Fall

Traditional Copper Pans and

Skillets

By: Spencer Kates

08

Copper Quality
1
Table of Contents..1
I. Introduction
a. Idea Generation.2
II. Market Analysis
a. Product Description and Positioning..3
b. Market Size and Trends...5
c.Competition..8
d. Strengths.
10
e. Barriers to
Entry....11
f. Consumer Profile......12
III. Business Proposition
a. Consumer Aspects.....17
b. Retailer Aspects..19
c.Business Objective...20
d. Communication Objective..
..21
e. Message to consumer and retailers..
.22
f. Market strategy and pricing.....23
g. Packaging..
.25
h. Test marketing....26
i. Market research....29
IV. Promotion
a. Consumer advertising....31
b. Trade support..33
c. In store advertisement.....34
d. Internet, web, social media...36
V.

Conclusion...37

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I.

INTRODUCTION

a. Idea Generation
The idea for this product line was generated because of a global
need for quality, long lasting, cookware. The Traditional Copper Pans
and Skillet Line offered by the All-Clad company will feature highend technology driven kitchenware to maximize cooking efficiency
and skill. The line will include various pans and skillets made out of
copper material with each pan or skillet having a varying design
based on its intentions. The All-Clad company saw a need to create
quality restaurant grade products to be used by the everyday chef
in their kitchen. The copper used in the cookware will be machine
hammered but will be a higher quality product than other
companies because of the ingenuity and material of the cookware.
Most cooking products are made out of aluminum and are coated
with a non-stick surface to prevent residue from being left behind.
The most complaints of cookware for these products are that the
non-stick surface peels off and gets into the food and then the

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skillets become useless. The Copper Quality Line will feature
copper products with aluminum handles because copper heats up
easier than aluminum allows for a more controlled temperature
regulated cooking experience with the natural hammering of the
copper acting as a built in non-stick surface.
The parent company for this product line, All-Clad, was chosen
because of its reputation for creating quality products at a price
affordable by all. When looking at cookware companies with high
customer service and quality ratings All-Clad is notorious for its
quality long-lasting products.
a.

Product

II.
MARKET ANALYSIS
Description and Positioning

GCNP

General

Characteristic of New Products

The new product is a modern take on classic Turkish cookware by
taking old-style metal working methods and combining it with modern
cooking innovations. After much research the All-Clad company found
that the cheapest option to bring quality cookware to the consumer
was by using pure copper to make its products. Because of coppers low
specific heat capacity it takes less energy to raise and lower the
temperature of the copper allowing for a more controlled cooking
experience. The product will be machine hammered to fit the form of
the desired pan mold and will be riveted with copper rivets and an
aluminum handle. The handle should remain aluminum because it does
take longer to heat up and will allow for a higher handling of the

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product. Various products in the line will have minor modifications to
match the desired use of the product such as pouring spouts, griddle
marks, or a square designed interior for a larger more even cooking
surface. The product will be hammered on both sides of the middle to
ensure an even leveling of the surface and because the hammering will
be used as a natural non-stick surface for cooking. Most modern
products that offer Non-stick surfaces will have aluminum that peels
away but because of the internal tin layer and natural groove of the
hammering an additional non-stick surface is unnecessary. The product
will have a polished finish to represent the high quality of the company
and the standards that their past products have created and the
standard that the companies products have set.
This product will be completely differentiated from other products in
the market because of the material used in the cookware and the
intended use of the cookware. These pots and pans will be sold with
the intention of not just cooking food but cooking with a quality
product to provide higher kitchen satisfaction. Copper is seen to be a
amore expensive material to work with compared to cheap aluminum
or stainless steel products but by using a larger company like All-Clad
to introduce the product the resources and processes used to create
the product will be easier, quicker, and cheaper.
The

only

problem

with

this

product

having

strong

market

penetration is the cost of the product to the consumer. All-Clad

Copper Quality
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products because of the quality product and longtime warranty of the
products All-Clad already has a premium on their products but the
introduction of the copper line will increase the cost of the product and
will have a negative affect on the companys market share. The
growing trend towards cooking a higher quality food with kitchenware
that gives you more control over the temperature and what you cook
will allow for All-Clad to offer these higher-end products and still be a
successful company.

b. Market Size and Trends

Because of the versatility of the product line the product should be
accessible to the restaurant industry and also responsible home chefs
that desire to use high-quality cooking products. The All-Clad
companys products are more expensive and does put their products
into higher-end niche market but The Copper Quality Line should still
be accessible to the markets original patrons and other various
consumers. The cookware market is very large valued at about $4.5

