Whirlpool India Annual Sales Report

ANNUAL SALES REPORT OF WHIRLPOOL INDIA
PREPARED FOR: Managing Director, Whirlpool India, Gurgaon, India. PREPARED BY: ANIRBAN KUMAR SAMADDAR National Sales Manager, Whirlpool India.
April 1, 2010
WHIRLPOOL INDIA LTD.

Whirlpool House, Plot No 40, Sector-44, Gurgaon-122002.
April 1, 2010.
Mr Arvind Uppal, Managing Director, Whirlpool India.
Dear Mr Uppal, The attached report which you requested on March 15, represents our performance in the white goods segment across the country. The sales report reflects our area wise performance in the last fiscal as well as projects future trends .This report is a comprehensive and detailed analysis of sales across the country. The report is prepared from the analysis and interpretation of primary data collected by our capable salespersons and based on a thorough study of sales reports prepared by our area sales managers. I would take this opportunity to thank our highly efficient sales team for their highly coordinated efforts in providing prompt service to customers, doing proper follow-up and for their constant efforts in collection, classification and tabulation of data. This ensured the timely completion of this report with valuable insights and inputs from our area sales managers. I look forward to discussing our recommendations with you and I am eager to receive your valuable suggestions regarding sales strategies for this Fiscal. Yours Faithfully, Anirban Kumar Samaddar. National Sales Manager, Whirlpool India.
EXECUTIVE SUMMARY:
Whirlpool India presently holds a market share of over 25% in home appliances. This Report reflects the Region-wise break-up of sales of the different product categories. While Fiscal 2008 saw Whirlpools sales getting affected as a result of an impending recession, the situation improved considerably this Fiscal. Buoyed by the robust economic growth in all sectors and increased purchasing power, Whirlpool India generated a country wide revenue of 2219.2 crores. Strong volume driven growth across its key categories like refrigerators, air conditioners, washing machines etc have resulted in strong revenue growth of 32% in the domestic home appliances segment for the Fiscal 2009 -10.
While the refrigerator segment has witnessed a strong growth of 28% in the Fiscal 2009-10, there has been an impressive 34% growth in the air-conditioner segment. But it is the washing machine segment which has been the most encouraging showing a robust growth of 39% over the previous Fiscal. This reflects the immense potential for growth of white goods. Our company has done well in all regions but the sales performance in Northern India deserves a special mention with extremely encouraging growth rate of 44%.
A thorough study of current and past trends indicate that white goods industry is expected to grow considerably in the coming 2-3 years. This growth would be driven primarily by factors such as increasing number of households, rising household income, shorter replacement cycles and low rural penetration. Further, the introduction of energy saving models at higher price points as compared to regular models are also expected to increase average realization across segments. Keeping in view the relatively low penetration levels, future growth in rural markets is expected to accrue from fresh sales while growth in the urban market will be derived predominantly from product upgrades and innovation. After sales service will play a pivotal role in influencing the purchase decision for urban customers. This has been substantiated by consumer surveys and test marketing. So, efficiency of the sales force is expected to be the crucial stimulating factor in the near future.
TABLE OF CONTENTS:
CONTENT PAGE NO
INTRODUCTION
BACKGROUND
PURPOSE
SCOPE
MAIN BODY
10-14
METHODOLOGY
15
DATA ANALYSIS
16-35
CONCLUSION AND RECOMMENDATION
36-37
BIBILIOGRAPHY
38
INTRODUCTION:
Whirlpool India Ltds strategy change from being a premium market player to a mass market player has ensured significant growth over the last four years. Gradually, Whirlpool India Ltd has captured a market share of 22.8 percent in the direct cool segment, 17.5 percent in the frostfree segment and 14 percent in the washer segment. The aggressive marketing and pricing strategies along with product differentiation i.e. products catering to the needs of different classes of society has considerably increased the customer base of Whirlpool India. Quality initiatives such as the Six-Sigma certification in 1999, has helped immensely in streamlining operations, remove defects and thus ensuring improved quality. This has been instrumental for enhanced Top line as customer satisfaction has increased many folds. Increased customer focus and wide product portfolio are some of the factors which are expected to influence consumer decisions in the years to come.
