This document discusses Koolcage, a brand of freezers established in 1960 located in Nagpur, India. It provides details on Koolcage's product lines for households and commercial users with varying capacities. The document outlines Koolcage's strategies to become a global brand, which includes restructuring processes, developing a new logo and design, expanding their product portfolio, and increasing brand recognition through marketing campaigns. It also discusses Koolcage's target customers, cities, distribution process, and pricing strategy aimed at higher-income customers. In summary, the document provides an overview of Koolcage's history and freezer products as well as their business strategies to grow into a global brand.

1. A cool brand for freezing food
KOOLCAGE

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

3. PRODUCT

Capacity
I.
II.
Households
Restaurants and Hotels

Looks

Environment Friendly
5

Inverter liner compressor

4. PRODUCT USP
Nitrogen
Freezing
Warranty Period
Digital Sensors

5. MAKING IT A GLOBAL BRAND

Koolkage believes in innovation so it has
restructured its process.

Koolcage came up with new Logo & Design.

6. 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


7. BEST STRATEGY
Increase Brand recognition & recall.
 Centralize Marketing
 Product Improvement.
 Lifestyle Segmentation.


8. More Fresh, More Fast… More Healthy
Nano technology
Control with one click

9. POSITIONING
Attribute related positioning
STRATEGIES
(USP)

Demographic
Related Positioning

10. MARKET SEGMENTATION

Geographical (Metro Cities)

Demographic (upper middle class, Upper
class)

11. TARGET CUSTOMER
Household
Commercial Group

Double income group

Hotels

Higher income group

Canteens

12. TARGET CITIES
Mumbai
 Pune
 Bangalore
 Chennai
 Hyderabad
 Jaipur
 Ahemdabad
 Delhi


13. Distribution Process
Manufacture
Warehouse
Distribution
Retail

14. DISTANCE AND COST
Manufacturing To
Warehouse
Distance
Transportation Cost
Nagpur - Bhiwandi
806km
Rs 33852
Nagpur –Hydrabad
500km
Rs 21000
Nagpur –Jaipur
950km
Rs 40000

15. 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

16. PRICING STRATEGY
Market-skimming pricing
 Skim the profit from the market.

Quality with reference to price.

High price in respect to target group.

17. Customers
House-hold
Refrigerating
Commercial
Refrigerating

18. HOUSE-HOLD REFRIGERATING
CAPACITY
PRICE(Rs.)
321 LTRS
53,800
350 LTRS
57,800
390 LTRS
61,800

19. COMMERCIAL REFRIGERATING
CAPACITY
PRICE(Rs.)
685 LTRS
149000
765 LTRS
177000
820 LTRS
198000