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 function convenience
+
Increase meal appeal
+
Increase use frequency
=
Flexible Powered Multi Purpose Cooker -
Removable cord & Battery powered Portable & Adaptable
Rice, Steam & Slow Cooking 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 by making sure they get home-cooked meals as often as possible
81%
I put a lot of care and emotion into my cooking
74%
Way of expressing yourself: Cooking from scratch
52%
Moms
82.8 million
Estimated number of mothers in the United States
$1.3 Billion in household spending
59.3%
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
o t h e r
i n f l u e n 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
ABS RESIN:
Materials
Handles, Lid Holder, Battery Case, Knob, Steaming Tray
POLYPROPYLENE RESIN: Measuring Cup, Rice Paddle
TERRA COTTA: Removable Bowl
ALUMINUM: Inner Casing,
STAINLESS STEEL & NICKEL: Outer Casing, Buttons, Style Accents
Pricing 0 1 1 $ lrsy) a i r e Maltudes Batte (inc ng i t e Mark ng $15 gi a k c & Pa 65% e l esa l o h 5% W 3 l i Reta 95 . 9 7 $2 l a Tot
5 9 . 9 $27
Going to Market
Breville Calphalon Krups Oster Zojirushi
Abstract All-Clad Cuisinart Emerilware KitchenAd
Rival
Naming
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 Breville Rice Cooker Oster 6.1 QT Food Steamer Oster 10-Cup Rice Cooker
Descriptive
All-Clad Slow Cooker, 6.5 QT Zojirushi Rice Cooker and Warmer Oster Stainless Steel Rice Cooker
Dr. Weil Slow Cooker KitchenAid Slow Cooker Cuisinart Digital Slow Cooker Zojirushi 5-Cup Rice Cooker Zojirushi 10-Cup Rice Cooker Cuisinart Slow Cooker, 4 QT
Cuisinart Stainless Pressure Cooker
Dr. Weil 5-cup Multi-Use Rice 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
Combined Company Name
Product Name
Coined
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 The retailer offers a selective, yet broader consumer base that will help add credibility to the Flex brand and assist with transitioning the Multicooker from a niche product to one for the masses.
Macy’s has a broader profile of customers, and is the sister company to Bloomingdale’s, making it an ideal retail partner.
BRANDS: All-Clad, Breville, Calphalon, Cuisinart, DeLonghi, Dr. Weil, KitchenAid, and Waring PRICING: Specialty appliances ranging from $100-$200
STORE: 800 stores spread across 45 states REGISTRY: One of the country’s largest BRANDS: All-Clad, Breville, Calphalon, Cuisinart, DeLonghi, Dr. Weil, Emerilware, Henkels, KitchenAid, Krups, Oster, Rival, and Zojirushi 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 Gift-wise, Dual Usage, Standalone promotional piece
Attention to detail makes the opening experience a bit more special. (e.g., slip cover case, the "fashion" tags, the notch in the box to aid removal, and the gray and orange color scheme.)
Simplistic “no surprises” design
Clean or blank slate packing with “throw away” sale wrap influences continued use of packaging post-purchase
From picture to copy, packaging maintains an uncomplicated (K.I.S.S.) persona
Multiple Views of Product Packaging
cordless
Multicooker Slow/Rice/Steam
Front View
cordless
Multicooker Slow/Rice/Steam
Top View
Multicooker
cocinera multiusos inalámbrica y ahorradora de espacio
The Cordless Space Saving Multi-Purpose cooker
Side 1 View
Le cuiseur Multi-utile d'économie En Place sans fil
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 d l o s s t i # of un
/ s w e i v e r e v i t i s o p f o # s e l c i t r a c i f f a r t b flex we g n i t e k r a m t n e ev s e i r i u q 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