Brief - Weebly€¦ · Marketing Report: 1-15 Research: 16-38 Ideas/Development: 38-59 Final Product: 60-72 Bibliography: 70,71 . 2 3 Marketing report This marketing report will focus

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Brief

The brief for this project is to select either a 1.7l Kettle or a two slot toaster. Through ex-ploring the Kenwood brand, its values, its specific target markets and its competition a new concept can be devised for the Kenwood kitchen range. Using future upcoming trends, to guide and inspire the design a new and exciting product can be released onto the competi-tive market.

Kenwood’s main consumers are separated into three main groups. Each user falls into one of the categories. These being ‘Essential’, ‘Expert’ and the ‘Expression’ group. However this brief requires the product to be more tailored to the expression group.

The product must be identifiable with the distinct Kenwood brand as well as bringing some-thing new and exciting to the design. The design must also highly focus on colour to attract attention and fit the expressive consumer group, materials, so how it’s made, the texture of the materials, the reliability of the material and why it is the best choice for the new product. Finally its finish, what makes the product look reliable and what does the finish add.

The overall task for this project is to design a new and exciting product using the Kenwood values to rejuvenate the breakfast range that is currently available.

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Contents

Marketing Report: 1-15

Research: 16-38

Ideas/Development: 38-59

Final Product: 60-72

Bibliography: 70,71

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Marketing reportThis marketing report will focus heavily on research about the brand, who the cur-rent market is and gaining quantitative and qualitative data about existing products, trends and how this will affect the outcome of the project. To design a product for a client you must first understand who the client is, what they stand for, what their aims are, who are the target market they aim at and what does this target market want from the company and out of the products they sell.

There will be several categories that will be used and explored in order to gain the required information to start designing the product.

These categories will include:

-Market Research Data

-Current Products

-Market Positioning

-Consumer Profile

-Market Segment

-Lifestyles and Attitudes

-Business Model Canvas

-Competitor Analysis

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Current Products

The Kenwood Range

Competitor Products

Fig:18 Breville Kettle

Fig:19 Breville Kettle 2

Fig20: Russell Hobbs Kettle

Fig21: Russell Hobbs Kettle 2

Fig23: Delonghi Kettle 2

Fig22: Delonghi Kettle

Fig24: Morphy Richards Kettle

Fig25: Morphy Richards Kettle 2

Fig26: Bosch Kettle

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Competitor Analysis

Competing Brands

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Competitor Analysis

Fig:19 Breville Kettle 2

Fig22: Delonghi Kettle

Fig24: Morphy Richards Kettle

Fig26: Bosch Kettle

Fig46: Breville features

Fig47: Bosch feautres

Fig48: Morphy Richard feautres

Fig49: Delonghi feautres

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Market Positioning

Fig: 30 Money spent on products (Mintel, 2016)

Here we are able to see how much money is being spent on kettles over the recent years. It shows that there is a gradual increase as more people are buying and are typically spending more to receive a higher quality product.

Fig: 31 Average spend on appliances (Mintel, 2016)

As shown by this research it can be identified that more and more people are spending higher amounts on small kitchen appliances in order to receive a lifelong product which is reliable and durable. This is well suited to the Kenwood brand as these are values which the brand stands by and so more people will typically buy this product. This applies to many age ranges not one specifically.

As the average size of homes becomes smaller, will this have an impact on market growth for small kitchenappliances?

The facts

• Household tenure in England is divided between owner oc-cupied (63%), private rented (20%), local authority (7%) and housing association (10%) stock.

• Private rented homes rose from 11% to 20% during 2005-14 and with average usable floorspace of 77 square metres are smaller on average than owner occupied homes (106 square metres).

• Flats account for 20% of all housing stock in England, but 44% of new builds, again indicating a reduction in the average home size.

• 72% of purchasers of small kitchen appliances said that limit-ed space affects the number of small kitchen electrical appliances in a kitchen.

• 14% of people who refitted the kitchen in the last three years said that accommodating more small kitchen appliances was a reason for the refit, 30% gave creating more work surface as a reason and 26% said their refit included extending the kitchen. (MIntel,2016)

Popularity of Cooking

93% of households cook meals from scratch, but younger consum-ers aged 16-34 are more inclined than older consumers to think that scratch cooking creates too much washing up and that food prepara-tion is a hassle, so appliances that can help them along will be popular. Positively some 44% of adults agree that cooking is a favourite pastime and we expect this to encourage hobby cooks to expand their repertoire of small appliances. (Mintel, 2016)

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A competitor analysis must be taken in order to see where the Kenwood brands sits amongst other competing brands and how they are seen and valued by users. This will create the direction in which the new product must aim to achieve or adhere to.

Fig: 28 Graph representing Brands and their attributes(Mintel, 2016)

Fig: 29 Graph represnting brand image (Mintel, 2016)

This graph represent the results from a survey that was conducted to see what user views were on the current brands available and what they are recognised for. This graph highlights that Kenwood is valued as ‘reliable’, ‘user-friendly’ and ‘durable’. All of these aspects are features that Kenwood strive to achieve.

Kenwood sits in the middle of the brand map, with a reasonably strong level of trust, but lacking in differentiation. Although it has high levels of aware-ness its current usage suggests that Kenwood has fallen behind other brands. Even so, it is likely to be recommended by those who have used it. Kenwood stands out for having a good reputation and being a brand which people feel confident using. It is regarded as accessible, durable and reliable – all key factors in shaping demand for small kitchen appliances. (Mintel,2016)

The Kenwood brand still remains as a reliable and trusted brand, that many users will still be as they know they live up to their standards and are long lasting. This graph also shows what the closest competitors to the Kenwood brand are. These include Morphy Richards, Tefal and Bosch. Customers view these brands as hav-ing similar quality of products.

