Placing consumers’ homes at the heart of a re-energised brand strategy
True global segmentation partners
The challenge
Electrolux needed to move from a manufacturing led strategy to a company with consumer understanding at their heart. A single consumer understanding framework was required, to span all continents and business sectors.
The solution
Working with multiple stakeholders, across multiple disciplines, Bonamy Finch have led the development of segmentation within Electrolux for over a decade. A needs-based segmentation allows Electrolux to understand consumers’ relationship to their home and the appliances within it. The segmentation has been refreshed multiple times across the globe.
The result
The segmentation has led a fundamental change to make Electrolux more consumer-focused. While the segments have changed over time, the commitment to connect consumer needs to brands has not – and segmentation is at the heart of all communication and targeting.
Bonamy Finch have been fundamental to our success in creating a consumer driven company. Their work on our strategic consumer projects has been consistently excellent.
Martin Hornqvist
SVP, Global Brand & Marketing
