Presentation On

Glimpses

Professor - Anurag SoodAnurag Sood

Subject - MarketingMarketing

Associated Cos. - Whirlpool Of Whirlpool Of IndiaIndia

- Twister IndiaTwister IndiaTwister

Contents• Know Whirlpool• Whirlpool Segments & Product Lines, New Product Launch• Market Dynamics

• Market Identification & Product Identification & Definition• Competition, PLC ,Positioning & BCG Analysis• Media Release, Branding, Advertisement & Promotions

• Product Pricing, Distribution Channel• Group 11 – Product Identification

• Group 11 – Marketing Plan for Identified Product

Know - WhirlpoolFormed during - Year 1911

Known as - Upton Machinery Company

Founded by - Louis Upton

At - Michigan, USA

Got First Order From - Federal Electric for 100 W Mach

First Competition Felt - During 1915 from Federal Electric

First Merging - During 1929 with Nineteen Hundred

Renamed as - The Whirlpool Corp. in 1950

First New Product Launch - In 1956 – Whirlpool Miracle Kitchen

Formed a new company - Whirlpool Financial Corp for Credit

International Expansion - Year 1958

Having Presence in - 140 Countries

With - 50 Manufacturing & Technology Sites

Associated to - 09 Brand Names

Global Turnover - 19 Billion USD (100 B USD Group)

Entered India - Year 1980s

Along With - TVS India

Acquired - Kelvinator India in 1995

Acquired - Stakes from TVS India

Formed - Whirlpool India in 1996

India Turnover - 1800 Cr. Growing @ approx. 9%

Know - Whirlpool

WANT TO CONFIRM

Whirlpool – Market Segments• Washing

Machine

• Refrigerators

• Air

Conditioners

• Microwaves

Fabric Care

Food streamSolutions

Air Treatment

Food Preparation

Whirlpool – Product LinesSegment > Washing Machines

- Semi Automatic- Fully Automatic – Top Loading- Fully Automatic – Front Loading with Drier

- Direct Cool- Frost Control- Frost Free

Whirlpool – Product LinesSegment > Refrigerators

Whirlpool – Product LinesSegment > Air Conditioners

- Split Air Conditioners- Window Air Conditioners

Whirlpool – Product LinesSegment > Microwaves

- Solo- Grill- Convection

LinesVariants

Nos.Start MRP

(Rs.)End MRP

(Rs.)

Washing Machines Semi Automatic 17 6300 10140 Fully Automatic 24 11790 22490 Front Loading 9 19190 28000 Driers 1 20090 -

Refrigerators Direct Cool 45 8375 17121 Frost Control 16 13475 16710 Frost Free 60 13230 40451

Microwave Ovens Solo 3 4000 6000 Grill 4 6000 8000 Convection 3 11250 19990

LinesVariants

Nos.Start MRP

(Rs.)End MRP

(Rs.)

Airconditioners Split 7 17000 32000 Window 6 13500 24000

Water Purifier PuraFresh Deluxe 1 14450 PuraFresh Elite 1 15750 PuraFresh Platinum 1 22950

Value in Crore

Consumer Durable Market – Approx. 25000 Cr.

Market Dynamics – Consumer DurableMarket Share – W Mac & Fridge

FF – Frost Free DC – Direct Cool

Refrigeration

8%

13%

87%

Direct Cool Frost Free

87%

Frost Free

Whirlpool – Market Identification

Market Potential

Whirlpool – Product Definition

Whirlpool – Competition

LG

Performance

WP

SS

Whirlpool – Product Life Cycle

Time

SalesD

evelo

pm

en

t

Intr

od

ucti

on

Gro

wth

Matu

rity

Declin

e

PuraFresh RO Water Purifier

Washing Mac - FA&

Refrigerators - FF

Washing Mac - SA&

Refrigerators - DC

Whirlpool – BCG (With Products)

$

?

