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Krups – BeerTender
USING LESS POWER
Moulinex – Direct Serve
STRATEGY – IMAGINING THE FUTURE
THE DESIGN AND ADVERTISING MESSAGE
The design of each product should highlight the benefit to the user
while expressing the values of the brand. These values are made
tangible through functional features, choice of materials, colours
and design lines. By using a common theme, the design creates
coherence across complete product assortments from entry-level
to top-range. This gives unity and shared identity to Group-wide
ranges. The strength of Groupe SEB in this area lies in its ability
to combine the talents of in-house designers and external design
studios specialized by brand. We also collaborate with designers
from other regions of the world to make us more aware of local
reaction to design.
In a similar vein, advertising campaigns promote the various brand
platform themes and make it possible to develop international
concepts that can be used in different markets. Thus, Moulinex
adopted a world market stance in 2007, spotlighting its flagship
values of simplicity and ease of use with breezy and cheerful TV
spots highlighting these values with a new slogan, “Life gets
easier.” Consistent with our policy of dynamic innovation, the
Group’s advertising budget was increased by 23% last year.
Groupe SEB strives to reduce the amount of power used by its electrical household appliances as this accounts
for a large part of their impact on the environment – even when they are in stand-by mode. In 2007, stand-by
power consumption was 2W or less for 87% of the Group’s new products. The ultimate aim is to bring this down
to 1W for all new products sold worldwide.
ECONOMICAL AND PRACTICAL
Launched in 2006, Tefal’s Quick & Hot instant hot-water dispenser
(called Quick Cup in England) heats exactly the amount of water
you want: even a cup at a time. It saves about 65% of energy
compared with a classic electric kettle. For Kathryn Taylor, a Quick
Cup user in Britain, “the big advantage is
that it’s quick: I make myself a cup of tea in
just seconds, which is great when I’m in a
hurry. The fact that the Quick Cup economizes
water and energy is a real ‘plus’ for the
environment too.”
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