Home >> Marketing >> Article

Siemens: Widening the brand image

31-July-2004
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.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey