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Developing a Line of Cookware: the Pot and Pan Handle as a Positioning Asset

by La Termoplastic F.B.M. on 2 May 2022

Handles and knobs are essential components of pots and pans. They also play an important role as a positioning asset, since they are a key plus of the cookware that become crucial in defining its level and the final look. The cookware accessories can be introduced to the market by category: entry level, medium or high-level product depending from the handle shape, size, functional features, materials and effects.

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Definition of Market Positioning

Positioning is about finding a particular space in the market for a company that is true to the way it conducts business. It’s about what a company decides to focus on, which includes a specific target market, the price points that will appeal to the company’s “ideal customers” and what makes a company stand out from its competition.


Pot and Pan Handle as a Positioning Asset

The first step to ensure that pot and pan handles will do well as a positioning agent is to determine who the company is trying to attract. For example, if the goal is to attract customers from the Millennial market, then it’s important to understand that the appearance of cookware is a key factor to people in the 22-36 age group.

image002-1The level of the accessories chosen must be in line with the positioning you wish to obtain and, very often the accessories are actually contributing in defining the product positioning itself. The handles are used to categorize the finished product and they define the class level, based on the design, the shape and the decorations that you choose.

Focus on Pot and Pan Handle Designs from the Beginning

During each step of the process, from creating a prototype to the finished product, the focus on the pot and pan handles and safe should remain a constant. How to keep the focus firmly on the handles without losing the objective? Remember the type of target product you want to manufacture for this batch: premium, middle or entry-level products.

For example, an entry-level cookware will be a lighter, more manageable product. Its pot and pan handles should also be manageable to fit the theme of the cookware.image001-1

At the medium quality level, cookware is a bit heavier and needs a fuller, more sturdy handle that represents these features, even before the customer picks up the pot.image003-1

The higher level line of pots and pans is usually the heaviest one and they need an impressive handle that fully supports their weight and look.

Next, you make a decision about the handle shape. The robustness and the type of decorations added to them can be changed to reflect the product level: colored plastic or steel inserts (with or without a logo) add to the premiumness as well.

Handles with steel inserts are often appreciated for prestige level cookware, independently from the wideness of the insert, and they definitely state a higher level of the product.

Anyhow, pay close attention to the design details. It’s possible for an entry level collection to have a trendy designer handle. It doesn’t have to cost a lot of money to be attractive and highly functional.

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Topics: Products