a catchy name?
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 What are the sizes or colors available?

How is the product different from the products of your competitors?
What does the product look like?
2 Marketing Mix Price

The price of the product is basically the amount that a customer pays for to enjoy
it. Price is a very important component of the marketing mix definition.

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It is also a very important component of a marketing plan as it determines your

firms profit and survival. Adjusting the price of the product has a big impact on
the entire marketing strategy as well as greatly affecting the sales and demand of
the product.
This is inherently a touchy area though. If a company is new to the market and has
not made a name for themselves yet, it is unlikely that your target market will be
willing to pay a high price.
Although they may be willing in the future to hand over large sums of money, it is
inevitably harder to get them to do so during the birth of a business.
Pricing always help shape the perception of your product in consumers eyes.
Always remember that a low price usually means an inferior good in the
consumers eyes as they compare your good to a competitor.
Consequently, prices too high will make the costs outweigh the benefits in
customers eyes, and they will therefore value their money over your product. Be
sure to examine competitors pricing and price accordingly.
When setting the product price, marketers should consider the perceived value that
the product offers. There are three major pricing strategies, and these are:

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 Market penetration pricing

Market skimming pricing
Neutral pricing
Here are some of the important questions that you should ask yourself when you
are setting the product price:
How much did it cost you to produce the product?
What is the customers perceived product value?
Do you think that the slight price decrease could significantly increase your
market share?

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3 Marketing Mix Place

Placement or distribution is a very important part of the product mix definition.

You have to position and distribute the product in a place that is accessible to
potential buyers.
This comes with a deep understanding of your target market. Understand them
inside out and you will discover the most efficient positioning and distribution
channels that directly speak with your market.

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There are many distribution strategies, including:

Intensive distribution
Exclusive distribution
Selective distribution

Here are some of the questions that you should answer in developing your
distribution strategy:
Where do your clients look for your service or product?
What kind of stores do potential clients go to? Do they shop in a mall, in a
regular brick and mortar store, in the supermarket, or online?
How do you access the different distribution channels?
How is your distribution strategy different from your competitors?

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 Do you need a strong sales force?

Do you need to attend trade fairs?
Do you need to sell in an online store?
4 Marketing Mix Promotion

Promotion is a very important component of marketing as it can boost brand

recognition and sales. Promotion is comprised of various elements like:
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 Sales Organization
Public Relations
Advertising
Sales Promotion
Advertising typically covers communication methods that are paid for like
television advertisements, radio commercials, print media, and internet
advertisements. In contemporary times, there seems to be a shift in focus offline to
the online world.
Public relations, on the other hand, are communications that are typically not paid
for. This includes press releases, exhibitions, sponsorship deals, seminars,
conferences, and events.
Word of mouth is also a type of product promotion. Word of mouth is an informal
communication about the benefits of the product by satisfied customers and
ordinary individuals. The sales staff plays a very important role in public relations
and word of mouth.
It is important to not take this literally. Word of mouth can also circulate on the
internet. Harnessed effectively and it has the potential to be one of the most
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valuable assets you have in boosting your profits online. An extremely good
example of this is online social media and managing a firms online social media
presence.

In creating an effective product promotion strategy, you need to answer the

following questions:
How can you send marketing messages to your potential buyers?
When is the best time to promote your product?
Will you reach your potential audience and buyers through television ads?
Is it best to use the social media in promoting the product?
What is the promotion strategy of your competitors?

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Your combination of promotional strategies and how you go about promotion will
depend on your budget, the message you want to communicate, and the target
market you have defined already in previous steps.

Marketing Mix 7Ps

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5 Marketing Mix People

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Of both target market and people directly related to the business.

Thorough research is important to discover whether there are enough people in
your target market that is in demand for certain types of products and services.
The companys employees are important in marketing because they are the ones
who deliver the service. It is important to hire and train the right people to deliver
superior service to the clients, whether they run a support desk, customer service,
copywriters, programmersetc.
When a business finds people who genuinely believe in the products or services
that the particular business creates, its is highly likely that the employees will
perform the best they can.

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Additionally, theyll be more open to honest feedback about the business and input
their own thoughts and passions which can scale and grow the business.
This is a secret, internal competitive advantage a business can have over other
competitors which can inherently affect a businesss position in the marketplace.

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6 Marketing Mix Process

The systems and processes of the organization affect the execution of the service.
So, you have to make sure that you have a well-tailored process in place to
minimize costs.

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It could be your entire sales funnel, a pay system, distribution system and other
systematic procedures and steps to ensure a working business that is running
effectively.
Tweaking and enhancements can come later to tighten up a business to minimize
costs and maximise profits.

7 Marketing Mix Physical Evidence

In the service industries, there should be physical evidence that the service was
delivered. Additionally, physical evidence pertains also to how a business and its
products are perceived in the marketplace.
It is the physical evidence of a business presence and establishment. A concept of
this is branding. For example, when you think of fast food, you think of
McDonalds.
When you think of sports, the names Nike and Adidas come to mind.
You immediately know exactly what their presence is in the marketplace, as they
are generally market leaders and have established a physical evidence as well as
psychological evidence in their marketing.
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They have manipulated their consumer perception so well to the point where their
brands appear first in line when an individual is asked to broadly name a brand
in their niche or industry.

Marketing Mix 4Cs

The 4Cs marketing model was developed by Robert F. Lauterborn in 1990. It is a

modification of the 4Ps model. It is not a basic part of the marketing mix
definition, but rather an extension.

