TABLE OF CONTENTS

CHAPTER NO.

SUBJECT PAGE NO.

1 EXECUTIVE SUMMARY 6

2 INTRODUCTION 10

3 INDUSTRY PROFILE 14

4 COMPANY PROFILE 19

5 DATA 29

6 FINDINGS & ANALYSIS 46

7 RECOMMENDATIONS 57

8 BIBLIOGRAPHY 61

9 CASE STUDY 63

10 SYNOPSIS 87

Executive Summary

1

Whirlpool Corporation is a global manufacturer and marketer of major home appliances. The

company manufactures in 13 countries and markets products in approximately 170 countries

under 11 major brand names such as Whirlpool, Maytag Kitchen Aid, Roper, Estate, Bauknecht,

Laden and Ignis.

Whirlpool Corporation entered India in the late ‘80’s and today has grown to become one of the

leading manufacturers and marketers of major home appliances in India. Whirlpool Corporation

entered into a joint venture agreement with TVS group to produce automatic washers at a plant

set up in Pondicherry.  A modest beginning was made to establish the Whirlpool brand in India. 

In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered into the

Refrigerator market in India.  In late 1995 majority ownership was gained in the TVS joint

venture and the two entities were merged to form Whirlpool of India Limited in 1996.

Whirlpool has the distinction of having ISO certification for all its facilities in India. The

refrigerator facility is located at Faridabad and manufactures a complete range of direct cool

refrigerators.  With the infusion of technology, machinery and streamlining the processes the

capacity of this plant was increased from 700,000 to 1,000,000 annually.

Whirlpool’s commitment to the Indian operation has resulted in the setting up of a state-of-the-

art facility for the manufacture of no frost refrigerators at Ranjangaon near Pune. This facility

has set the standards as one of the world’s front runners in environmentally sensitive eco-friendly

manufacturing units.

The washer facility is located at Pondicherry and manufactures both fully automatic and semi

automatic washers.  Constant feedback is taken from the consumers resulting in products being

continuously upgrade in features and in styling. 

2

Products manufactured in the above facilities match Whirlpool’s global standards and are

exported to over 70 countries across the globe.  Whirlpool of India is today India’s largest

exporter of home appliance and has been approved as an Export House.

Thus, in short the history of the company can be stated as below:

1908: The first Automatic washer was launched to public in late 1908, by 1900 Corporation

which in 1911 was renamed to Upton Machine Company.

1957: The Company was rechristened as ' The Whirlpool Corporation.'

1958: The Company moved out of country for the first time and invested in Brazilian appliance

market through purchase of equity in Multibras S.A.

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form Whirlpool Ltd.

1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland, Netherlands and

Belgium

1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC

manufacturing facility of Kelvinator India was also acquired.

1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to form

Whirlpool of India Ltd

1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.

2006: Whirlpool Corporation acquires Maytag and become the Worlds largest white goods

company.

3

Vision

Every Home… Everywhere… with Pride, Passion and Performance

Mission

Everyone, Passionately Creating Loyal Customers for Life

Values

Whirlpools values are constant and define the way that all Whirlpool Corporation employees are

expected to behave and conduct business everywhere in the world.

Respect — We must trust one another as individuals and value the capabilities and contributions

of each person.

Integrity — We must conduct all aspects of business honorably – ever mindful of the longtime

Whirlpool Corporation belief that there is no right way to do a wrong thing.

Diversity and Inclusion — We must maintain the broad diversity of Whirlpool people and

ideas. Diversity honors differences, while inclusion allows everyone to contribute. Together, we

create value.

Teamwork — We must recognize that pride results in working together to unleash everyone’s

potential, achieving exceptional results.

Spirit of Winning — We must promote a Whirlpool culture that enables individuals and teams

to reach and take pride in extraordinary results and further inspire the "Spirit of Winning" in all

of us.

4

Introduction

By the way of doing the marketing mix mapping for the Whirlpool, it will provide necessary

market information, competitors marketing mix strategies and accordingly comparison can be

done and which will ultimately help to offer the product with the right combination of the four Ps

and with this Whirlpool can improve their results and marketing effectiveness in Refrigerators,

washing machine and A.C segment”

Consumer durables Industry is growing at a rapid pace. Price Affordability, Product Awareness

and availability have helped the industry players to generate great business. But doing business

in Indian Market is not easy. Continuous improvement in Product quality and post sales service

at affordable price is common to all Consumer durable manufacturers across Industry. But the

company which would introduce innovative product, with unique technology and provide

convenience by satisfying them with something new would surely attract customers. Whirlpool

Appliances which is one of the largest Home Appliances brand in the world.

There are more worries than just fierce competition for Whirlpool, to get a foothold in an already

crowded market. Other cheap Chinese products have flooded the Indian market over the last few

years, leaving Whirlpool with little chance for a premium positioning. Trade circles have similar

apprehensions, and fighting this image is taking most of Whirlpool time in India.

Despite this Whirlpool entered the Indian market with a premium line of products, which

prohibited the brand from building a mass appeal. Although, there are so many players in the

market and there is enough space for players like Whirlpool seeing the economy grow at around

8-10%. This calls reevaluation of Whirlpool marketing mix strategies in the market.

