CHAPTER- 1

INTRODUCTION
 Company Profile
 Marketing Strategy
 Objectives of the study
 Scope of the study
 Research Methodology
COMPANY PROFILE OF WHIRLPOOL

Vision of Whirlpool India Pvt. Ltd.

WHIRLPOOL Electronics is pursuing the vision of becoming a true global digital leader,
attracting customers worldwide through its innovative products and design. The company’s goal
is to rank among the top 3 consumer electronics and telecommunications companies in the world
by 2010. To achieve this, we have embraced the idea of “Great Company, Great People,”
recognizing that only great people can create a great company.

WHIRLPOOL Electronics India Pvt. Ltd., a wholly owned subsidiary of WHIRLPOOL

Electronics, South Korea was established in January, 1997 after clearance from the Foreign
Investment Promotion Board (FIPB).

The trend of beating industry norms started with the fastest ever-nationwide launch by
WHIRLPOOL in a period of 4 and 1/2 months with the commencement of operations in May
1997. WHIRLPOOL set up a state-of-the art manufacturing facility at Greater Noida, near Delhi,
in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions,
Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001,
WHIRLPOOL also commenced the home production for its eco-friendly Washing machines and
established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The
beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Washing
machine from the plant at Greater Noida.

In 2004, WHIRLPOOL also up its second Greenfield manufacturing unit in Pune, Maharashtra
that commences operations in October this year. Covering over 50 acres, the facility
manufactures Color Televisions, Washing machines, Washing machines, Washing Machines
Microwave Ovens Color Monitors and GSM phones.

The Greater Noida manufacturing unit line has been designed with the latest technologies at par
with international standards at Korea and is one of the most Eco-friendly units amongst all
WHIRLPOOL manufacturing plants in the world. WHIRLPOOL has been able to craft out in
eight years, a premium brand positioning in the Indian market and is today the most preferred
brand in the segment. Various studies have shown that the consumer is well informed on the
health awareness front.
WHIRLPOOL was one of the first companies who recognized the emerging change in consumer
needs and decided to differentiate their products on the basis of technology which appealed to
the consumer on the basis of health benefits.

Its vision was to become a 'Health Partner' for its consumers worldwide and therefore formulated
its corporate philosophy to make peoples' lives better, convenient and healthier. The CTV range
offered by WHIRLPOOL has 'Golden Eye' technology, which senses the light levels in the room
and adjusts the picture to make it more comfortable for the eyes. The entire range of
WHIRLPOOL air-conditioners have 'Health Air System', which not just cools, but keeps
pollution out. Similarly, microwave ovens have the 'Health Wave System', washing machines
have the 'PN System', which preserve the nutrition in food and washing machines have 'Fabricare
System', which takes the health factor down to ones clothes. All the products offered by the
company have unique technologies, developed by its R&D departments that give consumers a
healthier environment to live-in.

The year 2001 witnessed WHIRLPOOL becoming the fastest growing company in the consumer
electronics, home appliances and computer peripherals industry. The company had till the month
of October 2001 achieved a cumulative turnover of Rs 5000 Crores in India since its inception in
1997, making it the fastest ever Rs 5000 Crores clocked by any company in the Indian consumer
electronics and home appliances industry. Having achieved this milestone, WHIRLPOOL
achieved another benchmark with the first ever sales of One lakh ACs (Windows and Splits) in a
calendar year.

In Color Televisions having set the sales target of one million units of Color Televisions for
2002, WHIRLPOOL has already achieved the one million mark in the month ahead of its target.
In 2003, WHIRLPOOL has emerged as the leader in Color Televisions, Semi Automatic
Washing Machines, Washing machines, Frost-Free Washing machines and Microwaves Ovens.
In the year 2004, WHIRLPOOL achieved unprecedented sales efficiency both in Direct Cool and
Frost Free segment and sold more than 1 million units of washing machines outperforming
industry expectations.

WHIRLPOOL Electronics India is the fastest growing company in the consumer electronics,
home appliances and computer peripherals industry today. WHIRLPOOL Electronics is
continually providing superior technology products & value for money to more than 50 lakh
households in India.
The company has achieved a turnover of Rs 6500 crore in 2004 and aims to touch a turnover of
10 Billion US Dollars by 2010 and commands an enviable position in the GSM mobile phone
market. It has already started manufacturing of GSM phones in its plant at Pune.

