Engineering and Anthropology - A Winning Combination. The Development of a New Consumer Durable

Mike Woodhall, C.K. Sharma and Deenaz Damania

The Client company, a well established manufacturer of consumer durables in India was keen to manufacture and market a vacuum cleaner, specially tailored for the urban Indian household.

Engineering and Anthropology - A Winning Combination. The Development of a New Consumer Durable

Deenaz Damania Marketing & Business Associates Pvt Ltd., India;C.K. Sharma Marketing & Business Associates Pvt Ltd., India;Mike Woodhall, Industrial Design Consultancy Ltd., United Kingdom

INTRODUCTION

Lawkim India, an established engineering company affiliated with the well-known Godrej group, wished to research the feasibility of designing, manufacturing and marketing a vacuum cleaner for Indian homes. With a dominant position in the refrigerator market (52% market share) and strong beginnings in the marketing of washing machines, the company wished to enter the field of...

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