5

Objectives

As an integral part of the curriculum, all MBA students are required to complete

summer training internship in an industry or organization in two months. It is a great

opportunity for us to prove ourselves.

The main objective is to supplement the student theoretical knowledge with exposure to

the working environment of an organization. The program enhances the students

capabilities to cope up with the uncertainty and challenges, which are the part and parcel

of the organization. The exposure we all will get will benefit us immensely from the

practical point of view.

For the same, I had an opportunity to do my training in Whirlpool Corporation. I had chosen to

work in the marketing department. It gave me an insight into function of trade marketing that

helped me to learn about the organization. I am thoroughly enriched with the knowledge and

mechanism of working of organization.

All the staff members of Whirlpool Corporation with whom I got an opportunity to interact were

very co-operative and made me very comfortable and accepted me as apart of their organization.

I will always cherish the relationship with all of them. I was always supported with their expert

comments and suggestion concerning various aspects of the project and they guided me to

complete this project very diligently.

6

The aim of this report is to learn some practical knowledge and how to convert our theoretical

work into practical work. In marketing sector, this training is very beneficial for me because here

I have learnt how to interact with the retail shop owners. I have taken this project very sincerely

and I have gained more knowledge from this project.

PRACTICAL KNOWLEDGE GAINED FROM TRAINING

1. HOW THE COMPANY PREPARES ITSELF FOR THE COMPETETION

2. HOW TO SET PRICES FOR DIFFERENT PRODUCTS

3. WHAT ALL CONSIDERATIONS HAVE TO BE TAKEN TO SET THE FINAL PRICE

4. DIFFERENT TAXES WHICH ARE CHARGED

7

Industry Profile

Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej,

Allwyn, and Voltas were the major players in the consumer durables market, accounting for no

less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony,

Samsung, Whirlpool, Daewoo, and Aiwa came into the picture. Today, these players control the

major share of the consumer durables market.

Consumer durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast

because of rise in living standards, easy access to consumer finance, and wide range of choice, as

many foreign players are entering in the market

With the increase in income levels, easy availability of finance, increase in consumer awareness,

and introduction of new models, the demand for consumer durables has increased significantly.

Products like washing machines, air conditioners, microwave ovens, color televisions (CTVs) are

no longer considered luxury items. However, there are still very few players in categories like

vacuum cleaners, and dishwashers

Consumer durables sector is characterized by the emergence of MNCs,exchange offers,

discounts, and intense competition. The market share of MNCs in consumer durables sector is

65%. MNC's major target is the growing middle class of India. MNCs offer superior technology

to the

Consumers whereas the Indian companies compete on the basis of firm grasp of the local market,

their well-acknowledged brands, and hold over wide distribution network. However, the

penetration level of the consumer durables is still low in India.

8

Home Appliance Companies in India

There are many Home Appliance companies in India like Videocon, Voltas, Godrej, Bluestar,

Kenstar etc. Apart from them there are various international companies also that deal in domestic

appliances. Some of these home appliances manufacturers are Samsung, LG, IFB, Whirlpool,

and Kenmore etc. With the arrival of international brands in Indian market, the competition

among rival companies have become stiff, which results in further improvement in qualities and

depreciation in prices of most of the home appliances in India. Since, a majority of products are

electrically operated; the focus is on such household appliances that are efficient in power

consumption.

MAJOR COMPANIES

Whirlpool

LG

Samsung

Goodrej

Panasonic

Hitachi

Haier

9

Industry Growth

10

SWOT- Industry

Scope

1. In term of purchasing power parity (ppp), India is the 4th largest economy

in the world and overtake Japan in the near future become the 3rd largest.

2. Indian consumer durable market is expected to reach $400 billion by on

2010

3. India has the youngest population amongst the major countries. There are

lots of people in the different income categories nearly the two third

population is below the age of 35 and nearly 50% is below 25.

4. There are 56 million people in middle class, who are earning us$4,400-

US$ 21,800 a year. And there are 6 million rich household in India.

5. The upper-middle and high-income household in urban areas are expected

to grew to 38.2 million in 2007 as against 14.6 million in 2000

Opportunity

1. In India the penetration level of white goods is lower as compared to

other developing countries.

2. Unexploited rural market.

3. Rapid urbanization.

4. Increase in income level, i.e. increase in purchasing power of consumers.

5. Easy availability of finance.

Weaknesses & Threats

1. Higher import duties on row materials.

2. Cheap imports from Singapore, China and from other Asian countries.

11

Company Profile

Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized

washers to the current market position of being world's number one manufacturer and marketer

of major home appliances, has always set industry milestones and benchmarks. The parent

company is headquartered at Benton Harbor, Michigan, USA with a global presence in over 170

countries and manufacturing operation in 13 countries with 11 major brand names such as

Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Laden and Ignis. The company boasts of

resources and capabilities beyond achievable feat of any other in the industry.

Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it emerged

as truly global leader in the1980's. This encouraging trend brought the company to India in the

late 1980s. It forayed into the market under a joint venture with TVS group and established the

first Whirlpool manufacturing facility in Pondicherry.

Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian

refrigerator market as well. The same year also saw acquisition of major share in TVS joint

venture and later in 1996, Kelvinator and TVS acquisitions were merged to create Indian home

appliance leader of the future, Whirlpool India. This expanded the company's portfolio in the

Indian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners.

