Volume 7. Issue 03. March 2013 Rs. 25/-
THE
INSIDE TRACK CONNECTING THE DESIGN COMMUNITY Now view our web edition at www.theinsidetrack.in
Cover Story
T
he seeds of Miele were sown in the year 1899 and so were the seeds of quality. Since then the fruits of continuous innovation and a core focus on quality have allowed Miele to spread across five continents and make it the global premium brand of high-end domestic appliances. The quality and high durability of Miele is recognised the world over, and that includes India. Miele likes to stick to its mantra of ‘forever better’ and be the market leader in quality and technology.
Miele Makes It Forever Better
Miele, a brand synonymous with excellence, believes in giving people nothing but the best. This family owned business has shown the world how to be at the top of their game for more than 100 years! generation of products we have found ways to become better, and introduce products that are different from all others in the marketplace. Miele is a world leader in premium domestic appliances. Do you see a new range of products or an entry into a new category?
Dr. Zinkann, Co-Proprietor and Managing Director, Miele
At the Living Kitchen fair in Cologne, Germany, Dr. Zinkann, the Co-Proprietor and Managing Director of this family owned company shared his insights with us on why people everywhere want to be surrounded by this winning brand.
which is completely new to our business. This is a new philosophy to go with the product which also has a lot of technical detail way ahead of its time. We have a long history to tell and a lot of experience, with every new
It depends on what you define as a new product category. Our business is domestic appliances. In this field we are the premium brand worldwide. We are quality and technology leaders right from free standing products for washing and cleaning machines to cooking and built in appliances. This year we have launched our latest generation - a completely new line of built-in appliances that will replace 80% of our existing built-in appliance
Miele’s philosophy is Forever Better. How is this reflected in the range you have just launched? Well, ‘forever better’ means ‘be different’. This is reflected in the kind of company we are. We are family owned, debt free and fully auto financed; we have just one brand and just one field of focus. That is one of the ways of being different. The other part to being different is in terms of technology, durability and quality. For the past 112 years, we have been the best when it comes to durability and quality. What you can witness in our products launched here is the technology advantage. We have launched a completely new control system, like you have in the iPhone,
Synthesizing form and functionality with every appliance, Miele products give customers the highest degree of convenience with a touch of luxury
range. This has been an enormous effort for the organisation this year. We are a family business, fully auto financed and we do not have any debts. That means we have to concentrate all our power and strength on what we are really good at. We know that if we concentrate all our efforts on one brand, one field and one positioning, then we will be successful. If we spread forces and go to other business fields we can never be as good. I know there are people who think that we put all our eggs in one basket, but we are very successful because we ‘did’ put all eggs in that one basket! What is the best-selling product for Miele? In terms of pieces, it is definitely the vacuum cleaners, because we sell over 2 million vacuum cleaners. However, the built-in business now accounts for 40% to 45% of our overall business. So, it is continuously gaining importance. My two favourite products are the new generation of coffee makers and steam ovens. This year 80% of our product portfolio is renewed. And it is not just a facial re-design but a complete redesign. In our new product line 6000 you can understand very easily what is different. When you experience the new control and user interface you can see how it is better and gives more value. continued on page 2