elaska refrigerators

8/2/2019 Elaska Refrigerators

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ELASKA REFRIGERATORS

beyond refrigeration


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Introduction

Elaska Home Appliances is a public sector undertaking &manufactures a large number of home appliances underthe corporate brand name Elaska.

The company entered the market in late 70s undercollaboration with a German manufacturer to producehome appliances.

Elaska was one of the major three manufacturers andestablished itself as a leading company in homeappliances with a market share of about 35 percent.


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In the year 1979, the German collaboration of Elaskawas liquidated and the partnership ended.

The company faced major problems and then it

collaborated with a Japanese company, Hankwa.This company was a market leader andtechnologically superior to most of its competitors.

Elaska continued to sell all its products under itsown brand name.


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In the early 1980s, a number of manufacturers enteredin the home appliances industry. Elaska gradually

began losing its position as one of the leaders.

Its market share dropped to nearly half of the earlier

share by 1992.

Its major competitor was Westways, a highly reputed

company in India.


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Unlike Elaska, Westways was involved in

manufacturing and marketing a wide range ofproducts, ranging from FMCG appliances to softdrinks, and office equipment.

Westways had entered the market in 1982 andby 1992, had captured a market share of about37% in home appliances market.

Elaska refrigerator has slightly higher prices

than their major competitors and after salesservice package is not perceived to be the best.


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MARKET SHARE OF MAJOR HOME

APPLIANCE MANUFACTURES


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IMPROVING AFTER SALES SERVICE

AND MARKETING

Customer complaints are the

schoolbooks from which we learn.

Be effective and efficient

The follow up

New product release offers

Repeat custom offers and loyalty schemes

Send a free gift

Be ethical


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MARKET SIZE

Market size of refrigerator is about 1.5million per year.

Market is growing at a rate of 10% annually inurban.

And at a rate of 20% annually in rural areas.


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RESEARCH FINDINGS

INCOME GROUP DESIRED FEATURES

LOW PRICE,SERVICE,CAPACITY

MEDIUM PRICE,BRAND IMAGE AND SPECIALFEATURES

HIGH SPECIAL FEATURES,BRANDIMAGE,DESIGN AND COLOURS

INCOME GROUP VS BRAND FEATURES


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SOURCES OF INFORMATION

BRAND NAME ADVERTISEMENT IN PRINT & T.V.

PRICE, CAPACITY, DURABILITY ADVERTISEMENTS & DEALERS

DURABILITY & SERVICE PEERS & FRIENDS etc.

SPECIAL FEATURES ADVERTISEMENTS & DEALERS


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FEATURES SOUGHT BY WOMEN AND MEN

SEX FEATURES SOUGHT

WOMEN PRICE,BRAND,CAPACITY,LOOKS ANDFEATURES.

MEN BRAND,SERVICE,PRICE ANDMACHINERY USED.


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PROMOTIONAL STRATEGIES

For recreation promotion is a critical part ofdoing business. Potential consumers must getinformation that will positively influencewhat they think of a business and convincethem to buy its product.

promotion is the tool to accomplish this goal.

Promotion includes wide variety of activitiesincluding brochures, billboards, andnewspapers ads.


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TYPES OF PROMOTIONAL TOOLS

ADVERTISING

PERSONAL SELLING

SALES PROMOTION

PUBLICITY


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TYPES OF PROMOTIONAL TOOLS

TYPES OF TOOLS EXAMPLES ADVANTAGES

ADVERTISING TV, radio, posters,

billboards,newsletters,brochures

very public &

visible. Persuasivebecause ofrepitition

PERSONALSELLING

Salespeople,hosts,

demonstrations,festivals, fairs

Two-waycommunication.

Obligates thebuyer to make aresponse

SALESPROMOTION

coupons., faurs,demonstrations,concerts, games

Forces people tobuy now or paymore later

PUBLICITY TV,radio talkshow,radionews,publicserviceannouncements,n

ews paper

Cactes people offguard.morecredible thanadvertisement.


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STEPS INVOLVED IN DEVELOPING AN

EFFECTIVE PROMOTIONAL STRATEGY

Figuring out who you are

Deciding on your product

deciding who you want to attract

what do you want to accomplish with yourstrategy

Actually getting your message across


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CONTD



Deciding how to present it

Taking your message to your audience


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MEDIA PLANNING

GENDER WISE TYPE OF MEDIA

MEN NEWSPAPER, TV, INTERNET,MAGAZINES

WOMEN TV, RADIO, NEWSPAPER, INTERNET

INCOME WISE MEDIA

LOW INCOME RADIO, TV, NEWSPAPERMIDDLE INCOME TV, NEWSPAPER, INTERNET,

RADIO

HIGH INCOME TV, NEWSPAPER,MAGAZINES, INTERNET


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Analyze the significant issues in the case.


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MAJOR ISSUES

Advertising campaign

Price

After sales service


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Would you consider setting sales orcommunication as the objective? Give yourreasons. Develop the advertising objectivestatement.


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COMMUNICATION:- The power of

words A mediocre advertising message properlydirected stands more chance of success than themost professionally developed ad campaignsdirected at the wrong audience or usingunsuitable message appeals.

Advertising creates its most powerful impactwhen it is used to solve narrowly definedcommunication objectives.

Advertising communication objectives can beput in a pyramid form. The lower level objectivesare awareness, knowledge or comprehension.These are accomplished first.


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Subsequent objectives may focus on moving prospectsto higher levels in the pyramid to elicit desired behavioral

responses such as associating feelings with the brand,trial or regular use, etc.

It is easier to accomplish objectives located at the base of

the pyramid than the ones located towards the top.

The percentage of prospective customers will decline asthey move up the pyramid towards more action oriented

objectives, such as regular brand use, etc.

Irrespective of the fact whether the brand is new orestablished, the pyramid can be used to determine

appropriate advertising objectives.


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What is required is to determine where thetarget audience lies with respect to various levelsin the pyramid.

If the level of brand awareness or knowledge of

its features or benefits is low, the advertisingcommunication should be to increase them.

In case the brand liking and preference is low,then the appropriate goal can be to change the

target audiences image of the brand.


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ADVERTISING OBJECTIVE

STATEMENT

Regaining our market position by givingan emphasis on improving our productprice, advertising strategy and the after

sales service to a bigger extent.


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IMPROVING BRAND IMAGE


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SUGGEST AN ADVERTISING STRATEGY TOACCOMPLISH THE OBJECTIVES.


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ADVERTISING STRATEGY:-

EMOTIONAL GAME EMOTIONAL advertising strategy is designed to

stimulate one's emotions, rather than one'ssense of the practical or impractical. Whencopywriters use emotional appeal in advertising,they are attempting to appeal to the consumer'spsychological, social, or emotional needs.

This type of advertisement is prepared to arouse

fear, love, hate, greed, or humour, or otherwisecreate psychological tension that can best beresolved by purchase of the product or service.


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A BUSINESS THAT MAKES NOTHING BUT MONEY IS A POOR

BUSINESS

TO OUR CUSTOMER :- WE

MAY NOT HAVE THE

ANSWER , BUT WILL FIND IT. WE MAY NOT HAVE THE

TIME , BUT WILL MAKE IT.

elaska refrigerators

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