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Billion in retail sales 2013 according from 78 million units. Because of
the growing love of the cooking industry one of the trends in the
markets is purchasing higher-quality products to match the growing
kitchen cookware and foodie trend. The cookware market has had an
annual steady growth of 2.7%. With Fry Plans/Saut Pane/Skillets
being the largest product segment by volume, cookware sets have the
largest segment of the market in retail dollar sales. This goes to show
that more per unit sales will be made on All-Clads products but about
66% of the retail dollar will come from cookware sets. 45% of homes in
the U.S. said to have purchased at least one piece of cookware in the
last year with about 34% of the one piece being bought was a pan.
All-clad has over 16 physical and online distributors of its products
including some of the largest distribution channels in the industry such
a Macys, Amazon, Cooking.com. Williams-Sonoma, and Bed Bath &
Beyond. The combination of these channels goes to show how large
and receptive the All-Clad company name is to the everyday and
restaurant consumer. Because of the various sizes of the products the
Copper Quality Line may not be attractive to all commercial users
but the quality will remain unsurpassed by all because of the All-Clad
warranty and customer patronage.
Cookware products do seem to do better around various shopping
seasons and trends in the market. There are various trends and
seasonal trends that can be seen in the cookware market especially

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around holidays and peak wedding times. Cookware sets, because of
their prices are better for gifts during the holiday seasons. The current
trend in the market is the search for high-quality cooking products
ranging from designs created from innovations to relying on traditional
cookware designs like Turkish copper metalworking. The coppercooking trend is growing because of the realization that cooking is a
science. With a 5.5% decrease in the amount of aluminum cookware
purchased in the last year, the largest segment of the market, the
market is opening up to a wider variety of cooking material options.
With an increase demand in luxury cooking products and varieties this
is the perfect time for a high-quality producer to launch a product onto
the market. Because of the price of the usual All-Clad product being
more expensive than most companies it is a niche market to attack.
Internationally, this trend can be tracked the high-end cooking sector
in Europe growing 2.8% annually. This trend is not only for high-end
cookware but cookware of all kinds is becoming more and more
popular as the at-home cooking trend grows.
The All-Clad Company hopes that the growing market for at-home
cooking and the trend towards buying high-quality cookware will allow
the companys new Copper Quality Line to be successful in the free
market. Because of the trend, more companies are investing in highend lines regardless of public opinion. All-Clad has a trusted name not
only because of the quality of the product but also the lifetime

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guarantee on every single registered product bought from them.
Companies like Kitchen Aid and Calphalon, low rated companies
according to Consumer Affairs (A consumer self-reported website),
added high-end looking products to their product lines but will not
receive a majority market share like All-Clad when it comes to
distributing high-end cookware. Because of the All-Clad reputation,
quality product line, and lifetime warranty, the Copper Quality Line
will be a big hit in the market for high-end cookware.

Size of cookware market in 2014 (In millions)

- High-end market is more niche

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9
c. Competition Present and Potential
The idea for the Copper Quality Line comes from traditional
Turkish cookware. Hand crafted copper/metalworking is an ancient
Turkish art that is has yet to be fully adopted into western cooking
styles. Current other larger cookware companies have come up with
copper sets but they are far more expensive, dont have All-Clads
warranty, and are not marketed to the average consumer. Most
quality copper skillets that can be purchased on the market today
are from international retailers and can run upwards of $700 for one
skillet. Other current competitors are companies that sell other
high-end products. The market that our company targets is not one
for copper cookware but high-end cookware. Companies that
distribute high end products will also be competitors because of the
products they offer. Whether the products are made out of copper or
another exotic material, the main competitors of All-Clad are: Le
Creuset, Cuisinart, T-fal, and KitchenAid. All of these companies
produce like products with minor changes to each one. These
companies rely on price and patronage. The All-Clad name sticks
out because of its lifetime warranty that other companies are
unable to offer because of sheer quality of the product. The biggest
potential

competitors

come

from

the

lower-end

cookware

companies like Farberware and Calphalon. These companies have

the ability to produce cheaper versions of the Copper Quality Line

Copper Quality
10
products. Because this product line is being sold under the All-Clad
name there is a premium on the expected quality, brand name, and
guarantee. Potential competitors have the ability to produce copper
pots, lower quality pots, but still the same concept for cheaper. The
idea of the pots needing to be a lower quality is important because
that is the biggest differentiator in the market. There is little
difference in innovation between the products though the All-Clad
products are the most innovative, So, for some of the market,
companies that can sell strictly copper pans will be able to sell their
pans because some of the market may not care about brand-name
goods but purchasing the concept of copper pans itself.

