strategies n market research-planet home appliance

1. Market research –How we increase our brand visibility and
sales.
By- Manendra Shukla
Associated Appliances Limited
Company Profile
Associated Appliances Limited (AAL) is a home appliances manufacturing company, focused on bringing new and
innovative products to improve the lives of one and all. AAL owns with pride, a pioneer of all the brands called
PLANET which has been into existence for nearly five decades now.
Headquartered in Faridabad, AAL employs approximately 300 employees in three units operating from tax-free
zones in the Northern India. The brand PLANET is a market leader with a varied mix of appliances such as
conventional to designer Cook tops, electronic extraction hoods, Juicer-Mixer-Grinders, Electric irons and various
other small appliances.
Company History
The foundations of AAL were laid in 1982 when it started manufacturing conventional two burner cook tops. Since
then AAL has come a long way and added a huge list of impressive product line to cater to its customers. Since its
inception, the research and development team has brought laurels to the company in more than one way. AAL has
been a trend-setter for the industry by introducing new and innovative products from time to time. Be it the
introduction of a glass cook top or zero noise level chimney, both the products with many others revolutionized the
industry and kept the competitors in the industry on their toes to keep watching us. The ever growing list of AAL’s
products have touched the hearts and lives millions of people over the years and it will continue to do so for many
decades to come.
Research on planet home appliances Limited-Marketing & Promotional strategy for a
competitive market
Sample size-8 (4 Bartan store & 4 electronic store)
1- Kushwaha bartan store-jonapur-9873460297
Cooker range- Lg-5l-550-600
Milton-3l-600-650
Miltan-3l-250-300
Lc
Gas Stove-Surya

2. 2- Krishna bartan store-Chatterpur
Cooker- United-5-7%
Usha-10%
Hawkins-5-7%
Milton-10-12%
Steelbird-10-15%
Mixier-Baltra-15-20%
Usha laxus-10%
Owster-20%
Asian
Maharaja
Kehitan
Iron- Silver tone
Khetan
Nova
Induction cooker- new sharpe
Chainees
3- Garg bartan store-chatter pur
Cokker-Milton
Prestige
Hawkins
United
Vinod

3. Iron-Usha
Phillips
Padmini
Nova
Maharaja
Mixi-Prestige
Induction cooker-Prestige
Vinod
4- Sahoo bartan store-Jonapur-9560024754
Gas stove-Laxmi
Surya
Nicky tasha
Cooker-Prestige-1200-1350
United-1000-1200
Hawkins-
Lagan
Rajkamal-3-500-5year warranty
Bpl-
Ig
Voltas
Hello
Sharma Electronics-sunil-jonapur-9958804150
Iron-Usha-800-1000
Bajaj
Phillips
National

4. Activa
Juser/mixer-Diamond-2200
Ramesh Electronics –Chatterpur-9878451324
Iron-Nova-5%
Khetan-2%
Phillips-2%
Bajaj-2%
Crowen ten-2%
Orpet-2%
Murphy-2%
Mixxi- Usha laxus-3%
Mayur-5%
Maharaja-5%
Raj electronics-jonapur-9810297480
Iron-bajaj
Phillips
khetan
J.P.electronics-jonapur-9818215367
Iron-Usha
Phillips
Bajaj
Research Analysis
The data showed that there are so many branded and non branded appliances in the market and we want to play in branded
segment because in branded appliances prices is 200%-300% more than non branded.
According to me in this competitive market only two strategy works.
1. Branding& Advertising- ex. American MNC Like -Apple,Whirlpool
2. Economic& Cheap- ex. Chinese MNC Like-Huwai

5. If I suggest for our company planet home appliance the 1 st strategy is beneficial and durable for us.
We follow the 1st strategy then work hard and invest more on branding advertising and make a reputed brand in long time it takes
long time like-bajaj
Customer Segmentation
There are two type of customer segment in the market also.
1. Who prefer branded product.(Premium product)-60%
2. Who prefer non branded product. (Economical product)-40%
Customer Target Segment
So our target to focus on 1st group who prefer branded product and Premium price product.
How we make us a premium brand
1. By Marketing
2. By Advertising