Market Positioning

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Consumer ProfileThese are some of the possible materials that will form the parts of the kettle. By using these materials and finishes, their properties will improve the quality of the kettle as well as its ap-pearance. Using these materials will create a product that is suitable and durable that will fit in well with the Kenwood brand.

Kenwood targets three very different target groups each with their own individual traits.These groups are:

Essential: This group enjoys the simplicity of everyday life, they go out of their way to make their lives simpler. They enjoy the time they have to cook and how the products they own al-low make this more enjoyable and are more of a friend than a common object. They look for durable, simplistic products, rather than style. They like the product to blend in rather than be a centrepiece of the kitchen.

Expert: The expert, vast in culinary skills, they enjoy the challenge of new cooking techniques and recipes to try. The products they buy are there to aid and improve the dishes they create. They want products that push the boundaries of cooking and can handle the pressure. This group believes knowledge is power and constantly strive to test and create more.

Expression: The kitchen is a place to experiment. New exciting recipes, flavours and dishes to create. The enjoyment of cooking is what drives this group. Cooking is a sociable experi-ence. The fun in creating feasts for gatherings and social events. Products for this group have to have the durability to deal with and aid the cooking experience as well as look appealing. This group take pride in the way things looks and that goes for both the food they create and the products they use. A new recipe should only be a challenge for the user not the product. The product should look and adhere to the values in which this group stands by.

The Expression group is the one in which this project is based around. Designing a new product that will suit and uphold the values, desires and skills of this group. It will aim to help improve their skills as well as be an iconic design that can be appreciated as well.

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Market segmentAs the new Kenwood products are set to be released in 2018 research and data have to be retrieved about future forecasts for the small appliances range. This will allow the design to be tailored to best meet the demands of the consumer in future years.

This graph highlights potential income from the small appliances range. It shows the potential growth of the market and the demand for the products within this group. The predicted income ranges from highs of 1212.72 to lows 988.08 (£m).

Brands matter to 16-24s

The 16-24 age group and ABs are most likely to agree that ‘it’s worth spend-ing more to get a particular brand’ illustrating the importance of branding in adding value in the market for small kitchen appliances. Small kitchen appliances could even be bought to impress visitors and owning the right brands could give some consumers a sense of pride and prestige.(Mintel, 2016)

Fig:32 Market Projection (Mintel, 2016)

Fig:33 Desirable Features (Mintel, 2016)

By this graph we are able to see what key features a user will look for when buying a new kitchen appliance. As shown 51% look for a brand that they know and trust.

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Online Platforms

Kenwood is a very online based compa-ny. It uses several online platforms such as Facebook, Instagram and the online recipe book. This is very suitable for the ‘expression’ group as they are well in-vested in their technology and therefore accessing these types of platforms. These platforms are used as advertisements for new and exciting products, updates about up and coming features, new reci-pes and deals.

Kenwood also sells through other websites such as John Lewis, Amazon, Argos curry’s and PC World. This helps to advertise to a widespread of different users and consumers.

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Cooking with Kenwood

The Online Recipe Book

Kenwood has a very specific target market which they appeal to. The ‘Expression’ consumer is a very on trend group that enjoys the thrill and adventure of cooking and therefore products must equally match and compliment this idea. They must accommodate this idea as well as de-velop the fun and interest in cooking. Kenwood success-fully appeals to this consumer through the use of online recipes that are specifically related to the products that they sell. This is both a marketing technique as it demon-strates what can be created through the use of the product as well as show exciting new recipes for the consumer to explore.

A regularly updated online recipe book will entice the consumer and will make them continuously keep in touch with the brand.

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The ConsumerReliable Rachel is a young woman starting out in her career, she is becoming suc-cessful and has recently bought a new starter home for herself. She has an income of £29,000. Rachel has a job as a teacher in a local high school teaching maths. She is single and drives a Ford Fiesta. She is 27 years old. She has limited space with her house however, she loves to cook and have either her work or her regular friends over for dinner as she loves to show off and share the new recipes she’s been trying. Her 9-5 job allows her the evenings and weekends to enjoy cooking new meals. Besides cooking she enjoys shopping, visiting design museums and going on walks.

She is very interested in reliable products, she thinks that a product should be for many years not a cheap replaceable product. She would pay the extra money to receive a good product that not only looks good, but pushes her culinary skills.

Fig49: Lady sat at computer

Fig50: Young Businessman

Reliable Rachel: Type 33

Creative Chris: Type 27

Creative Chris is a recently married business worker earning an income of £35,000. He drives an Audi A3. He lives in a Suburban Semi-detached house. He works quite long hours however when he finishes work he enjoys coming home and cooking tea for his wife. They enjoy welcoming friends into their home for dinner parties and gatherings. He shops at Argos and BHS. In his free time he enjoys relaxing with his wife, gardening and cooking delicious meals from scratch.

He looks for reliability if he is to spend more money on products. He wants a product that will improve his cooking skills and push the boundaries.

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Business Model CanvasCustomer Segments

The Kenwood brand typically aims at two spe-cific types of target market.1. The older generation who recognise the brand as a reliable and durable long lasting product.

2. The second target market is much younger and are more interested in the visual appeal of the product which is implied with the Kmix range that has a much more modern design and has a wide variety of colours available.

The company appeals to a mass market scale as they sell essential products at a reasonable price that are relaible. However some of the ranges available appeal to slightly different markets as some are much more expensive.

