The uniqueness of Meissen Porcellain - Analysis of the product's success


Research Paper (undergraduate), 2003

9 Pages, Grade: 2


Excerpt

Table of contents

The uniqueness of Meissen Porcelain

1. From Chinese to Meissen Porcelain

2. The underlying reasons for the worldwide tremendous success
2.1.1. August II and the Chinese porcelain
2.1.2. The trademark
2.2.1. Manufacturing
2.2.2. Painting

3. The symbol of luxurious savoirvivre

Sources

The uniqueness of Meissen Porcelain

1. From Chinese to Meissen Porcelain

Already in the 7th century AD, the secret of making porcelain was known to the Chinese. For 1000 years, porcelain was the symbol of the mysterious world of the Far East which has been virtually closed to European travelers and explorers; that is why European rulers were very enthusiastic with the „white gold“ from the East.

The Staatliche Porzellan-Manufaktur in Meissen was the first and oldest porcelain manufactory in Europe, founded in 1710 in the late Gothic Albrechtsburg to keep the secrets hidden away from competitors. The entire porcelain production takes place in Meissen.

The manufactory Meissen has kept quality as the foremost priority on the same high level over centuries.

The Meissen patterns with their delicate execution are achieved by hands. This way every customer can be sure that the aura of authenticity and uniqueness for the connoisseur. This aura has made Meissen porcelain famous throughout the world.

Meissen determines trends and conjures up dreams. As an example, the book that Meissen now has issued is the absolute first in its class worldwide. „It is the first book with pages made of porcelain and containing a selection of poems and paintings of roses.“[1]

2. The underlying reasons for the worldwide tremendous success

There are numerous competitors worldwide such as Zelli Porcelain, Mikasa China, the Porcelain Factory of Herend, etc. But none of them can keep up with the high standard of Meissen Porcelain.

According to Meissen Germany themselves, the sources of success lie in the artistic creativity, quality conscience and individual responding to customers` wishes.

On the US-American website of Meissen porcelain you can find ten reasons why we should choose Meissen porcelain over competitors` products:

It is Europe’s first porcelain; precious as jewels, the „white gold“;

peerless as the whitest and hardest porcelain; hand made;

hand painted by 450 highly trained painters;

exceptional because of the 10,000 original and proprietary colors used by Meissen;

unequalled because of the 150,000 tableware articles, gifts, and figurines produced;

4,000 patterns are available forever; scratch-proof which makes it perfect for daily use or special occasions and last but not least it is timesless:“Today`s most beautiful porcelain, tomorrow’s timeless classics.“[2]

The following pages will elaborate on these reasons further in-depth:

2.1. History

„There are three things where by men are moved to desire this or that object which otherwise is not needful for their use: (1) beauty, (2) scarcity, and (3) the exchange value that attaches to these properties.“ Johann Friedrich Böttger[3]

2.1.1. August II and the Chinese porcelain

August II the Strong, a passionate collector (porcelain-addict) of Chinese and Japanese porcelain, protected the unsuccessful goldsmith Johann Friedrich Böttger, the scholar Tschirnhaus, the painter Hoeroldt, and Joachim Kaendler, an extraordinarily skilled sculptor (creator of many figures, sculptures and tableware settings which have endured for almost 300 years), first managed to create hard-paste porcelain („white gold“). Böttger actually was supposed to discover a way to produce gold but ended up rediscovering the porcelain kaolin clay that the Chinese and Japanese already had invented centuries ago.

[...]


[1] http://www.meissen.de/engl/aktuelles.html

[2] http://www.meissen.us/products.html

[3] http://www.meissen.us/history.html

Excerpt out of 9 pages

Details

Title
The uniqueness of Meissen Porcellain - Analysis of the product's success
College
University of Applied Sciences Hof  (Economics)
Course
International Marketing
Grade
2
Author
Year
2003
Pages
9
Catalog Number
V28512
ISBN (eBook)
9783638302708
File size
496 KB
Language
English
Notes
Analysis of the success factors of meissen porcellain. Based on www.meissen.de.
Tags
Meissen, Porcellain, Analysis, International, Marketing
Quote paper
Claudia Baier (Author), 2003, The uniqueness of Meissen Porcellain - Analysis of the product's success, Munich, GRIN Verlag, https://www.grin.com/document/28512

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