Consumer Durables«

Consumer Durables???? Consumer durables involve any type of products purchased by consumers that are manufactured for long-term use. .

Growing young population Evolving lifestyle Growing household income Easy consumer credit .

with a market size of US$ 27. has grown by 7.1 per cent over the previous year.38 billion in 2008±09.Market Overview« The Indian durables market. .

Market Overview« .

.Market Overview« Contd«. The compound annual growth rate (CAGR) for the industry has been recorded at 20.3 per cent between 2004 and 2009. The market is primarily categorised into consumer electronics and consumer appliances (also known as white goods).


7 billion in 2009± 2010. The consumer electronics segment contributes about 27 per cent to the total hardware production in the country .Consumer Electronics Production in the consumer electronics industry has been estimated at US$ 6.

Consumer Electronics ²products .

Key Players 1 .

Key Players 2 .

Key Trends .

. The growing purchasing power of the rural community has encouraged companies to introduce quality products targeting this lowincome consumer segment.Opportunities The consumer durables market in India is entering a new phase driven by a young population. There is an opportunity for integrated product development in India.

South Korea.000 employees.Company Profile. Worlds largest electronic co. . Samsung has as many as 157. with a 2009 revenue of $117. Seoul. With assembly plants and sales networks in 65 countries across the world.4 billion. Headquartered in Samsung Town.

Products. .

Vision 2020« .


2252 crores. over 4. Fans. . Has six strategic business units ± Engineering and Projects. 4000 authorized dealers. Luminaires. Lighting and Morphy Richards. Has 19 branch offices spread in different parts of the country besides being supported by a chain of about 1000 distributors. Appliances.Company Profile.00. Bajaj Electricals Limited (BEL). a 72 year old trusted company with a turnover of Rs.000 retail outlets and over 282 Customer Care centers.


Long Term Goals. Market Leadership Price Competitiveness Consumer Satisfaction Ethical Dealings Social Responsibility .

Raise its turnover from the current Rs 1.000 crore by 2012-13.100 crore by 2009-10 and to Rs 4. through acquisitions in its existing businesses and foraying into new areas that may include tie-ups with international players.100 crore to Rs 2.Bajaj Electricals to quadruple turnover in 6 yrs« Plans to double its turnover in two years and quadruple it in six years. .

Vision«« ³ Do whatever you think best. but be best at whatever you do´ .

MARKETING STRATEGIES Manufacturers now offering combo products instead of discounts. ³There has been a 40-50% decline in offers like discounts. gift vouchers and other schemes For example Samsung has LCDs and home theatres under its combo offer .

BRAND POSITIONING OF BAJAJ APPLIANCES The concept of the campaign revolves around the lady of the house. . Bajaj home appliances let a woman finish her chores 'chutki mein' (in a jiffy) came into existence Speed and performance has been a virtue associated with several Bajaj products for a long time.

´ In 2002 it extended DigitALL campaign with tag lines ³DigitALL Passion.DigitALL Escape and DigitALL Wow. FOR ALL CUSTOMERS AND FOR ALL PRODUCTS. .PROMOTIONAL STRATEGIES OF SAMSUNG In 1999 Samsung unveiled a new slogan ³Samsung DIGITall:Everyone¶s invited´ It expressed the company¶s aim ³ FOR ALL GENERATIONS.

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