Customer Relationships

Expressionist consumers expect inno-vative yet reliable products to aid their cooking interests.

Channels

The company invests in a series of platforms in which to reach their target market. Through the use of facebook and twitter they are able to dis-play and advertise their products and appeal to their mass markets. Kenwood typically advertis-es through other companies such as Curry’s/ Pc World, Argos and Amazon.

Revenue Streams

Kenwood products vary widely in price. Ranging from £16.98-£649.98. This varies as the different target markets will be prepared to pay different amounts according to the products and ranges that appeal and are designed for them.

The business canvas model sepa-rates different qualities and depart-ments of the brand. It is a strate-gic process in order to manage a business by clearly separating its consumers, finances, branding and several other areas.

By creating a business canvas model it has given a clear insight into what key partners work with Kenwood and how these partners work with and compliment the Kenwood brand. It has helped separate what values Kenwood stand by and what are the key consumers and what they require from the brand and the products that they sell.

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Business Model CanvasKey Partners

DeLonghi became the owners of Ken-wood in 2001. Through Delonghi, Braun became a sister brand to the kenwood lable in 2012.

Another key partner with Kenwood is the Chinese manufacturers who are fully responsible for all manufacture of Kenwood products.

Key ActivitiesA 24 hour helpline is available to ask key questions that will then be answered. The relationship be-tween Manufacturer and Designer through A recipe app is available

Key Resources

Social Media platforms Brand patterns and copyrightChefsBakeries

Value Propositions

1. Quality2. 1-10 year guarantee3. Innovation4. High quality designs 5. Products for life.6.Performance7. Simplicity8.Acessability.

Cost Structures

Costs are evaluated to ensure the company stays in profit. There are certain areas which will cost heavily, however the outcome of those areas will impact how successful the overall product or range will be. Such as the intial research into the target markets. What the consumer wants, what appeals to the user, what are the up and coming trends that will be intriguing to the user.

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Who are Kenwood?The Kenwood Company was formed by Kenneth Maynard Wood in 1947. It is a kitchen appliance company which products are available in 44 countries. The com-pany was then later bought by Delonghi an Italian company. Kenneth Wood’s first product was a toaster which was released in 1947. Following the toaster 3 years later the original Kitchen Chef was released. This became one of the most popular and recognised products by Kenwood due to its applications and durability.

As the Kenwood kitchen Chef A700 was released in 1950 it became the highlight and the beacon of the Kenwood brand. Its durability and its function of reducing the tough tasks in the kitchen became so desirable and soon a large quantity of house-holds had this product. This product not only became so well-known and desirable that the brand became known for its reliability. This is still true in the present day.

Over time our products become not only a Servant in the home, but also a trusted Friend.-(Kenwood 2016)

All Images from Kenwood Website

All Images from Kenwood Website

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Kenwood valuesProducts For life

‘Kenwood was founded on the guiding principles of quality, innovation and design. These principles remain steadfast today at the very heart of our company and our products.They are also the reason that one Kenwood appliance is sold every three seconds across the world.’ (Kenwood, 2016)

Quality

‘Millions of cooks world-wide prize their Kenwood appliances. This invaluable loyalty is well earned by our team of experts. They meticulously design and engineer all our products in the UK, using only the very best materials. We then test each appliance fully and individually, so that we can deliver to you a durable kitchen partner you can cherish and trust..’ (Kenwood, 2016)

Innovation

‘Our genuinely pioneering approach to creating products means we lead the field in constantly employ-ing new technology and new techniques. We work outside of the obvious and explore right to heart of every possibility. This really sets our products apart and allows us to offer you the very best in truly spe-cialised kitchen appliances.’ (Kenwood, 2016)

Design

‘Your Kenwood machine has an intrinsic, timeless elegance coupled with a uniquely intuitive operation. We design for looks as well as faithful efficiency that you will enjoy over the years. A true part of your family life, we have designed our products to be one of the most secure, rewarding and enjoyable invest-ments you will ever make. And one with which you will create a lifetime of memories to treasure. Our passion for design excellence has won us over 30 awards in the past 10 years..’ (Kenwood, 2016)

18 19All Images from Kenwood Website

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Product Timeline1947

1948

1950

1960

Fig:34 First Kenwood Toaster

Fig35: 1948 Stand Mixer

Fig36: First Kenwood Chef

Fig37: 1960 kitchen Chef

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Product Timeline1980

2005

2009

2016

Fig38: 1980 kitchen Chef

Fig39: 2005 kitchen Chef

Fig40: 2009 Cooking Chef

Fig41: 2016 Cooking Chef

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Kenwood Kettles

The existing Range

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Kenwood Comparison

£99.98

This kettle is the most expensive of the Kenwood range as it focuses heavily on the ‘Schott Duran glass’ that is thermal shock proof and seen as the world’s leading glass body. The product consists of an illuminated on/off button to allow the user to be notified once the kettle has finished boil-ing. The kettle also has a simple flip lid to allow it to be filled easily. This product has had a lot of research and extensive design considerations taken into account which reflects heavily on the pricing. It is a durable and reliable kettle fit for family use.

Persona Glass Kettle

Raspberry Red Kmix Kettle£49.98

The Kmix is slightly cheaper and not as high end as the Persona Glass kettle, however many design considerations have gone into this kettle to make it reliable and aesthetically pleasing for the consumer. It is a statement kettle with its bold range of available colours. This will appeal to a wide range of consumers such as younger people as well as being a nice reliable piece for a family. Its design features include the use of the Kenwood ‘SureGrip’ coating which allows for a safer more comfortable grip. Its stainless steel body creates a much stronger kettle that will not break easily with lots of use.

