Whirlpool earmarks Rs 70cr as ad spend for 07-08

New Delhi, Apr 3: Home appliances major Whirlpool of India (WOI) today expanded its product portfolio and will spend Rs 70 crore on advertising and marketing of its entire range of refrigerators, washing machines, ACs and dryers this year.

A major share of this will be invested in the peak summer, WOI Managing Director Arvind Uppal said.

Whirlpool aims to grab a 10 per cent share in the AC market in 2007 with the launch of its 'MagiCool' air conditioners priced between Rs 12,500 and Rs 29,500.

Whirlpool 'MagiCool' is available in all capacities from 0.8 ton, 1 ton, 1.5 ton and 2 ton in both window and split AC segment.

Mr Shantanu Das Gupta, Vice President, Marketing, WOI, said, ''The AC category is one of the fastest growing consumer durable categories in the country. The market is growing at a CAGR of 25 per cent and it is expected to beat the refrigerator category by 2008 in value terms.'' The company also unveiled its 'Mastermind' range of refrigerators in the frost free segment and ventured into a new category dryers.

It also added new models of washing machines 'Sensation Neo' with the launch.

''WOI expects to notch up a 27 per cent market share in the refrigerator category, 20 per cent in the washing machine category and 10 per cent in the air conditioner category in India in 2007,'' the company MD told reporters here.

Whirlpool's fully automatic refrigerator 'Mastermind' is available in seven finishes in the capacities of 220, 250 and 280 litres, and is priced between Rs 11,500 and Rs 20,000.

The washing machine is available in 5 kg capacity and costs Rs 16,990 while the dryer is imported from Europe and is available in 6 kg capacity, priced at Rs 21,499.

This launch will follow above-the-line advertising featuring Whirlpool brand ambassadors Kajol and Ajay Devgan and below-the-line activities such as in-shop displays, promotions, direct marketing, and product demonstrations.

Currently, Whirlpool products are available across 10,000 retail outlets across the country.

UNI