WHIRLPOOL FROST FREE MAGIC IN HOMEMAKING

- YOUR

Group-13 Amit Raizada Mohi Mittal Shweta Sawadh Vishwas Koppa Venkatesha Madhav Windlass Vinod Antony

WHAT OUR CONSUMERS THINK

>20000 800012000 PRICE

0-5 yrs >10 yrs Life of Your

Current Fridge

1200020000

Prefer if in package Doesnt matter

Decision Factors :
Capacity After Sales Service & Warranty Price Energy savings Promotional Offers

Warranty and after sales

must(pay extra)

5-10yr

Not aware

Prior experienc e

Star Ratings
Aware and do not consider

Aware and consider

Suggested by store keeper

Buying Factors

Advertisin g

Specificati ons

SITUATIONAL ANALYSIS

Company Innovation Operational Excellence Customer Excellence Customer Homemaker of today Commercial purposes Collaborator Retailers Distributors Advertisers

Context

Space constraint Power saving Increase market share

Competitor

L.G. (market leader) Electrolux Samsung Videocon

INDUSTRY BACKGROUND

Refrigerator Industry WhirlpoolProduct Mix

25% Industry

30%

growing at a rate of 15% 2 standard designs Direct Cool and Frost Free 20% Refrigerators Contribution of high end frost free refrigerators increasing 15% AC 2007 Urban India penetration 75% 2008
10%

5% Whirlpool Refrigerators

Washing machine Others

2009

24% market share 0% 2nd largest 64% of companys volume

SWOT ANALYSIS
Strengths
Strong market share in refrigerator section Brand name Innovation Consumer need satisfying product

Weaknesses
Lower spending on advertising promotion Fewer stylish designs

Opportunities
Rural expansion of whirlpool brands Emerging markets Higher R & D investment

Threats
Higher raw material cost New competitive players

SEGMENTING
Segmentation

Geographic

Behavioral

Demographic

Psychographic

Hot areas

Warranty/service conscious

Young newly weds

Busy lifestyle

Urban and rural

Loyal customers

Nuclear v/s joint families

Quick and easy

Utility driven or style/appearance driven

Middle class or price sensitive customers

Working women

TARGETING

For Direct Cool: Low end price conscious segment For Frost Free: Young homemaker of today, Working women Frost Control: Middle class market.

P1- Direct Cool M1- Price conscious segment P2- Frost Free M2- Urban, Homemaker of today, Working women P3- Frost Control M3- Middle class users.

POSITIONING
Even in this fast world, homemaking at its best

Value

Emotional For todays young working women who follow a very busy lifestyle Benefits
Whirlpool Frost free is a refrigerator with sixthFood preservation sense cooling Instant cooling technology

Satisfaction to the working women Fresh and Healthy Food

Functional Space constraint That provides homemaker to keep the vegetables and food fresh & Benefits
healthy, gives instant cooling and its quick and easy to use.
Extra large crisper for storage Because of its unique freshonizer with EGA absorber , large storage 6th sense technology space with various accessories like safety lock shelves, choco box, Accessories

Attributes

can racks etc.

PRODUCT
POD

POP

Sixth sense tower cooling system with automatic temperature adjustment Freshonizer with EGA absorber to reduce ethylene gas content. Self adjusting mechanism for power fluctuations Space management with various type of crispers and compartments Magic light Innovation technique to illuminate every corner of Fridge

Door Cooling 5 star rating Fresh and healthy food

PLACE
More than 12000 outlets across India Low rural market penetration

PRICE Pricing slightly above the market leader LG Focus on customer value proposition Customer centric price strategy

PROMOTION

Occasion driven promotion Significantly less expenditure on promotion as compared to the market leader L.G. Brand ambassador- Ajay Devgan and Kajol

Publicity

Trade shows

Online marketing

Special offers

ANALYSIS

Innovation in Style

Color and design variants for the up market consumers like L.G.

Rural market penetration

Kiosks and trade fairs Road shows

Increase advertising and marketing costs to industry average

REFERENCES

Contact person:

Vijay Sales Store Manager (Infinity Mall, Andheri(W))

Web links
http://www.whirlpoolindia.com/media.aspx?id=25 http://www.whirlpool.com/Kitchen1/Kitchen_Refrigeration-2/102110022/ http://www.4psbusinessandmarketing.com/26032009/st oryd.asp?sid=2661&pageno=2 http://www.moneycontrol.com/news_html_files/news_att achment/2010/Whirlpool.pdf