Ntennou C-MKTG600-assignment2 copy

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MKTG600

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Marketing

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Feb 20, 2024

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1 Cuisinart Brand Extension CARINE KAMGA NTENNOU American Public University MKTG600: Marketing Management Instructor: Dr. Samantha Bietsch Due date: Sunday, Sep 24 2023
2 Cuisinart Brand Extension BRAND: Cuisinart As someone who loves cooking, Cuisinart is one of those brands I personally affectionate. It is an American brand founded in 1971 that deals in everything related to the kitchen today. Cuisinart manufactures any kitchen appliance you can think of. It is a complete culinary wealth with an enormous exhibition of good quality products, cherished by chefs and consumers all over the world for their efficiency and durability. Their mission is to help you “Savor the Good Life” Extension Idea: Kitchen Intelligent Cooking Robot (KICR) This company certainly possesses whatever product you need to have a pleasant cooking experience, but there is one idea that comes to my mind that they have yet to make. An intelligent cooking robot, with integrated recipes from all over the world including Africans (I make this emphasis because most of the time when people discuss international cuisine, Africa is always left aside, not knowing that they have some delicacies that are out of this world.) to guide with recipes and voice assistance to help those who are willing to cook but do not know how to cook to make some delicious meals as well, But not just them also working class individuals, who are extremely busy and definitely do not have a lot of time to spend in the kitchen. Rationale
3 The mission of this brand is: to help you “Savor the Good Life”. We live in a fast-paced world where people are very busy and barely have time to eat talk less read a cooking book to be able to prepare some meals. So, imagine we offer them on a platter of silver an assistant, in the Cuisinart Brand Extension form of a machine/processor that swiftly guides them to the second through the process of making those delicious meals, they never thought they would likely be interested. A robot that cooks the food from scratch and when it is ready stops by itself and sends a notification to your phone saying your meal is ready. All you need to do is pick a recipe and assist the processor by putting in the clean ingredients as indicated in the corresponding compartment and the robot will weigh the quantities based on the number of people you are trying to cook for that was previously input. (you put in an onion and the robot will only chop what is needed and push the rest on the side compartment or just roll it out). Most of the things people buy nowadays are the results of what others tell them. Therefore, one of the plans is to offer those machines to top-performing influencers all over the world for their reviews, hoping they are good enough to persuade their audiences and get us a lot of customers that will be satisfied as well, and it will go from mouth to ear and another plan is to make a media tour if possible and temporary show where the cooking will done live for viewers and potential customers. Target market For our intelligent robot cooker, the goal is to make the brand more popular and present in all families, the target is at least 10,000 sales in the first year and not less than 3,500 in the following years. Our ideal customers are anyone anywhere around the world, first of all, who
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4 likes and is comfortable with artificial intelligence because, this robot “kitchen helper” will have a built-in scale to weigh all the ingredients and only use the necessary amount needed for the quantity you want to cook, a built-in knife/cutting tools to chop the ingredients, and many other functions among Cuisinart Brand Extension which a grinder, heater, mixer, steamer, emulsifier, blender, stirrer, and something that other existing robots do not have, voice assistance... and secondly who earns a minimum of $65,000 a year, and not just individuals or families our target are also chefs because we are working on creating a helper in the kitchen that will save us a considerate amount of time and allow people to multitask. this doesn’t mean the machine will be more expensive than the almost similar one already presents on the market; our target is set there because we think it will be easier for people around than wage to easily spend the amount of money on an intelligent cooker without double thinking of the option of cookbook. MARKETING and Launch Strategy After various research over the internet, we realized that the average price for a good quality robot is around $1,400 because the thermomix which is the most popular costs $2,800. So, our strategy for competitive prices is to personally explore Asian manufacturers' offers. Go on the ground and find good and reliable companies with equipment to help us materialize our idea. We strongly believe that good things can also come from China or Turkey at an affordable price. They have very affordable labor forces, we are not trying to enslave people to make a profit, we plan on signing an agreement on a minimum wage for those who will work on our project while being reasonable and focused on cutting prices to have competitive prices for a
5 premium quality product that will last in our client’s kitchens. The target bracket price is $800 - $1,150 and we are still willing to make some offers for more sales. The very first strategy on our agenda is to partner with as many influencers as we can afford, to promote our product, by getting a commission on anyone who clicks on a personalized Cuisinart Brand Extension link that will be provided to each of them and even more for when that person makes a purchase, and not just them but also chefs so that they can test the product at their workplace and also provide us with good reviews. I’m not an influencer, but I have been contacted multiple times by brands I didn’t know, offering me their products for free for a review, they certainly bought my information from Amazon, and one told me where they got my details from. We also plan on owning a pop-up TV show on a few channels and pop-up stores in selected areas to promote the product. Artificial Intelligence is gaining more and more ground in our lives, the more intelligent inventions are, the more curious people also become, and they want to try and even be among the first to own that very one machine. So we want to come up with an amazing invention that will create curiosity in people and boost our sales. Ethical Considerations Apart from the fact that we are very open to having a few chefs in our boat to help us realize this big project, we also considering giving out some of our products to random customers for honest reviews because our goal is to bring in the market a tool that is 100% safe for our potential customers all over the world, ensuring that it meets or exceeds regulations set forth by the Department of Energy.
6 References: Chi, C. (2023, July 27). What is a Marketing Plan & How to Write One [+Examples]. Blog Hugspot . https://blog.hubspot.com/marketing/marketing-plan-examples HubSpot. (n.d.). Free Marketing Plan template – HubSpot . https://offers.hubspot.com/marketingplantemplate?hubs_signupurl=blog.hubspot.com %2Fmarketing%2Fmarketingplanexamples&hubs_signupcta=Free%20Marketing %20Plan%20Template&hubs_post=blog.hubspot.com%2Fmarketing %2Fmarketingplanexamples&hubs_postcta=Free%20Marketing%20Plan %20Template&_ga=2.172229728.274983138.16956017821267296830.1695238739&_gl =1*1n8h4hx*_ga*MTI2NzI5NjgzMC4xNjk1MjM4NzM5*_ga_LXTM6CQ0XK*MTY5 NTYwMTc4MS4xLjAuMTY5NTYwMTc4MS42MC4wLjA. Sheikh, M. (2023). How to write a marketing Plan [With 20+ templates]. Visme Blog . https://visme.co/blog/marketing-plan/#:~:text=A%20marketing%20plan%20is %20a,video%20marketing%20and%20email%20marketing . Whereoware. (2020, May 1). About Cuisinart . https://www.cuisinart.com/help-and-info/about- cuisinart/
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