All market communication aims at creating a strong image of Electrolux, for all products and markets. Marketing plans are integrated at an early stage in the product development process and activities are coordinated to achieve best impact.
"Thinking of you"
"Thinking of you" highlights the Group’s intensive focus on consumer insight for development of new products. Communication profiles Electrolux as the “Thoughtful Design Innovator”. Marketing plans are integrated in the product development process at an early stage. Marketing activities are coordinated in order to achieve greater efficiency and impact. Investments are aimed at countries with the greatest potential, and cost-efficient media such as PR and the Internet are being used more frequently.
More of Electrolux in USA
Investment in brand communication in 2007 amounted to 1.8% of net sales. During the next few years, this investment will rise to more than 2% of sales in connection with major product launches, e.g., in North America. In 2008, a new line of appliances will be launched in North America under the Electrolux brand in the premium segment. The goal is over time to achieve a substantial share in the high end of the North American market in order to improve the product mix.
