Analysis
PREMIUM SDA
Slate Grey Kettle from Haden Time for cake
24
At the other end of the scale, for more indulgent home baking, there’s the new Cake Factory from Tefal – part of a completely new product category for the brand. Cake is the nation’s favourite thing to bake and 34 per cent of UK households now bake at least once a week. In addition, there is a 4.6 per cent sales increase in the home baking isle in supermarkets while programmes like The Great British Bake Off are on TV. There is no doubt the programme has inspired millions of people to delve into long-forgotten cookbooks, with mixed results, which is where Tefal Cake Factory can help. It is the UK’s first precision cake maker, taking the guesswork out of baking for both beginners and professionals alike. No bake is too tricky, as five automatic
programmes deliver moreish sharing and individual cakes, light and chewy meringues, indulgent lava cakes and easy chocolate melting. Tefal Cake Factory intelligently sets the temperature and cooking time, with the option to switch to manual mode for bakers looking for more control. Smart Bake technology tracks the heat curve of the bake, which lowers automatically to give desserts like molten chocolate cake its gooey centre. Tefal Cake Factory also benefits from faster heat up and cook times versus a conventional oven, giving you perfect results in a much shorter time. Caroline Ross, Marketing Manager at Groupe
SEB, parent company of the Tefal brand, says: “Tefal is a brand synonymous with market- changing products such as the ActiFry low-oil fryer. With the Tefal Cake Factory, we want to be the brand that fuels another new product category – home baking. “To ensure the success of this new product launch, there will be a major fully integrated marketing communications programme in 2019 to effectively communicate its unique benefits.”
Market trends develop
In addition to this, colour trends for different homes
independently. When re-
designing a kitchen and when considering colour, both current trends and longevity are taken into account by the consumer. “This is because consumers are mindful not to choose a colour that may become lack-lustre to them over time,” says
Home bakers can be more adventurous now with Tefal’s Cake Factory
Mr Ridealgh. “Stainless steel is synonymous with the professional kitchen and to those who are serious about food is always on trend.” Many consumers like to make a statement and
add colour amongst neutral tones and decoration – often with the help of colourful small domestic appliances. The KitchenAid stand mixer is available in a variety of colours, from the bold Empire Red, to the soft Silk Pink. Mr Bagga adds that colour is seeing resurgence in SDA and consumers are becoming more adventurous with their colour pallets in the kitchen. “There are lots of beautiful finishes and effects that have been exposing themselves to the industry. An abundance of product in the same colour and packaging always makes an impact. We had some great displays of our Perth range in Leekes, and this showcased SDA and homeware at different levels, on a display table; this always helps customers envisage how the range would look in their home.”
This year is Haden’s 60th anniversary and to
celebrate the brand has created a ‘throwback’ range of kettles, called Heritage, in off-white and turquoise. There are also other new kettles and toasters launching later this year, as well as some exciting collaborations; unfortunately Mr Bagga says he cannot divulge any more information. “Haden’s customers cover a broad demographic,
from millennials through to empty-nesters,” he continues. “They value quality and reliability. When developing product for Haden, we take into
consideration what is happening in the
design and lifestyle arena, including interiors and fashion trends, and we work closely with our manufacturing partners to be at the forefront of new technologies.
“But also, consumers are becoming so much
more aware that premium isn’t just about a label or a brand; if they are going to invest, sometimes it’s more about the ethos behind that brand.”
Seeing is believing An effective in-store demonstration is key in securing consumer interest and that all important sale. Product knowledge is also vital. Premium brands heavily invest in creative merchandising POS material and informative consumer literature to promote their product ranges, particularly those that are unique to the market, such as the new Tefal Cake Factory.
“Retailers should always utilise manufacturer-
produced sales support tools to assist at point of purchase,” says Groupe SEB’s Ms Ross. For retailers already displaying major domestic appliances in store, Mr Ridealgh advises: “Why not showcase some beautiful small domestic appliances to really bring the showroom to life. “Toasters, kettles, food processors and blenders
are just some of the products available in KitchenAid’s portfolio. Not to mention the wide range of stand mixer accessories, including an ice cream maker. These are all great products to demonstrate in-store and will leave customers enthused and excited.”
Not only this, but KitchenAid runs a cookery school at the KitchenAid London Experience Store, to give consumers the perfect insight into professional home cooking. Hosting interactive demonstrations is another example to entice customers in-store; this will give them a unique opportunity to get to know the appliances you have on display. There are many quick and easy tasks that demonstrate the agility and timesaving benefits of small domestic appliances, with perfect and consistent results every time.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40
