Marketing strategies

1. General marketing strategies

The global smart kitchen appliances market was valued at $897 million in 2017 and is estimated to expand with a CAGR of 23.4% from 2017-2025, according to a new report by Research and Markets, “Global Smart Kitchen Appliances Market, 2017-2025.” Smart kitchen appliances are the subset of the overall smart appliances industry. These are premium kitchen appliances designed for optimum efficiency and high performance. Smart kitchen appliances are equipped with different sensing devices and remote connectivity. Thus, these devices can also be operated from remote location using smartphones. Users’ smartphones are installed with the relative application so as to enable the appliance and smartphone communication. The most significant factor fueling the smart kitchen appliances market growth is the increasing advancements in the home appliances sector. With growing sensor technology, more intelligent and energy efficient appliances are flourishing in the market. Thus, the smart kitchen appliances is a highly technology driven market. Apart from advancing technology, the market is also complemented by the growing smart grids market. Smart kitchen appliances are among the most important components of the smart grid ecosystem since it enables two-way communication. Another major factor fueling the market growth is the rising discretionary income of the consumers worldwide. Due to availability of the high-tech appliances coupled with increased discretionary income, consumers are now increasingly shifting towards high-end appliances. Thus, the market is expected to witness strong growth especially in regions having high discretionary income.

Normally the e-Marketing Strategy is based and built upon the principles that govern the traditional, offline Marketing; the well-known 4 P’s (Product, Price, Promotion, Positioning) that form the classic Marketing mix. Add the extra 3 P’s (People, Processes, and Proof) and you got the whole extended Marketing mix. Until here, there are no much aspects to differentiate e-Marketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P’s) is built around the concept of “transactional” and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness is a series of specific functions, relational functions, that can be synthesized in the 2P + 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion. These 7 functions of the e-Marketing stay at the base of any e-Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate operate upon all situational functions of the mix (the classic 4 P’s) and upon each other.

    • Personalization
    • Community
    • Sales Promotion
    • Privacy
    • Site
    • Customer Service
    • Security

1.1 To show in Consumer Electronics Show (CES)

As we know the international CES is the world's gathering place for all those who thrive on the business of consumer technologies. It has served as the proving ground for innovators and breakthrough technologies, the global stage where next-generation innovations are introduced to the marketplace. It attracts the world's business leaders and pioneering thinkers. Here listed below is the relative CES in different countries.

  1. CES 2019 in Las Vegas; 2019/01/08-11, https://www.ces.tech/
  2. Computex 2019 in Taipei, 2019/06, https://www.computextaipei.com.tw/
  3. AWE 2018 - Appliance & Electronics World Expo 2018, 2018/03/08 - 2018/03/11
  4. CEF Shenzhen 2018 - The 91th China Electronics Fair, 2018/04/09 - 2018/04/11
  5. CITE 2018 - The 6th China Information Technology Expo 2018, 2018/04/09 - 2018/04/11
  6. Global Sources Electronics Show 2018, 2018/04/11 - 2018/04/14
  7. Hong Kong Electronics Fair (Spring Editon) 2018, 2018/04/13 - 2018/04/16
  8. China Hardware Fair 2018 - 15th China International Hardware and Electrical Appliances Trade Fair, 2018/04/20 - 2018/04/22
  9. COMPUTEX TAIPEI 2018, 2018/06/05 - 2018/06/09
  10. 3E 2018 - Beijing International Consumer Electronics Expo 2018, 2018/07/07 - 2018/07/09
  11. ElectronicAsia 2018 - The 22nd electronicAsia, 2018/10/13 - 2018/10/16
  12. Yiwu Fair 2018 - The 24th China Yiwu International Commodities Fair, 2018/10/21 - 2018/10/25

1.2 Online sale platform: To share consumer experiences in social media:

Customer experience management (abbreviated to CEM or CXM) is the process used by new products or brands to oversee and track all interactions with a customer during their relationship with the company. Our goal is to increase customer satisfaction, loyalty, and advocacy by meeting and exceeding customer expectations. Through a great consumer experience on WDIRC use and service is a good method to marketing, there are multiple touch-points across a number of devices and channels. Our products and services need to understand all these touch-points in order to map out the end-to-end customer journey and improve sticking points. Tracking and improving these points requires the integration of technology and data, WDIRC is the right one for integrating this.

1.3 Offline sale platform: To build showcase our products:

Homeowners may have a difficult time visualizing the benefits of home automation systems. To more effectively sell our WDIRC products and WFRs’ IOT-EC services, the tough part about selling WDIRC is the best way for people to know it and fall in love with it is for them to see what happen by WFR to be used in a WDIRC for automatic cooking with functional of water dispenser.

2. WDIRC (iCooger®) marketing plan

2.1 Introduction

thEating Inc., a startup company dedicated to the innovation of smart kitchen appliances, it will embark on its first products (WDIRC and WDIRC+G) and service (IOT-EC) for advance the live of consumers. Here WDIRC is used for providing the convenience to cook rice via a smart phone to remote control for consumers, and the IOT-EC system is used for providing the profile of consuming through online buying. To combine a water dispenser as the cooking water supply and a rice cooker in a fully automatic cooking device is the feature to this product, and through the connection of internet it can be easy used by electric commercial platform for online buying. This innovation can give consumer excellent experiences on cooking matters and food buying.

2.2 Mission Statement

“thEating Inc.,” dedicates on the creating of smart devices in house intelligent for providing consumer excellent experiences on a smart house with cheap, comfortable, convenient, and clean, made it available today.

