Whirlpool Project Report Prashant

A COMPARATIVE STUDY ON
MARKETING ATTRIBUTES OF HOME

APPLIANCES FOR WHIRLPOOL OF
INDIA LIMITED
SUBMITTED BY:
PRASHANT VIKRAM
MBA-II (2016-2018)
Roll No. : 201610702010015
SUBMITTED TO FACULTY GUIDE
Mr. Manish kumar Mr. Asad

Assistant Professor Faculty
SRMU SRMU
1
SHRI RAMSWAROOP MEMORIAL UNIVERSITY –
UTTAR PRADESH
TO WHOM IT MAY CONCERN
This is to certify that _____________________, a student of Shri

Ramswaroop Memorial University Lucknow, undertook a project on
“___________________” at ________________________
from __________to _____________.
Ms./Mr.________________ has successfully completed the project under the

guidance of Mr./Ms.____________________. She/He is a sincere and hard-
working student with pleasant manners.
We wish all success in her/him future endeavors.
Signature with date

(Name)
2
CERTIFICATE OF ORIGIN
This is to certify that Ms./Mr.___________________, a student of Post Graduate

Degree in _____________________, Shri Ramswroop Memorial University,
Lucknow a has worked in the ____________________, under the able guidance
and supervision of Mr./Ms._________________________,
designation______________, Company___________________________.
The period for which he/ she was on training was for ______weeks, starting from
___________to _____________. This integrated business project report has the
requisite standard for the partial fulfillment the Post Graduate Degree in
International Business. To the best of our knowledge no part of this report has been
reproduced from any other report and the contents are based on original research.
Signature Signature
(Faculty Guide) (Student)
3
ACKNOWLEDGEMENT
I express my sincere gratitude to my industry guide

Mr./Ms.________________, (Designation)________________,
(Company) _________________, for his/her able guidance, continuous
support and cooperation throughout my project, without which the
present work would not have been possible.
I would also like to thank the entire team of

_____________________________, for the constant support and help in
the successful completion of my project.
Also, I am thankful to my faculty guide Prof./Mr./Ms. of my institute,

for his/her continued guidance and invaluable encouragement.
Signature
(Student)
4
TABLE OF CONTENTS
CHAPTER CONTENT PAGE NO.

NO.
1 ACKNOWLEDGEMENT
2 INTRODUCTION 7
3 ABOUT THE COMPANY 8-20
4 SIGNIFICANCE OF THE STUDY 21-23
5 LITERATURE REVIEW 24-29
6 OBJECTIVE OF THE STUDY 30-32
7 RESEARCH METHODOLGY 33-34
8 DATA COLLECTION AND 35-50

INTERPRETATION
9 LIMITATION AND FINDINGS 51-61
10 CONCLUSION 62-65
11 REFERENCES 66-68
5
CHAPTER 1
6
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.
7
CHAPTER 2
8
About the Company
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.
9
Products manufactured in the above facilities match Whirlpool’s global standards and are
exported to over 70 countries across the globe.
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
10
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.
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.
11
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.
12
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
13
Company Growth
14
New Product Launches
15
Key Priorities For 2010
16
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
17
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
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
18
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.
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.
19
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.
20
CHAPTER 3
21
Significance of the study
As a consequence of the globalization of business, world trade has