India is the Worlds 2nd fastest growing economy and with the rapid increase in urbanization and in the number of households from 231 million in 2010 to about 254 million in 2015 is expected to help white goods industry expand considerably. The increase in income levels and improving lifestyles augurs well for the high-opportunity segments such as home improvement etc.
According to NCEAR report, only 18% of the Indian households own a refrigerator, only 13% owns air conditioners and only 5% owns washing machines. This is mainly due to lack of affordability. Hence, cost leadership and constant innovation are expected to be the major triggers of purchase in the near future. The value-added offerings of Whirlpool India, in the white goods segment, has been received well by the consumers so far and is likely to offer better margins and ensure robust revenue growth in the future.
However, rising input costs such as steel sheets and air compressors and stiff competition from rival brands are some of the hurdles that Whirlpool India have to overcome in this fiscal.
BACKGROUND:
Whirlpool of India imports, manufactures and markets home convenience products such as refrigerators, washing machines, air-conditioners, microwave ovens, dryers, dishwashers, UPS and water purifiers. The refrigerators, washing machines, air-conditioners and microwave ovens all put together constitutes ~93% of the total revenues of the company. For the year ending in March 09, the annual turnover of Whirlpool India was Rs 1719 Crores. The companys intense commitment to the homemaker from every aspect of its functioning has been its USP. The companys strategy of pricing and distributing products catering to the middle class has constantly resulted in increased top line and propelled brand awareness. The two fold strategy of the company of deep commitment to consumer interests and investment for advanced technology, have paid rich dividends. Whirlpools advertising tagline Your magic in home making have been immensely popular with its intended segment- Housewives. The changing role of home makers has highlighted by the advertising campaign has triggered considerable increase in purchases of home appliances.
Whirlpool is the 3RD largest white goods company after LG Electronics and Samsung as far as market share is concerned. But technological upgradation and value-added services have resulted in increased customer confidence towards Whirlpool India. Hence, sales figures have almost reflected an upward trend post 2000 barring a lean period in late 2001 and most of 2008.
Financial year 2009-10, was a huge challenge for the sales team as the sales team had to ensure that the white goods segment recovers from the effects of recession and therefore the basic objective was to increase sales volume rather than concentrating on high margins and growth. The Sales Team was suggested to focus on delivering customized services in order to win back the confidence of the customers. The rise in disposable incomes and increase in number of households in the post-recession times stimulated consumer demand. This presented a much needed opportunity for growth. There was an increased emphasis on value creation and product differentiation.
PURPOSE:
This report gives the region wise break-up sales in the preceding Fiscal. It thus contains details of product wise sales made in the eastern, western, northern and southern parts of the country. This report thus gives an indication of the area wise sales performance of our company and also reflects the performance of our various product categories in the white goods segment. The report prepared in close coordination with our area sales managers depicts the market scenario as well as the performance of our sales team, distribution channel and our promotional campaigns in various parts of the country. India is a large country with diverse customs, traditions and lifestyles. As a result, it has been observed that consumer tastes and preferences vary to different degrees across the country. Often consumer perceptions greatly impact the sales of a particular area or territory. It has been observed that consumer behavior related to choice of a brand, perceived benefits of the brand, replacement cycles etc are different in different parts of the country. As a result, sales strategies have to be planned accordingly because similar strategy may not work for two different regions.
This report contains consumer responses towards various products of our company. The data have been collected through consumer surveys conducted across the country. Consumer responses have brought to light our brand image that has been built over the years.
Hence, this report indicates the areas where can improve upon and also highlights our strong areas which we can build upon in the subsequent years which would ensure exciting implications for the company in the years to come. The report also identifies projected sales patterns of the subsequent quarters which would facilitate in the formulation of long-term sales strategies.
