Whirlpool Corporation :-

Whirlpool Corporation is one of the largest manufacturer of home appliances and goods .The
company was founded in in 1911 almost 109 years ago and has been producing household
appliances since .The company is one of India’s leading home appliance company with a
multiproduct , multilocation and multi-business ideology which focuses on innovation . The
company is engaged in production of various types of household and commercial appliances
ranging from washing machines to air conditioners for various uses. It has also provided
NASA with a food and waste management system for Project Gemini . The company markets
its products under different brand names in different countries IE: Arcos in Mexico ,
Brastemp in Brazil , Diqua and Hefei Sayo in China , Hotpoint in Europe and many others .
It has also produced appliances for major brands like Ikea , Home Depot ( Admiral) , and
Sears. The company has 3 manufacturing plants located in India in Cities Faridabad , Pune ,
Pondicherry and has its corporate office located in Gurugram, India.

The Whirlpool Corporation recorded a revenue of 16,04,50,00,00,000 rupees in 2017

 Distribution network: -

The company’s products are available for sale online , on their official website and on
major e commerce market retailers like Flipkart and Amazon. Furthermore, the products
are also sold through independent retailers like Croma and Vijay Sales as well as local
market retailers.

The company has adopted a comprehensive marketing approach, advertising its products
online and offline, recently investing and advertising more in the former. Whirlpool uses
a multi-media strategy with television , print , cinema and digital being important
marketing mediums. Although the company’s campaign implementation remains the
same across the world, the language used differs according to the different areas where
the product is being sold. The company believes that continuous and efficient distribution
to its outlets is a good way of driving sales and meeting the increasing and extensive
demands of home owners in the markets.
 Marketing strategies: -

Whirlpool Corporation has several subsidiaries listed under the parent company and these
are as followed :- Whirpool , Maytag , KitchenAid, JennAir,Amana , Gladiator,
GarageWorks , Inglis , Ignis , Indesit , Consul , Bauknecht , Estate and Brastemp,

A well-established brand image of Whirpool in India helps the company to drive sales in
the subcontinent. The Indian domestic market accounts for 90 percent of sales.
The multinational manufacturer was able to successfully grow their market share as a
result of extensive campaigning , marketing, distribution and branding initiatives.
The company owns 3 manufacturing facilities in India , located in Faridabad ,
Pondicherry and Pune. The company has shifted its focus to include stronger supply chain
management, better dealer portals and inclusion of IT into retail.

 Product spread: -

The company has a comprehensive portfolio in the home appliances segment ranging from
affordable washing machines and kitchen appliances to high end premium frost free
refrigerators. The different products and the product range in its portfolio includes –

 Refrigerator – Single door, Multi door, Double door and FDBM

 Washing Machines – Semi automatic, fully automatic, fully automatic top load and
fully automatic front-load.
 Air Conditioners – Window air conditioner and Split air conditioner
 Microwave Oven – Solo, Grill and Convection
 Water Purifiers – Non-electric water purifier and RO water purifier.
 Built in items – Cooker hoods, built in refrigerators, kitchen studio, built-in
microwave ovens, built-in coffee machines, stackable dryer, washer, and built-in
dishwashers.
 Home Power – This includes Neptune series, Silver Plus series, New Silver series,
Gold series and Platinum series.
 Induction Cooktop – Classic 18A2 and Deluxe 20A2
Besides the eco-friendly products, the company also provides numerous service options to its
esteemed customers. All the products have definite warranty and come with at least one-year
services free option. The customers can also go for a maintenance contract annually.

Manufacturing capacity: -

The company has nearly 70 production and research offices located across the world. In
India, Whirpool produces most of its products across its manufacturing outlets in Faridabad,
Pune and Pondicherry. The company has refrigerator plants in Faridabad and Pune and a
washing machine plant in Pondicherry. The plant in Pune has a manufacturing capacity of 9
lakh units per annum. The state of the art manufacturing capacity follows Whirlpool’s global
production capacity powered by advanced technological systems. Whirlpool has grown
enormously over the years and has increased its production capacity by a significant amount
over the past few years. The company is setting up additional capacity to meet increasing
demand of the consumers. The company intends to enhance its single door refrigerator’s
existing capacity of 21 lakh by 6 lakh per annum. The existing capacity of the same is early
94 per cent currently.

Revenue: -

Revenue becomes the key factor while evaluating the performance of a company. It is
highly used in financial ratios, company valuation and other such factors which guide key
managerial decisions taken by the company management.
As seen in the snapshot of the income statement of the company, it can be seen that the
revenue of the company has been increasing in the Indian continent. This becomes a
positive sign for the company.

Revenue
6000

5000

4000

3000

2000

1000

0
2019 2018 2017 2016 2015

Another important point to be noticed shows us that while the company’s operational
revenue from its consumer goods and appliances wing is increasing, so is its revenue
from other sources of incomes. This shows us that the company is slowly diversifying and
working on several other projects. One such example being, setting up its first
independent store ‘Whirlpool Haute kitchen’ in Udaipur, Rajasthan which provides its
target customers with modular kitchen designs and equipment for their homes.
 To further improve the revenue inflow, the company began setting up retail outlets by
itself. The retail outlets are operated by highly advanced IT infrastructure along with
some trained personnel and some staff. This was done to eliminate the extremely high
costs of trading and dealing through middlemen.
Also, the company is engaged in continuously reducing the input prices by continuously
reducing the input costs of energy and using sustainable sources of energy.

