Optimally craft and price the concept to maximize your market potential The client’s question Our client, Phil, is a successful brand manager of a leading domestic appliance manufacturer. His latest challenge was to introduce his brand in the refrigerators market. He had put his hopes on a new refrigerator using StarSan, a patented silver radiation solution to keep food fresh for longer. However, Phil was well aware that entering a new category can be risky. Phil reached out to us for help on how to maximize the business opportunity. Specifically, he needed to find out: What is the true potential of a StarSan refrigerator? Should we launch? How do we make the benefit of StarSan tangible and relevant to consumers? Will consumers accept our brand as a refrigerator manufacturer? What is the r

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