INTRODUCTION

This project is a study on evaluation of customer Brand Awareness Levels of WHIRLPOOL India Limited The mar!et consists of a num"er of se#ments$ customers with different attitudes$ different perceptions Thus a study on potential plays a vital role in selectin# customers As it is very difficult to approach each and every customer and conduct survey a sample of %&& has "een chosen Thou#h the num"er is very small compared to the population$ due to various constraints vi' $ lac! of time$ non ( availa"ility of respondents etc it has "ecome necessary to do so )very care has "een ta!en while choosin# the sample so that it covers all the se#ments of the population The method of survey chosen for this project is survey throu#h *uestionnaire This will "e helpful to perceive "ehavior of the respondents and their attitude towards their perception levels on the Brand Ima#e of WHIRLPOOL Parameters ta!en in to consideration were Income$ A#e$ Occupation and Lifestyle On the "asis of these parameters the respondents were as!ed some *uestions throu#h *uestionnaire The report contains a list of ta"les$ fi#ures It also contains "i"lio#raphy i e $ names of "oo!s and their authors referred to in preparin# this report Put in a chronolo#ical order first this report contains information of Literature$ +lo"al Li#htin# ,ector and the -ompany profile The products offered "y WHIRLPOOL India are #iven in this report

,econd chapter contains .ethodolo#y used in compilin# project Types of data$ enumeration$ sample$ population$ primary data$ and secondary data are all clearly defined in this chapter )ven the sample si'e selected and the reasons for choosin# such sample si'e are also mentioned Third chapter is analysis The main part of this report is analysis and interpretation After conductin# the survey throu#h *uestionnaires the analysis of results has "een done This report contains Ta"les$ Bar dia#rams for each and every ta"le By this interpretation the reader !nows as to how the results are arrived at Interpretation offers the reasons for the responses #iven "y respondents /ourth chapter contains findin#s and inferences After analy'in# the data$ the findin#s or the final results are indicatin# how much percenta#e of population is showin# interest towards WHIRLPOOL Brands is furnished /ifth chapter contains su##estions Basin# on the result of the survey$ su##estions are #iven to improve the potential 0or1 mar!et share of the company$ in the li#htin# sector in Hydera"ad

A. . INTRODUCTION

This chapter enfolds the #round wor! for the study The main focus points li!e 2eed$ O"jective$ ,cope$ ,ample of the study is made crystal clear preventin# further "ias
B. NEED FOR STUDY

In the modern days$ mar!etin# plays a vital role in rapidly chan#in# industrial scenario The mar!etin# discipline is under#oin# fresh reappraisal in the li#ht of vast #lo"al$ technolo#ical$ economic and social chan#es "ein#
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faced "y today3s companies In order to !now the chan#es in the field of mar!etin# it is necessary conduct mar!et survey The study is conducted considerin# the followin# aspects /irstly$ 4isa#e$ a representative of WHIRLPOOL li#htin# product mar!etin# which is hi#hly promisin# with a lot of potential is yet to "e tapped ,econdly$ the "ehavior of the customers is very much influenced "y the additional "enefits he is #ettin# "y purchasin# the product -ustomers feed"ac! a"out company3s distri"ution in Hydera"ad and the competition from other company3s products ,ince customer is the !in# of mar!et$ one really should loo! into the prominence he holds and the influence he has with his moods and "y concentratin# on the re*uirement in order to desi#n a "etter ad campai#n to #ra" the mar!et majority

C. OBJECTIVE OF THE STUDY To !now a"out "rand ima#e and the media one3s approachin# to #et to !now of WHIRLPOOL India Limited To !now a"out the company and its stren#ths To study the potential of the company To study the reasons "ehind choosin# the products of WHIRLPOOL To find out potential se#ments and study its characteristics
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 To !now the status of the company in the world of li#htin#

D. SCOPE FOR FURTHER STUDY There is lot of ,cope for further study witnessed in the project It can "e done in the followin# ways The same study can "e revised in other areas li!e -ustomer Relationship .ana#ement and the way customers #ets influenced throu#h the advertisements #enerali'e the findin#s for entire area under it The study can "e done continuously after a specific period of time and update the information

To study on Brand Ima#e and the campai#nin# of the advertisin# of WHIRLPOOL in Hydera"ad city

E. SAMPLE OF THE STUDY The project titled 5A study to find out most preferred "rand and to find out the most effective media to "uild a "rand6 aimed at disclosin# two facts7 1. The most pre erre! "r#$! %. The most e e&t'(e me!'# to ")'*! # "r#$!.

With re#ard to find out the 8 facts$ I have conducted a #eneral survey with the help of a *uestionnaire$ which ena"led me to meet %&& customers$ of which I choose Hydera"ad as tar#et mar!et The respondents to whom I have approached of different shops and the other few includes housewives$ retired people and so on The *uestionnaire$ consisted of 8& *uestions$ of which the first %& *uestions$ "rin#s forth a clear answer to the first fact i e most preferred "rand and the ne9t followin# : *uestions helps us !now of the effective media The remainin# last two *uestions forthwith disclosed the opinion of the respondents of WHIRLPOOL and its effectiveness

It was a smooth flow of *uestions and in return the same flow of responses which left me a lastin# e9perience in interactin# with people of different se#ments F. DATA COLLECTION .ethod of primary data collection is throu#h interview method "y as!in# direct *uestions to the customers of WHIRLPOOL as well as the customers of other companies li!e ,urya$ -rompton +reeves 0-+1$ Wipro outlets Answers from some *uestions are o"tained "y direct personal investi#ation and indirect oral investi#ation also Rese#r&h '$str)me$t+ The research instrument used in my study is a finali'ed *uestionnaire The *uestionnaire has "een prepared !eepin# in view the pro"lem of my study Des&r'pt'o$ o ,)est'o$$#'re+ The *uestionnaire consists of the columns$ name of the customer with address$ educational "ac!#round to jud#e his level of !nowled#e$ customers feed"ac! and etc S#mp*'$- !es'-$+ Area samplin# which is one of the comple9 samplin# desi#ns is ta!en in my study for several areas The sample si'e ta!en in my study is %&& D#t# #$#*./'$- too*s+

After #atherin# the data from primary and secondary sources$ the data was analy'ed$ ta"led$ interpretations were written down with the help of pie dia#rams as well as "ar dia#rams and finally su##estions were made re#ardin# the entire project Rese#r&h Des'-$ The study is conducted in the surroundin#s of Hydera"ad and ,ecundera"ad cities; coverin# most of the outlets present in the main routes Per'o! o the st)!.+ The study is conducted for the period of <= days i e durin# month of the April and >une as per the norms of Punja" Technical ?niversity So)r&es o !#t#+ @ata is collected from two sources namely7 % Primary 8 ,econdary Pr'm#r. So)r&e+0 Primary data is collected with the help of finali'ed *uestionnaire and throu#h o"servation

Se&o$!#r. So)r&e+0 ,ome secondary data re*uired is o"tained from the company records and from journals$ ma#a'ines and we" sites

1. LIMITATIONS OF THE STUDY The st)!. h#s the o**o2'$- *'m't#t'o$s+ % ,ome of the respondents are not willin# to #ive information 8 The study was confined to the selected areas in Hydera"ad A Time and finance constraints did not allow in selectin# more num"er of -ustomers < There may "e interview "ias = There may "e respondent "ias B There may "e samplin# error C .ood and interest of customers also influences the response However efforts have "een made to reduce the effects of the limitation

I.INTRODUCTION Before analy'in# an issue$ it would "e appropriate to #et to !now the related details of the respective industry$ company and also the topic i e $ The Brand Awareness levels and )ffectiveness of media for Brand Buildin# which are furnished in this #ives the entire picture of the issue and ena"les apt e9tractions II. LI1HTIN1 INDUSTRY Li#htin# refers to either artificial li#ht sources such as lamps or to natural illumination of interiors from sunli#ht Li#htin# represents a major component of ener#y consumption$ accountin# for a"out 8= percent of all ener#y consumed worldwide In major cities$ li#ht pollution is of #rowin# concern Artificial li#htin# is provided today "y electric li#hts$ "ut previously "y #as$ candles or oil lamps Indoor li#htin# is a form of fi9ture or furnishin#$ and a critical part of interior desi#n Li#htin# is also a !ey component of landscapin# There are several strate#ies availa"le to minimi'e ener#y re*uirements in any "uildin#7 ,pecification of illumination re*uirements for each #iven use area Inte#ration of space plannin# and interior architecture 0includin# -hoice of interior surfaces and room #eometries1 to li#htin# desi#n @esi#n of time of day use that does not e9pend unnecessary ener#y ,election of fi9ture and #lo"e types that reflect "est availa"le technolo#y for ener#y conservation

 Trainin# of "uildin# occupants to utili'e li#htin# e*uipment in most efficient manner .aintenance of li#htin# systems to minimi'e ener#y wasta#e ,pecification of illumination re*uirements is the "asic concept of decidin# how much illumination is re*uired for a #iven tas! -learly much less li#ht is re*uired to illuminate a hallway or "athroom compared to that needed for a word processin# wor! station Prior to %DC& Eand too often even todayF a li#htin# en#ineer would simply apply the same level of illumination desi#n to all parts of "uildin# without considerin# usa#e +enerally spea!in# the ener#y e9pended is proportional to the desi#n illumination level /or e9ample a li#htin# level of :& foot candles mi#ht "e chosen for s wor! environment involvin# meetin# rooms and conferences$ where a level of <& footGcandles could "e selected for "uildin# hallways Analysis of li#htin# *uality particularly emphasi'es use of natural li#htin# 2ot only will #reater reliance on natural li#ht reduce ener#y consumption$ "ut will favora"ly impact human health and performance /or e9ample$ it is clear that student test scores are improved for children who learn in the presence of #reater natural li#ht 0Bain$ %DDC1 A myth a"out li#hts$ especially fluorescent li#hts$ is that they re*uire a si#nificant amount of e9tra electricity to start up As a result of this myth many people leave the li#hts on when leavin# the room "ecause they mista!enly "elieve that turnin# them off and then on a#ain re*uires more ener#y than just leavin# them on In fact$ the amount of e9tra electrically re*uired to turn on a li#ht is so small it3s not reflected in electric "ills$ even over thousands and thousands of powerGones
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LI1HTIN1 DESI1N+ Li#htin# desi#n as it applies to the "uilt environment$ also !nown as 3architectural li#htin# desi#n3$ is "oth a science and an art -omprehensive li#htin# desi#n re*uires consideration of the amount of functional li#ht provided$ the ener#y consumed$ as well as the aesthetic impact supplied "y li#htin# system ,ome "uildin#s$ li!e sur#ical centers and sports facilities$ are primarily concerned with providin# the appropriate amount of li#ht for the associated tas! ,ome "uildin#s$ li!e warehouses and office "uildin#s are primarily concerned with savin# money throu#h the ener#y efficiency of li#htin# system The illuminatin# )n#ineerin# society of 2orth America 0I),2A1$ in conjunction with or#ani'ations li!e A2,I and A,HRA)$ pu"lishes #uidelines$ standards$ and hand"oo!s that allow cate#ori'ation of illumination needs of different "uilt environments .anufactures of li#htin# e*uipment pu"lish photometric data for their products$ which defines the distri"ution of li#ht released "y a specific luminaries This data is typically e9pressed in standardi'ed form defined "y the I),2A The international Association of Li#htin# @esi#ners 0IAL@1 is an or#ani'ation which focuses on the advancement of li#htin# desi#n education and the reco#nition of independent professional li#htin# desi#ners who meet the re*uirements for professional mem"ership in the association typically append the a""reviation IAL@ to their name