Today, Whirlpool is the most recognized brand in home appliances in India and holds a market

share of over 25%. The company owns three state-of-the-art manufacturing facilities at

Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups features an infrastructure

that is witness of Whirlpool's commitment to consumer interests and advanced technology.

12

In the year ending in March '09, the annual turnover of the company for its Indian enterprise was

Rs.1,719 Crores.

The company's brand and image speaks of its commitment to the homemaker from every aspect

of its functioning. It has derived its functioning principles out of an undaunted partnership with

the homemakers and thus a slogan of “You and whirlpool, the world's best homemaker” dots its

promotional campaigns. The products are engineered to suit the requirements of ‘smart,

confident and in-control' homemaker who knows what she wants. The product range is designed

in a way that it employs unique technology and offers consumer relevant solutions.

13

HISTORY OF WHIRLPOOL

1911 Louis Upton founded the Upton Machine in this year to produce motor-driven

wringer washers.

1916 First order of washers was sold to Sears, Roebuck & Co.

1929 Upton Machine Company merged with Nineteen Hundred Washer Company of

NewYork.

1948:First 'Whirlpool' brand automatic washer with dual distribution was

introduced. It included two product lines one each was distributed through Sears and

Nineteen Hundred.

1957: The Company was rechristened as ' The Whirlpool Corporation.'

1958: the Company moved out of country for the first time and invested in Brazilian

appliance market through purchase of equity in Multibras S.A.

1968: The Elisha Gray II Research & Engineering Center was completed in Benton

Harbor. In the same year the company's revenues crossed the legendary $1 Billion

mark for the first time.

1978: Within a decade company doubled its feat of $1 Billion mark and reached the

$2billion revenue level.

1986: The 'Kitchen Aid' division of Hobart Corporation was purchased.

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form TVS

WhirlpoolLtd.

1989: This was a historic year since the revenues catapulted to heights of over $6

Billion mark. Also, the joint venture with N.V.Philips of Netherlands called

Whirlpool Europe B.V. was formed to manufacture and market appliances in Europe.

14

1991: The Company introduced and committed globally to its Worldwide Excellence

System, which is a TQM program dedicated to exceeding customer expectations. The

vision to globalize 'Whirlpool Corp'. was realized in the same year.

1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland,

Netherlands and Belgium

1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC

manufacturing facility of Kelvinator India was also acquired

1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together

to form Whirlpool of India Ltd.

1998: This year gave birth to a new company vision that says, "Every Home

every where with Pride, Passion & Performance."

1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.

2002: The ' Whirlpool Strategic Architecture ' was launched as a framework to

achieve the vision. The revenues of Whirlpool Corp. soared to $10.5 Billion.

2001: Whirlpool India registered profit & sold 1.2 million appliances. It also

achieved the No.1 position in DC & FA.

2002: The Aircon range was successfully launched and the Whirlpool of India

acquired 6% market share.

2003: A new mission statement of "Everybody creating loyal customers for life" was

adopted.

2006: Whirlpool Corporation acquires Maytag and become the Worlds largest white

goods company

15

Company Growth

16

New Product Launches

17

Key Priorities For 2010

18

SWOT- Company

Strengths

1. The company manufactures in 13 countries on 4 continents namely :-- Canada, United

States, Mexico, Argentina, Brazil, Slovakia, Germany, Sweden, France, Italy, South

Africa, China and India and markets products in more than 170 countries under major

Brands (26 including Affiliates) names such as Whirlpool, Kitchen Aid, Roper, Estate,

Bauknects, Ignis, Laden, Inglis, Braotemp, Crolls and Acros.

2. Whirlpool is also the principal supplier to Searo, Roebuck and company of many major

home appliances marketed under the Kenmore brand names.

3. Whirlpool Corporation is the world’s leading manufacturer and marketer of major home

appliances.

Weakness

1. Service issues

2. Dealer price margin

19

Opportunity

1. In India the penetration level of white goods is lower as compared to other developing

countries.

2. Unexploited rural market.

3. Rapid urbanization.

4. Increase in income level, i.e. increase in purchasing power of consumers.

5. Easy availability of finance.

Threats

1. Increasing competition

20

Data

1. Primary Data Collection

For Product:

Customer survey through use of a structured questionnaire.

For Price:

Direct meeting with the dealers to know other companies pricing, by collecting and analyzing

prices for customers (MRP) dealers (D.P), direct dealers, and distributors.

For Place:

Obtaining feedback from the existing dealers of Whirlpool and other consumer electronic dealers

in the Delhi market through direct interviews. To establishing and implementing processes for

obtaining ideas, Information and insights from the dealers regarding the Whirlpool marketing

proposition for refrigerators and washing machine, after that evaluating the feedback, assessing

the benefits and any risks associated with possible options, and making recommendations towards

enhancing the WHIRLPOOL marketing proposition especially “place” or in other words dealer

expansion in Delhi city.

Promotion:

Observing the number of marketing activities done by the other companies by keeping the record

of activities done by them, and also attending the activities to feel the difference between the

Whirlpool marketing activities.

2. Secondary Data Collection

Company websites

Journals

Annual reports.

