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Distribution project whirlpool

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  • 1. Distribution Project  .A few words on the world’s best homemakers……WIL was incorporated in 1960 by J R Desai in collaboration with KelvinatorInternational Corporation, USA. Later the company integrated backwards tomanufacture electrical grade stampings used in motors, compressors, superenameled copper wire and other allied products. Electrolux, Sweden, theworldwide consumer durable giant has 12.5% stake in Whirlpool. Electroluxtried to increase its holding to 51%, however, the idea was stalled due toprice disagreements. In 1995, WIL negotiated with Whirlpool Inc, US,another major player in the global white goods market, who was willing tobuy a company at a higher price. The deal ultimately went to Whirlpool whoinvested $200mn mainly to acquire 51% in Desai family owned Kelvinatorof India. They set up a Rs3.65bn Greenfield project in Pune to make frost-free fridges. The new management hived off the automotive and compressordivisions and amalgamated WIL with Whirlpool Washing Machines Ltd andExpo Machinery Ltd in 1996. Later in 1997 Whirlpool Financial IndiaPrivate Ltd was merged with WIL. Subsequently Whirlpool Inc increased itsstake to 82.3% in the Indian arm.Whirlpool Inc, US are the worlds leading manufacturer and marketer ofmajor home appliances. The company has principal manufacturingoperations and marketing activities in North and South America, Europe,and Asia. Whirlpools primary brand names - Kitchen Aid, Roper,Whirlpool of India Ltd. 1
  • 2. Bauknecht, Ignis, Brastemp, Consul and its global Whirlpool brand - aremarketed in more than 170 countries worldwide.Whirlpool of India Ltd (WIL) is an 82.3% subsidiary of Whirlpool Inc, US.The company manufactures its products in 13 countries and markets them inmore than 170 countries under brand names such as Whirlpool, KitchenAid,Roper, Estate, Bauknecht, Ignis, Laden, Inglis, Brastemp and Consul.Whirlpool is among Indias leading Home Appliance company. Itmanufactures and markets refrigerators, washing machines, air-conditionersand microwave ovens.WIL has its main plant at Faridabad in Haryana - to manufacturerefrigerators and freezers. The washing machine unit is located atPondicherry. In 1998, the company established yet another refrigerationplant at Ranjangaon near Pune.The main product offerings of Whirlpool are Refrigerators and WashingMachines. ACs and Microwaves are the two other products which form thebasket of offerings from Whirlpool to the Indian market. These two arehowever having a very low share in the Indian AC and Microwave marketsrespectively.The terminology used popularly by Whirlpool for its products is T2 and T4categories. It couples its Refs and Washers business into the “T2” categoryWhirlpool of India Ltd. 2
  • 3. i.e. Top 2 and together with AC and Microwave calls these 4 products “T4”i.e. top 4 product categories.Whirlpool is facing tough competition from LG in all market segmentswhile Electrolux, Samsung and Godrej also form a formidable threat. Thismarket has seen the entry of quite a few players in the last few years. Haieris the latest entrant in the consumer durable sector and has started off with avery aggressive marketing strategy.WILs export business has an excellent volume. It is the largest exporter ofhome appliances from India. WIL made several new markets in Asia Pacific,Latin America, Africa and Australia. Supported by the strong growth inexports, the Engineering Export Promotion Council had awarded Whirlpoola Certificate of Export Excellence. Whirlpool is the only multinationalcorporation which received this recognition in the year 2001.The company has developed 3 new products indigenously which werelaunched in the year 2000 - Coffee Grinder Bag, Dryer, Voltage Stabilizer.These products were received very well by the consumers resulting in a totalrevenue impact of Rs55mn.The company extended its consumer services operations by setting upintegrated call centers all over the country. Large portion of the servicenetwork was integrated with the help of online ERP system. Another majorWhirlpool of India Ltd. 3
