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We aim to grow at a rate of 50% YoY: International Head of Marketing, Liebherr-Hausgeräte

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

e4m by Misbaah Mansuri
Published: Jul 20, 2018 8:53 AM  | 5 min read

Liebherr, the legendary German refrigerator manufacturer known for innovative refrigeration and cooling appliances for both the domestic and commercial sectors recently launched its new line of refrigerators for the mass premium segment of the Indian market. It’s rumoured that the brand has invested ₹500 crore in a factory at Aurangabad. Guenther Sproll, International Head of Marketing of Liebherr-Hausgeräte caught up with exchange4media on his game plan for the Indian market, product pricing and more.

Edited excerpts below:

What are the marketing activities you’re planning as you start off? Give us a sense of your marketing mix and their allocation?

The new launch across segments will be promoted through a holistic 360 degree marketing activities that includes a robust press campaign supported with a strong digital marketing campaign and region-specific outdoor, BTL activities. The launch of our world’s first one of a kind Experience Center in Mumbai is a reflection of our unwavering commitment to Indian consumers.

We have done lot of innovative campaigns especially for Indian consumers in various medias like billboards, digital campaigns, cinema branding etc. in past few years. We always tried to be selective in our marketing campaigns and a world’s first one of its kind Experience Center was a stepping stone towards that. We are extremely optimistic and excited to offer our mass premium cooling solutions to Indian customers and invest further more in bringing our legacy to Indian market.

We have initiated India specific digital marketing initiatives long back and we are gradually increasing our spends in this platform as well as social media marketing. Our blog which is FreshMag by Liebherr (https://blog.liebherr.com/appliances/in/) is curated and managed in-house has been the forefront of our social media marketing. Over time we have evolved our digital communication and today Liebherr appliances India is present on Facebook, Twitter, Instagram and YouTube as well.

Our future strategy involves a three dimensional approach which is based is in line to our campaign #HalloIndia. Our objective is to create awareness and showcase our new range of products through an array of visually appealing channels to the right target audience. Our future strategy will primarily focus on the mobile users as the current trend shows that three out of five Indians consume content on the mobile. We have recently revamped our entire website too and it is totally responsive to various screen sizes.

How would the product pricing be like?

We have launched 19 models in multiple capacities ranging from 220 litres to 442 litres. The refrigerators come with features like central power cooling technology, 5 star energy efficiency BEE ratings and host of other features which are specially designed to cater to India's ever-evolving lifestyle and culinary culture. Our refrigerator range for India has been designed keeping this in mind – bringing the best of German technology customized to suit the Indian audience, with features like specially designed SpiceBoxes, ultra-protective VarioSafe, convenient Vegetable Sorter System and Unique CoolPack etc. The price range for these refrigerators begin from ₹ 23,500 for the basic model to ₹ 1, 50,000 for the top end models.

Tell us about the brand positioning and the kind of partners you are working with?

Liebherr is one of the world leaders in premium refrigerators. Headquartered in Germany, Liebherr’s engineering excellence provides the widest range of refrigerators, freezers and wine cabinets. And now, we are all set to redefine refrigeration in India. Our products for the Indian market have been designed post extensive research and development, to bring the best of German engineering technology in a manner that suits the Indian market. Merging elegant design and industry-leading technology, the well-designed refrigerators come in three colour variants which are Stainless Steel finish, Blue Landscape and Red Bubble patterns to suit today’s globally exposed consumer needs. Covering different ethnicities, professionals, couples and majorly housewives, people of various palates, joint families.

For the current range, Liebherr has put in place a robust distribution network of around 500+ Showrooms across 50+ cities in various regions. This includes partnership with organised retailers and local organised players in the country to retail the products.

What is your game plan for the Indian marketing?

We see that India has a huge economic growth potential and therefore we are convinced that we will see the same positive development in the household appliances sector. Industry research indicates that there will be a growth of over 11 per cent within the next few years.

India will become an important market for us due to rising income and low penetration for cooling appliances. With more than 65 years of expertise in refrigeration and freezing, we are bringing our commitment to Indian market by introducing new range of products which will specifically cater to Indian needs. It is true that competition is tough in this market. What makes Liebherr products distinct in the Indian market is that they have been carefully designed, post three years of extensive research and development, to bring the best of German engineering technology in a manner that suits the Indian market.

Tell us about your growth plans and focus areas as we go forward?

For the next 1-2 years we aim to grow at a rate of 50 per cent YoY in terms of our revenue for the India market. We have already tied up with major organized retail chains as well as regional retail chains to make our products accessible to end consumers. Currently our products are going to be available in various cities of North, West and South regions in India. Going further, we will further expand in these regions by expanding our footprint in retail network by making our products available at various additional counters. Going forward we will enter Eastern region too and will ensure our pan India presence in a systematic and phased manner.

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