Client (parent company): _____Electrolux________________ Brand (product/service):
________Compact dishwasher_______________
Student’s name: __________Luong Ngoc Bao Tran
____________________________________________
THE BRAND INTRODUCTION
1. Primary features/benefits in order of importance (remember “So Whats”): Features à Attributes à
Benefits
Features Attributes Benefits
Compact size: The product is Only account for a small space Functional: Space saving for
about 55cm wide and 60cm high small house, make the
(Electrolux n.d), which is smaller house look spacious and
than a standard dishwasher with neatly (Dien May Xanh n.d)
85cm high and 60cm wide (Harvey
Norman n.d) Emotional: Make customer
to feel comfortable when
step into a house with many
equipment but still neatly
Tabletop model: the type of Flexibility being placed in Functional: Time saving for
dishwasher which could be placed kitchen (West 2020) customer when they have to
on any flat surface and not built-in move the product to another
kitchen’s unit (West 2020) place
Emotional: Provide freedom
for customer because they
can move it easily
Eco program Allow cleaning at lower Functional: Saving
temperature and less than electricity and money bills
three litres of water compared
to normal program (Kenyon Emotional: Customer feel
2014) more happy since they have
clean dishes and time
saving but still economically
2. Unique product attributes and can product claims be substantiated? Why?
- The dishwasher provide a friendly attribute with the children. The reason is because the
Electrolux compact diswasher having the Children Lock Prevention which prevent children
from hurt themselves when try to touch the dishwasher (Electrolux n.d)
3. Is parent company name important? Why?
- Parent company is having a huge impact on the product, hence, it is very initial. Due to a
research by Weber Shandwick and KRC research, 75% of executives believe that parent
company reputation is as important as its products (Kiefer 2012). Moreover, the chief
reputation strategies at Weber - Leslie Gaines-Ross claimed that if a parent company being
as transparent as they can, then they could create a successful impact on their products
(Kiefer 2012). Positive corporation of parent company does have an positive influence on
customer’s decision making process toward the product (Jung & Seok 2016)
- Electrolux is the leader of the world’s household electrical appliances which operated since
1919 (Electrolux n.d) and in 2019 Electrolux was ranked at 36th in top 100 most sustainable
corporations (Corporate Knights 2019). With a very long history of activating combined with
high position in world’s ranking, Electrolux can firmly hold the customer’s trust in their parent
company, as well as their product like dishwasher.
4. Brand personality and why?
- Intelligent: The dishwasher provides 6 programs of applications which are suitable for variety
demands (Electrolux n.d). Moreover, it also has the Autoflex features which automatically
saves water and electricity without reducing the performance (Dien May Xanh n.d).
- Friendly: Beside having the Autoflex feature, the dishwasher also has an environmental
friendly program in 6 of them which is eco-program. The program also helps in saving water
and energy (Kenyon 2014). The product is not only environmentally friendly, but it is also
friendly with kids, since it has the child lock prevention that prevents kids from randomly
activating the machine and getting hurt (Electrolux n.d).
5. Brand value proposition and rationale.
● Proposition:
- Electrolux promises to ‘provide thoughtfully designed, innovative and sustainable solutions.’
(Electrolux n.d)
● Rationale:
- These products are always being produced based on understanding customers deeply and
developing those products with the collaboration with the expert in the area (Electrolux n.d).
TARGET AUDIENCE
A. Demographic
- Gender: Both men and women
- Age: 25-34 (Facebook Audience Insight 2020)
Figure 1. The largest group has interest in home appliances on Facebook (Facebook
Audience Insight 2020)
- Marital status: newly-wed
- Family style: young family
B. Geographic
- Country: Vietnam
- Location: Northern area
C. Psychographic
- Motivation: at belongingness level, young families want to have time playing with their
children instead of washing dishes after meal (Euromonitor International 2020)
- Lifestyle:
● Having a busy lifestyle in urban areas (Euromonitor International 2020)
● Living in a place where there is an extremely cold winter which makes the
customer feel discouraged washing dishes with bare hands. Moreover, in the
cold weather, grease stains and leftovers on dishes will freeze and even
harder to remove.
