ASSIGNMENT ON MARKETING MANAGEMENT

SUBMITTED BY :

09BA009 –ADLINE PRISCILLA A

09BA010-LIVINGSTON S

09BA011-ADLINE ESTHER

09BA012-ASHISH MASSEY

09BA013- DANIEL S
09BA014- JINJU S

09BA015-JUBIN JACOB MATHEW

09BA016-LAVANYA

STARTECH Ltd VANDON

12/11/2009
 STAR TECH LTD
WE LOVE WHAT WE ARE DOING AND WE HAVE FUN DOING IT

THE NUMBER 1 GLOBAL MANUFACTURERS OF REFRIGERATOR

BEYOND CREATIONS BEYOND INNOVATIONS

STARTECH Ltd VANDON

12/11/2009
CONTENTS:

1.0 Executive summary

1.1 objective

1.2 Target customers and analysis

1.3 Marketing definition and segmentation

1.4 Features

1.5 Sales and marketing strategy

1.6 Competitive products

1.7 Target customers and users

2.0 Product description

2.1 Key message and main benefits

2.2 Product features and functions

3.0 Pricing

4.0 Place or location

5.0 Operation plan

STARTECH Ltd VANDON

12/11/2009
1.0 EXECUTIVE SUMMARY

Our new marketing focus VANDON, made explicit in this plan, renews our vision and strategic
focus on adding value to our target market segments, the small business and high-end home
office users, in the international market. Our marketing challenge is to position our product and
service offerings of high-quality. We mainly focus on the goodwill the company is going to have
by successfully selling a refrigerator in Antarctica.

1.1 OBJECTIVE

Increase the overall sales by 20%.

This new product will give another sharp competitive edge for our other products in the
international markets.

To be the global leader in superior quality point-of-use refrigerators.

1.2 TARGET CUSTOMERS

Our product is mainly targeted on customers like researchers, carpenters and other people who
live in or visit Antarctica. It numbers between 1000 and 5000.

1.3 MARKET DEFINITION AND SEGMENTATION

We don’t have to break our markets into groups according to standard classifications used by
market research companies because we are targeting a very small population.

Exact definitions of this market segmentation is not necessary for our marketing planning
purposes here; general definitions will suffice. We know our customers tend to be heavy users,
wanting high-end systems, people who like adventure and thrill. We also know that our small
business customers tend to be easy to be convinced, much more likely to need and want
convenient stuff, and much more likely to pay for it.

STARTECH Ltd VANDON

12/11/2009
 1.4 FEATURES

• Multi Airflow Cooling Technology-90 litres –capacity.

• Water Dispenser.

• Attached microwave oven.

• Works without Stabilizer-energy efficient.

• Green Ion Door Cooling Technology- using nanotechnology.

• Use of isobutene –no CFCs and no emissions saving environment fully green.

• Freezer lamp- anti bacteria door gasket.

• Ultra violet protection.

• Weather proof.

1.5 SALES AND MARKETING STRATEGY

We cannot survive just waiting for the customer to come to us. Instead, we must get better at
focusing on the specific market whose needs match our offerings. Focus on the targeted segment
is the key to our future.

Therefore, we need to focus our marketing message and our product offerings. We need to
develop our message, communicate it, and make good on it.

STARTECH Ltd VANDON

12/11/2009
 The product would be sold through direct marketing and proper servicing would be given
and family catalogue is given also workshops will be given to the customers to use the
product.

Word of mouth is critical in this segment. We will have to make sure that once we gain a
customer, we never lose them.

1.5 COMPETITIVE PRODUCTS

Our product VANDON is using nanotechnology and 6 th sense technology the only
refrigerator company to do so in the world .

The main uniqueness of the product is its energy efficient does not require any stabilizer
as it can vary according to the voltage setup of 230 V and cut off voltage by 145 V . the
cost of the product is just $200/- only. Its portable and very cheap.

The future competitive products are LG, SAMSUNG, WHIRLPOOL, CAPLE,

DAEWOO, VIDEOCON

STARTECH Ltd VANDON

12/11/2009
 Comparison of VANDON and other competing products.

Name VANDON LG SAMSUNG WHIRPOL DAEWOO CAPLE

Nanotechnology Yes No No No No No
Energy efficient Yes No No No No No
(90%)
Water dispenser Yes Yes Yes Yes Yes Yes
Price $200 $450 $550 $300 $275 $375

Freon -CFCs No Yes Yes Yes Yes Yes

Green door ion Yes yes yes No No no
cooling

1.6 TARGET CUSTOMERS /USERS

We mainly targeting on the people of antartica they may be either researchers or tourists for
enjoying vocations like –

Scientific, marine biologist, bird biologist, lake biologist, microbiologist, atmospheric scientists,
geologists, climatologists and lots of other sorts of 'ologists!

Support, radio operator, boatman, mechanic, electrician, doctor, cook, diving officer, carpenter.

STARTECH Ltd VANDON

12/11/2009
 The high time for selling will be the summer time as the place will be full of tourists and
the estimate people is around 5000 to 10000 it can vary.

2.0 PRODUCT DESCRIPTION

The product is designed considering all the environmental problems prevailing in

Antarctica like ice caps are melting because of the hole in ozone layer. So we added
propane instead of chloro -fluro carbons .here the propane condenses by itself and all the
heat produced or emissions produced will not come out.