SCOPE:
1. In term of purchasing power parity (PPP), India is the 4th largest economy in the world and overtake Japan in the near future become the 3rd largest.
2. Indian consumer durable market is expected to reach $400 billion by on 2010. India has the youngest population amongst the major countries. There are lots of people in the different income categories nearly the two third population is below the age of 35 and nearly 50% is below 25.
3.. There are 56 million people in middle class, who are earning us$4,400- US$ 21,800 a year. And there are 6 million rich household in India. The upper-middle and high-income household in urban areas are expected to rise to 42.8 million by 2010.
4.In India the penetration level of white goods is lower as compared to other developing countries.
5. Unexploited rural market.
6. Rapid urbanization.
7. Increase in income level, i.e. increase in purchasing power of consumers.
8. Easy availability of finance
MAIN BODY:
The Sales and Marketing approach in 2009-10 was adjusted to changes as they occurred in the external environment. The year started on a cautious note as the gloom of recession was still hovering over the country. The emphasis during this period was on cash and profitability rather than growth, and the focus was on selling a better mix, control on receivables and inventory. Marketing investment during this period was prudent and in line with market growth. However, as we approached the end of the first quarter, it was evident that the government's fiscal stimulus was having a positive impact on business and consumer sentiment, signaling the revival of growth. Accordingly, your company's marketing approach changed and we shifted gear from cautious optimism to aggressive growth manifested by raising volume targets, accelerating the pace of innovation and increasing brand visibility. Key highlights of Sales & Marketing in 2009-10 were * Resounding success of White Magic 1-2-3, a fully automatic top load washing machine range launched in 6-7 kg capacity, which grew segment share by 5 percentage points.
* Complete revamp of the Semi-Automatic Washing Machine range, including the introduction of a plastic cabinet line-up. * Launch of 35 new Split Air Conditioners marketed under the Mastermind Chrome & Mastermind Aviator and 5 new Window Air Conditioners (Mastermind Deluxe and Royale). * Launch of 8 microwaves in Convection and Grill, marketed as Whirlpool Magicook. * Launch of a new, premium range of 24 Frost Free Refrigerators in capacities from 300L - 480L under Whirlpool Protton, including a unique fully automatic 3-door format.
* Conducting two large scale dealer contact programmes in September 2009 and March 2010, through which 15,000 dealers were contacted in 130 towns on each occasion. * Conducting Road Shows for refrigerators - branded 'Kabhi Dekha Hai Aise Magic' - in <1 lakh population towns in 8 states. * Increasing efficiency in our Distributor channel by focusing on subdealer billing numbers and frequency. * Growing business in Modern Trade where our volume grew by approximately 60%. * Launching new television campaigns for Purafresh Water Purifier, WhiteMagic 123 Washing Machine, Whirlpool Protton, Mastermind Air Conditioner and Diwali Festival Offer.
* Association with Kings XI Punjab during the 2010 IPL as Official Cooling Partner and getting prominent players to endorse 4 different categories through separate television commercials.
Your company has recognized the importance of expanding distribution to meet emerging demand in small towns in India. Our immediate focus is on 700 towns with a population of 100,000-500,000 which we believe will emerge as major consumption centers in the years ahead. The Sales system is reviewing our reach in these markets and we plan to add new distributors to expand our distribution width in small towns. Meanwhile, the dealer contact program and branded road shows will be a regular feature in our calendar of activities.
Consumer Services Moving ahead on the journey of 'Best in Class' Services, Whirlpool has expanded its 'Uncompromising Care Process' across the country which measures the promptness & quality of Service rendered with verification
directly from the customer. The locus of control in deciding the quality of service rests with the consumer, which in turn decides the performance & remuneration of the Service Provider. This has been achieved by Improved Infrastructure /people in Upcountry locations for better reach, penetration & improved service delivery. We continue to improve revenue generation through our touch point with the Consumer. Innovation in our accessories & new categories continue to grow profitability for the company. The unique combination of our Business Model- Service Delivery & Revenue - is a source of sustainable competitive advantage.
Industry Structure and Developments

