CHAPTER 1

INTRODUCTION
 PREFACE
Today’s business environment demands that managers possess a wide range of
Knowledge, skills and competencies as well as sound understanding of management
processes and functions. Managers need to be able to make best use of their time and
talents, and of other people’s, and to work with and through others to achieve corporate
objectives. They also need to demonstrate a full understanding of business environment
and of their organization’s key resources. Its people, finance and information Amongst
these key resources, the people factor is considered to be the most valuable asset for any
organization. These people i.e the employees of the organization are the internal customers
of that organization who are as important as the external customers.

Earlier businesses were conducted with a sole objective of earning profits. But now due to
intense competition and changing market trends the focus of the organizations has shifted
to customer satisfaction; satisfaction of both internal and external customers. External
customers can be satisfied by providing them what they want in a product. To satisfy the
internal customers, organizations adopt the method of providing the ‘quality of life’
 ACKNOWLEDGEMENTS

At the outset, I would like to thank WHIRLPOOL INDIA LTD for giving me the approval to this
project in the organization. I thank my company guide, Mr. BHRAT for this encouragement and
contribution of time, counsel and for coordinating the project work and giving me guidance.
This project would not have been possible without his help.

I am thankful to many individuals in the sales department of WHIRLPOOL INDIA LTD for the
encouragement and professional assistance.

A heartfelt thanks to the many respondents surveyed whose ideas, critical insights and
suggestions have been invaluable in the preparation of this report. Last but by no means the
least I would like to convey my special thanks to all the faculty members of LINGAYAS
UNIVERSITY for giving me the opportunity to work on this project.

ASHISH GUPTA
 INTRODUCTION

Satisfaction is the persons feeling of pleasure(or) disappointment resulting from comparing a

product perceived performance (outcome) inrelation to his/her expectation. If the performance
fall short of expectation thecustomer is dissatisfied . If the performancematches the expectation
the customer issatisfied if the performance exceeds theexpectation the customer is highlysatisfied
( or) delighted many companies are aiming forhigh satisfaction because they are much ready to
switch. ]

Buyer’s expectation formed on the basis of past buying experience,friend and the associate
advice and themarketers and the competitor’s informationand promises. If marketers raise
expectationstwo high , the buyer is likely to be disappointed. Even if the company sets
expectation should match the performances.

 A customer is the most important person ever in any company.

 A customer never depend on company,but the company depends on him.

 A customer is the person who bring company his wants.

 A customer is not a interruption of marketers work he is the purpose of it.

CHAPTER 2
COMPANY
PROFILE
 OVERVIEW OF INDUSTRY
Whirlpool Corporation is a global manufacturer and marketer of major home appliances. The
company manufactures in 13 countries and markets products in approximately 170 countries
under 11 major brand names such as Whirlpool, Maytag Kitchen Aid, Roper, Estate, Bauknecht,
Laden and Ignis.

Whirlpool Corporation entered India in the late ‘80’s and today has grown to become one of the
leading manufacturers and marketers of major home appliances in India. Whirlpool Corporation
entered into a joint venture agreement with TVS group to produce automatic washers at a plant
set up in Pondicherry.  A modest beginning was made to establish the Whirlpool brand in India. 
In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered into the
Refrigerator market in India.  In late 1995 majority ownership was gained in the TVS joint
venture and the two entities were merged to form Whirlpool of India Limited in 1996.

Whirlpool has the distinction of having ISO certification for all its facilities in India. The
refrigerator facility is located at Faridabad and manufactures a complete range of direct cool
refrigerators.  With the infusion of technology, machinery and streamlining the processes the
capacity of this plant was increased from 700,000 to 1,000,000 annually.

Whirlpool’s commitment to the Indian operation has resulted in the setting up of a state-of-the-
art facility for the manufacture of no frost refrigerators at Ranjangaon near Pune. This facility
has set the standards as one of the world’s front runners in environmentally sensitive eco-friendly
manufacturing units.

The washer facility is located at Pondicherry and manufactures both fully automatic and semi
automatic washers.  Constant feedback is taken from the consumers resulting in products being
continuously upgrade in features and in styling. 

Products manufactured in the above facilities match Whirlpool’s global standards and are
exported to over 70 countries across the globe.  Whirlpool of India is today India’s largest
exporter of home appliance and has been approved as an Export House.
 PROFILE OF COMPANY

Whirlpool is a swirling body of water usually produced by

ocean tides. The vast majority of whirlpools are not very powerful. More powerful ones are more
properly termed maelstroms. Vortex is the proper term for any whirlpool that has a downdraft.

Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized
washers to the current market position of being world’s number one manufacturer and marketer
of major home appliances, has always set industry milestones and benchmarks. The parent
company (Whirlpool Corporation) is headquartered at Benton Harbor, Michigan, USA with a
global presence in over 170 countries and manufacturing operation in 13 countries with 11 major
brand names such as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Laden and Ignis. The
company boasts of resources and capabilities beyond achievable feat of any other in the industry.

Whirlpool Corporation (NYSE: WHR) is a Fortune 500 company and a global manufacturer and
marketer of major home appliances,with annual sales of approximately $18 billion, more than
73,000 employees, and more than 70 manufacturing and technology research centers around the
world. After acquiring the Maytag Corporation on March 31, 2006, Whirlpool Corporation
became the largest home appliance maker in the world.

Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it emerged
as truly global leader in the 1980’s. This encouraging trend brought the company to India in the
late 1980s. It forayed into the market under a joint venture with TVS group and established the
first Whirlpool manufacturing facility in Pondicherry.

Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian
refrigerator market as well.

The same year also saw acquisition of major share in TVS joint venture and later in 1996,
Kelvinator and TVS acquisitions were merged to create Indian home appliance leader of the
future, Whirlpool India. This expanded the company’s portfolio in the Indian subcontinent to
washing machines, refrigerator, microwave ovens and air conditioners.

Today, Whirlpool is the most recognized brand in home appliances in India and holds a market
share of over 25%. The company owns three state-of-the-art manufacturing facilities at
Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups features an infrastructure
that is witness of Whirlpool’s commitment to consumer interests and advanced technology.

In the year ending in March ‘06, the annual turnover of the company for its Indian enterprise was
Rs.1,375 Crores. According to IMRB surveys Whirlpool enjoys the status of the single largest
refrigerator and second largest washing machine brand in India.

The company’s brand and image speaks of its commitment to the homemaker from every aspect
of its functioning. It has derived its functioning principles out of an undaunted partnership with
the homemakers and thus a slogan of “You and whirlpool, the world’s best homemaker” dots its
promotional campaigns.

Whirlpool has the distinction of having ISO certification for all its facilities in India. The
refrigerator facility is located at Faridabad and manufactures a complete range of direct cool
refrigerators. With the infusion of technology, machinery and streamlining the processes the
capacity of this plant was increased from 700,000 to 1,000,000 annually.

Whirlpool’s commitment to the Indian operation has resulted in the setting up of a state-of-the-
art facility for the manufacture of no frost refrigerators at Ranjangaon near Pune. This facility
has set the standards as one of the world’s front runners in environmentally sensitive eco-friendly
manufacturing units.

The washer facility is located at Pondicherry and manufactures both fully automatic and semi
automatic washers. Constant feedback is taken from the consumers resulting in products being
continuously upgrade in features and in styling.

Products manufactured in the above facilities match Whirlpool’s global standards and are
exported to over 70 countries across the globe. Whirlpool of India is today India’s largest
exporter of home appliance and has been approved as an Export House.
Design Engineering is being developed as a core competency for Whirlpool of India. A step in
the direction has resulted in the setting up of Regional Technology Centres at Pune focussing on
refrigerators and at Pondicherry for washers. This will provide WOI with a competitive edge in
speedy customisation of products suited to consumer needs.

In the second phase of developing this core competency Whirlpool set up a Global Technology
Centre at Pune in 2002 to provide design support for the global organisation. A design and
development centre for Whirlpool’s global small appliances brand Kitchenaid has also been set
up at Pondicherry. The already strong manufacturing and technology infrastructure was
augmented by the establishment of a Global Consumer Design centre for Asia in New Delhi in
2005

Whirlpool India’s products range from Refrigerators, Washing Machines, 100% Dryers, Air
conditioners, Oil Filled Heaters, Microwave Ovens, Purafresh RO Range, to Home UPS
Systems.

Thus, in short the history of the company can be stated as below:

1908: The first Automatic washer was launched to public in late 1908, by 1900 Corporation
which in 1911 was renamed to Upton Machine Company.

1957: The Company was rechristened as ' The Whirlpool Corporation.'

1958: The Company moved out of country for the first time and invested in Brazilian appliance
market through purchase of equity in Multibras S.A.

1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form Whirlpool Ltd.

1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland, Netherlands and
Belgium

1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC
manufacturing facility of Kelvinator India was also acquired.