21

Data Collection-refrigerators (DC )

BRAND SUBBRAND CAPACITY STAR MODEL NO. FEATURES LG dc 200 5 gl-211ntd5 Fastest Ice Making,Cell Fresh Crisper,Base Stand with Drawer,anti bacteria casket dc 200 5 gl-211smdg5 Fastest Ice Making,Cup-Deodorizer,open door alarm,Base Stand with Drawer,Cell Fresh

Crisper dc 200 5 gl-211sadg5 Fastest Ice Making,Cup-Deodorizer,Anti Bacteria Gasket,Base Stand with Drawer,Cell Fresh

Crisper dc 230 5 gl-241nm5 Cell Fresh Crisper,Fastest Ice Making dc 230 5 gl-241smg5 Cell Fresh Crisper,Fastest Ice Making,Cell Fresh Crisper dc 230 5 gl-241nt5 Cell Fresh Crisper,Fastest Ice Making,Cup - Deodorizer,humidity controller dc 230 5 gl-241sadg5 Cell Fresh Crisper,Fastest Ice Making,ART VCM Finish dc 270 5 gl-281smg5 Cell Fresh Crisper,Fastest Ice Making,Open Door Alarm dc 270 5 gl-281nm5 Cell Fresh Crisper,Fastest Ice Making dc 215 5 gl-225fdd5 Cell Fresh Crisper,Fastest Ice Making,Vita Plussamsung dc 200 5 gl-211nm5 Fastest Ice Making,Cup-Deodorizer,Anti Bacteria Gasket dc 180 4 GL185RP4 Opaque Door Baskets,Glass Veg Tray Cover with Deco dc 180 4 GL185tP4 Opaque Door Baskets,Glass Veg Tray Cover with Deco dc 185 5 GL-195NM5 Open Door Alarm,Fastest Ice Making,Cell Fresh Crisper dc 185 5 GL-195Nh5 Open Door Alarm,Fastest Ice Making,Cell Fresh Crisper dc 185 5 GL-195Np5 Anti Bacteria Gasket,Fastest Ice Making,Works without Stabilizer dc 185 5 GL-195Nc5 Anti Bacteria Gasket,Fastest Ice Making,Works without Stabilizer dc 185 5 GL-195smdg5 Fastest Ice Making, Open Door Alarm, Toughened Glass Shelves, Base Stand with Drawer dc 185 5 gl 195sadg5 Fastest Ice Making, Open Door Alarm, Toughened Glass Shelves, Base Stand with Drawer SAMSUNG dc 210 5 ra21bd Stabiliser Free Operation,Rust Resistant Body,Fresh Tech dc 190 5 ra19w Stabiliser Free Operation,Rust Resistant Body,Fresh Tech dc 210 5 ra21cd Stabiliser Free Operation,Rust Resistant Body,Fresh Tech dc 190 5 ra19y Stabiliser Free Operation,Rust Resistant Body,Fresh Tech dc 230 5 ra23z Stabiliser Free Operation,Rust Resistant Body,Fresh Tech ,anti-fungal door gasket dc 190 5 ra19fd Stabiliser Free Operation,Fresh Tech,Rust Resistant Body dc 190 5 RA19WBPS1/XTL Stabiliser-free operation,Fresh kit,wired shelves dc 190 5 RA19WBLB1/XTL Stabiliser-free operation,Fresh kit,wired shelves dc 210 5 ra21zbux1/xtl Stabiliser-free operation,Fresh kit,wired shelves,anti-fungal door gasket,base stand dc 210 5 RA21WBPS1/XTL Stabiliser Free Operation,Rust Resistant Body,Fresh Tech dc 210 5 RA21WBPR1/XTL Stabiliser Free Operation,Rust Resistant Body,Fresh Tech dc 210 5 RA21WBLB1/XTL case veg divider,Stabiliser-free operation,Fresh kit,wired shelves,anti-fungal door

gasket,base stand dc 230 5 RA23YBMS1/XTL case veg divider,Stabiliser-free operation,Fresh kit,wired shelves,anti-fungal door

gasket,base stand dc 230 5 RA23WBPS1/XTL case veg divider,Stabiliser-free operation,Fresh kit,wired shelves,anti-fungal door

gasket,base stand dc 230 5 RA23WBLB1/XTL case veg divider,Stabiliser-free operation,Fresh kit,wired shelves,anti-fungal door

gasket,base stand

22

dc 185 5 gde-19d4 Stabiliser Free Operation 160 V – 250 V GODREJ dc 225 5 23d4 Stabiliser Free Operation 160 V – 250 V dc 173 4 gdn185b Stabiliser Free Operation 160 V – 250 V,ZOP Technology – 10 Year Rust Free Warranty,100%

green dc 181 3 gda19d ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 300 2 gdd310s ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 300 2 gdd310p ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 99 3 gdc 110s Zop technology,Glass veg tray cove,external thermostat control dc 170 3 gdn 180p Adjustable Shelves,Water Dispenser, dc 173 4 gdn185c Stabiliser Free Operation 160 V – 250 V,ZOP Technology – 10 Year Rust Free Warranty,100%

green dc 173 4 gdn185d Stabiliser Free Operation 160 V – 250 V,ZOP Technology – 10 Year Rust Free Warranty,100%

green dc 181 3 gda19b ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 181 3 gda19c ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 183 5 gde19b1 ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 183 5 gde19b2 ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 183 5 gde19c2 ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 221 5 gde23b1 ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 221 5 gde23c2 ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 250 5 gde26b1 ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor dc 250 5 gde26c2 ZOP Technology – 10 Year Rust Free Warranty,100% green,High Efficiency Compressor

