Whirlpool launches new appliances range January 8, 2008

Whirlpool Launches New Home Appliances

New Delhi, Oct 10 – Keen to cash in on the festive season, home appliances company Whirlpool Corp announced here Wednesday the launch of a new range of home appliances and Rs.4.5 million worth bumper prizes.

The new product range includes frost-free refrigerators named ‘Professional’ and ‘MagiCook’ microwave ovens. The bumper prizes are 30 home makeovers that include refurbishing, painting and carpeting worth Rs.150,000 each.

‘The company targets a growth of 20 percent this year over last year,’ said Arvind Uppal, managing director of Whirlpool Of India Ltd, a subsidiary of Whirlpool Corp, at the launch.

‘Our target customers are contemporary woman professionals who are also homemakers,’ he added.

With this launch, the company expects to increase its share in the frost-free refrigerator segment to 30 percent. It reportedly holds 22.1 per cent market share in this segment currently.

‘With this launch we are confident about attaining a leadership position in the frost-free segment,’ said Shantanu Das Gupta, vice-president marketing of Whirlpool Of India Ltd.

Commenting on the company’s marketing strategy, Gupta said: ‘We will come up with two new advertisements. We will make these products available only at 1,500 retail outlets across India out of the total 7,500 such stores.’

He also stated that every year buying increases by at least 30 percent during the festive season in comparison to sales during rest of the year.

Bollywood actors Kajol and Ajay Devgan will continue to endorse the brand, he added.

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