Commercializing Kunst

1600
Submitted By: Group 15 Section A

Anirudh Dewada (P18010)

Janastus Louie(P19029)

Raghav Kumar (P19083)

 Background :
The Kunst 1600 dry piston vacuum pump is a injection moulded aluminium pump, with
oil-free application at 1.6 CFM. The senior product manager is charged up with the
responsibility to find new market segment(other than healthcare and scientific
equipment) to commercialize.

 Value Proposition:
More efficient than peers – Has the ability to reduce the time per work and increase
the productivity thereby increasing revenue.
Oil Free – Could save $8 oil replacement cost in addition to dumping worries.
Aluminium coated – Won’t rust.
Injection Moulded – Fewer working parts, more convenience.

 Problem statement :
Our objective is to find which segment would maximize the revenue for Kuntz
1600.There are two market segment under research.
1) AC repair
2) Home and Light commercial refrigerator repair segment.
 Questions to be Addressed :
1) Identify the placeholders for kunst marketing strategy.
2) Identify the value proposition for the owners and technicians.
3) What would be the Cost savings or Increased revenue, because of adoption
of Kunst 1600?
4) What pricing would be acceptable in the market?

 Our Approach :

1) Using the findings of market research, map the potential value equation for

each segment. Find the estimated benefit in terms of profit the

owners/technicians would be getting respectively in each segment.

2)Also try to understand is there any other barriers that could hinder our value
proposition to capitalize the market.

3)By understanding which segment gets maximum value and offers minimum
barriers to capitalize the potential, target that specific segment and
commercialize Kunst 1600