Creative marketing strategy for premium Swedish home appliance brand ASKO, conceived by Trout Creative Thinking gives the globally established brand a local flavour. The strategy harnesses the power of brand endorsement through talent and media partnerships to create captivating content that draws the attention of Australian renovators, architects, and designers. The content campaigns aimed to increase awareness of the ASKO brand in Australia while showcasing key product launches for the brand including the Wine Climate Cabinet, the world’s first smart wine cabinet which was recently awarded Gold in the Australian Good Design Award.

While ASKO has been in Australia for 52 years, the brand partnered with Trout to design and implement a combination of strategic talent and media partnerships unlike anything ASKO has delivered in one of its largest global markets to date. The result is a campaign that strikes a unique balance of aligning to the ASKO brand globally yet making it relevant to the Australian market.

Beko to target Thailand

Beko is planning aggressive moves in 2022-23, with the goal of increasing brand awareness and achieving sales of 2 billion baht by next year

Beko Thai’s commercial director, Pornchai Trakultechadej, said in an interview the decision was made after the company discovered that less than one in 10 Thai people can still pronounce the proper name of Beko, despite the brand being in the country for seven years.

Some people recognised the brand, but not enough to switch to Beko, he noted.

He revealed that the company plans to double its marketing investment in the Thai market next year, with 85% of the budget, or approximately 200 million baht, going towards digital campaigns focusing on home appliances such as refrigerators, washing machines and dryers, and air-conditioners.

Acquisition Of Asogem By Arçelik

Dutch competition authority, Authority for Consumers & Markets (ACM) has cleared the acquisition of Asogem N.V. by Arçelik A.S. through its subsidiary Ardutch B.V.

Asogem, which will be acquire by Arçelik, is a distributor of large and small home appliances in the Netherlands and the only importer and distributor of Arçelik’s Beko and Grundig brands in Benelux. Asogem also imports electrically heated blankets of the “Dreamland” brand as the sole distributor of Italian Tenacta Srl. Asogem only supplies products to retailers and does not sell directly to end consumers

Turkey’s Arcelik to invest $100m in Egypt amid thaw in relations

Turkish home appliance magnate plans to use Egypt as an export hub and provide jobs for thousands of Egyptians

Turkey’s largest home appliance manufacturer Arcelik will invest $100m to establish a new factory in Egypt, according to a statement released by the Egyptian trade ministry on Sunday, as both countries continue to mend ties after a years-long rift.

Arcelik CEO Hakan Bulgurlu visited Sharm el-Sheikh over the weekend, where he met Egyptian Minister of Trade and Industry Ahmed Samir to discuss investment opportunities.

Samir said that during the meeting, they reviewed Arcelik’s project, which will be completed by the end of 2023 and is projected to manufacture an annual capacity of 1.5 million household appliances, according to the statement.

The investment is expected to provide 2,000 direct jobs for Egyptians.

The minister added that the project aims to meet his country’s need for appliances, as Arcelik plans to make Egypt a hub for producing and shipping products to foreign markets.Local media has suggested that Arcelik will break ground on the plant on 7 December.

Sabaf results

Sabaf is a company listed on the Italian Stock Exchange , which deals with the production of components for domestic gas cooking appliances, has published its financial results for the first nine months of 2022.with revenues up by 0.4% to 201.62 million euros, compared to the 200.77 million obtained in the first three quarters of 2021. gross operating margin which fell from 44.17 million to 33.46 million euro (-24.3%); as a result, margins worsened from 22% to 16.6%.The company’s net debt, given at the end of September 2022, had increased to 78.8 million euros, compared to 67.61 million at the beginning of the year. In terms of investments, Sabaf invested a total of 16.1 million euro in the first nine months of the year, while operating activities generated cash of 13.65 million euro.

However, Sabaf’s management confirmed the forecasts for 2022 which expect to achieve sales of between 253 and 256 million euros, including the consolidation of the fourth quarter results of the newly acquired PGA

Electrolux reorganization,

Global reorganization that the Electrolux group announced in recent days provides for 4 thousand redundancies, a situation that is affected by the context characterized by both the growth of inflation and the drop in consumption that also affects household appliances. The Italian management of the company met with the trade unions to decline the impact in our country where, according to a note from Fim, Fiom and Uilm, the redundancies will be 300. Half of the workers, half of the white-collar staff and managers.

