t3
raj.nerissa.kirsten.matt



                                 Cordless
                           Multipurpose Cooker
Every
cook
desires...
     simple to use
     easy to clean
      saves time

   and
prefers...
    compact storage
     f...
Trends
in
ownership
of
small
kitchen
appliances,
September
2001-November
2007




                                        ...
80%
of
households
own
a
slow

cooker,
but
only
20%
use
them
on
a

weekly
basis
Increase        Increase        Increase
              +              +               =
   function         meal          ...
Flexible
Powered
Multi
Purpose
Cooker
                                   -



Removable cord & Battery powered   Rice, Ste...
The
Primary
Target
Rosalyn Jane Carson
               Age
              28 – 52

               Sex
              Female

            Family ...
I show love for my family

                            81%
 by making sure they get
 home-cooked meals as
    often as pos...
Moms




82.8
million
                                      $1.3
Billion                                  59.3%
Estimated ...
Product
design
&
Inspiration
Transitional
style




A
marriage
of
traditional
and
contemporary
influences
equating
to
a

classic,
timeless
design
Color
Palette


pantone

  419
CHANEL




mixture
of

feminine
and

masculine

design
Philip
Johnson



            emphasizing

          function
and

        structure
over

            ornamental

       ...
geometric
pattern


body
handle
lid
handle
battery
crock
i
    n
    f
o
    l
t
    u
h
    e
e
    n
r
    c
    e
Stand out in a category full of circles
             and ovals




       square
body
    Easier to pour contents out
    ...
PRototype
Prototype
Function
Battery
Runs
for
2
hours

Automatic turnover to
battery once wall
 source is removed
Materials
                                           ABS
RESIN:

                                           Handles, Lid H...
Pricing
                 $110
              s
      eriaatlry)
     t
Maludes B t e
                 g
           etin 15
...
Going
to
Market
Naming
                                                                                                                   ...
Mission – To give consumers the ultimate freedom in energy products
Retailers
Wanted:
known for and dedicated to selling a variety of
    top of the line products for the home.
On shopping radar
❖

    Option to browse and shop for multiple items
❖

    Multiple channels and geographically disperse...
Philosophy: People. Product. Presentation.




STORE: 165 stores spread across 28 states

CATALOG: Eight mail-order catalo...
STORE: 40 stores spread across 12 states

                                                                   BRANDS:
All-C...
Retail
Rollout

                                           Macy’s – Catalog


                                        Macy...
Retail
Rollout
  &
Adoption
Packaging
Design
Competition

Packaging
On

The
Shelves
 Overwhelming
  Monotonous
“Glamour Shots”
Great
Packaging

 &
Inspiration

                                                                           Stylish, yet f...
Multiple
Views

  of
Product

   Packaging
cordless


Multicooker
Slow/Rice/Steam


              Front
View
cordless


Multicooker
Slow/Rice/Steam


                  Top
View
Multicooker


                                      The
                                   Cordless
            cocinera

...
Multicooker
              What’s
Inside:
                  Multicooker
               Terra
Cotta
Bowl
                   ...
Back
View
Point
of
Purchase
Display
Get
People
Excited
ABout

    Flex
Multicooker
-
Pre
Launch:
Send
Product
for
review




     Food
&
Wine
     Bon
Appetit
    Everyday
Food
      O
Magazine
       Pare...
Partnership




        Promotion on show
Recipe book included with purchase
Flex Multicooker
$199.95
Sponsor activities and booth at
    well-known festivals
Trade
Shows



   Official
Multicooker
        Annual WPO Conference
Annual Womens Small Business Bootcamp
             WE...
measurement


           its sold
   # of un
                views/
        itive re
  of pos icles
#
       art
         ...
“The best brands never start out with the intent of
building a great brand. They focus on building a great
and profitable ...
Thank you!
-raj.nerissa.kirsten.matt
Product Development Flex Multicooker
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Product Development Flex Multicooker

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This is an overview of a 3-month long product development project. The document walks through an integrated product launch campaign that spanned all facets of marketing, distribution, pricing, packaging and consumer strategy. Document was presented to Hamilton Beach in December 2008 at the VCU Brandcenter in Richmond, VA. It received first place honors from the Hamilton Beach judges.

