Flowline book by Jennifer Gavens

sink with motion

sink with motion Danielle Fields Jennifer Gavens Leonie Geyer Tanguy Laurent

Special Thanks To The Engineering Team Jesse Anderson Timothy Castelein Anthony DiMare Ryan Milcarek

Table of Contents Product Overview . . . . . . . . . Where Flowline Stands . . . . . . Re-Engineering Report . . . . . . Primary Target . . . . . . . . . . Secondary Target . . . . . . . . . Day In The Life . . . . . . . . . . Media Recommendations . . . . . Creative Brief . . . . . . . . . . . Creative Executions . . . . . . . . HGTV Sponsership . . . . . Exposition/Poster Display . . Outdoor Advertising . . . . . References . . . . . . . . . . . .

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Product Overview Everyone uses a sink. For most, washing their hands and brushing their teeth is second nature. Traditionally, sinks are designed to be at a set height. While one size and height fits most, others have difficulties. This fixed height makes it hard for consumers with disabilities, children, and tall individuals to do daily tasks with ease. For individuals in wheelchairs, a significantly lower sink is desired. Not only that, but it’s an added benefit to have a sink where it is easy to reach the faucet, and provide room for their knees while they sit. That’s where flowline comes in. Flowline is simply a sink that can move up, down, forward, and backwards depending on the needs of the user. The faucet moves with the sink, making it easy for the user to turn the faucet on or off. Unlike many sinks in this category, it has the benefit of the multi-dimensional movement. Many competitors’ sinks only move up and down OR forward and back. Another unique element of the design is it provides vanity and storage space as well as customization depending on the user. The sink is ADA approved in NY. Our society is full of people with a wide range of needs. flowline is a product that ensures these needs are met. Not only will flowline help an individual with their needs, but also it’s aesthetically pleasing and can easily fit into a residential home. Cost When the engineers constructed the first prototype, the cost came to just under $1,700.00. After doing research and sales considerations, the engineers believe that the MRSP would total to $1,440.00 and the wholesale cost would be $1,200.00. The lower cost is due to the assumption that the Economies of Scale will allow for 70% of the prototype material cost and a lean design methodology will be used to lower the part count and costs.

The cost is reasonable to our consumer and will be discussed later in our target overview.

Where flowline Stands While there are no direct competitors to flowline, there are companies doing things similar to them. There are four categories of modular furniture that provide similar benefits to flowline but a different positioning. Modular furniture brands focus on lifestyle over health. This type of product tends to be all about saving space in a contemporary way that fits right into someone’s home. While it works well in the home, it doesn’t really have any sort of health benefits. Next is In-Home Care. This is a type of assisted healthcare that helps keep the consumer or their relatives at home rather than living in a nursing home. Right now, there is a high level of start-ups and conveniently most of the costs are covered by insurance. Rather than furniture, this is a network of homegivers. While this is a viable option for older consumers, most are not willing to have a stranger come into their home. Home Durable Medical Equipment is not necessarily furniture for the home. It is instead medical equipment that is put in the home based on the needs of the consumer. While there are some companies trying to make this equipment more “home-like”, it is usually for temporary use. Adaptive facilities are the last type of competitor in the same market as flowline. In our opinion, it is the category most similar to flowline. The constant positioning of adaptive facilities is to slowly replace the efforts of both the patient and the nurse. They focus on space utilization improvement. Put simply, they try to make life easier for the consumer.

Re-engineering Report We believe flowline is a well-designed modular sink. When reviewing the design, we could only find one minor change to make. We found that when the sink lowered, the mirror did not move with it. This could provide an inconvenience to a consumer who has to lower the sink to use it. (Who has to sit down or is in a wheelchair). They might be sitting too low to see themselves in the mirror. Therefore, we recommend either making the mirror move with the sink or creating enough space in-between the wall and sink to extend the mirror down.

Primary Target: Business-to-Consumer When first hearing about flowline, our group believed this would be going down the business-to-business route by just the industrial-sounding name (It was originally called “Modular Sink Design”). After meeting with the group of engineers, it was clear our team would be taking our initial thoughts in a different direction. While we will include some business-to-business aspects, it will not be our primary target. flowline is a beautiful piece of furniture that would easily fit into the consumer’s home. It screams lifestyle and now the only question was target. After completing qualitative and quantitative research our team felt men and women ages 45-65 were the obvious choice for several reasons. First is the amount of disposable income they have at hand. An article in MediaPost stated our target, “represents close to 80 million U.S. consumers and hold 70% of the U.S. disposable income.” This means they have the money to spend it on a bigger purchase like flowline. Research backs this up showing that 62.5% of new cars, and 80% of luxury travel are bought by this target. To follow that, the target is highly likely to use their money for home improvement and renovation projects. MRI data suggests the target spends $2500 or more on remodeling their home and approximately $1000-3000 on remodeling baths, which is significantly more than other age groups in the same categories.