grown faster than world output. Foreign direct investment has surged,
imports have penetrated more deeply into the world of industrial nations
and competitive pressure has in-creased from one industry after another.
To retaliate to this global pressure firms started expanding to foreign
countries (Ekeledo, 1998, Barlet & Ghoshal 1987, O’Donnell 2000).
China’s economic growth has increased rapidly over the last twenty
years. In the globalization section, China has become a major trading
nation since China’s efforts in opening up to the outside world in 1979.
When foreign enterprises are coming and expanding their business in
Chinese market, the local enterprises are threaten by the international
competitors’ investments. Along with Chinese economical
and scientific technologies increasing, many Chinese enterprises in
different industries have set up their solid investments into the foreign
markets.
Since China’s WTO entry, the Chinese household electrical appliances
industry, as well as other industries, is facing the reality of a globalizing
world economy and multi-global challenges, such as the environmental
challenge, the competitive challenge , the collaborative challenge, the
organizational challenge, the worldwide learning challenge
and the management challenge (Bartlett & Gholshal, 2000) This thesis is
a marketing analysis of the Finnish household appliances market for
Haier Group a Chinese household appliances manufacturer. Since Haier
has set up the European headquarter in Italy 1996, the company has
opened the western European market successfully. For the next period of
its business plan, the company is going to expand its market
in Northern European Countries. This aim of this thesis is to provide a
realistic framework for Haier Group which considers investing in
Finland.
22
Purpose of the study
The manager of Haier wished that the thesis would especially
concentrate on the marketing analysis of the competitive environment.
Moreover, a more proper study of that would be in order which th
e thesis included the general marketing plan’s some important aspects.
For this time, Haier would try to promote one of their products to be the
first sample: Haier washing machine. In this report, it included the
internal and the external environment analysis to evaluate Haier group’s
different marketing activities and the Finnish business environment to
define the company’s mission, and future plans in Finnish market, and
also by using various study models and research methods to analysis the
current Finnish household appliances market situation and possible
marketing 6 strategies.
The methods of research and information collection were based on desk
research (collected by internet, book resources)
and field research (personal interview, telephone interview,questionnaire
etc.). The marketing strategy suggestions and the final conclusions were
given to Haier for helping its future Finland market-
ing decision making plan. The first part of the thesis was the theoretical
framework for the marketing analysis. Each of steps of strategic
planning of marketing was explained. The next part of the thesis
continued with the practical marketing analysis for Haier
Group. The final conclusions were the third part and the biography.
23
CHAPTER 4
24
Literature Review
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.
25
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
26
Industry Growth
27
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.
28
Weaknesses & Threats
1. Higher import duties on row materials.
2. Cheap imports from Singapore, China and from other Asian countries.
29
CHAPTER 5
30
Objective of the Study
As an integral part of the curriculum, all MBA students are required to complete
Integrated bussiness project in an industry or organization . 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.
31
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
32
CHAPTER 6
33
Research Methodology
3.1 Background:
Combinations of research methods have been used during the study to en
able the
researcher to achieve the research objectives. For this
study both Consumer Durable
and FMCG market is considered and a brief of these two markets a
re provided in this
chapter. Then a detailed description of the methodology used is discus
sed in this
chapter. First the research methodology is discussed and then a de
scription of the
questionnaire development, sampling procedure and scale measurement
has been
provided.
3.2
Consumer Durables Market -- An Overview
Before the liberalization of the Indian economy, only a few com
panies like
Kelvinator, Godrej, Alwyn, and Voltas were the major players i
n the consumer
Durables market, occupying almost 90% of the market. Then, after
the liberalization,
many foreign players like L.G., Sony, Samsung, Whirlpool, Daewoo
, and Aiwa came
into the market. Today, these players control the major share o
f the consumer
Durables market.
The market share of MNCs in Consumer Durables sector is 65 pe
r cent. MNC's major
target is the growing middle class of India. MNCs offer sup
erior technology to the
consumers whereas the Indian companies seem to be competing on the
basis of their
well acknowledged brands, and hold over wide distribution network.
34
CHAPTER 7
35
DATA COLLECTION AND INTERPRETATION
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.
36
Data Collection-refrigerators (DC )
BRA SUB CAP S MODEL FEATURES MR DP M

