Marketing Project

B.
Services Description
 Detailed description
i. Characteristics of product
Kenwood offers a range of heat and cool air conditioners equipped with the latest features
such as DC inverter technology which gives up to 75% energy efficiency and ensures cooling
and heating according to given space conditions along with an improved airflow system.
Features:
 Highest energy saving up to 75%
 Heat & Cool
 7-Star machine with highest energy
 Efficiency ratio (EER 4.0)
 Easy installation and maintenance
 Japanese polish internal design
 Tropical compressor (Performs efficiently even at 63°C)
 Bigger indoor and outdoor unit
 Long distance air-flow
 Auto clean function
ii. Benefit of the product
 Kenwood AC are quicker cooling and heating, based on feature availability. The
inverter AC can pull the required current on it’s on to increasing initial heating or
cooling. The inverter AC can calculate the current draw by using the outdoor and
indoor temperature difference.
 Kenwood DC inverter AC don’t put extra load on its power supply. Therefore there is
no caused any electricity fluctuations.
 Kenwood have introduced DC inverter AC, which can be used through UPS batteries
and solar panels.
 According to Mayo Clinic, running an A/C not only reduces humidity in your home,
but can also lower the amount of pollen, mildew and other airborne outdoor allergens
that can potentially lead to asthma symptoms. Air conditioners can also lower your
exposure to indoor allergens, like dust mites.
iii. When was the product launched?
Kenwood has launched Air Conditioners in Pakistan in 2004.
 Describe the target market
The target audience for Air Conditioner was young couples from age 25 to 35 with a bull’s
eye of 30.
The marketing goal for 2018 was to maintain market leadership in the Air Conditioner
segment, further increase market share and achieve the sales target. For communication, the
task was to convey the diversity of the Air conditioner adapted to the individual user.
By personalising different usage scenarios, Kenwood cover the diversity of the target group
and thus guarantee a relevant and individual approach based on the respective usage
scenarios using dynamic advertising media.
Along the customer journey Kenwood pick up customers at the relevant touchpoints via
display online videos, google and cooperation with media partners during purchase decision
process. By segmenting the collected data and thus expanding the target groups, they are able
to create a large number of new user profiles for Kenwood, which in the course of the
campaign offered essential added value to the communication.
In addition to reaching new user segments and the expanded promotion advertising,
Kenwood generated 132 individually compiled banners.
 Strengths and Weaknesses of the product

Strengths:
For budget conscious consumers, Kenwood AC in 60% category is a great option considering
its overall durability, design and cooling performance. There are a lot of options to choose
from 60% models including Kenwood optima, tech and tech plus series.
Kenwood ACs often uses an environment friendly refrigerant gases which does not cause
harmful effects like the CFCs on the Ozone layer.
Weaknesses:
 DC inverters ACs are more expensive. Even without the dual-mode function, they still
come with high price tags.
 Repair costs increase as components are more sophisticated and as a result, more
expensive. They require more effort to build or repair.
 Specialist technicians are hard to find for Kenwood inverter ACs. Most local technicians
have little to no experience with these new ACs. Users might even have to get their AC
fixed from Kenwood manufacturer’s service centre, translating to more expense, if they
can’t find a skilled technician.
 Opportunities and threats in offering the product
Threats:
 Increase raw material cost.

 LG, Samsung and other companies are most competitors.
 Patents on innovation short lived.
 Threat of cheap goods from other countries.
 Other companies looking to acquire Kenwood for consolidating the industry.
 Longer lifespan of products slowing “replacement demand”.
Opportunities:
 Consumer oriented product.

 Global operating platform.
 Strong Brand name.
 Market share leadership.
 Growing in Asian Market.
 Kenwood AC is larger and fast going categories.
 Good HR policies, work culture and values in the organization.
 The similar product being offered by the company’s close competitor

in terms of their product, price, distribution and promotional aspect.
LG AC is the top most competitor of Kenwood AC. Kenwood and LG are big time
competitors in product, price, distribution and promotional aspect. Both companies
have introduced a new and digital inverter AC. Kenwood is better in term of energy
saving and LG is better because it start working at 100% charge and slowly drops to
30% charge without interfering with cooling.

Marketing Project

Uploaded by

Copyright:

Available Formats

Marketing Project

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Project

Uploaded by

Copyright:

Available Formats

B.

 Highest energy saving up to 75%

 Heat & Cool

 7-Star machine with highest energy

 Efficiency ratio (EER 4.0)

 Easy installation and maintenance

 Japanese polish internal design

 Tropical compressor (Performs efficiently even at 63°C)

 Bigger indoor and outdoor unit

 Long distance air-flow

 Auto clean function

ii. Benefit of the product

iii. When was the product launched?

Kenwood has launched Air Conditioners in Pakistan in 2004.

 Describe the target market

 Strengths and Weaknesses of the product

 Opportunities and threats in offering the product

 Increase raw material cost.

 Consumer oriented product.

 The similar product being offered by the company’s close competitor

You might also like