Executive Summary

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 µ80
is 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 is 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.
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.
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 ² We must trust one another as individuals and value the capabilities and
contributions of each person.
Integrity ² 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 ² 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 ² We must recognize that pride results in working together to unleash
everyone¶s potential, achieving exceptional results.
Spirit of Winning ² 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.
CHAPTER2
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 themwith something new would surely
attract customers. Whirlpool Appliances which is one of he 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.

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.
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

CHAPTER 3
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.

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
Industry Growth
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.
CHAPTER 4
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
acilities 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.
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 ³You and whirlpool, the world's
best homemaker´ dots its promotional campaigns. The products are engineered to suit the
requirements of µsmart, 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.
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 formTVS 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.
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
Company Growth
New Product Launches
Key Priorities For 2010
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.
Weakness
1. Service issues
2. Dealer price margin
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
CHAPTER 5
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 ³place´ 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.
Data Collection-refrigerators (DC )





Data Collection-refrigerators (FF )

S BR SU CA S MO FEATURES M D M
. AN BB PA T DE RP P O
N D RA CIT A L P
O ND Y R NO.
LG Green Ion Door Cooling 24 22 20
1 ff 32 5
0 GL- 10 75 47
338 0 0 5
LG ff VT5
29 5 GL- Green Ion Door Cooling 21 20 18
Technology,Cell Fresh
0 308 Technology,Cell Fresh 50 25 63
va5 Crisper ,Humidity Controller 0 0 0
LG ff 26 5 GL- Green Ion Door Cooling 19 18 16
0 278 Technology,Cell Fresh 42 15 70
va5 Crisper ,Humidity Controller 5 0 0
LG ff 55 4 B65 Green Ion Door Cooling 56 52 46
9 2ys Technology,Cell Fresh 90 00 80
p Crisper ,Humidity Controller 0 0 0
LG ff 42 4 GL- Green Ion Door Cooling 41 39 36
2 478 Technology,Cell Fresh 00 80 82
ysx Crisper ,Humidity Controller 0 0 0
4
LG ff 49 4 gl- Green Ion Door Cooling 49 48 44
1 548 Technology,Cell Fresh 05 55 75
ytx Crisper ,Humidity Controller 0 0 0
4
LG ff 32 5 gl- Green Ion Door Cooling 25 25 24
0 338 Technology,Cell Fresh 45 30 00
vsx Crisper ,Humidity Controller 0 0 0
5
LG ff 39 4 gl- Green Ion Door Cooling 31 30 18
0 408 Technology,Cell Fresh 45 95 90
