Whirlpool ups ad spend by 10 per cent, strengthens product portfolio

Mumbai: Consumer electronics major Whirlpool Corporation has stepped up its pace for the summer sales season, with the launch of new products across five categories of refrigerators, washing machines, air conditioners, microwave ovens and water purifiers.

The company is reported to be looking at a hike in its market share of around 25 per cent with these new launches in refrigerators, 20 per cent in the washing machines, 10 per cent in the microwave ovens, 10 per cent in the air conditioners, and 10 per cent in the water purifiers this year. Whirlpool's gross sales for April – December 2007 had seen a jump of 20 per cent.

Arvind Uppal, managing director of Whirlpool of India affirmed that 2007 had been a good year for the company, with its product innovation that came as a result of customer feedback making the difference. He attributed the company's sustained leadership in direct cool segments to continuously innovating products and catering to customers, which had the double effect of helping the company attain a tangible growth across categories.

Shantanu Das Gupta, vice president for marketing at 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.

Whirlpool has also added 10 per cent to its advertising and marketing spend for 2008 over 2007, taking it to Rs77 crore. The newly launches would be supported through a multi-media campaign, above-the-line (ATL) advertising, and a host of below-the-line (BTL) activities such as innovative marketing tie-ups, in-shop displays, promotions, direct marketing, and product demonstrations.