InSIDE TRACk 40 YEARS IN GERMANY GOREnJE CELEBRATES SECOnD ROunD Of AnnIVERSARY mARkETInG ACTIOnS AnD EVEnTS for more than 60 years now the <strong>Gorenje</strong> Group has been convincing consumers with innovative, quality products. And over the past four decades <strong>Gorenje</strong> has been writing its success story in Germany, where the company has been gaining ground setting benchmarks with outstanding products. ELISABETH wIESER GOREnJE ARCHIVES 20 GORENJE LIfE STYLE MAGAZINE
01 02 Early in the year, on the occasion of <strong>Gorenje</strong>’s 40th anniversary in Germany, <strong>Gorenje</strong> in Germany unveiled a new logo developed especially for the occasion. Similarly, for the same occasion <strong>Gorenje</strong> launched an anniversary ad campaign in dedicated press publications for specialised suppliers with a line of compelling marketing activities and campaigns, like the sponsoring of the Children’s Cooking School 2011 which drew more than 6,000 participants. The Children’s Cooking School 2011 at fEZ (Children, Youth and family Center) in Berlin operates under the patronage of Leander Veldbloem, head chef at the Hilton Berlin. Another component of the campaign saw the introduction of two deep black combined refrigerators with crystals at the Champagne Bar at the Bayern3 Gala night at the Schuhbecks Theater in munich. Plenty of actions throughout the year have been introduced to animate and support <strong>Gorenje</strong>’s 40 years in Germany. In spring selected specialist suppliers received fine retro metal signage sporting the anniversary logo to place in their exhibition areas as part of a support program for POS promotion. In April, <strong>Gorenje</strong> introduced a premium combi refrigerator in Inox, the finger Touch free, with A ++ energy efficiency class to specialist supplier markets. The striking freestanding convex-design boasts a 322-litre net volume, ergonomic handles for easy opening, a bottle holder and deep door bottle shelf. Later, in June, a special radio spot for the women’s football world Championship went out across Germany, and went on to be aired 100 times on 10 stations. To mark the oc- casion, special combination refrigerators from the <strong>Gorenje</strong> Retro Collection, complete with the black-red-gold German badging design, were made available for purchase. product placementS – airportS and FairS The summer months have seen a highly successful product placement action employing colourful Retro refrigerators in the non-public area at munich airport. Over the next halfyear the same action will be repeated in other, highly-trafficked German airports and will see an average 400,000 03 InSIDE TRACk contacts per month. And a new flyer, made specially for the occasion, provides an inviting overview of the entire Retro line. In a far more unusual setting <strong>Gorenje</strong> took its trendy Retro Collection in June to the OldTimer fair klassikwelt Bodensee 2011. There exhibitors from 10 countries inspired more than 40,000 visitors with their classic OldTimer product models connected with water, earth and air over some 85,000 m2 . “with these and other engaging actions and activities we continue to work on raising <strong>Gorenje</strong>’s brand awareness” says Thomas wittling, Sales and marketing Director, <strong>Gorenje</strong> Vertriebs GmbH münchen”, developing positive brand image not only with sales channels but with the consumers themselves”. Today <strong>Gorenje</strong> has 97 subsidiaries, 75 of them abroad, with more than 90% of total revenue generated abroad. Germany plays an important role in this equation: with a market share of 3% Germany is the most important foreign market for Slovenia’s largest manufacturer of home appliances. 01 klemen Prešeren, Director, Thomas wittling, Director Sales and marketing, and Peter Herzberger, Head of Sales Germany, <strong>Gorenje</strong> Vertriebs GmbH, at the IfA fair in Berlin 02 Young chefs from Children’s Cooking School 2011 at fEZ in Berlin being interviewed 03 A <strong>Gorenje</strong> Retro fridge greets passengers in munich Airport AuTumn – wInTER 2011 21
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