Branding and Promotion of Neo ichill Refrigerator for Whirlpool of India LTD

SUMMER TRAINING REPORT ON
Branding and Promotion of
Neo IChill Refrigerator
For
WHIRLPOOL OF INDIA LIMITED
Under the Supervision
Of
Mr. Rajbeer Chauhan
Submitted By: Submitted to:
Ankit Agarwal Prof. V K Mahajan
ROLL NO. 173

Whirlpool Of India Ltd. 2013
B r a n d i n g a n d p r o m o t i o n f o r N e o I C h i l l P a g e 1 | 56
PLACE FOR CERTIFICATE

DECLARATION
I, Ankit Agarwal, student of New Delhi Institute ofManagement, Batch (2012-
14), declare that every part of the Project Report on ‗Branding and Promotion of
Neo ichill refrigerator‘ that I have submitted is original.
I was in regular contact with my faculty guide and frequently contacted him
fordiscussing on the project.
Date of project submission:
(Ankit Agarwal)
Faculty Mentor’s Comments:
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Date:
(Prof. V K Mahajan)

ACKNOWLEDGEMENT
At the outset, I would like to thank WHIRLPOOL OF INDIA LTD for giving
me the opportunity to carry this project in the organization. I thank my company
guide, Mr.Rajbeer Chauhanfor his encouragement and contribution of time,
counsel and for coordinating the project work and giving me guidance. This
project would not have been possible without his help.
I am thankful to many individuals of Branding and promotion department of
WHIRLPOOL OF INDIA LTD for the encouragement and professional
assistance.
A heartfelt thanks to owners of hotels, bars and lounge for their continuous
support and customerswith whom we interacted. Last but by no means the least
I would like to convey my special thanks to my mentor and guideProf. V K
Mahajan for helping and supporting me throughout my project work.
―With all sincere Regards and Thanks‖
Ankit Agarwal

TABLE OF CONTENTS
1. Executive Summary 5
2. Introduction 7
3. Industry Profile 10
Hotel Industry
Restaurant Industry
Catering Industry
Retail Industry
Consumer Durable Industry
4. Company Profile 16
5. Global Scenario of Whirlpool 28
6. Marketing Mix of Whirlpool 29
7. Celebrity Endorsement 34
8. Project Details 36
9. HORECA Partners 39
10. Neo IChill Refrigerator 40
11. Objective of the Project 42
12. Data Interpretation 44
13. Conclusion 49
14. Recommendation 50
15. Details of Work done 51
16. Major Learning 52
17. Constraints Faced 53
18. Bibliography 54
19. Annexure 55
Questionnaire

EXECUTIVE SUMMARY
Whirlpool Corporation is a global manufacturer and marketer of major home
appliances. The company manufactures in 13 countries and markets products in
approximately 170 countries under 11 major brand names such as Whirlpool,
Maytag Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis.
Whirlpool Corporation entered India in the late ‗80‘s and today has grown to
become one of the leading manufacturers and marketers of major home
appliances in India. Whirlpool Corporation entered into a joint venture
agreement with TVS group to produce automatic washers at a plant set up in
Pondicherry. A modest beginning was made to establish the Whirlpool brand in
India. In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and
entered into the Refrigerator market in India. In late 1995 majority ownership
was gained in the TVS joint venture and the two entities were merged to form
WhirlpoolOf India Limited in 1996.
This project holds the report made on Branding and Promotion of Neo ichill
refrigeratorin Delhi through HORECA project.
The project work was carried out in two phase, first 15days we mapped the
pricing strategy or market operating price of different competitors in
refrigerator segment to find out how companies give away huge discounts to
increase sales followed by activation of promotional tool like Neo ichill jackets
in hotels, bars and lounge.

The project had the following objectives:
To promote Whirlpool Neo ichill refrigerators
Brand awareness and product knowledge
Using HORECA as a platform
Pricing strategy of competitors
The report also contains primary data which was collected through
questionnaire while interacting with customers along with an overview of hotel
industry, restaurant industry, catering industry, retail industry and consumer
durable industry.
Constraints faced during the project:
Lack of I-cards
Unwillingness of respondents
Shortage of promotional tools
Overall past 8-10 weeks have been a great learning experience. We have also
realized how complex and diverse the market is due to the complex nature of
the customers.Companies fight to come up with new branding and promotion
technics to reach out to mass in such a way that it creates an impact on their
purchasing decision. The functioning of the market may not always follow
principles or theories of marketing.

INTRODUCTION
What is a brand?
The American Marketing Association (AMA) defines a brand as a "name, term,
sign, symbol or design, or a combination of them intended to identify the goods
and services of one seller or group of sellers and to differentiate them from
those of other sellers‖.
Initially, branding was meant to make identifying and differentiating a product
easier. However, today, brand plays a much bigger role.
Over time, brands have come to embrace a performance/ benefit promise, for
the product and also for the company behind the brand.
A Company‘s brand resides within the hearts and minds of customers, clients,
and prospects. It is the sum total of their experiences and perceptions, some of
which can be influenced, and some that cannot.
Brand is more than just a slogan, it becomes the soul of your company
Branding is an integral part of the business building process. Large corporations
spend millions of dollars building their brands. Following are some:
Brands enable customers to remember your product-service.
Brands build customer loyalty and lead to repeat purchases.
Brands make it easier for current clients or customers to refer you to others.
Brands send a message as to what your customers can expect.
Brands convey an emotion.
Brands add value.
Brands have the ability to attract media attraction
Brands have the power to communicate even complex messages effectively.

Branding Approaches:
Individual product branding - Each new product is assigned a new name with
no connection to other brands owned by a company.
Family branding - New products are placed under an existing brand.
Co-branding - The marketer partners with another firm that has an existing,
established brand in hopes that the theory ―two brands are better than one‖ will
stimulate interest.
Private or store branding - When suppliers produce products for other
companies, and place that company‘s brand on the product.
No Name Branding - Also referred to as generic branding, this is a ―brand-less‖
product that is sold as a low-cost alternative to a brand name product.

