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8/9/2019 vandon orginal, How to market a refrigerator in Antartica
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PRESENTS
THE NUMBER 1 GLOBAL MANUFACTURERS OF REFRIGERATOR
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PRESENTED BY:
JUBIN JACOBMATHEWDANIEL SJINJU SUSAN
ABRAHAMLIVINGSTON
SAMRAJ
M LAVANYA
BEYOND CREATIONS BEYOND INNOVATIONSBEYOND CREATIONS BEYOND INNOVATIONS
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Our new marketing focus VANDON, madeexplicit in this plan, renews our vision
and strategic focus on adding value toour target market segments, the smallbusiness and high-end home office users,in the international market.
Our marketing challenge is toposition our product and serviceofferings of high-quality .We mainlyfocus on the goodwill the company isgoing to have by successfully selling a
EXECUTIVEEXECUTIVE
SUMMARYSUMMARY
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Increase the overall sales by 20%.
This new product will give another sharpcompetitive edge for our other products inthe international markets.
To be the global leader in superior quality
point-of-use refrigerators
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We donjt have to breakour markets into groups
according to standardclassifications used by marketresearch companies because
we are targeting a very smallpopulation .
We also know that our
usto e s tend to be e sy to
MARKET DEFINITION AND SEGMENTATION
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Our product is mainly
targeted on customers likeresearchers and other
people who live in or visitAntarctica .
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LOCATION ANALYSIS
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Multi Airflow Cooling Technology-90 litrescapacity.
Water Dispenser.
Attached microwave oven.Works without Stabilizer-energy efficient.
Green Ion Door Cooling Technology-
using nanotechnology.
FEATURES
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Use of isobutene no CFCs and no
emissions saving environment fully
green.
Freezer lamp- anti bacteria doorgasket.
Ultra violet protection.
Weather proof.
And more. .
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We cannot survive just waiting for the
customer to come to us. Instead, we must get
better at focusing on the specific market whoseneeds match our offerings. Focus on the
targeted segment is the key to our future .
Therefore, we need to focus our marketing
message and our product offerings. We needto develop our message, communicate it, and
make good on it.
SALES AND MARKETING
STRATEGY
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The product would be
sold through direct marketing
and proper servicing would begiven and family catalogue is
given also workshops will be
given to the customers to usethe product.
Word of mouth is
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Our product VANDON does not have acompetitor at present. VANDON is the onlyrefrigerator using nanotechnology in the world.
Yet another uniqueness of the product is itsenergy efficiency. It does not require anystabilizer as it can vary according to the voltagesetup of 230 V and cut off voltage by145 V . The
price of the product adds to its uniqueness. Itsportable and very cheap .The future competitiveproducts are LG, SAMSUNG, WHIRLPOOL,CAPLE, DAEWOO, and VIDEOCON
COMPETITIVE PRODUCTSCOMPETITIVE PRODUCTS
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NameVANDON LG SAMSUNG WHIRPOOL
DAEW
OOCAPLE
Nanotechnology Yes No No No No No
Energy efficient
(90%)Yes No No No No No
Water dispenser Yes Yes Yes Yes Yes Yes
Price $200 $450 $550 $300 $275 $375
Freon CFCs No Yes Yes Yes Yes Yes
Green door ion
coolingYes yes yes No No no
COMPARISON OF VANDON AND
OTHER PRODUCTS.
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Features Functions Benefits and proof
Using nanotechnology Prevents bacteria, Cheap,smallest,hygeine
Energy efficient Not affect ozone layer Save 95% electricity
Works without stabilizer Energy efficientDont waste extra penny on
stabilizer, cost effective
Green door ion cooling Determine freshness of foodFood can stay fresh for 15
days .
Water dispenser Cooling Cooling prevents heat
FEATURES , FUNCTIONS AND
BENEFITS
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PRICE
Product Retail Intro pricing Comp .upgrade Version upgrade
Vandon $200 $180 depends Depends
For 90 l basic model
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Malfunctions if any occurs for the
product it will be immediately serviced
or replaced within 15 hours in
Antarctica.
They could login to our website
where they register their complaints
through internet or inform through
tele hone.
CUSTOMER SERVICE