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KitchenAid Brand Extension
- 2. Company Overview Brand Extension Introduction Segmentation & Positioning Marketing Strategy CONTENT
- 4. BRAND HISTORY Hobart Manufacturing Company introduced the first KitchenAid stand mixer Hobart Manufacturing Company became the KitchenAid Manufacturing Company KitchenAid acquired the Crescent Washing Machine Company KitchenAid launches their first brand extension, Dishwashers 1919 1924 1924 1949 1986 KitchenAid is acquired by Whirlpool Corporation for $150 million Kitchenaid appliances are released in a spectrum of 8 bold new colors 1994 2009 Kitchenaid celebrates 90th anniversary & special edition in Candy apple is released Kitchenaid artisan range is strengthened: new items include toasters, a kettle, hand blenders, food processors 2013
- 5. CORE PRODUCTS MAJOR APPLIANCES COUNTERTOP APPLIANCES KITCHENWARE
- 6. ● High Quality ● Stylish ● High Functionality Target Consumer: ● Women ● Middle-Upper Class ● Loves to cook and entertain guests ● Wants her kitchen to look as good as her food BRAND IMAGE
- 10. CREPE MAKER OR DINNERWARE? or
- 12. CREPE MAKER
- 14. Millennials who eat crepes SEGMENTATION
- 15. TARGET MARKET ● Young Professional ● Trendy ● Stylish ● Likes to try new recipes ● Prefers high quality & reliable products ● Loves to share her food on Instagram #crepes Meet Karen
- 16. ● High Quality ● Reliable ● Sleek Design POSITIONING
- 17. Advantages: Heat up faster, more productivity Disadvantages: Need gas line/liquid propane source Not portable KEY COMPETITORS Gas Crepe Maker Electric Crepe Maker Advantages: Energy efficient Portable Disadvantages: Heat slower than gas crepe maker Commercial Household Household
- 19. PRODUCT
- 20. “It’s your playground you make the rules” ALL FOR A HEALTHY M TIME SAVING EASY COOKING
- 21. PRICE
- 22. PLACE
- 23. Crepe Maker Stainless Steel $119.99$64.99
- 24. PROMOTION
- 25. QUESTIONS?
Editor's Notes
- -The KitchenAid brand was established in 1919, when the Hobart Manufacturing Company introduced the first KitchenAid stand mixer (KitchenAid). -In 1924, the Hobart Manufacturing Company became the KitchenAid Manufacturing Company and set its headquarters in Dayton, Ohio. -KitchenAid acquired the Crescent Washing Machine Company in 1924 -1949 Dishwashers -1986 acquired by the Whirlpool Corporation in 1986 (KitchenAid). This 150-million- dollar deal took off the KitchenAid brand into a rapid growth. -rapid growth from there -Personal and “party” selling was done in the 20’s and 30’s