GLOBAL MARKETING MANAGEMENT

WHIRLPOOL CORPORATON
Whirlpool Corporation is an American multinational manufacturer and marketer of home appliances headquartered in Benton Charter Township, Michigan, United States, near Benton Harbor, Michigan. Frederick Upton and Louis Upton were brothers who co-founded the Whirlpool Corporation. The company is listed in Fortune 500 and has annual revenue of approximately $18.4 billion, more than 70,000 employees, and more than 70 manufacturing and technology research centers around the world. Whirlpool markets some of the worlds most recognized appliance brands, includingWhirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Bauknecht, Brastemp and Consul. After acquiring the Maytag Corporation on March 31, 2006, the Whirlpool Corporation surpassed Electrolux to become "the largest home appliance maker in the world." What truly distinguishes Whirlpool Corporation is their commitment to building strong brands and a loyal consumer base. Around the globe, their customers trust Whirlpool to make their lives easier. Everything they do contributes to building unmatched levels of loyalty to the brands through lifelong relationships with customers. Jeff M. Fettig is the current Chairman and CEO of Whirlpool. He became Whirlpool Corporation's chairman and chief executive officer, effective July 2004. He served as president and chief operating officer and was first elected to the Whirlpool board of directors in June 1999. Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it emerged as truly global leader in the1980's. This encouraging trend brought the company to India in the late 1980s. It forayed into the market under a joint venture with TVS group and established the first Whirlpool manufacturing facility in Pondicherry. Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian refrigerator market as well. The same year also saw acquisition of major share in TVS joint venture and later in 1996, Kelvinator and TVS acquisitions were merged to create Indian home appliance leader of the future, Whirlpool India. This expanded the company's portfolio in the Indian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners. The company owns three state-of-the-art manufacturing facilities at Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups features an infrastructure that is witness of Whirlpool's commitment to consumer interests and advanced technology. Corporate address (India) M/s Whirlpool of India Ltd., Whirlpool House, Plot No. 40, Sector 44, Gurgaon 122002 Haryana 91-124-4591300 91-124-4591301 The company's brand and image speaks of its commitment to the homemaker from every aspect of its functioning. It has derived its functioning principles out of an undaunted partnership with the homemakers and thus a slogan of "You and whirlpool, the world's best homemaker" dots its promotional campaigns. The products are engineered to suit the requirements of 'smart, confident and incontrol' homemaker who knows what she wants. The product range is designed in a way that it employs unique technology and offers consumer relevant solutions. Built-in kitchen appliances, hoods and hobs, RO water purifiers, dishwashers and microwave ovens, refrigerators, air conditioners and washing machines some of the main products of whirlpool. YATENDRA KUMAR MBA GENRAL 2012-14