WHIRLPOOL OF INDIA

LIMITED

PRESENTED
BY :
POORVI

OBJECTIVE
The purpose of the internship is to understand the various key,
external and internal variables which influence various market
segments while buying product.However the main objective of
the internship are :
To get exposed to the practical situations of the business.
To know how things work practically in corporate.
To learn to interact with various corporate people.
To know the effect of brand value of whirlpool.
To know the consumer behaviour while purchasing a white
goods.
To know the customer view regarding services/after sale
services.
To know various strategies used by different companies to
attract customers.
To analyse the awareness among public about the whirlpool
products.
To know the customer preferences.

VISION
Every Home Everywhere. With Pride, Passion,
Performance
Will create the worlds best home appliances, which makes Life
easier and more enjoyable for allpeople. Their goal is a Whirlpool
product in every home, everywhere. They will achieve this by
creating: Pride
in their work and each other
Passion
for creating unmatched customer loyalty for their brands
Performance
results that excite & reward global investors with superior returns
They will bring this dream to life through thepower of unique
global & their
Outstanding peopleworking togethereverywhere

MISSION
The mission of the corporate is that the demandof their selves
so as to care theircustomers and they will serve with pride in
everyhome and bring prosperity to their investors and
customers. They are prepared to change the standards of their
industry and be the Envy oftheir competitors. They will be
leaders in home appliances, which all others start to emulate.

PRODUCTS OF WHIRLPOOL INDIA

REFRIGERATORS
WASHING MACHINES
MICRO WAVES
AIR CONDITIONERS
WATER PURIFIER
AND VARIOUS ACCESSORIES

4 P APPROACH

PRODUCT
Aesthetics ( colour , looks ) are major considerations while
purchasing refrigerator so wide range of colour should be
available to fulfil the demand of maximum customer.
After sale service is the main attribute being looked while
purchasing the product
More features and maximum shelf space is also looked
while purchasing refrigerator so more shelves to be provided
in door side of the refrigerator so that more bottles can be
kept inside it.

PRICE
All customers look for value for money. Mostly people are
price conscious while purchasing the product.
Low price also acts as a social barrier as people consider
low price refrigerator as a low quality product.
Price is not a major constraint if they are provided

 PLACE
Location of showroom is not the most sought after criteria in the purchase
decision because refrigerator is the high-involvement product and customers
are ready to travel for white goods. But showroom should be at such a place
where other competitors are also available because always want to make
comparison.
Since India is very rich in customs and traditions, a number of festivals are
celebrated throughout the year. People prefer to do major purchases during
festival and special occasions so marketer should take this as an opportunity
and provide maximum range of products
PROMOTION
Focusing on the promotion element of four Ps, good communication is the
key to effective marketing. Potential customers go through a purchase cycle:
pre transactional (ie: before a purchase, transactional (ie: at the time of
purchase), post transactional (ie: after the purchase have been made)
Some complimentary gifts had been given to customers to promote the new
products. People are made aware about the new product, complimentary gifts
are given to grab their interest, and they had given their responds about the
new product.

BRAND

WHIRLP
OOL

DATA COLLECTION OF DIRECT COOL

REFRIGERATOR
SUB
CA S MOD FEATURES
MR
BRAND

PA
CI
TY

DCGENIUS

18 3 200G
5L/ S ENIUS
18
CLS
5L
3S/CL
S
PLUS
3S

ICT, Shelf typewire/glass,2L

Bottle bin,
recessed handle

DCGENIUS

19
0L

ICT, Shelf typeglass,2L Bottle

bin, recessed
handle, honey
comb moisture
lock tray

DC18
icemagic 5L
powercool

T EL
A NO.
R

4 205
S GENIU
S CLS
PLUS
4S

3 200
ICT, GPPS COVER,
S ICEMA LARGE CRISPER,
GIC
CHROME HANDLE.

DP

MO
P

LEARNING IN WHIRLPOOL
More
confiden
ce

Improv
ed
skills
A

greater
sense of
professiona
lism
Customer
behaviour
for
different
brands

Product
knowledg
e

ELECTRICITY
CONSUMPTION

1 UNIT = Rs 8

AIR CONDITIONER CONSUMES :

1.5 ton = 1625 watt
WASHING MACHINES :
360 bloomwash FATL
8kg = 575 watt
8kg( heater rating ) = 1450 watt
REFRIGERATOR :
360L PRO 375 ELT
Input watt = 96 w
defrost watt = 200 w
lamp watt = 15 w

Planogram of e-zonekothrud
AC
SECTI
ON

BCG
MATRIX

Thegrowthshare
matrixis a chart
that was created
byBruce D.
Hendersonfor
theBoston
Consulting Groupin
1970 to help
corporations to
analyze their
business units, that
is, theirproduct
lines. This helps the
company allocate
resources and is
used as an analytical
tool inbrand
marketing,product
management,strate
gic management,
andportfolio
analysis.