Mauviel Copper 12-Piece $2,800

All-Clad 12-Piece
- $1,400

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11

d. Strengths Uniqueness
This product is unique because there are not a lot of copper
cookware products on the market that are marketed towards
families

and

other

at-home

chefs.

Just

recently

have

the

introduction of fully copper products been brought to the western

market strictly because of the boom in high-end cookware and the
sheer uniqueness of the product. Until just recently a majority of
cookware products on the market have been marketed towards
being functional not innovative. The products already on the market
are made with non well-conducting materials such as aluminum,
Teflon, stainless steel. A majority of these products are known for
cooking unevenly or just turning out a poor quality product without
expert

experience.

The

copper

skillet

is

an

innovation

to

westernized cooking that will be able to bring professional style

cooking to the comfort of the home chef.

Yet has a trusted U.S.

brand marketed such a product to the everyday consumer. All-Clad,

because of its national distribution and reputation has the ability to

Copper Quality
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bring quality copper cookware to the consumer as part of the
Copper Quality Line.

e. Barriers to Entry
With every product there should be some barriers to entry.
Regardless of the size, idea, or cost, barriers to entry are in societies
to limit market penetration and ensure businesses with innovative
ideas earn enough money to further promote innovation. In the
cookware industry it is very hard to create a company because of
the patronage or trust to the current brands. A very popular idea
would be to sell an idea to a larger company or put the product
under the name of a parent company to have access to the
companys distribution channels. Because there are so many
already reputable companies in the industry, along with selling
products under a parents company multiple product lines are
sponsored by celebrity chefs or TV personalities. Not only do people
have brand loyalty but they also have loyalty to a favorite chef or

Copper Quality
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personality understanding that if they purchase a product from their
line they will be able to personally cook like them and be able to
support them.

f. Consumer Profile
With such an interesting product the Copper Quality Line is
meant to cater to such a wide variety of the potential demographic
but the cost of these products puts the All-Clad Company into a
niche market of consumers. With the average price of one
pan/skillet ranging anywhere from $150-$250 the market for these
products needs to be broad as to not eliminate any potential
consumers for the product. A majority of the All-Clad Companys
products are around the same price range as the copper products
and the company still manages a large portion of the cookware
market share and is a very fierce competitor in the industry. With a

Copper Quality
14
variety of products sent to the market under the All-Clad name and
some under the name of various celebrity chefs the All-Clad name
has attracted a diverse customer base to extend its products to.
Because Copper Quality Line is such a quality focused line the
target consumer needs to be a person/family that not only enjoys
the art of cooking but has the ability to admire the fine
craftsmanship and work put into recreating and reinventing oldstyle Turkish cookware. The product is not just a rework on an old
design but ties in modern technology to create a product that will
last through the lifetime warranty while also providing a 5-star
cooking experience. The ideal primary customer would be a family
with one parent at home or just a single parent who has a passion
for cooking. In their spare time, the family member will watch The
Food Network or The Cooking Channel to indulge themselves in the
intricacies of the kitchen. A majority of people believe that cooking
is a very feminine task because of historical stigmas but currently
the restaurant sector is dominated. The All-Clad company does not
target any products towards a specific gender because of how
diverse the cookware sector and cooking industry is. Certain
products on the market may be focused towards a certain gender
by boasting a certain color, cooking style, weight of the pan, but
Copper Quality Line is a product line but on the ideals of quality
and innovation not targeted towards a specific gender but a passion

Copper Quality
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for cooking and quality cookware. All this being said, to create a
consumer profile for our Copper Quality Line would be easy based
on the consumers likes, wants, and intentions in the kitchen. The
beauty behind the Copper Quality Line is that it is no more
focused towards cooking with quantity than cooking with quality.
The lines expansive measures can be used in the everyday kitchen
setting and can also be used in the commercial restaurant industry.
A majority of the products are focused towards the former being
families and at-home chefs but that is because of how the All-Clad
name is perceived by families and a majority of its patrons. The
consumer profile for this product will consist of adults in the mid
forties range. Now, this age demographic is very broad because a
consumer profile needs to encapsulate a specific personality and
their lifestyle and personality embodies the target market of the
Copper Quality Line. The consumer will be a stay-at-home parent
and loves to cook and enjoys the cooking channel. She/he is a
health conscious individual and would much rather enjoy cooking a
meal for the family then going out. With the ability to afford to
spend a few hundred dollars on a cookware set or to be gifted one
in a wedding would be an ideal obtaining method for this individual.
As a person that enjoys cooking their favorite TV shows and
channels would be The Food Network and The Cooking Channel.
Medialifemagazine.com published The Food Networks planned

