A

Project Report
On
MARKET RESEARCH ON DEALER PREFERENCE AND
MAJOR PRODUCT LINE OF WHIRLPOOL

Conducted by

Institute of Management & Entrepreneurship Development.

Chaudhary Devi Lal University

PROJECT GUIDE

SUBMITTED BY

MR. JAGMEET

HARDEEP
Roll No: - 12108460022

CHAUDHARY DEVI LAL UNIVERSITY, SIRSA

CERTIFICATE OF COMPLETION
This is to certify that Mr.
SUDHIR KUMAR is a bonafide
student of MBA program of the university in this institute for the
year
2009-11 . As a part of the University curriculum, the
student has completed the project report titled
MARKET RESEARCH ON DEALER PREFERENCE AND MAJOR
PRODUCT LINE OF WHIRLPOOL
The project report is
prepared by the student under the guidance of Prof. Dr.Ingawale
v.s

(Teacher Guide)
Director
Date:
Place:

Program Co-coordinator

Table of

CONTENTS
Chapter No.

I
1.1
1.2
1.3
1.4
1.5
1.6
II
2.1
2.2
2.3
2.4
2.5
2.6
III
IV
V
VI

Title
List of tables
Acknowledgement
Executive Summary
Introduction
Background of the study
Background of the topic
Company profile
Statement of the problem
Scope of the study
Objectives of the study
Research Methodology
Research design
Primary data
Secondary data
Sample design
Limitations
Major product line
Data Processing and Analysis
Findings
Conclusions
Recommendations
Bibliography
Annexure / Questionnaire

Page No.
3
4
5
6
7
7
7
17
18
18
20
21
21
21
21
22
23
42
51
52
53
54
55

ACKNOWLEDGEMENT
It has been an enriching experience for us to undergo our project training at
WHIRLPOOL INDIA PVT. LTD, Pune. It is our immense pleasure to offer our
acknowledgements to those persons who have been a constant source of help and
encouragement in carrying out this project. We are deeply indebted to them for their
inspiration, encouragement, help and advice without which it would not have been
possible for us to complete this project.
As students of IMED COLLEGE, Pune. We would like to express our sincere
thanks too all those who helped us during my practical training program. Words are
insufficient to express our gratitude towards Mr. Kumaresh Rathore BM of
WHIRLPOOL INDIA PVT. LTD, PUNE.
We would like to express our sincere thanks to all the Dealers, Mr. MANOJ PILAY
(Territory Executive) , Mrs. Rupal Asati(Marketing Executive) and Mr. Anish Ansari
( sales supervisor executive)for their constructive guidance. We would also like to
give our heartful gratitude to the Store Supervisors, Retail exicutive, and all the staff
members of our respective stores for their help during our project.
However, we accept the sole responsibility for any possible error of omission and
would be extremely grateful to the readers of this project report if they bring such
mistakes to our notice.

Date-

Sudhir Kumar

EXECUTIVE SUMMARY
Whirlpool is one of India's leading company in electronics manufacturing. The
company is in the process of analyzing its current as well as potential dealers in the
Pune market for their products.
The project title Market research on dealer preference and major product line of
whirlpool was assigned to me and i had to carry out a survey of existing dealers for
the company. This project represents the information regarding the overall market
performance of Whirlpool. The main objective of the project is to understand the
dealer preferences more effectively and efficiently.
The approach to be adopted to deal with the above mentioned objectives were
decided. For execution of the project methodology adopted was the collection of data
through questionnaire, processing and analyzing the data. The respondents, which
were selected, were dealers.
The area of the project work was Pune city and its location where the survey was
undertaken various part of the city.
After formulation of the objective and the research approach, the other ingredients of
the research design, were decided upon. The number of respondent was 30. The result
and findings were emerged through the analyzed data. Some observations during the
research process were helpful in making the suggestions and recommendations. The
research process had some limitations on the time as well as the economy front thus
results do not reveal the 100% true picture of the survey.
The survey was conducted to known the following objectives like satisfaction level
among dealers and customer, identifying threats to the dealers , making Whirlpool
aware to the dealers and to increase number of dealers.

Chapter I

Introduction
A study conducted by FICCI on consumer durable industry has indicated buoyant
trend in all three segment white goods, consumer electronics and electronic
components during April- March 2008-2009. It confirms that consumer goods sector
is poised for future growth because of emerging opportunities and strong
fundamentals developing in the economy. Semi-urban and rural consumers are also
expected to spend more on consumer durables.
The Purefresh, Refrigerators, Washing machine, microwave oven, and air conditioner
market is growing at fast rate in India.
Major players for Purefresh, Refrigerators, Washing machines, air conditioner
and microwave oven in Indian market are:
1) LG
2) SAMSUNG
3) ONIDA
4) VIDEOCON
5) PHILIP
6) SONY
7) SAMSUNG
8) AQUA SURE
9) OTHERS*
Note*: Others brands includes Kenstar, Sansui, Godrej, Voltas, Hitachi, IFB,
Electrolux, Forbes Etc.

1.1 Background of the study:

A Study of Major product line of Whirlpool Identification and Competitive Analysis
Market Research on Dealer and Customer preference, with Reference to Whirlpool
India Pvt. Ltd.

1.2 Background of the topic:

The basic background of the topic is to identifying the present dealers
Customer and competitive advantage of Whirlpool. The primary objective of
Whirlpool is to enhance the understanding of dealers and customer behavior
regarding Whirlpool and comparing Whirlpool with other Electronics brands on
parameters like schemes, service, promotional support, brand name and quality etc.
Another objective is to increase the sale of Whirlpool electronic products.

1.3COMPANY PROFILE
WHIRLPOOL INDIA PVT. LTD.
.
We are the leaders Globally in Market Share, Share by Brand and Production Share
for Home Appliances.

HISTORY OF WHIRLPOOL:

1911 Upton Machine Company founded by Louis &

Fred Upton - First big order of 100 washing machines

1916 - The beginning of present partnership with Sears

1940s - Worlds first to produce top-loading automatic washer

1950s - Officially known as Whirlpool Corporation

1980-2004 - Global expansion into S. America, Europe, & Asia

2005 - Unprecedented ChallengesUnprecedented Success

o

$500 million in higher material costs

Record revenues of $14.3 billion, up 8.3%

o 2006 Maytag Integration

SIGNIFICANCE OF WHIRLPOOL:
Samsung signifies three stars, each of the stars means:
1 To serve the nation throughout business.
2 To put the Human Resource over the material resources.
3 Efficient Management Activity.

