BSH Hausgeraete advertising & marketing assignments

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BSH is among the world's top three manufacturers of domestic appliances, and the undisputed #1 in its domestic market of Germany as well as in Western Europe as a whole. Worldwide it ranks as the #3 behind Whirlpool and Electrolux. For almost 50 years from its creation in 1967 it was an equal joint venture between German engineering giants Robert Bosch and Siemens. In 2015, though, the partners agreed to dissolve that partnership, with Bosch acquiring full control of the business for around €3bn. The business continues to license the Siemens name for appliances. Other international brands include Gaggenau and Neff, and these are supported by a sizeable collection of regional appliance brands including Thermador in the US, Profilo in Turkey, Balay and Constructa in Spain, Pitsos in Greece, Coldex in Latin America and Zelmer in Poland. More recently, the group has introduced a number of value-added ancillary services, primarily in Germany, such as video recipe portals Kitchen Stories and Simply Yummy, and communal laundry service WeWash. HomeConnect is an IoT platform which allows customers to operate the group's latest appliances from a smartphone app. Group revenues steadily increased for eight consecutive years from 2010, peaking at €13.8bn in 2017. There has been slow decline since then: the figure for 2019 was €13.2bn. Carla Kriwet was appointed as CEO in 2020. Parent company Robert Bosch is a leading provider of technology and services, best-known for industrial and automotive engineering. Combined global revenues were €78bn in 2019. Volkmar Denner is executive chairman, with Uwe Rasche as management board member for consumer goods, which comprises BSH and the Bosch Power Tools business. The group is controlled by a charitable foundation overseen by the Bosch family. Robert Bosch first established a workshop for precision mechanics and electrical engineering in Stuttgart in 1886 and soon became a leading manufacturer of starter motors for automobiles. The company only began to diversify beyond automotive products in the later 1920s with a move into power tools and household appliances. Siemens were already established in the latter sector, having introduced their first vacuum cleaner in 1906. They too expanded into cookers and refrigerators in the later 1920s, and the two companies were rivals for much of the next 40 years. By the mid 1960s, though, the market was largely saturated and Bosch and Siemens faced intense competition from foreign manufacturers, prompting a technical alliance in 1965, and then a full merger of their appliances divisions two years later.

Capsule checked 18th December 2020

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Adbrands Weekly Update 25th Sept 2014: Activity in the home appliances sector ramped up further following the recent consolidation led by Whirlpool and Electrolux. The long-standing joint venture between German groups Bosch and Siemens is the local market leader in Europe, making a wide variety of products from cookers and fridges to coffee machines and hairdryers. However, the partnership is to be dissolved, with Bosch buying out its joint shareholder for around €3bn to take full control of the business. It will continue to market Siemens-branded appliances under license, alongside other group brands including Gaggenau and Neff.

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