Whirlpool is launching a new laundry service called Whirlpool Wash-E-Teria in Delhi, India. The service will offer self-service washing and drying machines in a clean, bright environment. The target customers are busy professionals, students, and senior citizens who cannot afford or maintain their own washing machines. Whirlpool Wash-E-Teria aims to provide a convenient, affordable washing solution for this segment of the market. The summary focuses on the key points of introducing a new laundry service brand and its target customer base.

1. BRAND AND INSTORE
COMMUNICATION
Advertisement of
Product and a Service brand
Submitted To
Ms. Priti Gadhavi
Submitted By
Jayesh Verma
Kanika Motwani
Monalisa Trivedi
Poonam Martolia

2. PRODUCT BRAND
NICOTINAMIDE
NICOTINE CHEWING GUM

3. Advertising Strategy: For NICOTINAMIDE
BRAND LOGO
Media Type Place
Newspapers/ Magazines Lifestyle Pages, Healthcare pages
Hoardings Hoardings On The Roadsides
E-marketing E-shopping Sites, Blogs, Portals
T.V. Commercials Advertisements On Television
Hospitals, Clinics, Doctors, Health Care
Collaborations Programs

4. Budgeting Of A Product Advertisement
Newspapers
Size 1/8 Part Of A Page
Cost Rs. 5000
Frequency Twice In A Week
No. Of Newspapers 3
Total Monthly Cost Rs.120,000
Magazines
Size ¼ Portion Of A Page
Monthly Cost Rs.50,000
No. Of Magazines 3
Total Cost Rs.1,50,000

5. Hoardings
Size (In Sq. Ft.) 96
No Of Hoardings 10
Cost For A Hoarding Rs.10000/Month
(Including Advertisement Area)
Total Monthly Cost Rs.100000
Budget- T.V. Commercials
No. Of Advertisements 1
Frequency (Per T.V. Channel) 5 Times Per Day
No. Of Channels 5
Cost Of Advertisement Telecast Rs. 100000
Total Cost Rs. 2500000

6. Collaboration and e-marketing
• Monthly Promotional Charges for collaborations (including product cost) –
Rs.2,00,000
• E-marketing (payments to websites) Rs. 100000
Print Advertisement of NICOTINAMIDE

7. What Is Nicotinamide?
And How it works?
It works on the process of NICOTIN REPLASEMENT THERAPY
Nicotine replacement therapy (NRT) is the name given to stop-smoking medicines
that release nicotine into the bloodstream to help counter cravings and reduce other
physical withdrawal symptoms when you quit (nausea, headaches, irritability,
dizziness).
NRT products still contain nicotine, which is harmful and addictive, but they
deliver smaller amounts than cigarettes and without many of the other harmful
substances in tobacco, such as tar and carbon monoxide.
Nicotinamide chewing gums are used when you would normally reach for a
cigarette. The gum needs to be chewed in the special way described in the pack.
You should also avoid drinking coffee, soft drinks and fruit juice 15 minutes
before each gum, because they can reduce the amount of nicotine absorbed.
Side-effects
As with all medicines, nicotine products may cause side-effects. Common side
effects with all products are: headache, nausea and dizziness.
In addition patches can cause skin rashes and irritation and the nasal spray can
cause sneezing, sore throat, runny nose and eyes.
Can you become dependent on NRT?
Because nicotine is the addictive substance in tobacco, there is a risk you may
become dependent on the nicotine replacement products. But the risk of this is
small compared to the much greater risks of continuing to smoke.
This is why it's important to follow the instructions on the products and gradually
reduce the amount of NRT you use after 8 to 12 weeks.
There is a lower chance of becoming dependent on nicotine patches, because these
products release nicotine slowly and constantly through the skin, so there is less
fluctuation in nicotine levels in your blood.

