Al-Futtaim, a major regional business group in Dubai, has relaunched its consumer electronics arm Aftron to double its sales across a number of categories over the next year. The brand, which has been in the UAE market for more than 23 years, now has more than 150 stock keeping units (SKUs) including air-conditioning, white goods and other household electronics, and a completely new look.
The new Aftron product line now comes with distinctive uniform blue packaging that is closer to the Al-Futtaim branding, with both English and Arabic labeling. This move by the marketing arm at Al-Futtaim Electronics is in line with its new positioning ‘expect more’,” said Christina Oliver, head of marketing at Al-Futtaim Electronics.
“In terms of the brand, we thought to get closer to get closer to that trust and reassurance that the consumer is looking for, we are Al-Futtaim, so what not lean on the fact that we are part of this huge heritage that is already trusted? And that it the biggest reason why we changed the color,” she said.
The products’ rebranding and restructuring process has resulted to a streamlined range of high specs and reliable products at great value for customers, according to Sean Connor, managing director of Al-Futtaim Electronics.
“Customers are getting a lot more discerning. Over the last two years, they are more knowledgeable. They know what they want. People are telling us what they like and what they don’t like and what they want is more value for their money. So we felt that it’s really time to take a closer look at the brand and matching it to what the consumer wants,” Connor told The Filipino Times.
At the relaunch event held at the Event Center in Intercontinental Hotel in Dubai, Anil Pillai, International Business head at Al-Futtaim Electronics said, “We see a huge opportunity in the value market and believe that we have a brand with great promise that is primed to capitalize on the growth potential. Not only is Aftron a home-grown brand that has been here for 23 years, but we have extensive knowledge of the market and we understand what customers here in the UAE are looking for.”
The new range of small domestic appliances carry a two-year warranty, attached to an immediate exchange policy. Within its air-conditioning products all compressors hold a five-year warranty as standard plus an additional two-year warranty from Al-Futtaim for the 2017 launch year.
The European influence on design and quality adds value to the brand, and benefits production by taking advantage of a closer geographical product sourcing network.
Aftron is also set to launch its new digital catalogue and website hosted online at www.aftron.com to support UAE and regional sales, as part of its rebranding.
