Case story ~ taste
Global presence strengthens offering in attractive refrigerator segment
Electrolux leveraged its global scale to develop a modularized product platform that can be tailored to regional demands in the profitable multidoor refrigerator segment.
- Strong sales growth in this category in North America in 2019
- Strengthened position in attractive segment
- Increased efficiency and R&D pace
Multidoor is the largest and fastest growing refrigeration segment. It is therefore important for Electrolux to be able to offer competitive products in this fast growing and profitable segment.
Leveraging global scale
Electrolux assessed and identified regional needs before developing a modularized multidoor refrigerator product platform to efficiently meet these needs. Crucially, modularized products allow both fixed and variable cost reductions related to procurement and R&D, while speeding up innovation and reducing time to market.
Capturing opportunities through deep local understanding
A single global common multidoor refrigerator platform serves as the basis for local differentiation to specific regional consumer needs. The new refrigeration line focuses on delivering outstanding consumer experiences and is part of a wider multidoor growth strategy, with ambitious targets to increase market share.
Following successful launches in Australia and New Zealand in 2018, multidoor products adapted to local preferences using the common modularized platform were launched in North America and Latin America in 2019. The focus on this product category in the premium segment has resulted in increased regional market share for Electrolux.