Whirlpool

KIIT School Of Management
1 | P a g e
Project report
On
“Market, Sale and Retail Division”
Submitted by
Rohit Ranjan
Roll no: 1021022
Under the Industrial guidance of:
Mr. Ashish Kumar Mohanta
Deputy Area Manager
Whirlpool Bhubaneswar

2 | P a g e
ACKNOWLEDGEMENT
My first experience of Internship Project on MARKETING, SALES AND
RETAIL DIVISION of WHIRLPOOL OF INDIA LTD has been
successfully done, thanks to the support of everyone. I would like to
acknowledge all the people who have helped us in this project. However, I
wish to make special mention of the following.
First of all I am thankful to our Prof. Surya Mishra under whose guideline
I am able to complete our project. Throughout my project he gave through
instruction regarding the project and different sources. And of curse Mr.
Ashish Kumar Mohanta being a company mentor he provided me all the
essential information, holds the same space of honor. I am wholeheartedly
thankful to them for giving me their valuable time & attention and for
providing me a systematic way for completing my project in time.

3 | P a g e
MENTOR’S APPROVAL
Date:
To whom So Ever It May Concern
Subject: CERTIFICATE OF PROJECT COMPLITION
Management Trainee’s Name: Rohit Ranjan
Project Title: MARKETING, SALES & RETAIL DIVISION OF WHIRLPOOL OF INDIA LTD.
Dear Sir, This is to certify that Mr.Rohit Ranjan was enrolled in Whirlpool of India ltd.
for his Internship Project at Bhubaneswar. His project duration was from 7th of
October to 15th
November. His learning ability, Discipline, Punctuality, and Behavior
was good. He has successfully completed the project. His overall conduct was very
good. He abided by the Norms & Rules of the company.
Sumanta Tiwari
Business Manager

4 | P a g e
DECLARATION
I, Mr. ROHIT RANJAN, student of KIIT SCHOOL OF
MANAGEMENT, Bhubaneswar hereby declare that this project report
entitled “MARKETING, SALES AND RETAIL DIVISION OF
WHIRLPOOL INDIA” is written and submitted by me under the
guidance of Mr. ASHISH KUMAR MOHANTA (Deputy Manager) is
my original work. The findings in this report are based on the data
collected by me during the course of the project. Finally, I am very
thankful to Prof. Surya Mishra for his valuable academic guidance in my
project work. I understand that any coping is liable to be punished in a way
that the university authorities deem fit.
Date:- Signature of Candidates
Rohit Ranjan

5 | P a g e
Table of Contents
Executive Summary 5-7
Introduction 8
Scope of project 9
Objective 9
Limitation of project 10
Industry Overview 11
Performance 12
Challenges 12-13
Future in India 13-14
Growth Factors 14
Company profile 15-21
Refrigerator 23-30
Washing Machine 31-42
Microwave 43-46
Water purifier 47-49
Air conditioner 50-53
Market Analysis 54-65
 4p Approach 56-57
 BCG Analysis 58-59
 Porter‟s Five Forces Model 60-61
 Swot Analysis 63
 STP Analysis 64-67

6 | P a g e
Project Analysis 68-74
Conclusion 75
Recommendations 76

7 | P a g e
Executive summary
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
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, Laden etc.
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.

8 | P a g e
In the year ending in March 09, the annual turnover of the company for its
Indian enterprise was Rs.1,719 Crores.
The company‟s brand and image speaks of its commitment to the
homemakers 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. The products are engineered
to suit the requirement of „smart, confident and in-control‟ homemaker
who knows what she wants. The product range is designed in a way that it
employs unique technology in a way that it employs unique technology
and offers consumer relevant solutions.
The basic concept of the project is on “Marketing, Sales and Retail
Division.” For this I had got a training of product knowledge of wide
range of the product series of refrigerators and washing machine.
In doing so, it was possible to examine the consumer behavior while
purchasing a product of whirlpool and its competitors. During this course
of this project, I was fortunate enough to study market behavior and
customer trends.
My complete focus was promoting the festival offer on shop floor at
Hindustan Electronics and Patra Electronics at patia .I have demonstrated
the various series of refrigerators and washing machine present in the
outlet and handled various queries regarding the products. I tried my best
to curb over MOP violation at counter.

9 | P a g e
Introduction
In the present competitive world if any business organization has to
survive it needs to keep an eye on various forces operating in the market.
More over competitors constantly try to win over others. In the scenario,
every business organization needs to monitor the changes taking place in
the market so that they are not caught. Company‟s ability to maintain
satisfying customer relationships requires an understanding of consumer
needs. Consumer has limited time, energy and financial resources. Within
the available resources, they make purchase and consumption choices as
they wish. Consumer purchasing decisions take place over a period of
time. The overall goal during this decision process is to evaluate various
alternatives and choose the product that satisfies the consumer in the
optimal way. Similarly when customers make their purchase decision they
get influenced by several major factors. These factors are:
 Selective retention
 Selective attention
 Promotion and offers
 Retail executive
The consumer‟s degree of interest in a production and the importance
he/she places on this product determines the consumer‟s level of
involvement. When customer comes for the purpose of purchasing a
refrigerator, they consider many things in their mind such as capacity,
storage, star rating, features, money etc. Because they know that they are
purchasing a durable product and they are not going to purchase in
frequently basis.
.