  • 4. initiative aimed at improving customer satisfaction was the SMS interfacethrough which the response time could be further reduced to 4 hours, begunin Calcutta during the same year.The annual turnover of Whirlpool India is close to Rs. 1300 crores. Themain thrust of Whirlpool is not on product/technology but being ahomemaker. The 4 main pillars of Whirlpool are communication, product,retail and service. Whirlpool does not believe in heavy ad spending ascompared to its Korean counterparts LG and Samsung who are very heavyad spenders. Also it cannot justify its ad spending as the no. of products itoffers is 4 while LG, Samsung etc. offer a whole range of products includingelectronic goods like Televisions, Music Systems etc.The important touch point for any Consumer Durable co. is the dealers ascompared to communication in the FMCG sector. It is the dealer whodetermines which company’s product sells from his shop. In other words, heis in a way, a party to the decision made by the customer.Whirlpool has been a pioneer of brands in India with its 1-2, 1-2, and 6thsense technologies. It has been a pioneer in identifying innovations whichare of operational excellence and lead to cost reduction and at the same timeoffer better quality. The latest offering of Whirlpool to the Indian market isits 6th Sense “Frost Control”: Refrigerators which have a unique property ofhaving Frost Free features in a Direct Cool Refrigerator. This is a revolutionin the Indian Market.Whirlpool of India Ltd. 4
  • 5. While Whirlpool’s positioning is on being the World’s Best Homemakersi.e. a very strong consumer focus, LG positioned itself for the top endcustomers in the beginning. Godrej, on the other hand banks on the trust ofits brand and the loyalty of old customers.The company divides the Indian market into 5 Zones, i.e. North, East, West,South and Central. The company has got 18 sales branch offices in Indiawhich have in turn got 1 CFA each. The co. markets its products throughCFA’s who further provide the goods to the Direct Dealers. The DirectDealers can also source the products directly from the company. AnotherAlternative Channel is selling through Sub-Dealers who in turn source theirproducts from either the Distributors or the Direct Dealers.Whirlpool of India Ltd. 5
  • 6. Table Of ContentsS. No. Topic Covered Page No.1. Title of The Project 12. Certificate of the company 23. Acknowledgements 34. About Whirlpool 55. Table of Contents 86. Executive Summary 97. Team Charter at Whirlpool 138. Comparison between Whirlpool and LG Distribution 14 Network9. Stage 1- Market Mapping 1710. Stage 2- The Delhi Analysis 3111. Stage 3- Francis Kanoi Refrigerator Database Analysis 34Whirlpool of India Ltd. 6
  • 7. 12. Recommendations for the company 4213. Bibliography 4314. Appendix 44 Executive SummaryThe project given to us involved study of distribution channels and reviewof related policiesv at Whirlpool across sales branches of India. As a part ofthe project, we were fortunate to study a process of major restructuringbeing done across levels involving sales, distribution etc. A department wasspecially working to facilitate change in policy formulation and achievementof goals through several data analysis techniques. What was observed wasthat the branches were not able to implement the action plans of the headoffice due to lack of a well structured system which could make theinterpretation of things common between these two levels. The brancheswere having a feeling that whatever was being done by them wasappropriate while the overall results to the corporate office were dismal.Also, the corporate office was not able to take any appropriate action on thisas it had to rely on the information passed to it by their branches which wasalways pleasing to the eyes. The requirement was to a have a user friendlyand action oriented approach which made it easy for the corporate office topinpoint mistakes at zonal, state, town as well as counter level. Theobjective was not to harass the sales branches but to give them a sense ofdirection as to what kind of an action plan to undertake.The first stage was structuring a well defined market mapping process toidentify and coordinate the identification of key thrust areas for each branch.Whirlpool of India Ltd. 7
  • 8. This was to eventually carry out territory realignment across the country.The data for the same was sought from the 18 sales branches. The datacontained annual sales figures for 3 categories i.e. Direct Cool Refrigerators,Frost Free Refrigerators, Washing Machines across all counters of India.It contained information regarding how much was the counter size of aparticular shop and what were the share of various brands in them. The taskin hand was to first filter out and arrange all the 18 databases into 1 commonformat and then to make a user friendly analysis through the use ofMicrosoft Excel. At the end it was to be made possible for anyone who usesthe file to view the market share, extraction, volume weighted and numericshare at a mere glance across all brands. Also, it was