What is Promotion?
It is one of the market mix elements. A promotional mix specifies how much
attention to pay to each of the five subcategories, and how much money to
budget for each. The five elements are personal selling, advertising, sales
promotion, direct marketing, and publicity.
Having a product with no promotion is only as good as keeping it in a house‘s
living room. If no one knows about it how can they buy?
Fundamentally, there are three basic objectives of promotion:
To present information to consumers as well as others.
To increase demand.
To differentiate a product.
However, a promotional plan can have a wide range of objectives, including:
sales increases, new product acceptance, creation of brand equity, positioning,
competitive retaliations, or creation of a corporate image.
There are different ways to promote a product in different areas of media.
Promoters use internet advertisement, special events, endorsements, and
newspapers to advertise their product.
Many a times, with the purchase of a product, there is an incentive like
discounts, free items, or a contest. This is to increase the sales of a given
product.
Changing the views, awareness, beliefs and feelings of prospective customers is
also a very successful method used by marketers. This happens through
promoting the product either in a way that it could help the buyer or by making
the buyer believe that the product is a necessity.
Basically, promotion is used to change the location and shape of the demand
curve for a company‘s product, or increase the sales.

INDUSTRY PROFILE
HOTEL INDUSTRY
One of the growing sector of the economy of our time is the hotel industry. The
hotel industry alone is a multibillion dollar growing enterprises. It is exciting,
never boring and offer ultimate opportunities. The hotel industry is diverse
enough for people to work in different area of interest and still be employed
within the hotel industry. This trend is not just in India but also globally.
Modern hotel provide refined service to their guest. The customer or guest area
always right. The principle necessitated application of management principle in
the hotel industry and hotel professionals realize the instrumentally of
marketing principle in managing the hotel industry.
The concept of total quality management is found getting an important place in
the marketing management of hotels. The emerging trend in the tourism
industry indicate that hotel industry is like a reservoir from where the foreign
exchange flows. This naturally draw our attention in HOTEL MANAGEMENT,
like other industry the hotel industry also need to explore avenues for
innovation, so that a fair blending of core and peripheral service is made
possible. It is not to be forgotten that leading companies of the world have been
intensifying research to enrich their peripheral service with the motto off adding
additional to their service mix. It is again this background that we find the
service more flexible in nature.
The recruitment and training program are required to be developed in phase of
technological sophistication. The leading hotel companies have been found
promoting and going on training program so that the personnel come to know
about the use of sophisticated communication technologies.
Origin of the Hotel Industry in India:
Hotel Industry is inextricably linked to the tourism industry and the growth in
the Indian tourism industry has fuelled the growth of Indian hotel industry. The

thriving economy and increased business opportunities in India have acted as a
boon for Indian hotel industry. The arrival of low cost airlines and the
Associated price wars have given domestic tourists a host of options. The
'Incredible India'destination campaign and the recently launched 'Atithi
DevoBhavah' (ADB)campaign have also helped in the growth of domestic and
international tourism and consequently the hotel industry.
According to a report, Hotel Industry in India currently has supply of 110,000
rooms and there is a shortage of 150,000 rooms fuelling hotel room rates across
India. According to estimates demand is going to exceed supply by at least
100% over the next 2 years. Five-star hotels in metro cities allot same room,
more than once a day to different guests, receiving almost 24-hour rates from
both guests against 6-8 hours usage. With demand-supply disparity, hotel rates
in India are likely to rise by 25% annually and occupancy by 80%, over the next
two years. This will affect the competitiveness of India as a cost-effective
tourist destination. Hotel Industry in India is also set to get a fillip with Delhi
hosting 2010 Commonwealth Games. The future scenario of Indian hotel
industry looks extremely rosy. It is expected that the budget and mid-market
hotel segment will witness huge growth and expansion while the luxury
segment will continue to perform extremely well over the next few years.
RESTAURANT INDUSTRY
A restaurant is a business establishment which prepares and
serves food and drink tocustomers in return for money, either paid before the
meal, after the meal, or with a running tab. Meals are generally served and eaten
on premises, but many restaurants also offer take-out and food delivery
customer. Restaurants vary greatly in appearance and offerings, including a
wide variety of the main chef's cuisines and service models.
Restaurants may be classified or distinguished in many different ways. The
primary factors are usually the food itself (e.g. vegetarian, seafood, steak);
the cuisine (e.g. Italian, Chinese, Indian, French, Thai). Beyond this, restaurants
may differentiate themselves on factors including speed (fast food) formality,
location, cost and service or novelty themes.

CATERING INDUSTRY
It's called catering or Caterin in their spelling Anglicized, institutional food
service or collective power that provides a certain amount of food
and drink at parties, events and presentations of various kinds. In some cases,
party halls or hotels and companies provide this service for the category by
the rental of its facilities, in other cases there are specialized companies to
develop and move food to the site available to the client. In the service it can
range from food, the drink, linens and cutlery, to the service
of cooks, waiters and cleaning staff after the event.
Catering is provided at a full range of events, including business meetings,
conferences, exhibitions, special events, weddings, and other social occasions.
In addition to responsibilities for food and beverage, many caterers also handle
event decor, A/V and other aspects of the program. The catering manager will
typically manage the staffing of servers, chefs and others.
RETAIL INDUSTRY
Retailing includes all the activities involved in selling goods or services directly
to final consumers for personal, nonbusiness use. A retailer or retail store is any
business enterprise whose sales volume comes primarily from retailing.
Any organization selling to final consumers whether it is a manufacturer,
wholesaler or retailer is doing retailing. It does not matter how the goods or
services are sold or where they are sold.
The Indian retail industry is the fifth largest in the world. Comprising of
organized andunorganized sectors, India retail industry is one of the fastest
growing industries in India, especially over the last few years. Though initially,
the retail industry in India was mostly unorganized, however with the change of
tastes and preferences of the consumers, the industry is getting more popular

these days and getting organized as well. With growing market demand, the
industry is expected to grow at a pace of 25-30% annually.
Retailing in India is one of the pillars of its economy and accounts for 14 to 15
percent of its GDP. The Indian retail market is estimated to be US
$450 billion and one of the top five retail markets in the world by economic
value. India is one of the fastest growing retail markets in the world, with 1.2
billion people.
India's retailing industry is essentially owner manned small shops. In 2010,
larger format convenience stores and supermarkets accounted for about 4
percent of the industry, and these were present only in large urban centers.
India's retail and logistics industry employs about 40 million Indians (3.3% of
Indian population).
MAJOR RETAILERS IN INDIA:

CONSUMER DURABLE INDUSTRY
India'sconsumermarketisridingthecrestofthecountry'seconomicboom.Drivenbya
youngpopulationwithaccesstodisposableincomesandeasyfinanceoptions,thecons
umermarkethasbeenthrowingupstaggeringfigures.ThemarketshareofMNCs
inconsumerdurables sector is 65%. MNC's major target is the
growingmiddleclassofIndia.MNCsoffersuperiortechnologytotheconsumerswher
eastheIndiancompanies
competeonthebasisoffirmgraspofthelocalmarket,theirwellacknowledgedbrands,a
ndholdoverwidedistributionnetwork.Indiaofficiallyclassifiesitspopulationinfiveg
roups,basedonannualhouseholdincome (basedonyear1995-
96indices).Thesegroupsare:LowerIncome;threesubgroupsofMiddleIncome;and
HigherIncome.Householdincomeinthetop20boom
citiesinIndiaisprojectedtogrowat10percentannuallyoverthenexteightyears, which
is likely to increase consumerspendingondurables. With theemergence of
concepts such as quick and easy loan, zero equated
monthlyinstallment(EMI)charges,loanthroughcreditcard,loanoverphone,ithasbec
omeeasyforIndianconsumerstoaffordmoreexpensiveconsumergoods.