yvq Crisper ,Humidity Controller 0 0 0
g4
LG ff 35 4 gl- Green Ion Door Cooling 27 27 25
0 368 Technology,Cell Fresh 65 60 90
ytq Crisper ,Humidity Controller 0 0 0
g4
LG ff 32 5 gl- Green Ion Door Cooling 24 24 22
0 338 Technology,Cell Fresh 45 40 00
va5 Crisper ,Humidity Controller 0 0 0
LG ff 26 4 gl- Cell Fresh Crisper , Humidity 19 18 17
0 278 Controlller , Anti 15 15 10
ves Bacteria Door,Green Ion Door Cooling 0 0 0
/VA Technology
4
LG ff 26 5 gl- Anti Bacteria Gasket,Freeze 'n' Cook 19 18 17
0 278 Box,Green Ion Door 65 65 30
vs5 Cooling,Catechein 0 0 0
LG ff 29 5 gl- Deodrizer,Stabilizer Free
Anti Bacteria Gasket,Freeze 'n' Cook 22 21 19
0 308 Box,Green Ion Door 75 25 75
vsx Cooling,Catechein 0 0 0
5 Deodrizer,Stabilizer Free
LG ff 32 5 gl- Anti Bacteria Gasket,Freeze 'n' Cook 25 23 22
0 338 Box,Green Ion Door 45 95 30
vsx Cooling,Catechein 0 0 0
5 Deodrizer,Stabilizer Free
LG ff 24 5 gl- green Ion Door Cooling 15 16 14
0 255 Technology,Cell Fresh 30 30 75
vm Crisper ,egg cum ice tray, 0 0 0
5
LG ff 24 5 gl- green Ion Door Cooling 16 17 16
0 258 Technology,Cell Fresh 40 40 00
vt5 Crisper ,egg cum ice tray, 0 0 0
LG ff 24 5 gl- green Ion Door Cooling 16 17 16
0 258 Technology,Cell Fresh 60 60 20
va5 Crisper ,egg cum ice tray, 0 0 0
LG ff 24 5 gl- green Ion Door Cooling 16 15 14
0 255 Technology,Cell Fresh 45 95 50
vv5 Crisper ,egg cum ice tray, 0 0 0
LG ff 24 5 gl- green Ion Door Cooling 16 16 14
0 255 Technology,Cell Fresh 65 15 65
vv5 Crisper ,egg cum ice tray, 0 0 0
BK
LG ff 24 5 gl- Cell Fresh Crisper , Humidity 16 16 14
0 255 Controlller , Anti 80 30 80
va5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 24 5 gl- Technology
Cell Fresh Crisper , Humidity 17 16 15
0 258 Controlller , Anti 45 95 20
ve5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 24 5 gl- Technology
Cell Fresh Crisper , Humidity 17 17 15
0 258 Controlller , Anti 85 35 50
vs5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 26 5 gl- Technology
Cell Fresh Crisper , Humidity 18 17 15
0 275 Controlller , Anti 10 50 60
vv5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 26 5 gl- Technology
Cell Fresh Crisper , Humidity 18 17 15
0 275 Controlller , Anti 50 90 75
vv6 Bacteria Door,Green Ion Door Cooling 0 0 0
bk Technology
LG ff 26 5 gl- Cell Fresh Crisper , Humidity 18 18 15
0 275 Controlller , Anti 65 05 80
va5 Bacteria Door,Green Ion Door Cooling 0 0 0
Technology
LG ff 26 5 gl- Anti Bacteria Gasket,Freeze 'n' Cook 19 18 16
0 278 Box,Green Ion Door 10 50 35
vt5 Cooling,Catechein 0 0 0
LG ff 26 5 gl- Deodrizer,Stabilizer Free
Anti Bacteria Gasket,Freeze 'n' Cook 19 18 16
0 278 Box,Green Ion Door 42 82 50
va5 Cooling,Catechein 5 5 0
LG ff 26 5 gl- Deodrizer,Stabilizer
Anti Free
Bacteria Gasket,Freeze 'n' Cook 19 18 16
0 278 Box,Green Ion Door 42 82 50
ve5 Cooling,Catechein 5 5 0
LG ff 29 5 gl- Deodrizer,Stabilizer
Cell Free
Fresh Crisper , Humidity 20 19 17
0 305 Controlller , Anti 30 50 47
vv5 Bacteria Door,Green Ion Door Cooling 0 0 5
LG ff 29 5 gl- Technology
Cell Fresh Crisper , Humidity 20 19 17
0 305 Controlller , Anti 70 90 65
vv5 Bacteria Door,Green Ion Door Cooling 0 0 0
bk Technology
LG ff 29 5 gl- Cell Fresh Crisper , Humidity 20 20 17
