111901349 edited whirlpool marketing project

7/30/2019 111901349 Edited Whirlpool Marketing Project

1/66

PREFACE

Todays business environment demands that managers possess a wide range of Knowledge,

skills and competencies as well as sound understanding of management processes and functions.

Managers need to be able to make best use of their time and talents, and of other peoples, and to

work with and through others to achieve corporate objectives. They also need to demonstrate a

full understanding of business environment and of their organizations key resources. Its people,

finance and information Amongst these key resources, the people factor is considered to be the

most valuable asset for any organization. These people i.e the employees of the organization arethe internal customers of that organization who are as important as the external customers.

Earlier businesses were conducted with a sole objective of earning profits. But now due tointense competition and changing market trends the focus of the organizations has shifted tocustomer satisfaction; satisfaction of both internal and external customers. External customerscan be satisfied by providing them what they want in a product. To satisfy the internal customers,

organizations adopt the method of providing the quality of life


2/66

ACKNOWLEDGEMENTS

At the outset, I would like to thank WHIRLPOOL INDIA LTD for giving me the approval tothis project in the organization. I thank my company guide, Mrs. for thisencouragement and contribution of time, counsel and for coordinating the project work andgiving me guidance. This project would not have been possible without his help.

I am thankful to many individuals in the sales department of WHIRLPOOL INDIA LTD forthe encouragement and professional assistance.

A heartfelt thanks to the many respondents surveyed whose ideas, critical insights andsuggestions have been invaluable in the preparation of this report. Last but by no means the leastI would like to convey my special thanks to all the faculty members of forgiving me the opportunity to work on this project.


3/66

INTRODUCTION

Satisfaction is the persons feeling of pleasure(or) disappointment resulting from comparing aproduct perceived performance (outcome) inrelation to his/her expectation. If the performance

fall short of expectation thecustomer is dissatisfied . If the performancematches the expectationthe customer issatisfied if the performance exceeds theexpectation the customer is highlysatisfied( or) delighted many companies are aiming forhigh satisfaction because they are much ready toswitch. ]

Buyers expectation formed on the basis of past buying experience,friend and the associateadvice and themarketers and the competitors informationand promises. If marketers raiseexpectationstwo high , the buyer is likely to be disappointed. Even if the company setsexpectation should match the performances.

A customer is the most important person ever in any company.

A customer never depend on company,but the company depends on him.

A customer is the person who bring company his wants.

A customer is not a interruption of marketers work he is the purpose of it.


4/66

CHAPTER 2

COMPANY PROFILE


5/66

OVERVIEW OF INDUSTRY

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 80s 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.

Whirlpools 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 worlds 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 Whirlpools global standards and are

exported to over 70 countries across the globe. Whirlpool of India is today Indias largest

exporter of home appliance and has been approved as an Export House.


6/66

PROFILE OF COMPANY

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

whirlpools are not very powerful. More powerful ones are more properly

termedmaelstroms.Vortexis 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 worlds 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 than73,000 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 1980s. 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
http://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Tideshttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Downdrafthttp://en.wikipedia.org/wiki/Downdrafthttp://en.wikipedia.org/wiki/Vortexhttp://en.wikipedia.org/wiki/Maelstromhttp://en.wikipedia.org/wiki/Tideshttp://en.wikipedia.org/wiki/Water


7/66

future, Whirlpool India. This expanded the companys 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 atFaridabad, Pondicherry and Pune. Each of these manufacturing set-ups features an infrastructure

that is witness of Whirlpools 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 companys 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 worlds best homemaker dots its

promotional campaigns.

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.

Whirlpools 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 worlds 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 Whirlpools global standards and are

exported to over 70 countries across the globe. Whirlpool of India is today Indias largest

exporter of home appliance and has been approved as an Export House.


8/66

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 Centres at Pune focussing on

refrigerators and at Pondicherry for washers. This will provide WOI with a competitive edge in

speedy customisation 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 organisation. A design and

development centre for Whirlpools global small appliances brand Kitchenaid 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 Indias products range from Refrigerators, Washing Machines, 100% Dryers, Air

conditioners, Oil Filled Heaters, Microwave Ovens, Purafresh RO Range, to Home UPS

Systems.

Thus, in short the history of the company can be stated as below:

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


9/66

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

2006: Whirlpool Corporation acquires Maytag and become the Worlds 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 cause marketing campaigns

2008: Named one of the 2008 Worlds 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


10/66

Whirlpool vision

Every Home Everywhere with Pride, Passion and Performance

This vision statement reinforces that every home is their domain, every customer and

customer activity is their opportunity. This vision fuels the passion that they have for customers,

pushing towards to provide innovative solutions to uniquely meet their needs.

Pride... in work and each other

Passion... for creating unmatched customer loyalty for their brands

Performance... that excites and rewards global investors with superior returns

Whirlpool mission

Everyone, Passionately Creating Loyal Customers for Life

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

of people captivated with creating loyal customers. From every job, across every contact, it

builds unmatched customer loyaltyone customer at a time.

Whirlpool values:

The companys values are constant and define the way that all Whirlpool Corporation employees

are expected to behave and conduct business everywhere in the world.

RespectTrust one another as individuals and value the capabilities and contributions of each

person.

Integrity It conducts all aspects of business honorably ever mindful of the longtime

Whirlpool Corporation belief that there is no right way to do a wrong thing.

Diversity and Inclusion It maintains the broad diversity of Whirlpool people and ideas.

Diversity honors differences, while inclusion allows everyone to contribute. Together, it creates

value.


11/66

Teamwork It recognizes that pride results in working together to unleash everyones

potential, achieving exceptional results.

Spirit of WinningThe company promotes a Whirlpool culture that enables individuals and

teams to reach and take pride in extraordinary results and further inspire the "Spirit of Winning"in everyone.

Innovation:

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.

Innovation attracts consumers to the wide portfolio of brands; Whirlpool Corporation

generated more than $2.5 billion of worldwide revenue from product innovationswell

exceeding projected targets for the yearand the robust pipeline of $4.5 billion will allow for

continued growth over time.


12/66

Promising entity of the company

Whirlpool Corporation is committed in building products that consumers around the

world can rely upon to meet their daily needs. This commitment to quality begins in the concept

stages and continues throughout the lifetime of the appliance. The result of these efforts is asustainable and competitive advantage for the company.

Globally, Whirlpool Corporation manufactures products using principles of lean

manufacturing and operational excellence to ensure continuous improvement of processes and to

produce products that meet the company's high-quality standards.

At Whirlpool, there is a constant focus on seeking out new and unique ways to improve

the function, performance and sustainability of their products.

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 .

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 returnsfrom $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 relationshipsthe 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


13/66

responsibility. In fact, the depth of the companys 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, Whirlpools custom version of the SixSigma 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.