10 | P a g e
Scope of the Project
 This report will help to understand the broad range of the product
mix of whirlpool.
 It will also explain the product line and product depth of the
Refrigerator and washing machine.
 This report provides a basic idea of the technology used in our
product comparison to other.
 It will explain “How to control the Mop violation.”
 The main purpose of this internship is too aware the customers
about the festival offer.
 Find out the problem faced by the dealer in sales and distribution.
Objective
The purpose of the project is to understand the various key, external and
internal variables which influence various market segments while
purchasing the Refrigerators and washing machine. However the main
objective of the project is:-
 To get exposed the practical situations of the business.
 To know how things work practically in shop floor.
 To know the effect of brand value of whirlpool.
 To make the people aware about the Diwali offer.
 To know the various strategies used by different companies to
attract consumers.
 To know the consumer preferences.
 To analyze the awareness among public about Whirlpool product.

11 | P a g e
 To create special retention among people at shop floor through
proper display.
 To analyze the product features and function.
Limitation of this project
There is some limitation while working on this project:
 The promotional activates are done only at showroom and specified
dealer outlet.
 Due to typical mind concept, some customer preferred low price
product goods without going to their features.
 Interpretation done by other Retail executive.

12 | P a g e
Industry overview
Durable goods are those which don‟t perish so quickly, yielding utility
over time rather than at once. Examples of durable goods include
electronic equipment, home furnishing and fixtures, photographic
equipment and kitchen appliances. They can be further classified as either
white goods, such as refrigerators, washing machines and air conditioners
and brown good such as blenders, cooking ranges microwaves or
consumer electronics such as televisions, DVD players etc. such big-ticket
items typically continue to be serviceable for three years at least and are
characterized by long inter-purchase times. The Indian consumer durables
segment can be divided into 3 groups:
White Goods Kitchen
appliances/Brown
goods
Consumer Electronics
machines
appliances
fans

13 | P a g e
Performance
India‟s consumer durables market is riding the crest of the country‟s
economic boon. Driven by young population with access to disposable
incomes and easy finance options, the consumer market has been throwing
up staggering figures. The Indian durables market, with a market size of
US$ 37.38 billion in 2012-13, has grown by 6.1% over the previous year.
In the past 10 years, global market has witnessed a surge in demand as
economics such as Brazil, Mexico, India and china have opened up and
begun rapid development, welcoming globalization and privatization. The
consumer durables industry has always exhibited impressive growth
despite strong competition and constant price cutting. Given the strong
correlation between demand for durable goods and income, the industry
naturally suffered at the time of global melt down. However, projection of
current year going forward is very optimistic, as consumers resume
spending and producers lunches the affordable products to grab the new
customers.
Challenges
The biggest threats to local industry going forward are supply –related
issues pertaining to distribution and infrastructure , as well as demand
issues due to hard competition form imported goods. The lack of well-
developed distribution can create a challenge for the industry. In addition,
regular power cuts and poor linkages make systematic production,
assembly and delivery problematic. On another side demand for a brand
can fluctuate due to the entrance of various MNC‟s in the same industry.
Customers have increasing choice from both domestically problematic. On

14 | P a g e
another side demand for a brand can fluctuate due to the entrance of
various MNCs in the same industry. Customers have increasing choice
from both domestically produced and imported goods, with similar
features. This homogeneity makes it difficult for players to remain ahead
of competition. The largest home appliances MNCs incorporated in India
are Whirlpool India, LG India and Samsung India and home grown brands
are Videocon, Godrej industries and IFB.
Future In India
India is set to undergo a major transform over the next two decades with
sustained growth resulting in dramatic poverty reduction. India‟s consumer
market is set to explode the next decades with total private consumption
growing from $370 billion to over $1,500 billion by 2025. Contrary to
popular belief, this growth will not be driven by population growth or by
dramatic changes in household savings behavior, but rather almost entirely
by rising incomes. The size of India‟s market will, however, still is tied
closely to its large population, with average per capita consumption
growing to only about $1,000 by 2025. Overall, the industry‟s future
remains robust, and interested applicants will benefit from a holistic
learning experience.

15 | P a g e
Growth Factors
Key growth drivers include:
 Continued economic growth demonstrated through 8.4% CAGR
growth in GDP over last 5 years.
 Favorable demographics; 64% of the population in working age
category.
 Increasing Urbanization, nuclear families.
 Increase in disposable incomes; which drives consumption.
 Increasing affordability coupled with declining prices of products.
 Lower consumer product penetration.
 Availability of new products and technologies.
 Easy financing schemes.
 Increase in organized retail.
16,896
23,840
34,089
48,677
69,503
2005 2010 2015 2020 2025
Indian 's consumer market will quadruple
over the next two decades
Total household consumption, billion Indian rupees

16 | P a g e
Company profile

17 | P a g e
Our Vision:
Every Home, everywhere, with pride, passion and performance.
Our 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.
Pride….. In our work and each other.
Passion….. For creating unmatched customer loyalty for our Brands.
Performance….. That excited and rewards globally investors with
superior returns
Our Mission:
Everyone, passionately Creating Loyal Customers for Life
Our mission defines our focus and what we do differently to create value.
We are a company of people captivated with creating loyal customers.
From every job, across every contact, we will build unmatched customer
loyalty.
One customer at a time.
Our Values:
Respect: Great results can be achieved through relationships built on trust,
encouraging diversity and making the most of every individual‟s potential

18 | P a g e
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 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.
Slogan: “You and whirlpool, the world’s best
homemaker”.

