Whirlpool lags far behind its rivals

IIPM PUBLICATION

Though, there is still hope for the American major to make its grand killing. Boasting of three manufacturing plants in India (as opposed to the two of LG), Whirlpool is simultaneously leveraging its global manufacturing plants and has created a technological base. The company believes that the 20% growth in revenues (evincing a turnover of Rs.12.45 billion for the period of March-December 2006) that Whirlpool recorded last year was due in part to the excellent finish and better after sales services that the brand offers. An extensive presence in 7500 retail outlets in over 150 cities also did the trick. “We are a small player in ACs, but are aiming at a market share of 10% by the end of this year, by expanding our distribution network,” says Shantanu Das Gupta, VP-Marketing, Whirlpool of India.

Moreover, Whirlpool of India has now armed itself with an advertising expenditure of a whopping Rs.700 million and you can be rest assured to witness some ‘magic’ from this American white goods player in the coming months. After all, the sweltering summer months have just begun...

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Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative