AProject ReportON RETAIL MARKETING AND E- MARKETING TOPIC RETAIL MARKETING OF WHIRLPOOL COORPRATION OF AIR COOLER

DECLARATION

We hereby declare that the following project report titled RETAIL MARKETING AND E- MARKETING is an authentic work done by us. This is to declare that all work indulged in the completion of this work such as research, analysis of activities of an organization is a profound and honest work of ours.

ACKNOWLEDGEMENT

We would like to express hearty gratitude to our faculty guide, Prof. .. for giving us the opportunity to prepare a project report on RETAIL MARKETING AND E- MARKETING and for her valuable guidance and sincere cooperation, which helped us in completing this project.

TABLES OF CONTENTS

Page No1. Introduction ...........................................................................52. History Of Whirlpool ............................................................63. Whirlpool Vision ..................................................................94. Whirlpool Mission................................................................105. Whirlpool Values .................................................................106. Innovations ...117. Promising Entity Of The Company..128. Building The Corporate Brand 129. Whirlpool Brand...................................................................1610 . Whirlpool Strategy Execution............................................1611 . Going Global With The House...................1712 . Global Consumer Design1913 . Environmental Responsibility.....2014 . Global Scenario Of Whirlpool ...2215. Global Strategies .2316. Suggestions .2717. Conclusion...2818. Reference 29

1. INTRODUCTION

TheWhirlpool Corporationis an Americanmultinationalmanufacturer and marketer ofhome appliances, headquartered inBenton Charter Township,Michigan,United States, nearBenton Harbor, Michigan.TheFortune 500 company has annual revenue of approximately $19 billion, 69,000 employees, and more than 70 manufacturing and technology research centers on the world. The company markets Whirlpool,Maytag,KitchenAid,Jenn-Air,Amana,Gladiator GarageWorks,Inglis, Estate,Brastemp, Bauknecht and Consul. After acquiring theMaytag Corporationon March 31, 2006, the Whirlpool Corporation surpassedElectroluxto become "the largest home appliance maker in the world." In the U.S., Whirlpool has 8 manufacturing facilities:Amana, Iowa;Tulsa, Oklahoma;Cleveland, Tennessee;Ohio:Clyde,Findlay, Marion(andOttawa).Whirlpool Corporation (Whirlpool) is the worlds leading manufacturer of major home appliances with revenues of $18.9 billion and net earnings of $418 million for the year ended December 31, 2008. Whirlpool is the leading producer of major home appliances in North America and Latin America and has a significant presence in markets throughout Europe and India. Whirlpool received worldwide recognition for accomplishments in a variety of business and social efforts, including leadership, diversity, innovative product design, business ethics, social responsibility and community involvement. They conducted their business through four reportable segments, which they define based on geography. The reportable segments consist of North America (57% of revenue), Europe (21% of revenue), Latin America (19% of revenue), and Asia (3% of revenue).

2. HISTORY OF WHIRLPOOLYear

1911Louis and Emory Upton founded theUpton MachineCompany on November 11, 1911. With the financial aid of Lowell Bassford, they began to produce electric, motor - driven wringer washers. Soon after its founding, Lou Upton's younger brother Fred joined the company and was an integral part of the business.Federal Electricordered 100 machines, but a gear failed in the transmission of them.Louis Uptonimmediately replaced them at no cost to Federal Electric, who were so impressed with Upton's ethics, they immediately doubled their order.

1916Sears, Roebuck & Co.began selling Upton manufactured machines under the "Allen" brand, one for $54.75 and a deluxe model for $95.

1929Upton merged withNineteen Hundred Washer CompanyofBinghamton, New York, taking the nameNineteen Hundred Corporation.

1942Nineteen Hundred Corporationbegan converting all of its factories for war production.

1946Nineteen Hundred Corporation begins manufacturing appliances forJohn Inglis and Companyof Canada.

1949First top-loading automatic washer sold manufactured for sale under Sears' brand.

1950TheNineteen Hundred Corporationwas renamed as the Whirlpool Corporation, and sold its first top-loading automatic washer under the Whirlpool brand.

1951Establishment of theWhirlpool Foundation, a philanthropic arm of Whirlpool Corporation.

1955Acquires Seeger Refrigerator Company andRCA's air conditioner and cooking range lines including ownership of RCA's Estate brand name. Company changes its name to Whirlpool-Seeger Corporation and began using the RCA-Whirlpool brand name until the mid-1960s. Whirlpool acquires appliance division fromInternational Harvester Company.

