Research Of Bosch-Siemens Appliance Double Unattached Brands Marketing Strategy

Nowadays, China has been the big country for home appliances, but not the strong one. The quick increasing of manufacturering scale and the demands did not bring the fundermental change for whole market. Additional to the lack of core technology, lack of brand is also the reason for above mentioned situation. Foreign brands were occupying the high level and high price market for a long time in China home appliances market. It is the goal for local home appliances manufacturers that the company has the famous brand and gets the strong margin capabilithy. At the same time, local companies hope that they can use multiple-brands strategy properly to cover all kinds of section markets. In China, multinational giant, Bosch-Siemes home appliances group adopted double unattached brands strategy and got success. They focused Bosch and Siemens brands both to high level market. But in the mean time, these two brands have different brand identity and personality, aiming at the different section high market to occupy more market shares. This mode is a rare innovative marketing mode in home appliances industry of China.