ND BRA ACITT NO. P OP
ND Y A
R
dc 200 5 gl- Fastest Ice Making,Cell Fresh Crisper,Base 121 116 100
LG 211ntd Stand with Drawer,anti bacteria casket 50 50 00
5
dc 200 5 gl- Fastest Ice Making,Cup-Deodorizer,open door 126 121 105
211sm alarm,Base Stand with Drawer,Cell Fresh 00 50 00
dg5 Crisper
dc 200 5 gl- Fastest Ice Making,Cup-Deodorizer,Anti 130 126 118
211sad Bacteria Gasket,Base Stand with Drawer,Cell 50 00 00
g5 Fresh Crisper
dc 230 5 gl- Cell Fresh Crisper,Fastest Ice Making 132 128 112
241nm 50 50 00
5
dc 230 5 gl- Cell Fresh Crisper,Fastest Ice Making,Cell 139 134 124
241sm Fresh Crisper 00 50 00
g5
dc 230 5 gl- Cell Fresh Crisper,Fastest Ice Making,Cup - 136 132 117
241nt5 Deodorizer,humidity controller 50 00 50
dc 230 5 gl- Cell Fresh Crisper,Fastest Ice Making,ART VCM 146 142 126
241sad Finish 50 00 00
g5
dc 270 5 gl- Cell Fresh Crisper,Fastest Ice Making,Open 152 146 124
281sm Door Alarm 00 50 75
g5
dc 270 5 gl- Cell Fresh Crisper,Fastest Ice Making 147 142 121
281nm 00 00 00
5
dc 215 5 gl- Cell Fresh Crisper,Fastest Ice Making,Vita Plus 126 121 110
225fdd 50 00 00
5
sam dc 200 5 gl- Fastest Ice Making,Cup-Deodorizer,Anti 116 111 995
sung 211nm Bacteria Gasket 00 00 0
5
dc 180 4 GL185R Opaque Door Baskets,Glass Veg Tray Cover 845 780 710
P4 with Deco 0 0 0
dc 180 4 GL185t Opaque Door Baskets,Glass Veg Tray Cover 855 790 700
P4 with Deco 0 0 0
dc 185 5 GL- Open Door Alarm,Fastest Ice Making,Cell 102 970 875
195NM Fresh Crisper 00 0 0
5
37
dc 185 5 GL- Open Door Alarm,Fastest Ice Making,Cell 930 890 810
195Nh Fresh Crisper 0 0 0
5
dc 185 5 GL- Anti Bacteria Gasket,Fastest Ice Making,Works 935 905 810
195Np without Stabilizer 0 0 0
5
dc 185 5 GL- Anti Bacteria Gasket,Fastest Ice Making,Works 940 900 800
195Nc5 without Stabilizer 0 0 0
dc 185 5 GL- Fastest Ice Making, Open Door Alarm, 112 109 920
195sm Toughened Glass Shelves, Base Stand with 00 00 0
dg5 Drawer
dc 185 5 gl Fastest Ice Making, Open Door Alarm, 121 116 100
195sad Toughened Glass Shelves, Base Stand with 00 00 50
g5 Drawer
dc 210 5 ra21bd Stabiliser Free Operation,Rust Resistant 126 117 107
SAM Body,Fresh Tech 50 00 90
SUN
G
dc 190 5 ra19w Stabiliser Free Operation,Rust Resistant 117 111 103
Body,Fresh Tech 00 50 90
dc 210 5 ra21cd Stabiliser Free Operation,Rust Resistant 127 122 109
dc 190 5 ra19y Stabiliser Free Operation,Rust Resistant 113 107 911
dc 230 5 ra23z Stabiliser Free Operation,Rust Resistant 140 134 117
Body,Fresh Tech ,anti-fungal door gasket 50 50 50
dc 190 5 ra19fd Stabiliser Free Operation,Fresh Tech,Rust 109 102 890
Resistant Body 90 00 0
dc 190 5 RA19W Stabiliser-free operation,Fresh kit,wired 117 111 929
BPS1/X shelves 00 50 0
TL
dc 190 5 RA19W Stabiliser-free operation,Fresh kit,wired 124 113 999
BLB1/X shelves 00 00 0
TL
dc 210 5 ra21zb Stabiliser-free operation,Fresh kit,wired 123 118 104
ux1/xtl shelves,anti-fungal door gasket,base stand 50 00 00
dc 210 5 RA21W Stabiliser Free Operation,Rust Resistant 127 122 109
BPS1/X Body,Fresh Tech 00 00 00
TL
dc 210 5 RA21W Stabiliser Free Operation,Rust Resistant 127 122 109
BPR1/X Body,Fresh Tech 00 00 90
TL
dc 210 5 RA21W case veg divider,Stabiliser-free 131 126 111
BLB1/X operation,Fresh kit,wired shelves,anti-fungal 00 00 00
TL door gasket,base stand
dc 230 5 RA23Y case veg divider,Stabiliser-free 134 129 115
38
BMS1/ operation,Fresh kit,wired shelves,anti-fungal 00 00 00
XTL door gasket,base stand
BPS1/X operation,Fresh kit,wired shelves,anti-fungal 50 50 00
BLB1/X operation,Fresh kit,wired shelves,anti-fungal 50 50 00
