Electrolux 2013 Annual Report Download - page 37

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The comprehensive launch of new, innovative appliances and
vacuum cleaners in recent years has gradually strengthened the
Group’s position in the global premium segment. One example
in 2013, was the launch of a wide range of appliances under the
Electrolux brand in China. The new product range is targeted at
the premium segment and is based on European design with
functions adapted to the Chinese market. In Europe, the trend
for the Electrolux brand was stronger than for the Group’s other
brands, which was principally attributable to the major and suc-
cessful launch of the Electrolux Inspiration Range in 2012.
In addition to the Electrolux brand, the Group focuses on
seven strong, strategic brands: AEG, Eureka, Frigidaire, Grand
Cuisine, Molteni, Westinghouse and Zanussi. AEG holds a lead-
ing position in appliances in Germany, Austria and the Benelux
countries built on a long history and a strong focus on design and
quality. In North America, Frigidaire is the Group’s brand for appli-
ances in the mass-market segment. In addition to these strategic
brands, there are a large number of smaller, regional and local
brands. The aim is to reduce the number of such brands.
Shopping and living experience for consumers
Electrolux is increasingly focusing on smart and cost-efficient
solutions that follow and support consumers throughout the
purchasing process. The aim is to provide an exceptional expe-
rience of the brand by creating an intimate dialog with the con-
sumers during the shopping process before the purchase and
at purchase as well as after purchase when they use their appli-
ances and during the life of their appliances. Consumer deci-
sions regarding the purchase of household appliances are
increasingly based on the consumers’ visits to various websites,
blogs and participation in social media. This means that the
Group’s websites are some of the most important tools for con-
vincing customers.
Clear connection to professional cooking
The Group’s expertise in innovative and efficient solutions for
professional kitchens and laundries is used to improve the tech-
nology and performance of consumer appliances. Examples
include the Electrolux Inspiration Range and the Electrolux
Grand Cuisine brand, which offers professional kitchen appli-
ances for home use. A continuous dialog with the best chefs
and the supply of new solutions to restaurants and hotels
across the globe have provided valuable insight that has been
conveyed to other parts of the Group and reinforced the
Electrolux brand. Combined with a distinct Scandinavian heri-
tage, this plays a key role in shaping the design and in the devel-
opment of new and sustainable appliances. Electrolux continu-
ously carries out various projects and public relations cam-
paigns to strengthen the Group’s leading position by demon-
strating the clear link to professional cooking.
Read more at http://group.electrolux.com
Electrolux
AEG
PREMIUM
ULTRA LUXURY
Frigidaire
Eureka
MASS MARKET
North AmericaMarket segment
appliances
AustraliaEurope
Electrolux Electrolux
Electrolux
Frigidaire
Electrolux
Westinghouse
Regional brands
Zanussi
Regional brands
Latin America
ELECTROLUX GRAND CUISINE
35ANNUAL REPORT 2013