Annual Marketing Plan Small Office 2003

Presentation On

Glimpses

Subject

ofessor Associated Cos.

- Marketing - Anurag Sood - Whirlpool Of

India Twister

Contents • Know Whirlpool • Whirlpool Segments & Product Lines, New Product Launch • Market Dynamics • Market Identification & Product Identification & Definition • Competition, PLC ,Positioning & BCG Analysis • Media Release, Branding, Advertisement & Promotions • Product Pricing, Distribution Channel • Group 11 – Product Identification

• Group 11 – Marketing Plan for Identified Product

Know - Whirlpool Formed during

- Year 1911

Known as

- Upton Machinery Company

Founded by

- Louis Upton

At

- Michigan, USA

Got First Order From

- Federal Electric for 100 W Mach

First Competition Felt

- During 1915 from Federal Electric

First Merging

- During 1929 with Nineteen Hundred

Renamed as

- The Whirlpool Corp. in 1950

First New Product Launch - In 1956 – Whirlpool Miracle Kitchen Formed a new company

- Whirlpool Financial Corp for Credit

Know - Whirlpool International Expansion

- Year 1958

Having Presence in

- 140 Countries

With

- 50 Manufacturing & Technology Sites

Associated to

- 09 Brand Names

Global Turnover

- 19 Billion USD (100 B USD Group)

Entered India

- Year 1980s

Along With

- TVS India

Acquired

- Kelvinator India in 1995

Acquired

- Stakes from TVS India

Formed

- Whirlpool India in 1996

India Turnover

- 1800 Cr. Growing @ approx. 9% WANT TO CONFIRM

Whirlpool – Market Segments • Washing Machine • Refrigerators • Air Conditioners

Fabric Care Food stream Solutions Air Treatment Food Preparation

Whirlpool – Product

Lines > Washing Machines egment - Semi Automatic - Fully Automatic – Top Loading - Fully Automatic – Front Loading with Drier

Whirlpool – Product

Lines > Refrigerators Segment - Direct Cool - Frost Control - Frost Free

Whirlpool – Product

Lines > Air Conditioners Segment - Split Air Conditioners - Window Air Conditioners

Whirlpool – Product

Lines > Microwaves Segment - Solo - Grill - Convection

Lines Washing Machines Semi Automatic Fully Automatic Front Loading Driers Refrigerators Direct Cool Frost Control Frost Free Microwave Ovens Solo Grill

Variant s Nos.

Start MRP (Rs.)

End MRP (Rs.)

17 24 9 1

6300 11790 19190 20090

10140 22490 28000 -

45 16 60

8375 13475 13230

17121 16710 40451

3 4

4000 6000

6000 8000

Lines Airconditioners Split Window Water Purifier PuraFresh Deluxe PuraFresh Elite PuraFresh Platinum

Variants Start MRP End MRP Nos. (Rs.) (Rs.) 7 6

17000 13500

1

14450

1 1

15750 22950

32000 24000

Market Share – W –Mac & Dynamics Fridge Consumer Durable

Value in Crore

FF – Frost Free – Direct Cool Consumer Durable MarketDC – Approx. 25000

Whirlpool – Market Identification Refrigeration

8 % 87 Direct Cool Frost % Free Frost Free

13 87 Market Potential % %

Whirlpool – Product Definition

Whirlpool – Competition

SS

W P

LG

Performance

Whirlpool – Product Life Washing Mac SA & Refrigerators DC

Decline

Maturity

Introduction

Development

Sales

Washing Mac FA & Refrigerators FF

Growth

Cycle

Time

PuraFresh RO Water Purifier

Whirlpool – BCG (With Products) High

Low

Washing MachineWater Purifiers Refrigerator

?

$ High

Semi Automatic Direct Cool

Low

Whirlpool – Launch

Whirlpool launches slew of products Our Bureau Hyderabad, June 4 2008 Home appliances-maker Whirlpool

Plan refrigerators

Corporation on Wednesday announced the launch of a wide range of products spanning

, washing machines, air conditioners, microwave ovens and

water purifiers.

