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Sony restructures its European business Consumer electronics manufacturer plans major changes to its structure and operations

SONY’S new president and CEO, Kazuo Hirai, has announced plans to revitalise Sony’s electronics business. Sony Europe is proposing significant organisational changes to simplify its consumer business, increase customer responsiveness and speed up decision making. Ten

sales companies will become one integrated team covering Sales, Marketing and Business Support areas such as finance, logistics, HR and communications. The proposed changes are subject to local consultation and may result in efficiencies and headcount reduction.

Gildas Pelliet, currently managing director for Sony UK and Ireland, has been appointed European marketing head (Consumer). Chris Bowen, currently sales director for the UK, has been appointed country head UK and Ireland, and will continue to manage the commercial relations at a local level.

Gildas Pelliet

Shaun Dorrington has been appointed marketing head for UK and Ireland.

Home-tek Europe launches retailer recruitment drive products in the UK.

Jamie Lennox trade update...

The consumer organization Which? has awarded the AEG MaxiKlasse 49332I-MN induction cooker ‘Best Buy’ status with an overall score of 83%.

BBG has reported good growth in their independent business in the UK. This comes as a direct result of the company’s focus on this market sector with new products, staff training and dealer initiatives. Business with members of CIH in 2011 was 120% of that achieved in 2010 (which was up on the previous year by 364%).

De’Longhi has launched a Coffee Club to support customers buying selected De’Longhi machines. New customers who purchase a De’Longhi bean to cup machine will be given access to the De’Longhi Coffee Club, a service which offers a free machine service after 12 months (worth £70), a de- scaling kit (worth £7.99) and access to an exclusive website.

Haier, the world’s number one major appliances brand (source: Euromonitor) has announces a consolidated net

turnover of USD $23.3 billion for 2011. The figures published by Haier demonstrate a 12% growth compared to the previous year.

Kenwood has launched its first consumer app for iPhone and iPad. A first for a SDA manufacturer in the UK and Ireland, the Kenwood Kitchen Recipe app is free, and integrates recipes with its range of products, helping users get their best results in the kitchen.

LG has launched a £10m integrated campaign to

showcase its new premium 2012 home entertainment range (including Cinema 3D and Smart TV) through the activation of the brand’s Global Partnership with Formula 1.

Miele is offering a free five- year warranty on all dishwashers purchased in April and May 2012, which covers all parts, labour and call-out charges, and if the machine can not be repaired, a new model will be given. The promotion will be supported with trade advertising as well as banner adverts on retailer websites.

HOME-TEK Europe has launched a drive to sign-up independent electrical retailers, as part of its business growth strategy. In addition to the Home- tek Light ‘n’ Easy floorcare range, Home-tek Europe also distributes a range of branded kitchen appliances and audio products from Clatronic. In 2011, Home- tek Europe was appointed the exclusive distributor for the Montiss range of

Jamie Lennox, Home-tek

Europe’s managing director, said: “Traditionally, small appliances have been the second class citizens of the electrical industry, a product category that nobody seemed to think important, but that perception is changing. The supermarkets did their best to destroy this market, just like they have done with many categories. “For me, the key words

are ‘innovation’ and ‘demonstration’ – the supermarkets don’t sell innovation, they don’t know how to sell innovation. By demonstrating innovative features, the independent retailer has the ability to convince the consumer to purchase the product – I have proved in the past that physical demonstration or video demonstration can increase in-store sales by up to 400 per cent.”

4 The Independent Electrical Retailer May 2012

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