Distribution Project

A few words on the worlds best homemakers

WIL was incorporated in 1960 by J R Desai in collaboration with Kelvinator International Corporation, USA. Later the company integrated backwards to manufacture electrical grade stampings used in motors, compressors, super enameled copper wire and other allied products. Electrolux, Sweden, the worldwide consumer durable giant has 12.5% stake in Whirlpool. Electrolux tried to increase its holding to 51%, however, the idea was stalled due to price disagreements. In 1995, WIL negotiated with Whirlpool Inc, US, another major player in the global white goods market, who was willing to buy a company at a higher price. The deal ultimately went to Whirlpool who invested $200mn mainly to acquire 51% in Desai family owned Kelvinator of India. They set up a Rs3.65bn Greenfield project in Pune to make frostfree fridges. The new management hived off the automotive and compressor divisions and amalgamated WIL with Whirlpool Washing Machines Ltd and Expo Machinery Ltd in 1996. Later in 1997 Whirlpool Financial India Private Ltd was merged with WIL. Subsequently Whirlpool Inc increased its stake to 82.3% in the Indian arm. Whirlpool Inc, US are the world's leading manufacturer and marketer of major home appliances. The company has principal manufacturing operations and marketing activities in North and South America, Europe, and Asia. Whirlpool's primary brand names - Kitchen Aid, Roper,
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Bauknecht, Ignis, Brastemp, Consul and its global Whirlpool brand - are marketed in more than 170 countries worldwide.

Whirlpool of India Ltd (WIL) is an 82.3% subsidiary of Whirlpool Inc, US. The company manufactures its products in 13 countries and markets them in more than 170 countries under brand names such as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Ignis, Laden, Inglis, Brastemp and Consul. Whirlpool is among India's leading Home Appliance company. It manufactures and markets refrigerators, washing machines, air-conditioners and microwave ovens. WIL has its main plant at Faridabad in Haryana - to manufacture refrigerators and freezers. The washing machine unit is located at Pondicherry. In 1998, the company established yet another refrigeration plant at Ranjangaon near Pune. The main product offerings of Whirlpool are Refrigerators and Washing Machines. ACs and Microwaves are the two other products which form the basket of offerings from Whirlpool to the Indian market. These two are however having a very low share in the Indian AC and Microwave markets respectively. The terminology used popularly by Whirlpool for its products is T2 and T4 categories. It couples its Refs and Washers business into the T2 category

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i.e. Top 2 and together with AC and Microwave calls these 4 products T4 i.e. top 4 product categories.

Whirlpool is facing tough competition from LG in all market segments while Electrolux, Samsung and Godrej also form a formidable threat. This market has seen the entry of quite a few players in the last few years. Haier is the latest entrant in the consumer durable sector and has started off with a very aggressive marketing strategy. WIL's export business has an excellent volume. It is the largest exporter of home appliances from India. WIL made several new markets in Asia Pacific, Latin America, Africa and Australia. Supported by the strong growth in exports, the Engineering Export Promotion Council had awarded Whirlpool a 'Certificate of Export Excellence'. Whirlpool is the only multinational corporation which received this recognition in the year 2001. The company has developed 3 new products indigenously which were launched in the year 2000 - Coffee Grinder Bag, Dryer, Voltage Stabilizer. These products were received very well by the consumers resulting in a total revenue impact of Rs55mn. The company extended its consumer services operations by setting up integrated call centers all over the country. Large portion of the service network was integrated with the help of online ERP system. Another major
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initiative aimed at improving customer satisfaction was the SMS interface through which the response time could be further reduced to 4 hours, begun in Calcutta during the same year.

