sanat whirlpool
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Company Profile
Industry :- Household appliances
Founded :- 1911
Founder(s) :-Louis Upton ,Emory Upton Headquarters :- Benton Charter Township,
Michigan, US
Key people :- Jeff M. Fettig (CMD) Products :- Major and Small appliances
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About Company
The company is listed in Fortune 500
and has annual revenue of approximately $18.4
billion,
more than 70,000 employees,
and more than 70 manufacturing and technology
research centers around the world.
Entered India through a JV with TVS group
1995,acquired kelvinator to facilitate entry in to
refrigeration market.
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Vision
Every Home ,Everywhere, with pride, passion
and performance.
Mission
Everybody creating loyal customers for life
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Marketing Mix
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Whirlpools
Product Mix
RefrigeratorsWashing
MachineMicrowave UPS
Direct Cool
Frost Control
Frost Free
Fusion24Premier
Professional410liter
Semi Automatic
Fully Automatic
(top load)
Fully Automatic
(frontload)White Magic
800H
Solo
Grill
Convection
MagicCook2c
Jet chef
Sin Wave HUPS
Sin Wave Platinum
Silver Series
Elanta-HUPSGold Series
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PRICE
Whirlpool India Ltd. has changed its strategy from being apremium-player to a mass-player.
Whirlpool has been concentrating on becoming a brand for
the mass-market and hence has introduced its products inall price categories.
In order to increase their profit, they try to reduce theircost.
structuring the elasticity's and keeping an eye on
competitors by whirlpool has implemented a customer-centric strategy that focuses on making sure their productsare appropriate for the Indian consumers. Differentversions of their products are priced differently,
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PLACE
Whirlpool home appliances are sold in retail
outlets like Vivek&co, Vasanth&co.BigBazaar
theirs distributors allocated in each state or
city.
more than 2200 Wholesale dealers
and more than 18,000 Retail Outlets In Across
India
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Pramotion
Whirlpool created its marketing position
around the tagline, You and Whirlpool the
worlds best homemakers. Based upon this
premise
Television advertising
Sponsorship
News Paper
Maxines
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Strengths
First company to introduce top loading
automatic washer.
Economies of scale in manufacturing and
distribution
Strong Brand Image
Consumer Oriented Products.
Global operating platform.
Market share leadership
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Weaknesses
Low Margin
Whirlpool is in an industry which require constantinnovations that are sometimes hard to come by
Consumers generally did not associate a brandname of the parent company if the two werent
the same.
Whirlpool failed to capitalize on its DominantConsumer Franchise initiative which addedspecial features to existing products. It failed dueto cost & service issues.
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Opportunities
Innovation
Product and services expansion
Growing Asian Market Ac and Microwave category are larger and fast
going categories
Providing attractive schemes
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Threats
LG, Samsung, Kenwood and other companies s
are most competitors
Threat of cheap goods from other countries
especially Japan
Other companies looking to acquire whirlpool
for consolidating the industry
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Achievements
Whirlpool Corporation has been honored withtwo iF Product Design Awards 2009,respectively, for the Whirlpool Glamour Oven
and for GREENKITCHEN, a kitchen eco-systemdesign concept.
2009: Whirlpool was voted Product of the Yearand received the award for the 'BestInnovative Product' in the popularrefrigerators category
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2008: Whirlpool OF India was awarded the
NDTV Profit Business & Leadership Award2008 for The Best Consumer Durables
Company. 2008: The year 2008-09 saw Whirlpool India
achieve great milestones in our attempt to bean Employer Of Choice.
2008. Top 20 Best Companies to work for in
India
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Thank You
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