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Braun Assignment

3539 words - 15 pages

Table of Contents

* EXECUTIVE SUMMARY………………………………………………………………………1
* OBJECTIVES……………………………………………………………………………………….1
* TARGET MARKET……………………………………………………………………………….1
* CULTURE……………………………………………………………………………………….1
* PRODUCT…………………………………………………………………………………………..3
* CORE………………………………………………………………………………3
* ACTUAL………………………………………………………………………….3
* AUGMENTED………………………………………………………………….4

* PROMOTION……………………………………………………………………………………...5
* DISTRIBUTION…………………………………………………………………………………….7
* PRICE………………………………………………………………………………………………….8
* CONCLUSION………………………………………………………………………………………8
* BIBLIOGRAPHY……………………………………………………………………………………9

BRAUN

EXECUTIVE ...view middle of the document...

TARGET MARKET:
The viable market for the product – BRAUN is chosen as India. India is a diversified nation with varied people’s interest. Mass population is an advantage coupled with surging disposable incomes annually(Habib 2011).
“To succeed in India’s dynamic market, fast-moving consumer goods companies (FMCG) are investing in innovation to take advantage of the rapidly evolving retail landscape and the changing purchasing behavior of consumers”(Habib 2011).
CULTURE:
The Indian males have a demanding interest for moustache and beard. Some religions see moustache as pride and dignity, some has it because it’s a tradition, doing good for their religion, etc. Younger generations are crazy to try out new beard styles which being influenced widely from movies and popular stars and try themselves stick to the current trends and fashion. By the advent of globalisation, higher stake is carried upon professional appearances and hence the sense of grooming has risen significantly. Finally a grooming device especially an Electric Shaver or Trimmer is for the one who wants a nice clean shave or to try out different beard styles in their fast paced life.

BRAUN, a German technology, held handy and mainly gives the value proposition to Indians. The target market for the product is from the age group of 16 to 55.
Especially narrowing the group of 16 to 55, is based on the following
* Urge to try out the new technologies
* Possess a brand oriented drive towards products they purchase
* To pose themselves as professional, stylish and trendsetters
* Handy for their fast paced life

India is a market where young demographics is very high at the moment. Younger generation are bocoming more modernized as the trend changes, they prefers to buy stylish and attractive products. Before launching our product, a detailed analysis of style component is very essential.
At this phase India’s middle class population is significantly high. This section of people strive to lead a sophisticated life(Euromonitor 2015). So effectively they become the target customers for our product. Major competitors on the field are Philips and Panasonic, who are said to offer 90% and 88% customer satisfaction.
We will position our product as a best quality product, which is worth of customer’s money. We plan to employ competetive advantage method on the market to increase sales. Prolonged focus is going to be on long term investment, since countries such as India requires such patience.

Braun is a company which specially focuses on consumer durable goods in the form of electrical appliances(Braun 2012). It lies in the segment of personal grooming of men in their day to day use.
PRODUCT:
CORE:
BRAUN produces Electric razors/shavers and trimmers for male grooming.
ACTUAL:
* Brand - The Company – BRAUN is a premium German brand for electrical appliances. It is the most acclaimed company for the legendary design of Dieter Rams and his...

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