Gravitas Partnership-CaseStudy: China: Rebuilding Electrolux at Retail and Beyond

Goodbye Tweedle. Hello Electrolux.

The new face of Electrolux was based on the global
Electrolux brand positioning (which had been ignored by previous
management in China). Rather than high-tech and space age,
the global brand is all about humanity and quality living.
It’s consumer oriented with connotations of comfort, relaxation,
home and harmony with nature.

To reflect this feeling, Gravitas designed a whole new look and feel for the retail environment with textures of wood, earth colors and warm lighting. An all new product display system was created. One that is modular, efficient, versatile and able to be centrally manufactured and shipped to retail outlets throughout the country.

When the new system, reflecting the new image was in it’s final
prototype stage, it was taken to a national convention of retailers and distributors where it was presented along with the full explanation,
rationale and benefits for retailers of the “new” Electrolux in China.

Testing. Testing

Mock-up stores were installed in Shanghai and Hangzhou to test consumers’ reactions. As the new shops were warm, personable and tranquil havens in the sea of cold and austere blue steel, customer response was extremely positive.

Feedback indicated they had a new level of confidence and trust in the brand. Customers felt that Electrolux now had a clear understanding of peoples’ lifestyles, needs and aspirations. Not surprisingly, visits increased, intent to purchase an Electrolux product jumped, and sales spiked.

Taking the brand beyond

Retail is where consumers come face-to-face with a brand’s personality so the redesign was fundamental to the overall marketing redirection. But other channels of communication were needed to kick-start and spread the new message. In China, that means television.

Electrolux is a classic case of the Gravitas Partnership’s ability to offer an array of solutions. From assessing a variety of problems, to developing strategies, to recommending plans of action. And then having the skills and experience necessary to execute the programs in their entirety.

From the mire of TweedleDee–TweedleDum confusion, vague
imagery and nondescript personality, Electrolux in China is now on the
way to attaining it’s well deserved role as a category leader in the
world’s most prolifically expanding market.

“Gravitas is not just a consultancy. Apart from providing strategic thinking and planning, they also put in experts
with proven operational skills to execute the recommended solutions. This is what set Gravitas apart from the others.
We are very pleased with their results which were instrumental to our business turnaround in China.”

– Vincent Tai, Director of Marketing Electrolux Asia Pacific –