“How can PEL become market leader in refrigeration industry? ”

“How can PEL become market leader in refrigeration industry? ”

INTRODUCTION

BACKGROUND

•Main goal•Why company lags behind•Competitors•Research variables

INTRODUCTION

PROBLEM

•How can PEL become market leader in refrigeration industry

INTRODUCTION

OBJECTIVES

• To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.

• To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

RESEARCH METHODOLOGY

METHODOLOGY

•Secondary Research•Qualitative Research•Survey Research

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

RESEARCH METHODOLOGY

SECONDARY RESEARCH

•Target Market•Positioning •Product Strategy•Pricing Strategy•Promotion •Distribution Strategy•Customer Services

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

RESEARCH METHODOLOGY

SECONDARY RESEARCH

•Target Market•Positioning •Product Strategy•Pricing Strategy•Promotion •Distribution Strategy•Customer Services

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

RESEARCH METHODOLOGY

QUALITATIVE RESEARCH

•Consumers •Technology & Features•Pricing•Advertising•Positioning

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

RESEARCH METHODOLOGY

SURVEY RESEARCH

•Buying Behavior•Performance of Refrigerator/s, •Consumer Requirements•Price Sensitivity •Advertising •Demographic Questions•Sample Size

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

RESULTS

BRAND USAGE

•PEL 32%•Dawlance 38%

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

RESULTS

WHO PURCHASE

•Head of family 40%•House wives 22%

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

RESULTS

COOLING

•PARTICIPANTS SATISFIED WITH COOLING

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

•Excellent cooling 54%•Good cooling 22%

RESULTS

NOISE

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Only few participants reported Noise problem

Noise problem 24%

RESULTS

EXTERIOR STYLING

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Almost all participants were satisfied with exterior styling but few of them were dissatisfied

RESULTS

RELIABILITY

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Most of participants termed refrigerator for reliable

RESULTS

SHELVES

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Most of participants want more then three shelves

RESULTS

HEIGHT

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Appropriate height for the refrigerator is 5 feet 8 inch

RESULTS

BOXES

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Majority of the research respondents have expressed desire of two or more boxes

RESULTS

COLOR

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Majority of the research respondents want black and white color

RESULTS

COOLING BACKUP

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Almost all respondents agreed with having cooling backup

RESULTS

PRICE CONSIDERING

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Almost all respondents consider price of refrigerator before purchasing

RESULTS

PRICE

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Majority of respondents identified Rs:20000 to 25000 as ideal price

RESULTS

BRAND RECALL

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

Majority of respondents reported Dawlance with the higher brand recall then PEL

PEL

LIMITATIONS

•Time constraints•Budget constraints•Biased Sample•Non Serious Response of Participants

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

PEL

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

CONCLUSIONS

PEL

RECOMMENDATIONS

•Refrigerator with Cooling Backup•Introducing refrigerators in variety of Colors•Refrigerator with wide shelf Spacing•Revising prices of refrigerators

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

PEL

RECOMMENDATIONS

•Revising prices of refrigerators•Changing design of Refrigerators•Customization of refrigerator boxes & shelves.

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.

PEL

RECOMMENDATIONS

•Advertising throughout Year•Highlighting useful features of refrigerators in advertisements

•To find out the reasons why PEL lags behind current leader of refrigeration industry, Dawlance, in terms of market share.•To suggest corrective measures through which PEL can become leader in refrigeration industry in terms of market share.