Kärcher - design management europe award

Winner Cardiff 2008
Alfred Kärcher GmbH & Co. KG, Germany
Best management of design in a large company
Designmanagement
1.
History
■ 1935 Foundation by the inventor Alfred Kärcher.
■ 1984 Development of the world´s first portable pressure washer
■ 1950 Development of the first European hot-water high
pressure cleaner.
– Entering the consumer market.
■ 2005 Increasing the water processing segment.
■ 1974 Strategy of concentration on the core business high
pressure cleaning. Color changed from blue to yellow.
2.
■ Today: 6,591 employess, 41 subsidiaries, more than 2,000
products, 342 patents.
Self Image
Values
3.
Top performance for cleanliness and maintenance of value.
■ Top quality of our products
We create values for our customers, employees and company.
■ Application-orientated products
Design: clearly customer focused, clear product semantics, easy to use and understand, consequent design families within our strong Corporate Product Design, satis-
■ Longevity of our products
■ Innovative products
fied users who have fun working with our products, creating a strong brand image in
■ Function-orientated design
■ Environment-friendly products
everybody’s mind.
(e.g. a high pressure cleaner needs 80 % less water than a hosepipe)
4.
Brand
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Hingabe kümmert sich nicht um Schmutz.
Piraten kümmern sich nicht um Schmutz.
Das macht der Hochdruckreiniger K 7.85 M plus.
Das macht der Dampfreiniger SC 1402.
A
Kinder sind die leidenschaftlichsten Menschen überhaupt.
Was immer sie tun – sie tun es mit ganzem Herzen.
Wir haben uns etwas bei den Kindern abgeguckt und
mit viel Leidenschaft den T-Racer entwickelt. Damit
kriegen Sie Ihre Terrasse schnell wieder sauber. Ohne nass
zu werden. Und ohne „Du machst ja alles schmutzig“.
Was uns Menschen von Maschinen unterscheidet, ist, dass wir
Gefühle haben. Und sie auch rauslassen. In Form von Lachen,
Schreien oder Plantschen. Unser Dampfreiniger hat keine Gefühle.
Aber er erlaubt uns, welche zu haben. Dank seines ZweitankSystem kann er auch während des Betriebs nachgefüllt werden.
Und reinigt so mit permanenter Dampfkraft. Ganz ohne Chemie.
www.kaercher.de · Tel. (0 71 95) 90 30
www.kaercher.de · Tel. (0 71 95) 90 30
■ Logo
■ Corporate Colours
■ Corporate Identity
■ Packaging
■ Advertisment
■ Trade Fairs
■ Promotion
■ Logo
■ yellow - black
■ Corporate Identity
■ Corporate Design
■ Packaging
■ Architecture
■ Advertisements
■ Advertising Material
■ Trade Fairs
■ K-News
■ Promotions
■ Worldwide cleaning activities
Mount Rushmore
5.
Corporate Product Design
Our design is made for the client. Unexceptionally all our products follow certain design rules that make them look „KÄRCHER“.
The CD-handbook is a working tool for all our designers.
Main components of KÄRCHER Designmanagement
■ Product Development Process
■ Corporate Design
product design, graphic design, web design,
architecture
■ Innovation Process
■ Design Planning
innovation workshops, technology board, market
research, permanent design trend research
■ Market Research
design cost, design timing, design budget, product
scenario, design capacity …
■ Design Communication
find out costumer needs, listen to costumer,
check own products, check competitor´s products,
check new product concepts
■ Design Process
project communication, coordination of staff,
presentations, taking decisions, …
■ Normation
product design, product graphics, graphic design,
11 phases to success: analysis, briefing, package &
concept, sketching, engineering, finish modelmaking,
prototyping, design to market
■ Design Leadership
quality gates, surface finish, colour defintion, interface
graphics library
■ Design Awards
focus on future, what´s next and what´s 2020?
new product fields, new solution fields, imagine
the impossible, expect the unexpected
■ Strategy
more than 100 in the last 10 years, 35 in 2007, red dot.
iF, Good Design, Intl. Design Award Baden-Würtemberg,
Focus, Product of the Year 2004, etc.
■ Education
Design is an essential pillar in our brand strategy.
Strong design management plays a key role within this
strategy and leads automatically to success.
design family High Pressure Washers
collaborative projects with design schools (i.e. Ohio
State University), traineeships, diplomas, presentations
✚ lections at high school ✚ universities
commercial machines product range