SIGNEFICANCE OF WHIRLPOOL EMBLEM:

Whirlpools emblem pretends to project the firms determination to become a world
leader; its bluish color suggests stability and liability in an intimate feeling of warmth.
The elliptic shape symbolizes movement through space combining an image of
innovation and change. The partial letter W and L break out the oval to connect the
interior with the exterior, showing Whirlpools desire to become with the world
together as one.

WHIRLPOOL INDIA PVT. LTD.

Whirlpool Corporation is a global manufacturer and marketer of major home
appliances.
With 80,000 employees and nearly 60 manufacturing and technology centers around
the globe.
The company manufactures in 13 countries and markets products in approximately
170 countries under 11 major brand names such as Whirlpool, Maytag KitchenAid,
Roper, Estate, Bauknecht, Laden and Ignis.

WHIRLPOOL IN INDIA:
Whirlpool entered in India in 1987. Within a span of 12 yrs, Whirlpool India Pvt. Ltd.
is recognized as a leader provider of high tech Consumer Electronics and home
Appliance Products in the country.
Whirlpool India has set up manufacturing facilities for Purefresh, Washing Machines,
Refrigerators, and Microwave Ovens and Air Conditioners.
Summery

1987: Whirlpool and Sundaram Clayton of India enter into a joint venture to
form TVS Whirlpool Limited.

1995: A majority control is acquired in TVS Whirlpool Ltd. & Kelvinator of

India is acquired.

1996: Kelvinator of India and Whirlpool washing machines Ltd is combined

to form Whirlpool of India Ltd

1999: Whirlpool of India crosses the milestone of 1 million in the sale of

appliances

2005: Registered profit & sold 1.4 million appliances

10

11

VISION OF WHIRLPOOL:
Whirlpool Indias vision entails helping people to improve the quality of their lives by
providing them with superior quality, state-of-the-art and technology products at right
time at the right place at the right price. But beyond its role as the purveyor of quality
products in India, Whirlpool seeks to contribute to the economic growth of the
country through its export commitment and large scale production facilities
generating secured employment for thousands of Indians people.

12

MISSION OF WHIRLPOOL:

13

PRINCIPLES OF WHIRLPOOL:
Whirlpool India today is recognized as a leader provider of high tech Home appliance
product in the country. It holds significant market share in the Frost free Refrigerators,
Washing machine, Aircondition etc categories, while holding the no 4 slot in
Microwaves Ovens. With Market Driven Changes being the guiding principles, the
Companys strategies to achieve its targeted turnover of Rs 1520 crores.
Strengthening the Home Appliances Range having made a strong impact in the market
with its Master Mind series of Conventional Refrigerators .Whirlool India plans to
further reinforce its home appliance range of launching 2-3 new models in every
product categories this year. The Company commenced the domestic production of
washing machines and ACs in Thirubhuvanai Village (Near Pondicherry) . This is
giving it the flexibility to meet the needs of the Indian Customers.

THE WORDTRADE MARK OF THE WHIRLPOOL:

It was aimed to strengthen competitiveness by bringing the attitudes and behavior of

all employees in line with Whirlpools desired perception by the public. The
Whirlpool logo is now written in this shape to expanding its global presence
throughout the world. The name is superimposed over a dynamic, new logo design,
giving an overall image of dynamic enterprise. The elliptical logo shape symbolizes
the world moving through space conveying a distinctive image of innovation and
change. The first letter W and last letter L partially break out of the oval to
connect the interior with the exterior, showing Whirlpools desire to be one with the
world and to serve society as a whole.

Manufacturing:14

No Frost Refrigerator Factory

Situated 35 Kms from Pune
Site Area - 40 Hectare
Utilized Area - 11 Hectare
Installed Capacity- 8 Lacs
Utilized Capacity 4.5 Lacs

Directcool Refrigerator Factory

Situated 30 Kms from Delhi
Site Area - 1,11,270 Sq.M.
Utilized Area - 60,000 Sq.M.
Installed Capacity-10,00,000
Utilized Capacity - 65-75%

1st Plant in Thirubhuvanai Village (Near Pondicherry)

Assembly of Washing Machines & Small Appliances
Has got capacity to produce 5.00 lakhs washers a year
Today we target 3.00 lakhs unit a year
25% of the annual volumes is exported

QUICK VIEW OF WHIRLPOOL:

Founded: 1911
TYPE : Public
Chairman (since2004): Jeff M. Fetting.
Founder: Simon Wright
Headquarters: .Benton Harbor,U.S.A.
Industry: Conglomerate.
Revenue :

15

$14,317.00 million

 Net income : $ 2,194.00 million

Global Operations:170 countries and more than1,200 trading partners
Number of Employees: 80,000
Number of listed companies within the group: 14

1.4 Problem Recognition

16

During our summer internship we have passed almost two months in Whirlpool India
Pvt. Ltd. (Pune). Within this period we have faced and observed a lot of problems in
the stores which are creating threats to loyalty sales, these problems must be sort
outlet to maintain the loyal relationship with the DEALERS1. High price of Whirlpool product.
2. Low margin for dealers.
3. Whirlpool is not having retail executive in modern trade although having huge
display contribution consequently competitor is going to be aggressive.
4. Lack of proper communication to the dealer & sub- dealers regarding the
service issue.
5. Whirlpool purefresh and microwave are not customer first preference and
company having straight line strategy to promote it so dealers having less
Interest to sale these products.
6. Most of the time Indian customer follows the thing. They resist themselves to
be innovative.
7. Whirlpool doesnt believe in national advertisement expense.
8. High price and new product for this company will take time to come in effect.

9. Some are company which having huge customer loyalty.

10. It is not easy for any company to switch a loyal customer of other brand into
their own product specially when product newly existence in the market.
11. People having lack knowledge about unique feature of these products.

