branding and promotion of neo ichill refrigerator for whirlpool of india ltd

SUMMER TRAINING REPORT ON

Branding and Promotion of

Neo IChill Refrigerator

For

WHIRLPOOL OF INDIA LIMITED

Under the Supervision

Of

Mr. Rajbeer Chauhan

Submitted By: Submitted to:

Ankit Agarwal Prof. V K Mahajan

ROLL NO. 173

Whirlpool Of India Ltd. 2013

PLACE FOR CERTIFICATE

B r a n d i n g a n d p r o m o t i o n f o r N e o I C h i l l P a g e 1 | 57


DECLARATION

I, Ankit Agarwal, student of New Delhi Institute of Management, Batch (2012-

14), declare that every part of the Project Report on ‘Branding and Promotion of

Neo ichill refrigerator’ that I have submitted is original.

I was in regular contact with my faculty guide and frequently contacted him for

discussing on the project.

Date of project submission:

(Ankit Agarwal)

Faculty Mentor’s Comments:

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

Date:

(Prof. V K Mahajan)



ACKNOWLEDGEMENT

At the outset, I would like to thank WHIRLPOOL OF INDIA LTD for giving

me the opportunity to carry this project in the organization. I thank my company

guide, Mr. Rajbeer Chauhan for his encouragement and contribution of time,

counsel and for coordinating the project work and giving me guidance. This

project would not have been possible without his help.

I am thankful to many individuals of Branding and promotion department of

WHIRLPOOL OF INDIA LTD for the encouragement and professional

assistance.

A heartfelt thanks to owners of hotels, bars and lounge for their continuous

support and customers with whom we interacted. Last but by no means the least

I would like to convey my special thanks to my mentor and guide Prof. V K

Mahajan for helping and supporting me throughout my project work.

“With all sincere Regards and Thanks”

Ankit Agarwal



TABLE OF CONTENTS

1. Executive Summary

5

2. Introduction 7

3. Industry Profile 10

Hotel Industry

Restaurant Industry

Catering Industry

Retail Industry

Consumer Durable Industry

4. Company Profile 16

5. Global Scenario of Whirlpool 28

6. Marketing Mix of Whirlpool 29

7. Celebrity Endorsement 34

8. Project Details 36

9. HORECA Partners 39

10. Neo IChill Refrigerator 4

0

11. Objective of the Project 42

12. Data Interpretation 44

13. Conclusion 49

14. Recommendation 50

15. Details of Work done 51

16. Major Learning 52

17. Constraints Faced 53

18. Bibliography 54

19. Annexure 55

Questionnaire



EXECUTIVE SUMMARY

Whirlpool Corporation is a global manufacturer and marketer of major home

appliances. The company manufactures in 13 countries and markets products in

approximately 170 countries under 11 major brand names such as Whirlpool,

Maytag Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis.

Whirlpool Corporation entered India in the late ‘80’s and today has grown to

become one of the leading manufacturers and marketers of major home

appliances in India. Whirlpool Corporation entered into a joint venture

agreement with TVS group to produce automatic washers at a plant set up in

Pondicherry. A modest beginning was made to establish the Whirlpool brand in

India. In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and

entered into the Refrigerator market in India. In late 1995 majority ownership

was gained in the TVS joint venture and the two entities were merged to form

Whirlpool Of India Limited in 1996.

This project holds the report made on Branding and Promotion of Neo ichill

refrigerator in Delhi through HORECA project.

The project work was carried out in two phase, first 15 days we mapped the

pricing strategy or market operating price of different competitors in

refrigerator segment to find out how companies give away huge discounts to

increase sales followed by activation of promotional tool like Neo ichill jackets

in hotels, bars and lounge.



The project had the following objectives:

To promote Whirlpool Neo ichill refrigerators

Brand awareness and product knowledge

Using HORECA as a platform

Pricing strategy of competitors

The report also contains primary data which was collected through

questionnaire while interacting with customers along with an overview of hotel

industry, restaurant industry, catering industry, retail industry and consumer

durable industry.

Constraints faced during the project:

Lack of I-cards

Unwillingness of respondents

Shortage of promotional tools

Overall past 8-10 weeks have been a great learning experience. We have also

realized how complex and diverse the market is due to the complex nature of

the customers. Companies fight to come up with new branding and promotion

technics to reach out to mass in such a way that it creates an impact on their

purchasing decision. The functioning of the market may not always follow

principles or theories of marketing.



INTRODUCTION

What is a brand?

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”.

Initially, branding was meant to make identifying and differentiating a product easier. However, today, brand plays a much bigger role.

Over time, brands have come to embrace a performance/ benefit promise, for the product and also for the company behind the brand.

A Company’s brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which can be influenced, and some that cannot.

Brand is more than just a slogan, it becomes the soul of your company

Branding is an integral part of the business building process. Large corporations spend millions of dollars building their brands. Following are some:

Brands enable customers to remember your product-service.

Brands build customer loyalty and lead to repeat purchases.

Brands make it easier for current clients or customers to refer you to others.

Brands send a message as to what your customers can expect.

Brands convey an emotion.

Brands add value.

Brands have the ability to attract media attraction



Brands have the power to communicate even complex messages effectively.

Branding Approaches:

Individual product branding - Each new product is assigned a new name with no connection to other brands owned by a company.

Family branding - New products are placed under an existing brand.

Co-branding - The marketer partners with another firm that has an existing, established brand in hopes that the theory “two brands are better than one” will stimulate interest.

Private or store branding - When suppliers produce products for other companies, and place that company’s brand on the product.

No Name Branding - Also referred to as generic branding, this is a “brand-less” product that is sold as a low-cost alternative to a brand name product.



What is Promotion?

It is one of the market mix elements. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. The five elements are personal selling, advertising, sales promotion, direct marketing, and publicity.

Having a product with no promotion is only as good as keeping it in a house’s living room. If no one knows about it how can they buy?

Fundamentally, there are three basic objectives of promotion:

To present information to consumers as well as others.

To increase demand.

To differentiate a product.

However, a promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product.

Many a times, with the purchase of a product, there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.

Changing the views, awareness, beliefs and feelings of prospective customers is also a very successful method used by marketers. This happens through promoting the product either in a way that it could help the buyer or by making the buyer believe that the product is a necessity. B r a n d i n g a n d p r o m o t i o n f o r N e o I C h i l l P a g e 9 | 57


Basically, promotion is used to change the location and shape of the demand curve for a company’s product, or increase the sales.

