CONSUMER DURABLE INDUSTRY

Presented By;Chaitali Modak- JL14RM14Akanksha Gulati- JL14RM04Akanksha Singh- JL14RM01Ashi Gupta- JL14RM12Tasleem Khan – JL14PGDM172Shubhangi Mishra- JL14RM57Poorva Tripathi – JL14PGDM197

INDIA’S WASHING MACHINE INDUSTRY CURRENT SCENARIO At present companies like LG, Videocon, Samsung, and Whirlpool

occupy approximately 74.6 percent of the market. Companies like Onida and Godrej together occupy almost 6 to 8

percent of the market.  Other companies such as IFB, Haier and Panasonic are also making

their presence felt in this segment in the last couple of years. The semi-automatic segment dominates the Indian market for

washing machines and has a share of approximately 65 percent with regards to units sold.

North India prefers the semi-automatic machines while in South India the completely automatic ones are more preferred

ABOUT CONSUMER DURABLE INDUSTRY The consumer durable industry consists of:

STRATEGIES - LG

Corporate Strategy Smart Technology for customers: LG electronics is increasing its focus on

“Smart Technology” – technology that adds convenience and joy to customer’s lives.

Expansion- LG is expanding itself worldwide for more profits and sales of the company by opening different stores at different places.

Business Strategy Low priced raw materials to manufacture high quality products Foreign competition

CONTD….Functional Strategy

1. Marketing: Product that redefined the market. Strong market base in the urban and semi-urban areas, stronger

distribution channels were needed.

2. IT: LG has a leading presence in the global information technology

industry, offering a full range of IT solutions and support through their outstanding companies with special expertise.

STRATEGIES - GODREJ

Core Category Leadership Innovate and Renovate Group wide initiative ‘good & green’ launched Strategies for the future- Go Green Initiative Strategies for the future -Technical developments

STRATEGIES - SAMSUNG Product Innovation- Samsung's product range in India included CTVs,

audio and video products, information technology products, mobile phones and home appliances.

Pricing -Pricing also seemed to have played a significant role in Samsung's success.Samsung uses competitive pricing.

Distribution-It works on the channel marketing concept wherein there are three segments. Sales and service dealers, Modern retail and Distributors.

Design strategy – This process involves the interplay between design and business strategy, forming a systematic approach integrating holistic-thinking, research methods used to inform business strategy and strategic planning which provides a context for design.

CONTD… Advertising and Sales Promotion -Samsung use some

promotion ways, some of them are: giving advertising to newspapers, internet, magazines and when they product new versions they use YouTube and special meetings to show public.

Branding strategy- For any new company, when it enters the market, there are two options to stimulate the growth; intensive advertising campaign, and offer products with unique functions.

Samsung opted for both, but tilted more towards advertising and brand making strategy-creating awareness of its name by investing enormously in million-dollar brand making campaigns.

STRATEGIES- HAIER

BRAND BUILDING STRATEGY

Focus on quantity at the expense of quality. It made quality a priority, putting into place a

comprehensive quality management system.

Pays much attention of its advertising and public relations. NBA

Olympic

Charity

CONTD…

DIVERSIFICATION STRATEGYFirst to launch the “Star Service” system. It began to implement OEC (Overall Every Control and Clear)

management.

INTERNATIONALISATION STRATEGY “ To become a national brand is not enough If a business is successful only

in the domestic market, the superiority won’t last long.”

GLOBALISATION STRATEGY Build Brand reputation by ‘Entering the difficult markets first and the the

easy ones.’ It tried to localise and build factories in places such as the US, Italy, and

Pakistan

NETWORKING STRATEGY

STRATEGIES - IFB Strengthening its reach in tier 2 and tier 3 towns IFB’s E-waste Program Expanding distribution network Risk Management Policy Top loading washing machines to drive FY16

growth Increasing touch-points and improving store

level profitability

STRATEGIES - WHIRLPOOL

Corporate strategy-. Works as per customer needs in reference to climatic conditions, it

works on aspects like technology , price and service.

Business strategy – With a market share upto 25% creates a vision of every home everywhere. They tend to extend their innovation from a generic brand to a

customized as per consumer needs brand.

Functional strategy – They have engineered products which have results. They believe in differentiating strategies based on region , market and its people.

STRATEGIES - VIDEOCON

MULTI BRAND SHOPPING CART Videocon serves the customer with the help of multi brand shopping

cart. they have brands like Ken star ,Sansui, Electrolux etc. Multi brand portfolio helps them to cater 30% of market share

EXPERIENCE CHANGES: With Videocon retail chains in different industries They have adopted customer first mantra and opened retail outlet to

provide goods easily to the customer.

SERVICE DRIVE Videocon has opened model service centre which would set a bench

mark in serving their customer in a better way.

whirlpool LG IFB Samsung Videocon bosch0

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BRAND IMAGE OF LG IS GOOD AS COMPARED TO OTHER BRANDS. BOSCH IS NEW TO THE MARKET SO IT GOT AN AVERAGE RESPONSE, IFB IS GROWING AT FAST PACE.

What are you views or understanding about brand image /brand value of machine in front load segment?

ACCORDING TO THE SURVEY;WHIRLPOOL, LG, SAMSUNG IS KNOWN FOR ITS HIGH PRICE. AMONG THESE THREE SAMSUNG IS BE LIVED TO HAVE HIGH PRICE AS COMPARED TO WHIRLPOOL AND LG. IFB IS CONSIDERED TO HAVE VERY HIGH PRICE. VIDEOCON IS KNOWN FOR ITS AVERAGE PRICING.

What are you views about pricing of following front load washing machine brands?

whirlpool LG IFB Samsung Videocon bosch0

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WHAT ARE YOUR VIEWS REGARDING TECHNOLOGY USED AND QUALITY OF FOLLOWING BRAND?

whirlpool LG IFB Samsung Videocon bosch0

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IFB is believed to be highly technical, and then its LG. Videocon needs to update its technology.

WHAT ARE YOUR VIEWS REGARDING AFTER SALES SERVICE OF FOLLOWING BRAND?

whirlpool LG IFB Samsung Videocon bosch0

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After sales service of LG and Samsung is good .this creates a brand loyalty for customer if their issues are resolved after purchasing a product.