CIA-3

COURSE NAME- MARKETING MANAGEMENT

COURSE CODE – MBA231

TOPIC- MARKETING MIX

(MBA BATCH - 2020-22)

COURSE INSTRUCTOR – DR. SREEDHARA

GROUP MEMBERS
NAME REG. NO.
RAGHUL B 2027526
DEEPALI DEEPTI 2027536
RITIKA 2027539
SEBASTIEN SILVA 2027528
ARITRA 2027565

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 OVIRATOR
INTRODUCTION

Throughout our house, many electronic appliances are used by families in their
everyday life. Electronic appliances may include TV, washing machines, refrigerators, iron,
microwave ovens, chimney, etc. The actual power consumption also varies with the appliances.
The highest electricity consumption could be done by microwave ovens and refrigerators for
which the power required is higher than other electronic appliances used at home. Some houses
also have a space problem in their kitchens and living areas as they cannot buy an oven and
refrigerator because of less space in their houses.

To bring a solution to this problem, our Company has developed a cost-effective and
saving in power consumption solution that can enable the families to use an inbuilt refrigerator
and oven, which is called as OVIRATOR. The product is made using a magnetron, which
generates electromagnetic waves to heat the food when required.

The range of electromagnetic spectrum for the microwave should lie in the field, as
shown in the fig. below. The refrigerator is making usage of the condenser and compressor
simultaneously in the OVIRATOR.

THE 7 P’s OF MARKETING MIX

The marketing mix is a foundation for any marketing strategies and day to day business
activities. The marketing mix concept was originally devised by E. Jerome McCarthy published
in 1960 in his book "Basic Marketing. A Managerial Approach". It helps companies to review
and define key issues that affect the marketing of their products and services.

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 The Chapter will discuss in detail all the 7 Ps of the marketing mix.

PRODUCT

The OVIRATOR is an appliance that is a combination of refrigerator and oven in one single
set (built-in-appliance) which has only main cord for electricity supply. This product comes
with distinctive feature of refrigerator and oven working independently with the help of
touchscreen controller for both the systems separately. This product comes in a new model that
has not being present in market as of now.

Traditionally the ovens are kept on the slab of the kitchen which requires a space and also an
electric supply connection for its operations. This new Ovirator will overcome this drawback
as this won’t require any extra space in the kitchen and also would make the look of today’s
modern kitchen more clean and sophisticated.

❖ PRODUCT VARIETY

This product will come in different varieties of colors including silver, red, blue and black. The
sizes of the product will also be there with two variants namely a double door and a single door
ovirator depending on the preference of our customers. This product can also be used on
invertors and batteries.

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 ❖ PRODUCT DESIGN

The traditional double door refrigerator which has freezers at the top on both the doors will be
replaced with a oven only on one side of the door and the other will still contain the freezer.
There will be one single cord for electricity connection for both the appliances and there will
be semi manual operation regulators placed for both refrigerators and oven distinctively. This
unique design with features of both refrigerator and oven will be a breakthrough in today’s
traditional market where refrigerator and freeze comes in different sets.

❖ PRODUCT FEATURES
• This product which is named as Ovirator, will have both the oven and refrigerator in
one set.
• Electricity supply using single cord.
• Can be used using invertor batteries also.
• Available in different variants based on colors and single door or double door.
• Price of the product will not be more than what is spent on buying a refrigerator and an
oven separately.
• This product will make your kitchen look more spacious and sophisticated with the cool
feature of heating and cooling features in one set.
• The oven can also be separated for repairing purposes and in that case one doesn’t need
to carry entire set for repairing.

❖ BRAND NAME

This unique set of refrigerator and oven will be named as OVIRATOR which means oven+
refrigerator in a set.

❖ PACKAGING

The packaging will contain a white foam thick sheets which will be put on all the edges and
bottom of the ovirator for safe handling and transportation. A hard brown cardboard will be
used for outer packaging. This cardboard will be in form of a box. These boxes will have a
sealed packing using a cello tape.

❖ SERVICES

This product comes with the year round service in case of any disturbances. An initial one time
installation service will be provided once the product is delivered at its destination. Along with

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the installation a brief demo of operations will be given to our customers by our installation
agent. This product will be available on cash on delivery services also. Demo presentations at
stores will also be available.