23

Data Collection-refrigerators (FF )

S.NO BRAND SUBBRAND CAPACITY STAR MODEL NO. FEATURES1 LG ff 320 5 GL-338VT5 Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity Controller

LG ff 290 5 GL-308va5 Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity ControllerLG ff 260 5 GL-278va5 Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity ControllerLG ff 559 4 B652ysp Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity ControllerLG ff 422 4 GL-478ysx4 Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity ControllerLG ff 491 4 gl-548ytx4 Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity ControllerLG ff 320 5 gl-338vsx5 Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity ControllerLG ff 390 4 gl-408yvqg4 Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity ControllerLG ff 350 4 gl-368ytqg4 Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity ControllerLG ff 320 5 gl-338va5 Green Ion Door Cooling Technology,Cell Fresh Crisper ,Humidity ControllerLG ff 260 4 gl-278ves/

VA4Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling Technology

LG ff 260 5 gl-278vs5 Anti Bacteria Gasket,Freeze 'n' Cook Box,Green Ion Door Cooling,Catechein Deodrizer,Stabilizer FreeLG ff 290 5 gl-308vsx5 Anti Bacteria Gasket,Freeze 'n' Cook Box,Green Ion Door Cooling,Catechein Deodrizer,Stabilizer FreeLG ff 320 5 gl-338vsx5 Anti Bacteria Gasket,Freeze 'n' Cook Box,Green Ion Door Cooling,Catechein Deodrizer,Stabilizer FreeLG ff 240 5 gl-255vm5 green Ion Door Cooling Technology,Cell Fresh Crisper ,egg cum ice tray,LG ff 240 5 gl-258vt5 green Ion Door Cooling Technology,Cell Fresh Crisper ,egg cum ice tray,LG ff 240 5 gl-258va5 green Ion Door Cooling Technology,Cell Fresh Crisper ,egg cum ice tray,LG ff 240 5 gl-255vv5 green Ion Door Cooling Technology,Cell Fresh Crisper ,egg cum ice tray,LG ff 240 5 gl-255vv5BK green Ion Door Cooling Technology,Cell Fresh Crisper ,egg cum ice tray,LG ff 240 5 gl-255va5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 240 5 gl-258ve5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 240 5 gl-258vs5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 260 5 gl-275vv5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 260 5 gl-275vv6bk Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 260 5 gl-275va5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 260 5 gl-278vt5 Anti Bacteria Gasket,Freeze 'n' Cook Box,Green Ion Door Cooling,Catechein Deodrizer,Stabilizer FreeLG ff 260 5 gl-278va5 Anti Bacteria Gasket,Freeze 'n' Cook Box,Green Ion Door Cooling,Catechein Deodrizer,Stabilizer FreeLG ff 260 5 gl-278ve5 Anti Bacteria Gasket,Freeze 'n' Cook Box,Green Ion Door Cooling,Catechein Deodrizer,Stabilizer FreeLG ff 290 5 gl-305vv5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 290 5 gl-305vv5bk Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 290 5 gl-305va5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling Technology

24

LG ff 290 5 gl-308vt5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 290 5 gl-308va5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 290 5 gl-308ve5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 320 5 gl-335vv5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 320 5 gl335vv5bk Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 320 5 gl-335va5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 320 5 gl-338va5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 320 5 gl-338ve5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 350 4 gl-365ymqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 350 4 gl-365yvqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 350 4 gl-368yvqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 350 4 gl-368yaqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 350 4 gl-368ytqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 350 5 gl-368ysqg5 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 390 4 gl405ymqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 390 4 gl405yvqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 390 4 gl408ytqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 390 4 gl408ysqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 422 4 gl478ylq4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 422 4 gl478ytqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 422 4 gl478ytx4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 422 4 gl478ysx4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 466 4 gl528ylq4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 466 4 gl528ytqg4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 466 4 gl528ytx4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 466 4 gl528ysx4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 491 4 gl548ytq4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 491 4 gl548ytx4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 491 4 gl548ysx4 Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 559 4 gr-b652yls Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 604 4 gr-m712ysq Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 604 4 gr-m712ytq Cell Fresh Crisper , Humidity Controlller , Anti Bacteria Door,Green Ion Door Cooling TechnologyLG ff 581 gcb217wvq Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 581 gcb217wlq Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 581 gcb127btj Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 567 gcl217fvq Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 567 gcl217wtq Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 567 gcl217btj Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 567 gcl217bpj Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 567 gcp217wvq Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 567 gcp227lgbb Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 567 gcp227lgbw Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 721 grp267btb Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED display

25

LG ff 721 grp267zgb Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 693 grp247jhm Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED displayLG ff 795 grg287stw Multi Airflow,Slide out Spill Stop Shelves,Snack & dairy corner,Digital Multi Sensors,Bio Shield,LED display

