Market Research plan for BOSCH

 Specialized in electrical and engineering

equipment the company is headquartered
in Stuttgart and the Bosch’s parent
company is Robert Bosch GmbH founded
by Robert Bosch in 1951.
 The company is the world’s largest
supplier of the automotive equipment. The
IT-enabled services supplemented by the
IoT (Internet of things) and automation
across different industries is what driving
the businesses of the group.
 01
Segmentation, targeting,
positioning in the Market of Bosch
– Segmentation
Bosch is currently using multiple segments: –

Geographic – Is located in over 150 different countries by

representation, dealers and agents.

Demographic – The Classixx 6 varioPerfect based on its price is

aimed at the upper middle class earners.

Psychographic – Salute Holdings Ltd supplies the Bosch washing

machines to Supermarkets and other upper class household

Bosch pays a bigger attention on Demographics based on (i) the

growing urban middle class, Gender and Single people. A class that
have demanding jobs, have families and always on the move.
 02
Segmentation, targeting,
positioning in the Market of Bosch
– Targeting
Out of 3 strategies (1) Undifferentiated -going after the whole market;
(2) Differentiated – targeting of several market segments and (3)
Concentrated – going after a small share.

Currently Bosch adopts a Differentiated target marketing where it

targets several market segments and offers different types of washing
machines.

Bosch ecoLogixx 7 targeted towards the energy saving conscious

market

The Classix 6 varioPerfect a simpler washing machine fit for small

households

Exxcel washer dryer is targeted for larger families who have small
drying space.

Whilst this strategy maybe working globally they must concentrate on

Niche Marketing and further subdivide these segments to customers
who have that distinct set of needs (Kotler & Keller 2006).
Bosch should work with the banks to promote these products through
the use of VISA credit cards as a form of promotion. This will go a long
way to reducing the perception that the washing machine is a luxury
item.
 03
Segmentation, targeting,
positioning in the Market of Bosch
– Positioning
Kotler (1997) breaks down positioning strategies into three; (1) on
specific product attributes, (2) directly against a competitor and (3) for
different product classes.

Bosch has positioned its washing machines based on product

attributes. They advertise the Classix 6 varioPerfect as a simple time
saving machine and the ecologixx 7 as an energy saving,
environmentally friendly machine. The Exxcel washer dryer is
positioned as a two in one; washer and dryer that also saves time and
energy.

They should also take on the challenge of going head on with LG &
Samsung especially on pricing.
THE
MARKETING
MIX
The Marketing Mix is that blend of tools that assists Bosch
to satisfy the needs of the urban middle class niche
market by understanding it through research into its
characteristics (Pride & Ferrell, 2010).
MISSION And VISION
FOR BOSCH
Mission- “To develop and market innovative connected
devices and tailor-made solutions for the Internet of
Things (IoT). To improve everyday life, increase comfort,
security, and productivity”

Vision- “Invented for connected life”

Tagline-“Invented for Life”

Competitive advantage of BOSCH in
the Market
The operating business deals in core products such as brakes, controls,
electronics, electrical drives, starter motors & steering systems; fuel
Diversified
systems, generators, industrial products, such as drives and controls,
offerings:
packaging technology and consumer goods; and household appliances,
power tools, security systems, thermo technology and building products.

Co-creation of the offerings with the help of the associates in different

Strong
countries is what helping the company in being Local while at the same
Network of
time being competitively ahead of its competitors. It has 133,974
Associate
associates in Germany, 102680 in Europe (excluding Germany), 42627
companies:
in America and 110000 in Asia and other countries.
 01
The Company is the global
supplier of technology & services
and generates 53 % of its sales
from Europe market. The company
operates with more than 440
subsidiaries and regional
companies in 62+ countries.
02
Bosch distributes its products
through a network of own sales
team, distributors, resellers, e-
commerce sites and associates.

Distribution
 Brand equity of BOSCH in the Market

Bosch has been ranked 98th on Forbes magazine list of

Innovative growth companies in 2016.

The brand has been valued at $9.3 billion as of May 2016

(market capitalization value method) generating revenue of
$84.8 billion.
 BCG Matrix for BOSCH

The Company operates in business segments such as

Mobility solutions, Industrial Solutions, Consumer goods
and Energy & building technology.

02
01
Its Mobility Solution segment generated 60 % of the total
sales while Industrial technology, Consumer Goods and
Energy & Building technology generated 9%, 24% and
7% of the total sales respectively.

The Mobility Solutions business segment is starring in the BCG matrix while others are
a question mark.
 Market Research For Bosch

The market in which Bosch operates is overcrowded with counterfeit

products manufacturers after sales spare marketers, small suppliers/
manufacturers and grey markets which affect the players operating in the
industry. 01
Customer analysis in the Marketing strategy of Bosch-
Since the company operates in diversified products
segments, therefore, its customer groups consist of
retail as well as B2B customer group. 03 The performance of the companies
operating in the electrical equipment

02 industry depends on the various factors

such as infrastructure available, network,
labor cost, government regulations,
supplier availability and bargaining
power.
Retail customers are in the age group of 20-45
years and are from upper/upper middle income
04 class group majority of which purchases
Consumer goods while the B2B customer
group consist of automobile companies,
wholesalers, distributors, resellers.
THANK YOU
Submitted By:- Prajwal.P.Rahangdale(102)
Guided By:- Prof.Rakshal Agrawal