£16.98

The white travel kettle is a small 0.5L suitable for short trips. It is manufactured out of plastic which makes it relatively low cost and that makes it suitable for its purpose as it is lightweight, compact and if damaged it is cheap to replace. The main feature of this product is that the base of the kettle has a recess which acts as a cable tidy to completely remove the power cable from view to allow it to be stored and cleaned. This kettle is cheap and so it is not as durable and long lasting as the other

White Travel Kettle

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EthnographyTo be able to fully understand the process and what each individual user does when using a product, ethno-graphic research can be done to help understand this. By observing several individuals it gives an insight into how people interact with products and what they may do differently to other people. For instance with a kettle it may be the way they hold it or the angle at which they fill up the kettle. These factors drastically affect a designer’s decision making.

By observing this first individual valu-able information was gathered. Firstly the user viewed the kettle to see if there was enough water in it. When realising there wasn’t enough they picked the kettle up by the top section of the handle and went to fill the kettle with water. By using their left hand they opened the lid. The sink was full of dishes and so the user angled the kettle more drastically in order to fill it up. They then close the lid using their palm of the hand, easily placed the kettle back on the stand and flicked the kettle button on. They then waited until the button flicked back to its off position and the LED went out to notify the kettle was finished. Then the kettle was raised using the top section of the handle again and then the drinks were poured.

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EthnographyIn order to fully understand the use of kettles and understanding the user, ob-serving two or more individuals using different kettles demonstrates different techniques and habits. The second kettle is a very different form to the first kettle and so will be used differently. The user held the kettle by the handle which is located on the top rather than the side and used her thumb to remove the lid. However the lid seemed difficult to re-move as it is manufactured using metal and is held in place by a push fit. The kettle was filled using a filter rather than a tap which also seemed difficult to use as the top of the kettle was blocked by the handle. As the user was smaller in height she had to reach over the kettle to hold the handle and pour the kettle. The shape of the spout meant that large quantities of water poured quickly how-ever there was much less control. This kettle is much less practical than the first kettle. It focuses more on aesthetics than functionality.

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Reverse ENgineering

In order to understand how a kettle works, reverse engineer-ing existing kettles to see what mechanisms are used to heat the water, open and close the lid, the placement of all the components and the materials used. This gives a much detailed picture of how a kettle works and how this will affect the overall outcome of the design.

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Reverse ENgineering

The lid is formed using three different components all of which slot together to create a water tight mech-anism. This is a flip lid mechanism which involves using a sliding handle which compresses a spring that retracts the teeth which forms the seal and opens the lid. The lid rotates around a metal pin which is placed internally to the handle to make the kettle more aesthetically pleasing and to remove the mechanism from eye. It is a simple but effective mechanism which is simple to manufacture as well as simple for the user to under-stand and interact with.

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Reverse ENgineering

The metal tube is required to transfer the steam which is generated by the boiling water to the thermostat so that once the required temperature is reached the kettle will turn off so it does not over boil.

The generating of the steam and heat causes a small bimetallic component which sits in the base of the kettle inside the thermo-stat to change shape which then causes the switch to be realised and makes the kettle turn off. This happens once the thermostat reaches the required temperature and that is what causes the bime-tallic piece to flex and become an alternate shape.

The movement of the thermostat cause the causes a lever to be hit which trips the circuit making the kettle safely turn off.

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Reverse ENgineeringThe spout is an important part of the kettle as it not only allows the user to pour the water but it contains a small mesh filter which has the purpose of removing lime scale as well as other impurities so that the user can have clean water.

The filter is simple, cheap and easy to replace when necessary. It simply slots into place using small cut-outs that are manufacture into the main body of the kettle. The mesh filter is particularly good in places where there is hard water as this can heavily affect the taste of a drink or cooking. Doing reverse engineering has helped massively in understanding the fundamental

features that make up a kettle. It gave an insight to how different features and com-ponents work to create this product. It also gave an insight to how the product was manufactured. The kettle that was taken apart was relatively cheap and therefore would have been manufactured using injection moulding as this creates a cheaper and more lightweight product that can be produced quickly. This can be seen from the ejector pins that are inside of the kettle body and on the base components. Do-ing this reverse engineering has shown how effective a flip lid kettle can be and this will be a feature which the new kettle will contain.

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Manufacturing‘Electric tea kettles are made predominately of steel, iron, sil-ver, aluminium, or a combination of plastic and metal. High-grade steel is typically used for the housing of all-metal ket-tles. Heat resistant plastics, such as low density polyethylene (LDPE), polypropylene (PP), or polystyrene (PS), comprise the upper housings of the kettles in some models with metal enclosures on the bases that contain the heating elements.’

There are a variety of ways to manufacture a kettle. Depend-ing on the shape, quality and price affects the manufacturing technique and the material used. As this kettle is of higher quality the main body will be manufactured using stainless steel which will create a high quality finish as well as keeping the manufacturing cost low.

As this kettle will be manufacturing and designed for a large scale company many considerations about the materials and the manufacturing techniques need to be thought about as there may be a high demand for this product and large quantities of this product may be required. This will also need to be considered in the design as certain manufacturing techniques such as injection moulding leave particular marks and split lines that either have to be worked into the design or hidden.

