Flex Multicooker Product Development Overview

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