1. Brand identity plan:

1.1 Analysis of consumer needs

Fisher & Paykel is one of appliance maker in New Zealand. In last ten years Fisher & Paykel has done some success branding, such as Dishdraw. The reason for this successful because it meet consumer’s need which the religious beliefs forbid the mixing of certain groups of food and the utensils used to prepare and consume them. Thus consumer needs play a very important role.

In recent year, consumer needs become more and more complex, because when they need to buy a cooker, they will concern about both of physical and intangible side of this cooker.

Consumers want their cooker to be safe, because fire accidents may occur by an unsafely cooker. As the electricity becoming more and more expensive, consumers need a cooker has an efficiency working system. Also, some consumers would like to use gas cooker rather than an electric cooker, because gas cooker is more professional than the electric cooker. The physical body design could be another standard when the consumers evaluate a cooker.

From intangible point of view, consumers need high a quality product and a good warranty. Therefore, they would like to choose a well-known brand.

1.2 Identification of market

As the article states that the price of Luna cooktop is around $5000 ($1500 per burner multiply three burners), thus it is a high involvement product. Luna cooktop should be distributed to consumers by some large scale and high class shopping mall. However Fisher & Paykel Company has own store to sell their kitchenware.

Some high class retail stores which are specialized on kitchenware nation widely can also consider as one market for Luna cooktop. Because of the new features of Luna cooktop, it can help consumer to compare our product with traditional top end cooktops.

Luna cooktop has a significantly difference physical looks, therefore, we can build up a sell chain with the house designers. When they design the kitchen for the customer, if they put Luna cooktop in, it might be made customer feel out of the ordinary, once they prefer the design, customer may choose Luna cooktop rather than traditional top end cooktops.

1.3 Segmentation of market

Marketing segmentation can be defined as dividing a market into direct groups of buyers who might require separate products or marketing mixes; the process of classifying customers into groups with different needs, characteristics or behaviour (P344, 2004)[1]. To segment the cooker market, the demographic, psychographic, motivational and behavioural factors should be proposed. As purpose of this report, social class, age group, income level, lifestyle, marriage and family with or without children could be a dimension for segmenting the market. The marketing segmentations can be considered as following:

| |F |M |
|Middle class, aged 50-65, children away | | |
|Middle class, aged 35-50, family unit | | |
|Middle class, aged 25-35, single | | |
|Middle class, aged 25-35, married | | |
|High class, aged 25-35, single | | |
|High class, aged 25-35, married | | |

1.4 Identification of type of consumer with in the market

Consider the cooker market, Luna cooktop should be mainly targeted on those female who are have a high social class, higher income level and higher education level. These target customers