INDUSTRY PROFILE

HOTEL INDUSTRY

One of the growing sector of the economy of our time is the hotel industry. The hotel industry alone is a multibillion dollar growing enterprises. It is exciting, never boring and offer ultimate opportunities. The hotel industry is diverse enough for people to work in different area of interest and still be employed within the hotel industry. This trend is not just in India but also globally.

Modern hotel provide refined service to their guest. The customer or guest area always right. The principle necessitated application of management principle in the hotel industry and hotel professionals realize the instrumentally of marketing principle in managing the hotel industry.

The concept of total quality management is found getting an important place in the marketing management of hotels. The emerging trend in the tourism industry indicate that hotel industry is like a reservoir from where the foreign exchange flows. This naturally draw our attention in HOTEL MANAGEMENT, like other industry the hotel industry also need to explore avenues for innovation, so that a fair blending of core and peripheral service is made possible. It is not to be forgotten that leading companies of the world have been intensifying research to enrich their peripheral service with the motto off adding additional to their service mix. It is again this background that we find the service more flexible in nature.

The recruitment and training program are required to be developed in phase of technological sophistication. The leading hotel companies have been found promoting and going on training program so that the personnel come to know about the use of sophisticated communication technologies.

Origin of the Hotel Industry in India:



Hotel Industry is inextricably linked to the tourism industry and the growth in the Indian tourism industry has fuelled the growth of Indian hotel industry. The thriving economy and increased business opportunities in India have acted as a boon for Indian hotel industry. The arrival of low cost airlines and the

Associated price wars have given domestic tourists a host of options. The 'Incredible India' destination campaign and the recently launched 'Atithi Devo Bhavah' (ADB) campaign have also helped in the growth of domestic and international tourism and consequently the hotel industry.

According to a report, Hotel Industry in India currently has supply of 110,000 rooms and there is a shortage of 150,000 rooms fuelling hotel room rates across India. According to estimates demand is going to exceed supply by at least 100% over the next 2 years. Five-star hotels in metro cities allot same room, more than once a day to different guests, receiving almost 24-hour rates from both guests against 6-8 hours usage. With demand-supply disparity, hotel rates in India are likely to rise by 25% annually and occupancy by 80%, over the next two years. This will affect the competitiveness of India as a cost-effective tourist destination. Hotel Industry in India is also set to get a fillip with Delhi hosting 2010 Commonwealth Games. The future scenario of Indian hotel industry looks extremely rosy. It is expected that the budget and mid-market hotel segment will witness huge growth and expansion while the luxury segment will continue to perform extremely well over the next few years.

RESTAURANT INDUSTRY

A restaurant is a business establishment which prepares and serves food and drink to customers in return for money, either paid before the meal, after the meal, or with a running tab. Meals are generally served and eaten on premises, but many restaurants also offer take-out and food delivery customer. Restaurants vary greatly in appearance and offerings, including a wide variety of the main chef's cuisines and service models.

Restaurants may be classified or distinguished in many different ways. The primary factors are usually the food itself (e.g. vegetarian, seafood, steak); the cuisine (e.g. Italian, Chinese, Indian, French, Thai). Beyond this, restaurants



may differentiate themselves on factors including speed (fast food) formality, location, cost and service or novelty themes.

CATERING INDUSTRY

It's called catering or Caterin in their spelling Anglicized, institutional food service or collective power that provides a certain amount of food and drink at parties, events and presentations of various kinds. In some cases, party halls or hotels and companies provide this service for the category by the rental of its facilities, in other cases there are specialized companies to develop and move food to the site available to the client. In the service it can range from food, the drink, linens and cutlery, to the service of cooks, waiters and cleaning staff after the event.

Catering is provided at a full range of events, including business meetings, conferences, exhibitions, special events, weddings, and other social occasions. In addition to responsibilities for food and beverage, many caterers also handle event decor, A/V and other aspects of the program. The catering manager will typically manage the staffing of servers, chefs and others.

RETAIL INDUSTRY

Retailing includes all the activities involved in selling goods or services directly

to final consumers for personal, nonbusiness use. A retailer or retail store is any

business enterprise whose sales volume comes primarily from retailing.

Any organization selling to final consumers whether it is a manufacturer,

wholesaler or retailer is doing retailing. It does not matter how the goods or

services are sold or where they are sold.

The Indian retail industry is the fifth largest in the world. Comprising of

organized and unorganized sectors, India retail industry is one of the fastest

growing industries in India, especially over the last few years. Though initially, B r a n d i n g a n d p r o m o t i o n f o r N e o I C h i l l P a g e 12 | 57


the retail industry in India was mostly unorganized, however with the change of

tastes and preferences of the consumers, the industry is getting more popular

these days and getting organized as well. With growing market demand, the

industry is expected to grow at a pace of 25-30% annually.

Retailing in India is one of the pillars of its economy and accounts for 14 to 15

percent of its GDP. The Indian retail market is estimated to be US

$450 billion and one of the top five retail markets in the world by economic

value. India is one of the fastest growing retail markets in the world, with 1.2

billion people.

India's retailing industry is essentially owner manned small shops. In 2010,

larger format convenience stores and supermarkets accounted for about 4

percent of the industry, and these were present only in large urban centers.

India's retail and logistics industry employs about 40 million Indians (3.3% of

Indian population).

MAJOR RETAILERS IN INDIA:



CONSUMER DURABLE INDUSTRY

India's consumer market is riding the crest of the country's economic boom.

Driven by a young population with access to disposable incomes and easy

finance options, the consumer market has been throwing up staggering

figures. The market share of MNCs in consumer durables sector is 65%.

MNC's major target is the growing middle class of India. MNCs offer superior

technology to the consumers whereas the Indian companies compete on the

basis of firm grasp of the local market, their well acknowledged brands, and

hold over wide distribution network. India officially classifies its population

in five groups, based on annual household income (based on year 1995-96

indices). These groups are: Lower Income; three subgroups of Middle

Income; and Higher Income. Household income in the top 20 boom cities in

India is projected to grow at 10 per cent annually over the next eight years,

which is likely to increase consumer spending on durables. With the

emergence of concepts such as quick and easy loan, zero equated

monthly installment (EMI) charges, loan through credit card, loan over phone,

it has become easy for Indian consumers to afford more expensive consumer

goods.



