This is a brief marketing plan created for my Principles of Marketing class. It's for a state of the art, smart, refrigerator, called the Digi-Fridge. I created the logo as well.

1. Marketing Plan
MKTG - 310
Dr. Wayman
April 22, 2015
Project Team Members
Matt Frappier
Sam Cavlovich
Jake Marshall

2. EXECUTIVE SUMMARY
The Digi-Fridge is a customizable smart refridgerator that includes new-to-the-industry
technology. The product will be marketed to upper middle class and upper class 30-50 year olds,
and will fill the market gap of a lack of customization and efficiency in refrigerators. This
product is designed to save the consumer time, which also appeals to tech savvy individuals or
those with an on-the-go lifestyle.
The Digi-Fridge will include many customizable features and be available online and in
every major retailer. The product will be available in two base models with the possibility for
online-only options for customizing the product’s size and design. It will feature a touchscreen
monitor, barcode scanners, and a mobile app that allows the consumer to view their available
ingredients and recipes out of the items you have. The app will also notify the owner when
they’re out of certain items.
To be profitable, cover all expected expenses in the short term, and pay off the
outstanding debt from the factory startup and supplies expenses, the base model of the Digi-
Fridge will be priced at $5,000. Customization options will add a pre-determined fee to the
overall cost.
The company has several short and long term goals to accomplish with Digi-Fridge.
Within one month, an advertising campaign will be launched in order to increase the consumer’s
awareness of the product, and various social media accounts will be created to stay connected
with them. Also, within the first year the company’s goal is to capture five percent of the
market. Lastly, the company hopes to have Digi-Fridge available in all major retailers in ten
years from startup.

3. TABLE OF CONTENTS
Page Number
1 Executive Summary and Group Members
2 Table of Contents
3 Market Description and Product Review
4 Competitive Review and Distribution Review
5 SWOT Analysis and Objectives and Issues
6 Marketing Strategy: Positioning, Marketing Research, and Marketing
Organization Overview
7-8 Marketing Organization: Product, Price, Distribution, and Marketing
Communications Strategy
8-9 Action Program, Budgets, and Controls

4. MarketingSituationAnalysis______________________________________
MarketDescription
Target market traits for the Digi-Fridge:
● Demographic traits:
○ Upper middle class to upper class.
○ 30-50 years old.
● Geographic trait:
○ Located in the United States (not region-specific).
● Psychographic traits:
○ Tech-savvy.
○ Interested in saving time and being efficient.
○ On-the-go lifestyles.
TargetSegment CustomerNeed Corresponding
Feature/Benefit
30-50 year old upper middle
to class-upper class.
Organization and efficiency. Convenience, customizable,
easy to use.
Those with an on-the-go
lifestyle.
Time saving appliance. Efficient.
Tech-savvy individuals. Newest technology. Improved technology.
● Main target market: 30-50 year old, upper-middle class to upper class individuals.
● Market gap being filled: The ability to customize a refrigerator to the consumer’s
specifications.
ProductReview
The Digi-Fridge will be the only product offered by the company to consumers. It will be offered
online and through various retailers and has a base model price of $5,000 that rises with
customization.
● Customizable features include:
○ Touch screen display size.
○ Wide-variety of color options.
○ Side-by-side or French door variants.
○ Custom (length x width x depth) size range.
● Basic models will have many of the same features, but will not be customizable.

5. CompetitiveReview
The Digi-Fridge has 3 major competitors in the refrigerator industry:
● Samsung:
○ Position: A leader in the refrigerator industry with a high market share: consistent
product quality and a good track record make their products more attractive. They
are not known for their refrigerators though.
○ Strategy: Focus on marketing updated refrigerators that are modern and include
unique features.
● Whirlpool:
○ Position: A well-known appliance manufacturer that has the highest market share
in the refrigerator industry. Their long history with making refrigerators that are
high quality has created a sense of trust among consumers.
○ Strategy: Create refrigerators that will appeal to a variety of segmented markets.
● LG:
○ Position: A dominator of the refrigerator industry, with the second highest market
share: fair prices and proven product quality create consumer confidence.
○ Strategy: Launch an aggressive marketing campaign that highlights their
introduction of new refrigerators that are more convenient for the customer.
DistributionReview
● Distribution in the refrigerator industry:
○ Most common and effective methods of distribution in the refrigerator industry:
● Retail availability.
● Online availability through retailer or manufacturer.
○ Sales continue to remain steady as a result of this distribution strategy.
● Digi-Fridge will follow the same strategy and offer their product online through their
website and in-store through various major retailers.

