Electrolux Newsroom Thailand

Electrolux Thailand Introduces “The Inspiration” Product Range to Tap Into Appliance Market, Recording Highest Growth Rate in Eight Years

Press release
Thailand, 4 March 2013

Electrolux Thailand Introduces “The Inspiration” Product Range to Tap Into Appliance Market, Recording Highest Growth Rate in Eight Years

The company moves towards another year of accomplishment following its strong success in 2012. To reinforce its leading position in the European branded appliance market, the company recently launched new series of “The Inspiration” products, the latest innovation and thoughtful design from Sweden, and announced its high impact marketing and advertising campaign that will further drive overall market growth.

Last year recorded a great year for Electrolux Thailand, who today announced its business growth that doubled the overall market growth, the highest record in eight years. In addition, the latest research from independent research company GFK showed that Electrolux achieved no. 1 market position with 35% marketing share in front load washing machine, and 22% in vacuum cleaner. (updated to December 2012).

The results were announced by Khun Sutti Manokitjarunman, General Manager, Electrolux Thailand at the company’s 2013 annual Dealer Conference entitled “Inspiration is You”.

“We are thrilled and delighted to announce our steadily growing sales recorded in 2012 thanks to robust marketing campaigns, including “More than one” campaign launched early last year, new product releases in line with the company’s 5-6-7 plan to launch 67 new products in Thailand; and Electrolux thoughtful European standard design and product innovation, that focus on consumer demands, environmental awareness by minimizing energy, water and time for users. These factors have been our consistent market growth over oval market growth”, said Khun Sutti.
Electrolux will build on the 2012 success as a main driving force for its business development to make the 2013, another prosperous year for the company, added Khun Sutti.

“While we celebrated our 2012 success across the company, we are now firmly focused on 2013. This year, we have an additional plan on long-term manufacturing investment aimed to expand our production scale to support the AEC growth opportunity, particularly to enhance the growth of refrigerator market. Our current refrigerator manufacturing facility based in Rayong province will also serves as a major manufacturing hub for exporting to other Asia Pacific countries.

Additionally, the company showcased over 100 products that will be launched this year. Among the highlight is “The Inspiration” products, featuring a touch function, distinctive and harmonious design to cover all product segments. Electrolux also puts in place a plan to further extend sales network, as well as to launch more creative marketing/advertising campaigns in an all-out effort to continue our upward trend.

Among the new product to be rolled out in Thai market this year including the latest range of FlexFresh™ fridges that come packed with functions and innovations in every single detail to meet all specific consumers’ demands more than general fridge. This product range also features a variety of smart functions including NutriLight™, a patented fixed wave treatment that evenly distributes light around the crisper to boost the vitamin content of fruits and vegetables. Moreover, the new fridges can be reconfigured to allow more space, while the Multi Flow System regulates the airflow within the fridge to ensure that cool air is evenly distributed to all parts of the refrigerator.

The latest range of Time Manager front-load washing machines are designed to be gentler on your clothes, and saves you time, electricity, and water. With up to four time options, you can choose how much time your washing needs based on how soiled your clothes are. Furthermore, this product range includes a Vapour Action that gently relaxes fabrics and helps to remove allergens in clothes by up to 99.9% to achieve cleaner clothes. They are designed to put you in control of your washing and even advise you on how much detergent to use.

Electrolux new products will be promoted through series of comprehensive marketing and advertising campaigns, including “The Inspiration”, a commercial campaign, unveiling the contribution of daily successes from intuitive and inspiring Electrolux products. The advertisements creatively demonstrate how Electrolux products make life easier for households. Electrolux today introduced “Electrolux Inspiration Mobile” van, which will be used to showcase the varieties of Electrolux product range at leading department stores and business areas nationwide.

Electrolux was also recognized for its sustainability, corporate social responsibility activities, as well as the winning of 40 prestigious product design awards in 2012. Among the highlights include being ranked a world sector leader (Durable Household Products) in the Dow Jones Sustainability World Indexes (DJSI) for six consecutive years as well as being named one of the World’s Most Ethical Companies by the prestigious Elthisphere Institute in recognition of its consistent sustainability and ethical business best practices. Recently, to mark the 100th year anniversary of Electrolux vacuum product, the company made a donation of 100 sets of vacuums to 100 rural hospitals in Thailand.

About Electrolux

Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 markets every year. The company focuses on innovative products that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals.

Electrolux products include refrigerators, dishwashers, washing machines, cookers, air-conditioners and small appliances such as vacuum cleaners sold under esteemed brands like Electrolux, AEG, Eureka and Frigidaire.

For more information go to www.electrolux.co.th, www.electrolux.com/electrolux-insiders, and www.facebook.com/thelittlewhitebook


For further information, please contact:

Grayling (Thailand)
Pimpailin Teeraleela and Nannapat Sukpreedee
Tel: 02-635-7151-2 Fax: 02-635-7155
Email: pimpailin@grayling.com and nannapat@grayling.com

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