European Industrial manufacturer of thermosetting ( phenolic resin ) cookware handles:
stick handles, side handles, knobs
and related accessories for cookware manufacturers (B2B).
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
We are bidding to receive proposals in order to produce 3 collections (ranges) as hereafter outlined
1) Long handle (for fry pan), side handle (for dutch oven/ pot/ low casserole ), knob ( for lid )
2) Long handle (for fry pan), side handle (for dutch oven/ pot/ low casserole), knob (for lid)
3) Long handle (for fry pan), side handle (for dutch oven/ pot/ low casserole), knob (for lid )
- The first range will be targeting use on entry level cookware (opening price points)
- The second collection will be targeting use on medium quality cookware
- The thir collection will be targeting use on high-end, hi-quality, cookware
As a general reference, these are traditionally, the standard sizes adepted in our industry:
Length of stick handle abt 175mm, dimensions of the side handle 90x 60mm (Length x width)
Weights of stick handles are about 50gr for entry level products, 130gr for medium quality ones, and 160gr for high end ones
Attention_ these values are for reference only, and not necessarily strictly binding ones
Products will be made by thermosetting injection molding (phenolic resin) and will need to bear a few distinctive marks such as
- Innovative design with a strong visual and emotional impact
- Viable for industrial production on a mass scale
- Ease of use and outstanding ergonomics
!!!Update as of 24 May!!!
Thank you for your submissions sent so far, however we regret having to extend the pitch since we are not entirely satisfied of the proposals we received.
In fact, whilst many of the solutions we received feature some interesting ideas, none of them fully meet our expectations.
We would like to remind that you need to take into account the request we posted in our brief:
1) Long handle (for fry pan), side handle (for dutch oven/ pot/ low casserole ), knob ( for lid )
2) Long handle (for fry pan), side handle (for dutch oven/ pot/ low casserole), knob (for lid)
3) Long handle (for fry pan), side handle (for dutch oven/ pot/ low casserole), knob (for lid)
• The first range will be targeting use on entry level cookware (opening price points)
• The second collection will be targeting use on medium quality cookware
• The third collection will be targeting use on high-end, hi-quality, cookware Products will be made by thermosetting injection molding (phenolic resin) and will need to bear a few distinctive marks such as
• Innovative design with a strong visual and emotional impact
• Viable for industrial production on a mass scale
• Ease of use and outstanding ergonomics We are marking as a separate posting a short list of the most interesting submissions.
Thank you.
!!!The end of Update!!!
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Our clients are industrial companies manufacturing cookware and acting in the marketplace both with their own brands ( see some links below), as well as with private label programs made for the large International retail conglomerates (ex carrefour, auchan, metro, ica, bilka, alcampo, soriana, wal-mart, etc )
These are some reference links
1. ALLUFLON spa (MONETA) http://www.alluflon.it/intro.h tm http://www.moneta.it/
2. ANTIK ARS srl http://www.antikars.it/
3. BALLARINI PAOLO & FIGLI spa http://www.ballarini.it/
4. BIALETTI INDUSTRIE spa http://www.bialetti.it/
5. BONIOTTI srl http://www.boniottiweb.it/
6. FLONAL spa * http://www.flonal.it/
7. GIARETTI ITALIA srl http://www.giaretti.it/#
8. ILLA spa http://www.illa.it/
9. ITALCASALINGHI srl** http://www.italcasalinghi.com/
10. LINEA ITALIA SRL http://www.lineaitaliasrl.com
11. LUMENFLON spa http://www.lumenflon.com/
12. MARIO MUGNANO srl http://www.mariomugnano.it/
13. PENTOLPRESS srl http://www.pentolpress.it/
14. RISOLI’ spa http://www.risoli.com/
15. SILIT http://www.silit.de
16. SCANPAN http://www.scanpan.dk
17. STOVMON srl http://www.accademiamugnano.it /
18. TEFAL http://www.tefal.com
19. TVS spa http://www.tvs-spa.it/it/index .jsp
20. VALSECCHI CASALINGHI srl http://www.valsecchi.com/
21. ZANETTI E. & C. snc http://www.zanetti.it/
22. WFM AG: http://www.wmf.de/
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Fittings like stick handles, side handles, knobs strongly identify the general look, appearance and perceived value of any cookware set and open stock assortment and can decisively push consumers towards impulse buying, it is therefore of fundamental importance to elaborate a design language that with its visual appearance, ergonomics and perceived value can trigger a purchase impulse, an aspect particularly important in those self-service retail environments like mass-market chains of hyper/ supermarkets, groceries.
In a highly competitive industry, where costs and price compression are key ingredients together with the high volumes, small details can make a big difference, so we want to try and set ourselves apart, also with a new design language, from our competitors:
Here some links for your reference -
BAUMGARTEN http://www.baumgarten-group.co m
COSTA HANDLES http://costahandles.com/site.h tm
LA TERMOPLASTIC –FBM http://www.fbm.eu/
SANMIRO http://www.sanmiro.com/
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
We are expecting proposals that can help give our company and products an edge vs competing ones, thanks to a new design language, a higher perceived value, new ergonomics and safer grip standards
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Young, dynamic, professional, technologic, creative, reliable
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
All traditional ABL & BTL tools and media
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
Winner/s will be required to supply 2D and 3D files ( .pdf and .stp and/ or preferably .iges ) for selected models
During the bidding phase we ask to submit photo-realistic digital renderings ( .jpg, .jpeg and/ or .pdf)
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
