Global Leaders. Our Test Winners.

Global Leaders.
Our Test Winners.
Marketing measures for the award-winning
Bosch home appliances.
2 | Winners can be recognized at first sight
Winners can now be
recognized at first sight.
Winners can be recognized at first sight | 3
Whenever one of our products wins a relevant product test, we must stand
ready and prepared for quick and impactful communication. This is why we
created a standardized approach and a toolbox of test winner communications material, which allows us to bypass the creative process and execute
with speed and impact.
Homogenous, unique and eye-catching:
the new key visual.
From dishwashers to vacuum cleaners: Bosch home
appliances receive awards from all over the world. Until
today, these victories have been communicated in different ways. Additionally, it was not possible to use award
winner logos in some countries.
Now, Bosch unifies the different country-specific test
winner logos and test results under one roof and communicates these award victories on one single website. We
will be using all channels, from the Internet to advertising
and sales brochures up to stickers on the appliances.
A catchy key image unifies all the award-winning Bosch
home appliances: the red award star. It shows at one
glance that our award-winning appliances bring top performance into our customers’ homes.
A wise economist once said:
„I‘d rather lose money than trust.“
A brilliant thinker was convinced:
„Success isn´t a matter of perception.
It´s a matter of character.“
An industrialist believed:
„All tasks are important, even
the most modest.”
A philosopher knew:
„Where many people come together,
cooperation is a must and each
individual depends on the other.”
A visionary determined:
„If you aim for success, you will have
to share responsibilities.“
An engineer said:
“No one should ever be satisfied with
what he has achieved, but always
endeavor to get better.”
All these words come from Robert Bosch and are still being lived by all Bosch employees who
carry on his spirit. This spirit is also imbedded in all our Bosch products - which help to make
your life easier day after day.
„All tasks are
important, even
the most modest.“
4 | Communication until now
One award.
Many ways of communication.
Award-winning Bosch home appliances have been displayed in
different ways depending on the different markets.
Examples of current implementations
If the test winner or award logo could be used, it
was placed on the appliance or in different advertising
materials in many valid, but inconsistent ways.
Testsieg für den
EnergieSpar-Weltmeister.*
Bereits zum fünften Mal zählt ein Geschirrspüler
von Bosch zu den Testsiegern bei Stiftung Warentest.
Überzeugt hat der ActiveWater Geschirrspüler SMI 68M35EU durch die beste Effizienz:
So spart er gegenüber einem 15 Jahre alten vergleichbaren Bosch Gerät im Programm Eco
50 bis zu 43 % Strom und bis zu 55 % Wasser. Und das bei 100 % Leistung. Möglich macht
dies unter anderem das Zeolith®-Trocknungssystem von Bosch. Das hat nicht nur die Stiftung
Warentest überzeugt, sondern wurde 2010 auch vom Bundesumweltministerium mit dem
Innovationspreis für Klima und Umwelt ausgezeichnet. www.bosch-home.com/de
Bosch vinder
stortest i TÆNK.
Ti af markedets bedste
A-mærkede opvaskemaskiner
var med i den krævende test,
hvor Bosch ActiveWater
SMU 50M32SK blev kåret
ST
Bosch SMU 50M32SK er BEDST
I TEST. Maskinen har det laveste
aveste
vand- og elforbrug og den bedste
vaske- og tørreevne i forbrugerugermagasinet TÆNKs test i november
ovember
2010. Ifølge TÆNKs testlaboratoboratorium er Bosch-maskinen førende
ørende
inden for opvasketeknologi
gi med alle
de funktioner, man kan forvente
rvente af
en topmoderne opvaskemaskine.
askine.
Bosch SMU 50M32SK er selvfølgelig
elvfølgelig
mærket.
Green Technology inside-mærket.
Læs mere på www.bosch-home.dk
home.dk
eller ring på 44 89 85 10.
BEDST
I TEST
NO
SMU 50M32SK
t Fås i hvid, rustfrit stål og sort
t 5 programmer, 13 kuverter
t Energiklasse: A-10%
t ActiveWater
NOV. 2
010
I TEST
NOV. 2010
ST
BEDST
NO
som bedst i test.
