Introduction

The Company: Whirlpool Corporation is a global manufacturer and marketer of major home appliances, with annual sales of more than $19 billion (for year 2005), 80,000 employees and nearly 60 manufacturing and technology centers around the globe. Whirlpool of Indias net sales for the period April 2005 -March 2006 stood at Rs. 1,375 crores with an operating profit of Rs. 14.57 crores. Company witnessed a growth of 25% (Approx.) in net sales over the same period last year. The company manufactures in 13 countries and markets products in approximately 170 countries under 11 major brand names such as Whirlpool, Maytag KitchenAid, Roper, Estate, Bauknecht, Laden and Ignis. Whirlpool Corporation entered India in the late 80s when Whirlpool Corporation entered into a joint venture agreement with TVS group to produce automatic washers at a plant set up in Pondicherry. In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered into the Refrigerator market in India. In late 1995 majority ownership was gained in the TVS joint venture and the two entities were merged to form Whirlpool of India Limited in 1996. Whirlpool chose to position the brand as a Partner to the homemaker and the values were translated into the various elements of the brand identity leading to the well known tagline You & Whirlpool, The Worlds best homemakers Whirlpool has the distinction of having ISO certification for all its facilities in India. Whirlpool has set up a state-of-the-art facility for the manufacture of no frost refrigerators at Ranjangaon near Pune. This facility has set the standards as one of the worlds front runners in environmentally sensitive eco-friendly manufacturing units. Products manufactured in the above facilities match Whirlpools global standards and are exported to over 70 countries across the globe. Whirlpool of India is today Indias largest exporter of home.

Vision:

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Every Home, everywhere, with pride, passion and performance Mission: Our pervasive vision rests on the pillars of innovation, operational excellence, customer-centric approach and diversified talent. These are embedded within our business goals, strategy, processes and work culture. Be it our products that are the result of innovation and operational excellence to meet every need of our consumers or the people behind these products that come from a wide spectrum of backgrounds, everything we do features a distinct Whirlpool way. Text: The ad starts with a Whirlpool microwave oven and Kajol pressing the cook button on it, she then takes a plate with something she has cooked for Ajay and heads towards whirlpool washing machine and presses the a button on it after which the machine beeps, she does this to get Ajays attention but he is too busy making house of playing cards she then goes to him and asks him hey taste na and he replys shh, failing to get his attention she goes for the whirlpool split air conditioner remote and turns it on so that all the cards fly away and she gets his attention, but still he starts building it again. After that Kajol heads towards the Whirlpool refrigerator to place the plate of food which she had been carrying and then she again thinks of a final attempt get his attention and dips her finger in the red sauce so that it looks as if she got blood on her finger and shouts oww after that Ajay comes running and puts her finger in his mouth after that Karol says dekha mera Majic and Ajay says Perfect and then gives her a lovely hug which gives and excellent impression of a happy couple. Through out the ad there is a jingle in Hindi which gives an excellent impression of a couple happy at home emphasizing on magic of the wife at home. The ad ends by a tag line Whirlpool your magic in home making.

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Demonstration
The ad starts with a focus on the house wife who is working in her kitchen. She has cooked something in the Whirlpool Microwave. Her expression shows that the food she has prepared is tasty. She wants her husband to taste it too. This part fascinates the young couples or the ones who are about to get married as the feeling of sharing the taste with your life partner appeals a lot. Particularly for house wives (of all ages) the starting is very captivating, as in the subcontinent culture wives (women) hold the kitchen matters and always look for appreciation on their cooking from their husbands (loved ones). He husband is not paying any attention to her rather busy making pillars of cards. She switch on the air-conditioner that breaks up the cards pillars. This makes the mood more
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playful but it does not help her divert her husbands attention to her cooked food. This is also encountered by wives when they want their husbands to give them attention but they often fail to get it. She then goes to the refrigerator, opens the door and puts the plate inside. Suddenly an idea strikes her. She chafes her finger on the sauce and screams ouch as it has been cut. This grabs the attention of her husband and makes him run to her. Finally she gets the attention of her husband and makes him taste the food in a humorous way. Wife says: Kaisa laga mera magic? Husaband says: Perfect!