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The 2ational -ouncil on Hualifications for the li#htin# Professions 02-HLP1 offers the li#htin# -ertification )9amination which tests rudimentary li#htin# desi#n principles Individuals who pass this e9am "ecome 3li#htin# -ertified3 and may append the a""reviation L- to their name This certification process is the only national e9amination in the li#htin# industry and is open not only to desi#ners$ "ut to li#htin# e*uipment manufacturers$ electric utility employees$ etc +enerally spea!in# there is no le#al or practical re*uirement for the li#htin# desi#n team to possess the certifications discussed; in fact$ some of the "est li#htin# desi#ns have "een produced "y architects or physicists who are unfettered "y historical conventions rooted in the %D=&s as are many ways of thin!in# of I),2A and IAL@ .athematical .odelin# is normally used for comple9 li#htin# desi#n$ whereas$ for e9ample simple confi#urations$ ta"les and simple hand calculations can "e used Based on the positions and mountin# hei#hts of the fi9tures$ and their photometric characteristics$ the proposed li#htin# layout can "e chec!ed for uniformity and *uantity of illumination The Zonal Cavity Method is used as a "asis for "oth hand$ ta"ulated$ and computer calculations This method uses the reflectance coefficients of room surfaces to model the contri"ution to useful illumination at the wor!in# level of room due to li#ht reflected from the walls and the ceilin# ,implified photometric values are usually #iven "y fi9ture manufactures for use in this method -omputer modelin# of outdoor flood li#htin# usually proceeds directly from photometric data The total li#htin# power of a lamp is divided into small solid an#ular re#ions )ach re#ion is e9tended to the surface which is to "e lit and the
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area calculated$ #ivin# the li#ht power per unit of area Where multiple lamps are used to illuminate the same area$ each one3s contri"ution is summed Practical li#htin# desi#n must ta!e into account the #radual decrease in li#ht levels from each lamp owin# to lamp a#in#$ lamp "urnout$ and dirt accumulation on fi9ture and lamp surfaces )mpiricallyGesta"lished depreciation factors are listed in li#htin# desi#n hand"oo!s Proper selection of fi9tures is complicated "y the re*uirement to minimi'e the veilin# reflections off of printed material ,ince the e9act orientation of printed material may not "e closed controlled$ a visual comfort pro"a"ility can "e calculated for a #iven set of li#htin# fi9tures Li#htin# Types are classified "y intended use as #eneral$ locali'ed$ or tas! li#htin#$ dependin# lar#ely on the distri"ution of the li#ht produced "y the fi9ture Tas! li#htin# is mainly functional and is usually the most concentrated$ for purposes such as readin# or inspection of materials /or e9ample$ readin# poorG *uality reproductions may re*uire tas! li#htin# levels up to %=&& lu9 0%=& foot candles1$ and some inspection tas!s or sur#ical procedures re*uire even hi#her levels Accent li#htin# is mainly decorative$ intended to hi#hli#ht pictures$ plants$ or other elements of interior desi#n or landscapin# +eneral li#htin# fills in "etween the two and is intended for #eneral illumination of area$ indoors$ this would "e a "asic lamp on a ta"le or floor$ or a fi9ture on the ceilin# Outdoors$ #eneral li#htin# for a par!in# lot may "e as low

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as %&G8& lu9 0%G8 foot candles1 since pedestrians and motorists already used to the dar! will need little li#ht for crossin# the area Metho!s o *'-ht'$- #re+ @own li#htin# is most common$ with fi9tures on the ceilin# castin# li#ht downward This tends to "e the most efficient method$ used in "oth offices and homes ?p li#htin# is less common$ often used to "ounce indirect li#ht off of the ceilin# and "ac! down$ thou#h this is less efficient than direct li#htin# It can also "e used for dramatic effect$ such as creatin# interestin# shadows "y shinin# throu#h houseplant leaves or across coarse te9tures li!e "ric! or stone /ront li#htin# is also *uite common$ "ut tends to ma!e the su"ject loo! flat as its casts almost no shadow Li#htin# from the side is the less common$ as it tends to produce #lare near eye level Bac!li#htin# either around or throu#h an o"ject is mainly for accent

/orms of Li#htin# include alcove li#htin#$ which li!e most other up li#htin# is indirect This is often done with fluorescent li#htin# or rope li#ht$ or occasionally with neon li#htin# It is a form of "ac!li#htin# ,offit li#htin# can "e #eneral or a decorative wallGwash$ sometimes used to "rin# out te9ture 0li!e stucco or plaster1 on a wall$ thou#h this may also show its defects as well The effect depends heavily on the e9act type of li#htin# used

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Recessed li#htin# 0often called 5pot li#hts6 in -anada and 5can li#hts6 in the ? , 1 is popular$ with fi9tures mounted a"ove the ceilin# so as to appear flush with it These down li#hts use narrow spotli#hts$ or widerGan#le floodli#hts$ "oth of which are "ul"s havin# their reflectors They may also have their own reflector "uiltGin to the fi9ture$ so that they can use common$ less costly "ul"s )ither type can incandescent$ fluorescent$ HI@ or L)@$ thou#h only incandescent or L)@s ma!e narrow enou#h spots True can li#hts are up li#hts$ restin# on the floor in a canGli!e fi9ture in a fi9ture$ or mounted on a spi!e or even in the #round for plants or outdoors Trac! li#htin#$ invented "y Li#ht$ was popular at one point "ecause it was much easier to install then recessed li#htin#$ and individual fi9tures are decorative and can "e easily aimed at a wall It has re#ained some popularity recently in lowG volta#e trac!s$ which often loo! nothin# li!e their predecessors "ecause they do not have the safety issues that lineGvolta#e systems have$ and are therefore less "ul!y and most common fi9ture$ found in every home and many offices The standard lamp and shade that sits on a ta"le is #eneral li#htin#$ while the des! lamp is considered tas! li#htin# .a#nifier lamps are also tas! li#htin# The illuminated ceilin# was once popular in the %DB&s and %DC&s "ut fell out of favor after the %D:&s This uses diffuser panels hun# li!e a suspended ceilin# "elow fluorescent li#hts$ and is considered #eneral li#htin# Other forms include neon$ which is not usually intended else$ "ut to actually "e an artwor! in itself This would pro"a"ly fall under accent li#htin#$ thou#h in a dar! ni#htclu" it could "e considered #eneral li#htin# ?nderwater accent li#htin# is also is used for !oi ponds and the li!e

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LAMPS -ommonly referred to as 3li#ht "ul"s3$ lamps are the remova"leIreplacea"le portion of a luminaries which convert electrical ener#y to "oth visi"le and nonG visi"le electroma#netic ener#y -ommon characteristics used to evaluate lamp *uality includes efficiency measured in lumens per watt$ typical lamp life measured in hours$ and -olor Renderin# inde9 on a scale of & to %&& -ost of replacement lamps is also an important factor in any desi#n INCANDESCENT LAMPS The incandescent li#ht clu" was the first type of "ul"$ and is inefficient at convertin# electricity to li#ht A"out D&J of the ener#y input is wasted as heat This e9cess heat is then dumped into the air which$ in warm climates$ must then "e cooled "y ventilation or air conditionin#$ resultin# in more ener#y wasta#e @ue to their heat output$ incandescent "ul"s can cause "urns or start fires if used improperly Halo#en "ul"s are an improved incandescent Li#ht ener#y output is a"out %=J of ener#y input$ instead of %&J$ allowin# them to produce a"out =&J more li#ht from the same amount of electrical power The "ul" capsule is under high pressure instead of a vacuum or lowGpressure no"le #as As well as "ein# much smaller and havin# a hotter filament temperature$ this causes halo#en "ul"s to have a very hot surface This means that #lass "ul"s can e9plode if "ro!en or "rou#ht into contact with cool materials such as water$ or if operated with residue such as fin#erprints on them The ris! of "urns or fire is also #reater than other "ul"s$ leadin# to their
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prohi"ition in some place Halo#en capsules can "e put inside re#ular "ul"s or dichroic reflectors$ either for loo!s or for safety +ood halo#en "ul"s produce a sunshineGli!e white li#ht$ while re#ular incandescent produce a li#ht "etween sunli#ht and candleli#ht People sometimes find them psycholo#ically pleasin# over types of "ul"s due to the more natural color$ which li#hts some s!in tones artifacts more accurately FLUORESCENT LAMPS /luorescent "ul"s are a"out <&J efficient$ measurin# that for the same amount of li#ht they K the power and produce %IB the heat of a re#ular incandescent /luorescents were limited to linear and a few circular ones until the %D:&s$ when the compact fluorescent was invented The compacts can plu# into their own fi9ture$ or fit in to a standard screw "ase for selfG"allasted ones All last far lon#er than incandescent$ "ut do have some startin# trou"le in very cold weather when installed outside /luorescents most often come in cool white 0-W1$ with some home "ul"s "ein# a warm white 0WW1$ which has a pin!ish tint In "etween there is an 5enhanced white6 0)W1$ which is more neutral There is also a very cold dayli#ht white 0@W1$ which is rather unpleasant to most people and therefore rarely used -ompact ones are usually considered warm white$ thou#h many have a yellowish cast li!e an incandescent Because the a"ove terms are entirely relative and almost ar"itrary$ color temperature andIor the color for fluorescents$ and sometimes for other types of li#htin# HID LAMPS
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Hi#hGintensity dischar#e li#htin# first came a"out with the mercuryGvapor streetli#hts$ and later the hi#hGpressure sodium ones with their characteristic oran#e color .odern ones are metal halide$ used in everythin# from headli#hts to floodli#hts$ and with a more pleasant color "alance Li!e fluorescents$ all HI@ "ul"s re*uire "allast$ "ut they also re*uire a few minutes 0or seconds for headli#hts1 to warm up after 5i#nitin#6 HI@ "ul"s are over B&J and up to :&J efficient

LED LAMPS L)@s are a very recent introduction to the mar!et$ and they are still e9tremely e9pensive for any decentGsi'ed "ul" They do however last an extremely lon# time$ up to %&&$&&& hours 0compared to around %&$&&& for fluorescent and %$&&& for incandescent1 These have come a"out only since the white L)@s they use$ and in turn the "lue L)@s which they were "ased on It appears that for now these will "e most useful and costGeffective in smaller applications$ startin# with ni#htli#hts -olored L)@s can also "e used for accent li#htin#$ even in fa!e ice cu"es for drin!s at parties They are also "ein# increasin#ly used as -hristmas li#hts White L)@s are a"out the same efficiency as other fluorescents$ while red ones can "e up to D&J efficient L)@ Technolo#y for theatrical and concert applications is still in its infancy$ "ut is advancin# at an incredi"le rate Patent disputes of R-B color mi9in# ideas are currently slowin# development$ despite the fact many products are "ein# released that ta!e advanta#e of red$ #reen$ "lue$ and sometimes white$ L)@s to mi9 colors VEHICLE LI1HTIN1
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4ehicles typically include headli#hts and tail li#hts Headli#hts are white or yellow li#hts placed in the front of the vehicle$ desi#ned to illuminate the upcomin# road and to ma!e the vehicle more visi"le Tail li#hts are always red and are placed in the rear to *uic!ly alert other drivers a"out the vehicle3s direction of travel In the ima#e to the ri#ht$ the top 0while portion1 of the tail li#ht is the "ac!Gup lamp$ which when Lit$ is used to indicate that the vehicle3s transmission has "een placed in the reverse #ear$ warnin# anyone "ehind the vehicle that it is movin# "ac!wards$ or a"out to do so In addition to li#htin# for useful purposes$ automo"iles increasin#ly feature ornamental li#htin# In the late %DB&s and %DC&s$ manufacturers would sometimes "ac!li#ht their lo#os and or other translucent panelin# In the %DD&s$ a popular trend was to customi'e vehicles with neon li#htin#$ especially In the 8&&&s$ neon li#htin# is increasin#ly yieldin# to di#ital vehicle li#htin# In which "ri#ht L)@s are placed on the car and operated "y a computer which can "e customi'ed and pro#rammed to display a ran#e of chan#in# patterns and colors$ a technolo#y "orrowed from -hristmas li#hts

