Marketing competitive is handled in a number of ways.
There is continued use of corporate marketing, where branding is built up, especially from players such as Zanussi. However, much white goods marketing is conducted in below-the-line activities and trade promotions. It should be noted that advertising spend has been much reduced over the last year for most product categories.
Overall, the content of the marketing varies substantially, from corporate messages to emphasis on new processes, such as energy-saving devices, through to campaigns which develop money-off/discounting type themes.
Future marketing spend by the manufacturers is likely to focus on key specific product lines, namely those `smart' appliances which fulfil dreams of a future kitchen.
Of course, spend will continue to remain on standard product lines as well, but, given the lack of spend in recent times, the thrust of big budgets will go to the new products.
Of course, there are two levels to the marketing, that driven by the manufacturers and that developed by the channel to market suppliers.
Channel To Market
The channel to market has also consolidated, in much the same way as the manufacturer end of the sector. A small number of large electrical multiple retailers dominate the sales channel. Despite supposed new competition, as a result of the de-regulation of the gas and electricity industries, the reality is that their high street locations have closed, leaving the UK public with little choice but to visit a retail park supplier.
Only the small specialist aspects remain the province of non-electrical multiple retailers, such as built-in appliances, which may, for example, be sold through a fitted kitchen supplier.
In terms of marketing, the suppliers of white goods use a range of marketing mechanisms, from television advertising, for corporate messages, to literature and leaflet drops for localised promotions, to the Internet to encouraging direct sales.
Reference:
http://www.researchandmarkets.com/reports/3953
http://en.wikipedia.org/wiki/Major_appliance
http://www.sme.in/CurrentNews.aspx?NewsID=1878
http://www.naukrihub.com/india/fmcg/overview/white-goods/
6.1 Direct Competitors:
• Panasonic
• Toshiba
• LG
Direct Competitors:
Best known by its Panasonic brand name, Group & Global Headquarters, Panasonic Corporation. based in Osaka, Japan is a worldwide leader in the development and manufacture of electronic products for a wide range of consumer, business, and industrial needs.
Panasonic Malaysia Sdn Bhd is a sales, service and marketing company for the Panasonic brand of electrical and electronic consumer products ranging from home appliances, audio-visual, digital cameras, air conditioners, business systems & solutions, telecommunications, professional broadcasting cameras, health and beauty care to batteries and lightings.
Toshiba Sales & Services Sdn Bhd (TSS) was founded in Malaysia on 19th April 1977. Over thirty years, TSS has built up its formidable reputation as distributor of high quality Audio Visual (AV) and Home Appliances (HA) products. Our AV products includes LCD TVs, Plasma TVs, color CRT TVs, DVD Players and High Definition (HD)-DVD players while the HA products includes Refrigerators, Washing Machines, Rice Cookers and Electric Pots.
As the distributors of one of the world's leading electronic and electrical company, we are committed to serve our fellow Malaysians. We strive not only to provide our customers with the leading technologically innovative products such as Meta Brain Pro Technology, but also through excellence in customer service. TSS will continue to provide Malaysians with cutting edge technology products that provides excellence functionality, reliability, durability and environmentally friendly features as outlined in our basic commitment, - "Committed to People, Committed to the Future".
TSS foresees that the company will continue to make a strong presence in Malaysia market through the improvement of existing products and new technological breakthroughs in the AV and HA sectors. We are confident that TOSHIBA will maintain its edge as one of the leading brands in Malaysia. In year 2006, TOSHIBA was awarded Gold Award by Reader's Digest Malaysia for being the Trusted Brand in 2 categories ~ LCD TVs and Washing Machines.
LG Electronics' innovative technologies, unique products, and cutting-edge designs are an investment in the future.
LG Electronics, Inc.(LG) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 112 operations including 81 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units - Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world's leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines.
LG's efforts continue to enhance the global presence of the LG brand and to maximize profitable growth. In particular, LG Electronics will focus on achieving profitable and sustainable growth in the mobile communications and home entertainment sectors to strengthen its leadership in the IT industry, while at the same time increasing its market share in the home appliance, air-condition
6.2 Indirect Competitors:
Home appliance, kitchen appliance electric product have no indirect competitor, the reason is this product don’t really have a product to replace for it, example a refrigerator if there are not selling in the market we most possible will buy a brush and a pail to wash cloths.
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