Each of Whirlpool Corporation's branded products is designed to meet the specific needs and preferences of consumers from a psychographic standpoint.
Michael A. Todman, President, Whirlpool North America

For every Whirlpool Corporation brand including Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana and Gladiator GarageWorks, there is a unique brand identity that is defined using consumer research about preferences, lifestyles and values. Whirlpool Corporation uses this research to make strategic decisions about the kinds of product features and designs it will offer to consumers.

"Each of Whirlpool Corporation's branded products is designed to meet the specific needs and preferences of consumers from a psychographic standpoint. What's important to one consumer may not even occur to another," said Michael A. Todman, president, Whirlpool North America. "For instance, the consumer who buys Maytag brand focuses on reliability, so the durability of internal nuts and bolts means everything. The time-starved nature of the Whirlpool brand consumer means placing greater value on getting more done quickly, so the brand's focus is timesaving features."

Creating Distinct Identities
Whirlpool brand is the number one home appliance brand and the best-selling laundry brand in the world. The Whirlpool brand ignited the trend toward large-capacity, front- load laundry appliances in 2001 by introducing the Duet Fabric Care system.

Ongoing consumer research has fueled new versions of the Duet model, including Duet steam, the appliance industry's first laundry system to incorporate the natural, pure power of steam in both the washer and dryer. Additional research has led to the development of a new color palette that will be introduced by Whirlpool brand starting this fall.

The Maytag brand represents strength and durability to consumers. Whirlpool Corporation is building on that heritage by reinvesting in the Maytag brand. The brand is built with commercial-grade components.

Amana brand consumers believe in creating a pleasant atmosphere in their home. Amana consumers want quality and style at an affordable price. Amana's reputation of design innovation continues with the Jot Refrigerator, the first dry-erase refrigerator in the United States.

KitchenAid brand consumers enjoy cooking with others. As part of the new Architect Series II appliance collection, KitchenAid now offers a line of wall ovens that combine convection cooking with steam-assist technology to deliver professional results.

The Jenn-Air brand focuses on style and performance, appealing to a consumer who loves to entertain and pays great attention to detail. Jenn-Air brand's complete and varied line of kitchen appliance collections, or "suites," has been expanded to include a new Oiled Bronze finish that offers an alternative to stainless steel.

Gladiator GarageWorks emerged from a Whirlpool company innovation brainstorm. These rugged products are for consumers who desire a coordinated organizational solution that also brings increased functionality to their garage. Gladiator GarageWorks offers the only ENERGY STAR qualified, calibrated appliances specifically designed for use in the garage and can perform in conditions ranging from -10 to 110 degree temperatures and convert from 100 percent freezer to a 60-40 freezer/refrigerator based on consumers' garage needs.