Whirlpool 142
Whirlpool 142
On
“Market, Sale and Retail Division”
Submitted by
Rohit Ranjan
Roll no: 1021022
Under the Industrial guidance of:
Mr. Ashish Kumar Mohanta
Deputy Area Manager
Whirlpool Bhubaneswar
First of all I am thankful to our Prof. Surya Mishra under whose guideline
I am able to complete our project. Throughout my project he gave through
instruction regarding the project and different sources. And of curse Mr.
Ashish Kumar Mohanta being a company mentor he provided me all the
essential information, holds the same space of honor. I am wholeheartedly
thankful to them for giving me their valuable time & attention and for
providing me a systematic way for completing my project in time.
Date:
Project Title: MARKETING, SALES & RETAIL DIVISION OF WHIRLPOOL OF INDIA LTD.
Dear Sir, This is to certify that Mr.Rohit Ranjan was enrolled in Whirlpool of India ltd.
for his Internship Project at Bhubaneswar. His project duration was from 7th of
October to 15th November. His learning ability, Discipline, Punctuality, and Behavior
was good. He has successfully completed the project. His overall conduct was very
good. He abided by the Norms & Rules of the company.
Sumanta Tiwari
Business Manager
Rohit Ranjan
Objective
The purpose of the project is to understand the various key, external and
internal variables which influence various market segments while
purchasing the Refrigerators and washing machine. However the main
objective of the project is:-
To get exposed the practical situations of the business.
To know how things work practically in shop floor.
To know the effect of brand value of whirlpool.
To make the people aware about the Diwali offer.
To know the various strategies used by different companies to
attract consumers.
To know the consumer preferences.
To analyze the awareness among public about Whirlpool product.
fans
machines
appliances
Challenges
The biggest threats to local industry going forward are supply –related
issues pertaining to distribution and infrastructure , as well as demand
issues due to hard competition form imported goods. The lack of well-
developed distribution can create a challenge for the industry. In addition,
regular power cuts and poor linkages make systematic production,
assembly and delivery problematic. On another side demand for a brand
can fluctuate due to the entrance of various MNC‟s in the same industry.
Customers have increasing choice from both domestically problematic. On
Future In India
India is set to undergo a major transform over the next two decades with
sustained growth resulting in dramatic poverty reduction. India‟s consumer
market is set to explode the next decades with total private consumption
growing from $370 billion to over $1,500 billion by 2025. Contrary to
popular belief, this growth will not be driven by population growth or by
dramatic changes in household savings behavior, but rather almost entirely
by rising incomes. The size of India‟s market will, however, still is tied
closely to its large population, with average per capita consumption
growing to only about $1,000 by 2025. Overall, the industry‟s future
remains robust, and interested applicants will benefit from a holistic
learning experience.
69,503
48,677
34,089
23,840
16,896
Growth Factors
Key growth drivers include:
Our Mission:
Everyone, passionately Creating Loyal Customers for Life
Our mission defines our focus and what we do differently to create value.
We are a company of people captivated with creating loyal customers.
From every job, across every contact, we will build unmatched customer
loyalty.
One customer at a time.
Our Values:
Respect: Great results can be achieved through relationships built on trust,
encouraging diversity and making the most of every individual‟s potential
1987
Whirlpool and Sundaram Clayton of India enter into a joint venture to
form TVS Whirlpool Limited.
1995
A majority control is acquired in TVS Whirlpool ltd. & Kelvinator of
India is acquired.
1996
Kelvinator of India and whirlpool Washing Machines Ltd. Is combined
to form Whirlpool of India.
1999
Whirlpool of India crosses the milestone of 1 million in sale of
appliances.
2005
Registered profit & sold 1.4 Million appliances.
2009
Whirlpool 2nd largest brand in the country for refrigerators & washing
machines combined.
2010
Whirlpool launches 1st 3-Door fully automatic frost free refrigerator.
Our Competencies
Understanding and meeting the customers‟ requirements and needs is a
constant endeavor at whirlpool of India Ltd. By understanding the valued
customers, they have a clear picture on how to serve them better by
recommending the right products to them. They are also able to customize
our range of Refrigerators, Washing Machines, Air Conditioners, etc. as
per their specifications. In order to fulfill all their requirements, they
follow five elements of their core competence, which describes their
business strategy in the best possible way. By following these elements,
they have grown from strength to strength as a business enterprise.