Inconsonancewiththeglobaltrend,overdieyears,demandforconsumerdurableshasi
ncreasedwithrisingincomelevels,double-incomefamilies,changinglifestyles,
availabilityof credit, increasing consumer awareness and introduction of
newmodels.Productslikeairconditionersareno longerperceived asluxuryproducts.
White Goods
• Airconditioner
• Refrigerators
• Washing machine
Brown
Goods
• Televisions
• Radios
• Digital media players
Consumer
Electronics
• Mobile phones
• Electronic accessories
• Audio and Vedio systems

COMPANY PROFILE
Whirlpool Corporation is a global manufacturer and marketer of major home
appliances. The company manufactures in 13 countries and markets products in
approximately 170 countries under 11 major brand names such as Whirlpool,
Maytag Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis.
Whirlpool Corporation entered India in the late ‗80‘s and today has grown to
become one of the leading manufacturers and marketers of major home
appliances in India. Whirlpool Corporation entered into a joint venture
agreement with TVS group to produce automatic washers at a plant set up in
Pondicherry. A modest beginning was made to establish the Whirlpool brand in
India. In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and
entered into the Refrigerator market in India. In late 1995 majority ownership
was gained in the TVS joint venture and the two entities were merged to form
Whirlpool of India Limited in 1996.
Whirlpool has the distinction of having ISO certification for all its facilities in
India. The refrigerator facility is located at Faridabad and manufactures a
complete range of direct cool refrigerators. With the infusion of technology,
machinery and streamlining the processes the capacity of this plant was
increased from 700,000 to 1,000,000 annually.
Whirlpool‘s commitment to the Indian operation has resulted in the setting up of
a state-of-the-art facility for the manufacture of no frost refrigerators at
Ranjangaon near Pune. This facility has set the standards as one of the world‘s
front runners in environmentally sensitive eco-friendly manufacturing units.
The washer facility is located at Pondicherry and manufactures both fully
automatic and semi-automatic washers. Constant feedback is taken from the

consumers resulting in products being continuously upgrade in features and in
styling.
Products manufactured in the above facilities match Whirlpool‘s global
standards and are exported to over 70 countries across the globe. Whirlpool of
India is today India‘s largest exporter of home appliance and has been approved
as an Export House.
Whirlpool is a swirling body of water usually produced by ocean tides. The vast
majority of whirlpools are not very powerful. More powerful ones are more
properly termed maelstroms. Vortex is the proper term for any whirlpool that
has a downdraft.
Whirlpool, right from its inception in 1911 as first commercial manufacturer of
motorized washers to the current market position of being world‘s number one
manufacturer and marketer of major home appliances, has always set industry
milestones and benchmarks. The parent company (Whirlpool Corporation) is
headquartered at Benton Harbor, Michigan, USA with a global presence in over
170 countries and manufacturing operation in 13 countries with 11 major brand
names such as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Laden and
Ignis. The company boasts of resources and capabilities beyond achievable feat
of any other in the industry.
Whirlpool Corporation (NYSE: WHR) is a Fortune 500 company and a global
manufacturer and marketer of major home appliances, with annual sales of
approximately $18 billion, more than 73,000 employees, and more than 70
manufacturing and technology research centers around the world. After
acquiring the Maytag Corporation on March 31, 2006, Whirlpool Corporation
became the largest home appliance maker in the world.

Whirlpool initiated its international expansion in 1958 by entering Brazil.
However, it emerged as truly global leader in the 1980‘s. This encouraging
trend brought the company to India in the late 1980s. It forayed into the market
under a joint venture with TVS group and established the first Whirlpool
manufacturing facility in Pondicherry.
Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry
into Indian refrigerator market as well.
The same year also saw acquisition of major share in TVS joint venture and
later in 1996, Kelvinator and TVS acquisitions were merged to create Indian
home appliance leader of the future, Whirlpool India. This expanded the
company‘s portfolio in the Indian subcontinent to washing machines,
refrigerator, microwave ovens and air conditioners.
Today, Whirlpool is the most recognized brand in home appliances in India and
holds a market share of over 25%. The company owns three state-of-the-art
manufacturing facilities at Faridabad, Pondicherry and Pune. Each of these
manufacturing set-ups features an infrastructure that is witness of Whirlpool‘s
commitment to consumer interests and advanced technology.
In the year ending in March ‗06, the annual turnover of the company for its
Indian enterprise was Rs.1,375 Crores. According to IMRB surveys Whirlpool
enjoys the status of the single largest refrigerator and second largest washing
machine brand in India.
The company‘s brand and image speaks of its commitment to the homemaker
from every aspect of its functioning. It has derived its functioning principles out
of an undaunted partnership with the homemakers and thus a slogan of ―You
and whirlpool, the world‘s best homemaker‖ dots its promotional campaigns.

Design Engineering is being developed as a core competency for Whirlpool of
India. A step in the direction has resulted in the setting up of Regional
Technology Centers at Pune focusing on refrigerators and at Pondicherry for
washers. This will provide WOI with a competitive edge in speedy
customization of products suited to consumer needs.
In the second phase of developing this core competency Whirlpool set up a
Global Technology Centre at Pune in 2002 to provide design support for the
global organization. A design and development centre for Whirlpool‘s global
small appliances brand Kitchen aid has also been set up at Pondicherry. The
already strong manufacturing and technology infrastructure was augmented by
the establishment of a Global Consumer Design centre for Asia in New Delhi in
2005
Whirlpool India‘s products range from Refrigerators, Washing Machines, 100%
Dryers, Air conditioners, Oil Filled Heaters, Microwave Ovens, Purafresh RO
Range, to Home UPS Systems.

