{"id":42826,"date":"2022-04-19T14:44:19","date_gmt":"2022-04-19T12:44:19","guid":{"rendered":"https:\/\/aboutwmf.com\/?post_type=wmf_press_post&p=42826"},"modified":"2023-05-09T15:24:01","modified_gmt":"2023-05-09T13:24:01","slug":"einfuehrungskampagne-one-of-us-des-vollautomaten-wmf-950-s","status":"publish","type":"wmf_press_post","link":"https:\/\/aboutwmf.com\/de\/wmf-press-post\/wmf-professional-coffee-machines\/im-ueberblick-pcm\/einfuehrungskampagne-one-of-us-des-vollautomaten-wmf-950-s\/","title":{"rendered":"Einf\u00fchrungskampagne \u201eONE OF US\u201c des Vollautomaten WMF 950 S"},"content":{"rendered":"\n

Hochwertig und individuell, statt preiswert von der Stange \u2013 dieser Wandel geh\u00f6rt zu den Markenzeichen einer neuen Konsumenten- und K\u00e4ufergeneration. In nahezu allen Branchen w\u00e4chst ein ver\u00e4ndertes Verst\u00e4ndnis f\u00fcr Qualit\u00e4t sowie der Wunsch, das eigene Umfeld an individuellen Lebens- und Gesch\u00e4ftsentw\u00fcrfen auszurichten. Neben dem aktuellen Boom hochflexibler Arbeitsmodelle der \u201eNew Work\u201c-\u00c4ra zeigt sich dieser Zeitgeist ebenso im privaten Umfeld \u2013 etwa bei der bewussten Freizeit- und Urlaubsgestaltung oder einer ges\u00fcnderen Lebensf\u00fchrung. F\u00fcr Premiumhersteller wie WMF Professional Coffee Machines manifestiert sich der Wandel in transformierten Bed\u00fcrfnisprofilen. So wird der Kaffeegenuss mehr denn je als ganz pers\u00f6nliche Auszeit emotionalisiert, was zu hohen Anspr\u00fcchen in Bezug auf Qualit\u00e4t und Vielfalt f\u00fchrt. Gleichzeitig steigt die Anzahl an Unternehmen mit schlankem Kaffeebedarf, da nun auch kleinere Betriebe ihren Fokus auf hochwertige Versorgungskonzepte richten. Die entsprechenden Kaffeemaschinen m\u00fcssen somit trotz reduzierter Tassenleistung und Preisvorstellung mit professionellen Ausstattungsmerkmalen aufwarten \u2013 von einer intuitiven Bedienung \u00fcber die effiziente Reinigung bis hin zum attraktiven Design. Die Entwicklung des Vollautomaten WMF 950 S wurde speziell an diesen Anforderungen ausgerichtet und passt perfekt zum Mindset der neuen K\u00e4ufersegmente: Individualit\u00e4t und Flexibilit\u00e4t bei gleichzeitig h\u00f6chster Qualit\u00e4t. Oder kurz gesagt: ONE OF US.<\/p>\n\n\n\n

Im Expertengespr\u00e4ch gibt Axel F\u00e4hnle, Head of Global Brand Marketing, Content and Market Activation, GBU Professional Coffee Machines der WMF GmbH, Einblicke in die Hintergr\u00fcnde der Markteinf\u00fchrung.<\/p>\n\n\n\n

Herr F\u00e4hnle, welche Marktrelevanz hat die neue WMF 950 S?<\/strong>
AF: Endlich gibt es ein professionelles Angebot f\u00fcr den kleineren Kaffeebedarf bis 50 Tassen \u2013 ein seit Jahren wachsendes Segment, das nun auch von WMF Professional Coffee Machines bedient werden kann. Unser Alleinstellungsmerkmal: Kunden profitieren von unserer Erfahrung im absoluten Profisegment und genie\u00dfen trotzdem ein attraktives Preis-Leistungsverh\u00e4ltnis, wie es f\u00fcr das \u201ekleinere\u201c Einstiegssegment notwendig ist.<\/p>\n\n\n\n

