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2024 Half-year sales and results
9-month 2024 sales and financial data
Groupe SEB has placed innovation at the heart of its strategy and aims to design and develop products that precisely fulfil the general and specific expectations of consumers. In fact, the entire history of the Group is dotted with new innovations, from clever and functional products to breakthrough concepts replacing existing solutions. A few years ago, home cooking started to become a real social phenomenon. Whether beginners or experienced cooks, everyone likes to cook simple yet varied and complete meals without using a lot of different cooking appliances. With this in mind and following several years of research and development, Groupe SEB has developed its very first cooking food processor, the Cuisine Companion.
Cuisine Companion is an intelligent appliance which helps consumers prepare whatever meals they want to cook on a daily basis. The practical, easy-to-use digital screen guides the user through the cooking programme selection process in an extremely intuitive way.
Cuisine Companion is an intelligent appliance which helps consumers prepare whatever meals they want to cook on a daily basis.
Six automatic programmes are available at the touch of a button. Just select the most suitable programme before leaving the Cuisine Companion to prepare your meal in a 4.5 litre family-sized stainless steel bowl. Once the meal is ready, the machine automatically keeps it hot (according to the programme used). These six programmes allow you to make sauces and stews, steam cook, simmer soups, make cakes and all kinds of desserts. The appliance also has a manual mode for inspired cooks who are looking for some creativity. Users can define their own speed, temperature and cooking times and expand their range of recipes by adjusting them to their own tastes. Depending on the selected mode and programme, five accessories are available – a chopping blade, a dough blade, a whisk, a mixer and a steam basket.
In order to develop the various innovative processes and technology for Cuisine Companion, the Group combined various fields of expertise (laboratory, design, methods, development, quality control, standards, production, purchasing, marketing) and capitalised on “in-house” skills in terms of food preparation and electric cooking. Over a period of six years, this collaborative approach led to the development of a solid base of prototypes, which resulted in today’s Cuisine Companion, an end product offering real benefits for the consumer. Ten or so employees were involved in the development of the project ahead of its launch, in order to optimise the appliance and ensure superior quality results.
Consumer tests
Throughout its development process, Cuisine Companion was regularly subjected to “user tests” – “home tests” by consumers. This pragmatic and iterative approach, which was carried out at various stages of the product’s development process, allowed consumer observations on usage and product functions to be taken into account at crucial points in the design process. The Group’s objective of ensuring that its first cooking food processor would be a success and stand out from the rest is also clear from the establishment of “test benches” to collect comments and suggestions from consumers.
A large-scale launch programme featuring a powerful digital campaign has been introduced to give Cuisine Companion plenty of visibility. This digital campaign enables the Group to keep completely in line with new trends in consumer behaviour, which is guided by the digital revolution. In fact, the Internet is an essential vector for providing information, which the Group uses to guide the consumer both before and after purchasing a product. This digital leverage is supported by a large-scale media campaign, including press advertising and advertorials.
A dedicated website with rich and exclusive content
The main medium for this digital campaign is the website www.cuisinecompanion.moulinex.fr, which features an entire ergonomic universe dedicated to the appliance. On this website, internet users can find all information relating to the appliance, including a 3D product presentation as well as several demonstration videos. In addition to this general information, owners of a Cuisine Companion can access exclusive pages via a premium service, which enables them, amongst other things, to discuss the product with an expert advisor. The data is compatible with mobile phones and tablets and can therefore be consulted anywhere and from all types of device.
Pro-active marketing around and in the Points of Sale
All Smartphone holders within a 200 metre radius of a Cuisine Companion point of sale will receive an automatic mobile alert with an attractive product launch offer. Once at the point of the sale, the customer will be able to find out about the appliance by accessing consumer information on tablets available in the product’s designated area. These tablets also enable sales staff to access specific information (via a professional code), which constitutes a powerful tool to help with sales.
The Companion Academy, an innovative event
Following in the wake of the success of cookery programmes, Groupe SEB has set up a competition on the Internet, which will allow nine amateur cooks to join the Companion Academy and go head to head in cookery challengers using Cuisine Companion. Three dates have been set for the first sessions of the Companion Academy: 29 November in Paris, 13 December in Lille and 10 January in Lyon. Three candidates will take the challenge on each occasion, motivated by a shared passion for cooking and a Cuisine Companion to be won! The winner will be decided by a jury made up of Groupe SEB representatives, a chef supervising the challenge and influential culinary bloggers who will evaluate the flavour and presentation of the contestants’ dishes. This cookery competition will be filmed and broadcast on social networks for the Moulinex brand and on culinary blogs, which are powerful opinion formers. All of these publicity campaigns will support the market launch of Cuisine Companion and will largely be rolled out towards the end of 2013 and throughout 2014.
LAUNCH OF CUISINE COMPANION IN FRANCE AND BELGIUM IN OCTOBER 2013. GRADUAL ROLL-OUT TO OTHER COUNTRIES WORLDWIDE FROM 2014.
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