Cash cows
Cash cowsiswhereacompanyhashighmarketshareinaslow-growing
industry.Theseunitstypicallygeneratecashinexcessoftheamountof
cashneededtomaintainthebusiness.Theyareregardedasstaidand
boring,ina"mature"market,yetcorporationsvalueowningthemdueto
theircashgeneratingqualities.Theyaretobe"milked"continuouslywith
aslittleinvestmentaspossible,sincesuchinvestmentwouldbewastedin
anindustrywithlowgrowth.
Dogs
Dogsmorecharitablycalledpets,areunitswithlowmarketshareina
mature,slow-growingindustry.Theseunitstypically"break even",
generatingbarelyenoughcashtomaintainthebusiness'smarketshare.
Thoughowningabreak-evenunitprovidesthesocialbenefitofproviding
jobsandpossiblesynergiesthatassistotherbusinessunits,froman
accountingpointofviewsuchaunitisworthless,notgeneratingcashfor
thecompany.Theydepressaprofitablecompany'sreturnonassetsratio,
usedbymanyinvestorstojudgehowwellacompanyisbeing
managed.Dogs,itisthought,shouldbesoldoff.

Question marks(alsoknownasproblem children)

Questionmarksarebusinessesoperatingwithalowmarketshareina
highgrowthmarket.Theyareastartingpointformostbusinesses.
Questionmarkshaveapotentialtogainmarketshareandbecomestars,
andeventuallycashcowswhenmarketgrowthslows.Ifquestionmarks
donotsucceedinbecomingamarketleader,thenafterperhapsyearsof
cashconsumption,theywilldegenerateintodogswhenmarketgrowth
declines.Questionmarksmustbeanalyzedcarefullyinorderto
determinewhethertheyareworththeinvestmentrequiredtogrow
marketshare.
Stars
Starsareunitswithahighmarketshareinafast-growingindustry.
Theyaregraduatedquestion markswithamarketornicheleading
trajectory,forexample:amongstmarketsharefront-runnersinahighgrowthsector,and/orhavingamonopolisticorincreasingly
dominantuniquesellingpropositionwithburgeoning/
fortuitouspropositiondrive(s).Starsrequirehighfundingtofight
competitionsandmaintainagrowthrate.Whenindustrygrowthslows,
iftheyremainanicheleaderorareamongstmarketleaderstheyhave
beenabletomaintaintheircategoryleadershipstarsbecomecash
cows,elsetheybecomedogsduetolowrelativemarketshare.

INTERPRETATION

If we analyse the current position of

whirlpool we find that the market
share is growing day by day . So, we
can place whirlpool in the star
position. From this analysis we can
understand that whirlpool needs
more money to be invested in it for
future growth and having a good
market share to compete with others.

SALES REPORT OF WHITE GOODS IN MONTH OF

APRIL IN EZONE KOTHRUD PUNE

Sales

55

61

36

LG
WHIRLPOOL
SAMSUNG

SALES REPORT OF WHITE GOODS IN

MONTH OF MAY IN EZONE KOTHRUD
PUNE
10

CATEGORY WISE SALE OF LG , SS AND WHIRLPOOL

(APRIL)
18
16
14
12
10

LG
WHIRLPOOL
SAMSUNG

8
6
4
2
0

DC

FF

FA

SA

AC

MWO

Porter's Five Forces Model of Whirlpool

India

Threats of new entrants :

Most current players are global players
New entrants will need to invest in brand, technology, and
distribution.

Power of suppliers :
Indigenous supply based limited most raw material are imported

Powers of buyers :
multiple of brands across price points wide variety of choice for
customer.

Availability of substitutes :
Unbranded products or cheaper imports could enter the market .

Competitive rivalry :
Number of well established players like LG, Samsung.
Good technological capability

SWOT ANALYSIS
SWOT analysis is a good tool to evaluate a product, from which
we can understand what is the strength, weakness, opportunities
and threats of that particular product in the present market
scenario.

STRENGHT :
Whirlpool refrigerator ,having good technologies that are 6th sense
technology , cooling gel, deep freeze technology, intelisensor,
insulated capillary technology.

WEAKNES
S:

Low advisement as compared to other brand.

OPPORTUNI
TES :
360 DEGREE BLOOMWASH IS having good opportunities to grab a
large market.

THREATS:
Competition among the major competitor brands like LG,
Samsung etc.

THANK YOU

DATA COLLECTION OF FROST FREE

REFRIGERATOR

BRA SUB
ND
BRAN
D

WHI
RLP
OOL

CAPA S
CITY T
A
R

MO FEATURES
DE
L
NO.

MR
P

DP

MO
P