Whirlpool celebrates 100 years of innovation
Intelligent kitchen Whirlpool’s GreenKitchen 2.0 concept is one of the best known forward-looking projects in progress, with its production scheduled to begin in 2012. GreenKitchen 2.0 uses the best in class technology to deliver an integrated eco-system that combines single appliances in a synergetic way in order to save water, heat and electricity by recycling the resources. The integrated use of appliances results in energy savings of up to 70%. The Green Kitchen technology allows integration of appliances into the forthcoming smart grid system. “The huge technological leap of
GreenKitchen is interconnectivity of the appliances and sharing of resources. The products on their own deliver significant water and energy savings but when they are connected they utilise the resources with great efficiency. For example the dishwasher saves the water from the last rinse for the pre-rinse of the next wash etc,” explains Juliana Saldo.
The UK market
In the UK, Whirlpool caters for the diverse needs of different customer markets with its four brands – Ignis, Whirlpool, Maytag and KitchenAid. Each of them has a distinctive role in the company’s portfolio and receives a varying level of marketing support.
Ignis is an entry level brand which is used in such distribution channels as cash & carry, DIY stores and contract sector. The company doesn’t support it with advertising.
The Whirlpool brand is the main focus of company’s activities. It is a mass market brand, present in all product platforms of domestic appliances. Maytag is the company’s premium brand, focused on cooling, laundry and dishwashing. “The company is expanding Maytag’s product ranges and product specification to make the Maytag brand more competitive. We have to make sure that the brand has a distinctive market positioning that doesn’t clash with the Whirlpool brand. For example, this year we launched a Maytag dishwasher with the record-breaking best water consumption of 6 litres,” says Juliana Saldo.
The Amana brand has been discontinued but some of the Maytag SBSs have design features similar to that
of Amana, such as black glass with silver trims.
KitchenAid is a super-premium brand. Its domestic appliances and small kitchen appliances have premium quality and are designed for experienced cooks who wish to achieve professional results at home.
Social responsibilities In its 100th year, Whirlpool Corporation is also celebrating its ongoing social responsibilities. “In its second century, Whirlpool will continue to be at the forefront of corporate social responsibility,” said Jeff M Fettig, Whirlpool chairman and chief executive. The company has a well-established history of supporting community
development efforts and diversity networks, and it plans to increase these efforts in the future.
One of the best known of these is its partnership with Habitat for Humanity International, in which Whirlpool’s employees from all over the world have helped provide affordable housing to more than 55,000 families around the world, donated more than 110,000 appliances and volunteered thousands of hours since 1999. Starting in 2011, Whirlpool will support every Habitat for Humanity home built around the globe. “This type of activity is an essential part of Whirlpool Corporation’s character, which has been and will remain crucial to its success,” said Mr Fettig. ■
Recent product innovations
1991 The Crisp microwave that crisps and browns food like a conventional oven
2002 The 1st SBSs with European dimensions. Also Dreamspace, the 1st large capacity (9kg) washing machine was launched in Europe
1998 The first appliances with 6th Sense technology
2005 ‘Prêt a Porter’, the 1st domestic steam crease remover
2010 Max microwave oven
2010 Green Generation washer, dishwasher and fridge/freezer
2011 Green Generation self-cleaning ovens
October 2011 The Independent Electrical Retailer 27
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36