Brastemp launches 160 new products and expansion of up to 10%

Company invests 4% of its annual revenue on research and technology development.
São Paulo//an eye on the growing interest of consumers for more automation in appliances, Brastemp will throw 160 new items this year. The volume is 15% more than last year, investing in the creation of technological products, such as stoves with digital interface that can be accessed by smartphones, together with other related releases competitors such as LG and Samsung, Korean and Swedish Electrolux.
"In recent years, through studies and analysis of the consumer public, that people want to delegate more and more tasks, so the appliances will incorporate the actions that humans don't want to put into practice", explained the Director of design and innovation of Whirlpool Latin America, Mario Fioretti.
Last year, the company spent $ 480 million in investments and products, as well as the expansion and improvement of manufacturing capacity. In relation to innovation, the company targets of 3% to 4% of its annual revenue for development of new research and technologies.
With the strengthening of investment, the results began to appear, such as the expansion of 140 items from last year for the 160 products this year. The expectation for 2013 is also positive. According to the Vice President of marketing for Whirlpool Latin America, Nathalie Tessier, the growth of the market of household appliances, in this year, can contribute to the increase in sales. "The market should grow around 5% to 10%, and so we must be prepared to meet the demand," said Tessier.
The extension last year, reducing the industrialized products (IPI) for white goods is another factor that can benefit the company sales and hiring more labor. Currently the Whirlpool – which owns brands such as Brastemp, Consul and KitchenAid, has 20 mio. Between 2011 and 2012, s company contracted, more 2 thousand employees, most for factory in Joinville (SC), which was expanded in 10% with a new line of high-capacity coolers.
The competition in the white line is dominated by Whirlpool, with the two brands-heads on the market. But the Asians come to intensify the dispute. However, the reduction of Mabe in the market, after filing for reorganization should take some of the pressure, since the company owns brands like GE, Dako and Continental.