German major lines up two-stage retail strategy for national rollout backed by Rs 10-crore campaign
BestMediaInfo Bureau | Mumbai | September 22, 2011
Bosch & Siemens Home Appliances Group (BSH), the largest manufacturer of home appliances in Europe, has launched Bosch Home Appliances in India through its 100 per cent subsidiary BSH Home Appliances Pvt. Ltd. It has appointed O&M as its advertising agency and OMD as the media agency. The account size is estimated at Rs 10 crore upwards.
BSH Home Appliances is adding washing machines, dishwashers, refrigerators and dryers to its existing product portfolio in the country, for which it is planning a major advertising campaign. Marc Hantscher, Managing Director and CEO of BSH Home Appliances said, âWe will be unveiling an ad campaign for all our products soon. The TVC is ready to go on air. The print campaign is going to unveil soon along with OOH and BTL activities.â
As part of the companyâs retail expansion strategy, Boschâs range of home appliances will be made available pan-India in two phases. The initial product range 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 rolled out across India.
Hantscher said, âWith the launch of Bosch Home Appliances, we are poised to bring a new business dynamic to the home appliances market in India, one of our key focus markets for Asia.â
Hantscher added, âOur aim is to bring in the worldâs best in consumer appliances. Bosch is renowned for the quality and technological advances in it products, which will appeal widely to the young and classy Indian consumer.â