Karcher UK: Transforming a business by making the UK's most hated chore fun

This case study demonstrates how Kärcher, the German cleaning equipment manufacturer, changed consumer perceptions of its business to successfully launch a new cleaning tool, which allowed it to follow-up with more products in the range.

Kärcher UK: Transforming a business by making the UK's most hated chore fun

Principal authors: Phil Springall, Kärcher UK and Sotiris Migkos, Holmes & CookContributing author: Louise Cook, Holmes & Cook

Background

Alfred Kärcher GmbH & Co. KG is a family-owned company that operates worldwide, specialising in the manufacture of cleaning machinery. In 1950 Kärcher developed the first industrial high pressure washer but only entered the domestic market in 1984. By 2010 Kärcher had a wide range of domestic high pressure washers on sale in the UK, mainly to a male target audience. High product quality and...

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