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.

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.

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:

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.  

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.

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 Melyn Green Refrigerator to ensure that chances of materials cannot decompose being released to the environment are minimal.    

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.

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 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.  

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.

Financial objectives

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.  

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.

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.

• 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.

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.

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 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.  

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:

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.

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.

Reduction in carbon emission should be enhanced. The organization should embrace recycling of waste to enhance profit.

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.