Bsh White Goods Industry

ISTANBUL TECHNICAL UNIVERSITY INSTITUTE OF SOCIAL SCIENCE pic foodstuff MANAGEMENT Elif Karaosmanoglu Assignment 1 SEGMENTATION AND POSITIONING WHITE GOODS constancy Submitted by OSMAN OZEN 401111024 Table of Contents 1 livid Goods patience3 2Brands in White Goods Industry3 3 selling Objectives3 4The Brands of BSH3 5Segmentation & Targeting & arrangement3 5. 1Segmentation3 5. 2Target commercialise3 5. 3Positioning3 5. 3. 1BOSCH3 5. 3. 2SIEMENS3 5. 3. 3GAGGENAU3 5. 3. 4PROFILO3 6References3 White Goods Industry The pedestal gizmos sector showed a strong recovery in 2010. determined by increasing consumer confidence and the recovery of real estate construction, the market for large domestic contrivances grew by 8% bring ining the market to a total of 5. 4 million appliances. All major appliance categories with the ejection of the solo cookers showed a signifi baset growth. Refrigerator gross revenue increased by 11%, dishwashers sales grew by 7% and washing machine sales in creased by 8%. Oven sales was the only category which declined by 4%. Driers, which is a sore growth bea, increased by 19%. Large home appliances, produced in flop, managed to increase by 12% year-on-year arriver 18. million units. Roughly 75%, 13. 7 million units, were exported, which reflects an increase of 9% year-on year. With this volume Turkey became the biggest white goods appliances producing country in europium. 1 Brands in White Goods Industry The leader of white goods industry in Turkey is Arcelik and its main(prenominal) competitor is BSH (Bosch and Siemens dwelling house Appliances). BSH is the entropy conjunction in Turkeys white goods industry. The others be followers. Bosch and Siemens Home Appliances Group is the worlds tierce largest producer of large domestic home appliances.The group owns 14 brands and operates 43 factories worldwide, with its largest harvestion facility being in Cerkezkoy, Turkey. The group posted annual sales of 10. 8 billion Eur os in 2010, establishing itself as the leading home appliances company in Europe. In Turkey, BSH is one of the leading companies in the Home Appliances industry, with its main brands Bosch and Siemens, its special brand Gaggenau and local brand Profilo. BSH is the second largest company in its industry with 25% market shargon. Due to its rapid sales and investment growth, BSH is ranked the 7th largest foreign company in Turkey.It operates 4 factories producing refrigerators, cookers, washers and dishwashers with a production capacity of more than 3. 5 million units. much than half of its annual production is exported to countries around the world, mainly in Europe, brotherhood America, and Australia. 7th largest foreign company 2nd largest producer of white goods, with 25% market sh ar 23rd largest industrial company Offers the best subsequently Sales Service in the Home Appliances Sector Leader in the built-in appliances category Biggest production location within the BSH Group Offers Europes put across selling premium brandsI will investigate BSHs intravenous feeding brands in this assignment. I will analyze STP of BSHs brands. Marketing Objectives BSH envision to be the first choice of their customers, dealers, suppliers and employeesthat is the basis of their strategy. They employ this philosophy to improve the lives of their customers, by creating new product values, sustaining uncompromised. The white goods industry in Turkey has been facing nigh tough times in the preceding(a) few days. The housing developments in Turkey had been progressing quite reliably, however because of the spheric financial crisis the growth in construction sector stopped.In addition, push and water savings are becoming major factors for consumers in decision making which appliance to buy. With livelihoodstyle changes and the way homes are being excogitateed, they are win over that the built-in appliances will receive much more attention in the next years. A lthough it is expected that housing demand will decrease, as the second objective in the years ahead, they will continue to develop products that bring elegance, comfort and ease of use, while contributing towards the conservation of resources and protecting their environment.Their main objective is to look forward to growing stronger, moving towards achieving their vision to be the first choice together with their customers, dealers, suppliers and employees. The Brands of BSH For BSH, one of the principal factors for victor is the front of strong brands that are unaccentedly focused on their target groups and presenting a coherently structured product portfolio. 1 BOSCH For them, their brands form the most main(prenominal) ingredient to win in the global arena.They represent a diametric symbol of trust and sense of purpose for the consumer. Over 100 years later, Bosch continues to stand by its founders words. The Bosch name has always meant a guarantee of both quality and reli ability. Bosch remains committed to uncompromising writ of execution and great convention to be built into every single appliance they produce. Every time Bosch designs a new product, its ideas are based on sound ecological principles, ensuring they make the most scotch use of immanent resources and minimize the pollution of air, land and water.They are constantly developing new ways to reduce energy and water usage while maintaining product performance and efficiency, helping to conserve their planet and save you money by lowering costs. Bosch stands for premium quality, perfect engineering and high longevity. The achievement of a higher quality of life and enduring value through in effect(p) technological advancements stands at the core of the brand philosophy. 2 SIEMENS change in more than 55 countries around the globe, Siemens stands for innovative thinking, precision engineering and pure style to millions of people worldwide.Siemens meets consumer of necessity with a wid e range of products from washing machines to vacuum cleaners and from consumer products to television. Siemens is the name one appliance brand in Germany, and the leading built-in appliance brand in Turkey. For many years, consumers, dealers and architects have appreciated the technological high quality and stylish design of Siemens appliances. Siemens, the great name in technology, stands for respectable innovations and consistent orientation toward the future, and a current get down to the technical features and design of home appliances.Siemens has a visionary approach and use of forefront technologies aimed at improved functionality, gives rise to pioneering products and solutions that each(prenominal)ow substance abuser to perceive and hold up progress in a fascinating manner. Home appliances from Siemens are characterized by clear, functional design and optimum precision. Siemens products set standards in the marketplace. They are the provide of progressive ideas, a c onsistent system, a performance-based approach and perfection for production. 