Melyn Green Refrigerator: Market Analysis and Marketing Strategies

This report assesses the viability of the Melyn Green Refrigerator in the Australian market, highlighting its sustainability and potential for high ROI. It analyzes the environmental factors, market dynamics, and customer behavior, concluding that the product aligns well with Australian consumer preferences. The report outlines detailed marketing strategies, including product positioning, pricing, placement, promotion, and implementation plans. Financial objectives include revenue targets, profit margins, and ROI projections. The target market focuses on urban areas and middle-income consumers who prioritize eco-friendly products. The report emphasizes the use of various marketing channels, including digital media, public relations, and partnerships, to promote the refrigerator's energy-saving features. The marketing implementation section includes a detailed action plan with timelines, responsibilities, and budget allocation. The report concludes with evaluation and control methods to ensure the success of the marketing strategies.

Running head: MARKETING PRINCIPLE
Marketing Principle

MARKETING PRINCIPLE 2
Executive summary
The key purpose of this report is to assess the viability of Melyn Green Refrigerator in an
Australian market. From the finding of the report, it can be evaluated that Melyn Green
Refrigerator offers the sustainability to an environment. It is analyzed that Australian
environmental factor also supports this product hence it will be beneficial to meet the objectives
of the project. It can be stated that company will use different marketing strategies to promote
the products and services. These strategies are products, price, placement, people, process,
physical evidence, and promotion. It will also use targeting strategy to target the potential
customers for this product. It is also determined that company can get high ROI from this project
in a specified time period.

MARKETING PRINCIPLE 3
Table of Contents
Executive summary.........................................................................................................................2
Current situation..............................................................................................................................4
Background to sustainable offering.............................................................................................4
Environmental analysis................................................................................................................4
Market and customer analysis......................................................................................................4
Objectives........................................................................................................................................5
Financial objectives......................................................................................................................5
Marketing objectives....................................................................................................................5
Stakeholder objectives.................................................................................................................5
Target market...................................................................................................................................5
Marketing strategies.........................................................................................................................6
Positioning...................................................................................................................................6
Product/offering...........................................................................................................................6
Optional additional product-related strategies.............................................................................7
People.......................................................................................................................................7
Process......................................................................................................................................7
Physical evidence.....................................................................................................................7
Price.............................................................................................................................................8
Placement.....................................................................................................................................8
Promotion/Marketing communications........................................................................................9
Marketing implementation...............................................................................................................9
Budget............................................................................................................................................10
Evaluation and control...................................................................................................................11
References......................................................................................................................................13

MARKETING PRINCIPLE 4
Current situation
Background to sustainable offering
Melyn Green Refrigerator provides the high-quality home services related to food storage and
preservation. This product also facilitates a resolution to gain demand of energy in the home. It
also depends on the function of solar energy. Solar energy is a clean and renewable source of
energy. Therefore, it provides sustainability to the environment. Furthermore, this new product
will need to invest less amount of money. It will offer the fridge users (Jobber, and Ellis-
Chadwick, 2016). This product promoted the energy conservation and also encourages the
financial sustainability and sustainable use of energy in a home setting.
Environmental analysis
The environment of the political system is very constant in Australia which facilitates an
effective environment for development and growth of Melyn Green Refrigerator. But, at the
same time, the Australian economic environment can negatively impact on sales volume of the
company due to global financial meltdown. Besides this, the social factor like beliefs, attitudes,
and perception of consumers act in favor to Melyn Green Refrigerator. This product is designed
by using advanced technology which makes sure the efficiency. Along with this, the Australian
atmosphere is largely affected through pollution but Melyn Green Refrigerator promotes the
sustainability in an environment (Goworek, and McGoldrick, 2015). Consequently, this product
will be accepted in an Australian market.
Market and customer analysis
This product is used in a consumer market hence this product can be directly delivered to
retailers and consumers to increase their profits. There are a high amount of potential consumers
who can be interested in solar-energy refrigerators.

MARKETING PRINCIPLE 5
Further, it is analyzed that current consumers are sensitive towards the environment and their
consumption can impact on the environment. Hence, they need products which are eco-friendly
such as Melyn Green Refrigerator. Moreover, consumers can get a renewable source of energy at
affordable prices (Moriarty, et. al., 2014). The Australian consumers give priority to high-quality
product hence it is beneficial for Melyn Company to sell Melyn Green Refrigerator to Australian
consumers because this product delivers added value to them.
Objectives
Financial objectives
 To attain the revenue of approximately $1, 50,000 per annum from this product (it is about half
value of average Melyn Company)
 To increase the net profit of about 15% of revenue
 To gain the return on investment by 12%
Marketing objectives
 To increase the customer satisfaction on all products by 90%
 To obtain promotion and endorsement through local celebrities
Stakeholder objectives
 To provide save energy system by 90%
 To become familiar and participated in government energy-saving campaign
Target market
Melyn Company should target the market on the basis of geographical, demographical and
psychographic factors. Under the geographical category, the company will target the urban areas
of Australia. Under the demographical factor, the company should segment the market on the
basis of age, gender, and income. For launching Melyn Green Refrigerator product, the company

