Whirlpool is an American company that deals in household appliances globally and in India. It has a vision of creating happier homes by making everyday tasks more enjoyable through high-quality products. In India, Whirlpool focuses on refrigerators and has a market share of over 20% in the direct cool segment and over 15% in the frost-free segment. It follows strategies of market segmentation, targeting, distribution, and manufacturing. Whirlpool has been successful due to its aggressive marketing across price points, quality initiatives like Six Sigma, and a wide product portfolio beyond refrigerators.

1. Business Strategy
RAGHAV AGARWAL
BBA- RETAIL MANAGEMENT

2. Consumer Durable Product
WHIRLPOOL
Refrigerator
 Whirlpool is an American Public limited corporation
that deals in the industry related to household
appliances.
 Whirlpool has spread its wide and organized
marketing network in almost one hundred and
seventy countries of the world.
 Some of the companies that are giving it a stiff
competition are as follows:
Samsung
Electrolux
LG
Haier

3. Whirlpool Product Launch in India
Brand Vision
 At the very core of our bond with our consumers, stands our brand
vision, Creating Happier Homes
 They constantly strive to make moments in our consumers' everyday home
life more enjoyable through our products, so that these moments lead to a
lifetime of joyful experiences.
Brand Philosophy
 At Whirlpool they believe in the glory of making everyday count just the
way every homemaker does. We believe that delight lies in getting the
everyday tasks done beyond ones expectations.

4. Company’s BUSINESS LEVEL
STRATEGY Refrigerator is truly an integral part of every home. The choice of refrigerator
brand and model you want to buy will depend on the number of people in the
house as well as your income and their space available in the income. Mainly
refrigerators are two types' direct cool, frost control and frost free refrigerators.
 Whirlpool develops the strategy of Market Segmentation ,Target Market,
distribution and Manufacturing.
 They has a market share of 22.8 per cent in the direct cool segment, 17.5 % the
frost-free segment, and 14 per cent in the washer segment. Whirlpool has
manufacturing facilities at three locations in India to manufacture refrigerators
and washing machines.

5. Success Mantra’s
Aggressive marketing and promotion
Whirlpool 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. Whirlpool recently announced
an alliance with the Italian appliances company Faber
Heatkraft to introduce its range of cooking appliances
in the Indian market. The products consisting of hobs,
chimneys and cooking ranges will be distributed and
sold by Faber through WIL’s dealer network and
exclusive outlets.

6. Success Mantra’s
Taking quality initiatives
Whirlpool India initiated the Six-Sigma programme
in 1999 as a quality initiative to transform the
organisation to a globally competitive entity. It has
helped the organisation streamline operations, improve
quality and eliminate defects by increasing customer
satisfaction and enhancing its bottom line. Apart from
sales and marketing, Whirlpool has extended the Six sigma
initiative to customer focus.

7. Success Mantra’s
Wide product portfolio
Whirlpool has a wide product portfolio ranging from
air-conditioners to microwaves. The
Refrigerator
market has been growing at around
14-16 per cent per annum. Among the Refrigerator
, the semi-automatic segment enjoys the
largest market where Whirlpool has a significant
presence.

8. Branding the Advantage
Leveraging the India Advantage
• WIL is incubating both technical and managerial
talent in India
• WIL offers shared services in India that will
undertake development work for Whirlpool Asia
• WIL runs a technical centre for refrigeration in
Pune, and for laundry and kitchen aid appliances
at Pondicherry
• WIL runs an Export Oriented Unit (EOU) in
Pondicherry to manufacture Kitchen Aid products
for overseas markets

9. Branding Process
 Whirlpool as a brand name is associated with commitment towards
its consumers by providing high quality products.
 The product are designed in such a manner that they are compact in
sizes to occupy less space and faster on operation as they are
equipped with latest technology.
 Have energy saving modes for longer and better durability and so at
least five hundred and ninety of the products have been eligible for
the “Energy Star Label”.
 Besides the eco-friendly products, the company also provides
numerous service options to its esteemed customers

11. Thank You