By Patrick Avenell

SYDNEY, NSW: Miele Australia has launched its 2011 laundry ranges: the W 5000 and T 8000 series, which altogether comprise 12 models. In what is shaping as a super competitive year for laundry, Miele has also announced a comprehensive retail trade support program.

With Panasonic set to launch into laundry appliances and Samsung further ramping up its marketing support for major home appliances, the laundry battleground is set to be particularly fierce in 2011. Miele plays a level above these two, but with extra competition placing more pressure on prices, going to trade with a well thought out marketing proposition has never been more important.

“The upcoming launch will be supported by a comprehensive online and offline marketing activity program that include a direct and print advertising campaign, as well as a public relations campaign,” said product manager, laundry and care, Iris Schaden.

Click here to sign up for our FREE daily newsletter

Schaden further announced a value add for the new range called the Advantage Package. Worth a quoted $299, this package includes a 3-year extended warranty and a CareCollection starter pack, which includes the installation and demonstration of the new appliances, plus the disconnection and removal of the previous laundry units.

The Miele W 5000 series is made up of 7.5-kilogram machines, whilst the T 8000 series has a 7-kilogram capacity. All units have a 4.5-star WELS water efficiency rating.