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components of this marketing model

Cost According to Lauterborn, price is not the only cost incurred when
purchasing a product. Cost of conscience or opportunity cost is also part of
the cost of product ownership.
Consumer Wants and Needs A company should only sell a product that
addresses consumer demand. So, marketers and business researchers should
carefully study the consumer wants and needs.
Communication According to Lauterborn, promotion is manipulative
while communication is cooperative. Marketers should aim to create an
open dialogue with potential clients based on their needs and wants.
Convenience The product should be readily available to the consumers.
Marketers should strategically place the products in several visible
distribution points.
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Whether you are using the 4Ps, the 7Ps, or the 4Cs, your marketing mix plan plays
a vital role. It is important to devise a plan that balances profit, client satisfaction,
brand recognition, and product availability. It is also extremely important to
consider the overall how aspect that will ultimately determine your success or
failure.
By understanding the basic concept of the marketing mix and its extensions, you
will be sure to achieve financial success whether it is your own business or
whether you are assisting in your workplaces business success

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Methodology
1. Primary Data Collection
For Product : Customer survey through use of a structured questionnaire.
For Price: Direct meeting with the dealers to know other companies pricing, by
collecting and analyzing prices for customers (MRP) dealers (D.P),direct dealers,
and distributors. For Place: Obtaining feedback from the existing dealers of prince
and other consumer electronic dealers in the KALWA market through direct
interviews. To establishing and implementing
processes for obtaining ideas, Information and insights from the dealers regarding
the prince marketing proposition for refrigerators and washing machine, after that
evaluating the feedback, assessing the benefits and any risks associated with
possible options, and making recommendations towards enhancing the HAIER
marketing proposition especially place or in other words dealer expansion in
kalwa .
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Promotion: Observing the number of marketing activities done by the other

companies by keeping the record of activities done by them, and also attending the
activities to feel the difference between the prince marketing activities.

2. Secondary Data Collection through company websites, journals & annual

reports.
3. Analyzing and interpretation.
4. Mapping with respect to other competitors in the market in Refrigerator
and washing
machine and Air conditioners category.

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DATA ANALYSIS
The marketing mix is usefull to oraganisation?
1)
2)
3)
4)

RARELY
USEFULL
VERY USEFULL
NOT USEFULL

15%

20%
RARELY
USEFULL
VERY USEFULL

30%

NOT USEFULL
35%

From the above diagram It can be concluded that marketing mix is useful to the
organization.

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From were do you purchase consumer durable?

1)SHOWROOM
2)MALL
3)RETAILER
4)ONLINE SHOPING

20%
SHOWROOM
45%

MALL
RETAILER

15%

ONLINE SHOPING
20%

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From the above diagram it is clear that customer preffer showroom for the
purchase of goods.

When did you purchased or first consumer durable ?

1)
2)
3)
4)

5 year back
4 year back
2 year back
1 year back

30%

35%

5 year back
4 year back
2 year back
1 year back
15%
20%

From the above info it is clear that many of the customers have purchased goods in
recent time i.e. 1 year back.

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Out of 4p.s which p is most use full to company?

1)
2)
3)
4)

PRODUCT
PRICE
PLACE
PROMOTION

20%
30%
product
price
15%

place
promotion

35%

From the above diagram it is clear that Place is an important marketing.

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OBSERVATION
From the above bar graph it is showing what the factors which are affecting the
dealer focus towards the brand, no doubt the profitability is the first factor but this
other factors also affect overall focus of the brand . Like from this market insight it
is clearly coming out that in city like kalwa dealers dont want to put more effort to
sell brand they are happier if the brand it is getting sold itself in the market.
This is clearly evident that despite having good product line, better marketing
support from the LG, still 13 out of the dealers surveyed said that they are focusing
on LG because they dont want to give much more effort to sell it.
Like it is 1 for prince, 9 for Samsung, 9 for whirlpool, 6 for Godrej, and 2 for
Electrolux. It clearly suggests that now it is time to create the brand awareness, and
push products before a customer enters in to store. Right now the dealers in kalwa
city are dealing prince much more because of the profitability after sale service.

Conclusion
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Marketing mix is an important factor of the business and it is essential for every
business organization to showing marketing mix. For the success of organization
the company should use marketing mix.
Every product is subject to a life-cycle including a growth phase followed by a
maturity phase and finally an eventual period of decline as sales fall. Marketers
must do careful research on how long the life cycle of the product they are
marketing is likely to be and focus their attention on different challenges that arise
as the product moves. Marketing mix is a business tool used in marketing and by
marketers. The marketing mix is often crucial when determining a product or
brand's offer, and is often associated with the four Ps: price, product, promotion,
and place. In service marketing, however, the four Ps are expanded to the seven
Ps: process, people, physical environment or Seven Ps to address the different
nature of services. In the 1990s, the concept of four C's was introduced as a more
customer-driven replacement of the four P's

BIBLIOGRAPHY
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1) BUSINESS MARKETING
2) MARKETING APTITUDE
3) BAJAJ FINSERV BOOK

ANNEXURE
Q1) The marketing mix is useful to organisation?
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Rare
Useful
Very useful
Not useful

Q2) from where do you purchase consumer durable?

Showroom
Mall
Retailer
Online shopping

Q3) when did you purchase first consumer durable?

5 year back
4 year back
2 year back
1 year back

Q4) out of 4ps which P is most useful to company?

Product
Price
Place
promotion

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