Copper Quality
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target audience and the actual audience of these shows and that is
the data used to surmise whom the consumer profile is aimed
towards and their TV shows of choice. When the consumer likes to
go out their favorite restaurants and cuisines feature exotic
multileveled platters including curries, noodle-dishes, and the
occasional vegetarian option.
Meet Linda, Linda is a 45 year old stay at home mother of two
who enjoys cooking and providing the best for her children. At a
young age Linda learned to cook with her mother and instantly
became obsessed with the culinary world. After getting married,
Linda received her first quality cookware set, an All-Clad 12 piece
set from her parents as a wedding gift. After traveling with her
husband and learning more about the culinary world with first hand
experience Linda began to personally explore the culinary world and
all it has to offer. Lindas favorite TV show is The Kitchen and it
features multiple chefs in a conversational cooking setting meant to
make the viewer feel like a comfortable part of the conversation.
Linda lives in a small suburb outside Manhattan and her husband
works in the city but makes it home almost every night to enjoy
Lindas cooking. After years of experience and learning about the
various

cooking styles, techniques, and offerings

of various

cookware and companies Lindas loyalty to the quality All-Clad

products she received and still uses for almost 20 years has led her

Copper Quality
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to become a loyal patron of the All-Clad name. Lindas hobbies
include hosting quaint dinner parties for her and her friends and
going to the city to enjoy an afternoon of shopping and wine with
her friends. Because her husbands high income is able to support
her desired lifestyle Linda has become accustomed to a more highend lifestyle and enjoys indulging when it comes to providing the
best for her family when it comes to cooking with quality ingredients
and using quality cookware. Copper Quality Line caught Lindas
sight while at a wine and cheese tasting at her local Chef Central.
The All-Clad Company is a favorite in the cookware industry when it
comes to customers looking to purchase quality cookware products.
To sum up the consumer profile we have Linda, a mother of two kids
who lives in a suburb outside of Manhattan with a passion for
cooking quality healthy food for her family. She enjoys all aspects of
cooking and the culinary industry including TV shows, trying various
cuisines, and investing in long-lasting cookware products.

Her

favorite restaurants include Junoon and Morimoto, high-end New

York eateries that push the culinary boundaries she is accustomed
to. Linda drives a 2014 Acura MDX that caters to her family oriented
lifestyle while also offering the elegance that she desires in life.
The consumer profile built by All-Clad not only embodies the
ideal consumer but allows the company to attract and find ways to
attract other potential consumers. The consumer profile was built

Copper Quality
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based on All-Clads present target market built from the companys
warranty service. After purchasing a product one must register the
product online to ensure that the customer has access to the
lifetime warranty of this product. This service allows the company to
track its products from owner to owner while also providing the
company with data to base its clientele and future products on.
There are various ways that the company can use this information
to help spread awareness of its products and future promotions.
Food Network, which has thousands of daily commercials and daily
celebrity chef appearances, is a great way to market products
especially for the All-Clad market because of the networks target
market of 30-56.

Pioneer Woman a Food Network personality who perfectly reflects

the new
All-Clad brand

Copper Quality
19

III.
BUSINESS PROPOSITION
a. Consumer Aspects Concept Testing
Old-style Turkish cooking methods have been preserved for
thousands of years and the modern cooking trend has revitalized
the art to involve not only Turkish copper art but also involve
innovation into the modern cookware industry. Consumers take very
well to these products not only because of how efficient these
products cook but also because of the sheer beauty of the
unstained copper and inside tin finish. These products have a
wonderful shine and reflect the copper work methods that are
thousands of years old. Because of the current trend of the cooking
industry consumers are more willing to spend more money on
reliable products introduced by reputable companies but products
that also reflect the test of time with Turkish methods.
The copper cookware concept has been picked up wonderfully by
consumers attracting more and more consumers from the US
market. Current products have very little copper material in them
but the modern resurgence of quality cookware has led consumers
to become more knowledgeable of the concept and what it has to