WHIRLPOOL India has also been taking on a slew of initiatives as a part of Corporate Social
Responsibility. WHIRLPOOL is proud to have adopted about 24 villages around our Greater
Noida facility. WHIRLPOOL extends Free Medical Care, which comprises of free check up and
a free distribution of medicines on a daily basis. WHIRLPOOL is also generating self-
employment opportunities for the people in the form of tailoring, knitting etc. in addition to all
this, WHIRLPOOL also sends veterinary doctors regularly to these villages. Besides all this,
WHIRLPOOL India is one of the very few companies in the country that has an internal Energy,
Environment, Safety and Health Department. This function caters to activities like Energy
Conservation, Environmental Issues, Work Place Fire and Safety as well as Occupational Health
for the benefit of the employees.

Whirlpool entered India in the late 1980s as part of its global expansion strategy. It forayed into
the market under a joint venture with TVS group and established the first Whirlpool
manufacturing facility in Pondicherry for washing machine category.In 1995 Whirlpool acquired
Kelvinator India Limited and marked an entry into the refrigerator market as well. The same year
the company also saw acquisition of major shares in TVS joint venture and later in 1996,
Kelvinator and TVS acquisitions were merged to create, Whirlpool of India Limited. This
expanded the company's portfolio in the Indian subcontinent to washing machines, refrigerator,
microwave ovens and air conditioners.

Whirlpool of India Limited headquartered in Gurugram, is now one of the leading manufacturers
and marketers of major home appliances in the country. The company owns three state-of-the-art
manufacturing facilities at Faridabad, Pondicherry and Pune. Each of the manufacturing set-up
features an infrastructure that is witness of Whirlpool's commitment to providing its consumer
with forward looking solutions.The company boasts of resources and capabilities beyond
achievable feat of any other in the industry. Whirlpool initiated its international expansion in
1958 by entering Brazil. However, it emerged as truly global leader in the1980s. This
encouraging trend brought the company to India in the late 1980s. It forayed into the market
under a joint venture with TVS group and established the first Whirlpool manufacturing facility
in Pondicherry.
Soon Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian
refrigerator market as well. The same year also saw acquisition of major share in TVS joint
venture and later in 1996, Kelvinator and TVS acquisitions were merged to create Indian home
appliance leader of the future, Whirlpool India. This expanded the company's portfolio in the
Indian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners.
It has derived its functioning principles out of an undaunted partnership with the homemakers
and thus a slogan of ?You and whirlpool, the world's best homemaker? dots its promotional
campaigns. The products are engineered to suit the requirements of ?smart, confident and in–
control' homemaker who knows what she wants. The product range is designed in a way that it
employs unique technology and offers consumer relevant solutions.

Awards

New Delhi, October 24th October, 2007: WHIRLPOOL Electronics India Pvt. Ltd. today
achieved another landmark by bagging the award for excellence in Exports of Electronic
Hardware by the Electronics and Computer Software Export promotion Council of India (ESC)
.This achievement is another feather in the cap for the company after achieving a milestone of
USD 186 million in exports for calendar year 2006. This milestone has reiterated SAMSUNG’s
prime position not only in the domestic but the international markets as well.
The award was received by Mr. Ajay Sapra, DGM, Corporate Exim, WHIRLPOOL and
Mr.JatinMadan, AGM, Exports, WHIRLPOOL, on behalf of WHIRLPOOL on 24th
October, 2007 at a function held at Hall KamalMahal, Hotel Maurya Sheraton, Sardar Patel
Marg, New Delhi. Shri A. Raja, Union Minister for IT and Communications presented the
Awards.

WHIRLPOOL has emerged as top player in Consumer Electronics Exports and is exporting a
range of products primarily to the highly competitive markets of Middle East, Asia and Africa.
The award was given to WHIRLPOOL for its excellent exports performance in Consumer
Electronics (CTV, Monitors, GSM, Personal Computers and ODD) during the financial year
2005-2006. During this period, WHIRLPOOL achieved exports worth USD 133 Million defined
product.

