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. For example on computers, light, heating it is
possible to save money through intelligent componements taht adapt
the electricity consumption to the needs (number of persons in the
room, temperature, use of the computer).

1. What are the comparative advantages of the

GreenKitchen compared to a classical kitchen?
b. What are the potential and the vulnerabilities of such a concept?

Potential of GreenKitchen:

energy and water savings: both an economical and environmental advantage

Time saving for cooking

Help to cooking with useful information

Herbarium: A new fonction of the kitchen which is allows customers who live in flats
and can have a kitchen garden to harvest their own herbs and fruits.

Vulnerability:

Dependent to high technologies: in case of power cut, this technology will be

inefficient.
This concept may encounter first some difficulties (link to its technological added
value). Whirlpool have to anticipate these problems.

2. 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.
Save water is a important advantage in the countries concerned by
water restrictions.

Dangers:
A risky gamble: it needs huge invests.
In some markets (in particular the emerging ones, which are the most
growing markets), sustainable development is not an important issue.
Consumers and government dont really consider it.
The economic crisis could restrain invests in green technologies.
Furthermore, consumers could prefer cheaper technologies.

3. What are the customers expectations?

a. What prevents customers from adopting an innovation?

Cautious and sensitive to price

A lack of awareness: should be educated on it

Distrust corporations and the media

Low avaibility

High brand loyalty of the customers

They can be skeptic about the quality and the efficiency of an

innovation

People can be afraid about innovations, they prefer buying

something that they already know

3. What are the customers expectations?

b. What are the consumers barriers that should be managed to market
the GreenKitchen successfully?

Control cost, competitive compare to traditional

appliance

Educate the customers the perception of the

global cost and advertising the innovation
product

Verified the effects of the product, face to face

Putting green products on most obvious place

4. Develop a marketing strategy for Whirlpool

GreenKitchen product
a. Who are the target customers for this product? 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.
But even if this group represents a large part of the population in Europe and USA
(the biggest markets for Whirlpool) we can extend the target to people educated
and sensible to planet-wide issues. The cultural creative is a movement with different
wings and tendencies. So the target is people sensitive to environmental issues, with
a good social and educative background (middle or upper class). The target is
someone who already buys or consumes green products. He takes in account every
parameter before buying something. He takes in consideration the global price
more than the acquisition price.
Green Kitchen can be seen as a niche product because of its strong specificities but
it fits every home environment and can be implemented in every kitchen. Viewing
the market obviously Green kitchen will be at launch a niche product because
people usually substitute their kitchen goods when they meet a problem with it.
Moreover people dont usually change all their kitchen stuff at the same time and it
is a strong investment even if it is possible to return on it fast.
The market segment targeted is wealthy people sensitive to environmental issues
(preserve resources for instance) => It is perfectly embodied by the cultural creative.

4. Develop a marketing strategy for Whirlpool

GreenKitchen product
b. How would you structure your value proposition? What could be the
key promise?

The value proposition is a kitchen that perfectly fits to

your environment and to THE environment. The product
is eco-friendly and consumes low resources. Green
kitchen functions as the environment this is a real added
value because though your kitchen you participate and
belong to a natural process (re-use the water, instinctive
way of functioning, herbarium where you can harvest
your spices). This kitchen preserves natural resources
(electricity, water), you can measure your ecological
print. Every part of the kitchen is made in eco-friendly
and recycled materials.
The key promise is that you will implement a natural
kitchen in your home with a 70% reduce on your
electricity bill.

4. 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 wont launch the
product in low cost or low price positioning. The
price wont at first be competitive and will be
higher by a 20% considering the market prices
(Because of development price). This price will
maybe be hard to put at first but it will be
recovered very fast because of the 70% savings on
the electricity bill. We have to make the customer
focused on that point because considering this
element. Green Kitchen will be very less expensive
than its competitors on a 2/3 years view.

4. Develop a marketing strategy for Whirlpool

GreenKitchen product
d. 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 too
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). The animal representing the
best it, is an animal perfectly fitting its environment,
maybe the ant (older than the men on earth).
A song may be island at the sun de Weezer and
the movie should be Avatar.

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