Microwave Ovens

Group Two

Group Two Members

KhuongM997z212

SonM997z209

Rattaya M997z230

Jarinthon M997z225 

ThaoM997z216

HuongM997z226

Contents Introduction about Microwave Oven1

Introduction about White Appliances

2

Marketing Mix 5

Market Data6

Indian Food Preparation Versus Western Food Preparation

3

Values and Customs4

Conclusion 7

Introduction About Microwave Oven

The heating effect of microwaves was discovered accidentally in 1945 by Percy Spencer, an American self-taught engineer from Howland, Maine. Called the Radar Range, the first microwave oven to go on the market was roughly as large and heavy as a refrigerator (height 5 1/2 feet tall, weight over 750 pounds, and cost about $5000 each).

By late 1946, the Raytheon Company had filed a patent proposing that microwaves be used to cook food.

In 1967 the first countertop, domestic oven was introduced. It was a 100-volt microwave oven, which cost just under $500 and was smaller, safer and more reliable than previous models.

In 1976, the microwave oven became a more commonly owned kitchen appliance than the dishwasher, reaching nearly 60%, or about 52 million U.S. households.

Introduction About White Appliances

White Consolidated Industries Inc. (WCI), part of the Electrolux Group since 1986, manufactures and markets a wide variety of appliances for Electrolux's North American operations. Perhaps most recognized in the United States among WCI's holdings are the brand names of Viking and White sewing machines, Eureka vacuum cleaners, appliances under the Philco, White-Westinghouse, and Tappan names, and Poulan/Weed Eater chainsaws and trimmers.

In 1975, with the purchase of Westinghouse's major appliance business, WCI welcomed the opportunity to purchase a brand that would help it compete with appliance giants General Electric and Whirlpool.

WCI bought the American Tool Company in 1980. Between 1975 and 1985, its sales jumped from $1.2 billion to more than $2 billion. In fact, by 1983, WCI was the nation's third largest manufacturer of refrigerators, stoves, and air conditioners. The company's 84 plants were scattered across the continent, each run with basic autonomy.

The company focused on three divisions in 1985: home products, which contributed about 76 percent of sales; machine and metal-basting divisions, providing 12.1 percent of sales; and the general industrial and construction equipment division pitching in the rest.

AB Electrolux needed to widen its place in the U.S. market. WCI seemed the perfect ambassador. Electrolux approached WCI in 1986 the merger took place.

In the early and mid-1990s, home appliances and products continued to WCI's largest sector.

Indian Food PreparationVersus

Western Food Preparation

There different ways of food preparation between Indian and Western.

Cooking Indian food is more complex and time consuming because of the preparation required for the recipe while Western food quite simple and easy.

Characterized by its sophisticated and subtle use of many spices and herb.

It is very satisfying to make all the cuisines with one's own hand and earn the appreciation of the person who will eat it.

Indian cooking, like any other cuisine has its own list of cooking techniques and equipments that are needed to get thing working in the kitchen.

Indian Cuisine can be categorized into two regions which are North Indian Cuisine and South Indian Cuisine.

Indian Cooking in Northern Part A typical North-Indian meal would consist of chapatis or rotis

(unleavened bread baked on a griddle) or paranthas (unleavened bread fried on a griddle), rice and an assortment of assessories like dals, friend vegetables, curries, curd, chutney, and pickles.

They’re widely use in most dishes along with spices.

Oil is generously used, as many people prefer deep fried curries.

Desserts are very similar in taste as they are derived from a milk pudding or rice base and are usually soaked in syrup.

Indian Cooking in Southern Part South Indian food is largely non-greasy, roasted

and steamed. 

Rice is the staple diet and forms the basis of every meal.

Coconut is an important ingredient in all South Indian food.

Always use generous amount of spices that make the food really tasty.

Most non vegetarian dishes have fish as the main ingredient.

Western Food Simple and easy way of

cooking.

They cook the food by Grilling: cooking food directly over a sauce of dry heat.

Baked Food : such as turkey, cake, cookie, bread etc.

Mix with vegetables and Sauce for Salad.

Bread, potatoes, meats and vegetables the way westerners eat.

Values and Customs that might Affect Opinions about

Microwave Ovens

Good Affect To Customer’s OpinionAll Indian dishes can be prepared in a microwave,

people only need to know how to use one.

Some customer very surprised before its performance:

- Saving cooking time. - Easy to reheat food. - Easy to clean. - No need to keep on eyes on it. - Retains nutrients and vitamins in the food.