Customer Satisfaction
They have a customer support Centre, which was developed to cater to the
after sales needs of our clients. Through this, they can ensure their
customers that even after their appliances‟ warranty period expire; they
will continue to enjoy the same benefits as before. They provide them
benefits such as:
2009
1. Top 20 Best Companies to work in India
2. Product of the year 2009 Frost Free Refrigerators with sixth
sense and best innovative product in Refrigerator category.
2010
1. Product of the year 2010, 1-2-3 washing machine best
innovative product in Washing machine category.
2. 1st India‟s best Company for leadership Development by Great
Place to work.
3. Best consumer Durable Company.
2012
1. ICWAI National Award for Excellence In cost Management-
Silver
2. Trophy for Export Excellence in EPO Service for Outstanding
export performance.
Refrigerator
Direct Cool
Frost Free
Direct cool : It is the basic segment. The most basic product under
this segment covers almost all the features of this segment except for
modular shelves, all metal door and single metallic sheet body
The capacity of the refrigerators in this segment ranges from 180 Lts to
230 Lts. Refrigerators form this segment can serve a small family, small
shops and can be used in offices where not much stuff is required to be
stored.
Masterpiece (MP)
No stabilizer is required.
Twin crisper
Help in stock and acsess vegetables.
Twin crisper
Dedicated zone for storing soft and
Hard vegetables.
Chiller
Keep the Dairy products
Ice Twister
Store Ice and take it our easy
twist Action.
Freshlock Crisper
Which keep the vegetable fresh
more than 40%.
Available in 242 Lt
10 years warranty.
Tower cool
Uniform cooling across Shelves
Washing Machine
Semi-Automatic
Fully-Automatic
Fully –Automatic:
Front load
Top load
Fully Automatic 360* Machine
Acronyms:
WM-> White Magic
AGIRT -> Agitator
WH -> White
Stainwash
25 wash program
Water Reuse
Speedy cycle
4 water level selection
Delicate spin
Agitronic wash system
Sparkling wine
Frosted grey
Available in 6.5kg/7kg,
6.5kg/ 7kg.
Available in 6.2kg/6.5kg,
6.5kg
Available in 7kg
6th sense
Adjust, sense, control and automatically
Adapt to everyday needs.
Water level and detergent quantity and wash
Timing and load
1000 RPM Spin Speed.
Anti-Bacterial cycle
Quick Wash
Eco Ball: this feature stops the
Detergent water from entering the
Pump area during the wash cycle.
Stainless Steel Drum
Wool mark
Display
Foam control
Door open indicator/Pump clean
Indicator.
Available in 5.5kg
Anti-allergy wash:
Allergy prevention
Microwave
6TH Sense
1-2-3 functionality: press1 to choose
menu from 9 categories, 2 to choose from
64 recipes, 3 to choose weight for utensils.
Unique Starter Kit
64 Auto Cook menus
2 years warranty on Magnetron.
Water purifier
Purafresh (6 ltr)
Air Conditioner
Window Ac:
FANTASIA
Available in 1.5T and 1T.
MAGICOOL
Available in 1.5T,1.2T and 1T
Fast Forward Cooling
6th sense Technology
Sense the temperature around you and intelligently adjusts the
cooling to keep you comfortable always.
MPFI technology
Japanese Compressor.
Market Analysis
Product
• Aesthetics (looks, color) are major considerations while purchasing
Refrigerators so wide range of color should be available to fulfill the
demand of maximum customers.
• After Sales Service is the main attributes being looked while
purchasing the product.
• More features and maximum shelf space inside also looked while
purchasing the 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 the major constraint if they are provided additional feature
needed by the customers.
Place
• Location of showrooms is not the most sought after criteria in the purchase
decision because refrigerator is a high-involvement product and customers
Promotion
Focusing on the promotion element of the four Ps, good communication
is the key to effective marketing. Potential customers go through a
purchase cycle: pre-transactional (i.e. before a purchase), transactional
(i.e. at the time of purchase) and post-transactional (i.e. after the
purchase has been made). People were made aware about the
complimentary gifts were given to grab their interest.
.
Whirlpool
WEAKNESS:
,
egment like LG.
OPORTUNITY:
market.
Whirlpool has understood Indian Market very closely and has been
launching products as per the requirement of the customer from different
segments. Whirlpool segmented the market mainly on the basis of price
and capacity.