Products

 Washing machine
 Microwave Oven
 Vacuum cleaner
 Refrigerator
 Air conditioners

Washing Machines of WHIRLPOOL

WASHER DRYER
DISH WASHER
 STEAM WASHER
DRYER
TOP LOAD WASHING
MACHINE
Microwave Oven of WHIRLPOOL
SOLAR DOM: -The center
piece of your kitchen that uses
the revolutionary light wave
technology. It has a round cavity
for larger dishes and cooks up to
4 times faster.
FRONT LOAD
WASHING
MACHINE
SEMI AUTOMATIC
CONVECTION: - Superior
technology that lets you bake,
brown or grill while cooking your
food. The fan at the back regulates
hot air efficiently to bring out the
best in your dishes.
 GRILL: - Now grill or brown
your dishes in addition to your
regular cooking. With a
concealed heater now make your
favouriteTikkas, Kebabs and low
favouritre recipes at home.
Refrigerators of Whirlpool
SIDE BY
SIDERefrigerators:-
The ultimate Affluence
Statement Share the good
life with our side by side
range of Refrigeratorswith
state of the art technologies
and international styling
SOLO: - Perfect for every day
cooking as it agitates the water,
fats and sugar to cook food. Food
cooks uniformly and makes finger
lickin recipes in seconds.
FROST FREERefrigerators: -
Usher in the Health in your life
with WHIRLPOOL's new range of
frost free Refrigerators. With the
revolutionary Green Ion Door
Cooling Technology, enjoy the
assurance of healthy living.
 DIRECT COOLRefrigerators:
-
The all new range of direct cool
Refrigerators is as talented as
you are, with superb looks; faster
ice making, colors and many more
features. Now welcome another
perfectionist in your life.

WHIRLPOOL LEADERSHIP

Source: ORG-GFK (Value market share: Jan - Aug. 2000

 Introduction
MARKETING STRATEGY

It is complete and an unbeatable plan designed specifically for attaining the marketing objective
of a firm. The marketing objectives indicate what the firm wants to achieve. The marketing
strategy provides the design for achieving them the linkage between marketing strategies and
overall corporate success is indeed direct and vital. Realizing the marketing objectives is the
purpose of two generic categories. A marketing strategy is a business' overall game plan for
reaching people and turning them into customers of the product or service that the business
provides. The marketing strategy of a company contains the company’s value proposition, key
marketing messages, information on the target customer and other high-level elements.

The marketing strategy informs the marketing plan, which is a document that lays out the types
and timing of marketing activities. A company’s marketing strategy should have a longer
lifespan than any individual marketing plan as the strategy is where the value proposition and the
key elements of a company’s brand reside. These things ideally do not shift very much over time.

Marketing plans are operational documents that get more attention because they are the day-to-
day work that a company does to sell itself to the world. That said, a marketing plan would be
meaningless without a message, a target market, and a goal — the core of every marketing
strategy.

1. Price based

2. Differentiation based

Price based marketing strategy:-

a business that opts for the price route in its competitive battle will enjoy certain flexibilities in
matter of its product and use prices as main competitive level . it will price its product to suit the
varying competitive demands . It will be enjoying certain inherent cost advantages, which
permits it to resort a price based fight. The major forms where such cost advantage can occurs
are economies of scale, absolute cost advantages,. Benefits of early entry a large market share
build over a time. It provides freedom in the matter of pricing but after producing a particular
product and getting stuck in the face of the competition; one cannot successfully opt for a price
led strategy.

The differentiation based strategy:-

Marketing strategy based on differentiation works on the principle that any aspect of the offer
and any activity of the firm can be made distinctive compared with the competition offers. Right
from technology, plant location to post sale and service a company can perceptibly differentiate
and many buyer values. Companies usually choose those functions, which give them the greatest
relative advantage.

Different firms adopts different strategy stances as their situational design differ-

Broadly strategy stances can be classified under three heads-]

Offensive Strategy

Offensive Strategy also known as confrontation strategy is a strategy of aggression. A firm that is
not presently the leader usually employs it, but it aspires to leadership position in the Industry

Defensive Strategy

The leader who has the compulsion to defend his position against the confrontation of powerful
existing competitors or to dislodge the leader from his topmost position usually employs it.

