Giving your brand a halo
Posted by Giles Lury on October 2, 2012
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Many brands have used a ‘halo’ strategy promoting their top of the range offer in the hope that the positive imagery will cascade down over the rest of the range. Many of the car marques are classic users of this branding approach.
Now Electrolux are embarking on a similar route, offering the latest restaurant technology with the aim of bringing professional cooking into your home (well maybe not your or my home).
Keith McLoughlin, President and Chief Executive explained how they are tapping into a trend:
“Over the last 5 to 10 years, there is a food revolution going on around the world. There is an incredible interest at the consumer level in food, fresh ingredients, nutrition and health. Professional chefs are like celebrities and rock stars”
..but Electrolux is targeting a very exclusive top end of the market:
“The research we’ve done suggests about 50,000 homes a year would be candidates for this type of product – people who would spend 100,000 redoing their kitchen. Generally they have 2 or 3 homes. It’s a very specific, high-net-worth segment.”
The products includes convection and steam ovens with sensors, blast-chiller cabinets that vacuum seal liquids, and chrome plated hobs used to sear meats without pans.
Another strand of the strategy is their focus on the Electrolux Design Lab which was created to give a voice to upcoming designers and innovative products that look to the future of home appliances
So now like so many culinary things we wait to see if this is a recipe for success and whether the proof is in the pudding…