Top Story

e4m_logo.png

Home >> Marketing >> Article

Electrolux Homes to showcase product range

06-August-2004
Font Size   16
Electrolux Homes to showcase product range

As part of its growth and development strategy, home appliances company Electrolux Kelvinator Ltd plans to open exclusive retail outlets which will also act as experience centres, as well as introduce and nurture new product categories in the Indian market.

By the end of 2005, the company hopes to have put in place 50 exclusive stores, christened Electrolux Homes, through franchisees.

These outlets will display the complete product portfolio of the company, said its Vice-President (Sales & Marketing) Mr Ajay Kapila.

He said the company, with accumulated losses of over Rs 500 crore, is looking at newer product categories for growth. Expanding its product portfolio is key to the realisation of its full potential in the country, he added.

While Electrolux has launched its brand of air-conditioners and microwave ovens, it's also planning to introduce kitchen appliances like hobs, hoods and electric chimneys and vacuum cleaners.

In the air-conditioner and microwave markets, Electrolux hopes to attain a 10 per cent market share in the second year itself.

Mr Kapila said the company hopes to find a niche for itself in the crowded air-conditioner market by providing split-ACs cheaper.

Electrolux is offering its 0.75 tonne Oxigen split-AC at an exchange price of Rs 12,990 and is also coming out with a 1 tonne version, which will be priced at Rs 16,990.

Among its innovations in the refrigerator category is `Bijlee,' which offers a 12-hour power backup through a built-in battery. "The product is unique; the concept will have to be sold to the customer," he said. The company has identified five critical markets where the power situation is precarious, and will target them with Bijlee. Some of such markets will be in Rajasthan and Uttar Pradesh, he said.

Electrolux is also promoting its `Tamanna' refrigerators, which come with in-built FM radios and message recorders, among home-makers.

The company is now looking for significant business growth through its new product offerings as well as through its distribution initiatives to reach new markets, said Mr Kapila.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Lalitha Jewellery and Hindustan Lever continued to lead Top 10 Brands and Top 10 Advertisers

In association with Kinetic India, the brand captured the market across the country with strategic planning and wider campaign

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.