Whirlpools commitment to innovation was recognized in 2002 with a National DesignAward for Corporate Achievement from the Smithsonian Institution.

Whirlpool is a six-time winner of the ENERGY STAR Partner of the Year award fromthe U.S. Environmental Protection Agency (EPA) and Department of Energy,

demonstrating the companys commitment to environmental protection.

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

Product Range

The product range covers a wide variety of products from Refrigerators to Fabricate from

AirCon to Water Purifiers and also Microwaves to UPS. Following is the product range of

Whirlpool Of India Limited.

Refrigerators Washing Machines Dyers


14/66

Microwave Water Purifiers

Strategy execution:

The main strategy of the whirlpool is building strong brands which has 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 asfocusing on innovation, cost productivity, product quality and consumer value. Whirlpool

always had a continous 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. The benefits

of these actions today through a stronger network, increased efficiencies and timely deliveries.

Now and then, even in the future the whirlpool focus is not simply on producing

products but more on the innovation and customer perception in creating them. Its major focus

is always on maximizing the benefits of their worldwide network of resources, which is

unmatched in the industry. They are creating better, more innovative products that improve

consumers' livesin and around the homeeach and every day. The company is always

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


15/66

brands and innovations. With their compelling and growing brands, fueled with innovation, the

company always attracts and retain loyal customers for life.

GLOBAL SCENARIO OF WHIRLPOOL

COUNTRY KEY STATS BRANDS LOCATIONSNORTH AMERICA

-No. 1 position in theindustry-$7.9 billion of sales-$810 million ofoperating profit-Approximately 31,000employees

United StatesKitchenAid,

Whirlpool,

Roper by Whirlpool

Corporation, Estate,

Gladiator

Canada

Inglis,Whirlpool,

KitchenAid

Mexico Whirlpool,

Acros,

Supermatic, Crolls

Headquarters: BentonHarbor, MIManufacturing

Locations:United States LaverneTN;Findlay, OH; MarionOH;Greenville, OH; ClydeOH;Benton Harbor, MIEvansville, IN; FortSmith, AR; Tulsa, OKOxford, MSCanada Montmagny, QCMexico Monterrey

EUROPE- No. 3 position in WesternandCentral Europe_ $2.7 billion in 2003 sales_ $124 million in 2003operating profit_ Approximately 14,000employees

Whirlpool,

Bauknecht,

Ignis, Polar, Laden inFrance, KICin SouthAfrica

Operations Center

Comerio, ItalyManufacturing

Locations:

France AmiensGermany NeunkirchenSchorndorfItaly Naples, SienaCassinetta, TrentoPoland WroclawSlovakia PopradSouth Africa IsithebeSweden Norrkping

ASIA Leader among Westerncompanies, with No. 1marketposition in India_ $416 million in 2003sales_ $7 million in 2003operating profit_ Approximately 5,000employees

WhirlpoolHeadquarters: HongKong, PRCManufacturing

Locations:

India Faridabad, PunePondicherryChina Shanghai, ShundeWhirlpool


16/66

CHAPTER 3RESEARCH

METHODOLOGY


17/66

OBJECTIVES OF THE STUDY

To assess the customer satisfaction level

Proper understanding and analysis of the WHIRLPOOL INDIA LTD.

To study the brand image of WHIRLPOOL INDIA LTD.

Proper understanding of promotional tools prevailing in the company.

To suggest the ways to promote WHIRLPOOL INDIA LTD.

To know strength, weakness, opportunities and threat of WHIRLPOOL INDIA LTD.

The objectives of study is to gain knowledge about the marketing mix offered by thecompany

The study focus Whirlpool and its competitors

The study reflects the various marketing strategies adopted by Whirlpool.


18/66

2.1 Significance of study

This study has an overview of Whirlpool Company or organization. This study gain knowledge about the company. This study focuses on over all industry. This study focuses on Whirlpool and its competitors. This study gives information about the competitors in the industry.

METHODOLOGY

RESEARCH PROCESS:

1) DEFINE RESEARCH PROBLEM:The formulation of a general topic into specific research problem constitutes the 1st step in

research process. Essentially two steps are involved in formulating the

Research problem that is understands the problem theoretically and rephrasing the same into

meaningful terms from an analytical point of view.

2) EXTENSIVE LITERATURE SURVEY:Once the problem is formulated a brief summary of it shifts the return down. It is

compulsory for a research worker for writing a thesis for a PhD degree to write a synopsis

{brief summary} of a topic and submit it to the necessity committee at this research board for

approval at this researcher should undertake the extensive literature survey, i.e.: reviewing

concepts & theories and reviewing previous research findings.

3) FORMULATE HYPOTHESIS:Hypothesis is tentive assumptions made in order to draw out a test its logical or empiricalconsequences. Hypothesis should be very specific & limited for a peace of research in hand

because it has to be tested. Hypothesis provides a guide for researching which are limited to

the area of research and to keep him on the right track.


19/66

4) DESIGN RESERCH:Research design is a conceptual structure with in which research would be conducted.

Research design involves the following consideration:-

a) Means of obtaining the information.b) Availability & skill of the researcher & his staff.c) Explanation of the way in which selected means of obtaining information will be

organized.

d) Time availability for research.e) The cost factor relating to research.

5) COLLECTING DATA:

There are certain ways of collecting the appropriate data which differ considerately in

context of money, time, cost, & other resource at the disposal of the researcher. Data can be

collected through primary resources & secondary sources Primary sources include data

collection through surveys, Questionnaire, interview and observation. Secondary data can be

collected through book, magazines, journals, business reports or internet. The researcher

should select one of these methods of collecting data taking into considerations the nature of

the investigation, objectives and scope of research.

In form of primary data I have used questionnaire and in form of secondary data I have

taken data from multiple sources.

6) ANALYSIS OF DATA:

The analysis of data requires a member of closely related operation such as establishment of

faculties, application of these facilities to draw a data, to coding, tabulation and there drawing

statistical inferences. The unwieldy data is classified data into sum purposely and usable

categories.


20/66

7) INTERPRETATION & REPORTS:

The process of interpretation explains the findings on the basis of some theories. The process of

interpretation quite often trigger of new practices in which in return may lead to further

researcher.

PRELIMARY PAGES

MAIN TEXT

END MATTERS

I)The Preliminary pages:-

We include topics titles, data, acknowledgement, list of tables, list of the content, list of

graphs & charts if any given in the report.

II) The main text:-

It includes the interaction, summary of findings, main reports and the conclusion.