dc 185 5 gde- Stabiliser Free Operation 160 V – 250 V 111 104 890
19d4 80 80 0
dc 225 5 23d4 Stabiliser Free Operation 160 V – 250 V 129 123 115
GOD 80 60 00
REJ
dc 173 4 gdn185 Stabiliser Free Operation 160 V – 250 V,ZOP 906 848 780
b Technology – 10 Year Rust Free 0 0 0
Warranty,100% green
dc 181 3 gda19d ZOP Technology – 10 Year Rust Free 969 922 840
Warranty,100% green,High Efficiency 0 0 0
Compressor
dc 300 2 gdd310 ZOP Technology – 10 Year Rust Free 164 156 142
s Warranty,100% green,High Efficiency 80 00 00
Compressor
dc 300 2 gdd310 ZOP Technology – 10 Year Rust Free 158 150 143
p Warranty,100% green,High Efficiency 70 70 00
Compressor
dc 99 3 gdc Zop technology,Glass veg tray cove,external 794 734 699
110s thermostat control 0 0 0
dc 170 3 gdn Adjustable Shelves,Water Dispenser, 876 818 720
180p 0 0 0
c Technology – 10 Year Rust Free 0 0 0
Warranty,100% green
d Technology – 10 Year Rust Free 0 0 0
Warranty,100% green
dc 181 3 gda19b ZOP Technology – 10 Year Rust Free 927 876 750
Compressor
dc 181 3 gda19c ZOP Technology – 10 Year Rust Free 938 892 765
Compressor
dc 183 5 gde19b ZOP Technology – 10 Year Rust Free 974 925 830
1 Warranty,100% green,High Efficiency 0 0 0
Compressor
39
Compressor
dc 183 5 gde19c ZOP Technology – 10 Year Rust Free 106 101 889
Compressor
Compressor
Compressor
Compressor
Compressor
Data Collection-refrigerators (FF )
S. BR SUB CA S MO FEATURES M DP M
N AN BR PA T DEL RP OP
O D AN CIT A NO.
D Y R
1 LG ff 32 5 GL- Green Ion Door Cooling Technology,Cell Fresh 24 22 20
0 338 Crisper ,Humidity Controller 10 75 47
VT5 0 0 5
LG ff 29 5 GL- Green Ion Door Cooling Technology,Cell Fresh 21 20 18
va5 0 0 0
va5 5 0 0
LG ff 55 4 B65 Green Ion Door Cooling Technology,Cell Fresh 56 52 46
9 2ys Crisper ,Humidity Controller 90 00 80
p 0 0 0
40
ysx4 0 0 0
LG ff 49 4 gl- Green Ion Door Cooling Technology,Cell Fresh 49 48 44
ytx4 0 0 0
vsx5 0 0 0
yvq 0 0 0
g4
ytqg 0 0 0
4
va5 0 0 0
LG ff 26 4 gl- Cell Fresh Crisper , Humidity Controlller , Anti 19 18 17
0 278 Bacteria Door,Green Ion Door Cooling Technology 15 15 10
ves/ 0 0 0
VA4
LG ff 26 5 gl- Anti Bacteria Gasket,Freeze 'n' Cook Box,Green Ion 19 18 17
0 278 Door Cooling,Catechein Deodrizer,Stabilizer Free 65 65 30
vs5 0 0 0
vsx5 0 0 0
vsx5 0 0 0
LG ff 24 5 gl- green Ion Door Cooling Technology,Cell Fresh 15 16 14
0 255 Crisper ,egg cum ice tray, 30 30 75
vm5 0 0 0
vt5 0 0 0
va5 0 0 0
vv5 0 0 0
41
vv5 0 0 0
BK
va5 0 0 0
ve5 0 0 0
vs5 0 0 0
vv5 0 0 0
vv6 0 0 0
bk
va5 0 0 0
vt5 0 0 0
va5 5 5 0
ve5 5 5 0
vv5 0 0 5
vv5 0 0 0
bk
va5 0 0 0
vt5 0 0 0
va5 0 0 0
42
ve5 0 0 0
vv5 0 0 0
LG ff 32 5 gl33 Cell Fresh Crisper , Humidity Controlller , Anti 23 22 19
0 5vv Bacteria Door,Green Ion Door Cooling Technology 50 60 10
5bk 0 0 0
va5 0 0 0
va5 0 0 0
ve5 0 0 0
ymq 0 0 0
g4
yvq 0 0 0
g4
yvq 0 0 0
g4
yaq 0 0 0
g4
ytqg 0 0 0
4
ysqg 0 0 0
5
0 5ym Bacteria Door,Green Ion Door Cooling Technology 85 35 35
qg4 0 0 0
0 5yv Bacteria Door,Green Ion Door Cooling Technology 50 00 75
43
qg4 0 0 0
0 8ytq Bacteria Door,Green Ion Door Cooling Technology 50 00 90
g4 0 0 0
0 8ys Bacteria Door,Green Ion Door Cooling Technology 50 00 45
qg4 0 0 0
2 8ylq Bacteria Door,Green Ion Door Cooling Technology 55 05 80
4 0 0 0
g4 0 0 0
2 8ytx Bacteria Door,Green Ion Door Cooling Technology 55 05 25
4 0 0 0
2 8ysx Bacteria Door,Green Ion Door Cooling Technology 00 50 60
4 0 0 0
6 8ylq Bacteria Door,Green Ion Door Cooling Technology 55 05 35
4 0 0 0
g4 0 0 0
4 0 0 0
4 0 0 0
4 0 0 0
4 0 0 0
4 0 0 0