TIME LINE OF WHIRLPOOL OF INDIA LTD.
1908: The first Automatic washer was launched to public in late 1908, by 1900
Corporation which in 1911 was renamed to Upton Machine Company.
1957: The Company was rechristened as ' The Whirlpool Corporation.'
1958: The Company moved out of country for the first time and invested in
Brazilian appliance market through purchase of equity in Multibras S.A.
1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form
Whirlpool Ltd.
1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland,
Netherlands and Belgium
1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd.
The DC manufacturing facility of Kelvinator India was also acquired.
1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged
together to form Whirlpool of India Ltd
1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.
2006: Whirlpool Corporation acquires Maytag and become the World‘s largest
white goods company.
2007: Received the 2007 Cause Marketing Golden Halo Award for Business,
America's highest honor for companies and organizations that give back to the
community through creative and effective marketing campaigns
2008: Named one of the ―2008 World‘s Most Ethical Companies‖ by
Ethisphere magazine

2008: Whirlpool OF India‖ was awarded the NDTV Profit Business &
Leadership Award 2008 for ―The Best Consumer Durables Company
2009: Whirlpool was voted Product of the Year and received the award for the
'Best Innovative Product' in the popular refrigerators category. This was based
on 40,000 consumers across 36 towns in India voting Whirlpool Frost Free
Refrigerators with 6th sense as the Best Innovation in the Popular Refrigerator
Category.
2009: Named one of the ―100 Best Corporate Citizens‖ by Chief Responsibility
Officer (formerly Business Ethics) magazine in 2009 and from 2000-2007
2009: Hewitt ‗Best Employers in India‘ 2009 Study
2010:Product of the Year 2010 1-2-3 Washing Machine....best innovative
product in the Washing Machine Category
2010:Dun & Bradstreet Corporate Awards 2010 for best consumer durable
company
2010:India's Best Company for Leadership Development by Great Place to
Work
2011:Whirlpool Pondicherry Washer Facility Gold Award in Economic Times
Frost & Sullivan Manufacturing Excellence Award
2011:Fortune Aon Hewitt ‗Best Employers‘ in Asia Pacific
2012:Trophy for Export Excellence in EPO Service for outstanding export
performance
2012:National Award for Excellence in Cost Management
2012:Whirlpool ACE Washing Machine received the Silver Medal in the
prestigious international Edison Awards for being the best new product in the
Lifestyle and Social Impact category

VISION, MISSION AND VALUES
Whirlpool Vision
Every Home… Everywhere… with Pride, Passion and Performance…..
Whirlpool vision rests on the pillars of innovation, operational excellence,
customer-centric approach and diversified talent. These are embedded within
our business goals, strategy, processes and work culture.
Whirlpool Mission
Everyone, Passionately Creating Loyal Customers for Life.
Whirlpool mission defines the focus and what it does differently to create value.
It‘s a company of people captivated with creating loyal customers. From every
job, across every contact, it builds unmatched customer loyalty…one customer
at a time.
Whirlpool Values
The company‘s values are constant and define the way that all Whirlpool
Corporation employees are expected to behave and conduct business
everywhere in the world.
Respect - Great results can be achieved through relationships built on trust,
encouraging diversity and making the most of every individual's potential and
contribution. Work is only one of the elements of a fulfilling and rewarding life.
Integrity - Working in a correct, responsible way is important. There is no right
way of doing the wrong thing. Maintaining the highest possible standards of
personal, professional and legal conduct, whilst treating the others with the
utmost respect, is of fundamental importance.

Diversity and Inclusion - Diversity creates value. Multiple diverse points of
view is the soul of innovation and the basis for Whirlpool Corporation's success
in Europe. A culture that can embrace and value diversity and inclusion
motivates every individual to excel, stimulating passion and the free expression
of ideas.
Teamwork - Working together brings pride and frees up the potential of every
individual. Through collaboration and the confrontation of ideas, great results
can be achieved.
Spirit of Winning - The awareness of being a leader generates pride and
motivation to face the new challenges of the market. Our goal is to be
recognized and respected as one of the world's best companies to work for.
INNOVATION OF WHIRLPOOL
Whirlpool Corporation firmly believes innovative thinking comes from
everyone, everywhere. Nearly 10 years ago, they launched a worldwide effort to
instill innovation as a core competency throughout the entire organization. Since
then, Whirlpool employees worldwide have participated in and contributed to
innovation-related activities resulting in new ideas, products and services; thus
delivering real value to consumers in ways never before seen in either the
company or the home appliance industry.
Focused on embedding innovation as a core competency, Whirlpool
Corporation has made a long-standing investment to build this competency.
This investment includes redesigning business processes, training thousands of
employees, building an innovation management system and changing the
culture of the company.

• Best Consumer positionBRAND PLATFORM
• Best TradeTRADE PLATFORM
• Best Cost
• Quality
• Delivery Position
GLOBAL OPERATING
PLATFORM
Innovation attracts consumers to the wide portfolio of brands; Whirlpool
Corporation generated more than $2.5 billion of worldwide revenue from
product innovations—well exceeding projected targets for the year—and the
robust pipeline of $4.5 billion will allow for continued growth over time.
STRATEGY EXECUTION
The main strategy of the whirlpool is building strong brands which have a loyal
consumer base. Whirlpool is trying to build trustworthiness of the customer and
lead the customer life easier. Whirlpool mainly does lot of work contributing in
building unmatched levels of loyalty to their brands through lifelong
relationships with the customers.
Whirlpool is committed to create the brand value using various strategies such
as focusing on innovation, cost productivity, product quality and consumer
value. Whirlpool always had a continuous effort to improve its global operating
platform to ensure the position of the best-cost and best-quality appliance
manufacturer worldwide. The company is maintaining a strong supply chain to
better deliver products in trading customers and consumers.