1.5 SCOPE OF RESEARCH:

17

Research is limited for Pune city. It is divided into 5 major areas as which has
potential market for Whirlpool:
1) CAMP,STATION AND SWAREGATE
2) HADAPSAR,BEBIWADI AND FATIMA NAGAR
3) KOTHRUD
4) AUNDH AND CHINCHWAD
5) KALYANI NAGAR
Research emphasis was on Comparative analysis of different Brands of electronic
products with Whirlpool at the Dealers in pune city. It includes finding position of
Whirlpool Products in respect to other brands and necessity to reformulate marketing
mix of company if any.

1.6 OBJECTIVE OF STUDY :

The main aim of the present study is to accomplish the following objectives:
Analyzing Pure fresh and Microwave Market in Pune City both from Dealer &
customer point of View.
To know the market potential of Whirlpool product in the market.
To know about customer behavior about a technological product/service like
Purefresh and Microwave.
To understand the contribution of Whirlpool and its competitor in the Pune
city.
This project gives an idea about the customer expectations for a technological
product/service like Purefresh and Microwave.
What is the problem faced by consumers for the Whirlpool product.
To help the company by research work.
To understand the organization working condition as a management trainee
To increase the number of product on display.
To create awareness about Whirlpool products among the dealers.

18

 To know the satisfaction and awareness level of the dealers regarding the
Whirlpool product.
To identify the problems which are creating threats to dealers
Conduct a survey on

Refrigerators, Washing machine, Air conditioners,

Purefresh and microwave oven products at the Dealers and Sub- Dealers.
Interpret and analyze the finding of the survey done and give suggestion to
develop brand image so that the existing dealers device maximum satisfaction
and customer attraction..
To find how Whirlpool is performing compared to other brands which are
operating in Pune city.
Steps taken to maximize sale of Whirlpool products.

19

Chapter - II

Research Methodology
The objectives of the present study can be accomplished by conducting a systematic
market research. Market research is the systematic design, collection, analysis and
reporting of data and findings that are relevant to different marketing situations facing
the company. The marketing research process that will adopt in the present study will
consist the following stages.
1-Defining the problem and the research objective: The research objective states what
information is needed to solve the problem. The objective of research is to derive the
opinion of dealers.
2-Developing the research plan: once the problem is identified, the next step is to
prepare a plan for getting the information needed for the research .The present study
will adopt the exploratory approaches wherein there is a need to gather larger amount
of information before making a conclusion. If required, the descriptive and casual
approaches may also be used.
3-Collection and Source of data: Market research requires two types of data, i.e.,
primary data and secondary data. Being a firm in Ac, Washing Machine,
Refrigerators etc, data gathering will involve usage of both primary and secondary
data through there will be extensive usage of primary data. Well-structured
questionnaires will be prepared for dealers. There will be personal interviews
surveys mostly in-modern trade.
4-Analyze the collected information: This involves converting raw data into useful
information .It involves tabulation of data, using statistical measures on them for
developing frequency distribution and calculating the average and dispersions.
5-Report research finding: This phase will mark the culmination of the marketing
20

research effort. The report with the research findings is a formal written document.

2.1 Research Design

Descriptive , A two stage Research was conducted:
2.2 Primary Data
A Primary Research was conducted:
The questionnaire was prepared for the companies and following areas covered:

Competing brands
Features offered by different brands
Dealer profile
Reasons to purchase a particular brand
Desirable feature of the product
2.3 Secondary Data
Data was collected from websites and catalogues to understand the product of the
different players in the market.

2.4 Sampling Design

Elements
The target population of the study included the dealers and sub dealers. It will further
be based on Stratified Random Sampling.

Sampling Unit: - Dealers and sub dealers in modern trade and shop.
Sampling size: - 40 units,
Sampling Technique: -Random sampling,
Research Design: Descriptive

21

2.5 LIMITATIONS:
Reaching to different dealers is very time taking.
1- Sample size is small due to preference was given to modern trade.
2- The availability of exact data and figure is difficult to achieve . The location of
dealers to cover the various areas of the city is tedious and time consuming.
3- They may be partial or refuse to cooperate.
4- The availability of the right person may not be there or have to again
re contact the dealer.
5- The scattered location of dealers makes the job very time consuming and
tedious .

22

2.6 MAJOR PRODUCT LINE OF WHIRLPOOL

REFRIGERATOR
Whirlpool is one of the major player when it comes to refrigerator. Whirlpool believes
in constant improvement and innovation in their products for the betterment of the
consumers. Now Whirlpool has arrived with cutting edge 6th Sense Technology,
Futuristic
Health

Cooling

and

System,

Freshness

Intelligent

Benefits,

Space

Extraordinary

Management

Style,

Alluring

Solutions,
Accessories,

Unbelievable Styles And much more.

Featuring durability, ultra modern technology, innovative features and cool
conveniences.
Whirlpool has following series in Refrigerator:Direct cool- Genius and fusion
Frost free:- Master Mind and Professional
WHIRLPOOL EXCLUSIVE
Genius in Cooling

6th Sense Fast Forward Ice system that makes ice just at the press of a
Button

Makes Ice 30% faster than any other refrigerator

Genius is style and Sturdiness

Made of one sheet metal sheet and has corner caps that add extra
strength to the already sturdy genius

Remains Rust Free for 10 years

Stabilizer Free Operation

L- shaped Dual usability, user friendly Handle

Transparent Internals

Genius in Space

23

Utility drawer with 20 l of extra storage space to store vegetables like

onions, potatoes, garlic etc

Chill Max with space for 5 I litre bottles in the chiller

Jumbo bottle rack that stores up to three 2 l bottles with ease

Smart Rack to store small bottles with ease

Genius in Health and Freshness

Unique Health Guard Door with Anti Fungal Gasket to keep Germs
away

Humidity Control Knob to control the Humidity level inside the crisper
as required by the vegetables

Fusion Indias First Sensigerator

Whirlpool Fusion with 6th Sense Frost Control Technology
Unlike other Single Door Refrigerators, Fusion is empowered with
revolutionary 6th Sense Frost Control Technology that senses the excess frost
formation and defrosts automatically to give perfect cooling
6th sense autocool technology
Automatically adjusts cooling by sensing outside temperature and
inside load conditions, thereby giving perfect cooling at all times.
6th sense fast forward ice
Makes ice 30% faster that too at touch of button.
Veg fresh crisper
Special honeycomb design traps 10 times more water droplets than any
other ordinar crisper cover and locks humidity inside crisper at all
times. This keeps fruits and vegetables fresh for longer.
Anti-fungal Gas kit
Present at the door, it contains biocide agents, which prevent fungus or
any other bacteria from growing
Auto Power save
Special mode which gets activated when refrigerator door is not open for more than 24
hrs. This ensures perfect cooling at minimum power consumption
4/5 star rating

