Electrolux 2001 Annual Report Download - page 21

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REPORT BY THE PRESIDENT AND CEO 17
During the last few years we have put a lot of effort into better understanding of end-users.
Using the Brand Scorecard System we have interviewed more than 40,000 consumers about
their brand attitudes and preferences.
In 2001, we conducted more than 5,000 in-depth interviews to learn about consumer atti-
tudes, needs and motivators.
This has given us unique and valuable insight into the variety of consumers’ functional and
emotional needs. It has enabled us to create market segmentation models with clearly defined
segments for different product sectors. These now guide all our marketing activities, from product
development to media selection.
We will continuously become better at differentiating our offerings in a way that is relevant,
useful and valuable for consumers. And this in turn will create more value for us.
Familiarity
Authority
Benefit
Market
segmentation
Quality,
Leadership,
Trust
Brand identity
Three main components are needed to build a strong and valuable brand:
•Familiarity –people should not only be aware of you, they should also have an
idea of what you represent
•A relevant, special promise that separates your brand from its main competitors
•Authority – a reputation for quality, leadership and trust so that the promise made
by your brand is credible to potential customers
Relevant
differentiation
Special
The Brazilian operation won the
Electrolux Brand Award in 2001 for a
successful campaign supporting the
launch of a new line of refrigerators.