‘A brand that resonates’ on the board
Electrolux head of marketing Chris George discusses standing out in the market and providing solutions as he looks back on 100 years for the Zanussi brand
Tell us a bit about Zanussi. Zanussi is a brand that resonates with many generations. Nearly everyone can remember a Zanussi appliance in the backdrop of their life at one time or another. What started as a hand-made, wood-burning stove produced in north-east Italy is now a household name brand that sells millions of appliances every year. Young Antonio Zanussi set up a small
workshop of stoves and wood burning ovens in the village of Pordenone in 1916. Fast forward to the 1950s and Zanussi’s workforce had expanded to 300 people, enabling the brand to open its new factory in Porcia. The factory enabled the company to bring the first-ever gas cooker into the homes of thousands of European families. With the 1960s came the era of ‘space
age’ and Zanussi’s penetration into homes continued to soar. Innovation in key product categories led to a lion’s share of the domestic appliance market. In 1965, the company started to manufacture dishwashers, immediately becoming the national market leader with a 25% share of that sector. By this time the company had also become the foremost appliance producer in Europe, with 10% of sales throughout the continent. Additional power and influence was added to Zanussi’s framework in 1985, when the company became part of the Electrolux Group. Electrolux injected new capital and there was also a strong reorganisation and automation of Zanussi’s main manufacturing sites. Zanussi is a company that has earned consumer trust through its innovation and outstanding quality over the past 100 years. We are delighted to be celebrating
our centenary with a variety of consumer and retailer activities that will showcase our pioneering past and humble roots.
What sets Zanussi apart from its rivals? Visually: yellow! There is no other brand that proudly carries this colour in the industry. When consumers are new to the market, Zanussi stands out amongst other appliances. Practically: easy! The Zanussi brand is about
providing easy solutions for everyday chores – from pyrolytic cleaning in ovens to washing machines that measure detergent – Zanussi is there to look after the hard work and this has always been in the brand’s DNA. This year we will continue to offer easy and fast solutions to consumers, and excellent trade opportunities for retailers. Product quality and innovation in
Zanussi’s price bracket also sets the brand apart. For example, we are able to offer the latest technology on our appliances at an affordable price - such as heat pump technology on our Woolmark Apparel- approved tumble dryers, and a Plus Steam option on some of our multifunction ovens. In this way, our consumers can enjoy the latest and most cutting edge trends in the industry, without paying a premium.
How has the company been celebrating its anniversary this year? As one of the first white good brands to pioneer a mass-market strategy, it is no surprise that Zanussi is an early adopter, embracing the digital age to engage with consumers - and this includes the brand’s centenary celebrations.
Zanussi has launched a new series of videos for social media showing how the
brand’s products have developed over the past century - for example, from storing food in large ice blocks to today’s clever Twin Tech technology in the brand’s fridges, providing optimum conditions to keep your food fresher for longer. We are also running bespoke consumer competitions through our retailers to celebrate the milestone, including the opportunity for lucky winners and their guests to win luxury weekend breaks to Venice. These will be run through retailers’ social media channels and instore.
How can retailers get involved? Retailers will be invited to participate in the celebrations by taking advantage of sales support packages that will include POS and customer incentives. As part of its centenary celebrations in 2016, Zanussi will also be looking back at the milestones and product innovations that put it on the map and made it the leader in white goods that it is today.
Zanussi has come a long way in 100 years, from Antonio Zanussi’s wood burning stove to a modern induction hob
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What are the brand’s plans for the next 12 months? Over the next 12 months, Zanussi will continue to draw on its Italian design flair and build quality with long-lasting products that really benefit everyday life, and more easy tips that offer friendly, domestic advice to consumers. We will also be investing in retailer training - such as updating the training facilities at our Luton headquarters.
July/August 2016
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