A Project Report on

“A STUDY TO ANALYSE MARKET SCENARIO IN VAISHALI DISTRICT TO

FORMULATE STRATEGY AND INCREASE SHARE OF WHITE GOODS WITH
RESPECT TO WHIRLPOOL, INDIA”

Undertaken In

By

Mayank N. Agrawal

MM2224391

In partial fulfillment of the requirements for the award of the degree

Master of Business Administration (MBA)
Marketing Management

Sri Balaji University, Pune (SBUP)

Balaji Institute of Modern Management (BIMM)
S No – 5/2-7, Tathawade, Wakad
2023

Page 1 of 48
 A Project Report on
“A STUDY TO ANALYSE MARKET SCENARIO IN VAISHALI DISTRICT TO
FORMULATE STRATEGY AND INCREASE SHARE OF WHITE GOODS WITH
RESPECT TO WHIRLPOOL, INDIA”

Undertaken In

By

Mayank N. Agrawal

MM2224391

Under the Guidance of,

Faculty Mentor: Dr. Bhushan Pednekar
Industry Mentor: Mr. Ashwini Kumar Pathak
(BM- Patna Region)

In partial fulfillment of the requirements for the award of the degree

Master of Business Administration (MBA)
Marketing Management

Sri Balaji University, Pune (SBUP)

Balaji Institute of Modern Management (BIMM)
S No – 5/2-7, Tathawade, Wakad
2023

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Certificate

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 Declaration

I the undersigned Mayank N. Agrawal hereby declare that the work

embodied in this project work titled “A Study to Analyse Market Scenario
in Vaishali District to Formulate Strategy and Increase Market Share
of White Goods with Respect to Whirlpool, India”, forms my own
contribution to the research work carried out under the guidance of Faculty
Mentor: Dr. Bhushan Pednekar and Industry Mentor: Mr. Ashwini
Kumar Pathak (BM- Patna Region).

Whenever reference has been made to previous works of others, it has been
clearly indicated as such and included in the bibliography.
I, Mayank N. Agrawal, here by further declare that all information of this
document has been obtained and presented in accordance with academic
rules and ethical conduct.

Date: 08th July 2023 Signature of student

Place: Patna, Bihar Mayank N. Agrawal

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 ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and the depth
is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
Dimensions in the completion of this project.
I would like to take this opportunity to acknowledge and thank WHIRLPOOL OF
INDIA LIMITED for providing me this highly coveted opportunity to associate my
summer internship project with the organization.
My special thanks and heartiest gratitude flow to my corporate mentor Mr. Ashwini
Kumar Pathak (BM- Patna Branch Region). His help in various capacities towards
making me familiar with the research problem and preparing the report is invaluable.
His knowledge, nature and judgment along with experience were an immense source of
inspiration in completing this project.
I am very thankful to Dr. Archana Shrivastava (Director- BIMM) and my Research
Guide Dr. Bhushan Pednekar, for constant support and encouragement as well as
the valuable guidance and direction. It was indeed an enriching experience for me as a
management student for getting a chance to do a project in an organization like
“Whirlpool of India Limited”.

Date: 08th July 2023

Place: Patna, Bihar Mayank N. Agrawal

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 Table of Content
Chapter No Topic Page No
Consumer Durable Classification 07
Executive summary 08
1 Contextual Background 8-23
A. Industry Scenario
B. Market scenario
C. Competitor Analysis
D. Company & Dept. Profile
E. Role in company
F. Product / Market Studied
2 Introduction to Project 25
3 Objective 26
4 Hypothesis 27
5 Literature Review 28
6 Research Methodology/ Design 29
• Research Type
• Sample Size
• Sampling Method
• Questionnaire / Interview Format & Logic
• Data Collection Method
7 Data Analysis & Interpretation 30-40
8 Findings 41
9 Recommendations 42
10 Limitations 43
11 Conclusion 44
12 Bibliography and Research papers 45
13 Glimpse and References

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 Consumer Durable Classification

The Consumer Durables industry comprises of products and apparatuses for local
utilize, for example, TVs, fridges, air conditioners and washing machines.
Instruments, for example, cell phones and kitchen appliances like microwave ovens
are also included in this category. The sector has been seeing critical development as
of late, helped by a few drivers, for example, the rising retail boom, real estate and
housing demand and more disposable income. This industry has many international
as well as national players, for example, BPL, Videocon, Voltas, Blue Star, MIRC
Electronics, Titan, Whirlpool. The consumer durables industry can be extensively
arranged into two sections: Consumer Electronics and Consumer Appliances and
Consumer Appliances & further classified into Brown Goods and Whitegoods.

