Whirpool Susmit

A Project Report

On

WHIRPOOL(SECTOR ANALYSIS)

By

SUSMIT AKARSHAN

D(44)

Submitted To

Indira School of Business Studies – IB

In Partial Fulfillment of

Post-graduation Diploma in Management

Indira School of Business Studies, Pune

2012-2014

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3. ACKNOWLEDGEMENT........................................................................................................4

4. EXECUTIVE SUMMARY...............................................................................................................55. INDUSTRY OVERVIEW..................................................................................................................7BACKGROUND OF THE INDUSTRY:.................................................................................................7GROWTH OF THE INDUSTRY:.........................................................................................................76. Company profile..........................................................................................................................9VISION...........................................................................................................................................9MISSION........................................................................................................................................96.2 Organization & Ownership Structure......................................................................................10.......................................................................................................................................................14

LG ELECTRONICS INC...........................................................................................................15

GE APPLIANCES & LIGHTING.............................................................................................16

7. Organization’s Human Resource Practices...........................................................................188. Organization Financial Health...............................................................................................23AUDITOR'S REPORT......................................................................................................................279. Organization’s Marketing Practices......................................................................................30

WHIRLPOOL CORPORATION SALES PREPARATION..................................................30

10. BIBLIOGRAPHY:..................................................................................................................37List Of FiguresFigure 1 Company Overview Figure 2 Market Share Figure 3 Balance Sheet Figure 4 Balance Sheet (liability) Figure 5 Balance Sheet Equity Figure 6 Whirpool Product Mix Figure 7 Market Mix Figure 8 Advertisement Figure 9 Advertisements

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3. ACKNOWLEDGEMENTI SUSMIT AKARSHAN of PGDM – IB have shown efforts to complete the project report on

SECTOR ANALYSIS under the guidance of my mentor PROF. ZOHRA ZABEEN Without

her this report was not possible.

I am highly indebted to PROF. ZOHRA ZABEENfor her guidance and constant supervision as

well as for providing necessary information regarding the project & also for their support in

completing the project.

I would also thank my Institution and my faculty members without whom this project would

have been a distant reality. I also extend my heartfelt thanks to my family and well-wishers.

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4.Executive Summary

Whirlpool Corporation is an American multinational manufacturer and marketer of home

appliances headquartered in Benton Charter Township, Michigan, United States, near Benton

Harbor, Michigan.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. The company markets

Whirlpool, Maytag, Kitchen Aid, Jenn- Air,Gladiator Garage Works, Estate, Bras temp,

Bauknecht and Consul. After acquiring theMaytag Corporation on March 31, 2006, the

Whirlpool Corporation surpassed Electrolux to become "the largest home appliance maker in the

world.

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Figure 1 Company Overview

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5. Industry Overview

Background of the Industry:

The Indian FMCD sector is the fourth largest in the economy and has a market size of US$13.1 billion. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCD). FMCD products are those that get replaced within a year. Examples of FMCD generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCD may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars.

Growth of the Industry:

FMCD sector generates 5% of total factory employment in the country and is creating employment for more than three million people, especially in small towns and rural India. FMCD market is growing at the rate of about 10% year over year!!! With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCD market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence providing better growth prospects to the FMCD companies. Earlier, Indian consumers were using non-branded apparel, but today, clothes of different brands are available and the same consumers are willing to pay more for branded quality clothes. It's the quality, promotion and innovation of products, which can drive many sectors.

Careers in FMCD:

FMCD industry creates a wide range of job opportunities. This industry is a stable, diverse, challenging and high profile industry providing a wide range of job categories like sales, supply chain, finance, marketing, operations, purchasing, human resources, product development, general management.

List of prospective roles for specialization students in FMCD & Retail Industry:

Product Manager Sales Manager Product Campaign Manager Channel Sales Manager Regional / Zonal manager Purchase Head Vendor Development Manager National Sales Manager

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5.1 INDUSTRY ANALYSIS- 5 FORCES MODEL:

Michael Porter’s Five Forces Model provides a robust and time-tested frame work for

analyzing any industry, reflected in the strength of the five forces (industry

competitors, potential entrants, and threat of substitutes, power of buyers and power

of suppliers). The collective strength of the five forces determines the ultimate profit

potential in an industry, where profit is measured in terms of long term returns on capital

invested (Porter, 1980). The elements of each of the above forces and the extent and /or

effect of each element in the context of the television industry have been analyzed and

enumerated below.

