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CONSUMER
BEHAVOIUR
PROJECT ON
REFRIGERATORS



















By,

Harjas Kaur 231062
Kanika Jain 231073
Mahak Agrawal 231084
Naveen Kumar Suman 231094
Priyanshu Jain 231104
Pranay Goyal 231114

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CONTENTS



Positioning statementpage 3

Product Life Cycle..page 3

Strategies....page 4

4 PS in urban marketing

Product strategy.page 5

Price strategy..page 6

Place strategy.page 6

Promotion strategy.page 7
























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POSITIONING STATEMENT

Cool-m-Cool is a refrigerator by Godrej that provides better, improved and efficient
cooling. The beauty of Cool-m-Cool is Aqua Kool which is a separate water storage unit, with a
capacity of 25 liter on the top of the refrigerator unit. Designed for middle and lower middle class
customers, Cool-m-Cool is equipped with almost all facilities and is smaller in size and hence
acts as a space saver.
Efficient cooling is one of the biggest problems that refrigerator users are facing.
Refrigerators that are available currently in market cools the products fast, but fails to keep the
product cold for longer period of time in case of power cut. The customers in middle class and
lower middle class face this problem very often as most of them do not have the option of power
backup. One of the major factors that slow down the cooling process in refrigerators is the
frequent opening of the refrigerator door which most of the time is to get water for drinking.
Focusing on these issues, we have designed Cool-m-Cool in which there is no need to open the
refrigerator to drink cold water. This will not only cool products faster but will also keep products
cold for longer period of time.

PRODUCT LIFE CYCLE
As consumers, we buy millions of products every year and just like us, these products have a
life cycle. Older, long-established products eventually become less popular; while in contrast,
the demand for new, more modern goods usually increases quite rapidly after they are
launched.
The product life cycle has 4 very clearly defined stages, each with its own characteristics
that mean different things for business that are trying to manage the life cycle of their
particular products:
Introduction Stage This stage of the cycle could be the most expensive for a company
launching a new product. The size of the market for the product is small, which means sales are
low, although they will be increasing. On the other hand, the cost of things like research and
development, consumer testing, and the marketing needed to launch the product can be very
high, especially if its a competitive sector.
Growth Stage The growth stage is typically characterized by a strong growth in sales and
profits, and because the company can start to benefit from economies of scale in production,
the profit margins, as well as the overall amount of profit, will increase. This makes it possible
for businesses to invest more money in the promotional activity to maximize the potential of this
growth stage.
Maturity Stage During the maturity stage, the product is established and the aim for the
manufacturer is now to maintain the market share they have built up. This is probably the most
competitive time for most products and businesses need to invest wisely in any marketing they

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undertake. They also need to consider any product modifications or improvements to the
production process which might give them a competitive advantage.
Decline Stage Eventually, the market for a product will start to shrink, and this is whats
known as the decline stage. This shrinkage could be due to the market becoming saturated (i.e.
all the customers who will buy the product have already purchased it), or because the
consumers are switching to a different type of product. While this decline may be inevitable, it
may still be possible for companies to make some profit by switching to less-expensive
production methods and cheaper markets.

STRATEGIES
Introduction Stage:
Price-Competitively lower so as to gain market share initially.
Promotion- Warranty, discount to dealers.
Distribution- Selective
The product will be launched at IITF (Indian International Trade Fair)-2014, New Delhi in Godrej
Pavilion.
Growth:
Price: Competitive pricing
Promotion: Improve Brand Image
Distribution: Extended coverage to cater to larger market
When the product is a hit in market, then aggressive pricing strategies could be implemented.
The product will be made available to more retailers in the market.
Maturity:
Product: Differentiate the brand and extend the product line.
Price: Decrease due to competition and innovation in technology
Promotion: Extended warranty period, encourage customers to switch to
differentiated brands
Distribution: Close relationship with dealers
The success will be used to improve the brand value of Godrej.
Decline:
Price: Price Cut

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Promotion: Minimal, cut down on advertisement expenditure, cater only to loyal
customers
Distribution: Selective
Surveys
Regular Surveys (through social networking sites and direct feedback forms) will be done with
the end customers and dealers to know about the products influence in the market.