Primary Target Continued... Another reason why this is the ideal target is they tend to be very health conscious as well as close to retirement. After reviewing Simmons data, the target shows a higher index to have a health-conscious lifestyle, frequently take preventative medicine and attempt to eat healthier. Again, according to MediaPost, they spend the most in healthcare and pharmaceuticals. The sink, while very aesthetically pleasing, also provides mobility for the older generation that might be in a wheelchair, or simply cannot bend over the sink like they used to. The target would find a product like flowline very beneficial to them. Lastly, this target is likely to have an older family member they must care for. One in seven care for a parent or family member and these numbers continue to rise. There’s no arguing people are living longer and the target is the first to experience this trend. In 2000, 7% of 60-year-olds had one parent alive compared to 50% in 2013. This is a crucial statistic. The target is near retirement and at a point in their lives where they are taking care of an elder family member. By doing so, they see their future in the eyes of their parents. Once discovering this, our group decided to label the target as the “mirror generation”. We believe that flowline will be perfect for the “mirror generation” because it can either be bought for their aging parents or themselves in preparation for the future.

Secondary Target: Business-to-Business Contractors Since our primary target is the consumer who plans to renovate, it would only be natural to have contractors as one of our secondary targets. Typically in home renovations, consumers might look to experts for advice. It is important that we reach the contractors and make them aware of flowline for two reasons. One: to help make them more knowledgeable about the products in their industry. And two: so they can recommend it to our primary target when discussing bathroom renovations. Senior Living Apartments Senior Living Apartments are the next natural secondary target. These sinks may be too â&#x20AC;&#x153;home-likeâ&#x20AC;? for a hospital but they are perfect for an apartment complex with older residents. flowline is ADA approved and because of the multi-dimensional movement it can adjust to almost any consumer. By placing flowline in a businesses apartment complex, they make themselves more marketable. Not only can a bigger variety of residents live there but their current tenants might also stay longer because the sink can adjust to their health.

Day in the Life Meet Debbie. She is 58 years-old and planning to retire in the next few years with her husband Jeff. At this point in her life she is very busy. After work, she always goes to her mom’s house to check-in. Her mom is at the age where her mobility is failing and Debbie is not sure if she should put her in a nursing home yet. Her mom is reluctant but Debbie is getting exhausted from the constant driving and not getting home till late. She thinks about in-home care but is tentative to allow a stranger to take care of her mom. Sometimes she looks at her mom and worries her children will face the same difficulties as she ages. She will have to remember to have a conversation with them next time they call. When Debbie is not at work or at her moms she enjoys relaxing at home. Two of her hobbies include gardening and decorating. While Jeff likes to joke that he’s only a wallet for her renovations, he knows how much she loves it. Debbie takes pride in her home. She remembers when they bought it; it was just a fixerupper. Now it’s one of the prettiest houses on the block; inside and out. On the weekend she likes to watch HGTV and find inspiration in the home renovation shows. She gets great ideas and is constantly updating her home for the “new” look. While she has already renovated her kitchen 5 years ago it’s time for the next big project. She can’t decide whether to update the master bathroom or the bathroom downstairs. She decides to look online for unique sinks and bathtubs.

Media Recommendations For flowline, we created a multi-faceted approach because we are targeting B2C and B2B consumers. Our target consists of the 45-65 year-old “mirror generation”, architects/contractors, and senior living apartment homes. Mirror Generation Our strategy for the Mirror Generation was to reach them when they are in the mindset of housing renovations. To do this, we will advertise in vehicles related to updating and decorating the consumer’s house. Online • HGTV • DIY • Lowes • Home Depot • Sponsored Search Results (Google, Bing) Television • HGTV • DIY • Partnership/Sponsorship with HGTV o Get shows to use the sink in renovations Our primary target tends to watch many renovation shows on HGTV. To take advantage of this, becoming a sponsor is a great way to build awareness. We seamlessly place flowline in the shows and then place commercial spots during the break. This will be discussed further in the creative execution.