Market growth was modest in the first quarter of the financial year 20092010 but picked up as the year progressed. The General Elections saw the ruling alliance return to power, signaling political stability at the centre. Strong GDP growth in the face of a contracting global economy infused confidence in business; the fiscal stimulus provided relief from inflationary pressures; and implementation of the 6th Pay Commission stimulated consumer purchase. All these combined to change the consumer sentiment from apprehension during the last two quarters of 2008-2009 to positive as the new financial year progressed. The home appliance industry in particular was among the first to witness revival of growth. Overall, the home appliance industry, comprising Refrigerators, Washing Machines, Microwaves and Air Conditioners, grew by 15-20%. Our estimate of category growth is 15-20% for Refrigerators and Microwaves and 20-25% for Washing Machines and Air Conditioners. Some developments that can be seen in the appliance industry are: * There is distinct preference for high-end products. For example fully automatic washing machines and split air conditioners are growing faster than the category average. * There is higher demand for large capacity products driven by changing lifestyles, e.g. weekly vs. daily shopping and infrequent heavy-load washing vs. daily light-load washing. This is fuelling demand for large capacity refrigerators and washing machines respectively.
* Energy consciousness is increasing and is becoming an important purchase criterion, especially in Air Conditioners. * Consumers are paying greater attention to design and aesthetics while choosing a brand. * Health and wellness trends have resulted in demand for health-related features in home appliances. For instance, Water Purification products are increasingly being seen as a necessity. * Barriers to owning a washing machine (availability of laundry, 'dhobi', and domestic help) are coming down. This segment has seen high growth over the recent past. * Emergence of modular kitchens has given birth to a new genre of appliances called Built-In appliances where the products (Ovens, Dishwashers, Hoods, etc.) integrate with the cabinetry of the kitchen. * Trade expectations have changed. The emergence of 'modern trade' has thrown up the necessity for Trade Marketing and Key Account Management practices as well as improving customer management practices.
Outlook And Opportunities