required to haveinformation for districts, towns, outlets etc. analyzed in uniform format. Atthe end of an all India compilation, it was felt that the data sent by thebranches tended to be giving a huge bias towards Whirlpool. For the same, amarket survey of all the dealers across Delhi was planned which was to betaken as a sample of the whole country.The second stage i.e. the Delhi Market Survey was to be conducted incooperation of both the corporate as well as the Delhi Sales Branch. Aquestionnaire was framed to extract information regarding brand shares intotal counter volumes, display share in terms of each brand, reasons forstocking of a particular brand by the dealers and finally any feedback orsuggestions by the dealers for the company.Whirlpool of India Ltd. 8
  • 9. The market survey which lasted 5 days was indeed an eye opener. It wasfound that the sales branches had reduced volumes of all other brands otherthan Whirlpool to give a comfortable picture. Also, it was a finding thatshop display in most cases had a high correlation with the amount of salesfor a particular brand.A common complaint by a large proportion of dealers was the lack of properservice providers and poor quality of service. Out of the factors responsiblefor making a dealer stock a brand, after sales service came out to be a clearwinner. It was felt that the dealer wanted not only to sell a product but alsoget the loyalty of the customer and hence was demanding excellent aftersales from all companies. Terms of credit was the lowest motivator for alldealers as companies were only providing goods on cash down basis. It wasalso found that dealers were such an important asset for the company thatthey could actually induce the customer to buy any company’s product.After a detailed analysis, it was concluded that the data be recalled from thesales branches with all the necessary improvements etc. A need was also feltfor a 3rd party dealer database study such as one done by ORG.This led tothe third and final step in the project.In the third and final step, a dealer database survey done by a market surveycompany called Francis Kanoi was used in the analysis and was provided tous also by the company. This dealer database was a rich source of facts andfigures and also of various parameters like External Signboards present,Whirlpool of India Ltd. 9
  • 10. Internal Shop Display, Multi or Exclusive Brand Outlets, Analysis ofChange from 2000-2004 in the Refrigerator Market across the country.The only fallback in the Francis Kanoi Dealer Survey Database was that itdid not give the exact market share for various brands.These 3 stages were very helpful in identifying as to what is the crux of theConsumer Durable Industry, where does a company go wrong in terms ofstrategy and what kind of action plans can be implemented to have a balancebetween strategy formulation and its real implementation.The main findings of the project were as follows:  Whirlpool was the unquestioned market leader in Direct Cool refrigerators across India, while it fell behind in the Frost Free segment.  The quality of Whirlpool products was the main strength while LG, Samsung etc. were gaining mainly due to a wide basket of products and a very heave ad and promotional spend strategy.  After Sales Service came out to be one of the biggest concerns for Dealers who were moving on to competitors products for this reason.  There was a marked difference in the Net Landing Price between Dealers due to which smaller dealers were finding it very tough to survive against the big players.Whirlpool of India Ltd. 10
  • 11.  The main focus of a Consumer Durable Company should be to keep the Dealers satisfies because at the end of the day, it is these dealers who determine the sale of the company’s products.Team Charter at Whirlpool :Institutionalize sales processes /resources to focus on secondary / off take • Drive sales execution focus on volume weighted distribution and market working. • Determine and drive roles & accountabilities required at each layer of the sales & marketing organizations. • Direct focus on effective planning & execution of trade marketing and consumer centric approach. • Improve discipline through effective commercial / credit control. • Category/marketing involvement in developing, execution & reviewing the branch plans.Whirlpool of India Ltd. 11
  • 12. Comparison of Whirlpool & LG Distribution NetworkWhirlpool Distribution Network---- Manufacturing Units CFA Distributors 18 each for each sales branch Sub-Dealers Institutions Direct Dealers ConsumersWhirlpool of India Ltd. 12
