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New range: (from right) Mr Eric Braganza, COO- Electrolux Division, Mr Anil Hiranandani, Product Group Head- Refrigerators, and Mr Madhav Nene, Head, Marketing, at the launch in Chennai on Tuesday.

Our Bureau

Chennai, Dec. 18 Moving towards its target turnover of Rs 650 crore for the year 2007-08 (from last year’s Rs 490 crore), the consumer durable brand Electrolux, part of the Videocon Industries in India, is planning to roll out more products in the categories the brand is present now. It also proposes to spend Rs 25 crore for advertising and marketing during the year.

Electrolux, positioned as a ‘mass premium brand’, is present in the refrigerator, air-conditioner, microwave oven and washing machine segments in the country.

According to Mr Eric Braganza, Chief Operating Officer (Electrolux), Videocon Industries Ltd, the brand currently has 8 per cent share of the five-million unit refrigerator market and 5 per cent share of the 1.6-million unit air-conditioner market.

It has 4 per cent share in the 1.5-million unit washing machine and around 12 per cent share in the 8-lakh unit microwave oven markets.

“Though we manufacture and sell products in all value segments, we mostly operate in the high-end market,” Mr Braganza said.

Substantiating his claim, he said in the air-conditioner market, 60 per cent of the brand’s revenues comes from the split category.

Whereas for the industry, 35 per cent comes from the split and 65 per cent from the window category.

Today, Electrolux launched a new range of direct cool and frost-free refrigerators and microwave ovens. “All our new products are BEE (Bureau of Energy Efficiency) certified. While our frost-free models are given 4-star certification, our direct-cool refrigerators are given 3 stars,” said Mr Anil Hiranandani, Product Group Head - Refrigerators.

Today, it also announced a new festival offer (sure gift with every product) for the Tamil Nadu market.

“We are also planning a Rs 1.5-crore campaign, which will also include mobile marketing through SMS, to promote the festival season sales in Tamil Nadu,” said Mr Braganza.

Elaborating on the mobile phone marketing plans, he said the brand intends to reach 35 lakh mobile subscribers in the State in tie-up with service providers.

More Stories on : New Products & Services | Air-conditioners & Refrigerators | Home Appliances

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