In January, Kohler launched a new product called Elevance Rising Wall Bath. I wanted to feature this product in my blog as an example of a well thought out innovation strategy.
Elevance is an ergonomic bathtub that was cleverly designed to target the growing number of aging Americans renovating their homes. Here is a link to a video that will give you a sense of how well they tied their design features to aging consumer needs: http://www.youtube.com/watch?v=4S9XznXZAjo
One impressive aspect of this new product is how well Kohler leverages their brand strength to differentiate themselves. By using their “Bold” brand positioning and design capabilities, this new product leapfrogs the current industrial looking senior/disability bath products, delivering something the affluent baby boomers might actually want in their home.
What also makes this launch stand out to me is how well the product is integrated into their business strategy. Kohler features Elevance within a complete product line they call Aging In Place. By building a dedicated micro-site (kohler.com/bold-independence), they have created a one stop remodeling solution for aging consumers.
Kohler appears to have invested both product and business model innovation, when most companies were retrenching without investing in R&D. What other examples of innovation are you seeing in the New Year? Do you think we will see more significant product launches in 2011?
Tags: business model innovation, Elevance, Kohler, new product business case
Monika Wingate is the owner of Fountainhead Brand Consulting and V.P. of Membership for the Wisconsin Product Development and Manufacturing Association (PDMA). She has helped a variety of companies develop new products and growth strategies including CUNA Mutual, Hormel Foods, U.S. Bank, and Kohler.