  • 13. Some findings at Whirlpool • 60%of the sales at Whirlpool is done through Distributors while the rest 40% is undertaken by the direct dealers. • Distributors are being preferred as they increase the company’s reach into rural markets as well reduce the risk exposure of the company by providing credit worthiness in the shape of Distributors. • Direct Dealers are also important as there are some stores where each of these companies has to be present so as to have a superior business relationship with the customer. • Here the problem arises as to o How many outlets to be present in ? o How big a counter to be present in ? o How to take out the most from these counters ? • These aspects are covered well in detail in the rest of the project report. • We came at a general conclusion at this stage that o Market Share=f{weighted dealership,counter share} • The distributor margin is around 3.25% while the dealer margin is around 1.25% • There are 3 factories of Whirlpool which server by providing the following goods o Faridabad----RefrigeratorsWhirlpool of India Ltd. 13
  • 14. o Pune----------Washing Machines+Refrigerators+Exports o Pondicherry-Washing MachinesLG’s Distribution Network Manufacturing Units Distributors Retailers Institutions ConsumersSome findings at LG • Unlike Whirlpool, LG has a distributor appointed for each of its Dealers/ Sub Dealers • LG has fixed a Net Landing Cost for all the dealers and a minimum price below which no dealer of it can sell the product in the market.Whirlpool of India Ltd. 14
  • 15. This gives higher satisfaction to multi brand dealers selling LG as they do not fall completely in competition with bigger dealers as in the case of Whirlpool. • LG follows a network of both Exclusive Dealers as well as Multi Brand Dealers. The element of Exclusive dealers is missing at Whirlpool as the company does not manufacture products like Televisions, Music Systems, Mobile Phiones etc. which contributes to around 50% sales at any electronic goods counter across India.Stage 1: Market Mapping of 18 Sales Branches across Refrigerators and Washing MachinesObjectives:  To identify issues in numeric reach, volume weighted, extraction & market share at a micro level based on the geography (Branch, District & Town)  To identify issues in numeric reach, volume weighted, extraction & market share at a micro level based on dealer classification (A+, A, B, C, D)  To plan actions based on the above analysis at a micro level (both geography & dealer)Components of the file:Sheet 1: Branch DetailsWhirlpool of India Ltd. 15
  • 16. Sheet 2: Branch AnalysisSheet 3: Distribution AnalysisSheet 4: ObservationsSheet 5: Base DataSheet 6: Network Structure DCSheet 7: Network Structure FFSheet 8: Network Structure WMSheet 9: Network Structure T2Sheet 10: Network Profile DCSheet 11: Network Profile FFSheet 12: Network Profile WMSheet 13: Network Profile T2Sheet 14: Competitor Wise Analysis DCSheet 15: Competitor Wise Analysis FFSheet 16: Competitor Wise Analysis WMSheet 17: Competitor Wise Analysis T2Analysis of all the Sheets:A) Branch Details:This sheet contains the information regarding the Branch Name, Name ofthe States covered within the Branch, No. of Districts covered, No. ofTowns covered, Population and the MPV of the State.Whirlpool of India Ltd. 16
  • 17. B) Branch Analysis:This Sheet gives the Total Volume of all brands and Whirlpool’s Volumesacross DC, FF And WM in the Branch. It also states the market share ofWhirlpool in the respective DC, FF and WM Markets and provides links toview these in the subsequent Network Structure Sheets.Whirlpool of India Ltd. 17
  • 18. C) Distribution Analysis:This sheet provides the Numeric Reach, Volume Weighted, Extraction andMarket Share of Whirlpool across DC, FF, WM and T2 and provides linksfor comparison with competitors as well as a District and Town WiseAnalysis.Whirlpool of India Ltd. 18
  • 19. D) Observations:This sheet provides users to formulate strategies for Branch, Districts as wellas Towns.Whirlpool of India Ltd. 19
  • 20. E) Base data sheet:Whirlpool of India Ltd. 20
  • 21. This sheet contains all the market mapping data presented in a standardstructure. This data has been used to arrive at the analysis in networkstructure & network profile.Do:  You can change any data in the volume columns of any company from column N till column AO.  You can change name of the towns or districts in columns C & B respectively. But please ensure that the name is consistent in the entire sheet (Ajmer has to be typed as Ajmer only in all cells and not as AJMER).  You can add any outlet which is missing in this base data. If you do this, please ensure that the outlet is added next to the last outlet and not inserted in between. Once the outlet is added, the entire sheet could be sorted first on Column B and then by Column C.Do nots:  Please do not change any part of the formulae columns which start from Column AP  The outlets have been classified as A+, A, B, C, D for DC, FF, WM & T2 separately. So an outlet which is A+ for DC could be C for WM.Whirlpool of India Ltd. 21
