IMC

PROJECT REVIEW PHASE 1

Whirlpool India
Submitted to:
Prof. DK Batra

Submitted By:
Group 2
Samarth Shastry 15PGDM046
Karan Chaudhary 15PGDM084
Sanya Nakra 15PGDM167
Shreya Gupta 15PGDM175

Chhavi Kad 15PGDM142

Gagleen Kaur 15PGDM145
Saumya Shankar 15PGDM170

The origin
1995

1996

1. Acquired majority stake in TVS washing machine to become

Whirlpool Washing Machines Limited.
2. And the single door refrigerator manufacturing facility of
Kelvinator India was also acquired.

Whirlpool Washing Machine Ltd. and Kelvinator India Ltd.

merged together to form Whirlpool of India Pvt. Ltd.

FURTHER
ANALYIS

BRAND COMMUNICATIONS
MODELS USED
The brand communication objectives are basically segregated into two parts
marketing and communication objectives.
As per FCB Ulkas objectives and models employed are as follows:
I.

Marketing
Objectives
a.Market PenetrationHere major focus
was on increasing
the
purchase
frequency of certain
categories
of
Whirlpool, increase
of usage occasions
and another focus
area was converting
non-users
or
competitor products
users into users.

b.Product
Development- This
has changed for
Whirlpool over the
timeline as per their
brand positioning as
well always catering
to the homemaker in
new forms.
II. Communication
Objectives
a.AIDAAwareness,
Interest,
Desire,
Action. This focuses
on moving through
this cycle where
Awareness
was
through the years
from 1995 but in
later 90s it has
always been more
Action Oriented for
Whirlpool.
b.Lavidge and Steiner
Model- This moves
from a cycle of
Awareness-

>Knowledge->Liking>Preference>Conviction->Action
which was mainly
used by the agency
for New Product
Development
and
related categories.

PRODUCT DIVISION FOR WHIRLPOOL

MAJOR COMPETITORS OF WHIRLPOOL

MEDIA CHANNELS USED BY WHIRLPOOL

A multi-media approach is employed and the conventional media employed
include a healthy mix of Print, TV, Cinema, Digital, Outdoor, OOH,etc.
The media budget allocation includes the following:
1. TV- 50%
2. Print-22%
3. Magazines3%
4. Cinema10%
5. Outdoor
and OOH12%

6. Digital-4%
The major medium is Magazine Advertising for Whirlpool now. Whirlpool has
launched lot of premium segment products because of which their focus was
initially on mass-advertising channels and less on premium advertising medium
like Magazines. Their new products like frost free refrigerator Neo I-Chill and
Proton World Series, premium segment Washing Machines including 360
Bloomwash have led Whirlpool to also advertise Magazines in Conventional
segments.

Impact and Usage of Print for Whirlpool

The NPI or New Product Launches by Whirlpool is leveraged through Print. Any
geogriphical area can be targetted as a specific target audience is decided. For

targetting North India Whirlpool uses Vernacular Print Media. They use Anand
Bazaar Patrika in Bengal. They use Hindi medium during festive seasons like
Dainik Bhaskar, Navbharat Times. Onam-Diwali is 20-25% annual advertising
budget allocation of which 8-10% is employed for North India itself.
One of the most important markets for Whirlpool is large Direct Cool( single door
refrigerator) and Semi Automatic( Twin Tub). Whirlpools Biggest Category is Direct
Cool and so is a major chunk of North Indian market held by semi-automatic
washers. North itself contributes close to 50-55% of Industry volume.Out of total
Washing Machine sales, the semi-automatic alone accounts for 65%.
WHAT NEXT?
1.MYSTERY
SHOPPING
CAMPAIGN
2.CONSUMER
MAP
3.PERCEPTIV
E ANALYSIS
4.MAJOR
CAMPAIGN
MAPPING
RIGHT
FROM

IDEATION
FOR
WHIRLPOO
L THROUGH
MODELS
DEPLOYED
5.IMPACT ON
ROI
6.MORE LIVE
INSIGHTS