The refrigerator was given a coating of silver nano over all its internal surfaces which
meant that bacteria or mould can have no chance of growing on them. This will result in a
safer environment inside your VANDON as previously these surfaces were a source of
germs and possibly food poisoning.

It was realized that silver not only had an ability to kill bacteria but also on a molecular
level penetrated cells and aided regeneration of tissue.

Idea is based on the Brownian motion which is "the random jitter of small particles that
are bumped about by molecules,"

What does nanotechnology mean? Well it involves understanding and working with
materials on a level of size where they are billionths of a meter in size. At this size certain
materials have very important qualities and can easily penetrate into other materials at a
molecular or atomic level.

STARTECH Ltd VANDON

12/11/2009
 Green Ion Door Cooling Refrigerator plus nanotechnology a grid-patterned fruit and
vegetable box cover, this can prevent too much moisture from forming while retaining
the optimal level of moisture for more fresh and longer storage environment. Besides,
you can control air temperature by maintaining the nutrition and flavor of the stored food.
With the comprehensive range of protection, it can let you and your family enjoys the
finest quality of food everyday.

Its fitted with a microwave Owen where it is used to heat food also it’s a multi featuring
process.

The case is made from magnesium alloy, a material claimed to be 20x stronger than the
ABS plastics used in standard machines. Inside, the compressor and vital components are
encased in rubberised foam to protect it from vibration and shock, while the perforations(if any)
adheres to the IP31 ruggedised standard, making it resilient to up to 100cc of water spillage. In
addition to this basic model we all have build –to- order strategy.

2.1 Key message and main benefits

Our company had send researchers to the Antarctica and according to the survey which
was found that many people’s food were free zed so they also face a difficulty in daily
cooking due to the intense cold in the region

So we found out a solution in bringing out cost effective refrigerators which could be
used in this region using latest intense green ion cooling system attached.

2.2 Features functions and benefits

Features Functions Benefits and proof

Using nanotechnology
Energy efficient
Works without stabilizer
Green door ion cooling
Prevents bacteria, Cheap,smallest,hygeine
Not affect ozone layer Save 95% electricity
Energy efficient Don’t waste extra penny on
stabilizer, cost effective
Determine freshness of Food can stay fresh for 15
food days .

STARTECH Ltd VANDON

12/11/2009
 Water dispenser Cooling Cooling prevents heat

3.0 PRICING
The product using nanotechnology is the cheapest ever available resource and is using green ion
door cooling

Product Retail Intro pricing Comp Version

.upgrade upgrade
Vandon $200 $180 depends Depends

Price given above is for 90 litre Basic model.

4.0 LOCATION ANALYSIS

Antarctica is a large land mass buried under a vast ice cap up to 6.5 miles (4 km) thick in places.
Antarctica’s total area is approximately 7 million square miles in summer, but doubles in size in
the winter due to the large amount of sea ice, which forms its periphery. In winter, the sea ice
around Antarctica grows at the rate of 40,000 square miles a day! The weight of this ice cap is so
heavy that much of the ground below is pressed down below sea-level! The polar ice cap around
the South Pole advances about 33 feet annually!

Antarctica is the fifth largest of the earth’s seven continents. It surrounds the South Pole and is
circular in shape with a long arm, the Antarctic Peninsula, reaching out toward South America.

There is a complete lack of haze in Antarctica due to the cold, dry climate and dust-free air!
Many explorers have discovered - at at very high personal price - distant objects seem close and
mirages are common. Raging blizzards often occur when winds pick up previously deposited
snow and move it from place to place.

Antarctica has no native population. There are, however, about 4,000 people who live on and
study the Antarctic continent during the summer months (December through March).

STARTECH Ltd VANDON

12/11/2009
The longest day of the year in Antarctica lasts almost three months! The sun just circles in the
sky for approximately four months from early October until early February. The longest night is
just the reverse. During austral winter, it will stay dark for over four months at a time!

Antarctica receives about the same amount of precipitation as the Sahara Desert. Average
temperatures never go above 32° Fahrenheit (the freezing point of water) thus snowfall virtually
never melts!

The strong winds of Antarctica combine with heavy coastal snowfall to produce a very dramatic
landscape. Polar regions are important because their cold waters affect the climate of the whole
earth.
Tourism in Antarctica is steadily increasing. If an influx of tourists were to occur, fragile
vegetation would easily be destroyed. Nesting and breeding grounds would also be disrupted.
Tourism would unwittingly spread bird and plant diseases and introduce new kinds of organisms
to the Antarctic.

5.0 OPERATION PLAN

Customer service: Malfunctions if any occurs for the product it will be immediately serviced or
replaced within 15 hours in Antarctica.
They could login to our website where they register their complaints through internet.
ss
Selling plan: if knowing the needs of the customers the product would reach through shipping
By air ways or water ways

PRODUCT TEAM

PRODUCT DEVELPOMENT : JUBIN JACOB MATHEW, DANIEL S

MARKETING : JINJU SUSAN
FINANCE :LIVINGSTON SAMRAJM LAVANYA
SALES :ADLINE PRISCILLA,ADLINE ESTHER,ASHISH MASSEY

STARTECH Ltd VANDON

12/11/2009
STARTECH Ltd VANDON
12/11/2009