Whirlpool 2005 Annual Report Download - page 22

18 Whirlpool Corporation
Whirlpool Latin America delivered regional revenue of $2
billion in 2005, a 17 percent increase from a year earlier,
based on continued emphasis of our customer loyalty-based
growth strategy, strong brands and innovation.
Our continued efforts to drive growth included the
introduction of several new innovative products, including
the Personal Lifestyle Appliance (PLA) compact refrigerator,
which provides customers with fashionable, individualistic-
looking options beyond the concept of uniform home
appliances. The Brastemp brand also completed its 6th
Sense product line, introducing new dishwashers, hoods and
the Brastemp Inverse refrigerator, along with a new brand
positioning campaign promoting the emotional appeal of our
products beyond functionality.
Innovations from our Consul brand focused on
reinforcing the importance of women in the home decision-
making process and are aimed at making their home life
easier. During 2005, we introduced the first Consul two-door
cycle defrost refrigerator with a water dispenser, as well as a
new two-door compact refrigerator with frost-free technology.
In addition, we introduced three new Consul automatic
clothes washers that bring exclusive benefits to the consumer,
such as Super Jet washing and multifunctional agitators.
During 2005, we continued to be a key contributor to
Whirlpool’s global manufacturing network, exporting about
20 percent of our appliance production to Whirlpool markets
worldwide. By focusing on operating excellence across our
entire supply chain, our regional manufacturing organization
was able to exceed its productivity targets for the year.
Our Brazil-based compressor operation, Embraco,
maintained its global market and technological leadership
positions. The operation continues to improve its position
in the high-margin commercial and high-efficiency
refrigeration segments.
In a creative effort to increase customer loyalty
based on social responsibility, we auctioned Consul
refrigerators exclusively designed by famous Brazilian female
artists. The auction proceeds went to the Women’s Consulate
Institute, a non-profit organization sponsored by Multibrás.
The Consul brand also launched a limited edition compact
version of the refrigerator, which included a donation to the
Institute for each unit sold.
Outlook
In 2006, we expect continued strength in key markets of the
region. We also anticipate continued sales growth, driven by
an increase in overall demand, strong brands and innovative
product launches. Exports will continue to be a priority for
the region, and we expect to continue leveraging our cost
and quality position within our global operating platform.
Lastly, we foresee improved profitability, based on significant
product mix improvements and productivity gains.
Brands: Whirlpool, KitchenAid, Brastemp, Consul, Embraco, Eslabón de Lujo
Headquarters: São Paulo, Brazil
Manufacturing Locations (Brazil): Manaus, Rio Claro, Joinville, São Paulo
International (Embraco): Joinville, Brazil; Riva di Chieri, Italy; Spisska Nova Ves, Slovakia; Beijing, China; Apodaca, Mexico; Atlanta, USA.
Principal Products: Automatic Washers, Compressors, Countertop Appliances, Dishwashers, Freezers, Microwave Ovens, Ranges, Refrigerators,
Room Air Conditioners, Fabric Dryer
Paulo F.M.O. Periquito Executive Vice President and President, Latin America
PLA Refrigerator
The Brastemp PLA (Personal
Lifestyle Appliance) refrigerator,
the first product of the limited
edition Brastemp Collection Line,
has an artist designed front panel
that can be switched for another
simply and quickly.
Brastemp 6thSense Dishwasher
The Brastemp brand completed
its line of 6th Sense products
with the introduction of a new
dishwasher that automatically
adjusts the cycle time for optimal
cleaning, power and water
efficiency.
Brastemp Inverse Refrigerator
The Brastemp Inverse Refrigerator
features inverted freezer and
refrigerator compartments,
allowing customers to adapt the
appliance to their lifestyle.
Latin America Operating Review Worldwide Operations