Whirlpool speeds launches
Valor Econômico - 07/16/2008
Whirlpoll, producer of the Brastemp and Cônsul brands, is going to speed the number of launches in the country by at least 20% this year. In 2007, it launched more than 100 items, a rhythm equivalent to two new products per week. Although the improvement of the energetic efficiency is one of the launches' appeals, and the consumer is more aware of this matter, for now the main attraction are still the new features incorporated to the white line. In the last decade Whirlpool improved by nearly 50% the energetic efficiency of the refrigerators. (,) The goal is to improve it by another 20% in the next 10 years. In view of that behavior, the company's strategy is to launch products with new design or new features and that consumes less energy. And, in the plant, to reduce costs. Recently, Whirlpool closed a deal with Brasken to increase the use of polypropylene in its laundry machine from 30% to 70%. Even if there are changes in the models and advances in the energetic efficiency, the task of persuading Brazilians to replace old refrigerators by new ones is not easy. For decades, the average time for refrigerator replacement is 15 years. The white line is increasingly more competitive with other purchase priorities of the families. The innovation area has recently received investments of R$ 10 million (US$ 6.25 million), invested in the research center in Rio Claro (SP). In addition to this, there are two research centers, in Joinville (SC). In the last years, Whirlpool has been getting closer to universities since with the Inova Award, which rewards research ideas applied to the white line, and also to consumers, with a program that takes them to the plant to make suggestions about its products. The company has also inverted that experience, taking employees of the product development area to potential clients' homes. Additionally, in the case of the universities, through the Inova Award, which this year had its second edition, the company has been making partnerships with universities, getting not only access to innovation projects, but also access to a mapping of the competence centers of White line in the country. The company, whose share is 40% of the Brazilian market of White line, invests 2.5% of the annual total sales in R&D. Last year, the total Sales of the Whirlpool S/A, which comprises the Electic Appliances unit in Brazil, and Embraco in Brazil and abroad, was nearly R$ 6 billion (US$ 3.12 billion).