1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to form
Whirlpool of India Ltd
1999: Whirlpool of India crossed the milestone of 1 million sales of appliances.

2006: Whirlpool Corporation acquires Maytag and become the Worlds largest white goods
company.

2007: Received the 2007 Cause Marketing Golden Halo Award for Business, America's highest
honor for companies and organizations that give back to the community through creative and
effective cause marketing campaigns

2008: Named one of the “2008 World’s Most Ethical Companies” by Ethisphere magazine

2008: Whirlpool OF India” was awarded the NDTV Profit Business & Leadership Award 2008 for
“The Best Consumer Durables Company

2009: Whirlpool was voted Product of the Year and received the award for the 'Best Innovative
Product' in the popular refrigerators category. This was based on 40,000 consumers across 36
towns in India voting Whirlpool Frost Free Refrigerators with 6th sense as the Best Innovation in
the Popular Refrigerator Category.

2009: Named one of the “100 Best Corporate Citizens” by Chief Responsibility Officer (formerly
Business Ethics) magazine in 2009 and from 2000-2007

2009: Hewitt ‘Best Employers in India’ 2009 Study

Whirlpool vision
Every Home… Everywhere… with Pride, Passion and Performance
 This vision statement reinforces that every home is their domain, every customer and
customer activity is their opportunity. This vision fuels the passion that they have for customers,
pushing towards to provide innovative solutions to uniquely meet their needs.

Pride... in work and each other

Passion... for creating unmatched customer loyalty for their brands

Performance... that excites and rewards global investors with superior returns

Whirlpool mission

Everyone, Passionately Creating Loyal Customers for Life

Whirlpool mission defines the focus and what it does differently to create value. Its a company
of people captivated with creating loyal customers. From every job, across every contact, it
builds unmatched customer loyalty…one customer at a time.

Whirlpool values:

The company’s values are constant and define the way that all Whirlpool Corporation employees
are expected to behave and conduct business everywhere in the world.

Respect — Trust one another as individuals and value the capabilities and contributions of each
person.

Integrity — It conducts all aspects of business honorably – ever mindful of the longtime
Whirlpool Corporation belief that there is no right way to do a wrong thing.

Diversity and Inclusion — It maintains the broad diversity of Whirlpool people and ideas.
Diversity honors differences, while inclusion allows everyone to contribute. Together, it creates
value.
Teamwork — It recognizes that pride results in working together to unleash everyone’s
potential, achieving exceptional results.

Spirit of Winning — The company promotes a Whirlpool culture that enables individuals and

teams to reach and take pride in extraordinary results and further inspire the "Spirit of Winning"
in everyone.

Innovation:

Whirlpool Corporation firmly believes innovative thinking comes from everyone,

everywhere. Nearly 10 years ago, they launched a worldwide effort to instill innovation as a core
competency throughout the entire organization. Since then, Whirlpool employees worldwide
have participated in and contributed to innovation-related activities resulting in new ideas,
products and services; thus delivering real value to consumers in ways never before seen in
either the company or the home appliance industry.

Focused on embedding innovation as a core competency, Whirlpool Corporation has

made a long-standing investment to build this competency. This investment includes redesigning
business processes, training thousands of employees, building an innovation management system
and changing the culture of the company. 

Innovation attracts consumers to the wide portfolio of brands; Whirlpool Corporation

generated more than $2.5 billion of worldwide revenue from product innovations—well
exceeding projected targets for the year—and the robust pipeline of $4.5 billion will allow for
continued growth over time.

Promising entity of the company

 Whirlpool Corporation is committed in building products that consumers around the
world can rely upon to meet their daily needs. This commitment to quality begins in the concept
stages and continues throughout the lifetime of the appliance. The result of these efforts is a
sustainable and competitive advantage for the company.
Globally, Whirlpool Corporation manufactures products using principles of lean
manufacturing and operational excellence to ensure continuous improvement of processes and to
produce products that meet the company's high-quality standards.

At Whirlpool, there is a constant focus on seeking out new and unique ways to improve
the function, performance and sustainability of their products.

The ring of promise circling the Whirlpool Corporation logo

The ring around the whirlpool logo clearly shows how the company encompasses with a
promising nature in developing a individual customer loyalty with its services .

Building the Corporate Brand

The Whirlpool corporate brand has a history dating back to 1911. The company has
steadily expanded its product line, revenues, and global footprint for more than five decades,
evident by milestone returns – from $1 billion in 1968, to $2 billion by 1978, to $6 billion by
1989, to the $13 billion reported in 2004. The corporate mission has also remained focused over
time, demonstrated by mantras such as “Unmatched customer loyalty – the core of our strategy”
and “Customer passion and lifelong relationships – the focus of our business.”

The corporate brand has also been built on a long history of design innovation, a safe and
diverse employee environment, customer-centered manufacturing, and a spirit of social
responsibility. In fact, the depth of the company’s commitment to multiple social efforts is
evident by a six-year inclusion of Whirlpool on the “100 Best Corporate Citizens” list published
by Business Ethics Magazine. The company boasts an impressive set of accomplishments that
foster these commitments:
 The implementation of Operational Excellence, Whirlpool’s custom version of the Six
Sigma program, improves quality while lowering costs and shortening cycle times. This
program helped Whirlpool leverage its global manufacturing experience to save $175
million in manufacturing costs in its first three years of use.
 Whirlpool’s commitment to innovation was recognized in 2002 with a National Design
Award for Corporate Achievement from the Smithsonian Institution.
 Whirlpool is a six-time winner of the ENERGY STAR Partner of the Year award from
the U.S. Environmental Protection Agency (EPA) and Department of Energy,
demonstrating the company’s commitment to environmental protection.
 More than 3,500 Whirlpool employees are involved in a five-year, $25 million
commitment to Habitat for Humanity International. The partnership has provided more
than 65,000 appliances to Habitat homes built in North America. In addition,
Whirlpool has raised over a million dollars to support the fight against breast cancer through the
“Cook for the Cure” program, sponsored by KitchenAid. Over 90 years of history gives
Whirlpool an extremely valuable asset: a corporate brand that communicates innovation,
consumer-driven research and development, and excellence in design and performance. Injecting
these principles into internal and customer-facing business processes enables the company to
invoke a consistent set of emotional responses from consumers including trust, uniqueness, and
most important, loyalty.

Product Range
The product range covers a wide variety of products from Refrigerators to Fabicare; from
AirCon to Water Purifiers and also Microwaves to UPS.Following is the product range of
Whirlpool Of India Limited.

 Refrigerators
  Washing Machines
 Dyers
 Microwave
 Water Purifiers

Strategy execution:

The main strategy of the whirlpool is building strong brands which has a loyal consumer
base. Whirlpool is trying to build trustworthiness of the customer and lead the customer life
easier. Whirlpool mailnly does lot of work contributing in building unmatched levels of loyalty
to their brands through lifelong relationships with the customers.
Whirlpool is committed to create the brand value using various strategies such as
focusing on innovation, cost productivity, product quality and consumer value. Whirlpool
always had a continous effort to improve its global operating platform to ensure the position of
the best-cost and best-quality appliance manufacturer worldwide. The company is maintaining a
strong supply chain to better deliver products in trading customers and consumers. The benefits
of these actions today through a stronger network, increased efficiencies and timely deliveries.
Now and then, even in the future the whirlpool focus is not simply on producing
products but more on the innovation and customer perception in creating them. Its major focus
is always on maximizing the benefits of their worldwide network of resources, which is
unmatched in the industry. They are creating better, more innovative products that improve
consumers' lives—in and around the home—each and every day. The company is always
committed in being an agile, global consumer products company that creates value through their
brands and innovations. With their compelling and growing brands, fueled with innovation, the
company always attracts and retain loyal customers for life.

GLOBAL SCENARIO OF WHIRLPOOL

COUNTRY KEY STATS BRANDS LOCATIONS

NORTH AMERICA Headquarters: Benton
-No. 1 position in the United States Harbor, MI
industry KitchenAid, Manufacturing
-$7.9 billion of sales Whirlpool, Locations:
-$810 million of Roper by Whirlpool United States Laverne,
operating profit Corporation, Estate, TN;
-Approximately 31,000 Gladiator Findlay, OH; Marion,
 employees Canada OH;
Inglis,Whirlpool, Greenville, OH; Clyde,
KitchenAid OH;
Mexico Whirlpool, Benton Harbor, MI;
Acros, Evansville, IN; Fort
Supermatic, Crolls Smith, AR; Tulsa, OK;
Oxford, MS
Canada Montmagny, QC
Mexico Monterrey
EUROPE Operations Center:
- No. 3 position in Western Whirlpool, Comerio, Italy
and Bauknecht, Manufacturing
Central Europe Ignis, Polar, Laden in Locations:
_ $2.7 billion in 2003 sales France, KIC in South France Amiens
_ $124 million in 2003 Africa Germany Neunkirchen,
operating profit Schorndorf
_ Approximately 14,000 Italy Naples, Siena,
employees Cassinetta, Trento
Poland Wroclaw
Slovakia Poprad
South Africa Isithebe
Sweden Norrköping
ASIA Leader among Western Headquarters: Hong
companies, with No. 1 Whirlpool Kong, PRC
market Manufacturing
position in India Locations:
_ $416 million in 2003 India Faridabad, Pune,
sales Pondicherry
_ $7 million in 2003 China Shanghai, Shunde
operating profit Whirlpool
_ Approximately 5,000
employees
CHAPTER 3
RESEARCH
METHODOLOG
Y
 OBJECTIVES OF THE STUDY

 To assess the customer satisfaction level

 Proper understanding and analysis of the WHIRLPOOL INDIA LTD.