Niche Strategy

A firm practicing the niche strategy neither confronts other nor defends itself. It cultivates a
small market segment for itself with unique products / services supported by a unique marketing
mix.

Formulating the marketing strategy

Formulating the marketing strategy consists of two main steps-

1- Selecting the target market

It does not fully bring out the import of the inseparable linkage between the two. When the
selection of the target market is over an important part of the marketing strategy of the firm is
already determined, defined and expressed.
2-Assembling the marketing mix

Assembling the marketing mix means assembling the four P’s of marketing in the right
combination.

The firm has to find out how it can generate the best sales and profit. It plans different marketing
mixes with varying levels of expenditure on each element and tries to figure out the effectiveness
of each combination in terms of the possible sales and profit.

Advertising campaign

While designing the advertisement campaign, it is necessary to keep in mind the opinion leaders.
Youth are the opinion leaders of the present time. And thus it becomes necessary to design the
campaign keeping the youth in mind. The opinion leaders would further trickle down the
message to the less active members of the society.

This is exactly what sky is doing. Sky has started an advertisement campaign stressing the point
of purity and flaunting the patent right the company has over the breakaway seal. The company
has tried to put the message across louder, by using the ad campaign that catches the eye of
everyone, especially the youth.

MARKETING MIX

The set of controllable tactical tools- product, price, promotion, and place (4 Ps), that the firm
blends to produce the response it wants, in the target markets.

The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue
its marketing objectives in the target. Thus the marketing mix refers to four broad levels of
marketing decision, namely: product, price, promotion, and place. Marketing practice has been
occurring for millennia, but marketing theory emerged in the early twentieth century. The
contemporary marketing mix, or the 4 Ps, which has become the dominant framework for
marketing management decisions, was first published in 1960. In services marketing, an
extended marketing mix is used, typically comprising 7 Ps, made up of the original 4 Ps
extended by process, people, and physical evidence. Occasionally service marketers will refer
to 8 Ps, comprising these 7 Ps plus performance.
PRODUCT

The main product of the company is automobile. The term product refers to tangible physical
products as well as services. Here are some examples:

 Brand name
 Functionality
 Styling
 Quality
 Safety
 Packaging
 Warranty
 Repairs and support
 Accessories and services

PLACE

Place stands for the company activities that make the product available to the target customers.
To make the product available to the target consumers a good distribution network has to be
there to support the good quality of the product. Here in the case of automobile industry the
distribution network is the important factor in being competitive.

 Distribution channels
 Warehousing
 Inventory management
 Distribution centers
 Order processing
 Specific channel members
PRICE DECISION

Price is the sum of values that consumer exchange for the benefits of having or using the product
or service. Price is the only element in the marketing mix that produces revenue. All other
elements represent costs.

In India, where the majority of the population comprise of the middle-income group and lower
income groups it is not hard to understand that pricing is one of the most important factor in the
buying decisions.

 Pricing strategy
 Suggested retail price
 Seasonal pricing
 Bundling
 Price flexibility
 Price discrimination

PROMOTION

Modern marketing calls for more than just developing a good product, pricing it attractively, and
making it available to the target customers, companies must also communicate with their
customers, and what they communicate should not be left to chance.

A Company’s total marketing communications program- called its Promotion Mix consists of
specific blend of advertising, personal selling, sales promotion, and public relations tools that the
company uses to pursue its advertising and marketing objectives.

 Promotional strategy(push, pull)

 Advertising
 Personal selling
 Sales promotion
SWOT ANALYSIS: MARKETDURABLE INDUSTRY

STRENGTH WEAKNESS

 “Accessory to Necessary” Air-  Supply continues to outstrip Demand.

conditioners are no longer perceived to Demand Cyclical and seasonal.
be a item of luxury.  Volatile performance of the agricultural
 Advancement of technology which gives sector has a negative impact on demand. The
the company’s ability to introduce new sector's performance is highly dependent on
products and new product features. monsoon and reforms, which has failed often.
 High Growth. Key drivers being Urban
and Rural.
 Government Policies in favors of
Industry includes infrastructure
development, reduction in excise duty
and so on.

