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Bosch and Siemens’ aggressive marketing push for India foray

22-September-2011
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Bosch and Siemens’ aggressive marketing push for India foray

Bosch and Siemens Home Appliances Group (BSH), one of the largest manufacturers of home appliances in Europe and one of the leading companies in the sector worldwide, announced the launch of Bosch Home Appliances in India, through its 100% subsidiary BSH Home Appliances Pvt. Ltd. The current product range for India includes washing machines, dishwashers, refrigerators and dryers.

As a part of the Group’s retail expansion strategy, Bosch’s set of home appliances will be made available PAN-India, however in two phases. The initial product range for India will be distributed through leading multi-brand retailers in Tamil Nadu, Karnataka, Andhra Pradesh and Delhi-NCR. The second phase will see the products being made available across India.

Commenting on first phase of launch of Bosch Home Appliances in India, Marc Hantscher, Managing Director and CEO of BSH Home Appliances Pvt Ltd said, “The reason why we chose Delhi NCR along with three prime southern markets is because BSH as a company has a very strong brand presence in Southern India. Our headquarters is in Bangalore and we have a big R&D center in Coimbatore. Also looking at the home appliances market in India as a whole Tamil Nadu is no one state for washing machine market. We wanted to penetrate into the market where our brand presence is very strong and were the market is very attractive.”

He further added, “By the launch of Bosch Home Appliances in India our aim is to bring in the world’s best in consumer appliances, renowned for their quality and technological advances, which will appeal widely to the young and classy Indian population.The introduction of energy efficient and water saving appliances through Bosch Home Appliances, will further add to the effort of India to promote sustainable development and growth.”

Talking about the marketing strategy, Mr. Dirk C. Dedekind Head of Marketing India mentioned,” Initially we will be focusing only on television and print promotions across the country to completely capitalize our brand philosophy to our target audiences which caters to the mass premium segment. We will later focus on internet advertising as well.” Ogilvy India is their creative agency while the media buying activity is assigned to OMD India.

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