Built-in appliances distribution and brand image in the NETHERLANDS

Description

This report provides a qualitative and quantitative study of the distribution of built-in appliances in the Netherlands as well as an analysis of the trade satisfaction of the main brands of built-in appliances present in the Dutch market.

The research also includes an overview of the Dutch kitchen furniture market providing data on the supply and trade of kitchen furniture, consumption, the leading kitchen furniture manufacturers and distribution.

Distribution flows of built-in appliances (supply and sales) are analysed by customer type (appliance chains, buying groups, builders, kitchen furniture retailers, wholesaler, DIY, housing associations, Internet).

As far as the products are concerned, the report provides a breakdown by type (hobs, ovens, dishwashers, refrigerators) in a sample of companies, with a ranking of the main brands.

The analysis of brand image is based on strong and weak characteristics pointed out for each built-in appliances' brand according to the following criteria: frequency/easy approach with supplier, front staff professionalism, punctuality in delivering, after sales technical assistance, price/quality, aesthetic qualities of the product/design, wide range of products and models, innovation, brand fame/advertising, availability of merchandising material.

Covered brands: Atag/Etna/Pelgrim, BSH Group, Electrolux, Electrolux Group, Indesit, Miele Group, Whirlpool.

The research is based on 30 interviews with built-in appliance retailers, built-in appliance wholesalers/importers, buying groups, builders, department stores, do-it-yourself stores, kitchen furniture manufacturers, kitchen furniture retailers, large appliances chains, large furniture chains, associations, media.

Addresses of retailers, manufacturers and other companies are also provided.Among the covered products: built-in appliances, kitchen furniture, cooking appliances (hobs, ovens), hoods, dishwashing machines, refrigerators.

Abstract of Table of Contents

The Netherlands: basic data

Kitchen furniture market in the Netherlands

Consumption and trade, leading kitchen furniture manufacturers, distribution channels

Trade fairs and specialized magazines

Built-in appliances market in the Netherlands

Size of the built-in appliances market, main companies' market shares

Distribution channels of built-in-appliances:

- Appliance Chains, buying groups, Builders, Kitchen furniture retailers, wholesaler, DIY, housing Associations, Internet

Product breakdown: hobs, ovens, hoods, dishwashers, refrigeretors

Brand image analysis in the Netherlands

Main brands' market shares and qualitative judgement (strengths and weaknesses)

Products analysed: hobs, ovens, hoods

Criteria on which brand judgements are based:

- commercial: frequency/easy approach with supplier, front staff professionalism

- service: punctuality in delivering, after sales technical assistance

- product: price/Quality, aesthetic qualities of The product/design, wide range of products/ models, innovation

- promotional: Brand fame/advertising, availability of merchandising material

Strengths and weaknesses of the built-in appliances' Groups and brands in the Netherlands

Atag/Etna/Pelgrim, BSH Group, Electrolux, Electrolux Group, Indesit, Miele Group, Whirlpool

Appendix

Questionnaire used in the survey

List of the 50 mentioned companies (retailers, manufacturers and others)

Selected companies mentioned:

Atag / Etna / Pelgrim, BSH Group, Electrolux, Electrolux Group, Indesit, Miele Group, Whirlpool.