❖ WARRANTIES

Ovirator comes with the warranty of 3 years from the day of installation. Any problems coming
in this product will be looked after by our company and no additional charges will be levied on
our customers.

❖ RETURNS

Products will be available with easy and hassle free returns with some terms and conditions.
Returned product will be checked and money will be refunded to our customers at the same
time.

PRICE

Price is one of the essential attributes of the marketing mix that helps companies
generate revenues. Price also communicates the company’s intended value positioning of its
product or brand. Before fixing a product price, the company involves a lot of research about
the market, competitors, cost of production and distribution, demand for the product, evaluating
risks, and other kinds of complex calculations. Therefore, a pricing strategy is required to fix a
product's price to target the right customer segments and competitors efficiently.

SETTING THE PRICE

The first and foremost task of any company should be setting up the price of the product.
There were various steps followed in setting up the pricing policy for a product.

i. Selecting the pricing objective- The company's primary goal was to position the
product in the right market segment. Our Company selected the major pricing
objectives such as survival of product, in the long run, maximum market share
and current market profit for the product, and product-quality relation
concerning the price of the OVIRATOR.
ii. Determining the demand- Each price leads to a different demand level and
impacts a company's marketing objectives. Our company focused on the urban
area customers and upper-class people staying in the flats and having space

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 problems. The demand for OVIRATOR was higher in those areas irrespective
of the prices.
iii. Estimating Cost- The company wanted to charge a price that would cover the
production cost, distribute, and sell the product, including a fair return for its
effort, leading to the company's profitability. The fixed cost, variable cost, and
average cost were considered while setting up the price.
iv. Selecting a pricing model- A pricing model for a higher price, ceiling prices,
and lowers prices was set up and then analyzed with respect to the focused
customer segment.
v. Selecting the final price- The final price was taken into account by the brand’s
quality and advertising relative to the competition in the market.

PRICING STRATEGY

The two types of pricing strategies that our Company followed was-

a.) PROMOTIONAL PRICING-

i. Special event pricing- The Company established special prices in certain
seasons such as Diwali, Christmas to attract more no. of customers. Initially,
an advertisement for sales of the product was done.
ii. Warranties and service contracts- Companies promoted sales by adding
a free or low-cost warranty or service contract.
iii. Psychological discounting- This strategy sets an artificially high price and
then offers the product at substantial savings.

b.) DIFFERENTIATED PRICING

The Company sells the same product at different prices to different customers
depending on its willingness to purchase the OVIRATOR.
i. Location pricing- Initially, the same product was priced differently at a
different location. The price of the product was higher in the urban areas as
compared to the rural area.
ii. Customer segment pricing- The people with a higher class of living were
charged higher than the middle-class people.

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 iii. Time pricing- The customers who were the early bird of the product when
launched in the market were charged the lower price compared to the people
who bought it later.

Hence, after many evaluations, research, and calculations, the product's price was
fixed as Rs, which was affordable by the people who preferred a convertible
refrigerator to an oven as per the requirement.

The selling price of the product= Rs.

PLACE

In the concept of marketing mix, the process of moving products from the producer to the
intended user is called place. This could be achieved through a combination of intermediaries
such as channel distributors, wholesalers and retailers. In addition to that ecommerce platforms
are also gaining momentum which itself a marketplace now.

DISTRIBUTION CHANNEL INTERMEDIARIES:

This Ovirator could be distributed to the distribution channel intermediaries based on their
expertise and experience. They act as a middle men and play crucial role in distribution process
which helps in target markets. Since it is a luxury product where people prefer both the utilities
of combination of a microwave and a refrigerator without compromising the actual quality and
features those products.

a. Extensive distribution
As it is a newly introduced product and price sensitive to many consumers, an exclusive
and authorised retail outlet would be introduced after creating a brand and product
awareness to the consumers. In this kind of distribution, an agreement would be made
between Ovirator and the distributor and thereof becomes the authorised seller of the
Ovirator product and will not sell any competitors product. The advantages could be
able to get real customer feedback and taking necessary action. Market penetration
becomes easy between the manufacturer and supplier. The setting up of Exclusive retail
store covers only the Metropolitan cities like Chennai, Bangalore, Kolkata, Coimbatore,
Hyderabad and Delhi. It is also placed only in posh areas and shopping areas of the
mentioned cities.
b. Selective distribution

