Vorwerk, the Wuppertal, Germany-based seller of household products, won top honors during the recent 44th German Marketing Day. The company received the German Marketing Award 2017 for its Thermomix product, which was first introduced in the 1970s.
Thermomix’s overall marketing performance, sales and customer interaction across all communications channels helped it to beat out contenders Check24, Edeka, Hornbach and Rügenwalder Mühle in the final.
The Thermomix features the capabilities of multiple kitchen appliances. It can cook, weigh, blend, grind and chop. Vorwerk first launched the appliance in 1971. It was the first heatable, multi-functional kitchen mixer. Chef Dieter Müller praised the all-rounder as “one of the most important kitchen appliances since the invention of fire.”
Vorwerk representatives sell Thermomix through the party plan method. The main markets for the mixer are in Europe—Italy, Spain, Germany, France, Portugal and Poland—although the product is also sold in Taiwan and Mexico.
Thermomix is one of four direct selling segments of the Vorwerk family of products. The others include Kobold home care appliances, Lux Asia Pacific vacuum cleaners and water purifiers, and JAFRA Cosmetics, which was acquired by the company in 2004.