6. SWOT Analysis
Strengths 1) The product has a wealth of customization options for size, color,
and amount and placement of doors.
Weaknesses 1) Due to the product’s size and customization options, distribution
and storage will be challenging.
Opportunities 1) The amount of
technology used in
home appliances is
increasing.
2) Upcoming tech
shows like CES and
E3 are a great way to
generate interest in
the product.
3) Consumers are
increasingly looking
for customizable
products that suit
their needs.
Threats 1) Most of the target
market already owns
a refrigerator.
2) Competitors may
copy the product’s
design and features.
3) People may not
buy in to the “smart
refrigerator” concept.
● Threat #2 will be negated once a patent is filed.
● Threat #1 and #3 will be managed through heavy promotion on the product’s value and
making the product easily accessible to consumers.
● Opportunity #1 will be used as a focus for advertisements that will relate to the “smart”
moniker in the product’s name, and its ease of use.
● Opportunity #2 will be taken advantage of by reserving a space at popular tech shows.
● Opportunity #3 will be capitalized on through advertising the depth of customization
options available to consumers.
Objectives andIssues
Launch a promotion campaign within 1 month to advertise product benefits.
● Issue: What are the best avenues for promoting the product’s benefits?
Capture 5% of the market in the first year and increase that to 10% in the second year.
● Issue: How can the company effectively attract and maintain customers?
Basic models available in all major retailers that stock refrigerators within 10 years.
● Issue: How will the company keep up with long-term retail and consumer demand?

7. MarketingStrategy_____________________________________________
MarketPositioning
The product is designed to fulfill the consumer’s need for a customizable appliance that fits their
specifications and the need for a more functional, time and energy-saving home appliance.
● The core product is designed for the modern consumer.
● The core product offers the tech savvy consumer a way to upgrade their home further.
● The technology in the core product is efficient, saving the consumer money over time.
● The actual product can be customized to suit the consumer’s preferences, a first in the
industry.
● Current competitors offer refrigerators that come with set sizes and features that may not
accurately reflect the customer’s needs.
MarketResearch
● Is there demand for a customizable smart refridgerator?
● What features are missing from refrigerators that would attract consumers?
● What is the most efficient supply chain method used in the refrigerator industry?
MarketOrganizationOverview
The marketing functions of Digi-Fridge will be organized with an emphasis on the product and
the consumer.
● By product: To have base model refrigerators available in retail stores.
● By customer: To offer customized refrigerators to individual consumers.

8. MarketingOrganization__________________________________________
Product
The Digi-Fridge is a “smart” refridgerator designed to save time and make life easier. The
product uses new-to-the-industry technology and is customizable.
● Built-in barcode scanners that add products to a database as you place them in the fridge.
● 8 or 10 inch, built-in touchscreen that displays the product’s unique UI system.
● Included mobile app that shows what ingredients the owner has, send reminders for
regular ingredients that are running low, and suggests recipes.
● Available in Side-by-Side and French Door models.
● Customizable colors and designs to match kitchen or man cave.
● Free delivery and installation.
● Repairs included in 5-year warranty.
Price
● A skim-pricing strategy will be used for the Digi-Fridge.
● The Digi-Fridge will be sold at a base price of $5,000 with no customization options. The
price accounts for:
○ The incorporated tablet.
○ The cost of app development.
○ The cost of refrigeration and freezer compartment parts.
○ The cost of barcode scanning technology.
● With customization options, the Digi-Fridge’s price will vary
○ A Custom color will add $250.
○ A custom graphic will add $250.
○ Customizing the product’s dimensions will add $500.
○ A 10-inch screen (as opposed to the 8-inch standard) will add $250.
Distribution
● In order to effectively reach the target market, a mass-market distribution strategy will be
utilized by the company: The company’s product will be available nationwide from two
sources:
○ The Digi-Fridge will be offered for purchase through the company’s website.
○ The Digi-Fridge will be offered in large retailers, such as Best Buy, Sears,Target,
Walmart, etc.

9. MarketingCommunicationsStrategy
● Informing:
○ Paid Media: Commercials will show people using the product in a real life setting,
showing the many ways that it can improve home life.
○ Personal selling: Product demonstrations and Q&A sessions on YouTube.
○ Owned Media: Create a website, Facebook page, Twitter account, and YouTube
channel to have a solid social media presence.
● Use both push and pull strategies:
○ Generate interest through commercials and social media presence.
○ Demo product in stores to gain attention of retailers and consumers.
Action Program________________________________________________
NecessaryActions
1. Start manufacturing and begin developing an advertising campaign immediately.
● Allocated time for completion: one month.
2. Start accepting orders and create new advertisements will be introduced once the six
month mark is reached.
● Allocated time for completion: six months.
3. Assess progress on the company’s goals after one year and make any necessary changes
to the company’s objectives and strategies.
Budget:
1. Required Funds
● Factory, building, and equipment costs: $15,000,000
● Total cost for production in the first year: $2,400,000,000
● Profit is not expected in first year of operation. Much of the revenue will go to
investors.
2. Expected Sales
Year Units Sold Percent Market Share Revenue
1 400,000 5% $2,800,000,000
2 800,000 10% $5,600,000,000
3 1,000,000 12.5% $7,000,000,000
3. Expected Expenses
● Total cost of production for the first year (materials, labor, research and
development and overhead): $5,000,000

10. ● Necessary price markup: 16.75%.
● Advertising campaign expense: $10,000,000
Controls
● Goal: Launch marketing campaign within first month of project.
○ Measure of Performance: Execute planned marketing communication strategies
and use customer surveys to determine the reach of the advertising campaign.
● Goal: Capture 5% of the market in the first year and 10% by the end of the second year.
○ Measure of Performance: Compare company sales to the total market sales.
Achieving desired market share would mean selling 400,000 units in the first year
and 800,000 units in the second year.
● Goal: Availability of basic models in all major retailers.
○ Measure of Performance: Build and ensure connections with retailers such as Best
Buy, Sears, Target, Walmart, etc.