Post launch survey and study of marketing strategy for air cleaners/ionisers; Crompton Greaves Ltd.

Abstract

This project was undertaken at CGL with the primary purpose of carrying a post-launch survey and study the Marketing Strategy for the Tonizer/Air Cleaner range of products that has been launched by CGL’s Comfort Engg. Division. The product has been targeted at the high income, health conscious domestic segment and the various institutions which would prefer a dust free atmosphere.In this study, both Secondary and Primary data collection was carried out. The method of the Primary Data collection being mainly through the process of interviewing the respondants ( both users and potential- users). The sample consisted of both the institutions and the domestic segments. The competitor companies and their products were also studied. The observations made were studied keeping the various research objectives in view and the data was analysed in a statistical package (SPSS ). Certain very interesting observations were made. The product range in question, suffers from certain disadvantages namely, the price is very high, the effect of the product cannot be perceived, and mainly there is negligible awareness about the product. Even the Users of the product pointed out the first two disadvantages. Among the users the feeling of having received ‘less value for money’ persisted. Among the Potential! users, the most positive response was got from the Five-Star Hotels, Nursing Homes and the Big Hospitals which till mow do not have any air Cleaning Device in their I.C.U’s and the Q.T’s. The domestic segment did not show any particular trend. The most common reason for lack of purchase interest was that the respond— ant already possess an A/C and that the price is too high. It was found that the present features of the product are quite satisfactory, but the brand name causes a-very lukewarm response from the respondants. A SWGT analysis was also carried out of CGL w.r.t the competitors. The main recommendations to the company is to create more aware-. ness about the product specially since it is a totally novel concept in India. Also if possible, the company should try to indegenise the product thereby cutting down the cost and reducing the price. A ‘need’ has to be created for this product and for that the product needs to be made more attractive to the potential users.