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Offerings
Whirlpool is offering home appliances under four major categories. These categories are: 1. Refrigerators 2. Washing Machines 3. Air conditioners 4. Microwaves 1. Refrigerators: Three types of refrigerators are available in the market. Types and the different products offered under each are given below:
1. Direct Cool

Genius XL Royale 200 Lts Price Rs.1083511735 2. Frost Control

Genius XL Premier 200 Lts Price Rs. 988510785

Genius Royale 180 Lts Price Rs. 97759950

Genius Premier 180 Lts Price Rs. 86009150

Genius Supreme 180 Lts Price Rs. 8100

Fusion 27 Premier 260 Lts Price Rs. 1460014850 3. Frost Free

Fusion 24 Royale 230 Lts Price Rs. 1360013850

Fusion 24 Premier 230 Lts Price Rs. 1265012900

Fusion 21 Royale 200 Lts PriceRs.1200012250

Fusion 21 Premier 200 Lts Price Rs. 1105011300

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Iceberg 340 Elite | 340 Lts Price Rs. 25750-28250

Iceberg 340 DLX | 340 Lts Price Rs. 24750-27250

Iceberg 310 Elite | 310 Lts Price Rs. 22550-25050

Iceberg 310 DLX | 310 Lts PriceRs. 2185024350

Delight 30 ELITE | 280 Lts Price Rs. 18850

Delight 30 DLX 280 Lts Price Rs. 1687517725

Delight 26 Elite 250 Lts Price Rs. 1755017850

Delight 26 DLX 250 Lts Price Rs. 1510016075

DELIGHT 23 ELITE 220 Lts PriceRs.1575016050

Delight 23 DLX 220 Lts Price Rs. 1345014375

2. Washing Machines: Two types of washing are available in the market. Types and the different products offered under each are listed below:
1. Fully automated

Sensation Elite Sensation Deluxe 6.5 Kg Price Rs. 6.5 Kg 22990 Price Rs. 19990 2. Semi automated

Sensation Classic 6.5Kg Price Rs. 18990

H 65 6 Kg Price Rs. 1817518775

FP 65 6 Kg Price Rs. 14900

Whitemagic H 70 | 7 kg Price Rs. 94009700

Whitemagic S 70 | 7 kg Price Rs. 88009100

Sparkle | 6.5 Kg Price Rs. 79908290

Whitemagic Super-Soak | 6.2 Kg Price Rs. 78258125

Verve | 6.5 Kg Price Rs. 74907790

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3. Air conditioners: Two types of air conditioners are available in the market. Types and the different products offered under each are listed below:
1. Split AC 2. Window AC

MagicCool 200Qcs | 2 ton Price Rs. 33100

MagicCool 150Qcs | 1.5 ton Price Rs. 30100

MagicCool MagicCool 150EL | 1.5 ton 150EM | 1.5 Price Rs. ton 20500 Price Rs. 18400

MagicCool 100 EL | 1 ton Price Rs. 16900

5. Microwave Ovens: Three types of microwaves are available in the market. Types and the different products offered under each are listed below:
1. Convection

Jet Chef Magnum | 31 Lts Price Rs. 19990 2. Grill

Jet Chef Elite | 31 Lts Price Rs. 17990

MagiCook MT 22C | 22 Lts Price Rs. 13450

Magicook 30C Feast | 30 Lts Price Rs. 11990

Magiccook 25C Treat | 25 Lts Price Rs. 11290 3. Solo

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MagiCook MT 22GSi | 22 Lts Price Rs. 12750

MagiCook 22G | 22 Lts Price Rs. 12400

MagiCook MT 27 G | 27 Lts Price Rs. 10350

MagiCook Plug Grill | 18 Lts Price Rs 8400

Magicook 20S | 20 Lts Price Rs. 5090

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Stage in the Product Life Cycle The home appliance industry is in a growth stage. With scientific advancement in the field of engineering and electronics and effective integration of microchips in each and every device along with the focus on consumer oriented easy to use technologies there are many old things coming up completely new and innovative styles. Whirlpool has maintained its image of bringing modern and consumer friendly appliances for the consumers. As per one of the report presented by CNBC India, Whirlpool sales of home appliances have increased by nearly 25% since 2005. Moreover Whirlpool has recently introduced four new products, two variants of refrigerator Delight and Fusion, a microwave by the name JetChef and White Splash washing machine. The equipment works with the technology which they named as 6th sense, making cooling, washing and cooking just perfect. The immense emphasis on research and the production of consumer oriented appliances by the major industry players indicate that industry as a whole is in growth stage and has a probability of high investments in the coming years.

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Market Share:

27.3%%

10 %

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16%

2%

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Marketing Mix Elements The ad is a part of the overall campaign launched by Whirlpool at the end of year 2004. The first ad of this series was launched in 2005. The campaign brought a change in the traditional whirlpool marketing approach bringing strong brand ambassadors and emphasis on the integration of technology. The hoardings, media campaigns that included reviews by the major TV channels, newspapers, magazines of their ads and media conferences by their brand ambassadors bought a highly positive impact on Whirlpools sales and revenue.

