Success Story
Electrolux: A Map for Premium Growth in a Complex Market
How Electrolux leverage NIQ market intelligence to decide where to play, protect its price position and plan with confidence
In Latin America, competition is growing and the rules are not uniform. In Brazil, for example, taxation and benefits differ by state. Staying premium takes more than brand strength; it takes clarity on where to play and how to play.
For Electrolux, that clarity has come from NIQ for more than 15 years. NIQ data is the starting point of its sales and operations planning, its view of price positioning and strategy planning.
Where to play, and how to play
Latin America has become an increasingly important market for the appliance industry, and the competition is growing with it. For Electrolux, identifying the real opportunities across the region is at the core of its relationship with NIQ: understanding addressable markets and sweet spots, then building a precise plan to attack the market and defend its strengths.
The challenge
Keeping a premium price position in a market that keeps moving
The challenge: Keeping a premium price position in a market that keeps moving
Latin America brings the global challenges every brand faces, plus specific ones of its own. Taxation and competitiveness are among the biggest hurdles. New entrants and new price positions raise the stakes.
The task for Electrolux: keep its price connected to its brand strength, stay relevant for the consumer and protect its market share.
“We need to keep pricing connected to our brand strength. Using NIQ data, we are always looking for the most accurate and precise plan to attack the market and defend our strengths.”
— Carlos Marcolin, Chief of Strategy and Business Transformation, Electrolux Latin America
The turning point: From market data to the starting point of planning
Electrolux has used NIQ Intelligence for more than 15 years. NIQ gives it a view of price parity and of the price positioning of its brands in the region and globally. That view is the starting point for its Sales & Operating process, where planning runs on an 18-month outlook built from NIQ sell-out and share information.
Over those years, Electrolux has seen the transformation in how it plans: more accurate than before, with NIQ as part of that.
Looking ahead, Electrolux sees AI as a promise that is going to come true, and it is halfway there. Its approach is to bring together information from across the company, from consumers and shoppers to NIQ data and insights, with its own internal data, so AI has the full picture to support decisions.
A blueprint for premium growth in complex markets
Electrolux’s story is a blueprint for any tech or durables brand competing across fragmented, fast-changing markets. Knowing where to play, keeping price connected to brand strength and planning on intelligence you can trust turn market complexity into confident decisions.
Explore how NIQ can help your brand decide where to play and how to win.