19 | P a g e
The Indian Story
 1987
Whirlpool and Sundaram Clayton of India enter into a joint venture to
form TVS Whirlpool Limited.
 1995
A majority control is acquired in TVS Whirlpool ltd. & Kelvinator of
India is acquired.
 1996
Kelvinator of India and whirlpool Washing Machines Ltd. Is combined
to form Whirlpool of India.
 1999
Whirlpool of India crosses the milestone of 1 million in sale of
appliances.
 2005
Registered profit & sold 1.4 Million appliances.
 2009
Whirlpool 2nd
largest brand in the country for refrigerators & washing
machines combined.
 2010
Whirlpool launches 1st
3-Door fully automatic frost free refrigerator.

20 | P a g e
Product of Whirlpool India
There are various products of whirlpool that influence the home appliance
market or consumer durable market of India. Those products are:
 Refrigerator
 Washing machines
 Micro Waves
 Air Conditioners
 Water Purifiers
 Home Ups.
 And various Accessories
Our Competencies
Understanding and meeting the customers‟ requirements and needs is a
constant endeavor at whirlpool of India Ltd. By understanding the valued
customers, they have a clear picture on how to serve them better by
recommending the right products to them. They are also able to customize
our range of Refrigerators, Washing Machines, Air Conditioners, etc. as
per their specifications. In order to fulfill all their requirements, they
follow five elements of their core competence, which describes their
business strategy in the best possible way. By following these elements,
they have grown from strength to strength as a business enterprise.
These are as follows:

21 | P a g e
 Innovation
 Operational excellence (OPEX)
 Customer excellence
 Market leadership through customer loyalty
 Diversity with inclusion and core competencies.
Customer Satisfaction
They have a customer support Centre, which was developed to cater to the
after sales needs of our clients. Through this, they can ensure their
customers that even after their appliances‟ warranty period expire; they
will continue to enjoy the same benefits as before. They provide them
benefits such as:
 Safeguarding against uncertainty and inconvenience
 Safeguarding against local untrained mechanics
 Safety from unexpected high repair cost
 Provision of genuine spare parts
 Benefit of transferable facility
 Maintenance bonus
 Reliability
 Convenience
 Assured and unlimited service
 Fabulous up gradation offers
 Guaranteed satisfaction.

22 | P a g e
Awards and Recognition
 2008
NDTV Profit Business and Leadership Award 2008 “ the best
consumer Durables Company.”
 2009
1. Top 20 Best Companies to work in India
2. Product of the year 2009 Frost Free Refrigerators with sixth
sense and best innovative product in Refrigerator category.
 2010
1. Product of the year 2010, 1-2-3 washing machine best
innovative product in Washing machine category.
2. 1st
India‟s best Company for leadership Development by Great
Place to work.
3. Best consumer Durable Company.

23 | P a g e
 2011
1. Reader Digest Trusted Brand Gold Award For Refrigerator and
washing machine.
2. Whirlpool Pondicherry Washer Facility Gold Award in
Economics Times Frost & Sullivan manufacturing Excellence
Award.
 2012
1. ICWAI National Award for Excellence In cost Management-
Silver
2. Trophy for Export Excellence in EPO Service for Outstanding
export performance.

24 | P a g e
Chapter 1
Refrigerator

25 | P a g e
Types of Refrigerator
Refrigerator can be classified into three segments while keeping the needs
and wants of the customer.
 Direct Cool
 Frost Free
Direct cool : It is the basic segment. The most basic product under
this segment covers almost all the features of this segment except for
modular shelves, all metal door and single metallic sheet body
The capacity of the refrigerators in this segment ranges from 180 Lts to
230 Lts. Refrigerators form this segment can serve a small family, small
shops and can be used in offices where not much stuff is required to be
stored.
The basic product lie under this segment is
 Masterpiece
 Genius
 Fusion
 Ice magic
Before going deep in Direct cool model, we have to understand some
prefix term which is used to distinguish them:
G -> Glass shelves
W-> Wire shelves
Q-> Quick Cool
A-> Automatic
P-> Power cool
D-> Drawer

26 | P a g e
Single Door Refrigerator
Masterpiece (MP)
 Available in 180 lts.
 Toughened Glass shelves
with extra endurance to store
large containers with ease.
 Jumbo Bottle Rack
 Unique Health guard Door
with a special anti-fungal
gasket.
 Stabilizer Free operation.
 Extra Durable freezer
Available in different colours:
 Red
 Grey
 Wine Duet
 Blue Duet

27 | P a g e
 Genius (GEN)
 Available in 180lts / 230lts
 6th
sense Technology
make ice 30% quicker than
any other refrigerator.
 Unique Utility Drawer.
 Jumbo Bottle Rack
 Toughened Glass Shelves
 Unique Health Guard Door
with anti-fungal gasket.
 6th
sense Door Open Alarm
 No stabilizer is required.
 Titanium (TTM)
 Silver Oleander
 Wine Orchid
 Silver Orchid
 Wine Exotica