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COMPANY PROFILE 31LOBAL4 Royal WHIRLPOOL )lectronics of the 2etherlands is one of the world3s "i##est electronics companies$ as well as the lar#est in )urope$ with %=D$C&D employees in over B& countries and sales in8&&< of )uro A& A "illion Active in over B& "usinesses$ and with more than %%=$&&& re#istered patents$ WHIRLPOOL is currently num"er % in the #lo"al mar!ets for li#htin#$ electric shavers and @4@ recorders And num"er 8 is medical dia#nostic ima#in# worldwide Within the cyclical #oods mar!et$ @ow >ones recently ran!ed WHIRLPOOL as the #lo"al leader in sustaina"ility In a world in which technolo#y increasin#ly touches every aspect of daily life$ WHIRLPOOL focuses on "rin#in# 3,ense L ,implicity3 to consumers with advanced$ easy to use products that are desi#ned specifically to meet needs They are doin# this "y focusin# on the areas of Healthcare$ Lifestyle and Technolo#y

M'ss'o$+ To improve the *uality of people3s lives throu#h the timely introduction of meanin#ful technolo#ical innovations V's'o$+
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In a world where technolo#y increasin#ly touches every aspect of our daily lives$ WHIRLPOOL will "e a leadin# solutions provider in the areas of healthcare$ lifestyle and ena"lin# technolo#y$ aspirin# to "ecome the most admired company in the industry as seen "y its sta!eholders V#*)es+ @eli#ht customers @eliver on commitments @evelop people @epend on each other

Str#te-.+ We will7 Increase profita"ility throu#h reGallocation of capital towards opportunities offerin# hi#her returns Levera#e the WHIRLPOOL "rand and our core competencies in healthcare$ lifestyle and technolo#y to #row in selected cate#ories and #eo#raphies Build partnerships with !ey customers$ "oth in the "usinessGtoG"usiness and "usinessGtoGconsumer areas -ontinue to invest in maintainin# worldGclass RL@ and levera#e our stron# intellectual property portfolio ,tren#then our leadership competencies
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@rive productivity throu#h "usiness transformation and operational e9cellence

HISTORY WHIRLPOOL started operations in India at Mol!ata 0-alcutta1 in %DA& )sta"lished as 5WHIRLPOOL )lectrical -o 0India1 Pvt Ltd6$ the company comprised a staff of C= and was a sales outlet for WHIRLPOOL lamps improved from overseas

In !eepin# with WHIRLPOOL philosophy of promotin# this industrial development of emer#in# economies$ WHIRLPOOL India set up its first Indian lamp manufacturin# factory in%DA: in Mol!ata ,u"se*uently$ WHIRLPOOL decided to produce radio receivers in India to ma!e this product readily and widely availa"le to Indian consumer In %D<:$ after the ,econd World War$ WHIRLPOOL started manufacturin# radios in Mol!ata The first valueG"ased WHIRLPOOL set was well received "y the consumers This was a major turnin# point for

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WHIRLPOOL India$ and mar!ed the "e#innin# of the company3s su"se*uent #rowth in the world of electronics

In %D=C$ the company is converted into a pu"lic limited company$ renamed 5WHIRLPOOL India Ltd6 and in %D=D; a second factory is esta"lished near Pune

In %DBA$ WHIRLPOOL invents the compact audio tapes cassette and sets a #lo"al standard for tape recordin# that has never "een altered since India #ets e9posed to this WHIRLPOOL invention

In %DB= 0A April1$ the millionth WHIRLPOOL radio is manufactured in India In the same year WHIRLPOOL pioneers the concept of sonGetGlumiere shows in India with the installation of such a li#htin# and electroGacoustic system at the Red /ort in @elhi

In %DC& a new consumer electronics factory is started in Pimpri near Pune -ome to %D:8$ WHIRLPOOL "rin#s color television transmission to India with the supply of four outdoor "roadcast vans to @oordarshan durin# the IN Asian +ames The company also completes a presti#ious turn!ey project "y handlin# the li#htin# and electroGacoustic installations of stadium "uilt specially for the IN Asian +ames

23

In %D:A$ WHIRLPOOL launches the -ompact @isc and revolutioni'es the way the world listens to music In %D:=$ WHIRLPOOL inau#urates its consumer electronics factory at ,alt La!e$ Mol!ata %DDA sees WHIRLPOOL launchin# its domestic appliances "usiness in India and in %DD= WHIRLPOOL introduces compact fluorescent lamps into the country In %DD:$ WHIRLPOOL ,oftware -entre is esta"lished in Ban#alore In %DD:$ WHIRLPOOL launches /lat Televisions and -@Grecorders ( "oth firsts in India As is seen$ throu#hout the %DD&3s WHIRLPOOL continued to "rin# the Indian consumer new and innovative products "ac!ed "y the latest technolo#y and "earin# the renowned WHIRLPOOL stamp of *uality To!#.5 Today$ WHIRLPOOL is 2o % or 2o 8 in almost all the productGmar!ets we serve Its herita#e is the understandin# of how people e9perience technolo#yG "ecause people interact with technolo#y practically every second$ often without even reali'in# WHIRLPOOL "rou#ht the incandescent lamp to India over C& years a#o and is today the most widely used in homes$ whether in the remote reaches of India or penthouses in ,outh .um"ai WHIRLPOOL Li#htin# is today the preferred name in hotels$ offices$ city streets$ automo"iles and anywhere and everywhere li#ht enhances the *uality of the am"ience ,tate of the art technolo#y #reatly enhances the *uality of li#ht and the ener#y efficiency of the usa#e
24

WHIRLPOOL "rou#ht the radio to India when wireless opened up new hori'ons for information and entertainment 4alues and tu"es were *uic!ly replaced "y transistors$ and WHIRLPOOL has remained the innovator "y "ein# the first to "rin# the audio cassette$ the -@$ the 4-@$ the @4@$ for richer and "etter listenin# e9perience Richer viewin# was also on the menu With @i#ital 2atural .otion$ Pi9el Plus$ Plasma$ %&& HO Real /lat WHIRLPOOL "rou#ht visual deli#ht as never seen "efore A deep understandin# of why and how people listen and see$ what e9periences people wish for$ and a deep !nowled#e of the technolo#ies that ma!e this possi"le has !ept WHIRLPOOL in the lead for over a century worldwide and over seventy years in India WHIRLPOOL understandin# of the home entertainment e9perience is without compare WHIRLPOOL presence in Healthcare in India is all em"racin# =&J of -ardiac e9aminations in India is done on a WHIRLPOOL e*uipment In the speciali'ed area of sur#ical 9Gray$ WHIRLPOOL innovation in the mo"ile cGarm for intra operatin# ima#in# is unmatched WHIRLPOOL is today a leader in Healthcare in India and is deeply committed to enhancin# the *uality of the life in very conceiva"le way WHIRLPOOL delivers one of the world3s most ro"ust portfolios of medical systems in the areas of ima#in# 0.RI I -T I -ardio 4ascular and ?ltrasound1 .easurement 0Patient .onitorin# systems and -ardiolo#y e*uipment1 and )lectro Physiolo#ical Therapy ,ystems 0Automatic )9ternal @efi"rillators$ Point of -are dia#nostics1 To the customers3 !itchen and home WHIRLPOOL "rin#s convenience and hi#h stylin# /or the !itchens a ran#e of food processions7 "lenders$ juicers and #rinders$ specially desi#ned for Indian culinary preferences$ a ran#e of "read toasters and sandwich ma!ers /or the "ody "eautiful$ hair stylin# and depilation products for the woman and shavers for men WHIRLPOOL is revolutioni'in#
25

#arment care at home with over a million steam irons in perhaps as many homes all in hi#h style$ color and lendin# #lamour and fashion to her home All these lifestyle and healthcare consumer offerin#s #et "etter and "etter with di#itali'ation and the intelli#ence that is em"edded WHIRLPOOL technolo#y platforms are unsurpassed in these Whether components or semiconductors$ WHIRLPOOL is the leader in inventin#$ innovatin# and creatin# the technolo#ies that underpin the products that people e9perience every day

WHIRLPOOL is today the leadin# lifestyle and healthcare company in India It has fashioned itself to continue to "e the leader in an India where people are increasin#ly "ecomin# part of three revolutions7 the conver#ence revolution$ the di#ital revolution and the internet revolution WHIRLPOOL is far more focused$ leaner$ even more consumer centered$ more a#ile ( all of which is reflected in its performance and in the e9citement within the company

26

MANA1EMENT+

6HIRLPOOL I$!'# L'm'te! Bo#r! o D're&tors 3#s o$ the J)$e %7114

-hairman 4iceG-hairman L .ana#in# @irector )9ecutive @irectors

.r , . @utta .r M Ramachandran .r >ohn Bruce In#lis .r , 4en!ataramana .r 4ineet Mual .r @ ,hiva!umar

2onGe9ecutive @irectors

.r Andreas Wente .r > 2 ,apru .r R A ,hah @r , - >ha @r Bo" Hoe!stra

27

Arun .aira

-ompany ,ecretary

.r R > 4ani

6HIRLPOOL '$ I$!'#

M Ramachandran

-)O

Corpor#te F)$&t'o$s

Pro!)&t D'('s'o$ He#!s

>ohn Bruce In#lis

-/O

4ineet Mual

Human Resource
28

, 4en!ataramani

Li#htin#

@ ,hiva!umar

-onsumer )lectronics

T M @as

Treasury L -ontrol

Anil 4aidya

IT

Ra!esh ,harma

@omestic Appliances L Personal -are

R 4en!ata ,heehan

,emi conductors

Asho! 2am"issan

Le#al L +eneral -ounsel

,iddharth

Internal Audit

Radhi!a -ho!sey

-ommunications

29

Anjan Bose

.edical ,ystems 0%&&J MP)241

Bo" Hoe!stra

,oftware -entre 0%&&J MP)241

Amith Roy

/iscal

.adhav Bapat

WHIRLPOOL +roup Purchases

He#!s o B)s'$esses , 4en!ataramani 4 M +uptha B ,hiv!umar Rajeev -hopra ,uresh ,u!umaran +unjan ,rivastava An!an Biswas ,ushil +uptha Lamps Li#htin# )letronics Automotive Lamps Luminaires Televisions Audio -reative @isplay ,ystems ,ound ,olutions

30

8EY INVENTIONS

WHIRLPOOL su"stantial investment in RL@ has #enerated many "rea!s throu#h inventions$ such as the -ompact system and the laser "ased optional disc systems -@GAudio$ -@GRO.$ -@GRIRW$ ,A-@ and various @4@Gformats WHIRLPOOL holds !ey patent positions in such fields as optional recordin# technolo#y technolo#y 0-@I@4@ playersIrecorders and discs1$ di#ital compression 0.P)+ AudioI4ideo encodin# and decodin#$ >P)+$ .PA$ @AB$

4ideoconferencin# @4B1$ interconnectivity 0%8-$ %AD<$ Havi$ P=&1$ display technolo#y 0)P+s$ personali'ation1$ mo"ile phones 0+,.$ ?.T,1$ li#htin# technolo#y 0Nenon car lamps$ ?HP lamps1$ and medical ima#in# 0NGRayI.RI and ?ltrasound ima#in#1$ while the companyPs most important trademar!s are its housemar!s$ consistin# of the WHIRLPOOL wordmar! and the WHIRLPOOL shield em"lem To safe#uard an appropriate return on the investments made in RL@$ WHIRLPOOL places #reat value in protectin# its innovations throu#h intellectual property ri#hts 0IPRs1 These IPRs include patents$ trade mar!s$ desi#ns$ domain names and copyri#hts The company currently holds a"out %&&$&&& patent ri#hts$ 8$&&& domain trademar! re#istrations$ B$&&& desi#n re#istrations and some 8$&&& domain name re#istrations All these WHIRLPOOL IPRs are created and some 8$&&& domain name re#istrations All these WHIRLPOOL IPRs are created and mana#ed "y the WHIRLPOOL Intellectual Property L ,tandards