LG ff 55 4 gr- Cell Fresh Crisper , Humidity Controlller , Anti 55 51 47
9 b65 Bacteria Door,Green Ion Door Cooling Technology 00 00 00
2yls 0 0 0
4 m71 Bacteria Door,Green Ion Door Cooling Technology 90 00 80
2ys 0 0 0
44
q
4 m71 Bacteria Door,Green Ion Door Cooling Technology 00 00 00
2ytq 0 0 0
LG ff 58 gcb Multi Airflow,Slide out Spill Stop Shelves,Snack & 57 53 48
1 217 dairy corner,Digital Multi Sensors,Bio Shield,LED 00 00 50
wvq display 0 0 0
wlq display 0 0 0
btj display 0 0 0
LG ff 56 gcl2 Multi Airflow,Slide out Spill Stop Shelves,Snack & 70 65 59
7 17fv dairy corner,Digital Multi Sensors,Bio Shield,LED 00 00 45
q display 0 0 0
7 17w dairy corner,Digital Multi Sensors,Bio Shield,LED 00 00 75
tq display 0 0 0
7 17b dairy corner,Digital Multi Sensors,Bio Shield,LED 00 00 75
tj display 0 0 0
7 17b dairy corner,Digital Multi Sensors,Bio Shield,LED 00 00 35
pj display 0 0 0
LG ff 56 gcp Multi Airflow,Slide out Spill Stop Shelves,Snack & 90 80 75
wvq display 0 0 0
7 227l dairy corner,Digital Multi Sensors,Bio Shield,LED 10 50 80
gbb display 00 00 0
7 227l dairy corner,Digital Multi Sensors,Bio Shield,LED 50 20 67
gbw display 00 00 50
LG ff 72 grp Multi Airflow,Slide out Spill Stop Shelves,Snack & 12 11 10
btb display 00 00 00
zgb display 00 00 00
3 247j dairy corner,Digital Multi Sensors,Bio Shield,LED 50 50 90
hm display 00 00 00
LG ff 79 grg2 Multi Airflow,Slide out Spill Stop Shelves,Snack & 22 20 19
5 87st dairy corner,Digital Multi Sensors,Bio Shield,LED 50 50 78
w display 00 00 00
45
2 SA ff 23 5 rt- i-SPIN COOL ,Humidity Control Crispers 16 15 11
MS 0 24y 00 15 30
UN bms 0 0 0
G 1
SA ff 28 5 rt- Freshness Lamp 20 18 15
MS 0 29z 75 75 90
UN blb 0 0 0
G
SA ff 43 4 rt- cool curtain system ,multi-flow,Silver Nano 40 36
MS 0 50m technology 00 50
UN ms 0 0
G m
SA ff 53 4 rt- cool curtain system ,multi-flow,digital display and 51 45
MS 0 63w control,air shower in freezer 00 00
UN bsm 0 0
G
SA ff 37 4 rt- coolever zone,cool booster,air shower,multi flow 31 26
MS 5 41m 00 30
UN csm 0 0
G 1
SA ff 40 4 rt- coolever zone,cool booster,air shower,multi 32 28
MS 0 45m flow,Silver Nano deodoriser 00 50
UN csm 0 0
G 1
SA ff 28 5 rt- cool pack in freezer and ref compartment,i-spin 20 18 17
MS 0 29z cool,twin thermo sensor 75 75 10
UN bps 0 0 0
G
SA ff 31 5 rt32 cool pack in freezer and ref compartment,i-spin 22 21 19
MS 5 zbps cool,twin thermo sensor 80 60 00
UN 1 0 0 0
G
SA ff 23 5 rt- i-SPIN COOL ,Humidity Control Crispers 16 16 13
MS 0 24y 85 15 30
UN bux 0 0 0
G 1
MS 0 24z 05 15 30
UN bps 0 0 0
G 1
MS 0 24z 05 15 30
UN bpr 0 0 0
G 1
MS 0 24z 25 35 50
UN bcr1 0 0 0
46
G
MS 0 24z 25 35 50
UN blb1 0 0 0
G
MS 0 24e 15 25 50
UN bux 0 0 0
G 1
SA ff 25 5 rt- Air Flow type i-Spin Cool , InsulationCyclopentane, 17 16 13
MS 0 26y Clean Back, Deodourising Temparature Control 50 55 65
UN bux Dial, Quick Freezing Component, Chiller Tray 0 0 0
G 1
MS 0 26z Clean Back, Deodourising Temparature Control 40 45 60
UN bps Dial, Quick Freezing Component, Chiller Tray 0 0 0
G 1
UN bpr Dial, Quick Freezing Component, Chiller Tray 0 0 0
G 1
UN blb1 Dial, Quick Freezing Component, Chiller Tray 0 0 0
G
SA ff 26 5 rt- Cool pack in freezer and ref compartment,Unique 16 15 12
MS 0 27y freshness lamp,Stabiliser-free operation 80 90 20
UN bms 0 0 0
G 1
MS 0 27y freshness lamp,Stabiliser-free operation 25 35 55
UN bux 0 0 0
G 1
MS 0 27z freshness lamp,Stabiliser-free operation 05 05 60
UN bcr1 0 0 0
G
MS 0 27z freshness lamp,Stabiliser-free operation 05 05 60
UN blb1 0 0 0
