Bosch launches marketing campaign in Southeast Asia

„We help make a difference“

  • Increasing brand awareness in focus market
  • In focus: Bosch Group products and solutions contribute to improve quality of life in the region
  • Integrated campaign with a focus on digital media

There are more than 600 million people in Southeast Asia, and not all of them are familiar with Bosch. The global provider of technology and services is launching its first international marketing campaign in the growth region. The aim is to raise awareness about Bosch in the ASEAN member states – especially in emerging markets such as Indonesia, Vietnam, Cambodia, Laos, and Myanmar. ”Southeast Asia is an important focus region for the Bosch Group,” said Karoline Tonn, the Bosch brand manager for the Asia-Pacific region and head of the campaign. “To support long-term growth in the region, we are planning to strengthen our business activities and local presence, in addition to expanding our activities in the field of brand communications.”

Strengthening the brand: “We help make a difference”

The theme of the campaign is "We help make a difference." “Our products contribute to improving the quality of life of people in Southeast Asian countries, and they make a tangible difference. However, until now our diverse portfolio hasn’t been very well known in Southeast Asia,” said Tonn. In fact, Bosch is still largely seen as a manufacturer of power tools in the region. The campaign aims to show that Bosch also offers technologies in many other areas that can improve quality of life, among them automotive parts such as spark plugs, wipers, batteries, brakes, and driver assistance systems that make driving safer and more comfortable. Other examples include hydraulic systems for marine engineering support the progress of local industry, and power tools that contribute to better quality in the building sector. Packaging technology keeps foods and beverages fresh, even in high temperatures. In the dynamic growth region, Bosch is working to develop and offer technology “Invented for life”, which is tailored to the needs of the local market. In some instances, these solutions are available at a lower cost and meet different specifications.

Focus of the campaign on digital media

The campaign comprises both marketing and public relations activities in a variety of channels. It focuses on digital media and includes a microsite with a connected Facebook app that is linked to other touch points in print, television, and outdoor advertising. Bosch is working with local partners to launch the campaign. Media operations will be handled regionally by the OMD agency in Singapore. The FCB/Happiness agency Saigon, Vietnam is in charge of creative direction.

Southeast Asia offers diverse opportunities for Bosch

Factors such as the high and young population in the region, the increasing purchasing power of its rising middle class, the growing demand for infrastructure and urbanization as well as natural resources continue to offer many opportunities for Bosch. The company also sees potential in the area of connectivity and the Internet of Things (IoT) in the Southeast Asia. In 2015, Bosch Group sales in Southeast Asia reached more than 780 million euros. The full acquisition of two former fifty-fifty joint ventures, BSH Hausgeräte GmbH and Robert Bosch Automotive Steering GmbH, pushed sales up by almost 12 percent. Bosch saw growth in its operations in the region as well; calculated on a comparable basis, sales grew by 5 percent. The company currently expects its business to development positively also in the current year, despite a different and partly volatile economic development of the ASEAN markets. In the first half of the year, the markets in the Philippines, Thailand and Thailand developed well.

Strong local presence

Bosch has been present in Southeast Asia since 1919 and now has activities in all ten ASEAN countries: Singapore, Malaysia, the Philippines, Indonesia, Thailand, Vietnam, Brunei, Cambodia, Laos, and Myanmar. The company has manufactured locally for more than 20 years and currently has seven plants in the region. In Malaysia, for example, Bosch manufactures power tools, products for the Car Multimedia division, and steering systems. The Bosch plant in Vietnam produces variable transmissions belts for automatic drive systems. In Thailand, Bosch manufactures wipers, driver safety systems, and gasoline systems. Southeast Asia is also becoming increasingly important for the Bosch Group’s global R&D network. The company has had development activities in Singapore, Vietnam, Thailand, and Malaysia for several years already. At the start of 2016, Bosch employed around 6,800 associates in nine Southeast Asian countries, and the numbers are expected to increase.

Watch the video on the Bosch campaign “We help make a difference” on Youtube:

About Bosch

The Bosch Group is a leading global supplier of technology and services. It employs roughly 410,000 associates worldwide (as of December 31, 2018). The company generated sales of 78.5 billion euros in 2018. Its operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. As a leading IoT company, Bosch offers innovative solutions for smart homes, smart cities, connected mobility, and connected manufacturing. It uses its expertise in sensor technology, software, and services, as well as its own IoT cloud, to offer its customers connected, cross-domain solutions from a single source. The Bosch Group’s strategic objective is to deliver innovations for a connected life. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.” The Bosch Group comprises Robert Bosch GmbH and its roughly 460 subsidiary and regional companies in over 60 countries. Including sales and service partners, Bosch’s global manufacturing, engineering, and sales network covers nearly every country in the world. The basis for the company’s future growth is its innovative strength. At nearly 130 locations across the globe, Bosch employs some 68,700 associates in research and development.

The company was set up in Stuttgart in 1886 by Robert Bosch (1861-1942) as “Workshop for Precision Mechanics and Electrical Engineering.” The special ownership structure of Robert Bosch GmbH guarantees the entrepreneurial freedom of the Bosch Group, making it possible for the company to plan over the long term and to undertake significant upfront investments in the safeguarding of its future. Ninety-two percent of the share capital of Robert Bosch GmbH is held by Robert Bosch Stiftung GmbH, a charitable foundation. The majority of voting rights are held by Robert Bosch Industrietreuhand KG, an industrial trust. The entrepreneurial ownership functions are carried out by the trust. The remaining shares are held by the Bosch family and by Robert Bosch GmbH.

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