Electrolux rolls out Asia-specific line

Written by Writer on Tuesday, October 28th, 2008

Electrolux rolls out Asia-specific line

PITSINEE JITPLEECHEEP

Electrolux, a Sweden-based household appliance maker, has introduced its first Asian range of washing machines and cooking products to the Thai market.

Ian Banes,general manager of Electrolux Thailand, says the company’s research has shown that Asian consumers approach cooking and washing in differentwaysfrom their western peers.

Ian Banes, general manager of Electrolux (Thailand) Co, said the development of Asian-range products was a response to the Asian Food Survey conducted last year among 9,000 consumers in nine markets throughout the region.

“Consumer insight is a core design value that goes into every product the company makes. Understanding the needs of its Thai and Asian customers is of great importance to Electrolux,” Mr Banes said.

For example, cooking and washing behaviour in Southeast Asia is different from Western countries. “Asian cooking styles and washing requirements are in many ways unique to the region. Asian consumers are very passionate about their cooking and foods and want to enjoy the cooking process. For them, cooking is a social activity,” he said.

Electrolux’s Rayong factory has been promoted as a centre of excellence for developing and launching of household fabric care appliances, including washing machines. Australia and Malaysia supply cooking products in this region.

Electrolux has a history of innovation by developing premium household appliances that meet the needs of homeowners for over 80 years, Mr Banes said.

“We want to achieve double-digit growth in our sales revenues this year in Thailand. The launch of these new Asian-range products will drive our business in the future,” said Mr Banes.

Bangkok Post
Tuesday October 28, 2008