G
MS 0 29y cool,twin thermo sensor 15 75 90
UN bms 0 0 0
G 1
MS 0 29y cool,twin thermo sensor 75 45 75
47
UN bux 0 0 0
G 1
UN bpr 0 0 0
G 1
UN bpr 0 0 0
G 1
UN bcr1 0 0 0
G
UN blb1 0 0 0
G
MS 5 ybm cool,twin thermo sensor 40 30 20
UN s1 0 0 0
G
MS 5 ybu cool,twin thermo sensor 40 20 75
UN x1 0 0 0
G
MS 5 zbpr cool,twin thermo sensor 80 60 10
UN 1 0 0 0
G
MS 5 zblb cool,twin thermo sensor 10 90 45
UN 1 0 0 0
G
MS 5 ebu cool,twin thermo sensor 40 20 80
UN x1 0 0 0
G
MS 5 ybm cool,twin thermo sensor 60 10 00
UN s1 0 0 0
G
MS 5 ybu cool,twin thermo sensor 10 60 30
UN x1 0 0 0
G
48
MS 5 zbps cool,twin thermo sensor 50 00 55
UN 1 0 0 0
G
MS 5 zbpr cool,twin thermo sensor 50 00 55
UN 1 0 0 0
G
MS 5 zblb cool,twin thermo sensor 70 20 70
UN 1 0 0 0
G
MS 5 ebu cool,twin thermo sensor 00 50 95
UN x1 0 0 0
G
3 GO ff 33 4 gfe- Silver Shower Technology,Silver Fresh Zone,Aroma 24 23 21
DR 0 35d Lock,zop technology,polybag suspender 70 83 70
EJ z 0 6 0
GO ff 29 4 gfe- Silver Shower Technology,Silver Fresh Zone,Aroma 22 20 19
EJ y 0 6 0
EJ z 0 2 0
DR 1 25a Lock,zop technology,polybag suspender 40 24 20
EJ y 0 5 0
EJ y 0 8 0
EJ y 0 6 0
GO ff 25 4 27b Anti-B Technology,Deodorizer 17 16 15
DR 0 y 51 07 00
EJ 0 0 0
GO ff 27 4 29b Anti-B Technology,Deodorizer 18 16 14
DR 0 z 08 22 20
EJ 0 0 0
GO ff 23 4 gfe2 Having Anti-B technology, Poly Bag 14 13 10
DR 0 5ac Suspenders,Wire shelves,Cool Shower 11 03 90
EJ Technology,Full length Lamp 0 5 0
DR 0 5ad Suspenders,Wire shelves,Cool Shower 71 58 15
49
DR 0 5az Suspenders,Wire shelves,Cool Shower 97 79 95
DR 0 5by Suspenders,Wire shelves,Cool Shower 48 24 45
DR 0 5bz Suspenders,Wire shelves,Cool Shower 05 79 50
GO ff 25 4 gfe2 Anti-B Technology,Deodorizer 17 16 13
DR 0 7by 51 07 00
EJ 0 0 0
GO ff 25 4 gfe2 Anti-B Technology,Deodorizer 18 16 13
DR 0 7bz 08 62 20
EJ 0 0 0
GO ff 27 4 gfe2 Silver Shower Technology,Silver Fresh Zone,Aroma 21 20 17
DR 0 9dz Lock,zop technology,polybag suspender 48 00 75
EJ 0 2 0
EJ 0 0 0
DR 0 5dy Lock,zop technology,polybag suspender 70 83 66
EJ 0 6 0
EJ 0 2 0
DR 5 2dy Lock,zop technology,polybag suspender 92 53 25
EJ 0 6 0
EJ 0 0 0
EJ 0 0 0
50
CHAPTER 8
51
Limitation & Findings
Preferred brand in the last purchase
LG Haier
15% 7%
Videocon
9%
Godrej whrilpool
10% 36%
Samsung
23%
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
52
40%
35%
30%
25%
20%
15% LG
10% Samsung
WHRILPOOL
5%
0%
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.
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.
53
Brand Awareness
18
no
Yes
82
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.
54
Customers had look on Whirlpool product before making the purchase
decision?
33
Yes No
77
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.
55
Aware of that "Whirlpool is the largest home
appliances company in the world?
YES
NO
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.
Factors affecting dealers focus on brands
56
14
12
10 LG
8 Samsung
6 Whirlpool
4 Godrej
2 Electrolux
0
Less Sales Effort Profitability After Sale Product Marketing And
Services Promotional
support
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.
Interested in Whirlpool
57
Mixed Reaction
Series 1
Negatively Responded
Positevely Responded
0 1 2 3 4 5 6
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
58
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.
59
Comparative product models mapping (DC)
40
35
30
25 No.of models in 175 -190 lts)
20 No.of models in 190-230 ltrs segment
15 No.of models in full direct cool

