University Marketing Report: Melyn Green Refrigerator Launch

The report presents a marketing plan for the Melyn Green Refrigerator, a new product designed for domestic use, offering enhanced food storage and preservation with a focus on sustainability through solar power. It covers the current situation, highlighting the need for energy-efficient appliances and the growing Australian market. The report outlines financial, marketing, and stakeholder objectives, including target market identification (middle and upper classes), and marketing strategies such as positioning, product offerings (durable, lightweight, and dry food preservation), pricing, placement, and promotion. Implementation, budget, and evaluation metrics are also discussed, emphasizing the importance of regular audits, customer feedback, and tracking new customer acquisition to ensure marketing success. The plan aims for market leadership in the Australian refrigeration market.

New product offering: Melyn Green Refrigerator 1
MELYN GREEN REFRIGERATOR
Name:
University
Course:
Lecturer
Department
Date

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New product offering: Melyn Green Refrigerator
Table of Contents
Executive summary.........................................................................................................................2
Current situation..............................................................................................................................2
Objectives........................................................................................................................................3
Financial objectives.....................................................................................................................3
Marketing objectives...................................................................................................................4
Stakeholder objectives.................................................................................................................4
Target market...................................................................................................................................5
Marketing strategies........................................................................................................................5
4.3 Price.......................................................................................................................................7
Financial....................................................................................................................................10
Marketing...................................................................................................................................10
Environmental............................................................................................................................10
Reference List................................................................................................................................11

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Executive summary
Melyn Green Refrigerator is a consumer good that is created for the purpose of domestic use.
This product offers enhanced food storage and preservation services in homes. The product also
offers a solution to the increased demand of energy in homes. The core level offering of Melyn
Green Refrigerator is the product’s ability to offer safe food storage and preservation solutions to
end-users at a much-reduced cost to promote financial sustainability by using solar power as the
primary source of energy (Kuhlman & John, 2010). The actual product is high-quality and
durable refrigeration equipment for food storage purpose in domestic settings. Finally, the
augmented offering of this product is its ability reduces the amount of domestic energy
consumption that is attributed to the use of refrigerators in homes. In addition to this, Melyn
Green Refrigerator come along with addition photovoltaic solar panel at a subsidized cost and
free installation services to ensure that the customer uses solar energy to power the fridge.
Current situation
The future of technology lies in the hands of the individuals who conduct research and improve
the current situation. Today majority of refrigeration is done through electricity run appliances
which hinder the usability in remote areas. Also, the population is not in a position to meet
recurrent expenditures due to the high cost of living. There is need to invent Melyn Green
Refrigerator which does not use electricity.Melyn Green Refrigerator enhances environmental
sustainability as it depends on solar energy to operate. Solar energy is a renewable source of
energy. Solar energy is also a clean source of energy, and hence, it is sustainable to the
environment. Also, the new product to be offered will reduce the amount of money spent by
fridge users and promote energy conservation, and hence, it promotes financial sustainability and
sustainable use of energy in a domestic setting.

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The consumers have the perception that Melyn Green Refrigerator is of high-quality and durable
food storage appliance. The organization intends to be a leader in the Australian market as far as
refrigeration equipment is concerned. Through putting of the required mechanism from the
internal and the external side of the company, Melyn Green Refrigerator will be with time be one
of the best product in the market.
Objectives
Before the release of the product in the market, it is important to have all the objectives be set in
a way that they give a guideline of everything that will take place and the expected outcome.
Having the plans listed in the first place help an organization to analyze the various factors that
may lead to the success as well as the failure of a particular organization. When an organization
has plans set in a particular way, it becomes easy to implement as the organization can be
subjected to changes that will take promptly. Also, giving a guideline to an organization’s
product ensures that the needs of the customers are met with ease with little chances of failure. In
the case Melyn Green Refrigerator, plans have to be drafted and analyzed to ensure that only
what is important have been followed in the right manner. Guidelines are stated in form of
objectives. In the context of Melyn Green Refrigerator objectives will include:
Financial objectives
Under the financial objectives, the organization will ensure that the prices that are set are
affordable and in line with the current state of the market to ensure that the customers get the real
value of their money. Also, the organization will ensure that it uses effective costing methods to
cut down the cost of operation which will maximize the profit margin levels. The Net profits per
annum should be evaluated annually to give the organization a chance to conduct an analysis of
the past failures to provide a room for correction and increase the levels of profits.

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Marketing objectives
One of the fundamental marketing objectives that should be looked upon is ensuring that the
customers are aware of the existence of a particular product and service in the market. In this
context, the customers should be made aware of Melyn Green Refrigerator being introduced in
the market. Before a release of a product, a feasibility study should be carried out to identify the
target population and the most applicable way of reaching them. In the era where technology has
turned out to be one fastest way of communication, the organization will be in the frontline to
use the internet to make the users aware. Another strategy for marketing Melyn Green
Refrigerator should be giving a certain percentage of the company to the society. When the
society owns a particular percentage of the organization they tend to ensure that the goods are
sold so that they can make a profit as well. Also, through use of dealers as a way of distributing
the products, the organization reduces the number of stalls required for storage to which
translates to recurrent expenditures minimised.
Stakeholder objectives
One the stakeholders that are found in any marketing project is the government. The government
is tasked with the responsibility of ensuring that its citizens are protected from manipulation
from manufacturing through low quality, unfair process, and hazardous manufacturing activities.
The company should operate under the guidelines set by the government regarding the electrical
appliances. In the course of manufacturing, waste reduction strategies should be applied to
ensure that the waste that is released into the environment where people live is not a pollutant.
Treatment and recycling of waste have to be encouraged. Finally, the organization should to
introduce programs that are aimed at ensuring that the community participates in waste
management. The programs should cover but not limited to how to repair and maintain the

