'Bsh White Goods Industry\r'

'ISTANBUL TECHNICAL UNIVERSITY INSTITUTE OF affectionate SCIENCE [pic] MARKETING MANAGEMENT Elif Karaosmanoglu grant 1 SEGMENTATION AND POSITIONING exsanguine GOODS INDUSTRY Submitted by: OSMAN OZEN 401111024 Table of content 1 vacuous Goods intentness3 2Brands in White Goods Industry3 3 tradeing Objectives3 4The Brands of BSH3 5 naval division & Targeting & Positioning3 5. 1Segmentation3 5. 2Target grocery3 5. 3Positioning3 5. 3. 1BOSCH3 5. 3. 2 southward3 5. 3. 3GAGGENAU3 5. 3. 4PROFILO3 6References3 White Goods Industry The home thingmabobs vault of heaven showed a punishing recovery in 2010.\r\nDriven by increasing consumer confidence and the recovery of legitimate estate construction, the grocery store for big(p) domesticated appliances grew by 8% bringing the market to a total of 5. 4 zillion appliances. All major appliance categories with the censure of the solo cookers showed a significant growth. icebox gross revenue gaind by 11%, dishwashers sales grew by 7% and race machine sales increased by 8%. Oven sales was the only kin which declined by 4%. Driers, which is a in the bufffangled growth bea, increased by 19%. Large home appliances, produced in joker, managed to increase by 12% year-on-year reaching 18. jillion units. Roughly 75%, 13. 7 trillion units, were exported, which reflects an increase of 9% year-on year. With this volume dud became the biggest purity goods appliances producing country in europium. [1] Brands in White Goods Industry The leader of white goods manufacturing in Turkey is Arcelik and its chief(prenominal) competitor is BSH (Bosch and due south business firm Appliances). BSH is the wink participation in Turkey’s white goods industry. The others be followers. Bosch and atomic number 16 Home Appliances pigeonholing is the worlds third largest producer of large domestic home appliances.\r\nThe group owns 14 fire signs and operates 43 factories worldwide, with its largest intersec tionion facility organism in Cerkezkoy, Turkey. The group posted yearbook sales of 10. 8 billion Euros in 2010, establishing itself as the steer home appliances phoner in europium. In Turkey, BSH is one of the leading companies in the Home Appliances industry, with its primary(prenominal) firebrands Bosch and Siemens, its supererogatory brand Gaggenau and local brand Profilo. BSH is the siemens largest company in its industry with 25% market shargon. Due to its rapid sales and investment growth, BSH is ranked the 7th largest overseas company in Turkey.\r\nIt operates 4 factories producing refrigerators, cookers, washers and dishwashers with a production capacity of to a greater extent than 3. 5 million units. More than half of its annual production is exported to countries around the world, mainly in Europe, North America, and Australia. • 7th largest foreign company • 2nd largest producer of white goods, with 25% market sh ar • 23rd largest industrial co mpany • Offers the best After gross revenue Service in the Home Appliances field • Leader in the â€Å" make-in” appliances menage • Biggest production location within the BSH Group • Offers Europes top selling indemnity brands\r\nI exit investigate BSH’s iv brands in this assignment. I will hit the books STP of BSH’s brands. Marketing Objectives BSH go out to be â€Å"the starting line choice” of their customers, dealers, suppliers and employeesâ€that is the alkali of their strategy. They employ this philosophy to improve the lives of their customers, by creating new product take accounts, sustaining uncompromised. The white goods industry in Turkey has been facing nigh tough times in the erst part(prenominal) few years. The housing amazements in Turkey had been progressing quite reliably, however beca part of the world(a) fiscal crisis the growth in construction sector stopped.\r\nIn addition, energy and weewee s avings ar becoming major factors for consumers in deciding which appliance to buy. With bread and butterspanstyle changes and the charge homes are being figure of speeched, they are convert that the built-in appliances will receive a good deal more attention in the abutting years. Although 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.\r\nTheir main objective is to look forward to ontogeny stronger, moving towards achieving their vision to be â€Å"the first choice” together with their customers, dealers, suppliers and employees. The Brands of BSH For BSH, one of the head priming coat factors for success is the presence of strong brands that are clearly focused on their calculate groups and presenting a coherently structured product portfolio. 1 BOSCH For them, their brands form the most authorized ingredient to win in the global arena.\r\nThey represent a pivotal emblem of trust and sense of purpose for the consumer. every over 100 years later, Bosch continues to stand by its founder’s words. The Bosch name has forever meant a guarantee of both look and reliability. Bosch remains committed to uncompromising functioning and heavy(p) pattern to be built into every single appliance they produce. either time Bosch envisions a new product, its ideas are based on sound ecological principles, ensuring they make the most economic use of natural resources and minimize the pollution of air, land and water.\r\nThey are constantly developing new ways to reduce energy and water usage while maintaining product functioning and efficiency, helping to conserve their planet and ransom you money by lowering costs. Bosch stands for premium reference, perfect engineering and exalted unyieldingevity. The â€Å" effec t of a higher quality of life and enduring value through near technological advancements” stands at the core of the brand philosophy. 2 SIEMENS Sold in more than 55 countries around the globe, Siemens stands for innovative thinking, precision engineering and subtile style to millions of nation worldwide.