28 | P a g e
Icemagic (I-magic)
 Available in 190Lt / 215 Lts.
 Power cool zone
which keeps the drinks chilled
up to 12hrs without power.
 6th
sense technology
which makes ice 40% quicker
than other.
 Advanced Air flow System
at the back which keep the
vegetable and fruits remain
fresh. Sunday to Sunday.
 Unique utility Door.
 Toughened Glass shelves.
 Twin crisper
Help in stock and acsess vegetables.
 Red/ Grey (FIN)
 Titanium (TTM)
 Wine Exotica
 Wine Orchid

29 | P a g e
Fusion (FUS)
 Available in 190Lt215Lt230Lt310Lt
 6th
sense technology
Frost control technology defrost
Itself
 Twin crisper
Dedicated zone for storing soft and
Hard vegetables.
 Unique Health Guard Door.
 6th
sense Door open Alarm
 Wire shelves with trim.
 30% less electricity consumption
 Stabilizer free operation.
 Titanium (TTM)
 Wine Orchid
 Wine Exotica
 Silver Orchid

30 | P a g e
Double Door Refrigerator (Frost Free)
Master Mind (MM)
 Available in 220Lt
 30:70 Freezer to Refrigerator
Ratio
 Toughened Glass Shelf
 Chiller
Keep the Dairy products
 Ice Twister
Store Ice and take it our easy
twist Action.
 Freshlock Crisper
Which keep the vegetable fresh
more than 40%.
 Cubic wine
 Graphite

31 | P a g e
Neo i-chill (Neo IC)
 Available in 242 Lt
 Deep freeze technology
which controls the cold Air
movement in the refrigerator. It
increases the speed of the cold air
and full Circulation of cold Air.
40% Faster Bottle cooling.
50% Faster Ice Making.
3times better cooling retention.
10 years warranty.
 4 star energy rating.
Tower cool
Uniform cooling across Shelves
Available in different colour:
 Wine orchid
 Titanium (TTM)
 Blueberry
 Graphite

32 | P a g e
Chapter 2
Washing Machine

33 | P a g e
Types of Washing Machine
Washing machine can be classified into two segments while keeping the
needs and wants of the customer.
 Semi-Automatic
 Fully-Automatic
Semi –Automatic: This basic segment having two plastic drums.
Different model under this segment are:
 SUPERWASH
 ACE
 SPIN
Fully –Automatic:
 Front load
 Top load
 Fully Automatic 360* Machine
Acronyms:
WM-> White Magic
AGIRT -> Agitator
WH -> White

34 | P a g e
 Ace Model (Semi-Automatic
 Available in 6.5kg, 7kg and 8kg.
 Stylish Aesthesis & easy of use smooth edge and
curvaceous body.
 Multi Utility Tray
 3 wash programs: convenience to wash different kinds of
load according to fabric type i.e delicate, normal or
heavy.
 Work Surface
 Impeller removing the dirt effectively and keeping the
cloth as new as ever.
 Buzzer
 Available in different colours: Royal Purple, Tulip Pink,
Blue, Coral Red.

35 | P a g e
 Spin (Semi –automatic model)
 Available in 6.2kg, 6.5kg, 8kg.
 Hi fibre body : shock resistant, easy to move and lasts
longer.
 2 wash Programs (Heavy and Normal)
 Buzzer
 Castors, smooth wheels that ensure easy mobility.
 Easy to use control Panel
 Impeller
 Colour: Wine_75

36 | P a g e
 SUPERWASH (Semi-automatic)
 Available in 6.5kg , 6.8 kg, 7.2kg
 Buzzer
 Castors, smooth wheels that ensure easy mobility.
 Easy to use control Panel
 Impeller
 Colour: Greyish Blue

37 | P a g e
Fully Automatic (Top Load)
 Stainwash
 Available in 6.2kg, 7.2kg
 Stainwash system designed to
fight the most tenacious stains
like tea, coffee, ketchup, ink,
shoe-polish, lipstick, Wine
and many more.
 In-built heater
 6th
sense technology
Adjust water level and
detergent quatity.
 25 wash program
 Water Reuse
 Speedy cycle
 4 water level selection
 Delicate spin
 Agitronic wash system
 Available in different colours:
 Sparkling wine
 Frosted grey

38 | P a g e
 Agitronic (652SD/702SD,653H/703H)
 Available in 6.5kg/7kg,
6.5kg/ 7kg.
 Agitronic wash system.
 6th
sense technology.
 Whitest white program.
 21 wash program.
 Steel Drum.
 Water Re-use
 Auto tub Clean
 Delicate Spin
 In built Soak
 5 water level Selection
 Speedy cycle
 Digital Display
 Magiclean Filter
 Wine Chrome
 Grey chrome
 Black chrome

39 | P a g e
 Whitemagic 1-2-3nxt (622D/652D, 651S)
 Available in 6.2kg/6.5kg,
6.5kg
 Agipeller wash System
 6th
Sense technology
 Aqua store
 Extra Rinse
 Auto –Restart
 Plastic Drum
 MAgiclean Filter
 Water Re-use
 Digital Display
 Speedy Cycle
 Delicate Spin
 5 water level Selection
 Delicate spin
 Frosted grey
 Roseberry Diva

40 | P a g e
 White Magic pro (800H, 720H, 720S)
 Available in 8kg, 7.2kg
 Agitator wash System
 6th
sense Technology
 8 wash program
 Extra Rinse
 Auto-Restart
 Steel Drum
 Water Re-use
 Digital Display
 Speedy cycle
 Delicate spin
 5 Water Level Selection
 Delay restart
 Castor Wheel
 Cherry Red
 White
 Dark grey