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20
offer. Avid users of copper cookware enjoy the copper finish and
patina available from the use. The copper color wonderfully brings
together any kitchen home and allows users to experience another
level of cooking. To test the concept All-Clad has done research
testing to pinpoint what consumers enjoy most about their products.
Another consumer testing method was to reach out to consumers
and figure out what bothers them the most about cooking and
various cookware products. The biggest complaints that All-Clad
received were complaints on required maintenance of products and
products also boasting being non-stick and not pulling through with
a quality product. Various consumers complained that cast iron
products require too much maintenance and certain poor quality
aluminum pans that boast false claims on products. Because of the
lifetime warranty offered by All-Clad, consumers that enjoy quality
cookware with little-to-no maintenance choose to purchase All-Clad
products. Talking to the consumers using testing groups can also
help the All-Clad company talk to consumers using a safe setting
where consumers can express complaints, problems, likes, and
desires of the Copper Quality Line. The product testing will be
done in a test kitchen and not in a conversational setting. Cookware
concept testing should be a hands-on experience involving the
testers using the cookware to discover problems, complaints, and
desires for the current and future product lines.

Copper Quality
21

Example test kitchen for the product

testing
b. Retailer Aspects Type of Retail Outlet to be Utilized
The main retail outlet to be used by the All-Clad company will be the
various retailers that offer All-Clad products both online and in-store.
Some of the biggest in-store names to offer All-Clad products include
Bloomingdales, Bed Bath & Beyond, Williams-Sonoma, Macys, and
Crate & Barrel. These companies not only have their own customer
following but will provide All-Clad with the necessary storefront to
showcase the All-Clad products. With each store having its own sales
and retail space customers have a wide variety of in-store options
while choosing where to purchase All-Clad products. All-Clad also has
various online only retailers that showcase and sell their products
including Amazon.com, Cooking.com, cutleryandmore.com, and

Copper Quality
22
chef.com. Because All-Clad is such a large reputable company they
have such a wide variety of access to the global market.

c. Business Objective
The objective of any business while introducing a product is
strong market acceptance and market penetration. The goal of AllClad and the Copper Quality Line is to create a differentiated
product from other copper cookware on the market and to sell it
under the trusted All-Clad name with a lifetime warranty. Because
All-Clad is already an established company with some following they
already

have

deep

market

penetration

and

avid

access

to

consumers but they still need to offer a quality differentiated

product to make sure consumers understand the difference between

Copper Quality
23
the expensive All-Clad product and other companies cheaper
cookware sets. Another objective of the business is to market its
product to the consumers. Copper products cannot be sold the
same way as other pans because they come with a larger premium
and require care and respect for the product and the art of cooking.
Copper pots cannot be neglected or-else they with acquire a patina
so the marketing campaign needs to focus on the quality and design
of the product that separates it from fully copper cookware offered
by other retailers.

d. Communication Objectives
To communicate the idea of elegance and innovation through a
product is very complicated but All-Clad chooses to do it with a
marketing campaign solely focused on the quality and innovation of
the product. It is important to communicate an image of quality and
innovation to the consumer because the consumer needs to
understand why they are paying a premium for their products.

Copper Quality
24
Communication between businesses and customers is key because
customers directly control business moves and decisions through
market trends, followings, and direct purchases. The easiest and
most effective way for All-Clad to communicate with its potential
customers is through marketing and promotion using its extensive
retail pipeline. As described in the retail aspects section All-Clad has
dozens of online and in-store retailers at its fingertips to use for
promotion and communication. All-Clad also has its email chain and
its customers information under warranty that it can use to
communicate ideas to.

e. Message to Consumer and Retailer

The message that All-Clad wants to give is relatively short, AllClad believes in selling quality products at affordable prices. The
All-Clad company strives on providing its customers with the best

Copper Quality
25
customer service possible including a lifetime warranty on all of its
products to provide hassle free, quality, customer service. As a
company which makes all of its products in America it is important
to the All-Clad company that customer know where their products
are made, the quality and care that goes in to making them, and
ensuring that their products are of the highest caliber of American
made cookware. As a company whose roots are deeply seeded in
American coining and the American steel industry, All-Clad ensures
customers that they are receiving the highest quality and innovative
product. Created and founded by scientists every product released
by the company undergoes years of testing and tweaking. The
Copper Quality Line was created not only to match the demand of
the consumer but also because All-Clad wants to expand their line
from stainless steel to offer a wider variety of cookware products to
match the growing needs and wants of the cookware industry.

