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Portfolio Planning 1 PORTFOLIO PLANNING Gustavo Cascio Fall 2016 Gustavo Cascio | Cuisinart Portfolio Planning | December 2016 1 2 Project description I carried out a thorough secondary research around the toaster industry, analyzed Cuisinart’s product portfolio, and defined innovative opportunities for their houseware offerings. Gustavo Cascio | Cuisinart Portfolio Planning | December 2016 2 Company background 3 1971. Foundation1 Cuisinart is founded by home cook enthusiast Carl Sontheimer and his wife Shirley. Product Value discipline Leadership Cuisinart is a product leader. Every year, it 1973. First product either extends its product First Cuisinart Food Processor is presented at portfolio or takes its National Housewares Exposition in Chicago. existing products to the next level.2 Since its foundation, 1974–1988. Still small the company’s products Product improvements + Books + Grinder have been praised by 15 years with just 3 products in their portfolio experts, and won several international awards on Customer Operational several of its categories. 1988. Acquisition Intimacy Efficiency Cuisinart is acquired for $17 million by Conair Corporation, a holding company with +10 brands. 1990–1995. Early expansion Hard to go digital Product Portfolio early expansion: 5 new products introduced into the portfolio, including blenders, Cuisinart has made coffee-makers, and electric toasters. two major attempts to bring some ‘Customer Intimacy’ and digitize 1996–2016. Definitive expansion its offerings. Cuisinart In just 20 years, Cuisinart has expanded its product Kitchen Sync is a 1-star app that provides portfolio exponentially to reach several hundred curated recipes, while products, including Bakeware, Cookware, Cutlery, Cuisinart Family & Health Electrics, and Tools & Gadgets, as well as cooking is a website that offers books, and mobile apps aimed. Cuisinart Kitchen Cuisinart solutions for parents Sync App Family & Health with babies, but lacks branding style and IA. Gustavo Cascio | Cuisinart Portfolio Planning | December 2016 3 Electric Toaster market analysis 4 +100 year-old market, millenial tradition Introduction Growth Maturity Even though human beings have been toasting bread (1893 – 1924) (1925 – 1960) (1961 – Present) since the time of the Romans, the first electric toaster SALES was invented in 1893, and commercialized for home use by GE in 19092 Automatic pop-up (1926) and pre-sliced bread (1930) accounted for toaster sales soar in 1930’s, but they still remained expensive for the general public. In 1960’s, toasters became affordable and reached mass market, thanks to some innovations on material and distribution channels. Although toasters have long-life cycles, and the market has reached maturity in 1960’s, today world’s toaster sales still increase year after year at a steady rate of 3.5%.3 Cuisinart in the Mature Era TIME 1909 1995 Cuisinart introduces its first electric toaster in 1995 First commercial Cuisinart starts into a mature but still growing market, with many toaster by GE3 selling toasters competitors such as Black & Decker, KitchenAid, and Hamilton Beach. Cuisinart quickly gained acceptance leveraging on its brand recognition, and continued to extend the product line and introduced some innovations (ViewPro™ and Touch to Toast™). Electric Toasters’ opportunity Echoing an evolving consumer lifestyle trend, portability is shaping breakfast food usage growth, with foods such as breakfast bars, breakfast sandwiches, supplements and energy bars driving usage uptake in 2006-2015 period.4 Given that toasters have not changed much in more than 100 years, producers should think how to differentiate in this mature market. Gustavo Cascio | Cuisinart Portfolio Planning | December 2016 4 Electric Toaster consumers 5 Performers Luxury seekers They expect the product will not only A toaster is not a commodity for do the job efficiently (quickly) but also Luxury seekers, as they expect it effectively (toast evenly and some to be part of their kitchen high-end additional features). decoration. Consider Millennial parents As of 2015, they account for 42% of quality all households with children and, even though they comprise a larger share of lower-income households, they are willing to spend extra for perceived transparency, P LS authenticity, and brands that represent them and their lifestyles.5 functional decorative Toasters are popular already Toasters (68% of households) and slow cookers (55%) are the most commonly owned small electical appliances in the JD BS United States.6 In fact, 42% of adults in the US use toasters regularly.5 Space and time always matter cost The majority of U.S. adults describe the size of their kitchen as “medium” (35%) Job doers Budget stylers or “small to medium” (25%)8. Given that