1956Opened a 100-acre (0.40km2) administrative center inBenton Harbor, Michigan.

1957The RCA Whirlpool Miracle Kitchen was introduced with an estimated 15 million television viewers. The company changed its corporate name back to Whirlpool Corporation.

1962Won NASA's contract for the development of the feeding and waste systems forProject Gemini.

1966Whirlpool drops the RCA name so the brand name becomes Whirlpool.

1967Introduced a 24-hour helpline.

1968Surpassed $1 billion in annual revenues.

1978Surpassed $2 billion in annual revenues.

1986AcquiredKitchenAid, a division of theHobart Corporation.

1987Began selling compact washers in India and acquired majority interest in Inglis of Canada.

1988Begins a joint venture withPhilipscalled Whirlpool International with Whirlpool owning 53% of the company. The joint venture was formerly Philips' major appliance subsidiary.

1989Acquired the Roper brand and Bauknecht of Germany.Surpassed $6 billion in annual revenue.

1991Whirlpool becomes full owner of Whirlpool International by buying Philips' 47% stake.

1997Acquired majority stake onEmbraco, aBrazilianworld-leading maker of compressors for refrigeration.

2000Acquired Brazilian appliance makerMultibrs, owner of the brandsBrastempand Consul, including its stake on Embraco.

2001Inglis Ltd. changes its name to Whirlpool Canada. Whirlpool continues to market Inglis appliances to this day. Surpassed $10 billion in annual revenues.

2002Surpassed $11 billion in annual revenues.

2003Surpassed $12 billion in annual revenues.

2004Surpassed $13 billion in annual revenues.

2005Maytag Corporationshareholders voted to accept Whirlpool Corporation's stock purchase. U.S. Justice Department began a review of the merger.Surpassed $14 billion in annual revenues.

2006Acquired theMaytag, including theMaytag,Jenn-Air,Amana, Jade,Magic Chef,Admiral,Hoover, andDixie-Narcobrands, after Justice Department approved the merger. Sold Dixie-Narco toCrane Co., andAmana CommercialtoAGA. Surpassed $18 billion in annual revenues.

2007SoldHoovertoTechtronic Industries,TTI FloorcareandJade AppliancestoMiddle by Corporation. Also closed plants in Newton, Iowa; Searcy, Arkansas; and Herrin, Illinois. This resulted in the sudden loss of 4500 jobs in the affected communities. Surpassed $19 billion in annual revenues.

2008Location closings in La Vergne, Tenn; Reynosa, Mexico; and Oxford, Miss. Later the announcement of Dishwasher plant in Jackson, TN to close in August 2009

2009Whirlpool acquiredWC Woodsfrom Bankruptcyand to keep Ottawa, OH plant open; Whirlpool to close Evansville plant; Whirlpool has received $19.3 million in U.S. Department of Energy funding as part of its Smart Grid Investment Grant program.

2010Whirlpool announced plans for its 100th Anniversary in 2011 and unveiled its 100th Anniversary logo as well as an updated corporate logo. The celebrations shall take place in Benton Harbor, Michigan on 11/11/11. Also, took over former KarstadtQuelle brand Privileg from Otto Group.

2011Whirlpool announces the closure of the Fort Smith, Arkansas plant. Production of built-in refrigerators will shift to Amana, Iowa. Production of trash compactors will shift to Ottawa, Ohio. Production of the reduced, declining volumes of side-by-side refrigerators will be accommodated within current excess capacity in Ramos Arizpe , Mexico where employment levels will remain flat to negative.

2012Whirlpool opens a new manufacturing plant in Cleveland, TN replacing a 123-year-old facility. The $200 million project added about 130 jobs to an already established workforce of 1,500. The 1 million square foot facility manufactures premium cooking appliances for Whirlpool's portfolio of brands. The project also includes a distribution center.

2013In August, Whirlpool announced it would acquire a 51% majority stake in Chinas Hefei Sanyo (a joint venture between Japan's Sanyo Electric Co, now a unit of Panasonic Corp, and Hefei State-Owned Assets Holding Company Ltd, the investment arm of the local state government ) for $552 million and give the company leverage to expand in the Chinese appliance market.

2014In July, Whirlpool announced it has agreed to pay 758 million Euros ($1 billion) to buy a 60 percent stake in smaller Italian rivalIndesitto further expand beyond its U.S. home market.

2014In December, Whirlpool completed a successful mandatory tender offer for the remaining shares and delistedIndesitfrom theMilan Stock Exchange. Indesit is now a wholly owned subsidiary of Whirlpool Italia Holdings S.r.l.

3. 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 otherPassion...for creating unmatched customer loyalty for their brandsPerformance...that excites and rewards global investors with superior returns.4. WHIRLPOOL MISSION:

Everyone, Passionately Creating Loyal Customers for LifeWhirlpool 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.5. 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.Respect Trust 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 andideas. Diversity honors differences, while inclusion allows everyone to contribute. Together, it creates value.Teamwork It recognizes that pride results in working together to unleash everyones potential, achieving exceptional results.Spirit of Winning The company promotes a Whirlpool culturethatenables individuals and teams to reach and take pride in extraordinary results and further inspire the "Spirit of Winning" in everyone.6. 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.7. PROMISING ENTITY OF THE COMPANY :Whirlpool Corporationis 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 a sustainable 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 logoThe ring around the whirlpool logo clearly shows how the company encompasses with a promising nature in developing a individual customer loyalty with its services .

8. BUILDING THE CORPORATE BRAND:

The Whirlpool corporate brand has a history dating back to 1911. The company has steadily expanded its product line, revenues, and global footprint for more than five decades, evident by milestone returns from $1 billion in 1968, to $2 billion by 1978, to $6 billion by 1989, to the $13 billion reported in 2004. The corporate mission has also remained focused over time, demonstrated by mantras such as Unmatched customer loyalty the core of our strategy and Customer passion and lifelong relationships the focus of our business. The corporate brand has also been built on a long history of design innovation, a safe and diverse employee environment, customer-centered manufacturing, and a spirit of social responsibility. In fact, the depth of the 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 Six Sigma program, improves quality while lowering costs and shortening cycle times. This program helped Whirlpool leverage its global manufacturing experience to save $175 million in manufacturing costs in its first three years of use. Whirlpools commitment to innovation was recognized in 2002 with a National Design Award for Corporate Achievement from the Smithsonian Institution. Whirlpool is a six-time winner of the ENERGY STAR Partner of the Year award from the U.S. Environmental Protection Agency (EPA) and Department of Energy, demonstrating the companys commitment to environmental protection. More than 3,500 Whirlpool employees are involved in a five-year, $25 million commitment to Habitat for Humanity International. The partnership has provided more than 65,000 appliances to Habitat homes built in North America. In addition,Whirlpool has raised over a million dollars to support the fight against breast cancer through the Cook for the Cure program, sponsored by 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.

ESTABLISHING A HOUSE OF BRANDS:

Whirlpool offers a wide range of household appliance products, including washing machines, clothes dryers, refrigerators, freezers, cooking appliances, microwave ovens, dishwashers and a complete range of built-in appliances. Within these product lines, the company has also established a portfolio of brands through innovative product design, targeted marketing, and a spectrum of partnerships with trade customers. This portfolio enables Whirlpool to offer multiple brands with distinct values in the same product category. A prime example is the companys house of brands for kitchen appliances:

KitchenAid an up-market brand serving professional chefs and the home enthusiast or entertainer. Characteristics and features for this brand are geared toward thorough processing, precision, and accuracy. Branding for KitchenAid appliances includes taglines such as innovative products for the well-equipped kitchen, more than a mixer, and cater to higher expectations. Whirlpool a mass-market brand serving families and in particular, the active balancer or super-mom. Characteristics and features for this brand are geared toward speed, high capacity, and durability. Branding for Whirlpool appliances includes taglines such as cook more, style and performance unite, and Form. Function. Unity. Roper a value brand serving cost-conscious consumers who buy based on price. Characteristics and features for this brand are geared toward simplicity, reliability, and in particular, affordability. Branding for Roper appliances includes taglines such as sensible solutions for your family and simple, sturdy, affordable workhorse appliances.