 To study the brand image of WHIRLPOOL INDIA LTD.

 Proper understanding of promotional tools prevailing in the company.

 To suggest the ways to promote WHIRLPOOL INDIA LTD.

 To know strength, weakness, opportunities and threat of WHIRLPOOL INDIA LTD.

 The objectives of study is to gain knowledge about the marketing mix offered by the
company

 The study focus Whirlpool and it’s competitors

 The study reflects the various marketing strategies adopted by Whirlpool.

2.1 Significance of study

 This study has an overview of Whirlpool Company or organization.

 This study gain knowledge about the company.
  This study focuses on over all industry.
 This study focuses on Whirlpool and its competitors.
 This study gives information about the competitors in the industry.

METHODOLOGY

RESEARCH PROCESS:

1) DEFINE RESEARCH PROBLEM:

The formulation of a general topic into specific research problem constitutes the 1st step in
research process. Essentially two steps are involved in formulating the

Research problem that is understands the problem theoretically and rephrasing the same into
meaningful terms from an analytical point of view.

2) EXTENSIVE LITERATURE SURVEY:

Once the problem is formulated a brief summary of it shift’s the return down. It is
compulsory for a research worker for writing a thesis for a PhD degree to write a synopsis
{brief summary} of a topic and submit it to the necessity committee at this research board for
approval at this researcher should undertake the extensive literature survey, i.e.: reviewing
concepts & theories and reviewing previous research findings.

3) FORMULATE HYPOTHESIS:
Hypothesis is tentive assumptions made in order to draw out a test it’s logical or empirical
consequences. Hypothesis should be very specific & limited for a peace of research in hand
because it has to be tested. Hypothesis provides a guide for researching which are limited to
the area of research and to keep him on the right track.

4) DESIGN RESERCH:
 Research design is a conceptual structure with in which research would be conducted.
Research design involves the following consideration:-

a) Means of obtaining the information.

b) Availability & skill of the researcher & his staff.
c) Explanation of the way in which selected means of obtaining information will be
organized.
d) Time availability for research.
e) The cost factor relating to research.

5) COLLECTING DATA:

There are certain ways of collecting the appropriate data which differ considerately in
context of money, time, cost, & other resource at the disposal of the researcher. Data can be
collected through primary resources & secondary sources Primary sources include data
collection through surveys, Questionnaire, interview and observation. Secondary data can be
collected through book, magazines, journals, business reports or internet. The researcher
should select one of these methods of collecting data taking into considerations the nature of
the investigation, objectives and scope of research.

In form of primary data I have used questionnaire and in form of secondary data I have
taken data from multiple sources.

6) ANALYSIS OF DATA:

The analysis of data requires a member of closely related operation such as establishment of
faculties, application of these facilities to draw a data, to coding, tabulation and there drawing
statistical inferences. The unwieldy data is classified data into sum purposely and usable
categories.

7) INTERPRETATION & REPORT’S:

The process of interpretation explains the finding’s on the basis of some theories. The process of
interpretation quite often trigger of new practices in which in return may lead to further
researcher.

PRELIMARY PAGES

MAIN TEXT

END MATTERS

I) The Preliminary pages:-

We include topic’s title’s, data, acknowledgement, list of tables, list of the content, list of
graphs & charts if any given in the report.

II) The main text:-

It includes the interaction, summary of findings, main reports and the conclusion.

III) The end matters:-

It includes appendices, bibliography and index in case of published reports

Data can be classified under the two main categories, depending upon the sources used for the
collection purposes. i.e., ‘Primary data’ and ‘Secondary data’. The validity and accuracy of final
judgment is most crucial and depends heavily upon how well the data is gathered in the first
place. The methodology adopted for data gathering also affects the conclusions drawn there
form.

Primary data:

Primary data are those data, which are collected by the investigator himself for the purpose of a
specific enquiry or study. Such data are original in character and generated by surveys conducted
by individuals or research institutions. Thus we can say that the data that is being collected for
the first time is called primary data.

Methods that can be used for collection of primary data are as follows:

 Direct personal observation: under this method, the investigator presents himself
personally before the informant and obtains first hand information. This method provides
greater degree of accuracy.

 Telephone survey: under this method the investigator, instead of presenting himself
before the informants, contacts them on telephone and collects information them.

 Indirect personal interview: under this method, instead of directly approaching the
informants, the investigator interviews several third persons who are directly or indirectly
concerned with the subject matter of the enquiry and who are in possession of the
requisite information. This method is highly suitable where the direct personal
investigation is not practicable either because the informants are unwilling or reluctant to
supply the information or where the information desired is complex or the study in hand
is extensive.
  Information received through local agents: under this method, the information is not
collected formally by the investigator, but local agents, commonly know as
correspondents, and are appointed for the different parts of the area under the
investigation. They apply their own judgment as to the best method of obtaining
information.

 Mailed questionnaire method: under this method, the investigator prepares a

questionnaire containing a number of questions pertaining to the field of enquiry. These
questionnaires are sent by post to the informants together with a polite covering letter
explaining in detail, the aims and objectives of collecting the information, and requesting
the respondents to cooperate by furnishing the correct replies and returning the
questionnaire duly filled in. the success of this method depends upon the proper drafting
of the questionnaire and cooperation of the respondents.

 Questionnaire sent through enumerators: under this method, instead of sending the
questionnaire through post, the investigator appoints agents know as enumerators, who
go to the respondents personally with the questionnaire, ask them the questions given
therein, and record their replies

Secondary data:

When a person uses data, which has already been collected by someone else, then such data is
know as secondary data. Secondary data should be used with extra caution since someone else
has collected it for his/her use. Before using such data the investigator must be satisfied with
regard to the reliability, accuracy, adequacy and suitability of the data to he given problem under
investigation.
Methods that can be used for collection of secondary data are as follows:

 Published sources: there are a number of national organizations and international

agencies, which collect and publish statistical data relating to business, trade, labor, price,
consumption, production, etc. these publications of the various organizations are useful
sources of secondary data.

 Unpublished sources: the records maintained by private firms or business house who
may not like to release their data to any outside agency are know as unpublished sources
of collection of secondary data.

Both ‘Primary data collection methods’ and ‘Secondary data collection methods’ have various
advantages as well as limitations. Thus it would be prudent to use both these methods to one’s
advantage.

Both Primary and Secondary data have been used in the thesis. More of secondary data has been
used.

Sampling:

Sampling refers to the procedure by which some members of a given population are selected as
representatives of the entire population.

Types of sampling:
Stratified sampling:

 A two step process in which the population is partitioned into subpopulations or strata.
 The strata should be mutually exclusive and collectively exhaustive in that every
population element should be assigned to one and only one stratum and no population
elements should be omitted.
 Next, elements are selected from each stratum by a random procedure, usually SRS
 A major objective of stratified sampling is to increase precision without increasing cost.

Cluster sampling:

 The target population is first divided into mutually exclusive and collectively
exhaustive subpopulations or clusters.
 Then a random sample of clusters is selected, based on a probability sampling
technique such as SRS.
 For each selected cluster either all the elements are included in the sample (one stage)
or a sample of elements is drawn probabilistically (two stage).
 Elements within a cluster should be as heterogeneous as possible but cluster
themselves should be as homogeneous as possible. Ideally, each cluster should be a
small- scale representation of the population.
 In probability proportionate to size sampling, the clusters are sampled with
probability proportional to size. In the second stage, the probability of selecting a
sampling unit in a selected cluster varies inversely with the size of the cluster.

Systematic Sampling:

 The sample is chosen by selecting a random starting point then picking every 1 st element
in succession from the sampling frame.
 The sampling interval, 1, is determined by dividing the population size N by the sample
size n and rounding to the nearest integer.
  When the ordering of the element is related to the characteristics of interest, systematic
sampling increases the representativeness of the sample.
 If the ordering of the element produces a cyclical pattern, systematic sampling may
decreases the representativeness of the sample.

