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Neha Kaushik

New Delhi , Dec. 27

TO position itself as a complete home appliances company and achieve its growth targets, Electrolux has chalked out an aggressive advertising and product strategy in the next year.

The company is planning to almost double its advertising budget next year to about Rs 40 crore from the current Rs 20 crore to Rs 25 crore.

Further, as part of its single brand strategy to focus only on the Electrolux brand, the company would be rolling out a new campaign next month. "We have decided to bring all our products under the Electrolux brand. Electrolux-Kelvinator as a brand would continue to exist but only for direct-cool refrigerators. Further, we have phased out the Allwyn brand as well. We would be coming out with a new campaign next month showcasing all the products, including air conditioners, under the Electrolux brand. This would also help us position Electrolux as a complete appliances brand," said Mr Sanjeev Wadhwa, General Manager-Marketing, Electrolux Kelvinator.

The company is also planning to launch innovative products in the refrigerator category next year. "We are already in the process of conducting R&D and implementing the insight we gained from our `Dream Machine' initiative held in schools earlier this year," he said.

Meanwhile, the company claims to have improved its market share in the frost-free refrigerator segment since the launch of its Ozone range of refrigerators. "Our market share has improved from 2 per cent previously to 8 per cent. We are planning to come with a new campaign for the Ozone range and have launched a promotion called the `Health Nourish Challenge' at multi-brand outlets," he said. The promotion would showcase the on-the-spot benefits of the features such as life-nourishing features (showing high nutrient retention) and the health guard deodorizer.

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