Study of Competitive Behavior

Profile of other main players and strategy followed by them

Whirlpool (1911) It is world's number one manufacturer and marketer of major home
appliances. The parent company is headquartered at Benton Harbor, Michigan, USA. Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian refrigerator market. Whirlpool of India Limited (WIL) is an 82.3 per cent subsidiary of Whirlpool Corporation, US, one of the leading global consumer durable players. It manufactures and markets refrigerators, washing machines, air-conditioners and microwave ovens.

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. 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. Wide product portfolio Whirlpool has a wide product portfolio ranging from air-conditioners to microwaves. In Refrigerators currently it has around 35 products in the price range of Rs 8000 to 30,000.

Haier - Haier is primarily a producer of household appliances, including air conditioners, washing machines and refrigerators. Its headquarters are in Qingdao, Shandong, People's Republic of China. In 1984 Germany's Liebherr Group (Liebherr is the worldwide leader in premium refrigeration), entered into an joint-venture contract with Qingdao Refrigerator Co., offering technology and equipment to its Chinese counterpart. The company set out to establish itself as the country's leading brand, focusing upon reliability and product quality . As of 2008, Haier is the fourth-largest white goods manufacturer in the world. Haier Group reported sales of over $17.8 billion across all divisions in 2008 .As of 2008, Haier has surpassed rival Whirlpool as the world's top refrigerator producer in terms of sales, according to Euromonitor, the world's leading independent business intelligence provider. Haier said it sold 12 million refrigerators worldwide last in 2008, up 20% over the previous year. Its market share reached 6.3% globally

we had refrigerators only. . Samsung: Samsung entered India in December 1995 as a 51:49 joint venture with Reasonable Computer Solutions Pvt Ltd (RCSPL). radiating to the whole world while global brand strategy is to create localized Haier brand in each market. The range of its refrigerators is Rs 10. Tangible assets were activated using intangible assets and the business was expanded and strengthened at the minimum cost and in the shortest time. Haier realized sustainable development. With well established overseas distribution network and after-sales service network. present or future . whether in the past. owned by Venugopal Dhoot of the Videocon group. In this way. Its current (2009) market size in refrigerator market is 18% which it expects it to grow to 26% in 2010. Transformed from unitary culture to multi-culture. which contributed more than 60% of its revenues. and in 1998. Diversifying Diversify from one product to a variety of products (in 1984. Samsung's flagship businesses are consumer electronics and home appliances. International Stage Products were sold in great volume to major economic regions all over the world. They tried to establish brand in developed markets . Its target customers are Premium Customers.Strategies Branding In 1985. we had dozens of products). the quality awareness of employees was awakened and the Branding Strategy proposed by Zhang Ruimin was further strengthened. reputation and recognition. Quality remained the essence of business sustainable. Haier Brand was warmly received with sound notability. The issue to be transacted for Haier implementing global brand strategy is to promote the products' and business management competitiveness to realize win-win profits with suppliers. 76 defective refrigerators were destroyed by workers in public using sledgehammers. from white goods to brown goods through capital operation in a way of "activating shock fish".000 and above . customers and users. . Global brand stage International strategy phase was based on china.

Innovation and continuous product up gradation are its strength. attractive. Basically targeted for rural Markets. Its product price ranges from Rs 5700 to 23000 with maximum products lying in the range of 8000 to 15000 Rs. . self-help groups. Samsung India has also become the 'Olympic Partner' for the Indian delegation to the 2008 Beijing Olympics. Godrej has earned an unparalleled reputation for trust and reliability i.The company has also found the right distribution channel before rolling out the product. Product development on the basis of customer needs like spacious. consumer durables. There are around 40 products in indian market with price range in 8000Rs to 45000 Rs and capacity range of 180 L to 520 L. industrial products. maintaining freshness of items stored etc. and micro-finance institutions to reach out to the customers in villages.e consumer retention. Marketing Strategy. consumer products. Godrej’s success has been driven by the company’s commitment to delivering innovation and excellence.Its product ranges from home appliances. Godrej has developed battery-powered Chotukool which cools raw food products with a specially-developed chip. Through the consistent application of this commitment and a century of ethical business conduct.Marketing Strategy followed by Samsung are mass advertising using celebrities like Aamir Khan Diya Mirza in advertising and promotional activities and targeting premium customers. It has joined hands with non-governmental organizations. and agri products. the Godrej Group is today one of the most accomplished and diversified business houses in India. Capacity ranges from 180 L to 350 L. Cost 3500 and size is 7 litres. Godrej : Started in 1897 as a locks manufacturing company.

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