Financial Daily from THE HINDU group of publications
Friday, Oct 11, 2002
Financial Daily from THE HINDU group of publications Friday, Oct 11, 2002 |
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Marketing
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Strategy `Brand focus' helps Whirlpool growth
Richa Mishra
NEW DELHI, Oct. 10 DESPITE the sluggish market conditions, the `magic' of Whirlpool of India Ltd seems to be working. The company is targeting a growth of about 15 per cent in its turnover this year against Rs 1,100 crore achieved last year. "We expect a double digit growth in washing machines and refrigerators even though the market growth has been not so good," Mr Ashok Bhasin, Vice-President (Marketing), told Business Line. Confirming this, industry sources said that Whirlpool has been performing well in the adverse market conditions due to its "brand focus". The company aims to improve its market share in refrigerators to 35-40 per cent from the current 30 per cent. In the washing machine category, it hopes to improve its market share by another five per cent, he said. Though a late entrant in the air-conditioners category, the company expects to consolidate its position and hopes to emerge as a major brand in the segment next year. Further, Whirlpool is also gearing up for a slew of launches across all its categories next year. The company believes that the recent accreditation by Woolmark of its washing machines will provide an impetus to sales. Also, in a bid to increase its penetration in the semi-urban areas, the company is focusing on sprucing up its distribution network. "We have increased our network by 10 per cent," he said. Commenting on whether Whirlpool also would adopt the concept of `exclusive retail stores' or continue with multi-brand shops, he said, "We believe that the consumer should be given the benefit of choosing from amongst all the available brands. However, in the A class towns, we have our own Whirlpool Corners within the retail stores."
New ad campaign SPRUCING up for the coming festive season, Whirlpool will be unveiling two new ad campaigns for its refrigerators and washing machines. "The ads, which are to break on October 10, continue to build on our relationship with the consumer and seek to convey the emotional benefits of the brand," Mr Bhasin said. The communication supports the launch of eight new models of refrigerators in the frost-free and direct-cool segments. These refrigerators boast of `Fast forward ice systems' where ice can be made at the click of a button. Depicting a mature and modern Indian family, the refrigerator campaign focuses on the relationship between the homemaker and her family. Leveraging on the success of `Mummy ka magic chalega kya' , the new washing machines commercial announces the launch of the White Magic Hot Wash range.
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