The Groupe SEB's Actifry fryer: How a radical innovation changed a declining market

In 2007, the Groupe SEB a radically innovative product on the French and Belgium fryers market: the Actifry.The product breaks every existing code. Under the look of a fryer, it hides a very versatile product that is going to create a new category, base on the oil fryers that were a declining market at that time. It is the result of more that a decade of development, with a very risky approach, and was developed by a company that had no other choices that transform this product into a best seller in order to preserve its presence in these product typologies.
This presents the innovation process that was set up by the Groupe SEB in order to conceive and exploit the Actifry, a worldwide phenomenon, N°1 in all the markets where it is sold.

The objective of the case study is to have students evaluate in a holistic way the inherent complexity of the launching of radical innovations on saturated markets. It notably allows to put forward the industrial, marketing, innovation and design complexities that it implies.
The case can be used:
1 - To identify the diverse elements of the success of Actifry
2 - To apprehend the innovation process of the Groupe SEB
3 - To understand the strategic marketing approach of the Groupe SEB
4 - To test the student's understanding of the basic concepts of marketing (client satisfaction, distribution strategy, market study, the Ansoff matrix, la Reason to Believe, etc.)
5 - Have the students think about the problematic linked to the launching off a new product, and how to keep it on market.
6 - To have the students think in a holistic way:
a. Understand the category
b. Understand the industrial environment (Moulinex bankruptcy etc.
c. Understand the sociocultural environment (national health plans)
d. Understand the internal environment (innovation process, link with design etc.)

Innovation, strategic marketing, radical innovation

The students need to have basic knowledge in strategic marketing and innovation management.

This case can be taught at bachelor, masters of science, specialized masters or MBA students as well as company managers in executive education if they are interested by the management of innovation.

Production small appliances.

Slides pedagogical note actifry case study (23 slides)

Année de la problématique : 2013

Livraison : Livraison par lien de téléchargement

Nombre de pages : 17 avec 3 page(s) annexe(s)

Temps d'utilisation : 1h30

Code du secteur d'activité : 31 - Fabrication de machines et appareils électriques