As part of its aggressive growth strategy to become the Complete Home Appliances Specialist brand, Electrolux India, the world's No. 1 home appliance company today announced its foray into the new product category with the launch of its "˜Oxigen' hoods and "˜Nutrition' hobs in North India in the first phase. Electrolux plans to introduce the new category in top 10 cities by the mid year.
With an eye on the emerging market for built-in kitchen appliances in India, Electrolux is the first multi-category durable brand to introduce built-in kitchen appliances in India. The company has introduced six models of "˜Oxigen' hoods and four models each of "˜Nutrition' hobs cook top range. The combination of a hood and a hob that accounts for over 80% of the category sales can be bought within a price range of Rs 25,000- Rs 50,000.
Electrolux "˜Oxigen' hood that comes equipped with a unique "˜Oxi "“ Filter', absorbs the oil and heavy grease particles thereby ensuring a clean and healthy environment in kitchen. The 'Nutrition' hobs that have enhanced burners, generate stronger flames that gives 20% superior cooking results as compared to traditional hobs.
Electrolux's entry into the new category is in line with company's strategy to position itself as a Complete Home Appliances Specialist brand. To strengthen the company's topline, Electrolux in recent past entered high growth segments like microwaves and air conditioners. Electrolux has been able to virtually redefine the two categories by introducing breakthrough models at breakthrough price points. With an eye on potential FAFL (Fully Automatic Front Loading) washing machine segment, Electrolux has introduced five new models in the segment.
Speaking at the launch, Ajay Kapila, Vice President-Sales and Marketing, Electrolux India said, "As part of our growth strategy in India, we are moving towards being a complete home appliances specialist brand and the launch of this new category is a testimony to this. Currently small but up-coming category, Built-in Kitchen appliances, is poised to grow at a healthy pace of over 35% p.a. Raising aspirations of the urban and semi urban consumers, real estate development, changes in lifestyles and altering consumer demand will further fuel the growth of this industry."
Electrolux has drawn a very comprehensive marketing and distribution strategy to provide an impetus to the new category. Besides allocating a dedicated sales team to market the new products, Electrolux will target the prominent construction houses, architects and new apartments with special kitchen packages. Unique merchandizing and special arrangements with top 50 consumer durable retail outlets will also be worked out. The company is also planning to use direct marketing extensively to make the task of choosing and selecting built-in-appliances much easier. Electrolux will also undertake consumer education program through architect and consumer meets in metros.
While talking about positioning of the new category, Mr. Kapila informed, "We are introducing new European/Scandinavian designs in the category that would be targeted at the premium segment household of Sec A & B. We will use the differentiated proposition in technology and design to make our presence felt in the segment. We are confident that our credible positioning as a complete appliances specialist will provide us with an edge over the competition." In addition to marketing the nee category through exclusive showrooms christened "˜Electrolux Home', Electrolux is in the process of beefing up its distribution network through sanitary stores, electrical stores, hardware stores and kitchen stores.