41 | P a g e
 360 Bloom wash
 Available in 8 kg and 7.2kg
 6th
Sense technology
Which enables the machine to sense, control
And automatically adapt to everyday
Washing needs.
 Hot catalytic Soak
Use 1/3rd
of water as compared
To other fully automatic
Washing machines
 H2 Low shower
Strong hydro-shower to loosen
The dirt particles
 In-built Heater
 Various Wash System
 26 wash system
 Silver
 Graphite

42 | P a g e
Fully Automatic (Front Load) Washing machine
 Sport 1072CB/1072 CW/1273 CS
 Available in 7kg
 6th
sense
Adjust, sense, control and automatically
Adapt to everyday needs.
Water level and detergent quantity and wash
Timing and load
 1000 RPM Spin Speed.
 Anti-Bacterial cycle
 Quick Wash
 Eco Ball: this feature stops the
Detergent water from entering the
Pump area during the wash cycle.
 Stainless Steel Drum
 Wool mark
 Display
 Foam control
 Door open indicator/Pump clean
Indicator.
 Blue
 White
 Steel silver

43 | P a g e
 Explore 855 LEW,1055 LCSLCW
 Available in 5.5kg
 800/1000 RPM Spin Speed
 Large LCD Display.
 Express Wash
 Easy Ironing
 2years of warranty
 Various temperature selction
 12 wash program
 Anti-allergy wash:
Allergy prevention
 Steel silver
 White

44 | P a g e
Chapter 3
Microwave

45 | P a g e
A high-quality microwave is a multipurpose appliance addition to any
eventful kitchen, allowing you to heat up the food, cook ready meals and
whole dishes in a little bit of time in a usual oven.
Different Category of the Microwave are:
 Solo
 Grill
 Convention
 Solo : Different Models under this are
Magicook 20 BS(ELEC) 20ltr
 Power levels- 400w, 550w, 700w to
have more control over the speed of cooking
 Express cooking- convenience for
cooking /reheating
 2years warranty on magnetron.
Magic 20 SW(20 ltr)
 Power levels- 400w, 550w, 700w to
have more control over the speed of
cooking.
 Express cooking- convenience for
cooking /reheating.
 2years warranty on magnetron.

46 | P a g e
 Grill model :
VT 265 (Grill+crisp) 25ltr
 25L Capacity with 280 mm
Rescued Turntable.
 3D Reflector System- DES
Patent model
 Crisp mode It ensures uniform top
and bottom crisping.
 Jet Defrost
Defrost the food 7 times faster than other.
 Concealed Quatz Grill
MAGICOOK 20G(ELEC) 1-2-3 (20 LTR)
 6TH
Sense
 1-2-3 functionality: press1 to choose
menu from 9 categories, 2 to choose from
64 recipes, 3 to choose weight for utensils.
 Unique Starter Kit
 64 Auto Cook menus
 2 years warranty on Magnetron.

47 | P a g e
 Convection
JET CHEF JT 368(31 LTR)
 31L capacity with 360mm Turntable
 Dual emission System :uniform
heating at top and bottom.
 Crisp Function: combination of
Microtawa and Grill
 Microtawa : Tawa that can heat up to
210 degree in just 2 minutes.
 Forced Air
 Jet Defrost
FAMILY CHEF FT 338(27 LTR)
 27L Capacity with
325 turntable
 Dual emission System
 Crisp Function
 Forced Air
 Jet Start
 Jet Defrost

48 | P a g e
Chapter 3
Water purifier

49 | P a g e
Latest Product added in company‟s portfolio.
 RO water purifier
Purafresh (6 ltr)
 Power RO membrane : work till 2500ppm
of TDS (Total Dissolved Solids).
7 stage of purification
S.A.F.E Filtration : Silver Antimicrobial
Filtration Enhancer
 WQA gold seal
Dual water output
Sleek Wall-mounted form
Classic 65 (6.5 ltr)
 Capacity – 6.5 ltr
 5 Stage Purification
 S.A.F.E filtration
 WQA gold seal
 Overflow protection
 Water level indication

50 | P a g e
UTS RO (15LTR)
 High Capacity- 15ltr
 High TDS Operation
 High Filtration Capacity
 Best in class certification
 Faucet with chrome and gold
styling.
 Silver Impregnated post carbon
filter.

51 | P a g e
Chapter 4
Air Conditioner

52 | P a g e
This segment which was introduced in last year has contributed least.
Different category of Air conditioner:
 Window Ac
 Spilt Ac
 Window Ac:
Master mind / Deluxe
 Available in 1T, 1.5T and 0.8T
 6th
sense Technology:
Provide optimized best cooling
performance and energy saving
 A whirlpool design, super-
efficient Japanese Compressor.
 Power saver
 Dehumidification mode: Reduce
the moisture content in the room, maintaining the humidity,
resulting comfort cooling.
 MPFI Technology in Evaporator
Provide high enhanced cooling capacity.

