an marketing presentation on new product

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