In consonance with the global trend, over die years, demand for consumer durables has increased with rising income levels, double-income families, changing lifestyles, availability of credit, increasing consumer awareness and introduction of new models. Products like air conditioners are no longer perceived as luxury products.


White

Goods

AirconditionerRefrigeratorsWashing machine

Brown

Goods

TelevisionsRadiosDigital media players

Consumer Electronic

s

Mobile phonesElectronic accessoriesAudio and Vedio systems


COMPANY PROFILE

Whirlpool Corporation is a global manufacturer and marketer of major home

appliances. The company manufactures in 13 countries and markets products in

approximately 170 countries under 11 major brand names such as Whirlpool,

Maytag Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis.

Whirlpool Corporation entered India in the late ‘80’s and today has grown to

become one of the leading manufacturers and marketers of major home

appliances in India. Whirlpool Corporation entered into a joint venture

agreement with TVS group to produce automatic washers at a plant set up in

Pondicherry. A modest beginning was made to establish the Whirlpool brand in

India. In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and

entered into the Refrigerator market in India. In late 1995 majority ownership

was gained in the TVS joint venture and the two entities were merged to form

Whirlpool of India Limited in 1996.

Whirlpool has the distinction of having ISO certification for all its facilities in

India. The refrigerator facility is located at Faridabad and manufactures a

complete range of direct cool refrigerators. With the infusion of technology,

machinery and streamlining the processes the capacity of this plant was

increased from 700,000 to 1,000,000 annually.

Whirlpool’s commitment to the Indian operation has resulted in the setting up of

a state-of-the-art facility for the manufacture of no frost refrigerators at

Ranjangaon near Pune. This facility has set the standards as one of the world’s

front runners in environmentally sensitive eco-friendly manufacturing units.

The washer facility is located at Pondicherry and manufactures both fully

automatic and semi-automatic washers. Constant feedback is taken from the



consumers resulting in products being continuously upgrade in features and in

styling.

Products manufactured in the above facilities match Whirlpool’s global

standards and are exported to over 70 countries across the globe. Whirlpool of

India is today India’s largest exporter of home appliance and has been approved

as an Export House.

Whirlpool is a swirling body of water usually produced by ocean tides. The vast

majority of whirlpools are not very powerful. More powerful ones are more

properly termed maelstroms. Vortex is the proper term for any whirlpool that

has a downdraft.

Whirlpool, right from its inception in 1911 as first commercial manufacturer of

motorized washers to the current market position of being world’s number one

manufacturer and marketer of major home appliances, has always set industry

milestones and benchmarks. The parent company (Whirlpool Corporation) is

headquartered at Benton Harbor, Michigan, USA with a global presence in over

170 countries and manufacturing operation in 13 countries with 11 major brand

names such as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Laden and

Ignis. The company boasts of resources and capabilities beyond achievable feat

of any other in the industry.

Whirlpool Corporation (NYSE: WHR) is a Fortune 500 company and a global

manufacturer and marketer of major home appliances, with annual sales of

approximately $18 billion, more than 73,000 employees, and more than 70

manufacturing and technology research centers around the world. After

acquiring the Maytag Corporation on March 31, 2006, Whirlpool Corporation

became the largest home appliance maker in the world.



Whirlpool initiated its international expansion in 1958 by entering Brazil.

However, it emerged as truly global leader in the 1980’s. This encouraging

trend brought the company to India in the late 1980s. It forayed into the market

under a joint venture with TVS group and established the first Whirlpool

manufacturing facility in Pondicherry.

Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry

into Indian refrigerator market as well.

The same year also saw acquisition of major share in TVS joint venture and

later in 1996, Kelvinator and TVS acquisitions were merged to create Indian

home appliance leader of the future, Whirlpool India. This expanded the

company’s portfolio in the Indian subcontinent to washing machines,

refrigerator, microwave ovens and air conditioners.

Today, Whirlpool is the most recognized brand in home appliances in India and

holds a market share of over 25%. The company owns three state-of-the-art

manufacturing facilities at Faridabad, Pondicherry and Pune. Each of these

manufacturing set-ups features an infrastructure that is witness of Whirlpool’s

commitment to consumer interests and advanced technology.

In the year ending in March ‘06, the annual turnover of the company for its

Indian enterprise was Rs.1,375 Crores. According to IMRB surveys Whirlpool

enjoys the status of the single largest refrigerator and second largest washing

machine brand in India.

The company’s brand and image speaks of its commitment to the homemaker

from every aspect of its functioning. It has derived its functioning principles out

of an undaunted partnership with the homemakers and thus a slogan of “You

and whirlpool, the world’s best homemaker” dots its promotional campaigns.



Design Engineering is being developed as a core competency for Whirlpool of

India. A step in the direction has resulted in the setting up of Regional

Technology Centers at Pune focusing on refrigerators and at Pondicherry for

washers. This will provide WOI with a competitive edge in speedy

customization of products suited to consumer needs.

In the second phase of developing this core competency Whirlpool set up a

Global Technology Centre at Pune in 2002 to provide design support for the

global organization. A design and development centre for Whirlpool’s global

small appliances brand Kitchen aid has also been set up at Pondicherry. The

already strong manufacturing and technology infrastructure was augmented by

the establishment of a Global Consumer Design centre for Asia in New Delhi in

2005

Whirlpool India’s products range from Refrigerators, Washing Machines, 100%

Dryers, Air conditioners, Oil Filled Heaters, Microwave Ovens, Purafresh RO

Range, to Home UPS Systems.



TIME LINE OF WHIRLPOOL OF INDIA LTD.

1908: The first Automatic washer was launched to public in late 1908, by 1900

Corporation which in 1911 was renamed to Upton Machine Company.

1957: The Company was rechristened as ' The Whirlpool Corporation.'

1958: The Company moved out of country for the first time and invested in

Brazilian appliance market through purchase of equity in Multibras S.A.

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form

Whirlpool Ltd.

1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland,

Netherlands and Belgium

1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd.

The DC manufacturing facility of Kelvinator India was also acquired.

1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged

together to form Whirlpool of India Ltd

1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.

2006: Whirlpool Corporation acquires Maytag and become the World’s largest

white goods company.