They are creating better, more innovative products that improve consumers'
lives—in and around the home—each and every day. The company is always
committed in being an agile, global consumer products company that creates
value through their brands and innovations. With their compelling and growing
brands, fueled with innovation, the company always attracts and retains loyal
customers for life.
LOGO SPEAKS FOR WHIRLPOOL
“The ring of promise circling the Whirlpool Corporation logo”
The ring around the whirlpool logo clearly shows how the company
encompasses with a promising nature in developing a individual customer
loyalty with its services.
Whirlpool Aims For Market Leadership in Home Appliances
Launches New, Innovative and Intuitive Products in 70% of Portfolio
Targets leadership in Refrigerators and Washers in 18 months, leadership
in home appliances in 3 years.
New products in 6 categories from premium to mass, straddling multiple
price points.
Whirlpool has invested Rs 100 crore on innovation.
New Delhi, March 22, 2012: Whirlpool of India, a subsidiary of the Whirlpool
Corporation, the world's #1 manufacturer and marketer of major home
appliances, today announced aggressive growth plans for the Indian market as it

unveiled its new products across 6 categories – Refrigerators, Washing
Machines, Air Conditioners, Microwave, Water Purifiers and Built-in kitchen
appliances - in the presence of its brand ambassador Kajol. The new portfolio
expands Whirlpool's presence across multiple categories, and the launch of
products in premium and super premium price segments is an indicator of the
opportunity it sees in emerging India.
BUILDING THE CORPORATE BRAND
The Whirlpool corporate brand has a history dating back to 1911. The company
has steadily expanded its product line, revenues, and global footprint for more
than five decades, evident by milestone returns – from $1 billion in 1968, to $2
billion by 1978, to $6 billion by 1989, to the $13 billion reported in 2004. The
corporate mission has also remained focused over time, demonstrated by
mantras such as ―Unmatched customer loyalty – the core of our strategy‖ and
―Customer passion and lifelong relationships – the focus of our business.‖
The corporate brand has also been built on a long history of design innovation, a
safe and diverse employee environment, customer-centered manufacturing, and
a spirit of social responsibility. In fact, the depth of the company‘s commitment
to multiple social efforts is evident by a six-year inclusion of Whirlpool on the
―100 Best Corporate Citizens‖ list published by Business Ethics Magazine. The
company boasts an impressive set of accomplishments that foster these
commitments:
The implementation of Operational Excellence, Whirlpool‘s custom version of
the Six Sigma program, improves quality while lowering costs and shortening
cycle times. This program helped Whirlpool leverage its global manufacturing
experience to save $175 million in manufacturing costs in its first three years of
use.

Whirlpool‘s commitment to innovation was recognized in 2002 with a National
Design Award for Corporate Achievement from the Smithsonian Institution.
Whirlpool is a six-time winner of the ENERGY STAR Partner of the Year
award from the U.S. Environmental Protection Agency (EPA) and Department
of Energy, demonstrating the company‘s commitment to environmental
protection.
More than 3,500 Whirlpool employees are involved in a five-year, $25 million
commitment to Habitat for Humanity International. The partnership has
provided more than 65,000 appliances to Habitat homes built in North America.
In addition,
Whirlpool has raised over a million dollars to support the fight against breast
cancer through the ―Cook for the Cure‖ program, sponsored by KitchenAid.
Over 90 years of history gives Whirlpool an extremely valuable asset: a
corporate brand that communicates innovation, consumer-driven research and
development, and excellence in design and performance. Injecting these
principles into internal and customer-facing business processes enables the
company to invoke a consistent set of emotional responses from consumers
including trust, uniqueness, and most important, loyalty.
MAJOR COMPETITORS OF WHIRLPOOL

GLOBAL SCENARIO OF WHIRLPOOL
COUNTRY KEYSTATS BRANDS LOCATIONS
NORTH
AMERICA
No.1positionintheindustry
$7.9billionof sales
$810millionof
operatingprofit
Approximately31,000
employees
UnitedStates
KitchenAid,
Whirlpool,
Roperby Whirlpool
Corporation, Estate,
Gladiator
Canada
Inglis,Whirlpool,
KitchenAid
Mexico Whirlpool,
Acros,
Supermatic,Crolls
Headquarters:Benton
Harbor,MI
Manufacturing Locations:
UnitedStatesLaverne, TN;
Findlay,OH;Marion,
OH;
Greenville,OH;Clyde,
OH;
BentonHarbor,MI;
Evansville,IN;Fort
Smith,AR;Tulsa,OK;
Oxford,MS
CanadaMontmagny,QC
MexicoMonterrey
EUROPE No.3positioninWesternand
CentralEurope
Approximately14,000
employees
Whirlpool, Bauknecht,
Ignis, Polar,Ladenin
France,KICinSouth
Africa
OperationsCenter:
Comerio,Italy
FranceAmiens
GermanyNeunkirchen,
Schorndorf
ItalyNaples,Siena,
Cassinetta,Trento
Poland Wroclaw
SlovakiaPoprad
SouthAfricaIsithebe
SwedenNorrköping
ASIA LeaderamongWestern
companies,withNo.1market
positioninIndia
Approximately5,000
employees
Whirlpool
Headquarters:Hong
Kong, PRC
IndiaFaridabad,Pune,
Pondicherry
ChinaShanghai,Shunde
Whirlpool

MARKETING MIX OF WHIRLPOOL
In India, refrigerators and other home appliances were long known before the
1990s; but whirlpools products stand out for innovative approaches to
specificIndian contexts, and for a focus on customer relevant technology. One
of its earliest product-innovations specifically addressed the sizeable segment of
customers who bought smaller sized refrigerators. Whirlpool realized that a
customer who bought a small capacity refrigerator would probably require
greater flexibility and options instorage. Therefore, it introduced the
Flexigerator, a refrigerator with adjustable and drop-down shelves that gave
unprecedented space options to customers. Again,
Whirlpool realized that Indians have a propensity to store much larger amounts
of water than most other cultures. Therefore, Whirlpool introduced shelves that
could take 1.5 litre bottles, on specially strengthened doors. Subsequently,
Whirlpool introduced its Ice magic refrigerators which made ice faster than
other brands.In washer products, Whirlpool was again the first to come out with
a Combimatic Â± a single tub semi-automatic washing machine that did away
with the hassle of shifting clothes from one tub to another. Whirlpool has a wide
product portfolio ranging from air-conditioners to microwaves.Whirlpool‘s
future products will be designed as an environmental friendly product in
accordance to customer expectations.
PROMOTION
Whirlpool's promotion strategy has introduced unique values in the home
appliance market. As recently as the early 1990s, most consumer durables were
promoted just as desirable accessories, and the purchase decision crystallized
through the male breadwinner in the Indian family. Whirlpools promotions
broke new ground with reference to each of these longstanding premises in the

Indian consumer market. Whirlpool created its marketing position around the
tagline, you and WhirlpoolBased upon this premise, Whirlpools promotions
encouraged and helped women to consciously identify themselves as the real
homemakers in the family. This strategy also took Whirlpool to the core of
every home,as envisaged in the mindset of customers, thereby enabling instant
connection withthe brand.
Whirlpools strategy of reaching out to its customers in unique ways was
followed even in media .It changed the media trend for consumer durables
advertising in India, which hitherto was heavily skewed towards print.
Whirlpool was the first home appliances brand to orient its promotions towards
television advertising.

