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c Incorporated in 1960
c World's leading manufacturer and marketer of major
home appliances
c Whirlpool's primary brand names - Kitchen Aid,
Roper, Bauknecht, Ignis, Brastemp, Consul and its
global Whirlpool brand - are marketed in more than
170 countries worldwide.
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c Whirlpool India Ltd (WIL) is an 82.3% subsidiary of
Whirlpool Inc, US
c Whirlpool is among India's leading Home Appliance
company
c Manufactures and markets refrigerators, washing
machines, air-conditioners and microwave ovens
¦
  

 

 


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30%

25%

20%

15%
Market share
10%

5%

0%
LG Whirlpool Samsung
¦
 


 


c 

 
c production of direct cool refrigerators ranging from 165
to 310 liters
c Capacity of 850,000 units annually
c  

  
c Whirlpool washing machines which include both semi-
automatic and automatic washers
c M      
c manufactures Frost Refrigerator
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¦
c 60% of the sales at Whirlpool is done
¦
 



 through Distributors while the rest 40%
is undertaken by the direct dealers.

   c Distributors are being preferred as they

      
increase the companyǯs reach into rural


markets as well reduce the risk exposure
of the company by providing credit
worthiness in the shape of Distributors.
   

   

c Direct Dealers are also important as

there are some stores where each of these
companies has to be present so as to have


a superior business relationship with the
customer
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c Whirlpool Ghaziabad comes under the North
Distribution region

c This region includes the following locations:

c NCR covering Delhi, Gurgaon , Noida and Ghaziabad
c Different districts of Uttar Pradesh
c Different districts of Haryana and Punjab







 

c Branch Warehouse in Ghaziabad to retail outlets and
dealers
c Local Delivery Ȃ 4 hours
c Upcountry Delivery Ȃ 12 hours
c Within 200 km Ȃ 24 hours
c Beyond 200 km Ȃ 48 hours
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c Mother Warehouse
c Warehouse where the products from the factory are kept and from that
warehouse, the products are then sent to the Branch Warehouse
c Whirlpool Washing Machines - near the factory in Pondicherry

c Branch Warehouses
c located in different regions in India
c Ghaziabad Warehouse Ȃ Dasna
c Transportation via trucks from Pondicherry
c Warehouse has 7 locations set up for following purposes Ȃ
c Selling, Secondary Sales, Insurance claim, Write Off material, Destruction of
Item, Court Case Material, Repair
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c Follows 5 S of Warehouse
c Sweeping, Sorting, Systematic Arrangement, Simplification
and Self-Discipline

c Inside the warehouse, the products are pin-up with 3-

colour paper to give easy information about the delivery
c Red Card Ȃ This is to prevent the product from distribution
into the market
c Green Card - This is to allow the product for delivery in the
market
c Yellow Card - After the product is labeled with Green, it is
allowed to move into the market
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c They strictly follow the 5 S of Warehouse
c They have 100% bar-Coding for all inward and outward
transaction
c They follow standard pick-deliver process religiously
c There is negligible transit damage
c They follow a policy of allowing filing of insurance claims
within 2 days. All claims are settled within 30 days
c There is no inter-branch transfer taking place without
clearance from head office
c They make use of Hydraulic Trolleys for material
movement
c They use pallets to ensure safety of materials
 
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Consumers for Whirlpool include individual consumers as

well as institutional clients

Whirlpool also indul es in e-retailin as an alternative

channel throu h its we site www.whirlpool.com

Whirlpool also has a separate channel for services and spares



 
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 00 *

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Brand
Company Customers
Shop

Direct
Company Warehouse
Dealers
Customers

ü



Company Distributors Sub Dealers Customers
Warehouse


 


c Wholesalers
c Dealers
c Stockist
c Van dealers
c Selling agents
c Manufacturing agents
c Brokers
c Retailers




c Distributors are appointed for cities which require more
focus and attention.
c Company sends goods to the distributor on outright sale
basis.
c Conduct sales and marketing on behalf of the company.
c Distributor sends his people on field to book & execute
orders.
c Maintains his own sales, delivery and accounts people for
the unitǯs working & is served by the nearest C/F for all his
requirements.
c The distributor is given a margin of 12-15%


  


c C&F Agents takes 1 day to service reorder within their
zones.
c If goods have to be procured from the warehouse then it
takes 2-3 days (average) for the goods to arrive at the C/F or
distributor and delivered to the stores no inventory
management system in place.
c Franchisee showrooms do have a system in place to
consolidate their inventory and sales with the company
main office.
c If any reorder do come in during the month then the
regional warehouse that entertains them properly services
them.


¦



c D 

 ¦ 

A The Economic Order Quantity Model is used widely at

Whirlpool to determine how much to order in a
continuous system of production.
A It helps in determining the optimal order size that
minimizes total inventory costs.
M




c To increase markets share, Whirlpool is launching new products and
expanding dealer network
c Recent efforts to expand distribution network include road shows and
dealer contact programmes in Tier-II and Tier-III cities
c Due to these initiatives, Whirlpool added around 2000 dealers in 2009-
10
c With strong demand translating into good pricing power, Whirlpool
has managed to pass on some of the increased raw material costs to
buyers
c Whirlpool India has also cut down its debt burden facilitating more
spend on promotion and distribution

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