Table 1. Consumer durables classification

CONSUMER DURABLES
WHITE GOODS KITCHEN CONSUMER
APPLICANCES ELECTRONICS
/BROWN GOOD
• Refrigerator • Mixer • Mobile phones

• Washing Machine • Grinder • Television

• Air Conditioners • Microwave ovens • Speakers

• Iron • DVD Players

• Electric fans • VCD Player

• Cooking Range

• Chimneys

• Toasters

• Sewing machines

• Water purifiers

• Heating appliance

• Dishwashers

• Vacuum cleaners

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 Executive Summary

Whirlpool of India ltd is a subsidiary of whirlpool corporation which is formedin

1911, committed to being global kitchen and laundry company, in constant pursuit
of improving life at home. Whirlpool headquarter based in Gurugram, and one of
the largest manufacturers and market home appliances in the country. The
company owns three manufacturing facilities which is at Faridabad, Pondicherry,
and Pune. Whirlpool started business in India in late 1980 as a part of global
expansion strategy with the history of more than 100 years whirlpool have gone
through many phases.
rd
Whirlpool of India ltd stand 3 in the Home Appliances industry in India. Out of
numerous channels of sales, the major role is played by Distribution (60%),
Modern Trade (25%), Chain store (15%).
This project entitled “A study to analyse market scenario in Vaishali district
to formulate strategy and increase share of white goods with respect to
whirlpool, India” is aimed at evaluating the availability, expected market
growth, factors affecting, competition analysis,Expectations, and perceptions of
retailers towards whirlpool. The company wants to know, how many retailers
are available in the market and among them, where all can we reach through
our distribution channel through its Numeric Reach in an area Weighted
Distribution on respective countries andbased upon that market and its share.
This project was focused on the study and analysis of data collected from all the
retailers who keep Home Appliances. The purpose was to understand why we are
not reaching to understand market yet, what are the influencing factors, what
problems are been faced like and dislike towards whirlpool, their perceptions,
positioning of various attributes and brands on their mind and feedback about their
sales of Home Appliances.
To achieve the objective, I studied the Vaishali district, Bihar market and
collected datafrom retailers I also met some distributors and retailers. In this
way the required data was collected, and available gaps were studied.

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 Chapter – 1
Contextual Background

A. Industry Scenario

Consumer durables is one of the largest and fastest growing segments within India’s
consumer market. It consists of two main categories – home appliancesand consumer
electronics. Major and small appliances, like refrigerators, washing machines, and
microwave ovens are broadly classified as home appliances. As for broadly classified
as home appliances.
The leader of the household appliances market is Whirlpool of India ltd, with a
revenue of 66.67 billion Indian rupees in financial year 2023. The consumer
electronics segment in India would become a more and more important with an
estimated market size of 58 billion U.S Dollars in 2025. As a country with a huge
population and growing household income and purchasing power, India isthe second
largest market for major appliances based on revenue. In urban areasof India,
Refrigerators is the most popular home appliances. For instance, the Air Conditioner
market has seen steady growth since 2009, with climate changeinduced heat waves in
India as one of the driving forces behind its increased demand. For many durables
goods, India is still a market with great growth potential. India is still a market with
great growth potential. However, with the impact of COVID-19 pandemic the market
growth was interrupted for a few years.
The biggest threats to local industry going forward are supply related issues
pertaining to distribution and infrastructure, as well as demand issues dur to hard
competition from competitor brands. The lack of well-developed distribution can
create a challenge for the industry. On the other hand, brand preferences can fluctuate
due to the entrance of various MNC’s in the same industry. So, the customer has
choices between domestic and multinational imported goods. The largest home
appliances MNC’s incorporated in India areWhirlpool, LG, Samsung, and home-
grown brands are Godrej and IFB.

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 B. Market scenario

Indian appliance and consumer electronics (ACE) market reached Rs 6.15

trillion (US$ 74.49 billion) in 2023. It is expected to increase at a 5.65 per cent
CAGR to reach Rs 7.15 trillion (US$ 97.36 billion) in 2028. Electronics
hardware production in the country reached Rs 4.9 trillion (US$ 67.3 billion) in
FY21, growing at a CAGR of 26.7 per cent between FY14-18. Demand for
electronics hardware in India is expected to reach US$ 300 billion by FY26.
There is a lot of scope for growth from rural markets with consumption
expected to grow in these areas as penetration of brands increases. Overall
consumer durable exports reached US$ 11.1 billion in 2022. Consumer
electronics exports from India reached US$ 25.3 billion in FY23 . Also
demand for durables like refrigerators as well as consumer electronic goods are
likely to witness growing demand in the coming years in the rural markets as
the government plans to invest significantly in rural electrification. The S&P
BSE Consumer Durables Index has grown at 16 per cent CAGR between 2010-
18. The consumer durables sector in India is expected to grow 15–18% per
cent in 2022-28. Consumer durables index under the Index of Industrial
Production (IIP) has grown 6.4 per cent year on-year between April 2021-
February 2023.
White goods industry in India is highly concentrated. In washing machines and
refrigerators, top five players have more than 75 per cent market share, while in
air conditioners and fans it is around 55-60 per cent. On the other hand, kitchen
appliances segment is fragmented with top five players having 30-35 per cent
market share.

