Vision
 Our vision and business strategy is to arrive at a thought leadership portfolio; we are looking at taking Siemens to another level, as currently there is no one in the market doing it and there is a huge vacuum in the appliances front. We want to position ourselves as a premium home appliances player with a decent mass categorization, which is available in a bigger segment but at a certain premium point.

Marketing at Retail

We have put in a substantial amount into marketing in order to connect with customers and conduct BTL activities, shop floor activities - like a demo where with a live audience watch transparent dishwasher - etc. We provide an experience to the shoppers so that they can touch and feel the range and learn what our brand Siemens is all about. At the end of the day, the investment you spend on ATL is not going to give an experience. Visibility also plays an important part as we are a want based product and we have to be visible to our shoppers.

Expansion plans

In the next two months, we are opening up three stores and at the end of the year another three more stores pan India. The overall business was up by 10 times from 2012 to 2013 compared to 2010 and the driving factors were a combination of elements like working on better distribution network, building a better marketing team and better production to understand the Indian market.

Capturing and retaining consumer segment

Building experience is the most important exercise in high-end home appliance segment. Any brand capable of providing a rich shopper experience will be able to capitalize the market and this is where we have focused on. Retaining the customers depends on the kind of pre sales and post sales experience offered. These two are equally important - while pre-sales give promises, it is the post-sales time frame which will decide whether we fulfilled those promises or not and hence we closely monitor our sales services and provide extensive support to our customers.

Shopper Marketing Research

Our shopper marketing research is an ongoing process. The insight is very positive but it is not always bouquets, there are brick-bats too. Ultimately the brand stands for certain values and commitments and as a company we need to ensure that we back it up. We have been closely monitoring our shopper research and implementing the research findings.

Premium Market in India

In India, the richer you get the more number of servants you get, at the same time the aspirations don't end. Needing a bigger house and a bigger kitchen is not a requirement, but a want which is derived from friends and business associates. It's a question of trying to elevate your own self in the eyes of peers and business associates. People have aspirations which are unlimited. At the same time, there are different sets of people and emerging new trends. There is a lot of potential out there and I can only see it multiplying; more and more people are getting technology driven and technology dependent and at Siemens we are targeting that.

Trends in shopper behavior

As far as this segment is concerned,  one of the trends, is of men working in the kitchen and cooking for family dinners and occasions, the other trend catching up is having dual kitchens. You have a show kitchen which is nice, elaborate and looks beautiful where the man or woman of the house will cook once in three months. The other one is a back-end kitchen which is for servants; it's where the day to day cooking happens. This trend is catching up, not in metropolitan cities as the property is premium here, but in other smaller cities and towns.

Challenges

It is very challenging for a new entrant, but for a brand like Siemens, it is not very difficult due to a good market position and it's very well accepted.

Advice

Every brand and company has their own objectives. It is important for any brand or company to have a clear definition of where they want to operate, in which segment they want to operate and at what price point they want to operate. You cannot be a jack of all trades and master of none. It is very important to stay focused and be a master of what you do.

International players entering India

The more the merrier, for the simple reason that what we see in the Indian market is just a tip of the ice berg;, the penetration level is low and there is a huge potential for players to grow in the market. Competition is always welcome as it helps to develop market better while ensuring that you stay on your toes, otherwise you stay too complacent.

The entire scenario for market is changing and we are moving into a higher consumption pattern. In the last ten years we have been spending more than double what we were spending ten years ago. So yes, it is all a good sign.