Communication until now | 5
If the test winner or award logo could not be used,
the communication of the award-winning home
appliances was staged in many different ways.
Ausgezeichnet für die Umwelt.
Und von Stiftung Warentest.
Der extrem sparsame Wärmepumpen-Trockner
EcoLogixx 7 mit selbstreinigendem Kondensator.
Ausgezeichnet für die Umwelt.
Und von Stiftung Warentest.
Der extrem sparsame Wärmepumpen-Trockner
EcoLogixx 7 mit selbstreinigendem Kondensator.
* 40% sparsamer (nur 0,27 kWh/kg) als der Grenzwert
(0,48 kWh/kg) zur Energie-Effizienz-Klasse A.
Brand leader
for quietness.
Most efficient
in each class.*
Safety always
comes first.
German engineered
perfection.
Bosch vaatwasser
beste koop!
Consumentenbond November 2010
Bosch bewijst zijn expertise in afwassen met de “Beste Koop”
voor de volledig integreerbare ActiveWater-vaatwasser SMV40E10EU.
With advanced noise reduction
logy, Bosch dishwashers
technology,
are nearly
arly silent—with our quietest
model registering at 40 decibels—
lower than any other brand.
#6311-0001
1/11
2011 ENERGY STAR®
Exceeds to 2
and saves more than
guidelines an
2.5 gallons of
o water per cycle.**
* Class defi
fined by standard
stan
size, tall tub, stainless steel dishwasher in comparable price points of major manufacturers
(based on information reported on manufactures' Websites).
average dishwasher (AHAM Shipment Weighted Averages for Standard Size Dishwashers, 2008 shipments,
**Compared to the aver
based on DOE ENERGY Test Procedure).
Only Ascenta has a 24/7 overflow protection system, which
detects leaks even when the
dishwasher is off. A concealed
heating element prevents melting of plastics.
With a foundation of advanced
German engineering, Bosch dishwashers are manufactured to the
highest quality standards. Each
unit is 100% tested to perfection
before ever leaving our factory.
6 | Methods of test winner marketing
Two ways – one image. The new
test winner communication.
The key visual, our Bosch red award star, can be staged in two
different ways: with or without the test winner logo.
From now on, the Bosch test winner home appliances do
not only have a cross-national image which increases the
brand’s recognition factor. The different requirements
and regal situations of individual countries are also unified. At the same time, we create an ideal basis for any
local adaptation needs.
Methods of test winner marketing | 7
Best
in test
by a leading consumer magazine
Best
in test
Option 1
If it is not possible to display the corresponding
award or test winner logo (e. g. in Belgium), we place the
red award star alongside a written explanation about
the test institute or trade magazine which published the
test results.
Option 2
Whenever logo use is permitted by the test organization,
the red award star can also be placed alongside the
award or test winner logo (e. g. Energy Star Award in the
USA, Which Award in the UK or Stiftung Warentest in
Germany).
8 | Current communication
Great variety – straight line. The
new test winner communication.
This is what communication winners look like. Examples for new and
flexible test winner marketing by Bosch.
The new common image, the red award star, is now
integrated into the different Bosch advertising materials
for award-winning home appliances as the central key
visual, e.g. stickers on the appliances, range stickers,
print advertisements or black/white ads in local daily
newspapers.
No.1
dans un publication de
consommateurs Européen
Lave-vaiselle Bosch
Découvrez le monde de Bosch
http://www.125.bosch.com
eletroménager:
www.bosch-home.com/be/fr
A passion for
efficiency rewarded.
The world’s most
efficient dryer.
No longer clean
the condenser.
Get to know the best in test among
50 % more economical (only 0.23
3
Thanks to the patented Bosch
h
the dryer. The Bosch EcoLogixx 7 S
kWh/kg) than the qualifying rate
SelfCleaning CondenserTM
ncy
(0.48 kWh/kg) for energy efficiency
he
you no longer need to clean the
res
class A. The EcoLogixx 7 S ensures
condenser anymore.
Best
tumble dryer with heat.
in test
rs
super-efficient operation for years
and years and years.
by a leading consumer magazine
Ausgezeichnet für
die Umwelt.
