Perhaps nowhere has the viral spread of luxury marketing become more apparent than in America’s kitchens. Once largely viewed as utilitarian outposts for everyday cooking, today’s kitchens are now as much about status and entertainment as they are about “what’s for dinner.”
For years, Kenmore has been a solid-performing appliance brand and a significant component of Sears’ operating model. Recognizing the increasing importance and expenditures consumers are making to “upscale” kitchens, Sears decided to pursue this market through a new line of premium appliances, Kenmore Pro. And they asked Fuel to help launch it.
Extensive analysis of both the product and the prototypical Sears/Kenmore consumer led Fuel to conclude that the ideal opportunity for the Pro line was to position it to the Mass Luxury market, appealing to Enthusiast Cooks who want the good looks offered by the Kenmore Pro at a price point considerably below existing premium brands.
From a communication standpoint we recognized the unspoken desire that all family members in this market segment have to be viewed as better, more professional-like cooks. Consequently, we focused the marketing message on validating each family member’s ability to nurture family happiness and enhance their own cooking abilities, thanks in part to the style and performance of Kenmore Pro appliances. Advertising, in-store merchandising and direct mail all focused on making Kenmore Pro the obvious choice for aspiring chefs wanting professional-looking appliances at a comparatively good value.
After a highly successful launch at KBIS, the industry’s leading trade show, Kenmore Pro continues to represent the pinnacle brand in Sears’ appliance portfolio, and a key profit contributor to the overall business.
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