Presentation On

Glimpses

Subject - Marketing

ofessor - Anurag Sood

Associated Cos. - Whirlpool Of
India
Twister
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 - Whirlpool
Formed 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
 Know - Whirlpool
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%
WANT TO CONFIRM
Whirlpool – Market
Segments Fabric
• Washing
Care

Machine Food stream

Solutions

• Refrigerators Air
Treatment

• Air
Food
Preparation
Conditioners
Whirlpool – Product
Lines > Washing Machines
egment
- Semi Automatic
- Fully Automatic – Top Loading
- Fully Automatic – Front Loading with Drier
 Whirlpool – Product
Lines > Refrigerators
Segment
- Direct Cool
- Frost Control
- Frost Free
 Whirlpool – Product
Lines > Air Conditioners
Segment
- Split Air Conditioners
- Window Air Conditioners
Whirlpool – Product
Lines > Microwaves
Segment
- Solo
- Grill
- Convection
Lines Variant Start End MRP
s Nos. MRP (Rs.)
(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
Lines Variants Start MRP End MRP
Nos. (Rs.) (Rs.)
Airconditioners
Split 7 17000 32000
Window 6 13500 24000
Water Purifier
PuraFresh 1 14450
Deluxe
PuraFresh Elite 1 15750
PuraFresh 1 22950
Platinum
Market Share – W –Mac &
Dynamics
Fridge
Consumer Durable
Value in Crore

FF – Frost
Consumer Free
Durable MarketDC – Direct Cool
– Approx. 25000
Whirlpool – Market
Identification
Refrigeration
8
%
87
Direct Cool Frost
% Free
Frost Free
13 87
Market Potential
% %
Whirlpool – Product
Definition
Whirlpool –
Competition

W
P
SS
LG

Performance
Whirlpool – Product Life
Cycle Washing Mac - Washing Mac -
FA SA
& &
Sales
Refrigerators - Refrigerators -
Development

Introduction
FF DC

Maturity
Growth

Decline
Time

PuraFresh
RO Water Purifier
Whirlpool – BCG (With
Products)
Washing MachineWater Purifiers

?
Refrigerator
High

Semi Automatic
Direct Cool
$
Low

High Low
Whirlpool – Launch
Whirlpool launches slew of products Our Bureau
Hyderabad, June 4 2008 Home appliances-maker Whirlpool
Plan
Corporation on Wednesday announced the launch of a wide range of products
refrigerators
spanning , washing machines, air conditioners, microwave ovens and
water purifiers. The company also announced its foray into accessories and
Phas
built-in appliances for the kitchen, which would be sourced from the company’s
European manufacturing base.
e Ithe company said that each of the dress
Organising a fashion show on the occasion,
pattern chosen reflected a company product and its distinct style and feature. The Vice
President of Marketing, Whirlpool of India, Mr Shantanu Phase II
Das Gupta, said that the
company registered a compounded annual growth rate of 20 per cent and is a market
Jan Fe Ma Apr Ma Jun Jul Au Se Oct No De
leader in some of the products.

b r y g p v c
“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
Year 2008
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.
Whirlpool - Brand & Public
Relations
Whirlpool – Promotions
Whirlpool – Promotions
Whirlpool – Pricing

Whirlpo LG Samsun
ol GL- g
FUSION 281SM4 RA23Z
Capacity 300 Ltr 270 Ltr 230 Ltr 

Rs. / 16710 14950 15400

Piece
WP Price List May 2009
Whirlpool – Distribution
Channel C&Fs & Dealers

Direct Cool
Manufacturing Unit Refrigeration
Faridabad

No Frost Refrigeration
Co. & 3PL W House
Pune

Distributors Washinig Machines

Pondhichery
Dealers / Retailers
Through House
Full Bookings
Door to Door & PECs
Institutional
Customers Customers
Slide No. 24
RO Purifier - Dynamics

Rs. 300 Cr. Business Market

Scope ?
20% 30% 10%
 Twister
Introducing RO Purifier by Twister India Pvt. Limited

Drink Safe .. Stay Safe..

Competing With
Twister – Product Twister

Definition

Reverse Osmosis
Water Purifier

Twister

Twister
Twister – PLC (RO Purifier)

Sales KENT
Development

Introduction

Maturity
Growth

Decline
Time

Twister Whirlpool
 Twister – Positioning &
Pricing
Removes Pesticides, Organics & Radioactive Materia
Direct Inlet Water Supply
Auto Dispensing System
2 Layer Membrane
Filter Change Indicator
2 Years Guarantee
   
Pricin
g
Company Variant Variant 1 Variant 2 Variant 3
s
Kent 3 14950 15950 15950
Whirlpool 3 14450 15750 22950
Whirlpool – Launch Twister

Plan
 
Launch in
Metros
Delhi, Mumbai
Chennai
 
All 2 Ranges
     
 
Launch in
States
Gujarat, Maharashtra,
MP
 
All 2 Ranges
     

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

09 09 09 09 09 09 09
Twister – Advertising Twister

July Month - Every Day

Prime Time Slots
Focusing Mumbai, Delhi, Chennai
Cities

Advertisement 2 Cr. During Jul -

Budget Aug 09
Twister – Promotions Twister

Stalls In Selected Malls with

Entertainment
Canopy is Housing Societies with
Gifts
Assured Gift Upto 1000 nos. Of
Purchase
Twister – Distribution Twister

Channel
RO Purifier
Manufacturing Unit
Halol

Distributors

Dealers / Retailers

Direct Sales Agents

Customers

Slide No. 34
Customers
Slide No. 35