Magazine article Marketing

Zanussi Trade Show to Boost New Range

Magazine article Marketing

Zanussi Trade Show to Boost New Range

Article excerpt

Italian white goods giant Zanussi is to stage a massive trade show to launch a new generation of cookers, fridges, dishwashers and washing machines.

The company has commissioned corporate events specialist Park Avenue to create a no-expense spared extravaganza to run at Birmingham's NEC from March 29 to April 1. Around 2500 white goods retailers will be "educated" into the new Zanussi positioning.

The new range of products -- details of which are still a closely guarded secret -- is the result of research which showed consumers rating Zanussi most for its "design and innovation." The company's Swedish owner, Electrolux, is putting a "substantial" cash injection into the revamp.

Zanussi marketing director Francis Huggins describes it as "an opportunity to completely change the way our products look. The existing aesthetic, which is now about eight years-old, is, frankly, starting to get a bit tired. We need to renovate."

The move coincides with the launch of two new-look Hoover ranges -- New Wave and Classica. The updated washer-dryers, washing machines and tumblers, all boasting environmental benefits, are the company's most important launch in 20 years, it claims.

Zanussi's new strategy is supported by an increased emphasis on below-the-line work. …

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