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Whirlpool beefs up product portfolio; ups ad spends by 10 pc at Rs 77 crore

16-April-2008
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Whirlpool beefs up product portfolio; ups ad spends by 10 pc at Rs 77 crore

Whirlpool Corporation has heightened its activities for this summer, launching new products across five categories – refrigerators, washing machines, air conditioners, microwave ovens and water purifiers.

With these new launches, the home appliances company is eyeing an increase of 25 per cent market share in the refrigerator category, 20 per cent market share in the washing machine category, 10 per cent market share in the microwave oven category, 10 per cent market share in the air conditioner category, and 10 per cent market share in the water purifier category this year. The company had recorded 20 per cent increase in gross sales for the period April-December 2007.

Whirlpool has also earmarked Rs 77 crore as advertising and marketing spend for 2008, up 10 per cent from 2007. The newly launched products would be supported by a multi-media campaign, including above the line advertising and a host of below-the-line activities such as innovative marketing tie-ups, in-shop displays, promotions, direct marketing, and product demonstrations.

Arvind Uppal, MD, Whirlpool of India, said, “2007 has been quite good for us. Our product innovation is a result of customer feedback, and understanding them has always been our endeavour. Continuously innovating our products and catering to our customers have helped us sustain our leadership in the direct cool segments and helped us attain a palpable growth across all categories. Building on the success of 2007, we expect to see an impressive growth in 2008. This year, our aim would be to further consolidate and grow across all categories, including the new category.”

Shantanu Das Gupta, VP-Marketing, Whirlpool India, said, “Our Genius range of refrigerators, a breakthrough product, launched in 2005, was accepted really well by the consumers. We are confident that our new revamped Genius range would create the same magic. Fusion range of refrigerators made for India and launched in 2006, created a magic in home making. This is a first-of-its-kind product, which has incredible features like sixth sense frost control, and is equipped to cater to the frequent powers cuts in India.

All our newly launched products boast incredible features and attractive aesthetics. With our recent venture into the water purifier category, we hope to introduce safe drinking water in our consumers’ lives.”

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