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 C. Competitor Analysis
Whirlpool of India has two major potential competitors in Indian consumer
durable market.

➢ LG
➢ Samsung

1. LG

Parent Company :- LG Group

Category :- Home Appliances
Sector :- Consumer Electronic
Tagline/Slogan :- Life’s Good

SWOT ANALYSIS
STRENGTHS
➢ Wide range of products to serve all categories and a strong focus on
technology and quality
➢ Good after sales service and wide distribution network
➢ Sponsorship of sports and entertainment events enhances visibility
WEAKNESSES
➢ Brand lacks influences in the opinionated segment of early adopters
especially in the social media environment.
OPPORTUNITIES
➢ Fast growth of home appliances, electronics goods market in emerging
economy.
➢ Convert improved brand image and awareness into market share
THREAT
➢ Price war with close Korean competitors like Samsung can disrupt
growth in price sensitive markets.
➢ Highly competitive industry dynamics.

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2. SAMSUNG

Parent Company :- Samsung Group

Category :- Home Appliances
Sector :- Consumer Electronic
Tagline/Slogan :- Together for tomorrow

SWOT ANALYSIS

STRENGTHS
➢ Samsung is present in the market for a long time and has great brand
recognition.
➢ The company is known to launch new innovative models every year
and keep the market moving.
➢ Samsung products are sold worldwide hence making it a global
company.
WEAKNESSES
➢ Lot of issues regarding quality of product in home appliances.
OPPORTUNITIES

➢ Adopting newer technologies to improve upon products.

➢ Introducing geography specific appliances can boost the brand.
THREATS
➢ The market is very dynamic and failed products can prove to be a big
issue

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 D. Brief of Company & Dept. Profile

Whirlpool entered India in the late 1980s as a part of its global expansion
strategy. If forayed into the market under a joint venture with TVS group and
established the first Whirlpool manufacturing faculty 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 company also saw acquisition of
major share 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 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 Brand
The Whirlpool brand in India is the symbolic representative of the spirit that
derives and inspires us to be consistent with what we do best, making Home
Appliances with advanced and intuitive technology to give our customers better
than expected results every time. The enormous success comes from an
enduring brand vision that derives us to create a strong bond with all our
consumers. This bond has been created and strengthened over the year by
providing forward looking solutions that have partnered with our consumer in
managing their home life well.
Brand Vision
At the very core of our bond with our consumers, stands our brand vision,
creating happier home we constantly strive to make moments in our consumer’s
everyday home life more enjoyable through our products, so that these moments
lead to a lifetime of joyful experiences.

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Brand Philosophy
At whirlpool we believe in the glory of making every day count just the way
every homemaker does. We believe that delight lies in getting the everyday
tasks done beyond one’s expectations.
We also believe that advance technology should always deliver superior
performance. For what technology is all about, surpass expectations every time
and leave you with a sense of delight. At whirlpool we are purposeful and never
time and leave you with a sense of delight. At whirlpool we are purposeful and
never lose sight of what performance means and how it should be delivered. We
design our home appliances with advance technology, which is intelligent,
intuitive, and innovative. Our Home Appliances provide an assurance of better-
than expected results in everyday task at home life even more enjoyable. That’s
what we believe in and that’s what we are committed to deliver, Whirlpool.

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 E. Role in the Company: Management Trainee

Market Mapping: -

a) Mapping and finding out active and non-active counters as per GFK data
b) Recording display share and counter share.
c) Finding out saliency of counter and their respective market.
d) Gather information regarding of different companies and their respective
representatives & trade partners.
e) On-the basis of ground reality created own data gathered during market
mapping.
f) Analyzing perception of retailers towards whirlpool products and
identifying potential counters.
g) understood the significance of Numeric Distribution and Weighted
Distribution.