PRICE
Whirlpool of India LTD. has changed its strategy from being a premium-player
to a mass-player. Whirlpool has been concentrating on becoming a brand for the
mass-market and hence has introduced its products in all price categories. In
order to increase their profit, they try to reduce their cost. Some of their actions
are they closed several plants and streamlined organization in several
group.Knowing the market well, structuring the elasticity and keeping an eye on
competitors by whirlpool has implemented a customer-centric strategy that
focuses on making sure their products are appropriate for the Indian consumers.
Different versions of their products are priced differently, but not according to
differences in their costs. Whirlpools bigger success has been in the full in the
fully automatic segment.
PLACE
Whirlpool aims at globalization to obtain more market share in home appliance
industry by expanding globally. In Asia, where considerable perceived profit is
locate. Asia is a promising market with great potentiality, where the population
is huge while the labor is cheap compared with Europe and North America.

Whirlpool put more efforts on its major markets (Europe, North America) to
ensure its market position and profit, meanwhile, the investment in new market
to support the globalization strategy should be undertaken cautiously and
strategically according to the economy and resource condition and related
cultural issues. Asia, Europe, Latin America and North America are the most
profitable market for where Whirlpool is operating. Whirlpool India is also one
of the largest exporters of home appliances from India. Godrej have three World
class factories manufacturing a wide range of Refrigerators and Washing
Machines. Their appliances are exported all over the globe from Australia &
New Zealand in the East right up to Central America and the Caribbean islands
in the West. Apart from World Class factories, Whirlpool has also set up its
Global Product Development Centers in India where hundreds of engineers and
technicians are working round the clock, developing product designs for the
entire Whirlpool world.
PRODUCT
Product is the most basic marketing – mix tool. It is the tangible offer to the
market. A Product can be anything that satisfies a need or wants in exchange for
some form of payment (where the payment may sometimes be benefits other
than money) Whirlpool has a diversified category in the field of product to offer
its final or end user.

Refrigerators
• Single
Door
• Double
Door
• Triple
Door
WashingMachine
• Semi
Automatic
• Fully
Automatic
MicrowaveOven
• Solo
• Grill
• Convecti
onal
Airconditioner
• Split Ac
• Window
Ac

CELEBRITY ENDORSEMENTS
KAJOL & AJAY DEVGAN AS BRAND AMBASSADOR
Beautiful and Vivacious – Kajol
Like a fresh breath, Kajol wafted into the film world that thrived on
predetermined codes of demeanor. She carries the halo of spontaneity. Kajol
swept across millions of hearts with her energetic pace. Her vivaciousness and
friskypersona proved contagious and singularly her own in the contemporary
scene. Kajol has made a distinctive indent into the Hindi film industry. Though
she has the girl next door image and is not as glamorous as the others in her field,
Kajol is outstanding in her acting. The flexibility of her acting can be seen from
the various characters done by this natural actress. She gives more attention to her
acting than the financial success of a film. Kajol's eventful journey from
'Bekhudi' to 'Fanaa' shows the power of her versatility, sheer hard work and
dedication towards art behind all of her roles. She doesn't give more importance
to publicity or celebrity because she believes acting is purely a profession.
Kajol has come to stay in the industry as a mainstream actress with an
inimitable charm and liveliness coupled with the talent that renders eye- filling
performances. Her reel life image is not diverse from her real-life image. She is
as outspoken and lively as she seems in her characters in the films. Bold and
beautiful-Kajol has won millions of hearts with her impish vivacity within a
short span. No wonder then that Kajol is rated as superbamong her generation of
leading ladies.

The Intense Emotional Hero – Ajay Devgan
Ajay Devgan, known more for his intense acting abilities carved a niche for
himself as an actor. Ajay is one actor who has gained stardom on the merit of
his performances, not based on Bollywood-style good looks. Earlier known as a
dhishum dhishum action hero, Ajay shifted his image to a romantic lead, setting
the trend with Ishq, a soft romantic comedy paired opposite wife- Kajol. The
image became much prominent with Pyaar To Hona Hi Tha, bringing out his
softer side. Then there was no looking back for Ajay. It became a habit for him
to deliver emotional roles par excellence. Ajay was sky high with his looks,
performances and the choice of films, which defined his characters.
Ajay's popularity has increased in leaps and bounds with outstanding
performances in recent films like Gangajal, Apaharan, Omkara. Ajay is rated
as one of the best actors of the Indian cinema. Amitabh Bachchan once called
Ajay Devgan the `Dark Horse' of the film industry. Yes, the Dark Horse is now
winning races with regularity, leaving the more favored glamour breeds way
behind. Ajay is most definitely one of the finest actors we have and definitely
worth applause.

PROJECT DETAILS
Project started in two phase, first 15 days we were asked to understand the
pricing strategy of refrigerator giants in Indian market as price plays an
important role in capturing the market share. Whirlpool of India Ltd being one
of the giants wanted to know what exactly is happening in local markets of
Delhi as Market Operating Price is different to Maximum Retail Price of a
product, so we were asked to tap local markets to find out whatkind of discounts
are given on MRP to increase sales. The tool which we used to find out Market
Operating Price of different brands was Mystery Shopping or Mystery
Consumer.
What’s Mystery shopping or Mystery consumer?
Mystery shopping or Mystery consumer is a tool used externally by market
research companies, watchdog organizations, or internally by companies
themselves to measure quality of service or compliance with regulation or to
gather specific information about products and services. The mystery
consumer's specific identity and purpose is generally not known by the
establishment being evaluated. Mystery shoppers perform specific tasks such as
purchasing a product, asking questions, registering complaints or behaving in a
certain way, and then provide detailed reports or feedback about their
experiences.
Tools used for mystery shopping assessments range from
simplequestionnaires to complete audio and video recordings. Mystery shopping
can be used in any industry, with the most common venues being retail stores,
hotels, movie theaters, restaurants, fast food chains, banks, gas
stations, apartments, health clubs and health care facilities. Since 2010, mystery
shopping has become abundant in the medical tourism industry, with healthcare
providers and medical facilities using the tool to assess and improve the
customer service experience.
After the visit the shopper submits the data collected to the mystery shopping
company, which reviews and analyzes the information, completing quantitative
or qualitative statistical analysis reports on the data for the client company.

