WHAT'S IN A KITCHENWARE NAME? Throughout the customer goods business, a powerful brand may hold the key to sales growth, healthy profit margins, prime list shelf space, even cachet. Kitchenware brands are no exception.
"Brand could be described as a company's many beneficial asset," said Mary Rodgers, senior manager, marketing as well as advertising communications, for Cuisinart, which supports the number 15 location for leading small-appliance brands. "And the brand name is significantly more crucial in kitchenware today."
The developing quantity of licensing agreements among kitchenware manufacturers -- from Farberware in order to Cuisinart to KitchenAid -- is actually a compelling indicator in the perceived worth of well-known brands inside the category. Farberware is actually among the most widely licensed names throughout the kitchenware category, branding products via cookware to end up being able to tabletop to cutlery. Farberware licensees place forth a new cohesive brand image through coordinated national marketing as well as item packaging, according to Lenny Florence, president along with chief executive officer of Syratech Inc., which owns the actual master license for that Farberware name. The Actual checklist confirms that your mass channel is becoming your number-one retail destination for these well-known kitchenware names. "The [list] reflects the strength with the mass merchant within the housewares company these days along with the mid price-point range, using names similar to Ekco, Corning and Pyrex," said Jim Shea, president associated with Lechters. What's more, the particular mass channel's piece of the actual pie is growing, he said.
Cookware/Bakeware Corning's brand names proved to be a cookware/bakeware powerhouse. Familiarity with most the Corning name, that ranks since the number-one cookware/bakeware brand, increased with all the ages of the female respondents, a new testament towards the longevity with the brand.
Corning's Pyrex bakeware has been ranked the most popular with consumers with a family income involving $25,000 in order to $34,000. "Corning is any workhorse brand inside the kitchen in which folks use everyday," said
Dave Lanzillo, corporate communications manager for Corning. Revere cookware positioned fifth about the list.
Corning Consumer products has decided to function as keeper of the host of other high-profile kitchenware brands. The Particular acquisitions associated with The Actual Ekco Group along with General Housewares Corp. will deliver the Ekco, Farberware and Baker's Secret bakeware brands, also as Oxo gadgets (number four around the gadget list). Baker's Secret positioned sixth on this list of top cookware/bakeware brand names this year.
T-Fal cookware ranks amount three about the list. Ladies in between the ages regarding 18 to 29 were your largest demographic to charge T-Fal their favorite cookware.
"It helps make sense, simply because T-Fal features a modern design, which usually is also, in the way, a youthful design," mentioned Jean Paul Ciquier, vice
president of promoting pertaining to T-Fal. "We are usually synonymous together with nonstick, and younger shoppers relate especially to become able to nonstick cookware for its healthy-cooking attributes and straightforward cleanup."
Farberware cookware/bakeware won the particular highest brand name recognition from consumers age 40 in order to 49.
"We possess legions associated with individuals with 20 or even 30 years loyalty to the product, which in turn speaks towards the older demographic," stated Florence Sheffer regarding Meyer's Farberware Cookware division.
The business is currently using are designed for capturing the particular next generation of Farberware consumers using its much more contemporary Millennium line, said Sheffer.
Small Appliances
Brand-name recognition can be the main element ingredient regarding kitchen electrics' sales regarding retailers.
More as compared to sixty percent of the women surveyed were extremely familiar with the leading five brand names in the HFN survey, a listing which includes such venerable names as Mr. Coffee, Black & Decker and also Hamilton Beach. The women also said these top brand names had been his or her favorites.
Powerhouse label Black & Decker led your field, with additional than
75 percent associated with customers reporting they were really familiar with all the name. Black & Decker was chosen since the favorite manufacturer involving 42 % of those polled.
KitchenAid furthermore proved to have a strong following. the brand netted a 63.5 % familiarity rating, although greater than 27 % involving those women mentioned KitchenAid had been a common label. Brand Name recognition in kitchen electrics is actually bolstered simply by KitchenAid's strong familiarity as any significant appliance brand. Mr. Coffee ended up being the 2nd nearly all familiar brand, ringing a new bell with 70.9 % with the customers polled. The Actual brand name had been the actual third most favorite of these polled.
While innovation is actually the key in order to constructing a new kitchen electrics brand, maintaining which brand's identity is vital for you to retailers.
"There are generally not many innovations in little electrics, and that's why it is actually important for you to emphasis around the name," stated a divisional merchandise manager for a mall chain, that noted that adding poor products in the range may destroy consumer trust. "Brands are comparable to customers. This takes years to create these people as well as seconds to lose them."
In regards to remaining power, the actual survey demonstrated that two of the oldest brands in the housewares industry have continued to always be able to maintain their appeal. Proctor Silex has been chosen since the favorite manufacturer by simply 22.4 percent
of respondents. Hamilton Beach had been the favorite manufacturer associated with 21 percent of women polled within the survey.
Brand names may in addition be important in sustaining value factors at retail.
"You could probably get a lot more for a Cuisinart product, because to always be able to the consumer, the actual brand provides earned its retain in terms worthwhile and image," the actual DMM said.
Indeed, the HFN survey confirmed a correlation between income as well as the popularity of upscale brands. Almost 35 percent associated with people who said
KitchenAid had been a common manufacturer had an annual household earnings of more when compared with $70,000.
More as compared to 40 % involving people who favored the particular Cuisinart brand had average family incomes of higher than $50,000. Some Other upper-tier manufacturers like Braun and Krups showed comparable appeal in the higher-income brackets.
Kitchen Equipment and Gadgets
Ekco garnered the very best spot around the kitchen equipment and also gadgets list.
The Ekco identify dates back to 1888, so referring as small surprise that the actual identify drew your highest ranking as a well liked brand among 50- to 64-year-olds.
Ekco gadgets are sold primarily through mass merchants and supermarket chains. This distribution breakdown reflects Ekco's brand appeal, as the largest percentage associated with shoppers that rated Ekco their favorite kitchen tool along with gadget brand name fell into the modest income range involving $25,000 for you to $34,000.
Farberware kitchen tools, range a couple of on the list, were most widely recognized by simply 40- in order to 49-year-olds.
Lifetime Hoan markets Farberware as its moderate-priced assortment, and positions Hoffritz as its top-of-the-line collection. Not surprisingly, Hoffritz earned the particular strongest manufacturer recognition among female consumers using a household earnings associated with $70,000 and up, along with with those holding the post-graduate education.
Cookware/Bakeware
1 Corning
2 Pyrex
3 T-Fal
4 Farberware
5 Revere
6 Baker's Secret
7 Anchor Hocking
8 Air Bake
9 Regal
10 CUISINART
11 Wearever
12 Mirro
13 Wilton
14 Calphalon
15 NordicWare
Small Appliances
1 Black & Decker
2 KitchenAid
3 Mr. Coffee
4 Proctor-Silex
5 Hamilton Beach
6 Sunbeam
7 Braun
8 T-Fal
9 Oster
10 West Bend
11 Farberware
12 Betty Crocker
13 Toastmaster
14 Rival
15 Cuisinart
Kitchen Equipment & Gadgets
1 Ekco
2 Farberware
3 Hoffritz
4 Oxo
5 Progressive
6 Bradshaw Int'l
7 Bonny 8 Pedrini
9 Lifetime Hoan
10 Rowoco