WhirlpooL India has decided to continue with its ad agency, FCB Ulka, for the new categories it has ventured into such as microwaves and air-conditioners.
``It is true that we had called for a pitch from other agencies sometime ago, but now we have decided to continue using FCB Ulka since it has done a good job,'' said Mr Arvind Mediratta, Vice-President (Marketing), Whirlpool India. FCB Ulka has already been handling the brand's washing machine and refrigerators accounts.
Without disclosing the size of its ad budget for the year, Mr Mediratta says, ``This year we will be increasing our media spends by 30 per cent.'' Continuing to focus on its refrigerators and washing machines, its fastest growing segments, Whirlpool has decided to focus primarily on the urban markets.
``We don't believe in dropping prices to chase volumes. Our purpose is to have differentiated products to meet consumer's needs,'' he says on the strategy for his company.
With a dominant share of 25 per cent in refrigerators followed by an 18 per cent share in washing machines, Whirlpool has yet to get a comfortable share in air-conditioners where it still has a seven per cent share as per ORG-GFK. ``This summer we intend having an overall brand campaign for all our products done by FCB Ulka,'' says Mr Mediratta.
Besides, it has decided to sponsor the Gr8 Women Awards this year. Whirpool is expecting some rub-off on its `home maker' equity.
Claims Mr Mediratta: ``The awards embody Whirlpool's core mission of being a partner in homemaking. The company has an established tradition of anticipating the emerging needs of homemakers and offering them a wide range of products that use leading edge technology and deliver relevant solutions that satisfy her." The Rs 1,250-crore Whirlpool India is expecting to grow at 10 per cent this year.