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Atomberg Case Study Solution

This document provides a segmentation strategy and go-to-market plan for a new kitchen appliance brand called Atomberg. The primary target segment is families in tier 1 and 2 cities with an annual income of 7.5 lakh, headed by women aged 31-45. Competitive analysis shows Morphy Richards and Bajaj are perceived as providing good value. The document outlines Atomberg's points of parity and difference, as well as distribution channels, pricing strategy, and marketing approach focusing on durability and lower power consumption.

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Ameya Virkud
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1K views5 pages

Atomberg Case Study Solution

This document provides a segmentation strategy and go-to-market plan for a new kitchen appliance brand called Atomberg. The primary target segment is families in tier 1 and 2 cities with an annual income of 7.5 lakh, headed by women aged 31-45. Competitive analysis shows Morphy Richards and Bajaj are perceived as providing good value. The document outlines Atomberg's points of parity and difference, as well as distribution channels, pricing strategy, and marketing approach focusing on durability and lower power consumption.

Uploaded by

Ameya Virkud
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Ameya Virkud

2020PGP191
Segmentation Strategy
DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL

Zone Wise Age Technological Adaptability Purchase Behavior


Tier Wise Marital Status Innovator Benefits Sought
Family Size Early Adaptors Usage
Income Loyalty
Lifestyle
Health Choices
Home Chefs

The primary segment is a family,


prominently tier-1, tier-2 cities, the
decision maker is primarily women
aged between 31-45, the market

size that is estimated is about 3.6
Crore Households with an annual
User Persona
income of 7.5 Lakh Per Annum
Competitive Perceptual Mapping
Quality

Atomberg

Morphy Richards

Philips

Bajaj

Price
Morphy Richards Bajaj
Preethi

Positive Reviews Negative Reviews

Morphy Richards 41% 59%

Philips 56% 44%

Bajaj 62% 38%


The models of these competitiors were considered to
make the map, the amazon reviews were scraped to get Preethi 50% 50%
the user perception
Source: Sentiment Analysis
Pain Points

Jar design and overheating


POINTS OF PARITY POINTS OF DIFFERENCE Nutritional Value Loss
Most of the Jars are made of The power consumption is Breaking and Rusting of Blade
stainless steel and the body much lower than a
is similarly ABS make standard 4 Jar mixer Communication Strategy
Pricing range of the products grinder Mode: Radio, TV
is between 3000-6000, the The RPM is comparatively
product is also expected to on the lower side, The communication strategy of the brand
be priced in a similar range moreover while entering this space must revolve around
User convenient and low Models of Bajaj with almost the two points, the durability of the product
space designs similar features have
and the minimum power requirement (475
The consumers are primarily focused on retention of
W), which is substantially lower than
in the tier-1, tier-2 cities nutritional value
Focus on performance, competitors
safety and consistency
ATOMBERG

DOESN'T BURN A HOLE IN


YOUR POCKET
GO TO MARKET STRATEGY

Distribution Channels Pricing Strategy


Online and Physical Point of Sales, 15,000 Competitive Pricing: The average price for the 4
touchpoints are to be expected by 2022, the brand competitors rounds about to 4.500, with Preethi
should work on building a strong recall value, this significantly expensive than the lot, the premium
will aid in increasing direct online sales positioning with user benefits accruing over time can
be leveraged

Marketing & Promotion Strategy


Above The Line: The majority of the users/prospective buyers have
relied on advertisements through TV, Radio.
•Below The Line: Communications through Out Of Home (OOH)
marketing, that is, billboards & hoardings at retail outlets

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