Simple random sampling:

 Each element in the population has a known and equal probability of selection.
 Each possible samples of a given size (n) has a known and equal probability of being the
sample actually selected.
 This implies that every element is selected independently of every other element.
 Principle
- Equal chance of drawing each unit.
 Procedure
- Number all units.
- Randomly draw units.

Judgement sampling:

Judgment Sampling is a form of convenience sampling in which the population element is

selected based on the judgment of the researcher.

 Test market

 Purchase engineers selected in industrial research

 Bellwether precincts selected in voting behavior research

 Expert witnesses used in court

 Convenience sampling:

Convenience sampling attempts to obtain a sample of convenient elements. Often,

respondents are selected because they happen to be in the right place at the right time.

- Use of students, and member of social organizations.

- Mall intercept interview without qualifying the respondents.
- Department stores using charge account lists.
- “People on the street” interview.

CLASSIFICATION OF SAMPLING TECHNIQUES:

SAMPLING TECHNIQUES

NON-PROBABILITY PROBABILITY SAMPLING

SAMPLING TECHNIQUE TECHNIQUES

CONVENINCE SAMPLING SIMPLE RANDOM

SAMPLING

JUDGEMENT SAMPLING SYSTEMATIC SAMPLING

QUOTA SAMPLING STRATIFIED SAMPLING

SNOWBALL SAMPLING CLUSTER SAMPLING

CELEBRATORY ENDORSEMENT BY KAJOL & AJAY DEVGAN

Beautiful and Vivacious – Kajol

Like a fresh breath, Kajol wafted into the film world that
thrived on predetermined codes of demeanor. She carries the
halo of spontaneity. Kajol swept across millions of hearts with
her energetic pace. Her vivaciousness and frisky persona
proved contagious and singularly her own in the
contemporary scene. Kajol has made a distinctive indent into
the Hindi film industry. Though she has the girl next door
image and is not as glamorous as the others in her field, Kajol
is outstanding in her acting. The flexibility of her acting can
be seen from the various characters done by this natural
actress. She gives more attention to her acting than the
financial success of a film.
Kajol's eventful journey from 'Bekhudi' to 'Fanaa' shows the power of her versatility, sheer
hard work and dedication towards art behind all of her roles. She doesn't give more
importance to publicity or celebrity because she believes acting is purely a profession .

Kajol has come to stay in the industry as a mainstream actress with an inimitable charm and
liveliness coupled with the talent that renders eye-filling performances. Her reel life image is
not diverse from her real-life image. She is as outspoken and lively as she seems in her
characters in the films. Bold and beautiful-Kajol has won millions of hearts with her impish
vivacity within a short span. No wonder then that Kajol is rated as superb among her
generation of leading ladies.

On association with Whirlpool:

"Whirlpool believes in providing world-class quality to its consumers. Whirlpool is a '‘Perfect

partner to the demanding homemaker' of today. Whirlpool's products are stylish, modern and
contemporary with elegant looks and reflect the sense of pride homemakers take in choosing
them for their homes."
 The intense emotional hero – Ajay Devgan

Ajay Devgan, known more for his intense acting abilities

carved a niche for himself as an actor. Ajay is one actor
who has gained stardom on the merit of his performances,
not based on Bollywood-style good looks. Earlier known
as a dhishum dhishum action hero, Ajay shifted his image
to a romantic lead, setting the trend with Ishq, a soft
romantic comedy paired opposite wife- Kajol. The image
became much prominent with Pyaar To Hona Hi Tha,
bringing out his softer side. Then there was no looking
back for Ajay. It became a habit for him to deliver
emotional roles par excellence.
Ajay was sky high with his looks, performances and the choice of films, which defined his
characters.

Ajay's popularity has increased in leaps and bounds with outstanding performances in recent
films like Gangajal, Apaharan, Omkara. Ajay is rated as one of the best actors of the Indian
cinema. Amitabh Bachchan once called Ajay Devgan the `Dark Horse' of the film industry.
Yes, the Dark Horse is now winning races with regularity, leaving the more favored glamour
breeds way behind. Ajay is most definitely one of the finest actors we have and definitely
worth applause.

On association with Whirlpool:

"Whirlpool brand has successfully emulated the dreams, aspirations and expectations of Indian
home maker through the years. It symbolizes a relationship based on equality, love and
romance, which is why I agreed to represent the brand," declares Ajay Devgan. " We are
very pleased to be associated with Whirlpool – the leaders in home appliances”, he adds.
 BRANDING

Branding is more than just a business buzzword. It has become the crux of selling in the new

economy. If the old marketing mantra was, “nothing happens until somebody sells something,

“the new philosophy could be “nothing happens until somebody brands something.”

In its simplest form, a brand is a noun. It is the name attached to a product or service. However,

upon close inspection, a brand represents many more intangible aspects of a product or a

service: a collection of feelings and perceptions about quality, image, lifestyle and status. It

creates in the mind of the customers and prospects the perception that there are no products

or services in the market that is quite like yours. In short a brand offers the customers a

guarantee and then delivers on it.

IMPORTANCE OF BRANDING

One of the truths of modern business is that there is almost nothing that your competitors can’t

duplicate in a matter of weeks or months. If you have great idea, You can be certain that

somebody will copy it before long, and not only they will follow your lead, but they may also be

able to do better job or sell the product or service at a lower price. The question then becomes,

“what competitive edge should we have to offer that can’t be copied by anyone else?”

Creating a strong brand identity will build mind share- one of the strongest competitive

advantages imaginable. As a result, customers will think of your business first when they think

of your product category.

A brand is the one thing that you can own that nobody can take away from you. Everything else

your competitor can steal your trade secrets. Eventually, your patents will expire, physical plant

will wear out, and technology will change, but your brand can go on and live. It creates a lasting

value above and beyond all the elements of your business.

When should you brand?

Because of the competitive nature of business today, nearly all the industries can benefit from

branded products. All of the traditionally brand-conscious including fashion, restaurants and

consumer goods, are being forced to brand heavily- perhaps even more strategically then they

ever have in the past. Financial services, which were one of the last effronteries, are even

beginning to see the importance of branding by tagging banking packages and even mutual

funds with catchy names. Even industrial market, where the cost is usually more of loyalty

building factor, has seen brand names creep in.

What goes into the brand?

If your product is new and unique. There is no preexisting biases towards him product or

service; it will be easy to manipulate customer’s attitudes. More often, your product or service

will have been in existence for a while and have direct competition. And if it is does not, it will

probably soon will. Therefore, products that may be roughly equivalent in terms of their

features need have a brand identity that will impact consumer choice.

Brand identity is comprised of:

PRICING: A component of value; higher prices may signify to consumers higher quality and

lower prices may suggest decreased value.

DISTRIBUTION: Availability; limited distribution of a product or service may imply exclusivity to

discerning consumers.

QUALITY: Which impacts satisfaction; obviously, higher quality will translate to more satisfied

customers who come back again and again to purchase your offerings.

PRESENCE: Prominence in the paid & unpaid media; products and services with a high profile

market presence will lead to brand recognition and increased sales.

AWARENESS: Top off mind awareness, residual awareness and recognition, which are directly

related to presence; the higher your offerings awareness the better your sales results will be.

REPUTATION: Enduring public opinion of brand character, which is built over time and difficult

to change once established.

IMAGE: Perception of brand traits or prototypical buyers; often represented by qualities the

consumers relates to, like reputation, image is difficult to change once established.

BENEFITS: Consumers may equate certain positive and negative consequences with use of your

product or service these may be warranted or unwarranted.

POSITIONING SILENCE: Differentiation is from the competition, which is established by a

combination of all elements of the brand.

SHARE OF MARKET: Increased market share is a direct result of a successful branding

campaign.

CUSTOMER COMMITMENT: Loyalty is built through long term branding and close consumer

contact.
 SWOT ANALYSIS

SWOT Analysis is a general technique which can find suitable applications across diverse
management function and activities but it is particular appropriate to the early stage of strategy
and marketing plan

SWOT involves generation and recording of strengths, weaknesses, opportunities and threats
concerning a task, individual, department or organization, it is customary to take account of
internal resources and capabilities (strengths & weakness) and factors external to the
organization (opportunities & threats).

SWOT Analysis is an effective way of identifying your strengths and weaknesses and of

examining the opportunities and threat.

What makes it particularly powerful is that with a little thought, it can help you uncover

opportunities that you are well placed to take advantage of. And by understanding your

weaknesses, you can manage and eliminate threats hat would otherwise catch you unawares.

More than this, buy looking at yourself and your competitors using the SWOT framework, you

can start to craft a strategy that helps you compete successfully in your market.

The Whirlpool Corporation - SWOT Analysis company profile is the essential source for top-
level company data and information. Whirlpool Corporation - SWOT Analysis examines the
company’s key business structure and operations, history and products, and provides summary
analysis of its key revenue lines and strategy.

