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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Product Development Flex Multicooker
- 1. t3 raj.nerissa.kirsten.matt Cordless Multipurpose Cooker
- 2. Every cook desires... simple to use easy to clean saves time and prefers... compact storage flexibility in use
- 5. Increase Increase Increase + + = function meal use convenience appeal frequency
- 6. Flexible Powered Multi Purpose Cooker - Removable cord & Battery powered Rice, Steam & Slow Cooking Portable & Adaptable Space Saver & Convenience
- 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. 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. 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
- 15. Philip Johnson emphasizing function and structure over ornamental decoration
- 18. i n f o l t u h e e n r c e
- 19. Stand out in a category full of circles and ovals square body Easier to pour contents out of a square vessel versus a round
- 20. PRototype
- 21. Prototype
- 22. Function
- 23. Battery Runs for 2 hours Automatic turnover to battery once wall source is removed
- 24. 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,
- 25. 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
- 26. Going to Market
- 27. 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
- 28. Mission – To give consumers the ultimate freedom in energy products
- 29. Retailers Wanted: known for and dedicated to selling a variety of top of the line products for the home.
- 30. 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) ❖
- 31. 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
- 32. 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
- 33. 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
- 35. Packaging Design
- 36. Competition Packaging On The Shelves Overwhelming Monotonous “Glamour Shots”
- 37. 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.)
- 38. Multiple Views of Product Packaging
- 39. cordless Multicooker Slow/Rice/Steam Front View
- 40. cordless Multicooker Slow/Rice/Steam Top View
- 41. 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
- 42. 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
- 43. Back View
- 45. Get People Excited ABout Flex Multicooker
- 46. - Pre Launch: Send Product for review Food & Wine Bon Appetit Everyday Food O Magazine Parenting Money Real Simple
- 47. Partnership Promotion on show Recipe book included with purchase
- 49. Sponsor activities and booth at well-known festivals
- 50. Trade Shows Official Multicooker Annual WPO Conference Annual Womens Small Business Bootcamp WEN Events
- 51. measurement its sold # of un views/ itive re of pos icles # art b traffic flex we keting ent mar ev quiries in
- 52. “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