31

or#ani'ation$ which has some A&& IPR professionals located in 8A offices around the world The standards activity of WHIRLPOOL Intellectual Property L ,tandards drives the optional stora#e research and development pro#rams with the aim to #enerate the technolo#y for future standards such as @4@QRW and BlueGray

RESEARCH /ounded in )indhoven$ the 2etherlands$ in %D%<$ WHIRLPOOL Research as part of Monin!lij!e WHIRLPOOL )lectronics 2 4 has e9panded the scale and scope of its activities to "ecome one of the worldPs major private research or#ani'ations With la"oratories in five different countries 0The 2etherlands$ )n#land$ +ermany$ -hina and the ?nited ,tates1 and staffed "y around 8$%&& people$ our common vision is to create technolo#ies that will lead to products for improvin# peoplePs lives Our activities have led to the award of some %&&$&&& patent and desi#n ri#hts$ and the pu"lishin# of many thousands of technical and scientific papers

The annual research "ud#et of WHIRLPOOL Research is sli#htly less than %J of WHIRLPOOL )lectronicsP annual sales$ which amounted to more than 8D "illion euros in 8&&A Rou#hly twoGthirds of the corporate research wor! is #eared to the activities of the Product @ivisions of WHIRLPOOL )lectronics$ with contractual a#reements a"out pro#rams and costs The remainder is research of a appro9imately :J of sales 1 ,cientists from a wide ran#e of disciplines$ from electrical en#ineerin# and physics to chemistry$ mathematics$ mechanics$ information technolo#y and
32

more

e9ploratory nature 0Total RL@ efforts of WHIRLPOOL )lectronics amount to

software$ wor! in close pro9imity$ influencin# and "roodin# each otherPs views This implies that WHIRLPOOL Research reaps the "enefits of syner#y and crossGfertili'ation of ideas In close cooperation with the WHIRLPOOL Product @ivisions$ the WHIRLPOOL Research or#ani'ation #enerates options for new and improved products and processes and produces important patents in many fields These patents are important$ "ecause they protect technolo#ical achievements and ena"le WHIRLPOOL to #ain access to the !nowled#e of others WHIRLPOOL Research also provides a window on the outside scientific and technolo#ical world

SUSTAINABILITY At WHIRLPOOL$ we are in the uni*ue position to lin! our "rand herita#e to the challen#e of improvin# the *uality of peoplePs lives This is what WHIRLPOOL has done since our founders started the company /or Anton and +erard there was no difference "etween "usiness and sustaina"le people at the center was inherent in their way of doin# WHIRLPOOL "usiness Puttin#

"usiness Rou could say sustaina"ility is in our @2A We have lon# "een inte#ratin# the triple "ottom line$ strivin# for economic prosperity$ environmental *uality and social e*uity ,ustaina"ility is "uilt into our herita#e$ our values and our commitment to improve the *uality of peoplePs lives

33

B)'*!'$- 9$o2*e!-e: e;p*or'$- opport)$'t'es We have made #reat strides in "uildin# !nowled#e and creatin# awareness of sustaina"ility throu#hout the company 2ow we are ta!in# our commitment to a hi#her level In !eepin# with our philosophy of continuous improvement$ we are wor!in# to stren#then our performance a#ainst the triple "ottom line Our efforts are wideG ran#in#$ from improvin# our process of reportin# on our sustaina"ility performance to sta!eholder dialo#ue to supplier mana#ement to diversity and inclusion to )co 4ision ,ustaina"ility development is a necessity and the ri#ht thin# to do ItPs also our way of doin# "usiness G an investment that creates valve and secures our future BUSINESSES L'-ht'$WHIRLPOOL is 2o % in the #lo"al li#htin# mar!et$ a position supported "y leadership in innovation com"ined with a systematic approach to see!in# out
34

new mar!et opportunities WHIRLPOOL Li#htin# strives to improve peoplePs lives with effective and appearin# li#htin# solutions "ased on a throu#h understandin# of peoplePs needs$ desires and aspirations Co$s)mer E*e&tro$'&s WHIRLPOOL is one of the worldPs top three consumer electronics companies$ with a ran#e of products "ased on the companyPs worldGleadin# di#ital technolo#y competencies$ and desi#ned to enhance consumerPs everyday lives ( at home$ at wor! or on the move Domest'& App*'#$&es < Perso$#* &#re WHIRLPOOL @omestic Appliances and Personal -are 0@AP1 produces a wide ran#e their of products to help people prepare healthy food and "evera#es$ care for home and #arments$ and enhance their "eauty and sense of well"ein# ( in

short$ it ma!es products that improve the *uality of peoplePs lives Sem'&o$!)&tors WHIRLPOOL ,emiconductors is one of the leadin# total system solution providers in India$ usin# its ,emiconductors for various applications in mar!et se#ments Me!'&#* s.stems WHIRLPOOL .edical ,ystems delivers one of the worldPs most ro"ust portfolios of medical systems for faster and more accurate dia#nosis and treatment With the recent ac*uisitions of .arconi .edical ,ystems$ A#ilentPs Healthcare ,olutions +roup$ A@A- La"oratories and ATL ?ltrasound$ WHIRLPOOL .edical ,ystems is firmly esta"lished as the #lo"al leader in most of its mar!ets
35

WHIRLPOOL$ product line includes "estGinGclass technolo#ies in NGray$ ultrasound$ ma#netic resonance$ computed tomo#raphy$ nuclear medicine$ P)T$ radiation oncolo#y systems$ patient monitorin#$ information mana#ement and resuscitation products$ as well as a ran#e of other services

6HIRLPOOL0LI1HTIN1 ABO?T WHIRLPOOL LI+HTI2+ INTRODUCTION The foundations for what has "ecome one of the worldPs "i##est electronics companies were laid in %:D% when +erard WHIRLPOOL esta"lished the company in )indhoven$ the 2etherlands to manufacture incandescent lamps and other electrical products Today$ Royal WHIRLPOOL )lectronics is ninth on /ortunePs list of #lo"al top A& electronics corporations with sales of )?R A8 A "illion in 8&&% In WHIRLPOOL$ we strive to introduce meanin#ful products and technolo#ies for our customers and end users Our aim is to e9plore new ways to improve products and to offer an e9citin# ran#e of products that enhance your lives$ anticipatin# your needs At the forefront of technolo#y$ WHIRLPOOL currently holds a"out C=$&&& ri#hts$ 88$&&& trademar! re#istrations and B$&&& desi#n re#istrations Below recent years
36

are some of the important mar!et introductions of

At WHIRLPOOL we reco#ni'e that the products we ma!e and the services we provide affect the people who use them and the environment they are in we reco#ni'e our responsi"ility and we care a"out the environment /or A& years$ we continually wor! towards enhancin# environmental performance of products$ processes and services

BAC81ROUND AND MISSION WHIRLPOOL is 2o % in the #lo"al li#htin# mar!et$ a position supported "y leadership in innovation com"ined with a systematic approach to see!in# out new mar!et opportunities Our products are to set the pace in the li#htin# industry as the firstGchoice innovative partner for the supply of creative and postGeffective li#htin# solutions Our products are found all around the world7 not only everywhere in the home$ "ut also in a multitude of professional applications$ for e9ample A& percent of offices$ B= percent of the worldPs top airports$ A& percent of hospitals$ A= per cent of cars and == percent of the worldPs major foot"all stadiums 0seven of the ten at the 8&&8 soccer World -up in >apanIMorea1 Products include a full ran#e of incandescent and halo#en lamps$ compact and normal fluorescent

37

lamps$ hi#hGintensity #asGdischar#e and special lamps$ fi9tures$ "allasts$ li#htin# electronics$ and automotive lamps WHIRLPOOL Li#htin# employs some <C$&&& people at various manufacturin# locations worldwide In Asia Pacific$ we are present in almost all countries with either ,ales or#ani'ations andIor factories namely Australia$ -hina$ Hon# Mon#$ India$ Indonesia$ >apan$ .alaysia$ 2ew Oealand$ Pa!istan$ Philippines$ Taiwan$ Thailand$ ,in#apore$ ,outh Morea and 4ietnam$ PRODUCT

CATALO1 LAMPS Our innovative li#ht sources com"ine dura"ility with ener#y efficiency and superior li#htin# *ualities for all applications CONTROL 1EAR Our "allasts are desi#ned to meet the needs of every project$ however cost or *ualityGsensitive FLASHLI1HTS /lashli#ht "uilt is conventional miniature lamps used in porta"le li#htin# application such as torch li#htin#$ emer#ency li#htin#$ "icycle li#htin#$ etc /lashli#ht "ul"s are cate#ori'ed in three main #roups$ namely$ Prefocus$ end and ) %&
38

Lens

LUMINAIRES -om"inin# ele#ance with functionality and ease of maintained$ the WHIRLPOOL ran#e of Luminaries stri!es a "alance "etween performance and ima#e to perfection AUTOMATION Our Automotive Li#htin# innovative solutions are dedicated to improve the safety and comfort for all road users

BRANDIN1 STRATE1IES IN 6HIRLPOOL Brand success is the a"ility to retain a reasona"le mar!et share The era of "rand switch is on Indian consumers have come of a#e They have started to evaluate "rands consciously or su"consciously while ma!in# purchases Only if they find a product deliverin# the desire perceived value$ will they #o in for it a#ain Otherwise$ they want "at an eyelid "efore shiftin# to another "rand that #ives "etter perceived value -ustomers are more loyal to Sperceived valueP than to "rands If a "rand consistently delivers perceived values over a period of years$ it may attain "rand loyalty Brand loyalty is the predisposition to "uy the same "rand in consecutive purchases )9perience accumulates over occasions But is e9perience decisive in Terms of "rand evaluation7 -onsumer certainly learns more "y usin# the than "y inspectin# it But the conse*uences of e9tensive "rand use can product still "e

am"i#uous The only thin# permanent a"out mar!etin# to customers is chan#e

39

Brand ,witch Brand ,witchin# may "e due to advertisin#$ distri"ution$ pricin#$ form$ pac!a#in# or *uality Brand monopolies may not e9ist any more$ "rands and a few products enterin# the mar!et place 5The stren#th of the "rand in the eyes of consumers is the soul of the company6 "ut most product cate#ories can "e e9pected to "e dominated "y one or two esta"lished

6HY SIMPLICITY= The di#ital revolution is supported to have made our lives easier$ "ut studies have shown thatPs not the case Around A&J of homeGnetwor!in# products$ for e9ample$ are returned "ecause people canPt #et them to wor! And <:J of people have put off "uyin# a di#ital camera "ecause they see them as too complicated This need to simplify the way one e9perience technolo#y was somethin# WHIRLPOOL reco#ni'ed and wanted to address In >anuary 8&&A$ WHIRLPOOL carried out research to find out if customer shared the companyPs vision The company as!ed %$B=& consumers and %:& customers in %8& inGdepth interviews$ 8< focus #roups and %$<AD *uantitative interviews They tal!ed to people from the ?M$ the ?,$ /rance$ +ermany$ the 2etherlands$ Bra'il$ -hina and Hon# Mon# The res)*ts+ What WHIRLPOOL discovered was that people around the world ( re#ardless of where they live ( want the "enefits of technolo#y without the hussies SI donPt want
40

to "uild a carT I want to drive a car$P as one respondent put it In other words$ the world is already complicated enou#h; people want simplicity Research showed that WHIRLPOOL had a uni*ue opportunity to answer ones need for simplicity$ where stren#thenin# their "rand in the minds of consumers and customers everywhere And thatPs why WHIRLPOOL promises to ma!e technolo#y easier for people to e9perience and desi#ned around our uni*ue needs$ while still remainin# advanced WHIRLPOOL "rand now reflects our "elief that simplicity can "e a #oal of technolo#y It just ma!es sense