Whirlpool Corporation (Whirlpool) manufactures and markets a full line of major appliances
and related products, primarily for home use. The company operates in North America, Europe,
Latin America and Asia. It is headquartered in Benton Harbor, Michigan and employs about
67,000 people. The company recorded revenues of $17,099 million during financial year ended
December 2009 (FY2009), a decrease of 9.6% as compared with FY2008. The reason for
decrease in revenues was primarily due to lower appliance industry demand. The operating
profit of the company was $688 million during FY2009, an increase of 25.3% over FY2008. The
net profit was $328 million in FY2009, a decrease of 21.5% as compared with FY2008.

Scope of the Report

- Provides all the crucial information on Whirlpool Corporation required for business and
competitor intelligence needs
- Contains a study of the major internal and external factors affecting Whirlpool Corporation in
the form of a SWOT analysis as well as a breakdown and examination of leading product
revenue streams of Whirlpool Corporation
-Data is supplemented with details on Whirlpool Corporation history, key executives, business
description, locations and subsidiaries as well as a list of products and services and the latest
available statement from Whirlpool Corporation

Reasons to Purchase

- Support sales activities by understanding your customers’ businesses better

- Qualify prospective partners and suppliers
- Keep fully up to date on your competitors’ business structure, strategy and prospects
- Obtain the most up to date company information available

CONSUMER BUYING
BEHAVIOUR

The main aim of marketing is meeting and satisfy target. Customers need and wants buyer
behavior refers to the peoples or organization conductactivities and together with the impact of
various influences on them towards making decision on purchase of product and service in a
market. The field of consumer behavior studies how individuals, groups and organization select,
buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires
understanding consumer behavior and knowing customer are never simple.The wealth of
products and service produced in a country make our economy strong. The behaviour of human
being during the purchase is being termed as “Buyer Behaviour”. Customer says one thing but do
another. They may not be in touch with their deeper motivations. They are responding to
Influences that change their mind at the last minute. A buyer makestake a decision whether save
or spend the money.

 Getting accurate responses from the respondents due to their inherent problems were

difficult. They were partial, and refused to cooperate.

 Since we did not had the privilege to work on a large scale, so many finding and

recommendations may not be as much in tune with their ground realities as may be

considered desirable.

 Last but not the least, the time constraint faced in the project might have affected the

comprehensiveness of its findings.

MARKET-LEADER STRATEGIES

Market leadership is not simple for a firm. Other firms continually challenge its strength or try
to take advantage of its weakness. The leader firm might become weaker against new entrants
and rival firms. The leader can use one or a combination of three strategies.

1. Expand the total market strategy

The market –leader firms can normally gain the maximum when the total market
expands. The focus of the total market depends on where the product is in its life cycle.

2. Defending market share strategy

When the leader tries to expand the total market size, it must also continuously defend its
current business against enemy attacks. The leader firm must keep its cost down, and its
prices must be consistent with the value that consumer see in the product.
(a)Position defense

This strategy involves pouring maximum firm’s resources into its current successful brands.
To overcome a position defence an attacker therefore typically adopts an indirect approach
rather than the hear-on attack that the defender expects.

(b)Flanking defence

This strategy both guards the market position of leading brands and develops some flank
market niches to serve as defensive corner either to protect a weak front or to establish an
invasion base for counterattack, if necessary.

(c)Pre-emptive defence

This defence strategy maneuver involves the launching of an offence against an enemy
before it starts an offence. E.g. TITAN launched more brands called Insignia.

(d)Counter-offensive defence

This is to identifying a weakness in an attacker and aggressively going after that market
niche so as cause the competitor to pull back its efforts to defend its own territory. The
attacker has to deploy resources to this territory for defence.

(e)Mobile defence

This involves the leader broadening and expanding its territories into new market areas by
diversifying. The leader takes innovations works in both these direction. Diversification into
related areas is used in mobile defence.
 (f)Contraction defence

This strategy involves retrenching into areas of strength and if often used in later stages of a
product life cycle or when the firms has been under considerable attack. Example HLL.

3. Expanding the market share strategy

Market leader can improve their profitability through increasing their market shares.
Market leaders are successfully at expanding their market shares like HLL, Procter and
gamble etc.

MARKET –CHALLENGER STRATEGIES:

Defining the strategic objective. A market challenger must first define its strategic objective
which is usually defined as an increase in market share. In essence, the challenger can
choose to attack on any one of the types of firms:

It can attack the market leader. This is a high risk but potentially high pay-off strategy that
makes sense if the leader is not serving the market well.

It can attack firms of its own size that are not doing the job and are underfinanced.

It can attack small local and regional firms that are not doing the job and are underfinanced.

1. Frontal attack
2. Flank attack
3. Encirclement attack
4. Bypass attack
5. Guerilla attack
MARKET –FOLLOWER STRATEGIES:

A market –follower must be careful about how closely it follows a leader and challengers.
Too close an attack could result in a strong counter –offensive by the leader. The three
useful broad strategies are:

1. Following closely
2. Following at a distance
3. Following selectively

MARKET NICHERS’ STRATEGIES:

Successfully market-niches own their success to using one of these strategies to gain solid
market presence. Market niches must develop specific tactics to implement their strategic
choice to enable them to become market specialist. The nicer can play a role of specialist in
the following ways:

TYPES OF MARKETING STRATEGIES:

(A)Rivalry strategies

Offensive strategy

This is a strategy for the market leader and concerns attacking the competitors as the basic
stance. By introducing new products and services which makes existing one obsolete, the
leadership position can be strengthened and competitors may always be left struggling to
catch up.
Remarketing strategy

A marketer withdraws a product that is enjoying a good demand and positioning .it
demarked the product through a conscious manipulation and suppression of demand.

Remarketing strategy

Due to certain reasons, a product with losing demand is brought back to life and
remarketed in the same name and style or in a changed name and style. A repositioning of
the product or modification in the market mix often constitutes the broad components of a
remarketing strategy.

(B)GROWTH STRATEGIES

1. Growth strategies for existing markets:-

(a) Market penetration. Penetration strategy aims at increasing sales of existing products in
the current markets. Market penetration is achieved by increasing the level of marketing
efforts or lowering prices.

(b) Product development. It involves the development of new products for existing in order
to:

--meet changing customer needs and wants.

--match new competitive advantages.

--get the advantage of new technology.

--full fill the requirements of new market segment.

Product development may be useful in motivating the firms

2. Growth strategies for new markets.
(a) Market development. The market development strategy an effort to bring current
products to new markets. Usually, management uses this strategy when existing
markets are stagnant or when increase in market share is difficult to achieve because
market shares are already very high or because competitors are very powerful.
(b) Market expansion. A market expansion strategy involves moving into new geographic
market areas of the country. In today’s business environment, companies are likely to
expand their markets internationally to achieve large sales and profit growth.

(C)Consolidation strategies:

(a)Retrenchment.

When a firm reduces its commitment to its existing products by withdrawn from weaker
market s. It is said to be indulging in retrenchment. It is pursued when a firm has experienced
uneven performance in different markets. This usually takes the forms of an operating
turnaround strategy.

(b) Pruning.

Pruning occurs when a firm reduces the number of products offered in a market. In effect,
pruning is the opposite of product development and occurs when a firm decides that some
market segments are too small to serve

(c)Divestment.

It occurs when a firm sells off a part of its business to another organization. It happens when a
firm is taking itself out of a product line and out of a particular market.
Marketing Mix Of Whirlpool Product:
In India, refrigerators and other home appliances were long known before the 1990s; but
whirlpools products stand out for innovative approaches to specificIndian contexts, and for a
focus on customer relevant technology. One of its earliest product-innovations specifically
addressed the sizeable segment of customers who bought smaller sized refrigerators. Whirlpool
realized that a customer who bought a small capacity refrigerator would probably require greater
flexibility and options instorage. Therefore, it introduced the Flexigerator, a refrigerator with
adjustable and drop-down shelves that gave unprecedented space options to customers. Again,
Whirlpool realized that Indians have a propensity to store much larger amounts of water than
most other cultures. Therefore, Whirlpool introduced shelves that could take 1.5 liter bottles, on
specially strengthened doors. Subsequently, Whirlpool introduced its Ice magic refrigerators
which made ice faster than other brands.In washer products, Whirlpool was again the first to
come out with a Combimatic ± a single tub semi-automatic washing machine that did away
with the hassle of shifting clothes from one tub to another. Whirlpool has a wide product
portfolio ranging from air-conditioners to microwaves.Whirlpools future products will be
designed as an environmental friendly product in accordance to customer expectations