THREATS TO NEW ENTRANT :

Most current players are global players

New entrants will need to invest in brand, technology, distribution

CUSTOMER POWER :

Multitude of brands across price points — wide variety of choice

SUPPLIER POWER :

Indigenous supply base limited — most raw materials are imported

COMPETITIVE RIVALRY :

Number of well-established players; several new players entering

Good technological capability

Many untapped potential market

THREAT OF SUBSTITUTES

Unbranded products and cheaper imports could enter the market

Overall, the sector is a dynamic one, with significant growth opportunities.

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6. Company profile6.1 Vision and Mission of the Company

VISION

Every Home… Everywhere… with Pride, Passion and Performance

Our vision reinforces that every home is our domain, every customer and customer activity our

opportunity. This vision fuels the passion that we have for our customers, pushing us to provide

innovative solutions to uniquely meet their needs.

Pride... in our work and each other

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

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

We bring this vision to life through the power of our unique global enterprise and our

outstanding people... working together... everywhere.

MISSION

Everyone, Passionately Creating Loyal Customers for Life

Our mission defines our focus and what we do differently to create value. We are a company of

people captivated with creating loyal customers. From every job, across every contact, we will

build unmatched customer loyalty…one customer at a time.

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6.2 Organization & Ownership Structure

S.No Name Designation

1ARVIND UPPAL CHAIRMAN

2ARVIND UPPAL MANAGING DIRECTOR

3RAVI SABARWAL COMPANY SECRETARY

4ANAND BHATIA

NON-EXECUTIVE&INDEPENDENT

DIRECTOR

5SANJIV BHATIA


DIRECTOR

6SIMON J SCRAFF


DIRECTOR

7VIKAS SINGHAL WHOLE TIME DIRECTOR

8ANIL BERERA WHOLE TIME DIRECTOR

6.3 Employee Strength

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71000 Employees (worldwide)

6.4 Turnover / Revenue and Market Capitalization

Market Capitalization 26744.581764 ( Rs. in Millions )

Revenue18.666 (Billion) US$

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6.5 Business Operations and Plant locations

World Headquarters

BENTON CHARTER TOWNSHIP, MICHIGAN, UNITED STATES

North America Region

BENTON HARBOUR, MICHIGAN

LATIN AMERICA REGION

SAO PAULO BRAZIL

ASIA REGION

SHANGHAI

Europe Region

ITALY

6.6 Joint Ventures and Alliances

SUNING APPLIANCE CO..

MATSUSHITAELECTRIC INDUSTRIAL CO LTD.

PHILLIPS

INLAND STEEL

6.7 Mergers & Acquisitions

EMBRACO

ROPER

BAUKNECHT

MAYTAG

WC WOODS

KITCHEN AID

SEEGER REFERIGERATOR COMPANY

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6.8 SWOT Analysis

Strengths

Global Market Leader

Geographically Diverse Business

Competitive Pricing

Economies of Scale Help Whirlpool to Maintain Share

Long Term Share Performance Due to Good Management

Opportunities

Potential for Pending Up Demand for New Goods

International Expansion of Whirlpool's Brands

Emerging Markets Demand from emerging markets is helping growth and margins.

Emerging markets create new.

Threats

Housing Crisis

Raw Material Cost

Over Supply from China

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6.9 Sustainability

Value beyond compliance

1) Deliver solutions with consumer relevant performance while meeting expectations on energy

efficiency

2) Reduce the total amount of water we consume (entire lifecycle) as the business grows

3) Facilitate the responsible recycling of appliances at the end of life across the globe

4) Deploy data management systems to support sustainability metrics in our business operations

Do more with less

1) Use materials which minimize total lifecycle costs

2) By 2022, send no manufacturing or packaging waste to landfill

3) Avoid hazardous substances

4) Continue to reduce carbon (GHG) intensity based on business value

Lead responsibly

1) Nurture communities through social responsibility and collective impact

2) Ensure transparent communication on key metrics

3) Demand a level playing field across the industry for all standards and verification programs

6.10 Major Competitors ofWhirlpool Corporation

1. AB Electrolux

2. LG Electronics Inc.

3. GE Appliances & Lighting

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6.10.1 AB Electrolux

Electrolux is the most global manufacturer in the appliances sector, commanding strong

positions in all regions. Electrolux is also the only player that offers solutions for both consumers

and professional users.