f. Marketing Strategy and Pricing

Copper Quality
26
All-Clad does not offer many promotions of its products because
of the high-end nature of the brand. All-Clad relies on its retailers to
provide various promotions of the products that the brand offers. As
an example, one of All-Clads largest retailers, Bed Bath & Beyond,
offers 20% off any in-store product promotions almost once a month
for its more loyal customers and cardholders. These promotions
allow customers access to quality brand names like All-Clad while
also granting the customers access to exclusive deals on the
product only available through Bed Bath & Beyond. One thing that
the All-Clad company will do is reach out to its current customers to
let them know about the addition to the All-Clad every expanding
product line. Customers that have chosen to receive email updates
and customers that have a warranty through the All-Clad lifetime
warranty program will be notified of the Copper Quality Line. AllClad offers very competitive pricing for its stainless cookware
because its products are made in America and it uses a full pan, triply structure unlike most companys, which only use the tri-ply
structure for the bases. Another marketing strategy of the All-Clad
company is to introduce the cookware in association with various
celebrity chefs. This type of deal is not a sponsorship but it involves
celebrity chefs using the products on their shows featured on the
food network under the All-Clad name. Certain celebrity chefs on
The Food Network have the aura of higher class such as Geoffrey

Copper Quality
27
Zakarian and Michael Symon. Having these chefs represent the
company and the brand will directly relate to the consumers
because our target consumer will be an avid foodie and will enjoy
watching The Food Network and various shows on this channel.
Accompanied with the chefs actually using these products, various
segments of the shows will be sponsored by the All-Clad brand but
more specifically featuring the Copper Quality Line.
Pricing for most of the All-Clad products can run anywhere from
$150 to $300 for most of the pans and skillets offered in Copper
Quality Line. Though these prices may be high they are very
competitive in the copper cookware industry. Other competitors of
the All-Clad brand sell their products anywhere from $200-$500 and
are usually imported from European countries. To make the pricing
more competitive the All-Clad brand relies on its distribution
channel to offer sales and discounts of the Copper Quality Line
products. This pricing may be considered expensive for certain
cookware products but the lifetime warranty of the products and
sheer quality of the American forged copper makes up for the price.
Competitors boast quality products but do not back these products
up with any warranty or support system for dealing with re-tinning
the copper pans or cleaning the patina of the outside shell. In an
attempt to offer the cheapest products available to the consumer

Copper Quality
28
the company distributes the products individually and in sets to
offer some discount on purchasing more products.

g. Packaging
Packaging needs to not only ensure the product gets to the
consumer safely and in-tact but the packaging also needs to
communicate a message to the consumer about the quality of the
All-Clad brand. The All-Clad packaging for The Copper Quality Line
needs to be all black but should feature the product on the front and
the back with the sides boasting the quality and information about
the brand and creation of the product and the line in white lettering.
Not only will this package be elegant but also it will be a great
promoter of the quality of the All-Clad brand. All-Clad will work very
hard with its distribution channel to ensure that the products get
there safely and unharmed. Packaging and brand recognition are
key to successfully representing a brand and backing up the
product. The product should be differentiated from other products
on the market and should contain different visuals as to separate it
from other companies packaging. With the All-Clad logo in bold

Copper Quality
29
lettering on the front featuring made in Pennsylvania the product
packaging is sure to be different from competitors.

h.

Current All-Clad packaging

Te

st Marketing
Other than the various concept testing that we will do in the AllClad test kitchen the company will make efforts to distribute a
survey to current customers and will target customers for a chance
to win an All-Clad set in its various in-store retailers. The surveys
will be next to the All-Clad displays in various stores and can be
accessed online on the All-Clad website. The survey will contain
various responses as to not give away the product but to test what
consumers really think of the All-Clad brand and the products that
should be on the market giving customers the options to choose
from one of our various answers or to input their own options for
questions.

Copper Quality
30
When customers go to stores like Bed Bath & Beyond they will be
given the opportunity to fill out a survey to win a chance to win an
All-Clad 10 piece cookware set while also helping out with various
marketing concepts achieved by the company. The reason why the
company releases this survey is learn more about the market before
the product is released to ensure that the product will not be a bust
and that they can build a strong consumer profile backing their
product. The goal of the survey is to attract around 5-10 thousand
survey takers to get more concrete conclusions for our product and
company. By conducting the surveys online and in-store we hope
that the survey results will be unbiased and will help us collect data
not only in the stores but internationally. Abroad, All-Clad is not as
well known brand so it will be very beneficial for All-Clad to
distribute an online survey to reach the international customers.

Survey
1. Please state your age: ________________
2. Please state your gender: Male
Female

Rather not

specify
3. Please circle which of the following describes your race:
Caucasian Hispanic/Latin American
African American
Asian Other
4. How many times a week does your family cook their meals
at home? (Please circle one)
1

7+

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31
5. Do you currently own any All-Clad cookware products
(Please circle one)
Yes
No
6. When purchasing cookware products do you care about
quality of materials used and where the products are built?
(Please circle one)
Yes
No
7. Would you purchase a product for a higher cost if there
were a lifetime warranty attached to that product? (Please
circle one)
Yes
No
8. Do you care what material your cookware is made out of:
(Please circle one)
Yes

No

9. Do you take care of your high-quality cookware by

following the recommended maintenance of the product:
(please circle one)
No care

Some care

Follow recommended

treatment
10.

