Marketing Innovation and Design Assignment

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Course Title: Marketing Design & Innovation
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Word Count: 3000

Running Head: Marketing Design & Innovation 2

Executive Summary
This assignment covers the topic of Marketing Design & Innovation. The selected
contemporary consumer product for this assignment is KitchenAid French door refrigerator
model number KFIS25XVMS. The report has been designed in three sections. In its first section,
the background of the study along with the introduction of the product, rationale of the study and
objectives of the assignment are outlined. The second part deals with the literature review and in
the third part a comprehensive analysis of objectives of the assignment is presented. In the end a
brief conclusion is provided which summarizes the entire topic of the assignment.


Table of Contents
Contents
Marketing Design and innovation ................................................................................................... 5
Task 1 .............................................................................................................................................. 5
Introduction ................................................................................................................................. 5
Introduction to Product ............................................................................................................... 5
Current Market Scenario ............................................................................................................. 6
Assignment Problem ................................................................................................................... 7
Continuous Change A Norm .................................................................................................... 7
Review of Managerial Theory .................................................................................................... 8
Benefits and Values delivered by KitchenAid French-Door Refrigerators to Customers .......... 9
Colour, Shape, Design, Imagination & Relevance ................................................................... 10
Brand Appeal of KitchenAid French Door Refrigerators in relations to other major competitor
brands in Contemporary Market ............................................................................................... 13
Increasing Market Share ....................................................................................................... 13
Image, Identity & Brand Status ............................................................................................ 13
Conclusion .................................................................................................................................... 14
Task 2 ............................................................................................................................................ 15
Reflective Summary...................................................................................................................... 15
Course Relevancy ..................................................................................................................... 15

Difficulties Faced in Learning the Module ............................................................................... 15
Innovation A Challenge ......................................................................................................... 16
The Benefits Sought to the Future by Learning this Module.................................................... 16
Conclusion .................................................................................................................................... 17
References ..................................................................................................................................... 18
KitchenAid French-Door Refrigerators .................................................................................... 20


Marketing Design and innovation
Task 1
Introduction
The only evidence of life is growth and this statement holds as a truth not only for life only but
for other things as well. Because, as the people evolved since the beginning of this world so as
the things did, and growth was the phenomena which remains in a continuous direction with
both. However, it wont be an exaggeration to say that the items and appliances of electronics
developed out of fractions in view of the fact that, something new is being added everyday in the
market.
According to Bitard and Basset (2008), in order to meet this need of market, every organization
needs to focus on its two integrated functions that are also associated with each other and are
also responsible for meeting the objectives of an organization; to be precise, marketing and
designing. Additionally, if the design of a product fails to achieve the target of meeting the
expectations of a customer and the market as a whole then, the marketing and its techniques
wont be able to communicate successfully in order to promote a companys product. Therefore,
it is essential for organizations to develop such a process of marketing which fulfills the need of
customers meanwhile achieve the goals of the organizations. Furthermore, it also helps in
creating value for the customers by communicating the needs and significance associated with
the product (Cooper, 2005).
Introduction to Product
According to Cunningham (2008), innovation is the key to achieve a competitive edge in the
global market. But, the fact is also undeniable that, innovation is nothing but just a rescheduling

of an existing offer which is often denoted as renovation as well. However, it is important to
state here that, in order to achieve the goals of an organization, marketing design and innovation
act as a foundation by creating and delivering value which eventually satisfy the needs of
customers, (Designium, 2008). The development in technological products in the current century
is incredible as a result; every single product reflects a unique example of marketing, designing
and innovation. In order to meet the objectives of the task, KitchenAids French-Door
Refrigerator is selected. As the aim of the study is to provide an analysis on the values and
benefits that are derived by the KitchenAid French-Door Refrigerators along with its features
and the demand in the contemporary consumer market. In regard to innovativeness in
KitchenAid selected French Door Refrigerator, the product offers so many innovative features
which includes, the bulk capacity storage option, separate temperature settings for each
compartment of the refrigerator and freezer also. Moreover, the most innovative feature is of
setting up different temperature as per the need of the stored food items such as diary products
and vegetables, fruits and vegetables can be stored in a same compartment but on a different
temperature via setting up temperature as per need of different shelves.
Current Market Scenario
As the current century is incredible for the technological development thus, in last 10 years a
remarkable advancement has also observed in the sales of French-Doors refrigerators (Consumer
Research, 2013). The reason behind it, French doors refrigerators are in higher demand because
of their bulk capacity storage and outstanding appearance. However, these refrigerators are fairly
new in terms of appliances because before year 2005, they were rarely available and accessible
to customers in the market. Other than KitchenAid KFIS25XVMS, LG LFX31925SW is one
particular standout in the market of French door refrigerators. In the same regard, GE Profile

