Ch. 10 Product Concepts

Worldwide Recognition

Martha Stewart debuting her home organization line in CANADA

Global brand names like Martha Stewart are successful because the name is associated with products that are trusted. Consumers are drawn towards brand names because they attribute them with quality products. Quality, loyalty, and durability are just a few words used to describe a product that people will continue to buy.

The key to becoming a recognizable brand name is having a good introductory product line that can be distinguished from the existing market. For Martha Stewart, she began branding herself as the face of the company through cookbooks and event crafting. Consumers were impressed by her ability to construct an entire event from decor to food by using creative items such as pine cones, pumpkins, and flowers, things you can find in-expensively to create settings. She also incorporated food & drinks arranged on platters and serving dishes that visually appeared to be food decor.
Her recipes for an event continue to carry the theme and color of the events she was having. Martha Stewart began her career as a home maker who had a creative edge for homemaking. Consumers could relate to her and her products.

Martha Stewart's product line consisted of recipe books, and cookware. She began to create a Product Mix including specialty serving dishes, bakeware, and cooking tools to help create the signature Martha Stewart appearance. Her unsought products became popular due to her successful product lines. She expanded her product mix width to include an extensive line of home decor, curtains, bed linens, pillow, wall paint, organizers, and picture frames. Her image defines her products, they exude clean, elegant, natural images that are new interesting in the home decor market.

From soup to nuts, an expression emphasizing having everything needed, or covering all the basics, is the definition of celebrating an event for Martha Stewart. Her product line covers all the essentials needed in order to capture her image or decorating concepts. Her blue trademark symbol is recognized by consumers and is considered a personal stamp of guarantee.