electrolux pitch brief
TRANSCRIPT
NEW BUSINESS PITCH
“Thinking of you”
NAME BRAND PITCH TYPE
brand advertising, digital, media, public relations, CRM and in-store marketing.
MARKET DATE
June 21 , 2016
The Data You Need to Win This Pitch
DESCRIPTION In response to changing consumer behaviors, Electrolux North America today announced that it will fully review its marketing and advertising
partnerships with the goal of positioning itself at the forefront of marketing innovation.“This review is part of a long-term goal to ensure we have the right partners and agency structure in place to achieve our aggressive growth goals and to
better engage consumers with the Electrolux and Frigidaire brands,” said John Weinstock, senior vice president, Marketing, Electrolux North America.The review, which will include both the Electrolux and Frigidaire brands, will evaluate the industry’s strongest practices, resources and agencies to
determine a structure that will best deliver a remarkable 360° consumer experience.
Electrolux puts marketing under
review
thNorth America
Client Profile / Market
Electrolux AB operates as the largest household appliance manufacturer in the world with customers in more than 150 countries.
The firm, a top maker of household appliances worldwide, operates through two segments: consumer durables (residential kitchen, fabric care, and cleaning) and professional products (industrial kitchens, restaurants, and laundries).
The company comprises two segments of several brands, durables (residential kitchen, fabric care & cleaning), and professional products (industrial kitchens, restaurants & laundries).
Durables cranks out washing machines, stoves, refrigerators, and freezers under the AEG, Electrolux, Eureka, Frigidaire, and Zanussi names. It's also the #1 maker globally of vacuum cleaners (Electrolux, Eureka brands).
Electrolux's presence in the commercial market includes producing foodservice and laundry equipment under the Electrolux and Zanussi labels. The company's agreement to buy GE's appliance business was terminated in late 2015 due to opposition from US regulators.
FINANCIAL OVERVIEWCOMPANY BACKGROUND
MAIN COMPETITORS
2015 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
14,710.16
60,038
-
9,941.396
-35%
2.4%
The Household Appliance Market in the U.S.
15.7
12.71
17.78
6.87
7.43 Disposers
Total Dishwashers
Total Home Laundry
Total Refrigerators / Freezers
Total Cooking
Household Trash Compactors0.04
UNIT SHIPMENTS IN 2015
STATISTA.COM
TOTAL REVENUE
$18B
In 2015
60.5 million
of major kitchen and laundry appliances were shipped
The Household Appliance Market in the U.S.
28%
Electrolux
23%
Kenmore
11%
Samsung
6% GE
US APPLIANCES CURRENT MARKET
SHARE
26%Whirlpool
3%OtherLG
3%IN JANUARY ‘16HAIER GROUP
ACQUIREDGENERAL ELECTRIC’S APPLIANCE UNITFOR $5.4 BILLIONS
BUSINESS FINANCE NEWS.COM
Fast Food industry in numbersElectrolux
60 MillionPRODUCTS SOLD WORLDWIDE IN 2015
ELECTROLUX OPERATES IN
150 COUNTRIES
KITCHEN
65% share of group sales of which 3% professional products
LAUNDRY
18% share of group sales of which 2% professional products
SMALL APPLIANCES
7% share of group sales
ADJACENT PRODUCT CATEGORIES
10% share of group sales
37%
16%
29%
2%
12%
4%
MATURE MARKETS
EMERGING MARKETS
SALES BY REGION
Fast Food industry in numbersElectrolux in the U.S.
40,000
30,000
10,000
0
20,000
11 12 13 14 15
CONSUMER BRANDSElectrolux spent $6 Million in Advertising in 2015.Most of the budget ($5 Mil) has been allocated to Frigidair.
MAJOR APPLIANCEORGANIC GROWTH
4.9%
SHARE OF SALES IN THE REGION 2015
Major appliances
94%
NET SALES
SEKm
Connected appliances started its rise
888,000 connected major home appliances units shipped
In the Americas in 2015IHS
37% OF MAJOR HOUSEHOLDAPPLIANCE PURCHASERS SAID
NEW FEATURESWERE THE MAIN REASONS FOR
THEIR LAST PURCHASE
“NEW TECHNOLOGY OPENS OPPORTUNITIES FOR NEW SOLUTIONS, SUCH AS REMOTE CONTROL KITCHEN AND LAUNDRY EQUIPMENT, AND CONNECTED APPLIANCES,
WHICH AS A HIGHLY SIGNIFICANT AREA FOR CONTINUED INNOVATION EFFORTS AT ELECTROLUX”
CONNECTED HOME APPLIANCE MARKET EXPECTED TO
GROW AT A CAGR OF 134% FROM 2015 TO 2019.
