Built in Appliances Distribution and Brand Image in Poland

Table of Contents

Poland. The kitchen furniture market

• Supply structure, international trade, production, consumption, distribution channels and key players in the Polish kitchen furniture industry

The built-in appliances market

• Size of the built-in appliances market, supply breakdown of built in appliances
• Product breakdown: hobs, ovens, hoods, dishwashers and refrigerators
• Reference prices of built in appliances in the Polish market
• Estimated market shares within sample

Distribution of built in appliances

• Appliance chains
• Kitchen furniture manufacturers
• Kitchen retailers
• Furniture chains

Brand image analysis of main built-in appliances brands

• Main brands market shares within sample and qualitative judgement (strengths and weaknesses)
• Products analysed: hobs, ovens, hoods, dishwashers, refrigerators

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, 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

• AEG, Amica, Ariston, BSH Group (Bosch, Siemens), Electrolux, Mastercook, Whirlpool, Zanussi

Appendix

• Questionnaire used in the survey
• Around 150 addresses of companies (retailers, manufacturers and others)