Sudhir Whirlpool Project2011

7/24/2019 Sudhir Whirlpool Project2011

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AProject Report

On

MARKET RESEARCH ON DEALER PREFERENCE ANDMAJOR PRODUCT LINE OF WHIRLPOOL

Conducted by

Institute of Management & Entrepreneurship Deveopment!Chaudhary Devi "a #niversity

PROJECT GUIDE SUBMITTED BY

MR. JAGMEET HARDEEP

Roll No: - 1210!"0022

$


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CHAUDHARY DE#I LAL UNI#ERSITY$ SIRSA

CERTIFICATE OF COMPLETION

This is to certify that Mr. SUDHIR KUMAR is a bonadestudent of MBA program of the university in this institute for theyear 2009-11 . As a part of the University curriculum, the

student has completed the project report titledMARKET RESEARCH ON DEALER PREFERENCE AND MAJORPRODUCT LINE OF WHIRLPOOL The project report isprepared by the student under the guidance of rof. !r."nga#alev.s

$Teacher %uide& rogram 'o(coordinator!irector

!ate)lace)

%


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abe of

CO'E'(

C%&'()* No. T+(l) P&,) No.

"ist of tabes )

Ac*no+edgement ,

E-ecutive (ummary .

I I(*o/(+o /

$!$ 0ac*ground of the study 1

$!% 0ac*ground of the topic 1$!) Company profie 1

$!, (tatement of the probem $1

$!. (cope of the study $2

$!/ Objectives of the study $2

II R))&*% M)(%oolo, %3

%!$ Research design %$

%!% Primary data %$

%!) (econdary data %$

%!, (ampe design %$%!. "imitations %%

%!/ Major product ine %)

III D&(& P*o)+, & A&l+ ,%

I# F++, .$

# Col/+o .%

#I R)o33)&(+o .)

B+4l+o,*&'% .,

A)5/*) 6 7/)(+o&+*) ..

)


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ACKNOWLEDGEMENT

It has been an enriching e-perience for us to undergo our project training at

45IR"POO" I'DIA P6! "D7 Pune! It is our immense peasure to offer our

ac*no+edgements to those persons +ho have been a constant source of hep and

encouragement in carrying out this project! 4e are deepy indebted to them for their

inspiration7 encouragement7 hep and advice +ithout +hich it +oud not have been

possibe for us to compete this project!

As students of IMED COLLEGE$ P/). 4e +oud i*e to e-press our sincere

than*s too a those +ho heped us during my practica training program! 4ords are

insufficient to e-press our gratitude to+ards M*. K/3&*)% R&(%o*) BM o8

WHIRLPOOL INDIA P#T. LTD$ PUNE.

4e +oud i*e to e-press our sincere than*s to a the Deaers7 Mr! MA'O8 PI"A9

:erritory E-ecutive; 7 Mrs! Rupa Asati:Mar*eting E-ecutive; and Mr! Anish Ansari

: saes supervisor e-ecutive;for their constructive guidance! 4e +oud aso i*e to

give our heartfu gratitude to the (tore (upervisors7 Retai e-icutive7 and a the staff

members of our respective stores for their hep during our project!

5o+ever7 +e accept the soe responsibiity for any possibe error of omission and

+oud be e-tremey gratefu to the readers of this project report if they bring such

mista*es to our notice!

Date< (udhir =umar

,


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E9ECUTI#E SUMMARY

4hirpoo is one of India>s eading company in eectronics manufacturing! he

company is in the process of anay?ing its current as +e as potentia deaers in the

Pune mar*et for their products!

he project titeM&*)( *))&*% o )&l)* '*)8)*)) & 3&;o* '*o/( l+) o8


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C%&'()* = I

I(*o/(+o

A study conducted by @ICCI on consumer durabe industry has indicated buoyant

trend in a three segment +hite goods7 consumer eectronics and eectronic

components during Apri< March %332


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1.1 B&,*o/ o8 (%) (/:

A (tudy of Major product ine of 4hirpoo Identification and Competitive Anaysis

Mar*et Research on Deaer and Customer preference7 +ith Reference to 4hirpoo

India Pvt! "td!

1.2 B&,*o/ o8 (%) (o'+:

he basic bac*ground of the topic is to identifying the present deaersCustomer and competitive advantage of 4hirpoo! he primary objective of

4hirpoo is to enhance the understanding of deaers and customer behavior

regarding 4hirpoo and comparing 4hirpoo +ith other Eectronics brands on

parameters i*e schemes7 service7 promotiona support7 brand name and uaity etc!

