summer internship report on price mapping, branding and sales promotion for whirlpool india ltd
TRANSCRIPT
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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
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CONTENTS
Company Profile
Objectives
Job Assigned
Observation & Findings
Conclusions
Recommendations
Major Learning
12/16/2013 2Whirlpool India Ltd
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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)
12/16/2013 3Whirlpool India Ltd
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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
12/16/2013 5Whirlpool India Ltd
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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
12/16/2013 6Whirlpool India Ltd
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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
12/16/2013 7Whirlpool India Ltd
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HoReCa Project
A new campaign for the promotion of their
product 'neo I-chill'
12/16/2013 8Whirlpool India Ltd
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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
12/16/2013 10Whirlpool India Ltd
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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
12/16/2013 14Whirlpool India Ltd
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