III) The end matters:-

It includes appendices, bibliography and index in case of published reports

Data can be classified under the two main categories, depending upon the sources used for the

collection purposes. i.e., Primary data and Secondary data. The validity and accuracy of final

judgment is most crucial and depends heavily upon how well the data is gathered in the first

place. The methodology adopted for data gathering also affects the conclusions drawn there

form.


21/66

Primary data:

Primary data are those data, which are collected by the investigator himself for the purpose of a

specific enquiry or study. Such data are original in character and generated by surveys conducted

by individuals or research institutions. Thus we can say that the data that is being collected forthe first time is called primary data.

Methods that can be used for collection of primary data are as follows:

Direct personal observation: under this method, the investigator presents himselfpersonally before the informant and obtains first hand information. This method provides

greater degree of accuracy.

Telephone survey: under this method the investigator, instead of presenting himselfbefore the informants, contacts them on telephone and collects information them.

Indirect personal interview: under this method, instead of directly approaching theinformants, the investigator interviews several third persons who are directly or indirectlyconcerned with the subject matter of the enquiry and who are in possession of the

requisite information. This method is highly suitable where the direct personal

investigation is not practicable either because the informants are unwilling or reluctant to

supply the information or where the information desired is complex or the study in hand

is extensive.

Information received through local agents: under this method, the information is notcollected formally by the investigator, but local agents, commonly know as

correspondents, and are appointed for the different parts of the area under the

investigation. They apply their own judgment as to the best method of obtaining

information.


22/66

Mailed questionnaire method: under this method, the investigator prepares aquestionnaire containing a number of questions pertaining to the field of enquiry. These

questionnaires are sent by post to the informants together with a polite covering letter

explaining in detail, the aims and objectives of collecting the information, and requesting

the respondents to cooperate by furnishing the correct replies and returning the

questionnaire duly filled in. the success of this method depends upon the proper drafting

of the questionnaire and cooperation of the respondents.

Questionnaire sent through enumerators: under this method, instead of sending thequestionnaire through post, the investigator appoints agents know as enumerators, who

go to the respondents personally with the questionnaire, ask them the questions given

therein, and record their replies

Secondary data:

When a person uses data, which has already been collected by someone else, then such data is

know as secondary data. Secondary data should be used with extra caution since someone else

has collected it for his/her use. Before using such data the investigator must be satisfied with

regard to the reliability, accuracy, adequacy and suitability of the data to he given problem underinvestigation.

Methods that can be used for collection of secondary data are as follows:

Published sources: there are a number of national organizations and internationalagencies, which collect and publish statistical data relating to business, trade, labor, price,

consumption, production, etc. these publications of the various organizations are useful

sources of secondary data.


23/66

Unpublished sources: the records maintained by private firms or business house whomay not like to release their data to any outside agency are know as unpublished sources

of collection of secondary data.

Both Primary data collection methods and Secondary data collection methods have various

advantages as well as limitations. Thus it would be prudent to use both these methods to ones

advantage.

Both Primary and Secondary data have been used in the thesis. More of secondary data has been

used.

Sampling:

Sampling refers to the procedure by which some members of a given population are selected as

representatives of the entire population.

Types of sampling:

Stratified sampling:

A two step process in which the population is partitioned into subpopulations or strata. The strata should be mutually exclusive and collectively exhaustive in that every

population element should be assigned to one and only one stratum and no population

elements should be omitted.

Next, elements are selected from each stratum by a random procedure, usually SRS A major objective of stratified sampling is to increase precision without increasing cost.

Cluster sampling:

The target population is first divided into mutually exclusive and collectivelyexhaustive subpopulations or clusters.


24/66

Then a random sample of clusters is selected, based on a probability samplingtechnique such as SRS.

For each selected cluster either all the elements are included in the sample (one stage)or a sample of elements is drawn probabilistically (two stage).

Elements within a cluster should be as heterogeneous as possible but clusterthemselves should be as homogeneous as possible. Ideally, each cluster should be a

small- scale representation of the population.

In probability proportionate to size sampling, the clusters are sampled withprobability proportional to size. In the second stage, the probability of selecting a

sampling unit in a selected cluster varies inversely with the size of the cluster.

Systematic Sampling:

The sample is chosen by selecting a random starting point then picking every 1 st elementin succession from the sampling frame.

The sampling interval, 1, is determined by dividing the population size N by the samplesize n and rounding to the nearest integer.

When the ordering of the element is related to the characteristics of interest, systematicsampling increases the representativeness of the sample.

If the ordering of the element produces a cyclical pattern, systematic sampling maydecreases the representativeness of the sample.

Simple random sampling:

Each element in the population has a known and equal probability of selection. Each possible samples of a given size (n) has a known and equal probability of being the

sample actually selected.

This implies that every element is selected independently of every other element.


25/66

Principle- Equal chance of drawing each unit.

Procedure- Number all units.- Randomly draw units.

Judgement sampling:

Judgment Sampling is a form of convenience sampling in which the population element is

selected based on the judgment of the researcher.

Test market

Purchase engineers selected in industrial research

Bellwether precincts selected in voting behavior research

Expert witnesses used in court

Convenience sampling:

Convenience sampling attempts to obtain a sample of convenient elements. Often,

respondents are selected because they happen to be in the right place at the right time.

- Use of students, and member of social organizations.- Mall intercept interview without qualifying the respondents.- Department stores using charge account lists.- People on the street interview.


26/66

CLASSIFICATION OF SAMPLING TECHNIQUES:

SAMPLING TECHNIQUES

NON-PROBABILITYSAMPLING TECHNIQUE

PROBABILITY SAMPLINGTECHNIQUES

CONVENINCE SAMPLING SIMPLE RANDOM

SAMPLING

JUDGEMENT SAMPLING SYSTEMATIC SAMPLING

QUOTA SAMPLING STRATIFIED SAMPLING

SNOWBALL SAMPLING CLUSTER SAMPLING

CELEBRATORY ENDORSEMENT BY KAJOL & AJAY DEVGAN

Beautiful and VivaciousKajol

Like a fresh breath, Kajol wafted into the film world thatthrived on predetermined codes of demeanor. She carries thehalo of spontaneity. Kajol swept across millions of hearts withher energetic pace. Her vivaciousness and frisky persona

proved contagious and singularly her own in the contemporaryscene. Kajol has made a distinctive indent into the Hindi filmindustry. Though she has the girl next door image and is not asglamorous as the others in her field, Kajol is outstanding inher acting. The flexibility of her acting can be seen from thevarious characters done by this natural actress. She gives moreattention 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


27/66

hard work and dedication towards art behind all of her roles. She doesn't give more importanceto 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 andliveliness 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 hercharacters in the films. Bold and beautiful-Kajol has won millions of hearts with her impishvivacity within a short span. No wonder then that Kajol is rated as superb among hergeneration of leading ladies.