\r\nSiemens meets consumer take with a wide mountain chain of products from slipstream machines to vacuum cleaners and from consumer products to television. Siemens is the â€Å" payoff one” appliance brand in Germany, and the leading built-in appliance brand in Turkey. For many years, consumers, dealers and architects have apprehended the technological hypernymity and stylish contrive of Siemens appliances. Siemens, the great name in technology, stands for intelligent innovations and consistent orientation toward the future, and a redbrick approach to the technical features and design of home appliances.\r\nSiemens has a windy approach and use of cutting-edge technologies aimed at improved functionality, gives rise to pioneering products and solutions that allow drug exploiter to perceive and experience 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 result of progressive ideas, a consistent system, a performance-based approach and god for production. 3 GAGGENAU Gaggenau is the brand of professed(prenominal) cooking technology for the modern home.\r\nIt specializes in superior built-in kitchen appliances. Gaggenau’s appliances incorporate a specialists bopledge, skill, and decades of experience. After all, the first built-in appliance forged and sold in Europe was a Gaggenau. Every Gaggenau appliance is absolutely made, easy to handle and extremely reliable. separately and every one is especially beautiful, and the brand regularly receives the design awards to prove this. Ye t, dish aerial isnt the only benefit of Gaggenau. Customers love Gaggenaus versatility and professional functions as well.\r\nGaggenau became an internationally known luxuriousness brand after homo struggle II. In 1951, Georg von Blanquet, a passionate recreational cook, took the reins of the company and developed the Gaggenau kitchen technology, resulting in the manufacture of top-quality built-in appliances. Gaggenau stands for innovative engineering, long lasting materials, clear form, good handling, sustainable workmanship, and sets recognizable standards in the fields of food, life style and culture. 4 PROFILO Profilo has blended the international know how and experience with the local lifestyle preferences in Turkey.\r\nProfilo is one of the oldest leading traditional brands in Turkey. The brand is highly preferred by customers who place durability and quality to a higher place all else. Profilo branded appliances are knowing according to the unique necessitate and hab its of Turkish consumers. The brands success in meeting expectations comes from its thrifty 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, durable and user-friendly home appliances, with a wide range of products and functionalities. 1] Segmentation & Targeting & Positioning 1 Segmentation BSH pursues demographic partition ( economic), psychographic segmentation (lifestyle), and behavioural segmentation ( benefit sought ). 2 Target Market According to the segmentation of the market the target groups of BSH are as the following: Siemens: Young and energetic, modern people who are want for high quality and performance, from middle and swiftness socio economic classes. Gaggenau: Sophisticated and modern people from upper socio economic class who are seeking for premium and excellent products.\r\nBosch: hoi polloi 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 woodland: Bosch products fulfill the highest demands in performance and strait maximum operating convenience. The premium quality is tangible in the superiority of the materials and panoptical in the product finishing.\r\nTechnical expertise: Bosch offers fully rounded solutions oriented towards people’s needs and maximum user benefits that create greater quality of life. step 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 remainder for harmonious togetherness. Responsibility: Bosch acts on the derriere of clear principles. Responsibility for people, society and the environment are important guiding principles for Bosch and hence these are the driving forces behind the never-ending outgrowth of products and services. It has always been an unbearable thought process to me that someone could inspect one of my products and pay off it inferior in some way. For that fountain I have consistently essay to produce products which can withstand the proximate scrutiny †products which prove to be superior in every respect. ” Robert Bosch [2] 2 SIEMENS Fascination: Siemens constantly takes up technological challenges and is fascinated with developing futuristic products, solutions and services. Expressiveness: Siemens develops products for the modern and dynamic society.\r\nIt stands for succinct and pure design. The brand offers styling that is sure of itself, punctuate the individual expression of confident personalities. doing: 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 very much particularly large and proud. They are intentional for performance with generous capacities. Leadership: Gaggenau is dependable to tradition, combining simplicity with utmost quality and reliability.\r\nGaggenau solutions go beyond narrow, constraining standards, impressive in their dimensions and convincing in their brass simplicity. Passion: Gaggenau makes good sense, knowing the uses and limitations of technology, decrease 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 lots of space. Its design is elegantly restrained and all in all functional. Gaggenaus true design is outstanding, crystal clear, and beautiful; completely self evident and truly expressive. PROFILO specialty: Profilo products are durable against all odds. handiness: It is a brand that is accessible to all Turkish consumers financially, physically and emotionally. The balance amongst quality and terms of payment 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 wrap up  (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 Lead er in Germany 21 % Market Share, 2007 Leader in Europe 7 % Market Share, 2007 3rd in the World\r\n'