Another objective is to increase the sae of 4hirpoo eectronic products!

1.?COMPANY PROFILE

WHIRLPOOL INDIA P#T. LTD.

!

4e are the eaders obay in Mar*et (hare7 (hare by 0rand and Production (hare

for 5ome Appiances!

1


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HISTORY OF WHIRLPOOL:

$$$ #pton Machine Company founded by "ouis &

@red #pton < @irst big order of $33 +ashing machines

$$/ < he beginning of present partnership +ith (ears

$,3s < 4ords first to produce top


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WHIRLPOOL INDIA P#T. LTD.

4hirpoo Corporation is a goba manufacturer and mar*eter of major home

appiances!

4ith 237333 empoyees and neary /3 manufacturing and technoogy centers around

the gobe!

he company manufactures in $) countries and mar*ets products in appro-imatey

$13 countries under $$ major brand names such as 4hirpoo7 Maytag =itchenAid7Roper7 Estate7 0au*necht7 "aden and Ignis!

WHIRLPOOL IN INDIA:

4hirpoo entered in India in $21! 4ithin a span of $% yrs7 4hirpoo India Pvt! "td!

is recogni?ed as a eader provider of high tech Consumer Eectronics and home

Appiance Products in the country!

4hirpoo India has set up manufacturing faciities for Purefresh7 4ashing Machines7

Refrigerators7 and Micro+ave Ovens and Air Conditioners!

(ummery

$21H 4hirpoo and (undaram Cayton of India enter into a joint venture to

form 6( 4hirpoo "imited!

$.H A majority contro is acuired in 6( 4hirpoo "td! & =evinator of

India is acuired!

$/H =evinator of India and 4hirpoo +ashing machines "td is combined

to form 4hirpoo of India "td

$H 4hirpoo of India crosses the miestone of $ miion in the sae of

appiances

%33.H Registered profit & sod $!, miion appiances


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$3


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$$


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#ISION OF WHIRLPOOL:

4hirpoo Indias vision entais heping peope to improve the uaity of their ives by

providing them +ith superior uaity7 state


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MISSION OF WHIRLPOOL:

$)


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PRINCIPLES OF WHIRLPOOL:

4hirpoo India today is recogni?ed as a eader provider of high tech 5ome appiance

product in the country! It hods significant mar*et share in the @rost free Refrigerators7

4ashing machine7 Aircondition etc categories7 +hie hoding the no , sot in

Micro+aves Ovens! 4ith NMar*et Driven Changes being the guiding principes7 the

Companys strategies to achieve its targeted turnover of Rs $.%3 crores!

(trengthening the 5ome Appiances Range having made a strong impact in the mar*et

+ith its NMaster Mind series of Conventiona Refrigerators !4hiroo India pans to

further reinforce its home appiance range of aunching %


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No F*o( R)8*+,)*&(o* F&(o*

(ituated ). =ms from Pune

(ite Area < ,3 5ectare

#tii?ed Area < $$ 5ectare

Instaed Capacity< 2 "acs

#tii?ed Capacity ,!. "acs

D+*)(ool R)8*+,)*&(o* F&(o*

(ituated )3 =ms from Dehi

(ite Area < $7$$7%13 (!M!

#tii?ed Area < /37333 (!M!

Instaed Capacity


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'et income: K %7$,!33 miion

oba OperationsH$13 countries and more than$7%33 trading partners

'umber of EmpoyeesH 237333

'umber of isted companies +ithin the groupH $,

1.! P*o4l)3 R)o,+(+o

$/


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During our summer internship +e have passed amost t+o months in 4hirpoo India

Pvt! "td! :Pune;! 4ithin this period +e have faced and observed a ot of probems in

the stores +hich are creating threats to oyaty saes7 these probems must be sort

outet to maintain the oya reationship +ith the DEA"ER() o D+'l&

,)


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I()*'*)(&(+o:

According to survey " has ma-imum number of dispays at deaer and sub< deaers

shop7 due to ot of factors i*e features7 pricing and variety! (amsung comes second

and third is shared by 4hirpoo deaers o+n product in modern trade and others!