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To increase the sale of Whirlpool Products
a. Strengthen the connection with dealers as a company representative
b. Solved the problems faced by the dealer’s
c. Worked on NBP (New Billing Points) and created new Dealers
d. Placement of SA-Washing Machine and 215L DC
e. Increase the sale of potential counter
f. Work on the Display according to Planogram
g. Focused on after sales service for customer retention
h. Primary Sale
i. Secondary sale
j. Tertiary sale
k. Arranged dealers meet for whole Vaishali District
l. Launched Scheme for Dealers
m. Worked on PJP, Beat Plan
n. Worked on mapping dealers in consumer finance
o. Worked on promotion of product through Flyer
p. Educated RE
q. Educated DSO
r. Prepare tracker of stock and RE sales

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F. Product Studied

T5

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 WASHING MACHINE

SA
SEMI
AUTOMATIC

WASHING
MACHINE
FA
FULLY
AUTOMATIC

Fully Automatic Washing Machine

Whirlpool with stylish design as well as smart features, the range of Whirlpool
washing machines offers you a convenient washing experience. Featuring
brand-new and innovative technologies from the world’s fabric care expert, 6th
sense that adjust water level, detergent measure as well as washing timing based
on the cloth type and load, in a choice of striking colors – Whirlpool washing
machines make our clothes appears the best.
Features
1. 3600 Tumble Care

Whirlpool gives your expensive clothes

the world’s most advanced fabric care
treatment with 3600 tumble care
technology.
Clothes roll in multiple tumbles, like a
blooming flower, ensuring a gentle
scrubbing action.

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2. Washing Programs

Whirlpool give us a wide range of 12 wash program which not given any
other company. These 12 wash programs are Daily, heavy, Delicates,
whites, Stain-wash, Anti-bacterial in heater models/aqua store in cold
models, Eco wash, woolens, Bed sheet, Rinse + spin, spin, wash only
which help us to maintain the fabric quality of our clothes and clean in
proper manner.

3. Stain Wash Technology

Stain removal is not an easy task. Whirlpool with more than 100 years of
experience in fabric care, brings to you a miracle technology that tested
for removing 16 tough stains. The patented 6 stage stain wash technology
combines mechanical, chemical, and thermal action to give you spotless
clothes. In each step the gradual raising of temperature coupled with
unique Agitronic motion unlocks the peak detergent performance for
effective removal of stain.

4. In-built Heater

Whirlpool is one of the brands that gives top load in-built automatic
heater technology. Detergent water at different temperatures removes
distinct types of stains unlike water from geysers the in-built heater
gradually heats the detergent water, ensuring removal of 16 types of
tough stain at 550C odors and oily stains are removed while at 350C
protein stains are easily removed.

5. Agitronic Motion

Scientifically designed Agipeller helps in uniform cloth roll over. The

agitronic wash motion enables the cloths to move up & down, left & right
resulting in dynamic and uniform wash performance ensuring whitest
white cloths.

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Semi-Automatic Washing Machine
Whirlpool ensures that your clothes are
washed gently, there is an impeller
wash system, it washes your clothes by
gently spinning them instead of twisting
them. Offering up to 5 wash programs,
these versatile machines, simplify
effective washing for diverse stuff that
can remove 7 household stains easily.
Also, the Ace wash station has multi-
utility tray and work surface making
you spend less time on washing and
more on other important things.

REFRIGERATORS

DC
DIRECT
COOL

REFRIGERATORS

FF
FROST
FREE

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SINGLE DOOR-DC
The whirlpool single door has the following features
7 to 12 days garden fresh that keeps the fruits and
vegetables fresh throughout the week. Insulated
capillary technology that helps in retaining 12 hours
cooling retention during power cuts, resulting in
faster ice making and provides the coldest freezer of
-260c.
Advance moisture control technology that enables
moisture retention Micro Block technology that
prevents bacteria growth up to 99.99% and
toughened glass provides the high strength and do
not break even if one drops them on the floor.

DOUBLE DOOR-FF
1. Neo Fresh Refrigerator
Neo fresh has the 6th sense deepfreeze technology
and unique fresh flow air system. The deep freeze
temperature in category thus ensuring fast ice and
crystal-free ice technology ensures that our freezer
reaches the coldest cream.
The unique fresh flow air system maintains constant
circulation of cold and fresh air across the
refrigerator to get uniform cooling and zero hot spots
– thus maintaining optimum freshness in your
refrigerator.

2. Professional Refrigerators
A fridge that ensures the food inside it stays just as
fresh as you would like to have it – no matter what
goes on outside.
The whirlpool double door refrigerator is powered
by the 6th sense intellifresh technology that has three
intellisensors which sense, adopt and control the
inside temperature according to the internal load and

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 the outside temperature. As a result, the food inside gets precise cooling
giving you perfect freshness, every time.
THREE DOORS
Proton World series Refrigerators
The three-door refrigerator Proton has unique 3 door format gives you an
exclusive bottom drawer – the active fresh zone for fruits and vegetables.
This series with the advanced moisture retention technology, fresh keeper and
micro block creates the perfect conditions for fruits and vegetables to stay
fresher for longer time.

