Market and strategy analysis of whirlpool

Market and strategy analysis of whirlpoolRefrigerator is truly an integral part of either home. The choice of icebox brand and model you want to buy will dep pole on the number of people in the house as advantageously as your income and their space available in the income. primarily refrigerators argon two types direct cool, frost control and frost free refrigerators. spin develops the strategy of market placeplace separateation ,target market ,distribution and manufacturing.Whirlpool is the first manufactured product of home home appliancesThe market share of whirlpool is above 25%SegmentationWhirlpool understood Indian market very closely,and launching products through customer needs. Its in general basis on the technology, outlay, gains.When the customer needs and wants of the products are launched they are operable to every customer.It is the basic segment. It covers all the consumes except for modular shelves, all of them are single metallic bodys.in this segment ranges from 180 to 230 litres.These type of refrigerators are depressed refrigerators and small shops.In this canot be stored in large capacity.The expense varies from 8850 to 12700.In this master price is the base product with unique health guard,thick door design and jumbo bottle neck.In this single xl premier is the higest product with unique health guard,thick door design,jumbo bottle rack,chill max and modular shelves features.Frost controlThis segment is the premier segment. It has more feature values compared to the direct cool. This type of refrigerators are technically advanced and are aimed to reduce frost information in the refrigerator.Its ranging capacity is 180 to 310 litres.In this price varies from 11550 to 17745.Its has chiefly the 6th sense frost control technology and which is the additional point of this segment.Frost freeThis segment is the elite segment. It is the most profitable segment in the whirlpool. In segment there are 21 models.Compared to other the pric e and capacity are more.Its ranges from 220 to 450 litres.In this segment it has not introduced in the low capacity refrigerators.For elite models it has created the higher segment.Mainly the elite models are used for super markets and malls.The price varies from 13775 to 36200It has mainly introduced the 6th sense tower cooling technology for forst free refrigerators.for end products its also introduced 30 litre crisper.Target customersThe market that is valued for refrigerator is 4000 crores.In the consumer durable market then th market share is 16%.In market is growing annually at 7-8 %.For the direct cool segments the consumer requirements are low capacity.i.e house holds,small shop keepers, bachelors.For the frost control segment is the average amount of income and is mainly targeted in the middle class.For the frost free segment mainly targeted on the high income and also large storage capacity.In terms of income it can be classified for 3 differrent strategies.In the whirlpoo l mainly advertising on the target of housewives.hence the primarily target for whirlpool is housewives.PositioningMainly its has trying to itself as a homemaker.Recently the whirlpool tag line for advertisements was your magic is home making.in earlier it was you whirlpool.For advertising and promotion it spends 70 crores.Ajay and kajol are brand ambassadors of whirlpool. A relationship basedon equality,love and romance.The following are the Successful mantra of WhirlpoolKnow a customerBe a customerServe a customerThe major competitors with whirlpool in the refrigerator segment areSamsungLGIndustrial structureThe industrial structure mainly comes in the category of oligopoly market.But the 3 of them having the major share.Brand identity operatorThe identity of brand is very crucial in this industry. The company with a strong brand can be definitely success in this industry.New entrantsthreat is very low.Advertising Requires huge amount for advertising.In india it was established in the year 1997.LG has no segments, they are mainly concentrated only hotshot segment.In this green ion door cooling refrigerators are the special features.It has been rated 5 star by Bureau of Energy Efficiency (BEE).They launched recently in the first TV-refrigerator.In this segment there are 9 models available in the market.It is mainly targeted in the middle and above middle class.The price vries range from Rs.14450 to Rs.39880It is only one refrigerator with out works stabilizer.PROMOTION / MARKETING STRATEGYIts marketing mainly depends up on advertising.abhishek bachan was the brand ambassador for LG.Mainly concentrate on the rural areas.In this market share is increased to 15.8 to 18%For this value to the customer is more important and not price.They are top quality and lede edge technology.Samsung is mainly the technology leader and they mainly competiitn with others is technology.They are mainly twin cooling system. They provide optimum level of coling in the refrigerati on compartment and the freezer.Mainly it is around cooling action.Mainly it uses the siver fresh technology.In this furtherly can be classified in to 3 segments.Direct CoolFrost Free positioning By SideDirect CoolIt is mainly target on the middle class.In this there are 6 different models.Its ranges the capacity of 180-200 litres.The price varies from Rs.8,700 to Rs.10,900Frost Free RefrigeratorsNo of modelsPriceRsLess than 350 litres613000-2200Greater than 350 litres629000-56000Bottom freezer338000-56000Side By SideIts mainly targeted on the premium product in the niche market.It has mainly 13 models.In this capacity ranges from 545 to 880 LitresPrice varies from Rs. 56,000 Rs. 1,41,000After Sales ServiceThey started the own service centres and helpline numbers.In this mainly success mantra is 10 second to loose a customer, 10 years to gain them back .For this year expecting to expand refrigerator occupation by 25%