Innovation and new product development: Launch strategy and market plan for the new product "Click and Drain"
Seminar paper from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Otago (Marketing Department), course: Marketing 306, 5 entries in the bibliography, language: English, abstract: Excerpt: The following report details a proposal for a revolutionary new Breville product: a Click and Drain convenience pot. This report details the development of this innovative product from the initial Concept Development right through to a Financial Analysis and a Market Launch Strategy. Breville’s new Click and Drain convenience pot is an ergonomically designed product to make draining boiling water from pots both safer and easier. This is achieved by clicking off one of the two ergonomically designed handles to expose water-draining holes. The Click and Drain is crafted in brushed stainless steel, and is made with a QuantaniumTM non-scratch, non-stick interior. The glass Cook and LookTM lid of the new Click and Drain pot can be locked on for further convenience and safety.
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A-T-A-R Model advertisements analytical attribute techniques Arcosteel Australian Baccarat Benedetto benefits boiling water brainstorming brand equity Breville brand Breville product Breville’s Cash Flow Statement chain and specialty Click and Drain click-released competing brands competitors conceal a netting concept test cookware Crawford current brand image detachable handle positioned disabilities distribution Drain pot draining holes easy Elephant Sucker end-users ergonomically expected Contingency Plan focus gap analysis Gap map handle positioned low hold the pot home-cooked meals Homewares Division Hong Kong Housewares International Income Statement innovative John O’Brien kitchen kitchenware Launch Implementation Liddy Lock and Flip market testing marketing campaign meal preparation minimised netting draining area O’Brien packaging Perceptual Mapping pot would look Potential Problem Preliminary Financials product development team product launch Quantanium regular pot retail safety secondary target market sliding vent small appliance specialty stores stovetop pot strategic Technology utilised viable gap watertight Wiltshire www.acneilsen.co.nz www.preparedfoods.com