WHY KELVINATOR FAILED

PRESENTED BY:AKSHAY KAMAL PANDEYBIBHU PRASAD SAHOO

KALPAK DASGUPTARANJANI KUMARI

ROHIT KUMAR LOHIAVAIBHAV DIXIT

LAUNCH OF KELVINATOR

Kelvinator was founded in 1914, in Detroit, Michigan, United States by

engineer Nathaniel B. Wales.

In 1918 Kelvinator introduced the first refrigerator with any type of

automatic control.

Besides refrigerators, it also manufactures other appliances like

dishwasher, vacuum cleaner, washing machine, cooker etc.

In 1916, the name of the company was changed to "Kelvinator

Company" in honor of British physicist, Lord Kelvin, the discoverer

of "absolute zero".

Kelvinator appliances are owned by Swedish giant, Electrolux since 1986.

By 1923, the Kelvinator Company held 80 percent of the market for

electric refrigerators.

CONTINUED………On January 4, 1937, the company merged with Nash Motors to form

Nash-Kelvinator Corporation

In 1952, it acquired the Altorfer Bros. Company,

which made home laundry equipment under

the ABC brand name.

Kelvinator introduced the first auto-defrost model side-by-side

refrigerator in the early 1950s.

In the 1960s, Kelvinator refrigerators introduced "picture frame" doors on

some models allowing owners to decorate their appliance to match

décor of their kitchens.

In 2005, the Kelvinator division to National Refrigeration of Honea

Path, South Carolina.

KELVINATOR FRIDGE

Kelvinator’s refrigerator had best cooling effect with cutting edge technology.

All Kelvinator refrigerators were certified with NSF/ANSI 7 standards of food service and come with one year warranty

Kelvinator's main positioning was based on its cooling power.

Kelvinator's compressors were one of the best available globally.

The brand was considered to be a tough and reliable one.

One of the best and most apt tagline for any refrigerator brand “Coolest one”.

The brand equity was so powerful that even without much promotion; the brand had two digit market shares during early 2000.

FAILURE OF THE BRAND

Continued………

CONTINUED………….

REVIVAL OF THE BRAND

In 2005-06,

Electrolux

Kelvinator Ltd was

acquired by the

Videocon group.

The acquisition gave Videoco

n, the rights to

use Electrolux brand for five years and

Kelvinator brand

for unlimite

d period.

The brand was

rejuvenated in 2008-2009.

Recently the

commercial of

Kelvinator is

being shown

in one of the local

Kerala channel.

The brand retains

the famous classic

positioning of "The

Coolest One".

Since Electrolu

x Kelvinator was

acquired by

Videocon, the brand

has made a comeback and is said to

be gaining market share.

RECOMMENDATIONS•Repositioning strategy for the KELVINATOR brand showing its coolness and unique innovative features.

•We can relaunch the brand with huge promotional campaign, so that the image of the brand can be revived back in the mind of the consumers.

•Focus on rural market because it has more potential.

•Introducing an renew promotional strategy for the company to reinforce the brand value in the mind of consumers.

•Introducing an integrated marketing and R&D division to bring in newer technologies and augmented features.

•We can go for brand ambassador for the brand to enhance the brand recall