CAMPAININ1 ACROSS THE 6ORLD The companyPs newest advertisin# campai#n reflects its desire to offer its customers technolo#y as simple as the "o9 it comes in WHIRLPOOL "elieves that it ma!es sense for technolo#y to "e advanced and simple at the sane time Otherwise$ why create itU This is the messa#e at the heart of the new advertisin# campai#n

VISION OF SIMPLICITY This vision of simplicity stren#thens "rand ima#e Technolo#y e9ists to help ma!e our lives easier and more productive ,o why is it so often such a hassle$ full of comple9ity and frustrationU

41

At WHIRLPOOL$ it is "elieved that technolo#y should "e as simple as the "o9 it comes in ItPs this very simplicity that transforms a tas! into an opportunity$ a "urden into a pleasure Which is why they are committed to deliverin# products and solutions that are easy to e9perience$ desi#ned around consumers and advancedU ,implicity can "e a #oal of technolo#y It certainly is the #oal at WHIRLPOOL It just ma!es sense

DESI1N At WHIRLPOOL$ desi#n is far more than just creatin# #oodGloo!in# products @esi#n at WHIRLPOOL is a !ey element in the innovation process and is applied throu#hout the WHIRLPOOL +roup companies as a "usiness method )very detail that ma!es up a product e9perience is carefully loo!ed at$ from the purchase until the actual use )ven the nostal#ia ( the fond memory the consumer has of the product after heIshe has stopped usin# it ( is ta!en into account durin# the product desi#n process At WHIRLPOOL$ the traditional desi#n disciplines are inte#rated with e9pertise from the human sciences and technolo#y throu#h a multiGdisciplinary$ researchG "ased approach that ma!es it possi"le to create new solutions that satisfy and anticipate peoplePs needs and aspirations We call this new$ enriched type of desi#n Hi#h @esi#n Hi#h @esi#n "ased is "oth a philosophy and a concrete process$ and it is seamlessly inte#rated in the Business and in the Product -reation Processes
42

The mission of the desi#n professionals at WHIRLPOOL is to desi#n solutions that humani'e technolo#y WHIRLPOOLP desi#n e9pertise in all fields is !ept upGtoG theG minute throu#h research pro#rams that investi#ate the latest developments G and ta!e them several steps further

THEORETICAL FRAME6OR8 OF MAR8ETIN1 AND BRAND BUILDIN1 CONCEPTS

'.

INTRODUTION This chapter reveals the Theoretical Review of Literature which is "roadly classified into two major cate#ories vi'$ a1 .ar!etin# concepts "1 Brand Buildin# concepts The theoretical "ac!up allows a systematic approach which stren#thens and formulates the success of the outcome

''.

MAR8ETIN1 Today3s companies must ur#ently and critically rethin! their "usiness mission and mar!etin# strate#ies Instead of operatin# in mar!et price of fi9ed and !nown competitors and sta"le consumer preferences$ today3s companies wor!

43

in a war 'one of rapidly chan#in# competitors$ technolo#ical advances$ new laws$ mana#ed trade policies$ and diminishin# customer loyalty -ompanies find themselves competin# in a race where the world si#ns and rules !eep chan#in#$ where there is no finish line$ no permanent 5win6 They simply must !eep racin#7 hopefully in a direction where the pu"lic wants those to #o in the days when it was 5Business as usual6$ companies could succeed "y producin# and supportin# them with hard sellin# and heavily advertisin# This was called 5.ar!etin#6 5.ar!etin# is the process of plannin# and e9ecutin# the conception$ Pricin#$ promotion and distri"ution of ideas$ #oods and services to create e9chan#e that satisfy individual and or#ani'ational #oals6

GGAmer'&#$ M#r9et'$- Asso&'#t'o$

The mar!etin# discipline is under#oin# fresh reappraisal in the li#ht of the vest #lo"al$ technolo#ical$ economic$ and social challen#es facin# today 3s companies .ass mar!ets are fra#mentin# into micro mar!ets$ multiGdistri"ution channels are replacin# sin#le channels; customers are "uyin# directly throu#h catalo#ues$ telemar!etin#$ and home video shoppin#; price discountin# and sales promotion are rampant and are erodin# "rand loyalty; conventional advertisin# media are deliverin# less and costin# more The mar!etin# discipline is redevelopin# its assumptions$ concepts$ s!ills tools and systems for ma!in# sound "usiness decision .ar!eters must !now when to cultivate lar#e mar!ets and when to niche; when to launch new "rands and when to e9tend e9istin# names; when to push products throu#h distri"ution and when to pull them throu#h distri"ution;
44

when to protect the domestic mar!et and when to penetrate a##ressively into the forei#n mar!ets; when to add more "enefits to the offer and when to reduce the price; and when to e9pand and when to contract their "ud#ets for sales force$ advertisin# and other mar!etin# tools

CORE CONCEPTS OF MAR8ETIN1 MAR8ETIN1 It is a social and mana#erial process "y which individuals and #roups o"tain what they need and want throu#h creatin#$ offerin# and freely e9chan#in# products and services of valve with others MAR8ETIN1 MANA1EMENT .ar!etin# mana#ement is the process of plannin# and e9ecutin# the conception$ pricin#$ promotion and distri"ution of ideas$ #oods and services to create e9chan#es with tar#et #roups that satisfy customer and or#ani'ational o"jectives NEEDS: 6ANTS AND DEMANDS A human $ee! is state of felt deprivation of some "asic satisfaction
45

People re*uire food$ clothin#$ shelter$ safety$ "elon#in#s and a few other thin#s for survival These needs are not created "y their society or "y mar!eters; they e9ist in the te9ture of human "iolo#y and human condition 6#$ts are desires for specifies of these deeper needs Dem#$!s are wants for specific products that are "ac!ed "y an a"ility and willin#ness to "uy them

MAR8ETPLACE: MAR8ETSPACE AND METAMAR8ET M#r9et p*#&e is physical$ as when one #oes shoppin# in a store M#r9et sp#&e is di#ital$ as when #oes shoppin# on the internet .any o"servers "elieve that an increased amount of purchasin# will shift into mar!et space Met# m#r9et is a cluster of complementary products and services that are closely related in the minds of customers "ut spread across a diverse set of industries MAR8ETERS AND PROSPECTS A M#r9eter is someone see!in# a response 0attention$ a purchase$ vote$ a donation1 from another party$ called the prospe&t PRODUCT: OFFERIN1 AND BRAND
46

-ompanies address needs "y puttin# forth a V#*)e propos't'o$: a set of "enefits they offer to customers to satisfy their needs The intan#i"le value proposition is made physical "y an o er'$-: which can "e a com"ination of products$ services$ information$ and e9periences A Br#$! is an offerin# from a !nown source All companies strive to "uild stren#th that is$ a stron#$ favora"le "r#$! 'm#-e.

VALUE AND SATISFACTION V#*)e is defined as a ratio "etween what the customer #ets and what he #ives The customer #ets "enefits and assumes costs The "enefits include /unctional "enefits and )motional "enefits The costs include monetary costs$ time costs$ ener#y costs and psychic costs RELATIONSHIPS AND NET6OR8S Re*#t'o$sh'p m#r9et'$- has the aim of "uildin# mutually satisfyin# lon#Gterm relations with !ey partiesG customers$ suppliers$ distri"utorsG in order to earn and retain their "usiness A m#r9et'$- $et2or9 consists of the company and itPs supportin# sta!eholders with whom it has "uilt mutually profita"le "usiness relationships MAR8ETIN1 CHANNELS To reach a tar#et mar!et$ the mar!eter uses three !inds of mar!etin# channels
47

Comm)$'&#t'o$ &h#$$e*s deliver and receive messa#es from tar#et "uyers$ and include news papers$ ma#a'ines$ radio$ television etc The mar!eter uses D'str'")t'o$ &h#$$e*s to display$ sell$ or deliver the physical products or services to the "uyer or user The mar!eter also uses ser('&e &h#$$e*s to carry out transactions with potential "uyers

SUPPLY CHAIN The s)pp*. &h#'$ descri"es a lon#er channel stretchin# from raw materials to components to final products that are carried to final "uyers COMPETITION Compet't'o$ includes all the actual and potential rival offerin#s and su"stitutes that a "uyer mi#ht consider -ompetition may "e of different types They are7 Brand competition Industry competition /orm competition +eneric competition MAR8ET ENVIRONMENT It consists of the T#s9 E$('ro$me$t and Bro#! e$('ro$me$t
48

T#s9 m#r9et'$- includes immediate actors involved in producin#$ distri"utin#$ and promotin# the offerin# The main actors are the company$ suppliers$ distri"utors$ dealers$ and the tar#et customers The "ro#! m#r9et'$- consists of si9 components7 G @emo#raphic environment G )conomic environment G 2atural environment G Technolo#ical environment G PoliticalGLe#al environment G ,ocioGcultural environment These environments contain forces that can have a major impact on the actors in the tas! environment MAR8ETIN1 PRO1RAM The mar!eter3s tas! is to "uild a mar!etin# pro#ram or plan to achieve the company3s desired o"jectives The M#r9et'$- pro-r#m consists of numerous decisions on the mi9 of mar!etin# tools to use The M#r9et'$- m'; is the set of mar!etin# tools the firm uses to pursue its mar!etin# tools the firm uses to pursue its mar!etin# o"jectives in the tar#et mar!et The Fo)r >P? Compo$e$ts o the M#r9et'$- M';

M#r9et'$- M';
T#r-et M#r9et
49

Pro!)&t
Q Product 4ariety Q Huality Q @esi#n Q /eatures Q Brand Q 2ame Q Pac!a#in# Q ,i'es Q ,ervices Q Warranties Q Returns

Pr'&e
Q List Price Q @iscounts Q Allowances Q Payment Period Q -redit Terms

Promot'o$
Q ,ales Promotion Q Advertisin# Q ,ales /orce Q Pu"lic Relations Q @irect .ar!etin#

P*#&e
Q -hannels Q -overa#e Q Assortment Q Locations Q Inventory Q Transport

PRODUCT The firm3s tan#i"le offer to the mar!et$ which includes product *uality$ desi#n$ features$ "randin# and pac!a#in# PRICE The amount of money the customers pay for the product PLACE It includes all the activities the company underta!es to communicate and promote its products to the tar#et mar!et PROMOTION It is promotin# the product throu#h ,ales promotion$ Advertisin#$ ,ales force$ pu"lic relations$ and @irect mar!etin#

50

SE1MENTIN1 The process of dividin# potential mar!et into distinct su"sets of consumers with common needs or characteristics$ and select one or more se#ments to tar#et with a distinct mar!etin# mi9 TAR1ETIN1 The various se#ments in which the mar!eter will put in his mar!etin# efforts$ to attract the customers is !nown as tar#etin#

