WHIRLPOOL FROST FREE - “YOUR 

MAGIC IN HOMEMAKING” 

Group-13
Amit Raizada Shweta Sawadh
Madhav Windlass Vinod Antony
Mohi Mittal Vishwas Koppa Venkatesha
 

WHAT OUR CONSUMERS THINK 

>20000

8000-
PRICE 12000

12000-
20000 Prefer if in
0-5 yrs package
>10 yrs Life of
Doesn’t Warranty
Your 
matter
Current and after
Decision Factors :
Fridge sales
•Capacity
•After Sales Service & must(pay
5-10yr Warranty extra)
•Price
•Energy savings
•Promotional Offers

Prior
Not experienc
aware e Advertisin
g
Aware Buying
Star and
consider Suggested Factors
Ratings by store
keeper
Aware
and do
not
consider Specificati
ons
 

SITUATIONAL ANALYSIS 

 Company
C ontext
 Innovation
 Operational Excellence  Space constraint
 Customer Excellence  Power saving
 Increase market share
 Customer
 Homemaker of today
C ompetitor
 Commercial purposes
 L.G. (market leader)
 Collaborator  Electrolux
 Retailers  Samsung
 Distributors  Videocon
 Advertisers
 

INDUSTRY BACKGROUND 
30%
 Refrigerator Industry
WhirlpoolProduct Mix
 25%
Industry growing at a rate of 15%
 2 standard designs Direct Cool and Frost Free
20%
Refrigerators
Contribution of high end frost free refrigerators


increasing
15%
AC 2007
 Urban India penetration 75% 2008
10%
Washing 2009
machine
5%
 Whirlpool Refrigerators Others
 24%
0% market share
 2nd largest
 64% of company’s volume  
 

SWOT ANALYSIS 

Strengths Weaknesses
• Strong market share in • Lower spending on
refrigerator section advertising promotion
• Brand name • Fewer stylish designs
• Innovation
• Consumer need
satisfying product

Opportunities Threats
• Rural expansion of • Higher raw material
whirlpool brands cost
• Emerging markets • New competitive
• Higher R & D players
investment
 

SEGMENTING 
Segmentation

Geographic Behavioral Demographic Psychographic

Warranty/service Young newly

Hot areas Busy lifestyle
conscious weds

Nuclear v/s joint

Urban and rural Loyal customers Quick and easy
families

Utility driven or Middle class or

style/appearance price sensitive
driven customers

Working women
 

TARGETING 
 For Direct Cool: Low end price conscious segment
 For Frost Free: Young homemaker of today, Working
women
 Frost Control: Middle class market.

 P1- Direct Cool

 M1- Price conscious
segment
 P2- Frost Free
 M2- Urban, Homemaker
of today, Working women
 P3- Frost Control
 M3- Middle class users.
 

POSITIONING 

Even in this fast world, homemaking at

its best
Value  
Satisfaction to the working women
Emotional   Fresh and Healthy Food
For today’s young working women who follow a very busy lifestyle  
Benefits  
Whirlpool Frost free is a refrigerator with sixthFood
sensepreservation
cooling
technology Instant cooling
Functional   Space constraint
Benefits 
That provides  
homemaker to keep the vegetables and food fresh &
healthy, gives instant cooling and its quick and easy to use.
Extra large crisper for storage
 Attributes  
Because of its unique freshonizer with EGA absorber
6th sense ,technology
large storage
space with various accessories like safety lock shelves, choco box,
Accessories
can racks etc.
 

PRODUCT 

POD POP

 Sixth sense tower cooling  Door Cooling

system with automatic
 5 star rating
temperature adjustment
 Freshonizer with EGA  Fresh and healthy food
absorber to reduce ethylene
gas content.
 Self adjusting mechanism
for power fluctuations
 Space management with
various type of crispers and
compartments
 Magic light – Innovation
technique to illuminate
every corner of Fridge
 

PLACE 
 More than 12000 outlets
across India
 Low rural market penetration

PRICE
 Pricing slightly above the
market leader LG
 Focus on customer value
proposition
 Customer centric price
strategy
 

PROMOTION 

 Occasion driven promotion

 Significantly less expenditure on promotion as
compared to the market leader L.G.
 Brand ambassador- Ajay Devgan and Kajol

Trade Online Special

Publicity
shows marketing offers
 

ANALYSIS 
 Innovation in Style
 Color and design variants for the
up market consumers like L.G.
 Rural market penetration
 Kiosks and trade fairs
 Road shows
 Increase advertising and marketing costs
to industry average
 

REFERENCES 

 Contact person:
 Vijay Sales Store Manager (Infinity Mall, Andheri(W))

 Web links
 http://www.whirlpoolindia.com/media.aspx?id=25 
 http://www.whirlpool.com/Kitchen-
1/Kitchen_Refrigeration-2/102110022/  
 http://www.4psbusinessandmarketing.com/26032009/st
oryd.asp?sid=2661&pageno=2 
 http://www.moneycontrol.com/news_html_files/news_att
achment/2010/Whirlpool.pdf