Market Position

 

Since 1928, we have endeavoured to ensure a product range of the middle. Formerly known as "Bavaria Germany", we have been marketing our Holst Porzellan collections with the slogan "Simple & Strong" and our own "Holst Porzellan/Germany" bottom stamp since 2000. In order not to leave it at mere lip service, we collect market information at three-year intervals in a conscientious and detailed manner in order to analyse our own market position and adjust the specified course. The current market survey (see image above) was conducted in December 2016 and documents our strategic direction in the HoReCa porcelain world in German-speaking countries.

 

Yellow/Gold High Class Luxury segment ***** piece > EUR 18,00
Orange/Copper Business Upper segment **** piece > EUR 9,00
Green Economy Standard segment *** piece > EUR 5,00
Blue Budget Favourable segment ** (+) piece > EUR 3,00

 

In a fixed point system, we combine the average sales price of the manufacturers within the same (similar) product mix and additionally weight the number of items in relation to the overall product range within the above-mentioned quality levels, based on 100% of the product range of the respective brand. We have included the following brands in this market survey: Bauscher Weiden, Bernardaud France, Chef & Sommelier (Arc International) France, Fürstenberg, Dibbern, Eschenbach (incl. Triptis and Graf von Henneberg), G. Benedikt Karlovy Vary (incl. Lilien Porzellan Austria), Güral Turkey, Holst Porzellan Halle Westfalen, Inker Porzellan Croatia (incl. Porvasal Spain), Kahla Porzellan, Lubiana Poland, Luchs Versand (only with own brands Pagenau, Ana and Einhorn), Maxwell & Williams, Mitterteich Porzellan (incl. Kütahya Porselen Turkey), Pillivuyt France, Pulsiva (only with own brands Vega and Pulsiva), RAK United Arab Emirates, Revol France, Royal Limoges France, Royale Italy, Sandra Rich, Saronno Italy, Saturnia Italy, Schönwald Porzellan, Seltmann, Steelite England, Tafelstern, Thun, Tognana Italy, Vega Versand (only with own brand Vega), Vista Allegre Group Portugal, Walküre.

We did not analyse the market shares of "Ikea", "van Well Welco" (own brand), "Maeser Domestic" (own brand), "Ritzenhoff & Breker" (own brand), "Böckling" (Lidl/Kaufland) and "CreaTable", because these brands are generally not sold via HoReCa specialist retailers and are only sold with individual items "laterally" via consumer channels (e.g. furniture stores, self-service retailers, hypermarkets). As a rule, these brands are not sold via the HoReCa specialised trade and only enter the market with individual items "laterally" via consumer channels (e.g. furniture stores, self-service retailers, hypermarkets) and primarily due to promotions. To analyse Rosenthal Porzellan with the product lines Hutschenreuter, Thomas Porzellan, Arthur Krupp and Sambonet, we did not have sufficient data to complete our survey. Metro's own brand "H-Line" was added to the Turkish porcelain manufacturers. Where we have not included brands in this survey, this does not constitute a judgement of any kind; we make no claim to completeness with this market overview.


 

Assortment analysis of Holst Porzellan

Based on the pricing valid on 15 March 2017 and based on 3,058 data records of our active range in February 2017, the Holst porcelain collection - excluding dormant seasonal goods and customer-owned productions - consists of around

 

10% Articles with a sales price < EUR 2,00
26% between EUR 2,00 und EUR 3,00
25% between EUR 3,1 und EUR 5,00
14% between EUR 5,10 und EUR 7,00
14% between EUR 7,10 und EUR 9,90
8% between EUR 10,00 und EUR 14,90

 

and only 3% with a sales price > €15.00. The items in this price category are made up exclusively of our porcelain art (www.chinaporzellan.de) and our large-volume items such as GN porcelain, baking moulds and jumbo porcelain (www.jumboporzellan.de) and do not affect the price of the normal series business.


 

Result & Conclusion

Holst Porzellan's market position, pricing, product range structure and quality mix are effectively in line with the "healthy market average" and correspond to the mid-range of the catering landscape. As planned, we are therefore represented neither at the top end nor in the "low-cost segment".

This makes us a good catering partner and a stable brand with an appealing and comprehensive range for medium-sized retailers. Not only "form & function" correspond to the concept, but also price structure and market position! We provide our retail partners and their customers with a coherent, mature and favourable product range and continue to develop it further. With more than 1.8 million items available for immediate delivery, we guarantee a reliable "just in time" business and also provide a comprehensive service & important components of added value. This online portal with the Sell & Order concept it contains is the connecting link in the consultation and active sale of our products to the customer. This makes Holst Porzellan/Germany Schlicht und Stark not only strong in form and function, but also strong in figures, facts and brands. Find out more here in our dealer area.

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