POSITIONIN1 It is act of desi#nin# the company3s offerin# and ima#e so that they occupy a meanin#ful and distinct competitive position in the tar#et customer3s minds BRAND DECISIONS+ Brandin# is a major issue in product strate#y The .ar!etin# Association defines a "rand as7 5 a name$ term$ sym"ol$ or desi#n$ or a com"ination of them$ intended to identify the #oods or services of one seller or #roup of sellers and to differentiate them from those of competitors 5Thus a "rand identifies the seller or ma!er ?nder trademar! law$ the seller is #ranted e9clusive ri#hts to the use of the "rand name in perpetuity Brands differ from other assets such as patents and copyri#hts$ which have e9piration dates -ompanies need to research the position their "rand occupies in the customer3s in the minds Accordin# to Mevin Meller$ 5what distin#uishes a "rand from its un"randed commodity counterparts is the customer3s perceptions and feelin#s
51

a"out the product3s attri"utes and how they perform ?ltimately$ a "rand resides in the minds of consumers 6 There are three commonly used research approaches to #et at "rand meanin#7 1. 6or! #sso&'#t'o$s+ people can "e as!ed what words come to mind when they hear the "rand3s name in the case of .c@onald3s$ they pro"a"ly would mention ham"ur#ers$ fast food$ friendly service$ fun and children try to emphasi'e the positive and uni*ue words and try to reduce the causes #ivin# rise to the ne#ative words %. Perso$' .'$- the "r#$!+ people can "e as!ed to descri"e what !ind of person or animal they thin! of when the "rand is mentioned /or e9ample$ they may say that the >ohn @eere "rand ma!es them thin! of ru##ed .idwestern male who is a hardwor!in# and trustworthy The "rand person delivers a picture of the more human *ualities of the "rand @. L#!!er'$- )p to '$! the "r#$! esse$&e+ Brand essence relates to the deeper$ more a"stract #oals consumers are tryin# to satisfy with the "rand .ar!eters must decide at which levels to anchor the "rand3s identify ,cott @avis su##ests visuali'in# a "rand pyramid in constructin# the ima#e of a "rand %8 at lowest level are the "rand attri"utes$ at the ne9t level are the "rand3s "enefits$ and at the top are the "rand3s "eliefs and values Thus mar!eters of @ove soap can tal! a"out its attri"ute of oneG*uarter cleansin# cream; or its "enefit of softer s!in; or its value$ "ein# more attractive The attri"utes is the least desira"le level /irst$ the "uyer is more interested in "enefits ,econd$ competitors can easily copy attri"utes Third$ the current attri"utes may "ecome less desira"le
52

BUILDIN1 BRAND IDENTITY Buildin# the "rand identity re*uires additional decisions on the "rand3s name$ lo#o$ colors$ ta#line$ and sym"ol Here is what one new dotGcorn decided At the same time$ a "rand is much more than a name$ lo#o$ colors$ a ta#line$ or sym"ol These are mar!etin# tools and tactics A "rand is essentially a mar!eter3s promise to deliver a specific set of features$ "enefits$ and services consistently to the "uyers The mar!eter must esta"lish a mission for the "rand and a vision of what the "rand must "e and do The mar!eter must thin! that he is offerin# a contract to the customer re#ardin# how the "rand will perform The "rand contract must "e honest At "est$ the "rand campai#n will create name reco#nition$ some "rand !nowled#e may "e even some "rand preference$ "ut an ad campai#n does not create "rand "ondin#$ no matter how much the company spends on advertisin# and pu"licity Brand "ondin# occurs when customers e9perience the company as deliverin# on its "enefits promise The fact is that "rands are not "uilt "y advertisin# "ut "y the "rand e9perience All of the customer3s contacts with company employees and company communications must "e positive The "rand idea will not ta!e unless everyone in the company lives the "rand Tosti and stot' char#e that too many companies ma!e "rand promises "ut fail to train employees to understand and deliver on the "rand promise %< they su##est ways that companies can carry on internal "randin# with their employees to understand$ desire$ and deliver on the "rand promiseV Here are some e9amples BRAND STRATE1Y DECISION
53

Brand strate#y will vary with whether the "rand is a functional "rand$ an ima#e "rand$ or an e9periential "rand Over time$ each type of "rand can "e developed further A company can introduce line e9tensions 0e9istin# "rand name e9tended to new si'es or flavors in the e9istin#$ product cate#ory1$ "rand e9tensions 0"rand names e9tended to newG product cate#ories1$ multi"and 0new "rand names introduced in the same product cate#ory1$ new "rands 0new "rand name for a new cate#ory product1$ and coG "randin# 0com"inin# two or more wellG!nown "rand names1 Line e9tensions consist of introducin# additional items in the same product cate#ory under the same "rand name$ such as new flavors$ forms$ colors$ added in#redients$ and pac!a#e si'es Line e9tension involves ris!s and has provo!ed heated de"ate amon# mar!etin# professionals On the downside$ line e9tensions may lead to the "rand name losin# its specific meanin# BRAND EATENSIONS A company may use its e9istin# "rand name to launch new products in other cate#ories Ret li!e line e9tension$ "rand e9tension also involves ris!sIjac! @aniels licensed its name for use as mustard that failed; and Pierre -ardin put his name on a wine$ and this failed The "rand name may "e inappropriate to the new productGconsider "uyin# shell oil !etchup$ @rano mil!$ or Boein# colo#ine The new product mi#ht disappoint "uyers and dama#e their respect for the company3s other products
54

-ompanies that are tempted to transfer their "rand name must research how well the "rand3s associations fit the new product The "est result would occur when the "rand name "uilds the sales of "oth the new product and the e9istin# product An accepta"le result would "e one in which the new product sell swell without affectin# the sales of the e9istin# product The worst result would "e one in which the new product fails and hurts the sales of the e9istin# product

BRAND A6ARENESS AND EFFECTIVE MEDIA FOR BRAND BUILDIN1 '. INTRODUCTION This plays the crucial part of the study$ 5)ffectiveness media for Brand Buildin# 6 The study focused on two points vi' I II In are order to draw The most preferred Brand The most effective media to "uild a "rand the facts with re#ard to the a"ove aspects$ a

Huestionnaire was desi#ned to meet the re*uirements$ where *uestions posed in a smooth flow drawin# responses on Brand Awareness levels and )ffectiveness of media for "rand "uildin# ''. BRAND A6ARENESS LEVELS
55

Brand is somethin# !nowin#ly or un!nowin#ly loo!s for A #ood "rand captures not only mar!et "ut also a lastin# impression in the customers How far customers are loyal to the "rands they are usin#U This is somethin# which is focused here The first %& *uestions in the *uestionnaire allow customers to spea! a"out their "rand preference

1. A6ARENESS LEVELS There are a wide ran#e of "rands e9istin# in the world of li#htin# In order to !now the order of preference of the customers while choosin# a "rand$ an attempt is made to !now what the companies one !nows in li#htin# division are The respondents #ot to #ive three "est !nown "rands of his !nowled#e Accordin#ly$ there was a pool of "rands collected as mentioned "y the respondents The ancestral "rand WHIRLPOOL is of course the first one in order 2e9t follows ,urya$ Wipro$ -rompton +reaves$ Anchor$ Bajaj$ + ) $ Havells The local "rands mostly$ one is approachin# are .ysore Lamps$ Osram$ -ema$ Lee WHIRLPOOL WIPRO BA>A>
56

 -RO.PTO2 ,?RRA A2-HOR ORPAT +) LO-AL BRA2@, It is o"served that thou#h there are whole lot of "rands actively in e9istence$ there is always a soft corner reserved for WHIRLPOOL "ut then$ availa"ility with "it of motivation in amon# customers as well as retailers captures the entire mar!et

%. PRESENT USERS It does not just !now$ WHIRLPOOL "ut a wide ran#e of people are usin# it A majority of B8J is usin# WHIRLPOOL and is strictly stic! to it The ne9t one in the order is ,urya$ as mentioned a"ove WHIRLPOOL and ,urya in Hydera"ad occupied a safe place in the pu"lic What is to "e considered is that$ the one usin# WHIRLPOOL is usin# it "ecause it is there since installation When a major installation is concerned o"viously a lar#e amount of opinions are collected$ and the elders are no e9ception Inspite of certain defects$ the elders$ still su##ests it "ecause they are very loyal to it But then since everythin# is made availa"le is made availa"le in a readymade fashion now$ most of us left loyalty to air$ and is prepared to opt$ the readily availa"le "est "rand
57

Therefore$ strict #uidelines must "e delivered to the retailers specially "ecause$ retailers motivation plays a major role in chan#in# customer perception in the distri"ution must "e made in order to see to the immediate availa"ility in each and every outlet "ecause$ only when the product is there$ retailer can motivate the customer to "uy it

@. REASONS BEHIND CHOOSIN1 A BRAND The reason for optin# a particular "rand as such #iven in the Huestionnaire are *uality$ lon#er life$ availa"ility$ replacement and others Huality and lon#er life are the most essential features every"ody loo! for But then an avera#e common man may see to the availa"ility ,ome who are very careful mi#ht opt a particular "rand "ecause of replacement and many other reasons as such As far as WHIRLPOOL is concerned there is a collective opposition to the statement that WHIRLPOOL offers replacements to its li#hts ItPs just one percent who accepted to the a"ove statement

58

One$ who rejects WHIRLPOOL$ did it "ecause it is so e9pensive There are almost so many "rands comin# up statin# that they can #ive in customer satisfaction In spite of the !nown fact that WHIRLPOOL offers lon# life$ other "rands are competin# in every way possi"le

B. MEANS OF CHOOSIN1 A BRAND -hoosin# a "rand is one part and the means throu#h which one #ot to !now of it$ is the other part A customer comes to a conclusion in optin# a "rand certain influences li!e media adPs$ ,u##estions from !nown mem"ers and others .edia adPs may influence in a way li!e to spare a minute to thin! of it .any said that media adPs lets them !now of a "rand so much so what they can compare and come to a conclusion To #et an idea of any "rand$ an advertisement plays a major role =AJ of respondents e9perienced an opinion that media adPs acts as a compati"le way for them to !now of different products and everythin# relatin# to it

59

Therefore$ a wellGdressed advertisement providin# complete information with catchy words attracts customers and of course a #ood offer li!e free #ifts always draws customer attention and interest too ,u##estions were considered from near"y shop!eepers$ re#ular electricians$ nei#h"ors$ friends and so on Word of mouth is the most effective source for information to pass fast and interestin#ly A satisfied customer is a #ood sales person Others include the companyPs "rand name$ the e9perience they had However an e*ual proportionate of attention$ interest is to "e all sources

C. SIN1LE BRAND STIC8ERS )verythin#Ps provided and the *uestion is if they are #oin# to use it and stic! to it "ecause #ainin# loyal customer is what is important and a loyal customer is always an asset to the company Totally there is ==J of respondents who chan#e "rands accordin# to convenience$ and just only <BJ of respondents stic! to a sin#le "rand In order to turn them to WHIRLPOOL draw in advertisements wherein not just eyes "ut thou#ht must pay attention to ,ince WHIRLPOOL is already a "randed$ standard and a trustworthy "rand o"viously just a push will secure a #ood num"er of hearts

60

YES 63 63%

NO 37 37%

61

D. BRAND S6ITCHERSE REASONS The ==J of respondents who shifted "rands accordin# to conveniences stated their own different reasons out of their e9perience The option for one chan#in# "rands are availa"ility$ "ad e9perience with the "rand$ su##estions and others An avera#e of B&J stated that they chan#e "rands only "ecause what is not availa"le This remindin# of the fact that one should see to the strict availa"ility in every hoo! and corner of every tar#et mar!et The responsi"ility lies with every .ana#er who must see to the availa"ility and the motivation of the retailers When "ad e9perience with the "rand$ is concerned$ may it "e a sin#le piece$ must "e chec!ed thorou#hly "ecause there must not "e any possi"ility allowed to loose a valua"le customer ,u##estions are already discussed Others include that %J preferred chan#e and the I,I +ovt stamp i e the reco#nition of #overnment$ and #radin# must "e there which ena"les trust Once #ained trust will not "e lost easily I would li!e to "rin# forth a ,how room in Hydera"ad where in the whole shop is lit with WHIRLPOOL tu"e li#hts The owner showed a stoc! of it also But then there is a complaint a#ainst WHIRLPOOL I found some =GB li#hts spoilt amon# the 8& lit How unfortunate for WHIRLPOOL to loose a loyal customerV )very sin#le loyal customer counts to the fame name and success of the "rand I was actually surprised to see him still stic! to WHIRLPOOL

