Rowenta: Ironing Out the Competition Beautifully

Peter Kirvan

Launch of Rowenta ironing products into a market which had become `commodity'. Good product design plus advertising enabled brand to succeed while holding a competitively disadvantageous price within a recessionary environment.
Agency: Kirkwood Company, TheAuthor: Peter Kirvan

Rowenta - Ironing out the Competition Beautifully

INTRODUCTION

The Rowenta name represents one of the largest manufacturers of small electrical appliances1 in Europe, specifically the biggest producer of irons (some three million per annum).

By 1977, however, the brand name was almost unknown in the UK. Four years later this West German company had been established as one of the pre-eminent marketeers of quality electrical appliances.

During a period of industry-wide recession Rowenta moved to brand leader in the steam/spray and powersteam iron markets, while establishing major footholds in...

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