0 305 Controlller , Anti 85 05 70
va5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 29 5 gl- Technology
Cell Fresh Crisper , Humidity 21 20 18
0 308 Controlller , Anti 30 50 00
vt5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 29 5 gl- Technology
Cell Fresh Crisper , Humidity 21 20 18
0 308 Controlller , Anti 50 70 20
va5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 29 5 gl- Technology
Cell Fresh Crisper , Humidity 21 20 18
0 308 Controlller , Anti 50 70 20
ve5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 32 5 gl- Technology
Cell Fresh Crisper , Humidity 22 22 18
0 335 Controlller , Anti 90 00 75
vv5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 32 5 gl3 Technology
Cell Fresh Crisper , Humidity 23 22 19
0 35v Controlller , Anti 50 60 10
v5b Bacteria Door,Green Ion Door Cooling 0 0 0
k Technology
LG ff 32 5 gl- Cell Fresh Crisper , Humidity 23 22 19
0 335 Controlller , Anti 65 75 30
va5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 32 5 gl- Technology
Cell Fresh Crisper , Humidity 24 23 19
0 338 Controlller , Anti 30 40 55
va5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 32 5 gl- Technology
Cell Fresh Crisper , Humidity 24 23 19
0 338 Controlller , Anti 30 40 55
ve5 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 35 4 gl- Technology
Cell Fresh Crisper , Humidity 29 28 25
0 365 Controlller , Anti 85 35 15
Bacteria Door,Green Ion Door Cooling
 ym Technology 0 0 0
qg4
LG ff 35 4 gl- Cell Fresh Crisper , Humidity 25 24 22
0 365 Controlller , Anti 50 00 30
yvq Bacteria Door,Green Ion Door Cooling 0 0 0
g4 Technology
LG ff 35 4 gl- Cell Fresh Crisper , Humidity 26 24 22
0 368 Controlller , Anti 15 65 55
yvq Bacteria Door,Green Ion Door Cooling 0 0 0
g4 Technology
LG ff 35 4 gl- Cell Fresh Crisper , Humidity 27 25 23
0 368 Controlller , Anti 10 60 00
yaq Bacteria Door,Green Ion Door Cooling 0 0 0
g4 Technology
LG ff 35 4 gl- Cell Fresh Crisper , Humidity 27 26 23
0 368 Controlller , Anti 60 10 45
ytq Bacteria Door,Green Ion Door Cooling 0 0 0
g4 Technology
LG ff 35 5 gl- Cell Fresh Crisper , Humidity 28 27 23
0 368 Controlller , Anti 50 00 70
ysq Bacteria Door,Green Ion Door Cooling 0 0 0
g5 Technology
LG ff 39 4 gl4 Cell Fresh Crisper , Humidity 29 28 24
0 05y Controlller , Anti 85 35 35
mq Bacteria Door,Green Ion Door Cooling 0 0 0
g4 Technology
LG ff 39 4 gl4 Cell Fresh Crisper , Humidity 30 29 24
0 05y Controlller , Anti 50 00 75
vqg Bacteria Door,Green Ion Door Cooling 0 0 0
4 Technology
LG ff 39 4 gl4 Cell Fresh Crisper , Humidity 32 31 27
0 08y Controlller , Anti 50 00 90
tqg Bacteria Door,Green Ion Door Cooling 0 0 0
4 Technology
LG ff 39 4 gl4 Cell Fresh Crisper , Humidity 33 32 28
0 08y Controlller , Anti 50 00 45
sqg Bacteria Door,Green Ion Door Cooling 0 0 0
4 Technology
LG ff 42 4 gl4 Cell Fresh Crisper , Humidity 36 35 32
2 78y Controlller , Anti 55 05 80
lq4 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 42 4 gl4 Technology
Cell Fresh Crisper , Humidity 38 36 34
2 78y Controlller , Anti 00 50 00
tqg Bacteria Door,Green Ion Door Cooling 0 0 0
4 Technology
LG ff 42 4 gl4 Cell Fresh Crisper , Humidity 39 38 35
2 78y Controlller , Anti 55 05 25
Bacteria Door,Green Ion Door Cooling
