Whirlpool: Marketing and Green Kitchen
Target Market Segmentation, Positioning
Designed and developed in Europe, GREENKITCHEN is a Kitchen Eco-system concept. It supports a strategy to develop cutting edge products within technological reach that offer high energy-efficiency and reduce impact on the environment. Inspired by nature, GREENKITCHEN seeks out ways to adapt, reduce and recycle; using only what is needed for each task. It reduces waste that negatively impacts the environment, optimizing resources and imitating the cycles of nature.
In order to launching the Green kitchen successfully, produced under the umbrella name Bauknecht, because the brand is stand for quality, reliability and premium performance and It focuses on consumers who enjoy life with friends and family. A re-positioning of Bauknecht will be done by targeting at the high end market, because Green kitchen is involving premium products which target in a high segment. It will be launched in Sweden, the reason to enter into Sweden is to remain market share through innovation and attract people which tend to be more eco-conscious.
The existing manufacturing facility in Norrköping, Sweden, is upgrading its ventilation system to a more cost effective system. This upgrade will reduce the facility’s energy consumption by approximately 20 percent and provide a more comfortable working environment for employees.
Through advertisement in economic magazines and participate in fairs with these particular product could increase our brand awareness as well as market share, and find more opportunities to enter into B2B market that offers a complete kitchen as one product.
Due to the fact that Whirlpool’s Green products are user-friendly, eco-efficiency and premium quality, Bauknecht focuses on a broad sector in the middle to upper middle class in order to be accessible to the potential consumers who are motivated by ideals. They are mature, satisfied, comfortable, and wealth people who value order, knowledge, and responsibility. They
Designed and developed in Europe, GREENKITCHEN is a Kitchen Eco-system concept. It supports a strategy to develop cutting edge products within technological reach that offer high energy-efficiency and reduce impact on the environment. Inspired by nature, GREENKITCHEN seeks out ways to adapt, reduce and recycle; using only what is needed for each task. It reduces waste that negatively impacts the environment, optimizing resources and imitating the cycles of nature.
In order to launching the Green kitchen successfully, produced under the umbrella name Bauknecht, because the brand is stand for quality, reliability and premium performance and It focuses on consumers who enjoy life with friends and family. A re-positioning of Bauknecht will be done by targeting at the high end market, because Green kitchen is involving premium products which target in a high segment. It will be launched in Sweden, the reason to enter into Sweden is to remain market share through innovation and attract people which tend to be more eco-conscious.
The existing manufacturing facility in Norrköping, Sweden, is upgrading its ventilation system to a more cost effective system. This upgrade will reduce the facility’s energy consumption by approximately 20 percent and provide a more comfortable working environment for employees.
Through advertisement in economic magazines and participate in fairs with these particular product could increase our brand awareness as well as market share, and find more opportunities to enter into B2B market that offers a complete kitchen as one product.
Due to the fact that Whirlpool’s Green products are user-friendly, eco-efficiency and premium quality, Bauknecht focuses on a broad sector in the middle to upper middle class in order to be accessible to the potential consumers who are motivated by ideals. They are mature, satisfied, comfortable, and wealth people who value order, knowledge, and responsibility. They