the new hand mixer

HAND MIXER THE

Sabatino Costanzo Silvia de Bellis Alejandra Winter MDAE workshop 2 / docenti F. Trabucco L. Rampino R. Gatti

What is it?

Hand Mixer Dolcevita IMETEC

It’s an electric cooking utensil with two metal whisks, that mixes eggs, creams, sauces and also whips cream and makes meringue.

The hand mixer it’s an IMETEC product that, has a has as target young non professional women.

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

It’s a mature price competition market, only a few companies are defined by design.

The competition is established, there aren’t new entrants.

It is produced with scale economies, standardizing the product.

There aren’t typological’s morphological’s nor formal’s changes.

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Who?

Where?

The using context of this hand mixer is in private non professional kitchens

Female Focus The woman is still the largest purchaser of this product. After a few minutes is heavy for a woman. The product vibrates, making it even more uncomfortable.

They change hands, or use both of them when one must be use for holding the container.

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Benchmark

Modello

Princess 221201

Imetec Dolcevita S17

Severin HM 3828

Potenza

175 W

200 W

200 W

450 W

450 W

500 W

350 W

350 W

350 W

400 W

Costo (€)

15,50

19

27,90

35,90

40,90

47

48,90

54,30

88

92

Peso (Kg)

1,2

1

1,1

1,4

1,1

1,3

2

1

1,3

2

Accessori Doppie fruste

Moulinex Bosch HM 410 MFQ 4020

Braun M1000

Russell Krups Philips Kenwood itubs HR 1560/40 F 501 703 HM 731

Doppie fruste

Doppie fruste

Doppie fruste

Doppie fruste

Doppie fruste

Doppie fruste

Doppie fruste

Doppie fruste; contenitore

Doppie fruste

N° velocità

10

5

5

5

5

5

5

3

Variabile

5

Turbo

X

X

X

X

X

X

X

-

X

X

-

Safe block; soft speed control; Anti-spruzzo; appoggio parete

-

Note

-

-

-

Avvolgimento cavo

-

Display LCD

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Competitors

SBATTITORE FISSO FRULLATORE ROBOT DA CUCINA FRUSTA DA CUCINA Moulinex Kenwood Ariete Fackelmann Prep Line HM 412 FP 971 Line4 24577 Blendi metal 560

Modello

Imetec Dolcevita S17

MINIPIMER Koenic KHB 700

Potenza

200 W

700 W

450 W

600 W

1200 W

-

Costo (€)

19

44,9

34,90

49,90

213

4

Peso (Kg)

1

--

4,4

-

0,08

Accessori

Doppie fruste

Recipiente dosatore

Sbattitore; doppie fruste; gancio; spirale; spatola

-

N° velocità

5

2

Variabile

-

Turbo

X

X

-

-

-

Oltre 50 funzioni

Si usa a mano

Note

-

Bicchiere graduato; Doppie fruste, sbattitore uovo recipiente girevole Variabile

5

XX Lunghezza cavo 1,8m; Gambo anti schizzo

Alloggio per accessori; avvolgicavo

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Competitors uses

HAND MIXER: mixes eggs and makes meringue WHISK: makes meringue

MINIPIMER: makes puree food in the container BLENDER: mixes or makes puree

STAND MIXER: mixes eggs, creams, and makes meringue COOKING ROBOT: other 50 functions

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Major competitors

WHISK: makes meringue FOR ECONOMY, DIMENSIONS AND SEMPLICITY

HAND MIXER: mixes eggs and makes meringue

STAND MIXER: mixes eggs, creams, and makes meringue FOR A BETTER COMFORT AND PROFESSIONALITY

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Brief

People want a mixer: that doesn’t tired the arm that’s user friendly that’s comfortable that’s not absolutely feminine that dosen’t dirty the kitchen that dosen’t use to much space in the kitchen which is not expensive

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Handle, weight and position analisis

The use case 1

case 2

case 3

we have test different arm position and we have seen the stress points

This is the correct position

strengh point MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

What is it?

THE

Hand Mixer IMETEC

It’s an electric cooking utensil with a metal whisk, that mixer eggs, creams, sauces and also whips cream and makes meringue.

