marketing strategy of whirlpool refrigerator

8/3/2019 Marketing Strategy of Whirlpool Refrigerator

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WHIRLPOOL FROST FREE - YOUR

MAGICIN HOMEMAKING

Group-13

Amit Raizada Shweta Sawadh

Madhav Windlass Vinod Antony

Mohi Mittal Vishwas Koppa Venkatesha


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WHAT OUR CONSUMERS THINK

0-5 yrs

5-10yr

>10 yrs Life ofYourCurrent

Fridge

8000-12000

12000-20000

>20000

PRICE

must(payextra)

Doesntmatter

Prefer if inpackage

Warrantyand after

sales

Awareand

consider

Awareand do

notconsider

Notaware

StarRatings

Advertising

Specifications

Suggestedby storekeeper

Priorexperienc

e

BuyingFactors

Decision Factors :CapacityAfter Sales Service &WarrantyPriceEnergy savingsPromotional Offers


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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.G. (market leader)

Electrolux

Samsung

Videocon


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INDUSTRY BACKGROUND

Refrigerator Industry

Industry growing at a rate of 15%

2 standard designs Direct Cool and Frost Free

Contribution of high end frost free refrigeratorsincreasing

Urban India penetration 75%

Whirlpool Refrigerators

24% market share

2nd largest

64% of companys volume

0%

5%

10%

15%

20%

25%

30%

20072008

2009

WhirlpoolProduct Mix

Refrigerators

AC

Washingmachine

Others


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SWOT ANALYSIS

Strengths

Strong market share inrefrigerator section

Brand name

Innovation

Consumer needsatisfying product

Weaknesses

Lower spending onadvertising promotion

Fewer stylish designs

Opportunities

Rural expansion ofwhirlpool brands

Emerging markets

Higher R & Dinvestment

Threats

Higher raw materialcost

New competitiveplayers


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SEGMENTING

Segmentation

Geographic

Hot areas

Urban and rural

Behavioral

Warranty/service

conscious

Loyal customers

Utility driven orstyle/appearance

driven

Demographic

Young newly

weds

Nuclear v/s jointfamilies

Middle class orprice sensitive

customers

Working women

Psychographic

Busy lifestyle

Quick and easy


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TARGETING

For Direct Cool: Low end price conscious segment

For Frost Free: Young homemaker of today, Workingwomen

Frost Control: Middle class market.

P1- Direct Cool

M1- Price conscioussegment

P2- Frost Free

M2- Urban, Homemakerof today, Working women

P3- Frost Control

M3- Middle class users.


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POSITIONING

Even in this fast world, homemaking atits best

Satisfaction to the working women

Fresh and Healthy Food

Food preservation

Instant cooling

Space constraint

Extra large crisper for storage

6th sense technology

Accessories

Value

Emotional

Benefits

Functional

Benefits

Attributes

Fortodays young working women who follow a very busy lifestyle

Whirlpool Frost free is a refrigerator with sixth sense coolingtechnology

That provides homemaker to keep the vegetables and food fresh &

healthy, gives instant cooling and its quick and easy to use.

Because of its unique freshonizer with EGA absorber , large storagespace with various accessories like safety lock shelves, choco box,can racks etc.


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PRODUCT

Sixth sense tower coolingsystem with automatictemperature adjustment

Freshonizer with EGAabsorber to reduce ethylenegas content.

Self adjusting mechanismfor power fluctuations

Space management withvarious type of crispers andcompartments

Magic light Innovationtechnique to illuminateevery corner of Fridge

Door Cooling

5 star rating

Fresh and healthy food

POD POP


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PLACE

More than 12000 outlets

across India Low rural market penetration

PRICE

Pricing slightly above themarket leader LG

Focus on customer valueproposition

Customer centric pricestrategy


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PROMOTION

Occasion driven promotion

Significantly less expenditure on promotion as

compared to the market leader L.G. Brand ambassador- Ajay Devgan and Kajol

PublicityTradeshows

Onlinemarketing

Specialoffers


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ANALYSIS

Innovation in Style Color and design variants for the

up market consumers like L.G.

Rural market penetration Kiosks and trade fairs

Road shows

Increase advertising and marketing costs

to industry average


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REFERENCES

Contact person:

Vijay Sales Store Manager (Infinity Mall, Andheri(W))

Web links

http://www.whirlpoolindia.com/media.aspx?id=25

http://www.whirlpool.com/Kitchen-1/Kitchen_Refrigeration-2/102110022/

http://www.4psbusinessandmarketing.com/26032009/st

oryd.asp?sid=2661&pageno=2 http://www.moneycontrol.com/news_html_files/news_att

achment/2010/Whirlpool.pdf
http://www.whirlpoolindia.com/media.aspx?id=25http://www.whirlpool.com/Kitchen-1/Kitchen_Refrigeration-2/102110022/http://www.whirlpool.com/Kitchen-1/Kitchen_Refrigeration-2/102110022/http://www.4psbusinessandmarketing.com/26032009/storyd.asp?sid=2661&pageno=2http://www.4psbusinessandmarketing.com/26032009/storyd.asp?sid=2661&pageno=2http://www.moneycontrol.com/news_html_files/news_attachment/2010/Whirlpool.pdfhttp://www.moneycontrol.com/news_html_files/news_attachment/2010/Whirlpool.pdfhttp://www.moneycontrol.com/news_html_files/news_attachment/2010/Whirlpool.pdfhttp://www.moneycontrol.com/news_html_files/news_attachment/2010/Whirlpool.pdfhttp://www.4psbusinessandmarketing.com/26032009/storyd.asp?sid=2661&pageno=2http://www.4psbusinessandmarketing.com/26032009/storyd.asp?sid=2661&pageno=2http://www.whirlpool.com/Kitchen-1/Kitchen_Refrigeration-2/102110022/http://www.whirlpool.com/Kitchen-1/Kitchen_Refrigeration-2/102110022/http://www.whirlpool.com/Kitchen-1/Kitchen_Refrigeration-2/102110022/http://www.whirlpool.com/Kitchen-1/Kitchen_Refrigeration-2/102110022/http://www.whirlpool.com/Kitchen-1/Kitchen_Refrigeration-2/102110022/http://www.whirlpoolindia.com/media.aspx?id=25


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marketing strategy of whirlpool refrigerator

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