Financial Daily from THE HINDU group of publications
Wednesday, Oct 01, 2003
Financial Daily from THE HINDU group of publications Wednesday, Oct 01, 2003 |
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Marketing
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New Products & Services Whirlpool to launch new wash range Our Bureau
Mr Benoy Roychowdhury, Vice-President - Sales, Whirlpool India, with Mr Arvind Mediratta, Vice-President-Marketing, addressing a press conference in the Capital on Tuesday. — Kamal Narang
New Delhi , Sept. 30 Whirlpool of India Ltd has proposed to actively focus on the washing machines category. Agreeing that the overall market growth in the segment has been disappointing, Mr Benoy Roychowdhury, Vice-President Sales, Whirlpool of India, said, ``the festive seasons should result in high growth.'' ``We would be focusing on increasing our market share in both ends of the market - the high end as well as the economy segment. While in the high-end technology plays a crucial role, in the lower end pricing is the deciding factor,'' he stated. Whirlpool is set to unveil a new range of top-loading washing machines with `stain wash' feature. The product will be available in three variants priced between Rs 13,000 and Rs 18,000, Mr Arvind Mediratta, Vice-President Marketing, said. To give its new product line the right brand push, the company is launching an advertising campaign with a focus on washing machines. The total ad spend during the period would amount to Rs 9 crore. Additionally, the company will also give away gifts as part of promotions, for which it has entered into strategic alliances with Scavolini, Nokia, SOTC, Parker and NIIT. The campaign is being called `Aapka Magic Chalega'. The expenses on gifts would be to the tune of Rs 18 crore. Besides, the company is also set to roll out two new models of microwave ovens during the fourth quarter. Looking at a growth of 15 per cent during the year, it expects the last three months to generate a growth of 22 per cent. The company is targeting to sell close to 4.5 lakh units of appliances during the festive season alone. Further, Whirlpool also proposes to clock an exports figure of 145,000 units of refrigerators this fiscal. The company is looking at becoming a trading house in the near future.
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