24

E-lite
It is energy efficient and saves upto 30% electricity
This is only single door equipped with special Digital Control Panel. Auto Cool, Fast
Forward Ice and Auto Power Save can now be controlled at touch of a button
Digital control panel
A special light that automatically glows whenever there is a power cut. It even has a 2
hrs backup and gets charged automatically.
6th sense door open alaram
An automatic alarm that rings when door has been left open by mistake for more than
2 mins.
The Mastermind
Indias first fully automatic refrigerator
Welcome Indias first fully automatic refrigerator, Whirlpool Mastermind- a
refrigerator that senses weather and adjusts cooling automatically.
Yes, a refrigerator that knows everything!
What makes Mastermind Intelligent?
6th Sense Tower Cooling

Indias first and only intelligent cooling system in refrigerators.

The 6th Sense Tower Cooling System is 3 step process

Professional Series
Whirlpool Professional, Indias first fully automatic refrigerator is empowered to
adjust the cooling on its own. Its unique 6 th Sense Tower Cooling System not only
gives powerful cooling but also adjusts cooling automatically according to change in
temperature.

25

6th Sense Ice Accelerator, at the touch of a button

6th Sense Auto Power Save

Neat n fresh

30ltr crisper

Collapsible flexi chill compartment

Choco box, can rack, fruit box

Magic light

Stabilizer- Free Operation

Whirlpool has a special compressor for a stable Compressor for a
stable operation, so that extremely low and high voltage does no
harm even without voltage stabilizer. Voltage range handling
Compressor

works

from

(135V)-Highest

(290V).High

Energy

efficiency: Saves.

Toughened Glass Shelves

The glass are of high strength, and dont even break if one drops them flat on the
ground. As the glasses are free from heavy metals, it is safe to store food on them.

Star Rating
Whirlpool Refrigerator Star RATING which makes them one of the most energy
efficient refrigerator range in the country today. The rating not only increases the
brand image but also the sales figure.

OTHERS
Table top- clean and clear table which allows you to keep useful things handy.
Clean back- unlike conventional refrigerator with messy backs, Whirlpool
refrigerators have a neat and clean back.

THICKER INSULATION- It prevents the entry of exterior heat and helps to

keep food fresh for long periods of time.

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AIR CONDITIONERS
6th Sense MPFI Cooling System
MPFI utilizes a unique 6 circuit design which ensures rapid injection of the refrigerant
for faster cooling. Instead of gas being injected through one capillary which takes
longer time to spread through the evaporator coil, it is injected through multiple
capillaries which ensures faster and efficient cooling at lower power consumption

WHIRLPOOL ADVANTAGE
The gas enters the coil through multiple ports( 3) and comes out of 6Ports
results in faster circulation and efficient cooling.

Spectrawide Heat Exchangers

Spectrawide heat Exchangers ensure better air distribution through maximizing the
surface area. This unique angular design ensures better cooling as compared to
conventional air conditioners

Anti Freeze Thermostat

Anti Freeze thermostat prevents ice formation at the evaporator and thereby protects
the compressor and increases the compressor life.

Top plate
Top Plate is useful to reduce the vibration in the machine. This helps in reducing the
noise level of the AC. It also protects the internal components from being damaged
during servicing the AC thereby enhancing the life of your AC

27

Anti Corrosive Blue Fins

Anti Corrosive Blue Fins provide better efficiency and heat transfer. These blue fins
are hexa-louvered to ensure better efficiency at low corrosion rate, making this AC a
unique summer experience with longer AC life.

Fiber Glass Fan Blades

Fan blade is an important component to enhance the efficiency of the Refrigeration
cycle. Whirlpool Mastermind Air Conditioners are equipped with Fan blades made of
fiber glass which can withstand the harsh Indian summer conditions, thereby reducing
the breakage of the Fan Blade while operation

6th Sense Tropicalized Rotary Compressor

The 6th Sense of your mastermind AC senses the rising mercury outside. So, when the
ambient temperatures are soaring high, the STR or High Capacity Rotary Compressor,
which is torpicalized to operate at extremely high temperature, provides adequate
cooling even on hottest summer day. Also it can withstand extreme voltage
fluctuations due to the presence of IOLP (Internal Over Load Protector) ,that will trip
the compressor and protect it from high voltage conditions.

Quick Cool
Youve just come back tormented by the scorching outside heat. So, all you need is
instant and rapid cooling. The 6th Sense Quick Cool automatically increases the fan
speed and decreases the temperature to lowest (16C) for 30 minutes by giving out a
faster stream of cool air.

6th Sense Air Flow

The 6th Sense Air Flow refers to Auto Mode, in which the Ac can automatically select
an appropriate run mode ( Cool, Fan, Dry) according to indoor temperature

6th Sense Sleep

In the 6th Sense sleep the air conditioner automatically sets pace with the change in
28

human body metabolism at night. The set temperature increases at the rate of 1 0C
in every one hour upto 2 0C in 2 hours.This ensures that one does not feel too cold in
the night. Needless to say, optimum comfort condition is maintained thereby also
saving power

6th Sense Smart Flow

Just activate the 6th Sense button and the microprocessor inside your AC will do the
rest. It senses the room temperature and controls the airflow accordingly for
comfortable ambient conditions throughout the day. This reduces your effort of
changing the AC settings time and again during the day to ensure proper cooling.

6th Sense Smart Saver

In the Power Save mode, the microprocessor automatically synchronizes
the fan speed and the compressor running.
This unique control helps save up to 20%* of Electricity bills.

6th Sense Refresh

Whether you stay in the coastal regions or are experiencing the balmy and humid
rainy season, the Dry Function maintains the optimum humidity level. This
guarantees comfortable and refreshing ambient humidity levels.

