Electrolux repositions the Zanussi brand

In Industry News On

THE Electrolux Group has terminated the dual Zanussi-Electrolux branding of its value for money range of appliances. From now onwards the company will be promoting the brand separately to a clearly defined customer audience.
The dual Zanussi- Electrolux branding strategy began in 2002; a step taken to strengthen both brands in different ways. In the UK, Electrolux benefited as Zanussi lent its strength and brand equity to the Electrolux brand which was better known for floorcare than white goods at the time. In Europe, the Zanussi brand benefited from being linked to a global leader.
“Today – six years on – that strategy has achieved its objectives across Europe, raising the profile of both brands – and repositioning them – Electrolux at a higher level and Zanussi as a brand that offers outstanding value to consumers who want easy to use, stylish products that will free up their time for more exciting things than doing the dishes. Consequently, the dual branding with Zanussi has served its purpose and the brand will once more resume its status as a single brand and strong platform from which to further develop its appeal its consumer target group,” comments Steve Holton, product & brand director, Electrolux Major Appliances, UK & Ireland.
The target market of the Zanussi brand will now be the younger consumers, who are setting up their first home or perhaps a second, holiday flat.

You may also read!

Haier Smart Home awarded Sustainable Markets Initiative 2023 Terra Carta Seal

The Sustainable Markets Initiative today announced that Haier Smart Home, the number one company globally in major home appliances,


Major conference on electrical safety tackles full lifecycle of products

The clear focus of the 2023 Electrical Product Safety Conference was the importance of the whole product lifecycle –


Electrical Safety First featured in major royal book on shaping the UK’s future leadership

Electrical Safety First said it is delighted to be part of a select group of businesses and charities featured


Mobile Sliding Menu

©2021 Innovative Electrical Retailing. Datateam Business Media Limited. All rights reserved.
Registered in England No: 1771113. VAT No: 834 8567 90.
Registered Office: 15a London Road, Maidstone, Kent ME16 8LY