?.! W&%+, M&%+) o D+'l&

BRANDS RESPONDENTS MARKET SHARE

" $% )3B

4hirpoo $3 %.B

(amsung 2 %3B

odrej / $.B

Others , $3B

,,


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I()*'*)(&(+o:

@inding in this segment sho+s that ma-imum mar*et share is covered by for its

number of dispay is Phiips it is foo+ed by Aua sure and the ne-t spot foo+ed by

=ent and ne-t to 4hirpoo that has better uaity product but ignored by deaers

because it is not customer preference! a*ing to deaers7 It +as found that deaers

are more focused on pushing #vXRo because of customer preference and they prefer

pushing " because of better schemes and margin offered by "!

?. A+* Co+(+o)* o D+'l&

B*& R)'o)( M&*)( %&*)(amsung $, ).B

" $% )3B

4hirpoo 2 %3B

Others / $.B

,.


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I()*'*)(&(+o:

According to the finding " again eads the ac mar*et and is foo+ed by (amsung

and 4hirpoo! As +e a *no+ that it is a seasona product so more emphasis on

given on promoting and giving good margin on product to the deaers!

?." W&%+, M&%+) o D+'l&

B*& R)'o)( M&*)( %&*)4hirpoo $/ ,3B

" $% )3B

(amsung 2 %3B

6ideocon , $3B

I()*'*)(&(+o:

,/


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According to the survey done +ith the deaers and sub deaers +hirpoo eads the

race foo+ed by " and it is foo+ed by (amsung! 4hirpoo has ot of variety in

this segment +ith proper pricing and promotiona activity!

?. B)( B*& &3o, )&l)* & /4-)&l)*

B*& F&>o/*+() &3o, )&l)*" $%

4hirpoo $3

(amsung 2

Onida /

(ony ,

6ideocon %

,1


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I()*'*)(&(+o:

4hirpoo is in the second spot in case of consumer durabes and ta*ing to deaers +e

found that one of the reason for this is its 5igh price and aso because of ess margin

of deaers compared to " and ! " is doing +e in this segment because from time

to time it comes +ith some specia offers and schemes for (ub Deaers! hen comes

odrej! (ub deaers are satisfied +ith its uaity but it targeting ony particuar end

segment thats the reason it fas fourth in the ist! 6ideocon7 (ansui and Phiips are

not in the overa priority ist of sub deaers

?. S&(+8&(+o o8 D)&l)*


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force manuay so deaer i*e it !Most of the sub deaers found schemes and offers of

(amsung and " as best but others is not far behind and in the areas but one of the

reasons for sub deaers appy push strategy for the brand " is because of its offers

given to sub deaers!

?. P*o8+( M&*,+ G+>)

B*& R)'o)( R)/l(

" $% )3B

4hirpoo / $.B

(amsung 2 %3B

Onida $3 %.B

Others , $3B

I()*'*)(&(+o:

According to the findings the ma-imum profit given to the deaers +ho dea +ith "

(amsung and Others then it is foo+ed by +hirpoo! Profit pays a very important

,


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part to push deaers to se the products because Indian mar*et is a price sensitive

mar*et +hich is a very important factor!

?.10 D)++, F&(o* o8 D)&l)* Fo* Co/3)* W%+l) P/*%&+,

F&(o* A88)(+, I8l/)+,

Fuaity ).B

Price )3B

0rand name %3B

(chemesQoffer $3B

(ervice .B

I()*'*)(&(+o:

At sub Deaers it is found that uaity is the most important for consumers but at this

segment price aso pays a major roe! his becomes more so evident +hen +e oo* at

.3


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the mar*et position of oshiba in this segment! Despite of better uaity oshibas

mar*et share is not that huge because of it is high price! 0rands image is at par +ith

price and the products of 4hirpoo7 (amsung7 " and oshibas uaity are never in

uestion! 4hie ta*ing to deaers +e came to *no+ that no+ trend is changing and

more and more customers are aso concerned about the after saes services that they

e-pect!

CHAPTER - I#

FINDINGS

4hen it comes to micro+ave oven " eads the mar*et foo+ed by (amsung7

but 4hirpoo is not far behind it aso giving a stiff competition to "7 but

the *ind of features and uaity +hich " comes up +ith7 it is difficut for

4hirpoo to be eader in this mar*et segment!

" and 4hirpoo are eading in consumer durabes! hese companies come

up +ith ot many offer and schemes +hich not ony attracts the deaers but

aso to the consumer!

As for air conditioners7 it a seasona product hence there is a ot of offerings afor the consumer and ot of promotiona activity are done7 and 4hirpoo is

doing great in this segment to get sustainabe position!