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Melyn Green Refrigerator to ensure that chances of materials cannot decompose being released
to the environment are minimal.
Target market
The Australian Market for the consumption of electric appliances is growing at an alarming rate
in the last couple of decades. One of the reasons as to why the market of appliances such as
refrigerators is increasing is due to the fact that the population is growing gradually. On the other
hand, the issue of urbanization is taking a new direction as the majority of the youths are moving
towns in search for employment. Due to this reason, a method of food preservation has turned
out to be a major issue in many households. The solution that is currently available is the use of
refrigerators that are powered by electricity. One of the limitations that are available is the cost
of electricity that is moving up due to high consumption rates as well as taxes. Also, the electric
refrigerators are expensive to acquire. Therefore introducing an affordable Melyn Green
Refrigerator that uses solar energy to operate, it will be one of the best solutions to the problems
that the society is facing. Both the middle class and the upper class in the community that
requires refrigeration will have found a long lasting and a cost-effective solution to their
problem.
Marketing strategies
4.1 Positioning
Melyn Green Refrigerator will be released at an affordable price that is favorable to low-income
earners who are in need of food refrigeration. When a product provides a solution to the current
problems with reduced recurrent expenditures, the result is the majority of the consumers
purchasing the product. When consumers become occupied by the use of a particular product, it

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becomes comes competitive. Primary research should be conducted regularly to identify the
changes that are occurring in particular market and change accordingly to remain competitive.
4.2 Product/offering
Melyn Green Refrigerator is designed with elements of durability incorporated. The product is
lightweight and able to store energy for a longer period of more than 12 meaning that during the
night chances of heating up are reduced. The material used reduces conduction heat which
implies that the external environment does not affect the internal. Melyn Green Refrigerator can
be used to preserve food while maintaining dryness which makes it unique implying that food
preserve does not waterlog as with the electric refrigerators that form ice which at some point
melt waterlogging the food stored.
4.2 Optional additional product-related strategies for service-oriented
offerings
4.2.1 People
The needs of the customers should be dealt with by the employees who have gone through
customer service training to enhance the satisfaction of the clients. Best performing employees
should be rewarded to motivate them even perform better.
4.2.2 Process
Customer service should be given priority to ensure that delivery is done immediately a request
is made. Through the use of information system, the customer will be served on the basis of first
come first served to put considerations of distance.

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4.2.3 Physical evidence (Internal marketing; customer service)
To reduce the time spent in locating customers, the employees should make aware of how to
identify the geographical locations of the customers. Employees will be trained how to use
landmarks such as buildings in a particular area. This will be made possible by ensuring that only
a particular group or an individual serves a specific geographic location. Also, the employees
will have a unique code of dressing to be identified from a distance.
4.3 Price
 The price that will be associated with Melyn Green Refrigerator should be reasonable to
attract the clients. The cost of production should be regulated and quality maintained to
ensure that the customers get the real value of money. Also, the prices of the competing
firms should be understood first to ensure that Melyn Green Refrigerator goes for a slightly
lower price. The prices should be reviewed regularly for the organization to be always in
line with what is offered in the market.
4.4 Placement (distribution)
The customers will be reached through both direct and indirect channels. Customers that are
close to the company’s premises with be serviced by the employees while those located far away
should be served through distributors. The organisation will be in charge to ensure that the
customers are not overcharged due to distance. Also, in case of maintenance services, the
company will train the various distributors to reduce cost of maintenance.
4.5 Promotion/Marketing communications
Integrated marketing communications (IMC) concept to the promotion of Melyn Green
Refrigerator will be applied. IMC will be achieved through first conducting study to identify the

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cost-effective method that is applicable to an area. In this case, low-income earners and those in
places without power are targeted. Use of marketing teams and technology seems to be
applicable due to the fact that almost every homestead is using a mobile phone. In urban centers,
the use of billboards for advertising will be used. Also, publications of brochures will be made
which is issued in the bus terminals and busy streets to take advantage of people dispersing them.

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5. Marketing implementation
6. Budget

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7. Evaluation and control
Explain how marketing activities will be monitored to ensure success. Give specific directions as
to who will be responsible for evaluation and how it will be carried out. In particular, explain
how you will use the following (and/or other) metrics to evaluate your marketing performance
against your marketing objectives:
Financial
The regular audit should be done to know the expenditures as well as the incomes. If the Income
exceeds the expenditure then business is heading the right direction otherwise if vice versa
happens, action should be taken.
Marketing
Consumers should be given a chance to give feedback on the services offered. If they express a
dissatisfaction immediate action should be taken through rebranding. The number of new
customers should also be noted. If no new customers noted then persuasive marketing should be
conducted. The distributors and employees should be involved in the market penetration.
Environmental
Reduction in carbon emission should be enhanced. The organization should embrace
recycling of waste to enhance profit.

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Reference List
Kotler, P., Keller, K. L., Manceau, D. & Hémonnet-Goujot, A., 2015. Marketing management
(Vol. 14). Prentice-Hall, Englewood Cliffs, NJ.
Kuhlman, T. & John, F., 2010, ‘What is sustainability? Sustainability, Vol. 2, no. 1, pp. 3436-
3448.