Penetration of home appliances is still very low and the long term growth opportunity for this industry is very attractive. Out of every 100 consumers living in urban India, only 33 own a refrigerator and 13 a washing machine and these numbers are miniscule in rural areas. Penetration of air conditioners, microwaves and electrical water purifiers is even lower. Hence, the industry can be expected to see sustained growth in all categories for many years to come and the government focus on infrastructure development - electricity in particular -will accelerate demand. Growth is expected at both ends of the market. Growth of entry level products will be stimulated by first time buyers while the sophisticated products will be fuelled by the replacement market, new housing and modular kitchens. Within the home appliance industry, categories/ segments that are expected to grow ahead of the industry average are washing machines,
microwaves and air conditioners.
Outlook on Threats, Risks and Concerns

Demand is likely to be robust in the next financial year. However, competitive activity is also likely to rise and a number of existing competitors have announced investments in new plants and expansion into new categories and brands. New players are also entering the country, lured by the attractiveness of the market. These will impose pressure on market share and advertising and promotion budgets will need to be increased to maintain brand saliency. Distribution expansion and efficiency will also be a key driver to stay ahead of competition. Cost pressures will continue to be a concern: on one hand, the increase in demand drives inflation of material costs and on the other, regulations on energy and sustainability will add cost to our products.
Methodology:
The method that has been followed in generating this report is collection of data on sales for four particular white goods namely Washing Machine, Refrigerator, Microwave Oven and Air Conditioner. The methodology followed by the researcher, during the preparation of the report was collection of data thorough SECONDARY SOURCE . When an investigator uses the data that has been already collected by others, is called secondary data. The secondary data could be collected from Journals, Reports, and various publications. The advantages of the secondary data can be It is economical, both in terms of money and time spent.
Data have also been collected from PRIMARY SOURCES from consumer surveys and through analysis of data from consumer response forms.
Data has been collected for the financial year 2009-10. Each product has a number of categories under it. After collection of data, it has been tabulated according to the four major regions of India, North, South, East and West. Data has also been categorized on the basis of the four different quarters of a financial year. For efficiency of analysis each category of a product has been tabulated separately as each category has a different price range. Moreover price may also vary from month to month, therefore price of each month is considered for a better understanding of the product and the amount of sales it generates.
Since there are multiple models available for a particular category of a product, each model has not been considered individually for a category. The total sales revenue for a category is considered and divided by the number of items to get an average price.
After such categorization, the data has been analyzed using various tools to reach certain conclusions.
DATA ANALYSIS:
1. Primary Data Collection For Product: Customer survey through use of a structured questionnaire. For Price: Direct meeting with the dealers to know other companies pricing, by collecting and analyzing prices for customers (MRP) dealers (D.P), direct dealers, and distributors. For Place: Obtaining feedback from the existing dealers of Whirlpool and other consumer electronic dealers in the Delhi market through direct interviews. To establishing and implementing processes for obtaining ideas, Information and insights from the dealers regarding the Whirlpool marketing proposition for refrigerators and washing machine, after that evaluating the feedback, assessing the benefits and any risks associated with possible options, and making recommendations towards enhancing the WHIRLPOOL marketing proposition especially place or in other words dealer expansion in Delhi city.
For Promotion: Observing the number of marketing activities done by the other companies keeping the record of activities done by them, and also attending the activities to feel the difference between Whirlpools marketing activities.
2. Secondary Data Collection: Company Websites Journals Annual Reports
Findings and Analysis:
Whirlpool Samsung Haier Godrej
Out of people surveyed 43% Whirlpool in their last purchase, and this preference was mainly for refrigerators. 32% of the people surveyed opted for Godrej, 15% LG & 10% for Haier.
Sales
Yes no
This shows how much customers are aware of Whirlpool, and in other way what is the effect of all the marketing exercises, and the communication done so far for the Whirlpool.
82% of the people surveyed were aware of Whirlpool. Marketing strategies for Whirlpool to enhance their brand awareness and visibility in the market place has been successful. .
Did consumers had a look on Whirlpool Product before purchase?
Yes No
77% of people surveyed knows about Whirlpool but only 33% of the people surveyed had look on Whirlpool product before making the purchase decisions, this is surrounded by many factors like Place strategy of Whirlpool, because of unavailability of the brand in the customers preferred multi brand store, other factor could be their will be dealers demonization to sell the Whirlpool Products, less effort by the sales intermediaries. 77% people know but did not want to see the products are also showing the uncertainty in the minds of the consumer.
Awareness that Whirlpool is fastest growing White Goods Company?
No Yes
25% of the people surveyed do not know the most common strategy adopted by the Whirlpool to create brand awareness for the brand i.e. Whirlpool is the second largest appliances in the world. There was several lacking in their marketing communication, because of that the people who knows about the brand still do not know about this fact. There could be other side of this fact that by the way of promoting as a second largest appliances brand, it automatically promoted the brand which is largest appliances Brand in the world, because by the way of communicating that Whirlpool is the second largest it is automatically creating a willingness in the minds of the customers that which is the largest brand in the world.
Sales Volume for the year 2009-2010 1) Product : AIR CONDITIONER a) Category: Window AC Area: North India
Quarter Month Apr 2009 141 I May 2009 150 June 2009 165 July 2009 174 II Aug 2009 132 Sept 2009 196 Oct 2009 120 III Nov 2009 93 Dec 2009 70 Jan 2010 131 IV Feb 2010 230 13999 321977 0 Mar 2010 332 13999 46476 68
(All figures in Rs)
Volume Sales (number) Price in 14190 13890 12900 13999 13999 14999 14999 13899 12999 13209 Rupees Revenue Sales 20007 20835 21285 24358 18478 29398 17998 12926 15867 12456 90 00 00 26 68 04 80 07 70 79
Area: South India

Quarter Month Volume Sales (number) Price Revenue Sales Apr 2009 56 I May 2009 67 June 2009 89 July 2009 90 Aug 2009 34 II Sept 2009 67 Oct 2009 23 Nov 2009 100 III Dec 2009 110 12999 30897 40 Jan 2010 45 13209 25684 5 IV Feb 2010 67 Mar 2010 70
14190 28998 0
13890 27895 0
12900 307060
13999 12599 10
13999 47596 6
14999 28790 93
14999 19678 97
13899 12578 0
13999 13999 93793 97993 3 0
Area :East India

Quarter Month Volume Sales (number) Price Revenue Sales Apr 2009 56 I May 2009 78 June 2009 34 July 2009 67 II Aug 2009 70 Sept 2009 38 Oct 2009 90 III Nov 2009 70 Dec 2009 45 12999 58495 5 Jan 2010 78 13209 10303 02 IV Feb 2010 21 13999 29397 9 Mar 2010 21 13999 29397 9
14190 79464 0
13890 10834 20
12900 43860 0
13999 93793 3
13999 97993 0
14999 56996 2
14999 13499 10
13899 97293 0
Area: West India

Quarter Month Apr 2009 60 May 2009 30 I June 2009 101 July 2009 67 Aug 2009 56 II Sept 2009 25 Oct 2009 45 III Nov 2009 89 Dec 2009 70 12999 67894 60 Jan 2010 45 13209 45678 5 IV Feb 2010 50 13999 89980 0 Mar 2010 65 13999 77996 5
Volume Sales (number) Price in 14190 rupees Revenue Sales 85140 0
13890 41670 0
12900 30607 0
13999 93793 33
13999 86795 4
14999 77045 5
14999 98647 5
13899 87453 1
Product : AIR CONDITIONER Category: Split AC Area: North India