OPPORTUNITY THREAT
 SCOPE OF THE STUDY

The scope of the research study is as follow:

 This project will help to know the market potential that will help in introducing products with
more acceptability.
 The learning gained during the project can be utilized in designing new strategies for
improving customer’s satisfaction.
 The project suggests how maximum satisfaction can be achieved through minimum prices.
 The project will help us in knowing the basic facts that should be known to a customer before
buying Washing machine.
 RESEARCH METHODOLOGY

MEANING OF RESEARCH:-

Research comprise defining and redefining problems , formulating hypothesis or suggested

solutions; collecting , organizing and evaluating data ;making deductions and reaching
conclusions; and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis. Research is an academic activity and as such the term must be used in a
technical sense. Research is an original contribution to the existing stock of knowledge
making for its advancement. The main aim of research is to find out the truth, which has not
been discovered.

The methodology is the general research strategy that outlines the way in which research is to be
undertaken and, among other things, identifies the methods to be used in it. These methods,
described in the methodology, define the means or modes of data collection or, sometimes, how
a specific result is to be calculated. Methodology does not define specific methods, even though
much attention is given to the nature and kinds of processes to be followed in a particular
procedure or to attain an objective.

When proper to a study of methodology, such processes constitute a constructive generic

framework, and may therefore be broken down into sub-processes, combined, or their sequence
changed.

A paradigm is similar to a methodology in that it is also a constructive framework. In theoretical

work, the development of paradigms satisfies most or all of the criteria for
methodology An algorithm, like a paradigm, is also a type of constructive framework, meaning
that the construction is a logical, rather than a physical, array of connected
elements.Methodology and method are not interchangeable. In recent years, however, there has
been a tendency to use methodology as a "pretentious substitute for the word method.
".Using methodology as a synonym for method or set of methods leads to confusion and
misinterpretation and undermines the proper analysis that should go into designing research.

Research comprises "creative and systematic work undertaken to increase the stock
of knowledge, including knowledge of humans, culture and society, and the use of this stock of
knowledge to devise new applications." It is used to establish or confirm facts, reaffirm the
results of previous work, solve new or existing problems, support theorems, or develop
new theories. A research project may also be an expansion on past work in the field. Research
projects can be used to develop further knowledge on a topic, or in the example of a school
research project, they can be used to further a student's research prowess to prepare them for
future jobs or reports. To test the validity of instruments, procedures, or experiments, research
may replicate elements of prior projects or the project as a whole. The primary purposes of basic
research (as opposed to applied research) are documentation, discovery, interpretation, or
the research and development (R&D) of methods and systems for the advancement of human
knowledge. Approaches to research depend on epistemologies, which vary considerably both
within and between humanities and sciences. There are several forms of
research: scientific, humanities, artistic, economic, social, business, marketing, practitioner
research, life, technological, etc.

Original research is research that is not exclusively based on a summary, review or synthesis of
earlier publications on the subject of research. This material is of a primary source character. The
purpose of the original research is to produce new knowledge, rather than to present the existing
knowledge in a new form (e.g., summarized or classified).

Original research can take a number of forms, depending on the discipline it pertains to. In
experimental work, it typically involves direct or indirect observation of the researched
subject(s), e.g., in the laboratory or in the field, documents the methodology, results, and
conclusions of an experiment or set of experiments, or offers a novel interpretation of previous
results. In analytical work, there are typically some new (for example) mathematical results
produced, or a new way of approaching an existing problem. In some subjects which do not
typically carry out experimentation or analysis of this kind, the originality is in the particular way
existing understanding is changed or re-interpreted based on the outcome of the work of
the researcher. The degree of originality of the research is among major criteria for articles to be
published in academic journals and usually established by means of peer review. Graduate
students are commonly required to perform original research as part of a dissertation. A broad
definition of research is given by Godwin Colibao: "In the broadest sense of the word, the
definition of research includes any gathering of data, information, and facts for the advancement
of knowledge.

Another definition of research is given by John W. Creswell, who states that "[r]esearch is a
process of steps used to collect and analyze information to increase our understanding of a topic
or issue". It consists of three steps: pose a question, collect data to answer the question, and
present an answer to the question.
The Merriam-Webster Online Dictionary defines research in more detail as "a studious inquiry or
examination; especially investigation or experimentation aimed at the discovery and
interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical
application of such new or revised theories or laws.

