Marketing Management

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 that it has not been submitted for assessment for any other unit or course.

Table of content

Executive Summary

Introduction………………………………………………………………………… 4

1. The environment………………………………………………………………... 5

2. Segmentation, Targeting and Positioning…………………………………….. 7

3. Impact on Consumer Behaviour……………………………………………….11

Conclusions ………………………………………………………………………15

Appendix………………………………………………………………………….16

References………………………………………………………………………...17

Executive Summary

This report looks into the marketing of an eco-friendly product - Thermodynamic Cooler. With increasing use of energy consumption in Australian households and climatic changes due to global warming in the rise, the thermodynamic cooler will be in great demand due to its various benefits. The report will explore the current market environment and how changes in the environment will affect our product. We will look at some of the market segments, the targeting and positioning strategies. The report narrows down two key segments that we will be targeting, discusses the benefits of the products and how we will strategically position our product in those key segments.

The thermodynamic cooler is greenhouse friendly, energy and fuel efficient, chemical free, also water and natural resource saving hence...