Assignment #2 by Simon Fossheim

Will it be adopted? 
The Marugoto Tamachan: Portable watermelon cooler

Link: http://joybond.co.jp/product/00/c00-a-01.php

Description:

The Marugoto Tamachan is simply a watermelon cooler that is portable. The product consists of a cooling container, which perfectly fits a watermelon, and a set of wheels and a pull-out handle to make it portable.  The container holds 14 liter and has a weight of 6.3kg (13.9lbs). It has rechargeable batteries, which is easily recharged using the included AC/DC power adapter. It is mainly designed for transporting and cooling watermelons, but is suitable to carry other desirable food products or beverages and it also has a heating function as well. The Marugoto Tamachan is able at an online prize at around $220.

Evaluation of the product:

There isn’t very much information available about the Marugoto Tamachan online, although by the looks of it, it seems to be a fairly low complex product. The product is to be used at picnics to the beach, parks or outdoor BBQs. The possible target groups may be families or old couples who likes to take their lunch outdoors and is especially interested in having their watermelons at a cold temperature.

This product is specialized for a highly specific need, and I believe it has hard competition from other, more general, portable picnic coolers. In my opinion it is not very aesthetically good looking and has more of a negative effect on the users social prestige. When it comes to the economic value of the product, it is rather expensive. The price of a watermelon in the US isn’t very high, so for an American I believe it is a high luxury for a low priced fruit. Although in Japan the pricing for the fruit is different. The rare “Densuke watermelon” has been sold for thousands of dollars in Japan. Marugoto Tamachan has a transparent lid, which displays the watermelon for everyone to see, and might be perfect for showing off and complementing their expensive fruit. The product is carried around as a traveling suitcase, and is observable for others if used in public. Except the function of showing off an expensive watermelon in Japan, I believe that this product does not bring any relative advantage that any other portable coolers (and heaters) already have.

Conclusion:

First of all: This product is made for a very specific niche, and satisfies a very specific need. Therefore I believe it is very unlikely to be adopted by the general public. That is because, based on the lack of advantage it brings in the case of cooling food and beverages, it is just not very well suited for the purpose compered to other portable coolers. And for most people who isn’t very picky on the temperature of the watermelon, any cooler will suit the purpose. Therefore I believe it won’t adopt in the general public outside of Japan.

On the other hand, in Japan, and for the specific purpose of transporting rare luxurious watermelons such as the “Densuke watermelon”, it might be just perfect for adoption within this niche. It then serves it purpose- it is convenient, it serves social prestige (within the niche), it is easy to use (I believe), it is observable to others and for a person who often buys expensive watermelons and likes to show it of, it is hardly any reason to be uncertain about adopting it

References

- http://www.inquisitr.com/116292/densuke-watermelon-4000-japanese-fruit/ 
- Everett M. Rogers: Diffusion of innovations, chapter 6
- http://www.coolthings.com/marugoto-tamachan/

By: Simon Fossheim