The annual turnover of Whirlpool India is close to Rs. 1300 crores. The main thrust of Whirlpool is not on product/technology but being a homemaker. The 4 main pillars of Whirlpool are communication, product, retail and service. Whirlpool does not believe in heavy ad spending as compared to its Korean counterparts LG and Samsung who are very heavy ad spenders. Also it cannot justify its ad spending as the no. of products it offers is 4 while LG, Samsung etc. offer a whole range of products including electronic goods like Televisions, Music Systems etc. The important touch point for any Consumer Durable co. is the dealers as compared to communication in the FMCG sector. It is the dealer who determines which companys product sells from his shop. In other words, he is in a way, a party to the decision made by the customer. Whirlpool has been a pioneer of brands in India with its 1-2, 1-2, and 6th sense technologies. It has been a pioneer in identifying innovations which are of operational excellence and lead to cost reduction and at the same time offer better quality. The latest offering of Whirlpool to the Indian market is its 6th Sense Frost Control: Refrigerators which have a unique property of having Frost Free features in a Direct Cool Refrigerator. This is a revolution in the Indian Market.
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While Whirlpools positioning is on being the Worlds Best Homemakers i.e. a very strong consumer focus, LG positioned itself for the top end customers in the beginning. Godrej, on the other hand banks on the trust of its brand and the loyalty of old customers.

The company divides the Indian market into 5 Zones, i.e. North, East, West, South and Central. The company has got 18 sales branch offices in India which have in turn got 1 CFA each. The co. markets its products through CFAs who further provide the goods to the Direct Dealers. The Direct Dealers can also source the products directly from the company. Another Alternative Channel is selling through Sub-Dealers who in turn source their products from either the Distributors or the Direct Dealers.

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Table Of Contents
S. No. Topic Covered 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Title of The Project Certificate of the company Acknowledgements About Whirlpool Table of Contents Executive Summary Team Charter at Whirlpool Comparison between Whirlpool and LG Distribution Network Stage 1- Market Mapping Stage 2- The Delhi Analysis Stage 3- Francis Kanoi Refrigerator Database Analysis Recommendations for the company Bibliography Appendix Page No.
1 2

3
5 8 9 13 14 17 31 34 42 43 44

Executive Summary
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The project given to us involved study of distribution channels and review of related policiesv at Whirlpool across sales branches of India. As a part of the project, we were fortunate to study a process of major restructuring being done across levels involving sales, distribution etc. A department was specially working to facilitate change in policy formulation and achievement of goals through several data analysis techniques. What was observed was that the branches were not able to implement the action plans of the head office due to lack of a well structured system which could make the interpretation of things common between these two levels. The branches were having a feeling that whatever was being done by them was appropriate while the overall results to the corporate office were dismal. Also, the corporate office was not able to take any appropriate action on this as it had to rely on the information passed to it by their branches which was always pleasing to the eyes. The requirement was to a have a user friendly and action oriented approach which made it easy for the corporate office to pinpoint mistakes at zonal, state, town as well as counter level. The objective was not to harass the sales branches but to give them a sense of direction as to what kind of an action plan to undertake. The first stage was structuring a well defined market mapping process to identify and coordinate the identification of key thrust areas for each branch. This was to eventually carry out territory realignment across the country. The data for the same was sought from the 18 sales branches. The data contained annual sales figures for 3 categories i.e. Direct Cool Refrigerators, Frost Free Refrigerators, Washing Machines across all counters of India.

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It contained information regarding how much was the counter size of a particular shop and what were the share of various brands in them. The task in hand was to first filter out and arrange all the 18 databases into 1 common format and then to make a user friendly analysis through the use of Microsoft Excel. At the end it was to be made possible for anyone who uses the file to view the market share, extraction, volume weighted and numeric share at a mere glance across all brands. Also, it was required to have information for districts, towns, outlets etc. analyzed in uniform format. At the end of an all India compilation, it was felt that the data sent by the branches tended to be giving a huge bias towards Whirlpool. For the same, a market survey of all the dealers across Delhi was planned which was to be taken as a sample of the whole country. The second stage i.e. the Delhi Market Survey was to be conducted in cooperation of both the corporate as well as the Delhi Sales Branch. A questionnaire was framed to extract information regarding brand shares in total counter volumes, display share in terms of each brand, reasons for stocking of a particular brand by the dealers and finally any feedback or suggestions by the dealers for the company. The market survey which lasted 5 days was indeed an eye opener. It was found that the sales branches had reduced volumes of all other brands other than Whirlpool to give a comfortable picture. Also, it was a finding that shop display in most cases had a high correlation with the amount of sales for a particular brand.

