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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, ...

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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Product Development Flex Multicooker Product Development Flex Multicooker Presentation Transcript

  • t3 raj.nerissa.kirsten.matt Cordless Multipurpose Cooker
  • Every
cook
desires... simple to use easy to clean saves time and
prefers... compact storage flexibility in use
  • Trends
in
ownership
of
small
kitchen
appliances,
September
2001-November
2007 Source:Mintel
  • 80%
of
households
own
a
slow
 cooker,
but
only
20%
use
them
on
a
 weekly
basis
  • Increase Increase Increase + + = function meal use convenience appeal frequency
  • Flexible
Powered
Multi
Purpose
Cooker - Removable cord & Battery powered Rice, Steam & Slow Cooking Portable & Adaptable Space Saver & Convenience
  • The
Primary
Target
  • 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
  • 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
  • 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
  • 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
 decoration
  • 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 of a square vessel versus a round
  • PRototype
  • Prototype
  • Function
  • Battery Runs
for
2
hours Automatic turnover to battery once wall source is removed
  • 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,
  • 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
  • Going
to
Market
  • 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
  • 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 dispersed ❖ Visually appealing and user-friendly website ❖ Promotes product in showroom settings (in-store and catalog) ❖
  • 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
  • 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
  • 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
  • Retail
Rollout &
Adoption
  • Packaging
Design
  • Competition
 Packaging
On
 The
Shelves Overwhelming Monotonous “Glamour Shots”
  • 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.)
  • Multiple
Views
 of
Product
 Packaging
  • cordless Multicooker Slow/Rice/Steam Front
View
  • cordless Multicooker Slow/Rice/Steam Top
View
  • 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
  • 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
  • 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 Parenting Money Real
Simple
  • 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 WEN Events
  • measurement its sold # of un views/ itive re of pos icles # art b traffic flex we keting ent mar ev quiries in
  • “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
  • Thank you! -raj.nerissa.kirsten.matt