However, the reduction in costs will go hand in hand with investments and the reorganization of production which will concern in particular the Solaro site, where an innovative dishwasher platform should be built. Precisely this appliance is considered increasingly strategic, since “not yet relegated to a market of mere replacement and therefore potentially growing,” the company explained to the trade unions. The intention is therefore to produce a new product in the Italian factory, which will focus on low consumption and high performance and which will require a very important investment. In fact, the site needs an intense reorganization in the now obsolete technology department, in the packaging plant and in the assembly lines, with an amount of investments in the period 2023-2026 of 102 million euros. The new production platform should allow us to reach from the current 780 thousand pieces to 960 thousand in 2024, to 1,140 thousand in 2025 and to 1,329 in 2026.However, Electrolux’s investment plan is linked to reaching an agreement with the trade unions both on redundancies and on increasing productivity. In particular, the company asks to switch from the current production revenue, equal to 90 pieces per hour, in two years to a revenue of 118 pieces per hour, for a daily production of 5,970 pieces. The major pieces would be linked to an ergonomic improvement of the workstations and to the strengthening of the staff, which however has not yet been quantified. For the trade unions it is «an extremely ambitious project, not predictable in its outcome, which greatly affects the organization of work. A comparison is now starting that will have to try to combine the sustainability needs of investments with the indispensable ones of health and safety in the workplace, as well as with the need to stabilize precarious workers and to be able to carry out a generational change

Marks electrical financial update

Marks electrical announced a half year update on their financial and operational performance. Sales were up 15.1% overall, despite a very challenging market. Strong performance was driven across all major product categories, notably A-rated energy efficient laundry appliances which grew at over 35% in the period reflecting more conscientious buying habits.
founder and CEO, Mark Smithson, said of the results:

“I’m proud of the performance we’ve delivered against a tough back-drop, with the Group’s sales up 15.1% in a very challenging market. This further demonstrates the resilience of our business model and is down to the hard work of everyone at the Company.

Our market-leading customer service and free next day delivery, combined with in-house installation expertise, provides a compelling and unique offering, that sets us apart from the competition.
We go into a busy period with growing momentum and confidence in our unique proposition.”

China appliance exports fall

China’s exports shrank last month, the first such decline since mid-2020, customs authorities said yesterday, as a domestic slowdown and the threat of global recession hit international trade

The value of home appliance exports fell the most of any product group in the first 10 months of the year, down 11.5 percent from a year earlier, according to a breakdown provided by customs.

Exports of furniture, lighting equipment and medical devices also dropped during the period.

Electrolux layoffs

Electrolux, with a newly-expanded plant in Anderson County, announced thousands of layoffs that will affect workers across the globe.

Last week the company said it is implementing a cost reduction and restructuring program to increase earnings.

Electrolux says between 3,500 and 4,000 positions companywide will be impacted by the program in the last quarter of 2022.

“Regarding business area North America, I am obviously very disappointed with our performance,” said CEO Jonas Samuelson. “The production transformation with the two new facilities Anderson and Springfield including several new product platforms, in combination with the particularly challenging supply chain conditions, require additional measures to return to stability and profitability.”

Samuelson said stabilizing and improving operational planning in Anderson is part of the North American turnaround plan.

OMG India wins integrated media mandate for Electrolux

Omnicom Media Group India has been appointed to manage the Integrated Media mandate for Electrolux – a Global leader in home appliances. The directive will involve creating end-to-end media solutions for the business and accelerating its growth journey in the market.

With its agile, client-first approach that helps businesses thrive today and into the future, OMG was the natural choice for Electrolux as they look to strengthen their footprint in the country. Leveraging the agency’s analytics and insight-driven tools, the Swedish powerhouse is set to make waves with its range of premium products in the Indian market.

Recently marking its entry in India, Electrolux is a leading global appliance company that has shaped living for the better for more than 100 years with its elegant Scandinavian design coupled with innovative technology across Electrolux’s range of Care, Taste, and Well-being appliances.

The brand has ambitious growth targets in India complemented by its cohesive omnichannel approach and optimism for sustainable and better living experiences for its customers. Electrolux’s sustainable product portfolio is designed to meet the dynamic demands of modern consumers which includes air purifiers, air conditioners, washing machines, vacuum cleaners, refrigerators, dishwashers and dryers, coffee machines, warming drawers, cooker hoods, hobs, and ovens.