BSH Group, the white goods and home appliance company that owns Bosch, is launching an entry-level range of kitchen appliances to complement its portfolio of premium goods.
The brand, Viva, is being launched simultaneously in France, Italy and the UK and will be aimed at more price-conscious consumers who aspire to BSH’s Bosch brand. Viva will initially comprise freestanding home appliances.
A “significant” portion of the launch marketing budget will be spent on point-of- purchase activity. One industry source suggests that sales staff will be urged to steer consumers interested in buying Bosch, but put off by the premium price tag, towards the Viva range. BSH strategic development director Steve Holton says Viva will tap in to a new market for the company. “This is a new, vibrant brand with a totally fresh approach, very different to the rest of our brand portfolio.”
The launch follows a two-year brand-positioning project by BSH, which also owns Gaggenau, Neff and Siemens, looking at the individual strategies and identities of the four existing brands.
The group’s launch in the lower-end market contrasts with rival Indesit Company, formerly Merloni Elettrodomestici, which earlier this year launched a premium range of kitchen appliances under its Hotpoint brand (MW February 10). The Experience range includes ovens, hobs and a coffee-maker in a range of finishes, with designs co-ordinated so that consumers can mix and match appliances.
Indesit also extended its Cannon cooking appliance brand into electric and range cookers.