  • 22. F) Network StructureThe points to analyze:Whirlpool of India Ltd. 22
  • 23.  Numeric Reach (Z-AF), volume weighted (AG-AM), extraction (AN- AS) & market share (AT-AZ) on a town & district level. The names of the towns & districts are mentioned in the column A (Names in Blue represent Towns and Names in Pink are Districts).  Each market player has 3 columns with the names NOS, POT, VOL. These refer to  NOS : number of outlets the player is present in  POT: potential overall volume of the outlets, the player is present in.  VOL: the sales of this particular player in these outlets.  In the analysis of the districts two more points of analysis are given in columns B & C  Column B : this gives the contribution of the district volumes to that of the industry volumes (for this state)  Column C: this gives the contribution of the district volumes of WPL to that of its overall sales in the state  The differences in the contribution of the district to industry & WPL sales could be further analyzed.Whirlpool of India Ltd. 23
  • 24. G) Network ProfileWhirlpool of India Ltd. 24
  • 25. All the dealers in the branch are classified in to A+, A, B, C and D. For eachof the classifications the following data are provided: a) Total number of dealers in each classification for the geography (row 13) b) Total number of dealers in which WPL is present (row 14) c) Total volume of all the dealers in the geography (row 17) d) Total volume of those dealers in which WPL is present (row 18) e) Total sales of WPL for each classification (row 22)The numeric weighted, volume weighted, extraction & market share analysisshould be done differently for each classification of dealers.The above analysis is provided at three levels based on geography a) Branch level b) Town level: the name of the town you would like to analyze should be typed in the cell B 29. Please make sure the name should be exactly the same as in the base sheet (including the Capitals) c) District level: the name of the district you would like to analyze should be typed in the cell B 50. Please make sure the name should be exactly the same as in the base sheet (including the Capitals) Once the name is typed for town and district, the analysis appears automatically.At the branch level nothing needs to be done to arrive at the analysis.Whirlpool of India Ltd. 25
  • 26. H) Competitor Wise AnalysisWhirlpool of India Ltd. 26
  • 27. This Sheet provides the Numeric Reach, Volume Weighted, Extraction andMarket Share of all the Major Players in the DC, FF and WM market.Whirlpool of India Ltd. 27
  • 28. Plan of Action:  In this stage of the project, data was collected by the 18 Sales branches in each of their areas and sent to the Head office.  The first step after data collection was the sorting out and filtering of this data into a single format for the possibility of analysis.  After this the sorted data was entered into the Base Data Sheet and a sort of common template was designed to facilitate quick analysis.  Sheets like Network Structure and Network Profiles were designed to give instant analysis in a prescribed format to the user.  User Friendliness was enhanced with the use of Hyperlinks and Summary Sheets to present the data in a much more organized manner.  Outputs along with the detailed feedback were sent back to the Sales Branches to coordinate the implementation of action plans regarding the distribution network and customized solutions were given for each geographical area.Whirlpool of India Ltd. 28
  • 29. Conclusions Derived  It was found out that the Whirlpool figures and market share was shown higher than usual by either omitting certain outlets where Whirlpool was not a major seller or be reducing the units sold by competitor brands in the market.  The objective behind the same was to show a comfortable position of Whirlpool in each of the respective branches by the respective territory executives.  The branches were asked to resend the correct data in the correct format and it was emphasized that there was a need to be aware of the real situation and the corporate office had just one purpose in doing such a study i.e. facilitating coordination between sales branches and Corporate office in terms of Strategy Formulation and implementation of Action Plans in terms of effective distribution..Whirlpool of India Ltd. 29
