Market study - Sales management and negotiation techniques: Vorwerk

Thèmes abordés

Vorwerk, Barmer Teppichfabrik Vorwerk and CO, original Thermomix, consumer profile, Australian Thermomix market, traditional Tupperware direct selling method, case study, market study

Résumé du document

Vorwerk was founded in Wuppertal in 1883 by brothers Adolf and Carl Vorwerk, as Barmer Teppichfabrik Vorwerk and CO. and was initially manufacturing carpets and upholstery fabrics. In 1907 Carl Vorwerk's son in law August Mittelsten Scheid became a sole managing partner and while he was in charge the company diversified and started producing gear units and electronic motors for gramophones. In 1930, Werner Mittelsten Scheid first introduced direct sales which later became a crucial part of Vorwerk. Twenty-three years later Dr Erich Mittelsten Scheid became the head of the company, and in 1966 Dr Jörg Mittelsten Scheid joined the Executive Board of Vorwerk and later became Honorary Chairman of the Supervisory Board.

Extraits

[...] In 1930, Werner Mittelsten Scheid first introduced direct sales which later became a crucial part of Vorwerk. Twenty-three years later Dr Erich Mittelsten Scheid became the head of the company, and in 1966 Dr Jörg Mittelsten Scheid joined the Executive Board of Vorwerk and later became Honorary Chairman of the Supervisory Board. The ‘original Thermomix' was first introduced in France in 1971 as the result of the idea of Managing director of Vorwerk France who thought of the kitchen appliance that would be able to both cook and mix. [...]

[...] This community (which includes non-active members) represents of the total Australian population[1]. The Australian Thermomix market has been alive for the past 15 years and reportedly generates an average revenue of $ 25.6 million per year (Rocket Science, 2017). One of the reasons of this success in this country would be the likeness of unique & experimental tastes by the Australian population according to Euromonitor's report which states: “Experimental products, limited edition menu items and unique food combinations were commonly used to attract consumers. [...]

[...] Rocket Science. Vorwerk Thermomix - Consultancy Case Study (2017) FeverBee. VORWERK Vorwerk Annual Report 2015, Wuppertal: Vorwerk & Co. KG. VORWERK VORWERK CORPORATE PRESENTATION. Wuppertal, Vorwerk & Co. KG. VORWERK About Vorwerk. [Online] Available at: https://corporate.vorwerk.com/en/about-vorwerk/ [Accessed 19 March 2017]. Total population in Australia = habitants. [...]

[...] The representative also encourages their customers to call them directly whenever they need support. Their hotline support is known to be quick to respond & efficient. These marketing/selling rules are the reasons the Sales Function of Vorwerk creates so much value to the Company and the Customer. What are the Role and Key Characteristics of Vorwerk Sales People? As the business is based mainly on direct selling, salespeople of the Vorwerk are responsible for presenting the products to potential consumers, which takes place at customer's homes in an informal and relaxed atmosphere. [...]

[...] Case study questions How does the Sales Function of Vorwerk create Value to the Company and the Customer? Vorwerk's Thermomix direct selling & marketing techniques are known to be efficient and careful about each of their new buying customers. They will start with a face-to-face selling approach where the prospects and their customers hold dinner parties at their homes and a Thermomix representative prepares a six-course meal over the space of a couple of hours. In this selling technique, the company inspires itself from the traditional Tupperware direct selling method which became famous in the 1950s. [...]