All product development in the Group is based on consumer insight. With innovative products

under a strong brand in the premium segment and by leveraging the Group’s global strength and

scope, Electrolux aims to create a platform for profitable growth.

6.10.2 Product Mix

KITCHEN PRODUCTS LAUNDRY PRODUCTS PROFESSIONAL PRODUCTS SMALL APPLIANCES

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6.10.3 Market Share

Figure 2 Market Share

LG Electronics Inc.

LG Electronics (LGE) makes the products that have tech-savvy consumers chomping at the bit in

the kitchen, in the media room, and on the go. A leader in consumer electronics, mobile

communications, and home appliances, LGE operates through more than 80 subsidiaries

worldwide that design and make flat panel TVs, audio and video products, mobile handsets, air

conditioners, washing machines, refrigerators, and more. Asia and North America are its two

largest markets, each contributing about 30% of sales. LGE owns Zenith Electronics (acquired in

1995) and LG Display. Founded in 1958 as Gold star, LGE established a North American

headquarters in 2004. South Korea's LG Corp. owns about one-third of LGE.

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Product Mix

Home Appliances

Computer Products

Mobile

TV & Home Entertainment

SWOT Analysis of LG

STRENGTH

Can Leverage LG's Brand to Enter Other Markets

Leading Technology Helps LG Compete

Brand Name - LG Electronics and Displays

WEAKNESS

Weak Management at LG

High Staff Turnover at LG

Weak Supply Chain

OPPURTUNITIES

Emerging Markets Offer Growth for LG

Mobile Device Growth

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THREATS

Volatile Currencies Make Financial Planning Difficult

Political Risk May Threaten LG

GE Appliances & Lighting

Doing the housework is no chore for GE Appliances & Lighting (GEAL). Created by General

Electric, GEAL makes home appliances (including refrigerators, freezers, dishwashers, and

ovens) under such brands as Café, Monogram, Profile, and its own GE. It also provides

appliance repair service. In addition, GEAL is home to General Electric's lighting division

and makes some 6,000 lighting products (such as automotive, fluorescent, and halogen) for

residential and commercial markets. Formerly GE Consumer & Industrial, the business segment

was renamed GEAL in 2010 when General Electric shifted its industrial power-generating

operations into GE Energy. GEAL operates as part of GE's Home & Business Solutions unit.

Product Mix

GE Advance Lighting

GE Home Appliances

GE Kitchen Appliances

SWOT Analysis of GE

STRENGTH

Global Market Leader


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Strong Workforce


Research and Development

Diverse Products

GE Capital Financing Ability

WEAKNESS

Distribution Barriers

Conglomerate Structure

OPPURTUNITIES

Infrastructure Spending

Energy Independence

Divest Non-core Assets / Businesses

Wireless Technology in Hospitals

Emerging Profits from China

THREATS

Credit Market Crisis

Financial Arm Regulation

Ratings Downgrades

Narrowing Operating Margins

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7. Organization’s Human Resource PracticesHuman Resource Management of Whirlpool Corporation - January 28th, 2011

Whirlpool Corporation (NYSE: WHR) is a Fortune 500 company and a global manufacturer and

marketer of major home appliances with its headquarters in Benton Charter Township, Michigan,

United States, near Benton Harbor, Michigan.[2][3] The company has annual revenue of

approximately $18 billion, more than 70,000 employees, and more than 70 manufacturing and

technology research centers around the world. The company markets Whirlpool, Maytag,

Kitchen Aid, Jenn-Air, Amana, Gladiator Garage Works, Inglis, Estate, Brastemp, Bauknecht,

Consul, and other major brand names to consumers in nearly every country around the world.

After acquiring the Maytag Corporation on March 31, 2006, Whirlpool Corporation passed

Electrolux to become "the largest home appliance maker in the world."

Founded in 1911, Whirlpool is celebrating its 100th Anniversary in 2011.

In the U.S., Whirlpool has manufacturing facilities in Fort Smith, Arkansas; Evansville, Indiana;

Amana, Iowa; Tulsa, Oklahoma; Ohio (Clyde, Findlay, Greenville, Marion and Ottawa).

