Product development based on consumer insight
Energy-efficiency, speed, simplicity and individual solutions are some of the needs identified by Electrolux through interviews and home visits to users of household appliances. Consumer insight is at the core of all product development at Electrolux, and in 2010 a large number of households were visited worldwide.
All new Electrolux products are born out of the Group’s process for consumer-driven product development, which is a holistic process for managing products – from the cradle to the grave. The time to market (TTM) differs between regions. For example, TTM in Brazil is only about 18 months. Electrolux focuses on developing products within profitable segments and for markets displaying strong growth. The products are primarily aimed at customers in the premium segments.
In 2010, Electrolux invested approximately 1.9% of Group sales in product development. Product development is based on global collaboration and coordination of launches between various product categories. The number of new products generated by consumer-driven product development has grown rapidly in recent years, providing an improved product offering and a growing number of successful launches.
Electrolux RealLife® is a dishwasher designed for the 21st century. Below you can read more about the underlying process and the successful launch of the product.
