Thermoacoustic Refrigeration

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Thermoacoustic Refrigeration

• by Tekin Ozcay

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Product Description

• A thermoacoustic refrigeration device that
  operates efficiently by using sound waves and
  non-flammable environmentally friendly gases and
  that is suitable for handling residential
  refrigeration needs.

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Situation Analysis

• Market size 830,000 refrigerators annually sold
  in Canada
• Sales of major household appliances 1.4
  billion
• Competition
• Electrolux (Frigidaire)
• General Electric
• Kenmore
• Maytag
• Whirlpool
• Plus 30 others

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Trends

• Elimination of CFCs
• (H)CFCs?
• Electricity Efficiency
• Tightening environmental regulations

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Target Market

• In Canada
• 25 to 44 year-old (married) couples
• Home owners
• High income (4th to highest Quintile)
• Environmentally conscious

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A closer look at the target market

• High income
• 4.5 million households with 53,000
• and over income

• 25 to 44 year-old (married) couples
• 49,7 of the two highest quintile
• 85 of them are husband-wife households
• 153,000 new marriages every year

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A closer look at the target market

• Home owners
• 90,9 are home owners
• Canada average is 64.7

• Note Over 70 replacement purchase

• Basically, target customers are 25-44 year-old
  married couples
• who own their home and have 53,000 and higher
  income.
• These approximately account to 4 million
  households in Canada.

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Customer needs and expectations

• Environment friendliness
• Efficient
• Nice design and colour
• Capacity
• Long life span
• Safety

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Product Features

• No CFCs
• Competitively efficient
• Adjustable temperature control
• Safe (No-flammable gases)
• Minimum moving parts
• Extra-large
• 2500-3000 retail price

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Needs-Metric Matrix