The Hindu Business Line : Whirlpool to take forward women-oriented positioning

CONSUMER durables firm Whirlpool of India is taking forward its women-oriented brand positioning this year and holding the second "Whirlpool GR8! Women Awards 2005" on February 18.

The awards aim to recognise the contribution of women in 19 different categories including journalism, cinema, music, literature and corporate among others.

"The association has been a very successful brand initiative. The line `Homemakers se Newsmakers' fits in very well with our brand positioning. In fact, the awards are a perfect fit with our core target audience of modern, contemporary women," Mr Arvind Mediratta, Vice-President, Marketing, Whirlpool of India, said.

With aggressive growth plans for this calendar year, Whirlpool's advertising is also undergoing a change. Apart from signing on brand ambassadors to promote the brand, the company would also be moving away from its product specific advertising, and its forthcoming ad films will now showcase the entire range of products.

Further, in line with the industry trends, Whirlpool's advertising/marketing expenditure has been moving away from mainstream advertising towards promotions, with the company spending about 50 per cent of its ad budget on promotions in 2004. "At present, we spend about 5 per cent of our revenues on marketing," Mr Mediratta said.

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