Karcher Australia recently held a spectacular, and loud, event at Melbourne’s Carousel function centre to launch its new professional range, which has undergone major rebranding. Keith Watts reports
To the pounding beat of AC/DC’s ‘Thunderstruck’, Karcher business manager, dealer, professional, Andrew Callinan literally roared through the function on a Harley Davidson motor bike to the surprise and delight of more than 80 industry dealers, distributors and guests from all over Australia.
The event included presentations from Karcher managing director Cameron Mole and Callinan. Mole gave a global update on Karcher and highlighted its continued strong growth with unit sales running at record highs. Karcher Australia is a significant player in the group, ranking ninth out of the 60 Karcher global subsidiaries.
The Karcher group has invested heavily in research and development (up by 54 percent in the last three years) and manpower (up by 37% percent in the last three years).
Mole explained that Karcher continuously innovates while increasing its product portfolio by an average of 120 new products each year. Further investment has been made in the organisation’s infrastructure, including a logistics upgrade, new increased production capacity and strategic acquisitions of other companies.
Karcher Australia has increased sales, service, training and customer care staff by 60 percent over the last two years.
Karcher Professional debuts
Karcher’s previous product groups of commercial, professional and industrial have now come together under one name, Karcher Professional’.
Mole explained that Karcher’s market research indicated a need to differentiate between product groups, particularly the professional and home and garden ranges. Customers were being confused by the similarity of colours (black and yellow).
Research also showed that yellow can sometimes appear dirty after continual use so the decision was made in 2012 that all professional products would come in anthracite.
Benefits of the anthracite livery are that it retains its prime appearance in use and it fits inconspicuously into its surroundings. It is easier for customers to differentiate between professional and home and garden products.
Customer-centric Karcher to make a difference
Mole said that Karcher’s global Strategy 2020 is geared to making the company the leading customer-centric cleaning technology company by ‘making a difference’.
“Major trends that will influence our business up to and beyond 2020 are new ways of consumption such as eCommerce, demand for green solutions, demographic change, demand for age-appropriate applications and increased urbanisation as mega cities attract greater populations,” Mole noted.
“Also, growth in Asia together with growth in sectors including tertiary, automation, robotics, healthcare and emerging markets.”
Mole then explained that, “we will thoroughly analyse the regions and target group specific needs and adapt our solutions. We will continue our investment in marketing and research and development and we will offer customised service solutions.
“There will be new technological opportunities, we will track customer satisfaction and strengthen our brand building and align communications.”
Mole concluded by saying, “Karcher dealers are a key element in the implementation of our Strategy 2020. We are growing and still have huge potential but we need you to realise this potential. Karcher makes a difference and you make a difference.”
Karcher Australia boosts marketing collateral
Callinan reiterated the large Australian market potential that exists across a number of segments including agriculture, automotive, industry, building service contractors, construction, mining, healthcare, hospitality, public service and government, retail and transport.
Karcher’s main product groups to meet disparate market segment needs are vacuums, floor cleaners, high pressure cold water cleaners, high pressure hot water cleaners, sweepers, scrubber/dryers and industrial equipment.
Callinan also announced the introduction of a new internet service called Infonet, a new website, a new two-year global warranty, a rental facility and Karcher Finance. The Karcher finance facility is available to all dealers and has a quick and simple application process with same day approval.
Callinan explained that Infonet will be constantly updated with news; ordering; and marketing and service information. That site is now up and running.
The 2013 Professional range launch is supported with a major advertising campaign using print media; sponsorship of the Manly Sea Eagles rugby team; and a strong radio campaign across the major AFL and NFL football codes.