PFE29PSDSS is also an other name in the same market but it havent received as much reviews
as KitchenAid in the market of home appliances. Based on the ranks on Amazon, the higher the
sales rank the more the refrigerator will be sold. Thus, the sales of KitchenAid French door
refrigerators havent fall in the last 5years (The Best Refrigerators, 2013).
Assignment Problem
This paper is aim to investigate and analyse the benefits and values driven by KitchenAid
French-Door refrigerators to the customers. Further analysis on the uniqueness of the design
elements such as; colour, shape, design, imagination, relevance and usefulness and the brand
appeal of KitchenAid French-Door refrigerators in relations to competitors in the contemporary
markets.
Continuous Change A Norm
Change necessary for all the living creatures along with the organizations in order to grow and
move forward towards success. As according to Porter et al (2003), innovation is the key to
obtain competiveness in the global as well as local market. Thus the home appliances industry
isnt left behind in this case as the industry of refrigerators has changed a great deal in the last
10years. From fridge to freezers, then fridge and freezers together and now even more jumbo in
terms of capacity and storage the KitchenAid French-Door refrigerator falls in to the category of
fridge and freezer both. The market of electronic appliances reveals how the product design
plays a vital role in enhancing competition among other brands meanwhile, reducing the factors
of risks and creating innovation on the demand as well as supply side (Hsu, 2011).

Review of Managerial Theory
However, the investment in home appliances is an investment of long term thus in this regard,
the three important factors that needs to addressed are, the functionality, durability and usability
of the product. When a company launches a product, it expects its life be long and productive.
However, they know the product will not sell forever, i.e., it has a life cycle. According to Peter
(2009), this theory of life cycle is evidenced through five stages:
1) Product development: When the company has the idea and gets all the feasibility study,
productivity and development. In this period, the product is not yet on the market, so its
sales are zeroed and investment costs are increasing.
2) Introduction: The period in which the product is launched in the market, where sales are
growing slowly. There is no profit in this stage, because of the cost to put this product on
the market.
3) Growth period: Rapid acceptance by the market and increasing profits.
4) Maturity: A period of low growth in sales. Profit levels become stable or decrease,
depending on the expenses that the company has to defend the product from the
competition
5) Decline: is when sales and profits begin to fall.
According to Pettinger (2007), the deliberated mix of controllable components of a products
plan of marketing often term as four Ps of marketing and are; product, pricing, placement and
promotion. These four components adjust until the time when the right combination is found by
the marketers in order to meet the needs of customers in a best manner meanwhile generating an
optimum income as a return for the company.

With the evolution of society and the change in consumption habits, new needs appear, and
consequently products to meet them. Thus according to Kotler (2009), the investment in the
process of research and development must be implement as a continuous practice by an
organization in order to stand as an innovative venture in the competitive world of market where
innovations are being welcomed by the customers. Consequently, French-door refrigerators by
KitchenAid are one such innovative product in the market which is achieving their targeted sales
by delivering the promised value to their customers (Shenkopf, 2013).
Benefits and Values delivered by KitchenAid French-Door Refrigerators to Customers
According to Kotler (2009), the comprehensive perspective of a product is derived from three
aspects that are;
1. Product Benefits: The benefit of a product or service consists of the requirements that a
particular advantage of it meets in the sense that what drives the consumer is the
satisfaction of needs, and not intrinsic characteristics or advantages of the product in
question.
2. Product Value: The sale from the point of view of the customer should consider one
thing: everything is much more expensive unless they add value. Sometimes the value is
in making a purchase to express love. Sometimes it is a good investment to have prestige,
style and durability. Some clients are able to pay dearly for a particular product, just
because they appreciate its beauty or form. Any of these factors may be important to a
particular client with respect to a specific purchase.
3. Marketing Sustainability: With the growing importance of the subject and as a result of
the current crisis of renewable resources, sustainability is now seen as an important
process for a balance of the business and it guiding policies and individual actions.

