Placing consumers’ homes at the heart of a re-energised brand strategy

True global segmentation partners

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.

 

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.

 

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.

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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

SEGMENTATION

Pie chart illustrating Segmentation research
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BACK TO CASE STUDIES

+44 (0)1932 808295

 

Coveham House

Downside Bridge Road

Cobham

Surrey

KT11 3EP

United Kingdom

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Bonamy Finch is an official Market Research Society (MRS) Company Partner
Electrolux logo
Bonamy Finch is an official Market Research Society (MRS) Company Partner
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Pie chart illustrating Segmentation research
Electrolux logo
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+44 (0)1932 808295

 

Coveham House, Downside Bridge Road, Cobham, Surrey,

KT11 3EP, United Kingdom

Bonamy Finch logo (white)
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