Electrolux 2007 Annual Report Download - page 31

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Strengthening the Electrolux brand in Europe
The Group’s largest ever product launch in Europe was in 2007.
This launch was also one of the largest ever by Electrolux anywhere,
and comprised new appliances for built-in with consistent design
and innovative features. The launch is vital for improving the prod-
uct mix in the European market. In the course of the year, products
corresponding to approximately 40% of Electrolux sales in Euro-
pean markets was replaced by innovative Electrolux-branded
products.
Electrolux on-line
The Internet is an important tool for marketing, sales and support of
the Group’s products. Electrolux is committed to build thoughtful,
innovative and attractive on-line solutions that assist consumers in
all phases of their path to purchase.
The ways in which people use the Internet change rapidly and
vary with age, regions and cultures. It is hence essential for Elec-
trolux to go where the consumers are and create a relevant pres-
ence on communities, portals, search engines and not least our
own consumer web-sites.
Since 1995, Group appliances for the high end of the
French market have been double-branded as Arthur
Martin Electrolux. The brand transition was completed
in 2007, as Arthur Martin was discontinued. “Desor-
mais Arthur Martin préfère qu’on l’appelle Electrolux”
(Arthur Martin wants to be called Electrolux ) was the
message in the comprehensive marketing campaign
that supported the change of brand.
Success story: Brand transition in France
Arthur Martin, which has offered innovative kitchen
and cleaning solutions to French consumers since
1854, is now part of the Electrolux brand. It is no coin-
cidence that the change was scheduled during the
Group‘s largest-ever European launch. In the future,
French consumers can continue to purchase innova-
tive products, and Electrolux marketing activities can
be concentrated to one single brand.
Australian fashion designer Alex Perry was amazed at the result
when he fi rst used the tumble dryer Electrolux Iron Aid. Now he is shar-
ing his expertise of delicate fabrics with Electrolux as fabric care
ambassador.
Swedish designer Pia Wallén’s white
version of Electrolux Ultrasilencer was
inspired by the silent vacuum cleaner.
She associated the silence with the
sound of falling snow; white, peaceful
and quiet. The vacuum cleaner is pro-
duced in a limited edition and is sold by
selected retailers.
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when he fi rst used the tumble dryer Electrolux Iron Aid. Now he is shar-
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