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Transcript of "Product Development Flex Multicooker"

  1. 1. t3 raj.nerissa.kirsten.matt Cordless Multipurpose Cooker
  2. 2. Every
cook
desires... simple to use easy to clean saves time and
prefers... compact storage flexibility in use
  3. 3. Trends
in
ownership
of
small
kitchen
appliances,
September
2001-November
2007 Source:Mintel
  4. 4. 80%
of
households
own
a
slow
 cooker,
but
only
20%
use
them
on
a
 weekly
basis
  5. 5. Increase Increase Increase + + = function meal use convenience appeal frequency
  6. 6. Flexible
Powered
Multi
Purpose
Cooker - Removable cord & Battery powered Rice, Steam & Slow Cooking Portable & Adaptable Space Saver & Convenience
  7. 7. The
Primary
Target
  8. 8. Rosalyn Jane Carson Age 28 – 52 Sex Female Family Size 3+ Family Life Cycle Married or Single w/ Children Income $75,000+ Occupation Professional, Proprietor Education College Graduate
  9. 9. I show love for my family 81% by making sure they get home-cooked meals as often as possible 74% I put a lot of care and emotion into my cooking 52% Way of expressing yourself: Cooking from scratch
  10. 10. Moms 82.8
million
 $1.3
Billion 59.3% Estimated number of mothers in the United States in household spending Percentage of workforce Source: US Census & Mintel “Small Kitchen Appliances - US - January 2007
  11. 11. Product
design
&
Inspiration
  12. 12. Transitional
style A
marriage
of
traditional
and
contemporary
influences
equating
to
a
 classic,
timeless
design
  13. 13. Color
Palette pantone
 419
  14. 14. CHANEL mixture
of
 feminine
and
 masculine
 design
  15. 15. Philip
Johnson emphasizing
 function
and
 structure
over
 ornamental
 decoration
  16. 16. geometric
pattern body
handle lid
handle battery crock
  17. 17. i n f o l t u h e e n r c e
  18. 18. Stand out in a category full of circles and ovals square
body Easier to pour contents out of a square vessel versus a round
  19. 19. PRototype
  20. 20. Prototype
  21. 21. Function
  22. 22. Battery Runs
for
2
hours Automatic turnover to battery once wall source is removed
  23. 23. Materials ABS
RESIN:
 Handles, Lid Holder, Battery Case, Knob, Steaming Tray POLYPROPYLENE
RESIN:
 Measuring Cup, Rice Paddle TERRA
COTTA:
 Removable Bowl STAINLESS
STEEL
&
NICKEL:
 ALUMINUM: Outer Casing, Buttons, Style Accents Inner Casing,
  24. 24. Pricing $110 s eriaatlry) t Maludes B t e g etin 15 (inc Mark ng $ i ckag & Pa 5% le 6 sa hole % l 35 W i Reta 5 79.9 2 al $ 9.95 Tot $27
  25. 25. Going
to
Market
  26. 26. Naming Breville Calphalon Krups Abstract Oster Zojirushi All-Clad Cuisinart Emerilware KitchenAd Rival Breville Healthsmart Steamer Associative Rival Versaware Pro Crock Pot Rival Crock Pot EmerilWare Steamer West Bend Versatility 6-Quart Oval Slo-Cooker Dr. Weil Rice Cooker Dr. Weil Slow Cooker Breville Rice Cooker KitchenAid Slow Cooker Oster 6.1 QT Food Steamer Cuisinart Digital Slow Cooker Oster 10-Cup Rice Cooker Zojirushi 5-Cup Rice Cooker All-Clad Slow Cooker, 6.5 QT Zojirushi Rice Cooker and Warmer Zojirushi 10-Cup Rice Cooker Oster Stainless Steel Rice Cooker Cuisinart Slow Cooker, 4 QT Dr. Weil 5-cup Multi-Use Rice Cooker Descriptive Cuisinart Stainless Pressure Cooker Krups Rice-Slow Cooker-Steamer Cuisinart 4-Cup Rice Cooker/Steamer Dr. Weil Electronic Slow Cooker, 5 QT Dr. Weil Electronic Slow Cooker, 1.5 QT Dr. Weil 2-Tier Electronic Food Steamer Cuisinart Stainless Steel 8-Cup Rice Cooker Krups Stainless Steel Rice Cooker / Slow Cooker Dictionary Coined Combined Company Name Product Name
  27. 27. Mission – To give consumers the ultimate freedom in energy products
  28. 28. Retailers
Wanted: known for and dedicated to selling a variety of top of the line products for the home.