PROMOTION:
Whirlpool's promotion strategy has introduced unique values in the home appliance market. As
recently as the early 1990s, most consumer durables were
promoted just as desirable accessories, and the purchase decision crystallized
through the male breadwinner in the Indian family. Whirlpools promotions broke new
ground with reference to each of these longstanding premises in the Indian consumer
market. Whirlpool created its marketing position around the tagline, µYou and WhirlpooL
Based upon this premise, Whirlpools promotionsencouraged and helped women to consciously
identify themselves as the realhomemakers in the family. This strategy also took Whirlpool to
the core of every home,as envisaged in the mindset of customers, thereby enabling instant
connection withthe brand. In the process of establishing such an emotional connects with the
customer. Whirlpools strategy of reaching out to its customers in unique ways was
followed even in media .It changed the media trend for consumer durables advertising
in India, which hitherto was heavily skewed towards print. Whirlpool was the first home
appliances brand to orient its promotions towards television advertising.
PRICE:
Whirlpool India Ltd. has changed its strategy from being a premium-player to a
mass-player. Whirlpool has been concentrating on becoming a brand for the mass-
market and hence has introduced its products in all price categories. In order to increase their
profit, they try to reduce their cost. Some of their actions are they closed several plants and
streamlined organization in several group.Knowing the market well, structuring the elasticitys
and keeping an eye on competitors by whirlpool has implemented a customer-centric strategy
that focuses on making sure their products are appropriate for the Indian consumers. Different
versions of their products are priced differently, but not according to differences in their costs.
Whirlpools bigger success has been in the full in the fully automatic segment.
PLACE:
Whirlpool aims at globalization to obtain more market share in homeappliance industry by
expanding globally. In Asia, where considerable perceived profit is locate. Asia is a promising
market with great potentiality, where the population is huge while the labor is cheap compared
with Europe and North America. Whirlpool put more efforts on its major markets (Europe, North
America) to ensure its market position and profit, meanwhile, the investment in new market to
support the globalization strategy should be undertaken cautiously and strategically according to
the economy and resource condition and related cultural issues.Asia, Europe, Latin America and
North America are the most profitable market for where Whirlpool is operating. Whirlpool India
is also one of the largest exporters of home appliances from India. Godrej have three World class
factories manufacturing a wide range of Refrigerators and Washing Machines .Their appliances
are exported all over the globe from Australia & New Zealand in the East right up to Central
America and the Caribbean islands in the West. Apart from World Class factories, Whirlpool
has also set up its Global Product Development Centers in India where hundreds of
engineers and technicians are working round the clock, developing product designs for the entire
Whirlpool world.

WHIRLPOOL: In the process of establishing such an emotional connects with the customer,
Whirlpools promotions have also generated memorable campaigns. Foremost among these is the
µWhirlpool, Whirlpool audio refrain, which is the hallmark of all audio-visual communications
for this brand. Whirlpool has also created many memorable taglines for specific products, such
as Ice, ice baby for refrigerators, and Mummy ka magic chalega kya? for washing machines
which have become part of the colloquial market-speakin the country.
 Whirlpool’s product mix

Refrigerators Washing machine Microwave Ups

Direct cool Semi Automatic Solo Sin Wave Hups

Frost Control Fully Automatic Grill Sin Wave Platinum

Frost Free White Magic 800H Convection Silver Series

Fusion 24 Premier Magic Cock 22c Elanta Hups Gold

Series
Professional 410 liter Jetchef

Customer Satisfaction Survey

The company conducts customer satisfaction survey for strengthens relationship with the

customers. This will help the company on two ways:

Firstly, it will let the company know where it lacks, how it could be rectified.
 Secondly, it make the customers make them feel that they are important for the company and

lastly in assessment of the sales executives performance

MARKETING MIX

PRODUCT: PRICE: PROMOTION: PLACE:

Product variety List Price Sales Promotion Channels

Quality Discount Advertising Coverage

Design Allowances Sales Force Transport

Features Payment Public relation Assortment

Brand name credit terms Direct marketing Location

Packaging Inventory

Sizes

Services

Warranties

Returns

PRODUCT:

Product is the most basic marketing – mix tool. It is the tangible offer to the market. A Product
can be anything that satisfies a need or wants in exchange for some form of payment {where
the payment may sometimes be benefits other than money}.
PRICING:

All profits organizations set prices on their or services. Prices go by many names:

Prices are all around us. You pay rent for your apartment, tuition for your education and a fee
to your physician or dentist. The airline, railways, taxi, and bus companies charge you a fare;
the local utilities calf their price a rate; and the local bank charges you interest for the money
you borrow. The prices for driving your car on Florida’s sunshine Parkway are a tool, and the
company that insures your car charges you a premium. The guest lecture charges an
honorarium to tell you about a government association. Clubs or societies to which you belong
may make a special assessment to pay unusual expenses. Your regular lawyer may ask for a
retainer to cover her services. The “prices” of an executive is a worker is a wage. Finally,
although economics would disagree, many of us feet that income taxes are the prices we pay
for the privilege D’ making money.

Through most of history, prices were set by negotiation between buyers and sellers. Setting one
prices for all buyers is a relatively modern idea that arose with the development of large- scale
retailing at the end of the 19th century. R W. W- Tiffany and Co., John Wanamaker, and other
advertised a “strictly one –price policy cause they carried so many items and supervised so
many employees.

Now, just one hundred years latter, the internet promises to reverse the fixed prim trend and
take us back to an era of negotiated pricing, the internet, corporate re” and wireless setups are
linking people, machines, and companies auction sites like ebay.com and Onsale.com make it
easy for buyers and seller and sellers to prices on thousands of item-from refurbished
computers to antique tin trains, At same time new technologies allow
Sellers to collect detailed data about customer are buying habits, preferences – even spending
limits-so they can tailor their products and prices?

Traditionally, prices have operated as the major determinant of buyer choice. This is still the
case in poorer nations, among poorer groups, and with commodity-type though non price
factors have become more important element determining company market share and
profitability. Consumers and purchasing agents have more access to price information and price
discounter’s .consumers shop carefully, forcing retailers to lower m retailers put pressure on
manufacturers to lower their prices. The result is a characterized by heavy discounting and sales
promotion.

Price is the marketing – mix element that produces revenue; the others produce costs price is
also one of the most flexible elements; it can be changed quickly unlike features and channel
commitments. At the same time, prices competition is the number one problem facing
companies. Yet many companies do not handled pricing well Nat common mistake are these:
Pricing is too cost-oriented; prices is not revised often” to capitalize on market changes; Prices
is set independent of the rest of the marketing mix rather than as an intrinsic element of
market- positioning strategy; and prices is not varied enough for different product items,
market segment, and purchase occasion.

Companies handle pricing in a variety of ways. In small companies, prices are often set by the

company’s boss. In large companies, pricing is handled by division and product- line managers.

Even here, top management sets general pricing objectives and policies and often approves the

prices proposed by lower levels of management. In industries where pricing is a key factor

(aerospace, railroads, oil, companies), companies will often establish a pricing department to

set or assist other in determining appropriate prices. This department reports to the marketing
department, finance department other that exert an influence on pricing include sales

manager, production manager, and accountants

PROMOTION

SALES PROMOTION:

Sales promotion is a key ingredient in marketing campaigns. We define it as follows:

Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed
to stimulate quicker or greater purchase of particular products or services by consumers or the
trade.”

Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy sales
promotion includes tools for consumer promotion ( samples, coupons, cash refund offers,
prices off, point-of-purchase displays, and demonstrations); trade promotion (prices off,
advertising and display allowances, and free goods); and buses and sales force promotion
(trade shows and conventions contests for sales reps, and specially advertising).

Sales-promotion tools are used by most organizations, including manufactures, distributors,

retailers, trade associations, and nonprofit organizations. Churches, for example, often sponsor
bingo games, theater parties, testimonial dinners, and raffles. A Decade ago, the advertising-to-
sales promotion ratio was about 60:40. Today, in many consumer-packaged-goods companies,
sales promotion accounts for 65 to 75 of the combined budget. Sales promotion expenditures
have been increasing percentage of budget expenditure annually for the last two decades.
Several factors contributes to the rapid growth of sales promotion, particularly in enter
markets. Internal factors include the following: promotion is now more accepted by top
management as an effective sales tool; more product managers at, qualified to use sales-
promotion tools; and product managers are under greater pies. Sure to increase current sales.

External factors include the following: the number of brand has increased; competitors use
promotions frequently; many brands are seen as similar; consumers are more prices oriented;
the trade has demanded more deals from manufactures; and advertising efficiency has declined
because of rising costs media clutter, and legal restraints. The rapid growth of sales-promotion
media has created a situation of promotion clutter similar to advertising clutter. Consumers
might start tuning out; in which case coupons and other promotion media will weaken in their
ability to trigger purchase, manufactures will have to find ways to rise above the clutter-for
instance, by offering larger-redemption values or using more dramatic point-of-purchase
players or demonstrations.