53 | P a g e
 Spilt Ac
FANTASIA
 Available in 1.5T and 1T.
 Invertor technology: Fast
powerful and efficient,
with 6th
sense invertor technology with BDLC
 20% extra cooling capacity initially for rapid cooling.
 Active cooling: maintains the cooling extremely accurately to
+_0.5 degree.
 3D cooling Technology
 Energy Saving
 40% extra energy saving
 Eco-friendly
 Non Ozone depleting
Available colours:
 Gun metal

54 | P a g e
3D COOL
 Available in 2T,1.5T and 1T
 3D Cool Technology: Unique
3-way Air intake draws in
more hot air than ordinary
Acs and cools your world in 5 minutes.
 Turbo cool Technology: superfast cooling , enhanced by advanced
optimization of software and hardware.
 MPFI Technology
 Japanese compressor gives Ac longer life.
Available in different colours: White, silver
MAGICOOL
 Available in 1.5T,1.2T and 1T
 Fast Forward Cooling
 6th
sense Technology
 Sense the temperature around you and intelligently adjusts the
cooling to keep you comfortable always.
 MPFI technology
 Japanese Compressor.
Available in different colours: Wine Red, Silver, White

55 | P a g e
Chapter 5
Market Analysis

56 | P a g e
4p Approach
 Product
• Aesthetics (looks, color) are major considerations while purchasing
Refrigerators so wide range of color should be available to fulfill the
demand of maximum customers.
• After Sales Service is the main attributes being looked while
purchasing the product.
• More features and maximum shelf space inside also looked while
purchasing the refrigerator so more shelves to be provided in door side of
the refrigerator so that more bottles can be kept inside it.
 Price
• All customers look for Value for Money. Mostly people are price
conscious while purchasing the product.
• Low price also acts as a social barrier as people consider low price
refrigerator as a low quality product.
• Price is not the major constraint if they are provided additional feature
needed by the customers.
 Place
• Location of showrooms is not the most sought after criteria in the purchase
decision because refrigerator is a high-involvement product and customers

57 | P a g e
are ready to travel for purchasing refrigerators. But show room should be at
such a place where other competitors are also available because people
always want to make comparison.
• Since India is very rich in its customs and traditions, a number of festivals
are celebrated throughout the year. People prefer to do major purchases
during festival and special occasions so marketer should take this as an
opportunity and provide maximum range of the products.
 Promotion
 Focusing on the promotion element of the four Ps, good communication
is the key to effective marketing. Potential customers go through a
purchase cycle: pre-transactional (i.e. before a purchase), transactional
(i.e. at the time of purchase) and post-transactional (i.e. after the
purchase has been made). People were made aware about the
complimentary gifts were given to grab their interest.
.

58 | P a g e
BCG Analysis
Whirlpool
The Boston Consulting Group (BCG) Matrix is a simple tool to assess a
company‟s position in terms of its product range. It helps a company to
think about its products and services and make decisions about which it
should keep, which it should let go and which it should invest in further. If
we look at the Whirlpool Company and analyze it with the help of the
BCG matrix then we can understand the position.
Question Marks Question marks are products that grow rapidly and as a
result consume large amounts of cash, but because they have low market
shares they don‟t generate much cash. The result is large net cash
consumption. A question mark has the potential to gain market share and
become a star, and eventually a cash cow when the market growth slows.
If it doesn‟t become a market leader it will become a dog when market

59 | P a g e
growth declines. Question marks need to be analyzed carefully to
determine if they are worth the investment required to grow market share.
Dogs have a low market share and a low growth rate and neither generates
nor consumes a large amount of cash. However, dogs are cash traps
because of the money tied up in a business that has little potential. Such
businesses are candidates for divestiture.
Cash Cows As leaders in a mature market, cash cows exhibit a return on
assets that is greater than the market growth rate – so they generate more
cash than they consume. These units should be “milked” extracting the
profits and investing as little as possible. They provide the cash required to
turn question marks into market leaders.
Stars generate large sums of cash because of their strong relative market
share, but also consume large amounts of cash because of their high
growth rate. So the cash being spent and brought in approximately nets
out. If a star can maintain its large market share it will become a cash cow
when the market growth rate declines.
 If we analyze the current position of Whirlpool we find that the market
share is growing day by day. So, we can place whirlpool in the Star
position. From this analysis we can understand that whirlpool needs
more money to be invested in it for future growth and having a good
market share to compete with others

60 | P a g e
Porter’s Five Forces Model:
Threat of New Entrants (Moderate):
 Most current players are global players.
 New entrants will need to invest in brand, technology, distribution.
Power of Suppliers (Low):
 Indigenous supply base limited – most raw materials are imported
Power of Buyers (High):
 Multiple of brands across price points-wide variety of choice for
customers.

61 | P a g e
Availability of Substitutes (High):
 Unbranded products and cheaper imports could enter the market.
Competitive Rivalry (High):
 Number of well-established players like LG, Samsung
 Good technological capability
 Many untapped potential markets.

