By Zeba Fatima 

 Fujitsu builds consumer awareness

Fujitsu General has experienced very strong sales and market share has increased, driven by a revised product range with improved efficiency and performance.

Fujitsu General’s advertising campaigns focus on educating and building consumer awareness of the cost efficiency of inverter air conditioning.

This growing awareness has assisted with driving consumers into stores. Its product range is supported by energy efficiency messages and offers customers a variety of options to find exactly the right Fujitsu air conditioning solution for the needs.

Fujitsu General national marketing manager, Milton Kaloudis, said Fujitsu’s air conditioning range ticks all the boxes in performance, quality and reliability as well as meeting any current or future MEPS standards.

“Fujitsu is a brand that retailers and consumers can trust. We have a wide range of innovative products that deliver exceptional energy and cost efficiencies,” said Kaloudis.

“Fujitsu General also invests more than any other air conditioning supplier in educating consumers and highlighting the benefits of inverter air conditioning for cooling in summer,” he added.

Durability, quality and affordability from Kambrook

Kambrook is confident its products will be strong sellers when the warmer weather returns.

 “Kambrook has every intention of growing our market share in this category by continuing to offer reliable products at an affordable price,” said Kambrook marketing manager, Adam Tacey.

Kambrook sits well in a market that has such disparity in product pricing and a large number of players. Kambrook’s strategy to offer good features and reliable performance at affordable prices has struck a cord with consumers.

Kambrook will continue to gain momentum within this crowded field and grow product offerings to gain further market share.

Tacey noted that the KFA815 Arctic Remote Controlled Tower Fan has been Kambrook’s best performing model.

“For consumers, it ticks all the boxes including size, price, quality and function – it is a quality product at an affordable price,” he said.

Kambrook’s products promise quality and durability while at the same time, they are extremely affordable. Their cooling range consists of a variety of model types and sizes to suit individual preferences and are rigorously tested and highly featured.

Water-to-Air technology a DeLonghi strength

It’s well known that the success of seasonal categories is driven by the climate and most consumers will not sacrifice their comfort.

DeLonghi category manager- major appliances and comfort, Helen Finlayson said the PACW160B has strongest retailer support for core ranging, as it has been on range for a number of years, with retailers familiar with the “Water to Air Concept”.

“It is a substantial unit, well featured, and delivers great cooling performance in extreme conditions,” said Finlayson.

The exclusive DeLonghi Water-to-Air technology featured in five of the six models, greatly improves the refrigeration process, when water stored in the tank is pumped over the condenser.

This results in colder air being expelled into the room. Due to the increased efficiency, a lower fan speed can be selected which in turn reduces the energy consumption of the unit.

Dyson’s innovation raises profile of electric fans

Dyson launched the Air Multiplier in 2009, with a concentrated effort to educate consumers via significant investment above-the-line and on in-store merchandising.

“The release of the product helped raised the profile of the fan category generally; increasing the overall average sell price and tripling the value of the category,” said Dyson sales director, Al Wheldon

2010 saw the range expand to include three Air Multiplier models:AM01 Table fan ,AM02 Tower fan,AM03 Pedestal fan.

Wheldon said the second half of 2011 has seen retail conditions remain challenging, as consumers continue to save, as opposed to spend.

“And whilst weather is always a key indicator for the cooling category, the tough economic conditions currently facing the retail sector will prove to be challenging in 2011/2012,” he added.

Rising electricity costs are encouraging more consumers to choose sustainable product options, making fans a key purchase consideration.

“Electrical retailers have the opportunity to educate customers on the benefits of fans as a cooling option, offering innovative product technologies that will meet their cooling requirements in a cost-efficient way”, he said.

According to Wheldon, the Dyson Air Multiplier range sold well in 2010 with the AM02 proving to exceed forecast expectations.

“Whilst there is no hard evidence, the shape of the AM02 makes it a discreet but efficient cooling option, which appeals to a broad range of consumers,” he added.

