Electrolux 2006 Annual Report Download - page 25
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Commercial launch preparation
In parallel with product development, we
develop marketing based on the consumer
insight that the process has generated.
Range management
Monitoring and optimizing
of our range of products and
models.
Phase-out
Planned phase-out of older
products and models to make
room for new ones.
A considerable share of investment
is devoted to the early phases of the
process, prior to large investments
in production, in order to ensure that
the product is successful.
What sort of market
acceptance has the
product received?
It surpassed our expectations!
It’s especially gratifying that the
dryer meets a need for many
people who have previously not
purchased this type of machine
because they were afraid it might
harm their clothes. Iron Aid is
gentle and at the same time
substantially reduces the need
Annika Kühner
Launch execution
Effi cient, focused marketing enables us
to rapidly achieve market acceptance,
high volume and profi tability.
A new innova-
tive product
The Iron Aid dryer was launched
in the Swedish market in the
autumn of 2006. Annika Kühner
was responsible for the launch.
range of energy-effi cient refrig-
erators which will be prod-
uced at Sharp’s plant in
Thailand. The goal of this
cooperation is to offer con-
sumers innovative products
and reduce time-to-market.
A number of projects are in
progress within other product categories.
Laundry – Consumer surveys show that ironing is the household
chore that is disliked by the most people. This insight enabled
Electrolux to develop the tumble dryer Iron Aid, which dramatically
reduces the need for ironing and also removes unpleasant odors
from garments.
Over the next few years, a range of laundry appliances will be
launched with a strong focus on effi ciency and good environmental
features.
for ironing. Although it’s priced
higher than other dryers, we
expect continued strong sales
growth in Sweden. We’re now
launching this product in the rest
of Europe as well as Asia and the
Pacifi c. My own Iron Aid gets a
lot of use!
Professional Products – In general, professional users have
similar needs to consumers and are demanding products that are
easy on the user and the environment. Advanced technology en-
ables Electrolux to offer CO2 dry cleaners that utilize the carbon
dioxide in the atmosphere and thus minimize the need for hazard-
ous additives.
Product development within Professional Products has been
based on user needs and preferences for many years.
Development with external
partners
Cooperating with external
partners to develop new
products is part of the
Electrolux innova-
tion strategy.
In June 2006,
the fi rst such
project was pre-
sented within the
framework of a coopera-
tive agreement with Sharp
of Japan. Electrolux and
Sharp have developed a
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