AIR CONDITIONER
When the temperature is high in summer, keep our body and home cool with a
whirlpool air conditioner. Whirlpool offers some of the most energy efficient air
conditioners in both split as well as window Ac categories. Whirlpool air
conditioners are features rich too. The features like 6th sense power saver and 6th
sense fast cool ensures that your experience enhanced cooling without being
worried about your power bills.
Whereas climate control technology
ensures that you are always
comfortable with the right temperature
in your room,
3D COOL TECHNOLOGY
For fast and uniform cooling with its 3-
dimensional air intake the hot air inside
the room is evacuated faster than the
normal Air-conditioners, Leading to
exceptionally fast cooling, higher heat
exchange efficiency and in turn more
power saving.

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WATER PURIFIER
On the inside the 7-stage
purification with powerful reverse
osmosis (RO) membrane as well as
S.A.F.E (Silver Anti-Microbial
Filtration Enhancer) promises you
the most uncontaminated, safe, and
freshest water for a longer period.
The highlight not to be missed.
Whirlpool RO water purifier is
India’s first in its class that comes
with WQA Gold Seal on all its
internal filters.

MICROWAVE
A high-quality microwave is a multipurpose appliance addition to any eventful
Kitchen, allowing you to heat up the food, cook ready meals and whole dishes
in a little bit of time in a usual oven.
Different Category of Microwaves are-
➢ Solo
This microwave has more
control over the speed of
cooking as well as express
cooking and reheating.

➢ Grill
The Grill microwave has 3D
reflector system DES patent
model and 6th sense technology.
It ensures uniform top and

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 bottom crisping due to the Crisp mode and Jet Defrost helps in defrost the
food 7 times faster than other.

➢ Convention
Convention came with Dual Emission System which helps in uniform
heating at top and bottom. Crisp function also has combination of
Microtawa and Grill. Microtawa can heat up to 210 degrees in just 2
minutes.

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 Chapter – 2
Introduction to Project

The project was all about collecting data from those retailers who keep stock of
Home Appliances . Assigned location was Vaishali District territory which
comes under Bihar Branch of Whirlpool with the target of covering all the
retailers and collect the response from them in the form of market mapping, so
that the market scenario and competitive hurdles can be analysed.
The market study gave an opportunity to realise the actual condition of retailers,
their problems, traditional ways that they are following, positioning of various
brands, their requirements, perceptions, application that they are using,
implementation that they are performing and what they want from these brands
of Home Appliances.
All these studies helped to analyse the market scenario of Whirlpool and to
formulate the guideline in Vaishali District.

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 Chapter – 3
Objectives of the Study

Primary Objective
To understand the market share of Whirlpool in Vaishali District,
Bihar Secondary Objective
1. To know the numeric reach and weighted distribution of Whirlpool in
Vaishali Bihar.
2. To identify factors which have impact on dealers.
3. To identify the counter share and market share of Whirlpool in
Vaishali District, Bihar.
4. To identify the top 20 potential stores in Vaishali District, Bihar.
Region

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 Chapter – 4
Hypothesis

1.) H0 – There is no significant relationship between Numeric Distribution and

Market Potential
H1 – There is significant relationship between Numeric Distribution and Market
Potential

2.) H0 - These is significant relationship between customer demand and

purchase decision of Dealers
H1 - These is no significant relationship between customer demand and
purchase decision of Dealers

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 Chapter 5
Literature Review

The increase in numeric reach help in increase in sale. If the company wants to
expand its market and want to earn more profit, then rural area is the place
where they attack on the dealers. More the number of counters more will be the
sale because the presence of product in the market increases due to numeric
reach. But at the same time, it is also important for the company to be present
on the right counters. If the company is present on the right counters, right
place, right market then it will be difficult for the company to increase the sale
and generate more revenue. The most important reason is to conduct this study
is to evaluate the impact of increasing numeric distribution on in sales.
At the same time after sales service is an important for differentiating brands
somewhat it increases customer loyalty and retention. It is recommended that
firms should estimate the importance and the strategic role that after sales
services can develop market competitive positions. Previous research in
behavioral science has recommended that the time planned of service delivery
may affect customer assessment of service and as a result it may also affect
customer satisfaction.
The study examines that there is association between increase in numeric
distribution and increase in sales. Whirlpool also offers the unique features in
their products whether it is refrigerator, washing machine, air condition, water
purifier or microwave which makes Whirlpool different from other brands.
Whirlpool also offers their product at very affordable price and different colors
and design.