2 SAMSUNG ff 230 5 rt-24ybms1 i-SPIN COOL ,Humidity Control CrispersSAMSUNG ff 280 5 rt-29zblb Freshness LampSAMSUNG ff 430 4 rt-50mmsm cool curtain system ,multi-flow,Silver Nano technologySAMSUNG ff 530 4 rt-63wbsm cool curtain system ,multi-flow,digital display and control,air shower in freezerSAMSUNG ff 375 4 rt-41mcsm1 coolever zone,cool booster,air shower,multi flowSAMSUNG ff 400 4 rt-45mcsm1 coolever zone,cool booster,air shower,multi flow,Silver Nano deodoriserSAMSUNG ff 280 5 rt-29zbps cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 315 5 rt32zbps1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 230 5 rt-24ybux1 i-SPIN COOL ,Humidity Control CrispersSAMSUNG ff 230 5 rt-24zbps1 i-SPIN COOL ,Humidity Control CrispersSAMSUNG ff 230 5 rt-24zbpr1 i-SPIN COOL ,Humidity Control CrispersSAMSUNG ff 230 5 rt-24zbcr1 i-SPIN COOL ,Humidity Control CrispersSAMSUNG ff 230 5 rt-24zblb1 i-SPIN COOL ,Humidity Control CrispersSAMSUNG ff 230 5 rt-24ebux1 i-SPIN COOL ,Humidity Control CrispersSAMSUNG ff 250 5 rt-26ybux1 Air Flow type i-Spin Cool , InsulationCyclopentane, Clean Back, Deodourising Temparature Control Dial, Quick Freezing

Component, Chiller TraySAMSUNG ff 250 5 rt-26zbps1 Air Flow type i-Spin Cool , InsulationCyclopentane, Clean Back, Deodourising Temparature Control Dial, Quick Freezing

Component, Chiller TraySAMSUNG ff 250 5 rt-26zbpr1 Air Flow type i-Spin Cool , InsulationCyclopentane, Clean Back, Deodourising Temparature Control Dial, Quick Freezing

Component, Chiller TraySAMSUNG ff 250 5 rt-26zblb1 Air Flow type i-Spin Cool , InsulationCyclopentane, Clean Back, Deodourising Temparature Control Dial, Quick Freezing

Component, Chiller TraySAMSUNG ff 260 5 rt-27ybms1 Cool pack in freezer and ref compartment,Unique freshness lamp,Stabiliser-free operationSAMSUNG ff 260 5 rt-27ybux1 Cool pack in freezer and ref compartment,Unique freshness lamp,Stabiliser-free operationSAMSUNG ff 260 5 rt-27zbcr1 Cool pack in freezer and ref compartment,Unique freshness lamp,Stabiliser-free operationSAMSUNG ff 260 5 rt-27zblb1 Cool pack in freezer and ref compartment,Unique freshness lamp,Stabiliser-free operationSAMSUNG ff 280 5 rt-29ybms1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 280 5 rt-29ybux1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 280 5 rt-29zbpr1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 280 5 rt-29zbpr1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 280 5 rt-29zbcr1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 280 5 rt-29zblb1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 315 5 rt32ybms1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 315 5 rt32ybux1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 315 5 rt32zbpr1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 315 5 rt32zblb1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 315 5 rt32ebux1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 345 5 rt35ybms1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 345 5 rt35ybux1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 345 5 rt35zbps1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor

26

SAMSUNG ff 345 5 rt35zbpr1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 345 5 rt35zblb1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor SAMSUNG ff 345 5 rt35ebux1 cool pack in freezer and ref compartment,i-spin cool,twin thermo sensor

3 GODREJ ff 330 4 gfe-35dz Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 294 4 gfe-31dy Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 271 4 gfe-29dz Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 231 4 gfe-25ay Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 280 4 gfe-30dy Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 350 4 gfe-36dy Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 250 4 27by Anti-B Technology,DeodorizerGODREJ ff 270 4 29bz Anti-B Technology,DeodorizerGODREJ ff 230 4 gfe25ac Having Anti-B technology, Poly Bag Suspenders,Wire shelves,Cool Shower Technology,Full length LampGODREJ ff 230 4 gfe25ad Having Anti-B technology, Poly Bag Suspenders,Wire shelves,Cool Shower Technology,Full length LampGODREJ ff 230 4 gfe25az Having Anti-B technology, Poly Bag Suspenders,Wire shelves,Cool Shower Technology,Full length LampGODREJ ff 230 4 gfe25by Having Anti-B technology, Poly Bag Suspenders,Wire shelves,Cool Shower Technology,Full length LampGODREJ ff 230 4 gfe25bz Having Anti-B technology, Poly Bag Suspenders,Wire shelves,Cool Shower Technology,Full length LampGODREJ ff 250 4 gfe27by Anti-B Technology,DeodorizerGODREJ ff 250 4 gfe27bz Anti-B Technology,DeodorizerGODREJ ff 270 4 gfe29dz Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 294 4 gfe31dz Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 330 4 gfe35dy Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 280 4 gfe30dz Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 305 4 gfe32dy Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 305 4 gfe32dz Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspenderGODREJ ff 350 4 gfe36dz Silver Shower Technology,Silver Fresh Zone,Aroma Lock,zop technology,polybag suspender

27

Findings & Analysis

Preferred brand in the last purchase

Haier7%

whrilpool36%

Samsung23%

Godrej10%

Videocon9%

LG15%

28

Out of people surveyed 36% Whirlpool in their last purchase, and this preference was mainly for

refrigerators. 10% of the people surveyed opted for Godrej, 15% LG & 23% Samsung.