On association with Whirlpool:

"Whirlpool believes in providing world-class quality to its consumers. Whirlpool is a 'Perfectpartner to the demanding homemaker' of today. Whirlpool's products are stylish, modern andcontemporary with elegant looks and reflect the sense of pride homemakers take in choosingthem for their homes."

The intense emotional heroAjay Devgan

Ajay Devgan, known more for his intense acting abilitiescarved a niche for himself as an actor. Ajay is one actorwho 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 imageto a romantic lead, setting the trend with Ishq, a softromantic comedy paired opposite wife- Kajol. The imagebecame much prominent with Pyaar To Hona Hi Tha,bringing out his softer side. Then there was no lookingback for Ajay. It became a habit for him to deliveremotional roles par excellence.

Ajay was sky high with his looks, performances and the choice of films, which defined hischaracters.

Ajay's popularity has increased in leaps and bounds with outstanding performances in recentfilms like Gangajal, Apaharan, Omkara. Ajay is rated as one of the best actors of the Indiancinema. 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 glamourbreeds way behind. Ajay is most definitely one of the finest actors we have and definitelyworth applause.


28/66

On association with Whirlpool:

"Whirlpool brand has successfully emulated the dreams, aspirations and expectations of Indianhome maker through the years. It symbolizes a relationship based on equality, love andromance, which is why I agreed to represent the brand," declares Ajay Devgan. " We are very

pleased to be associated with Whirlpoolthe leaders in home appliances, he adds.

BRANDING

Branding is more than just a business buzzword. It has become the crux of selling in the new

economy. If the old marketing mantra was, nothing happens until somebody sells something,

the new philosophy could be nothing happens until somebody brands something.

In its simplest form, a brand is a noun. It is the name attached to a product or service. However,

upon close inspection, a brand represents many more intangible aspects of a product or a service:

a collection of feelings and perceptions about quality, image, lifestyle and status. It creates in the

mind of the customers and prospects the perception that there are no products or services in the

market that is quite like yours. In short a brand offers the customers a guarantee and then delivers

on it.

IMPORTANCE OF BRANDING

One of the truths of modern business is that there is almost nothing that your competitors cant

duplicate in a matter of weeks or months. If you have great idea, You can be certain that

somebody will copy it before long, and not only they will follow your lead, but they may also be

able to do better job or sell the product or service at a lower price. The question then becomes,

what competitive edge should we have to offer that cant be copied by anyone else?


29/66

Creating a strong brand identity will build mind share- one of the strongest competitive

advantages imaginable. As a result, customers will think of your business first when they think

of your product category.

A brand is the one thing that you can own that nobody can take away from you. Everything else

your competitor can steal your trade secrets. Eventually, your patents will expire, physical plant

will wear out, and technology will change, but your brand can go on and live. It creates a lasting

value above and beyond all the elements of your business.

When should you brand?

Because of the competitive nature of business today, nearly all the industries can benefit from

branded products. All of the traditionally brand-conscious including fashion, restaurants and

consumer goods, are being forced to brand heavily- perhaps even more strategically then they

ever have in the past. Financial services, which were one of the last effronteries, are even

beginning to see the importance of branding by tagging banking packages and even mutual funds

with catchy names. Even industrial market, where the cost is usually more of loyalty building

factor, has seen brand names creep in.

What goes into the brand?

If your product is new and unique. There is no preexisting biases towards him product or service;

it will be easy to manipulate customers attitudes. More often, your product or service will have

been in existence for a while and have direct competition. And if it is does not, it will probably

soon will. Therefore, products that may be roughly equivalent in terms of their features need

have a brand identity that will impact consumer choice.

Brand identity is comprised of:

PRICING: A component of value; higher prices may signify to consumers higher quality and

lower prices may suggest decreased value.


30/66

DISTRIBUTION: Availability; limited distribution of a product or service may imply

exclusivity to discerning consumers.

QUALITY: Which impacts satisfaction; obviously, higher quality will translate to more satisfied

customers who come back again and again to purchase your offerings.

PRESENCE: Prominence in the paid & unpaid media; products and services with a high profile

market presence will lead to brand recognition and increased sales.

AWARENESS: Top off mind awareness, residual awareness and recognition, which are directly

related to presence; the higher your offerings awareness the better your sales results will be.

REPUTATION: Enduring public opinion of brand character, which is built over time and

difficult to change once established.

IMAGE: Perception of brand traits or prototypical buyers; often represented by qualities the

consumers relates to, like reputation, image is difficult to change once established.

BENEFITS: Consumers may equate certain positive and negative consequences with use of

your product or service these may be warranted or unwarranted.

POSITIONING SILENCE: Differentiation is from the competition, which is established by a

combination of all elements of the brand.

SHARE OF MARKET: Increased market share is a direct result of a successful branding

campaign.

CUSTOMER COMMITMENT: Loyalty is built through long term branding and close

consumer contact.


31/66

SWOT ANALYSIS

SWOT Analysis is a general technique which can find suitable applications across diverse

management function and activities but it is particular appropriate to the early stage of strategy

and marketing plan

SWOT involves generation and recording of strengths, weaknesses, opportunities and threats

concerning a task, individual, department or organization, it is customary to take account of

internal resources and capabilities (strengths & weakness) and factors external to the

organization (opportunities & threats).

SWOT Analysis is an effective way of identifying your strengths and weaknesses and of

examining the opportunities and threat.

What makes it particularly powerful is that with a little thought, it can help you uncover

opportunities that you are well placed to take advantage of. And by understanding your

weaknesses, you can manage and eliminate threats hat would otherwise catch you unawares.

More than this, buy looking at yourself and your competitors using the SWOT framework, you

can start to craft a strategy that helps you compete successfully in your market.

The Whirlpool Corporation - SWOT Analysis company profile is the essential source for top-level company data and information. Whirlpool Corporation - SWOT Analysis examines thecompanys key business structure and operations, history and products, and provides summaryanalysis of its key revenue lines and strategy.

Whirlpool Corporation (Whirlpool) manufactures and markets a full line of major appliances andrelated products, primarily for home use. The company operates in North America, Europe, LatinAmerica and Asia. It is headquartered in Benton Harbor, Michigan and employs about 67,000people. The company recorded revenues of $17,099 million during financial year endedDecember 2009 (FY2009), a decrease of 9.6% as compared with FY2008. The reason fordecrease in revenues was primarily due to lower appliance industry demand. The operating profit


32/66

of the company was $688 million during FY2009, an increase of 25.3% over FY2008. The netprofit was $328 million in FY2009, a decrease of 21.5% as compared with FY2008.

