Social Media Campaign Review: Prestige Smart Kitchen Smart Recipes

For a long time, Prestige has been associated with only pressure cookers. As the brand has diversified its product offerings over time, it now wants to move beyond being associated with a generic product – pressure cookers – to being known as a brand with a complete range of kitchen appliances.

Objective:

The brand aims to differentiate itself and change the consumers’ perception of Prestige as a pressure-cooker-only brand. With this app, Prestige wants to position itself as a brand with a complete range of kitchen appliances.

Execution:

In order to use the Smart Recipes app, you must first ‘Like’ the Prestige Smart Kitchen Facebook page.

Once you like the page, you are presented with two appliances – you can either choose the Oven Toaster Griller or the Rice Cooker.

Once you choose one of the appliances, you are directed to a page that displays pictures of recipes that you can make using the appliance.

So, using an Oven Toaster Griller, you can cook dishes such as ‘Baked Cauliflower’, ‘Chicken Tangri Kabab’, and ‘Spinach Corn Sandwich’, among others.

After clicking on any of the recipes, the recipe is displayed on your screen with an option to save the recipe for future reference. There are over 30 recipes for each appliance.

You can always click on ‘Back’ to visit the previous menu and choose an alternative appliance and view its recipes.

When you scroll down, there is also a tab displaying the appliance. Click on it and a new tab will open up, taking you to the Prestige Smart Kitchen website.

There is also Chef Profile which when clicked, displays details of the chef, Sunita Chawla who has probably come up with all these recipes.

Positives:

Prestige is clearly focusing on highlighting appliances other than pressure cookers. People are always looking for recipes and listing them seems like a great way to engage the audience.

There is also a tab that directs you to the Prestige website where users can check out the complete range of appliances.

Scope for Improvement:

Instead of listing 30 recipes for each of the two appliances, Prestige could have showcased more appliances with lesser number of recipes for each appliance.

Navigation for the app is problematic. I also noticed an error - if you click on the Rice Cooker tab, the page displays, ‘Recipes made using Oven Toaster Griller’ instead of ‘Rice Cooker’.

Also under the Oven Toaster Griller tab, there are two tabs – ‘Oven Toaster Griller’ and ‘Chef Profile’. To my mind, both these tabs should feature in the Main Menu rather than being listed along with recipes.

The former tab redirects you to the Prestige Smart Kitchen website which showcases the entire range of Prestige kitchen appliances, which is a smart move but I question the logic behind using this tab – an appliance – as a link to the Prestige website. The tab should have reflected Prestige as a brand name, without specific reference to a product.

In the case of Chef Profile, it details the chef’s profile but fails to mention the chef’s association with Prestige.

People are always looking for recipes online. The app does not have a shareable aspect wherein users’ friends can see what recipes they have browsed and downloaded. There is also no ‘Invite Friends’ option. These little things could have led to a much larger number of people accessing the app.

Conclusion:

Overall, the app could have been much better – too many recipes and confusing navigation have clearly spoiled the broth for this one.