2007: Received the 2007 Cause Marketing Golden Halo Award for Business,

America's highest honor for companies and organizations that give back to the

community through creative and effective marketing campaigns

2008: Named one of the “2008 World’s Most Ethical Companies” by

Ethisphere magazine



2008: Whirlpool OF India” was awarded the NDTV Profit Business &

Leadership Award 2008 for “The Best Consumer Durables Company

2009: Whirlpool was voted Product of the Year and received the award for the

'Best Innovative Product' in the popular refrigerators category. This was based

on 40,000 consumers across 36 towns in India voting Whirlpool Frost Free

Refrigerators with 6th sense as the Best Innovation in the Popular Refrigerator

Category.

2009: Named one of the “100 Best Corporate Citizens” by Chief Responsibility

Officer (formerly Business Ethics) magazine in 2009 and from 2000-2007

2009: Hewitt ‘Best Employers in India’ 2009 Study

2010: Product of the Year 2010 1-2-3 Washing Machine....best innovative product in the Washing Machine Category

2010: Dun & Bradstreet Corporate Awards 2010 for best consumer durable company

2010: India's Best Company for Leadership Development by Great Place to

Work

2011: Whirlpool Pondicherry Washer Facility Gold Award in Economic Times Frost & Sullivan Manufacturing Excellence Award

2011: Fortune Aon Hewitt ‘Best Employers’ in Asia Pacific

2012: Trophy for Export Excellence in EPO Service for outstanding export performance

2012: National Award for Excellence in Cost Management

2012: Whirlpool ACE Washing Machine received the Silver Medal in the prestigious international Edison Awards for being the best new product in the Lifestyle and Social Impact category



VISION, MISSION AND VALUES

Whirlpool Vision

Every Home… Everywhere… with Pride, Passion and Performance…..

Whirlpool vision rests on the pillars of innovation, operational excellence,

customer-centric approach and diversified talent. These are embedded within

our business goals, strategy, processes and work culture.

Whirlpool Mission

Everyone, Passionately Creating Loyal Customers for Life.

Whirlpool mission defines the focus and what it does differently to create value.

It’s a company of people captivated with creating loyal customers. From every

job, across every contact, it builds unmatched customer loyalty…one customer

at a time.

Whirlpool Values

The company’s values are constant and define the way that all Whirlpool

Corporation employees are expected to behave and conduct business

everywhere in the world.

Respect - Great results can be achieved through relationships built on trust,

encouraging diversity and making the most of every individual's potential and

contribution. Work is only one of the elements of a fulfilling and rewarding life.

Integrity - Working in a correct, responsible way is important. There is no right

way of doing the wrong thing. Maintaining the highest possible standards of

personal, professional and legal conduct, whilst treating the others with the

utmost respect, is of fundamental importance.



Diversity and Inclusion - Diversity creates value. Multiple diverse points of

view is the soul of innovation and the basis for Whirlpool Corporation's success

in Europe. A culture that can embrace and value diversity and inclusion

motivates every individual to excel, stimulating passion and the free expression

of ideas.

Teamwork - Working together brings pride and frees up the potential of every

individual. Through collaboration and the confrontation of ideas, great results

can be achieved.

Spirit of Winning - The awareness of being a leader generates pride and

motivation to face the new challenges of the market. Our goal is to be

recognized and respected as one of the world's best companies to work for.

INNOVATION OF WHIRLPOOL

Whirlpool Corporation firmly believes innovative thinking comes from

everyone, everywhere. Nearly 10 years ago, they launched a worldwide effort to

instill innovation as a core competency throughout the entire organization.

Since then, Whirlpool employees worldwide have participated in and

contributed to innovation-related activities resulting in new ideas, products and

services; thus delivering real value to consumers in ways never before seen in

either the company or the home appliance industry.

Focused on embedding innovation as a core competency, Whirlpool

Corporation has made a long-standing investment to build this competency.

This investment includes redesigning business processes, training thousands of

employees, building an innovation management system and changing the

culture of the company.


Best Consumer positionBRAND PLATFORM

Best Trade TRADE PLATFORM

Best CostQualityDelivery Position

GLOBAL OPERATING PLATFORM


Innovation attracts consumers to the wide portfolio of brands; Whirlpool

Corporation generated more than $2.5 billion of worldwide revenue from

product innovations—well exceeding projected targets for the year—and the

robust pipeline of $4.5 billion will allow for continued growth over time.

STRATEGY EXECUTION

The main strategy of the whirlpool is building strong brands which have a loyal

consumer base. Whirlpool is trying to build trustworthiness of the customer and

lead the customer life easier. Whirlpool mainly does lot of work contributing in

building unmatched levels of loyalty to their brands through lifelong

relationships with the customers.

Whirlpool is committed to create the brand value using various strategies such

as focusing on innovation, cost productivity, product quality and consumer

value. Whirlpool always had a continuous effort to improve its global operating

platform to ensure the position of the best-cost and best-quality appliance

manufacturer worldwide. The company is maintaining a strong supply chain to

better deliver products in trading customers and consumers.



They are creating better, more innovative products that improve consumers'

lives—in and around the home—each and every day. The company is always

committed in being an agile, global consumer products company that creates

value through their brands and innovations. With their compelling and growing

brands, fueled with innovation, the company always attracts and retains loyal

customers for life.

LOGO SPEAKS FOR WHIRLPOOL

“The ring of promise circling the Whirlpool Corporation logo”

The ring around the whirlpool logo clearly shows how the company

encompasses with a promising nature in developing a individual customer

loyalty with its services.

Whirlpool Aims For Market Leadership in Home Appliances

Launches New, Innovative and Intuitive Products in 70% of Portfolio

Targets leadership in Refrigerators and Washers in 18 months, leadership in home appliances in 3 years.

New products in 6 categories from premium to mass, straddling multiple price points.

Whirlpool has invested Rs 100 crore on innovation.

New Delhi, March 22, 2012: Whirlpool of India, a subsidiary of the Whirlpool Corporation, the world's #1 manufacturer and marketer of major home appliances, today announced aggressive growth plans for the Indian market as it



unveiled its new products across 6 categories – Refrigerators, Washing Machines, Air Conditioners, Microwave, Water Purifiers and Built-in kitchen appliances - in the presence of its brand ambassador Kajol. The new portfolio expands Whirlpool's presence across multiple categories, and the launch of products in premium and super premium price segments is an indicator of the opportunity it sees in emerging India.

