Household Appliances
We help home appliance manufacturers and white goods suppliers realize business growth using digital technologies.
How we support
We combine the value creation of household appliances with digital technologies. Whereas digital transformation was previously a necessity, it is now an essential foundation for almost every activity of companies in the home appliance industry. From numerous projects with various clients, we understand how to optimally extract value from the interplay of traditional levers (such as multi-level distribution) and digital initiatives (such as ecosystems) and empower the organization. We accompany our clients on this journey - from conception to implementation and sustainable anchoring in the organization. This enables new value streams or business models, a better view of the customer for e.g. better cross- and up-selling and the expansion of the basis for digital services, such as Guided Cooking or Predictive Maintenance. This allows us to generate new sales, reduce costs and create EBIT growth. Our focus here is on three core levers: hardware push, digital services/digital business models, and internal optimization.
Scope
Markt- und Kundenanalyse:
Datenbasierte Analyse des Wettbewerbs und der Kundenzielgruppe, Ableitung von Best Practices
Positionierung und Wertversprechen:
Definition einer wettbewerbsfähigen Positionierung und Ableitung kundenzentrierter Wertversprechen
Produktdefinition und Erlösmodell:
Entwicklung eines kundenzentrierten Produktportfolios, Definition der Erlöslogik, Bestimmung von Preispunkten
Berechnung eines detaillierten Business-Cases mit Umsatz- und Kostenprognose, Investitionsplanung, Cash-Flow Analyse und Rentabilitätsbetrachtung Betrachtung
Kommerzielle Machbarkeit:
Definition relevanter Marketingkanäle und Ableitung konkreter Marketingmaßnahme
Vermarktung:
Aufbereitung von Pitch-Deck Unterlagen basierend auf Projektergebnissen
Investorengewinnung:
Hardwarepush:
More household appliances can be sold due to increased attractiveness through the interaction of established processes and digital technologies. These include guided cooking, activation of additional digital features on the appliance, and better sales arguments in retail through systematic evaluation of customer usage.
Digital services/digital business models:
Development of direct or indirect revenues through digital services related to the household appliance, such as a cooking box or recipe subscription. In addition, it is becoming increasingly important to expand digital contact points in order to obtain valuable data on customer behavior, acceptance of own offers, or to optimize the customer experience.
Internal optimization:
Optimization of customer offerings, internal workflows and processes based on networked household appliances, customer interactions or the retail channel.
Growth opportunities
- Strengthening the core home appliance business through e.g. new data-driven insights or operational excellence for additional revenue and cost savings
- Expanding the core business and developing innovative business areas to generate new revenue streams and address new customer segments, such as as-a-service models or data-driven business models in the B2C and B2B sectors, together with new or existing sales partnerships where appropriate
- Build and scale networked value creation based on home appliances and beyond (e.g., in the Internet of Things or smart home) for new revenue streams, additional reach, and better customer insights
- Combine internal and external data to make better decisions using data and artificial intelligence for competitive advantage and cost savings
- Development of digital products and services, such as Guided Cooking, Smart Laundry, Automated Replenishment and Recipe Management to increase device appeal, new revenue and customer lock-in
Our reference projects
Problem of the client
Rational AG, German manufacturer of commercial and industrial kitchen appliances
New Marketing & Sales Vision, Organization for the Digital Age.
Our solution for the customer
- Development & workshop-based alignment of strategic vision & objectives for New Marketing Organization for the Digital Age (12 weeks)
- Definition of marketing / sales key role & responsibilitiesDerivation of the organisational structure based on the key action areas
- Allocation of existing resources & identification of resource / competency gapsJoint view on team structure, (missing) resources & competencies
- Formulation of implementation roadmap & definition of operating model for multi-national organization, including central vs. country governance, processes and martech / CRM / technology implications
Project Results
- New Marketing (& Sales) Vision & core strategic pillars for Success in the Digtial Age
- New Global Organization with responsibilities, competencies and resource allocation
- Alignment of organization regarding “single guiding vision & plan” via workshops
Customer references and memberships
Geberit
Dr. Martin Baumüller, Head Division Marketing & Brands/Group Executive Board
"Together with Mücke Roth & Company, we evaluated the use of generative AI in the area of "Marketing & Brands". With methodological expertise, knowledge of our sales organization from past projects and extensive AI experience, the team provided us with targeted support in identifying relevant use cases. Many thanks for the excellent support and the comprehensive preparation - very helpful!"
