universe

INTERNATIONAL MARKETING

Case 1: Research helps Whirlpool

Keep Its Cool at home, act Local in
Emerging Markets
 01 02
Abstract Introduction

03 04
Results and Conclusions
Discussions
 INTRODUCTION
Founded: November 11, 1911

Headquartered:
Benton Harbor Michigan, US

Annual revenue: $13 billions

Workforce: 68,000 employees

Research centers: 50
ABSTRACT

After unsuccessful campaigns, Whirlpool

management started the process of simplifying the
European organization, analyzing the industry, and
performing usability tests that give insight into how
consumers interact with its products.
ABSTRACT

This report focuses on analyzing and discussing

issues of Whirlpool's global marketing strategy and
product strategy. Based on available research,
analyze customers' reasons for choosing products.
From there, we can point out important lessons
learned from Whirlpool's experience in emerging
markets.
White Goods
Washing mashines

Microwave ovens

Refrigerators

Gryers
WHIRLPOOL’S GLOBAL
MARKETING STRATEGY

European Market:
Whirlpool's success has
In 1989, Whirlpool entered the European
been achieved in part
Market by buying a 53% stake in the
through a portfolio of
appliance division of Dutch based Philips
brands that offer
Electronic for $ 470 million
products in different
price ranges. Developed three pan European brands to
High-end brands: differentiate its product line: Whirlpool,
Bauknect, and Ignis,
KitchenAid and Maytag
Mid-priced brands: Had nearly ten years experience selling to
Amana and Whirlpool. the European market and grown its
European market share to a sizeable 13%
 WHIRLPOOL’S ADAPTATION
PRODUCT STRATEGY:
Ideale - world’s least expensive automatic washer

Brazil India China

Patentable technology Heavy-duty wash

Small capacity The setting for
cycle
Spin cycle takes longer, dedicate fabrics is
Grease removal
clothes come out damper labeled ‘sari’
Corlor: light blue,
Sit high on for legs Mounted on casters
gray
Yellow start button/blue Color: green, blue,
lettering white
Color: white
THE REASONS
WHY PEOPLE
The Primarly reasons:
BUY AND OWN
MAJOR Washing machine - a device that helps users replace
manual washing of clothes including the process of
APPLIANCES scrubbing and rinsing dirty clothes and other fabrics.
SUCH AS A The use of whirlpool washing machines creates a
WASHING more convenient living environment.

MACHINE:
THE REASONS The Secondary reason:
WHY PEOPLE The use of washing machines as a main household
appliance also proves that people's quality of life is
BUY AND OWN
getting higher day by day.
MAJOR
APPLIANCES Whirlpool washing machines make customers feel not
outdated, in terms of aesthetics. After researching the
SUCH AS A market, whirlpool washing machine manufacturers
WASHING have launched many lines of washing machines to
MACHINE: meet the needs of consumers in many countries.
WHAT ARE THE KEY LESSONS TO BE LEARNED FROM
WHIRLPOOL’S EXPERIENCE IN EMERGING MARKETS?
1. Local market analysis

2. Localized products

Whirlpool’s
3. Focus on basic value Experiences

4. Local Adaptation
 Whirlpool’s
Experience

5. Leverage market research and consumer feedback

6. Market entry strategy based on local knowledge

7. Listen to feedback and adapt to the market

8. Focus on brand and consumer value

9. Investment in research and development

10. Accept failure and learn from it

CONCLUSION
Through analysis of the development of Whirlpool company, we can see
the enthusiasm of the founders through the way they take care and
modify every detail of the product to suit customers in different areas.
 universe

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