Sunday, October 17, 2010

About Miele

For this semester, me and my group have been given the responsibility to analyze a brand name Miele. Miele is a manufacturer of high-end domestic appliances, commercial equipment and fitted kitchens, based in G├╝tersloh, Germany. Miele operates through approximately 10 factories which include eight in Germany, one in Austria and one in Czech Republic.

The Miele should be pronouncing as MEE-luh - rhymes with Sheila. Miele currently produce dishwashers; rotary irons; built-in convection, laundry appliances; vacuum cleaners, freezers, commercial wet cleaning machines, and coffee systems. The brand can be seen in 37 countries or in other words, it could be found globally. In terms of quality, Miele appliances were considerably better than those of the competition. Until now, Miele continues to grow around the globe. Miele strives to fulfill the high requirements of their customers and provide them with appliances of the highest quality and tested durability to make their lives more comfortable.
Miele is a family-owned company, founded in 1899 by Carl Miele andReinhard Zinkann. They supervised manufacturing personally, and Reinhard Zinkann apprenticed and handled finances and sales. They first produced a cream separator, butter churn, and tub washing machine. For more than 107 years, Miele stands for highest product quality , otherwise they would not have been able to compete successfully on such a fiercely competitive market.

According to their website, Miele stands for durability, reliability, security and peace of mind. Now in the fourth generation of family ownership, employs a workforce of over 16000 with two-thirds in Germany. Below are several successful achievements of Miele based on the information from its web site.
1. 1st ever electric dishwasher.
2. 1st ever fully automatic Washing Machine.
3. 1st ever Washing Machine and Dishwasher to be controlled by Microprocessors.

Miele's motto is Immer Besser, German for "Forever Better" . Forever better is Miele's company philosophy from the onset and represents an absolute and uncompromising commitment to quality and innovation. This motto was conceived over 100 years ago by the founders and remains as the company motto til today, permeating through every aspect of their business.

1. Independent, self-contained and family-run company with traditional values committed to their workforce, customers and the general public alike.
2. Manufacture high-quality appliances and equipment for domestic use as well as for different branches in the commercial sector.
3. Aim to be a reliable partner for their customers.
4. They also have a responsibility towards their suppliers and the general public. The relationship should be performance-oriented, reliable and longstanding.
5. Furthermore, they are committed to strengthening public awareness of their positive company image.

• Miele is consistently independently tested in many product categories and consistently comes out on top.
• Whether its washing dishes, clothes or cooking a meal, Miele products deliver optimal results no matter how big or small the task.
• What's more, optimal results are married with gentle performance, which is vital for good fabric care and glassware.

lets see what Miele should consider to look into if they want to enter the Malaysian market.

1. Khind- Khind is a malaysian based brand and started since 1961, Cheng King Fa started a modest business in Sekinchan trading electrical goods. Driven by his clear vision, the business flourished and in the late seventies, developed to include the manufacture of electrical appliances such as washing machine, vacuum cleaner, audio visual, water heater and water pump. This prove that Khind will be one of our competitors in Malaysia.

2. Pensonic- This is another competitor for Miele in Malaysia. Pensonic was planted in 1965 when Keat Radio Co. Sdn Bhd was setup by Dato' Chew to sell electrical appliances. Since then, there was no turning back for Pensonic as the first Malaysian brandname in household appliances.

3. Singer- Singer is another popular brand among house hold in Malaysia. They also produce washing machine, television, and a lot more variety of electrical appliances. Its origin is from U.S.A.


For their market in Malaysia, they could pride themselves on having the best products with high quality and it could be use to 20 years with the guarantee by our R and D team( research and developement). We admit that their products are quite expensive in term of the price but we promise that it will give benefit for their consumer especially if they need it for daily usage for example their laundry and their dishes. Their product could give maximum performance for consumers. Besides that, we have already identify Miele's strength if to compare with other competitors, for example, their product lifespan is longer than any of the product that could be found in Malaysia. Therefore, we can conclude that their main positioning is based on
1. Attributes
2. Quality
3. Application


Miele target market can be categorized in two segments which are household users and industries such as hotel, laundry shop, hospital, and medical laboratories.

(a) Psychographic
Miele target market is household that live a luxury lifestyle that wants electrical appliances that suits their needs. These types of customer live a upper class lifestyle wants product that is high quality, durable, high tech, fashionable, and user friendly.
Base on industrial, the main reason for Miele wanted to serve these customer because Miele’s product is durable and sustainability. Customer in this segment use machine daily and consider a heavy user and Miele’s product can provide a lot of benefits such as energy efficiency and high quality.

(b) Geographic
Miele target market base on geographic is more to household that live in peninsular Malaysia. most of the household there are willing to try new product and invest in product that is consider high quality. Also, household in peninsular Malaysia adapt faster to changes around compare to west Malaysia.
Miele’s target market for industrial are also focus in peninsular Malaysia because it is a fast moving city that have a lot of technologies changes in a short period of time. Industrial consumer needed high tech equipment that can operate in heavy duty to server their customer. In that case, Miele can provide that kind of equipment.

(c) Demographic
Household that Miele focus on is their income. Premium segment are consumer that have a high income (above RM 3,500) are willing to pay more for electrical appliances for a better living. With a higher income they will not hesitate to buy Miele’s product because it have a good history and well known in the west.
In the context of industrial, they are not afraid to invest more for product that match with their needs. Even though, Miele’s product is expensive but if it can help the industry generate even higher profit then it will consider a good investment.


Dara O Riordain said...

Hi Roystance. I'm a product design student from Ireland. I'm currently working on a project based on Miele and would greatly appreciate your help. I'm currently researching the company and my hope is that you might share your research on the company with me, but only if it's convinient for you. You can reach me at
Thanks, Dara.

king0228 said...

for the competitor, u hav forgotten Dyson?

Anonymous said...

..and in the kitchen you have Thermadore and Gaggenau

Anonymous said...

Guys, Roy here. Thank you for the feed back and sorry for replying in 2014! never thought that theres someone giving some feedback.thanks gazillion for the insight and dear Dara, so sorry .Hope you finish your studies with flying colors

Blogger said...

Quantum Binary Signals

Get professional trading signals delivered to your cell phone every day.

Follow our trades NOW & gain up to 270% daily.

Post a Comment