SUMMER INTERNSHIP REPORT

ON
PRICE MAPPING, BRANDING AND SALES PROMOTION FOR WHIRLPOOL OF INDIA
SUBMITTED BY Vivek Singh (218)

12/16/2013

Whirlpool India Ltd

1

CONTENTS
• Company Profile

• Objectives
• Job Assigned

• Observation & Findings
• Conclusions • Recommendations • Major Learning
12/16/2013 Whirlpool India Ltd 2

Company Profile
• Inception- 1911 at Benton harbor, Michigan, U.S.A.

• Entered India- 1980
• Market share in india-25% • Total turnover of Rs. 626.75 cr. (2013) • Net profit of Rs. 24 cr. (2013)

12/16/2013

Whirlpool India Ltd

3

Contd…

• Whirlpool vision- Every Home… Everywhere… with

Pride, Passion and Performance.
• Whirlpool mission- Everyone, Passionately Creating

Loyal Customers for Life

12/16/2013

Whirlpool India Ltd

4

Objectives
• Assess customer satisfaction level

• Know market share and calculate display share
• Study brand image of Whirlpool India ltd

• Enhance knowledge in branding and marketing activity
• Enhance knowledge of consumer durable products

12/16/2013

Whirlpool India Ltd

5

Job Assigned
My entire project was divided into four different stages as :
STAGE DATE DESCRIPTION

I

15th May -30th may

Price mapping

II

4th June -21st

June

HoReCa Order Approval

III

22nd June-7thJuly

HoReCa Inspection

IV

till 24th July

HoReCa Activation

12/16/2013

Whirlpool India Ltd

6

Price mapping
• Visiting retailers and distributors in west Delhi and querying for the price offered by competitors • Check if promotional materials are used by the retailers • Look for Display of Neo I chill in the stores • Find out customer response • Check the availability of Whirlpool catalogue and the POPs in the store
12/16/2013 Whirlpool India Ltd 7

HoReCa Project
A new campaign for the promotion of their product 'neo I-chill'

12/16/2013

Whirlpool India Ltd

8

Activation & Inspection of HoReCa
Visiting restaurants & pubs who have confirmed the order earlier to deliver the product

12/16/2013

Whirlpool India Ltd

9

Observation & Findings
• In the present scenario, user of Whirlpool is 54% of total observation • 25% of observation are using Samsung followed by LG 21%, Godrej 6%, Videocon 2% and 3% other brand • 55% of customer are satisfied with their present refrigerator • Majority of customer prefer refrigerator with a capacity of more than 200 ltr and advanced technology
12/16/2013 Whirlpool India Ltd 10

Conclusions
• • • • • Over past five years whirlpool moved ahead to build strong customer loyalty It’s innovation , eco efficiency and consumer that led to this position Have been very effective in producing and placing deliveries on time Whirlpool ahead of competitors ie LG and Samsung In comparison with the competitors : Whirlpool is always a step ahead in taking the first advantage of innovative production

12/16/2013

Whirlpool India Ltd

11

Recommendations
• Product lines and variants in refrigerators to be increased to give wider options • Should come up with new and attractive logo as well as design • After sales service arrangements needs to be strengthen

12/16/2013

Whirlpool India Ltd

12

Major learning
 How to interact with customers and attend to their queries

 Art of mystery shopping during price mapping
 Way to approach ,communicate and finalise an order  How MRP & MOP used to lure the customers  Practical implication of branding and promotional strategy

12/16/2013

Whirlpool India Ltd

13

Thank you

12/16/2013

Whirlpool India Ltd

14