Price has been kept keeping the needs and wants of the customer and
product is designed such that it is feasible to every customer. Whirlpool
has segmented its refrigerators under three segments. They are:
Direct cool
Frost control
Frost free
Direct cool: It is the basic segment which covers almost all the
features of this segment except for modular shelves, all metal door and
single metallic sheet body.
The capacity of the refrigerator in this segment ranges from 180 ltr to
230 ltr .
Target customer
Indian refrigerator market is valued at Rs 4000 crore. Refrigerators
hold only 16% of consumer durable market that is valued at around Rs
20,000-25,000 crore in India. Its market is growing at the rate of 7-8%
annually.
Whirlpool‟s market target for “Direct Cool” segment is the consumers
with requirement of not very big capacities i.e Households, Small
Shopkeepers and Bachelors etc.
Whirlpool‟s market target for “Frost control” segment is the middle
class consumers who has average amount of income to dispose.
The target for “Frost Free” segment is the upper class or high class
consumers, which includes people with high income and also industries
which requires storage capacity of more than 310 Ltrs.
This is in terms of capacity and usage nature of the consumers. In
terms of income capacity, whirlpool is focusing on Lower Middle
class, Middle class and Higher Class segment of the society.
Also Whirlpool through its advertisements has been trying to target the
housewives, trying to portray as a partner in homemaking. Hence the
prime target consumer for Whirlpool is Housewives.
FCB-Ulka has done path breaking work to build the whirlpool brand
over the last decade. Positioning brand Whirlpool as a partner in
homemaking and creating the concept of a homemaker as against a
housewife, marked a shift in the depiction of women in Indian
advertising.
Whirlpool Bhubaneswar
Project Analysis
Service, 16%
Price, 30%
Product
Feature,
19%
Inference
2. 26% give importance to brand. So price and Brand matter a lots for
the costumers. And they are also want best brand in best price.
Attractive
Price, 23%
Service, 27%
Demonstration
, 14%
Inference
2. Customers are preferred to buy from the showroom because of they think that
these convenient store may provide good after sell service.
3. Customer also thinks that there is more chance to bargain and they can get
more discounts in these showrooms.
KIIT School Of Management
69 | P a g e
4. Price also a factor that attract the customer in these showrooms.
5-10year,
54%
Inference
yes, 43%
No, 57%
Inference
Majority of customers do not prefer any financial scheme.
The AIDA model encapsulates this sequence and can assist in the
planning of any communications campaign:
Consumer acceptance on price of the product: In a country like India where every
customers are price sensitive, it is not easy to give them price satisfaction specially
when they buy a frost free 300ltr and above capacity refrigerators ,but they can be
impressed by better product with better technologies. The entry of Whirlpool India
Ltd is enabled with better technology like flexi chill, 6th sense technology, tower
cooling etc. give them satisfaction about the product. However, the customers do
comparison while purchasing double door Frost Free refrigerators.
Example- NEO I-CHILL in the market which I would like to mention, those are as
follows:
Whirlpool NEO IC255 TCG4
Capacity-242L, BEE rating- 4, Frost Free, Price- Rs20,900 , 6th sense Tower
cooling, Deep freeze Technology, Quick Chill Beverage zone, Ice Twister.
Samsung RT26FAJSABX
LG GL-255VTG5
Capacity-240L, Bee rating- 5,Frost Free, Price- Rs19,400, Cell Fresh Crisper, Anti
Bacteria Gasket, Humidity Controller, Vogue Handle Type, Vogue Handle Type.
3. Company should focus on FF (Frost Free) and A/c segment. Branding and
promotion should be done effectively as it creates a long lasting image in the mind of
customers.
4. Company should try to improve service. No doubt the company products have
technically edge over competitors but in long run it may hamper the company‟s
profit.
5. Service arrangements need to be strengthen, still people thinks that because the
company is having the foreign origin and it is new too, if they will purchase any
product they will face service problem in future. Customers coming from rural areas
are not aware of the service call center facilities and don‟t know how to do it. It needs
to bring aware ness.
6. Any one accepts that as fully fledged brand, whirlpool can only compete with
Korean giant Lg and Samsung. Product lines and variants in the refrigerators should
be increased to give wider option to choose from to the customer because Whirlpool
refrigerators could be proved as a benchmark product for whirlpool because of its
unique differentiation with others.