BUILDING THE CORPORATE BRAND

The Whirlpool corporate brand has a history dating back to 1911. The company

has steadily expanded its product line, revenues, and global footprint for more

than five decades, evident by milestone returns – from $1 billion in 1968, to $2

billion by 1978, to $6 billion by 1989, to the $13 billion reported in 2004. The

corporate mission has also remained focused over time, demonstrated by

mantras such as “Unmatched customer loyalty – the core of our strategy” and

“Customer passion and lifelong relationships – the focus of our business.”

The corporate brand has also been built on a long history of design innovation, a

safe and diverse employee environment, customer-centered manufacturing, and

a spirit of social responsibility. In fact, the depth of the company’s commitment

to multiple social efforts is evident by a six-year inclusion of Whirlpool on the

“100 Best Corporate Citizens” list published by Business Ethics Magazine. The

company boasts an impressive set of accomplishments that foster these

commitments:

The implementation of Operational Excellence, Whirlpool’s custom version of

the Six Sigma program, improves quality while lowering costs and shortening

cycle times. This program helped Whirlpool leverage its global manufacturing

experience to save $175 million in manufacturing costs in its first three years of

use.



Whirlpool’s commitment to innovation was recognized in 2002 with a National

Design Award for Corporate Achievement from the Smithsonian Institution.

Whirlpool is a six-time winner of the ENERGY STAR Partner of the Year

award from the U.S. Environmental Protection Agency (EPA) and Department

of Energy, demonstrating the company’s commitment to environmental

protection.

More than 3,500 Whirlpool employees are involved in a five-year, $25 million

commitment to Habitat for Humanity International. The partnership has

provided more than 65,000 appliances to Habitat homes built in North America.

In addition,

Whirlpool has raised over a million dollars to support the fight against breast

cancer through the “Cook for the Cure” program, sponsored by Kitchen Aid.

Over 90 years of history gives Whirlpool an extremely valuable asset: a

corporate brand that communicates innovation, consumer-driven research and

development, and excellence in design and performance. Injecting these

principles into internal and customer-facing business processes enables the

company to invoke a consistent set of emotional responses from consumers

including trust, uniqueness, and most important, loyalty.

MAJOR COMPETITORS OF WHIRLPOOL



GLOBAL SCENARIO OF WHIRLPOOL

COUNTRY KEY STATS BRANDS LOCATIONS

NORTH AMERICA

No. 1 position in the industry $7.9 billion of sales $810 million of

operating profit Approximately 31,000

employees

United States KitchenAid, Whirlpool,Roper by Whirlpool Corporation, Estate, GladiatorCanada Inglis,Whirlpool, KitchenAidMexico Whirlpool, Acros,Supermatic, Crolls

Headquarters: BentonHarbor, MIManufacturing Locations: United States Laverne, TN;Findlay, OH; Marion, OH;Greenville, OH; Clyde, OH;Benton Harbor, MI; Evansville, IN; Fort Smith, AR; Tulsa, OK; Oxford, MSCanada Montmagny, QC Mexico Monterrey

EUROPE No. 3 position in Western andCentral Europe

Approximately 14,000 employees

Whirlpool, Bauknecht, Ignis, Polar, Laden in France, KIC in South Africa

Operations Center:Comerio, Italy Manufacturing Locations: France AmiensGermany Neunkirchen, SchorndorfItaly Naples, Siena, Cassinetta, TrentoPoland WroclawSlovakia Poprad South Africa Isithebe Sweden Norrköping

ASIA Leader among Western companies, with No. 1 marketposition in India

Approximately 5,000 employees

WhirlpoolHeadquarters: HongKong, PRCManufacturing Locations: India Faridabad, Pune, PondicherryChina Shanghai, ShundeWhirlpool



MARKETING MIX OF WHIRLPOOL

In India, refrigerators and other home appliances were long known before the

1990s; but whirlpools products stand out for innovative approaches to specific

Indian contexts, and for a focus on customer relevant technology. One of its

earliest product-innovations specifically addressed the sizeable segment of

customers who bought smaller sized refrigerators. Whirlpool realized that a

customer who bought a small capacity refrigerator would probably require

greater flexibility and options in storage. Therefore, it introduced the

Flexigerator, a refrigerator with adjustable and drop-down shelves that gave

unprecedented space options to customers. Again,

Whirlpool realized that Indians have a propensity to store much larger amounts

of water than most other cultures. Therefore, Whirlpool introduced shelves that

could take 1.5 litre bottles, on specially strengthened doors. Subsequently,

Whirlpool introduced its Ice magic refrigerators which made ice faster than

other brands. In washer products, Whirlpool was again the first to come out

with a Combimatic Â± a single tub semi-automatic washing machine that did

away with the hassle of shifting clothes from one tub to another. Whirlpool has

a wide product portfolio ranging from air-conditioners to microwaves.

Whirlpool’s future products will be designed as an environmental friendly

product in accordance to customer expectations.

PROMOTION

Whirlpool's promotion strategy has introduced unique values in the home

appliance market. As recently as the early 1990s, most consumer durables were

promoted just as desirable accessories, and the purchase decision crystallized



through the male breadwinner in the Indian family. Whirlpools promotions

broke new ground with reference to each of these longstanding premises in the

Indian consumer market. Whirlpool created its marketing position around the

tagline, you and Whirlpool Based upon this premise, Whirlpools promotions

encouraged and helped women to consciously identify themselves as the real

homemakers in the family. This strategy also took Whirlpool to the core of

every home, as envisaged in the mindset of customers, thereby enabling instant

connection with the brand.

Whirlpools strategy of reaching out to its customers in unique ways was

followed even in media .It changed the media trend for consumer durables

advertising in India, which hitherto was heavily skewed towards print.

Whirlpool was the first home appliances brand to orient its promotions towards

television advertising.



PRICE

Whirlpool of India LTD. has changed its strategy from being a premium-player

to a mass-player. Whirlpool has been concentrating on becoming a brand for the

mass-market and hence has introduced its products in all price categories. In

order to increase their profit, they try to reduce their cost. Some of their actions

are they closed several plants and streamlined organization in several group.

Knowing the market well, structuring the elasticity and keeping an eye on

competitors by whirlpool has implemented a customer-centric strategy that

focuses on making sure their products are appropriate for the Indian consumers.

