September 10, Whirlpool Whirlpool easily beats the competition as far as a number of acquired appliance brands is concerned. Electrolux Electrolux brand appliances have been making housework easier for more than a century.
GE General Electric GE is a multinational conglomerate that manufactures products to serve many industries, including renewable energy, aviation, healthcare, and appliances. Leave a Reply Cancel Reply You must be logged in to post a comment. Live Chat Click to say hi. Contact Us. Web Form. Meet Our Staff. Online Training. The two companies alleged that Whirlpool's arrangement with Emerson would give them an unfair amount of power in the market, allowing them to take away a substantial amount of business from White and Magic Chef.
After an investigation by the Federal Trade Commission, the suit proved unsuccessful, and in February KitchenAid was acquired by the Whirlpool Corporation.
Whirlpool had several immediate plans for its new acquisition. Joseph, Michigan, to be nearer Whirlpool's Benton Harbor headquarters. Joseph native and Whirlpool chairman, president, and chief executive officer Jack D. Sparks had arranged for Whirlpool to purchase a historic brick school building to serve as the KitchenAid division's new administrative, marketing, and sales headquarters. Beginning in October, the Jack D. Sparks Administrative Center was opened to the public for tours, amid much celebration and local press coverage.
Also during this time, the company began developing plans to market a full line of major home appliances under the KitchenAid name, to be introduced through an aggressive marketing strategy targeted at, according to KitchenAid president Glen S.
Olinger, affluent and "quality conscious" consumers. Making the appliances available to the general public that spring, the company offered high profit margins to selected dealers who carried the entire KitchenAid major appliance line. They also assisted in the construction of elaborate store displays, some of which featured full-sized kitchen units entirely equipped with KitchenAid appliances.
The marketing strategy was twofold. First, KitchenAid hoped to emphasize the quality of their products by selling only to "quality oriented" dealers, rather than those whose focus was on sales volume and low prices. Second, the company hoped to discourage customers from "cherry-picking" their appliances from a variety of brand names in favor of, in the words of former KitchenAid president Ken Kaminski, "selecting a single full line brand of high-end appliances.
KitchenAid considers the marketing strategy a success, noting rapid and impressive growth in all product categories since the Whirlpool acquisition. Joseph, Michigan, till the end of In the s, Whirlpool Corporation began expanding internationally. It began marketing and selling compact washers in India in Also, its sales were successful in Inglis, Canada.
It was when Whirlpool obtained Bauknecht and the Roper brand of Germany. It was to establish a manufacturing unit of washing machines in Puducherry. Whirlpool India is currently headquartered in Gurgaon, and the other units are located in Pune and Faridabad. It has also closed plants in many areas such as:.
Also, in October , Sears Roebuck and Co. It was for Project Gemini. Afterward, in the corporation made freeze-dried ice cream under NASA contract. This was for Apollo missions. In , the organization was back to work with NASA. It created a zero-gravity refrigerator. The project name was Reduction and Repurposing. The refrigerator contract was partnered with Air Squared and Purdue University.
They experimented on deep space exploration and long-term food storage. The brand got its start from an idea of a stand mixer by Herbert Johnston. Frigidaire is a well-known appliance brand in the U. Today, Frigidaire is owned by the Electrolux Corporation, a major Swedish appliance manufacturer. Frigidaire makes three levels of product: Frigidaire, Frigidaire Gallery and Frigidaire Professional.
Although from a features perspective the Frigidaire Professional and Electrolux offer similar levels of product, typically Frigidaire Professional comes in at a more affordable package price. Pros: The Frigidaire Professional line has been very popular. It is aesthetically pleasing with clean lines, smudge proof stainless steel, and a bit of industrial flair. The gas ranges have a large center griddle burner, temperature probe, and glide rack for an afforable price. They make a counter depth refrigerator with two ice makers.
KitchenAid is probably one of the most recognizable appliance brand names in the industry today. About two years ago, KitchenAid underwent major aesthetic improvements and today also sports an industrial look.
KitchenAid has been been a go-to mid-brand with a variety of products spanning from entry level to built-in products. Although KitchenAid is best known for dishwasher and refrigeration, they make a full line of cooking products as well.
Pros: The high-end Whirlpool brands, KitchenAid and Jenn-Air, have recently made massive improvements to the aesthetics inside their counter depth refrigerators. KitchenAid also makes a few full depth models with a platinum interior or clever middle drawers for optimal organization.
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