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Bauknecht elevates its brand with professional media planning

Contentserv’s comprehensive marketing-oriented approach gave Bauknecht the freedom to scale without worrying about massive business disruptions.

Bauknecht Elevates its Brand with Professional Media Planning bauknecht-whirlpool-featured (1)
About Bauknecht

A manufacturer of high-quality home appliances such as washing machines, refrigerators, ranges, and ovens for over 90 years, Bauknecht is an international brand with subsidiaries in multiple countries spanning different regions. Headquartered in Stuttgart, Germany, Bauknecht is also a brand of the global leading manufacturer and marketer of major home appliances, Whirlpool Corporation.

The challenge

With a rapidly growing product portfolio, additional brands, extensive product groups and diverse language needs, Bauknecht faced various challenges in data management and process optimization. It needed to solve issues around the redundant storage of product information in different countries, inconsistent processes and workflow organization, and communication with subsidiaries in their respective languages.

The company required a media-neutral solution that would enable them to manage product information and digital assets from a central repository. Preferably, the solution would be web-based and able to support multiple languages, as well as its strategy to maintain a consistent brand. As a widely known brand, it also needed to quickly share print catalogs, data sheets and price lists to partners and resellers. With these in mind, Bauknecht realized that integrated solutions like Product Information Management (PIM) and Digital Asset Management (DAM) were necessary to solve the challenges they faced as a growing company.


Bauknecht sought a solution that could deliver the web-based centralization they required to manage product information and digital assets. The solution had to be able to support the following:

  • International standardization of the media creation processes – transparency of data maintenance right up to publication
  • Simple localization of marketing material in the corporate design style
  • Target group-specific processing of product data
  • Cross-media output: print catalog, datasheets, price lists, online reseller portal
  • Flexible export interfaces to commercial partners and portals
  • Import option for quick processing of large amounts of data
  • Dynamic management of product and image data
  • Publication planning and last-minute changes via the system
  • Quick maintenance of the product information through text automation

Bauknecht chose to implement Contentserv PIM and DAM along with implementation partner SDZeCOM GmbH & Co. KG. Contentserv’s comprehensive marketing management approach, which covered product and image management, and publication planning and production, was the primary reason for Bauknecht’s choice.

Contentserv PIM replaced Bauknecht’s existing and inadequate product data management solution, and SDZeCOM extended the new PIM with customer-specific functions, such as managing dynamic text modules, where the specifications of different technical attributes can be added as required. Contentserv DAM, on the other hand, was used for the differentiated media-neutral management of all of Bauknecht’s image and media data.

Another aspect of the implementation was to support Bauknecht’s publication management. Contentserv facilitated the planning, control and production of the different output media efficiently and flexibly, especially its extensive multipage print media. This allowed Bauknecht to map the complete page plan in the system – from customizing content to meet individual customer requirements, to last- minute corrections via the integrated InDesign Editor, resulting in effective collaboration and efficient end-to-end operations.

Lastly, the implementation of Contentserv enabled Bauknecht to provide its commercial partners with content from the product catalog as required via an intuitive portal interface specially developed for the company.

Results that matter

With the implementation of Contentserv PIM and DAM, Bauknecht achieved an always up-to-date, centralized, and media-neutral repository for product information and digital assets for all countries involved. As a result, Bauknecht can create high-quality product information that enables it to automate the production of marketing media and product datasheets.

Additionally, Bauknecht can now easily share all product data with its partner and reseller network via a flexible and intuitive export process using a portal interface. Multilingual catalogs are now produced quickly and easily, saving a lot of time and money and enabling Bauknecht to launch products faster.

“With its all-around marketing-oriented approach, Contentserv is ideally suited to fulfill all our business requirements. At the same time, we are equipped with optimal software for our future development.”

Viola Linke, Brand Loyalty Manager Continental Region, Bauknecht

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