62 | P a g e
SWOT Analysis
SWOT analysis is a good tool to evaluate a product, from which we can
understand what are the strengths, weakness, opportunities and threats of
that particular product in the present market scenario.
STRENGTH:
that are- 6th sense technology, cooling gel, auto cooling,
freshonizer, Crisp technology etc.
WEAKNESS:
,
egment like LG.
OPORTUNITY:
market.
In India the penetration level of white goods is lower as compared to other
developing countries.
.
THREATS:

63 | P a g e
STP Analysis:
Segmentation Strategies
Whirlpool has understood Indian Market very closely and has been
launching products as per the requirement of the customer from different
segments. Whirlpool segmented the market mainly on the basis of price
and capacity.
Price has been kept keeping the needs and wants of the customer and
product is designed such that it is feasible to every customer. Whirlpool
has segmented its refrigerators under three segments. They are:
 Direct cool
 Frost control
 Frost free

Direct cool: It is the basic segment which covers almost all the
features of this segment except for modular shelves, all metal door and
single metallic sheet body.
The capacity of the refrigerator in this segment ranges from 180 ltr to
230 ltr .
Frost Free: This segment is known as the premier Segment. It has
more features and more added values as compared to the basic
segment- Direct cool. The refrigerators of this segment are more
technically advanced and are aimed to reduce the frost formation in the
refrigerator. The capacity of the refrigerators in this segment ranges
from 180ltr to 310ltr.
Frost Free: This segment is known as the Elite Segment. This is the
most profitable segment from Whirlpool, which is evident from the

64 | P a g e
number of models that has been introduced in this segment. The
capacity of the refrigerators in this segment ranges from 220ltrs to
450ltrs .This is created for higher segment. Whirlpool introduced the
technology to make the refrigerators frost free, 6th
sense Tower
Cooling Technology.
Target customer
Indian refrigerator market is valued at Rs 4000 crore. Refrigerators
hold only 16% of consumer durable market that is valued at around Rs
20,000-25,000 crore in India. Its market is growing at the rate of 7-8%
annually.
Whirlpool‟s market target for “Direct Cool” segment is the consumers
with requirement of not very big capacities i.e Households, Small
Shopkeepers and Bachelors etc.
Whirlpool‟s market target for “Frost control” segment is the middle
class consumers who has average amount of income to dispose.
The target for “Frost Free” segment is the upper class or high class
consumers, which includes people with high income and also industries
which requires storage capacity of more than 310 Ltrs.
This is in terms of capacity and usage nature of the consumers. In
terms of income capacity, whirlpool is focusing on Lower Middle
class, Middle class and Higher Class segment of the society.
Also Whirlpool through its advertisements has been trying to target the
housewives, trying to portray as a partner in homemaking. Hence the
prime target consumer for Whirlpool is Housewives.

65 | P a g e
Positioning:
Whirlpool has been trying to position itself as partner in homemaking.
This has been pretty much evident from advertisements of Whirlpool.
Whirlpool‟s advertising tagline is “Your magic is Homemaking.” This
is Whirlpool‟s advertising tagline. Whirlpool‟s earlier tagline was
“You & Whirlpool. The world‟s best homemakers.” It has been
evolved to reflect the changed homemaker of today vs the yesteryears.
Through Whirlpool‟s intensive consumer research whirlpool found that
today‟s homemaker believe in having everything perfect at home and
takes pride in having achieved it. She has begun to look for that
something exceptional, something additional in all the brands she
chooses to help her achieve that. Whirlpool, as the brand that partners
to this demanding homemaker of today, call this quality of hers as
„magic‟ and wish to be the home appliance brand that helps her create
her “magic in homemaking”. Hence the new tagline “Yours magic in
the homemaking”.
Recently whirlpool India has appointed Contract Advertising to
handle their business categories that are being identified for the next
phase of the company‟s growth strategy. Whirlpool would be spending
Rs 70 crore on advertising and promotion, around 40-45 % of this will
be taken up by above the line advertising.
FCB-Ulka has done path breaking work to build the whirlpool brand
over the last decade. Positioning brand Whirlpool as a partner in
homemaking and creating the concept of a homemaker as against a
housewife, marked a shift in the depiction of women in Indian
advertising.

66 | P a g e
Ajay & Kajol are the brand ambassadors of whirlpool. The association
came about two years back. According to whirlpool, they choose Ajay and
Kajol as brand ambassadors because kajol represents what today‟s woman
aspires to be- balance work and home beautifully. Her relationship with
Ajay represents an ideal modern-day couple‟s aspired relationship- one of
equality, love and romance. Thus, they embody the brand values whirlpool
has stood for. They are an integral part of Whirlpool‟s strategy to take the
brand positioning forward.

67 | P a g e
Chapter 6
Whirlpool Bhubaneswar
Project Analysis

68 | P a g e
During Working in Shop Floor, I interacted with some customers and
found out some data.
 While purchasing consumer durable which parameter influences
 Price
 Product feature
 Brand
 Service
 Durability
Inference
1. 30% of customer gives importance to price. So it shows that Indian
consumers are very price sensitive. They give more importance to
price over the brand.
2. 26% give importance to brand. So price and Brand matter a lots for
the costumers. And they are also want best brand in best price.
Brand, 26%
Product
Feature,
19%
Price, 30%
Durability,
9%
Service, 16%

69 | P a g e
3. 19% to product feature Service 16% and durability 9% Service is
also a big factor for the customer they are less interested in the
durability.
 What made you to purchase consumer durable goods.
 Attractive price
 Service
 Demonstration
 Offers
 Convenience
Inference
1. Customers buy from showrooms because of the service and convenience.
These are two main factors.
2. Customers are preferred to buy from the showroom because of they think that
these convenient store may provide good after sell service.
3. Customer also thinks that there is more chance to bargain and they can get
more discounts in these showrooms.
Offers, 14%
Attractive
Price, 23%
Demonstration
, 14%
Service, 27%
Convenience,
22%