refridgeraor segment2
10
0
Haier LG Samsung Whrilpool Godrej
60
Comparative product models mapping (FF)
30
25
200-235 liters
20
15 240 -260 liters
10
275-300 liters
5
Total no of models in frost free
0 segment
61
CHAPTER 9
62
Conclusion
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
existing dealers in the dealer survey said that. Like most of the companies are having
63
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.
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.
64
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.
65
CHAPTER 10
66
References
⇨ Company should improve there post sale services where it is
lacking behind.
⇨ Company should do regular visit to the retail outlets for having

more personal contacts with retailers.
⇨Duplicate stabilizers having logo of Whirlpool ( Duromax) is also

available in market curtailing business of the company, so company
should take necessary steps to keep control on it.
⇨The price of Whirlpool stabilizers are also little bit on higher side
in comparison to others so it should also be reduced.
⇨During the project work it was found that less promotional activity
is causing loss of market base for Whirlpool so company should
promote Duromax more aggressively.
⇨During the project work it was found that the sale of Duromax is
the lowest so company should concentrate for increasing its market
in this field.
⇨Inbuilt stabilizers in AC’s and Refrigerators introduced by some

company are hampering market share so company should focus on
such kind of technologies also.
67
⇨It was observed that maximum registered complain in Duromax is
that of transformer in stabilizers are burning out very quickly, so
company should reassess the technical aspect of the product.
⇨Company should increase warranty period of their product which is

