Samsung: How to innovate in a premium consumer space
We have worked for five years with Samsung’s global HQ in South Korea to develop propositions and campaigns in a number of areas, including their flagship QLED televisions.
One of those propositions was an entry to the premium wine cooler market, a high-end niche where products can cost anywhere between £5k and £50k+.
We began by identifying the market for an ultra-premium kitchen white good, providing clarity on its potential size and value and details on target customer groups. We gathered the latest kitchen design trends and must haves, along with a wealth of information about choosing, storing, pairing and drinking wine.
Samsung built a prototype which we evaluated with a wide range of industry professionals, from interior designers to sommeliers at Michelin-starred restaurants. We combined expert and customer feedback to help enhance the prototype and build the ultimate proposition.
Our recommendations led to Samsung revising its initial market entry plans and acquiring a speciality manufacturer, Dacor.
“Dacor has been delivering innovative products to the luxury home appliance market for more than 50 years…”
“We welcome the Dacor team to the Samsung family and look forward to leveraging their expertise in the luxury home appliance market while scaling their continued success in North America.”— Boo-Keun Yoon, CEO of Consumer Electronics at Samsung Electronics.
Check out the product video below
The modernist 24” Integrated Wine Cellar
A key success factor was our ability to identify and interview high-end consumers (minimum income £250k and £1m+ net assets) for in-depth in-home interviews, as well as focus groups – typically in boutique hotels, globally.
The product – the Modernist 24" Integrated Wine Cellar –has since been successfully launched.
