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Old 04-05-2018, 06:22 PM   #1
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Talking The Betty Crocker Kitchens in with the hand blender

With Braun creating infomercial, Other companies pushing new products, better sales anticipated. With Braun developing an infomercial To air this autumn and other players pushing new goods, hand blenders must whip up good sales numbers in the fourth quarter, observer said.

Braun is said to be the dominant Participant in the market with other key suppliers such as Hamilton Beach, Rival, Singer, Moulinex, Kenwood and Cuisinarts.

Industry sources estimate that the Category appeared in 1991 at just more than 2 million units at retail, due mostly to the significant boost from an infomercial. In this time period, Braun also had TV and print advertisements to support its business.

Today, however, the Majority of the Business Considers the category is flat, with little growth, primarily due to the lack of infomercial support. "Hand blender earnings are extremely slow," said a department store buyer.

A Midwestern mass merchant agreed, Saying, "we've still got some movement in hand blenders, but we do not need as many suppliers."

Another Midwestern mass merchant was More blunt about the situation. "The category is boring and extensions do not do anything for me. Someone do something to make it exciting because right now it is not."

Bob Cronon, marketing manager, Household products for Braun, agreed the category has slowed because infomercials stopped airing last autumn, but he noticed that the household penetration of hand blenders is still quite low in this nation.

"There are countries in Europe, For example Spain, where 80 percent of these households own a hand blender," Cronon said. "In the USA, home penetration of hand blenders is below 10 percent so there is still enormous chance for the group to grow."

But Instead than simply talk about Opportunity, Braun intends to create the need the business needs via a variety to merchandising methods.

"The infomercial is an ideal Way to create great consciousness in this still-new group," Cronon stated. "It's proven to drive consumer interest within this class previously, and we will be doing one this autumn that focuses on our hand blender and its unique features. We anticipate it to create great consumer interest and send many customers looking for Braun hand blenders at retail."

The infomercial Will Start airing October through December, with most of the push in November and December.

"In the infomercial, Braun will Be focusing on the unique features it brings the hand blender category - slim design and whipping and pruning attachments," Cronon stated.

Braun is starting four hand Blenders this summer, are slender for easier handling yet offer strong functionality. These include a whipping disk for whipping cream or skim milk for a variety of dessert toppings. Two versions incorporate a new chopper attachment.

Over and above the infomercial, Braun will be advertisements hand blenders as part of its overall bridal print advertising effort.

Furthermore, the company is Sponsoring the public television series "Cooking at the Academy." The next season of "Today's Gourmet," scheduled to debut Oct. 15, features professional chef and educators Jaques Pepin instructing the proper cooking techniques.

Madhur Jaffrey's cooking show entitled "Far Eastern Cookery" is also being sponsored by Braun.

"We think the viewers of Public tv cooking shows are an excellent target market for us since they are interested in cooking," Cronon stated. "It is a perfect association of quality applications with Braun's quality merchandise."

In addition, the Braun hand blender Is used as sponsoring product on television game showsthat make about 300 million impression year round.

Braun is also developing a new In-store video and exhibits to Braun hand blenders.

Undoubtedly Braun's decision to get Supporting the hand blender group should benefit the entire industry. here is how

Some players said they anticipate their New products that fall to generate some additional interest in the group.

At The Gourmet Products Show, Hamilton Beach/ Proctor-Silex introduced two models - a corded version to replace its initial model and a cordless model designed to measure up the consumer to higher performance.

"The market is certainly down From last year but we are committed to it," said Ian Sole, vice president of marketing at Hamilton Beach/ Proctor-Silex. "We think that it's a very viable market." Jim Hopponen Jr., advertising manager For High Performance Appliances, stated it is also sticking with this group, despite the fact that it's not quite as good as it was a couple of years ago.

He said the company is working right Currently on a brand new hand blender with some extra attachments to your fall.

Hopponen added General Mill, which Licences the Betty Crocker name to HPA, helps it provide a little excess value to consumers. HPA packages a Betty Crocker education book featuring recipes created by the Betty Crocker Kitchens in with the hand blender.

Furthermore, Betty Crocker boxes For packed foods and appliances have a coupon on them for consumer to store. These coupons are redeemed for savings on home and kitchen presents and children's things arranged kind General Mill's catalogs.

Bill Endres President, sales and marketing, at Rival stated it's doing well in the category. "The simple business has been very strong and I think that it will last.

"We have tooled our merchandise And discovered that if we're on the shelf we sell better than most of the contest. We think this is due to the styling and the Rival name," he said.

While some providers are fairly Optimistic about the business, other vendors are taking a traditional approach to the marketplace. Moulinex, for example, is carefully Watching the business for growth possible, said Sara Paxton, product director. She added, if there is opportunity, Moulinex is prepared for the market.

Paxton mentioned at present there's Glut of merchandise available at low price points and the consumer is confused concerning the advantage of the item rather than the cost point.

"Consumers see that a $20 hand Blender and believe that it merely makes a milk shake when actually when you've got a product like our 071 hand blender, it can make quiches, sorbets and leftovers - all of the sorts of things people do not realize it could do," Paxton said.

Given the glut of low end products In the market, Kenwood has chosen to not place any significant emphasis on the category that collapse, opting rather to encourage the powerful price/value connection it provides with its two-speed unit priced at $19.99. This model comes with a 24-ounce beaker and wall mount.

"We feel when the hand-blender Category dropped to $19.99 and below, it turned into a price/promotion business," said Chris Boyhan, co-owner of Global Marketing, making Kenwood products. "We provide a good cost - $19.99 - to get a two-speed hand blender using a beaker and wall mount. Many one-speed blenders are offered at this price.

"And compared to some hig-hend Models, our unit offers a much better price/value connection," he said. "The products are not hat different as far as they relate to consumer benefits."

He included the hand blender business Is a gift company, which ought to come back in November and December.

"The stick blender has leveled Off and appears like a gift-giving item versus self purchase, which can be marginally In spite of the typical product life cycle," Boyhan explained. "This seems To be a seasonal product with the exclusion of health-conscious consumers who Use it in order to make health drinks and diet shakes."

Last edited by jardenblack26; 11-17-2018 at 08:09 AM..
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Old 10-29-2018, 06:44 AM   #2
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