Fast Food industry in numbersElectrolux’s Innovations
Electrolux also presented the AEGProCombi Plus, the market’s first steam
oven with an in-built camera. This combinestwo strong consumer trends: interest in
preparing delicious, healthy food and in beingable to control preparation remotely.
62% OF USERS WANT TO CONTROL THEIR AIR CONDITIONING VIA SMARTPHONE
In 2015, Electrolux launched the Frigidaire Cool Connect, the Group’s first connected air conditioner, which can be programmed through an app on a smartphone or tablet. This allows consumers to remotely turn on and off the
device, change temperature and create custom schedules for when and how the device should operate.
ELECTROLUX RESEARCH
ELECTROLUX, MEET• • •
QUICK DEFINITION
Tech Savvy Moms are always up to date with the latest technology evolutions and read tech-related blogs or magazines.
They make daily use of smart devices and are likely to be early adopters of new home technologies.
MOBILEUSAGE
FOOD RETAIL FASHION
TECH SAVVY MOMSThey’re ready, willing and able tobuy high-tech home appliances
76%
TECH-SAVVY MOMS
How Tech-Savvy MomsFit Into Electrolux’s Audience
Electrolux’s audience share 76% of
Tech-Savvy Moms’ habits regarding Food
& Beverage, Mobile Usage, Retail and
Fashion
ELECTROLUX AUDIENCE CROSSOVERS
Food is an obsession for Electrolux’s audience; 39% of
whom fall into the Foodies trait and almost half of whom
constantly look at online recipes (42%).
They share enthusiasm with Tech Savvy Moms for their top food &
beverage brands, but, compared to Tech Savvy Moms, Electrolux’s
audience shows greater interest in healthy and home cooked meals.
In fact, Fruits and Vegetables are their most popular food genre,
while traits like “Home Chefs” and “Thoughtful Eaters” top the charts
among Food related psychographic traits.
TOP FOOD BRANDS TOP BEVERAGE BRANDS
INTERNATIONAL DELIGHT
LIPTON OCEAN SPRAY
KNOW MORE
KNOW MOREGERBER BETTY
CROCKERHELLMAN’S
31%FOODIES
27%LOOK FOR
RECIPES ONLINE
TECH SAVVY MOMS: FOOD & BEVERAGE
BREAKFAST FOODS
(popularity index)
146.8
ELECTROLUX AUDIENCE CROSSOVERS
TECH SAVVY MOMS: RETAIL
(popularity index)
APPAREL RETAIL186.3
Electrolux’s audience interest in retail stores is mainly focused on
Groceries, which collect 186.4 popularity points and reach 32.4%
of the audience.
Among their favorite grocery stores are Family Dollar, Giant
Eagle and Publix.
Compared with the Tech Savvy Mom demographic, Electrolux’s
audience is also way more interested in Daily Deal Websites,
which are used by 38.7%.
Department Store
Apparel Retail
Grocery Stores
Other Retail
Sport Retail
<0.01% 15.39% 30.79% 46.18% 61.57%
REACH
TOP RETAIL STORES
KNOW MOREMACY’S
LOOK FORONLINE DAILYDEALS26%
TARGET AMAZON.COM
ELECTROLUX AUDIENCE CROSSOVERS
Surprisingly, Electrolux’s audience shows a greater interest in Mobile
Apps.
Similarly to Tech Savvy Moms’ audience, it makes large use of
Lifestyle Apps (180.6 pop index), but digging down into the Mobile
habits, we uncover a different, more recreational, use of the
mobile phone.
In fact, Electrolux’s audience makes extensive use of Mobile
Games (169.4 pop indx) and Reading Apps (168.9 pop index).
157.6High interest in MOBILE APPS
TECH SAVVY MOMS: MOBILE USAGE
TOP LIFESTYLE APPTOP UTILITY APPTOP HEALTH & FITNESS APP
HEALTH &FITNESS180.7
UTILITYAPPS
177.1LIFESTYLE
173.3
LOSE IT! KNOW MORE
GRAMMARLY KNOW MORE
DRUGSTORE KNOW MORE
ELECTROLUX AUDIENCE CROSSOVERS
Tech Savvy Moms and Electrolux’s audience share
similar behaviors in the Fashions category.
Fashion lovers represent 33% of Electrolux’s audience, which
shows the same passion about fashion accessories (183.3 pop index) as Tech Savvy Moms, but
prefer Gems, Jewellery and Watches (186.4 pop indx).
FASHION LOVERS
35%
TECH SAVVY MOMS: FASHION
TOP CLOTHING BRANDS TOP ACCESSORY BRANDS
KELLY MOORE KNOW MORE
KNOW MORE
OLD NAVY LOLLY WOLLY DOODLE
(popularity index)
ACCESSORIES183.2
(popularity index)
HANDBAGS & PURSES 188.3
MICHAEL KORS
CONSUMER INSIGHTS SUITE
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