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A common complaint by a large proportion of dealers was the lack of proper service providers and poor quality of service. Out of the factors responsible for making a dealer stock a brand, after sales service came out to be a clear winner. It was felt that the dealer wanted not only to sell a product but also get the loyalty of the customer and hence was demanding excellent after sales from all companies. Terms of credit was the lowest motivator for all dealers as companies were only providing goods on cash down basis. It was also found that dealers were such an important asset for the company that they could actually induce the customer to buy any companys product. After a detailed analysis, it was concluded that the data be recalled from the sales branches with all the necessary improvements etc. A need was also felt for a 3rd party dealer database study such as one done by ORG.This led to the third and final step in the project. In the third and final step, a dealer database survey done by a market survey company called Francis Kanoi was used in the analysis and was provided to us also by the company. This dealer database was a rich source of facts and figures and also of various parameters like External Signboards present, Internal Shop Display, Multi or Exclusive Brand Outlets, Analysis of Change from 2000-2004 in the Refrigerator Market across the country. The only fallback in the Francis Kanoi Dealer Survey Database was that it did not give the exact market share for various brands.

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These 3 stages were very helpful in identifying as to what is the crux of the Consumer Durable Industry, where does a company go wrong in terms of strategy and what kind of action plans can be implemented to have a balance between strategy formulation and its real implementation. The main findings of the project were as follows: Whirlpool was the unquestioned market leader in Direct Cool refrigerators across India, while it fell behind in the Frost Free segment. The quality of Whirlpool products was the main strength while LG, Samsung etc. were gaining mainly due to a wide basket of products and a very heave ad and promotional spend strategy. After Sales Service came out to be one of the biggest concerns for Dealers who were moving on to competitors products for this reason. There was a marked difference in the Net Landing Price between Dealers due to which smaller dealers were finding it very tough to survive against the big players. The main focus of a Consumer Durable Company should be to keep the Dealers satisfies because at the end of the day, it is these dealers who determine the sale of the companys products.

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Team Charter at Whirlpool : Institutionalize sales processes / resources to focus on secondary / off take

Drive sales execution focus on volume weighted distribution and market working. Determine and drive roles & accountabilities required at each layer of the sales & marketing organizations. Direct focus on effective planning & execution of trade marketing and consumer centric approach. Improve discipline through effective commercial / credit control. Category/marketing involvement in developing, execution & reviewing the branch plans.

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Comparison of Whirlpool & LG Distribution Network

Whirlpool Distribution Network---Manufacturing Units CFA 18 each for each sales branch

Distributors

Sub-Dealers

Institutions

Direct Dealers

Consumers

Some findings at Whirlpool

60%of the sales at Whirlpool is done through Distributors while the rest 40% is undertaken by the direct dealers. Distributors are being preferred as they increase the companys reach into rural markets as well reduce the risk exposure of the company by providing credit worthiness in the shape of Distributors.

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 Direct Dealers are also important as there are some stores where each of these companies has to be present so as to have a superior business relationship with the customer. Here the problem arises as to o How many outlets to be present in ? o How big a counter to be present in ? o How to take out the most from these counters ? These aspects are covered well in detail in the rest of the project report. We came at a general conclusion at this stage that o Market Share=f{weighted dealership,counter share} The distributor margin is around 3.25% while the dealer margin is around 1.25% There are 3 factories of Whirlpool which server by providing the following goods o Faridabad----Refrigerators o Pune----------Washing Machines+Refrigerators+Exports o Pondicherry-Washing Machines

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LGs Distribution Network

Manufacturing Units

Distributors

Retailers

Institutions

Consumers

Some findings at LG
Unlike Whirlpool, LG has a distributor appointed for each of its Dealers/ Sub Dealers LG has fixed a Net Landing Cost for all the dealers and a minimum price below which no dealer of it can sell the product in the market. This gives higher satisfaction to multi brand dealers selling LG as they do not fall completely in competition with bigger dealers as in the case of Whirlpool.

LG follows a network of both Exclusive Dealers as well as Multi Brand Dealers. The element of Exclusive dealers is missing at Whirlpool as the company does not manufacture products like Televisions, Music Systems, Mobile Phiones

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etc. which contributes to around 50% sales at any electronic goods counter across India.

