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Several Audiences
Home kitchen
Professional kitchen
Home Chefman
Home Chefwoman
Hotel chefs
Catering chefs
Restaurants chefs
Purchasing managers
Professional kitchen
Are knowledgeable about knife brands , with specific requirements from products and services to manage their kitchens. Hectic job makes the service as important ingredient when purchasing. The price is important as the purchase is big and often. Looking for one stop shop.
Trial period
Comfortable
Knife quality
Reliable service
Easy Sharpening
Experience
Brand name
Home Kitchen
Our home audience are mainly man. The cook enthusiastic are divided into two groups: the one who knows what they need, ones that doesnt know. The ones who know will look for a good deal. The ones who doesnt know will buy according to the salesman recommendation. Both groups are sensitive to publicity.
Man/ woman
Comfortable
Experience
Brand name
Home kitchen Trend Professional kitchen over the years At 2009 the knifes were sold to hotels, restaurants and caterers by large numbers. They used to buy the whole series to run their kitchens. Today, hotels, restaurants and caterers will purchase a single knife for their top chef as a special treat, while using the economical series/brands for the rest. Until 2009 there were no awareness of knife brands. The cooking enthusiastic trend was in the beginning step and a small segment of the population tended to
Our Market
Growth forecasts: about 10% per year for the next 5 years
Perceived Quality
Premium
& &
, Dick & Victorinox ( the professional sector) and Arcos & Arcosteel
Arcos made a huge breakthrough when entered an open territory of chef knife advertisement. The professional chefs dont usually like working with Arcos though the home kitchen users tend to buy Arcos. Global, & Victorinox are known for their quality and service and are preferred brands with both
A lot of the professional chefs bring their own knife to work as they are loyal to their own knifes
Chef Knife
Wusthof
Gourmet 20 Gourmet 23 Grand prix 20 Grand prix 23 La cordon blue 20 La cordon blue 23 Classic Ikon 20 Classic Ikon 23
286 (57 EUR) 313 (63 EUR) 493 (99 EUR) 530 (106 EUR) 500 (100 EUR) 540 (108 EUR) 536 (107 EUR) 575 (115 EUR)
Arcos
155 (31 EUR) 315 (63 EUR) 350 (70EUR) 376 (75 EUR) 500 (105 EUR) 585 (120 EUR) Universal 20 Clasica 21 Clasica 23 Teranova 20 Kyoto 21 Titanuim 18
Global
445 (89 EUR) 700 (141 EUR) 700 (141 EUR) G 20 GF 21 G 24
GOALS
2013: entering 50 well known specialized stores in the market (total of 200 stores).
Market Potential
2013
2014 2015
2016
The Ridge knife has no competition as there is no such knife in the market. Will be used as an anchor for differentiation!
Marketing Strategy
The Israeli market is rather virgin : There aren't many brands existed. There is no brand awareness in that sector.
Till today there is no clear positioning for chef knife brands in Israel So there is a vast scope of activity. The creation of clear differentiation can be easily achieved based on assessing distinct utility value for the brand.
Based on the above mentioned we decided to brand chef knives with the functional message:
Life guaranty !
*message with a great value for the Israeli consumer in general and for chefs in particularly
Enabler
Brand Awareness
Brand Quality
Brand Loyalty
Brand loyalty and preference
Brand Association
Association with relevant life events
The brand positioning will be the base for the strategic advertisement plan
Advertising strategies
Brand position
Sales channels
Specialized stores for kitchen and cooking ware. chains like :
Main Rivlin store in TLV. At the shop there will be open an national sharpening center which will be an attraction on its own. Housewares shops across Israel. On- line websites. via cooking academy schools for graduates. Promoting the brand as part of a deal of other complementary kitchen and serving products.
Business Development
Campaign Management
Partnerships
Sales
Private Sector
The first stage will be based on distribution using a well known external distributor which delivers range of products to a variety of stores.
The distributor will work according to sales goals and agreed profit
Advertisement
commercial
Radio commercial
billboards
TV add
On line
facebook
Youtube channel
sponsorships
Prime time TV News brake Prime time TV
Chefs academy
Case study
sales
Prime time
Cooking shows
radio
billboards
internet
2009 Arcos were an unknown brand for the Israeli market until 4 years ago. They were the first to see the opportunity lies in our virgin but rapidly growing market.
2012 The first year was rather slow but today they own nearly 50% of the market share!
Time line
Arcos helped to enhance the private sector awareness for the need of a fine quality knifes (professional chefs claim that they are only mediocre). Although the above mentioned we can hear professional chefs opinion being more and more positive to the brand! Till today the marketing activity is low and the only two players in the field are: Arcos and Arcosteel.
Back to us
Media Channels
TV
Cooking shows Prime time TV Sports channels Marketing content
Direct Delivery
Brochures/ Door Hangers
ADDS
Professional Journals
Billboards
Billboard adds at strategic locations
Building a fan page and Maintaining community activity: recipes using the knife, contests, gimmicks. YouTube customized channel. Activity at specialized blogs
Social networks
The Israeli public is very active on social media networks. The on line promotion activitys goal is to establish a strong supporting community who has a positive position and positive experience with the brand. A community which will help spread the word by word to mouth. The activity will create brand association to daily cooking event, will enlarge the community on a daily basis and will keep the brand in mind all of the time.
PR
opinion leaders in the field: chefs, bloggers, cook enthusiastic, cooking academies managements, celebrities (as Master Chefs graduates)
The PR plan
Supporting Sales promotion campaigns and activities at point of sale
Fluent publications
Ongoing activities
, 4-Chefs
Lets pave the way and make a top selling Brand in Israel!