Over a7 deaers are more attracted to " and (amsung because of the

schemes and promotiona activity are more compared to 4hirpoo or any

other operating brands!

o ma*e deaers attracted it is very important for the companies to satisfy

them it can done through varies schemes 7 offering and profit margin! Deaers infuence the customers in many +ays i*e brand name7 uaity7 price7

schemes and services!

4hirpoo +or*s in different +ay and its uniue +ay to +or* hep it to stand

at position in mar*et!!

.$


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C%&'()* = #

Col/+o

he deaers prefer *eeping internationa brands i*e "7 4hirpoo and

(amsung!

According to the finding " is the mar*et eader +ith highest share in

consumer durabes and +hie 4hirpoo is goba eader in +ashing machine

mar*et!

4hirpoo7 " and (amsung products are +e *no+n and a+are among the

deaers!

Mosty customers are not a+are of many brands7 but in this case deaers try to

promote the brand on basis of high profit margin and voume of inventory!

Deaers in Pune are in favor to se " and (amsung products because these

provide high margin athough +hirpoo sod euay to them!

4hirpoo products have earned a fair amount of good+i in the eyes of the

deaers of modern trade and shop in pune!

(amsung eads in C6 and air conditioner +here as " eads in micro oven

and 4hirpoo eads in refrigerator and +ashing machine!

.%


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he Deaers of 4hirpoo products are satisfied but there is a+ays a scope

of improvement!

C%&'()* = #I

R)o33)&(+o

o have a good reationship +ith deaer and the sub deaer so that that they

fee more important to the 4hirpoo as an organi?ation!

Increase eve of personai?ed serviceQinteractive approach +ith the deaers!

hrough interaction and personai?e service the front ine staff shoud ensure

to ma*e the deaers fee that they are the vaue!

Reguar announcement of incentives shoud be made to more often to deaers7

so that they give their best to achieve companies goa!

here can be additiona re+ards depending on the freuency of seing or

based on attracting more customers to visit the store!

Deaers must have the compete *no+edge of the product! (o that they can

train their staffs about the products so that they can aso assist customers!

he company shoud give a good amount of profit margin to their deaers so

that they are attracting to+ards the products!

he vaue of oyaty points among the deaer coud be increased if possibe! It

+i enhance the satisfaction eve of the company and deaer reationship

+hich is very important for future gro+th!

.)


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4ith proper management various operationa probems shoud be sort out in

stores +hich +i hep to increase the deaers satisfaction eve in great e-tent

and +i hep in maintaining a oya reationship +ith the deaers!

BIBLIOGRAPHY

$; 4hirpoo Manuas

%; Mar*eting Management< Phiips =oter

); Mar*eting Research< =othari

,; +++!+hirpooindia!com

.; +++!indianinfoine!com

/; +++!compareindia!com

1; +++!ebuyguru!com

.,
http://www.indianinfoline.com/http://www.compareindia.com/http://www.ebuyguru.com/http://www.indianinfoline.com/http://www.compareindia.com/http://www.ebuyguru.com/


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A)5/*)

Fuestionnaire

I8o*3&(+o &4o/( D)&l)*:

'ameH

AddressH

City & (tateH

Phone 'oH

AreaH

$! Dispay!

4ater PurefreshH a; 4hirpoo b; =ent c;Phiips d;Aua sure e;@orbes f;others

RefrigratorH a; 4hirpoo b;6ideocon c;" d; (amsung e;Eectrou- f;others

4ashing machine H a; 4hirpoo b; 6ideocon c;" d; (amsung e;Onida f;Others

Micro+ave ovenH a; 4hirpoo b; 6ideocon c;" d; (amsung e;Onida f;Others

Air conditionerH a; 4hirpoo b;6otas c;" d; (amsung e;Onida f;Others

%! Most i*ed brand among deaersH

a; Whirlpool....... b; "JJ!! c; 6ideoconJJ!

d; PhiipsJJ! e; odrejJJJ!! f; OnidaJJJ!

g; (amsungJJJ h; OthersJJJ

)! (atisfaction +ith the profit marginH

a; 4hirpoo b; " c; (amsung d; odrej e; Others

..


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,! On +hich factor brand is recommended by deaer to customer

a; 0rand nameJJ ran*

b; PricingJJran*

c; After (ae (erviceJJran*

d; FuaityJJJJJ!!ran*

5. Satisfaction with schemes and offers

a; 4hirpoo b; " c; 6ideocon

d; Phiips e; (amsung f; odrej

g; Eectrou-

Sudhir Whirlpool Project2011

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