62

BRAND S6ITCHERSE REASONS

Availabili ty 60 60%

Bad experience 18 18%

suggestions from others 18 18%

Non e 4 4%

63

F. 6HIRLPOOL VS OTHER BRANDS @ifference with respect to the dura"ility and various "rands when compared to WHIRLPOOL is that of an Ocean A majority of respondents reacted in such a way that they never paid attention in o"servin# chan#e and visGWGvis This is *uite o"vious that one does not usually loo! into the chan#e as such 2o"ody cares to note when the li#ht is !ept and when does if #o off But then$ the ne9t majority stated WHIRLPOOL with it They were very much satisfied with the power savers There were lot of compliments li!e WHIRLPOOL never compara"le; usin# it from Birth and that WHIRLPOOL ma!es loo! "etter The li#htin# intensity is #ood It sta"ili'es fluctuation in volta#e But then price factor is a "i# hurdle There are certain complaints a#ainst WHIRLPOOL when :w ener#y savin# "ul" and thus switched on to Wipro A customer said that .ysore lamps seem "etter than WHIRLPOOL Bad replacement and also less #uarantee period is where the customers are not satisfied with

64

G. 1ENERAL OPINION This particular *uestion devotes si#nificance in "rin#in# out as to which "rand is mostly in and around the respondents place$ where in we are a"le to derive a #eneral opinion as to which "rand is preferred ItPs a#ain WHIRLPOOL wherein a majority of =CJ opted the same and the ne9t preference is 5All6 which means any "rand and$ no "rand in particular$ mostly there is a com"ination of "rands "ein# used and it is also purely "ecause of the availa"ility
WH !"#O O" 46 46% W #! O 10 10% S$!Y A 16 16% %!O&#' ON 12 12% A"" 'HE ABO(E 12 12% NO' S$!E 4 4%

65

H. 8NO6LED1E ON 6HIRLPOOL PRODUCTS The products of WHIRLPOOL with respect to li#htin# division are )ssential$ Tornado$ +enie$ Lifema9$ ,umo There is a X majority who said that they never heard of these names ItPs stated so not "ecause they really doesnPt !now the product or they never have never "een used it$ "ut purely "ecause they were not a"le to reco#ni'e "y its name ,omethin# must "e done with re#ard to the reco#nition of these products "y their name ( "ecause when the name is fancy and interestin#$ watchin# the ads they will catch the fancy word and it is always on their ton#ue and thus influences the customer to "uy it "ecause they find the name well !nown as if they are usin# the product from lon# 8NO6LED1E ON 6HIRLPOOL PRODUCTS YES 32 32% NO 68 68%

17. AVAILABILITY OF 6HIRLPOOL PRODUCTS

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Meepin# aside whether we !now the product or not$ the main issue is these products are availa"le in near"y stores The answer is a#ain a "i# 2o and a#ain the reason for this is just as mentioned a"ove$ the customers are not aware of the products "y its name The solution of this as identified is just name them with a name wherein the very thou#ht of it "rin#s the product into picture$ or populari'e the products "y its name the second important factor is availa"ility There must "e a vi#orous chec! in the availa"ility
ESSEN' A" YES NO 4 96 4% 96% 'O!NA)O YES NO 11 89 11% 89% *EN E YES NO 36 64 36% 64% " +E&A, YES NO 33 67 33% 67% S$&O YES NO 9 91 9% 91%

AVAILABILITY OF 6HIRLPOOL PRODUCTS

11. EFFECTIVENESS OF MEDIA FOR BRAND BUILDIN1

67

There may "e so many ways and means in means in !nowin# properly a"out a product ,pecially$ in the present scenario advertisin# plays a !ey role The various means of advertisin# one approach to$ !now a"out a product or "rand in detail may "e 2ewspaper$ Television$ Hoardin#s$ Pamphlets$ Radio$ Internet$ Word of mouth and so on The ne9t ei#ht *uestions helps to come to conclusion a"out which media e9actly seems to "e more effective and is pretty approacha"le CHANNELS OF MEDIA .edia plays a major role in "rin#in# up the #ap "etween the product and the customer .edia turns prospective customers into consumers -onsumers will come to an idea after a series of advertisements wor!in# on him There are various channels of media in which customer of various se#ments would li!e to !now of product information li!e Television$ 2ewspaper$ .a#a'ines$ Internet$ Hoardin#s$ Radio ,u##estions from electrician$ friends$ nei#h"ors$ posters$ pamphlets$ placards$ "anners etc Amon#st all many opted for Television and 2ewspapers Whatever may it "e$ when the tas! underta!en comes out in a way li!e perfect$ o"viously and sure customer would accept it Therefore$ advertisements must "e desi#ned properly in such a way li!e the person watchin# must come to a conclusion and there to "uy it near

68

CHANNELS OF MEDIA
'E"E( S ON 34 34% NEWS #A#E! 10 10% N'E!N E' 8 8% HOA!) N *S 7 7% +& !A) O 14 14% WO!) O+ &O$'H 27 27%

1%. MOST PREFERRED NE6SPAPER

69

What every literate tries to do soon after he wa!es up is just search for a news paper and fast switch on to his favorite pa#e There are a wide num"er of newspapers e9istin# )very city and town has its own city addition and local newspaper !eepin# these local editions aside the main newspapers which are widely in circulation all over the state are Hindu$ @eccan chronicle$ Indian )9press$ Times of India$ ,aa!shi and )enadu These are People who read a com"ination of any of the a"ove two Of all$ the majority stated that$ they are re#ular readers of )enadu The ne9t majority is Hindu after which @ - followed the ramp Also there are num"er of Telu#u papers li!e 4aartha$ Andhra Bhoomi$ Andhra >yothi$ Andhra Pra"ha$ Praja,a!hi Also$ the Hydera"adiPs are more ac*uainted with Hindi .ilap But it is "etter to tar#et )enadu only "ecause a majority read )enadu only

MOST PREFERRED NE6SPAPER

70

' &ES O+ H N)$ 24 24% )% 11 11% N) A 8 8%

N) AN E,#!ESS 5 5%

EENA) $ 24 24%

SAA-S H 15 15%

& S% ""ANE O$S 13 13%

71

1@. ATTRACTIVE PA1E FOR ADVERTISEMENT The wide variety of people readin# newspaper re#ularly doesnPt all really #o throu#h paper from the scratch$ they first chec! out their interestin# pa#es and then if they find time$ #o for some attractive columns L then news Almost every"ody #o throu#h paper for headin#s A majority loo! into o"tain information in relation to their necessity Accordin# to the choice of the respondents certain choices referred are /irst pa#e$ Last pa#e$ ,ports$ Business$ -ity edition$ )ntertainment$ .iddle pa#e and so on /ew advised that an ad may it "e in any pa#e$ #ot to "e attractive and just attractive ,omethin# attractive is enou#h to draw onePs attention is drawn it depends on us how to catch the customers and wor! on his thou#hts and finally succeed in convincin# him /or this the way how we put our words and thou#hts is what$ what matters

72

ATTRACTIVE PA1E FOR ADVERTISEMENT

Busine +irst 13 13% "ast 13 13% Sports 0 0% ss 5 5% &iddle #age 12 12% %ity Edition 19 19% &ain Edition 8 8% Entertainme nt 26 26% No response 4 4%

73

1B. SCHEDULE OF 6ATCHIN1 TELEVISION Television has "ecome a part of every common man$ without e9ception At one time or the other in a day$ every"ody spares some time to watch T 4 it has rather turned out as a source of rela9ation Thus Television can "e called to "e channel wherein a majority of people pay attention to 2ow that television canPt "e watched all the time$ itPs a !nown fact that people watch T 4 with respect to their convenience A majority responded that it is convenient for them to watch ni#ht time i e after C7A& p m the elderly people watch news and o"viously switch on to some other channel when at the time of advertisement This is to "e o"served Therefore ads must "e furnished in a way that the viewerPs attention is withdrawn in the first "ecause when a customer feels that a particular ad conveys a messa#e and worth watchin# it only then he sees it a#ain and comes to an opinion ,o$ a#ain it depends upon us$ how we are #oin# to furnish the ad The audio and video #ot to contri"ute e*ually

74

SCHEDULE OF 6ATCHIN1 TELEVISION

&ornin g 20 20% Evening 10 10% Nigh t 46 46% &orning . Evening 10 10% "eisure 'ime 11 11% )o not /atch 3 3%

75

1C. ADVERTISEMENTS: ITS INFLUENCE With re#ard to the *uery that$ 5@oes ads inspire to chan#e our "rand or shift to anotherU6 The strai#ht answer in reference to the advertisement of li#hts$ or to the *uestion a"ove mentioned is a unanimous S2oP$ e9cept from %&G%= respondents of <&& ,ome people were a"le to recollect ads "ut certainly there is no inspiration !ind of thin# in their shiftin# to another "rand /ew said that this !ind of chan#in# mind is with re#ard to children or children #et carried away with ads not adults After a thorou#h o"servation into the opinions of people around me$ its li!e people #et carried away with adPs no matter may it "e children or adults$ of thin#s one re#ularly use They also consider the "rand am"assadors and finally word of mouth wor!s out effectively supportin# to their o"servations With re#ard to li#hts there are hardly any adPs comin# up re#ularly for the customers to recollect

76

1D. MEMORY CHEC8 OF ADVERTISEMENT As mentioned a"ove$ there is a"solutely no response "ecause this seemed them li!e a test to their IH There are some who were a"le to recollect the caption$ 5letPs ma!e thin#s "etter 6 /ew could recollect ads in ma#a'ines li!e Readers @i#est and almost every"ody were a"le to collect ,urya ad$ the men and the #ood wor!in# ad There was only who recollected the ad$ which is a conversation "etween a father and his dau#hter Another person said that he remem"ers a family ad for +L,$ -/L /ran!ly this states that the adPs with re#ard to WHIRLPOOL$ for that matte$ an advertisement of any li#hts is very poor There is for sure an a##re#ate of DCJ respondents who ever paid attention to li#hts adPs and also they have never come across

77

1F. A6ARENESS IN THE CHANNELS OF MEDIA -hannels of advertisements$ other than T 4 2ewspaper are autotops$ dan#lers$ "anners$ placards$ pamphlets$ hoardin#s and so on This lets us !now the awareness in the customers a"out the a"ove mentioned channels to !now their effect on them There is a majority of respondents who responded that they o"serve or loo! at .ostly the customers are aware of these "ecause in their re#ular to and fro journey throu#h the same route any chan#e in the hoardin#s as such ena"led them to note it The commuters mainly note and almost every"ody is commuters nowGaGdays Therefore a fre*uent in the hoardin#s attractively made$ draws attention

78

A6ARENESS IN THE CHANNELS OF MEDIA

R),

2O

BC

33

67%

33%

79

80

1G. BENEFITS OUT OF ADVERTISEMENTS @efinitely with the help of these hoardin#s and all$ as mentioned a"ove the commuters are mostly "enefited In relation to this one can "enefited li!e one can ac*uire information re*uired If one cares to stop and read the hoardin#s etc it provides a whole lot of information ,ometimes ads appear in away li!e chan#e the mindset of the customers But mostly these ads just attract the customerPs attention