Whirlpools ability to establish multiple consumer-preferred brand positions within the same product line represents a corporate investment in the millions of dollars for research, design, production and marketing. A key success factor has been the creation of emotional links between the corporate brand, individual brands and consumer reaction. The effect has been viral and measurable, demonstrated by continuous growth in the pool of brand ambassadors that recommend Whirlpool products, upgrade existing products, and cross purchase products from other Whirlpool brands.9. WHIRLPOOL BRANDS:10. WHIRLPOOL STRATEGY EXECUTION:

The main strategy of the whirlpool is building strong brands which has a loyal consumer base. Whirlpool is trying to build trust worthiness of the customer and lead the customer life easier. Whirlpool mainly does lot of work contributing in building unmatched levels of loyalty to their brands through lifelong relationships with the customers.Whirlpool is committed to create the brand value using various strategies such as focusing on innovation, cost productivity, product quality and consumer value. Whirlpool always had a continuous effort to improve its global operating platform to ensure the position of the best-cost and best-quality appliance manufacturer worldwide. The company is maintaining a strong supply chain to better deliver products in trading customers and consumers. 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 oftheir 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 brands and innovations. With their compelling and growing brands, fueled with innovation, the company always attracts and retain loyal customers for life.

11. GOING GLOBAL WITH THE HOUSE:

According to the Fredonia Group, World demand for major household appliances (white goods) will reach 367 million units in 2007. The Asia/Pacific, Latin American and Africa/Mideast regions will grow the fastest based on rising urban populations and per capita incomes. As a result of a growth strategy initiated in the mid 1980s to expand its presence outside the U.S. market, Whirlpool is in an enviable position to meet the worldwide demand for household appliances.A major acquisition in Europe, joint ventures with companies in Mexico and India, and increased ownership in companies in Canada and Brazil represented the first phase of global expansion for the company. The early 1990's marked Whirlpools expansion in Latin America, Asia, and greater presence Europe. By 1995, the company established manufacturing and marketing presence in India, China and the Asia Pacific region. Today, Whirlpool Corporation boasts the number one market positions in North America and Latin America.Whirlpools global operating platform adds benefits as well as complexities to its house of brands. On the one hand, the Kitchen Aid, Whirlpool, and Roper brands leverage worldwide efficiencies and best practices in product development, engineering, and manufacturing processes. Each brand also benefits from a well-established corporate brand as it enters new geographical segments.On the other hand, the corporation is well aware that Whirlpools Every HomeEverywhere mantra must account for the identification and respect of genuine national and regional differences in customer expectations. Hence, individual brand messaging, positioning, and imagery must be consistent without compromising geographical uniqueness. Given a platform that spans 170 countries across North America, Europe, Latin America, and Asia, this can be a tall order. Hence, Whirlpools challenge for the 21st century is to leverage its global operating platform to increase worldwide market penetration while sustaining innovation, brand equity, and competitive advantage across its house of brands. With a foundation of innovative design and development, consistent brand management, and proactive customer relationship management, Whirlpool has established the groundwork it needs to do so.12. GLOBAL CONSUMER DESIGN :

This is the face and voice of the creative spirit that lives at the heart of Whirlpool Corporation a multicultural team of designers, usability experts, anthropologists, behavior psychologists, color experts and interactive designers.Whirlpool Corporation'sGlobal Consumer Design Studios are based in four locations - North America, Mexico, Europe and Asia - reflecting strong connections with the Companys global vision Every Home, Everywhere and its truly global approach to design. Global Consumer Designs four design centers are led from Whirlpool Corporation'sheadquarters in Benton Harbor, Michigan in the U.S.

Monterrey : Northern Mexicos largest cityBenton Harbor : Purpose-built facilities at the company headquarters, close to ChicagoCassinetta : Located in Northern Italy, close to Milan, a hub for design and fashionNew Delhi And Shanghai : Bridging two of Asias centers of gravity.

Design acts as an open conduit for influences into the company, and a catalyst for innovation and cultural change. Taking a global but local approach, Global Consumer Design tests the relevance of its design vision and concepts to reflect local influences and market diversity. Projects are driven by innovation, yet they are also balanced by understanding emerging consumer trends, analyzing consumer experience and seeking out real-life insights.

13. ENVIRONMENT RESPONSIBILITY:At Whirlpool Corporation, we take our environmental responsibilities very seriously. Just as we have taken a global approach to our home appliance business, we believe our world's environmental issues, such as climate change, must be addressed in a similarly comprehensive way. This is why we continue to develop innovative products that minimize their impact on the environment while making our consumers' lives easier. Jeff M. Fettig, Chairman andCEO, Whirlpool CorporationWhirlpool Corporation is an industry leader in developing high-performance appliances that help conserve the earth's resources and allow homeowners to use resources more efficiently. They continually strive to understand and manage the environmental effects of their business, not only by creating new and innovative products that consume less energy and water, but also by improving our processes and using materials that minimize the impact on the planet.Whirlpool Corporation focuses its energy and water efficiency efforts on four key areas:1. Design And Development Focused on creating even more resource-saving appliances as studies show that 93 percent of life-cycle GHG emissions come from in-home use Whirlpool Corporation manufactures and markets more than 300 ENERGY STAR-qualified major appliances in the United States,plus numerousENERGY STAR-qualified appliances in Canada, PROCEL appliances in Brazil and Class-A appliances in Europe

