Electrolux Kelvinator yesterday announced the launch of its electronic frost-free refrigerator, O-Zone. The launch will be backed by a multimedia campaign with an approximate budget of Rs 15 crores, which will run from January next year.
Speaking with exchange4media, Anand Bhardwaj, Exec. VP - Marketing, Electrolux Kelvinator, said, "We are doing a phased launch for O Zone. Around Onam, we launched it in Kerala and last month in West Bengal. In Delhi and Mumbai, we launched it yesterday."
He further added, "Nationally, O-Zone will be available by the end of December and we will run the complete campaign from January, next year. The launch will be backed by a multimedia campaign with an approximate budget of Rs 15 crores."
O Zone is targeted at the 'mature' consumer segment, ready to graduate to a second refrigerator, and is being introduced in a phased manner across the country. Mumbai and Delhi markets will see the print campaigns in the next couple of days in all the leading dailies.
Says Bhardwaj "Electrolux Kelvinator, today is a dominant player in the refrigerators market with a total market share of 26.6% (as per ORG 2001 figures) and with the launch of the O-zone, the company aims to not only consolidate its position and attain a strong foothold in the refrigerator market, but also intends to garner a substantial 10% market share in the frost free segment by the end of 2002."
With the launch of the O-zone frost-free refrigerators the company aims to consolidate its presence in the Indian market. O-zone is designed by Electrolux Design Centre Stockholm and has been developed and manufactured in India at Warora. O-zone claims to comprise a host of first ever features in it. The Ozone ranges of refrigerators are available in two sizes -230 liters and 270 liters in two variants premium and luxury priced between Rs. 15,290 to Rs. 18690.
The O-zone refrigerator claims to comprise a host of first-time ever features in the frost-free segment such as, unique freezer light, Can holder, the digital eye (includes alarm clock & temperature indicator) and spill proof lockable.