Who we are? Our Company 55,000 employees in 60 countries $15.9 B Sales 150 markets
Our Business Global Market Position Food preparation/ Cooking business Food preservation #1 #2 Dish care #2 Fabric care #1 Professional - Food Service - Laundry Systems Home Comfort - Room Air Conditioners - Dehumidifiers #1 #1
$290 Million Natural household cleaning market *According to LOHAS (Lifestyles of Health and Sustainability)
more than 45 percent of female consumers show a preference for environmental features over a product name
Overview Consumer insight reveals that consumers seek appliance cleaners with the following characteristics: Exceptional performance Spray vs. cream, gel, wipe, etc. Unscented Environmentally friendly (green) Based on this findings Electrolux decided to develop its own line of appliance cleaners to meet consumer expectations and enhance the use and enjoyment of its appliances.
Value Proposition Formulated specifically for appliances Tested by Electrolux factories for collateral surface interaction DfE approved safe and effective Designed to meet consumer preferences Provides value to the consumer as well as the retailer 7
Cleaners Product Line Stainless Steel Cleaner Kitchen Surface and Oven Cleaner Smooth Cooktop Cleaner Microfiber Cloths Cleaning Pads
Stainless Steel Cleaner (ECOS) Specifically formulated for all grades of stainless steel, as well as coated stainless finish appliances. Best overall cleaning efficacy, performance in 3 rd party testing Does not leave any residue Does not contain Mineral Oil No Buffing required 18 oz. bottle presentation
Microfiber Cloths (ECOM) A Reusable and recyclable A Washable cloths A 2 cloths per retail box
Smooth Cooktop Cleaner (ECOC) Specifically formulated for ceramic glass cooktop surfaces to remove food stains without scratching glass surface Best overall cleaning efficacy, streaking and smearing performance in 3 rd party testing Does not leave any residue/unscented Spray delivery method preferred to cream No car wax residue in gaskets or around knobs 18 oz. bottle presentation
Cleaning Pads (ECOP) A Non-abrasive A Reusable and recyclable A High attachment rates with cooktops A 10 pads per retail box
Kitchen Surface, Electronic Displays & Oven Cleaner P/N ECOA Cleaning efficacy comparable to Windex All Surface Degreaser in 3 rd party testing Safe on all type of Electronic Displays as well as common appliance surfaces and granite countertops. Does not leave any residue 18 oz. bottle presentation
Consumer Insight Tests Performed Environmental stress cracks of HIPS material (refrigerator liner) Chemical compatibility of the following common appliance materials: PVC, PC+ABS, Polypropylene, aluminum, painted steel, polyester and glass Salt spray test on 201, 430 and 304 SS (corrosion) Humidity test (corrosion) Odor Restricted materials list review Outcome Passed all tests (Tests performed by Electrolux appliance factory engineering and the Industrial Design Center)
Insight Takeaways We Explored Consumer interest in green cleaning agents Willingness to pay more for green products Most important/value add cleaner characteristics for product positioning Research Takeaways Cleaning effectiveness is the most important characteristic, followed by price and ease of use. Within relevant price points, consumers claim to be willing to pay more for green cleaners vs. traditional (>60% of sample would pay 15% more for green Stainless Steel or Cooktop cleaner, >50% would pay 25% more) Streaking of current products is a perceived nuisance Spray bottle is the preferred application 40% (wipes 20%) Unscented is preferred; scent is polarizing, and perceived as not being green
U.S. EPA DfE (enviroment organization) Design for the Environment Recognizing ecosential by Smart Choice for safer chemistry The only environmental impact review program to have EPA backing and access to EPA and OPPT resources to protect human health and the environment Not a paid certification program. DfE partnerships are strictly voluntary and the review process is transparent www.epa.gov/dfe DfE recognized products are safer for people and the planet, and have eliminated 270 million pounds of chemicals of concern
In Summary Electrolux is a world leader in home appliances. Extensive consumer insight revealed the customer need for cleaners specifically formulated for cleaning appliances. ecosential by Smart Choice cleaners are not only effective, but also safe for the environment and stand out in a virtual sea of sameness of cleaners. Electrolux believes that the value proposition, packaging, and performance of these products will create a powerful partnership between us and our distributors.