Quarter Month Apr 2009 I May 2009 June 2009 July 2009 II Aug 2009 Sept 2009 Oct 2009 III Nov 2009 Dec 2009 Jan 2010 IV Feb 2010 Mar 2010
Volume Sales (number) Price in 13999 rupees Revenue Sales
13999
13999
14100
14100
14599
14599
13999
13999
14200
14200
14200
Area: South India

13999
13999
14100
14100
14599
14599
13999
13999
14200
14200
14200
Area : East India

13999
13999
14100
14100
14599
14599
13999
13999
14200
14200
14200
Area: West India

13999
13999
14100
14100
14599
14599
13999
13999
14200
14200
14200
Product : Washing Machine Category: Fully Automatic Area: North India

8550
8550
9000
9000
9100
8999
8500
8200
8700
8800
8500
Area: South India
Quarter Month Volume Sales (number) Price Revenue Sales Apr 2009
I May 2009 June 2009 July 2009
II Aug 2009 Sept 2009 Oct 2009
III Nov 2009 Dec 2009 Jan 2010
IV Feb 2010 Mar 2010
8500
8550
8550
9000
9000
9100
8999
8500
8200
8700
8800
8500
Area :East India
Quarter Month Apr 2009
8550
8550
9000
9000
9100
8999
8500
8200
8700
8800
8500
Area: West India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
8550
8550
9000
9000
9100
8999
8500
8200 8700 8800
8500
Product : Washing Machine Category: Semi Automatic Area: North India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
6000
6100
6200
6200
6300
6300
6200
5999 6300 6300
6350
Area: South India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
6000
6100
6200
6200
6300
6300
6200
5999 6300 6300
6350
Area : East India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
6000
6100
6200
6200
6300
6300
6200
5999 6300 6300
6350
Area: West India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
6000
6100
6200
6200
6300
6300
6200
5999 6300 6300
6350
Product : Microwave Oven Category: Solo Area: North India
Volume Sales (number) Price in 3500 Rupees Revenue Sales
3500
3500
3600
3600
3699
3500
3400
3400
3500
3500
3500
Area: South India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
3500
3500
3600
3600
3699
3500
3400
3400 3500 3500
3500
Area : East India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
3500
3500
3600
3600
3699
3500
3400
3400 3500 3500
3500
Area: West India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
3500
3500
3600
3600
3699
3500
3400
3400 3500 3500
3500
Microwave Oven Category: Grill
Area: North India
5599
6000
6000
6000
5999
5499
5499
5199
5499
5499
5599
Area: South India

