SUMMER INTERNSHIP REPORT

ON
PRICE MAPPING, BRANDING AND SALES PROMOTION FOR WHIRLPOOL OF INDIA
SUBMITTED BY Vivek Singh (218)

12/16/2013

Whirlpool India Ltd

CONTENTS
Company Profile

Objectives
Job Assigned

Observation & Findings

Conclusions Recommendations Major Learning
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Company Profile
Inception- 1911 at Benton harbor, Michigan, U.S.A.

Entered India- 1980

Market share in india-25% Total turnover of Rs. 626.75 cr. (2013) Net profit of Rs. 24 cr. (2013)

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Whirlpool India Ltd

Contd

Whirlpool vision- Every Home Everywhere with

Pride, Passion and Performance.

Whirlpool mission- Everyone, Passionately Creating

Loyal Customers for Life

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Whirlpool India Ltd

Objectives
Assess customer satisfaction level

Know market share and calculate display share

Study brand image of Whirlpool India ltd

Enhance knowledge in branding and marketing activity

Enhance knowledge of consumer durable products

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Whirlpool India Ltd

Job Assigned
My entire project was divided into four different stages as :
STAGE DATE DESCRIPTION

15th May -30th may

Price mapping

II

4th June -21st

June

HoReCa Order Approval

III

22nd June-7thJuly

HoReCa Inspection

IV

till 24th July

HoReCa Activation

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Whirlpool India Ltd

Price mapping
Visiting retailers and distributors in west Delhi and querying for the price offered by competitors Check if promotional materials are used by the retailers Look for Display of Neo I chill in the stores Find out customer response Check the availability of Whirlpool catalogue and the POPs in the store
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HoReCa Project
A new campaign for the promotion of their product 'neo I-chill'

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Whirlpool India Ltd

Activation & Inspection of HoReCa

Visiting restaurants & pubs who have confirmed the order earlier to deliver the product

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Whirlpool India Ltd

Observation & Findings

In the present scenario, user of Whirlpool is 54% of total observation 25% of observation are using Samsung followed by LG 21%, Godrej 6%, Videocon 2% and 3% other brand 55% of customer are satisfied with their present refrigerator Majority of customer prefer refrigerator with a capacity of more than 200 ltr and advanced technology
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Conclusions
Over past five years whirlpool moved ahead to build strong customer loyalty Its innovation , eco efficiency and consumer that led to this position Have been very effective in producing and placing deliveries on time Whirlpool ahead of competitors ie LG and Samsung In comparison with the competitors : Whirlpool is always a step ahead in taking the first advantage of innovative production

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Recommendations
Product lines and variants in refrigerators to be increased to give wider options Should come up with new and attractive logo as well as design After sales service arrangements needs to be strengthen

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Major learning
How to interact with customers and attend to their queries

Art of mystery shopping during price mapping

Way to approach ,communicate and finalise an order How MRP & MOP used to lure the customers Practical implication of branding and promotional strategy

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Thank you

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