RMF Nirali Cookware

8/8/2019 RMF Nirali Cookware

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NiRali CookWare

Submitted By :-

Parul KapurShikha Bhansal


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Overview

Nirali started manufacturing in 1985

Quality focused approach

The first to introduce many innovative products

in India.Number one brand and market leader

Wide dealers network (more than 4000)

throughout India.Has been a supplier to the Indian Defense Forces

for the past 20 years.


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Step 1 Rural Marketing fair at Jalgaon

Step 2

Undertake a survey from villagers coming from 94 villages

Step 3 Analyze the data

Step 4 Prepare a report summarizing the findings.

Methodology


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Question 1

0

50

100

150

200

250

300

350

400

450

Types of utensils used inthe village

165 161

419

019

43

Copper

BrassStainless Steel

Fancy

Others

Aluminium

30.2

29.476.5996343

7

03.5

7.9

Copper

Brassstainless Steel

Fancy

Others

Aluminium

WHAT TYPES OF UTENSILS ARE USED AT HOME?

Steel utensils are the most commonly used and available. Copper and brass

utensils follow.


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Question 2

12

34

5

0.0

10.0

20.0

30.0

40.0

50.0

60.0

14.813.9

4.9

52.5

10.0

1 2 3

4 5

IF YOU USE FANCY COOKWARE?

14.8

13.9

4.952.5

10.0

1

2

3

4

5

1-nirali

2-prestige

3-corell

4-hawknis

5-others

Use of fancy cookware

Hawkins was the most well known and used brand because of its

advertisements followed by nirali. Corell is also well known.


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Question 3

0

50

100

150

200

250

Use of fancy cookware

234

213

5245

Daily cooking

On special occasions

When other utensils

are unavailable

Series4

43.0

39.2

9.5

8.3

Usage of fancy cookware

1

2

3

4

WHEN DO YOU USE FANCY COOKWARE?

Non-stick ware is now being used in daily cooking in rural homes. They are

capturing the rural markets.


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Question 5

0

50

100

150

200

250

300

350

Willingness to spend

164

323

42

18

Rs 1000

Rs1000 - Rs 5000

Greater than Rs 5000

Series4

30.0

59.2

7.7

3.3

Willingness to spend

12

3

4

HOW MUCH YOU ARE WILLING TO PAY ON FANCY COOKWARE?

Money is not an important criteria for their purchases. Approximately Rs.2000-

Rs. 3000 was the average they are ready to pay for this kind of cookware.


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Question 6

0

50

100

150

200

250

300

350

Influence purchase decision

344

86

6760

4

advertisement

Worn out home

utensilsFriends

Agent

Others

15.70%

12.20%

11.10%

0.70%

Influence your purchase

1

2

3

4

WHAT INFLUENCES YOUR PURCHASE?

Advertisements are the major influence on their purchase

decisions. Its their main source of information. They believe

it to be the most credible.


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Key Findings:

Non-stick ware is equally well known and used in the ruralmarket/areas.

They are used on a daily basis, and for some other families on specialoccasions.

The decision to purchase cookware depends a lot on the men of the

family. Their buying decision was based completely on need basis.

Attractiveness of the cookware was not given importance.

Advertisements are the main source of information for rural peopleabout various products.

They were attracted to the schemes offered by Nirali Cookware for

exchange. In particular, the people were fascinated the most by the thermas.

Prices of the products were not an issue, quality was more important.


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Conclusion

Rural population is slowly moving towards

non-stick ware, away from the traditional

utensils.

Nirali cookware is a known brand, but still has

scope to expand its market. Nirlip is a well

known local brand.

Rural people have started taking informed

decisions.

RMF Nirali Cookware

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