Ederick Limited, local representatives of Whirlpool Home Appliances in Ghana, as part of its Corporate Social Responsibility (CSR) has signed a Memorandum of Understanding (MOU) to partner with Exclusive Events, the organisers of the 2012 edition of Miss Ghana, to co-sponsor this year’s event which is expected to take place in the next few weeks.

Whirlpool’s sponsorship came in as a strategic platform to get closer to its target customers and prospective buyers who are mostly believed to be young adults across the country, as the event is a nationwide programme.

The sponsorship package includes cash and products from the company for both auditions at the regional levels and final contestants at the national level.

Whirlpool has presence in 160 countries including Ghana. Ederick, the local representatives of Whirlpool, can boast of four showrooms located at Baastona – Spintex road, Achimota, La, all in the Greater Accra region and Kumasi in the Ashanti region, among others.

The company, besides the sponsorship of the upcoming event, has also disclosed two promotional programmes which are ongoing for all prospective and existing customers, dubbed ‘credit sales’ and targeted at salary workers and individuals.

According to the Marketing Manager, Ebenezer Wuaku, the promotion is aimed at offering flexible terms of payment to workers and individuals who have taste for quality home appliances but cannot afford them due to the global economic trend.

He said that allowing potential and existing customers to own the items before paying, promoted customer loyalty and resulted in repeat purchase.

The marketing manager also revealed another promo dubbed ‘Whirlpool Easter Excitement Gift promo’, which he said was intended to reward loyal and prospective customers during the Easter festivities.

He said the desire to co-sponsor this year’s Miss Ghana 2012 was based on the fact that the event was targeted at both the youth and adults of all classes, which were the target market of Ederick Limited, the local representatives of Whirlpool in Ghana.

He indicated the company’s readiness to roll out robust and sustainable marketing strategies that would give them comparative advantage over competitors. He said effective management of customer experiences before, during and after sales service were the unique selling propositions (USP) of the company, notwithstanding the unique features of Whirlpool products, which had gained the brand international recognition as a world leading brand in the home appliances industry.

The marketing manager said that Ederick Limited would continue to leverage on the strong brand of Whirlpool and synchronise with prudent marketing strategies to make inroads into the Ghanaian market.