Financial Daily from THE HINDU group of publications
Friday, Sep 19, 2003
Financial Daily from THE HINDU group of publications Friday, Sep 19, 2003 |
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Marketing
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Promotions & Offers Little innovators for Electrolux! Our Bureau
New Delhi , Sept. 18 IN an effort to understand the future customers' needs and preferences, Electrolux Kelvinator Ltd (EKL), a subsidiary of the Electrolux group, on Thursday recognised and awarded the imaginative power of school children who participated in `Dream Machine 2020', a nationwide customer interactive and insight recognition programme. `Dream Machine 2020' had been launched by the company to comprehend the current and the future customers' present and latent needs and desires, and increase customer involvement in the company's new product development strategy. The objective of this month-long programme is to bring in a fresh dimension to the existing new product development process. "We will be sharing the creative inputs received with our R&D team who would draw inspiration from them in developing and designing new products," Mr Sanjeev Wadhwa, General Manger, Marketing, Electrolux Kelvinator Ltd, said. `Dream Machine 2020' is a nationwide integrated marketing programme that involved over 4,000 school students, from the Class 6 to 9 from 40 schools who wrote a 250-word essay on topics like: My Dream Refrigerator, My Dream Air Conditioner, My Dream Washing Machine, or My Dream Microwave Oven. The programme completed in Delhi on Thursday, would be rolled out in seven other cities later this month. "We have got innovative inputs such as a refrigerator whose exteriors can work as an air conditioner, or voice activated consumer durables. It may sound crazy right now, but it may be a reality in the future. After all, even the idea of a talking washing machine (the Washy Talky) would have sounded strange before it was launched," Mr Wadhwa said.
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