  29. 29. On shopping radar ❖ Option to browse and shop for multiple items ❖ Multiple channels and geographically dispersed ❖ Visually appealing and user-friendly website ❖ Promotes product in showroom settings (in-store and catalog) ❖
  30. 30. Philosophy: People. Product. Presentation. STORE: 165 stores spread across 28 states CATALOG: Eight mail-order catalogs annually to 15 million households REGISTRY:
Accounts for roughly a quarter of its business PRICING: Specialty appliances ranging from $50-$200 GOODWILL:
Has consistent pricing policy, garnering trust & loyalty from consumers BRANDS:
Breville, Cuisinart, DeLonghi, KitchenAid, Krups, and OXO
  31. 31. STORE: 40 stores spread across 12 states BRANDS:
All-Clad, Breville, Calphalon, Cuisinart, The retailer offers a selective, yet broader consumer base DeLonghi, Dr. Weil, KitchenAid, and Waring that will help add credibility to the Flex brand and assist with PRICING: Specialty appliances ranging from $100-$200 transitioning the Multicooker from a niche product to one for the masses. STORE: 800 stores spread across 45 states REGISTRY:
One of the country’s largest BRANDS:
All-Clad, Breville, Calphalon, Cuisinart, Macy’s has a broader profile of customers, and is the DeLonghi, Dr. Weil, Emerilware, Henkels, sister company to Bloomingdale’s, making it an ideal KitchenAid, Krups, Oster, Rival, and Zojirushi retail partner. PRICING: Specialty appliances ranging from $35-$200
  32. 32. Retail
Rollout Macy’s – Catalog Macy’s – Retail Store Macy’s – Online Bloomingdales – Online Bloomingdales – Retail Store Crate & Barrel – Catalog Crate & Barrel – Online Crate & Barrel – Retail Year 1 Year 2 Year 3 Year 4 Year 5
  33. 33. Retail
Rollout &
Adoption
  34. 34. Packaging
Design
  35. 35. Competition
 Packaging
On
 The
Shelves Overwhelming Monotonous “Glamour Shots”
  36. 36. Great
Packaging
 &
Inspiration Stylish, yet functionally designed conversation starter Clean or blank slate packing with “throw away” sale wrap influences Gift-wise, Dual Usage, Standalone promotional piece continued use of packaging post-purchase From picture to copy, packaging maintains an Simplistic “no surprises” design Attention to detail makes the opening experience a bit more special. (e.g., slip cover uncomplicated (K.I.S.S.) persona case, the quot;fashionquot; tags, the notch in the box to aid removal, and the gray and orange color scheme.)
  37. 37. Multiple
Views
 of
Product
 Packaging
  38. 38. cordless Multicooker Slow/Rice/Steam Front
View
  39. 39. cordless Multicooker Slow/Rice/Steam Top
View
  40. 40. Multicooker The Cordless cocinera
 Le
cuiseur multiusos
 Space
Saving Multi-utile
 inalámbrica
y
ahorradora
 d'économie
En
Place Multi-Purpose de
espacio
 sans
fil cooker Side
1
View
  41. 41. Multicooker What’s
Inside: Multicooker Terra
Cotta
Bowl Rice
Bowl Rice
Paddle Measuring
Cup Steamer
Tray Power
Cord Lithium
Battery Travel
Bag Recipe
Book Side
2
View
  42. 42. Back
View
  43. 43. Point
of
Purchase
Display
  44. 44. Get
People
Excited
ABout
 Flex
Multicooker
  45. 45. - Pre
Launch:
Send
Product
for
review Food
&
Wine Bon
Appetit Everyday
Food O
Magazine Parenting Money Real
Simple
  46. 46. Partnership Promotion on show Recipe book included with purchase
  47. 47. Flex Multicooker $199.95
  48. 48. Sponsor activities and booth at well-known festivals
  49. 49. Trade
Shows Official
Multicooker Annual WPO Conference Annual Womens Small Business Bootcamp WEN Events
  50. 50. measurement its sold # of un views/ itive re of pos icles # art b traffic flex we keting ent mar ev quiries in
  51. 51. “The best brands never start out with the intent of building a great brand. They focus on building a great and profitable product or service and an organization that can sustain it.” Scott
Bedbury
  52. 52. Thank you! -raj.nerissa.kirsten.matt

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