Phronesis Partners analyzed the awareness and usage of home appliances including washing machine, refrigerator , microwave , LCD and food processor. Identification of key drivers in applications and key features that influence the purchasing behavior of consumers for home appliances was also done.
Market potential was researched to explore the potential base of new customers by reviewing and assessing their awareness level for client’s brand against competitor brands. A research instrument was designed and administered among households to estimate the market size for client’s brand. Each respondent’s view was captured on home appliance product application awareness and proportion of using each application to drive the sales of client’s brand.
Each product was prioritized based on features , awareness level and penetration of usage to understand the popularity of using various home appliances. Energy saving , high resolution , multi features and low prices were identified as the key drivers for purchasing home appliances.
Intended users were segmented based on their awareness level and current users were segmented were based on their usage level for various home appliance products. Market evaluation was conducted in terms of client’s offerings and competitor’s offerings and the gap based on the customer expectations , level of awareness and expected usage behavior to support the marketing strategies of client in fuelling up the sales.
Strength and weakness analysis for client branded communication device was performed using the SWOT and core competency model. Qualitative insights of intended users and current users for phone applications to enhance the client’s marketing decisions were provided.