To Market research of induction cook-top & road map for launch; Wipro

Abstract

This report entails a detailed study of kitchen appliance industry with special reference to Induction cooker. This report is a result of extensive research performed across states like Kerala, Karnataka, Maharashtra and Delhi during this summer. This report would address the following: feasibility study across states to gauge the potential of the market of Induction cooker, Analysis of competitors relative positioning of existing players, The prices across various markets, the margin retained in each market, various schemes available, any free items offered, Fast moving products, brands and models in a market, Issues in the market pertaining to quality or service or consumer behavior, Does the market have enough potential to withstand another player?. In due course, we have 282 samples covering electrical outlets, kitchen utensil stores, appliance outlets, electrical cum appliance outlets, electronics outlets, etc. This diversity in sample provides us to gauge the trends, perception of customers of Induction cooker-i.e. it is a utensil based product or an electrical product, etc. This report also focuses on the attributes the retailers consider while stocking a brand and what they think the customer looks for while making a purchase. Profiling of customers who purchase Induction cooker was also done but was largely region specific and localized to fame of a store, hence no trend could be observed. An attempt has also been made to cluster the regions on the basis of sale to make it convenient for analysis and designing a launch plan. The clusters were formulated using two attributes: average sale per month and nature of outlet through which most of the sale was recorded. And lastly recommendations on product attributes, pricing, schemes for distributors, promotion, positioning of Wipro to enter the market along with a detailed launch plan with timelines.