8. Service Brand

9. WHIRPOOL WASH-E-TERIA-
Tagline: foreign Style Dhobhighat
Whirlpool Washeteria is a launderette which is a self service laundry facility
where clothes are washed & dried..The concept of launderettes is common in
countries like USA, UK, Canada,& this concept has not been introduced in india
yet. With increase in the number of busy professionals, students & senior citizen in
india, & keeping in mind the people who cannot maintain or afford buying a
washing machine whirlpool has launched the convenient service of launderettes in
India which will meet the basic washing requirements of people at a reasonable
price & with cloth sensitive machines providing better & cleaner washing. Keeping
in mind the need for the same whirlpool being a major player in manufacturing

10. home appliances has planned to introduce “WHIRLPOOL WASH-A-TERIAS” in
Delhi.
About WHIRLPOOL
Whirlpool is the most recognized brand in home appliances in India & holds a
market of over 25%. The companies brand & 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 home maker & thus a slogan of
“one & whirlpool, the world’s best homemaker “dots its promotional campaign.
The product range is designed in a way that it employ unique technology & offers
consumer relevant solution.
Product range-
 Washing machine
 Refrigerators
 Air conditioners
 Micro wave
 Water prufier
Whirlpool washing machines- for a 100 years now,whirpool has synonymous with
excellence in fabric cleaning & care.whirpool in India is on as aggressive grouth
path & has set impressive targets. Its target customer is contempory woman
professionals who are also home makers. Bollywood actor Ajay devgan & Kajol
endorse the brand.
Whirpool washing machine range-
 Fully automatic

11.  Semi-automatic
 Front- loading washer
 Top loading washer
Whirpools means quality-
Whirlpool washing machine are engineered to suit the requirement to suit the
requirement of smart, confident, & in control home maker who knows what she
wants with various features such as stain wash, 6th sense is women’s intuition,
smart sensors whirpool washing machine make the tedious job of washing clothes
more easy & interesting.
So many models to choose from-
Whirpool has a wide variety of models to choose from examples steam washing
machine machines, top loading washing machines etc.
High efficiency machines-
Whirlpool machines are high efficiency washing machines. these washing
ymachines use less water & detergent , but still get the clothes so neat clean high
efficiency can definitely cutdown on the amount of electricity & water that one
uses & save money in long run.
Price-
Whirlpool washing machine price range starts from 12000rs (basic ones) & goes
upto 75000 rs.

12. Target customer of Whirlpool Washeteria-
India is a fast developing country & is proving to be a major challenge already.
This industry expects to grow by 60% & this area needs to be regularly updated
with new technologies.
The target customer are the contemporary women professionals who are home
maker. The companies brand & image speaks of its commitment to the homemaker
from every aspects of its functioning. there is a segment of people which include
 Working couples
 Single working individuals.
 Students.
 Senior citizens.
Tourists. they cannot afford or maintain a washing machine. This segment of
market is always avoided & Who don’t have access to a washing machine or dryer
just because they cannot afford or maintain a washing machine. This segment of
market is always avoided & neglected. To serve this particular segment.
WHIRLPOOL HAS INTRODUCED A NEW SERVICE
“WHIRPOOL WASH- E –TERIAS”
WITH THE TAGLINE “DHOBIGHAAT FOREIGN STYLE)

13. Details of the service-
 Service name- “WHIRPOOL WASH-A-TERIA”
 Tag line- DHOBIGHAAT FOREIGN STYLE.
The name is self explanatory & easy to memorize. The first half of the name ie
WHIRLPOOL (the name of the company) with which majority of the Indians can
relate to &WASH-A-TERIA” which also means launderettes adds the freshness to
the name & makes it sound very classy.
A wash-e-teria is a commercial grade, self service laundry equipment placed in to
service in a retail space on a long- term use (10-25 years). The store will occupy
4000-5000 square feet of retail space business hours typically running from 6.00
am to 10.00 pm. With 3-4 employee attendents.
Features-
 Self service laundry equipment (washing & drying)
 Comfortable & convenient washing.
 Bright environment
 Cloth sensitive & better technology machines
 Neat & clean & hygienic environment.

14. Target areas-
The concept of Wash-E-Teria will be first introduced in Delhi & N.C.R targeting
the areas where there is a good number of students & single working force & the
population is more concentrated. Whirlpool will be setting its service centers in 10
major areas in Delhi.
List of areas-
 North Campus
 South Campus
 Qutub Institutional Area.
 Gurgaon.
 Noida.
 Rajouri Garden.
 Chandni Chock.
 Greater kailash.
 Cannaught place
 Lajpat nagar

15. Pricing-
The prices for the services would be minimal &basic.following is the list of
merchandise along with the rates.
MERCHANDISE RATES
Normal basic t.shirt .99 Rs
Basic formal shirt 1.50 Rs
1 pair of trouser 2.50 Rs
1 pair of denim jeans 3.00 Rs
Ladies suit 4.00 RS
Kurti 2.00 Rs
Saree 3.00-5.00 (depending on the stuff)
Towels/bed sheets(including two 5.00 Rs
pillow covers)
Inner wear .50 paise(each)
Kurta pyizama(basic)/night suit 3.00 Rs
Kids wear (except jeans) 1.00 (each)
NOTE- if the number of merchandise is less than 6 then the customer will be
charged an entry fee between (10-15 Rs).