2. Manufacturing Lessened power plant emissions through low-energy lighting and high-efficiency equipment Participated in the EPA's voluntary emissions reductions program In process of discontinuing the use of volatile organic compound (VOC) paints and eliminating emissions from their solvents3. Product Distribution Partnered with Smart Way Transport, a collaboration between the U.S. Environmental Protection Agency and the freight industry to increase energy efficiency while reducing carbon dioxide by 33 to 66 million metric tons and up to 200,000 tons of nitrogen oxide per year by 2012 Installed electric truck lifts in the United States, resulting in fewer net emissions4. End-Of-Life Management Eighty-five to 90 percent of materials (steel and other metals, some plastics) used in Whirlpool Corporation-producedproducts can be recycled Pioneered efforts to safely dispose of ozone-depleting refrigerants Reuse plastic foam that was previously sent to landfills; its now ground up and made into plastic furniture, food containers, playground equipment and other consumer products

14. GLOBAL SCENARIO OF WHIRLPOOL :

COUNTRYKEY STATSBRANDSLOCATIONS

NORTH AMERICA No. 1 Position In The Industry -$7.9 Billion Of Sales -$810 Million Of Operating Profit Approximately 31,000 EmployeesUnited States : Kitchenaid, Whirlpool, Roper By Whirlpool Corporation, Estate,Gladiator Canada: Inglis, Whirlpool, Kitchenaid.Mexico : Whirlpool, Acros, Supermatic,CrollsHeadquarters: Benton Harbor, Mi Manufacturing Locations : United States Laverne, Tn; Findlay, Oh; Marion, Oh; Greenville, Oh; Clyde, Oh; Benton Harbor, Mi; Evansville, In; Fort Smith, Ar; Tulsa, Ok; Oxford, MsCanada : Montmagny, QcMexico : Monterrey.

EUROPENo. 3 position in Western and Central Europe_ $2.7 billion in 2003 sales_ $124 million in 2003 operating profit_Approximately 14,000 employeesWhirlpool, Bauknecht, Ignis, Polar, Laden in France, KIC in South AfricaOperations Center: Comerio, ItalyManufacturing Locations: France Amiens Germany Neunkirchen, Schorndorf Italy Naples, Siena, Cassinetta, TrentoPoland Wroclaw Slovakia Poprad South Africa Isithebe Sweden Norrkoping

ASIA Leader among Western companies, with No.1 market position in India_$416 million in 2003 sales._$7 million in 2003 operating profit._Approximately 5,000 employees

WhirlpoolHeadquarters: Hong Kong, PRCManufacturing Locations: India Faridabad, Pune, Pondicherry ; China Shanghai, Shunde Whirlpool

15. GLOBAL STRATEGIES:

OPERATING REVIEW ON NORTH AMERICA:Whirlpool North America operations posted a solid performance in 2003, despite economic uncertainty early in the year and a significant rise in pension costs compared to 2002. Meeting these challenges with an array of new product introductions and productivity measures, the region set new records for sales and productivity, while further expanding consumer demand for the companys key North American brands, Whirlpool and KitchenAid. Whirlpool North America operations made considerable head way with several ongoing initiatives that put customers front and centre of all our operations. Other customer loyalty initiatives, driven by Whirlpool engineers, designers and marketers, helped produce a number of outstanding products that reached their first full year of sales in 2003. Among them were: the Whirlpool Duet clothes washer and dryer pairWhirlpool brands most energy- and water-efficient washer and dryer pairand the KitchenAid briva, a unique in-sink dishwasher that supplements the cleaning needs of culinary enthusiasts and meets the space constraints of small households. In 2005, KitchenAid introduced the KitchenAid Pro Line series of major and countertop appliances to consumers who are passionate about cooking. The KitchenAid Pro Line series products feature distinctive design and professional-level performance, plus personalized premium services that include dedicated customer service, online recipes and culinary tips. The Whirlpool Polara refrigerated rangewhich gives customers the freedom and convenience to time and cook pre-prepared meals using the ranges innovative cooling and cooking technologiesalso was available nationwide last year. The Whirlpool Polara refrigerated range is ideal for families with busy daily schedules who still seek the intimacy of sit-down meals. As a next step, pilot tests are underway to give customers remote control of the Whirlpool Polara refrigerated range using cell phones. Other competitors in north America like LG, Electrolux unlike Whirlpool did not focus on the satisfaction of customers but they concentrated on the branding of their products. This helped to gain the retention of the market share by whirlpool. These Korean companies like Electrolux and all mainly concentrated on the upgrading of the technology and more and more innovation only.