  • 30. Stage 2: The Delhi AnalysisObjectives:  Since there was a marked difference in the figures reported and the actual figures of the Company, a need was felt to go into the market and find out as to: o What was motivating these territory executives to misstate facts? o What was the real position of Whirlpool in the market o What problems were being faced by the dealers of Whirlpool? o What were the motivating factors for a dealer to actually stock a particular brand? o Whether or not Store displays were a factor affecting the sales of a company’s product at the counters? o What improvements can be undertaken to improve the distribution network of the company?Whirlpool of India Ltd. 30
  • 31. Research Methodology:  A questionnaire was designed (a copy of which is attached in the appendices).  The dealers were visited personally and a detailed feedback and questioning session was carried out.  In some of the outlets, awareness about the “G4” and the “Auto Frost” range of Refrigerators was also sought to test the level of new product launches of Whirlpool.  The figures obtained for internal shop display across brands were put inside the market mapping sheets to get the share of Display among all brands across product categories. Limitations of the Survey:  Due to Lack of time, not all the dealers were questioned.  Not all dealers were willing to reveal figures regarding sales of various products and brands from their counter.Whirlpool of India Ltd. 31
  • 32. Findings of the Study:  There was a very high correlation between internal shop display and amount of brand sale in all the counters.  The most important factor for a dealer to stock a particular company’s product was not margin but the after sales service provided by the company as they have come to the conclusion that customer loyalty is the best form to increase sales and loyalty can only be achieved by selling them products of companies which had an excellent after sales service network.  The percentage share of Colour Televisions and Music Systems in the Total Turnover of an Outlet is close to 50 % for almost all dealers while the rest is dominated by Refrigerators, Washing Machines, Microwaves and Air Conditioners etc.  It was the convincing power of the Dealer which finally persuades the consumer to choose a particular brand and not totally the strategies or action plans implemented in the corporate offices so there is a high need to stay in touch with the market.Whirlpool of India Ltd. 32
  • 33. Stage 3: Analysis of the Refrigerator Market with the help of Francis Kanoi Dealer Database 2004 for RefrigeratorsObjectives: The Delhi analysis highlighted the fact that the figures reported by internal sources of Whirlpool were grossly misleading and there was a need for a 3rd party Dealer level information for the same. Francis Kanoi Dealer Database 2004 for Refrigerators was considered as the best option. Its clientage ranges from LG, Samsung, Godrej, Sony, Electrolux etc. and includes almost all major Consumer Durable as well as Electronic Goods Companies.Methodology: The data was to be analyzed on 6 parameters across all the states of India and the relevant strategies were to be formulated. The six parameters for the study were:Whirlpool of India Ltd. 33
  • 34. 1. Comparison of Numeric Reach across towns and counters and Volume Weighted across the state and a comparison of the changes occurring between 2000-2004Whirlpool of India Ltd. 34
  • 35. 2. Comparison of Numeric Reach across townsWhirlpool of India Ltd. 35
  • 36. 3. Comparison of Numeric Reach across dealers in various Districts of the stateWhirlpool of India Ltd. 36
  • 37. Whirlpool of India Ltd. 37
  • 38. 4. Volume Weighted of various brands across towns in various population ranges.Whirlpool of India Ltd. 38
  • 39. 5. The share of internal display across all brands in the stateWhirlpool of India Ltd. 39
  • 40. 6. The share of external signboards at dealer outlets across all brands in the stateWhirlpool of India Ltd. 40
  • 41. Findings of the Study:Whirlpool of India Ltd. 41
  • 42.  The customized analysis was provided across all these 6 parameters for all the states.  This analysis was sent to the branches in order to guide them in implementing action plans regarding distribution network and sales policies..  Whirlpool came out with a very poor share in the External Sign boards across all the states. Recommendations for the companyWhirlpool of India Ltd. 42