MARKETING PRINCIPLE 6
will select the above 24 years ages of people. Further, it will also target the both male and female
to deliver the products because this can be used by both people. It will also target the middle-
class income in order to cover a wide range of products (Weinstein, 2013). Under the
psychographic factor, the company will select to that individual who gives priority to take eco-
friendly products.
Marketing strategies
Positioning
“To attract the medium class people, who need to keep safe food storage, Melyn Green
Refrigerator is a food storage system that allows it to stay connected with people because it
provides safe food storage and preservation solution at an affordable price than the competing
technologies”.
The company can also create the positioning in the market by delivering the added value to
customers. It will also provide the financial sustainability to end-users by delivering solar power
in its products as it is a key source of energy. At the same time, it will also facilitate the durable
and high quality of refrigeration equipment to store the food with the domestic purpose
(McHugh, and Krukonis, 2013). As a result, it can be stated that Melyn Green Refrigerator will
create a positive image in the customer’s mind.
Product/offering
Melyn Green Refrigerator will deliver the high-quality of food storage and also provides the
facility of preservation services in their residence. This product also facilitates a resolution to
gain energy demand in homes. This product is created for domestic purpose hence company will
provide Melyn Green Refrigerator at an affordable price (Ennew, et. al., 2013).

MARKETING PRINCIPLE 7
Optional additional product-related strategies
People
The company should create the habit of thinking in the perspectives of people who are available
inside and outside of the business. Since, these people are responsible for every activity related
to sales and marketing. Melyn Company will recruit the right people at the right time for placing
the right position as it would be beneficial to attract more customers towards this new product.
Along with this, the company can hire HR manager who has proper skills and abilities to recruit
the best workforce for influencing the customers (Moore, et. al., 2016).
Process
Melyn Company should use effective procedure and flow of activities by which services and
products will be delivered as it is essential to marketing strategy. In this way, the company can
use information systems and queuing systems to make effective relation with the customers as it
would be beneficial to create brand loyalty among customers. Further, the information system
will enable the company to keep the record of customer’s data hence it can provide offers to their
customers and also get feedback from them (Armstrong, et. al., 2014). Consequently, Melyn
Company can attract a large number of customers towards their products and services.
Physical evidence
Physical evidence is ability and atmosphere where products and services will be delivered to
customers. In this way, the company will provide wide space to assess the products, self-service,
and attractive light to check the product’s condition. It will also provide the different payment
mode to pay the amount of swipe machine, cash, and e-channels. The company will also provide
the brochures and data regarding the products as it will aid to the customer for selecting the

MARKETING PRINCIPLE 8
products. As a result, it will increase the positive experience among existing customers because
the company will satisfy to them (Wells, 2013).
Price
Melyn Company should adopt the penetration pricing and competitors oriented strategy to attract
the customers. In this way, it can set its prices of product at a lower marginal rate as compared to
its key market participants. Since, economic pricing strategy aids the company to persuade the
huge potential customer and gain their share in the consumer market. The actual manufacturing
cost of Melyn Green Refrigerator is less as compared to other brands in the market because of
cheap labor. Therefore, it can easily implement economic pricing strategy and still produce good
revenues (Varey, and Pirson, 2013).
Placement
The place is a marketing strategy in which products will be actually sold. In this way, the
company can create the habit of assessing and reflecting the exact location in which customer
attains the salesperson. Moreover, Melyn Company can sell Melyn Green Refrigerator in many
different places like direct selling where it can send their salespeople to personally meet and talk
with the potential customers. It can also use telemarketing in which can take orders through
email and phone. It can also sell their product at a trade show and in retail shops. It can also use a
combination of these methods to increase the revenue of product. It can also use B2C marketing
which is a modern marketing strategy to sell the products and services (Idowu, et. al.,
2013). These channels can be beneficial for the company to increase the demand of customer
towards their products.