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 Added to the above distribution, Ovirator also would be distributed to selective retail
outlets to limit the competition in the market due to the agreement that has been made
between our product and retailer. By doing so, Ovirator could be able to receive
feedback and easy service availability and maintenance for the product. The distribution
cost is maintained efficiently and also helps in enhance good market coverage.
c. Other distribution outlets:
To create an increasing awareness and demand, Ovirator is also distributed to major
food retail outlets like Bakery and cafeteria of Educational Institutions, and corporate
companies. Partnering with ecommerce platforms like flipkart and amazon is also an
effective distribution and selling strategy to target customers from all over the country
d. International Markets:
Once the product is well established and stir a demand among the customer and
consumer, Our product also would establish a registered trademark to import and setting
up its manufacturing facilities in demanding county like USA, Canada, Australia,
Germany, France, and London if possible. This is meant to attain an international
recognition and enhance the brand reputation the product among the consumers.

PROMOTION

The term Promotion Mix refers to the blend of several promotional tools used by the
business to create awareness and make the customers initiate the purchase. It integrates
advertising, personal selling, sales promotion, public relations, and direct marketing.

Elements of Promotion Mix

Advertising

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 In marketing advertisement, the tactic involves paying for space to promote a product,
service, or cause. It is a significant step taken to make our product to reach our customers. We
made a few advertisement process steps to promote our product.
• Briefing – We, as a marketing team, analyzed the brief of the product of how to
advertise. For doing that, SWOT analysis of the product helped us.
• Objective – This step will let us know the intent or purpose of the product. i.e., what
message is to be delivered to the audience? Since OVIRATOR is a home appliance
related to the kitchen section. We targeted the idea of 2 in 1, which saves space and
money.
• Research – It is done to know the market competition, but our product OVIRATOR is
the world's first product launched by our company. So we were the competitors for
other companies in the market.
• Target Audience – Since it is a kitchen appliance, our target audience is women.
• Media Selection – After the audience targeting, the next step is in which platform we
have to promote the product is the next big step because we have captured both
housewives and working women. So we have chosen both Television Ads and also
Social media platforms.
• Designing and Creating the Ad – The ad's script is intended to be a turning point for
the product OVIRATOR. Our tagline – BEAT THE HEAT & KILL THE CHILL.
• Place and Time of Ad – The location is chosen according to the target audience, like
shopping malls and theaters. The perfect time to repeatedly telecast the Ad is after 6
pm because we think this is the appropriate time to grab the women's attention. They
will be free of their work and watching Television or Social Media.

Personal Selling
It is one of the traditional promotional activity forms where a salesman interacts with
the customer directly by visiting them. Though we are making promotions through online
platforms, it is essential to do personal selling because our product, OVIRATOR, is the world's
first product launched by our company. People may not be fully aware of it. So face to face
marketing will give two-way communication.

Sales Promotion

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 In sales promotion, short incentives are given to customers to increase the sales of
OVIRATOR. By providing discounts, coupons during the festive season. And we also offer
freebies and free Annual Maintenance Charges (AMC) for two years after the warranty expires
for those who book OVIRATOR on the first three days after the launch. With the sales
promotion, our company focuses on the increased short term profits by attracting both existing
and new customers.

Public Relations
We markets tried to build a bridge by creating relations with the general public. Our
company carried out several public relations campaigns to support all the people either directly
or indirectly. For the welfare of the environment, our company initiated a way to reduce the
carbon footprint.

Direct Marketing
With the intent of technology, we try to reach our existing customers and new customers
who searched about our OVIRATOR on our website. We will be sending the information about
product features, price, schemes especially during the season sales and extra benefits to
increase our OVIRATOR sales in the market.

PROCESS

Before placing our product in the market we should have a plan about the process and how the
product should pass on each process is very important. It is the element of service that sees the
customer experiencing an organization’s added value to its product offering and service. It
determines the overall marketing process. To make a brand and product awareness to a
consumer, Digital marketing or Internet marketing has also been done for ovirator in various
social media platforms. After service is also a process which plays a vital role in resolving
customer queries and issues to regain customer retention and improve or influence the brand
image. Different types of process are carried out for ovirator

Electronic Process:

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Ovirator is a household appliance and it’s made up of various electrical and electronic
components. The product information and brand logo could be printed on the product. This
includes barcodes, receipts, and graphics.