Purpose of Sales Promotion:

Sales-promotion tools vary in their specific objectives. A free sample stimulates can. Summer
trial, whereas a free management-advisory service aims at cementing a term relationship with a
retailer.

Sellers use incentive-type promotions to attract new tries are of threat types-users of another
brand in the same category, users in other categories, and frequent brand switchers. Sales
promotions often attract the brand switchers, because users of other brands and categories do
not always notice or act on a premiums. Brand switchers are unlikely to turn them into loyal
users. Sales promotions used in markets of high brand similarity produce a high sales response
in the short run but little permanent gain in market share. In markets of high brand dissimilar”,
sales person motions can alter market shares permanently.

Today, many marketing managers first estimate what the need to spend in trade promotions,
then what they need to spend in consumer promotion. Whatever is let they will budget for
advertising. There is a danger, however, in letting advertisement fast a back seat to sales
promotion because advertising typically acts to build brand loyalty.

But the question of whether or not sales promotion weakens brand loyalty, subject to different
interpretations. Sales promotion, with its incessant prices oh coupons, deals, premiums, and
blaring quality, may devalue the product offering the buyers’ minds. Buyers learn that the list
price is largely a fiction. But before3 jumping to any conclusion, we need to distinguish between
price promotions and added value promotions.

Advertising:

The automobile servicing centers need to advertise and non for this purpose, they need to take
a decision in the face of their budget. We can’t negate that even the small servicing centers
may advertise through print media. The local newspaper and print materials are found sensitive
for the automobiles servicing centers. This would even be economic to advertise in the local
newspapers or take support of leaflets and pamphlets to be inserted inside the newspapers.
The main thing is to inform the users regarding the nature of services offered to them. The
leading servicing centers would also find local advertisements suitable since the main task is to
inform to the users and prospects regarding the services. Thus we find print media economic as
well as effective, especially for the automobile servicing centers. In addition, they can also
advertise through the broadcast media if the transmission station is locally available. So far as
the telecast media is concerned, it is more expensive and we even don’t find it essential to take
support of this media.
 PLACE

THE PLACE MIX:

In this component of the marketing mix, we found on the processing of services. This makes it
essential that the employees working there are not to generate a gap. They are required to be
efficient, prompt and aware of the behavioral management. Since a number of factors
influences the level of efficiency vis-à-vis the quality of services, it is essential that all the
related factors are managed carefully. The technology is used in the process, the tools required
for services and the personal, specially the skilled labour need a priority attention. The main
thing in the place mix is the right processing of services to the ultimate users.

Another important aspect in the very context is the location point for establishing the servicing
centers. The automobile servicing centers are required to go through a no. of factors, such as
easy accessibility, good quality of roads, the problem of traffic congestion, scope for further
development and expansion, the problem of environment and noise pollution or so. The
locational factors determine the quality of services made available by the automobile servicing
centers. The availability of adequate supporting infrastructural facilities increases the level of
efficiency of the servicing centers. In case, they are not supposed to select a place where the
users find it difficult to reach in the late we find the problem of theft especially of small motors
vehicles. In addition, they also need to think about the problem of pollution. If the centers are
close to the cities prescient or in the cities precincts, the problem of pollution would crop up.
Thus he automobile servicing centers are required to select a place which is found
environment-friendly and therefore a place close to the cities with a big space would be
suitable for them. It is pertinent to mention that the places should not be close to the schools
of children. While selecting a suitable place, the automobile servicing centers need to make it
sure that a spacious road is connected to the centers.
The big centers should be close to the cities whereas the small centers can be located even in
cities percent. They have to make necessary arrangement so that the problems related to traffic
and pollution is countered successfully by developing plantation in the available space. In
addition, they need to clean the towns and cities. The light and ventilation facilities at the
centers should be adequate. The shopping complex should be close to the centers where as
least the spare parts and light refreshment facilities are available.

LIMITATIONS OF THE STUDY

The following are the limitations of the study:

 The sample size was small and hence the results can have a degree of variation.
 The response of the employees in giving information was lukewarm.
 Organization’s resistance to share the internal information.
 Questionnaire is subjected to errors.

LIMITATIONS
 1) Time constraint- the duration of training was short, due to which it was difficult to
collect data.

2) Another constraint has been geographical area, which

is confined only to BHEL Power Sector.

3) Normally employees hesitate to disclose the

information.

4) Individual biasness is their among employees.

LIMITATIONS

Though the present study aimed to achieve the above-mentioned objectives in full earnest and

accuracy, it was hampered due to certain limitations. Some of the limitations of this study may

be summarized as follows:-

 Getting accurate responses from the respondents due to their inherent problems were

difficult. They were partial, and refused to cooperate.

 Since we did not had the privilege to work on a large scale, so many finding and

recommendations may not be as much in tune with their ground realities as may be

considered desirable.

 Last but not the least, the time constraint faced in the project might have affected the

comprehensiveness of its findings.

QUESTIONAIRE

Q1. Have you purchased any consumer durable during Exhibitions?

35 33

30

25

20
17
Sales
15

10

0
YES NO

FINDING

66% of Customers have not purchased any consumer durable from exhibition and Only
34% people have purchased. It shows that consumers are coming in the exhibition for
knowledge of product and also they want to know that weather there is actual price
difference in exhibition and shop or not.
Q.2While purchasing consumer durable which parameter influences you?

14

12
12
11
10
10
9
8
8

Sales
6

0
PRICE PRODUCT FEATURE BRAND SERVICE DURABILITY

FINDING

.16% of customer gives importance to price. So it shows that Indian consumers are very
price sensitive. They give more importance to price over the brand whereas 20% give
importance to brand. So price and Brand matter a lots for the costumers. And they are
also want best brand in best price and durability18% because Service is also a big
factor for the customer they are less interested in the durability.

Q3. From where you prefer buying consumer durables

9
8.2
8

5
Sales
4
3.2
3

2
1.4
1

0
EXHIBITIONS CO.SHOPPE SHOWROOM

FINIDING

A majority of customers prefer to buy from showrooms. Very less proposition of

customers buys from Exhibitions 11% customers are prefer to by from the showrooms
because the showrooms are more convenient to customers they also think that these
shops give more discounts. People are less interested to buy from the exhibition they
only visit the exhibition for price quotation of the product and the comparison of the
product.

Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of
following reasons.

18 17

16
14
14 13

12
10
10
Sales
8

0
ATTRACTIVE PRICE SERVICE DEMONSTRATIONS OFFERS

FINDING

Customers buy from showrooms because of the service and convenience.

There are two main factors.

1.Customers are preferred to buy from the showroom because of they think that these
convenient store may provide good after sell service.

2. Customer also thinks that there is more chance to bargain and they can get more
discounts in these showroomsand Price also a factor that attract the customer in these
showrooms.
Q.5. How frequently you change your consumer durables?

40

35 34

30

25

20
Sales

15

10 9
7
5

0
1-3 YRS 3-5 YRS 5-10 YRS

FINDING

Customers prefer to change consumer durables within 3-5 years as 18% customers do
not change their consumer durable within 10 year. It represent that Indian consumer
prefer to change their consumer durable frequently.
Q.6.Do you prefer any financing scheme to purchase consumer durables?

40
36
35

30

25

20
Sales

15 14

10

0
YES NO

FINDING

Majority of customers usual prefer financial scheme as a result 72% of the consumer
prefer to have financial scheme whereas 28% of the consumers says no
Q-8 Are you aware of warranty period of the products?

35

30 29

25
21
20

Column1
15

10

0
YES NO

FINDING

58% of the consumer agrees to the fact that they are aware of the product warranty period
where as 42% of the consumers says that they are not aware of the warranty period of the
products.
Q-9 Do you know which product parts are under warranty?

30
28

25
22

20

15
Sales

10

0
YES NO

FINDING

56% of the consumers feels that they have knowledge that which products parts are under
warranty whereas 44% says that they don’t have knowledge.
Q-10 whether you are satisfied with after sales service of whirlpool?

35
32
30

25

20

15 Sales
15

10

5 3

0
YES NO CAN'T SAY

FINDING

64% of the consumers says that service man come as prompt as said by them whereas 30% says
no and 6% consumers can’t say about this.
Whirlpool Ahead of competitors

Whirlpool doesn’t take any company as competitor to it. According to

the global market survey there are 3 major competitors LG, VIDEOCON,
G.E.
In comparision with the competitors
•
Whirlpool is always a step ahead in taking the first advantage of
innovative production.
•
It is always been the one who is in concern with the
environmental factors in its production patterns
•
Localization of products specific to every lifestyle considering
every group as a unique entity
•
Building of unmatched customer loyalty
Any of its competitors like L.G, VIDEOCON,G.E have not followed these
strategies as whirlpool did.

