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8J Electrolux Electrolux began Australian operations in 1925 cleaners, scrubbing and, in New Zealand the following year. and poli shing Manufacturing in Australia began in 1934, in a small machines, and carpet factory in West Melbourne. The company moved washers. to South Yarra two Electro l ux years later and Professional Food remained at that site Service appliances are for almost half a used extensively in century. leading hotel a nd 8J Electrolux The Electrolux restaurant kitchens Group's 2001 across the world, inclu­ acquisition of Email ding the well-known Major Appliances Tetsuya's restaurant in operations included Sydney. such favoured and trusted names as RECENT THE MARKET Westinghouse, DEVELOPMENTS BRAND VALUES No market more accurately reflects our changing Kelvinator and Electrolux is now focused on rationalising its stable The Electrolux brand name gives consumers needs than that for domestic appliances. Refrige­ Simpson, Hoove1~ of brands and establishing Electro lux as its premier confidence in the group's products and services in rators, vacuum cleaners and lawnmowers evolve Chef and Dishlex, brand in domestic appliances around the world. In a complex, crowded world. quickly to till the demands of discerning and critical further strengthe­ line with this is, consumer insights gained from "Electrolux wil l be a leader in world-class homemakers. ning the company's extensive research in key international markets will products that make everyday I ife more comfmtable, The whitegoods market alone is valued at more position as the world's favourite supplier of drive Electrolux product design and development. easier and safer," says the Electrolux Mission than $2.5 billion per year in Australia and continues powered domestic and garden appliances. At the same time, Electrolux will retain its Statement. to grow in tandem with Australians' love affair with In 2004, Electrolux employs 4,400 people in traditional position at the forefront of incorporating residential property investment, and particularly the Australasia. true innovation and high technology into household family home which is exempt from capital gains tax. appliances as reflected by the 2003 release in THINGS YOU DIDN'T KNOW ABOUT This in turn has promoted increased entertaining THE PRODUCT Australia of the Trilobite "robotic" vacuum cleaner. ELECTROLUX in the home and open plan living- trends which Across about 20 product lines- ranging from lawn­ affect appliance design. While the building sector mowers to refrigerators- Electro lux is the world's PROMOTION 0 The EW 1620N front-load washer has a appears set for a period of consolidation in 2004/ largest appliance manufacturer and one of the Elect:rolux marketing and advertising campaigns unique inclined drum, making it easier 05, property investment, including the additions world's largest industrial companies. The company build true brand strength and drive mass market/ to load and unload than conventional and renovations sector, continues to surge and ranks among the I 00 largest corporate employers trade awareness of brand positioning. Integrated ti·ont loaders. Spin speeds up to underpin the domestic appliance market. in the world. campaigns utilise media with pmticular relevance l600rpm provide maximum water In Australia, the range of products is among the to product category and the ability to reach specific extraction and minimise drying times. ACHIEVEMENTS broadest in the market. In whitegoods alone, target markets. 0 The 'Automower' is a self-driven The Electro lux Group is the world's largest producer Electrolux offers all major kitchen and laundry Marketing and lawnmower that cuts grass of powered appliances for kitchen, cleaning and appuances; from Electrolux Kelvinator reti"igerators promotional automatically. When the battery runs outdoor use, such as refrigerators, washing and freezers to Electrolux Dishlex dishwashers, campaigns are ">' • . low, the Automower navigates itself . -. · . ~-::~) back to the chm·ging station and machines, cookers, vacuum cleaners, chainsaws, Simpson and Hoover washing machines, Electro lux developed to sup­ . ."' .:r· . lawnmowers and garden tractors. Estimated full year Electro lux wasn't coined until seven years later, in include the ' Assistent' foodmixer, its first washing Cheland Westinghouse cookers and cooktops and port the achieve­ returns to the lawn full of life. There is ..t;..;· ~... -. _.