Electrolux promotes UK, Ireland boss to major appliances chief

Roger%20TaylorElectrolux has promoted Roger Taylor, the vice-president and managing director of the UK and Ireland, to senior vice-president of sales for Electrolux Major Appliances.

Taylor, who has already taken up his new role, had been vice-president for nearly four-and-a-half years. His role has been assumed by finance director Peter Messetter on an interim basis, and the appliances manufacturer is seeking a permanent replacement.

UK brand and marketing director Andy Mackay says the UK and Ireland business is in "good shape". He adds: "We have many new innovations and important products being launched this year."

Electrolux has been increasing its focus on marketing over recent years. Last year, it doubled its marketing spend to £15m in a move that aimed to put marketing and communications at the heart of the company (MW February 16, 2006).

It has been focusing on three key brands: Electrolux, AEG and Zanussi, and has continued its strategy of co-branding products with the Electrolux parent brand, which has also received a majority of the marketing focus.

Last March, it launched a new strapline "Thinking of You" to highlight its focus on consumer insight during new product development. It reintroduced Zanussi’s iconic "Appliance of Science" strapline in a press campaign.

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