Bangkok--7 Dec--Grayling
Electrolux, the world’s leading home appliance manufacturer, today launched a high profile marketing campaign directly targeting consumers during the forthcoming festive season.
In a comprehensive briefing, Electrolux General Manager Sutti Manokitjarunman described the emotional response the “Perfect Gifts for Your Home” campaign had been designed to achieve.
“Do you remember the last time you opened a gift and thought ‘Wow, how did you know? That’s exactly what I wanted!‘ That is how we wanted all our customers to feel,” said Mr Sutti.
The campaign launched today with an integrated media schedule alongside in-store displays and premium promotions, shows real people in real situations celebrating special occasions.
“Our campaign is about the joy of giving, and receiving. Cherishing the moment of surprise when the gift is presented.”
“For example, a husband buying a gift for his wife. Children banding together to buy something special for their mother. Or a newly-wed couple experiencing the joy of beginning their shared life together.”
“It is fun. It is about giving the best you can to someone very special to you, and we believe it will connect very strongly with Thai families throughout the country”
The campaign comes at the culmination of what Mr Sutti described as a remarkable year.
“Electrolux is the brand that has set the standard for innovation, design and durability in the home appliances industry for more than 90 years. It is, above all, a brand people trust. That is why, even in a year as mixed as 2010, we have been able to achieve strong growth in this market”.
Mr Sutti said the company had not only strengthened its leadership in key segments such as front-loading washing machines, but had also experienced very positive growth across a range of new products launched during the year which had propelled Thailand to become one of the key Electrolux markets in SE Asia.”
Explaining the reasons behind the growth, Mr Sutti credited the company’s central promise of “Thinking of You” as a key factor.
“We want to make people’s lives simpler and easier, but the only way to truly achieve this is to listen carefully to what people are telling us about how their lives are changing, taking these insights and apply thoughtful design to improve existing products and introduce new ones which meet these needs.
The power of the promise to be “Thinking of You” was best illustrated by the fact that each year, more than 40 million consumers in more than 150 countries were choosing Electrolux products ahead of other brands. This equated to two Electrolux products sold every second, of every day, of every year.
Mr Sutti said the challenge of staying relevant and keeping in tune with consumer needs was a constant one, requiring continuous self-examination and improvement.
“We know we cannot afford to be complacent. We have great products that have proven their value over many years, but we also know consumers want the latest benefits that technology can bring to their lives. So we not only look to meet these needs through introducing new products, but also constantly improving existing products through the application of new technology.”
The emphasis on continuous improvement had played an important role in influencing the range of new and improved products Electrolux believes will lead its sales drive in 2011, he said.
The company will be launching new models of key products including the Affinity Washing Machine & Dryer - the perfect pair for large laundry loads with an 11kg capacity. It will also offer an enhanced model of its UltraActive Vacuum Cleaner, offering excellent floor cleaning with less effort and add all the advantages of bagless vacuuming in a compact, high-performance package. The recently-launched Keyhole Hob, 2-in-1 induction and gas hob that was specifically designed with Asian cooking in mind, is joined by Power Boost, a kitchen hood that can ventilate with one simple click and clear the air with less noise. Rounding out the 2011 new product range is an improved Electrolux Inverter Air Conditioner that comes with an integrated air filtration system with the latest technology to help you cut energy consumption while providing improved air quality and maintaining the chosen temperatures.
While focusing on driving another year of strong growth in 2011 across all its key categories, Mr Sutti said there was also a strategic component to the campaign.
“Although we are launching this campaign today, we know the complete range of innovative appliances we offer today, as well as new products we will bring to the market in the future are all perfect gifts for your homes for any special occasion throughout the year.”
“This month we are introducing another perfect gift - an all-new line of Instant Water Heaters that bring you sensational showers infused with the ultimate design and style. It is a great product, and one we believe will quickly move Electrolux to become one of the top brands in this segment.”
All new products can be seen at all leading departmentstores, Electrolux dealers nationwide and the new Electrolux Home Inspirations store at the New Petchburi Road Headquarters. The brand-new store, a source of consumer inspirations for latest choices of home appliances, was also launched today and provides a complete range of the latest new products and innovations from Electrolux including unique high-end, built-in kitchen appliances - another simple way to look for perfect gifts for your home and definitely your loved ones!
About Electrolux
Electrolux is a global leader in home appliances and appliances for professional use, selling more than 40 million products to customers in 150 countries every year. The company focuses on innovations that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals. Electrolux products include refrigerators, dishwashers, washing machines, vacuum cleaners and cookers sold under esteemed brands such as Electrolux, AEG-Electrolux, Zanussi, Eureka and Frigidaire. In 2009, Electrolux had sales of SEK 109 billion and 51,000 employees. For more information, visit www.electrolux.co.th, http://newsroom.electrolux.com/th/, or www.facebook.com/thelittlewhitebook
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