Second phase of the project, we were asked to do branding and promotion for
Neo Ichill refrigerator in double door category. First time in India, brand
awareness and promotion for a refrigerator was though can be done through a
platform like HORECA. Fight to stay on top leads to great ideas, innovation
and forces mind to think out of the box so that the product and its promotion or
advertising is done in the most unique way so that people start talking about it.
Whirlpool is one such company who thought of investing its promotional
money for Neo ichill refrigerator in an innovative way, were it created a replica
of the actual refrigerator in forms of small chillers which could be used to serve
mineral bottles, beer, ice cubes. The best feature of this chiller was that it could
retain the temperature of the beverage for an hour so it was helpful for hotels,
bars and lounge to keep customers happy as there drinks were chilled for a
longer period.
We had to look for leads in forms of hotels, bars and lounge who actually met
our criteria and approach them for approvals so that branding and promotion
could be carried out for next 2 months. Next step afterapproval was to get the
products delivered forpromotion. We acted as brand promoters for Whirlpool of
India Ltd, stayed for 6-8 hours in venue for interacting with customers and
explaining them the key features of Neo ichill and how is it different from other
well-known brands in market.

This branding and promotion was beneficial for both the parties as Whirlpool
was easily able to promote and aware customers about its new launch in double
door segment were as hotels, bars and lounge got a chance to associate
themselves with Whirlpool Of India Ltd and they got chiller which was very
useful to keep beverages chilled for a longer period after it got served.
What’s HORECA
HORECA is the sector of food service industry that consists of establishments
which prepare and serve food and beverages. The term is a syllabic abbreviation
of the words Hotel/Restaurant/Catering. This sector is very sensitive to business
cycles and to political events.
This sector is one of the fastest growing in Europe. In 2004 more than 7.8
million people were employed and the sector generated more than 338 billion
turnover. Jobs tend to be temporary, with irregular hours, low pay and few
career prospects. There is a high proportion of young people working in the
sector.
As the touristic sector is continually growing, it is necessary to have not only
the proper qualification, but also some necessary skills. In fact, in a
Communication adopted in 2003 the European Commission called for an EU-
wide drive to enhance the economic, social and environmental sustainability of
European tourism. Five key issues were identified to ensure sustainability and
competitiveness of the sector, information and training of the staff, quality,
sustainable development and new technologies

HORECA PARTNERS
RED LOUNGE SPICY MOMENTS
THE EMPIRE GREEN LOUNGE
THE LAB BUZZ IN

NEO ICHILL REFRIGETOR
DeepFreeze Quick chill bottle zone Flexi-cool
Technology

242
Litres
262
Litres
292
Litres
342
Litres
362
Litres
410
Litres
450
Litres
New Way to Chill with innovative features:
4Star BEE EnergyRating
6thSenseTowerCool
DeepFreezeTechnology
Largest VegetableStorage
Toughened Glass Shelves
Quick Chill BottleZone
BeverageCaddy
Ice-mate(Detachable- ExtraIce)
Vegetablebox
Can and BottleShelves
IceCreamZone
Chocobox
Deodorizing
Rc Led Lamp
10 years warranty on compressor
Neo Ichill is available in various capacity:

OBJECTIVE OF THE PROJECT
To promote Neo I chill refrigerator as a brand among customers through
HORECA and various other ways of promotion.
To interact with potential customers so that the key features of Neo ichill
refrigerator could be explained.
To promote and impart knowledge about the new technology on which Neo
ichill refrigerator works.
To identify hotels, bars and lounge forbrand activation Neo ichill and to
examine the highest foot fall in a dayso that promotion could be carried out
in those hours.
To use Horeca as a promotional tool for Neo ichill refrigerator in market
instead of advertising the product through various print or visual media.
To help Whirlpool in understanding the competitive pricing used by different
competitors in the same segment and the offers or extra benefits (if any)
given by them to end users.

RESEARCH METHODOLOGY
A- Problem Formulation:
More than 60% of the population in India use Refrigerator.
So, marketers need to identify the factors that trigger the buying of
Refrigerators.
By gathering information from a number of consumers, marketers can
identify the most frequent stimuli that spark an interest in the product
category.
They can then develop marketing strategies for the stimuli that triggers the
customer interest.
B- Sampling Design:
Sample includes all the customers with whom we interacted while promoting
Neo ichill.
All customers were asked questions from questionnaire while interacting.
Hence we can say that the sampling method used in the survey was simple
random technique.
Sample size in the survey was limited to 100. Hence feedback of
100customers was collected and analyzed.

DATA INTERPRETATION
Data interpretation is the most vital part of any survey. Accuracy and perfection
of the study depends on the arrangement of raw data and its interpretation.
In this project work I collected all the primary data through questionnaire and
analyzed each responses carefully.
Ques 1: Have you heard about Neo Ichill refrigerator?
a- Yes b- No
Interpretation:Only 20% of the total respondents knew about the launch of
Neo Ichill in double door segment by Whirlpool of India Limited. Our aim
was to provide knowledge to the remaining 80% unaware customers or
respondents about the new launch under double segment by Whirlpool and
its key features that makes our product stand above all other double door
refrigerators in the same segment.
20%
80%
Neo Ichill Refrigerator
Yes No

Ques 2: According to you, Whirlpool refrigerators are known for:
a- Looks b- Cooling c- Design d- Price
e- Features f- After sale services
Interpretation:According to respondents, 29 people said that they feel
Whirlpool is known for its cooling were as 18 of them said it‘s known for its
features, 16 felt it‘s known for its design, 14 said according to them Whirlpool
is known for after sales service, 13 felt price is one factor as whirlpool is known
in market for its pricing strategy and 10 respondent said looks of Whirlpool
Refrigerators.
0
5
10
15
20
25
30
35
1
Whirlpool Refrigerators
Looks Cooling Design Price Features After sale services

Friends
10
10%
Showroom
22
22%
TV commercials
38
38%
Internet
14
14%
Newspaper
4
4%
Others
12
12%
Ques 3: How do you get to know about new refrigerators in market?
a- Friends b- Showroom c-TV commercials d- Internet
e- Newspapers f- Others
Interpretation:It has been observed that, 38% of the total respondents said that
they get to know about a new product launch through TV commercials given
my companies, 22% said they get to know about a new refrigerator when they
actually visit a showroom for purchase, 14% gets to know through internet as
we all know how digital media has captured the modern market, 10% of then
gets aware about a new launch through a friend of his, 4% from newspaper and
12% of the respondents said their source of knowledge is something which is
not mentioned questionnaire.