This research provides scientific information and theories for the explanation of the nature and
the properties of the world. It makes practical applications possible. Scientific research is funded
by public authorities, by charitable organizations and by private groups, including many
companies. Scientific research can be subdivided into different classifications according to their
academic and application disciplines. Scientific research is a widely used criterion for judging
the standing of an academic institution, but some argue that such is an inaccurate assessment of
the institution, because the quality of research does not tell about the quality of teaching (these
do not necessarily correlate).In common parlance, research refers to a search for
knowledge. Research simply put, is an endeavour to discover answers to problems (intellectual
and practical) through the application of scientific method. The Webster’s International
Dictionary gives a very inclusive definition of research as “as careful, critical inquiry or
examination in seeking facts or principles, diligent investigation in order to ascertain something".
The 20th Century Chamber Dictionary defines research as: a careful search or systematic
investigation towards increasing the sum of knowledge.Research is essentially a systematic
enquiry seeking facts through objective, verifiable methods in order to discover the relationship
among them and to deduce from them broad principles or laws. Research is really a method of
critical thinking. It comprises defining and redefining problems, formulating hypothesis or
suggested solutions, collecting, organizing and evaluating data, making deductions and making
conclusions and at last, carefully testing the conclusions to determine whether they fit the
formulated hypothesis. Thus the term 'Research* refers to a critical, careful and exhaustive
investigation or inquiry or experimentation or examination having as its aim the revision of
accepted conclusions, in the light of newly discovered facts.
Research is thus the process of a systematic and in-depth study or search of any particular
topic, subject or area of investigation, involving collection, compilation, presentation and
interpretation of relevant details or data. It is a careful search or inquiry into any subject matter,
which is an endeavour to discover to find out valuable facts which would be useful for solving
problems or improving existing solutions to problems. The research that involves scientific
analysis would result in the formulation of new theories, the discovery of new techniques,
modification of old concepts or a knocking-off an existing theory, concept or technique.
 TYPES OF RESEARCH

The basic type of research is as follows:

 Descriptive Research
 Analytical Research
 Basic or pure Research
 Applied Research
 Problem oriented Research
 Problem solving Research
 Quantitative Research
 Conceptual Research

Descriptive Research

Descriptive research includes surveys and fact –finding enquires of different kinds. Descriptive
research studies are those studies which are concerned with describing the characteristics of
particular individual, or of a group. In a descriptive study the first step is to specify the objectives
with sufficient precision to ensure that the data collected are relevant.

 Analytical Research

I also have collected data from already available information. I got the information from
newspaper with help of that information (phone no.) I used to take appointment with the concerned
person and in this research correlation technique is used to analyze the data.

 Basic or pure Research

Visiting society to society I have got many people who are not satisfied with the cellular services
they used. This enhances my ability of dealing with the people and makes them satisfied.

 Applied Research

The research which immediate commercial potential is called applied research. Applied research
can further be classified as problem oriented and problem solving research.
 Problem oriented Research

During the research I have met with many people who are having many problem regarding the
connection, poor network, poor services and many other problem of the customers are saying
about the billing procedure they have big problem with the collection of the bills so that makes
the satisfaction level of the customers down.

 Problem solving Research

Customer is facing the main problem about the network and billing of postpaid connection user
because there is no collection center near by the area which I have visited that is why company is
not getting good business from particular area.

 Quantitative Research

I have visited more society people and I have got different result from them 75% of the people
listened to me, 25% of the people did not listen me, sales result were very low.

 Conceptual Research

Many of the people want to pay the bill at the place which should be near to them and safe also.

Data sources

Primary data was collected by the questionnaire based market survey and employees of the
company are to give their view and questionnaire is filled by the people of different society.

In Secondary source data is collected from broacher and pamphlets and from magazines, research
design, sampling etc.

Research instrument

For doing the survey research, structured questionnaire with open-ended and closed –ended
questions was used.

Mode of research
The mode of survey was personal interview with the respondent during the filling up of the
questionnaires.

SAMPLING:-

The sampling used for this study was probability sampling. Since the study is only meant for
certain specific categories within the total population (cell phone users, in this case), a stratified
random sample was used.

Sample size

A sample size of 50 respondents is used for the study.