Stage 1:

Market Mapping of 18 Sales Branches across Refrigerators and Washing Machines

Objectives:
To identify issues in numeric reach, volume weighted, extraction &

market share at a micro level based on the geography (Branch, District & Town) To identify issues in numeric reach, volume weighted, extraction & market share at a micro level based on dealer classification (A+, A, B, C, D) To plan actions based on the above analysis at a micro level (both geography & dealer)

Components of the file: Sheet 1: Branch Details Sheet 2: Branch Analysis Sheet 3: Distribution Analysis Sheet 4: Observations Sheet 5: Base Data Sheet 6: Network Structure DC Sheet 7: Network Structure FF Sheet 8: Network Structure WM Sheet 9: Network Structure T2 Sheet 10: Network Profile DC Sheet 11: Network Profile FF Sheet 12: Network Profile WM Sheet 13: Network Profile T2
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Sheet 14: Competitor Wise Analysis DC Sheet 15: Competitor Wise Analysis FF Sheet 16: Competitor Wise Analysis WM Sheet 17: Competitor Wise Analysis T2 Analysis of all the Sheets: A) Branch Details: This sheet contains the information regarding the Branch Name, Name of the States covered within the Branch, No. of Districts covered, No. of Towns covered, Population and the MPV of the State.

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B) Branch Analysis: This Sheet gives the Total Volume of all brands and Whirlpools Volumes across DC, FF And WM in the Branch. It also states the market share of Whirlpool in the respective DC, FF and WM Markets and provides links to view these in the subsequent Network Structure Sheets.

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C) Distribution Analysis: This sheet provides the Numeric Reach, Volume Weighted, Extraction and Market Share of Whirlpool across DC, FF, WM and T2 and provides links for comparison with competitors as well as a District and Town Wise Analysis.

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D) Observations: This sheet provides users to formulate strategies for Branch, Districts as well as Towns.
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E) Base data sheet:

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This sheet contains all the market mapping data presented in a standard structure. This data has been used to arrive at the analysis in network structure & network profile.

Do: You can change any data in the volume columns of any company from column N till column AO. You can change name of the towns or districts in columns C & B respectively. But please ensure that the name is consistent in the entire sheet (Ajmer has to be typed as Ajmer only in all cells and not as AJMER). You can add any outlet which is missing in this base data. If you do this, please ensure that the outlet is added next to the last outlet and not inserted in between. Once the outlet is added, the entire sheet could be sorted first on Column B and then by Column C.

Do nots: Please do not change any part of the formulae columns which start from Column AP The outlets have been classified as A+, A, B, C, D for DC, FF, WM & T2 separately. So an outlet which is A+ for DC could be C for WM.

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F) Network Structure The points to analyze:

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 Numeric Reach (Z-AF), volume weighted (AG-AM), extraction (AN-

AS) & market share (AT-AZ) on a town & district level. The names of the towns & districts are mentioned in the column A (Names in Blue represent Towns and Names in Pink are Districts). Each market player has 3 columns with the names NOS, POT, VOL. These refer to NOS : number of outlets the player is present in POT: potential overall volume of the outlets, the player is present in. VOL: the sales of this particular player in these outlets. In the analysis of the districts two more points of analysis are given in columns B & C Column B : this gives the contribution of the district volumes to that of the industry volumes (for this state) Column C: this gives the contribution of the district volumes of WPL to that of its overall sales in the state The differences in the contribution of the district to industry & WPL sales could be further analyzed.

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G) Network Profile

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All the dealers in the branch are classified in to A+, A, B, C and D. For each of the classifications the following data are provided: a) Total number of dealers in each classification for the geography (row 13) b) Total number of dealers in which WPL is present (row 14) c) Total volume of all the dealers in the geography (row 17) d) Total volume of those dealers in which WPL is present (row 18) e) Total sales of WPL for each classification (row 22) The numeric weighted, volume weighted, extraction & market share analysis should be done differently for each classification of dealers. The above analysis is provided at three levels based on geography a) Branch level
b) Town level: the name of the town you would like to analyze

should be typed in the cell B 29. Please make sure the name should be exactly the same as in the base sheet (including the Capitals) c) District level: the name of the district you would like to analyze should be typed in the cell B 50. Please make sure the name should be exactly the same as in the base sheet (including the Capitals) Once the name is typed for town and district, the analysis appears automatically. At the branch level nothing needs to be done to arrive at the analysis.
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H) Competitor Wise Analysis This Sheet provides the Numeric Reach, Volume Weighted, Extraction and Market Share of all the Major Players in the DC, FF and WM market.

