T-fal
While serving as Senior Product Manager at Groupe Seb, one of the brands I managed was T-fal. A key challenge it faced was that a significant majority of the business was built on programs with cookware sets at retails between $69.99 and $99.99. To counter this situation, I developed a two-pronged strategy.
First, I developed a line of gourmet cookware at $149.99 with restricted distribution. The idea behind it was for this line to serve as a brand umbrella and rework the value equation of the T-fal brand in the minds of retails and consumer.
The second part of the strategy was to develop a value line of cookware with sets starting at $49.99 for Walmart. The set configuration was smaller, but I worked with the product development team to create a new finish that was ultra shiny. Plus, the global packaging standards were tweaked to make it a little trendier for the younger consumer.
We successfully captured four additional feet in the cookware run in almost 3,500 stores. This delivered almost $20 million in additional revenue. We then created a derivative line for Target based on value versus price point that was also successfully placed. Four years later, both lines continue to perform well.
Scope of work included:
Brand Strategy
Product Development
Product Marketing
Creative Direction