Factors affecting their preference for preferred brand

Brand nam

e

product f

eatures

Wider option

Socia

l group in

fluence

Servic

e

Value f

or money

0%

5%

10%

15%

20%

25%

30%

35%

40%

LGSamsungWHRILPOOL

Brand name matters always that’s why most of the companies which was opted by the customers

they preferred because of the brand name the market leaders like LG , Samsung is dominating

because of their aggressive brand building exercise.

29

After this service factor comes in the pictures, for each surveyed brand people preference

revolves around two major factor brand image and service. consumer durables represents

lifestyle and if a person wants to purchase any consumer durable item he/she prefers those

products which is already established, or in other worlds which gives them a “proud to own”

feeling. People opted Whirlpool in the attributes like product features, it represents if the product

features of Whirlpool can be communicate suitably, there is much more potential in the brand

itself. This also suggests that Whirlpool needs to push products before a customer enters inside

the store; it will enhance the brand value and will push the brand sale as well.

18

82

Brand Awareness

no Yes

This shows how much customers are aware of Whirlpool, and in other way what is the effect of

all the marketing exercises, and the communication done so far for the Whirlpool.82% of the

people surveyed were aware of Whirlpool. Marketing strategies for Whirlpool to enhance their

brand awareness and visibility in the market place has been successful.

30

7733

Customers had look on Whirlpool product before making the purchase decision?

Yes No

77% of people surveyed knows about Whirlpool but only 33% of the people surveyed had look

on Whirlpool product before making the purchase decisions, this is surrounded by many factors

like “Place” strategy of Whirlpool, because of unavailability of the brand in the customers

preferred multi brand store, other factor could be their will be dealers demonization to sell the

Whirlpool Products, less effort by the sales intermediaries. 77% people know but didn’t want to

see the products are also showing the uncertainty in the minds of the customers in their minds.

31

Aware of that "Whirlpool is the largest home appliances company in the world?

YESNO

25% of the people surveyed don’t know the most common strategy adopted by the Whirlpool to

create brand awareness for the brand i.e. Whirlpool is the second largest appliances in the world.

There was several lacking in their marketing communication, because of that the people who

knows about the brand still don’t know about this fact.

There could be other side of this fact that by the way of promoting as a second largest appliances

brand, it automatically promoted the brand which is largest appliances Brand in the world,

because by the way of communicating that Whirlpool is the second largest it is automatically

creating a willingness in the minds of the customers that which is the largest brand, in the world.

32

Factors affecting dealers focus on brands

Less Sales Effort Profitability After Sale Services

Product Marketing And Promotional

support

0

2

4

6

8

10

12

14

LG

Samsung

Whirlpool

Godrej

Electrolux

From the above bar graph it is showing what the factors which are affecting the dealer focus

towards the brand, no doubt the profitability is the first factor but this other factors also affect

overall focus of the brand .

Like from this market insight it is clearly coming out that in city like Delhi dealers don’t want to

put more effort to sell brand they are happier if the brand it is getting sold itself in the market.

This is clearly evident that despite having good product line, better marketing support from the

LG, still 13 out of the dealers surveyed said that they are focusing on LG because they don’t

want to give much more effort to sell it. It clearly suggests that now it is time to create the brand

awareness, and push products before a customer enters in to store. Right now the dealers in

Delhi city are dealing Whirlpool much more because of the profitability after sale service.

33

Interested in Whirlpool

Positevely Responded

Negatively Responded

Mixed Reaction

0 1 2 3 4 5 6

Series 1

Visited 32 dealers responded positively for Whirlpool and they can be negotiated for the

dealership, other these 7 dealers gave mixed reaction which can also be converted.

The market insight and factors influencing dealer focus

1. No push sale, no need to push these company products, less sales effort: LG and SAMSUNG

created that kind of image in the minds of the customers, where before making any purchase

decision, customer is more inclined towards the products of these company, and finally whatever

the customer will purchase he/she will definitely have a look for these companies products

before making purchase decision. Less Customer Complaints, Customer Awareness about the

Brands.

2. Profitability and holding cost: Better Volume Sale Which Ultimately Leads to Better

Margins, And Better Bargaining with the Companies. And No blockage of money, stock gets

cleared easily

34

3.Whirlpool is having wide product line in refrigerator category which ultimately gives more

option to select from to customers with this their service support is good and the customer

complaints are also less especially due to home care program of whirlpool .

4.Godrej is giving extra profit margin as compare to other competitors i.e. dealer price +scheme

of 3% + 3% distributors margin+ FOC , and there is enough possibilities of large sell according

to them because of launch of new product line series in appliances segment. With this the

company better support in the form of marketing efforts, recently company gave 5 A.C display

panel stands and other POP material to many dealers.

5. Fair pricing strategies LG and Samsung prices are almost open to everyone are aware of dealer

price and customer price.