Scope of the Report

- Provides all the crucial information on Whirlpool Corporation required for business andcompetitor intelligence needs- Contains a study of the major internal and external factors affecting Whirlpool Corporation inthe form of a SWOT analysis as well as a breakdown and examination of leading productrevenue streams of Whirlpool Corporation-Data is supplemented with details on Whirlpool Corporation history, key executives, businessdescription, locations and subsidiaries as well as a list of products and services and the latestavailable statement from Whirlpool Corporation

Reasons to Purchase

- Support sales activities by understanding your customers businesses better- Qualify prospective partners and suppliers- Keep fully up to date on your competitors business structure, strategy and prospects - Obtain the most up to date company information available

CONSUMER BUYING

BEHAVIOUR

The main aim of marketing is meeting and satisfy target. Customers need and wants buyerbehavior refers to the peoples or organization conductactivities and together with the impact ofvarious influences on them towards making decision on purchase of product and service in amarket. The field of consumer behavior studies how individuals, groups and organization select,buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desiresunderstanding consumer behavior and knowing customer are never simple.The wealth ofproducts and service produced in a country make our economy strong. The behaviour of humanbeing during the purchase is being termed as Buyer Behaviour. Customer says one thing but do

another. They may not be in touch with their deeper motivations. They are responding to

Influences that change their mind at the last minute. A buyer makestake a decision whether saveor spend the money.

Getting accurate responses from the respondents due to their inherent problems weredifficult. They were partial, and refused to cooperate.


33/66

Since we did not had the privilege to work on a large scale, so many finding andrecommendations may not be as much in tune with their ground realities as may be

considered desirable.

Last but not the least, the time constraint faced in the project might have affected thecomprehensiveness of its findings.

MARKET-LEADER STRATEGIES

Market leadership is not simple for a firm. Other firms continually challenge its strength or try to

take advantage of its weakness. The leader firm might become weaker against new entrants and

rival firms. The leader can use one or a combination of three strategies.

1. Expand the total market strategyThe marketleader firms can normally gain the maximum when the total market

expands. The focus of the total market depends on where the product is in its life cycle.

2. Defending market share strategyWhen the leader tries to expand the total market size, it must also continuously defend its

current business against enemy attacks. The leader firm must keep its cost down, and its

prices must be consistent with the value that consumer see in the product.

(a)Position defense

This strategy involves pouring maximum firms resources into its current successful brands.

To overcome a position defence an attacker therefore typically adopts an indirect approachrather than the hear-on attack that the defender expects.


34/66

(b)Flanking defence

This strategy both guards the market position of leading brands and develops some flank

market niches to serve as defensive corner either to protect a weak front or to establish aninvasion base for counterattack, if necessary.

(c)Pre-emptive defence

This defence strategy maneuver involves the launching of an offence against an enemy

before it starts an offence. E.g. TITAN launched more brands called Insignia.

(d)Counter-offensive defence

This is to identifying a weakness in an attacker and aggressively going after that market

niche so as cause the competitor to pull back its efforts to defend its own territory. The

attacker has to deploy resources to this territory for defence.

(e)Mobile defence

This involves the leader broadening and expanding its territories into new market areas by

diversifying. The leader takes innovations works in both these direction. Diversification into

related areas is used in mobile defence.

(f)Contraction defence

This strategy involves retrenching into areas of strength and if often used in later stages of aproduct life cycle or when the firms has been under considerable attack. Example HLL.


35/66

3. Expanding the market share strategyMarket leader can improve their profitability through increasing their market shares. Market

leaders are successfully at expanding their market shares like HLL, Procter and gamble etc.

MARKETCHALLENGER STRATEGIES:

Defining the strategic objective. A market challenger must first define its strategic objective

which is usually defined as an increase in market share. In essence, the challenger can choose

to attack on any one of the types of firms:

It can attack the market leader. This is a high risk but potentially high pay-off strategy that

makes sense if the leader is not serving the market well.

It can attack firms of its own size that are not doing the job and are underfinanced.

It can attack small local and regional firms that are not doing the job and are underfinanced.

1. Frontal attack2. Flank attack3. Encirclement attack4. Bypass attack5. Guerilla attack

MARKETFOLLOWER STRATEGIES:

A market follower must be careful about how closely it follows a leader and challengers.

Too close an attack could result in a strong counter offensive by the leader. The three useful

broad strategies are:

1. Following closely2. Following at a distance3. Following selectively


36/66

MARKET NICHERS STRATEGIES:

Successfully market-niches own their success to using one of these strategies to gain solid

market presence. Market niches must develop specific tactics to implement their strategic

choice to enable them to become market specialist. The nicer can play a role of specialist inthe following ways:

TYPES OF MARKETING STRATEGIES:

(A)Rivalry strategies

Offensive strategy

This is a strategy for the market leader and concerns attacking the competitors as the basic

stance. By introducing new products and services which makes existing one obsolete, the

leadership position can be strengthened and competitors may always be left struggling to catch

up.

Remarketing strategy

A marketer withdraws a product that is enjoying a good demand and positioning .it demarked

the product through a conscious manipulation and suppression of demand.

Remarketing strategy

Due to certain reasons, a product with losing demand is brought back to life and remarketed

in the same name and style or in a changed name and style. A repositioning of the product or

modification in the market mix often constitutes the broad components of a remarketing

strategy.


37/66

(B)GROWTH STRATEGIES

1. Growth strategies for existing markets:-

(a) Market penetration. Penetration strategy aims at increasing sales of existing products in

the current markets. Market penetration is achieved by increasing the level of marketing

efforts or lowering prices.

(b) Product development. It involves the development of new products for existing in order

to:

--meet changing customer needs and wants.

--match new competitive advantages.

--get the advantage of new technology.

--full fill the requirements of new market segment.

Product development may be useful in motivating the firms

2. Growth strategies for new markets.(a)Market development. The market development strategy an effort to bring current

products to new markets. Usually, management uses this strategy when existing markets

are stagnant or when increase in market share is difficult to achieve because market

shares are already very high or because competitors are very powerful.

(b)Market expansion. A market expansion strategy involves moving into new geographicmarket areas of the country. In todays business environment, companies are likely to

expand their markets internationally to achieve large sales and profit growth.


38/66

(C)Consolidation strategies:

(a)Retrenchment.

When a firm reduces its commitment to its existing products by withdrawn from weaker market

s. It is said to be indulging in retrenchment. It is pursued when a firm has experienced uneven

performance in different markets. This usually takes the forms of an operating turnaround

strategy.

(b) Pruning.

Pruning occurs when a firm reduces the number of products offered in a market. In effect,

pruning is the opposite of product development and occurs when a firm decides that some market

segments are too small to serve

(c)Divestment.

It occurs when a firm sells off a part of its business to another organization. It happens when a

firm is taking itself out of a product line and out of a particular market.