These consumers expect the toaster Trying to express themselves or toasters are mostly used for breakfast to get the job done in no time at an finding their identity, Budget stylers purposes, its worth noting that 68% affordable price. Not requiring an look for products with intention but of adults in the US spend less than 20 even toast, they expect the product to with not much money. minutes on that meal.5 last for years. Gustavo Cascio | Cuisinart Portfolio Planning | December 2016 5 Cuisinart’s Electric Toasters portfolio 6 Electric Toasters within Job Doers Budget stylers Performers Luxury seekers Cuisinart’s portfolio $80-$99 When searching for Cuisinart products at any online retailer (including their website), it Touch to seems there is no integration Toast™ Artisan among them besides the Long-Slot standard metal design. Cuisinart offers 15 similar $60-$79 toasters that range across the entire price and customer segment spectrum. In facto, Metal Classic Countdown Touch to 6 of them have their own line Toaster Toast™ extensions (Toaster, Plastic, Stainless, Metal Classic, Countdown, and Touch to $40-$59 Toast™). Distinguishing features include: Stainless Countdown ViewPro™ - Material (Plastic, Stainless Plastic Steel or Metal) Toaster Metal Classic - Number of slices (two or four) - Control dials (digital or analog) $20-$39 - ViewPro™ tech - Touch to Toast™ tech Stainless Plastic Electrics Bakeware Cookware Cutlery Tools & Gadgets Other products Electric Toaster competition analysis 7 COMPANY-WIDE TOASTER COMPARISON Product Leadership high Customer Operational Intimacy Efficiency low price ease features ease of styles durability of use cleaning An upsacale Australian company, Among the leaders in market Well known for its mixers and Ranging from $20 to $100, Breville toasters are sold for share, its products are available large appliances, KitchenAid Oster and Hamilton Beach $80 and more at specialty and nationally at a wide range of makes toasters found in retail toasters include basic but department stores. A motorized retailers. Electronic models and department stores. Recently, practical features such as auto- “lift & look” control button as include features such as frozen they started to add some Retro shutoff and cool-touch. They well as defrost, and a one-touch pastry one-touch function button look to their Classic models and can be found in every retail and “a bit more” button for crisping and LCD indicator lighting. price them above $400. department store. are among their best features. Gustavo Cascio | Cuisinart Portfolio Planning | December 2016 7 Electric Toaster competition analysis 8 Direct and indirect competitors In a mature market, where product life cycles are long, Cuisinart faces fierce Product to compare competition both from itself and a good amount of qualified, well-positioned 2-slice Metal Classic companies. Current trends –consumers looking for painless breakfast options on the go5–, low differentiation among toasters, and new small kitchen appliances Price coming almost every year, pose a big challenge for companies not only to keep their $49.95 toaster’s market share but also to get new customers and stay top of mind. Cuisinart Countdown Cuisinart Hamilton Beach Hamilton Beach Stainless Digital Toaster Oven 31330 Cuisinart Hamilton Beach Hamilton Beach Cuisinart Toaster (NEW!) Modern Chrome 4-slice Toaster Oven 4-slice Plastic Stand mixers KitchenAid Oster Hamilton Beach K M T 2115ER Brushed Stainless Cuisinart Toaster & Oven 4-slice Stainless form: 2-slice Tea kettles Ikea’s Tingby Oster side table Slow cooker Cuisinart 4-slice Toaster KitchenAid Compact Toaster Oven Ice-cream makers Rice cooker Convection Countertop Oven Cuisinart Carving set Blender category: toasters Specialty appliances 10 breakfasts Coffee-maker Juicer Microwave Food processor Cuisinart Parsian in Starbucks Dinnerware collection Kids’ menu generic: small kitchen app. at school Cuisinart’s Jacalyn 25 cereal, energy 20-piece set cutlery bars breakfasts Cuisinart 7-piece Knives Set budget: $50 Gustavo Cascio | Cuisinart Portfolio Planning | December 2016 8 Strategic options 9 EXTEND DIVERSIFY c. Way home: open stores where customers can either make their own breakfast using Cuisinart products or request a homemade breakfast while on the go. d. CuiRecycle: provide some ways for consumers to dispose their toasters and replace them for new ones. e. CuisiFresh: sponsored mobile app where food producers can notify consumers about freshly made products. new market PENETRATE EXPAND a. Nart-up: increase presence in young office environments b. MyCusinart: as Dell did with computers, Cuisinart and start-ups, to eventually get the young adults market could let customers design the toaster they want, and have throughout marketing
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