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Marketing plan primary objective: Communication around the powerful motor is important, as well as mentioning the new and improved design. The ultimate goal is to leverage the new immersion blender to not lose placement in Target and grow overall success in MPP price segment for this category.

Anticipated level of marketing and activation support

  • High – highest level of support for innovation, potential for TV, media and PR campaigns
  • Medium – standard level of support for introduction, support, activation and awareness building
  • Low – minimal levels of support needed for product innovation

Shopper and marketing insights

Innovation: TGT Color Story – Hand Blender Options (Jacqueline Vazquez)

Selling story (Reasons to Believe)

Source of volume

  • Replacement & Incremental placement in US market

Suggested pricing details

  • TBD

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Competitor/substitute overview

Initial packaging concepts

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  • Strong at-shelf merchandising by leveraging new Oster VBL in packaging
  • Communicate claim around more powerful motor – DC motors have many advantages and it should be noted that these models have a superior motor compared to our current unit.

New item display options

Key SKUs (description, MSRP/MAP, STT)

Proposed marketing plan

Size of the prize

Yr1: $TBD Rev, TBD% GM,  $TBD Grac

Yr2: $TBD Rev, TBD% GM, $TBD Grac

Yr3: $TBD Rev, TBD% GM, $TBD Grac

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Relevance

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Differentiation

• Target Consumer: Men and women seeking easy to use products that can elevate their baking experience. They believe high tech doesn’t need to be high stress. They want something that’s easy to use and built to last.

• Demographic: 48/52 split between men & women, 25-65 years old, Highest concentration of HHI: $50K - $75K+ , 45% have children in HH, Majority college grads

  • Mass/Specialty: Immersion blender will have display with key features.

Consumer pain point: Manual whisking and mixing takes a long time, can tire out your arms and can leave you with an uneven consistency. Rather than struggle with multiple tools and bowls to make the perfect soup, sauce or smoothie, our immersion blender makes food prep quick and easy. Its compact design helps you keep counters less cluttered and it powerful DC motor gets the job done. This multi-tasking tool is easier to clean than a traditional blender or food processor – the bottom attachment pops off for an easy cleaning experience.

N/A

We need a new immersion blender to replace current model (FPSTHB26BLK-000) to strengthen Oster's relevance with consumers. These two options have been very successful in LATAM. Both units feature a quad blade for a quick and uniform blend, variable speed control for greater mixing versatility and a long-lasting DC motor for blending all types of foods.

Oster 2-Speed Immersion Hand Blender

  • $29.99
  • Mass

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  • Option 1 – FOB: $13.72 (base only)
  • Option 2 – FOB: $11.50 (base only)

Key channels (prioritized)

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  1. Target
  2. Walmart
  3. Department Specialty
  4. Amazon

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N/A

KitchenAid 2-speed Immersion Hand Blender

  • $39.99
  • Mass

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KitchenSmith Immersion Blender

  • $19.99
  • Mass

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Hamilton Beach 2-speed Hand Blender

  • $34.99
  • Mass

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N/A

CONCEPT SCORE

FPO

Option 1

Option 2