Brand and design

The Group focuses on eight strategic brands, including AEG, Electrolux, Eureka, Frigidaire, Electrolux Grand Cuisine, Molteni, Westinghouse and Zanussi. Tradition and a strong focus on design and quality have ensured AEG a leading position in appliances in Germany, Austria and the Benelux countries. Electrolux is a leading brand in large parts of Europe and Latin America. In North America, Frigidaire is the Group’s brand for appliances in the mass-market segment. In addition to these strategic brands, there is a large number of smaller, regional and local brands. The aim is to reduce the number of brands over time.

With the acquisition of GE Appliances, which is expected to be completed in 2015, the Group will further add to its number of strategic brands through licenses. These will be an ideal complement to the Group’s existing brands in North America.

Numerous launches of new, innovative appliances and small domestic appliances, such as vacuum cleaners, in recent years, have gradually strengthened the Group’s position in the global premium segment. Products including steam ovens, new, energy-efficient washing machines and a complete range of small domestic appliances in the premium segment were launched during the year.

Close consumer dialog to strengthen the brand 

Close consumer dialog to strengthen the brand 
Electrolux develops solutions to create contact with, and engage consumers throughout the purchase and usage process. The aim is to establish an intimate dialog with consumers and strengthen the overall experience of the Electrolux offering. The Group’s “360º Consumer Experience” process focuses on consumers and creating exceptional experiences of Electrolux at different stages, from the process of considering various product options, visiting websites and choosing products at retailers to installation and use. Engaging and innovative marketing activities during the year included participation by Electrolux in the Taste Festival across Europe and the social media campaign “Now You’re Cooking” for small appliances.

Consumer decisions regarding the purchase of household appliances are increasingly based on visits to various websites, blogs and use of social media. This means that the Group’s websites are some of the most important tools for convincing customers. A new platform was launched during the year that will further enhance the customer experience and user-friendliness of the computer, tablet and smartphone channels. 

Clear connection to professional cooking 

The Group’s innovative and efficient solutions for professional users are often used to improve the technology and performance of products for consumers. Some examples are the Electrolux Inspiration Range and the Electrolux Grand Cuisine brand, which offer professional food-service equipment for home use. A continuous dialog with professional chefs and the development of new solutions for restaurants and hotels across the globe have provided valuable insight that has been conveyed to other parts of the Group and further strengthens the Electrolux brand. The collaboration with professional users was strengthened again in 2014 through a partnership with the World Association of Chefs’ Societies (Worldchefs).

The distinct Scandinavian heritage plays a key role in shaping the Group’s design activities and in the development of new and sustainable appliances. Design is a central part of the Innovation Triangle, whereby the close collaboration between design, R&D and marketing enables new products to reach the market at a faster pace and ensures that these products are preferred by more consumers.