Ques 4: Will you prefer Whirlpool Neo ichill as you next refrigerator?
a- Yes b- No c- May be
Interpretation: After explaining the key features of Whirlpool Neo ichill
refrigerators to our customers we found out that 63% of the respondents said
that they might prefer Neo ichill as there next refrigerator where as 15% of the
respondents said they won‘t prefer buying Neo ichill as their next purchase and
22% of our respondents were sure that their next refrigerator will be Neo ichill,
it‘s a great achievement for us, it shows that branding and promotion for Neo
ichill paid off.
0 10 20 30 40 50 60 70
Yes
No
May be
CHART TITLE

44%
26%
21%
9%
Excellent Very Good Good Average
Ques 5:How do you rate branding and promotional strategy of whirlpool for Neo
Ichill refrigerators?
b- Excellent b- Very good c- Good d- Average
Interpretation:44% of total respondents were impressed by the new and
innovative branding and promotion strategy applied by Whirlpool of India Ltd.
26% said the strategy is very good, 21% of the respondents felt its good and 9%
said the strategy applied by Whirlpool of India Ltd. for promotion and branding
could have been better.

CONCLUSION
In a country like India where every customers are price sensitive and want more
by paying less, it is not easy for companies to satisfy end consumers or
customers them also companies try providing new technologies and bring in
new innovation in the product line. Neo Ichill refrigerator by Whirlpool of India
Ltd. is one such product in double door segment which gives both price and
technology like chilling gel, flexi chill, chocolate and ice cream box and many
more features.
Branding and promotion for Neo ichill through HORECA was a new concept
ever thought by any company, Whirlpool of India Ltd. was successful in
capturing this un tap way of promotion.
Every brand needs great product & Whirlpool Neo IChill is among the
best refrigerators in double door segment but needs proper advertisement,
promotion to increase sales.
By HORECA only, we could change minds of 63% of respondents and
they said they might consider Neo ichill as their new purchase.
20% of total respondents only knew about Neo ichill which is quite low,
as a brand is only recognized in the market by its company.
We were able to help people in recognizing the new launch and promote
the product in best possible way.
I also got to know a lot of related things like how assigned brand promoters
make fake promises or fool customers by talking about technologies which is
not there in product and how a potential customer is lost to another competitor
due to high price sensitivity in market.

RECOMMENDATIONS
Whirlpool should work on their promotional and branding strategies so that
customers are aware of new products in market.
Whirlpool should look upon launching new models with better look like
Samsung and LG as there are very less number of customers favoring the
look of Whirlpool.
None of the models of Whirlpool above 200 Lts is 5 star rated. So, energy
ratings of Whirlpool models should be improved for higher sales.
It should also come up with technologies like that of LG and Samsung
(Digital Inverter Compressor and Linear Inverter Compressor) so that the
compressor has an enhanced performance along with an extra warranty
period.
Whirlpool should give promotional scheme for its product as in case of Neo
ichill. This would attract customers and hence would increase sale.
Whirlpool should introduce brand stores just like Lg shoppe and Samsung to
empower there brand image and brand position in modern market.

DETAILS OF WORK PROFILE
My summer internship started with Induction program held in Gurgaon,
Corporate Office, Whirlpool of India Ltd. Valuable information was shared
with us regarding company and its product.
After Induction, for the first 15 days we were asked to do price mapping
ofcompetitors in refrigerator segment to understand how market operates.
After understanding the pricing strategy of different competitors and how
brand promoters give away discounts to increase sales, we were asked to do
branding and sales promotion for whirlpool Neo ichill.
We were divided into groups of two and territories were allotted to each
group for product promotion and activation.
Basically, we were assigned territories so that we could identify hotels, bars
and lounge from where we could promoteNeo ichill.
After getting approvals for promotion, we had to deliver promotional jackets.
Apart from promoting Neo ichill refrigerators, I also conducted a survey for
whirlpool while interacting with customers witha questionnaire.
We were acting as brandpromoters and were responsible for the brand
visibility and promotion.

MAJOR LEARNINGS
Last two months was an important phase in my learning period.
In this period I realize how complex is the Indian market. The functioning of
the market may not always follow principles or theories of marketing.
I came to knew in details how companies think of different promotional
ways to give a hype to their new product in market going against all odds.
I understood how pricing plays an important role in increasing company‘s
salesand how companies think out of box to promote their product.
I have learnt how to approach hotel owners and managers and convert our
leads into positive approvals for branding and sales promotion of Neo ichill.
I had an experience of interacting with customers from different age groups
in 70 days of my internship.
I have also experienced how some customers don‘t like to be disturbed by
brand promoter and get irritated.
Above are the learning‘s, the most important thing which I have learnt
during my internship under Whirlpool of India Limited.

CONSTRAINTS FACED
There were few constraints to be listed down which I faced in this period:
First and foremost, we were not provided with I-card and visiting card
because of which at times we were not taken seriously and some turned us
down thinking us to be fake.
Promoting through lounge and bar was bit difficult compared to hotels as
there is a huge difference in crowd.
Promotional jacket and other tools were out of stock at times.
Customers were not ready to listen to brand promoter and said not to disturb.
During my primary research I also faced problems in filling up the
questionnaire as many of the customers were not ready to answer my
questions.

BIBLIOGRAPHY
Books:
1. Kotler Philip (Prentice Hall, New Delhi)
2. Ranjan Saxena (Tata McGraw Hill, New Delhi)
3. Stanton William J. and Charles Futnell (McGraw Hill International)
Internet:
1. www.google.co.in
2. www.whirlpoolindia.in
3. www.wikipedia.com
4. www.investopedia.com

ANNEXURE
QUESTIONNAIRE
(Please tick/mention the appropriate answer)
1- Have you heard about Whirlpool Neo Ichill refrigerator?
b- Yes b- No
2- According to you, Whirlpool refrigerators are known for:
b- Looks b- Cooling c- Design d- Price
f- Features f- After sale services
3- How do you get to know about new refrigerators in market?
b- Friends b- Showroom c-TV commercials d- Internet
e- Newspapers f- Others
4- Will you prefer Whirlpool Neo ichill as you next refrigerator?
c- Yes b- No c- May be
5- How do you rate branding and promotional strategy of whirlpool for Neo Ichill
refrigerators?
a- Excellent b- Very good c- Good d- Average
Please help us in getting some more information about you:
 Gender: Male Female
 Age: a- Below 30 b- 31 – 45 c- Above 45
Date:
Thank You

Branding and Promotion of Neo ichill Refrigerator for Whirlpool of India LTD

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