Integrated Marketing Communication Mix Whirlpool

Whirlpool Electric Integrated Marketing Communication Mix

BUSI 520

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Whirlpool Corporation’s integrated marketing communication mix is composed of a combination of advertising, sales promotions, public relations, events, and personal selling strategies. They have used advertising to reach geographically dispersed customers and carefully craft the brand’s evolving image over time (Kotler Keller 2012). They have utilized sales promotions to draw a quick buyer response (Kotler Keller 2012). Whirlpool Corporation revolutionized employee communication with a cutting edge internal PR newsletter (Moore, 1994). Special events like the 2006 campaign to find the new Maytag Repairman have been utilized to engage consumers, while simultaneously reinforcing the brand’s image. Finally, Whirlpool utilizes personal selling through relationships with major retailers.

Whirlpool has used a mix of print and television advertisements in order to generate demand before the customer starts shopping (Strnad, 1988). In 1988, Whirlpool was facing a growing perception that all major appliances are exactly alike (Strnad, 1988). In order to combat this idea, along with competition from discount retailers, Whirlpool launched an advertising campaign to set themselves apart as leaders in innovation utilizing the slogan, “Quality you can count on…today” (Strnad, 1988). Their current campaign, “Sensing the Difference” is meant to highlight feminine values and attract female customers (PR Week, 2005). In 2011, Whirlpool launched a series of story-telling advertisements with a unique emotional spin on its usual emphasis on the interior components of the Maytag brand washer (Technology and Business, 2011). The ads depicted a favorite doll or blanket being cleaned by the Maytag machine before delivering the dual-meaning phrase “It’s what’s inside that matters.” (Technology and Business, 2011). Whirlpool successfully struck an...