Top Story


Home >> Marketing >> Article

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

Font Size   16
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.”


Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...

At the “Dentsu Aegis Network-exchange4media Digital Advertising Conference,” Abrol shared insights on how digital is transforming the way they operate and grow

The Dentsu Aegis Network-exchange4media Digital Report 2018 that was unveiled on January 16, 2017