UNDERSTANDING OF 17TH SESSION

Submitted by: Nitin Goyal

Competitive Benchmarking

Factors LG Samsung Whirlpool

Model T7569NDDLH WA65M4000HP/TL SW Ultra

Capacity 6.5 KG 6.5kg 6.5kg

Warranty 2|10 3|10 2|10

Finance scheme Bajaj Finance 10|2 Bajaj Finance 10|0 Bajaj Finance 10|0

Features Smart Inverter Center Jet Pulsator, STS Smart Detergent Detection,
Technology, Turbo Drum Type, 6 Wash Power Scrub, ZPF
Drum, Waterfall Programs, 5 Water level, Technology, Auto Tub Clean,
Circulation, Smart Digital LED, Tempered Digital Display,6th Sense
Filter, Powerful Glass Window, Magic filter, Technology, Spa Wash
Washing with Multi Diamond Drum,
Water Flow.

MRP Rs.20990/- Rs.22500 Rs.18600

DP Rs. 18990/- Rs.21400 Rs.16300

Major product issues

• Channel members are interested only in stocking the top selling products like Whirlpool Genius 170l. So
new products like Vitamagic and Proton are often ignored by the channel members
• There is a prime reason why channel member s of Whirlpool does not accept Front Load Washing
Machines of whirlpool because the Defective ratio is very high in their front load machines.
• Channel Members also consider the current Bajaj finance schemes that were offered by the company to
on the products as retailers prefer the one that 10 / 2 schemes anything less than that is not acceptable
• Price of some products of E-Commerce and Modern Trade also played a major role as channel partners
are not able to compete with their pricing and hence that leads to loss of sale for them
Product Positioning & Channel Management

 Whirlpool has maintained its product trust over its Distributors and retailers by offering them high
Margins as compared to other competitors
 Top selling products of Whirlpool are Genius Series & Stainwash Ultra, so introducing new product line
does not affect the productivity of the channel members.
 Features that totally differentiate them from their competitors are
o Inbuilt Heater in Washing Machines
o Deep Freeze Technology in their Refrigerators
o 3-Door Fridge – Proton Series
o 180l in single door
o Vitamagic Pro – Convertible single door refrigerator