Energy Rating
Savings in a 12
Star Rating

Units per hour month Period*

2.16

1.94

3272

1.87

4329

1.73

6513

29

Super quiet Operations

The silent air flow design along with unique vibration absorbers makes Whirlpool
Mastermind Air conditioners amongst the quietest in the industry that even Hitachi
and Daikin will admire.

HEPA Filter

HEPA (High Efficiency Particulate Air) is an air filtration medium scientifically

defined by the Institute of Environmental Science for its 99.97 percent efficiency in
capturing 0.3-micron particles.

Vitamin C Filter
Vitamin C filters emit Vitamin C ions in the air. Vitamin C is a strong anti stress
agent. It is also has strong immunity properties.

Extra Safety Features

Whirlpools stringent Global Product Standards comprising of 36 tests ensures that
our performance and safety norms are world class.

Burst Proof Capacitors & Safe Electricals

All Whirlpool air conditioners are equipped with Burst proof capacitors and safe
electrical connectors approved by UL, ensuring nothing is left to choice.
Fire Retardant Plastic & Connectors:Whirlpool air conditioners use GPA approved
Plastic & No Hazardous Plastic materials , which are made of self retardant fire grade
plastic, which prevents any uneventful hazards.

Finger Guard

30

An extra safety feature for those with little kids at home. Also it prevents insects like
Lizards and cockroach entering the In Finger Guard Extended Durability
Whirlpools stringent Quality Standards ensures that our Air conditioners have a
longer life, irrespective of the extreme conditions prevalent.

Anti Corrosive Blue Fins

All Whirlpool air conditioners are equipped with the Blue Fin Condensers with anti
corrosive properties. This ensures that our ACs have a longer life in Coastal &
Corrosion prone areas

Galvanised Sheet Metal Cabinet

All Whirlpool airconditioners are equipped with Galvanised Sheet Metal components
including end plates which ensure longer life of the unit

5 Year Warranty
In addition to the One Year Warranty on the Unit, the Super Rotary compressors have
an extended warranty for 5 Years.

31

MICROWAVE OVEN
In our journey of pioneering the development of microwave over market in India,
WHIRLPOOL have realized that the greatest felt need of our consumer has been to
cook the variety of Indian cuisine with ease in microwave oven.
Enjoy the real taste of food, Food that reflects your life, Full of true taste, layers of
flavor and subtle nuances.
The new range of Whirlpool microwaves cook food deep down. So that every
succulent morsel you cook is full of natural flavors. What is more, being faster and
more spacious they let you cook generous quantities at a time. Let the Whirlpool
microwave enrich your life. After all, taste matters.
So discover the amazing ease with which you can cook and prepare delicious and
nutritious India and International Foods in LG Microwave Oven. Discover the world
of taste with Whirlpool.

Microwave Oven Types

SOLO TYPE
Basic/ Entry level model that is ideal for everyday tasks like defrosting,
reheating & cooking.
What can it cook ?
70 % of all cooking like Dal , Pulao , Chicken curry , Masala bhindi i.e. any food
that does not require browning or baking can be cooked in a SOLO microwave

Grill Type

32

 This microwave contains heater rods on the top inside the cavity. These heater
rods are meant for browning purpose only.
What can it cook ?
Brown & crispy pizzas , toasts, kebabs, grilled chicken, grilled sandwich , tikkas
etc are best cooked in grill

CONVECTION TYPE
Convection cooking uses a fan and a heating element to create air flow
patterns inside the microwave oven.
What can it cook ?
All bakery foods like cakes , biscuits plus Tandoori chicken come out best in a
CONVECTION microwave
Enjoy The Whirlpool Microwave Advantage

MicroTawa A patent technology that ensures that food is never soggy and
unappetizing.Make the best pizzas,tikkis, dosas the list goes on.

Drop down door shelf Another unique feature to make cooking

convenient and pleasurable.Holds upto 20 kilograms of weight - ideal for
frequent stirring ,turning and handling bulky dishes, even in cramped
kitchens!

Jog dial Possible to alter time, without interrupting the on-going function.
No punching of panel required. Much more control over ones cooking and
better suited for rugged Indian Climatic conditions.

Sixth Sense The Intelligent Microcooks the perfect meal in seconds by

sensing the progress of cooking and ensuring that its neither over-cooked nor
under-cooked.

Jet start The instant reheating utilityreheats in just 30 seconds..

Concealed Quartz grill Uniform cooking, heats up 5 times faster than

normal grill and is safe for user hands

CRISP mode Cooks and crisps food in minutes.the power to make

crispy, delicious food at the press of a button!

33

3D Distribution All around ( 3 D ) action which ensures that the

Microwaves are used effectively for complete cooking and ensures that no
portion of the food item is left uncooked

The only brand of microwaves that gives you a 2 yr. Warranty on the magne

WASHING MACHINE
Whirlpool, the pioneer in washing machine technology brings to you:
Unique 6th Sense technology the next generation in fuzzy logic for Optimum water,
detergent and temperature levels based on wash load
Stain wash: Brings together unique properties of Hot wash and 1-2 , 1-2 hand wash to
completely remove all common household stains
Complete range from Semi-Automatic to Fully Automatic front loading machines to
suit the needs of the discerning homemaker
Types of Washing machine
Semi automatic
Fully automatic
Front loading

Semi Automatic feature

1-2, 1-2 Hand Wash = Agitator
Benefits
1-2, 1-2 Scrubbing: Specially designed vanes ensure that clothes are scrubbed well
1. Uniform washing: Provides a good ROLLOVER action to the clothes which
make them move from top to bottom. This ensures a UNIFORM wash as the
maximum detergent concentration is at the bottom of the wash tub
2. Zero-tangling: Unlike impeller machines, the central stem distributes load
uniformly and acts as a separator so that clothes do not bunch together in the
centre of the tub
34

Aqua Shower
An EXTERNAL PUMP attached with the machine ensures that the detergent
water is pumped from bottom of the was tub and re-circulated back through
top
The POWERFUL 340 WATT MOTOR
It provides a powerful mechanical action and thus aids in better washing dirty
clothing like School Uniforms & heavy clothing like Jeans, Bed sheets & Curtains.
AUTO RESTART
It provides a powerful mechanical action and thus aids in better washing dirty
clothing like School Uniforms & heavy clothing like Jeans, Bed sheets & Curtains
HOTWASH
1. Stain Removal: Ensures that stains are removed with ease
2. Detergent Efficiency Maximize: Optimizes detergent efficiency as the
chemical reaction of the detergent is best at water heated to 45 55 Degrees
3. Is a boon to the user during Winter season and in Cold climates
CASTOR WHEELS
These enable the consumer to move around the machine with ease unlike any
other from competition
DETERGENT DISPENSER
This is a feature that prevents the sticking of detergent to the clothes
OVERFLOW RINSE
This function ensures that all the extra detergent is washed away by rinsing the
clothes rigorously and draining out the water through the overflow hose
SPIN SHOWER
Water is showered in a sprinkle over clothes ensuring that even the last amount
of detergent is taken off in the spin cycle. This keeps the clothes soft and detergent
free.