How much do you spend yearly on cookware being

pots, pans, skillets in USD: (Please circle one)

$0
$50 $100 $150 $200 $300 $500 $1000
11.

$1000+
What is the biggest problem you face with your

kitchen cookware: (Please circle one)

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32
Requires maintenance Tough to clean

Breaks easily

Other_________
12.

Do you trust All-Clad as a brand and recommend the

companys products to others: (Please circle one)

13.
What is your favorite food related TV show:
______________________
14.
What is your favorite cuisine: ________________________
Yes, I trust the brandYes, but not enough to recommend to
friends
No

No, I dislike the brand

No, would not recommend

brand

i. Market Research
The research from the survey and the focus groups will give our
company a better understanding of the current products on the
market and the hopes for future products. We hope that by using
the focus groups and having the surveys be in stores and online we

Copper Quality
33
will hopefully collect a large enough data pool to get a better
understanding of our target market and customer base. Though
many of the customers may not own All-Clad products the point of
the survey is to collect data of the current market and potential
market for the cookware industry. The survey results proved to be
fruitful with a majority of the results matching the desired consumer
profile of the target customer.
The focus groups will give a better understanding of the Copper
Quality Line because the members involved will have hands-on
experience with the products. Using hands-on application of the
product is important to gain a better understanding of complications
with the products and first time users of copper cookware products.
Hopefully, from the focus groups the All-Clad company will be able
to make small changes to the product or how it is marketed or
designed to fit the need of the everyday user of cookware. Though
the cookware is not meant for everyday use and wear and tear the
goal is to test the maximums of the product. A consumer stress test
is more effective than the company doing a test because of how
versatile the pots and pans will be used with a consumer. The
Copper Quality Line needs to go through various cooking and
neglect tests to ensure that the products are living up to their full
potential and that the line is ready to be distributed globally to
consumers.

Copper Quality
34
Using the survey and focus groups the All-Clad company has
found that consumers biggest complaints with products is their false
advertising claims and cheap quality. Reviews of various cookware
products online go to show that certain pans require unknown
maintenance or are hard to use in an everyday setting. The Copper
Quality Line offers a variety of sizes for their cookware products
so come can be used everyday and some for special occasions. The
products are also sold separately to fit the specific needs of
consumers in the market.
The survey should give the All-Clad company comfort in knowing
that they have a targetable market and that the product line can be
successfully introduced into the global market. Because of the
packaging and unique offering of the products the All-Clad name
hopes to become a globally recognizable brand not only because of
the quality of their cookware but because of the warranty and trust
that the company has with their products. The surveys and focus
groups should be enough for the company to get a base
understanding of the consumer market.

Copper Quality
35

IV.

PROMOTION
a. Consumer Advertising
To advertise the product the All-Clad company will offer a feature
on its website, reach out to its current customers, and use its
distribution chain to utilize store displays and online features to
advertise the product. Because this product is new to the market it
will be very hard to catch consumers to attract them to the quality
of copper cookware. Currently, some companies offer products with
copper cores but no full copper products have been introduced to
the high-end cookware market. It is very important that we listen to
the consumers on their survey advice to get a better understanding
of the required advertising and pricing on the market.
To get the word out in the stores we will hope that our retailers
will utilize a display to advertise the various All-Clad products.
Because the Copper Quality Line is different from most current
products on the market a representative in the larger stores and
display videos in the smaller stores will accompany the displays.
The idea behind the representatives and the video displays is to
give a brief overview of the products available in the larger sets and
the idea behind the creation of the Copper Quality Line.
The most popular way to advertise the product would to be using
the online distribution channels to feature the All-Clad products and

Copper Quality
36
to have companies offer discounts on the featured products. The
main channels to broadcast features on would be The Food Network
and The Cooking Channel. Both of these networks attract the
desired target consumer and have the ability to use special features
during some of the more popular episodes of the shows to ensure
that the product has full market penetration. Both of these TV
networks also feature their own products and have very strong
followings on their websites. To have the ability to feature All-Clad
products on the websites of these channels would be a great
attractor to All-Clad brand and their new products. Another way to
showcase the All-Clad name would be on sites like Epicurious and
other online cooking recipe websites. Other than a feature on the
front-page of these websites advertisements could also be featured
on various recipe pages with certain eastern keyword searched that
match the style of cooking that the Copper Quality Line evokes.

