Interview • 25.07.2012

”Women grab their own power drill and grinding machine“

Interview with Julia Anne Schneider, Spokesperson Bosch Power Tools, Leinfelden-Echterdingen

Power Tools is the name of the Bosch division for electric and gardening tools. For a long time, power drills and cordless screwdrivers were considered a man’s domain, but Bosch has understood the signs of the times: more and more women want to be independent from male help and dare to tackle ever-bigger projects in their homes and gardens. How does Bosch address its female customers? What products do women want? We talked about these questions, not with a man but with the Bosch spokeswoman for Power Tools – Julia Anne Schneider.


Women and do-it-yourself projects –how is this market segment developing from your point of view?

Women are an important target audience for us, especially in the do-it-yourself area. The attitude towards home improvement projects and gardening has changed a lot in Europe over the past few years. More and more women now grab their own power drill, grinding machine or hedge trimmer and do the job themselves. The need for independence plays an important role in this. The majority of women do not want to exclusively rely on others when it comes to incidental jobs at home.

Aside from power tools, you also manufacture gardening tools. How is the gender-based division here – do men use the large tools and women plant the flowers?

We keep launching new equipment in both the home improvement as well as the gardening sector that is especially lightweight and handy and is also being bought by women. The fact that many tools for home and garden tend to get smaller and more lightweight is possible thanks to lithium-ion battery technology. These rechargeable batteries have also proven themselves in mobile phones and laptops.

The small cordless electric screwdriver Ixo – at over eleven million sold copies by now the most popular power tool overall – was the first power tool in the world featuring this technology to hit the market in 2003. Since then, we have continued to develop new fields of application in the home improvement and gardening sector with this technology – whether that be cordless electric screwdrivers, drill hammers, grass and hedge trimmers or lawn mowers. This meets the female demand and tears down inhibition thresholds – since then, women more and more often dare to also tackle bigger home improvement projects. The Uneo for example, an all-rounder for drilling, hammering and screwing, barely weighs one kilogram and is as big as a hand-held mixer – this is exciting for our female customers.

Do you cater to women with special products for women? Do women not want products made just for women?

No, our products generally satisfy the demands of female and male customers, provided that we offer a number of tools that are small, handy and easy to use. This also meets the needs of male users. In addition, with our design we pay attention for the tools to be ergonomic and to have a good feel. After all, working with these tools is meant to be fun. The results of our marketing research show that women want to be taken seriously in their role as do-it-yourselfers.

The cordless electric screwdriver is now available with Swarovski crystals. A tool made just for women after all?

This cordless screwdriver is a one-time special edition for a very exclusive target group. It is not sold in hardware stores. However, there are also other special editions for men and women, for example the Ixo Vino, which is equipped with a special attachment to open up wine bottles. It is available in different versions that are offered at regular hardware stores from October until December.

Do you advertise your power tools in women’s magazines?

Women’s magazines are also in our portfolio. After all, female readers are also interested in topics about creative design for their own home or yard and of course in do it yourself projects. By now, do it yourself is a trend that inspires many young people and men and women alike. It is trendy to design your own things and to personalize your home with DIY furniture pieces.

Which colors do you choose for your tools and why?

Our home improvement tools are traditionally green in color and clearly distinguishable from the blue tools of professional users.

What image of women would you like to convey in advertising?

We show people that work with our tools in their natural environment. We often show professional users at the construction site, do-it-yourselfers are active in their homes and gardens and women of course also put bolts into their shoe cabinet.

The basement and the garage are already full of tools. When is the German market saturated?

The market in Germany will never be saturated. Our innovations keep stimulating new willingness to buy.  At Power Tools, in 2011 almost 40 percent of our sales volume was achieved with products that we introduced to the market less than two years prior. This is the result of our steady high strength of innovation. One considerable part of our new products is our power and gardening tools with lithium-ion batteries. Russia is currently the number one market for future growth.


