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Shantanu Das Gupta,
VP, Marketing, Whirlpool of India
4Ps B&M: What kind of profits would you expect this summer?
We are expecting good sales/growth this summer. This is primarily due to the fact that we have recently launched a slew of new products across our range. Also the indications are of a hotter summer this year (as compared to a relatively cool summer last year).
4Ps B&M: What new products would you be launching this summer?
We have recently launched a slew of new products across our range. We have revamped our range of washing machines with 11 new models across our top load and front load range with innovative features like 1-2-3 wash and ‘Sports Wash’. We have launched new models of frost free refrigerators and air conditioners with unique MPFI technology. We will further unveil new products as the year goes on...
4Ps B&M: Your marketing strategy?
We are focusing on new product launches, which offer superior value as compared to our competitor’s. These are being promoted all across the country with appropriate awareness and huge conversion campaigns.
4Ps B&M: Is there any product category in which you intend to increase your presence?
We are focusing on consolidating on the already significant presence in ACs and increasing our presence in water purifiers & microwave ovens...
4Ps B&M: Do you think that this season will improve your situation?
If the reference is to the macroeconomic scenario, then we cannot comment. As far as Whirlpool is concerned, we have been growing so fast. We expect the growth to continue across all our categories and we will witness a significant gain in market share too.
4Ps B&M: What are your growth targets for the mid-term?
We have grown at more than 20% in most of our key categories during the past, and expect the trend to continue.
4Ps B&M: Cut in excise duty, reduction in petrol prices and CRR are important for the consumer durable segment. What’s your take on that?
We are sure that such moves by the government will help boost consumer sentiments. More significantly though, we would like to bank more on our own initiatives. These initiatives are aimed at providing better products and value to the consumer as compared to competition and gaining share.
4Ps B&M: What are the challenges that you foresee?
The overall political and economic scenario are surely challenges which the entire industry is facing. We are equally affected and are sure of our ability to withstand the same..
4Ps B&M: Your retail plans...?
We work very cohesively with all our trade partners, including traditional and modern trade formats. We have increased our presence to more than 12,000 outlets across India, and are continuously working on the same.
4Ps B&M: Last year, you increased prices due to increase in input costs. What about this year?
Commodity prices have shown a softening trend over the past few months. However, this trend will have to be sustainable in the long run for it to impact pricing. Nonetheless we are providing products with a high- value proposition...
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Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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