Download the file. - Groupe SEB

Moulinex – Accessimo
2007: some 210 new
products launched.
Rowenta – hair-styling appliance
STRATEGY – IMAGINING THE FUTURE
A MULTIPLE, TARGETED OFFER
Market segmentation and the variety of retail channels mean that the
Group‘s offer must have many facets. Its products cover a whole
spectrum of consumer needs, from first-time users in emerging
markets to the more sophisticated aspirations and desires expressed
in mature markets. It meets the needs of both mass-market distributors
and selective retailers who want exclusive offers. Our multibrand
strategy is the cornerstone of our market approach. It also
involves rapid development of Group-wide thematic ranges.
This highly focused offer, composed of products from the Group’s
different activities, notably cooking and food preparation, has three
main characteristics:
• functional features such as ease of use and ingenuity, as with
the Moulinex Accessimo and Tefal’s Simply Invents;
• a distinctive design theme for each brand assortment, as with
the Dahlström-designed Krups Précision set, or Tefal’s Reveal
created by Smart Design;
• brand concepts reflecting modern trends, as with Tefal’s
Nutritious & Delicious line conceived for tasty and healthy cooking,
the Moulinex Direct Serve for rapidity and convenience, and the
Krups Prep Expert which highlights precision technology.
These Group-wide ranges are created for all market segments and
all consumer tastes.
THE DYNAMISM OF INNOVATION
A multi-specialist operator present in every segment, Groupe SEB
applies a product strategy based on broadening ranges and rapid
renewal of its offer. To do this, it uses innovation which is a key
growth lever and a competitive advantage for the Group, faced as it
is with a retail industry constantly demanding novelty to stimulate
stock turnover on store shelves.
The Group regained the initiative in an entry-level segment flooded
by Asian imports, first with its launch of Principio from Moulinex,
followed by the Tefal Simply Invents range, and then Accessimo in
2008. The Group created added value for these ranges with clever
extras such as pincers to hold hot toast, a rotating dial control for
the fryer basket, and retractable power cables.
MOULINEX DIRECT SERVE
This mid-range blender/juicer with mixing bowl is a perfect illustration of
Moulinex brand values. It is simple, quick and easy to use and the ready result
is served directly into a glass. The Direct Serve was given a big welcome by
French consumers.
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