Headline: What women want Subhead: Someone with a spotless reputation The above poster is part of Whirlpools print media campaign. Communication Objectives: The ad gives a strong company orientation of making perfect things and integrating innovative technologies in home appliances. The image portrayed by the ad is of an active and energetic family full of mood and life. As the jingle goes shararat main chalakta hay and hansee main chalkata hay has a strong emphasize on Happy Living which everyone wants to have and this makes desire of taking pleasure from every passing moment makes them relate to the Whirlpool home appliances.
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Another major aspect is that of the brand ambassadors capturing the attention of the viewers and introducing the products. The country where showbiz celebrities are being admired and worshiped creates strong inspiration for the people and serves an important role of a reference group. Target Audience: Middle and upper income group, especially house wives and working women who influences greatly in the buying decision when it comes to home appliances. TVCs are focused on masses in general. The ad successfully achieves its primary objective of displaying all the home appliance categories and making a relationship of happy living and Whirlpool. Message Design: The ad mainly focused on the first three aspects of AIDA. Capturing attention, creating interest and a strong desire to have the product. The ad takes into account well furnished set showing gorgeous kitchen and lounge that has every Whirlpool product at its right place, progressive sequence of clips that gives many nonverbal gestures at the same time and catchy music with easy to understand jingles and words. Message Content: Message content is simple and short. It displays the four categories of Whirlpool with the help of capturing jingles and music. Message Structure: The message of perfect homemakers delivered effectively as the structure as well as contents are appealing. The ad consists of transformational appeal that Kajol being a celebrity, always emphasize on serving her family at best using the Whirlpoll appliances. That associates the use of products where there is need to create calm family environment with ease of enjoying life to fullest. This ease is created through Whirlpool home appliances whether through removing tough stains, heating/cooking food in no time, or frosting within minutes. Message Format:

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Emotions: Enjoying working for home and family Soft light music creating a relax and soothing environment Desire for attraction from her husband Love and affiliation Perfection of relationship bond.

Color Scheme: Used a soft colors to represent a calm environment of a home, matching it with decent color Whirlpool products.

Source: The message source used in Whirlpool campaign is the celebrity couple Ajay and Kajol. Message delivered through attractive and popular sources can potentially achieve higher attention and recall that is why they use these celebrities as spokespersons. The couple personify key product attributes as Whirlpools products are stylish, modern and contemporary with elegant looks and reflect the sense of pride. Medium: Electronic Media, Local satellite and national channels. Agency: FCB-Ulka Placement: Star Plus usually between 7:pm to 10:00 PM Star one: More from 7:00Pm and onwards. Sahara One: During soaps telecastes at 6:00PM onwards. Time/Date/Day: Prime Time/Campaign started from spring 2005 and onwards/ On daily basis. Costs: Whirlpools total promotional spendings for the year 2006 were Rs.45 crore. The cost of the making of this ad which we have selected was Rs.

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4 lacs that does not include the charges paid to the brand ambassadors Kajol and Ajay Devgan. Below the line activities cost Rs.10 12 crore. Cost to Air: Since this is an Indian ad and is mostly aired in India we, we were not able to acquire pricing for airing this ad on different Indian channels, however this ad is aired in Pakistan also and the cost of placing this 30 sec commercial on channels like GEO and ARY is between 35k to 50k depending on the channel. ARY works on base rate with a multiplier for each time slot. Where as GEO has a simple flat rate for each time slot.

Critique
Positives Precisely targeted ad according to the marketing objectives of the company. The celebrity catch is something which makes the complete campaign successful. The ad caters to both Indian and Pakistani cultures and is aired in both the countries. The ad beautifully caters to all four product categories in a 30 sec standard ad. The combination of the beautiful couple is ideal for the situation. The ad is catchy and the jingle is memorable. The deikha mera majic and the answer perfect tag line gives it a sense of confidence and importance. It has a very emotional touch towards married couples and people who are planning to get married. The ad has significantly increased sales of Whirlpool and also helped increase the market size. Truly depicts an image of a world class brand. The ad recall is quite well as researched by verbal interview in our friend circle.

Negatives

It has been tried to fit too much in one ad. When viewing the ad for the first time it is difficult to tell the brand or product for which the ad is made for until viewing the whirlpool logo and the tag line at the end of the ad.

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After a small research among friends was conducted on content recall after just one impression of the ad. The result was that many were not able to tell all four of the Whirlpool products displayed in the ad. Most of them forgot the washing machine or microwave oven. Since Whirlpool products are targeted to upper and middle class the add is perfectly targeted to them but this ad is a over all brand ad and hence should be able to very creatively cater to a larger audience.

Recommendation It should be very clear during the ad as to which brand it is for and what are the products in the ad. The ad should focus on creating brand image among a larger audience and not only its target market. The ad must display clearly all four products in the ad to improve recall. The Whirlpool logo must be very clear during and at the end of the ad so that the customer can identify by visual memory of the brand.

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