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 Chapter 6
Research Methodology

Research Design :- Descriptive Research

Data Type :- Primary
Data collection method :- Survey Method
Primary Data Collection Instrument :- Questionnaire
Sampling methods and Techniques :- Convenience Sampling
Sample size :- 28

Tools Used :- MS Excel

Pie chart and Tables
Bar chart and Tables
Pivot chart and Tables

Page 29 of 48
 Chapter 7
Data Analysis and Interpretation

ARE YOU DEALING IN HOME APPLIANCES ?

TOTAL UNIVERSE
30
29

25

20

15
15 14

10

0
TOTAL YES NO
Series1 29 14 15

Figure (1)

The whole respondent is of Vaishali District.

INTERPRETATION
➢ The sample size of dealers is 29
➢ The active Home Appliances dealers is 14
➢ There are 15 dealers who are not dealing in Home Appliances

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 ARE YOU DEALING WITH WHIRLPOOL ?

All the respondents are the Dealers of Vaishali District (Bihar)

The study is about how many dealers in Vaishali District dealing with
Whirlpool
Total Doing Business Not Doing Business
Outlets with Whirlpool with Whirlpool
29 14 15

26%
Total Outlets
50%
Doing Business with
24% Whirlpool
Not Doing Business with
Whirlpool

Figure (2)

Interpretation
➢ Sample size is of 29 Dealers.
➢ 29 Dealers out of 14 Dealers deals with the Whirlpool.
➢ 15 Dealers out of 29 Dealers does not deal with the Whirlpool.

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HOW LONG YOU ARE ASSOCIATED WITH WHIRLPOOL ?

Figure (3)

INTERPRETATION
➢ There are 4 dealers who are working with Whirlpool between 3-5 years.
➢ There are 6 dealers who are associated with Whirlpool between 6-8
years.
➢ There are 2 dealers between 9-11, and 1 dealer is associated with
Whirlpool more than 12 years
➢ As it can be clearly seen that there are 15 dealer which is not
working with Whirlpool which show the opportunity counters to
increase the numeric reach as well as sales.

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REASON FOR NOT WORKING WITH WHIRLPOOL ?

INTERPRETATION

➢ Dealer is not willing to deal with whirlpool because of less

promotional activity offered by the company.
➢ Dealer is also facing issue related to after sales services due to
which they are not interested in doing business with whirlpool.

➢ Dealer is unhappy with the scheme offered by the company.

➢ Customer demand is also the reason why sub dealer is not

working with whirlpool followed by Aesthetics, financing Schemes
& Price.

➢ No proper profit margin on the whirlpool products as compared to

competitor’s brand.

Page 33 of 48
THE FOLLOWING ATTRIBUTE WHILE CHOOSING A PARTICULAR BRAND

4
20
15

12

10

0
AFTER SALES CUSTOMER PROMOTIONA PROFIT SCHEMES
SERVICE DEMAND L ACTIVITY MARGIN &OFFER
VERYIMPORTANT 12 15 5 10 7
FAIRLY IMPORTANT 8 5 6 6 6
IMPORETANT 3 3 8 5 5
SLIGHTLY IMPORTANT 1 4 2 4
NOT ALL IMPORTANT

VERYIMPORTANT FAIRLYIMPORTANT IMPORTANT

SLIGHTLY IMPORTANT NOT ALL IMPORTANT

Figure (4)

INTERPRETATION

• The above graphs depict that, customer demand is very important

followed by after sales service as an important factor.

• It also shows that promotional Activity is also important, and

majority of responders want this to be done by the company on
their counter.

• Profit margin is also important for attracting more sub dealer.

And therefore ,it also important.

• Schemes & offers are mostly desired by every sub dealer and
therefore, it is also important.

Page 34 of 48
HOW CUSTOMERS PREFER TO BUY PRODUCTS FROM YOUR SHOP?

Figure (5)

INTERPRETATION

➢ The above pie charts depict that 40% of the sub dealers are using
personal financing to sell the products.

➢ There are 31% of the sub-dealers which are using retail finance to sell
the products. ( e.g. Pine lab, Bajaj finance, IDBI bank)

➢ There is less percentage of customer who are buying products in cash.

➢ Some customers are buying products on credit.

Page 35 of 48
 TOTAL POTENTIAL OF Vaishali DISTRICT MARKET

POTENTIAL(OVERALL)
TOTAL POTENTIAL 9155
WHIRLPOOL 2767
LG 1612
SAMSUNG 3353
GODREJ 541
HAIER 415
OTHERS 467

Figure (6)

INTERPRETATION
➢ This table shows that the total potential of Vaishali District is 9155
➢ With 37% market share Samsung is the market leader in
Vaishali District
➢ With 30% market share Whirlpool is on second
➢ With 13% market share LG is in top three
➢ Whereas Haier and Godrej have 4% and 6% market share
➢ Other brands(Panasonic, IFB, etc.) hold 5% market share

Page 36 of 48
 Market Share of T2 Category in Vaishali District, Bihar

Vaishali District Potential

Total Potential - 8781

DC 5772

FF 760

FA 871

SA 1378

Figure (7)

The potential only contains the T2 category division according to Whirlpool

which contain Direct Cool, Frost Free, Fully Automatic Washing Machine ,
Semi-Automatic Washing Machine.