Fig7: Injection Moulding

Fig8: Metal Stamping

Fig9: Anodising Process

32Fig6: Kettle 6

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Current Trends

One of the identified trends from the research is the use of geometric shapes and patterns. This is both recognised on floors, products, wall coverings, tiles and kitchen furniture. Bright and bold colours can be included in this trend as they are used to highlight the shapes. People are exploring the use of different variety of shaped tiles in comparison to the old classic square kitchen tiles. This trend can work well in relation to the expressionist target market as it has been highlighted that they enjoy bold colours and features. Applying this geometric feature to a kettle will also create a very interesting product. It is a new and up-coming trend that is appearing in more and more kitchens.

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Current Trends

Black kitchens are be-coming more popular amongst the classic wood or white kitch-ens. Places like ‘Wren kitchens’ have a large selection of black kitchens. They range from traditional style kitchens to modern unique cabinets. This trend appeals to all ages and tastes.

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Copper and matte black is a slowly rising trend, it is starting to show up more and more throughout different product ranges. It is an intriguing combination of colours which draws people’s attention to the products. Copper is a tradi-tional material that was once mas-sive in trend on kitchen cookware and is now on its return as tradi-tional copper pans are being sold more often. It is adding industrial appeal as the raw copper creates a very attractive finish.

Current Trends

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Current Trends

Using popular website like ‘wren kitchens’ allows research into the new ranges of kitchens that have been released, the colours of them and all the other ranges available. As new col-ours and trends become available they add them to the range and allow the user to select their kitchen from a vast range.

Fig14: wren kitchen:1

Fig15: wren kitchen:2

Fig16: wren kitchen:3

Fig17: Colour range

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Materials

Fig42: Brushed Copper

Fig43: Anodised Steel

Fig44: Satin Black Plastic

Fig45: Stainless SteelThese are some of the possible materials that will form the parts of the kettle. By using these materials and finishes, their prop-erties will improve the quality of the kettle as well as its appear-ance. Using these materials will create a product that is suitable and durable that will fit in well with the Kenwood brand.

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Idea

Dev

elopm

ent

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Initial Ideas

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Initial Ideas

After exploring this idea it was noted that it does not quite fit into the Kenwood brand and would be too large to allow the kettle to hold the correct amount of water. So further intial ideas were undergone looking at more geomtric kettle with flip lids.

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Initial Ideas

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Initial Ideas

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Spo

uts

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Exploration

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TestingAs one of the crucial components of the kettle, various spouts need to be tested to find the one which both looks good, but also allows good control over pouring. Several test rigs were created and testing each one allowed information to be gained on which was the best for pouring, did it pour too quick?, did the flow of the water pour as one current or become sporadic? These questions were answered during this research.

After testing each individual spout to see which one works the most efficiently it was decided that a much more pointed spout angled the water so it became one thin stream which was very controlled. This though a small feature will help massively with the target market as a busy morning rush for work and a quick cup of tea requires a reliable kettle that pours quickly as well as in a controlled way so that there are no spillag-es which will cost the user more time. This information will be tailored into the design to help benefit the user.

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Handle Exploration

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Handles

After generating many ideas for handles, one key design was selected but different variations of this handle were created to explore the aesthet-ics, function and the ergonomic quality. As geometric shapes and patterns were one of the highlight-ed trends, geometric handles were modelled. They each varied in size to figure out which is the most suitable that will weigh less whilst allowing the 5th and 95th percentile to hold and grip the handle. Each handle was attached to the test rig to practice pouring. As found in the ethnog-raphy section of the research it was found that some kettles add strain to the wrist whilst they are pouring and so an angled handle will be used so that less movement is required to pour the kettle and that will remove a lot of the strain on the wrist.

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Handle Testing

The first handle created was a very standard handle, it was not very aesthetically pleasing and would likely not appeal to the expressionist target mar-ket. When tested on the rig this identified that the handle was too wide and that made it un-comfortable for the user to grip. It was also noted that the handle was too short. The proportions of this handle were not quite right and so the second handle was created.

The fourth handle was much more successful than the first three. Taking into account of the issues of the first three a final handle was created. Making the top section of the handle much shorter to allow the user to comfortably reach the button to open the lid. As found in the third handle a rounded handle allowed more grip and was more comfortable to use. The handle has become a full cylinder to hold and so that will fit in the palm of the user much easier.

The second handle had a much more intriguing shape however it was found that it was still not quite right to allow the user to reach the button on the top of the han-dle. It was again still too wide to be comfortable for the user. It did however have a much larger angle to the body of the kettle which allowed the user to pour easier as it removed strain from the wrist.

The third handle was much thin-ner than the first too and was extended in length. This proved to be a much more comfortable handle than the others. It has the angle of the second handle to allow easier pouring and it has a more rounded edge to sit in the palm of the hand. It was noted that this could be a lot more rounded and that would make it very comfortable. This handle is also a bit more intriguing than the basic shapes that were origi-nally tested in ideas 1 and 2.

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Modelling

Based on the ethnographic research it was noted that some users find it difficult to fill the kettle from the tap as sometime there may be items in the sink which restrict the kettle. In order to avoid this the lid will be angled to allow the user to reach the tap easily by angling the kettle better than a usual flat top kettle. This model was made in order to test this theory appropriately as well as check the size and scale of the body of the kettle to others to see if the correct amount of water will be held.

As found in the research some-times strain can be found on the wrist when pouring a full kettle and it is difficult to control. By angling the edge which the handle connects to this enables the handle to be angled as well means that the user uses a much smaller wrist tilt to pour the kettle. This gives much more control over the pour when the kettle is full.

Each handle was connected to the model to check the sizes and the ergonomics of the product. As noted earlier in more handle test-ing, some of the handles were not quite the appropriate size and this was confirmed against the model. Testing all the handles finalised the sizes needed to create the final product.