#rovides nformation 53 53%

0ust attracts 35 35%

%onvinces to purchase 12 12%

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1H. OPINION ON 6HIRLPOOL This is a part not essentially ou#ht to "e considered There were really many whose ultimate word which come with the sound of WHIRLPOOL is #ood$ e9cellent$ "randed$ relia"le$ dura"le and many more as such these I am e9cited to state the fact that there are people who are usin# WHIRLPOOL from their "irth Its their ancestral "rand and there are whole lot of compliments as such Meepin# them aside there are some who stated that WHIRLPOOL is e9pensive This is the main draw"ac! which paves way for the customers to switch on to other "rands Also feelin# sorry to convey the fact that there is certain duplicity e9istin# Then

there is a compliant on +enie I have seen myself that there are CG: "ul"s off But then$ still they are loyal to WHIRLPOOL is of "est *uality "ut opted Haveli "ecause its of latest technolo#y its of li#ht wei#ht and is lit even in low volta#e 8Bw of Haveli e*uals to <Bw of WHIRLPOOL They opinion they e9pressed showed their loyalty towards WHIRLPOOL and their "itter feelin# in WHIRLPOOL The once "est "rand "ecome it is costlier towards certain draw"ac!s

normal and left the impression that

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%7. 6HIRLPOOL IN A 6ORD WHIRLPOOL in a word is *ualitative$ #ives lon# life$ service oriented$ the ultimate product to li#hts very costly and so on But the majority said that WHIRLPOOL *ualitative .oreover L whatever people say "ut it is an o"served fact that there is a wide scope for WHIRLPOOL to come out to its place$ the place wherein no one can ever replace it with >ust add the spice of perfection from the scratch and you are there

1ualit y 52 52% "onger "ife 38 38% Better Service 10 10%

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FINDIN1S: SU11ESTIONS AND CONCLUSIONS

INTRODUCTION All the tas!s underta!en till now is one part and the one hidden in this chapter is other and most important part This carries lot of wei#hta#e "ecause$ the conclusions drawn is for what the study is done These conclusions in the form of findin#s and su##estions is what is re*uired for the company for further enhancements This chapter opens up in three different headin#s namely findin#s$ su##estions and conclusions

FINDIN1S
There are various factors which is pac!ed up ,pecially$ customerPs opinions differ from each other in a very stran#e way This opened up a way to company to specify its wea!ness and the sales people to "rin# the customers out of "ias ,ome say that WHIRLPOOL Brand is fantastic$ on the other hand$ some say that it earnin# only "y its Brand name and not e*ually "y its *uality standards

84

Br#$! A2#re$ess Le(e*s

With respect to the Brand awareness levels$ not every"ody are aware of the "rand really They just respond with the familiarity of the word SPhilipP and not really hold the entire !nowled#e$ at least not a part of it

The few factual findin#s of opinion of customers with re#ard to their awareness levels of "rands are7 ItPs the only one offerin# replacement It #ives lon#er life than any other "rands It withstands the power of fluctuations Power savers are very effective Lot of duplicity is presently e9istin# Once "est "rand$ "ecome normal$ left the impression that it is costlier Price factor is a "i# hurdle WHIRLPOOL #ood definitely$ "ut not sure in li#htin# Only "y its "rand name$ sales are joinin# around Intensity of #ood "ut not withstandin# for sli#htly hi#her volta#e
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Me!'# or Br#$! ")'*!'$An advertisin# campai#n must "e desi#ned Advertisin# of WHIRLPOOL are not that much re#ular in the Telu#u -hannels Thou#h people read newspaper daily$ they e9actly does not really loo! into ads unless it is so attractive and offer sound Word of mouth specially rou#h electricians play a major role Availa"ility is considered to a lar#e e9tent where time is a major constraint )lectricians and restrictions must "e paid attention to

SU11ESTIONS
Li!e how there are two sides of a coin$ however perfect$ thin#s #o there will o"viously "e certain loop holes which #ot to "e rectified The person who is in the shoes only !nows the comfort levels of the shoes ,o also$ only the one who uses it on a re#ular "asis !nows the "enefits and flaw$ only the one who !nows the "ac!lo#s is worth advisin# Li!ewise there are few who su##ested WHIRLPOOL for its "etter "rand ima#e Br#$! A2#re$ess *e(e*s o &)stomers When tou#h competition e9istin#$ o"viously *uality wonPt "e criteria "ecause only of e*ual worth competin# and then price is the factor which is considered Afforda"le price to common man wor!s really

86

Thou#h *uality conscious$ re*uires enrichin# themselves with new technolo#ies to fill the life with li#htin#

-ustomers very delicate to handle therefore #ot to ta!e care in every step In order to drive out duplicity$ 8 factors may "e considered

Identity loyal distri"uters or retailers and tell to spy the other retailers and so +ive an encoura#in# commission

-apture "i# mar!et in a way li!e there are a lot of respondents who use WHIRLPOOL from installation "ut later on if a "ul" or tu"e is lost$ the wor!ers #ets what is availa"le

-ollect the lost "ul"s or tu"es in order to recycle them and pay a "it

/ormulate such schemes which will attract and at the same time #ets the attention of the masses li!e scratch cards$ luc!y dips$ draws

+ive "ri#ht li#ht "ut "etter to ta!e strict measures for the safety of eye si#ht

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2o dou"t in *uality "ut$ afforda"le price to coon man wor!s in "rin#in# "ac! #lory

E e&t'(e$ess o Me!'# or Br#$! B)'*!'$-

A properly trimmed advertisin#$ companies would draw peoplePs attention in e*ual intervals )9 ,e*uential advertisements of fair and handsome and Teja new were very affective

Also electricians turn out to "e effective implementers of word of mouth$ and there is #reat faith in the customers on the electricians words$ train electricians

-reate an9iety in the customers re#ardin# ads and products there only; they will "e a"le to #ra" attention

+ather electricians and demo classes and #ive them certificates @oin# so "oth the electricians and the company "enefits in a way li!e with the issue of certificates certifyin# that the electricians are certified "y WHIRLPOOL$ the electricians feel themselves "randin# and the effective weapon called Sword of mouthP can "e turned in the companyPs favor This is o"viously a "enefit to the company

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Improve advertisin# of products and also create an impact on the customer a"out the WHIRLPOOL Products

2eed to ma!e attractive eyeGcatchin# ads 2eed to ta!e care in ma!in# populari'e new products

The products also must "e named in way that the namePs on the ton#ue at the very thou#ht of it

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CONCLUSION
The study of 5The Brand Awareness Levels and )ffectiveness of .edia for Brand Buildin#6 reveals many facts$ posed challen#es and advised su##estions In a word WHIRLPOOL$ of International ,tandards was just synonymous to li#hts But then somehow there are so many "rands entered the mar!et pavin# way to competitors thou#h there are many "rands e9istin# still a majority of "ac! ,o$ it all depends on how wise the steps ta!en in order to "rin# the #ap are There must "e vi#orous modulations in the advertisements in a way that it draws continuous attention of the customers A careful outloo! in each and every aspect contri"utes to the success of the product Why should one use "rands other than WHIRLPOOLU There may not "e unanimous answer to this "ut the constant *uestionin# closers all the doors of the "rands and widens the mar!et of WHIRLPOOL The "ond of emotional "randin# is very important ,hare of heart is most important than the share of voice$ mind or wallet A "rand that captures mind$ #ains "ehavior$ whereas a "rand that captures heart #ains commitment

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/inally$ WHIRLPOOL ma!es thin#s loo! "etter If one "elieves this definitely they wonPt switch on to other products

IUESTIONNAIRE
BRAND A6ARENESS AND EFFECTIVE MEDIA FOR BRAND BUILDIN1

N#me O&&)p#t'o$ A$$)#* I$&ome P*#&e

+ + + +

14 6h#t #re #** the &omp#$'es .o) 9$o2 '$ the 2or*! o *'-ht'$-= a1 "1 c1

%4 6h'&h o$e #re .o) )s'$- prese$t*.= JJJJJJJJJJJJJJJJJJ @4 6h. !o .o) opt # p#rt'&)*#r "r#$!=
91

a1 Huality d1 Replacement

"1 Lon#er life e1 Others

c1 Availa"ility

B4 Ho2 !'! .o) &ome to 9$o2 o 't= a1 .edia ads "1 ,u##estions from !nown mem"ers c1 Others

C4 Do .o) -o or # s'$-*e "r#$!: #** the t'me= a1 Res "1 no

D4 I $o: 2h. !o .o) &h#$-e= a1 Availa"ility d1 Others F4 6he$ .o) "o)-ht 6HIRLPOOL #*o$- 2'th some other "r#$! !)e to &ert#'$ &'r&)mst#$&es !'! .o) $ot'&e #$. &h#$-e #s s)&h 2'th respe&t to 'ts !)r#"'*'t. #$! ,)#*'t.= YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY G4 6h'&h "r#$! 's most*. )$!er )se #t .o)r ho)se or .o)r 2or9 p*#&e= JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ H4 H#(e .o) he#r! o Esse$t'#*: Tor$#!o: 1e$'e: L' e M#; #$! the $e2*. *#)$&he! S)mo= a1 Res "1 2o "1 Bad e9perience with the "rand c1 ,u##estions

174 Are those pro!)&ts #(#'*#"*e '$ .o) s)rro)$!'$- stores= Yes )ssential Tornado +enie YYYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYYY
92

No YYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYY

Lifema9 ,umo

YYYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYYY

YYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYY

114 6h#t #re the &h#$$e*s o me!'# .o) -et thro)-h '$ -ett'$- #$ '!e# #"o)t #$. "r#$!= JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ

1%4 6h'&h p#per $e2s !o .o) re#! re-)*#r*.= YYYYYYYYYYYYYYYYYYYYYYYY 1@4 6'th re-#r! to 'ts #ppe#r#$&e: 2h'&h p#-e !o .o) th'$9 seems to "e more e e&t'(e #$! e.e &#t&h'$-= JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ 1B4 Do .o) 2#t&h T.V.= I so: pre er#"*. #t 2h#t t'me= JJJJJJJJJJJJJJJJ 1C4 Does #$. #!(ert'seme$t re-#r!'$- *'-ht'$- '$sp're .o) '$ opt'$- or # "r#$!= JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ 1D4 C#$ .o) re&o**e&t #$. #!(ert'seme$t o 6HIRLPOOL= A1 Print .edia B1 Television YYYYYYYYYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYYYYYYYYY

1F4 H#(e .o) e(er $ot'&e! #)to tops: "#$$ers: #$! p*#&#r!s: D#$-*ers: Ho#r!'$-s '$ #$! #ro)$! .o)r p*#&e= A1 Res B1 2o

1G4 I .es: h#(e .o) "ee$ "e$e 'te! o)t o 't '$ # 2#. *'9e+ A1 Was it a"le to succeed to chan#e your mind in optin# it
93

B1 Attracted your attention -1 Was it a"le to provide any information as such 1H4 6h#t?s .o)r op'$'o$ o$ 6HIRLPOOL= YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY

%74 6'th 2h#t #ttr'")te !o .o) #sso&'#te 't 2'th= A1 Huality B1 Lon#er Life -1 Better ,ervice

BIBLIO1RAPHY Bellur and Ber!man 0%D:C1$ 5Readin#s in .ar!etin# .ana#ement6 Himalaya Pu"lishin# House$ 2ew @elhi$ /irst )dition

- R Mothari 08&&A1$

5Research .ethodolo#y6 Wishwa Pra!asham$ .um"ai

+utha and Rajan 2air 08&&81$ 5.ar!etin# .ana#ement6 ,ultan -hand L ,ons$ 2ew @elhi$ ,eventh )dition

Motler and Armstron# 08&&%1$ 5Principles of .ar!etin#6 Prentice Hall of India$ 2ew @elhi

94

Philip Motler 08&&81$ 5.ar!etin# .ana#ement6 Limited$ 2ew @elhi

Hill Pu"lishin# -ompany

Rajan ,a9ena 0%DDD1 5.ar!etin# .ana#ement6 Hill Pu"lishin# -ompany Limited$ 2ew @elhi

,amars and Barmer ,tanton 5/undamentals of .ar!etin#6 .c +raw Hill -ompany$ Ryerson$ )i#th )dition

6EBSITES
www WHIRLPOOLindialtd com www li#htin#industry com

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