OPERATING REVIEW ON EUROPE:Whirlpool Europe operations turned in strong performance improvement in 2006, despite challenging economic conditions and weak consumer demand that resulted in the most significant industry price declines in several years. Revenue of $2.7 billion was up 22 percent. Customer-focused initiatives and products in key European markets have put Whirlpool Europe in a strong position to continue growing its business on the continent. For example, growing consumer demand for the companys regional portfolio of refrigeration products was reflected in the strong sales of the Whirlpool Conquest side-by-side refrigerator. The operation extended its line of popular refrigeration products with the introduction of the new Whirlpool Symphony frost-free refrigerator, manufactured at the companys facilities in Brazil and customized to fit the unique lifestyles and expectations of customers in Europe.The regions efforts to enhance its trade-partner relationships also made significant headway in 2003. Whirlpool Europe further cemented its strategic partnership with the IKEA group, a global retailer of home furniture and furnishings. Whirlpool will provide exclusively a full range of appliancesincluding built-in appliancesto IKEA regionally and worldwide. The agreement helps extend the companys European distribution capability and expand its built-in business, particularly for cooking products. The Whirlpool Dreamspace and Bauknecht big clothes washing systems appealed to customers as well, because of their ease of use, energy efficiency and innovative features. And the Whirlpool Mini-BI microwave oven received strong consumer interest for its built-in convenience and style.

OPERATING REVIEW ON ASIA: The companys operations in China and India, Whirlpools largest regional markets, continued to make deeper distribution inroads in 2003 into the countryside from each countrys urban hubs, thanks to enhanced partnerships with key retailers. The company also retained its No. 1 position in India for refrigeration products. Another success was the Whirlpool White magic Stain wash, the only clothes washer on the Indian market that can completely remove common household stains without hand scrubbing. Another unique Whitemagic Stainwash washer benefit for this Asian market is that it is internationally certified by Woolmark, the global authority on wool, as safe for the most delicate of fabrics.Also first to India is the Whirlpool MagiCook 22Gsi with 6th Sense steam function, the markets only microwave oven with the capability to steam cook. The ovens 6thSense fuzzy logic features take guesswork out of cooking by sensing the temperature and humidity of food items to establish precise cooking times. These features also permit steaming to prepare many Indian delicacies and crisping for pizzas and pastries.Operations in India and China became increasingly important to the companys overall global operating platform. India, for example, increased its year-over-year exports by 20 percent and expanded the number of markets to which it exports. Whirlpool China continues to manufacture the bulk of the companys microwave ovens for world markets. China also is fast becoming an integral supply source for the companys global procurement activities. Whirlpool Asia expanded its product development capabilities with the opening of three new technology centers that support regional and global products involving refrigeration, air conditioning and fabric care. The new centers extend the companys worldwide network of integrated technology resources.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 competitors Whirlpool is always a step ahead in taking the first advantage of innovative production. It is always been the one who is in concern with the environmental factors in its production patterns Localization of products specific to every lifestyle considering every group as a unique entity Building of unmatched customer loyalty Any of its competitors like L.G, VIDEOCON,G.E have not followed these strategies as whirlpool did.

16. SUGGESTIONS

Improvement in the visual perspective of the product ( the outer look of the product) . Create a premium niche experience for few products which fit into that category. Design of strategies in grabbing market from the upper middle class.

17. CONCLUSION

Nearly five years ago, Whirlpool Corporation set out on a course to reach the homes and hearts of customers around the globe. By listening intensely to their customers, understanding their needs 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 consumerThe driving and the major elements the company considers are the Innovation, Eco friendly in nature, Consumer.In this present world and in this emerging scenarios of business whirlpool has exactly 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 stylesPersonal 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.

18.REFERENCE1. http://www.whirlpoolcorp.com

2. Building a House of Brands : Whirlpool Corporations Blueprint for Success.pdf

3. http://en.wikipedia.org/wiki/Whirlpool_Corporation.5 | Page