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green housewaresHow the right approach to sustainability leads to marketplace success

Monday, March 22, 2010

The Singer Sustainability approach...

You can be successful developing green housewares.


The Singer Sustainability ...

A tool that you can use to grow your business


What does sustainability mean anyway ?

First let’s answer...


Sustainable development is:

Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.


The 4 key principles...

that drive a green product’s success


There is one driving overarching value that guides the brand.

#1


Just green is not enough.There needs to be a functional benefit that is perceived to be equal to or better than its conventional counter part.

#2


Create a distinctive look that you can own.

Be consistent and relate back to what the brand is

#3


Consumers are only willing to pay slightly more for green products vs. conventional counterparts

#4


Today we will talk about...

3 companies that I believe have done it right!

...one retailer and two manufacturers


Let’s take those 4 principles...

and apply it to a real retailer in real time!


One retailer’s story...


Whole Foods innovated a profitable new category:

Sustainable Housewares& Reusable Bags


What made Whole Foods want to enter this category ?

“Green” housewares were an obvious step for Whole Foods Market to further its commitment to offering its customers green products throughout the store.


The mission:To create eco-friendly, innovative, practical alternatives to conventional housewares that appeal to Whole Foods Market customers.

To partner with manufacturers who share our quality standards and commitment to making a difference in the world.


• Organic Cotton Kitchen Towels

• Bamboo & Silicone Cooking Tools

• Mixing bowls, cutting boards, measuring cups

• Kitchen Loofah Scrubbers

• Food Storage

• Reusable Shopping totes

The products...


What we created...A line of products closely aligned with the core competency of Whole Foods Market:

FOOD!



The first ever Whole Foods Market reusable bag!...

Introduced November 2007


“Whole Foods announces in a bold move to eliminate the use of disposable plastic grocery bags in its 270 stores in the US, Canada, and UK on Earth Day 2008n

XJanuary 2008



...and now onto the manufacturers.


Bamboo was one of the first “green materials” introduced into the housewares category.


Many products ended up looking all about the same




Remember the 4 key principles ?


What Bambu says... Their approach.......

“In every facet of our businesswe are committed to finding or if necessary, creating a better way of doing things; from product innovation to manufacturing practices to new materials..”


“Value(function + design + price)

trumps green.” Green adds emotional benefits.”



A distinctive, consistent look...2 products... introduced years apart


What Bambu says...

about design.......

“A distinct look /design is vital in this world. Quality design and quality craftsmanship are our top priority.”



“we love that in addition to being beautiful, these pebbles are made from the waste left over from bambu's cutting boards and solidware pieces.”

Bamboo Pebbles...who knew?



Along came another company ... and is changing the plastics game.


• Made with 100% recycled #5 plastic and 100% recyclable

• Sturdy and durable• Dishwasher safe• BPA free• Made in USA


Preserve has one strong value proposition:

no compromise!


What Preserve says... “Preserve makes smart, everyday products that are good for people and the planet, empowering people to make a difference and to expect more from products and the companies that make them.”

That’s why we refuse to consider materials with even a hint of potential health risks.”


Green was not enough... • Functionality drove the designs...

If it did not work, it was irrelevant how green the materials were

• Color punctuated the line...What color sells best in the kitchen? Red!

• Price points...needed to be equal to or slightly above its conventional counterpart


“When designing the colander...we spent a good deal of time deciding the right hand feel, weight and size for holes to drain...”


A new day for disposable plates! Welcome Preserve Everyday Tableware!


”Sought to change consumer behavior by providing a path away from single-usetableware options.”

Texture hides

knife marks

“Looked to replace tableware made out of melamine and other, less environment-friendly plastics.

Designed so that consumers keepthe tableware, extend product life,and Reuse it Forever.”


“The environmental engineer decides how much material is the right amount.industrial designer works alongside to impart style and functionality...”

Overall size

minimizes

food wastage

Curve increases

stability and

decreases

flexing

Unique design

says “I’m

different”


Small innovations where it made sense

Many measuring sets come with a ring that keeps the cups together. Not only is that ring is easy to lose, more importantly, the ring adds an unnecessary piece of plastic to the mix. So we did away with it in favor of a simple snap-together system that is neater for your kitchen and better for the environment.

Lose the ring!


“Functionality was key. It needed to perform and the innovation was relative to competition.”

food storage containers with screw on lids!


Preserve’s pricing strategy ...

price points are positioned to be on a continuum; good, better, best...

“we chose better”


Why is food storage leading sales?

•Good entry point for consumers buying into “green.”•Price points are good•Well designed•Functional, built to last


What will lead your company or brand to marketplace success?


Preserve: booth # S3648

bambu: booth # S547


Questions?


Documents

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