Hotpoint plans premium range of appliances

White goods brand Hotpoint is launching a premium range of kitchen appliances to reinforce its presence in the built-in appliances market. The new Experience range is one of the brand’s key launches for this year and will receive significant marketing support.

The range will be launched later this month and will extend the Hotpoint brand into the high-end sector. Hotpoint UK marketing director Neil Tunstall says Experience will be supported by a major campaign, including press and television, in the second quarter of the year. The brand’s advertising is handled by Leith Advertising.

The Experience products, which include ovens, hobs and a coffee-maker, have a range of finishes, such as stainless steel and glass, and the designs are co-ordinated so that consumers can mix and match appliances.

Hotpoint owner Indesit Company, which was formerly Merloni Elettrodomestici, is also extending its Cannon cooking appliance brand into electric and range cookers. The move follows a reorganisation of the company’s cooking products last year which involved Cannon, the leading brand in gas cookers, being positioned as the company’s premium brand (MW September 23, 2004). The new products will be supported with a £1m press campaign.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here