Suggestions of the day :

•
Improvement in the visual perspective of the product ( the outer look
of the product) .
•
Create a premium niche experience for few products which fit into that
category.
•
Design of strategies in grabbing market from the upper middle class
 Conclusion:

Nearly five years ago, Whirlpool Corporation set out on a course to reach the homes and
hearts of customers around the globe. By listening intensely to their customers, understanding
their needs and desires, and creating innovative solutions that meet and exceed those needs,
Whirlpool’s organizations worldwide are building unmatched levels of customer loyalty to the
brands.

“ Its about innovation, eco efficiency and the consumer”

The driving and the major elements the company considers are the
Innovation
Eco friendly in nature
Consumer

In this present world and in this emerging scenarios of business whirlpool has
exactly aimed on the aspects which it has to be.
“Through increased speed to market and international project
teams, we’re changing the way we do business.”

Time being the major concern for any person in the world the company has
attained a beautiful place in establishing a standard of producing products and placing products
delivering them on time when needed

“I make quality products that help people express their personal

styles”
 Personal belonging toward s anything is a major aspect for a human being in driving
towards it interest in attaining it.so whirlpool has got its uniqueness in producing products
according to lifestyles of individuals.

CONCLUSIONS
In addition to suggestions and findings, this study also provides several scopes
for further research, which will be addressed in the following paragraphs:

(1) While the customer loyalty model validated in this study possesses good power for explaining
repurchase intentions and referral behavior, only partial explanation of the construct of additional
purchase intentions is achieved. As stated before, factors not contained in the model such as
strategic outsourcing considerations can be assumed to affect the intention of customers to
outsource additional logistics activities to the currently most important LSP. For this reason,
future studies should explore additional determinants of this loyalty dimension.

(2) Measurement model assessment revealed that the operationalization of fairness in this study does
not achieve sufficient discriminance from other constructs, especially from trust and relational
satisfaction. As there is a strong theoretical indication that fairness is important in customer
loyalty considerations, further studies should modify fair-ness’ measurement model, e.g. by more
strongly recurring to the concept of inequity.

(3) Within this study, four relational characteristics were examined. In addition, analyses were
conducted for a multitude of other contingency factors that are not included in the present study.
Overall, however, no conclusive moderations were identified. Nevertheless, it may be assumed
that customer diversity still has moderating effects on the formation of customer loyalty. The
determinants contained in this study, however, capture rather general evaluations of relationships
between LSPs and their customers, which may be too broad to be subject to moderating effects.
For this reason it would be sensible to examine antecedents of the employed determinants, as
moderating effects could surface when this level of detail is added to the analyses.
BIBLIOGRAPHY

References:
1.Marketing research, G.C.Beri, Third Edition, Tata
McGrawHill Publishing Company Limited, New
Delhi, 2000
2.)Marketing management, Philip Kotler, Twelth
(Millennium) edition, Prentice-Hall of India
Private Limited, New Delhi, 2003

1. http://www.whirlpoolcorp.com
2. whirlpool annual report 2008.pdf
3.Implementing global marketing strategy.pdf
Whirlpool Corporation
4. Building a House of Brands: Whirlpool Corporation’s
Blueprint for Success.pdf
5. http://en.wikipedia.org/wiki/Whirlpool_Corporation
FINDINGS
•

20 % of the customers responded that their overall experience to accessibility and responses

through Telephone is Excellent. Next 20 % says it is very good. Good being awarded by 40 % of

the customer. Final 20 % is not so satisfied so they said that the service is fair

20 % of the customers responded that their overall experience to accessibility and responses

through E-mail is Excellent. Next 20 % says it is very good. Good being awarded by 40 % of the

customer. Final 20 % is not so satisfied so they said that the service is fair

19 % of the customers responded that their overall experience to ability to help resolve issue or

need is Excellent. Next 21 % says it is very good. Good being awarded by 28 % of the customer.

24 % is somewhat satisfied so they said that the service is fair. 9 % is not satisfied with the

service.

•
21 % of the customers responded that their overall experience with DHL
clearance department is Excellent. Next 19 % says it is very good. Good being
awarded by 18 % of the customer. 38% is somewhat satisfied so they said that
the service is fair. 5 % is not satisfied with the service.
•

11 % of the customers responded that their overall experience with DHL clearance department is

Excellent. Next 31 % says it is very good. Good being awarded by 50 % of the customer. 5 % is

somewhat satisfied so they said that the service is fair. 3 % is not satisfied with the service.

19 % of the customers responded they are Extremely Satisfied with the service. Next 25 % they

are satisfied. Neutral is 22 % of the customer. 23 % is somewhat satisfied so they said that the

service is fair. 3 % is not satisfied with the service.

64 % of the customer responded in favour of recommending DHL Express to others. On the

other hand 36 % of the people say No to recommend DHL Express to others.

•
69 % of the customer responded in favour that loyalty towards DHL Express has grown stronger.

On the other hand 31 % of the people say No that loyalty towards DHL Express has not grown

stronger.

51 % of the customer responded in favour that DHL Express Values people & Relationships

ahead of Short-term goals. On the other hand 49 % of the people say No that DHL Express do

not Values people & Relationships ahead of Short-term goals.

ANNEXURE
Q1. Have you purchased any consumer durable during Exhibitions?

Q.2While purchasing consumer durable which parameter influences you?

Q3. From where you prefer buying consumer durables

Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of
following reasons.

Q.5. How frequently you change your consumer durables?

Q.6.Do you prefer any financing scheme to purchase consumer durables?

Q-8 Are you aware of warranty period of the products?

Q-9 Do you know which product parts are under warranty?

Q-10 Does the service man come as prompt as said to you?

Customer care

Whirlpool is a world class electronic gadgets company that offers refrigerators, washing machines, water
purifiers and microwaves for making home a great place to live in. Since long time Whirlpool has been
serving people with good quality electronic appliances for kitchen and home. And they have the reputation
of providing good quality electronic products required for usability in homes. Though there have been very
rare cases of problems occurring from the electronic items, if ever one requires troubleshooting or
learning anything about the product about its operations or other problems. You can take the help of
whirlpool customer care services to learn about them.

How to find the whirlpool customer care services at your city or location?
If you have any question or concern about the assistance that you need from the customer care, just
contact the customer care nearby your place to find information about them. It is very easy to locate the
customer care of Whirlpool nearby you.

Just log into the official website of Whirlpool and find the option of customer support. As you click the
button, a page opens where you have to fill two options for support service - the region and the name of
the city or town you reside by. After you have entered the right information in the column provided and
entered, the source will offer you information about the customer care service, their address and
telephone numbers.

Besides the telephonic conversation and other support, you can also have online whirlpool customer care
services. The online customer care services are meant for product registration, maintenance tips, product
recall, troubleshooting any problem and inquiry about new products and services. You need to get more
information about the products, just take help from the branch ‘Product Help.’

The whirlpool customer care services offers you complete support and solutions to all the problems of
common appliances from the brand and that too quickly. Before you ask any customer support for
anything, it is justifiable that you read the manual of the product or appliance you brought properly. This
will help you learn more about the product, its operations and other such things.

The whirlpool customer care services also provide door to door services in case you cannot take the
appliances to the service center. The servicemen would come down knocking at your door to do the
service and thus help you get the appliance repaired immediately.
You can make appointments with the whirlpool customer care services personnel online too. Just need to
fill the online application form for the customer care service to know about your problem and location.
They would soon send you people to look into the matter. The technicians of the Whirlpool are trained
people in all the products of Whirlpool and they won’t let you down.

To make your Whirlpool appliances perform the best, please keep follow the instructions of operation of
the appliances in the manual. You will see how the performances of the appliances get better and better
and better day by day.

SEGMENTATION STRATEGIES OF WHIRLPOOL INDIA LTD.

Whirlpool has understood Indian market very closely and has been launching products as per the

requirement of the customer from different segments. Whirlpool segmented the market mainly on the

basis of price and capacity.

Price has been kept keeping the needs and wants of the customer and product is designed such that it is

feasible to every customer. Whirlpool has segmented its refrigerators under three segments. They are:

•
Direct Cool,
•
Frost Control
•
Frost Free
Direct Cool: It is the basic segment. The most basic product under this segment covers
almost all the features of this segment except for modular shelves, all metal door and single
metallic sheet body.

The capacity of the refrigerators in this segment ranges from 180 Lts to 230 Lts. Refrigerators from this

segment can serve a small family, small shops and can be used in offices where not much stuff is required

to be stored.

The price range of this segment starts from Rs. 8850/- toRs .12700/-

The base product of this segment is Masterpiece 19(180 Lts) with Unique Health Guard,
Jumbo Bottle Rack and Thick Door Design. The highest product from this segment isGenius
XL Premier(230 Lts) with Unique health Guard, Jumbo Bottle Rack, Thick Door Design,
Chill Max and Modular Shelves features.