Case study: Green Kitchen

Résumé du document

What is distinctive with respect to alternatives on the market?
-Reduce environmental impact: smart and eco-efficient appliances, interconnection between the appliances allow to avoid water and energy wastes.
-Save up money and time: for example time with the handy-dandy ressource assistant to provide information for cooking and program appliances, also thanks to high energy efficiency.
-Intelligent design: thanks to the adaptation of the volumes the envirnoment is more flexible, it allows to personalize your environment and to save place.
-We can implement this kind of idea in the workplace with intelligent and eco-friendly technologies. For example on computers, light, heating it is possible to save money through intelligent components that adapt the electricity consumption to the needs (number of persons in the room, temperature, use of the computer).

Extraits

[...] The key promise is that you will implement a natural kitchen in your home with a 70% reduce on your electricity bill Develop a marketing strategy for Whirlpool® GreenKitchen© product c. What do you recommend in terms of pricing policy (price premium, competitive pricing Considering the pricing policy we have to fit the target needs. Our target is composed by people from middle and upper class; we won't launch the product in low cost or low price positioning. The price won't at first be competitive and will be higher by a 20% considering the market prices (Because of development price). [...]

[...] Green Kitchen 1. What are the comparative advantages of the GreenKitchen compared to a classical kitchen? a. What is distinctive with respect to alternatives on the market? Reduce environmental impact: smart and eco-efficient appliances, interconnection between the appliances allow to avoid water and energy wastes Save up money and time: for example time with the handy-dandy ressource assistant to provide information for cooking and program appliances, also thanks to high energy effiency Intelligent design: thanks to the adaptation of the volumes the envirnoment is more flexible, it allows to personalize your environment and to save place Safety by eliminating bacteria: an anti-bacterial treatment to clean water We can implement this kind of idea in the workplace with intelligent and eco-friendly technologies. [...]

[...] What communication would you adopt? (identify the product with a message, a color, an animal, a movie, a song, a character ) The message that will identify the product could be “Nature is a long term project, your life because obviously the direct impact of Green Kitchen is weak but more the time pass more it preserves the nature. The color is green as the logo in the presentation video; the goal is to remind people nature (grass, trees, and sleeves). [...]

[...] What are the benefits and dangers of a green/sustainable positioning? Benefits: This market seems to be the future Brand image: the firm can communicate on a green positioning. Nowadays a lot of companies in different sectors communicate on sustainable development and Green. Take advantage of the legislation and public policies: More and more countries, above all in Europe, make policies to enforce green positioning (like tax cuts or public subsidies). Currently it is not yet very interesting but in some years it could be detrimental to not be green positioned. [...]

[...] A large audience or a niche? The target customer for this product is a population describe in the case, the cultural creative. This group represents now a large part of the adult population (more than 80 million (2008) in the United-States and about 8 millions of French people (most of women)). This group includes many writers, artists, musicians, psychotherapists, feminists, alternative health care providers and other professionals. They combine a serious focus on their spirituality with a strong passion for social activism. [...]