Cases in Rural Marketing

CASE 32

A Cool Strategy

The refrigerator industry needs a fine tuned strategy to boost its sales in the urban and rural markets.

MARKET

The refrigerator market can be segmented by product and size. The market can be segmented into direct cool (DC) and frost-free (FF). While DC accounts for 85 per cent of the market, the FF accounts for the rest. Size-wise it can be categorised into three—(i) 165–184 litres (ii) 185–225 liters (iii) 270 litres and above.

The structure of ihe market is given in Table 1 and the estimated market size is shown in Table 2.

 

Table 1 Refrigerator Market

Product	Size (%)
	165–184	185–225L
DC	71	29
FF	50	50

Table 2 Estimated Refrigerator Market Size

Source: CETMA

 

As per ASCON (Association Council ...