The benefits and value delivered by the selected product KitchenAid French-Door refrigerators
are tremendous. As the customers needs are changing time to time. Now they have become
more demanding than before as they want a product which saves their time, energy, and must be
cost savvy as well. Thus, in this regard, KitchenAid Refrigerators are one such product that
meets up all these requirements. Some of them are; they are star energy efficient which means
they are 20% more energy efficient then the minimum federal standard. They have bigger total
interior capacity than any other French door refrigerator in the market (Top Ten Reviews, 2013).
They have adjustable user friendly shelves and drawers that are humidity and temperature
controlled with a lockable and ice and water dispenser. Another desirable attribute is, there is a
user friendly control panel available in order to adjust the temperature and customize the
humidity level and more along with the door alarm which is a much needed feature of French
door refrigerators (KitchenAid, 2013). Moreover according to Kotler (2009), there are three
aspects of a product model such as, core, actual & augmented product and are as follows;

Colour, Shape, Design, Imagination & Relevance
Previously, refrigerators were nothing but just a square box with some shelves in it to store food
items. But, now as time passed so many developments has been made in the over all structure of
a refrigerator. From a simple square box, it has altered into a box with different compartments
such as fridge and deep freezer separate but in one unit in order to become space savvy available
User-ability, durability, bulk consumption space, energy
efficient, humidity control panel
Refrigerator
After Sales Services, on time delivery, warranty claims, helpline
for improved services

in different attractive colors and design. In regard to this objective, KitchenAid KFIS25XVMS
French door refrigerators comes in the stainless steel body along with the company provides
various limited colour choices like black and white as well to the customers. The shape of the
KitchenAid KFIS25XVMS model is rectangular with the capacity of 14 cubic feet in its
refrigerator compartment and 5.4 cubic feet in its compartment of freezer. The refrigerator in
total has a weight of 326 lbs with a length of 29 inches, width of 35.63 inches and height of
69.94 inches. The dimensions with stand WHD: 35 5/8 into 69 15/16 into 29 (Top Ten
Reviews, 2013).
According to Shenkopf (2013), the bottom mount refrigerator freezer of KitchenAid that are
basically French door is a part of Architect series of KitchenAid. The homeowners who are
focusing towards replacing, renovating and remodeling their kitchen appliances are attracted
towards buying the KitchenAid Architect series because it reflects sophistication and element of
style in their products. That is why these refrigerators were designed while keeping the factor of
design, convenience, colour and dcor in the mind in order to meet the desires of customers (Top
Ten Reviews, 2013). These bottoms mount French door KitchenAid refrigerators have a striking
and appealing style and as the company is ranked as worlds leading home appliances company
thus, customers prefer to buy their products as it reflects sign of prestige to them.
Despite of the fact that the KitchenAid KFIS25XVMS series comes with a sleek and stylish
design, the refrigerator also have an attractive and technology oriented aspect in it in terms of
modern through-the-door ice facility and water dispenser as it all caters the relevancies of
todays customers need (The Best Refrigerators, 2013). The refrigerator holds a gallon capacity
to store milk, bins, juices and other diary items easily in its main indoor desirable compartment
which has the ability to keep the dairy items a little cooler than the rest of the items of the

refrigerator (Consumer Research, 2013). On the other hand, its freezer compartment is accessible
through a pull out drawer of the bottom mounted refrigerator. These drawers were designed on
the basis of keeping the safety of the users in mind and they usually come up with the two sliding
and pull out baskets which are manufactured from either durable plastic or wire. Moreover, their
ice and dispenser area holds an option to acquire ice cube through its external though-the-door
dispensing or internal bin in order to create ease for its users. It also has the accommodation of
hot as well as cold bottle storage in the same area (KitchenAid, 2013).

