Site Map | Contact Us
 
Home>Market Success>Room for ideas

Miele (SE Asia)

Forever better, No compromise

 
  Background

Miele & Cie GmBh & Co, an established German luxury household product with over a century of heritage. Achievements – won more than 80 Red Dot Design Award in Product Design Categories.

Miele was establishing its market in S. E. Asia. With Singapore being the 30th subsidiary in the world, OIG advised Miele in the brand marketing aspect to increase its brand awareness in the region. Obstacles faced were it was an unknown brand in Asia with low awareness among consumers. Penetrating the massive, low-cost consumer appliance market was made more challenging due to Miele’s premium pricing. Miele’s international showrooms in the past never manifested it’s brand experience of luxury living.

Solution

OIG assisted in the manifestation of the Miele brand in terms of its environmental identity, internal brand management and brand communications programmes with a 360 degree view and application. OIG also ensured discipline and consistency in integrating this identity throughout their Asia Pacific offices which includes strategic focus for culture integration of staff, environment identity, public relations, advertising, and all marketing and communication functions. In addition, OIG also presents the overall brand positioning to respective trade partners and 3rd party agencies in communication efforts, and conducts frequent brand audits to ensure that the brands values and integrity are up-kept appropriately.

Our environmental identity programme focused on enhancing and highlighting the features, function and form of Miele’s products. We created the complete dining and kitchen experience by building a complete lounge with baby grand piano, full service Miele-equipped kitchen and dinning entertainment area. It has frequently been featured on CNA, CNBC and numerous articles in print media for it’s complete approach to luxury entertainment. This total approach to environment and brand has inspired Asian partners to take on the Miele brand, creating new markets and greater market share, and interior designers worldwide for Miele have been influenced to follow this total concept.