Interview by René Schellbach, iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: Digital Marketing Forum
22.02.2019   #software developement #event

Digital Marketing Forum

Comprehensive, neutral, scientifically accompanied, critical

At the Digital Marketing Forum (DMF) on 06. and 07.03.2019 at the Stuttgart Media University, 18 proven experts from science and practice will explain the current status of methods, techniques and tools in digital marketing.With its program the DMF ...

Thumbnail-Photo: Imaginative sales promotion – displays for the POS...
25.03.2019   #pos marketing #displays

Imaginative sales promotion – displays for the POS

The POPAI Award finalists 2019 in our photo gallery

This year's participants impress with their attentive designs, functionality and practical handling. The contestants demonstrate the wide-ranging possibilities a display offers for presenting products and attracting attention at the point of ...

Thumbnail-Photo: Holistic POS solutions in visual communication...
12.02.2019   #digital signage #Trade fair special EuroCIS 2019

Holistic POS solutions in visual communication

Product presentation and brand presence through signage

The effective placement of products at the POS is becoming increasingly difficult today due to the broad diversity of brands and the struggle for presentation area that goes along with it. Striking POS solutions are thus all the more important. ...

Thumbnail-Photo: Footwear market expected to grow rapidly
15.03.2019   #trend research #brand management

Footwear market expected to grow rapidly

Application insights, latest trends, developments, and forecasts to 2021

Global Footwear Market is expected to grow at a significant CAGR in the upcoming years as the scope and its applications are rising enormously across the globe. Footwear is a garment worn on the feet to protect and comfort against adversities of the ...

Thumbnail-Photo: Brand  Marketing Summit
19.03.2019   #event #marketing

Brand Marketing Summit

Map your customers journey and engage at the right time

The Brand Marketing Summit (25th-26th June, London) is the must attend event for those looking to reinvent their marketing and engage their customers. Knowing your customer and their journey has become essential to delivering customer engagement. ...

Thumbnail-Photo: DOOH displays are engaging
01.04.2019   #digital signage #Digital Out-of-Home (DOOH)

DOOH displays are engaging

Consumers to seek out more information after seeing digital signage

The majority of U.S. consumers notice out-of-home digital video displays, according to “On-Site Insights,” a new study from Edison Research. In today’s media landscape where it is increasingly challenging for brands to reach ...

Thumbnail-Photo: 2nd World Retail Forum, Amsterdam
07.03.2019   #event #artificial intelligence

2nd World Retail Forum, Amsterdam

The latest developments in the industry

World Retail Forum is a platform for retail professionals from across the globe to come together, share experiences and learn from top industry leaders and retail gurus. ...

Thumbnail-Photo: The customer is always right? Two customers might spell trouble!...
09.05.2019   #consulting #brick and mortar retail

The customer is always right? Two customers might spell trouble!

How salespeople can handle customers who bring company along

Customers rarely shop alone. Most of them shop with family or friends. The other person might not always be in a good mood, patient or friendly. Can the salesperson simply ignore the other person in these instances? How should he or she handle this ...

Thumbnail-Photo: Computer-generated imagery: better and faster product photography for...
12.04.2019   #online trading #digital marketing

Computer-generated imagery: better and faster product photography for online stores

David Wischniewski on the possibilities of product visualization

Product photography is essential to the success of any online store. Unable to provide haptic feedback, retailers are tasked with inspiring their customers to buy. This can be an expensive endeavor in the long run. Digitally created renderings of ...

Thumbnail-Photo: Students create packaging of the future
07.03.2019   #sustainability #design

Students create packaging of the future

Annual design competition PIDA

What will a sustainable and exciting packaging concept look like in 2030? Most likely we will see many and innovative answers to that question at PIDA (Packaging Impact Design Award), the international design competition arranged and hosted by ...

Supplier

Westiform GmbH & Co. KG
Westiform GmbH & Co. KG
Kinzigtalstrasse 2
77799 Ortenberg