Electrolux 2014 Annual Report Download - page 31

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STRATEGIC
BRANDS
8
Global and strong strategic brands are to increase value. Investments will be made in premium brands in all markets. Electrolux aims to reach more
consumer segments with strategic brands and with products preferred by more consumers.
The Group focuses on eight strategic brands, including AEG,
Electrolux, Eureka, Frigidaire, Electrolux Grand Cuisine, Mol-
teni, Westinghouse and Zanussi. Tradition and a strong focus
on design and quality have ensured AEG a leading position
in appliances in Germany, Austria and the Benelux countries.
Electrolux is a leading brand in large parts of Europe and
Latin America. In North America, Frigidaire is the Group’s
brand for appliances in the mass-market segment. In addition
to these strategic brands, there is a large number of smaller,
regional and local brands. The aim is to reduce the number of
brands over time.
With the acquisition of GE Appliances, which is expected
to be completed in , the Group will further add to its
number of strategic brands through licenses. These will be
an ideal complement to the Group’s existing brands in North
America.
Numerous launches of new, innovative appliances and
small domestic appliances, such as vacuum cleaners, in
recent years, have gradually strengthened the Group’s
position in the global premium segment. Products including
steam ovens, new, energy-efficient washing machines and a
complete range of small domestic appliances in the premium
segment were launched during the year.
Close consumer dialog to strengthen the brand
Electrolux develops solutions to create contact with, and
engage consumers throughout the purchase and usage pro-
cess. The aim is to establish an intimate dialog with consum-
ers and strengthen the overall experience of the Electrolux
offering. The Group’s “º Consumer Experience” process
focuses on consumers and creating exceptional experiences
of Electrolux at different stages, from the process of consid-
ering various product options, visiting websites and choos-
ing products at retailers to installation and use. Engaging
and innovative marketing activities during the year included
partici pation by Electrolux in the Taste Festival across Europe
and the social media campaign “Now You’re Cooking” for
small appliances.
Consumer decisions regarding the purchase of house-
hold appliances are increasingly based on visits to various
websites, blogs and use of social media. This means that the
Group’s websites are some of the most important tools for
convincing customers. A new platform was launched during
the year that will further enhance the customer experience
and user-friendliness of the computer, tablet and smartphone
channels.
Clear connection to professional cooking
The Group’s innovative and efficient solutions for professional
users are often used to improve the technology and perfor-
mance of products for consumers. Some examples are the
Electrolux Inspiration Range and the Electrolux Grand Cui-
sine brand, which offer professional food-service equipment
for home use. A continuous dialog with professional chefs
and the development of new solutions for restaurants and
hotels across the globe have provided valuable insight that
has been conveyed to other parts of the Group and further
strengthens the Electrolux brand. The collaboration with
professional users was strengthened again in  through
a partnership with the World Association of Chefs’ Societies
(Worldchefs).
The distinct Scandinavian heritage plays a key role in
shaping the Group’s design activities and in the development
of new and sustainable appliances. Design is a central part
of the Innovation Triangle, whereby the close collaboration
between design, R&D and marketing enables new products
to reach the market at a faster pace and ensures that these
products are preferred by more consumers.
Electrolux
AEG
North AmericaMarket segment
appliances
AustraliaEurope
Electrolux Electrolux Electrolux
Frigidaire
Eureka
Electrolux
Frigidaire
Westinghouse
Regional brands
Zanussi
Regional brands
Latin America
ELECTROLUX GRAND CUISINE
PREMIUM
MASS MARKET
ULTRA LUXURY
ELECTROLUX ANNUAL REPORT 