Professional Documents
Culture Documents
3
Changing consumer needs
4
Combined with an increased
purchasing power and increased
interest in our categories
Increased disposable
income
Kitchen has become the
heart of the home
In general an increased
interest in home
decoration
Etc.
5
Electrolux strategic journey over
the last decade
Primary Product
Strategic Consumer development development Launch Range Phase-out
market plan opportunities execution management
Concept Commercial
development launch preparation
What is
an insight? Watch
A focused
understanding of
unfulfilled needs,
problems, wants or
Listen
desires Ask
X-functional work is a core principle of
PMF: The insight should carry through
all the way to launch and beyond
Marketers to dramatize features. Turn Designers to ensure that key features are
technical solutions into emotional benefits visible and that you stand out overall
How do you segment consumers to
make it actionable to the Electrolux
brand?
One possible approach is demographic
Men
Children > 7 year
40 65 yrs age
Mid to high Income
Larger household in
urban areas
Interests: music, fashion,
cooking
Electrolux global segmentation model:
4 distinct need states in relation to
home and household appliances
Segment Segment
1 2
Segment Segment
3 4
Innovation process
& Smart Grid
Setting the strategy
Primary Product
Strategic Consumer development development Launch Range
market plan opportunities Phase-out
Concept Commercial execution management
development launch preparation
Macro trends
30
25
20
1961
2001 and macro trends points out at how smart grid is a
15
10
globe spanning network of thousands of company
5
0
Midnight
Noon
6.00 am
7.00 am
8.00 am
9.00 am
10.00 am
11.00 am
1.00 pm
2.00 pm
3.00 pm
4.00 pm
5.00 pm
6.00 pm
7.00 pm
8.00 pm
9.00 pm
10.00 pm
11.00 pm
Consumer lens
..
Smart appliances and
Full integrated system communication unit
Primary Product
Strategic Consumer development development Launch Range
market plan opportunities Phase-out
Concept Commercial execution management
development launch preparation
Primary Product
Strategic Consumer development development Launch Range
market plan opportunities Phase-out
Concept Commercial execution management
development launch preparation
Deep understanding
of consumers needs,
wants and desires
Early rough
assessment of
business
opportunities
Concepts creation
Primary Product
Strategic Consumer development development Launch Range
market plan opportunities Phase-out
Concept Commercial execution management
development launch preparation
Distinct positioning
Consumer value-
based pricing
Develop 35 business
and product concepts
Think
Concept evaluation
Watch
Listen
Develop 35 product ideas Ask
Modular Appliances
Modular Appliances fully
fully integrated
integrated
for Energy and Resourced optimization
for Energy and Resourced optimization
Integrated Appliances
Integrated Appliances
coordinated by
coordinated by an
an
Energy Manager
Energy Manager
Single Appliances
Single Appliances Communicating
Communicating with
with the
the Electronic
Electronic Meters
Meters
Current Appliances
Current Appliances
PRODUCT IDEAS
Product Idea 1 Product Idea 2 Product Idea 2 Product Idea 4 Product Idea n
PLATFORM
Product description Product description Product description Product description Product description
Reason to believe Reason to believe Reason to believe Reason to believe Reason to believe
Value proposition Value proposition Value proposition Value proposition Value proposition
Business case Business case Business case Business case Business case
20
Some examples?
Ergorapido case:
our consumer insight as starting point
There is
Gravel in the hallway
Cat hair all over the rug
And my children are eating snacks on the sofa
However
My vacuum cleaner is stacked away in a closet
I dont have the time for a thorough cleaning
But