High

High

Low

Low

Washing MachineRefrigerator

Water Purifiers

Semi Automatic Direct Cool

Whirlpool – Launch Plan

Phase I

Phase II

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Year 2008

Whirlpool launches slew of products Our Bureau Hyderabad, June 4 2008 Home appliances-maker Whirlpool Corporation on Wednesday announced the launch of a wide range of products

spanning refrigerators, washing machines, air conditioners, microwave ovens and

water purifiers. The company also announced its foray into accessories and built-in appliances for the kitchen, which would be sourced from the company’s European manufacturing base.

Organising a fashion show on the occasion, the company said that each of the dress pattern chosen reflected a company product and its distinct style and feature. The Vice President of Marketing, Whirlpool of India, Mr Shantanu Das Gupta, said that the company registered a compounded annual growth rate of 20 per cent and is a market leader in some of the products.

“With the new range and more products in the pipeline, we are aiming at No.1 slot in the country,” he said. The company is planning an advertising and marketing spend of Rs 77 crore, which will be an increase of over 10 per cent from 2007, he said.

The company launched a revamped Genius range of refrigerators along with a Fusion range. Some of the models keep items in the refrigerator cool even after seven hours of no power. Some models feature electronics which are normally available in only double-door frost-free models, he explained.“The company’s latest offering of water purifiers has received good response and we expect a market share of 10 per cent during 2008. Other segments too are poised for growth. The market for the new category of modern kitchen fitments is on the upswing with new generation of house buyers spending a lot on kitchens,” he said. The market for built-in appliances is set to expand and products from the Whirlpool stable in Europe will be offered in India which are customised to the buyer’s specifications, he said.

Whirlpool - Brand & Public Relations

Whirlpool – Promotions

Whirlpool – Promotions

Whirlpool – Pricing

WP Price List May 2009

Whirlpool FUSION

LGGL-281SM4

SamsungRA23Z

Capacity 300 Ltr 270 Ltr 230 Ltr

Rs. / Piece 16710 14950 15400

Whirlpool – Distribution Channel

Dealers / Retailers

Customers

Manufacturing Unit

Distributors

Co. & 3PL W House

Institutional Customers

Slide No. 24

Through House Full Bookings

Door to Door & PECs

Direct Cool Refrigeration

Faridabad

No Frost Refrigeration

Pune

Washinig Machines

Pondhichery

C&Fs & Dealers

RO Purifier - Dynamics

Rs. 300 Cr. Business Market

30%20%

Scope ?

10%

Twister

Introducing RO Purifier by Twister India Pvt. Limited

Drink Safe .. Stay Safe..

Competing With

Twister – Product Definition

Twister

Twister

Reverse OsmosisWater Purifier

Twister

Twister – PLC (RO Purifier)

Time

SalesD

evelo

pm

en

t

Intr

od

ucti

on

Gro

wth

Matu

rity

Declin

e

WhirlpoolTwister

KENT

Pricing

Company Variants Variant 1 Variant 2 Variant 3

Kent 3 14950 15950 15950

Whirlpool 3 14450 15750 22950

Twister 2 13500 15000

Twister – Positioning & Pricing- Removes Pesticides, Organics & Radioactive Materials

- Direct Inlet Water Supply- Auto Dispensing System- 2 Layer Membrane- Filter Change Indicator- 2 Years Guarantee

Launch in Metros

Delhi, Mumbai ChennaiAll 2 Ranges

Launch in States

Gujarat, Maharashtra, MPAll 2 Ranges

Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

Whirlpool – Launch Plan

Twister

Advertisement Budget 2 Cr. During Jul - Aug 09

Twister – Advertising Twister

July Month - Every Day

Prime Time Slots

Focusing Mumbai, Delhi, Chennai Cities

Twister – Promotions Twister

Stalls In Selected Malls with Entertainment

Canopy is Housing Societies with Gifts

Assured Gift Upto 1000 nos. Of Purchase

Twister – Distribution Channel

Dealers / Retailers

Customers

Manufacturing Unit

Distributors

Customers

Slide No. 34

Direct Sales Agents

RO Purifier

Halol

Twister

Slide No. 35