Consumer Durables India Case Study

Consumer durables are those category of consumer products that do not have to be bought or purchased on a frequent basis as they are made with the objective to last for an extended time period. They are also called as durables.
Consumer goods are divided into two categories such as:
1. Durable
2. Non-durable
Durables have a longer product life and hence, they don’t worn out quickly on use. Since, they last long so they are a little more expensive than non-durable goods.

Evolution of the Indian consumer durable goods

Overview of the Indian consumer durables market
As India is developing rapidly, it is expected to be the fifth largest consumer durables market in the world by the year 2025.The consumer electronics market is expected to

Samsung India
It started its operation in India in December 1995 and currently enjoys a sales turnover of over USD 1 billion. Its’ headquarter in India is at New Delhi. It is known for its products and the pricing strategy used by them. It spend a huge amount in its R&D department. The marketing strategy used by Samsung includes sponsorships, co-branding etc.
2. Whirlpool India
It was established in 1911 and is currently the most trusted and recognized brand in the Indian market. It holds a market share of 25% in India. It launched its products with a tag line you and whirlpool-the world’s best homemakers, this encouraged woman to identify themselves as the real homemaker of their family. It always followed an emotional appeal in their ads and their advertisement was skewed mainly towards print. It is the first home appliance brand to involve into TV advertising.
3. LG India
It was established on 1st October 1958. It is one of the major players in this sector. Its global leading products includes AC, DVD players, CDMA handset, home theatres and optical storage system.
4. Godrej India
It was established in 1897. The company is one of the largest privately held diversified industrial corporations in India. Their marketing strategy involves promotions through big banners, TV ads and

It is also segmented on the basis of income group and demographic factor such as the age.
Demographic Factor:
• Age can be divided as: o 18-25 years o 25-30 years o 30 above.
• Income level can be divided as: o >= 20,000 per month as low income level o 20,000-60,000 per month medium level income o >= 60,000 per month as higher income level
Targeting
Onida’s target has always been the middle class and upper middle class, residing in tier II or tier III cities with salary range between 20,000-60,000 per month and of the age group of 30 years or above.
Positioning
The positioning of Onida is done in sync with its targets. It positioned itself as a premium product manufacturer’s which is owner’s pride. They positioned themselves as a product consumers’ envy if they see it with their neighbors or relatives or friends.

SWOT Analysis
Strength(S)
• Ranked among the top in the brand trust report in appliances category
• Strong distribution network
• Company has good brand recall because of the Devil
• Strong in shop demonstration
• Has a wide product line
Weakness (W)
• Less promotion
• Weak after sales