Bsh White Goods Industry
ISTANBUL TECHNICAL UNIVERSITY
INSTITUTE OF SOCIAL SCIENCE
[pic]
MARKETING MANAGEMENT
Elif Karaosmanoğlu
Assignment 1
SEGMENTATION AND POSITIONING
WHITE GOODS INDUSTRY
Submitted by:
OSMAN ÖZEN
401111024
Table of Contents
1 White Goods Industry 3
2 Brands in White Goods Industry 3
3 Marketing Objectives 3
4 The Brands of BSH 3
5 Segmentation & Targeting & Positioning 3 5.1 Segmentation 3 5.2 Target Market 3 5.3 Positioning 3 5.3.1 BOSCH 3 5.3.2 SIEMENS 3 5.3.3 GAGGENAU 3 5.3.4 PROFİLO 3
6 References 3
White Goods Industry
The home appliances sector showed a strong recovery in 2010. Driven by increasing consumer confidence and the recovery of real estate construction, the market for large domestic appliances grew by 8% bringing the market to a total of 5.4 million appliances.
All major appliance categories with the exception of the solo cookers showed a significant growth. Refrigerator sales increased by 11%, dishwashers sales grew by 7% and washing machine sales increased by 8%. Oven sales was the only category which declined by 4%. Driers, which is a new growth area, increased by 19%. Large home appliances, produced in Turkey, managed to increase by 12% year-on-year reaching 18.4 million units. Roughly 75%, 13.7 million units, were exported, which reflects an increase of 9% year-on year. With this volume Turkey became the biggest white goods appliances producing country in Europe. [1]
Brands in White Goods Industry
The leader of white goods industry in Turkey is Arçelik and its main competitor is BSH (Bosch and Siemens Home Appliances). BSH is the second company in Turkey’s white goods industry. The others are followers.
Bosch and Siemens Home Appliances Group is the world's third largest producer of large domestic home appliances. The group owns 14 brands and operates 43 factories worldwide, with its largest production facility being in Çerkezköy, Turkey. The group posted annual sales of
INSTITUTE OF SOCIAL SCIENCE
[pic]
MARKETING MANAGEMENT
Elif Karaosmanoğlu
Assignment 1
SEGMENTATION AND POSITIONING
WHITE GOODS INDUSTRY
Submitted by:
OSMAN ÖZEN
401111024
Table of Contents
1 White Goods Industry 3
2 Brands in White Goods Industry 3
3 Marketing Objectives 3
4 The Brands of BSH 3
5 Segmentation & Targeting & Positioning 3 5.1 Segmentation 3 5.2 Target Market 3 5.3 Positioning 3 5.3.1 BOSCH 3 5.3.2 SIEMENS 3 5.3.3 GAGGENAU 3 5.3.4 PROFİLO 3
6 References 3
White Goods Industry
The home appliances sector showed a strong recovery in 2010. Driven by increasing consumer confidence and the recovery of real estate construction, the market for large domestic appliances grew by 8% bringing the market to a total of 5.4 million appliances.
All major appliance categories with the exception of the solo cookers showed a significant growth. Refrigerator sales increased by 11%, dishwashers sales grew by 7% and washing machine sales increased by 8%. Oven sales was the only category which declined by 4%. Driers, which is a new growth area, increased by 19%. Large home appliances, produced in Turkey, managed to increase by 12% year-on-year reaching 18.4 million units. Roughly 75%, 13.7 million units, were exported, which reflects an increase of 9% year-on year. With this volume Turkey became the biggest white goods appliances producing country in Europe. [1]
Brands in White Goods Industry
The leader of white goods industry in Turkey is Arçelik and its main competitor is BSH (Bosch and Siemens Home Appliances). BSH is the second company in Turkey’s white goods industry. The others are followers.
Bosch and Siemens Home Appliances Group is the world's third largest producer of large domestic home appliances. The group owns 14 brands and operates 43 factories worldwide, with its largest production facility being in Çerkezköy, Turkey. The group posted annual sales of