6. Samsung Loan Mela and LG No Filing Charges, No Interest Finance Scheme on Air

Conditioners Is Creating Good Response among Customers.

35

Comparative product models mapping (DC)

Haier LG Samsung Whrilpool Godrej 0

5

10

15

20

25

30

35

40

No.of models in 175 -190 lts)No.of models in 190-230 ltrs segmentNo.of models in full direct cool re-fridgeraor segment2

36

Comparative product models mapping (FF)

Haier

Godrej

Whrilpool LG

Samsu

ng

Electr

olux0

5

10

15

20

25

30

200-235 liters240 -260 liters275-300 litersTotal no of models in frost free segment

37

Conclusion and recommendations

1. Whirlpool needs to increase the number of BTL (below the line) activities to

generate common awareness and visibility at grassroots level, because it can be

understood from the figures of their competitors BTL activities that Whirlpool BTL

activities is not up to the that mark in comparison to other competitors.

2. In Delhi market dealers don’t want to put direct push effort on brands that’s why

unlike other cities market where if a dealer deals in LG they prefer not to deals with

its direct competitor Samsung, but in Gujarat every dealer is having collection of

brands, they want to be ready for everything like whatever customer demands they

can easily find out in their store. Currently Whirlpool is available with most of the

major dealers in Delhi, Whirlpool needs to focus on those dealers also where it will

not face direct competition with LG and Samsung , a small and dedicated brand

dealer will work not only for margins but they also can see the future opportunities in

form of Whirlpool.

3. Good thing about Whirlpool is that they got somehow success in positioning

themselves as a quality brand the customer survey and the dealer’s survey tells the

story about it. People perceived Whirlpool as a good product quality brand. If this can

be associated with better pricing also there will be immense possibilities for

Whirlpool. Need to create a value for money brand image which can give good

product quality at affordable prices.

4. Whirlpool needs to build strong dealer relation in order to provide better “place”

strategies for the brand. Whirlpool lacks in company support factors and most of the

38

existing dealers in the dealer survey said that. Like most of the companies are having

their regular company dealers meet to get together with their dealers, Whirlpool lacks

needs to do this in order to regain dealer support

5. Service arrangements need to be strengthen, still people thinks that because the

company is having foreign origin and it is new too, if they will purchase any product

they will face service problem in future. Customers in rural areas are not aware of the

service call center facilities and don’t know how do it, company is not having the

service centers also there in those area , customers passes the complaints to dealers,

and dealers to distributors, and finally distributors has to log this complaints to the

call center, which creates overburden for them.

6. Any one accepts that as a fully fledged brand, Whirlpool can only compete with the

Korean giants LG and Samsung. Product lines and variants in the refrigerators should

be increased to give wider option to choose from to the customer because the

Whirlpool refrigerators could be proved as a benchmark product for Whirlpool

because of its unique differentiation with others.

7. Most of the products are simple in looks, in refrigerators segment even the logo on

refrigerators are not attractive as compare to others.

8. Whirlpool should adopt aggressive marketing strategies to cut down competition and

visibility at market place.

9. Appropriate product knowledge should be given by the company to dealers and to

dealers to create awareness towards quality.

39

10. Products should be more attractive refrigerators looks very simple and ordinary

especially direct cool refrigerators Entry level Refrigerators can do better because of

price and capacities.

11. Whirlpool has good presence in the market but one thing is also evident that Whirlpool

is present in major counters with LG and Samsung, Whirlpool also need to focus on

those dealers were it will not face direct competition with LG and Samsung.

Competitive strategy should be like this where first Whirlpool should wipe out smaller

brands compare to LG and Samsung because this brand also have market share larger

than Whirlpool, and Whirlpool is not in competition of LG and Samsung it should

target on brands like Godrej , TCL first, so it can compete the bigger brand later on.

40

Bibliography

www.whirlpool.com www.wikipedia.org www.google.com www.lgindia.com www.samsung.com www.godrej.com Whirlpool, LG, Samsung etc brochures Business today

Findings:

41

Whirlpool needs to increase the number of BTL (below the line) activities to generate

common awareness and visibility at grassroots level, because it can be understood from

the figures of their competitors BTL activities that Whirlpool BTL activities is not up to

the that mark in comparison to other competitors.

In Delhi market dealers don’t want to put direct push effort on brands that’s why unlike

other cities market where if a dealer deals in LG they prefer not to deals with its direct

competitor Samsung, but in Gujarat every dealer is having collection of brands, they want

to be ready for everything like whatever customer demands they can easily find out in

their store. Currently Whirlpool is available with most of the major dealers in Delhi,

Whirlpool needs to focus on those dealers also where it will not face direct competition

with LG and Samsung , a small and dedicated brand dealer will work not only for

margins but they also can see the future opportunities in form of Whirlpool.

Whirlpool has good presence in the market but one thing is also evident that Whirlpool is present

in major counters with LG and Samsung, Whirlpool also need to focus on those dealers were it

will not face direct competition with LG and Samsung. Competitive strategy should be like this

where first Whirlpool should wipe out smaller brands compare to LG and Samsung because this

brand also have market share larger than Whirlpool, and Whirlpool is not in competition of LG

and Samsung it should target on brands like Godrej , TCL first, so it can compete the bigger

brand later on.

42