‘Thinking of You’ is Electrolux’s new mantra

Recently, LG made noise about its new and technologically advanced range of home appliances, with actor Abhishek Bachchan as its brand ambassador. Not to be left behind, Videocon Industries Ltd - Electrolux has also come out with a fresh thinking, a new range of environmental-friendly washing machines, and a strong marketing and distribution plan to go with it.

However, no brand ambassador will be seen endorsing the new range. When asked why, Madhav Nene, deputy general manager, marketing, Videocon Industries Ltd - Electrolux made the quintessential quip, “The product is the hero of the story here. At this point, we really don’t need a brand ambassador, as the product speaks for itself.”

Electrolux will now be positioned globally as the brand that does everything keeping the consumer in mind, with a new tagline, ‘Thinking of You’. This is a shift from its earlier positioning, ‘Nurturing hopes, nourishing life’. India is one of the first markets in which this thought has been unveiled. “The brand Electrolux cares and thinks for people who want to lead a clean and healthy life,” says Anirudh Dhoot, managing director, Videocon Industries Ltd - Electrolux. “It is the strong bonding relationship of Electrolux with its consumers which led to the emergence of this positioning.”

The idea behind ‘Thinking of You’ is to get as close to the customer as possible, by observing him and his requirements.

Electrolux has launched five washing machines priced between Rs 6,990 and Rs 15,090, including two semi-automatic and three fully automatic ones. The latter come with hole-less drums, which can save up to 40 per cent water. This innovation was done to counter the water shortage in India, which reinforces that Electrolux is ‘thinking’ about its consumers needs. In addition, a new range of microwaves has also been launched.

The advertising for these will be done by Mudra, which handles the creative duties for Electrolux. The campaign will break in the third week of September. The company will pump Rs 25 crore into advertising for this new range. The campaign will make use of television, press, internet and PoS (Point of Sale) activities. The TVC will revolve around the benefits of the new range, but Nene declined to divulge any further details.

Innovations such as roadshows will be planned later in the year. The target is to sell over a lakh of units this year, with an aim to increase Electrolux’s market share from 3 per cent last year to 8 per cent this year.

The campaign will be targeted at SEC AB residing in the top 24 cities and urban towns. Electrolux’s distribution has been quite weak in the southern market, which is where the company will lay special focus. All over India, 4,000-plus retail outlets have been identified, which will ensure Electrolux’s availability.

For the record, the mother brand, Videocon, is handled by RK Swamy/BBDO.

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