Whirlpool''s new launches aimed at mass market

Our Corporate Bureau
21 March 2004

At the launch of a new range of single-door frost-control refrigerators, Arvind Mediratta, vice-president (marketing), Whirlpool, said: "The range is available in 200 litres, 230 litres and 260 litres at an approximate price range of Rs 10,600 to Rs 12,750. The company is bullish about the category."

Besides this new line, the company has also upgraded and launched new products in its existing range of direct-cool and frost-free refrigerators, he said. The refrigerator segment contributes almost 65 per cent to the total turnover of the company. Whirlpool is expecting the new range to contribute almost 20 per cent to the overall sales of refrigerators.

As to whether this new category would be eating into its frost-free segment, Mediratta said that since the product offers the best features of both direct-cool and frost-free, the company is looking at creating a new market. Compared to the frost-free segment, the prices of frost-control would be lower by about Rs 500 to Rs 1,000 depending on the capacity.

Elaborating on the frost-control range, he said: "The range comes with Whirlpool''s sixth sense technology and has special sensors that maintain the right level of frost in the freezer by automatically defrosting any excessive frost formation."

Apart from the new launches, the company has also lined up communications to support the brand and its products. The company has earmarked 5 per cent of its total revenue for advertisements.