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    Business To Business Marketing Assignment-2: Kuntz

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    rakesh
    The document discusses a case study on the Kunst 1600 vacuum pump. It provides details on the quantifiable value elements of the pump such as its pumping speed, not needing to change oil which saves time and money, being made of aluminum which prevents rusting, and being lighter than other pumps. It also discusses potential market segments and sales volumes. The response addresses constructing a customer value model focused on cost savings, selecting a target market segment of home and light commercial refrigerator repairs due to being price sensitive, and writing a value proposition emphasizing minimizing operational costs rather than features for the target segment.

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    Business To Business Marketing Assignment-2: Kuntz

    Uploaded by

    rakesh
    24 views3 pages
    The document discusses a case study on the Kunst 1600 vacuum pump. It provides details on the quantifiable value elements of the pump such as its pumping speed, not needing to change oil which saves time and money, being made of aluminum which prevents rusting, and being lighter than other pumps. It also discusses potential market segments and sales volumes. The response addresses constructing a customer value model focused on cost savings, selecting a target market segment of home and light commercial refrigerator repairs due to being price sensitive, and writing a value proposition emphasizing minimizing operational costs rather than features for the target segment.

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    BBM_Assignment2_Kuntz.docx

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    The document discusses a case study on the Kunst 1600 vacuum pump. It provides details on the quantifiable value elements of the pump such as its pumping speed, not needing to change oil which saves time and money, being made of aluminum which prevents rusting, and being lighter than other pumps. It also discusses potential market segments and sales volumes. The response addresses constructing a customer value model focused on cost savings, selecting a target market segment of home and light commercial refrigerator repairs due to being price sensitive, and writing a value proposition emphasizing minimizing operational costs rather than features for the target segment.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    24 views3 pages

    Business To Business Marketing Assignment-2: Kuntz

    Uploaded by

    rakesh
    The document discusses a case study on the Kunst 1600 vacuum pump. It provides details on the quantifiable value elements of the pump such as its pumping speed, not needing to change oil which saves time and money, being made of aluminum which prevents rusting, and being lighter than other pumps. It also discusses potential market segments and sales volumes. The response addresses constructing a customer value model focused on cost savings, selecting a target market segment of home and light commercial refrigerator repairs due to being price sensitive, and writing a value proposition emphasizing minimizing operational costs rather than features for the target segment.

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    INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE- KOCHI CAMPUS,

    INFOPARK, KAKKANAD, KOCHI- 30

    Business to Business Marketing


    Assignment-2
    Kuntz
    Case Study

    Submitted by,
    Vidya Sanjeevan -WEB 089

    1.What are the major, quantifiable value and price elements associated with the
    Kunst 1600?

    Kuntz 1600 is an injection molded aluminium pump with a pumping speed of


    1.6 CFM compressor

    No need to change oil saving of $8 per quart and time upto 30 min of
    technicians

    Made of aluminium injection molded pump which does not rust like others

    Average charge for recycling used oil is around $5 per gallon

    Saving for $ 0.5 worth of solvent based scouring soap and $.15 of specialized
    cloth based towel

    Lighter since it has fewer internal parts

    opportunity in growing sales and profit

    sales potential for the vacuum pump in market segments such as home
    refrigerators repairs (60,000 units ), light commercial refrigerator
    repairs(40,000 units) and residential AC repairs (1,25,000 units).

    2.What additional value placeholders, elements not presently quantified, merit


    consideration in your value model?
    Price sensitivity needs to be taken care of considering technicians value that the
    most. Operational costs should be minimized.

    3.Construct a customer value model for the Kunst 1600 in the residential AC, home
    refrigerator, and light commercial refrigerator repair market segments.
    Value model should be focused on cost savings since from the interactions its
    evident that most technicians do not value the performance factors and saving in
    vacuuming time or have heard of the brand as such and expect higher size
    specifications and do not take smaller size as an advantage

    4.Using your value model, select a target market segment(s) for commercialization
    efforts. Justify your choice.

    Price sensitive customers in the home and light commercial refrigerator repair
    sections .Focussing on cutting down costs rather than focusing excessively on the
    features and specifications since that is not the expectation of the customer

    5. Write a value proposition for the Kunst 1600 for the target market(s).
    Value proposition should be based on minimizing the operational costs rather than
    investing too much on features and specifications. . It is also essential in conducting
    higher awareness marketing as the refrigerator segment customers are not familiar
    with the Kunst brand.

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