Technological Process:

The ovirator is itself a technologically innovated sophisticated product like never produced
before by the market leaders or by well-known brands. This innovation helps consumers in
getting inspired and attracted to satisfy or fulfill their need and wants. The product is sold
through direct and indirect activities. Some of the activities are related to process are to be
mentioned as below

1) Workflow
2) Business process reengineering
3) Business process management
4) Total Quality Management

Direct and Indirect Activities:

This activities deals with the feedback from the consumer when one they try our product and
the kind of feeling and satisfaction that we get from our consumers and if necessary whether
any changes could be made in order to make process smoother. Direct activates are recorded
in the present time. Indirect activities that support that is required happens before, during and
after the service has been given. This could also be determined with the verge social media in
which the customers could directly reach for the business enquires.

Process of marketing mix could be effectively delivered through the role of IT that makes
Ovirator shifted from manual operations to automated. Workflow management Sap,
PeopleSoft, Oracles are few of the software’s which are introduced in our company to make
our workflow management effective.

Business Motivation Model (BMM) and Business Process Modelling Notation (BPMN) are
widely used in our business model to standardize the business processes. Implementation of
Cloud technology becomes an integral part of most of our business.

PEOPLE

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All the employees who are involved in selling this product, designing it, managing teams,
salespersons, managers, etc refers to the people who are involved in marketing this product.
The ‘people’ element of the 7Ps involves anyone directly, or indirectly, involved in the
business-side of the enterprise.

People involved in Ovirator are the managers, sales persons who will directly market this
product door to door, other people involved in promoting this product, engineers who will be
designing etc.

PHYSICAL

It is defined as the evidence that a service or purchase took place and proof or the confirmation
of the brand's existence. When our product is purchased through online websites or in
showrooms, the customer can track their products by the bill id to track their product.

Product Tracking

To make customers Believe in our company, we make yearly phone calls to get customers
feedback about our products' performance.

SWOT ANALYSIS

STRENGTH

o Ovirator will have both the oven and refrigerator in one set.
o Can be used using invertor batteries also.
o Saves space and money at the same time
o Completely new product with immense potential for worldwide sales

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 o Giving out freebies and two year AMC’s for creating greater demand of the product

WEAKNESS

o New product requiring innovative marketing strategies for customer curiosity and for
purchasing the product
o People are not fully aware of the product
o People might be reluctant to switch over to new technology in fear of sophistication of
the product and learning processes how to use the product properly
o Does not have a lot of customer reviews for customer review as it is a completely new
product
o The product cannot be used as oven and refrigerator at the same time

OPPORTUNITIES

o New technology creates new opportunities for worldwide sales.

o Creating positive impression of the product will lead to mass scale adoption of
OVIRATOR.
o Patenting the technology for other uses by other manufacturing firms.
o Creating a new customer base for OVIRATOR
o Use of Ovirator in tight kitchen spaces considering India as its primary market where
space crunch is a major problem

THREATS

o Reluctancy of Indian consumers to switch over to new technology

o Knowledge sharing of the product to the general public of India.

Competitive pricing and suitable additional benefits will lead to consumers doubting the
efficiency and effectiveness of the product

CONCLUSION

Electronic appliances like TV, washing machines, refrigerators, iron, microwave ovens,
chimney, etc have variable actual power consumption also varies with the different appliances.
The highest electricity consumption could be done by microwave ovens and refrigerators for
which the power required is higher than other electronic appliances used at home.Houses in
India have a space problem in their kitchens and living areas as they cannot buy an oven and
refrigerator because of space shortage in their houses.

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OVIATOR will help the Indian household to conserve space as well as electricity at the same
time. Lower middle class families will find a lot of uses of the product and monthly expenses
will also come down. The families who had to buy two separate products at higher prices could
buy OVIATOR and use it at different points of time for different purposes. Moreover, giving
out AMC’s for two years will encourage the customers even more to buy the product.

With the correct marketing and advertisements techniques OVIATOR will have a huge
customer base and will definitely become a successful product.

REFERNECES

Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2009). Marketing Management-A South Asian
Perspective. 13th Ed, Pearson Prentice Hall, New Delhi.

Ivy, J. (2008). A new higher education marketing mix: the 4Ps for MBA marketing.
International Journal of educational management, 22(4), 288-299.

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