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Whirlpool draws Rs 44-crore marketing plan

Whirlpool draws Rs 44-crore marketing plan

Author | Source: Business Line | Thursday, Apr 13,2006 8:02 AM

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Whirlpool draws Rs 44-crore marketing plan

Even as plans have been firmed up to augment market share in the refrigerators segment in the months ahead, Whirlpool of India Ltd has earmarked a corpus of Rs 44 crore for spending on advertisements and marketing initiatives in the current fiscal.

Addressing a news conference here today, Mr Arvind Uppal, Managing Director of Whirlpool of India, said the company was hopeful of augmenting its share of the direct cool refrigerators market to 26 per cent from 24 per cent at present. Similarly, its share of the domestic market for microwave ovens and washing machines was expected to go up from single-digit figures to 10 per cent and 16 per cent, respectively, in the next one year.

Mr Uppal said the company had just launched four new products under three categories, i.e. refrigerators, washing machines and microwave ovens.

New TV commercials

Television commercials featuring the company's brand ambassadors, Bollywood stars Ajay Devgun and Kajol, would be aired to push sales of the products across 7,500 retail outlets in over 150 cities and towns.

Whirlpool, which notched a turnover of Rs 969.3 crore with an operating profit of Rs 1.52 crore in the nine-month period April-December 2005, was hopeful that the launch of the new products would facilitate sustained topline and bottomline growth, Mr Uppal said.

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