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    B 2 Microfridge

    Uploaded by

    SATYANSH BHATNAGAR
    The document provides information about MicroFridge, a product that combines a refrigerator, freezer, and microwave oven. It was founded in 1987. The product aims to provide a compact, convenient, safe, and energy efficient solution for institutional living concerns like dorms and hotels. It has strengths like being unique, innovative, and patented. The distribution and marketing plan outlines targeting colleges, motels, and retailers over four quarters with various online and offline marketing activities. Pricing and sales projections are provided on a quarterly basis. Segmentation focuses on universities, dorms, hotels, and compact home solutions.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    B 2 Microfridge

    Uploaded by

    SATYANSH BHATNAGAR
    322 views7 pages
    The document provides information about MicroFridge, a product that combines a refrigerator, freezer, and microwave oven. It was founded in 1987. The product aims to provide a compact, convenient, safe, and energy efficient solution for institutional living concerns like dorms and hotels. It has strengths like being unique, innovative, and patented. The distribution and marketing plan outlines targeting colleges, motels, and retailers over four quarters with various online and offline marketing activities. Pricing and sales projections are provided on a quarterly basis. Segmentation focuses on universities, dorms, hotels, and compact home solutions.

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    The document provides information about MicroFridge, a product that combines a refrigerator, freezer, and microwave oven. It was founded in 1987. The product aims to provide a compact, convenient, safe, and energy efficient solution for institutional living concerns like dorms and hotels. It has strengths like being unique, innovative, and patented. The distribution and marketing plan outlines targeting colleges, motels, and retailers over four quarters with various online and offline marketing activities. Pricing and sales projections are provided on a quarterly basis. Segmentation focuses on universities, dorms, hotels, and compact home solutions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    322 views7 pages

    B 2 Microfridge

    Uploaded by

    SATYANSH BHATNAGAR
    The document provides information about MicroFridge, a product that combines a refrigerator, freezer, and microwave oven. It was founded in 1987. The product aims to provide a compact, convenient, safe, and energy efficient solution for institutional living concerns like dorms and hotels. It has strengths like being unique, innovative, and patented. The distribution and marketing plan outlines targeting colleges, motels, and retailers over four quarters with various online and offline marketing activities. Pricing and sales projections are provided on a quarterly basis. Segmentation focuses on universities, dorms, hotels, and compact home solutions.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7
    At a glance
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    The document discusses MicroFridge, a combination refrigerator, freezer and microwave. It outlines the company's SWOT analysis, target markets, and marketing and distribution plans to roll out the product.

    MicroFridge is a combination refrigerator, freezer and microwave oven designed for dorms, hotels and compact homes.

    The target market segmentation is based on demographics like universities and dorms/college students, and psychographics like motels/hotels and compact home solutions.

    Product Description

    About MicroFridge & ideation:


    The company founded by Robert Bennet
    in 1987.
    The product is a combination of
    refrigerator, freezer and a 500 watt
    microwave oven.

    Needs & Values :


    • Authentic
    • Compact 
    • Convenient 
    • Safe
    • Energy efficient
    • A smart solution, addressing
    common institutional living
    concerns 
    USP :
    “First in class, smart and energy efficient
    solution for combined freezer, refrigerator and
    microwave oven all in one, completely
    redesigned”
    SWOT Analysis
    Strength Opportunity

    • Unique • Compact • Safe • New product category • Untapped market


    • Innovative • Smart solution • Patented • Early mover advantage potential
    tech

    • Huge investment • Marketing expense


    • Servicing cost • Dependency on supplier • Unestablished • New entrant
    • Visibility • Firms with large market cap distribution • No brand recognition
    network

    Threat Weakness

     Demographic segmentation in the target market : Universities, Dorms/college students


    Segmentation  Psychographic Segmentation in the target market : Motel/Hotel, Compact Home Solution
    Distribution & Marketing Plan
    Q1 Q2 Q3 Q4

    • Target colleges in states with • Target distributor establishment – • Strengthening the distribution • Concentrating on geographic
    maximum enrollment. near small housing areas where channels developed in Q1 & expansion
    survey displayed a positive response Q2
    • Depending upon college • Pushing sales to complete the
    enrollment month, roll out the • Target Retailer with product displays • Starting looking for new targets
    product. and surveys markets. Expansion of current
    market. Increase in market cap.
    • Visit various motels/hotels & • Sales force targeting new colleges
    housing areas via salesforce and new hotels/motels

    Marketing: Marketing: Marketing: Marketing:


    • Conduct surveys in motels, • Viral Marketing, • Offline ads – pamphlets, • Display layouts/Dummy models at
    housing and analyzing retailer promotions, hoardings retails shops,
    capacity & footfall • Trade shows & Fairs
    • Festive posters (Thanksgiving) • radio ads,
    • Target Student fairs and display • Retailer and distributor
    demo products in colleges, surveys • Promotional festive discounts • print media
    motels and hotels
    • Festive posters (Thanksgiving)

    • Promotional festive discounts


    Pricing
    College/ Profit
    Distributor Total Units Profit 160000
    Motels
    140000

    Q1 1425 650 2075 97125 120000


    100000

    Q2 1532 845 2377 110558 80000


    60000

    Q3 1647 1099 2746 126861 40000


    20000

    Q4 1771 1429 3200 146797 0


    Q1 Q2 Q3 Q4

    Total units
     Number of states as source market:6
     Number of confirmed colleges: 200 3500
     Number of hotels/motels: 1000 3000
    NOTE  Distributors : 8
    2500

    Total units
    Price/Unit Margin 2000
    Colleges/Hotels/Motels 312 49 1500
    Distributor 305 42 1000
    500
    0
    1 2 3 4
    Ansoff Matrix
    EXISTING PRODUCTS NEW PRODUCTS

    MARKETS
    EXISTING
    MARKET PENETRATION
    PRODUCT DEVELOPMENT
    Targeting different segments of market Special focus on R&D to further
    as per quarter wise sales and distribution reduce the power consumption of
    networks. Lowering down turn around
    the product and increasing its
    time for efficient market penetration. durability as well.
    MARKETS

    MARKET DEVELOPMENT
    DIVERSIFICATION
    NEW

    Initiating future growth analysis and Including a small oven or modifying


    conducting market study to capture new the microwave to work as an oven as
    markets and geographies using the
    well
    existing product.

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