INTERPRETATION
➢ The following data depict that total potential of Vaishali District market
is 8781
➢ The Direct cool have 66% share with 5772 units
➢ Frost free has 8% share with 760 units
➢ Semi-automatic has 16% share with 1378 units
➢ Fully automatic has 10% share with 871 units

Page 37 of 48
 NUMERIC REACH

SCENARIO BEFORE MAPPING SCENARIO AFTER MAPPING

NETWORK NETWORK NETWORK NETWORK
REACH REACH
TOWN TOOL TOTAL TOOL WHP TOWN TOOL TOTAL TOOL WHP
% %
UNIVERSE UNIVERSE UNIVERSE UNIVERSE
LALGANJ 3 1 33.33% LALGANJ 4 4 100%
CHAKSIKANDAR 2 1 50% CHAKSIKANDAR 2 1 50%
CHAKAUSAN 1 1 100% CHAKAUSAN 1 1 100%
GOROUL 1 1 100% GOROUL 1 1 100%
JANDAHA 4 1 25% JANDAHA 4 2 50%
BIDUPUR 3 2 66.66% BIDUPUR 4 3 75%
TOTAL TOTAL
REAC 14 07 50% REACH 16 12 75%
H
Figure (8)

Numeric Reach initially was 50% after the execution of Market Mapping we
were able to find out the potential active counters and on-board more dealers in
Vaishali district and the Numeric Reach increased to 75%. Many regions after
mapping reach to 100% by making new sub dealers those who are not working
with Whirlpool.
WEIGHTED DISTRIBUTION

SCENARIO BEFORE MAPPING SCENARIO AFTER MAPPING

DISTRICT POTENTIAL DISTRICT POTENTIAL
VAISHALI TOTAL VAISHALI TOTAL
POTENTIAL 6723 POTENTIAL 8781
COUNTER POTENTIAL WITH COUNTER POTENTIAL
WPH WITH WPH
1984 2767
WEIGHTED WEIGHTED
DISTRIBUTION 29.51% DISTRIBUTION 31.51%

Figure (9)

Weighted Distribution initially was 29.51% after market mapping, we were able
to find out more counters where we should have to do business as we were not
less present on right counters. So, after that we were able to on-board more
dealers in Vaishali District and the Weighted Distribution increased to 31.51%.

Page 38 of 48
Whirlpool of India limited BCG matrix –
Cash Cow – Washing Machine
These products are the mature market leaders as their return on investment is
much higher than the cost they consume. Which shows they pay in volume
rather than prices and growth rate. These products must be milked effectively to
extract the revenue.
Stars – Refrigerator
The product of this category generates large amount of revenue mainly because
of the high market share they have but simultaneously consume the heavy
investment due to high market growth. DC and FF are star items for Whirlpool.
Question Marks – Air Conditioner
The product in this category grows quickly, due to which they consume heavy
investment but unable to generate enough because of low market share. This
category has the potential to grow, and effective strategy can turn them into
stars and later in cash cows.
Dogs
These are the products with low market share and low market growth. Cooking
appliances of Whirlpool comes under Dog category.

Page 39 of 48
 TOP 20 TRADE PARTNERS OF Vaishali District

POTENTIAL POTENTIAL
[Link] TP TOWN
TOTAL WHIRLPOOL
NAME
1 Super best and Company Chhapra 1783 182
2 Khushbu sangeet mahal Lalganj 1734 188
3 Mehrotra Electronics Jandaha 1688 189
4 Janta Electronics Chhapra 1169 65
5 Raj Electronics Mega Store Chhapra 1165 0
6 Prakash Enterprises Chhapra 1156 517
7 SRS ENTERPRISES MAHNAR 1100 158
8 MINAKSHI MOBILE ELECTRONICS MAHNAR 1084 228
9 S.K. Enterprises Lalganj 1074 63
10 VIKASH ELECTRONICS MAHNAR 950 373
11 SHRI BALAJI ENTERPRISES MAHUA 912 315
12 Guru Mahadev Enterprises Dighwara 911 145
13 Aditya Enterprises Sonepur 893 245
14 Sunila Enterprises Mashrakh 870 145
15 MAHAVIR BHANDAR SARAI 864 180
16 Sathi Battery and Electronics Chhapra 864 182
17 New Maa Ambika Electronics GARKHA 860 286
18 Vaishanavi Vision Lalganj 853 146
19 Ajay Battery and Furniture House
312
Showroom Chhapra 851
20 SMART ELECTRONICS HAJIPUR 842 383