To test the idea that an angled lid and handle was more appropriate. The handles were attached and then pouring was practiced and it proved that much less movement was required to pour the kettle. This also confirmed which handle was more ergonomic as different users tested pouring the kettle.

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MeasurementsUsing a jug of water filled to 1.7l enables an indication to the size and scale of the kettle needed to hold the required amount. The kettle must be able to store this re-quired amount to fit the brief. This also gives a sense to how much the overall kettle will weigh when it reaches its maximum capacity and how this will affect the usage of the kettle.

By defining the required volume for the container of the kettle this will allow the complete sizing and dimensions of the full kettle to be achieved. By figuring out these dimensions this will allow less material to be used and wasted and will lower the overall weight of the kettle and its stand.

Fig9:Russell Hobbs KettleFig10:Russell Hobbs Kettle Spec

Fig10:Breville KettleFig11:Breville Kettle spec

Following various specification sheets on exiting 1.7l kettles has allowed information about the appropriate measurements that will form the new design to hold the correct capacity of water.

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Final Design

24cm

13.5cm

10cm

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1.5cm

11cm

1cm

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CAD Development

This is the stand in which the kettle will rest on. Due to the inner component the kettle is able to rotate 360 degrees, It also contains an insert where there is a cable tie do the kettle can be neatly placed away when not in use and so the cable does not become damaged.

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CAD Development

This is the main body of the ket-tle, it contains a filter that clips onto the main body and a filter insert which slots into place and can be removed when necessary. The kettle has a flip as based on research this is found as the most convenient for users. The button is located on the handle for easy access. The main body and the handle are angled as this means the user has to tilt the kettle less to get it to pour and it also adds an aesthetic quality as a unique shape.

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Initial Ideas

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Initial Ideas

As the toaster is a part of the breakfast range it is key that its design relates heavily to the kettle. So in order to do so ideas are taken from the shape, col-ours and key components of the kettle that can then be transferred onto the toaster so it relates well and still looks aesthetically pleasing and functions to the best of its ability.

The red area highlighted on the kettle relates to a possible shape of the toaster. This will allow it to relate to the breakfast range as well as become an attractive toaster for the expressionist target group.

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Idea development

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Creating a toaster that is equally appealing and is recognisable as being in the same range as the kettle is crucial. Highlights and key features have been taken from the kettle and transferred onto the toaster mak-ing is equally appealing as the kettle.

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Idea development

Fig13:3rd Angle Projection

This is the design for the new Kenwood toaster that will become a part of the breakfast range. It is very simple, but is an effective product. The design was taking from the shape of the body of the kettle and that rotated on its side becomes the body of the toaster. The Crumb tray is located on the left side of the toaster that can be removed when necessary. This product also contains two switches, the first being the same de-sign as the kettle switch which is in charge of lowering and raising the toast and the second switch is taken from the circular lid, which has a cut off angle. The body will be colour based on the colour and finish of the main body of the kettle to tie the range together and to create and appealing product.

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Third Angle Projection

Fig13:3rd Angle Projection

Plan View

Side View

Base View

Front View

Model View

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Toaster CAD DevelopmentThis is the final design for the toaster that will become one of the products within the new breakfast range. It has key elements taken from the design of the kettle so they link closely. These are that the main body of the toaster once flipped on its side resembles that of the kettle. The slid-er which lowers the toast is extremely similar to the switch of the kettle and the settings switch on the toaster resem-bles has an angled edge which is the same as the lid of the kettle. These elements are all what tie together the breakfast range.

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EvaluationOverall this has become a successful project. Kenwood set a design task to create a new product that could be applied to their breakfast range. The task was not to reinvent the wheel, but to design a new product that would give the current range a new contender. By exploring the brand, where they lie in the market, who are the people that buy their products and what this market want from the products has allowed a design to be created that can fit in well.

The ‘expression’ group was the target market that the new product was going to be designed for. This group is very imaginative and enjoys the art of cooking and trying new and exciting recipes. They enjoy a prod-uct that is both reliable, aids their cooking skills and looks good to the eye. They take pride in the products they own as they are a crucial part of their experimenting. Taking these features into consideration the product that was designed is there to help them, It is both innovative in its materials used as they allow the product to meet its function very well as well as create a durable long lasting product that will remain with the user for years for them still to continue and experiment with their recipes. As this target market is very bold, very up to date with everyday life, trends have become an important part of this project.

By exploring future trends on colour, shape, current kitchen themes and patterns this information can be applied to the new breakfast range. The research done on trends have highlighted 3 new possible and upcoming trends, the copper and matte black trend which is slowing cropping up in other product ranges could become a very desirable combination. Black kitchen are becoming more popular in both traditional and modern styles. This reaches a wide variety of users. The final highlighted trend was the use of geomet-ric patterns and bold colours. They are appearing throughout many households and magazines. By taking aspects from each trend a new breakfast range was formed, using geometric shapes anew body of a kettle was formed that is intriguing and suites the target market. The other trends form the materials and colours of the new range that are eye catching and unique.

Many tests were done on handles, spouts and models were created in order to finalize the design. Ergo-nomics was a crucial part of this project and so creating a comfortable and reliable product was crucial. Having an angled handle and one side of the kettle angled meant the user had to use less movement in the wrist to pour the kettle. The finish of the handle provides the necessary grip to perform the pouring action and the spout after being tested provides a controlled pour.

The new toaster and kettle adhere to the values of Kenwood and the target market. They are new pieces of art for the kitchen.

