ANNUAL REPORT 2008 - Gorenje Group

48
2008
3.3 MARKETING
The year was marked by the intensive communication of environmental topics, the launching of new
generations of cooking appliances that will significantly contribute to sales volume and growth, and
the development of new, innovative and superiorly designed products: the Gorenje Ora-Ïto White
collection and the innovatively designed Gorenje »Made for iPod« refrigerator-freezer.
In September 2008, the European Brand Institute, a distinguished private institute based in
Austria, presented the results of a study of brand names on the European level, which included
300 companies from 24 countries. In the eastern part of Europe, the study presented Gorenje as
a positive example of a leading brand name whose value is estimated at EUR 445 million, which
is EUR 63 million higher than in 2007. The sales of own-brand products contributes the most to a
higher reputation and recognisability, which in Gorenje exceeds 80% of the total sales of household
appliances and is three percent higher than in the previous year.
Successful presentation at the international IFA fair in Berlin, reputed as one of the largest consumer
electronics and household appliance fairs in the world, which on this occasion also featured a HOME
APPLIANCES@IFA exhibition. At the main pan-European presentation of Gorenje, we presented
a selection of novelties, including the premiere presentation of an eagerly awaited, innovatively
designed, technologically advanced, new generation of household appliances, for which a
comprehensive set of communication support was also prepared. Also primarily presented was the
white version of the sales and promotional hit – the Gorenje Ora-Ïto White collection. Gorenje signed
a licence contract with the Apple company for the use of its technology in Gorenje refrigerators.
The Gorenje »Made for iPod« refrigerator, a unique combination of consumer electronics – the cult
iPod Touch – and a modern Gorenje fridge freezer appliance, was primarily presented at the fair and
enthusiastically received by visitors.
The success story of our cooperation with the French designer, Ora-Ïto, which began two year ago,
continued with resounding presentations in various European markets, among others at the 20th
Moscow Fashion Week in Russia.
The first Gorenje Ora-Ïto Black collection continues to generate enthusiasm among buyers and
professionals, and has been included among nominees in the category of best household appliances
selected by the Wallpaper magazine, a cult magazine for design, interior decoration, fashion,
art and lifestyle.
In cooperation with Pininfarina, our Italian partner, the Gorenje Pininfarina Black collection was presented
at a special event for the international media in Turin. The innovative Smartable by Gorenje
fascinated visitors at the international »Observeur 08« exhibition in Paris, our conceptual project of
freestanding Qube appliances was presented at the 21st biennial of industrial design – BIO 21, and a
successful presentation of Gorenje took place at the Futura 2008 fair in Austria.
At the end of the year, we presented our own-brand products at the specialized international
Interior Lifestyle China Fair held in Shanghai, China.
The new Gorenje Lifestyle Magazine was launched in 2008. The magazine will be issued twice
yearly in the Slovenian and English languages, and is intended for business partners, the media,
and final buyers.