Electrolux 2006 Annual Report Download - page 28

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strategy / new products
Electrolux Rapido is the market’s
fi r s t handheld vacuum cleaner
with wheels. Eight models, includ-
ing one for liquids, will be launched
in Europe in 2007.
An increasing number of consum-
ers are altering their cleaning rou-
tines, vacuum-cleaning crumbs
and dirt every day instead of the
entire home once a week. Electrolux
Rapido has been developed for ease of
use, and is so attractive that it can be
left in view.
The wheels help to minimize damage to
fl o o rs and furniture, and also make the unit
more ergonomic. Rapido is easy to empty
and can be cleaned under running water
or with a large vacuum cleaner.
Handheld
vacuum cleaner
on wheels
Launch of induction
hobs in the US
Experience of development of induction
hobs for the European market played an
important role when this product was
launched in 2006 in the US premium seg-
ment as Electrolux ICON.
Electrolux is a pioneer in the US, where
induction hobs are seldom used. Market-
ing was therefore aimed primarily at dem-
onstrating the advantages of the product
by preparing food in retail outlets. This
method was previously unknown in the
US market.
A cookbook with recipes tailored for
cooking on induction hobs and utensils
are included in the purchase price.
Electrolux was the fi r st to launch a steam
oven on the consumer market. Few con-
sumers were aware of how to use it.
A steam oven preserves vitamins, miner-
als and colors much better than a conven-
tional oven, and less fat is needed.
Electrolux in Switzerland produced the
fi r s t cookbook for steam-oven cooking in
order to publicize the technology and its
benefi t s. The recipes were developed in-
house, and the cookbook was sold
through a publisher.
Both the steam-oven and the cook-
book have sold very well. The working
group that created the book were awarded
second prize for their creative thinking in
the Electrolux Global Brand Award
2005.
Steam oven with
cookbook
Innovative products
and marketing
24