KOOLCAGEA cool brand for freezing food

KOOLCAGE

Established in 1960. Specialty only in fridges. Factory Location - Nagpur Multi brand outlets

PRODUCT

CapacityI. HouseholdsII. Restaurants and Hotels

Looks

Environment Friendly 5

Inverter liner compressor

PRODUCT USP

Nitrogen Freezing

Warranty Period

Digital Sensors

MAKING IT A GLOBAL BRAND

Koolkage believes in innovation so it has restructured its process.

Koolcage came up with new Logo & Design.

BRANDING STRATEGIES

New product portfolio. Changed the focus from lower end to

higher end. Global brand visibility. Tvc, Outdoor advertisement & Print

Media. Improved Communication, relationship

with distributors. Centralized Marketing strategy

BEST STRATEGY

Increase Brand recognition & recall. Centralize Marketing Product Improvement. Lifestyle Segmentation.

Nano technology

Control with one click

More Fresh, More Fast… More Healthy

POSITIONING STRATEGIES

Attribute related positioning(USP)

Demographic Related Positioning

MARKET SEGMENTATION

Geographical (Metro Cities)

Demographic (upper middle class, Upper class)

TARGET CUSTOMER

Household

Double income group

Higher income group

Commercial Group

Hotels

Canteens

TARGET CITIES

Mumbai Pune Bangalore Chennai Hyderabad Jaipur Ahemdabad Delhi

Distribution Process

Manufacture Warehouse Distribution Retail

DISTANCE AND COST

Manufacturing To Warehouse

Distance Transportation Cost

Nagpur - Bhiwandi 806km Rs 33852

Nagpur –Hydrabad 500km Rs 21000

Nagpur –Jaipur 950km Rs 40000

DISTANCE AND COST

Warehouse to Target Cities

Distance Cost

Bhiwandi – Mumbai 33km Rs 1409

Bhiwandi – Pune 154km Rs 6468

Jaipur – Delhi 272km Rs 11424

Jaipur – Ahemdabad 680km Rs 28560

Hydrabad – Chennai 633km Rs 26586

Hydrabad – Banglore 570km Rs 23898

PRICING STRATEGY

Market-skimming pricing Skim the profit from the market.

Quality with reference to price.

High price in respect to target group.

Customers

House-hold Refrigeratin

g

CommercialRefrigerating

HOUSE-HOLD REFRIGERATING

CAPACITY PRICE(Rs.)

321 LTRS 53,800

350 LTRS 57,800

390 LTRS 61,800

COMMERCIAL REFRIGERATING

CAPACITY PRICE(Rs.)

685 LTRS 149000

765 LTRS 177000

820 LTRS 198000