 tx4 Technology 0 0 0
LG ff 42 4 gl4 Cell Fresh Crisper , Humidity 41 39 35
2 78y Controlller , Anti 00 50 60
sx4 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 46 4 gl5 Technology
Cell Fresh Crisper , Humidity 41 40 36
6 28y Controlller , Anti 55 05 35
lq4 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 46 4 gl5 Technology
Cell Fresh Crisper , Humidity 43 41 36
6 28y Controlller , Anti 00 50 90
tqg Bacteria Door,Green Ion Door Cooling 0 0 0
4 Technology
LG ff 46 4 gl5 Cell Fresh Crisper , Humidity 45 44 40
6 28y Controlller , Anti 55 05 50
tx4 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 46 4 gl5 Technology
Cell Fresh Crisper , Humidity 47 45 40
6 28y Controlller , Anti 00 50 90
sx4 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 49 4 gl5 Technology
Cell Fresh Crisper , Humidity 47 45 40
1 48y Controlller , Anti 00 50 90
tq4 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 49 4 gl5 Technology
Cell Fresh Crisper , Humidity 48 47 44
1 48y Controlller , Anti 55 05 00
tx4 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 49 4 gl5 Technology
Cell Fresh Crisper , Humidity 50 48 45
1 48y Controlller , Anti 00 50 60
sx4 Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 55 4 gr- Technology
Cell Fresh Crisper , Humidity 55 51 47
9 b65 Controlller , Anti 00 00 00
2yls Bacteria Door,Green Ion Door Cooling 0 0 0
LG ff 60 4 gr- Technology
Cell Fresh Crisper , Humidity 60 57 52
4 m7 Controlller , Anti 90 00 80
12y Bacteria Door,Green Ion Door Cooling 0 0 0
sq Technology
LG ff 60 4 gr- Cell Fresh Crisper , Humidity 60 56 53
4 m7 Controlller , Anti 00 00 00
12y Bacteria Door,Green Ion Door Cooling 0 0 0
tq Technology
LG ff 58 gcb Multi Airflow,Slide out Spill Stop 57 53 48
1 217 Shelves,Snack & dairy corner,Digital 00 00 50
wv Multi 0 0 0
q Sensors,Bio Shield,LED display
LG ff 58 gcb Multi Airflow,Slide out Spill Stop 60 56 52
1 217 Shelves,Snack & dairy corner,Digital 00 00 00
wlq Multi 0 0 0
LG ff 58 gcb Sensors,Bio
Multi Shield,LED
Airflow,Slide display
out Spill Stop 61 57 58
1 127 Shelves,Snack & dairy corner,Digital 00 00 00
Multi
 btj Sensors,Bio Shield,LED display 0 0 0
LG ff 56 gcl2 Multi Airflow,Slide out Spill Stop 70 65 59
7 17f Shelves,Snack & dairy corner,Digital 00 00 45
vq Multi 0 0 0
LG ff 56 gcl2 Sensors,Bio Shield,LED
Multi Airflow,Slide display
out Spill Stop 75 70 64
7 17 Shelves,Snack & dairy corner,Digital 00 00 75
wtq Multi 0 0 0
LG ff 56 gcl2 Sensors,Bio
Multi Shield,LED
Airflow,Slide display
out Spill Stop 75 70 64
7 17b Shelves,Snack & dairy corner,Digital 00 00 75
tj Multi 0 0 0
LG ff 56 gcl2 Sensors,Bio
Multi Shield,LED
Airflow,Slide display
out Spill Stop 80 75 70
7 17b Shelves,Snack & dairy corner,Digital 00 00 35
pj Multi 0 0 0
LG ff 56 gcp Sensors,Bio Shield,LED
Multi Airflow,Slide display
out Spill Stop 90 80 75
7 217 Shelves,Snack & dairy corner,Digital 00 00 00
wv Multi 0 0 0
q Sensors,Bio Shield,LED display
LG ff 56 gcp Multi Airflow,Slide out Spill Stop 11 10 99
7 227 Shelves,Snack & dairy corner,Digital 10 50 80
lgb Multi 00 00 0
b Sensors,Bio Shield,LED display
LG ff 56 gcp Multi Airflow,Slide out Spill Stop 11 11 10
7 227 Shelves,Snack & dairy corner,Digital 50 20 67
lgb Multi 00 00 50
