Electrolux's customer interactive programme

NEW DELHI: This is another innovation done by an FMCG in oder to understand the future customers’ needs and preferences. Electrolux Kelvinator Limited (EKL), a subsidiary of the Electrolux Group has recognised and awarded the imaginative power of Delhi school children who participated in Dream Machine 2020. This was a nationwide customer interactive and insight recognition programme.

An official release informs that the company launched ‘Dream Machine 2020’ to comprehend the current and the future customers’ present and latent needs and desires, and increase the customer involvement in the company’s new product development strategy. The objective of the month long programme was to bring in a fresh dimension to the existing new product development process. With this, the company hopes to delight its customers by producing products they most desire, adds the release.

Dream Machine 2020 was a nationwide integrated marketing programme that involved over 4000 school students from 40 schools of New Delhi. They wrote a 250 word essay on topics like: My Dream Refrigerator, My Dream Air Conditioner. The jury comprised of The Indian Express' deputy editor Coomi Kapoor, Joint Police commissioner Amod Kanth and pop star Shibani Kashyap.

The students visualised the existing products in the year 2020, in terms of their looks, aesthetics, features, colour, shape, size, functionality. The first prize winner Dhruv Anand from Heritage School, Vasant Kunj, who won Rs 10, 000 and a personal computer, wants his dream fridge to have a computer, manage groceries on its own. In addition it should be more spacious and have a water dispenser. Another winner wants his dream microwave to be remote controlled. With the loading of raw material and a single press of button one should be able to savour cuisines of different countries.

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