CHANNEL STRATEGY

AND POSITIONING
GROUP NO - 4
ABOUT COMPANY

 Brand vision: At the very core of our bond with our consumers, stands our brand
vision, Creating Happier Homes.
 Competitors: LG, Samsung.

Company Turnover(Rs.) Market share

LG 25000 Cr 30%
Samsung 22000 Cr 27%
Whirlpool 6000 Cr 20%

Source-www.Ibef.Com
SEGMENT SHARE OF WHIRLPOOL

Segment Market share

Direct cool (DC) 22.8%
Frost free (FF) 17.5%
Washers 16%

SOURCE-WWW.IBEF.COM
CHANNEL SALES

4
CHANNEL SALES OF WHIRLPOOL

Channel sales 10% of Business

Others Contribution

65% of Business
Contribution

5% of Business
Distribution Contribution
20% of Business
Contribution Chain
Store
Direct
Dealers

5
CHANNEL SALES OF LG
 COMPETITIVE BENCHMARKING
Factors LG Samsung Whirlpool
Model T7569NDDLH WA65M4000HP/TL SW Ultra

Capacity 6.5 KG 6.5kg 6.5kg

Warranty 2|10 3|10 2|10
Finance scheme Bajaj Finance 10|2 Bajaj Finance 10|0 Bajaj Finance 10|0

Features Smart Inverter Technology, Center Jet Pulsator, STS Smart Detergent Detection,
Turbo Drum, Waterfall Drum Type, 6 Wash Power Scrub, ZPF
Circulation, Smart Filter, Programs, 5 Water level, Technology, Auto Tub Clean,
Powerful Washing with Digital LED, Tempered Digital Display,6th Sense
Multi Water Flow. Glass Window, Magic filter, Technology, Spa Wash
Diamond Drum,

MRP Rs.20990/- Rs.22500 Rs.18600

7

DP Rs. 18990/- Rs.21400 Rs.16300

 A Comparission of Industry norms and Competitive Channel Offerings
Key Competitors
Whirlpool LG Samsung
Channel Position
Channel-Offering Components
Core Elements
Functional Discount 5% 4% 4%
2% CD (1 week) 1% CD
Payment Discount 2% CD (1 week) 2% CD (1 week)
(15 days)
DC-215L Billing Points Scheme Billing of 1000 units in the 3
Billing of 30 units of 1 Ton AC
Quantity Discount Jun- 2019 (Payout Rs 500 per
get 6.5 ltr Washer
month cycle get a 2% extra
Billing) discount
Suggested Resale Price/Unit 16300 18990 21400
Completeness of Product Line 2 out of 5 2 out of 5 2 out of 5
(#of complementary products)
85% of order filled every 90% of order filled every 90% of order filled
Reliability of Delivery
day day every day

Capability- Building Programs

Catalogue, OPS, FTS, Catalogue, FTS, Glow Catalogue, FTS, Glow
Promotional Support
Vistaar, Slab Schemes, Sign Sign
Responsiveness Systems Apollo - -
RE & DSO Training,
Product Training, Sales Product Training, Sales
Training Product Training, TL
Pitch Pitch
Training
1 Service ASM & 2
Technical Assistance Service Provider Service Provider
Service Provider
Company Policies:
Distributor: 65%
Distributor: 49% Distributor: 55%
DD: 20%
Distribution Selectivity DD: 34% DD: 30%
Chain Store: 5%
Others: 17% Others: 15%
Others: 10%
30 calendar days from the
30 calendar days from the 30 calendar days from the
Return Policies date of Complaint
date of Complaint Register date of Complaint Register
Register

Incentive Programs
Manufacturer-Salesforce Programs Volume Based Revenue Based Revenue Based
FTS, Slab Schemes, FTS, Category Wise
Distributor-Firm Programs FTS, Bucket Scheme
Billing Point Scheme Scheme
Incentive Scheme -
Distributor (Payment Incentive Scheme - Incentive Scheme -
Distributor-Salesforce Programs
Collection), Distributor Distributor
Company (Sales)
COMPETITOR ANALYSIS
COMPANY Position Channel Network Ad Investment Service Local
R&D

LG Excellent Good Good Good Good Good

Samsung Good Average Average Very Good Good Average

Whirlpool Good Average Average Average Poor Average

 Whirlpool Provides High Margin to its Retailers and Distributors

 Bajaj and Other companies Finance Schemes are well formulated
 Pine Labs Machines are provided to all the retailers by Whirlpool
COMPETITOR ANALYSIS

Strength Weakness

LG Network, Channel Communication

Service

Samsung Design, Channel

Communication

Whirlpool Communication, Network, Service

Manufacturing