3 GAGGENAU Gaggenau is the brand of professional cooking technology for the modern home.It specializes in high-performance built-in kitchen appliances. Gaggenaus appliances incorporate a specialists knowledge, skill, and decades of experience. later all, the first built-in appliance manufactured and sold in Europe was a Gaggenau. Every Gaggenau appliance is perfectly made, easy to handle and super reliable. Each and every one is especially beautiful, and the brand regularly receives the design awards to prove this. Yet, beauty isnt the only benefit of Gaggenau. Customers love Gaggenaus versatility and professional functions as well.Gaggenau became an internationally known luxury brand after World war II. In 1951, Georg von Blanquet, a passionate amateur cook, took the reins of the company and developed the Gaggenau kitchen technology, resulting in the manufacture of top-quality built-in appliances. Gagg enau stands for innovative engineering, long lasting materials, clear form, good handling, sustainable workmanship, and sets recognizable standards in the fields of food, lifestyle and culture. 4 PROFILO Profilo has blended the international know how and experience with the local lifestyle preferences in Turkey.Profilo is one of the oldest leading traditional brands in Turkey. The brand is highly pet by customers who place durability and quality above all else. Profilo mark appliances are designed according to the unique needs and habits of Turkish consumers. The brands success in meeting expectations comes from its careful examination of local market needs and sensitivities. This thorough consideration of the consumer has ensured the brands longevity. It is known as a provider of long-lasting, long-wearing and user-friendly home appliances, with a wide range of products and functionalities. 1 Segmentation & Targeting & Positioning 1 Segmentation BSH pursues demographic cleavage ( economical), psychographic segmentation (lifestyle), and behavioral segmentation ( benefit sought ). 2 Target Market According to the segmentation of the market the target groups of BSH are as the following Siemens three-year-old and energetic, modern people who are seeking for high quality and performance, from center and upper socio economic classes. Gaggenau Sophisticated and modern people from upper socio economic class who are seeking for premium and excellent products.Bosch People who are seeking for uncompromising performance and great design, from middle and upper socio economic classes. Profilo People prefer to have the best value for the money, from lower and middle socio economic classes. 3 Positioning The values and specialties that BSH wants to place with its brands in consumers minds are as follows 1 BOSCH Quality Bosch products fulfill the highest demands in performance and commotion maximum operating convenience. The premium quality is tangible in the transc endency of the materials and visible in the product finishing.Technical expertise Bosch offers fully travel solutions oriented towards peoples needs and maximum user benefits that lay down greater quality of life. Quality of life Bosch products make daily family life and chores easier and more enjoyable. They free up more time for the finer things in life, creating the balance for harmonious togetherness. certificate of indebtedness Bosch acts on the basis of clear principles. Responsibility for people, society and the environment are important guiding principles for Bosch and therefore these are the driving forces behind the continuous development of products and services. It has always been an unbearable view to me that someone could inspect one of my products and find it inferior in some way. For that reason I have consistently tried to produce products which can withstand the closest scrutiny products which prove to be superior in every respect. Robert Bosch 2 2 SIEMENS Fas cination Siemens constantly takes up technological challenges and is fascinated with developing futuristic products, solutions and services. Expressiveness Siemens develops products for the modern and changing society.It stands for concise and pure design. The brand offers styling that is sure of itself, emphasizing the individual thoughtfulness of confident personalities. Performance Siemens products set the standards in the marketplace. They are the result of progressive ideas, intensive development and perfect execution. 3 GAGGENAU Professionalism Gaggenau appliances are often particularly large and impressive. They are designed for performance with generous capacities. leaders Gaggenau is true to tradition, combining simplicity with utmost quality and reliability.Gaggenau solutions go beyond narrow, constraining standards, impressive in their dimensions and convincing in their daring simplicity. impatience Gaggenau makes good sense, knowing the uses and limitations of techno logy, reducing systems to essentials with composed mastery. It shares the dream of the perfect kitchen, in preparation and culinary delights. Excellence in Design The professional kitchen provides dissever of space. Its design is elegantly restrained and completely functional. Gaggenaus typical design is outstanding, quartz clear, and beautiful completely self evident and truly expressive. PROFILO Durability Profilo products are durable against all odds. Accessibility It is a brand that is accessible to all Turkish consumers financially, physically and emotionally. The balance between quality and terms of pay is reflected visibly. Empathy Profilo produces user friendly products responding to the basic needs of women, who are the primary user of their appliances. 1 REFERENCES 1 2010 Annual Report (2010). http//www. bsh-group. com. tr/page. aspx? id=22 2 Bosch Communication Center http//www. boschcommunicationcenter. com 3 BSH Ev Aletleri Sanayi ve Ticaret A. S http//wrightreports. ecnext. com/coms2/reportdesc_PRICE_C79628190 2. 6 Arcelik Haier Samsung Fagor-Brandt 1. 7 White Goods Companies (2007 billion euro) World 2. 3 Miele 2. 3 3. 1 3. 8 Indesit 3. 8 Maytag 4. 8 General Electric 7. 1 LG 7. 3 BSH 10. 1 Electrolux 11. 5 Whirlpool Europe 1. 0 LG 1. 0 Candy 1. 9 Arcelik 2. 5 Miele 2. 5 Whirlpool 2. 9 Indesit 4. 7 Electrolux 6. 1 BSH 36 % Market Share, 2007 Leader in Germany 21 % Market Share, 2007 Leader in Europe 7 % Market Share, 2007 3rd in the World