MARKETING PRINCIPLE 9
Promotion/Marketing communications
Melyn Green Refrigerator can be easily promoted due to its ecological status. In this way, Melyn
Company can promote the concept regarding green ideas which is part of the community.
Therefore, the community will actively support to save the energy and creating more demand of
the customers. Further, the company can promote their product through different electronic
media such as radio, television, print media, newspaper, magazines, and billboards. In the current
scenario, customer highly uses social media hence company can use this media to promote their
products (Brindley, and Oxborrow, 2014). In this way, it can use different modes such as
Facebook, YouTube, and Twitter.
Marketing implementation
The company will implement the following action plan to advertising and marketing of Melyn
Green Refrigerator:
Marketing activities
The company will use different marketing channels like radio, and newspaper. It will also do
hangout the handouts, discount vouchers, and brochures at a sports event. Along with this, it will
gather the database of customers who comes under the loyalty member. It will also organize
different types of public relations campaigns such as energy saving seminars and food storage
and preservation events (Idowu, et. al., 2013). It can also provide small sponsorship to a local
sports club.
Target completing duration
This project will be completed at 2/11/2017 as it will facilitate the company to adequate time to
get prepared the products in the first week of November.
Responsibilities

MARKETING PRINCIPLE 10
Radio/newspaper marketing- salesperson
Handouts and social media marketing- marketing manager
Databases- all workforces who are on the job
Public relations and sponsorship- sales team will organize the event and seminars
Expenditure
Appropriately $7, 000,000 will be required to meet the project.
Budget
Projected Budget for Melyn Green Refrigerator
Revenues (in $)
Sales 10,000 units @ approximately $9000 each 90,000,000.00
Less: Production cost
Raw material 10,000 units@ approximately $6000
each
60,000,000.00
Less: Distribution costs
Fuel 12000
Less: Marketing costs
Advertising 40000
Databases 8000
Public relation 7000
sponsorships 18000
Sales promotion 16000
Total marketing cost 89000
Less: other expenses
Utilities 70000
Rent 250,000
Wages@12% of sales 10,800,000.00
Superannuation @9% of wages 972,000.00
Insurance 10000
GST@12% of sales 10,800,000.00
Total other expenses 22,902,000.00
Projected profit 6,997,000.00
Proposed Return on
Investment
Equipment purchased
5000
0

MARKETING PRINCIPLE 11
Delivery truck
2700
0
ROI
7700
0
Evaluation and control
The method is used for evaluating the success of marketing strategies. However, it depends on
the different types of objectives:
Financial Evaluation
Revenue: it will be monitored on a weekly basis by cash register report to make sure targets are
attained
Profits and ROI: It will be calculated annually at the end of financial year and it will be
compared from projected budget and also applies to revenue
Wages: it will be monitored on weekly and determined against our sales to make sure the store
uses are no greater than 15% of revenue on wages (Wells, 2013).
Marketing Evaluation
Market share-determines revenue at the end of financial year to assess if company has attained
target of 12%
Customer satisfaction- Company will use online and in-store questionnaire to get feedback from
customers and take satisfaction rating about the product
Endorsement- Company will approach the aforementioned organizations and request them to
recommend our products (Varey, and Pirson, 2013).
Stakeholder’s evaluation
Save energy- company will assess solar energy in each product. It will also compare their energy
system with their key competitors.

MARKETING PRINCIPLE 12
Energy saving campaign- it will also participate in government energy saving research and
demonstrates it on the television as a sponsor (Armstrong, et. al., 2014).

MARKETING PRINCIPLE 13
References
Armstrong, G., Adam, S., Denize, S., and Kotler, P. (2014) Principles of marketing. Australia:
Pearson.
Brindley, C., and Oxborrow, L. (2014) Aligning the sustainable supply chain to green marketing
needs: A case study, Industrial Marketing Management, 43(1), pp. 45-55.
Ennew, C., Waite, N., and Waite, R. (2013) Financial services marketing: An international
guide to principles and practice. UK: Routledge.
Goworek, H., and McGoldrick, P. (2015) Retail marketing management: Principles and
practice. Australia: Pearson Higher Ed.
Idowu, S. O., Zu, L., and Gupta, A. D. (2013) Encyclopedia of corporate social
responsibility (Vol. 21). N. Capaldi (Ed.). New York: Springer.
Jobber, D., and Ellis-Chadwick, F. (2016) Principles and Practice of Marketing. Australia:
McGraw-Hill Education.
McHugh, M., and Krukonis, V. (2013) Supercritical fluid extraction: principles and practice.
UK: Elsevier.
Moore, K. N., Swisher, M. E., Rodriguez, J. C., Blevins, M., Hogan, M., Hunter, L., ... and
Redhage, D. (2016) Principles guiding practice: A case study analysis of the principles of
sustainable agriculture for diverse farms, Journal of Agriculture, Food Systems, and Community
Development, 6(3), pp. 61-89.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., and Spence-Stone, R.
(2014) Advertising: Principles and practice. Australia: Pearson.
Varey, R., and Pirson, M. (Eds.). (2013) Humanistic Marketing. Berlin: Springer.
Weinstein, A. (2013) Handbook of Niche Marketing: Principles and Practice. UK: Routledge.

MARKETING PRINCIPLE 14
Wells, G. (Ed.). (2013) Sustainable business: Theory and practice of business under
sustainability principles. UK: Edward Elgar Publishing.