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BibliograhpyBackgroundFig1: Kettle1https://www.dualit.com/products/architect-kettle/brushedFig2: Kettle2https://uk.pinterest.com/smoothassilksas/cool-beans-pun-intended/

Fig3: Kettle3http://www.ibpf.org/blog/dont-pressure-me-man-male-mental-health-perspective-part-2Fig4: Kettle4http://d3tox.co.uk/category/green-tea/Fig5: Kettle5http://www.omansmetal.com/products-other.phpFig6: Kettle6

Fig7: Injection Mouldinghttp://www.engineerstudent.co.uk/plastic_injection_moulding.phpFig8: Metal Stampinghttp://www.terratekeng.demo.works.tw/index.php?do=info&mid=90&id=47Fig9:Russell Hobbs Kettlehttp://www.currys.co.uk/gbuk/household-appliances/small-kitchen-appliances/kettles/russell-hobbs-windsor-22822-jug-kettle-black-10135593-pdt.htmlFig10:Russell Hobbs Kettle Spechttp://www.currys.co.uk/gbuk/household-appliances/small-kitchen-appliances/kettles/russell-hobbs-windsor-22822-jug-kettle-black-10135593-pdt.htmlFig11: Breville Kettlehttp://www.currys.co.uk/gbuk/household-appliances/small-kitchen-appliances/kettles/breville-curve-vkt018-jug-kettle-white-rose-gold-10148159-pdt.htmlFig12: Breville kettle spechttp://www.currys.co.uk/gbuk/household-appliances/small-kitchen-appliances/kettles/breville-curve-vkt018-jug-kettle-white-rose-gold-10148159-pdt.htmlFig13:3rd Angle Projectionhttp://www.technologystudent.com/designpro/ortho2.htmFig14:wren kitchen:1http://www.wrenkitchens.com/kitchens/darks

Fig15: wren kitchen:2http://www.wrenkitchens.com/kitchens/darksFig16: wren kitchen:3http://www.wrenkitchens.com/kitchens/milano-contour-raven-gloss/7058Fig17: colour rangehttp://www.wrenkitchens.com/kitchens/milano-contour-raven-gloss/7058Fig:18 Breville Kettlehttp://www.breville.co.uk/breakfast/kettles/Fig19: Breville kettle 2http://www.breville.co.uk/breakfast/kettles/Fig20: Russell Hobbs Kettle http://uk.russellhobbs.com/russell-hobbs-products/kettles/polished-stainless-steel-kettles/henley-polished-kettle-23601.htmlFig21: Russell Hobbs Kettle 2http://uk.russellhobbs.com/collections/mode/mode-black-kettle-illuminated-ww-21400.htmlFig22: Delonghi Kettlehttp://www.delonghi.com/en-gb/products/kitchen/kitchen-appliances/kettle/distinta-kbi-3011w-0210410000#Fig23: Delonghi Kettle 2http://www.delonghi.com/en-gb/products/kitchen/kitchen-appliances/kettle/kba-3001w-0210010000Fig24: Morphy Richards Kettle http://www.morphyrichards.co.uk/products/kettles/traditional-kettles/102011-Accents-Traditional-Kettle-Sage-Green.htmlFig25: Morphy Richards Kettle 2http://www.morphyrichards.co.uk/products/kettles/traditional-kettles/108106-prism-orange-traditional-kettle.htmlFig26: Bosch Kettlehttp://www.bosch-home.co.uk/products/kettles-toasters/kettles/TWK8631GB.htmlFig:34 First Kenwood Toasterhttps://shuspace.shu.ac.uk/bbcswebdav/pid-6765076-dt-content-rid-12901824_2/courses/55-5834-00S-A-20167/2016_Kenwood_Design_Challenge.pdfFig35: 1948 Stand Mixerhttps://shuspace.shu.ac.uk/bbcswebdav/pid-6765076-dt-content-rid-12901824_2/courses/55-5834-00S-A-20167/2016_Kenwood_Design_Challenge.pdfFig36: First Kenwood Chefhttps://shuspace.shu.ac.uk/bbcswebdav/pid-6765076-dt-content-rid-12901824_2/courses/55-5834-00S-A-20167/2016_Kenwood_Design_Challenge.pdfFig37: 1960 kitchen Chefhttps://shuspace.shu.ac.uk/bbcswebdav/pid-6765076-dt-content-rid-12901824_2/courses/55-5834-00S-A-20167/2016_Kenwood_Design_Challenge.pdfFig38: 1980 kitchen Chefhttps://shuspace.shu.ac.uk/bbcswebdav/pid-6765076-dt-content-rid-12901824_2/courses/55-5834-00S-A-20167/2016_Kenwood_Design_Challenge.pdfFig39: 2005 kitchen Chefhttps://shuspace.shu.ac.uk/bbcswebdav/pid-6765076-dt-content-rid-12901824_2/courses/55-5834-00S-A-20167/2016_Kenwood_Design_Challenge.pdfFig40: 2009 Cooking Chefhttps://shuspace.shu.ac.uk/bbcswebdav/pid-6765076-dt-content-rid-12901824_2/courses/55-5834-00S-A-20167/2016_Kenwood_Design_Challenge.pdfFig41: 2016 Cooking Chefhttps://shuspace.shu.ac.uk/bbcswebdav/pid-6765076-dt-content-rid-12901824_2/courses/55-5834-00S-A-20167/2016_Kenwood_Design_Challenge.pdf