FULLY AUTOMATIC FEATURES

1-2, 1-2 Hand wash System Simulates the classic hand wash action for gentle
yet thorough washing. The agitator soaks scrubs and rinses your clothes

35

thoroughly, just like your hands do. Even the most stubborn stains are washed
away with easy and without you having to take pains with a brush.

2-year Warranty The 2-years warranty gives enhanced performance

assurance. The machine as whole and all parts except the plastic parts and
styling come under this warranty.

8 Preset Wash Programs For more flexibility in programming your washing

machine has to suit your washing habits and requirements. Be it gentle wash
for the silks, woollens or other delicate clothes or spotless white cleaning of
the white cottons.

Agitronic Soak This unique soak process soaks clothes in concentrated

detergent solution for about 25 minutes before the main washing action takes
on. The soak is complemented by the action of an agitator that loosens tough
dirt from the clothes to get best cleaning.

Castors Smooth wheels that ensure easy mobility.

Child-Lock When you have young kids in the house, you can never be sure of
what they can do to your gadget fineries. However, the intelligent
programming system of your Whirlpool washing machine features Child Lock
system to protect your wash settings from accidental tampering.

Customized Wash Programs Every time you wash clothes, you have to
adjust the water level, detergent, temperature and other wash conditions
according to wash loads and clothes type. Not any more. The customized wash
programs of the your Whirlpool washing machine allow you to program it to
suit the varied washing needs and adjust wash conditions automatically.

Digital Display The digital display makes machine handling and

programming more convenient. You can completely customize your machines
functioning as per your requirements so that you get the best wash
performance.

Double Rinse The double rinse feature ensures that every trace of dirt or left
behind detergent is removed completely from your clothes, giving them
freshest after-wash appeal. It also keeps off allergies like eczema.

Memory Backup With frequent power failure a fixture in Indian households,

whirlpool washing machine has innovative memory backup. So, in case of a

36

power failure, the machine automatically restarts the program from where it
switched off.

Powerful 575 W Motor To support the bulk washing, your machine needs a
robust motor and thats what Whirlpool gives it with a 575 W motor. It deftly
supports superior bulk washing.

Stainless Steel Wash Tub Your machine has a robust exterior for extended
longevity. The stainless steel makes sure that your machine stands the tests of
time without rusting. It also adds the style finesse to your partner in washing
chores.

FRONT LOADING FEATURE

Number of Wash Programs (> 100) For more flexibility in programming your
washing machine has to suit your washing habits and requirements. Be it gentle wash
for the silks, woollens or other delicate clothes or spotless white cleaning of the white
cottons, different fabrics and wash loads require different wash settings. Whirlpool
understands your needs and complements the customized programs with over 100
preset wash programs to give the magic in your hands.
Stain Wash (10 types of stains) The Stain Wash system is especially designed to
fight the most tenacious 10 kinds of common and difficult household stains like
that of tea, coffee, pickle, ketchup, shoe-polish, lipstick and more. It combines the
benefits of Agitronic Soak and 1-2, 1-2 Hand wash action. While the first one
loosens the dirt and the staining particles, the second employs the classic hand
wash action to bash away the patches, giving you a complete stain free washing.
Now, you dont need to worry about coffee, shoe polish and ketchup stains on
your apparels.
Anti Crease Cycle This is indeed a unique product feature, an attribute exclusive
only to the Sensation series. An anti-crease reverse spin after final spin loosens the
clothes and disentangles them. This prevents creasing and makes after-wash
ironing easier.
Auto Restart With frequent power failure a fixture in Indian households,
whirlpool washing machine has innovative memory backup for Auto-restart. So,

37

in case of a power failure, the machine automatically restarts the program from
where it switched off.
Child-Lock When you have young kids in the house, you can never be sure of
what they can do to your gadget fineries. However, the intelligent programming
system of your Whirlpool washing machine features Child Lock system to protect
your wash settings from accidental tampering.
Delay Wash A delayed wash of up to twelve hours lets laundry be done in offpeak hours, when energy savings may be even more, or just at a later time when it
is more convenient to switch the load to the dryer.
Dirt Level Programs Adjusts water and detergent levels based on dirt level you
select, to give you best wash performance. You can choose Less for normal
soiled clothes and More for highly soiled clothes such as school uniforms,
sportswear, nappies and more. This optimizes water and detergent consumption.
Dry Tap protection This is a truly intelligent machine. Since, the smart sensors
also sense the lack of adequate water supply and prevent the dry wash operation,
saving time and resources.
Eco Wash Save power consumption by extending the wash cycle time and
lowering the maximum water temperature for a wash program being used for that
washes. It makes your washing more economical and ensures more efficient
resource management.
End of cycle buzzer Sensation has a buzzer for indicating end of wash cycle. So,
you can continue with the other household chores while your Sensation does the
washing and deftly buzzes you when its done.
Lint Filter The lint filter in the machine helps to prevent soap and lint build up in
the laundry tub. The lint filter keeps the lint off the clothes. The washing machines
collect lint in the bag-type lint filter from which the lint can be removed manually.
Pedestal (Optional) Not only stores utility but also adds height to Sensation to
keep away back strain while loading/unloading. This pedestal makes your
Sensation machine stand 1.12 meters high, making it tall enough to save you from
bending again and again. Therefore your washing is no longer a tiring job.

