Electrolux hopes to expand market with affordable product range

Electrolux Malaysia aims to change the perception that it is a high-end brand in the coming months through strategic marketing and the launching of affordable products.
     General manager Koh Soh Hoie of Electrolux Malaysia told The Star that the company, well-known for its home appliances, would continue to depend on consumer insight-driven methods to increase market share.
     “We are going to put in a lot of effort to educate buyers who perceive Electrolux to be a high-end brand and cater to a wide range of consumers,” he said during the recent regional launch of the Ergorapido range of instant cleaners in Bangkok.
     Electrolux Malaysia is one of the South-East Asian arms for the Sweden-based household appliance giant Electrolux Group. With eight branches in Malaysia, it contributes around 25 percent to total sales of Electrolux Group in South-East Asia.
     “The perception is that we are a high-end brand, but if you look at our products, they cater to a wide range of consumers,” Koh said.
     He cited the Ergorapido range of cordless vacuum cleaners as examples of innovative products at an inexpensive cost. The two models are priced at MYR199 and MYR399 respectively.
     “With the launch of Ergorapido, we are looking at channels to cater to consumer needs. We hope to expand the market with this product,” he said.
     With double-digit sales growth forecast for this year, Koh seems understandably confident when describing the company’s current outlook for 2005 in the wake of global challenges such as the worrying rise of oil prices.
     “We are actually not looking to increase the prices of our products, but to decrease them to become more competitive,” he said.

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