Different versions of their products are priced differently, but not according to

differences in their costs. Whirlpools bigger success has been in the full in the

fully automatic segment.

PLACE

Whirlpool aims at globalization to obtain more market share in home appliance

industry by expanding globally. In Asia, where considerable perceived profit is

locate. Asia is a promising market with great potentiality, where the population

is huge while the labor is cheap compared with Europe and North America.

Whirlpool put more efforts on its major markets (Europe, North America) to

ensure its market position and profit, meanwhile, the investment in new market

to support the globalization strategy should be undertaken cautiously and

strategically according to the economy and resource condition and related

cultural issues. Asia, Europe, Latin America and North America are the most

profitable market for where Whirlpool is operating. Whirlpool India is also one

of the largest exporters of home appliances from India. Godrej have three World

class factories manufacturing a wide range of Refrigerators and Washing

Machines. Their appliances are exported all over the globe from Australia &



New Zealand in the East right up to Central America and the Caribbean islands

in the West. Apart from World Class factories, Whirlpool has also set up its

Global Product Development Centers in India where hundreds of engineers and

technicians are working round the clock, developing product designs for the

entire Whirlpool world.

PRODUCT

Product is the most basic marketing – mix tool. It is the tangible offer to the

market. A Product can be anything that satisfies a need or wants in exchange for

some form of payment (where the payment may sometimes be benefits other

than money) Whirlpool has a diversified category in the field of product to offer

its final or end user.


Refri

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Single DoorDouble DoorTriple Door W

ashi

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achi

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Semi AutomaticFully Automatic

Micr

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SoloGrillConvectional Ai

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Split AcWindow Ac


CELEBRITY ENDORSEMENTS

KAJOL & AJAY DEVGAN AS BRAND AMBASSADOR

Beautiful and Vivacious – Kajol



Like a fresh breath, Kajol wafted into the film world that thrived on

predetermined codes of demeanor. She carries the halo of spontaneity. Kajol

swept across millions of hearts with her energetic pace. Her vivaciousness and

frisky persona proved contagious and singularly her own in the contemporary

scene. Kajol has made a distinctive indent into the Hindi film industry. Though

she has the girl next door image and is not as glamorous as the others in her field,

Kajol is outstanding in her acting. The flexibility of her acting can be seen from

the various characters done by this natural actress. She gives more attention to her

acting than the financial success of a film. Kajol's eventful journey from

'Bekhudi' to 'Fanaa' shows the power of her versatility, sheer hard work and

dedication towards art behind all of her roles. She doesn't give more importance

to publicity or celebrity because she believes acting is purely a profession.

Kajol has come to stay in the industry as a mainstream actress with an

inimitable charm and liveliness coupled with the talent that renders eye- filling

performances. Her reel life image is not diverse from her real-life image. She is

as outspoken and lively as she seems in her characters in the films. Bold and

beautiful-Kajol has won millions of hearts with her impish vivacity within a

short span. No wonder then that Kajol is rated as superb among her generation

of leading ladies.



The Intense Emotional Hero – Ajay Devgan

Ajay Devgan, known more for his intense acting abilities carved a niche for

himself as an actor. Ajay is one actor who has gained stardom on the merit of

his performances, not based on Bollywood-style good looks. Earlier known as a

dhishum dhishum action hero, Ajay shifted his image to a romantic lead, setting

the trend with Ishq, a soft romantic comedy paired opposite wife- Kajol. The

image became much prominent with Pyaar To Hona Hi Tha, bringing out his

softer side. Then there was no looking back for Ajay. It became a habit for him

to deliver emotional roles par excellence. Ajay was sky high with his looks,

performances and the choice of films, which defined his characters.

Ajay's popularity has increased in leaps and bounds with outstanding

performances in recent films like Gangajal, Apaharan, Omkara. Ajay is rated

as one of the best actors of the Indian cinema. Amitabh Bachchan once called

Ajay Devgan the `Dark Horse' of the film industry. Yes, the Dark Horse is now

winning races with regularity, leaving the more favored glamour breeds way

behind. Ajay is most definitely one of the finest actors we have and definitely

worth applause.



PROJECT DETAILS

Project started in two phase, first 15 days we were asked to understand the pricing strategy of refrigerator giants in Indian market as price plays an important role in capturing the market share. Whirlpool of India Ltd being one of the giants wanted to know what exactly is happening in local markets of Delhi as Market Operating Price is different to Maximum Retail Price of a product, so we were asked to tap local markets to find out what kind of discounts are given on MRP to increase sales. The tool which we used to find out Market Operating Price of different brands was Mystery Shopping or Mystery Consumer.

What’s Mystery shopping or Mystery consumer?

Mystery shopping or Mystery consumer is a tool used externally by market research companies, watchdog organizations, or internally by companies themselves to measure quality of service or compliance with regulation or to gather specific information about products and services. The mystery consumer's specific identity and purpose is generally not known by the establishment being evaluated. Mystery shoppers perform specific tasks such as purchasing a product, asking questions, registering complaints or behaving in a certain way, and then provide detailed reports or feedback about their experiences.

Tools used for mystery shopping assessments range from simple questionnaires to complete audio and video recordings. Mystery shopping can be used in any industry, with the most common venues being retail stores, hotels, movie theaters, restaurants, fast food chains, banks, gas stations, apartments, health clubs and health care facilities. Since 2010, mystery shopping has become abundant in the medical tourism industry, with healthcare providers and medical facilities using the tool to assess and improve the customer service experience.

After the visit the shopper submits the data collected to the mystery shopping company, which reviews and analyzes the information, completing quantitative or qualitative statistical analysis reports on the data for the client company.



Second phase of the project, we were asked to do branding and promotion for Neo Ichill refrigerator in double door category. First time in India, brand awareness and promotion for a refrigerator was though can be done through a platform like HORECA. Fight to stay on top leads to great ideas, innovation and forces mind to think out of the box so that the product and its promotion or advertising is done in the most unique way so that people start talking about it. Whirlpool is one such company who thought of investing its promotional money for Neo ichill refrigerator in an innovative way, were it created a replica of the actual refrigerator in forms of small chillers which could be used to serve mineral bottles, beer, ice cubes. The best feature of this chiller was that it could retain the temperature of the beverage for an hour so it was helpful for hotels, bars and lounge to keep customers happy as there drinks were chilled for a longer period.

