Analysis for Electronic BlanketsExample for Free

A Competitive Analysis for Morphy Richards Electronic Blankets Executive Summary …………………………………………………..………… 2 Morphy Richards …………………………………………………..…………… 4 The Competitive Landscape ……………………………………..…………….. 4 Summary ………………………………………………………………………… 11 Bibliography ………………………………………………….………………… 12 Executive Summary The United Kingdom represents the largest market in Europe for users of electronic blankets, followed by Germany, Italy, The Netherlands, France, Spain, Scandnavia, and Austria as significant markets. The electric blanket market has been experiencing a decline in usage and sales since a high point of 1,200,000 units sold in the United Kingdom in 1985. The average yearly nits sales for this consumer utility item averaged approximately 1,000,000 units during the 1980’s through early 1990’s, declining to the present average of an estimated 800,000 units starting in 1994 forward. The drop in unit sales is attributable to improved installation materials as well as the utilization of central heating in home and apartment construction. Chart 1 – Electronic Blanket Sales in Europe Source: UK Government Consumer Safety Research, 2000

Sales of Electric Blankets 1997
United Kingdom 800,000
Germany 400,000
Italy 350,000
Netherlands 150,000
France 150,000
Spain 150,000
Scandnavia 50,000
Austria 50,000
Remainder of Europe 150,000
Total sales 2,250,000

The utilization rate of electric blankets in the United Kingdom averages an approximated 1.7 units per each one hundred thousand of population, with the trend showing the use of over blankets representing an approximated 85% of total sales. Chart 2 – Electric Blanket Units Sales Trends Source: UK Government Consumer Safety Research, 2000

1980 1990 1998
Over Blankets 5,000,000 4,000,000 3,000,000
Under Blankets 400,000 500,000 500,000
Total Sales 5,400,000 4,500,000 3,500,000

Electric blankets are estimated to have a product life cycle duration of between 10 to 15 years, with some lasting as long as 15 to 20 years and replacement cycle estimated to be around 7 to 8 years (UK Government Consumer Safety Research, 2000). The sales of electronically heated duvets has cut into the sales of electric blankets as a result of their utility in terms of style and ability to remain in place through changes of sheets, as well as the limited propensity to acquire dirt. The primary target consumer group for the sale of electric blankets are adults aged 60 years plus, with the secondary market represented by adults aged 35 through 55 years (UK Government Consumer Safety Research, 2000). The utilization of electric blankets begins in October, representing approximately 50%, through March, representing 42%, with December and January usage estimated as close to 100%. The major manufacturers of electric blankets in the United Kingdom are as follows (UK Government Consumer Safety Research, 2000):

  • CozeeComfort
  • Burco dean Appliances
  • Dreamland/Breville
  • Winterwam
  • Imetec (Italy)
  • Sunbeam (United States)
  • Morphy Richards

The sector is extremely price competitive, with retail prices ranging from £5.51 through £85. Morphy Richards Morphy Richards was established in 1936 by Donal Morphy and Charles Richards and represents one of the better known as well as respected manufacturers of electric blanket products as a result of the company’s attention to quality (Morphy Richards, 2005). The company is able to compete successfully in a price conscious market as a result if its attention to manufacturing efficiencies that reduce per unit costs (Rowtex.com, 2005). The company produces a broad range of consumer products, ranging from:

  • Toasters
  • Irons
  • Fryers
  • Coffee Makers
  • Sandwich Toasters
  • Kettles
  • Electric Blankets
  • Vacuum Cleaners
  • Trouser Presses

The company is presently a subsidiary of Throgmorton Trust and has expanded its product lines to include portable televisions as well as other innovative electric products. The Competitive Landscape The declining state of the electric blanket unit sales, along with the price sensitive nature of the sector and high number of manufacturers provides consumers with a wide range of product types as well as prices to select from. The following details the major competitors along with the prices and features of their offerings (Abcaz, 2005): Morphy Richards Underblanket £59.99 Features

  • Quited cotton
  • Fitted
  • Extra foot warmth conditioning
  • Dual controls – detachable
  • Programmable timer with on and off controls
  • Temperature sensing
  • Variable heat setting controls
  • Heats up in 10 minutes
  • Overheat protective system
  • Storage bag for Summer
  • Washable by machine
  • 190 by 137cm
  • BEAB approval
  • 3 year guarantee

Underblanket £39.99 Features

  • Quilted Cotton
  • Fitted
  • Extra foot warmth conditioning
  • Programmable timer with on and off controls
  • Sleep button setting
  • Temperature sensing
  • Variable heat setting controls
  • Heats up in 10 minutes
  • Overheat protective system
  • Storage bag for Summer
  • Washable by machine
  • 190 by 91cm
  • BEAB approval
  • 3 year guarantee