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Marketing Report

https://www.facebook.com/KenwoodWorld/app/305927716147259/http://www.kenwoodworld.com/uk/cooking-with-kenwood/recipes/kmix-stand-mixer-recipes/baked-raspberry-cheesecakehttps://worditout.com/word-cloud/createhttp://acorn.caci.co.uk/downloads/Acorn-User-guide.pdf

(Mintel, (2016) Brand Matters [online](Mintel, 2016) Fig: 28Graph representing Brands and their attributes [online] http://academic.mintel.com/display/801161/?highlight#hit1(Mintel, 2016) Fig: 29 Graph represnting brand image [online] http://academic.mintel.com/dis-play/801161/?highlight#hit1(Mintel,2016) Fig: 30 Money spent on products [online] http://academic.mintel.com/dis-play/801133/?highlight(Mintel, 2016) Fig: 31 Average spend on appliances [online] http://academic.mintel.com/dis-play/801167/?highlight#hit1(Mintel,2016) Fig:32 Market Projection http://academic.mintel.com/display/801129/?highlight(Mintel,2016) Fig:33 Desirable Features [online] http://academic.mintel.com/display/757173/?high-light#hit1(Kenwood, 2016) Quality [online] http://www.kenwoodworld.com/uk/about-kenwood/why-kenwood(Kenwood, 2016) Products for life [online] http://www.kenwoodworld.com/uk/about-kenwood/why-ken-wood(Kenwood, 2016) Innovation[online] http://www.kenwoodworld.com/uk/about-kenwood/why-kenwood(Kenwood, 2016) Design [online] http://www.kenwoodworld.com/uk/about-kenwood/why-kenwood(Mintel,2016) Average size of homes [online] http://academic.mintel.com/display/801123/(Mintel,2016) Popularity of Cooking [online] http://academic.mintel.com/display/801127/

Websiteshttp://www.madehow.com/Volume-7/Electric-Tea-Kettle.htmlhttp://kettleheatingelements.weebly.com/manufacturing.htmlhttps://en.wikipedia.org/wiki/Kenwood_Limitedhttp://www.harveynorman.com.au/kitchen-appliances/small-kitchen-appliances/kettleshttp://www.eliteabar.com/blogs/tea-brewing-guide/6964956-not-all-tea-cups-are-the-same-what-is-the-size-of-a-tea-cuphttp://www.currys.co.uk/gbuk/household-appliances/small-kitchen-appliances/kettles/336_3156_30244_xx_xx/xx-criteria.html?srcid=198&cmpid=ppc~gg~0130+%28DTP%29+MDA+SDA+Kettles~Generic+Kettles+E~Exact&mctag=gg_goog_7904&k-wid=GOOGLE&s_kwcid=DS!700000001497114!169335934504!e!!g!!kettles&device=c&ds_kids=43700014415669149&gclid=CI2rndqFsdECFdXnGwodMkwHAg&gclsrc=aw.ds&dclid=CJX8qN-qFsdECFU-HUQodGsUBmghttp://www.wrenkitchens.com/?rmsrc=1&k_clickid=bc737a5b-e7d0-421d-8092-d607b6e4ffc3_401_kw1177_168433045804_c&_$ja=tsid:62582|cid:166407675|agid:18562512675|tid:kwd-11369204832|crid-:168433045804|nw:g|rnd:8816874921477996871|dvc:c|adp:1t1&gclid=CPzroYyasdECFcMy0wodC3kG4whttp://www.bosch-home.co.uk/http://www.morphyrichards.co.uk/home.htmlhttp://www.delonghi.com/en-gbhttp://uk.russellhobbs.com/http://www.breville.co.uk/https://www.dualit.com/https://worditout.com/word-cloud/createhttps://tagul.com/create

Fig42: Brushed Copperhttps://www.sketchuptextureclub.com/textures/materials/metals/brushed-metalsFig43: Anodised Steelhttp://www.metalsupplies.com/blog/colour-anodising-decorate-protect/Fig44: Satin Black Plastichttp://www.kiosk-printers.com/product-images/product-photos/fullsize-prodpho-to_main_89.jpgFig45: Stainless Steelhttp://cms.pm/uploads/stainless-steel-sheets.com_--_522663647.jpgFig46: Breville featureshttp://www.breville.co.uk/breakfast/kettles/high-gloss-1.7l-jug-kettle-white/VKJ946-01.html#start=1Fig47: Bosch feautreshttp://www.bosch-home.co.uk/products/kettles-toasters/kettles/TWK8631GB.html#tab2Fig48: Morphy Richards featureshttp://www.morphyrichards.co.uk/products/kettles/traditional-kettles/102011-Ac-cents-Traditional-Kettle-Sage-Green.htmlFig49: DeLonghi featureshttp://www.delonghi.com/en-gb/products/kitchen/kitchen-appliances/kettle/distin-ta-kbi-3011w-0210410000?TabSegment=specifications#specificationsFig50: Lady at a computerhttp://www.young-germany.de/topic/work/jobs-career/teacher-feature-working-in-germa-nyFig51: Young Businessmanhttps://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=imag-es&cd=&cad=rja&uact=8&ved=0ahUKEwiTiP2ZybTRAhXGSBQKH-Q0TARQQjRwIBw&url=http%3A%2F%2Fwww.junglekey.in%2Fsearch.php%3Fquery%3DBusiness%2BMan%26type%3Dimage%26lang%3Den%26re-gion%3Din%26img%3D1%26adv%3D1&bvm=bv.142059868,d.ZGg&psig=AFQjCN-FiT-k-QCBPJtM3H-KLRQq-bwbJRA&ust=1484034424921372

Bibliograhpy