D. Behavioural
- Zero Moment of Truth (ZMOT) is extremely important with consumer electronics,
about 9 in 10 customers would attach to ZMOT activities, comparison websites, brand
and retailer websites are what customers find important when buying electronics
products (Think with Google 2011).
E. Benefit sought
- Using time for other activity instead of washing dishes, for example, for young
families’ parents to play with their kids (Euromonitor International 2020)
- Saving budget for customer (Ngoc n.d)
F. Needs fulfilled by using this product or service
- Dishes being cleaned more effective due to longer time and stronger water force
compared to bare hands (Ngoc n.d)
- Using the hot water to wash and having automatic drying mode after washing
(Electrolux n.d) will create higher ability to kill bacteria, which is safer for young
families that have kids (Ngoc n.d).
G. Media profile
- In 2019, the age group from 25-34 was also the largest group of advertising
audiences on social media (Appendix 1). Moreover, with the total number of
advertising audiences on Facebook which is 61 millions (Kemp 2019), Facebook
should be the main platform to develop communication campaigns for Electrolux
compact dishwashers.
- Due to the behavior of consumer electronics as stated in the behavioural part above,
Electrolux website is also an important platform that could provide as much
information of product to customers.
H. What are their concerns and problems (pain points)?
- Customers are afraid that dishwashers may contain many bacteria and fungus due to
the humidity environment. The scientists had stated that 62% of dishwashers contain
the fungus Exophiala dermatitidis and E. phaeomuriformis on the rubber strip of
dishwasher door (Suc khoe & Doi song 2020) which can create cystic fibrosis and
cause serious infection to patient (Minh 2011).
THE MARKETPLACE
1. Major competitors/ rank in the market/ market share
Figure 2. Company shares of dishwasher in Vietnam from 2015-2020
- Based on the figure 2, we can see that Electrolux is a strong company that provides
dishwashers in Vietnam. It only stays behind BSH Hausgeräte GmbH - small company of
Bosch Group ( BSH Hausgeräte GmbH n.d). Obviously, BSH Hausgerate GmbH is a strong
competitor in the dishwasher market in Vietnam.
2. Competitive advantage/disadvantage of the product (or service) AND its competitors
1) Advantages:
● Electrolux: reasonable price (Appendix 2,3)
● BSH: higher brand awareness (Appendix 4)
2) Disadvantages:
● Electrolux: Due to its small size, sometimes the dishwasher cannot operate
well enough to clean all the dishes (Appendix 5,6)
● BSH: costly, however the features not much different from other affordable
brand
3. Product (service) positioning
● Point of parity
- Provide 6 programs of washing that suitable for specific needs (Electrolux n.d)
● Point of difference
- Having Child lock prevention feature that rarely any other brand notice (Electrolux n.d)
4. Other PESTEL (political, economic, social, technology, environment, and legal) factors
influence the market and competition? Or SWOT
Strength - Having a reputable parent company’s name
- Reasonable price compare to same product
in other brand
Weakness - Still have some problems in making sure the
dishes is all clean (appendix 5,6)
Opportunity - Due to the global trend like having more
time together with family, this will enhance
growth of dishwashers in the future
(Euromonitor International 2020)
Threat - Many competitors which have higher brand
awareness like BOSCH, etc.
5. What are key issues of the category and the brand in the market?
- Vietnamese people still not spend much attention on dishwasher, even many people
in urban area still use hand wash (Euromonitor International 2020)
RECOMMENDATION FOR BRAND COMMUNICATION
Due to their behavioural variable and the media profile. It can be claimed clearly that
the brand has to focus on providing more information toward the two main platforms,
which is Facebook Ads and Electrolux website. Moreover, Electrolux needs to
mention in their content of communication about how the compact dishwasher is
benefit for small households and young families, as well as, emphasize on its useful
function during winter time in the North of Vietnam.
