Whirlpool 2005 Annual Report Download - page 11

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Whirlpool Corporation 7
Searching the marketplace for new home appliances is
uncharted territory for most consumers. But Mark Johnson,
manager of architectural and design marketing, seeks to
inform them about Whirlpool innovation before they shop.
He works with the people who best understand the customer’s
objectives for their living space: architects, and interior, kitchen
and bath designers.
“I strive to make sure the home builders and designers
are fully informed, and keep our brands top of mind when
making appliance decisions with clients,” Mark says. “My
customers are true early adopters of our latest innovative
products, improving our speed to market.” The approach
is working … driving sales of our built-in appliances and
branded suites of products.
Whirlpool created this new-to-the-industry position
three years ago to foster dialogue across the industry in
the U.S., and to generate pull-through sales when home
builders and designers recommend Whirlpool, KitchenAid
and Gladiator brand products. Additionally, Mark and his
customers utilize innovative tools such as the KitchenAid
Cook’s Kitchen Tool software, which helps consumers plan
their kitchens to fit their needs.
Mark Johnson, Manager, Architectural and Design Marketing
Whirlpool North America
My customers are true early adopters
of our latest innovative products,
improving our speed to market.
— Mark Johnson
People / Process / ProductsCreating Early Adopters of Whirlpool Innovation