Sampling unit

This study was basically an opinion survey of the 25-25 membersmarketing employees Samsung
and Whirlpool Company.
 CHAPTER-2
Data analysis and Interpretation
Q1: Does your company product have specific features that make it different from other similar products in
the market?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

Yes 60 50

No 40 50

Total 100 100

Table 4.1: Specific feature of product

70
60
60
50 50
50
40
40

30

20

10

0
YES NO

% of Respondent

Figure 4.1:Specific feature of product

INTERPRETATION

The above table shoes that 60% employees says that the company products are having specific
features and 40% employees that the company products don’t have any specific features.
Q2: How you would compare the quality of product with other competitors?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

Yes 45 40

To some extent 25 40

To large extent 25 10

No 05 10

Total 100 100

Table 4.2: Comparison of quality of product

50 45
40 40
40

30 25 25

20
10 10
10 5

0
Yes To some extent To large extent No

% of Respondent

Figure 4.2:Comparison of quality of product

INTERPRETATION

This table shows that, 45% of Samsung and 40% of Whirlpool employees says that they are
compare the washing machine with the competitors and To some extent 25% of Samsung and
40% of Whirlpool employees says that they are compare the washing machine with the
competitors and To large extent 25% of Samsung and 10% of Whirlpool.
Q3: Did the company ever have some problems with the product?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

Yes 22 15

No 78 85

Total 100 100

Table 4.3: Having problem with the product

90 85
78
80
70
60
50
40
30 22
20 15
10
0
Yes No

% OF REPONDENT

Table 4.3: Having problem with the product

INTERPRETATION

This table shows that, 22% of Samsung and 20% of Whirlpool employees says that they don’t
have any problem with the company products whereas 78% of Samsung and 85% of Whirlpool
employees agree with the statement.
Q4: What is the current position of the product in the market?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

Good 80 85

Bad 10 10

Can’t say 10 05

Total 100 100

Table 4.4: Current position of the product

90 85
80
80

70

60

50

40

30

20
10 10 10
10 5

0
Good Bad Can’t say

% OF REPONDENTS

Figure4.4: Current position of the product

INTERPRETATION

This table shows that, 80% of Samsung and 85% of Whirlpool employees says that the current
position of the product in the market is good whereas 10% of Samsung and 10% of Whirlpool
employees says bad and 10% of Samsung and 05% of Whirlpool employees don’t have opinion
about this.
Q5: Does competitor price bother your price policy?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

Yes 30 35

No 70 65

Total 100 100

Table 4.5: Bother from competitor price

80
70
70 65

60

50

40 35
30
30

20

10

0
Yes No

% of Respondents

Figure 4.5: Bother from competitor price

INTERPRETATION

This table shows that, 30% of Samsung and 35% of Whirlpool employees says that the company
bothers about the competitor’s price whereas 70% of Samsung and 65% of Whirlpool employees
says that the company doesn’t bothers about the competitor’s price.
Q6. Do you give any price discount?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

Yes 65 60

No 35 40

Total 100 100

Table 4.6: Price discount

70 65
60
60

50
40
40 35

30

20

10

0
Yes No

% of Respondants

Figure 4.6:Price discount

INTERPRETATION

This table shows that, 65% of Samsung and 60% of Whirlpool employees says that they give
discount to their customers whereas 35% of Samsung and 40% of Whirlpool employees says that
the company doesn’t provide any discount.
Q7: What are the channels adopted for promotion?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

36 30
Newspaper

Television 50 60

Internet 14 10

Total 100 100

Table 4.7: Channels for promotion

70
60
60
50
50

40 36
30
30

20 14
10
10

0
Newspaper Television Internet

% of Respondents

Figure 4.7: Channels for promotion

INTERPRETATION

This table shows that, 50% of Samsung and 60% of Whirlpool employees says that their channel
of promotion is television whereas 36% of Samsung and 30% of Whirlpool employees says
about newspaper and 14% of Samsung and 10% of Whirlpool employees says about internet.
Q8: Is there any online promotion methods?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

Yes 70 75

No 30 25

Total 100 100

Table 4.8: Online promotion methods

80 75
70
70

60

50

40
30
30 25

20

10

0
Yes No

% of Respondents

Figure 4.8: Online promotion methods

INTERPRETATION

This table shows that, 70% of Samsung and 75% of Whirlpool employees says that their
company uses online methods for promotion whereas 30% of Samsung and 25% of Whirlpool
employees disagree with this statement.
Q9: Does the product is directly sold to the customer or via distributor?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