Lernen Sie den Testsieger
unter den Trocknern kennen:
den EcoLogixx 7 S Wärmepumpentrockner von Bosch.
Test
sieger
Die sparsamste Art
zu Trocknen.
Effiziente Wärmenutzung –
maximale Stromersparnis.
Nie wieder
Kondensator reinigen.
50% sparsamer (nur 0,23
kWh/kg) als der Grenzwert
(0,48 kWh/kg) zur EnergieEffizienz-Klasse A – das
muss dem EcoLogixx 7 S
erstmal jemand nachmachen.
Dank der ActiveAir Technology wird die Luft zum
Trocknen kostengünstig
aufgeheizt und vorhandene
Wärme effizient weitergenutzt.
Dank des SelfCleaning
Condensor müssen Sie das
Kondensator-Sieb nicht
mehr per Hand reinigen..
Current communication | 9
Ausgezeichnet für die Umwelt.
Und von Stiftung Warentest.
Lernen Sie den Testsieger unter den Trocknern kennen:
den EcoLogixx 7 S Wärmepumpentrockner von Bosch.
Most efficient in
each class.
The new ActiveWater Eco² consumes
only 0.73 kWh and 7 litres of water*.
Best
Test
sieger
in test
einer führenden Fachzeitschrift
Umweltschonend und leistungsstark: Zukunftsweisend in Energieeffizienz,
Wäscheschonung und Bedienkomfort. Danke ActiveAir Technoloy™ ist der
Trockner 40% sparsamer als der Grenzwert zur Energie-Effizienz-Klasse A*.
Und das ein Geräteleben lang, weil sich der Kondensator wartungsfrei selbst
reinigt. www.bosch-home.com/de
Which magazine has tested over 170 dishwashers. The ActiveWater Eco²
dishwasher has left its competitors far behind. And it convinces with best
energy efficiency. www.bosch-home.co.uk
* Per rinse cycle in standard programme for 13 place settings. (As of August)
10 | Test winner website
Using the power of many.
All international Bosch test winners at a single glance:
the Bosch test winner web site.
We score a truly impressive number of test wins around
countries with only limited test success can benefit from
the world. The new test winner section on our web site
test winners in other markets. Others further enhance
makes all these awards visible. Depending on where
the impressiveness of their products’ test success by es-
consumers log in from, they see first the awards in their
sentially saying: “test institutes around the world agree
own country, then also the test wins Bosch products
on one thing: the quality of Bosch products.”
achieved in other parts of the world. In this way, even
www.bosch-home.com/testwinner
Navigation Bar
Highlight Product
All at a single glance. The most important contents of
The latest or most successful award-winning appliance
the test winner website can be accessed quickly.
is displayed prominently on the home page, including
the award star and award winner logo.
Product Details
Scrollbar
Customers can find the product details for the selected
All other Bosch test winners can be selected directly
test winner home appliance via this direct link to the
using the scrollbar.
product characteristics.
Test winner website | 11
Go straight to the Bosch test winners:
simply scan the QR Code with your mobile
phone and experience them online.
Product Page
Test Institutes
No matter if it is about laundry, dishwashing, cooling,
Here, the customers find out which test institutes
cooking, large or small appliances – the test winning
and judges have given awards to the Bosch home
Bosch home appliances can also be found directly via
appliances.
the product section.
Other Award Winners
Global Test Winners
Is there more than one award winner in a product range?
Bosch home appliances receive awards and win tests all
In this section, they can all be selected separately.
over the world. Customers and trade partners who are
interested get an overview here.
Bosch Home Appliances
Postfach 83 01 01
81701 München
Germany
www.bosch-home.com/testwinner
MKB – 03/11 – Technische Änderungen vorbehalten. Printed in Germany. Evtl. Farbdifferenzen sind drucktechnisch bedingt. Papier aus 100 % chlorfrei gebleichtem Zellstoff
umweltschonend hergestellt. (Eupro/MP Druck) © Copyright by Robert Bosch
Hausgeräte GmbH, München. Nachdruck, auch auszugsweise, nur mit Genehmigung
des Herausgebers. Änderungen und Liefermöglichkeiten vorbehalten.