Media Recommendation Continued... Outdoor • Near and around furniture stores • Top 10 cities in U.S. flowline Website • E-mail opt-in o Email blasts Architects/Contractors Although there is a likelihood of Architects/Contractors seeing the ads in the media stated above, we also wanted to add online advertisements to websites they frequently visit. These include:

• Architectualdigest.com • Wallpaper.com • Dezeenmagazine.com

Senior Living Homes For Senior Living Homes, we would like to directly target their facilities. In order to do this we will:

• Send brochures directly to nursing homes • Have tables at home shows, fairs, etc. Another way to build awareness and inform the target on an individual level is to have a table at home shows and expos. While this will aim at our B2B targets (contractors/ senior living homes), it might also reach our primary target. The layout and copy will be illustrated in the creative executions.

In conclusion, we feel these media recommendations will effectively reach all intended targets.

Creative Brief Situation flowline is a new innovation in the modular sink market. Its markets include hospital and nursing home furniture as well as residential sales. Our client has created the first modular sink that not only moves both horizontally and vertically but also allows customization and cabinet space. Marketing Problem By leveraging its lifestyle attributes, the brand will pursue both a B2B and B2C marketing strategy. Question How to leverage the design aspect of flowline and communicate the functional innovation? Communication Objective Create awareness and introduce the brand. Target Profile B2C // The NY “Mirror generation”, men and women age 45-65 year-olds who are torn between their wellbeing, house renovation and luxury lifestyle budgets. This generation is the first of the U.S. population to have a unique experience. As they are approaching retirement, they are still in the process of caring for their elderly parents. They therefore relate to what it feels to be 80-90 years old and start thinking about their future while taking care of their parents needs. B2B // Focus on Home Architects/Contractors and Senior Living Communities. Promise flowline is the only modular sink for the mirror generation that combines functionality with lifestyle due to its multi dimensional movement and “Home Friendly” appeal.

Creative Brief Continued... Competition There is not a category leader but a lot of competitive players: - Herman Miller / Nurture / AHF Reason To Believe The sink’s ADA approved functional benefits assist the target overcome physical constraints while fitting seamlessly into the home. Insights “We want a Space efficient versatile life” Multifunctional housewares. Consider the benefits of modular furniture. The multidimensional movement gives you more freedom. “I get a preview of what I will experience” You have more time to plan / Regardless of your age get insurance / Put yourself first / Plan Ahead Recommendation The sink is part of your home, and your home is your nest, not a waiting room at a hospital. You can change your style and age with furniture that adapts to your physical constraints. It’s not just looking good, it’s feeling good, too. The adaptable sink makes your home friendly and you can feel it.

Creative Executions Throughout our creative executions, we captured the technical benefits of flowline and its aesthetically pleasing looks. While it’s difficult to show “motion” on a stagnant piece of paper we felt we came to an ideal solution to make sure the message is received by the target. Visually, we showcase the aesthetics and “home-friendly” appeal of the sink. The copy took care of communicating the multi-dimensional movement and benefits of flowline. By keeping this idea consistent through all executions we feel we created a cohesive campaign for flowline.

HGTV Sponsorship Information For flowline to reach the target audience we needed to find a common ground between what shows on television they watch and what our product can offer. Our solution was HGTV. We chose this because the channel and website are great places for anyone to get inspiration and helpful tips for updating homes. To reach our target, we will plan a sponsorship with HGTV that will showcase Flowline on their television channel and their website. The television sponsorship will have two different parts. The first will be to have flowline placed within renovated houses on the show. When the “final reveal” occurs of the updated space, the camera will zoom in on flowline. The host of the show will also demonstrate the homeowners how the sink design works. The second step would occur leading into a commercial break. An HGTV spokesperson would say, “This show is sponsored by… flowline”, while a stationary ad appears on the screen. On the HGTV website, there will be clean banner ads in various location which the viewer can click on to be transferred to the flowline website.

This Show Is Sponsored By.....

sink with motion

This Show Is Sponsored By.....

sink with motion

Exposition/Poster Display flowline will have a booth at home shows and expos to mainly reach the B2B target. The booth consists of the following components: An informational desk with a poster, a lounge area, and three different views on the sink: aesthetic, motion, and storage. Customers have the opportunity to discuss the different features of the sink including the technology, look and price with flowlineâ&#x20AC;&#x2122;s employees.

motion flowline balances lifestyle with health. The sinkâ&#x20AC;&#x2122;s usercontrolled, adjustable design ensures flowline adapts to your personal needs, offering multiple sink arrangements with ease.

aesthetic flowlineâ&#x20AC;&#x2122;s simple, modular design fits into every home. With multiple finishes and colors to choose from flowline adapts to your personal style.

storage flowline offers various storing options so your personal space is uncluttered but your belongings are easily accessible.

