theceomagazine.com | 73Chad points out there’s a strong food culture in the
Philippines, and he believes capitalising on this will allow
Electrolux to expand its footprint in the market. “Filipinos
love cooking and eating,” he smiles. “One aspect of the
global purpose is ‘outstanding taste experiences should be
easy for everyone’. So, for the Philippines business, we want
to introduce experiences and appliances that can bring this
purpose to life.
“It doesn’t matter whether you’re a young bachelor,
an aspiring foodie, a harried parent caring for three kids,
or a restaurant owner serving hundreds of people a day,”
Chad says. “We want to send the message that we have
the widest offering of cooking solutions, regardless of what
kind of cook you are.”
When it comes to innovation and new product
development, Electrolux is focused on consumer needs.
Chad says his extensive marketing experience is helpful
in this area. “My background makes it easy for me to put
the consumer at the centre of everything,” he explains.
“One of the things I always ask my team is, ‘What problems
are we solving for the consumer?’ If we’re not solving
a real problem, then what’s the point?”
Of course, Electrolux constantly strives to improve its
products and services, and works closely with its partners
in the Philippines to achieve this. “We always ask how we
can make things faster, stronger or cheaper,” Chad says.
“Our long-term suppliers have the same philosophy. They
don’t mind when we challenge them and ask, ‘How can
we do things better?’ I was raised in an environment where
we always challenged ourselves. Electrolux loves working
with partners who have the same mindset.”
Chad’s goal for the future of Electrolux is simple:
he wants it to be the best-loved appliance brand in the
Philippines. “I really think we can be the number one
appliance brand in the country, whether it’s in terms
of brand loyalty, sales or profit,” he enthuses.
“That’s my ultimate vision, because I don’t join
a company just to be number two. You don’t aspire to
get a silver medal – you aspire to get gold. So that’s where
we want to be, and I think we can achieve it.”“WE CAN BE
THE NUMBER ONE
APPLIANCE BRAND
IN THE COUNTRY.”
Founded in Sweden in 1919, the
Electrolux Group operates in more
than 150 markets and sells more
than 60 million household and
professional products every year.
The company has more than 50
brands, including Electrolux, AEG,
Frigidaire, White-Westinghouse
and Kelvinator.