w Sensors,Bio Shield,LED display
LG ff 72 grp Multi Airflow,Slide out Spill Stop 12 11 10
1 267 Shelves,Snack & dairy corner,Digital 00 00 35
btb Multi 00 00 00
LG ff 72 grp Sensors,Bio
Multi Shield,LED
Airflow,Slide display
out Spill Stop 15 14 13
1 267 Shelves,Snack & dairy corner,Digital 00 00 47
zgb Multi 00 00 00
LG ff 69 grp Sensors,Bio
Multi Shield,LED
Airflow,Slide display
out Spill Stop 17 16 15
3 247 Shelves,Snack & dairy corner,Digital 50 50 90
jhm Multi 00 00 00
LG ff 79 grg Sensors,Bio Shield,LED
Multi Airflow,Slide display
out Spill Stop 22 20 19
5 287 Shelves,Snack & dairy corner,Digital 50 50 78
stw Multi 00 00 00
2 SA ff 23 5 rt- Sensors,Bio
i-SPIN COOL Shield,LED display
,Humidity Control 16 15 11
MS 0 24y Crispers 00 15 30
UN bm 0 0 0
G s1
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 40 36
Nano
MS 0 50 technology 00 50
UN mm 0 0
G sm
SA ff 53 4 rt- cool curtain system ,multi-flow,digital 51 45
MS 0 63 display 00 00
UN wbs and control,air shower in freezer 0 0
G m
SA ff 37 4 rt- coolever zone,cool booster,air 31 26
MS 5 41 shower,multi 00 30
UN mcs flow 0 0
G m1
SA ff 40 4 rt- coolever zone,cool booster,air 32 28
MS 0 45 shower,multi 00 50
UN mcs flow,Silver Nano deodoriser 0 0
G m1
SA ff 28 5 rt- cool pack in freezer and ref 20 18 17
MS 0 29z compartment,i- 75 75 10
UN bps spin cool,twin thermo sensor 0 0 0
G
SA ff 31 5 rt3 cool pack in freezer and ref 22 21 19
MS 5 2zb compartment,i- 80 60 00
UN ps1 spin cool,twin thermo sensor 0 0 0
G
SA ff 23 5 rt- i-SPIN COOL ,Humidity Control 16 16 13
MS 0 24y Crispers 85 15 30
UN bux 0 0 0
G 1
SA ff 23 5 rt- i-SPIN COOL ,Humidity Control 17 16 13
MS 0 24z Crispers 05 15 30
UN bps 0 0 0
G 1
SA ff 23 5 rt- i-SPIN COOL ,Humidity Control 17 16 13
MS 0 24z Crispers 05 15 30
UN bpr 0 0 0
G 1
SA ff 23 5 rt- i-SPIN COOL ,Humidity Control 17 16 13
MS 0 24z Crispers 25 35 50
UN bcr 0 0 0
G 1
SA ff 23 5 rt- i-SPIN COOL ,Humidity Control 17 16 13
MS 0 24z Crispers 25 35 50
UN blb 0 0 0
G 1
SA ff 23 5 rt- i-SPIN COOL ,Humidity Control 18 17 14
MS 0 24e Crispers 15 25 50
UN bux 0 0 0
G 1
SA ff 25 5 rt- Air Flow type i-Spin Cool , 17 16 13
MS 0 26y InsulationCyclopentane, Clean Back, 50 55 65
UN bux Deodourising Temparature Control 0 0 0
G 1 Dial,
SA ff 25 5 rt- Quick
Air Freezing
Flow Component,
type i-Spin Cool , Chiller 17 16 13
MS 0 26z InsulationCyclopentane, Clean Back, 40 45 60
UN bps Deodourising Temparature Control 0 0 0
G 1 Dial,
SA ff 25 5 rt- Quick Freezing
Air Flow Component,
type i-Spin Cool , Chiller 17 16 13
MS 0 26z InsulationCyclopentane, Clean Back, 40 45 60
UN bpr Deodourising Temparature Control 0 0 0
G 1 Dial,
SA ff 25 5 rt- Quick
Air Freezing
Flow Component,
type i-Spin Cool , Chiller 17 16 13
MS 0 26z InsulationCyclopentane, Clean Back, 60 65 65
UN blb Deodourising Temparature Control 0 0 0
G 1 Dial,
SA ff 26 5 rt- Quickpack
Cool Freezing Component,
in freezer and ref Chiller 16 15 12
MS 0 27y compartment,Unique freshness 80 90 20
UN bm lamp,Stabiliser-free operation 0 0 0
G s1
SA ff 26 5 rt- Cool pack in freezer and ref 18 17 14
MS 0 27y compartment,Unique freshness 25 35 55
UN bux lamp,Stabiliser-free operation 0 0 0
G 1
SA ff 26 5 rt- Cool pack in freezer and ref 19 18 16