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On-the-job Training (OJT)

OJT takes the form of one-on-one instruction wherein a supervisor or an experienced staff works

directly with the trainee, explaining and demonstrating the job, allowing the trainee to practice,

and checking and correcting the trainee’s work. The experienced employee’s major role is that of

watching over the individual to provide guidance during practice or learning.

Proposed Training and Development Methods

New Employee Orientation

all employees, whether managerial or non-managerial, should be provided with systematic

orientation when they first join the organization. Orientation introduces new employees to the

organization and to their new tasks, managers, and co-workers so that they can quickly become

effective contributors. Effective orientation can play a very important role in employee job

satisfaction, performance, retention and similar areas (, 1998 cited in 2002).

Classroom Lectures

Classroom lectures are used in many organizations to impart information to trainees. Classroom

lectures are oral presentations covering particular topics and concepts. Discussions involve more

interchange and less structure than other oral instructional methods. Discussions encourage

participants and trainers to freely exchange knowledge, ideas, and opinions on a particular

subject. Discussions give trainers feedback on how employees are using the knowledge or skills

they have learned (1998).

Programmed or Self-Instructions

Self-instructions let trainees learn at their own pace. Topics can range from the simple to

complex. Programmed instruction can be carried out by the use of computers or booklets,

depending on the need. The method is to present a small amount of information, followed by a

simple question the requires an answer on the part of the learner. There is immediate feedback

for each response as the learner finds the answer on the next page or elsewhere. The learner

knows whether he or she is right or wrong immediately. The main advantage of such an

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individualized program is that it is self-pacing. Relative to other training methods, self-

instruction offers high mobility and flexibility. It can take place with or without instructors, in a

wide variety of learning environments: learning centers, workstations, homes ( 2002).

Internet

The internet offers ways to increase learning, link resources, and share valuable knowledge

within and outside an organization. People can use the Internet to deliver training in the

following ways, either individually or in combination with other instruction methods:

* E-mail for accessing course material and sharing information

* Bulletin boards, forums, and news groups for posting comments and questions

* Interactive tutorials that let trainees take online courses

* Real-time conferencing placing all participants in the same virtual classroom

* Documents, tutorials, and software that trainees can download ( 2002)

Demonstrations, Behavior Modeling and Role Plays

Demonstrations are visual techniques where in the instructor performs the behavior or skills to be

learned, and the trainees learn by watching. Modeling makes trainees learn by doing, not just by

watching. First, the trainer demonstrates the desired performance, and then participants model

the skill or behavior. The trainer provides feedback to trainees, with additional modeling and

practices as needed. Role play is another instructional method. After the trainer models the

desired skills or behaviors, trainees are asked not just to imitate the trainer’s performance, but

also to apply these skills and behaviors to a sample situation in which different individuals play

certain roles. All three techniques can be used in either one-on-one or group instruction. Each

method can enhance training by illustrating how to apply instruction in practice. Demonstrations

are ideal for basic skills training, while role-playing works well for building complex behaviors

such as interpersonal or management skills. Of the three tools, demonstrations are least

threatening to trainees, since they are not called on to perform themselves. Modeling and role

plays, on the other hand, allow trainers to assess participants’ skill levels and to make sure that

trainees can apply what they have seen

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Importance of HRP

- Ensures optimum use of manpower. (Woman, toonowadays?)

- Forecast future requirements.

- Help determine recruitment/ induction level.

- To anticipate redundancies/ surpluses

- To determine training levels and works.

- Know the cost of manpower if there is a new project is being taken up.

HR planning and analysis activities have several facets. Through HR planning,managers attempt

to anticipate forces that will influence the future supply of and demand for employees. Having

adequate human resource information systems (HRIS) to provide accurate and timely

information for HR planning is crucial.The importance of human resources in organizational

competitiveness must be addressed as well. As part of maintaining organizational

competitiveness, HR analysis and assessment of HR effectiveness must occur. The

internationalization of organizations has resulted in greater emphasis on global HR management.

HR Planning Process

DEVELOPING THE HR PLAN

In planning for human resources, an organization must consider the allocation of people to jobs

over long periods of time—not just for the next month or even the next year. This allocation

requires knowledge of any foreseen expansions or reductions in operations and any technological

changes that may affect the organization. On the basis of such analyses, plans can be made for

shifting employees within the organization, laying off or otherwise cutting back the number of

employees, or retraining present employees. Factors to consider include the current level of

employee knowledge, skills, and abilities in an organization and the expected vacancies resulting

from retirement, promotion, transfer, sick leave,

or discharge.