2.3 The Product and Service

thEating Inc., innovatively made an intelligent rice cooker with water dispenser function for improving an old commodity appliance “rice cooker or electrical rice cooker”. With the advent of “smart house or smart city ….”, the company perceives the coming of IOT to integrate the rice cooker, water dispenser, smartphone, IOT technology and E-commerce system, for advancing the way consumers eat rice or drink water with an easy one button. We have called it named as WDIRC or WDIRC+G. Moreover this innovation also unveils the era of IOT-EC to create a new EC model via an intelligent cooking device. WDIRC it’s not only for being an intelligent rice cook with water dispenser function but also through the applied of water dispenser in cooking process for being a fully automatic food processor.

2.4 Product and Service Features

The features of product and service include material, device, operation, and business mode that we list them below:

2.4.1 WFR used:

WFR to be used in this system, it is complete to defeat the traditional concept on rice cooking which need to wash and rinse rice before cooking, and by this we can fully automate without manual operations on any process of rice cooking even food blending.

2.4.2 WDIRC will be by 2 models (WDIRC and WDIRC+G):

Both them can be automatic cook via smart phone and be capable of supplying drinking water, the primary difference between them will be or not the ability of grind for grinding grain, wheat, or bean etc.., The smart features will be same between them. The model summaries are as follows:

  1. WDIRC: Basically, a two tank unit (water tank and food tank) with sensors to monitor amount of food and water pulled into a pot, and to record the consumption of food and water by consumer cooking daily for being a cooking log for utilizing in IOT-EC model. By this model we can easy sell cooking matters or related kitchen wares into houses via smart phone for uprising our incomes. Further more water dispenser is another important function that we usually used it also.
  2. WDIRC+G: Most features as same as WDIRC, but in this model, a grinder is added into WDIRC for being a blender. So WDIRC+G it not only has the functions of rice cooker and water dispenser but also has the function of grinding to mix, puree or emulsify foods. Therefore this combination can easy increase the diversity of cooking style to grain, wheat, bean, and mix.
  3. Remote control: through an App installed in smart phone, we can ubiquitously operate this device; plan its cooking process, set the counter for cooking and track the record of food consumption. In addition, to build a social community for cooking information exchange is possible to be used in this system.
  4. IOT-EC service: As we known, for an automatic cooking device, the sensor is an important role on the feedback of water, food and supplier to consumers for when and what they need to be supplied in time, and this alert can be used for EC service, we can integrate the information flow, money flow, logistics flow, business flow and custom flow in one operation platform to customers.
  5. Big data analysis on diet behaviors: By this system, all of consuming data and cooking parameters to individual and group will be stored in cloud servers, that we can analyze their diet behaviors and status to model an individual or group character for health promotion or disease prevention. The data analysis and utility in the coming is very important for us to develop a new service or transaction.

3. Consumer product classification

This product and service line break through the traditional rice cooker and water dispenser. A totally innovative product is created by the company; no any product existed in the market to compete with it. The function, price, operation, convenience, and innovation fulfill its value, so the classification captured by consumers should be labeled as a high-end and smart product.

4 Target Market

Firstly, thEating Inc. will unveil WDIRC series in CES expo around world, a list of below is the first priority to show its new products in global CES. The purpose of this show is to attract the attention from manufacturer, producer, brander, retailer, media and people around the world

  1. North American: 2019 consumer electronics show (CES), CES is an annual trade show organized by the Consumer Technology Association. Held in January at the Las Vegas Convention Center in Las Vegas, Nevada, United States.
  2. Europe: IFA 2019 in Berlin, The IFA or International Funkausstellung Berlin (International radio exhibition Berlin, a.k.a. 'Berlin Radio Show') is one of the oldest industrial exhibitions in Germany.
  3. China: CES Asia 2018 in Shanghai, owned and produced by the Consumer Technology Association (CTA) ™ and co-produced by Shanghai Intex Exhibition Co., Ltd (Shanghai Intex®)

Secondly, how to build the reputation of product and brand in markets is the key point for rising revenue, through social media such as Youtube, Blog, Facebook, Vk, Twitter, Zalo, Weibo, and IG to online demo our product and story for EC buyer, the target we focus on those who frequently purchase consumer products from online EC platform.

Thirdly, to cooperate with local distributors to perform an on-site product demonstration in show houses. Here the target we like to find a local agency for building our service and promoting WDIRC products. The order that we develop local distributors is China, Taiwan, Japan, South Korea, Malaysia, India, United State, Australia, German etc.... The distributor is the Eating’s direct point of contact for prospective buyers of certain products, how to screen an excellent distributor in local markets which is an important thing by us.

Fourth, to be partner with EC business, the market target is the EC buyer whom we hope to sell (WDIRC and WDIRC+G) in those famous EC platforms such as Amazon, JD.com, Apple, Taobao, Walmart, Suning, Otto, Tesco, VIPshop, Macy’s and Yahoo etc… On these sites, we can quickly sell our product through their information, money, logistics, and business flow to save our operation and management costs.

Fifth, the customers from TV shop are another important platform to sell our innovations, especially for some customers with old age. TV media is a traditional and useful market channel. So we need to recognize the characteristic of media and to customize our marketing advertises on it.

Finally, directly to face our customers via our EC platform, thEating Inc., directly create and manage an EC site for providing the online sale and service to internet buyers. Especially after the sale of WDIRC, to provide an online selling such as WFR, water, kitchen ware, food supplier etc. for customers is an important thing to increase the loyalty and stickiness of customers. The target market is the end user of WDIRC series products and services from worldwide.