Electrolux Enter The Thai Market

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)
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.

 

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