Miele India is banking on cooking workshops for reaching its targeted audience in an efficient manner. The German high-end kitchen appliance brand feels such events are an extension of its philosophy where Miele associates with a celebrity chef and hosts culinary events.
Commenting on the initiative, Dhananjay Chaturvedi, MD, Miele India, said: “As Indians we all love our food and always want to pamper our taste buds, and what better way than to call guests and delight them with some mouth-watering recipe made out of world best appliances. Since inception we have been doing such events that are essentially in culinary domain. At times we have hosted Michelin star chefs who have demonstrated the culinary magic at Miele’s Live Kitchen at our Experience centre and guests really love the food made by chef with Miele appliances. Across the globe our association with culinary arts is so strong that Miele even comes out with a food guide that is highly looked upon as it rates best of the best restaurants in Asia.”
He further added: Such events are towards creating brand awareness and most importantly educating Indian customers by demonstrating luxury in segments where it was non-existent. The idea is to place the brand in customers consideration set and whenever they are building their dream home or refurbishing the existing one,Miele should be the obvious choice.”
Chaturvedi confirms that such workshops are conducted four to five times on a regular basis every month at the Miele Experience Centre in Jasola,New Delhi.
According to him, Miele products are essentially meant for domestic purposes and are pre-fitted in some of the most luxurious developments across the world including BurjKhalifa, Dubai; Ardmore Park, Singapore; edel:weiss Residences, Austria; Emirate Hills- Dubai; and Beverly Hills, Hong Kong to name a few. Also, there are a few five star hotels which have installed Miele appliances in the pantries of presidential suites.
Explaining how Miele’s association with Chef Saby for all such workshops help the brand, Chaturvedi stated: “The famous advertising slogan ‘Right tools for the right job’ fits in perfectly here. Miele appliances can be the best possession for someone who loves cooking and craves for perfection. Chef Saby talks very highly about the appliances.”
The luxury brand plans to continue with its niche-marketing initiatives. It strongly believes in Experiential Marketing and therefore hosting high-end events at Miele Experience centre has resulted in good word of mouth publicity apart from brand awareness. “We encourage prospective buyers to take an appointment and visit the Experience centre where we have dedicated product consultants to understand needs and provide solutions,” he added.
Miele appliances are priced Rs 1 lakh onwards but usually customers buy a combination of products to suit their requirements. The average ticket size per customer is Rs 20 lakh and above.
Sharing the USP of the brand, Chaturvedi mentioned that Miele kitchen appliances are ‘Made in Germany’ and ‘Built to last for at least 20 years’. The products are eco-friendly and energy efficient with a futuristic technology. Apart from that, the company’s philosophy ‘ImmerBesser’ which is German term for ‘Forever Better’ is the core philosophy of the brand.
Considering the current economic situation, the brand feels that tier -2 towns are fuelling the growth for most of the luxury brands and, therefore, taking the cue, Miele shall also be expanding geographically in such cities.