Designing the microwave suited to Indian’s cooking such as for example the reddish color, scents, and ancient cuisine.

To get the user to cook in the microwave oven rather than use it for reheating food.

Microwave’s features like novelty, value, competitive pricing attracted middle-income consumer.

People use it to cook routinely because of its convenient and efficient.

Bad Affect To Customer’s Opinion Some people say that food doesn’t taste the same when

cooked in a microwave oven.

Eating habits of Indian changed.

Food cooking by microwave ovens may change taste.

Many experts warn that nutritious values of food will be lost if cooking by microwave.

Some reports show that a microwave oven will divest the vitamin contents out of the food due to the radiation.

Some food cooked in microwave oven could be lead to obesity and diseases.

Marketing Mix

Product: - Design product for suiting with Indian food and

culture.

- Modern style of product.

- Convenient, easy-to-use and efficient to cook.

- Can replace demand for a bigger refrigerator.

- Saving energy and space.

Price: - Flexible price: (Rs 7.000; Rs 18.000); (Rs

12.500; 15.000) and ( Rs 17.900 for an oven with gill functions).

Place: - Top seven cities ( 70% of market with

Delhi and Mumbai).

- Expanding to explore in non-urban market, semi-urban.

Promotion: Long-term Promotion programs focus on the health and

the convenience - Showing out some researched evidences about

the safety for customer’s health if using White Appliance microwave ovens.

- Promoting products to the customers through the slogan: “less cooking time, more tasty dishes”

- Appoint 100 authorized wholesale distributors who will cater to mini retailers in small and big towns.

- Dealer network across the country, market microwave ovens through those direct dealers.

Promotion: Short-termOffering Indian menu recipe books to show

customer on how to cook Indian dishes in microwave oven.

Giving away accessories such as glass bowls, aprons and gloves as freebies and hosting co – promotions.

Inviting some well-known Indian chefs to provide post-sales cooking experience by microwave oven to women.

Changing awareness about benefit of Oven ( not only reheating but also cook well) by direct marketing.

MARKET DATA

Microwave ovens used to be a western concept, but it is not so any longer. The fact that microwave technology

today has advanced to a level wherein even complex cooking like

Indian cooking is very much possible

The production of Microwave Oven in 2006- 2007 was 675000 units.

In 2008, survey showed that microwave ovens currently has about 1 billion users, the domestic rate of urban households have more than 95%.

The world market for microwave ovens is projected to reach 72.5 million units by the year 2015.

Europe and Asia Pacific dominate the global microwave ovens market as stated by the new market research report on microwave ovens market.

China is the largest and the fastest growing market across Asia Pacific, with an estimated market share of over 37% in the year 2009.

Key players include Alto-Shaam, Inc., Bakers Pride Oven Co. Inc., Bonnet International, Frigidaire, GE Appliances, Hoover Limited, Kenwood Limited, LG Electronics, Inc., Manitowoc Foodservice, Maytag Corporation, Panasonic Corporation, Samsung Electronics Co Ltd, Sharp Corporation, and Vulcan-Hart, among others.

Samsung India has emerged the clear leader in the 2.6 lakh unit microwave oven market with 33.6% share over October- March 2007.

LG trailing at 31.3% market share, as per the latest data made available by market research agency ORG.

Videocon International's brand Kenstar has occupied the number three position with 10.6% share of the market.

National Panasonic's brand is placed next with 6.1% share.

Japanese major Sharp and Whirlpool are in a neck-and-neck race with 4.2% and 4.3% share of the microwave oven market whereas BPL is placed at the lowest with 1.6% percent market share, as per ORG data.

Conclusion

By Considering the factors: - Differences in preparation of Indian Food to Western

Food. - And the Values and customs that will effect the way

of cooking, the using of microwave ovens. - With right products, good promotion programs and

right place in India, and a good price.

Microwave as a product has become a high growth segment in Indian market only recently, with the changing lifestyles and family structure the product is finding more and more acceptance among Indians.

Microwave cooking is not suited to Indian way of cooking , and with the changes made by manufactures to incorporate additional features to accommodate our cooking styles has also lead to its increased acceptance. The projected production of microwave oven sin the country is set to touch 1 million next year.

Considering the economic growth and the faster pace of living of Indians in urban areas, the necessity of microwave oven can be easily seen, thus the short term plan is made.

By introducing new ways of using the microwave oven, Indians will eventually see the benefits and the need to own one. Thus, since the urban areas are familiar with the usage of the oven, it is easier to penetrate the rural market areas.

Q & A