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Group-13 Amit Raizada Mohi Mittal Shweta Sawadh Vishwas Koppa Venkatesha Madhav Windlass Vinod Antony
1200020000
Decision Factors :
Capacity After Sales Service & Warranty Price Energy savings Promotional Offers
5-10yr
Not aware
Prior experienc e
Star Ratings
Aware and do not consider
Buying Factors
Advertisin g
Specificati ons
SITUATIONAL ANALYSIS
Company Innovation Operational Excellence Customer Excellence Customer Homemaker of today Commercial purposes Collaborator Retailers Distributors Advertisers
Context
Competitor
INDUSTRY BACKGROUND
30%
growing at a rate of 15% 2 standard designs Direct Cool and Frost Free 20% Refrigerators Contribution of high end frost free refrigerators increasing 15% AC 2007 Urban India penetration 75% 2008
10%
5% Whirlpool Refrigerators
2009
SWOT ANALYSIS
Strengths
Strong market share in refrigerator section Brand name Innovation Consumer need satisfying product
Weaknesses
Lower spending on advertising promotion Fewer stylish designs
Opportunities
Rural expansion of whirlpool brands Emerging markets Higher R & D investment
Threats
Higher raw material cost New competitive players
SEGMENTING
Segmentation
Geographic
Behavioral
Demographic
Psychographic
Hot areas
Warranty/service conscious
Busy lifestyle
Loyal customers
Working women
TARGETING
For Direct Cool: Low end price conscious segment For Frost Free: Young homemaker of today, Working women Frost Control: Middle class market.
P1- Direct Cool M1- Price conscious segment P2- Frost Free M2- Urban, Homemaker of today, Working women P3- Frost Control M3- Middle class users.
POSITIONING
Even in this fast world, homemaking at its best
Value
Emotional For todays young working women who follow a very busy lifestyle Benefits
Whirlpool Frost free is a refrigerator with sixthFood preservation sense cooling Instant cooling technology
Functional Space constraint That provides homemaker to keep the vegetables and food fresh & Benefits
healthy, gives instant cooling and its quick and easy to use.
Extra large crisper for storage Because of its unique freshonizer with EGA absorber , large storage 6th sense technology space with various accessories like safety lock shelves, choco box, Accessories
Attributes
PRODUCT
POD
POP
Sixth sense tower cooling system with automatic temperature adjustment Freshonizer with EGA absorber to reduce ethylene gas content. Self adjusting mechanism for power fluctuations Space management with various type of crispers and compartments Magic light Innovation technique to illuminate every corner of Fridge
PLACE
More than 12000 outlets across India Low rural market penetration
PRICE Pricing slightly above the market leader LG Focus on customer value proposition Customer centric price strategy
PROMOTION
Occasion driven promotion Significantly less expenditure on promotion as compared to the market leader L.G. Brand ambassador- Ajay Devgan and Kajol
Publicity
Trade shows
Online marketing
Special offers
ANALYSIS
Innovation in Style
Color and design variants for the up market consumers like L.G.
REFERENCES
Contact person:
Web links
http://www.whirlpoolindia.com/media.aspx?id=25 http://www.whirlpool.com/Kitchen1/Kitchen_Refrigeration-2/102110022/ http://www.4psbusinessandmarketing.com/26032009/st oryd.asp?sid=2661&pageno=2 http://www.moneycontrol.com/news_html_files/news_att achment/2010/Whirlpool.pdf