Kitchenware range creation

Kitchenware range creation

Otero Olazabal, I.

Aprile, W.A. (mentor)
Van Boeijen, A.G.C. (mentor)

Industrial Design Engineering

Industrial Design

Master of Science Integrated Product Design

2011-07-15

This report describes the results and process followed by the student at PSP Peugeot, France, for the development of a new range of kitchenware products. The project started when the graduating student contacted the company in October 2010 with the aim to offer himself to develop a graduation project for PSP. The company had at that time a project to be started, which was proposed to the graduating student. The project deals with the creation of a new line of kitchenware products under the name of a new brand, Ozelio, differentiated from Peugeot. The wish of PSP Peugeot is to continue in the path of business expansion that it has started since the re-foundation of the company in 1989. Being already present in the salt&pepper mill segment (core business), coffee mills and wine accessories became also part of Peugeot’s portfolio. Hence, a move towards kitchenware accessories seems a natural step of future development for PSP. However, the direction considered that the kitchenware line should be positioned in a medium-premium level (concerning selling price) and should not be marketed under Peugeot’s name. This is due to the leader image that Peugeot has in the salt&pepper image, which would not be the case in the kitchenware market. First of all the focus on kitchenware should be stressed. Even if nowadays there is a blurring line between kitchenware and tableware products, the interest of creating Ozelio lies in the development, production and marketing of cooking utensils and items around the kitchen environment. Therefore, items such as cutlery, plates, glasses and other tableware accessories have been left out of the competitors analysis. Following the same line, small electric kitchen appliances such as toasters, electrical juice press, coffee makers and others are also out of the scope of the project. Since there is no defined product to start with, it is still difficult to define the boundaries of the issues to research. Kitchenware is defined as “the utensils used in a kitchen” by the Oxford dictionary, however, we should exclude the cookware, “pots, pans, or dishes in which food can be cooked” from the scope of this project. The process described in this report deals with the creation of a base for the product range and future development of products. Additionally a product proposal is presented in order to embody the created guidelines for the product range.

kitchenware
range

http://resolver.tudelft.nl/uuid:c2b8143b-564c-46a6-99a8-efd2fc124783

2012-07-15

Campus only

Student theses

master thesis

(c) 2011 Otero Olazabal, I.