Whirlpool 2011 Annual Report Download - page 19

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17
Value Creation
Our innovation is leading the market because our focus
for more than a century has been on delivering solutions
that improve the everyday lives of our consumers. Our
KitchenAid
brand 13-cup food processor features the
first-ever externally adjustable blade control that allows
cooks to raise and lower blades with the shift of a lever.
And our
Bauknecht
brand
KOSMOS
built-in coffee machine
includes streamlined European styling with functional
details, such as a milk container that can be easily removed.
It is essential to develop the most practical features and
technologies that improve our consumers’ lives. You won’t
hear us talking about new technology for the sake of being
flashy. For us, innovation is a mindset that begins and ends
with finding the consumer benefits, and then designing
high-quality products that deliver what consumers want
and need. With that way of thinking, we innovate with our
consumers’ lifestyles and needs in mind. For example,
we created a
Consul
brand humidifier that heats and
cools the air while adding humidity to the environment to
minimize the dryness common in several seasons and
regions in Brazil. And for resource-conscious consumers
in the United States who also demand top washing
performance, we developed the
Maytag
brand
Maxima
9000 front-load high-efficiency washing machine. This
product features the industry-first PowerSpray feature
that applies detergent solution evenly on the washer’s
contents. This is true innovation, and our employees
are engaged in developing consumer-driven ideas into
compelling products and services that enrich the lives
of families around the world.
Whirlpool Corporation continued investing in product
innovation and quality throughout the current recession.
As a result, we have an unmatched pipeline of new products
reinforcing the strong brands our consumers know and
trust. This will remain a strength for our second century,
which holds the promise of new and exciting opportunities
for us to enhance our consumers’ lives.