Innovation and new product development: Launch strategy and market plan for the new product “Click and Drain”


SKU: 9783638701075
Author: Schöttler, Jörg-Stefan
Publication Date: 08/10/2007
Publisher: Grin Verlag
Binding: Paperback
Media: Book
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Seminar paper from the year 2003 in the subject Business economics – Offline Marketing and Online Marketing, grade: A, University of Otago (Marketing Department), course: Marketing 306, language: English, abstract: Excerpt: The following report details a proposal for a revolutionary new Breville product: a Click and Drain convenience pot. This report details the development of this innovative product from the initial Concept Development right through to a Financial Analysis and a Market Launch Strategy. Breville’s new Click and Drain convenience pot is an ergonomically designed product to make draining boiling water from pots both safer and easier. This is achieved by clicking off one of the two ergonomically designed handles to expose water-draining holes. The Click and Drain is crafted in brushed stainless steel, and is made with a Quantanium(TM) non-scratch, non-stick interior. The glass Cook and Look(TM) lid of the new Click and Drain pot can be locked on for further convenience and safety.