The hand mixer it’s an IMETEC product which includes men in their segment of use, has a redesigned handle that relievs the weight of the object.

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Why?

Where?

The using context of this hand mixer is in private kitchens mainly in european’s ans latinoamerianc’s homes. The American market is not excluded but sales will be lower beacuse users are more likely to buy stand mixers.

Male focus The global trends shows that 72% of women in Europe between 20 and 50 are inserted in the lavoral market.

This makes that chores are shared with men. Therefore IMETEC needs to insert a product aimed for men and women.

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Concept

The competitive advantage is: arriving to the market with a different solution focused on convenience, keeping a low price, providing greater comfort, obtaining the results of the stand mixers, but not using that space in the user’s kitchen.

Strength: economic, but practical than others, also it relievs the weight of the object. It’s more masculine epanding the target user.

Opportunity: IMETEC already has reached the men’s market in other electrodomestics Weakness: Slightly larger size

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

The form

Scketches

The form is more masculine, for oppening to a male market.

Different formal tests

Another very important issue it’s that the weight is distributed in a better way.

This form uses only two shells instead of 3.

The body shell

A masculine line

The new hand mixer’s brief shows the need of obtaining a more masculine for enlarge to the “storng sex” market.

The Imetec product analysis have shown very specific characteristics: -the use of dark colors in it’s body shells -forms are more slender and less rounded -the color green is often used to revive the product without losing the masculine connotation.

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Gear changes

Since there is just one whisk we made some changes, plates: we are still using two but we have modify them Support plate: Now it’s only one (intead of two), and we haven’t change it Wheels: Instead of 4 they are just 2

Hand Mixer Dolcevita IMETEC

The

Hand Mixer IMETEC

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Benefits and advantages?

The

Hand Mixer IMETEC

Hand mixer Dolcevita IMETEC

7 6 5 4 3 2 1 Quality

Price

Comfort

Volumen

Shape

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Render

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Render

Alternative color

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Render

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Render

User interface Turbo

Eject button Speed selector High and Low

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

The innovation: bowl and lid

One of the strong points of The New Hand Mixer are the dedicated mixing bowl and lid (cover) that will support the weight of the mixer, allowing it to pivot while resting on its nose cone.

Tensile modulus ( GPa ) Tensile strength ( MPa ) Density ( g cm-3 )

ABS 2.1-2.4 41-45 1.05

Bowl and lid Polypropilene 5.0 180 0.92

{

Polyetilene 0.2-1.2 20-40 0.94

{

Shell

*This material has been put for comparation

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

How is it made?

The production or the bodyshells is done my ABS injection modling, They also has three snap fits.

The production of the mixing bowl and lid is done by Prolipropiline injection molding.

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Render

Internal components

Turbo Button Turbo Contact

Eject button

Plates

Speed selector Rubber

Stop plates

Gear Engine Fan

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Costs

Raw materials: ABS

PP

Indirect materials: Molds

Cost of inputs:

++ +

No changes

=

Changes

-

Production costs: + Direct labor: = Maintenance costs: = Administration costs: = Financial costs: = Cost of sale: =

+ ++ MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Instructions

1. Eject Button.

2. Turbo button.

2.

3.

1.

3. Speed Selector 4. Whisk HOW TO USE

4.

ATTACHING THE WHISK: Be sure appliance is unplugged. Align notches on the whisk with slots in hand unit, and push until it lock in place.

Insert plug into any standard household outlet.

Place the whisk directly into container holding ingredients to be mixed. Set the speed control lever to the 1 (Low) position to start blending, then increase to 2 (Low-Medium), 3 (Medium), 4 (Medium-High) or 5 (High).

REMOVING THE WHISK: Slide speed control to “OFF” or “O” position. Unplug appliance. Push down on the eject button to eject the whisk.

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

Packaging The

Hand Mixer IMETEC

where the new ideas are born

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti

MDAE workshop 2 / studenti : Sabatino Costanzo Silvia de Bellis Alejandra Winter // docenti F. Trabucco L. Rampino R. Gatti