We had to look for leads in forms of hotels, bars and lounge who actually met our criteria and approach them for approvals so that branding and promotion could be carried out for next 2 months. Next step after approval was to get the products delivered for promotion. We acted as brand promoters for Whirlpool of India Ltd, stayed for 6-8 hours in venue for interacting with customers and explaining them the key features of Neo ichill and how is it different from other well-known brands in market.



This branding and promotion was beneficial for both the parties as Whirlpool was easily able to promote and aware customers about its new launch in double door segment were as hotels, bars and lounge got a chance to associate themselves with Whirlpool Of India Ltd and they got chiller which was very useful to keep beverages chilled for a longer period after it got served.

What’s HORECA

HORECA is the sector of food service industry that consists of establishments which prepare and serve food and beverages. The term is a syllabic abbreviation of the words Hotel/Restaurant/Catering. This sector is very sensitive to business cycles and to political events.

This sector is one of the fastest growing in Europe. In 2004 more than 7.8 million people were employed and the sector generated more than 338 billion turnover. Jobs tend to be temporary, with irregular hours, low pay and few career prospects. There is a high proportion of young people working in the sector.

As the touristic sector is continually growing, it is necessary to have not only the proper qualification, but also some necessary skills. In fact, in a Communication adopted in 2003 the European Commission called for an EU-wide drive to enhance the economic, social and environmental sustainability of European tourism. Five key issues were identified to ensure sustainability and competitiveness of the sector, information and training of the staff, quality, sustainable development and new technologies



HORECA PARTNERS

RED LOUNGESPICY MOMENTS

THE EMPIREGREEN LOUNGE



THE LAB BUZZ IN

NEO ICHILL REFRIGETOR

Deep Freeze Quick chill bottle zone Flexi-coolTechnology


242 Litres

262 Litres

292 Litres

342 Litres

362 Litres

410 Litres

450 Litres


New Way to Chill with innovative features:

4 Star BEE Energy Rating 6th Sense Tower Cool Deep Freeze Technology Largest Vegetable Storage Toughened Glass Shelves Quick Chill Bottle Zone Beverage Caddy Ice-mate (Detachable - Extra Ice) Vegetable box Can and Bottle Shelves Ice Cream Zone Choco box Deodorizing Rc Led Lamp

10 years warranty on compressor

Neo Ichill is available in various capacity:



OBJECTIVE OF THE PROJECT

To promote Neo I chill refrigerator as a brand among customers through

HORECA and various other ways of promotion.

To interact with potential customers so that the key features of Neo ichill

refrigerator could be explained.

To promote and impart knowledge about the new technology on which Neo

ichill refrigerator works.

To identify hotels, bars and lounge for brand activation Neo ichill and to

examine the highest foot fall in a day so that promotion could be carried out

in those hours.

To use Horeca as a promotional tool for Neo ichill refrigerator in market

instead of advertising the product through various print or visual media.

To help Whirlpool in understanding the competitive pricing used by different

competitors in the same segment and the offers or extra benefits (if any)

given by them to end users.B r a n d i n g a n d p r o m o t i o n f o r N e o I C h i l l P a g e 42 | 57


RESEARCH METHODOLOGY

A- Problem Formulation:

More than 60% of the population in India use Refrigerator.

So, marketers need to identify the factors that trigger the buying of

Refrigerators.

By gathering information from a number of consumers, marketers can

identify the most frequent stimuli that spark an interest in the product

category.

They can then develop marketing strategies for the stimuli that triggers the

customer interest.

B- Sampling Design:

Sample includes all the customers with whom we interacted while promoting

Neo ichill.

All customers were asked questions from questionnaire while interacting.B r a n d i n g a n d p r o m o t i o n f o r N e o I C h i l l P a g e 43 | 57


Hence we can say that the sampling method used in the survey was simple

random technique.

Sample size in the survey was limited to 100. Hence feedback of 100

customers was collected and analyzed.

DATA INTERPRETATION

Data interpretation is the most vital part of any survey. Accuracy and perfection

of the study depends on the arrangement of raw data and its interpretation.

In this project work I collected all the primary data through questionnaire and

analyzed each responses carefully.

Ques 1: Have you heard about Neo Ichill refrigerator?

a- Yes b- No



20%

80%

Neo Ichill Refrigerator

Yes No

Interpretation: Only 20% of the total respondents knew about the launch of Neo Ichill in double door segment by Whirlpool of India Limited. Our aim was to provide knowledge to the remaining 80% unaware customers or respondents about the new launch under double segment by Whirlpool and its key features that makes our product stand above all other double door refrigerators in the same segment.

Ques 2: According to you, Whirlpool refrigerators are known for:

a- Looks b- Cooling c- Design d- Price

e- Features f- After sale services



Interpretation: According to respondents, 29 people said that they feel

Whirlpool is known for its cooling were as 18 of them said it’s known for its

features, 16 felt it’s known for its design, 14 said according to them Whirlpool

is known for after sales service, 13 felt price is one factor as whirlpool is known

in market for its pricing strategy and 10 respondent said looks of Whirlpool

Refrigerators.

Ques 3: How do you get to know about new refrigerators in market?

a- Friends b- Showroom c-TV commercials d- Internet

e- Newspapers f- Others


10

5

10

15

20

25

30

35

Whirlpool Refrigerators

Looks Cooling DesignPrice Features After sale services


Interpretation: It has been observed that, 38% of the total respondents said that

they get to know about a new product launch through TV commercials given

my companies, 22% said they get to know about a new refrigerator when they

actually visit a showroom for purchase, 14% gets to know through internet as

we all know how digital media has captured the modern market, 10% of then

gets aware about a new launch through a friend of his, 4% from newspaper and

12% of the respondents said their source of knowledge is something which is

not mentioned questionnaire.

Ques 4: Will you prefer Whirlpool Neo ichill as you next refrigerator?

a- Yes b- No c- May be


Friends; 10; 10%

Showroom; 22; 22%

TV commercials; 38; 38%

Internet; 14; 14%

Newspaper; 4; 4%

Others; 12; 12%


Interpretation: After explaining the key features of Whirlpool Neo ichill

refrigerators to our customers we found out that 63% of the respondents said

that they might prefer Neo ichill as there next refrigerator where as 15% of the

respondents said they won’t prefer buying Neo ichill as their next purchase and

22% of our respondents were sure that their next refrigerator will be Neo ichill,

it’s a great achievement for us, it shows that branding and promotion for Neo

ichill paid off.