FOUR Ps IN URBAN MARKETING
PRODUCT
THE UNIQUE SELLING PROPOSITION: The unique selling proposition for our product COOL-
M-COOL will be its water storage unit AQUA KOOL. The concept highlighted here is a
separate water storage unit to provide better and efficient cooling to products kept inside
refrigerator unit. Each family opens the refrigerator approx. 50-80 times daily just to drink water.
This in turn affects the cooling process of the refrigerator. So, if we have a separate unit for
water storage, there will be no need to open the refrigerator door for water, and this will result
into better cooling.
OBJECTIVE: This new product is designed to attract middle class and lower middle class
families ensuring comfort, low costs, less capacity but offering more space for vegetables and
fruits. A perfect refrigerator for a small and happy family! With a vision to offer its unique feature
in various other sub brands of Godrej.
Godrej holds on to its brand value. The name has a good reputation and is associated with a
high customer loyalty.
To make sure that our new product is a success in the market, the following strategy will be
adopted:
PRODUCT LINE: 1) In the 1
st
year after introducing the new product in the market and
advertising the same product adversely, the AQUA KOOL feature will be added to already
existing sub-brand of Godrej like Eon which targets the high end customers creating a hybrid
COOL-M-EON refrigerator.
2) The same product line will be extended to higher capacity refrigerators with higher capacity
aqua kool tank and other extra features.
VARIANTS: Since Godrej brought in innovation in its design and image by acquiring a youthful
tech image in 2011, its COOL-M-COOL brand will also feature designs and colours adding on
to the existing image. We believe in designing by curiosity. The refrigerator will be launched in
silver-grey, red and pearl white colours. Majorly 2 variants of the Cool-m-cool refrigerator will

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be launched, one with Stay cool technology (offers upto 10 hours cooling retention despite
power cuts) and other without. The refrigerators with the stay cool technology will range around
9000 and without the technology will range around 11000. Other technologies that will be
offered in both the refrigerators will be :
a) ZOP technology-Special zinc oxide protection to fight rust
b) 100% green 100% CFC, HCFC, HFC free
c) Low starting voltage- stabilizer free operations between 140-260V
d) Jumbo vegetable tray with hooks in the freezer to hang polybags of frozen food like
peas, etc.
LABELLING & PACKAGING: We will be using stretch hood film packaging and shrink
wrapping. Stretch-hood packaging provides benefits such as better load stability, flexible
adaptation to load height, width and depth and weather protection (rain, dirt and dust-proof).
Shrink-hood also allows clarity for easy barcode reading, quality control and retail display. It will
further reduce storage space and wastage. This packaging helps reduce inventory losses as
the transparent packaging allows the product to be displayed without removing the cover and
hence preventing any damage to the product. Shrink packaging will increase the cost of
packaging by almost 20 per cent as compared to the packaging used before but we will make
sure that we do not pass this additional cost to the consumers. The price of the refrigerator is
inclusive of any costs to be paid by the consumer. To reduce the packaging costs, we will work
out ways to locally manufacture the packaging material. All the required energy and other labels
will be mentioned both on the catalogue and the product to ensure full transparency.
.
PRICE

Godrejs price strategy is adapted to its product. The price is set competitively lower for the
basic model so as to create a market place in the initial years. Furthermore, Godrej pursues a
versioning price policy. It involves offering a product line and let users choose the version of the
product most appropriate them. Consumers can decide if they want to pay a higher price for the
premium edition with some extra features, or prefer a lower price with fewer extra features.
Additionally, Godrej has to allow credits to its major retailers and to offer discounts according to
the quantity of sale.

PLACE

With the Cool-M-Cool product, Godrej will focus on the semi urban and urban areas. Thus, the
promotion in tier 1 and tier 2 cities will be majorly stressed upon.










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PROMOTION

INTRODUCTION STAGE
1. An advertisement campaign depicting salient features of the product including efficient
cooling and energy saving, affordable price and Aqua Kool technology will be launched.
2. For people with internet, product will be initially promoted through social networking
platforms and paid listings.
3. To indulge people in tier-2 and tier-3 cities, mobile vans showcasing our product can be
circulated.
4. Very aggressive dealer-push strategy to get a foothold in the highly competitive
marketplace will be implemented. To push the products, the dealers will be trained such that
they are able to explain the value-addition to prospective customers. Also, discounts will be
provided to the dealers.
5. We will be giving 1-year warranty on refrigerator and 5 years compressor warranty.

GROWTH STAGE
1. Attractive gift offers to customers will be given.

2. The product will be sold as a combo with other electrical goods in the festive season in
order to increase sales.

MATURITY STAGE
1. During this stage, the product line will be extended and heavy promotion activities
focussing on the same will be done.

2. The warranty on the basic model will be extended from 1 year to 3 years.

DECLINE STAGE
1. Minimal promotion will be done and costs will be cut.

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