CAFÉ LUXE BRAND
The Café Luxe brand is focused on providing high-end consumer products to those purchasers who aspire to a luxury lifestyle. We strive to provide well-designed, durable products that pay close attention to the needs and concerns of their users. We try to focus on solutions to every day annoyances and present these solutions with the very best quality in terms of product design and materials – all in beautiful packaging.
For this product, our target market is a 25-59 year old female who aspires to the luxury lifestyle. She has upper-middle to high income, enjoys specialty beverages, and owns either a handheld electric frother or an espresso/cappuccino machine. Our customers are willing to pay more in exchange for a product that offers high quality, attractive design, and excellent customer service.
UNIQUE SELLING PROPOSITION
Our beautiful frothing pitchers combine a unique combination of features not present in our competitors. Some of the competitors have one or two of these features, but none have all of them.
The pitchers are made of professional-grade 18/10 stainless steel. The sides and handles are thicker than those of our competitors, allowing for better temperature maintenance. If a user pours hot milk into the frothing pitcher, it stays warmer while being foamed. If a consumer uses a steam element to heat the milk in the pitcher, the milk heats more quickly. Also, the thicker nature of the pitcher will minimize damage to the unit if it is dropped.
Another beneficial feature of our pitcher is its dripless spout. While many consumers complain that their pitchers do not pour cleanly, the Café Luxe pitcher’s tested precise-pour dripless spout prevent spills, mess, waste, hassle, and frustration.
The most important and unique feature of the Café Luxe pitcher, however, is the set of etched volume markings present inside each unit. (To accommodate the international marketplace, these markings are carefully etched in both Celsius and Fahrenheit on each pitcher.) The mere presence of the markings presents a very important value proposition to the user. They allow the user to pour the exact amount of milk needed for their latte, hot chocolate, or other foamy beverage. This provides for less guesswork, less waste, and more convenience as the consumer never finds herself having to use and clean a measuring cup to determine the needed quantity of milk, heat extra milk because she didn’t heat enough the first time, or discard extra heated milk that cannot fit into her mug.
Finally, as an added bonus, our consumers will be offered a discount on a clip-on thermometer that is specifically designed for her frothing needs. The glass-covered, burst-proof temperature gauge will safely indicate the milk’s temperature, with an easy-to-read shaded zone that indicates when the milk is at the perfect temperature (with both Celsius and Fahrenheit markings.) The thermometer has a larger dial than many of those offered online and is made of high-quality stainless steel to minimize the potential for rust. In addition, it comes with a branded sheath in a bright color for easy detection in the user’s drawer.
At this time, none of our competitors offer this unique combination of useful features, excellent quality, luxury feel, and convenience that is much-desired by the discriminating beverage drinker.
In terms of pricing, our product is priced at the high end of the market in line with its unique and valuable selling proposition. It will ultimately retail at about $24.99, with a launch price of $19.99.