Copper Quality
37

b. Trade Support
The idea behind the trade support is to ensure that the AllClad companies money is being spent wisely on the most
efficient distribution channels and ensure that the money coming
from the Copper Quality Line is being spent efficiently. Trade
support ensures that the money from the company is being
spent wisely to effectively market the brand and spend the
money coming in and out of the product line. The trade support
team will be constantly monitoring the sales of the copper
product line through the stores and by tracking the warranty
system. By tracking the purchase of these products it will help
All-Clad promote future purchases to figure out different possible
distribution channels for future and current products. The trade
support staff can also ensure that there is continuous success
between the distributors and the retailers. Ensuring that there is
a successful relationship between the distribution channels is
important to continue business between the various brands.
Trade support workers can also track the progress of other
businesses to make sure that the All-Clad company is using the

Copper Quality
38
most effective distribution channels and selling their products at
the best location to showcase and sell the companies products.

c. In Store Advertisements
The in store advertisement will be crucial to the differentiation of
our cookware product. Because the product will be sold in a section
with other various cookware products it is key that these
advertisements boldly represent the company and the brand. We
plan on using the available resources in each store and if not
supplementing them to ensure that each display properly reflects
the high quality of the All-Clad brand. To ensure that the displays
are being setup properly we will have area representatives of the
company ensuring that the displays are being properly setup and
that the brand is being adequately represented. The brand
ambassadors will be in the larger stores that guarantee more sales,
in the wealthier areas, because they are the most important to
attract the attention of the consumers. A majority of these displays
will be in the larger stores such as Bed Bath & Beyond and
Bloomingdales in stores with very large cookware sales during the
peak shopping seasons.
When there is no brand ambassador at these stores the company
will use video monitors to play videos at the displays to help

Copper Quality
39
describe the product and support the brand. The use of these
displays will show the progress through the creation of the Copper
Quality Line and the reason for the creation and westernizing of
the product line. We believe that people will take to the displays
because of their elegance and the attractiveness and catchiness of
the displays. The video monitors videos will feature short clips
involving the use of these products, the ease of these products, and
like said before, the creation of these products. Advertising in the
store is very important and needs to be successful because a
majority of cookware is bought in store or tested in store because
this is a very important and expensive decision. People are more
prone to purchase the materials once looking at them and
physically grasping them. This is also important because one of the
main attracting features of the Copper Quality Line is the beauty
of the copper finish to the product. After experience the beauty of
the copper cookware in a professional setting buyers will be able to
experience the product to its full potential.

Copper Quality
40

Sample display of what the products could look like being featured in
various stores

d. Internet, Web, Social Media

The main utilized resource for online promotion will be the use of
the Internet to help promote the products. We live in one of the most
advanced technological ages and without utilizing the Internet to its
full potential would be atrocious to the promotion campaign for the
Copper Quality Line. Current customers will be kept in the loop
through opting for company wide product updates and people with
products under warranty will also be notified when products go on sale
in stores near them. It is very important to remain in contact with the

Copper Quality
41
various retailers to ensure that they are properly displaying the
products and doing effective online promotion of the product line and
All-Clad brand. There are various ways that customers can be kept in
the loop for these products such as utilizing various cooking websites,
message boards, and community blogs. We plan on using web
advertising to help focus on our target market by utilizing the various
more frequently visited sites of our target consumers. The sites that
will be most effectively utilized will be cooking sites that can help
promote the brand through recommendations.
The web, along with the Internet can be used to access a wide
variety of consumers in this technological age. Because All-Clad
does not promote their products on their website it is critical that
other companies do the advertising for the products on their
websites using storewide promotions. Different social media can
also be used to attract a variety of customers by posting
advertisements

on

variety

of

social

media

websites

and

advertising on the social media pages of various stores, companies,

and TV shows.
V.

CONCLUSION
By introducing the first high quality, cheap, fully copper
product line to the western market, All-Clad can hope to gain
more brand recognition for their products and will be able to
grow as a brand. The various in store promotions and current
clientele will help grow the brand and make the Copper Quality

Copper Quality
42
Line well known.

The promotions will help proliferate the

market using the strategic placement of products in stores and

online. The testing done for the product will ensure that the
company can adequately assess the market for current and
future products. Our consumer profile, Linda, was created
because she matches that of the test marketing profile fulfilling
the requirements of the survey to attract the ideal customer to
the All-Clad brand.