38

Water Level Selector The Sixth Sense Technology and the intelligent sensors
automatically sense the wash load and wash program and thereby adjust the water
level. This ensure even and through washing, regardless of the wash load.
'Half Load' Cycle A special feature that allows you to wash loads lower than 2.5
kg, consuming lesser water & Energy.
Energy Saving Feature Using this feature automatically sets the temperature to
an optimal 60 C, leading to an energy saving of upto 1 kWh per wash
Water Saving Feature The low water consumption feature saves water by
reducing the number of rinse cycles from 4 to 3. This makes it an ideal choice to
cope with the erratic and scarce water supply
Door material: Glass The glass door of the machine not just provides with an
easy watch on the clothes but also gives the washing machine a stylish and classy
looks.
Door Opening Angle: 180 C the wide door opening angle of 180 C helps in easy
loading and unloading of clothes.
Door opening Diameter: 285 mm the door opening diameter has been
thoughtfully kept at 285 mm so that you can load all your clothes in the machine
at the same time
Spin cancel option This washing machine comes with a spin cancel feature that
gives you the flexibility to avoid the drying cycle for your delicate clothes.

RO WATER PURIFIRE
Purafresh Symbol of Trust
Indias only RO water purifier certified with WQA, USA Gold Seal. Tested by leading
Indian water lab, International Quality Parts Assurance of "Whirlpool" brand trusted
by millions world wide. Whirlpool, The worlds No1 Home appliance company, senses
your need like no other. We understand that your drinking water should not only be
purified but its purity and freshness should be preserved too. Therefore we bring to
you Whirlpool Purafresh with 6th Sense purify and Protect technology. A
revolutionary range of Water Purifier that plays dual role of Purification and
Protection and reassures you of your familys health
Types of water purefresh
Platinum
39

 Elite
Deluxe
Key feature of Whirlpool RO Purefresh
6 Stage Filtration System The purifying system of Pre-Filter, Plus Sediment
Filter, Pre Carbon Filter, RO Membrane Filter and Post Carbon Filter supplies
the clean and safe potable water
Airtight Storage tank for extra protection In order to prevent the secondary
contamination due to the penetration by dust, worms and any other foreign
substances, sealed lead is provided to storage tank, enhancing its sanitary
condition.
Anti-Micro System Application of silver activated carbon containing silver
ion to the post carbon filter as well the usage of ceramic filter inside the
storage tank enable to prevent the microbial proliferation inside the tank and
maintain the fresh taste of water at all times.
Dual Overflow Protection System Two floats are applied to the FLC(Float
Level Controller) self power level control method to prevent the overflow of
water.
Prevention of Overflow Sit back and relax. The Flot Level Controller with a
safety block function makes sure that the water in the storage tank doesn't
overflow.
Silver Cartridge The special Silver Cartridge of purafresh Deluxe and Elite
uses the goodness of silver and protects the purified water in the tank from
microbial re-contamination.
Sliding Front Deco with Child Lock When lifting the Sliding Front Deco
and raising the cup touch lever, you can get the filtered water continuously.
Purefresh Platinum
Key Features

40

Advanced 5 stage Filtration Systems

Electronic Display Panel

Filter Change Indicator

No Risk of Contamination

Push Button Operation

Speedy Water Flow 72 Lts per hour

Purafresh Elite 8.5 Ltr.

Key Features

6 Stage Filtration System

Airtight Storage tank for extra protection

Anti-Micro System

Dual Overflow Protection System

Prevention of Overflow

Sliding Front Deco with Child Lock

Purafresh Deluxe 6.5 Ltr.

Key Features

41

6 Stage Filteration System

Airtight Storage tank for extra protection

Prevention of Overflow

Silver Cartridge

Sliding Front Deco with Child Lock

Water Level Indicator

Chapter - III

DATA ANALYSIS AND INTERPRETATION

SURVEY AT THE DEALER FOR (Refrigerator)
3.1 Refrigerator DC on Display

Interpretation:
In terms of display among various sub dealers its found that Whirlpool occupies the
2nd major share after LG and then comes Samsung and the rest follows . Display of a
particular product or brand is done for two reasons

42

1. To push that product for sales.

2. To attract customers.

3.2 Refrigerator FF on Display

Interpretation:
It is found that Whirlpool has limited product verity in frost free refrigerator that is to
Master Mind and Professional. It suggests that dealers are trying to push Samsung
score more in this segment where it is behind whirlpool and LG and rest others.

3.3 Microwave Oven on Display

43

Interpretation:
According to survey LG has maximum number of displays at dealer and sub- dealers
shop, due to lot of factors like features, pricing and variety. Samsung comes second
and third is shared by Whirlpool dealers own product in modern trade and others.

3.4 Washing Machine on Display

44

BRANDS

RESPONDENTS

MARKET SHARE

LG
Whirlpool

12
10

30%
25%

Samsung
Godrej

8
6

20%
15%

Others

10%

Interpretation:
Finding in this segment shows that maximum market share is covered by for its
number of display is Philips it is followed by Aqua sure and the next spot followed by
Kent and next to Whirlpool that has better quality product but ignored by dealers
because it is not customer preference. Talking to dealers, It was found that dealers
are more focused on pushing Uv+Ro because of customer preference and they prefer
pushing LG because of better schemes and margin offered by LG.

3.5 Air Conditioner on Display

45

Brands

Respondents

Market share

Samsung

14

35%

LG
Whirlpool
Others

12
8
6

30%
20%
15%

Interpretation:
According to the finding LG again leads the ac market and is followed by Samsung
and Whirlpool. As we all know that it is a seasonal product so more emphasis on
given on promoting and giving good margin on product to the dealers.

3.6 Washing Machine on Display

Brands

Respondents

Market share

Whirlpool
LG
Samsung
Videocon

16
12
8
4

40%
30%
20%
10%

Interpretation:

46

According to the survey done with the dealers and sub dealers whirlpool leads the
race followed by LG and it is followed by Samsung. Whirlpool has lot of variety in
this segment with proper pricing and promotional activity.