5599
6000
6000
6000
5999
5499
5499
5199
5499
5499
5599
Area : East India
5599
6000
6000
6000
5999
5499
5499
5199
5499
5499
5599
Area: West India
5599
6000
6000
6000
5999
5499
5499
5199
5499
5499
5599
Product : Refrigerator Category: Frost Free Area: North India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
Area: South India
III Nov 2009
IV Dec Jan Feb 2009 2010 2010 Mar 2010
Area : East India
14000
14900
14900
14900
15000
15000
14500
14000
14999
14999
14999
Area: West India
14000
14900
14900
14900
15000
15000
14500
14000
14999
14999
1499 9
Product : Refrigerator Category: Direct Cool Area: North India
10390
10999
10999
10999
11999
12999
12999
11999
12499
12499
12499
Area: South India
10390
10999
10999
10999
11999
12999
12999
11999
12499
12499
12499
Area :East India
10390
10999
10999
10999
11999
12999
12999
11999
12499
12499
12499
Area: West India
10390
10999
10999
10999
11999
12999
12999
11999
12499
12499
12499
Conclusion and recommendations
1. Whirlpool needs to increase the number of BTL (below the line) activities to generate common awareness and visibility at grassroots level, because it can be understood from the figures of their competitors BTL activities that Whirlpool BTL activities is not up to the that mark in comparison to other competitors. 2 .In Delhi market dealers do not want to put direct push effort on brands that is why unlike other cities market where if a dealer deals in LG they prefer not to deal with its direct competitor Samsung, but in Gujarat every dealer is having collection of brands, they want to be ready for everything like whatever customer demands they can easily find out in their store. Currently Whirlpool is available with most of the major dealers in Delhi, Whirlpool needs to focus on those dealers also where it will not face direct competition with LG and Samsung , a small and dedicated brand dealer will work not only for margins but they also can see the future opportunities in form of Whirlpool. 3. Good thing about Whirlpool is that they got somehow success in positioning themselves as a quality brand the customer survey and the dealers survey tells the story about it. People perceived Whirlpool as a good product quality brand. If this can be associated with better pricing also there will be immense possibilities for Whirlpool. Need to create a value for money brand image which can give good product quality at affordable prices. 4 .Whirlpool needs to build strong dealer relation in order to provide better strategies for the brand. Whirlpool lacks in company support factor and most of the existing dealers in the dealer survey said that. Like most of the companies are having their regular company dealers meet to get together with their dealers, Whirlpool lacks needs to do this in order to regain dealer support. Whirlpool has good presence in the market but one thing is also evident that Whirlpool is present in major counters with LG and Samsung, Whirlpool also need to focus on those dealers were it will not face direct competition with LG and Samsung. Competitive strategy should be like this where first Whirlpool should wipe out smaller brands compare to LG and Samsung because this brand also have market share larger than Whirlpool, and Whirlpool is not in competition of LG and Samsung. It should target on brands like Godrej , TCL first, so it can compete the bigger brand later on.
BIBILIOGRAPHY:
www.google.com www.wikipedia.com www.whirlpool.com Business Today Economic Times

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ANNUAL SALES REPORT OF WHIRLPOOL INDIA

WHIRLPOOL INDIA LTD.

CONCLUSION AND RECOMMENDATION

5. Unexploited rural market.

7. Increase in income level, i.e. increase in purchasing power of consumers.

8. Easy availability of finance

Industry Structure and Developments

Outlook And Opportunities

microwaves and air conditioners.

Outlook on Threats, Risks and Concerns

2. Secondary Data Collection: Company Websites Journals Annual Reports

Findings and Analysis:

Whirlpool Samsung Haier Godrej

Did consumers had a look on Whirlpool Product before purchase?

Awareness that Whirlpool is fastest growing White Goods Company?

(All figures in Rs)

Area: South India

13999 13999 93793 97993 3 0

Area :East India

Area: West India

Volume Sales (number) Price in 14190 rupees Revenue Sales 85140 0

Product : AIR CONDITIONER Category: Split AC Area: North India

Volume Sales (number) Price in 13999 rupees Revenue Sales

Area: South India

Volume Sales (number) Price in 13999 rupees Revenue Sales

Area : East India

Volume Sales (number) Price in 13999 rupees Revenue Sales

Area: West India

Volume Sales (number) Price in 13999 rupees Revenue Sales

Product : Washing Machine Category: Fully Automatic Area: North India

Volume Sales (number) Price in 8500 rupees Revenue Sales

Area: South India

I May 2009 June 2009 July 2009

II Aug 2009 Sept 2009 Oct 2009

III Nov 2009 Dec 2009 Jan 2010

IV Feb 2010 Mar 2010

Area :East India

Quarter Month Apr 2009

I May 2009 June 2009 July 2009

II Aug 2009 Sept 2009 Oct 2009

III Nov 2009 Dec 2009 Jan 2010

IV Feb 2010 Mar 2010

Volume Sales (number) Price in 8500 rupees Revenue Sales

Area: West India

Quarter Month Apr 2009

I May 2009 June 2009 July 2009

II Aug 2009 Sept 2009 Oct 2009

III Nov 2009

IV Dec Jan Feb 2009 2010 2010 Mar 2010

Volume Sales (number) Price in 8500 rupees Revenue Sales

8200 8700 8800

Product : Washing Machine Category: Semi Automatic Area: North India

Quarter Month Apr 2009

I May 2009 June 2009 July 2009

II Aug 2009 Sept 2009 Oct 2009

III Nov 2009

IV Dec Jan Feb 2009 2010 2010 Mar 2010

Volume Sales (number) Price in 6000 rupees Revenue Sales

5999 6300 6300

Area: South India

Quarter Month Apr 2009

I May 2009 June 2009 July 2009