~ 6 Group sales in 2003 were A$22.3 billion and the 1919, when company president Axel Wenner-Gren machine (1951) and first compressor-driven Westinghouse fridges. The Electrolux whitegoods ment of mm·ket shm·e also a solm·-powered version of the total workforce numbers 82,000. Each year, laid firm foundations for the company's future and refrigerator ( 1956). By the advent of the Swinging division in Australia, EHP, also impotts from Europe and margin Automower that automatically customers in more than !50 countries buy 55 mi ll ion introduced sales staff to the concept of door-to­ Sixties, Electrolux offered a comprehensive range the Electrolux Gallery range of kitchen appliances objectives while rechm·ges itself while in the sun. Electrolux Group products for both domestic and door sell ing. of domestic appliances, including cookers, freezers and Electrolux range of laundry building brand awareness 0 The Turin Opera House chose 'Aqua professional use. The Swedish-based Electrolux By 1928, the company had five manufacturing and a new line of washing machines. products. - - ·- and loyalty of trade Clean' from Electro lux Laundry Group includes such world-famous brands as plants, 20 subsidiaries, and 350 offices worldwide. The age of acquisition began in 1967, with the The Electrolux Floorcare and customers and consumers in Systems, not only because it uses Electrolux, AEG, Zanussi, appointment of Han s Werthen as Outdoor Products division also the longer term. biodegradable detergent, but also Frigidaire, Eureka and president. During the following decade, has an extensive range under Television and print because it removes unpleasmlt odours Husqvarna. the company became the world's largest s uch brands as Electrolux, campaigns, high profile poster from clothing - something ordinm·y Electrolux Home Products manufacturer of floor care products by Volta, Flymo, Poulan, sites, Internet and public dry-cleaning doesn't do. (EHP) is Australia's biggest acquiring National Union Electric/Eureka McCulloch and Weedeater. relations are all part of the 0 The Electrolux 'Wascator WE66MP' manufacturer and distributor of in the United States of America. Another fully owned ongoing brand media stra­ has reduced laundry costs by 60 per whitegoods with annual sales Fellow Swedish company Husqvarna division of Electrolux in tegies along with consumer cent during the past lO yem·s. in the region of A$1 billion. The joined the Electrolux portfolio in 1978, Australia is Electrolux Laundry promotions to help drive 0 The 'Santo Super 1872' holds the combined EHP brands - strengthening its position on the home Systems, which specialises in product sales. News media record for the least energy-consuming Electrolux Gallery, Electrolux market and laying the foundation for the the mm·keting, distribution and events, PR initiatives and refrigerator, using only as much as a Chef, Electrolux Dishlex, group to emerge as world leader in after-sales support of industrial niche market sponsorships I OW light bulb. Electrolux Kelvinator, chainsaws. laundry and dry-cleaning complement more traditional 0 Using a new Electrolux washing Westinghouse, Simpson and During the 1980s, Electrolux added equipment. mass market communication machine compm·ed to a 10-yem·-old Hoover-dominate kitchen and several prestige names to its portfoli o. A Electrolux Australia's - brochures, point-of-sale and model can save I 00 bathfuls of water laundry sales in Australasia majority shareholding in Italian white Commercial Cleaning Equipment advertising - to promote the peryem·. and market share is among the goods manufacturer Zanussi came in Division produces and mm·kets brand message tlu·ough retail 0 Exhaust air that passes through the highest in Electrolux global 1986, while the acquisition of American the Euroclean range of distribution channels. filterofthenew 'Oxygen' vacuum operations. White Consolidated Industries the same products, wh ich includes - cleaner is I 00 times cleaner than the air year added such names as Frigidaire, industrial vacuum cleaners, wet in Antm·ctica. HISTORY About one rnillion vacuum cleaners were produced Kelvinator and White-Westinghouse. 0 The Trilobite vacuum cleaner from The Electrolux story began in 1912 with the during the year. Another household name, AEG, came in 1994. Electrolux is listed in the Guinness manufacture of its first vacuum cleaner, the 'Lux 1 ', Diversification followed. During the 1940s and One of Europe's leading appliance makers, AEG Book of Records as the world's most The Electrolux Group. The world's No.1 choice. at Lilla Essingen, in Stockholm- though the name 1950s the Electrolux product range expanded to employed some 9000 people in 16 countries. 8) advanced domestic robot. KITCHEN, CLEANING AND OUTDOOR APPLIANCES 44 45 Electrolux began Australian operations in 1925 cleaners, scrubbing and, in New Zealand the following year. and poli shing Manufacturing in Australia began in 1934, in a small machines, and carpet factory in West Melbourne. The company moved washers. to South Yarra two Electro l ux years later and Professional Food remained at that site Service appliances
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