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Ben BrockmanCaroline Mertens Scott Gil lespie Alex KellerDustin Dingenthal
GEORGE FOREMAN GREEN MACHINE
OUR PURPOSE
ECO-FRIENDLY PRODUCT
HEALTHIER FOR THE
CONSUMER
OUR GOAL
OUR PURPOSE
George Foreman mission statement: “We work to help today’s families meet their goals of healthy eating and healthy
lifestyles overall.”
SOURCE: The Nielsen Company
WHY?
“Over the last decade, Americans’ awareness of and sensitivity to the
environment has grown dramatically…going hand-in-hand with this awareness
is a desire to purchase products that are green…manufacturers have to
innovate and approach product introductions in new ways if they want to fully leverage these opportunities.”
“The program set a goal of reducing facility emissions and product content of PFOA and
related chemicals on a global basis by 95
percent, no later than 2010, and to work toward eliminating
emissions and product content of these
chemicals by 2015.”
“The eight participating companies
have informed the EPA that they are on
track to phase out PFOA
products by the end of
2015.”
WHY?
SOURCE: Environmental Protection Agency
PRODUCT
Features• Glazed ceramic
coating on grill surface
Attributes• Eco-friendly
production process
• Scratch resistant• Easy to clean
Benefits• Ultimately
increases the happiness and healthiness of families
• Customer feels a sense of accomplishment for helping the environment
PRODUCT
George Foreman Green Machine: will replace the current coating on the grill surface with a
ceramic coating First grill to modify:
George Foreman Champ Grill
Characteristics of Neofl am Cookware: Multiple layers of coating Ceramic non-stick coating Exclusive Anion (Negative Ion)
What is the Anion? Has long been associated with improvements in mood and
physical health Research conducted in the last decade shows that it can help
stimulation in blood circulation and act as an antimicrobial agent
The ceramic coating emits more than 20 times the Anion than typical cookware
SOURCE: http://www.highel.com/EcolonAdvantage.html
SUGGESTION: ECOLON
ECOLON CERAMIC COATING
SOURCE: Amazon.com
CUSTOMER REVIEWS
“Everything seems to cook better in it. Meats come out especially tender and juicy. Delivers all that is promised and is a beautiful looking
addition to any kitchen.”
“I thought these seemed a little overpriced until I used it. It stands up to almost anything and always, always
cleans up with a paper towel. It is really the BEST I have ever used or seen.”
“I have been amazed by these pans. They are
completely non-stick and completely non-toxic.”
“I don't think I will ever buy anything else for non-stick unless these become
unavailable.”
TARGET MARKET
Health conscious consumers looking for healthy cooking products to help live improved lives
Blue Collar Work 8-5 Middle Class
Young Adults Age: Between 18-35• College, city apartments, and small housing
Don’t have access to outdoor grilling experience
• Continue to target our already loyal customers
TARGET MARKET
GEORGE FOREMAN CONSUMER
PLACE
Introduce in Wal-Marts: Where universities and colleges are present or where
college students are densely populated Highly ranked metropolitan health conscious cities.
Wal-Mart shelves in household section of store.Displays be eye catching and positioned towards the
top of the shelving In store displays: household/kitchen section and a
display near meat in the grocery department.
PLACE
PRODUCT PLACEMENT
TOP 10 MARKET POTENTIALS FOR UTILITY GREEN ENERGY PROGRAM
Rank DMA
1 San Francisco Metro Area, CA
2 Los Angeles, CA
3 Washington Metro Area, DC
4 New York, NY
5 San Diego, CA
6 Chicago, IL
7 Las Vegas, NV
8 Sacramento Metro Area, CA
9 Salt Lake City, UT
10 Houston, TX
Source: The Nielsen Company
PROMOTION
Off er rebates to trade in/recycle old Teflon grillsFacebook and Twitter social media sitesCooking/cleaning demos in the meat/frozen food
section Continuous streaming video set-up in the cooking
section
Partner with Green Peace USA Volunteer Give Back
PROMOTION
PACKAGING
STRATEGY AND PRICE
STRATEGY AND PRICE
Phase 31 to 3 years up-date all models in George Foreman Grill line
Phase 26 months to a year evaluate results and decide how many other models to up-date
Phase 1Update the George Foreman Champ Grill
Using a product phasing strategy so as to not totally eliminate all current models
Currently, the George Foreman Champ Grill is priced at $49.00 and we suggest pricing the George Foreman Green Machine at $59.00
COMPETITION
COMPETITOR COMPARISON
In-Store
Proctor Silex Price: $18.88
Hamilton Beach Price:
$60.54
Out-of-storeCuisinart
Griddler Price: $99.95
Calphalon Price: $129.95
Eco-Friendl
yOrgreenic
Price: $22.99
Neoflam Ecolon Price:
$47.95
George Forema
nChamp
Price: $49.00
Control Temp Price: $79.00
COATING COMPARISON
In-StoreProctor Silex
Standard nonstick coating (fluorocarbon)
Fluorocarbon uses PFOA
Hamilton Beach Nonstick grids (PFOA-free)
George Foreman Nonstick coating
Out-of-StoreOrgreenic
Ceramic nonstick coating (PFOA-free)
Neoflam Ecolon Ceramic nonstick coating
(PFOA-free)
Cuisinart Griddler Nonstick coating
Calphalon Calphalon unison nonstick
Type Item Ecolon Coating
PFOA Coating
Environmental Factor
Chemical EmissionProduction MethodCuring Temperature
Non-existentEco-friendly200 degrees Celsius
Starts at 240 degrees CelsiusPFOA is used450 degrees Celsius
Durability
Coating HardnessMax. Cooking TemperatureScratch resistance
8H450 degrees CelsiusExcellent
4H250 degrees CelsiusFair
Efficiency
Thermal EfficiencyInfrared ReflectionAnionHeat Reflection
Excellent90-93%Released when cooking55-65%
Good80-85%Not released20-30%
Non-Stick
Non-Stick AbilityConvenience for Cleaning
Good for a long timeEasy to clean
Excellent but wears off easilyHard to clean after repeated use
COATING COMPARISON, CONT’D
SOURCE: http://www.highel.com/EcolonCoating.html