Geberit
Dr. Martin Baumüller, Head Division Marketing & Brands/Group Executive Board
"Together with Mücke Roth & Company, we evaluated the use of generative AI in the area of "Marketing & Brands". With methodological expertise, knowledge of our sales organization from past projects and extensive AI experience, the team provided us with targeted support in identifying relevant use cases. Many thanks for the excellent support and the comprehensive preparation - very helpful!"
V-ZUG
Wolfgang Schroeder, Head of Digital Transformation and Business Development
"Mücke Roth & Company was instrumental in helping us identify new data-driven business potential. With methodology, pragmatism, eye-to-eye collaboration and expertise, the team was able to quickly show us new growth and cost-saving potential through data & analytics. Through their excellent work, we now have a clear picture of what it takes to become an even more holistic "Data-Driven Company". Thank you for that!"
V-ZUG
Wolfgang Schroeder, Head of Digital Transformation and Business Development
"Mücke Roth & Company was instrumental in helping us identify new data-driven business potential. With methodology, pragmatism, eye-to-eye collaboration and expertise, the team was able to quickly show us new growth and cost-saving potential through data & analytics. Through their excellent work, we now have a clear picture of what it takes to become an even more holistic "Data-Driven Company". Thank you for that!"
Whitepaper
23.06.2023
ÖKOSYSTEME: DER SCHLÜSSEL ZUM ERFOLG?
Ökosysteme bieten großes Wachstumspotenzial
23.06.2023
MIT VERNETZTEN HAUSHALTSGERÄTEN ZUM WACHSTUM?
Warum der Return of Investment häufig ausbleibt und das volle Potenzial der Digitalisierung nicht ausgeschöpft wird
Start-ups aus unserem Portfolio
Wir schaffen Wachstum für unsere Kunden. Gemäß einer einfachen Formel: Strategie + Umsetzung = Wachstum. In unsere Arbeit bringen wir ein tiefgreifendes Verständnis digitaler Technologien, Geschäftsmodelle und neuer Arbeitsweisen ein. Damit eine Wachstumsstrategie nicht nur "auf dem Papier" erfolgreich ist, sondern messbar Erfolg bringt, begleiten wir unsere Kunden in der operativen Umsetzung und übernehmen Ergebnisverantwortung. Innovative Impulse für unsere Arbeit erhalten wir aus unserem Start-up Investment Portfolio.
Excerpt of our customers
Michael Mücke
Managing Director
Michael is an expert in the areas of digitalization and IoT and has personally accompanied numerous companies in their digital transformation. His focus includes the topics of data-driven business models, strategy development and artificial intelligence. After his time at A.T. Kearney, he founded a successful start-up and is a serial investor in several digital start-ups - where he is also represented on their management boards.
Mail: m.muecke@muecke-roth.de
Michael Mücke
Managing Director
Michael is an expert in the areas of digitalization and IoT and has personally accompanied numerous companies in their digital transformation. His focus includes the topics of data-driven business models, strategy development and artificial intelligence. After his time at A.T. Kearney, he founded a successful start-up and is a serial investor in several digital start-ups - where he is also represented on their management boards.
Mail: m.muecke@muecke-roth.de
Katharina Mitzenheim
Manager
Katharina has been supporting well-known national and international clients in the household appliance industry (MDA & SDA) on their path to growth for over 10 years. Her expertise ranges from strategic topics such as the development of digital strategies to operational topics such as the selection of suitable cooperation partners. She knows the relevance of digital ecosystems in the kitchen environment and their influence on the company as a whole. The development, scaling and monetization of digital business models with networked value creation is one of her main areas of focus.
Mail: k.mitzenheim@muecke-roth.de
Katharina Mitzenheim
Manager
Katharina has been supporting well-known national and international clients in the household appliance industry (MDA & SDA) on their path to growth for over 10 years. Her expertise ranges from strategic topics such as the development of digital strategies to operational topics such as the selection of suitable cooperation partners. She knows the relevance of digital ecosystems in the kitchen environment and their influence on the company as a whole. The development, scaling and monetization of digital business models with networked value creation is one of her main areas of focus.
Mail: k.mitzenheim@muecke-roth.de
