Electrolux

Logo
Hijaz ahamed
BM 16
 Introduction
• Axel Wenner-Gren is the founder of AB Electrolux in
1901.
• Is a Swedish multinational home appliance
manufacturer, headquartered in Stockholm.
• It is consistently ranked the world's second-largest
appliance maker by units sold
• Electrolux products sell under a variety of brand names
(including its own), and are primarily major
appliances and vacuum cleaners intended for consumer
use.
• To: The Board of Directors
• From: The Marketing Executive
• Date: 02.10.2016
 Segmentation
• A process of dividing the market into groups of
costumers according to their Needs, Buying Power,
Characteristic, Purpose. We are going to impliment
these group in Electrolux refrigerators.
• 1)Domestic
• 2)Commercial
 Domestic Market
• Under the Domestic brand we supply these industries
with a very extensive range of different refrigerator
• According to the purchasing power
• We going segment this product in Kandy (Peradeniya)
• LP gas driven refrigerators for people living without
electricity (According to the costumers request)
• Energy efficiency (50% energy save)
• Least capacity
Affordable
 Commercial market
• In Commercial brand at Electrolux they supply products to hotels,
restaurants, super market, etc. with limited range of refrigerator. In
Colombo (Galle Road)
• Commercial market always should provide the best.
• Quality
• More space
• Expensive not a big issue
• Energy efficiency (60% energy save)
• Cooling specialist
• And special features remote control,
• Convenient
Target Market

Earn profits
 Domestic Market Targeting
• Targeting House wife,
• Give offers
• Promotion via Social media, Festival offers.
• Installment basis.
• This will effective to low level, lower middle middle class.
• Costumer satisfaction
• 5 years warranty
• Salary below 100,000
 Commercial market Targeting
Targeting to hotels, restaurants, super market.
• Cooling specialist
special features(Capacity, Size)
Festival offers
Convenient
Energy efficiency
Installment basis
10 years warranty
This will effective to High middle level, High level
Profit over 500,00 (Taj samudra )
 Domestic
• Example 1
• A housewife buying a refrigerator for use in the house In kandy
• 94/b Panideniya, Peradeniya
• When a housewife choose a refrigerator she always consider the
family members. So if there are 4 in the family she needs a good
quality, medium sized, affordable priced refrigerator to use. And a
lifelong usage refrigerator because a housewife consider about the
budget & the usage period.
 Commerical
• Example 2
• Supermarkets buying refrigerators
• Keels super Colombo
• When a supermarket buys refrigerators it always
consider the quantity & quality of the refrigerator.
Because it always consider about customer needs. The
supermarket wants to protect the products which wants
to refrigerate before consuming it.
 Positioning
• Creating a image on costumers mind set.
• The Electrolux strategy channels profitable growth,
innovative products, strong brands, operational
excellence and dedicated employees to reach its vision –
to be the best appliance company in the world.
• Some bands:
• Singer 30%: Best domestic market
• Sisil 19%:Sri lanka band least price normal quality
• LG 16%:Best commercial market to coslty
• Innovation Cooler
• A key factor in the Electrolux consumer-oriented product:
Pay attention to the costumer.
All activity to satisfy the costumer.
If Electrolux do its process properly it can reach
the customers & become successful.
profitable growth
• Innovative Future