The company is one of the largest appliance manufacturers worldwide. However, the brand is struggling for product leadership in the cooking segment. The main challenge was to design a distinguishing product that could become a market leader and against the main competitors.
Mexican cuisine's nature requires an important amount of time and work for preparing ingredients and cooking. Therefore, the importance of the range as appliance involved in the process is relevant. This also means that consumers in Mexico tend to be traditional in habits and behaviors. So, the first and most important issue was to find exactly the balance between being innovative without exceeding to challenge the consumer mindsets. On the other side, the business: cost was a big issue. Questioning each designed part, component and finish by product development, technology and finance teams.
Defying the company´s mindsets to propose new concepts like tilted knobs, integrated LED lights and full stainless steel shaped product was complicated even before considering the manufacturing challenges implied.