16. Promotion schemes-
Since the concept of wash-e-teria is new & fresh whirpool wash-e-teria will have
to promote this concept in order to attract more number of footfalls in the service
station . following as the promotional practices that whirlpool can adopt to mak the
whole service more attractive.
 Providing free surf (whirlpool can tic up with any major surf brand sponsor
free surf for the initial three months).
 Introducing snacks war & cafeterias, giving away coffee.
 Building kids centre.
 Variety of membership schemes & special discount.
 Sweet & friendly helpers.
 Videogames & television screens.
 Novels & magazine section.
3 months calendar planning of print advertisement-
 Weekend adds for three months in –
 Hindustan times
 Times of India
 Nav Bharat Times.
 Hoardings / Banneres at premium locations for three months.
 Every weekend day fliers in the news paper.
 Pamphlets distribution in every Thursday, Saturday, & Sunday( gyms,
corporate house).

17.  Standy’s at coffee shop & in front of departmental stores.
 Flex board on street lights, road side areas).
Magazines –(Weekly issued magazines)
 general awareness magazines-for collage going students.
 Bussiness magazines- weekly issued, for students as well as corporate(single
as well as married).
 Life style magazines –femina,this is for young girls & middle age women
 Greh shobha ,sarita for middle age women majorly house wife’s.

18. THE BUDGET PLAN FOR PRINT ADVERTISEMENT
ADDVERTISEMET DAYS/ COLOU SIZE RATE POSITION
DURATION RED
OF /BLACK
ADVERTISE &
MENT WHITE
Display advertisement in Weekends coloured In 45,000 (TOI)(For Front page,
news paper (Friday, square one month) right hand
Times of India, Saturday, inches 43000 (HT) bottom.
Hindustan Times, Sunday) 4/5 35000(NT)
Navbharat Times inches
Femina , Grehshobha, monthly coloured 2 to 3/4 12000(Femina), Vertical right
Sarita inch*9 3000(GrehShobha) page
Magazines(lifestyle) to 7/8 , 2500 (Sarita)(for
inches one month)
General Awareness & Twice a month Coloured 2 to 3/4 2600*8(4 Last Page
Business inch*9 magazines *2 Full page
Magazines(Issued weekly) to 7/8 issues)
inches
Flex advertisements 14 weeks coloured 30” 400 for one(for 30 Strea light,
square Advertisement’s) road side.
3/4
square
iron
frame
with
3/4th
aluminu
m
beading.
Hoardings Monthly coloured 110 60,000 *2 Streat light,
inches road side
square areas.
Standy banners Monthly coloured 20” by 300 * 30 Coffee shops,
25” departmental
square stores.
Fliers Weekly Coloured A4 size 15,000 newspapers.
Pamphlets weekdays Coloured A4 size 15,000 Distributors
at redlights,
infront of
corporates,
colleges,
Gymnasiums
The total budget for wash-e-teria service print advertisement is 3,32,300 Rs.

19. Why to go to a Dhobi Ghat
when the DHOBI is using a
WASH-E-TERIA

20. Whirlpool wash-e-teria is a self service laundry which provide the facility of
comfortable and convenient washing in a neat, clean hygienic & bright
environment .the inspiration of the advertisement are the busy professionals
students, & senior citizen for whom whirlpool wash-e-teria will be the once stop
service station. The advertisements shows a corporate man washing his expensive
clothes in a dhobi ghat in the highly unhygienic & dingy conditions, there by
indirectly effecting the environment & adding to the water pollution as well as the
deterioting the quality of the clothes, on the contrary the dhobi opting for wash-e-
teria over a dhobi ghat there by maintaining the quality of his customers clothes by
washing them in sophisticated washing machines & hygienic environment. With
this advertisement we aim to show that wash-e-teria is open for all & every one.it
meeting the basic washing requirements at a reasonable price.