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.
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 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.