Ques 5: How do you rate branding and promotional strategy of whirlpool for Neo

Ichill refrigerators?


Yes

No

May be

0 10 20 30 40 50 60 70

Chart Title


b- Excellent b- Very good c- Good d- Average

Interpretation: 44% of total respondents were impressed by the new and

innovative branding and promotion strategy applied by Whirlpool of India Ltd.

26% said the strategy is very good, 21% of the respondents felt its good and 9%

said the strategy applied by Whirlpool of India Ltd. for promotion and branding

could have been better.

CONCLUSION


44%

26%

21%

9%

Excellent Very Good Good Average


In a country like India where every customers are price sensitive and want more by paying less, it is not easy for companies to satisfy end consumers or customers them also companies try providing new technologies and bring in new innovation in the product line. Neo Ichill refrigerator by Whirlpool of India Ltd. is one such product in double door segment which gives both price and technology like chilling gel, flexi chill, chocolate and ice cream box and many more features.

Branding and promotion for Neo ichill through HORECA was a new concept ever thought by any company, Whirlpool of India Ltd. was successful in capturing this un tap way of promotion.

Every brand needs great product & Whirlpool Neo IChill is among the best refrigerators in double door segment but needs proper advertisement, promotion to increase sales.

By HORECA only, we could change minds of 63% of respondents and they said they might consider Neo ichill as their new purchase.

20% of total respondents only knew about Neo ichill which is quite low, as a brand is only recognized in the market by its company.

We were able to help people in recognizing the new launch and promote the product in best possible way.

I also got to know a lot of related things like how assigned brand promoters make fake promises or fool customers by talking about technologies which is not there in product and how a potential customer is lost to another competitor due to high price sensitivity in market.

RECOMMENDATIONS



Whirlpool should work on their promotional and branding strategies so that

customers are aware of new products in market.

Whirlpool should look upon launching new models with better look like

Samsung and LG as there are very less number of customers favoring the

look of Whirlpool.

None of the models of Whirlpool above 200 Lts is 5 star rated. So, energy

ratings of Whirlpool models should be improved for higher sales.

It should also come up with technologies like that of LG and Samsung

(Digital Inverter Compressor and Linear Inverter Compressor) so that the

compressor has an enhanced performance along with an extra warranty

period.

Whirlpool should give promotional scheme for its product as in case of Neo

ichill. This would attract customers and hence would increase sale.

Whirlpool should introduce brand stores just like Lg shoppe and Samsung to

empower there brand image and brand position in modern market.

DETAILS OF WORK PROFILE



My summer internship started with Induction program held in Gurgaon,

Corporate Office, Whirlpool of India Ltd. Valuable information was shared

with us regarding company and its product.

After Induction, for the first 15 days we were asked to do price mapping of

competitors in refrigerator segment to understand how market operates.

After understanding the pricing strategy of different competitors and how

brand promoters give away discounts to increase sales, we were asked to do

branding and sales promotion for whirlpool Neo ichill.

We were divided into groups of two and territories were allotted to each

group for product promotion and activation.

Basically, we were assigned territories so that we could identify hotels, bars

and lounge from where we could promote Neo ichill.

After getting approvals for promotion, we had to deliver promotional jackets.

Apart from promoting Neo ichill refrigerators, I also conducted a survey for

whirlpool while interacting with customers with a questionnaire.

We were acting as brand promoters and were responsible for the brand

visibility and promotion.

MAJOR LEARNINGS



Last two months was an important phase in my learning period.

In this period I realize how complex is the Indian market. The functioning of

the market may not always follow principles or theories of marketing.

I came to knew in details how companies think of different promotional

ways to give a hype to their new product in market going against all odds.

I understood how pricing plays an important role in increasing company’s

sales and how companies think out of box to promote their product.

I have learnt how to approach hotel owners and managers and convert our

leads into positive approvals for branding and sales promotion of Neo ichill.

I had an experience of interacting with customers from different age groups

in 70 days of my internship.

I have also experienced how some customers don’t like to be disturbed by

brand promoter and get irritated.

Above are the learning’s, the most important thing which I have learnt

during my internship under Whirlpool of India Limited.

CONSTRAINTS FACED



There were few constraints to be listed down which I faced in this period:

First and foremost, we were not provided with I-card and visiting card

because of which at times we were not taken seriously and some turned us

down thinking us to be fake.

Promoting through lounge and bar was bit difficult compared to hotels as

there is a huge difference in crowd.

Promotional jacket and other tools were out of stock at times.

Customers were not ready to listen to brand promoter and said not to disturb.

During my primary research I also faced problems in filling up the

questionnaire as many of the customers were not ready to answer my

questions.

BIBLIOGRAPHY



Books:

1. Kotler Philip (Prentice Hall, New Delhi)2. Ranjan Saxena (Tata McGraw Hill, New Delhi)3. Stanton William J. and Charles Futnell (McGraw Hill International)

Internet:

1. www.google.co.in

2. www.whirlpoolindia.in

3. www.wikipedia.com

4. www.investopedia.com

ANNEXURE

QUESTIONNAIRE

(Please tick/mention the appropriate answer)


http://www.investopedia.com/

http://www.wikipedia.com/

http://www.whirlpoolindia.in/

http://www.google.co.in/


1- Have you heard about Whirlpool Neo Ichill refrigerator?

b- Yes b- No

2- According to you, Whirlpool refrigerators are known for:

b- Looks b- Cooling c- Design d- Price

f- Features f- After sale services

3- How do you get to know about new refrigerators in market?

b- Friends b- Showroom c-TV commercials d- Internet

e- Newspapers f- Others

4- Will you prefer Whirlpool Neo ichill as you next refrigerator?

c- Yes b- No c- May be

5- How do you rate branding and promotional strategy of whirlpool for Neo Ichill

refrigerators?

a- Excellent b- Very good c- Good d- Average

Please help us in getting some more information about you:

Gender: Male Female

Age: a- Below 30 b- 31 – 45 c- Above 45

Date: Thank You


branding and promotion of neo ichill refrigerator for whirlpool of india ltd

Marketing

n d i n g

o t i o n f o r n e

n d p r o

whirlpool of india limited

whirlpool brand

project report

project work

horeca project