Marketing Mix Of Whirlpool Product:In India, refrigerators and other home appliances were long known before the 1990s; butwhirlpools products stand out for innovative approaches to specificIndian contexts, and for afocus on customer relevant technology. One of its earliest product-innovations specificallyaddressed the sizeable segment of customers who bought smaller sized refrigerators. Whirlpoolrealized that a customer who bought a small capacity refrigerator would probably require greaterflexibility and options instorage. Therefore, it introduced the Flexigerator, a refrigerator withadjustable 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 thanmost other cultures. Therefore, Whirlpool introduced shelves that could take 1.5 liter bottles, on

specially strengthened doors. Subsequently, Whirlpool introduced its Ice magic refrigeratorswhich made ice faster than other brands.In washer products, Whirlpool was again the first tocome out with a Combimatic a single tub semi-automatic washing machine that did awaywith the hassle of shifting clothes from one tub to another. Whirlpool has a wide productportfolio ranging from air-conditioners to microwaves.Whirlpools future products will bedesigned as an environmental friendly product in accordance to customer expectations


39/66

PROMOTION:Whirlpool's promotion strategy has introduced unique values in the home appliance market. Asrecently as the early 1990s, most consumer durables werepromoted just as desirable accessories, and the purchase decision crystallizedthrough the male breadwinner in the Indian family. Whirlpools promotions broke new

ground with reference to each of these longstanding premises in the Indian consumermarket. Whirlpool created its marketing position around the tagline, You and WhirlpooLBased upon this premise, Whirlpools promotionsencouraged and helped women to consciouslyidentify themselves as the realhomemakers in the family. This strategy also took Whirlpool tothe core of every home,as envisaged in the mindset of customers, thereby enabling instantconnection withthe brand. In the process of establishing such an emotional connects with thecustomer. Whirlpools strategy of reaching out to its customers in unique ways wasfollowed even in media .It changed the media trend for consumer durables advertisingin India, which hitherto was heavily skewed towards print. Whirlpool was the first homeappliances brand to orient its promotions towards television advertising.

PRICE:Whirlpool India Ltd. has changed its strategy from being a premium-player to amass-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 theirprofit, they try to reduce their cost. Some of their actions are they closed several plants andstreamlined organization in several group.Knowing the market well, structuring the elasticitysand keeping an eye on competitors by whirlpool has implemented a customer-centric strategythat focuses on making sure their products are appropriate for the Indian consumers. Differentversions 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 homeappliance industry byexpanding globally. In Asia, where considerable perceived profit is locate. Asia is a promisingmarket with great potentiality, where the population is huge while the labor is cheap comparedwith Europe and North America. Whirlpool put more efforts on its major markets (Europe, NorthAmerica) to ensure its market position and profit, meanwhile, the investment in new market tosupport the globalization strategy should be undertaken cautiously and strategically according tothe economy and resource condition and related cultural issues.Asia, Europe, Latin America andNorth 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 classfactories manufacturing a wide range of Refrigerators and Washing Machines .Their appliancesare exported all over the globe from Australia & New Zealand in the East right up to CentralAmerica and the Caribbean islands in the West. Apart from World Class factories, Whirlpoolhas also set up its Global Product Development Centers in India where hundreds ofengineers and technicians are working round the clock, developing product designs for the entireWhirlpool world.


40/66

WHIRLPOOL: In the process of establishing such an emotional connects with the customer,Whirlpools promotions have also generated memorable campaigns. Foremost among these is theWhirlpool, Whirlpool audio refrain, which is the hallmark of all audio-visual communicationsfor this brand. Whirlpool has also created many memorable taglines for specific products, suchas Ice, ice baby for refrigerators, and Mummy ka magic chalega kya? for washing machines

which have become part of the colloquial market-speakin the country.

Whirlpools product mix

Refrigerators Washing machine Microwave Ups

Direct cool

Frost Control

Frost Free

Fusion 24 Premier

Professional 410 liter

Semi Automatic

Fully Automatic

White Magic 800H

Solo

Grill

Convection

Magic Cock 22c

Jetchef

Sin Wave Hups

Sin Wave Platinum

Silver Series

Elanta Hups Gold

Series


41/66

Customer Satisfaction Survey

The company conducts customer satisfaction survey for strengthens relationship with the

customers. This will help the company on two ways:

Firstly, it will let the company know where it lacks, how it could be rectified.

Secondly, it make the customers make them feel that they are important for the company and

lastly in assessment of the sales executives performance

MARKETING MIX

PRODUCT: PRICE: PROMOTION: PLACE:

Product variety List Price Sales Promotion Channels

Quality Discount Advertising Coverage

Design Allowances Sales Force Transport

Features Payment Public relation Assortment

Brand name credit terms Direct marketing LocationPackaging Inventory

Sizes

Services

Warranties

Returns


42/66

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 thepayment may sometimes be benefits other than money}.

PRICING:

All profits organizations set prices on their or services. Prices go by many names:

Prices are all around us. You pay rent for your apartment, tuition for your education and a fee to

your physician or dentist. The airline, railways, taxi, and bus companies charge you a fare; the

local utilities calf their price a rate; and the local bank charges you interest for the money you

borrow. The prices for driving your car on Floridas sunshine Parkway are a tool, and the

company that insures your car charges you a premium. The guest lecture charges an honorarium

to tell you about a government association. Clubs or societies to which you belong may make a

special assessment to pay unusual expenses. Your regular lawyermay ask for a retainer to cover

her services. The prices of an executive is a worker is a wage. Finally, although economics

would disagree, many of us feet that income taxes are the prices we pay for the privilege D

making money.

Through most of history, prices were set by negotiation between buyers and sellers. Setting one

prices for all buyers is a relatively modern idea that arose with the development of large- scale

retailing at the end of the 19th century. R W. W- Tiffany and Co., John Wanamaker, and other

advertised a strictly one price policy cause they carried so many items and supervised so manyemployees.

Now, just one hundred years latter, the internet promises to reverse the fixed prim trend and take

us back to an era of negotiated pricing, the internet, corporate re and wireless setups are linking

people, machines, and companies auction sites like ebay.com and Onsale.com make it easy for


43/66

buyers and seller and sellers to prices on thousands of item-from refurbished computers to

antique tin trains, At same time new technologies allow

Sellers to collect detailed data about customer are buying habits, preferences even spending

limits-so they can tailor their products and prices?

Traditionally, prices have operated as the major determinant of buyer choice. This is still the case

in poorer nations, among poorer groups, and with commodity-type though non price factors have

become more important element determining company market share and profitability.

Consumers and purchasing agents have more access to price information and price discounters

.consumers shop carefully, forcing retailers to lower m retailers put pressure on manufacturers to

lower their prices. The result is a characterized by heavy discounting and sales promotion.