Source:http://french-door-refrigerator-review.toptenreviews.com/

Brand Appeal of KitchenAid French Door Refrigerators in relations to other major
competitor brands in Contemporary Market
In order to survive perfectly, it is essential for a brand to build a strong relationship with its
customers in order to gain their loyalty. As according to Kotler (2009), the key of the survival of
any brand relies on its appeal to the customers in the market and how it differentiates itself from
other brands.
Increasing Market Share
KitchenAid have number one share in the market of North America because it is their country of
origin and they are about two times greater than the size of their nearest competitor. Moreover,
they have collaborations with Whirlpool Corp. in India and have the market share at number two
in India. KitchenAid has the market share at a position of number three in Europe, Middle East
and number four in Africa. However, in comparison to LG and other competing brands
KitchenAid is receiving a tremendous response from its customer in the category of French door
refrigerators because, the company is efficiently delivering them their desirable values at a fair
price (Consumer Research, 2013).
Image, Identity & Brand Status
As the most effective factor of branding is loyalty therefore, whenever a customer buys a
KitchenAid product they get filled with joy and prestige as they perceive themselves a part of the
worlds leading appliances maker. And this is another factor thats why their customers are
coming back to them because they are successfully surpassing their competitors like Samsung,
LG, Maytag, GE, BOSCH and others. The reasons behind it, on time delivery, after sales service,
warranty claiming facilities and others that are helping them in achieving competitive edge over
other brands in the market (Top Ten Reviews, 2013).

Conclusion
To conclude it has been evaluated that, all the businesses in the market needs innovation and an
exceptional market design in its business and management systems in order to maintain its
sustainability and to achieve the organizations targeted growth rate. According to Kotler (2009),
change is most certainly required in order to cope with the current and future market changes.
Thus, the KitchenAid KFIS25XVMS French door refrigerator is a first-class brand of
refrigerator in the world. Their selected bottom mounted refrigerators are space savvy, energy
efficient and advance form of refrigerators and are sufficient to meet the needs of an average
family. They are the best option available in the market in terms of usability, durability, style,
design and colour for the customers.

Task 2
Reflective Summary
Course Relevancy
The Marketing Design and Innovation course is a relevant course in regard to current scenario
of market all around the globe. As globalization is taking place as an ever increasing rate and the
world is becoming a global village and one unit as the marketing patterns are changing swiftly.
The markets are changing in a manner that they are becoming more open to the competitors as
all the information is getting transparent day by day. As a response, competitors are entering to
the market easily as they are sensing the element of profitability in it. As the market is providing
more and more options to the customers therefore, it imposes the responsibility on the
organizations to come up with more innovative products and services in order to gain the
attention of their targeted customers.
Difficulties Faced in Learning the Module
One of the main difficulties I have faced while going through this assignment was, to identify the
area that, whether the organizations that are inclined towards the innovation in their products and
services in targeting the needs of their customers are being successful or not. But, after doing the
final assignment of this course, I have analysed that, the market of home appliances has also
received a tremendous change in terms of offering innovative products to their customers and I
got the answer in clear terms that how these organizations are being successful. Same is the case
with the refrigerator manufacturers, as they keep themselves busy in making innovative product
better and advance than the previous one to their customers. Therefore, in the current era, the

leading home appliances manufacturers companies of the world are; KitchenAid, Maytag and
LG. however, KitchenAid with its KFIS25XVMS series of French door refrigerators is doing
their best at meeting the needs of their customers. In recent years, LG have also tried to become
innovative in the area of bringing more features to their appliances but failed to manage it. Since
their provided features were not as user friendly as of KitchenAid. Moreover, they possess less
durability and have lesser appeal in minds of the customers.
Innovation A Challenge
Before going through with this course of marketing design and innovation, innovation seems just
as a term to me which means to come up with new products every time. But, this assignment has
the ability to challenge ones mind with the word innovation, after reading it. However,
innovation is a challenge in terms of, enhancement, improvement and advancement in products,
ideas, business process or advertising of products and services. This course put me in the thought
process to think and evaluate about different innovative products and how the companies brought
them in to the market such as KitchenAid, LG, BOSCH and etc. it become more challenging for
me when I discovered that innovation and marketing design are derived from the factors of
communication, patents and consumerism.
The Benefits Sought to the Future by Learning this Module
Some of the benefits sought to the future by learning this module are, there are actually two
lessons that I have learned about the importance of time to the development of innovation around
the world. The first is that the will to act quickly can be a trap for both local investors that are
eager to emulate the global village and for foreigners as they are anxious to apply a model that
works in their country to other markets. The second is that the world may be flat but not smooth.
Polychromic, operates at different speeds at the same time. Innovation requires money,