70 | P a g e
4. Price also a factor that attract the customer in these showrooms.
 How frequently consumer change their brand
 1-3 years
 3-5 years
 5-10 years
 More than 10 years
Inference
1. Customers prefer to change consumer durables within 5-10 years. In India
people do not change consumer durable frequently.
2. 23% customers do not change their consumer durable within 10 year.
3. It represent that Indian consumer do not prefer to change their consumer
durable frequently.
1-3 year,
4%
3-5 year,
19%
5-10year,
54%
More than
10 year,
23%

71 | P a g e
 Percentage of consumer prefer financial scheme
 Yes
 No
Inference
Majority of customers do not prefer any financial scheme.
 Preferred brand in last purchase
 Whirlpool-36%
 Samsung-23%
 Godrej-10%
 Videocon-9%
 LG-15%
 Haier-7%
yes, 43%
No, 57%

72 | P a g e
Shop floor survey
1. By calculating the display share I found that in most of store
Whirlpool has 50% display share almost all categories.
2. By actual monthly sale of particular store I came to know the
capacity of the store and how much product can they sale.
3. There is no problem after sale service as compared to other brands.
4. Whirlpool is no1 in DC, SA, and FA in Bhubaneswar market.
5. In Bhubaneswar there is high growth of sale in market due to
booming in new technology and better service.
6. Word of mouth plays a vital role in awareness among customer. Thus
is one factor, which can play a good role in promotion of products as
well as demonstration given by shopkeeper also plays a vital role for
customer.
7. Mop violation is still there, Dealer is selling their product below
MOP price.
8. The Top competitor of Whirlpool in Bhubaneswar is LG and
Samsung.
9. Festival offer play a major role to lure the customer.

73 | P a g e
AIDA MODEL :
The AIDA model encapsulates this sequence and can assist in the
planning of any communications campaign:
A – awareness/attention - Making the consumer aware of the product‟s
offer and getting their attention. I had made people aware of the product
offer which was only given by Whirlpool itself.
I – interest – Generating interest in the product/service on offer. I had
made people know about the new features and technology.
D –desire – Through awareness and interest, I had created the customer
desire for Direct cool refrigerator and Semi –automatic washing machine.
A –action – Stimulating the target to purchase the product/service. Many
customers have been impressed with the product and service offered and
they have made their decision.
I am able to sale 2 semi-automatic Whirlpool (ace 6.5kg,7kg) and 1
Fully automatic (Top Load) and 1 Neo i-chill.

74 | P a g e
CONCLUSION
Through this project I got to know many things that are related to the purchase of a
refrigerator and washing machine, excepting this I got to know the various other
brand home appliance products available in Hindustan electronics like washing
machine, micro wave, and air conditioners etc. and I also got to know the customers
and selling & marketing concept at Bhubaneswar city.
Consumer acceptance on price of the product: In a country like India where every
customers are price sensitive, it is not easy to give them price satisfaction specially
when they buy a frost free 300ltr and above capacity refrigerators ,but they can be
impressed by better product with better technologies. The entry of Whirlpool India
Ltd is enabled with better technology like flexi chill, 6th sense technology, tower
cooling etc. give them satisfaction about the product. However, the customers do
comparison while purchasing double door Frost Free refrigerators.
Example- NEO I-CHILL in the market which I would like to mention, those are as
follows:
 Whirlpool NEO IC255 TCG4
Capacity-242L, BEE rating- 4, Frost Free, Price- Rs20,900 , 6th
sense Tower
cooling, Deep freeze Technology, Quick Chill Beverage zone, Ice Twister.
 Samsung RT26FAJSABX
Capacity- 253L, Bee rating-5, Frost free, Price- Rs19,400,Cyclopentane Insulation,
Digital Inverter Compressor, Moist Fresh Zone, Easy Slide Out, Multi Storage
Basket, LED Light, 2nd Veg Box.
 LG GL-255VTG5
Capacity-240L, Bee rating- 5,Frost Free, Price- Rs19,400, Cell Fresh Crisper, Anti
Bacteria Gasket, Humidity Controller, Vogue Handle Type, Vogue Handle Type.

75 | P a g e
Recommendations and Suggestions
1. Festival offer do not help to generate so much sells but they should be conducted
regularly. This help in generating awareness regarding the product in customers
which ultimately help in sales.
2. Display should be increased “JO DIKHTA HAI WO BIKTA HAI”. There is
competitive marketing. LG, Samsung and Godrej all are doing aggressive promotion.
3. Company should focus on FF (Frost Free) and A/c segment. Branding and
promotion should be done effectively as it creates a long lasting image in the mind of
customers.
4. Company should try to improve service. No doubt the company products have
technically edge over competitors but in long run it may hamper the company‟s
profit.
5. Service arrangements need to be strengthen, still people thinks that because the
company is having the foreign origin and it is new too, if they will purchase any
product they will face service problem in future. Customers coming from rural areas
are not aware of the service call center facilities and don‟t know how to do it. It needs
to bring aware ness.
6. Any one accepts that as fully fledged brand, whirlpool can only compete with
Korean giant Lg and Samsung. Product lines and variants in the refrigerators should
be increased to give wider option to choose from to the customer because Whirlpool
refrigerators could be proved as a benchmark product for whirlpool because of its
unique differentiation with others.

Whirlpool

More Related Content

What's hot

Similar to Whirlpool

Recently uploaded

Whirlpool