STUDY ON WHIRLPOOL

WATER PURIFIERS AND

ITS WAY FORWARD
Submitted By:
SHREYA GHOSH
PRN- 16021141102
MARKETING
 OBJECTIVE
1. To know the reasons for inadequate drinking water and the problems faced due to
it. Also, to understand the need and importance of water purifiers to curb the
situation.

2. To find out about the top selling brands of water purifiers, their product features
and their prices.

3. To analyze the issues related to Whirlpool water purifiers compared to that of the
top selling brands.

4. To classify the issues according to:-

The stores where Whirlpool water purifiers are available (Reliance stores).
Other remaining stores where Whirlpool water purifiers arent available.

5. To evaluate the feasible alternatives for the company to get a grip of the water
purifier market.
GLOBAL SCENARIO OF WATER
SCARCITY
1.2 billion out of 7.5 billion (one-fifth of the world
population) is facing water scarcity problem.
INDIAN SCENARIO OF WATER
SCARCITY
54% of country faces high water stress.
 WATER SCARCITY IN
TELANGANA
Worst water scarcity faced in the summer of 2016.
NEED FOR WATER PURIFIERS
Cont
RO Purifiers
Used when TDS value is high

RO+UV Purifiers
TDS value of tap water is low

RO+UV+UF Purifiers
TDS value of tap water is low and muddy
 LEADING COMPANIES OF
WATER PURIFIERS
KENT
MINERAL RO
Wall mounted water
purifier
Transparent cover
High storage (8 Litres) and
purification capacity (15
L/hr)
Double purification
MRP: INR 16,500
Cont
EUREKA FORBES
AQUAGUARD MAGNA
RO+UV

Storage Capacity: 7 Litres

Easy to install
Use and clean
Consumes less
electricity
MRP:INR 15,699
Cont
HU PUREIT
HUL PUREIT MARVELLA UV
4 stages of purification
Storage capacity: 4 Litres
Tank full indicator
Fully automatic
MRP: INR 13,379
WHIRLPOOL WATER PURIFIER

MINERALA ULTRA
RO+UV+UF
Storage Capacity: 10L
Purification Stages: 9
Smart and Intelligent
MRP: INR 19,500
 METHODOLOGY
Survey done in:-
1. Modern Trade Stores
2. Chain Stores
3. Traditional Stores

Mode of survey: Questionnaires

Sample Size: 60 stores

 FINDINGS
TOP 3 SELLING BRANDS FOUND IN SURVEY:-
Aquaguard 50

Kent 45

HU Pureit 40

35

30
Aquaguard
25 Kent
43 H U Pureit
20
38 Others
32
15

10

12
5

0
Aquaguard Kent H U Pureit Others
 Cont
HIGHEST SELLING BRAND
Non-existent Whirlpool water purifier
Whirlpool water existent market
purifier markets (Reliance Digital)
29 6

28 5

27
4
26
Aquaguard 3 Aquaguard
25 28 Kent 5 Kent
2
24
3
23 24 1

22 0
Aquaguard Kent Aquaguard Kent
Cont
HIGHEST SOLD TYPE OF WATER PURIFIER
Non-existent Whirlpool water
Whirlpool water purifier existent market
purifier markets (Reliance Digital)
Others-Write
RO, 6% Others RO, 0, 0%
In, 2%
-Write
In, 0,
0%

RO+UV
RO+UV
RO+UV, 48% RO+UV+UF RO+UV, 3, 37% RO+UV+UF
RO
RO+UV+UF, RO
RO+UV+UF, 5,
44% Others-Write In
63% Others-Write In
 Cont
MOTIVATING FACTORS FOR DEALERS TO
PLACE WHIRLPOOL WATER PURIFIERS
No Whirlpool w.p. Whirlpool w.p. present
9
40
8
35
7
30
6
25
Upgraded Technology with 5 Upgraded Technology
20 new models with new models
4 8 8
34 Pricing
15 Pricing
26 3 6
10 21 Promotions
Promotions 2
5 1

0 0
Upgraded Pricing Promotions Upgraded Pricing Promotions
Technology Technology
with new with new
models models
 ANALYSIS
Whirlpool does not have any water purifier
models only of RO+UV type.

Poor distribution channel for Whirlpool water

purifiers.

No promotional activities by Whirlpool for

water purifiers.
 CONCLUSION
Due to increasing awareness about the benefits
of pure water, rampant urbanization, booming
industrialization, and government initiatives
through various policies and campaign about
advantages of consuming clean water, there is a
lot of scope for Whirlpool to make an impact in
the water purifier industry.
 RECOMMENDATIONS
A different set of distribution network for Whirlpool water purifiers that would
help in reducing the problem of non-availability of latest models.

Pricing should be kept low than the competitors (Kent, Eureka Forbes) in the initial
stage i.e. until it gets a grip of the market.

Awareness needs to be created through promotional activities such as ads,

celebrity endorsements.

The Whirlpool water purifiers have to be placed in the large appliances stores who
already deal in other products of Whirlpool.

Aggressive distribution needs to be followed i.e. apart from large appliances, small
appliances stores also needs to be targeted for placing Whirlpool water purifiers by
providing them with benefits such as incentives.
 OUTCOME
Useful for the company to establish its presence
in the Indian water purifier market by knowing
the current issues faced by its product and taking
some effective steps to overcome those issues .

Successful establishment of Whirlpool in the

water purifier industry will then ultimately also
lead to overall more market share and financial
turnover as a brand.
 LIMITATIONS
The interviewee of the stores where all product lines of the
Whirlpool products are available may not give accurate
information about the problems faced in sales of Whirlpool
water purifiers, feeling that it may spoil its relation with the
company.

Ignorance of the shop dealer while filling the questionnaire

shall give wrong information which may affect the overall
result.

Some of the shop dealers have preference for a particular

brand which may be due to intrinsic motives and would
thus, give answers only in favor of that brand.
 LEARNING FROM SIP
Industry exposure has helped me improve my
personal skills and communication, develop right
attitude to work, punctuality and personality .
It has built confidence and taught me how to
interact with people in corporate world and
professionalism to a great extent on any project.
It has also helped me to understand the different
distribution channels
Thank You !!!