SUMMER TRAINING REPORT ON
Branding and Promotion of
Neo IChill Refrigerator
For
WHIRLPOOL OF INDIA LIMITED
Under the Super...
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 CERT...
Whirlpool Of India Ltd. 2013
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DECLARATION
I,...
Whirlpool Of India Ltd. 2013
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ACKNOWLEDGEMEN...
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 4 | 56
TABLE OF CONTE...
Whirlpool Of India Ltd. 2013
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EXECUTIVE SUMM...
Whirlpool Of India Ltd. 2013
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The project ha...
Whirlpool Of India Ltd. 2013
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INTRODUCTION
W...
Whirlpool Of India Ltd. 2013
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Branding Appro...
Whirlpool Of India Ltd. 2013
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What is Promot...
Whirlpool Of India Ltd. 2013
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INDUSTRY PROF...
Whirlpool Of India Ltd. 2013
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thriving econ...
Whirlpool Of India Ltd. 2013
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CATERING INDU...
Whirlpool Of India Ltd. 2013
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these days an...
Whirlpool Of India Ltd. 2013
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CONSUMER DURA...
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 15 | 56
Inconsonancew...
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 16 | 56
COMPANY PROFI...
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 17 | 56
consumers res...
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 18 | 56
Whirlpool ini...
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 19 | 56
Design Engine...
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 20 | 56
TIME LINE OF ...
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 21 | 56
2008: Whirlpo...
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 22 | 56
VISION, MISSI...
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 23 | 56
Diversity and...
Whirlpool Of India Ltd. 2013
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• Best Consum...
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 25 | 56
They are crea...
Whirlpool Of India Ltd. 2013
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unveiled its ...
Whirlpool Of India Ltd. 2013
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Whirlpool‘s c...
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 28 | 56
GLOBAL SCENAR...
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 29 | 56
MARKETING MIX...
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 30 | 56
Indian consum...
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 31 | 56
PRICE
Whirlpo...
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 32 | 56
Whirlpool put...
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 33 | 56
Refrigerators...
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 34 | 56
CELEBRITY END...
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 35 | 56
The Intense E...
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 36 | 56
PROJECT DETAI...
Whirlpool Of India Ltd. 2013
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Second phase ...
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 38 | 56
This branding...
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 39 | 56
HORECA PARTNE...
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 40 | 56
NEO ICHILL RE...
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 41 | 56
242
Litres
26...
Whirlpool Of India Ltd. 2013
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OBJECTIVE OF ...
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 43 | 56
RESEARCH METH...
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 44 | 56
DATA INTERPRE...
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 45 | 56
Ques 2: Accor...
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 46 | 56
Friends
10
10...
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 47 | 56
Ques 4: Will ...
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 48 | 56
44%
26%
21%
9...
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 49 | 56
CONCLUSION
In...
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 50 | 56
RECOMMENDATIO...
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 51 | 56
DETAILS OF WO...
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 52 | 56
MAJOR LEARNIN...
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 53 | 56
CONSTRAINTS F...
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 54 | 56
BIBLIOGRAPHY
...
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 55 | 56
ANNEXURE
QUES...
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Branding and Promotion of Neo ichill Refrigerator for Whirlpool of India LTD

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

  1. 1. 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
  2. 2. 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
  3. 3. 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 2 | 56 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)
  4. 4. 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 3 | 56 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
  5. 5. 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 4 | 56 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
  6. 6. 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 5 | 56 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.
  7. 7. 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 6 | 56 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.
  8. 8. 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 7 | 56 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.
  9. 9. 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 8 | 56 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.
  10. 10. 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 9 | 56 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.
  11. 11. 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 10 | 56 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
  12. 12. 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 11 | 56 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.
  13. 13. 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 12 | 56 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
  14. 14. 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 13 | 56 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:
  15. 15. 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 14 | 56 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.
  16. 16. 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 15 | 56 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
  17. 17. 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 16 | 56 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
  18. 18. 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 17 | 56 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.
  19. 19. 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 18 | 56 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.
  20. 20. 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 19 | 56 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.
  21. 21. 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 20 | 56 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
  22. 22. 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 21 | 56 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
  23. 23. 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 22 | 56 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.
  24. 24. 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 23 | 56 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.
  25. 25. 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 24 | 56 • 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.
  26. 26. 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 25 | 56 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
  27. 27. 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 26 | 56 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.
  28. 28. 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 27 | 56 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
  29. 29. 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 28 | 56 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 Manufacturing Locations: 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 Manufacturing Locations: IndiaFaridabad,Pune, Pondicherry ChinaShanghai,Shunde Whirlpool
  30. 30. 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 29 | 56 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 ± 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
  31. 31. 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 30 | 56 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.
  32. 32. 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 31 | 56 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.
  33. 33. 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 32 | 56 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.
  34. 34. 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 33 | 56 Refrigerators • Single Door • Double Door • Triple Door WashingMachine • Semi Automatic • Fully Automatic MicrowaveOven • Solo • Grill • Convecti onal Airconditioner • Split Ac • Window Ac
  35. 35. 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 34 | 56 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.
  36. 36. 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 35 | 56 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.
  37. 37. 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 36 | 56 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.
  38. 38. 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 37 | 56 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.
  39. 39. 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 38 | 56 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
  40. 40. 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 39 | 56 HORECA PARTNERS RED LOUNGE SPICY MOMENTS THE EMPIRE GREEN LOUNGE THE LAB BUZZ IN
  41. 41. 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 40 | 56 NEO ICHILL REFRIGETOR DeepFreeze Quick chill bottle zone Flexi-cool Technology
  42. 42. 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 41 | 56 242 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:
  43. 43. 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 42 | 56 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.
  44. 44. 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 43 | 56 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.
  45. 45. 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 44 | 56 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
  46. 46. 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 45 | 56 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
  47. 47. 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 46 | 56 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.
  48. 48. 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 47 | 56 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
  49. 49. 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 48 | 56 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.
  50. 50. 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 49 | 56 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.
  51. 51. 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 50 | 56 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.
  52. 52. 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 51 | 56 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.
  53. 53. 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 52 | 56 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.
  54. 54. 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 53 | 56 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.
  55. 55. 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 54 | 56 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
  56. 56. 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 55 | 56 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

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