Swissee™ Minifridge

Ravi Yalamanchili | Seungwoo Peak | Shanawaz Janmohamed | 61119031 | 61119036 | 61119007 |

1. Product Concept– Core Benefit Proposition

This compact, lightweight and portable “Swisse™ mini-fridge” allows chronic diabetics to store insulin at cool and safe temperatures while at work and on travel, providing immediate access to insulin when needed. It also reduces privacy issues as there is no longer a need to place the insulin in a ‘shared’ refrigerator at work. With portable universal recharger and longer lasting battery, the mini-fridge can be charged on travel and less frequently.

2. Target Market

The target market for Swisse™ mini-fridge is primarily diabetics’ constantly on travel or away from home. This product would allow diabetics to travel with ease and administer insulin without having to worry about storage or safety.

3. Initial Approximate Price

Currently, we believe there are no such products in the Indian market. However, these products are present in US and Europe, retailing anywhere from US$65 to $299. We will have two different offerings of the product, Swisee™ mini-fridge smart and Swisee™ mini-fridge light, differentiated by cartridge storage capacity and battery life. The price of Swisee™ mini-fridge light for price sensitive consumers will be 2500 INR. The price of Swisee™ mini-fridge deluxe for consumers that are looking for a high cartridge storage capacity mini fridge with longer last battery life will be 4000 INR.

4. Market Potential

The market potential for Swisee™ was estimated in top-down chain ratio approach. The market Swisee™ is only confined to India. Since there is significant difference in purchasing power in urban and rural population in India, Swisee™’s market will be urban patients with diabetic I who are middle or upper class in