The company also announced its foray into accessories and built-in appliances for the kitchen, which would be sourced from the company’s European manufacturing base.

Phas Organising a fashion show on the occasion, e Ithe company said that each of the dress pattern chosen reflected a company product and its distinct style and feature. The Vice President of Marketing, Whirlpool of India, Mr Shantanu Das Gupta, said that the Phase II company registered a compounded annual growth rate of 20 per cent and is a market Jan Fe Ma Apr Ma Jun Jul Au Se Oct No De “With the new range and more products in the pipeline, we are aiming at No.1 slot in b r y g p v c the country,” he said. The company is planning an advertising and marketing spend of leader in some of the products.

Year 2008

Rs 77 crore, which will be an increase of over 10 per cent from 2007, he said.

The company launched a revamped Genius range of

refrigerators along

with a Fusion range. Some of the models keep items in the refrigerator cool even after seven hours of no power. Some models feature electronics which are normally available in only double-door frost-free models, he explained. “The company’s latest offering of water purifiers has received good response and we expect a market share of 10 per cent during 2008. Other segments too are poised for growth. The market for the new category of modern kitchen fitments is on the upswing with new generation of house buyers spending a lot on kitchens,” he said.

Whirlpool - Brand & Public Relations

Whirlpool – Promotions

Whirlpool – Promotions

Whirlpool – Pricing Whirlpo ol FUSION

LG

GL281SM4

Samsun g RA23Z

Capacity 300 Ltr 270 Ltr 230 Ltr  Rs. / Piece

16710

14950

15400

WP Price List May 2009

Whirlpool – Distribution Channel

C&Fs & Dealers Direct Cool Refrigeration

Manufacturing Unit

Faridabad No Frost Refrigeration

Co. & 3PL W House

Pune

Distributors

Washinig Machines

Pondhichery Dealers / Retailers Through House Full Bookings Door to Door & PECs

Institutional Customers Slide No. 24

Customers

RO Purifier - Dynamics Rs. 300 Cr. Business Market

Scope ? 20%

30%

10%

Twister

Introducing RO Purifier by Twister India Pvt. Limited

Drink Safe .. Stay Safe..

Competing With

Twister – Product

Twister

Definition

Reverse Osmosis Water Purifier

Twister

Twister

Twister – PLC (RO Purifier)

Decline

Maturity

Introduction

Development

Growth

KENT

Sales

Time

Twister

Whirlpool

Twister – Positioning &

Removes Pesticides, Organics & Radioactive Materia Pricing Direct Inlet Water Supply Auto Dispensing System 2 Layer Membrane Filter Change Indicator 2 Years Guarantee  

 

Pricin g Company Variant Variant 1 Variant 2 Variant 3 s Kent 3 14950 15950 15950 Whirlpool 3 14450 15750 22950

Whirlpool – Launch

Twister

Plan Launch in Metros Delhi, Mumbai Chennai All 2 Ranges

 

 

 

 

   

Launch in States Gujarat, Maharashtra, MP All 2 Ranges  

 

Apr- May- Jun-09 Jul-09 Aug09 09 09

Sep09

 

 

Oct- Nov- Dec09 09 09

Twister – Advertising

Twister

July Month - Every Day Prime Time Slots Focusing Mumbai, Delhi, Chennai Cities

Advertisement Budget

2 Cr. During Jul Aug 09

Twister – Promotions

Twister

Stalls In Selected Malls with Entertainment Canopy is Housing Societies with Gifts Assured Gift Upto 1000 nos. Of Purchase

Twister – Distribution

Twister

Channel RO Purifier

Manufacturing Unit Halol Distributors

Dealers / Retailers

Direct Sales Agents

Customers Slide No. 34

Customers

Slide No. 35