 Vision and Mission: -

The company’s vision is to be the best kitchen and laundry company , in constant pursuit of
improving life at home. Its mission is to earn trust and create demand for their brands in a
digital world. Following are the values of the company :-

 Integrity
 Respect
 Inclusion
 Diverity
 One Whirlpool
 Spirit of Winning
The company’s strategic imperatives include the following :-

1. Deliver product leadership

2. Redefine what product is
3. Win the digital consumer journey
4. Reinvent the value chain

 Recent Mergers and Acquisitions:-

 Brazil :
During 1997 , The Whirlpool corporation and Embraco decided to merge . Embraco
was a world leading manufacturer of refrigerator compressors . further more in brazil
Whirlpool acquired Multibras , a Brazalian appliance maker who also owned
Brastemp and Consul , they also owned a stake in Embraco the company that merged
before giving them the full control of it

 China :
During the third quarter of 2013 Whirlpool Coorperation announced that it will
acquire a controlling 51% stake in Hefei Royalstar Sanyo ,which was a joint venture
between sanyo electric co and the Chinese government . It cost whirlpool $522
million dollars for this merger

 Italy :
During the 2nd quarter of 2014 , whirlpool agreed to buy 60% stake in its Italian rival
Indesit for 1 billion dollars . The Deal was finalised later that year by whirlpool by
offering a tender letter from the Milan stock exchange . Currently Indesit is now a
fully owned subsidiary of whirlpool Italia Holdings

 Market share:-

Whirpool’s market stands at 22.8 per cent in the direct cool segment, 17.5 per cent in the
frost-free segment, and 14 per cent in the washer segment. Whirlpool recently launched
the Whitemagic semi-automatic washing machines, which are likely boost its market
 share. The market for washing machines has been growing at approximately 14-16 per
cent per annum. The semi-automatic segment enjoys the largest market in washing
machines where Whirlpool has a significant presence.

 Special feature:-
Whirlpool Corporation manufactures all kinds of. appliances for homes and industries but
they specialise in Washing machines and dryers , refrigerators and air conditioners and
they earn majority of their revenue through these segments only. Their latest washing
machine uses the 360 degree Bloomwash technology with its trademarked 6 th sense
tumble technology . Its 360 degree technology is also used in its refrigerators and air
conditioners providing its users with best in class quality and helps them save money too
by being highly efficient

 Competitors:-
The competitors of Whirlpool include the following major players in the market :-
LG
Samsung
Electrolux
GE Digital
Bosch USA

With more and more brands like Dyson entering the consumer electronics space, the
competition for the company is constantly on the rise. It has come down to introducing
products with innovative designs and uses, which decide who will become the market
leader in the industry.

 Competitive Strengths: -

Whirpool is a strong competitor that owns a huge market share in the industry . Following
are the reasons for it superiority :-
 1. Whirpool is a colossal force in the home and kitchen appliance segment. It
owns majority market share in this tyre segment and an impressive brand
image amongst the consumers .

2. Whirpool is known to have a good technical grounding and well-oiled R&D

(Research and Development) infrastructure. This can be attributed to the
company’s mission and vision to earn trust and create demand for their brands
in a digital world.

3. An efficient marketing budget and well thought marketing strategies help

Whirpool stand out amongst its competitors.

4. The company’s core values of serving its customers motivate the company in
providing world class after sales service. Quick responses to complaints and
well-oiled after sales services are one of the major attractions for customers of
tyres in the Indian markets. Whirlpool is at the top position in terms of
customer satisfaction.

Organisational structure: -

The board of directors comprises of 13 members and the senior management group
consists of 12 members. The latter is responsible for managing the functions of the
company with respect to its high professional standards.
 The top positions in Whirpool of India are occupied by the following people: -
o Sunil Dsouza – CEO
o Ashwini Shingote –Director of engineering
o Vishal Bhola – Managing director
o Yatin Malhotra- Chief Financial Officer
o Anil Bererra - Executive Director
o Sonu Halan Bhasan – Independent Director

 Future Ventures: -
The company plans to keep on enriching its product portfolio to meet the emerging needs
of its customers and keep on introducing eco-friendly and innovative products. It also
plans on increasing its distribution reach by increasing the brand touch points. With
modern plants and state of the art premium equipment Whirlpool is ready to face any
challenges that come towards it in the future.

Whirlpool intends to continue with its operational and marketing initiatives to innovate
and increase product portfolio. Whirlpool in India also intends to make India the biggest
manufacturing base in Asia.

 Recent developments: -

Whirlpool India’s strategy has shifted from being a premium-focused to a mass-focused.

Whirlpool’s product spread is wide, ranging from affordable options to high end
alternatives. Whirlpool recently announced collaboration with the Italian appliances
company Faber Heatkraft to introduce its new line of cooking appliances , including
chimneys , hobs and cooking ranges in the Indian market. These will be distributed by
Faber through Whirlpool’s dealer network and exclusive outlets.