Indesit maintains its third position in Europe: gaining in less than two years 25% of market share, going from 4,3 to 5,4%, to a point and a half from the peak, just a year from the complete renewal of its image and its range of electric appliances.

Every year in the great market that goes from Lisbon to Vladivostok 3 million Indesit refrigerators, washing machines, dishwashers and cookers are sold for free installation, manufactured in plants across half of Europe, from Italian plants in Piemonte, Campania and Marche, to the Portuguese one in Setubal, the Polish one in Lodz, the Turkish one in Manisa, and the Russian one in Lipetzk.

For the complete renewal of image and mission of the brand and for the launch of the new Indesit products over 100 billion lira were invested, of which 60 for product development and 40 for communication. Indesit is among one of the best known brands in Europe today: known to almost 90% Italians and Portuguese,  to 80% English and Dutch, 60% French and Russians, 35% Turkish just two years from its introduction onto that market. In Italy detains a market share that is close to 10%.

Merloni Elettrodomestici is determines to invest more and more on communication for this brand: if in 1999 Indesit enjoyed the availability of 23 million euro in advertising, in 2004 they will be investing at least 50% more. In the first four months of 2001 Indesit was the European brand in the sector that invested more in its target market.

October.2001