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Plan of Action:
In this stage of the project, data was collected by the 18 Sales branches in each of their areas and sent to the Head office. The first step after data collection was the sorting out and filtering of this data into a single format for the possibility of analysis. After this the sorted data was entered into the Base Data Sheet and a sort of common template was designed to facilitate quick analysis. Sheets like Network Structure and Network Profiles were designed to give instant analysis in a prescribed format to the user. User Friendliness was enhanced with the use of Hyperlinks and Summary Sheets to present the data in a much more organized manner. Outputs along with the detailed feedback were sent back to the Sales Branches to coordinate the implementation of action plans regarding the distribution network and customized solutions were given for each geographical area.

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Conclusions Derived
It was found out that the Whirlpool figures and market share was shown higher than usual by either omitting certain outlets where Whirlpool was not a major seller or be reducing the units sold by competitor brands in the market. The objective behind the same was to show a comfortable position of Whirlpool in each of the respective branches by the respective territory executives. The branches were asked to resend the correct data in the correct format and it was emphasized that there was a need to be aware of the real situation and the corporate office had just one purpose in doing such a study i.e. facilitating coordination between sales branches and Corporate office in terms of Strategy Formulation and implementation of Action Plans in terms of effective distribution..

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Stage 2:
Objectives:

The Delhi Analysis

Since there was a marked difference in the figures reported and the actual figures of the Company, a need was felt to go into the market and find out as to: What was motivating these territory executives to misstate facts? o What was the real position of Whirlpool in the market o What problems were being faced by the dealers of Whirlpool? o What were the motivating factors for a dealer to actually stock a particular brand? o Whether or not Store displays were a factor affecting the sales of a companys product at the counters? o What improvements can be undertaken to improve the distribution network of the company?

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Research Methodology: A questionnaire was designed (a copy of which is attached in the appendices). The dealers were visited personally and a detailed feedback and questioning session was carried out. In some of the outlets, awareness about the G4 and the Auto Frost range of Refrigerators was also sought to test the level of new product launches of Whirlpool. The figures obtained for internal shop display across brands were put inside the market mapping sheets to get the share of Display among all brands across product categories. Limitations of the Survey:

Due to Lack of time, not all the dealers were questioned. Not all dealers were willing to reveal figures regarding sales of various products and brands from their counter.

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Findings of the Study:

There was a very high correlation between internal shop display and amount of brand sale in all the counters. The most important factor for a dealer to stock a particular companys product was not margin but the after sales service provided by the company as they have come to the conclusion that customer loyalty is the best form to increase sales and loyalty can only be achieved by selling them products of companies which had an excellent after sales service network. The percentage share of Colour Televisions and Music Systems in the Total Turnover of an Outlet is close to 50 % for almost all dealers while the rest is dominated by Refrigerators, Washing Machines, Microwaves and Air Conditioners etc. It was the convincing power of the Dealer which finally persuades the consumer to choose a particular brand and not totally the strategies or action plans implemented in the

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corporate offices so there is a high need to stay in touch with the market.

Stage 3:

Analysis of the Refrigerator Market with the help of Francis Kanoi Dealer Database 2004 for Refrigerators

Objectives: The Delhi analysis highlighted the fact that the figures reported by internal sources of Whirlpool were grossly misleading and there was a need for a 3rd party Dealer level information for the same. Francis Kanoi Dealer Database 2004 for Refrigerators was considered as the best option. Its clientage ranges from LG, Samsung, Godrej, Sony, Electrolux etc. and includes almost all major Consumer Durable as well as Electronic Goods Companies. Methodology:

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The data was to be analyzed on 6 parameters across all the states of India and the relevant strategies were to be formulated. The six parameters for the study were:

1. Comparison of Numeric Reach across towns and counters and Volume Weighted across the state and a comparison of the changes occurring between 2000-2004

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2.

Comparison of Numeric Reach across towns

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3. Comparison of Numeric Reach across dealers in various Districts of the state

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4. Volume Weighted of various brands across towns in various population ranges.

