WHIRLPOOL FROST FREE MAGIC IN HOMEMAKING”

- “YOUR

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

WHAT OUR CONSUMERS THINK >20000 800012000 PRICE 0-5 yrs >10 yrs Life of Your Current Fridge 1200020000 Prefer if in package Doesn’t matter Decision Factors : •Capacity •After Sales Service & Warranty •Price •Energy savings •Promotional Offers Warranty and after sales must(pay extra) 5-10yr Not aware Prior experienc e Star Ratings Aware and do not consider Aware and consider Suggested by store keeper Buying Factors Advertisin g Specificati ons .

(market leader)  Electrolux  Samsung  Videocon  .G.SITUATIONAL ANALYSIS  Company  Innovation  Operational Excellence  Customer Excellence  Customer  Homemaker of today  Commercial purposes  Collaborator  Retailers  Distributors  Advertisers  Context Space constraint  Power saving  Increase market share   Competitor L.

INDUSTRY BACKGROUND  Refrigerator Industry WhirlpoolProduct Mix 25%  Industry    30% 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%  5% Whirlpool Refrigerators Washing machine Others 2009 24% market share 0%  2nd largest  64% of company’s volume  .

SWOT ANALYSIS Strengths • Strong market share in refrigerator section • Brand name • Innovation • Consumer need satisfying product Weaknesses • Lower spending on advertising promotion • Fewer stylish designs Opportunities • Rural expansion of whirlpool brands • Emerging markets • Higher R & D investment Threats • Higher raw material cost • New competitive players .

SEGMENTING Segmentation Geographic Behavioral Demographic Psychographic Hot areas Warranty/service conscious Young newly weds Busy lifestyle Urban and rural Loyal customers Nuclear v/s joint families Quick and easy Utility driven or style/appearance driven Middle class or price sensitive customers Working women .

Working women Frost Control: Middle class market.Direct Cool M1.       P1.Middle class users.Price conscious segment P2. .Frost Free M2. Working women P3. Homemaker of today.Urban.TARGETING    For Direct Cool: Low end price conscious segment For Frost Free: Young homemaker of today.Frost Control M3.

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

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 Door Cooling 5 star rating Fresh and healthy food .PRODUCT POD  POP        Sixth sense tower cooling system with automatic temperature adjustment Freshonizer with EGA absorber to reduce ethylene gas content.

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.Ajay Devgan and Kajol  Publicity Trade shows Online marketing Special offers .  Brand ambassador.G.

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

com/26032009/st oryd.whirlpool.aspx?id=25  http://www.pdf  .asp?sid=2661&pageno=2  http://www.4psbusinessandmarketing.whirlpoolindia.REFERENCES  Contact person:  Vijay Sales Store Manager (Infinity Mall.moneycontrol.com/Kitchen1/Kitchen_Refrigeration-2/102110022/  http://www. Andheri(W))  Web links http://www.com/news_html_files/news_att achment/2010/Whirlpool.com/media.

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