Flex Multicooker Product Development Overview

Page 1

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


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