Requirements for R & D, marketing and sales are therefore not to be underestimated. Despite the economic crisis Grohe has brought over 200 new products into the market by 2010 and thus in the public furore, said Dr. Kricsfalussy. Have you ever seen on TV by Grohe? In the area of marketing, Dr. Kricsfalussy explained the reason that there is no TV and radio advertising by Grohe among others: the target group are not as one might suspect the end-users, so those who use the bathroom, but wholesalers and installers of sanitary facilities. This is among other things because users usually when designing their baths to request professional support for installers and then will advise which products for whatever purpose are suitable. The complexity of the 3-stage sales represents a special challenge in the business model of Grohe AG. The new world of communication for Grohe is carried out according to the pattern of relationships Purchases Advocay”, explained Dr.
Kricsfalussy. This advocacy are under the term”understanding advocates such as Tell a friend about wholesalers, the Grohe. In the past, different communication tools have been improved: there was a relaunch of the Grohe website and the use of viral marketing. Also, the strategy was communicated to the audience, that of communication 70% of the content of a marketing tool for all Grohe locations globally usable and 30% to the local area is tailored to. Dr. Kricsfalussy reported on Grohe apps for the iPhone (E.g. an innovative greeting message that worldwide among the top 25 downloads of iTunes was) and the successful marketing campaign give me a reason to shower”, which among other things on Facebook interest came. The Case Grohe shows summary”, that the courageous and consistent counter-cyclical investment in design and innovation despite the economic crisis and drastic austerity measures could lead to a sustainable success.