3.8 Best Brand among dealers and sub-dealers

47

Brands

Favourite among dealers

LG
Whirlpool
Samsung
Onida

12
10
8
6

Sony
Videocon

4
2

Interpretation:
Whirlpool is in the second spot in case of consumer durables and talking to dealers we
found that one of the reason for this is its High price and also because of less margin
of dealers compared to LG and . LG is doing well in this segment because from time
to time it comes with some special offers and schemes for Sub Dealers. Then comes
Godrej. Sub dealers are satisfied with its quality but it targeting only particular end
segment thats the reason it falls fourth in the list. Videocon, Sansui and Phillips are
not in the overall priority list of sub dealers

3.8 Satisfaction of Dealers with Schemes and Offers

Brands

Respondents

Market share

Samsung
LG
Whirlpool
Onida
Videocon
Others

12
10
8
6
3
1

30%
25%
20%
15%%
7.5%
2.5%

Interpretation:
As we talk about whirlpool than it found that whirlpools self push strategy work very
effectively so dealers have to do less effort to push product and whirlpool system give

48

force manually so dealer like it .Most of the sub dealers found schemes and offers of
Samsung and LG as best but others is not far behind and in the areas but one of the
reasons for sub dealers apply push strategy for the brand LG is because of its offers
given to sub dealers.

3.9 Profit Margin Given

Brands

Respondents

Results

LG
Whirlpool

12
6

30%
15%

Samsung

20%

Onida

10

25%

Others

10%

Interpretation:
According to the findings the maximum profit given to the dealers who deal with LG
Samsung and Others then it is followed by whirlpool. Profit plays a very important

49

part to push dealers to sell the products because Indian market is a price sensitive
market which is a very important factor.

3.10 Deciding Factors of Dealers For Consumers While Purchasing

Factors Affecting

Influencing

Quality

35%

Price

30%

Brand name

20%

Schemes/offer

10%

Service

5%

Interpretation:
At sub Dealers it is found that quality is the most important for consumers but at this
segment price also plays a major role. This becomes more so evident when we look at
50

the market position of Toshiba in this segment. Despite of better quality Toshibas
market share is not that huge because of it is high price. Brands image is at par with
price and the products of Whirlpool, Samsung, LG and Toshibas quality are never in
question. While talking to dealers we came to know that now trend is changing and
more and more customers are also concerned about the after sales services that they
expect.

CHAPTER - IV

FINDINGS

When it comes to microwave oven LG leads the market followed by Samsung,

but Whirlpool is not far behind it also giving a stiff competition to LG, but
the kind of features and quality which LG comes up with, it is difficult for
Whirlpool to be leader in this market segment.

LG and Whirlpool are leading in consumer durables. These companies come

up with lot many offer and schemes which not only attracts the dealers but
also to the consumer.

As for air conditioners, it a seasonal product hence there is a lot of offerings a

for the consumer and lot of promotional activity are done, and Whirlpool is
doing great in this segment to get sustainable position.

Over all, dealers are more attracted to LG and Samsung because of the
schemes and promotional activity are more compared to Whirlpool or any
other operating brands.

To make dealers attracted it is very important for the companies to satisfy

them it can done through varies schemes , offering and profit margin.

Dealers influence the customers in many ways like brand name, quality, price,
schemes and services.

Whirlpool works in different way and its unique way to work help it to stand
at position in market..

51

Chapter V

Conclusions
The dealers prefer keeping international brands like LG, Whirlpool and
Samsung.
According to the finding LG is the market leader with highest share in
consumer durables and while Whirlpool is global leader in washing machine
market.

Whirlpool, LG and Samsung products are well known and aware among the
dealers.

Mostly customers are not aware of many brands, but in this case dealers try to
promote the brand on basis of high profit margin and volume of inventory.

Dealers in Pune are in favor to sell LG and Samsung products because these
provide high margin although whirlpool sold equally to them.
Whirlpool products have earned a fair amount of goodwill in the eyes of the
dealers of modern trade and shop in pune.
Samsung leads in CTV and air conditioner where as LG leads in micro oven
and Whirlpool leads in refrigerator and washing machine.

52

The Dealers of Whirlpool products are satisfied but there is always a scope
of improvement.

Chapter VI

Recommendations

To have a good relationship with dealer and the sub dealer so that that they
feel more important to the Whirlpool as an organization.

Increase level of personalized service/interactive approach with the dealers.

Through interaction and personalize service the front line staff should ensure
to make the dealers feel that they are the value.

Regular announcement of incentives should be made to more often to dealers,

so that they give their best to achieve companies goal.

There can be additional rewards depending on the frequency of selling or

based on attracting more customers to visit the store.

Dealers must have the complete knowledge of the product. So that they can
train their staffs about the products so that they can also assist customers.

The company should give a good amount of profit margin to their dealers so
that they are attracting towards the products.

The value of loyalty points among the dealer could be increased if possible. It
will

enhance the satisfaction level of the company and dealer relationship

which is very important for future growth.

53

With proper management various operational problems should be sort out in

stores which will help to increase the dealers satisfaction level in great extent
and will help in maintaining a loyal relationship with the dealers.

BIBLIOGRAPHY
1) Whirlpool Manuals
2) Marketing Management- Philips Kotler
3) Marketing Research- Kothari
4) www.whirlpoolindia.com
5) www.indianinfoline.com
6) www.compareindia.com
7) www.ebuyguru.com

54

Annexure
Questionnaire
Information about Dealer:
Name:
Address:
City & State:
Phone No:
Area:

1. Display.
Water Purefresh: a) Whirlpool
Refrigrator: a) Whirlpool

b) Kent

b)Videocon

c)Philips
c)LG

Washing machine : a) Whirlpool b) Videocon

Microwave oven: a) Whirlpool
Air conditioner:

d) Samsung
c)LG

b) Videocon

a) Whirlpool

d)Aqua sure

c)LG

b)Voltas

c)LG

e)Forbes

f)others

e)Electrolux

f)others

d) Samsung
d) Samsung

e)Onida
e)Onida

f)Others
f)Others

d) Samsung e)Onida

f)Others

2. Most liked brand among dealers:

a) Whirlpool.......

b) LG..

d) Phillips.

e) Godrej..

g) Samsung

h) Others

c) Videocon.
f) Onida.

3. Satisfaction with the profit margin:

a) Whirlpool

55

b) LG

c) Samsung

d) Godrej

e) Others

4. On which factor brand is recommended by dealer to customer

a)

Brand name rank

b) Pricingrank
c)

After Sale Servicerank

d) Quality..rank

5. Satisfaction with schemes and offers

a) Whirlpool
d) Phillips
g) Electrolux

56

b) LG
e) Samsung

c) Videocon
f) Godrej