Marketing strategies for kitchen appliances in Kerala

Abstract

Marketing strategies are the sum totals of all those activities which are directed towards achieving an organization marketing goals. The marketing strategies establish what kind of activities an organization will be engaged in the area of marketing and its objectives for each of such activities. Marketing strategies also include the formulation of marketing programmes and their implementation. The problem under study is Marketing Strategies for Kitchen Appliances in Kerala . Kitchen Appliances are pieces of instruments, device and equipments for performances of Kitchen chores. The study deals with the present marketing strategies adopted by leading manufacturers to market Kitchen Appliances in the State of Kerala. The study includes pricing, placing and product strategies and also marketing communication and sales promotions. The study also deals with market segmentation and consumer and competitive analysis. The main objectives of the study include analyzing the marketing strategies adopted by the manufacturers of kitchen appliances marketed in Kerala, to identify the major strategies used by the dealers of kitchen appliances in Kerala, to assess the perception of the consumers of kitchen appliances in Kerala with regard to the products they consumed and the services rendered by its manufacturers and dealers and to give suggestions and recommendations based on the findings of the study in order to strengthen the present marketing strategies pursued by the manufacturers and dealers in Kitchen Appliances market of Kerala. It is an exploratory, analytical and descriptive study carried out with a view to bring out the current marketing strategies as applied to kitchen appliances. The primary data were collected from three sources, namely, the Manufacturers, the Distributors and the Consumers of Kitchen Appliances selected for the study. Secondary data were collected from all available sources. Census method is used to select the manufacturers of kitchen appliances marketed in Kerala.