  • 43.  There should be a constant check on the after sales service provided by the authorized service providers.  The sales branches should be made to understand the need for identifying shortcomings and working in coherence with the Corporate Office’s Strategies in terms of distribution network..  The company should also focus on advertisement related to its Washing Machines, Microwaves and Air Conditioners.  The company should use the dealer’s feedback as a serious measure to implement a fair and transparent pricing policy for dealers.  The company sales people should regularly visit outlets to know about the feedback of its dealers and make it apriority to keep them satisfied. Bibliography 1. Francis Kanoi Dealer Database for Refrigerators 2004.Whirlpool of India Ltd. 43
  • 44. 2. http://www.indiastat.com AppendixAppendix 1: Terminology used in the Project ReportWhirlpool of India Ltd. 44
  • 45.  Numeric Reach: The number of outlets in which the brand is present over the total number of outlets. This shows the reach of a particular brand. For example, if Whirlpool is present in 200 outlets out of a total of 400, the numeric reach of Whirlpool would be 50%  Volume Weighted: Total Volume of a brand in case it has 100% counter share in all the shares it is present. For example, if the total amount of sales in the 200 counters in which Whirlpool is present is 4,000 units per year, the Volume Weighted for Whirlpool is 4,000 units.  Extraction: It is the percentage share of the company in the total potential of the counters.  Market Share: It is the total units of goods sold by a particular company divided by the total units sold by all companies.Appendix 2: Abbreviations used in the Project Report  TP: Trade Partner  NR: Numeric ReachWhirlpool of India Ltd. 45
  • 46.  Vol. Wtd.: Volume Weighted  Refs: Refrigerators  Washers: Washing Machines  T2: Top 2 Products i.e. Refrigerators & Washing Machines  T4: Top 4 Products i.e. Refrigerators, Washing Machines, Air Conditioners & Microwave Ovens.  CFA: Carrying and Forwarding AgentsAppendix 3: Questionnaire used for Delhi Analysis Dealer Survey for Consumer DurablesWhirlpool of India Ltd. 46
  • 47. Name of the Dealer : __________________________________Name of the Trade Partner/Shop : __________________________________Type of Dealer : __________________________________Contact Details : __________________________________ __________________________________1. What all products do you sell from your shop? • Washing Machines • Refrigerators • Microwaves • Air Conditioners • Color Televisions • Music Systems • Mobile Phones • Computer Peripherals • Any Others (Please Specify) ____________________________ ____________________________2. Which brands do you stock/sell? • Whirlpool • Samsung • LGWhirlpool of India Ltd. 47
  • 48. • Godrej • Electrolux (Kelvinator) • Videocon • Any Others (Please Specify) ___________________________ ___________________________3. What is the total Counter Size/Sales of the following Products in your shop? Whirlpool Samsung LG Godrej Electrolux Videocon Others TotalSAWMFAWMDCRefsFFRefsMWOACCTVTotal4. What is your annual/monthly turnover in : • All products ___________ • T2 (Refs, Washers) ___________ • T4 (Refs, Washers, AC, MWO) ___________ Store DisplaysWhirlpool of India Ltd. 48
  • 49. Whirlpool Samsung LG Godrej Electrolux Videocon Others TotalSA WMFA WMDC RefsFF RefsMWOACCTVTotal 5. Which are the important factors for you to stock a particular brand? (Rank them from 1-5, 1 being the most important factor and going down to 5 being the least important factor.) • Customer Demand ______ • After Sales Service ______ • Terms of Credit ______ • Range of Products (CTV, Refs, WM, MWO, etc.) ______ • Sales Promotions ______ • Any Others(Please Mention) ____________________________________ ___________________________________ _ 6. Any suggestions/feedback for the Company? ____________________________________________________________________ ____________________________________________________________________ Whirlpool of India Ltd. 49
  • 50. ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ _____ Comments : ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ _____ Thank You for sparing your valuable time, Have a nice day!!!!!Whirlpool of India Ltd. 50
  • 51. Appendix 4: Format for Market Mapping AnalysisWhirlpool of India Ltd. 51
  • 52. • Type all the data in the same rows and columns as shown above. (For example, Whirlpool DC Sales should be entered in column N and Videocon FF Sales should be entered in column AE only.)• Columns in black need not be filled as they will be calculated by the formulas entered in the cells automatically.Whirlpool of India Ltd. 52