MS 0 27z compartment,Unique freshness 05 05 60
UN bcr lamp,Stabiliser-free operation 0 0 0
G 1
SA ff 26 5 rt- Cool pack in freezer and ref 19 18 16
MS 0 27z compartment,Unique freshness 05 05 60
UN blb lamp,Stabiliser-free operation 0 0 0
G 1
SA ff 28 5 rt- cool pack in freezer and ref 19 17 14
MS 0 29y compartment,i- 15 75 90
UN bm spin cool,twin thermo sensor 0 0 0
G s1
SA ff 28 5 rt- cool pack in freezer and ref 19 18 16
MS 0 29y compartment,i- 75 45 75
UN bux spin cool,twin thermo sensor 0 0 0
G 1
SA ff 28 5 rt- cool pack in freezer and ref 20 18 16
MS 0 29z compartment,i- 25 75 90
UN bpr spin cool,twin thermo sensor 0 0 0
G 1
SA ff 28 5 rt- cool pack in freezer and ref 20 18 16
MS 0 29z compartment,i- 25 75 90
UN bpr spin cool,twin thermo sensor 0 0 0
G 1
SA ff 28 5 rt- cool pack in freezer and ref 20 19 17
MS 0 29z compartment,i- 75 25 00
UN bcr spin cool,twin thermo sensor 0 0 0
G 1
SA ff 28 5 rt- cool pack in freezer and ref 20 19 17
MS 0 29z compartment,i- 75 25 00
UN blb spin cool,twin thermo sensor 0 0 0
G 1
SA ff 31 5 rt3 cool pack in freezer and ref 21 20 18
MS 5 2yb compartment,i- 40 30 20
UN ms spin cool,twin thermo sensor 0 0 0
G 1
SA ff 31 5 rt3 cool pack in freezer and ref 22 21 18
MS 5 2yb compartment,i- 40 20 75
UN ux1 spin cool,twin thermo sensor 0 0 0
G
SA ff 31 5 rt3 cool pack in freezer and ref 22 21 19
MS 5 2zb compartment,i- 80 60 10
UN pr1 spin cool,twin thermo sensor 0 0 0
G
SA ff 31 5 rt3 cool pack in freezer and ref 23 21 19
MS 5 2zbl compartment,i- 10 90 45
UN b1 spin cool,twin thermo sensor 0 0 0
G
SA ff 31 5 rt3 cool pack in freezer and ref 23 22 19
MS 5 2eb compartment,i- 40 20 80
UN ux1 spin cool,twin thermo sensor 0 0 0
G
SA ff 34 5 rt3 cool pack in freezer and ref 24 23 20
MS 5 5yb compartment,i- 60 10 00
UN ms spin cool,twin thermo sensor 0 0 0
G 1
SA ff 34 5 rt3 cool pack in freezer and ref 25 23 22
MS 5 5yb compartment,i- 10 60 30
UN ux1 spin cool,twin thermo sensor 0 0 0
G
SA ff 34 5 rt3 cool pack in freezer and ref 25 24 22
MS 5 5zb compartment,i- 50 00 55
UN ps1 spin cool,twin thermo sensor 0 0 0
G
SA ff 34 5 rt3 cool pack in freezer and ref 25 24 22
MS 5 5zb compartment,i- 50 00 55
UN pr1 spin cool,twin thermo sensor 0 0 0
G
SA ff 34 5 rt3 cool pack in freezer and ref 25 24 22
MS 5 5zbl compartment,i- 70 20 70
spin cool,twin thermo sensor
 UN b1 0 0 0
G
SA ff 34 5 rt3 cool pack in freezer and ref 27 25 22
MS 5 5eb compartment,i- 00 50 95
UN ux1 spin cool,twin thermo sensor 0 0 0
G
3 GO ff 33 4 gfe- Silver Shower Technology,Silver Fresh 24 23 21
DR 0 35d Zone,Aroma Lock,zop 70 83 70
EJ z technology,polybag 0 6 0
GO ff 29 4 gfe- suspender
Silver Shower Technology,Silver Fresh 22 20 19
DR 4 31d Zone,Aroma Lock,zop 23 78 30
EJ y technology,polybag 0 6 0
GO ff 27 4 gfe- suspender
Silver Shower Technology,Silver Fresh 21 20 19
DR 1 29d Zone,Aroma Lock,zop 48 00 00
EJ z technology,polybag 0 2 0
GO ff 23 4 gfe- suspender
Silver Shower Technology,Silver Fresh 15 14 13
DR 1 25a Zone,Aroma Lock,zop 40 24 20
EJ y technology,polybag 0 5 0
GO ff 28 4 gfe- suspender
Silver Shower Technology,Silver Fresh 20 18 18
DR 0 30d Zone,Aroma Lock,zop 30 91 10
EJ y technology,polybag 0 8 0
GO ff 35 4 gfe- suspender