6. 3. By public relation
4. By branding

7. In the branding we have two strategies accordingly to our budget if we have good budget then ATL
1. ATL(Above the line sales promotion) Huge budget-Capital exp.
ATL is a type of advertising through media such as television, cinema, radio, print, and Out-of-home to promote brands or
convey a specific offer. This type of communication is conventional in its nature and is considered impersonal to customers.
ATL promotions are tailored for a mass audience
ATL promotions can establish brand identity
ATL promotions are also difficult to measure
When we look at the above description we can very quickly see how misleading this can be since media today are not either mass
or direct and almost everything is measurable. Today a TV spot properly targeted could be very segmented, or a video delivered
by email could be considered as direct; with the growth of TV and VOD along with digital set-top-boxes we can also measure in
much more detail who is watching what – so this description is clearly unsuitable for the changing landscape.
The advent of the web, social media and apps brought about the prevalence of words like interactive and digital – both of which
have helped serve as a crutch during this transition period but again do not do proper justice to the media themselves – TV,
mobile and the web can all be both digital and interactive. I personally have a big issue with the current use of the word digital
since it seems to be bandied about in the industry to cover anything that someone feels is a little too technically complex for them
to understand ranging from a strategy on how to use Facebook or a mobile application. I wrote a while ago that ‘Digital is not a
medium‘ to try and hammer home the fact that everything is digital, and taking this further that in fact digital is not even a
combination of channels but goes far beyond marketing into the organization - Digital is not a channel, it is part of your product.
2. BTL(Below the line sales promotion) less budget-Current Exp.

8. By using below-the-line promotion techniques the firm can keep control over its promotional efforts and does not have to pay
intermediaries and external agencies. As a result, BTL promotion is relatively cheap compared to ATL promotion.
BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It
is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods than the usual ATL
channels of advertising, typically focusing on direct means of communication, most commonly direct mail and e-mail, often
using highly targeted lists of names to maximize response rates. BTL services may include those for which a fee is agreed upon
and charged up front.BTL is a common technique used for "touch and feel" products (consumer items where the customer will
rely on immediate information rather than previously researched items). BTL techniques ensures recall of the brand while at the
same time highlighting the features of the product.
BTL targeted at individuals according to their needs or preferences.
BTL can actually lead to a sale.
BTL promotions are highly measurable, giving marketers valuable insights into their return-on-
investment.
Another BTL technique involves sales personnel deployed at retail stores near targeted products. This technique may be used to
generate trials of newly launched products. It helps marketers establish one-to-one relationship with consumers while mass
promotions, by definition, make it difficult to gauge consumer-response, except at the time of sales. Examples include tele-
marketing, road shows, promotions, in- shop and shop-front activities, display units.
The terms "below the line" promotion or communications, refers to forms of non-media communication, even non-media
advertising. Below the line promotions are becoming increasingly important within the communications mix of many companies,
not only those involved in FMCG products, but also for industrial goods. Below the line sales promotions are short-term
incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives
more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with
the target markets. This has led to a shift from the regular media based advertising. In other words, below-the-line sales
promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or
temporary duration.
Below the Line uses less conventional methods than the usual specific channels of advertising to promote products, services, etc.
than Above the Line strategies. These may include activities such as direct mail, public relations and sales promotions for which
a fee is agreed upon and charged up front. Below the line advertising typically focuses on direct means of communication often
using highly targeted lists of names to maximize response rates.
Trained sales personnel, often young women, are deployed at Retail Stores, near the shelves of targeted products. These young
women convince customers visiting these shelves about the better aspects of their brand compared with others. This is ideal for
new launches as it generates trials, which if successful result in repeat sales.
BTL Techniques
1. Price promotion
2. Branding and rebranding
3. Direct Sales Promotions
4. Instore Promotions
5. Integrated Communication Approach
6. Coupons
7. Gift with purchase
8. Competitions and prizes
9. Money refunds
10. Frequent user/loyalty incentives
11. Point-of-sale displays
12. Promotional items and other frequent user/loyalty incentives
13. Discounts and price reductions
14. Sponsoring of activities

9. 15. Charity programs
Examples of BTL promotion are:
1. Sales promotion
2. Direct marketing and direct mail
3. Public relations (PR)
4. Sponsorship
5. Personal selling
6. Branding and merchandising
7. Packaging
8. Telemarketing
9. Trade fairs and exhibitions
According to me in BTL activities the point of purchase/sale advertising is very good for our product this is also called
over the counter advertising.
In this type of advertising the company’s product attract the customer to see the product if customer like the product
and sales man tell something good about the product then customer definitely purchase.
Pop (point-of-purchase advertising)
Point-of-purchase advertising uses displays or other promotional items near the product that is being sold.
How effective is point of purchase advertising?
It is very crucial as the touch point with the consumers is built and developed at the point of purchase and word of mouth can be
increased.
Pop Advertising that is built around impulse purchasing and that utilizes display designed to catch a shopper's eye particularly at
the place where payment is made, such as a checkout counter. There are various types of point-of-purchase displays, including
window displays, counter displays, floor stands display bins, banners of any kind, and all types of open and closed display cases.