Refrigerator market in Bombay

Abstract

This survey was done in the Bombay market to get an estimate of market volumes, market shares and get a fresh perspective on the company’s position and a first-hand report on the frost free segment of the market. 75% of the market which is estimated to be 85,575 units was covered and GGEAL's market share is estimated to be 40.1 % • Company's position is found to be very strong in found to be a definite slip in the company's service image in the market where action is immediately needed. The company's distribution network was found to be very strong and the availability of the brand was found to be nearly 100%. Frost free segment was studied in a great detail and company's share was found to be 22.1 % with Videocon to be the segment leader with a 56% share. This segment seems to be very promising and a focus area for the future. The maximum threat the company has at present is from the market number three player Videocon which plans to become the market leader in the next 5 years and is taking concrete steps in this direction. Other than the size of sub segments of the market the amount of dealer push, and customer pull were also estimated. Top priority of the company should be to consolidate its position and protect the market share. Some recommendations in this direction are also given.