Silver Shower Technology,Silver Fresh 24 23 22
DR 0 36d Zone,Aroma Lock,zop 93 33 80
EJ y technology,polybag 0 6 0
GO ff 25 4 27b suspender
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 gfe Having Anti-B technology, Poly Bag 14 13 10
DR 0 25a Suspenders,Wire shelves,Cool Shower 11 03 90
EJ c Technology,Full length Lamp 0 5 0
GO ff 23 4 gfe Having Anti-B technology, Poly Bag 14 13 11
DR 0 25a Suspenders,Wire shelves,Cool Shower 71 58 15
EJ d Technology,Full length Lamp 0 5 0
GO ff 23 4 gfe Having Anti-B technology, Poly Bag 15 14 11
DR 0 25a Suspenders,Wire shelves,Cool Shower 97 79 95
EJ z Technology,Full length Lamp 0 5 0
GO ff 23 4 gfe Having Anti-B technology, Poly Bag 16 15 12
DR 0 25b Suspenders,Wire shelves,Cool Shower 48 24 45
EJ y Technology,Full length Lamp 0 5 0
GO ff 23 4 gfe Having Anti-B technology, Poly Bag 17 15 12
DR 0 25b Suspenders,Wire shelves,Cool Shower 05 79 50
EJ z Technology,Full length Lamp 0 5 0
GO ff 25 4 gfe Anti-B Technology,Deodorizer 17 16 13
DR 0 27b 51 07 00
EJ y 0 0 0
GO ff 25 4 gfe Anti-B Technology,Deodorizer 18 16 13
DR 0 27b 08 62 20
EJ z 0 0 0
GO ff 27 4 gfe Silver Shower Technology,Silver Fresh 21 20 17
DR 0 29d Zone,Aroma Lock,zop 48 00 75
EJ z technology,polybag 0 2 0
GO ff 29 4 gfe suspender
Silver Shower Technology,Silver Fresh 23 21 18
DR 4 31d Zone,Aroma Lock,zop 08 57 60
EJ z technology,polybag 0 0 0
GO ff 33 4 gfe suspender
Silver Shower Technology,Silver Fresh 24 23 19
DR 0 35d Zone,Aroma Lock,zop 70 83 66
EJ y technology,polybag 0 6 0
GO ff 28 4 gfe suspender
Silver Shower Technology,Silver Fresh 21 19 16
DR 0 30d Zone,Aroma Lock,zop 77 70 89
EJ z technology,polybag 0 2 0
GO ff 30 4 gfe suspender
Silver Shower Technology,Silver Fresh 21 20 18
DR 5 32d Zone,Aroma Lock,zop 92 53 25
EJ y technology,polybag 0 6 0
GO ff 30 4 gfe suspender
Silver Shower Technology,Silver Fresh 22 21 18
DR 5 32d Zone,Aroma Lock,zop 77 32 30
EJ z technology,polybag 0 0 0
GO ff 35 4 gfe suspender
Silver Shower Technology,Silver Fresh 25 24 22
DR 0 36d Zone,Aroma Lock,zop 70 12 40
EJ z technology,polybag 0 0 0
suspender
CHAPTER 6
Findings & Analysis
Preferred brand in the last purchase

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 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 ³proud
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.

Brand Awareness

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

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 ³Place´ 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.
Aware of that "Whirlpool is the largest home appliances company in the
world?

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
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

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
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.

Comparative product models mapping (DC)

YES
NO

Comparative product models mapping (FF)

CHAPTER 7
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 ³place´
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
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.

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.
CHAPTER 8
BIBILOGRAPHY
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