summer internship report on price mapping, branding and sales promotion for whirlpool india ltd

8/13/2019 SUMMER INTERNSHIP REPORT ON PRICE MAPPING, BRANDING AND SALES PROMOTION FOR whirlpool India ltd

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SUMMER INTERNSHIP REPORT

ON

PRICE MAPPING, BRANDING AND SALES PROMOTION

FOR

WHIRLPOOL OF INDIA

SUBMITTED BY

Vivek Singh (218)

12/16/2013 1Whirlpool India Ltd
http://en.wikipedia.org/wiki/File:Whirlpool_Corporation_logo.svg


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CONTENTS

Company Profile

Objectives

Job Assigned

Observation & Findings

Conclusions

Recommendations

Major Learning



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Company Profile

Inception- 1911 at Benton harbor, Michigan, U.S.A.

Entered India- 1980

Market share in india-25%

Total turnover of Rs. 626.75 cr. (2013)

Net profit of Rs. 24 cr. (2013)



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Contd

Whir lpool vision- Every Home Everywhere with

Pride, Passion and Performance.

Whir lpool mission- Everyone, Passionately CreatingLoyal Customers for Life



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Objectives

Assess customer satisfaction level

Know market share and calculate display share

Study brand image of Whirlpool India ltd

Enhance knowledge in branding and marketing activity

Enhance knowledge of consumer durable products



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Job Assigned

My entire project was divided into fourdifferent stages as :

STAGE DATE DESCRIPTION

I 15thMay-30thmay Price mapping

II4thJune-21st June HoReCa Order Approval

III 22nd June-7thJuly HoReCa Inspection

IV till24thJuly HoReCa Activation



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Price mapping

Visiting retailers and distributors in west Delhi andquerying for the price offered by competitors

Check if promotional materials are used by the retailers

Look for Display of Neo I chill in the stores

Find out customer response

Check the availability of Whirlpool catalogue and thePOPs in the store



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HoReCa Project

A new campaign for the promotion of their

product 'neo I-chill'



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Activation & Inspection of HoReCa

Visiting restaurants & pubs who have confirmedthe order earlier to deliver the product



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Observation & Findings

In the present scenario, user of Whirlpool is 54% of totalobservation

25% of observation are using Samsung followed by LG

21%, Godrej 6%, Videocon 2% and 3% other brand

55% of customer are satisfied with their presentrefrigerator

Majority of customer prefer refrigerator with a capacityof more than 200 ltr and advanced technology



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Conclusions

Over past five years whirlpool moved ahead to build strongcustomer loyalty

Its innovation , eco efficiency and consumer that led to this

position

Have been very effective in producing and placing deliverieson time

Whirlpool ahead of competitors ie LG and Samsung

In comparison with the competitors :

Whirlpool is always a step ahead in taking the first advantage ofinnovative production



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Recommendations

Product lines and variants in refrigerators to be increased to

give wider options

Should come up with new and attractive logo as well as

design

After sales service arrangements needs to be strengthen



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Major learning

How to interact with customers and attend to their queries

Art of mystery shopping during price mapping

Way to approach ,communicate and finalise an order

How MRP & MOP used to lure the customers

Practical implication of branding and promotional strategy



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Thank you


summer internship report on price mapping, branding and sales promotion for whirlpool india ltd

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