Page 40 of 48
 Chapter 8
Findings of the Data

1. Whirlpool numeric reach is very less in comparison to other brands same

in the case with weighted distribution which is below standard
2. From competitive benchmarking, it can be concluded that Whirlpool will
have better sales as compared to LG and Samsung if strict planogram is
followed.
3. Price, profit margin and Features is the factor which are helping
Whirlpool brand to be in the market.
4. Due to advance features in Refrigerator and inbuilt heater & 3600
technology in Washing Machine at low price than other brand therefore
Whirlpool is performing good in the market and at top three position in
the market.
5. From table we can say that Whirlpool is the number 1 most
selling brand in Vaishali district, Bihar

1) Based on data presented on Table no - (8) We can conclude there is a

significant relationship between Numeric distribution and Market
Potential
Therefore, we can reject the null hypothesis

2) Based on data presented on Table no - (4) We can conclude that

there is a significant relationship between customer demand and
purchase decision of dealers
Therefore we can reject the null hypothesis and proceed with the
alternate hypothesis

Page 41 of 48
 Chapter 9
Recommendations

From the earlier discussed data, it is observed that Whirlpool can increase their
numeric reach as well as weighted distribution in the new area as well as
strengthen in the current market.

Present scenario

➢ Mapping is not done frequently.

➢ Promotional activity is very less.
➢ There is no beat plan for DSO.
➢ Delivery of ordered good are late.
➢ Service issue is a major factor for less sale as it reduces the sale and
degrades brand value.

Recommended Scenario
➢ Mapping should be done in every 6 months.
➢ Promotional activity should be done to promote our brand.
➢ Competitive Schemes & offers need to be planned to drive the sales more
smoothly
➢ Regular visit should be done by ASM and DSO with beat plan.
➢ Representative Executive (RE) should be trained frequently.
➢ Whirlpool should try to improve their service as it degrades company
image.
➢ Display share should be increased and maintained so that the products get
more visibility in case of increase of sale of Whirlpool.
➢ Scheme and offers should be given to dealers more frequently.

Page 42 of 48
 Chapter 10
Limitations

➢ This research and the recommendation are limited to the geographical

area of Vaishali District Territory of Whirlpool.
➢ Limitation of time as it was difficult to analyze market in 2 months.
➢ There were some language barriers too in up country of Vaishali District as
some of them do not understand Hindi and English.
➢ Some of the dealers were not ready to share the information.
➢ Data collected may have biasness as Dealers may have some attachment
to a particular brand..
➢ Study was mainly focused on T2 (DC,FF,SA,FA) category of Whirlpool.

Page 43 of 48
 Chapter 11
Conclusion

Based on findings we can conclude that

Whirlpool must increase its reach in Vaishali District region.
Service, timely Delivery of order, Schemes and offers and Promotional activity
are the major factor in which Whirlpool is lacking in Vaishali District region
which need to be solved first and need to keep a check on them regular basis.
An already existing market is available which is opportunity for Whirlpool
where LG and Samsung are present as such whirlpool should also start business
with them.
Price and profit margin are the factors which are helping Whirlpool brand to be
in the market.
From competitive benchmarking, it can be concluded that Whirlpool will have
better sales as compared to LG and Samsung if planogram is followed strictly.

Page 44 of 48
 Chapter 12

BIBLIOGRAPHY

Kotler, p. “The principles of marketing management”, tata mc

grew- hillpublishing

William. D. Perreault, Jr. “Basic marketing management” E.J. erom.e.

mccarthySivakumar “Retail marketing management” Excel book’s

publication
C.R. Kothari, “Research methodology” New age international publication

RESEARCH PAPERS

Martineau (2018)” The way in which the store is defined in the shopper’s
mind; partly by its function qualities and partly by an aura of psychological
attributes.”

Monroe and Krishnan (2019) “There exist a positive relationship between

relativeprice and good quality.”

Feinerg, Sheffler, Meoli & Rummel (2013); Jarboe & McDaniel (2007)”
the socialaspects of shopping”

Page 45 of 48
 Chapter 13

GLIMPSE OF INTERNSHIP AT WHIRLPOOL INDIA LIMITED

Page 46 of 48
REFERENCES

Websites:
• [Link]
• [Link]
• [Link]
• [Link]
• [Link]
• [Link]
• [Link]

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