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How to drive your brand to be successful in the green housewares category.

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Chicago Talk Pdf

  1. 1. green housewares How the right approach to sustainability leads to marketplace success Monday, March 22, 2010
  2. 2. The Singer Sustainability approach... You can be successful developing green housewares. Monday, March 22, 2010
  3. 3. The Singer Sustainability ... A tool that you can use to grow your business Monday, March 22, 2010
  4. 4. First let’s answer... What does sustainability mean anyway ? Monday, March 22, 2010
  5. 5. Sustainable development is: Development that meets the needs of the present without compromising the ability of future generations to meet their own needs. Monday, March 22, 2010
  6. 6. The 4 key principles... that drive a green product’s success Monday, March 22, 2010
  7. 7. #1 There is one driving overarching value that guides the brand. Monday, March 22, 2010
  8. 8. #2 Just green is not enough. There needs to be a functional benefit that is perceived to be equal to or better than its conventional counter part. Monday, March 22, 2010
  9. 9. #3 Create a distinctive look that you can own. Be consistent and relate back to what the brand is Monday, March 22, 2010
  10. 10. #4 Consumers are only willing to pay slightly more for green products vs. conventional counterparts Monday, March 22, 2010
  11. 11. Today we will talk about... 3 companies that I believe have done it right! ...one retailer and two manufacturers Monday, March 22, 2010
  12. 12. Let’s take those 4 principles... and apply it to a real retailer in real time! Monday, March 22, 2010
  13. 13. One retailer’s story... Monday, March 22, 2010
  14. 14. Whole Foods innovated a profitable new category: Sustainable Housewares & Reusable Bags Monday, March 22, 2010
  15. 15. What made Whole Foods want to enter this category ? “Green” housewares were an obvious step for Whole Foods Market to further its commitment to offering its customers green products throughout the store. Monday, March 22, 2010
  16. 16. The mission: To create eco-friendly, innovative, practical alternatives to conventional housewares that appeal to Whole Foods Market customers. To partner with manufacturers who share our quality standards and commitment to making a difference in the world. Monday, March 22, 2010
  17. 17. The products... • Organic Cotton Kitchen Towels • Bamboo & Silicone Cooking Tools • Mixing bowls, cutting boards, measuring cups • Kitchen Loofah Scrubbers • Food Storage • Reusable Shopping totes Monday, March 22, 2010
  18. 18. What we created... A line of products closely aligned with the core competency of Whole Foods Market: FOOD! Monday, March 22, 2010
  19. 19. Monday, March 22, 2010
  20. 20. The first ever Whole Foods Market reusable bag!... Introduced November 2007 Monday, March 22, 2010
  21. 21. “Whole Foods announces in a bold move to eliminate the use of disposable plastic grocery bags in its 270 stores in the US, Canada, and UK on Earth Day 2008 n January 2008 X Monday, March 22, 2010
  22. 22. Monday, March 22, 2010
  23. 23. ...and now onto the manufacturers. Monday, March 22, 2010
  24. 24. Bamboo was one of the first “green materials” introduced into the housewares category. Monday, March 22, 2010
  25. 25. Many products ended up looking all about the same Monday, March 22, 2010
  26. 26. Monday, March 22, 2010
  27. 27. Monday, March 22, 2010
  28. 28. Remember the 4 key principles ? Monday, March 22, 2010
  29. 29. What Bambu says...    Their approach....... “In every facet of our business we are committed to finding or if necessary, creating a better way of doing things; from product innovation to manufacturing practices to new materials..” Monday, March 22, 2010
  30. 30. “Value (function + design + price) trumps green.” Green adds emotional benefits.” Monday, March 22, 2010
  31. 31. Monday, March 22, 2010
  32. 32. A distinctive, consistent look... 2 products... introduced years apart Monday, March 22, 2010
  33. 33. What Bambu says...    about design....... “A distinct look /design is vital in this world. Quality design and quality craftsmanship are our top priority.” Monday, March 22, 2010
  34. 34. Monday, March 22, 2010
  35. 35. Bamboo Pebbles... who knew? “we love that in addition to being beautiful, these pebbles are made from the waste left over from bambu's cutting boards and solidware pieces.” Monday, March 22, 2010
  36. 36. Monday, March 22, 2010
  37. 37. Along came another company ... and is changing the plastics game. Monday, March 22, 2010
  38. 38. • Made with 100% recycled #5 plastic and 100% recyclable • Sturdy and durable • Dishwasher safe • BPA free • Made in USA Monday, March 22, 2010
  39. 39. Preserve has one strong value proposition: no compromise! Monday, March 22, 2010
  40. 40. What Preserve says... “Preserve makes smart, everyday products that are good for people and the planet, empowering people to make a difference and to expect more from products and the companies that make them.” That’s why we refuse to consider materials with even a hint of potential health risks.” Monday, March 22, 2010
  41. 41. Green was not enough... • Functionality drove the designs... If it did not work, it was irrelevant how green the materials were • Color punctuated the line... What color sells best in the kitchen? Red! • Price points... needed to be equal to or slightly above its conventional counterpart Monday, March 22, 2010
  42. 42. “When designing the colander...we spent a good deal of time deciding the right hand feel, weight and size for holes to drain...” Monday, March 22, 2010
  43. 43. A new day for disposable plates! Welcome Preserve Everyday Tableware! Monday, March 22, 2010
  44. 44. ”Sought to change consumer behavior by providing a path away from single-use tableware options.” “Looked to replace tableware made out of melamine and other, less environment- friendly plastics. Designed so that consumers keep the tableware, extend product life, and Reuse it Forever.” Texture hides knife marks Monday, March 22, 2010
  45. 45. “The environmental engineer decides how much material is the right amount. industrial designer works alongside to impart style and functionality...” Unique design says “I’m different” Curve increases stability and decreases flexing Overall size minimizes food wastage Monday, March 22, 2010
  46. 46. Small innovations where it made sense Lose the ring! Many measuring sets come with a ring that keeps the cups together. Not only is that ring is easy to lose, more importantly, the ring adds an unnecessary piece of plastic to the mix. So we did away with it in favor of a simple snap-together system that is neater for your kitchen and better for the environment. Monday, March 22, 2010
  47. 47. “Functionality was key. It needed to perform and the innovation was relative to competition.” food storage containers with screw on lids! Monday, March 22, 2010
  48. 48. Preserve’s pricing strategy ... price points are positioned to be on a continuum; good, better, best... “we chose better” Monday, March 22, 2010
  49. 49. Why is food storage leading sales? •Good entry point for consumers buying into “green.” •Price points are good •Well designed •Functional, built to last Monday, March 22, 2010
  50. 50. What will lead your company or brand to marketplace success? Monday, March 22, 2010
  51. 51. Preserve: booth # S3648 bambu: booth # S547 Monday, March 22, 2010
  52. 52. Questions? Monday, March 22, 2010

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