Price is the marketingmix element that produces revenue; the others produce costs price is also

one of the most flexible elements; it can be changed quickly unlike features and channel

commitments. At the same time, prices competition is the number one problem facing

companies. Yet many companies do not handled pricing well Nat common mistake are these:

Pricing is too cost-oriented;prices is not revised often to capitalize on market changes; Prices is

set independent of the rest of the marketing mix rather than as an intrinsic element of market-

positioning strategy; and prices is not varied enough for different product items, market segment,

and purchase occasion.

Companies handle pricing in a variety of ways. In small companies, prices are often set by the

companys boss. In large companies, pricing is handled by division and product- line managers.

Even here, top management sets general pricing objectives and policies and often approves the

prices proposed by lower levels of management. In industries where pricing is a key factor

(aerospace, railroads, oil, companies), companies will often establish a pricing department to set


44/66

or assist other in determining appropriate prices. This department reports to the marketing

department, finance department other that exert an influence on pricing include sales manager,

production manager, and accountants

PROMOTION

SALES PROMOTION:

Sales promotion is a key ingredient in marketing campaigns. We define it as follows:

Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to

stimulate quicker or greater purchase of particular products or services by consumers or the

trade.

Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy sales

promotion includes tools for consumer promotion ( samples, coupons, cash refund offers, prices

off, point-of-purchase displays, and demonstrations); trade promotion (prices off, advertising

and display allowances, and free goods); and buses and sales force promotion (trade shows and

conventions contests for sales reps, and specially advertising).

Sales-promotion tools are used by most organizations, including manufactures, distributors,

retailers, trade associations, and nonprofit organizations. Churches, for example, often sponsor

bingo games, theater parties, testimonial dinners, and raffles. A Decade ago, the advertising-to-

sales promotion ratio was about 60:40. Today, in many consumer-packaged-goods companies,

sales promotion accounts for 65 to 75 of the combined budget. Sales promotion expenditures

have been increasing percentage of budget expenditure annually for the last two decades. Several

factors contributes to the rapid growth of sales promotion, particularly in enter markets. Internal

factors include the following: promotion is now more accepted by top management as an

effective sales tool; more product managers at, qualified to use sales-promotion tools; and

product managers are under greater pies. Sure to increase current sales.


45/66

External factors include the following: the number of brand has increased; competitors use

promotions frequently; many brands are seen as similar; consumers are more prices oriented; the

trade has demanded more deals from manufactures; and advertising efficiency has declinedbecause of rising costs media clutter, and legal restraints. The rapid growth of sales-promotion

media has created a situation of promotion clutter similar to advertising clutter. Consumers might

start tuning out; in which case coupons and other promotion media will weaken in their ability to

trigger purchase, manufactures will have to find ways to rise above the clutter-for instance, by

offering larger-redemption values or using more dramatic point-of-purchase players or

demonstrations.

Purpose of Sales Promotion:

Sales-promotion tools vary in their specific objectives. A free sample stimulates can. Summer

trial, whereas a free management-advisory service aims at cementing a term relationship with a

retailer.

Sellers use incentive-type promotions to attract new tries are of threat types-users of another

brand in the same category, users in other categories, and frequent brand switchers. Sales

promotions often attract the brand switchers, because users of other brands and categories do not

always notice or act on a premiums. Brand switchers are unlikely to turn them into loyal users.

Sales promotions used in markets of high brand similarity produce a high sales response in the

short run but little permanent gain in market share. In markets of high brand dissimilar, sales

person motions can alter market shares permanently.

Today, many marketing managers first estimate what the need to spend in trade promotions, then

what they need to spend in consumer promotion. Whatever is let they will budget for advertising.


46/66

There is a danger, however, in letting advertisement fast a back seat to sales promotion because

advertising typically acts to build brand loyalty.

But the question of whether or not sales promotion weakens brand loyalty, subject to different

interpretations. Sales promotion, with its incessant prices oh coupons, deals, premiums, and

blaring quality, may devalue the product offering the buyers minds. Buyers learn that the list

price is largely a fiction. But before3 jumping to any conclusion, we need to distinguish between

price promotions and added value promotions.

Advertising:

The automobile servicing centers need to advertise and non for this purpose, they need to take a

decision in the face of their budget. We cant negate that even the small servicing centers may

advertise through print media. The local newspaper and print materials are found sensitive for

the automobiles servicing centers. This would even be economic to advertise in the localnewspapers or take support of leaflets and pamphlets to be inserted inside the newspapers. The

main thing is to inform the users regarding the nature of services offered to them. The leading

servicing centers would also find local advertisements suitable since the main task is to inform to

the users and prospects regarding the services. Thus we find print media economic as well as

effective, especially for the automobile servicing centers. In addition, they can also advertise

through the broadcast media if the transmission station is locally available. So far as the telecast

media is concerned, it is more expensive and we even dont find it essential to take support of

this media.


47/66

PLACE

THE PLACE MIX:

In this component of the marketing mix, we found on the processing of services. This makes it

essential that the employees working there are not to generate a gap. They are required to be

efficient, prompt and aware of the behavioral management. Since a number of factors influences

the level of efficiency vis--vis the quality of services, it is essential that all the related factors

are managed carefully. The technology is used in the process, the tools required for services and

the personal, specially the skilled labour need a priority attention. The main thing in the place

mix is the right processing of services to the ultimate users.

Another important aspect in the very context is the location point for establishing the servicing

centers. The automobile servicing centers are required to go through a no. of factors, such as

easy accessibility, good quality of roads, the problem of traffic congestion, scope for further

development and expansion, the problem of environment and noise pollution or so. The

locational factors determine the quality of services made available by the automobile servicing

centers. The availability of adequate supporting infrastructural facilities increases the level of

efficiency of the servicing centers. In case, they are not supposed to select a place where the

users find it difficult to reach in the late we find the problem of theft especially of small motors

vehicles. In addition, they also need to think about the problem of pollution. If the centers are

close to the cities prescient or in the cities precincts, the problem of pollution would crop up.

Thus he automobile servicing centers are required to select a place which is found environment-

friendly and therefore a place close to the cities with a big space would be suitable for them. It is

pertinent to mention that the places should not be close to the schools of children. While

selecting a suitable place, the automobile servicing centers need to make it sure that a spacious

road is connected to the centers.


48/66

The big centers should be close to the cities whereas the small centers can be located even in

cities percent. They have to make necessary arrangement so that the problems related to traffic

and pollution is countered successfully by developing plantation in the available space. Inaddition, they need to clean the towns and cities. The light and ventilation facilities at the centers

should be adequate. The shopping complex should be close to the centers where as least the

spare parts and light refreshment facilities are available.

