Instant Pot multi cookers stand out as electronically controlled marvels, seamlessly blending the functionalities of pressure cookers and slow cookers. This pitch deck is dedicated to crafting a strategic roadmap for the relaunch of Instant Pot, leveraging the power of tailored marketing channels to reignite interest and enthusiasm among consumers.
Nested Strategy
Business Challenge Market performance gradually declined over the years post-pandemic, to the extent that Insta brands declared bankruptcy in 2023 and secured funding to reconfigure itself.
Problem Instant Pot is low on sales and unable to reach new customers.
However The limited marketing has only shown functional benefits not advantages or emotional aspects of the user. The product is so good and durable that it does not need to be replaced regularly.
We need to expand the customer base in Canada and highlight the positive impact Instant Pot has had over the years. The product needs to be viewed as a good stable investment.
This Strategy aims to increase sales in Canada and position Instant Pot as a need rather than a want.
Targeting GenZ
Gender All genders (< 26)
Family Status College students, young singles, or individuals living with roommates , early career professionals
Relationship with Food - Ketchum Survey 2023
46% regularly buy foods and beverages with labels labels such as “natural,” “clean ingredients,” “bioengineered/containing bioengineered ingredients,” “small carbon footprint/carbon neutral,” and “plant-based”
61% of Gen Z consumers believe they need to eat a certain way to communicate their identity and beliefs, which has created negativity and anxiety among this generation.
63% of Gen Zers feel a lot of pressure to change the world and are more likely to believe their food choices need to signal their health, values and political beliefs,
77% snack twice a day to balance life and work.
3/5 do not consider themselves as good cooks.
Comms Framework
Get Gen Z Who say that food makes them feel guilty and anxious To consider buying an instant pot By showing cooking is caring (Self/Others)
Social Media Posts
Outdoor Advertisements
Guerilla Advertisements
VR / Game Products
1. Steam heaters/humidifiers shaped like instant pots are positioned inside and outside department stores as part of a marketing strategy.
2. Instant Kitchen Restaurants powered solely by Instant Pots, partnering with major retailers to draw in crowds. Customers choose their protein at the store, authenticated instantly for billing using the Instant Kitchen scanner. This innovative setup offers healthier dining options, ideal for busy individuals seeking nutritious meals on the go.
A reality cooking show harnessing the Instant Pot to simplify complex recipes promises a massive audience reach. By incorporating product placement, sponsorship, and collaborations, the show can effectively showcase the appliance's versatility. Encouraging user-generated content with product hashtags further amplifies engagement and brand visibility.
#kitchenwithoutwalls Partner with influencers to expand their lives beyond walls and explore bonds with food and company. Here, users participate in repurposing instant pots in the most unconventional outdoor settings.
Concept 1 While slow cooking is always marketed for fast-paced days, what about your slow days? The ad positions Instant Pot as a comfort item needed during challenging times, and the slow cooker allows time for every part of the process, letting you rest while the food takes its time
Concept 1
The ad announces that Instant Pot is back in action to serve. With jazz drum backgrounds reminiscent of Whiplash/Birdman, the person preps her dinner in 15 minutes before her call. The process is messy, cutting onions with scissors, using a ruler to stir, and repurposing leftover seasonings, all while keeping the cooker right under her desk. The artistic process can be a mess, but the final food is nothing but perfect.
