Whirlpool has come up with more options for customers with the two product launches this season. The company has launched a front-loading washing machine called Sensation and a range of refrigerators called Duet.
“The company did a consumer research and found that homemakers are eagerly looking for a product that is simple to understand and operate and meets their wash standards. This is what brought us to create Sensation,” says Arvind Mediratta, VP Marketing Whirlpool.
Asked on how the front-end machines have been doing in comparison to top-load, Mendiratta says, “We have a very small presence in the front load segment of washers. The Sensation range is therefore targeted for those who prefer front-load washers. We have the have the Whitemagic range of washers that are available in the top load segment.”
Sensation range is a front-end washing machine, which is fully automatic and has a capacity of 6.5 kg. The range, priced between Rs 21,000 and Rs 26, 500, comes with a host of unique features like the unique stainwash feature that removes even stubborn stains caused by tea, coffee, curry, pickle, red sand, shoe polish, blood, chocolate and milk. The other feature is to keep your white clothes ‘stark white’, claims the company.
The company has also launched the refrigerator series called Duet, which is available in 175l, 200l, 230l and 260l capacity and is priced between Rs 9,700 and Rs 15,000. The company claims that the product has unique features like frost control, fast forward ice system, multi purpose chiller, air-flow control and large crisper.
However, most companies like LG and Samsung are providing similar features. Asked on what is really unique about Duet, Mendiratta says, “Whirlpool was the first company to introduce the steel finish styling in refrigerators in the Direct Cool category and we have now taken this to the next level by providing a two tone colour in the same metallic finish. The frost control feature and sixth sense features are unique to Whirlpool and not provided by any of the competition.”
Whirlpool has also drawn out an elaborate strategy to promote the offers. Mediratta says: “We have been using the print media for promoting awareness of the product. It is our belief that advertising needs to be supported with on ground activities where we can demonstrate the benefits of the features that the product brings to the homemaker. There will be extensive demonstrations that will be done not just in stores but also in residential areas and other high traffic areas.”
On the advertising strategy, he says: “Our brand film across all categories is on air in all major multiplexes in Mumbai and Delhi. For Sensation, we are extensively using the print medium on a national basis for advertising.
For the festival season, the company has launched the ‘Aapni sixth sense aazmao Lakshmi ghar le aao’. On the rationale behind these offers, he says: “Festival promotions for Whirlpool is not just a way to drive offtake but further our brand value proposition. The theme of our festival promotion also revolves around the ‘sixth sense’, which is intrinsic to homemakers. The promo encourages the homemaker to use her sixth sense to choose the scratch card and win prizes.”