Marketing Management Essay

4986 words - 20 pages

MPK 732 Marketing Management
Written Assignment
Trimester 2, 2012
Name of Unit Chair: H Wong

Assignment Team Members:
Student Name: Sabi Saldi - 212227159
Proportional Contribution: 25%

Student Name: Charles Emmanuel Njock - 212226475
Proportional Contribution: 25%

Student Name: Gautam Saha - 300279142
Proportional Contribution: 25%

Student Name: Alexander Suurland Suurland - 212373798
Proportional Contribution: 25%

Due Date: 4th Sept, 2012
Word Count : 3845
(Without references, Title page and Appendix)

We each certify that the attached work is entirely our own, except where material quoted or paraphrased is acknowledged in the text. We also declare ...view middle of the document...

With the average electricity prices growing every year the thermodynamic cooler will greatly reduce our carbon footprint, a great alternate to a second refrigerator, also help in storing medical supplies in remote places around Australia. It is a low maintenance product, easy to store and mobile in its usage and transportation both indoors and outdoors, but most importantly will lower the monthly electricity costs without having to compromise on the quality of life for all households throughout Australia.

Lastly we will look at the factors that affect consumer behaviour such as cost, quality, branding, psychological factors, and competition from alternatives. The thermodynamic cooler is a niche product; made from biodegradable materials which will not only attract green customers, but also everyday Australians, government offices, hospitals, schools etc., in general. The psychological resistance will be negated by the savings in the long run, although it may attract competition from cheap alternatives, brand loyalty and awareness will need to focus on its unique features such as its design, environmental friendliness and the zero electricity consumption.

Introduction
Mankind has existed for many years in a state of constant technology evolution in regard to how we can protect the environment whilst saving on the electricity. One who stands here is Rochus Jacob with his Thermodynamic Cooler – innovative cooling system that does not require any electricity and conserves food and fruit by the cooling effect of evaporating water. Several businesses have been awarded and received great compliment for their innovative eco-friendly products and their activities in regard with green management. The purpose of this essay/report is to argue and illustrate how we can educate customers and introduce our innovative environmental friendly products –Thermodynamic Cooler – in the market place. Having done an environmental analysis in addition to the discussion of the marketing research, the segmentation of the market for the company will be needed to analyse how a consumer would make a decision to purchase the product –Thermodynamic Cooler.

1. The environment
As we are aware that energy consumption and cost per household is increasing day by day so people in Australia are getting aware and are using energy saving measures and products. However, the main source of energy is still electricity for majority. It is fascinating to see that people are becoming more and more aware of “Green Energy” but the percentage of people who are switching to eco friendly energy is still slow due to added costs involved. It is when we Marketing Managers need to step in and make Green Energy more attractive, beneficial and efficient. Looking at the today’s environmental situation, we know that consumers have a great need to consume food that are high in freshness, with less salt, sugar and fat. Thermodynamic Cooler not only preserves food and maintains its freshness...

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