**[investwise]** Whirlpool Targets Massive Growth Through A Slew Of Product Launches

 

Key highlights for the financial year in Sales and Marketing were focus on the core businesses of Refrigerators and Washing machines through a number of product refreshes and launches, high growth of emerging businesses of air conditioners and microwaves, and establishing new businesses of Water Purifiers and Built in appliances.   New advertising campaigns were launched for Genius (Direct Cool Refrigerator), Mastermind (Air Conditioner) and Purafresh (Water Purifier).   Whirlpool's presence in Modern Trade was significantly enhanced with high double digit growth. To improve demand planning, a new sales forecasting tool was launched during the financial year.   The Sales & Marketing response to the market situation was through a four-fold plan:   - Product innovation, which continued to receive high focus, and demonstrated by the new launches in Refrigerators and Washing Machines, and addition to the range of microwaves.   - Brand visibility, through greater visibility of our products and display material on the shop floor while maintaining presence in mass media.   - Conversion at the shop floor, through a superior quality of engagement between prospective customers and our shop floor executives.   - Motivation of trade partners through attractive trade incentives/schemes Refrigerators and Washers received a high proportion of investment in new product development.   The start of season saw the complete revamp of the Direct Cool range of refrigerators launched under the Genius and Fusion brands.   Our Fabric Care range too was also completely revamped in the last financial year with new launches in all three segments of the category.   Water Purifiers gained momentum as the year progressed. Microwaves doubled volumes as a result of wider distribution and product range as well as positive dealer recommendation.   Built In continues to be a niche segment today but will grow as high-end housing expands.   As always, our new products offered some highly differentiated and industry-first features.   The refrigerator range offered E-Light in Fusion, a light on the refrigerator door that comes on automatically during power outages with 2-hours of back-up power, illuminating the area that has been plunged into darkness.   Fusion is also India's first Direct Cool range to have a model with electronics and a digitally controlled panel. Genius brought in stabilizer free operation, a unique health guard door, and an innovative L-shaped handle in its new offering, retaining the industry-first utility drawer from its earlier avatar.   The core category benefit of better cooling was not compromised in either of the products. Finally, all the products complied with the new energy regulations, and the both ranges had 5-star rated options.   There were a number of unique offering in Washing Machines as well. The Fully Automatic Top Load range saw the launch of an 8kg model under the White Magic brand which can wash up to 8 king-sized bed sheets in one go.   The Front Load segment saw the introduction of two new models in the 7 kg capacity under the Professional brand, one of which (Sport) is targeted at  the young and active segment with a unique active cotton and lycra wash cycle not found in other machines. Stain Wash and Anti-Bacterial Wash features are other unique attributes that this range offers.   Whirlpool's innovative 6th Sense feature, which senses, adapts and controls the process during use, can be found in our complete range of appliances, from Refrigerators to Built In appliances, making the life of the user extremely easy.   Endorsements by reputed institutions such as Woolmark for Washing Machines, Water Quality Association USA (WQA) for Purafresh Water Purifier have enhanced the reputation of the brand.   On the sales front, a number of actions were taken to improve sales efficiency and drive growth. A new planning tool was launched to improve demand planning. Training was imparted to shop-floor demonstrators to improve the interaction with prospective customers at the shop floor.   New revenue opportunities were tapped such as internet and home shopping TV channels. The dealer base was expanded to cover small appliance outlets, particularly for water purifiers. Presence in Modern Trade was strengthened and this channel registered strong growth.   Safe Harbor Statement: Some forward looking statements on projections, estimates, expectations & outlook are included to enable a better comprehension of the Company prospects. Actual results may, however, differ materially from those stated on account of factors such as changes in government regulations, tax regimes, economic developments within India and the countries within which the Company conducts its business, exchange rate and interest rate movements, impact of competing products and their pricing, product demand and supply constraints.   Nothing in this article is, or should be construed as, investment advice.

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