Exposition Layout Design

Informational Desk

Aesthetic

H o m e - Fr i e n d l y S i n k sink with motion

flowline brings multi-dimensional movement to your home with the flexibility to move the Flowline sink system up, down, forward, or backwards to fit your needs. Flexibility has never looked this good.

Motion

Lifestyle Poster

Storage

H o m e - Fr i e n d l y S i n k sink with motion

Technical Poster

Lifestyle Poster

H o m e - Fr i e n d l y S i n k

sink with motion

Aesthetic

Technical Poster Motion

Storage

H o m e - Fr i e n d l y S i n k sink with motion

Outdoor Advertising Flowlineâ&#x20AC;&#x2122;s guerilla advertising will be placed by and on elevators in shopping malls or big furniture stores. The idea is to illustrate the motion and functionality of the sink in a unique way. The sink moves between levels and stops in the correct position for the child or the adult to use the sink.

sink with motion

References Examiner. (2013, July 11). Baby boomers are shopping and spending [Web log message]. Retrieved from http://www.examiner.com/article/baby-boomers-are-shopping-and-spending Hamilton, W. (2011, September 05). Many baby boomers donâ&#x20AC;&#x2122;t plan to leave their children an inheritance. Los Angeles Times. Retrieved from http://articles.latimes.com/2011/sep/05/business/fi-la-boomerinheritance-20110906 Herman Miller. (2014). Furniture. Retrieved from http://www.hermanmiller.com Immersion Active. (2014). 50 facts and fiction. Retrieved from http://www.immersionactive.com/ resources/50-plus-facts-and-fiction/ Life Edited. (2012). Design your life to include more money, health and happiness with less stuff, space and energy. Retrieved from http://www.lifeedited.com MedicalExpo. (2014). Online medical devices exhibition. Retrieved from http://www.medicalexpo.com Medical Technology Trends. (2013, October 22). What impact are baby boomers having on innovative medical devices? [Web log message]. Retrieved from http://www.medicalsalescrm.com/what-impact-arebaby-boomers-having-on-innovative-medical-devices/ Newport, F., & Wilke, J. (2013, June 27). Older baby boomers more positive about their finances [Web log message]. Retrieved from http://www.gallup.com/poll/163274/older-baby-boomers-positive-finances.aspx Nurture. (2014). Nurture. by steelcase. Retrieved from http://www.nurture.com Oâ&#x20AC;&#x2122;Donnell, F. (2011). Marketing to gen x-us. Mintel, Retrieved from Medical Technology Trends. (2013, October 22). What impact are baby boomers having on innovative medical devices? [Web log message]. Retrieved from http://www.medicalsalescrm.com/what-impact-are-baby-boomers-having-on-innovativemedical-devices/

O’Donnell, F. (2011). Lifestyles of baby boomers. Mintel, Retrieved from http://academic.mintel.com. libezproxy2.syr.edu/display/542948/ O’Donnell, F. (2013). Senior lifestyles - us . Mintel, Retrieved from http://academic.mintel.com/ display/637811/?highlight O’Donnell, F. (2014). Marketing to baby boomers. Mintel, Retrieved from http://academic.mintel.com/ display/679971/ OneFlare. (2014). Retrieved from https://www.oneflare.com.au Padburg, N. (1012, August 20). Baby boomers control 70% of the u.s. disposable income [Web log message]. Retrieved from http://www.mediapost.com/publications/article/181070/baby-boomers-control-70-of-theus-disposable-in.html Parker, K., & Patten, E. (2013, January 30). The sandwich generation-rising financial burdens for middleaged americans. Retrieved from http://www.pewsocialtrends.org/2013/01/30/the-sandwich-generation/ Simmons Market Research Bureau. (20012). Simmons OneView (Fall, 2012) [Computer software]. New York: Simmons Market Research Bureau. Taylor, P., Funk, C., & Kennedy, C. (2005, December 08). Baby boomers: From the age of aquarius to the age of responsibility. Retrieved from http://www.pewsocialtrends.org/2005/12/08/baby-boomers-fromthe-age-of-aquarius-to-the-age-of-responsibility/