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5. The share of internal display across all brands in the state

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6.

The share of external signboards at dealer outlets across all brands in the state

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Findings of the Study:

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 The customized analysis was provided across all these 6 parameters for all the states. This analysis was sent to the branches in order to guide them in implementing action plans regarding distribution network and sales policies.. Whirlpool came out with a very poor share in the External Sign boards across all the states.

Recommendations for the company

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 There should be a constant check on the after sales service provided by the authorized service providers. The sales branches should be made to understand the need for identifying shortcomings and working in coherence with the Corporate Offices Strategies in terms of distribution network.. The company should also focus on advertisement related to its Washing Machines, Microwaves and Air Conditioners. The company should use the dealers feedback as a serious measure to implement a fair and transparent pricing policy for dealers. The company sales people should regularly visit outlets to know about the feedback of its dealers and make it apriority to keep them satisfied.

Bibliography
1. Francis Kanoi Dealer Database for Refrigerators 2004.
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2. http://www.indiastat.com

Appendix
Appendix 1: Terminology used in the Project Report

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 Numeric Reach: The number of outlets in which the brand is present

over the total number of outlets. This shows the reach of a particular brand. For example, if Whirlpool is present in 200 outlets out of a total of 400, the numeric reach of Whirlpool would be 50%
Volume Weighted: Total Volume of a brand in case it has 100%

counter share in all the shares it is present. For example, if the total amount of sales in the 200 counters in which Whirlpool is present is 4,000 units per year, the Volume Weighted for Whirlpool is 4,000 units.
Extraction: It is the percentage share of the company in the total

potential of the counters.

Market Share:

It is the total units of goods sold by a particular

company divided by the total units sold by all companies.

Appendix 2: Abbreviations used in the Project Report

TP: NR:

Trade Partner Numeric Reach

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 Vol. Wtd.: Volume Weighted Refs:

Refrigerators

Washers: Washing Machines T2: T4:

Top 2 Products i.e. Refrigerators & Washing Machines Top 4 Products i.e. Refrigerators, Washing Machines, Air Conditioners & Microwave Ovens.

CFA:

Carrying and Forwarding Agents

Appendix 3: Questionnaire used for Delhi Analysis

Dealer Survey for Consumer Durables

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Name of the Dealer

__________________________________

Name of the Trade Partner/Shop : Type of Dealer Contact Details : :

__________________________________ __________________________________ __________________________________ __________________________________

1. What all products do you sell from your shop? Washing Machines Refrigerators Microwaves Air Conditioners Color Televisions Music Systems Mobile Phones Computer Peripherals Any Others (Please Specify)

____________________________ ____________________________
2. Which brands do you stock/sell? Whirlpool Samsung

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LG Godrej Electrolux (Kelvinator) Videocon Any Others (Please Specify)

___________________________ ___________________________
3. What is the total Counter Size/Sales of the following Products in your shop? Whirlpool Samsung SA WM FA WM DC Refs FF Refs MWO AC CTV Total 4. What is your annual/monthly turnover in : All products T2 (Refs, Washers) T4 (Refs, Washers, AC, MWO) ___________ ___________ ___________ LG Godrej Electrolux Videocon Others Total

Store Displays

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Whirlpool SA WM FA WM DC Refs FF Refs MWO AC CTV

Total

Samsung

LG

Godrej

Electrolux

Videocon

Others

Total

5. Which are the important factors for you to stock a particular brand? (Rank them from 1-5, 1 being the most important factor and going down to 5 being the least important factor.) Customer Demand After Sales Service Terms of Credit Range of Products (CTV, Refs, WM, MWO, etc.) Sales Promotions Any Others(Please Mention) ____________________________________ ___________________________________ _ 6. Any suggestions/feedback for the Company? ______ ______ ______ ______ ______

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____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ _____

Comments : ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ _____

Thank You for sparing your valuable time, Have a nice day!!!!!

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Appendix 4: Format for Market Mapping Analysis

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Type all the data in the same rows and columns as shown above. (For example, Whirlpool DC Sales should be entered in column N and Videocon FF Sales should be entered in column AE only.) Columns in black need not be filled as they will be calculated by the formulas entered in the cells automatically.

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