36 30
Direct

Distributor 64 70

Total 100 100

Table 4.9: Distribution of product

Figure 4.9: Distribution of product

INTERPRETATION

This table shows that, 64% of Samsung and 70% of Whirlpool employees says that they
distributed the product via distributor whereas 36% of Samsung and 30% of Whirlpool
employees said they distribute the product directly.
Q10: Are you satisfied with the marketing strategies of Samsung and Whirlpool Company?

Opinion % Of Respondents (Samsung) % OfRespondents (Whirlpool)

Highly Satisfied 36 30

Satisfied 58 50

Neutral 06 20

Dissatisfied 00 00

Highly Dissatisfied 00 00

Total 100 100

Table 4.10: Satisfaction with the marketing strategies

70
58
60 50
50
40 36
30
30 20
20
10 6
0 0 0 0
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

% of Respondents

Figure 4.10: Satisfaction with the marketing strategies

INTERPRETATION

This table shows that, 36% of Samsung and 30% of Whirlpool employees are highly satisfied
with this statement whereas, 58% of Samsung and 50% of Whirlpool employees are satisfied
with this statement whereas, 06% of Samsung and 20% of Whirlpool employees are neutral.
 Chapter-3
Findings of the study
Limitations
FINDING OF THE STUDY

After the complete analysis of entire assignment we put forward a set of recommendations
which are as follows:

 The company should actively participate in this product development.

 The company must focus more on sales promotion & marketing activities in order to capture
more market shares.
 The company must initiate some activities to retain its present customers by giving those
benefits.
 With a combination of well though marketing strategies, quality product and a dedicated
term, the company can definitely be in the market leader in the market.
 The company should also work aggressively to sustain its existing business and customers.

LIMITATIONS OF THE STUDY

1. Time might be the biggest constraint in my research study, since it might not give me the
freedom to spend the kind of attention, which I would have otherwise spend.

2. It might prove to be tedious and difficult job to collect primary data for my research work since,
not many companies might be willing to share their internal information with the researcher.

3. Lack of proper information and experience due to short period of time.

4. Some employees did not answer all the questions or do not have time to answer.
CHAPTER- 4

SUGGESTIONS
 SUGGESTIONS

The suggestions after the survey are:

 More service centers should be opened.
 Maintenance cost and the availability of the spare parts should also be given due importance.
 Utilizing the chinese internet fever.
 Paying attention to laptop unit.
 Intensive distribution.
 Being expert both in corporate & consumer market.
 Closely monitoring the challenger.
 CHAPTER- 5

CONCLUSIONS
 CONCLUSIONS

The result of overall research on marketing strategy is quite well no doubt about Samsung and
whirlpool is running well in the present scenario.

 The marketing strategy of the company is strong to built the goodwill and capture the
maximum market shares.
 Maximum number of customers is found satisfied with the product quality and services.
 The distributors are satisfied with the supply and credit policy of the company.
 People have different personalities and different attitudes and therefore good communication
is required to approach the consumers.
 CHAPTER – 6

QUESTIONNAIRE
 Questionnaire
Q1: Does your company product have specific features that make it different from other similar products in
the market?

A. YES
B. NO

Q2: How you would compare the quality of product with other competitors?

A. Yes
B. To some extent
C. To large extent
D. No

Q3: Did the company ever have some problems with the product?

A. Yes
B. No

Q4: What is the current position of the product in the market?

A. Good
B. Bad
C. Can’t say

Q5: Does competitor price bother then your price policy?

A. Yes
B. No

Q6. Do you give any price discount?

A. Yes
B. No

Q7: What are the channels adopted for promotion?

A. Newspaper
B. Television
C. Internet

Q8: Is there any online promotion methods?

A. Yes
 B. No

Q9: Does the product is directly sold to the customer or via distributor?

A. Direct
B. Distributor

Q10: Are you satisfied with the marketing strategies of Samsung and Whirlpool Company?

A. Highly Satisfied
B. Satisfied
C. Neutral
D. Dissatisfied
E. Highly Dissatisfied