less than others in the market.
⇨Company could encash brand name by giving little bit more profit
margins to retailers in comparisons to others.
⇨Company should create more awareness in customers as well as

in retailers regarding duromax.
68

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A COMPARATIVE STUDY ON

MARKETING ATTRIBUTES OF HOME

SUBMITTED TO FACULTY GUIDE

Mr. Manish kumar Mr. Asad

This is to certify that _____________________, a student of Shri

Ms./Mr.________________ has successfully completed the project under the

We wish all success in her/him future endeavors.

Signature with date

This is to certify that Ms./Mr.___________________, a student of Post Graduate

I express my sincere gratitude to my industry guide

I would also like to thank the entire team of

Also, I am thankful to my faculty guide Prof./Mr./Ms. of my institute,

CHAPTER CONTENT PAGE NO.

3 ABOUT THE COMPANY 8-20

4 SIGNIFICANCE OF THE STUDY 21-23

5 LITERATURE REVIEW 24-29

6 OBJECTIVE OF THE STUDY 30-32

7 RESEARCH METHODOLGY 33-34

8 DATA COLLECTION AND 35-50

9 LIMITATION AND FINDINGS 51-61

washing machine and A.C segment”

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

Laden and Ignis.

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

continuously upgrade in features and in styling.

exported to over 70 countries across the globe.

first Whirlpool manufacturing facility in Pondicherry.

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

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

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

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

mark for the first time.

$2billion revenue level.

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

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

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

Netherlands and Belgium

manufacturing facility of Kelvinator India was also acquired

to form Whirlpool of India Ltd.

every where with Pride, Passion & Performance."

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

achieved the No.1 position in DC & FA.

acquired 6% market share.

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

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

home appliances marketed under the Kenmore brand names.

2. Dealer price margin

2. Unexploited rural market.

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

5. Easy availability of finance.

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

which in 1911 was renamed to Upton Machine Company.

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

market through purchase of equity in Multibras S.A.

manufacturing facility of Kelvinator India was also acquired.

Whirlpool of India Ltd

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

Every Home… Everywhere… with Pride, Passion and Performance

Everyone, Passionately Creating Loyal Customers for Life

expected to behave and conduct business everywhere in the world.

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

potential, achieving exceptional results.

As a consequence of the globalization of business, world trade has