LIMITATIONS OF THE STUDY

The following are the limitations of the study:

The sample size was small and hence the results can have a degree of variation. The response of the employees in giving information was lukewarm. Organizations resistance to share the internal information. Questionnaire is subjected to errors.

LIMITATIONS

1) Time constraint- the duration of training was short, due to which it was difficult to collectdata.

2) Another constraint has been geographical area, whichis confined only to BHEL Power Sector.


49/66

3) Normally employees hesitate to disclose theinformation.

4) Individual biasness is their among employees.

LIMITATIONS

Though the present study aimed to achieve the above-mentioned objectives in full earnest and

accuracy, it was hampered due to certain limitations. Some of the limitations of this study may

be summarized as follows:-

Getting accurate responses from the respondents due to their inherent problems weredifficult. They were partial, and refused to cooperate.

Since we did not had the privilege to work on a large scale, so many finding andrecommendations may not be as much in tune with their ground realities as may be

considered desirable.

Last but not the least, the time constraint faced in the project might have affected thecomprehensiveness of its findings.


50/66

QUESTIONAIRE

Q1. Have you purchased any consumer durable during Exhibitions?

FINDING

66% of Customers have not purchased any consumer durable from exhibition and Only 34%

people have purchased. It shows that consumers are coming in the exhibition for knowledge ofproduct and also they want to know that weather there is actual price difference in exhibition andshop or not.

33

17

YES NO

0

5

10

15

20

25

30

35

Sales


51/66

Q.2While purchasing consumer durable which parameter influences you?

FINDING

.16% of customer gives importance to price. So it shows that Indian consumers are very pricesensitive. They give more importance to price over the brand whereas 20% give importance tobrand. So price and Brand matter a lots for the costumers. And they are also want best brand inbest price and durability18% because Service is also a big factor for the customer they are lessinterested in the durability.

8

12

10

11

9

PRICE PRODUCT

FEATURE

BRAND SERVICE DURABILITY

0

2

4

6

8

10

12

14

Sales


52/66

Q3. From where you prefer buying consumer durables

FINIDING

A majority of customers prefer to buy from showrooms. Very less proposition of customers buysfrom Exhibitions 11% customers are prefer to by from the showrooms because the showroomsare more convenient to customers they also think that these shops give more discounts. Peopleare less interested to buy from the exhibition they only visit the exhibition for price quotation ofthe product and the comparison of the product.

8.2

3.2

1.4

0

1

2

3

4

5

6

7

8

9

EXHIBITIONS CO.SHOPPE SHOWROOM

Sales


53/66

Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of followingreasons.

FINDING

Customers buy from showrooms because of the service and convenience.

There are two main factors.1.Customers are preferred to buy from the showroom because of they think that these convenientstore may provide good after sell service.

2. Customer also thinks that there is more chance to bargain and they can get more discounts inthese showroomsand Price also a factor that attract the customer in these showrooms.

10

13

14

17

ATTRACTIVE PRICE SERVICE DEMONSTRATIONS OFFERS

0

2

4

6

8

10

12

14

16

18

Sales


54/66

Q.5. How frequently you change your consumer durables?

FINDING

Customers prefer to change consumer durables within 3-5 years as 18% customers do not change

their consumer durable within 10 year. It represent that Indian consumer prefer to change theirconsumer durable frequently.

7

34

9

0

5

10

15

20

25

30

35

40

1-3 YRS 3-5 YRS 5-10 YRS

Sales


55/66

Q.6.Do you prefer any financing scheme to purchase consumer durables?

FINDING

Majority of customers usual prefer financial scheme as a result 72% of the consumer prefer tohave financial scheme whereas 28% of the consumers says no

36

14

YES NO

0

5

10

15

20

25

30

35

40

Sales


56/66

Q.8 Are you aware of warranty period of the products?

FINDING

58% of the consumer agrees to the fact that they are aware of the product warranty period whereas 42% of the consumers says that they are not aware of the warranty period of the products.

29

21

0

5

10

15

20

25

30

35

YES NO

Column1


57/66

Q.9 Do you know which product parts are under warranty?

FINDING

56% of the consumers feels that they have knowledge that which products parts are underwarranty whereas 44% says that they dont have knowledge.

28

22

0

5

10

15

20

25

30

YES NO

Sales


58/66

Q-10 whether you are satisfied with after sales service of whirlpool?

FINDING

64% of the consumers says that service man come as prompt as said by them whereas 30% saysno and 6% consumers cant say about this.

32

15

3

0

5

10

15

20

25

30

35

YES NO CAN'T SAY

Sales


59/66

Whirlpool Ahead of competitors

Whirlpool doesnt take any company as competitor to it. According to

the global market survey there are 3 major competitors LG, VIDEOCON,G.E.

In comparision with the competitorsWhirlpool is always a step ahead in taking the first advantage ofinnovative production.It is always been the one who is in concern with theenvironmental factors in its production patterns

Localization of products specific to every lifestyle consideringevery group as a unique entity

Building of unmatched customer loyaltyAny of its competitors like L.G, VIDEOCON,G.E have not followed thesestrategies as whirlpool did.

Suggestions of the day :

Improvement in the visual perspective of the product ( the outer lookof the product) .

Create a premium niche experience for few products which fit into thatcategory.Design of strategies in grabbing market from the upper middle class

Conclusion:

Nearly five years ago, Whirlpool Corporation set out on a course to reach the homes and heartsof customers around the globe. By listening intensely to their customers, understanding theirneeds and desires, and creating innovative solutions that meet and exceed those needs,Whirlpools organizations worldwide are building unmatched levels of customer loyalty to the

brands. Its about innovation, eco efficiency and the consumer

The driving and the major elements the company considers are the

Innovation

Eco friendly in nature

Consumer


60/66

In this present world and in this emerging scenarios of business whirlpool hasexactly aimed on the aspects which it has to be.Through increased speed to market and international project

teams, were changing the way we do business.

Time being the major concern for any person in the world the company has

attained a beautiful place in establishing a standard of producing products and placing products

delivering them on time when needed

I make quality products that help people express their personal

styles

Personal belonging toward s anything is a major aspect for a human being in driving

towards it interest in attaining it.so whirlpool has got its uniqueness in producing products

according to lifestyles of individuals.

CONCLUSIONS:

In addition to suggestions and findings, this study also provides several scopes

for further research, which will be addressed in the following paragraphs:

(1) While the customer loyalty model validated in this study possesses good power for explaining

repurchase intentions and referral behavior, only partial explanation of the construct of additional

purchase intentions is achieved. As stated before, factors not contained in the model such as

strategic outsourcing considerations can be assumed to affect the intention of customers to

outsource additional logistics activities to the currently most important LSP. For this reason,

future studies should explore additional d

111901349 edited whirlpool marketing project

Documents