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In summary, the HR plan provides a road map for the future, identifying

where employees are likely to be obtained, when employees will be needed, and what training

and development employees must have.

Hence, in simple sense, the different HR activities must be aligned with the general business

strategy, as well as the overall HR strategy, in order to support business goals.

EVALUATING HR PLANNING

If HR planning is done well, the following benefits

should result:

l Upper management has a better view of the human resource dimensions of

business decisions.

l HR costs may be lower because management can anticipate imbalances before they become

unmanageable and expensive.

l More time is available to locate talent because needs are anticipated and identified before the

actual staffing is required.

l Better opportunities exist to include women and minority groups in future

growth plans.

l Development of managers can be better planned.

Employee Engagement

We annually assess employee engagement and individual and manager performance to ensure we

continue to engage and motivate employees, and ensure they have the skills and support they

Need to help Whirlpool Corporation succeed in the marketplace. Whirlpool Corporation’s global

engagement survey provides us with a comprehensive overall measure of employee engagement.

In 2011, more than 15,000 salaried employees participated in the survey, which includes more

than 50 engagement questions across eight drivers designed to measure engagement at Whirlpool

Corporation. Based on the results, we develop and execute action plans in each region to increase

engagement globally.

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8. Organization Financial Health‘

8.1 Balance Sheet Analysis

Figure 3 Balance Sheet

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Figure 4 Balance Sheet (liability)

Figure 5 Balance Sheet Equity

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8.1.1 Director’s Report

Director's Report

The Directors’ are pleased to present their 51st Annual Report and Audited Accounts for the year

ended March 31, 2012.

Financial Results

(Rs. in lac)

Particulars For the year ended

March 31, 2012 March 31, 2011

Sales/ Income from operations (including excise duty) 285,047 289,912

Other Income1,230 2,580

Profit/ (Loss) before Interest, Depreciation, Extraordinary items & Tax 23,539 28,940

Finance Cost (438) (565)

Depreciation (4,970)(4,451)

Profit before Tax 18,131 23,924

Provision for Tax (including deferred tax)(5,758)(7,321)

Net Profit/ (Loss) for the year 12,373 16,603

Credit/ (Debit) Balance B/F from previous year 11,575 5,969

Profit available for appropriation 23,948 22,572

Interim Dividend on Preference Shares (142) (457)

Proposed Dividend on Preference Shares — (539)

Tax on Dividend (26) (152)

Transfer to Capital Redemption Reserve (5,385)(9,849)

Surplus/ (Deficit) carried to Balance Sheet 18,396 11,575

Performance of the Company

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During the year ended March 31, 2012 the sales of the Company, was Rs.285,047 Lac as

compared to last year’s sales of 289,912 Lac down by 1.7%. Profit before tax wasRs.18,131 Lac

as compared to corresponding profit of Rs.23,924 Lac in the previous year. The marginal decline

in turnover was due to flat to negative industry growth.

Dividend

No Dividend on equity shares has been recommended by Board for the year ended 31stMarch

2012 considering the future capital investment plans of the Company.

The Company declared an interim dividend on preference shares @Rs.1 per share amounting to

Rs.141.63 Lac along with final redemption of 53,850,000 preference shares which was paid to

the shareholder along with the redemption amount on pro rata basis till the date of redemption.

The shareholders may declare the interim dividend as final dividend.

Preference Shares

The Company had issued 15,23,42,500 10% Redeemable Non-Convertible Cumulative

Preference Shares of Rs.10 each to Whirlpool Canada Holding Company in the year

2005redeemable at the end of twenty years with call and put options for redemption to the

Company and Shareholder respectively.

The Company had already redeemed 9, 84, 92,500 Preference Shares on request of the

shareholder using the put option up to the financial year ended 31st March2011.

During the financial year ended 31st March 2012, your Board of Directors in its meeting held on

09th May 2011 approved the redemption of the balance5,38,50,000 10% Redeemable non-

convertible Cumulative preference shares of Rs.10 each along with pro-rata dividend till the date

of redemption. The Preference shares were fully redeemed and payment was made on 6th July

2011 to the shareholder along with pro rata dividend.

