Top Story


Home >> Marketing >> Article

Siemens: Widening the brand image

Font Size   16
Siemens: Widening the brand image

Siemens Home Appliances wants to shed it image as a “washing machine” brand among consumers. The company has forayed into the “exclusive” retail outlet format —- or “Siemens exhibition rooms” — where all the company’s products would be displayed, said Vipul Raval, managing director of RBS Home Appliances, the sole distributor of Siemens, speaking to FE.

The new format is an effort to strengthen its brand among the customers. Starting with Salem in Tamil Nadu, the company plans to open 20 outlets across the country in major metros and min-metros by end 2005, with a target of Rs 100 crore turnover. Currently, Siemens, which is into premium home appliances is present only through multi brand outlets.

Siemens is a premium brand which is 12 to 15 per cent more expensive and the new format is expected to boost sales and give better brand visibility.

The premium segment accounts for around 10 per cent of the total home appliances market. Siemens is expecting over 20 per cent growth with the launch of this new format.

Currently, the company imports and sells around 10,000 refrigerators and 12,000 washing machines in the country and has revenues of around Rs 40 crore.

South and West are the major markets for Siemens at present and the company plans to enter the North and East regions this year, Mr Raval said. ‘‘More than 50 per cent of our washing machine sales is from South, out of which 18 per cent is from Tamil Nadu, which is why we decided our first outlet to be in Salem’’, he said.

As part of it plans to expand geographically, Siemens will enter the markets in Chandigarh, Goa, Calcutta and Jaipur before Diwali. The company has also tied up with Voltas to extent after sales service support for the Siemens customers across the country. Voltas has 650 service outlets which would service Siemens products. Siemens is also looking at increasing its dealers from the current 300 to 1000 by 2005.


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO