Marketing Positioning Paper on Frigidaire Company: Launching the Front-Loading Washing Machine

By introducing the new front-loading (horizontal axis) washing machine designed and developed to offer consumer an alternative laundry product that is superior to the conventional top-loading (vertical axis) washing machine, Frigidaire is intent to establish itself as the industry leader in energy-saving, environmentally friendly laundry products while expand its position in the marketplace. This new front-loading washing machine offers lower energy consumption, better water conservation, and better washing performance than the conventional top-loading washing machines …

…satisfaction. It is, therefore, imperative to convey the potential environmental and energy saving benefits of the front-loading washing machine to the potential consumers, dealers, and within the company itself in order to successfully market the washer as energy efficient, environmentally friendly laundry product. Successfully marketing the front-loading washing machine will give Frigidaire with much needed product differentiation and competitive edge among the competitors and give Frigidaire the ability to gain market share in the industry.