8.1.2 Auditor’s Report

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Auditor's Report

The Members of Whirlpool of India Limited

1. We have audited the attached Balance Sheet of Whirlpool of India Limited ('the Company')

as at March 31, 2012 and also the Statement of Profit and Loss Account and theCash Flow

Statement for the year ended on that date annexed thereto. These financialstatements are the

responsibility of the Company's management. Our responsibility is toexpress an opinion on

these financial statements based on our audit.

2. We conducted our audit in accordance with auditing standards generally accepted . Those

Standards require that we plan and perform the audit to obtain reasonableassurance about

whether the financial statements are free of material misstatement. Anaudit includes examining,

on a test basis, evidence supporting the amounts and disclosuresin the financial statements. An

audit also includes assessing the accounting principlesused and significant estimates made by

management, as well as evaluating the overallfinancial statement presentation. We believe that

our audit provides a reasonable basisfor our opinion.

3. As required by the Companies (Auditor's Report) Order, 2003 (as amended) issued bythe

Central Government of India in terms of sub-section (4A) of Section 227 of theCompanies Act,

1956, we enclose in the Annexure a statement on the matters specified inparagraphs 4 and 5 of

the said Order.

4. Further to our comments in the Annexure referred to above, we report that:

i. we have obtained all the information and explanations, which to the best of ourknowledge

and belief were necessary for the purposes of our audit;

ii. in our opinion, proper books of account as required by law have been kept by theCompany

so far as appears from our examination of those books;

iii. the Balance Sheet, Statement of Profit and Loss Account and Cash Flow Statementdealt

with by this report are in agreement with the books of account;

iv. In our opinion, the Balance Sheet, Statement of Profit and Loss Account and CashFlow

Statement dealt with by this report comply with the accounting standards referred toin sub-

section (3C) of Section 211 of the Companies Act, 1956.

v. On the basis of the written representations received from the directors, as on March31, 2012

and taken on record by the Board of Directors, we report that none of thedirectors is

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disqualified as on March 31, 2012 from being appointed as a director in termsof clause (g) of

sub-section (1) of Section 274 of the Companies Act, 1956.

vi. In our opinion and to the best of our information and according to the explanationsgiven to

us, the said accounts give the information required by the Companies Act, 1956,in the manner

so required and give a true and fair view in conformity with the accountingprinciples generally

accepted in India;

a) in the case of the Balance Sheet, of the state of affairs of the Company as at March31, 2012;

b) in the case of the Statement of Profit and Loss Account, of the profit for the yearended on

that date; and

c) In the case of Cash Flow Statement, of the cash flows for the year ended on thatdate.

For S.R. Batliboi& Co.

Firm Registration Number: 301003E

Chartered Accountants

per TridibesBasu

Place : Gurgaon Partner

Date : May 8, 2012 Membership No.: 17401

8.1.3 Cash Flow

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Cash Flow 976,000 1,045,000 1,156,000 881,000

8.1.4.1 Current Ratio

1.0

8.1.4.2 Quick Ratio

0.5

8.1.4.3 Cash Ratio

9.3

8.1.4.4 Return on Asset

2.8%

8.1.4.5 ROE

10.0%

8.1.4.6 Total Debt/Equity Ratio

0.67

8.1.4.7 Asset Turnover

1.2

8.1.4.8 Price Earnings Ratio

22.8

9. Organization’s Marketing Practices9.1.1 Customer Solution / Product Strategies

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Whirlpool Corporation Sales PreparationWith brand names recognized by just about anyone who has ever separated dark colors from light, Whirlpool is one of the world's top home appliance makers. It specializes in laundry appliances, refrigerators and freezers, cooking appliances, dishwashers, and compressors, which are sold under a bevy of brand names, including Whirlpool, Amana, Kitchen Aid, Maytag, and Roper. The company markets and distributes these major home appliances in North America, Latin America, EMEA (Europe, the Middle East, and Africa), and Asia. It has manufacturing operations in about a dozen countries. Major customers include retailers Lowe's, Home Depot, Sears, and Best Buy.