Slumberland Underblanket £39.99 Features

  • Dual Controls
  • Quilted printed polyester
  • 9 heat settings
  • 40 minute estimated pre-hat time
  • Overheat protective system
  • 150 by 140cm
  • Washable by machine
  • 3 year guarantee

Underblanket £24.99 Features

  • Quilted printed polyester
  • Standard timer system
  • 9 heat settings
  • Overheat protective system
  • 150 by 80cm
  • Washable by machine
  • 3 year guarantee

Dreamland Underblanket £39.99 Features

  • Eyelets and ties to secure to mattress
  • Extra foot warmth conditioning
  • Detachable single control
  • 10 minute heat up
  • Countdown timer
  • 9 heat settings
  • 10 saftey systems
  • Re-Heat settings
  • All night usage
  • Maintains pre-set temperature setting
  • Overnight protective system
  • 160 by 122cm
  • 3 year guarantee

Overblanket £44.50 Features

  • Extra foot warmth conditioning
  • Acrylic and polyester
  • Single detachable control
  • 9 heat settings
  • 10 minute heat up
  • All night use
  • 180 by 135cm
  • Washable by machine
  • 3 year guarantee

Underblanket £24.50 Features

  • Polyester
  • Extra foor warmth conditioning
  • Single detachable control
  • Standard timer
  • 6 heat settings
  • 40 minute heat up time
  • Overnight protective system
  • All night usage
  • Eyelets and ties for mattress
  • 153 by 120cm
  • Washable by machine
  • 3 year guarantee

Heated Mattress Cover £69.99 Features

  • Fully Fitted
  • Soft Fleece custioning
  • Extra foot warm conditioning
  • Dual detachable controls
  • Countdown timer
  • 9 heat settings
  • 10 minute heat up
  • All night usage
  • Pre heat setting
  • 200 by 150cm
  • Washable by machine
  • 3 year guarantee

Underblanket £59.99 Features

  • Polyester
  • Extra foor warmth conditioning
  • Detachable dual control system
  • 10 minute heat up
  • Countdown timer
  • 9 heat settings
  • Pre-heat settings
  • All night usage
  • Maintains pre-set temperature
  • Overnight protective system
  • Eyelets and ties to secure to mattress
  • 160 by 150cm
  • Washable by machine
  • 3 year guarantee

Underblanket £29.99 Features

  • Extra foot warmth conditioning
  • Detachable control
  • Countdown timer
  • 9 heat settings
  • 10 safety systems
  • Pre-heat settings
  • Holds pre-set temperature
  • All night use
  • 150 vy 80cm
  • Washable by machine
  • 3 year guarantee

Everwarm Underblanket £17.75 Features

  • Polyester
  • Tie downs of nylon
  • Single control
  • All night use
  • 3 heat settings
  • Overheat protective system
  • 122 by 107CM
  • 1 year guarantee

The preceding competitive examples indicate a strong similarity of features with Morphy Richards offering cotton finish, BEAB approval, standard 10 minute heat up time, storage bag, fully fitted design and variable settings at prices lower than comparable products. The Morphy Richards product offering successfully compete with other manufacturers in every range of features and pricing value. Summary The highly competitive electric blanket landscape is filled competitive selections, however Morphy Richards offers the most value and features for a comparative price. Dreamland’s Underblankets, priced at £39.99 and £24.50 are the best alternate selections, however their underblankets are made of polyester instead of 100% cotton. Cotton is a superior material as a result of its ability to breathe and its more uniform heat dispersion. Clearly, Morphy Richards offers superior materials and features to competitive brands in this market segment. Dreamland’s tends to match Morphy Richards in terms of providing a wider range of product offerings which might tend to seem that their products are equal to or superior, however a close look at the features reveals this is a marketing tactic. The other consideration is that Morphy Richards cotton construction offers great durability over the life cycle of the product and represents a counter marketing feature to be utilized to combat ‘me too’ brands. Bibliography Abcaz. 2005. Electric Blankets. https://homewares.abcaz.co.uk/4_600/electric-blankets.html Morphy Richards. 2005. About Morphy Richards. https://www.morphyrichards.co.uk/wizz400/index.pl?REFID=7cffHHj5tY0ccA58TY7x67999%t7BYq7FTy600wrwtfp8oeusjjei54548ertytsafgw47&ORPGM=aboutUs&ORPGT=perl&ORLID=ENG Rowtex.com. 2005. Morphy Richards. https://www.rowtex.co.uk/morphy/ UK Consumer Safety Research. 2000. Electric Blanket Fires & Related Injuries. UK Department of Trade and Industry

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