Panasonic launches iPhone app for air conditioning

Panasonic is pleased with market share results over the past few months. Customers have been purchasing Panasonic air conditioners over winter as they provide an economical heating solution and continue to perform very strongly in the Australian marketplace and are well supported by retail partners.

Panasonic product marketing manager, Shane Quinn believes the air conditioning range is helping consumers’ confidence in the category.

“Consumers demand reliable, easy to use and feature-rich products which meet their needs,” said Quinn.

“Panasonic strives to address this by providing consumers with a diverse product range and also giving comprehensive training to floor staff,” he added.

Panasonic has recently completed a series of 32 Air Conditioning trade events in all states across Australia, to launch the company’s new range of energy-efficient Inverter air conditioners with Econavi technology.

Over 1800 retail staff attended across Australia, with trade nights taking place throughout September and October. 

After an extremely successful summer last year Panasonic is confident that with this strong consumer offering with improved energy efficiency, it will be another successful summer.

“The launch of our iPhone application demonstrates Panasonic’s commitment to innovation and further cements the company as a leader in the Air Conditioner market,” he said.

The easy-to-use application allows consumers to determine the most appropriate Air Conditioner for their needs. Retailers can also use it as a sales tool to ensure they provide the customer with the best model for their home.

Panasonic’s Econavi technology is unique in the market, as it uses two advanced sensors to actively monitor and adjust output power to suit changing room conditions.

Using this intelligence, Econavi technology delivers real energy savings in the home. The new Panasonic models also achieve significantly higher Energy Star ratings compared to their predecessors, in line with growing consumer awareness of the need to reduce energy consumption in the home.

Seeley International leads with evaporative cooling

In the evaporative air conditioning category, Seely International’s market share has increased, although the overall market size is lower after last year’s cool summer across most of Australia. If this year’s summer is hot, the market size is expected to increase again.

“Seely International has been able to build our market share, even in a smaller market, due to the brands’ reputation for excellence and reliability, as well as a strong and growing dealer base,” said Seeley International chairman, Frank Seeley.

The evaporative cooling market is performing relatively well as people become more aware of rising power prices and are looking for more economical and energy-efficient forms of cooling.  In the refrigerated/reverse cycle cooling market, there has been a great deal of uncertainty in the market as a result of MEPS regulations. 

“Many suppliers have new product ranges to comply with the new MEPS requirements, as well as old stock to move. Without heat during the early stages of summer, stock has been difficult to move,” said Seeley.

Seeley noted a large amount of older reverse cycle air conditioning units were imported prior to October 1, 2011. Seeley International has range of new Haier MEPS compliant products available post October 1,giving customers products with greater efficiency, lower running costs and at a competitive market price.

Seeley’s Breezair is the only evaporative cooler on the market with inverter technology, which means is the most efficient evaporative air conditioner available, leaving it in a great market position.

“Our Braemar evaporative coolers have a reputation as being the most robust and reliable cooler on the market.  For over 50 years, Braemar has proven that it is built to last,” concluded Seeley.

Mitsubishi Electric cools every room with smaller units

The economic indicators for the retail industry have been poor for quite a period of time with little signs of improvement any time soon, however according to Mitsubishi Electric, market shares in high wall split system air conditioners are relatively stable.

“Mitsubishi Electric is satisfied with its performance during the recent difficult trading conditions and attributes the results to consolidation of its distribution network, stability of prices, profitability to its retail partners and continued offering of the highest quality of product,” said Mitsubishi sales manager of retail living environment group, Peter Taylor.

In light of recent changes to the retail landscape, Taylor said the company works closely with its distribution partners to build a philosophy based around “rapid change”.

“Thus far we have been able to grow our business with existing customers to alleviate retail customers lost to our industry as well as the poor trading conditions, the challenge of internet sales is yet to be realized,” said Taylor. 
 
Taylor said consumers have recently moved on from large capacity air conditioners for the kitchen, family or rumpus room areas, onto  smaller capacity air conditioners.

“Sales have increased markedly as customers begin to air condition bedrooms and lounge rooms to a greater degree. Mitsubishi Electric air conditioners sell consistently well in the market segments in which they compete,” Taylor added.