Reference list
BSH Hausgeräte GmbH “Home | BSH Hausgeräte GmbH,” www.bsh-group.com, viewed 10
December 2020, <https://www.bsh-group.com/>.
Electrolux “55cm compact dishwasher with 8 place settings - ESF6010BW,” Electrolux Viet
Nam, viewed 10 December 2020, <https://www.electrolux.vn/en-
vn/appliances/dishwashers/esf6010bw/>.
Electrolux Viet Nam “Máy rửa bát nhỏ gọn 55cm cho 8 bộ chén đĩa - ESF6010BW,”
Electrolux Việt Nam, viewed 11 December 2020, <https://www.electrolux.vn/thiet-bi/may-
rua-bat/esf6010bw/#benefit>.
“Euromonitor International” Passport, viewed 11 December 2020, <https://www-portal-
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<https://trends.google.com.vn/trends/explore?geo=VN&q=%2Fm%2F02h0_y>.
Harvey Norman “Buying Guide: Dishwashers,” Harvey Norman Australia, viewed 10
December 2020, <https://www.harveynorman.com.au/dishwasher-buying-guide>.
Jung, NY & Seock, Y-K 2016, “The impact of corporate reputation on brand attitude and
purchase intention,” Fashion and Textiles, vol. 3, no. 1.
Kemp, S 2019, “Digital 2019: Vietnam,” DataReportal – Global Digital Insights, viewed 11
December 2020, <https://datareportal.com/reports/digital-2019-vietnam>.
Kenyon, L 2014, “Eco appliances: energy-saving hints for dishwashers,” the Guardian,
viewed 11 December 2020, <https://www.theguardian.com/lifeandstyle/2014/apr/25/eco-
appliances-energy-saving-hints-for-dishwashers>.
Kiefer, B 2012, “Parent company reputation as important as brands,” Prweek.com, viewed 11
December 2020, <https://www.prweek.com/article/1278591/parent-company-reputation-
important-brands>.
Minh, T 2011, “Máy rửa bát chứa nguy cơ gây chết người,” vnexpress.net, viewed 11
December 2020, <https://vnexpress.net/may-rua-bat-chua-nguy-co-gay-chet-nguoi-
2276467.html>.
Staff, C 2019, “2019 Global 100 results | Corporate Knights,” Corporate Knights, viewed 11
December 2020, <https://www.corporateknights.com/reports/2019-global-100/2019-global-
100-results-15481153/>.
Suc khoe & Doi song 2020, “Có nên mua máy rửa bát cho gia đình?,” Suc khoe & Doi song,
viewed 11 December 2020, <https://suckhoedoisong.vn/co-nen-mua-may-rua-bat-cho-gia-
dinh-n181386.html>.
“The largest group of newly-wed and young families on Facebook” 2020, Facebook
Audience Insight.
Think with Google 2011, “The Zero Moment of Truth for Consumer Electronics Study,”
Think with Google, viewed 11 December 2020,
<https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/zmot-consumer-
electronics/>.
West, A 2020, “How to buy the best compact dishwasher,” Which?, viewed 11 December
2020,<https://www.which.co.uk/reviews/dishwashers/article/how-to-buy-the-best-compact-
dishwasher-aXXgJ4c2z0s3>
Appendix 1. Social media audience profile of Vietnamese people (Kemp 2019)
Appendix 2. Price of the Electrolux compact dishwasher (Electrolux n.d)
Appendix 3. Price of the BOSCH compact dishwasher (Bep BOSCH n.d)
Appendix 4. Popularity of the two brand Electrolux - BOSCH (Google trends 2020)
Appendix 5. Complaint about the compact dishwasher (Electrolux Viet Nam n.d)
Appendix 6. Complaint about the compact dishwasher (Electrolux Viet Nam n.d)