Welche Relevanz haben die neuen K\u00e4ufergruppen?<\/strong>
Guter Kaffee wird zwischenzeitlich \u00fcberall erwartet. Ob im Fitnessstudio, im kleineren B\u00fcro oder im mittelst\u00e4ndischen Betrieb. Der Qualit\u00e4tsanspruch ist in allen Verpflegungskonzepten enorm gestiegen. Wir sehen uns hier einer stetig wachsenden Nachfrage gegen\u00fcber. Trotz kleiner Tassenleistung und reduzierter Budgets verlangt die neue K\u00e4ufergemeinde nach guter Qualit\u00e4t, Verl\u00e4sslichkeit und Professionalit\u00e4t. Also eigentlich genau den Anspruch, den die Kunden auch an sich selbst haben. Wir sind davon \u00fcberzeugt, dass der kommende Markt f\u00fcr \u201eguten Kaffee\u201c deutlich vielschichtiger und bunter werden wird als fr\u00fcher. Kaffee ist Lifestyle, der \u00fcberall gelebt werden will \u2013 ob im B\u00fcro, beim Friseur, im Fitnessstudio oder in neuen, flexibleren Hotel- und Tourismuskonzepten.<\/p>\n\n\n\n

Welche Trends zeichnen sich in den neuen M\u00e4rkten ab und warum ist das f\u00fcr WMF attraktiv?<\/strong>
Grunds\u00e4tzlich geht der Trend zu kleineren, mobileren Einheiten und damit auch zu (mehreren) kleineren Maschinen. Das gilt f\u00fcr unsere Kernm\u00e4rkte in der Hotellerie und Gastronomie ebenso wie f\u00fcr neue Segmente. Schauen wir beispielsweise in die sich wandelnde Arbeitswelt, dann bekommt das B\u00fcro f\u00fcr die vielen Remote-Kollegen eine neue, wichtige Bedeutung. Es wird zum Zentrum des pers\u00f6nlichen Austauschs, das Miteinander ist nicht l\u00e4nger normal, sondern wird zum Erlebnis. Und genau dabei spielt der Kaffee als Wohlf\u00fchlfaktor eine entscheidende Rolle. Dar\u00fcber hinaus ist die qualitativ hochwertige Versorgung ein Sinnbild f\u00fcr gesteigerte F\u00fcrsorge und Wertsch\u00e4tzung, die in einer Welt des Personalmangels immer relevanter wird. Eine angenehme Arbeitsatmosph\u00e4re wird ein entscheidender Wettbewerbsvorteil sein, den wir mit unserem neuen Vollautomaten WMF 950 S gezielt und preisattraktiv unterst\u00fctzen. Das gilt auch f\u00fcr kleinere B\u00fcros oder Betriebe, wo Mitarbeiter*innen teilweise im Home-Office arbeiten.<\/p>\n\n\n\n

Was sind Inhalte und Ziel der Einf\u00fchrungskampagne zur neuen WMF 950 S?<\/strong>
Wir entfernen uns ein St\u00fcck von der klassischen Produktsicht und legen den Fokus noch st\u00e4rker auf die konkreten Bed\u00fcrfnisse und Emotionen der Zielgruppe. Die Maschine ist \u201eONE OF US\u201c, also Teil des Teams, f\u00fcr das sie leckere Spezialit\u00e4ten produziert. Sie arbeitet genauso professionell und effizient, wie alle anderen Kolleginnen und Kollegen und erf\u00fcllt somit s\u00e4mtliche Anspr\u00fcche an eine Profimaschine in diesem Segment. Dank der erfolgreichen Zusammenarbeit mit mehreren Testimonials berichten wir von verschiedenen Einsatzorten und den dort vorherrschenden Anforderungen. Dazu geh\u00f6ren das Office und der Dienstleistungsbereich aber auch Serviced Apartments bzw. moderne Hotelkonzepte. Jede dieser Zielgruppen hat unterschiedliche Anspr\u00fcche an das eingesetzte Equipment, die die Maschine komplett erf\u00fcllt.<\/p>\n\n\n\n