organization, development net, but their advancement in intertwined behaviors inherited from
tradition and moving in slow motion. But make no mistake. The real constant behind these
multiple times is that, innovation is buzzing everywhere. In regard to KitchenAid, its French
door refrigerator series is that, by developing such innovative products they have sustain their
competitive edge in the market of appliances manufacturers. Moreover, they are doing it by
meeting the needs of their customers by delivering them value, benefits and other advancements
in their products.
Conclusion
To conclude, I would like to mention that, each and everything that I have learned in this course
through lectures, books and assignments is relevant to the current world scenario in relation to
aspect of innovation. Everything that is thought to me in this course is applicable in real, normal
and business life. However, another notable fact of this course is its usefulness in future as it will
be more worthy then as compared to now. Since innovation will remain the most needed factor
of the organization in future as well therefore, the learning of concepts of innovation along with
the concepts of marketing design will stay necessary in order to avoid failures when one is going
to join a company or going to start his/her own venture.


References
Browaeys, M. and Price, R. (2011), Understanding Cross-Cultural Management (2
nd
Ed.).
London: Financial Times Press
Bitard, P. and Basset, J. (2008), Mini Study 05 Design as a tool for Innovation, INNO
GRIPS, PRO INNO Europe
Cooper, R. (2005) Ethics and Altruism: What Constitutes Socially Responsible Design?,
Design Management Review, University of Salford
Consumer Research (2013) French door refrigerators [Online] Available from <
http://www.consumersearch.com/refrigerators/french-door-refrigerators> [21
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Cunningham, P. (2008), National and regional policies for design, creativity and user-driven
innovation, TrendChart, PRO INNO Europe
Designium, M. (2008), Global Design Watch 2008, University of Art and Design, Helsinki
Hsu, Y. (2011), Design innovation and Marketing strategy in successful product competition,
Journal of Business and Industrial Marketing, 26(4), 47-58
KitchenAid (2013), KitchenAid 29 Cu. Ft. Standard-Depth French Door Refrigerator,
Architect Series II [Online] Available from <http://www.kitchenaid.com/shop/major-
appliances-1/refrigerators-2/refrigerators-3/-[KFIS29PBMS]-402203/KFIS29PBMS/>
[21
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Kotler, P. (2009), Marketing Management, Pearson Education India

Peter, C. (2009), Innovation and Market Design, National Bureau of Economic Research, Inc.,
9, 113-137
Pettinger, R. (2007), Introduction to Management, (4
th
Ed.). United Kingdom: Palgrave
Macmillan
Porter, S., David, M., Stephen, R., Anil, R., and Vernon, S. (2003),Combinatorial Auction
Design, Proceedings of the National Academy of Sciences 100:1115357
Shenkopf, S. (2013) Whirlpool vs Amana vsKitchenAid French Door Bottom Mounts [Online]
Available from < http://blog.yaleappliance.com/bid/92694/Whirlpool-vs-Amana-vs-
KitchenAid-French-Door-Bottom-Mounts-Prices> [21
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The Best Refrigerators (2013) Refrigerators and Freezers [Online] Available from <
http://refrigerators.findthebest.com/compare/160-196/KitchenAid-KBFS20EVMS-vs-
Whirlpool-GX2FHDXVY#rows=r-24%3A%3AFeatures> [21
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Top Ten Reviews (2013) KitchenAid KFIS25XVMS [Online] Available from < http://french-
door-refrigerator-review.toptenreviews.com/kitchenaid-review.html> [21
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2013]


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