Suggested points for developing the marketing and selling strategy for Einstein
refrigerator
Marketing
For product category
Targeted market: Middle income upwards
Current Behaviour
Need: Status
Information / Evaluation
• Predominantly Search attributes: Aesthetics, colour, size etc
• Experience attribute is assumed
Some companies are talking about being ‘green’ but impact has not been seen
Implications for Einstein Refrigerator
New concept: Prove that a refrigerator can work without electricity. So the
objective would be to convince people that the product can work without
electricity (experience attribute).
Also bring in the concept of being environmentally friendly.
Start with Attribute based positioning on experience attributes and add credence
attribute that the product is environment friendly.
Selling Strategy
Based on the current behaviour and the marketing plan the selling strategy has to:
a) Convince people that cooling is possible without electricity.
b) Associate with experts and events linked with the credence attribute
c) Form utility is important. Shape, colours etc
d) Possession utility is again important and needs to ensure proper post sale
service.
Specifically:
Awareness
Displays and Sampling at
a) Seminars relating to environment protection related topics.
b) Upmarket places like malls
Free beverages should be served from these refrigerators to show that Einstein
refrigerator can cool (experience attribute).
Information
Knowledgeable person should be present at seminars to explain about how the
product can function without electricity
Brochures from Malls.
Place utility:
In addition to displays at Malls, the product should be sold only from upmarket
places like malls and big consumer durable showrooms. Since it has to
differentiate from the other brands, it should have a “shop-in-shop” method of
display and sale.
Form utility and Possession utility as mentioned should be ensured.
Channel design
Buyers needs: Comparison with traditional fridge. See the features and
functioning of the product.
Outlets satisfying: Multi brand refrigerator outlets. Shop in shop outlets in malls
Retailer needs: Since it is a new concept, the sales would be low and the retailer
would not want to stock the product. So, one piece for demonstration can be
placed in the shop. As and when sales happen, the fridge could be delivered from
a sticking point catering to few adjacent markets.
Distribution needs: since the service requirements are low it may not be
worthwhile to have a service channel. The dealers can trained to take care of the
service.
Legal requirements: currently there is a need for a C&F agent, but with the
implementation of GST this may be redundant. So alternatively the company
could choose to have a company owned centralised warehouse acting as a
stocking point instead of a Stockist.
So, the channel design
Middle income and higher
Multi brand Refrigerator
shops and Shop in shops in
Company owned
Godown for each state
Company
Channel Member Selection
Shortlisting criteria: Multi brand refrigerator shop. Years of experience
Essential criteria: Reputation, location, space
Situational Criteria: knowledge, service facilities