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Figure 6Whirpool Product Mix

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Whirlpool product mixes is not that much diversified. They have onlydiversified his businesses in only electronic goods that are home appliances,accessories, built-inn and UPS. But they have many varieties in their products which is more than godrej. In home appliance they create more and new innovative idea and add more value to its product which attracts more modern age people who loves newchanges

Figure 7 Market Mix

MARKETING MIX OF WHIRLPOOL:

PRODUCT:In India, refrigerators and other home appliances were long known before the 1990s; but Whirlpool products stand out for innovative approaches to specific Indian 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 in storage. 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

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the hassle of shifting clothes from one tub to another. Whirlpool has a wide product portfolio ranging from air-conditioners to microwaves. Whirlpool 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 thehome appliance market. As

recently as the early 1990s, most consumer durables werepromoted just as desirable accessories,

and the purchase decision crystallizedthrough the male breadwinner in the Indian family.

Whirlpool promotions broke newground with reference to each of these longstanding premises in

the Indian consumer market. Whirlpool created its marketing position around the tagline, You

and Whirlpool the world best homemakers¶. Based upon this premise, Whirlpool

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 with the brand. In the

process of establishing such an emotional connects with the customer. Whirlpool strategy of

reaching out to its customers in unique ways wasfollowed even in media .It changed the media

trend for consumer durables advertisingin India, which hitherto was heavily skewed towards

print. Whirlpool was the first homeappliances brand to orient its promotions towards television

advertising.

PRICE:

Whirlpool India Ltd. has changed its strategy from being a premium-player to amass-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 toincrease their profit, they try to reduce

their cost. Some of their actions are they closeseveral plants and streamlined organization in

several group.Knowing the market well,structuring the elasticity and keeping an eye on

competitors by whirlpoolhasimplemented a customer-centric strategy that focuses on making

sure their products areappropriate for the Indian consumers.Different versions of their products

are priceddifferently, but not according to differences in their costs. Whirlpool bigger success

has been in the full in the fully automatic segment.

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PLACE:

Whirlpool aims at globalization to obtain more market share in homeappliance industry by

expanding globally. In Asia, where considerable perceived profitis locate. Asia is a promising

market with great potentiality, where the populationishuge while the labor is cheap compared

with Europe and North America. Whirlpoolput more efforts on its major markets (Europe, North

America) to ensure its marketposition and profit, meanwhile, the investment in new market to

support theglobalization strategy should be undertaken cautiously and strategically according

tothe 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 awide range of Refrigerators and Washing Machines .Their

appliances are exported allover the globe from Australia & New Zealand in the East right up to

Central Americaand the Caribbean islands in the West. Apart from World Class factories,

Whirlpoolhas 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.

SEGMENTATIONSTRATEGIESOF 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 marketmainly on

the basis of price and capacity.Price has been kept keeping the needs and wants of the customer

and product is designedsuch that it is feasible to every customer. Whirlpool has segmented its

refrigerators under three segments. They are:

Direct Cool,

•

Frost Control

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•

Frost FreeDirect Cool:

It is the basic segment. The most basic product under this segment coversalmost all the features

of this segment except for modular shelves, all metal door and singlemetallic sheet body.The

capacity of the refrigerators in this segment ranges from180 Ltsto230 LtsRefrigerators from this

segment can serve a small family, small shops and can be used inoffices 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 is GeniusXL Premier (230

Lts) With Unique health Guard, Jumbo Bottle Rack, Thick Door Design, Chill Max and Modular

Shelves features.

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Figure 8 Advertisement

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Figure 9 Advertisements

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10. BIBLIOGRAPHY:

1.http://en.wikipedia.org/wiki/Samsung

2.http://www.google.co.in/search?q=samsung+advertising&hl=en&tbm=isch&tbo=u&source=univ&sa=X&ei=yANGUYeOGcTArAfr2IHwBQ&ved=0CEQQsAQ&biw=1366&bih=598

3.http://www.studymode.com/subjects/samsung-pricing-strategy-in-india-page1.html

4.http://www.marketing-mix1.com/resources/samsung-pricing-strategy.html

5.http://gizmodo.com/190685/top-10-samsung-product-models

6.http://www.google.co.in/url?sa=t&rct=j&q=cash+flow+statement+samsung+company&source=web&cd=2&cad=rja&ved=0CD4QFjAB&url=http%3A%2F%2Fwww.samsung.com%2Fus%2Faboutsamsung%2Fir%2Ffinancialinformation%2Fquarterlyfinancialsummary%2FIR_QuarterlyCashFlowStatement.html&ei=RgVGUeuOM8aNrgeQi4CYAg&usg=AFQjCNHdkmI7w0TWtW2m9dUw7dLUr2rNQA

7.http://www.hoovers.com

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