In a move to give the brand an international image, Electrolux Kelvinator Ltd (EKL) will give its cricket awards, instituted last year in collaboration with Wisden Asia, an international flavour. As part of this move, last year’s Indian Cricketer of the Century Award will be replaced by the International Cricketer of the Year Award and a string of awards for best team, batsman, bowler etc from the international arena.
The company had chosen cricket and films as the two properties it will focus on to get maximum marketing mileage. The company’s strategy would be to exploit these two properties in an inexpensive yet innovative manner that will give it a long-term returns. For this reason it does not plan to get into expensive World Cup-related advertising, though it is ‘exploring some options’.
However two ‘major’ launches in refrigerators are slated for the first quarter of 2003, under its flagship Electrolux Kelvinator brand.
In a bid to establish its credentials as an innovative brand, EKL has already this year introduced three major launches: Washy Talky, the world’s first talking washing machine, O-zone frost-free range which has been innovatively designed and last month Supercool Aquaflow direct cool refrigerators, with patented water dispenser technology in the 170 and 250 litre sizes.
Next year EKL plans to launch an imported range of high-end products including fridges, washing machines, cooking ranges, dish washers, vacuum cleaners and microwave ovens under the Electrolux brand. EKL’s third brand Allwyn will continue to be positioned as its price fighter brand.