This is my first presentation I made for school. It is a little different than a creative brief in that it focuses more on the brand rather than the consumer.

1. A Current Look at the Brand

2. A Current Look at the Brand

3. Overview
Established 1919
A Whirlpool Company
Variety of Products

4. Brand Essence
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5. Audience
Urban - Rural
Women ages 60+
Women ages 31-59
Women ages 18-30
Men ages 18-30

6. Consumer Brand
Relationship
Product Loyalty
Reinforcement

7. Competitors
Client Competitor Competitor Competitor
Product Kitchen Aid Electrolux Cuisinart LG
Product Category High­end Appliances High­end Appliances High­end Cookware and High­end Appliances
Appliances
!"#$%&'()*(%+,' Family oriented pepole Established people seek­ All people who are seek­ Well­off young hipsters,
who seek quality at a ing the latest in appli­ ing differnt from the oth­ who want to be differ­
value price. ance technology. ers, at a value price. ent.
Message Kitchen Aid will make Electrolux will make your Cuisinart will make you LG will make you
Argument your food better. life easier. from cook to chef. stand out from the
crowd.
Ad Idea “For the way it’s “Thinking of you” “Savor the good life” “Life’s Good”
made”
Execution http://www. http://www. http://www. http://www.
youtube.com/ youtube.com/ youtube.com/ youtube.com/
watch?v=FDbS5sEmK0U watch?v=PDBMHz1Dthw watch?v=DLTYq0SV­uw watch?v=iPMIaq1po90
Media Notes TV ­ Print ­ Online TV ­ Print TV ­ Print ­ Online TV ­ Print ­ Online

8. Strengths
Established Brand
Variety of Products
Value
Designed for all
Accessible
Cause

9. Weaknesses
Many competitors
Classic mixer
Affordability
Energy

10. Opportunities
Value
Audience
Products
Technology
Brand name use
Energy

11. Threats
Quality vs. Value
Market presence
Technology
Energy
Customer Reviews

12. Trends
Meals at home
Heath consciousness
“Going Green”
Frugal Living
Technology
Fads
Quick use appliances
Rarely used items
Cook’n Freeze Classes

13. Social
Aging Population
Quality as status symbol
Cooking Desire
Peer Pressure

14. Technology
Smart Home
Advancing Technology
Obsolete Technology

15. Economical
Increase cost of food
Recession
Going Green
Strength of USD

16. Environment
GE Produce
Energy Efficiency

17. Political
Increased or additional food tax
Expensive Energy

18. Drawing Conclusions
Energy Efficiency
Technology