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
• Target colleges in states with
maximum enrollment.
• Depending upon college
enrollment month, roll out the
product.
• Visit various motels/hotels &
housing areas via salesforce
Marketing:
• Conduct surveys in motels,
housing and analyzing retailer
capacity & footfall
• Target Student fairs and display
demo products in colleges,
motels and hotels
Q2
• Target distributor establishment –
near small housing areas where
survey displayed a positive response
• Target Retailer with product displays
and surveys
• Sales force targeting new colleges
and new hotels/motels
Marketing:
• Viral Marketing,
• Trade shows & Fairs
• Retailer and distributor
surveys
Q3 Q4
• Strengthening the distribution • Concentrating on geographic
channels developed in Q1 & expansion
Q2
• Pushing sales to complete the
• Starting looking for new targets
markets. Expansion of current
market. Increase in market cap.
Marketing: Marketing:
• Offline ads – pamphlets, • Display layouts/Dummy models at
promotions, hoardings retails shops,
• Festive posters (Thanksgiving) • radio ads,
• Promotional festive discounts • print media
• 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.