The final design brief for this project was to create CMF strategies that could redefine traditional aesthetic standards existing in the home appliance industry and help Whirlpool as a brand to stand out in the market. Towards this end, the student analysed the factors affecting the changing shape of consumerism in India and the emerging trends helped the student gain a better understanding of the context. The project then moved forward with the creation of inspirational CMF strategies for the ‘Aspire Series of Whirlpool Refrigerators’, which targeted the elite consumers of India. Regarding the given context and a better understanding of evolving consumer outlooks, three categories were designed: Whirlpool Classics, Timeless Pride, and Mindful Play. The overall project has been a great platform to understand the power of CMF in creating customer experiences. The project also helped understand how CMF is the one powerful tool that can decide on the positioning of a brand in the market.
Keywords: brand loyalty, CMF Design, refrigerator, trends, Whirlpool