INTERNATIONAL MARKETING INDIVIDUAL ASSIGNMENT
VIPP
Vipp is a Danish company producing high-end and high quality products, from dust bins and toilet brushes to whole kitchen sets.
The Vipp story begins with Holger Nielsen's metal factory, where in the 1940's he created their most iconic product, which is now famous all around the globe: the Vipp pedal bin. He created it for his wife's hairdresser's salon, who needed a functional and sturdy bin. Later, dentist's offices and clinics adopted this pedal bin on account of its design and practicality. However, the conmpany Vipp was established after Holger's death in 1992, when his daughter Jette Egelund with her two childern Kasper and decided to start selling the bins not only to professional market, but to the public as well. Until present day, the company has expanded their product line from pedal bins only to wide array of bathroom and kitchen products ranging from espresso cups, laundry baskets, mirrors to towels and toilet brushes.

Holger's philosophy can be summed up in one sentence: “Good design never goes out of fashion”. Vipp still continues to design and manufacture products based on the design of the first pedal bin, inspired by the 1950's and 1960's.
Their product lines are currently offered to individuals who seek everyday products of supreme quality and classic design and are willing to pay the high-end price for them, to illustrate; their prices for the smallest pedal bins start at around 1600 DK (about 215€). The company's current marketing segment could be simply described as individuals and families of upper economic class, who are looking for trendy everyday products and pay more to get more quality.

Since the start of Vipp, the professional market has showed a lot of interest in their products. Restaurans are one of them. The Vipp's website quotes a Michelin starred restauran Kadeau in