Warum verfolgt die Markteintritts-Strategie diesmal neue Wege?<\/strong>
Mit der WMF 950 S sprechen wir eine neue Zielgruppe an, die deutlich \u201edigitaler\u201c agiert und bisher nicht unbedingt im \u201eProfi-Kaffee-Business\u201c beheimatet ist. Menschen, die verst\u00e4rkt online unterwegs sind und sich dort kundig machen, suchen weniger nach technischen Argumenten und Brosch\u00fcren, sondern nach einer pers\u00f6nlichen Verbindung und Bed\u00fcrfnisbefriedigung. Gerade das Thema Kaffee ist hier oft ein sehr emotionales Anliegen. Im B\u00fcrobereich oder der Kundenbetreuung geht es weniger darum, mit Kaffeespezialit\u00e4ten Geld zu verdienen, sondern die Mitarbeiter- und Kundenzufriedenheit zu erh\u00f6hen. Dennoch schlie\u00dft die WMF 950 S alle wichtigen Punkte einer Profimaschine mit ein, aber eben sehr viel weniger komplex. Daraus ergibt sich ein attraktiver Preis und eine einfache Bestellung \u00fcber den Online-Shop.<\/p>\n\n\n\n

Videomaterial<\/strong>
https:\/\/www.youtube.com\/watch?v=HAQ7Xeo-xbU<\/a>
https:\/\/www.youtube.com\/watch?v=qAynuRXKYKM<\/a><\/p>\n\n\n\n

Info-Hub zur Maschine und Einsatzstories<\/strong>
https:\/\/www.wmf-950s.com\/stories<\/a><\/p>\n\n\n\n

Weitere Informationen:<\/strong>
WMF GmbH
Mirjam Sauter
Global Communications Manager
GBU Professional Coffee Machines
WMF Platz 1 \u2013 D-73312 Geislingen
Tel.: +49 73 31 25 7314
presse.pcm@wmf.com \u2013 https:\/\/www.wmf.com<\/a><\/p>\n\n\n\n

Presse- und \u00d6ffentlichkeitsarbeit:<\/strong>
WMF Presseb\u00fcro
c\/o Press\u2019n\u2019Relations GmbH
Monika Nyendick
Magirusstra\u00dfe 33 \u2013 D-89077 Ulm
Tel.: +49 731 96287-30
wmf@press-n-relations.de
https:\/\/www.press-n-relations.de<\/a><\/p>\n\n\n\n

\u00dcber WMF<\/strong>
WMF, kurz f\u00fcr W\u00fcrttembergische Metallwarenfabrik, ist ein f\u00fchrender Premiumanbieter f\u00fcr Haushaltsprodukte, professionelle Kaffeemaschinen und Hotelequipment. WMF steht f\u00fcr Innovation aus Tradition und \u00fcberzeugt mit Entwicklung und Design \u201eMade in Germany\u201c.
Unter den Marken WMF, Silit und Kaiser bietet das Unternehmen Produkte zum Zubereiten, Kochen, Essen, Trinken und Backen f\u00fcr den Gebrauch zu Hause. Gesch\u00e4ftskundinnen, insbesondere aus Gastronomie und Hotellerie, stehen Produktsortimente rund um die Kaffeezubereitung sowie f\u00fcr den gedeckten Tisch und das Buffet unter den Marken WMF, Schaerer, Curtis und Hepp zur Verf\u00fcgung. WMF ist mit seinen Produkten in \u00fcber 120 L\u00e4ndern vertreten und hat mehr als 6000 Mitarbeiter<\/em>innen. In Deutschland, \u00d6sterreich und der Schweiz, aber auch im restlichen Europa sowie weltweit z.B. in China betreibt WMF insgesamt rund 350 eigene Shops. Das Unternehmen wurde 1853 in Geislingen an der Steige gegr\u00fcndet und geh\u00f6rt seit Ende 2016 zum franz\u00f6sischen Groupe SEB Konzern.<\/p>\n\n\n\n

Weitere Informationen unter www.wmf.com<\/p>\n","protected":false},"excerpt":{"rendered":"

Hochwertig und individuell, statt preiswert von der Stange – die neue Spezialit\u00e4tenmaschine WMF 950 S folgt dem Zeitgeist einer Kaffeekultur im Wandel. 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