Marketing mix of whirlpool washing machine

Marketing Mix ofWhirlpool Washing Machine

Efforts By:Vibhor AgarwalMBA

Whirlpool

Whirlpool is an American Public limited corporation that deals in the industry related to household appliances. Founded in the year 1911, by “Louis Upton” this Multinational Corporation has its base at Michigan USA. Whirlpool has spread its wide and organized marketing network in almost one hundred and seventy countries of the world.

Product in the Marketing mix of Whirlpool

• Whirlpool as a brand name is associated with commitment towards its consumers by providing high quality products. The product are designed in such a manner that they are compact in sizes to occupy less space and faster on operation as they are equipped with latest technology.

• These qualitative products have energy saving modes for longer and better durability and so at least five hundred and ninety of the products have been eligible for the “Energy Star Label”.• Whirlpool has various brands working for it like Whirlpool, Roper, Privileg, Maytag, Kitchen Aid, Inglis, Hotpoint, Estate, Brastemp, Amana, Admiral and Acros.


The different products and the product range in its portfolio includes –

•Washing Machines – Semi automatic, fully automatic, fully automatic top load and fully automatic front-load.•Refrigerator – Single door, Multi door, Double door and FDBM•Air Conditioners – Window air conditioner and Split air conditioner•Microwave Oven – Solo, Grill and Convection•Water Purifiers – Non-electric water purifier and RO water purifier.•Built in items – Cooker hoods, built in refrigerators, kitchen studio, built-in microwave ovens, built-in coffee machines, stackable dryer, washer, and built-in dishwashers.•Home Power – This includes Neptune series, Silver Plus series, New Silver series, Gold series and Platinum series.•Induction Cooktop – Classic 18A2 and Deluxe 20A2

•Besides the eco-friendly products, the company also provides numerous service options to its esteemed customers. All the products have definite warranty and come with at least one-year services free option. The customers can also go for a maintenance contract annually.

•The products come with a unique FAQ booklet that provides product related information. For any problem, the company has a customer care helpline where one can call for a technician for solving the problem. One of the products which is most trusted and which is driving the brand equity of Whirlpool is its Washing machine which is loved and trusted by most customers.


1. Fully Automatic Front Load 2. Fully Automatic 360º Machine3. Fully Automatic Top Load4. Semi Automatic

1. Fully Automatic Front Load

• 6th Sense SoftMove Technology• Crafted in Europe• No. 1 Best Care

CRAFTED IN EUROPE• Whirlpool brings superior European craftsmanship and design to India for the first

time ever with the Supreme Care range of front load washing machines.• Completely designed, manufactured in and imported from Europe, this is a world

class product from the No. 1 selling major appliance manufacturer in the world. NO. 1 BEST CARE• The Supreme Care range is certified as No. 1* in Europe for providing perfectly

tailored care to each type of fabric.• *Tested among the leading European brands conducted by independent Swiss

institute Swissatest Testmaterialien AG. A+++ ENERGY RATING• The Supreme Care range is certified A+++ by the European Union Directive. This

translates to unparalleled energy efficiency, giving you the best washing experience with minimum energy consumption.

• #A+++ Energy efficiency class certified by EU Directive 2010/30/EU

2. Fully Automatic 360º Machine

• 360 Tumble Motion• Catalytic Soak• H2Low Shower

3. Fully Automatic Top Load

• 6th Sense Deep Clean Technology•Hard Water Wash•Easytech

4. Semi Automatic

• Turbodry Technology• High Efficiency Motor• Smart Handle

WhiteMagic 1-2-3 nxtKey Features

1) New and Advanced 6th Sense Technology2) In-built Heater3) Removes 15 types of stains Capacities 6.2 kg to 7.0 kgPrice Range Rs 13,000 to Rs 20,000

WhiteMagic SplitWashKey Features

1) Small basket inside large (Split Basket), delicates can be washed in main wash cycle2) In-built Heater 3) Removes 15 types of stainsCapacities 8.0 kgPrice Range Rs 27,000

Product Strategy Adopted by WOI

Local Customization

• Whirlpool studied the Indian market intensely, through quantitative and qualitative market research tools, with the help of IMRB and MBL India. There search team delved deep into the psyche of the Indian housewife, her habit, her attitude towards life, her schedule her every day concern and most importantly, her innate laundry wisdom. It was found that housewife wanted to gain direct control crucial household operations.• It was found that clothes washing was a daily activity for the women ,whether it was done personally by a maid or by a machine. That was a breakthrough insight used by Whirlpool for the design of all the washing machines, which adopted a “1-2, 1-2” Hand Wash Agitator system to mimic the preferred hand wash technique.

• The target customer defined psycho graphically as the turning modernist was decided upon only after the initial MR exercise was concluded. This was only the stage at which the Unique selling proposition Whitest White was thrashed out.

Reasons for Local Customization:• To reach the needs of the customers• As the Indian households feel a pride in self-done washing,

they tried to satisfy them with their product• The various quality and quantity issues are dealt with and

solved with new technology

Product Strategy Adopted by WOI

In India whirlpool washing machine comes in different colors LikeMore color option – Green, blue, whiteIt is because

In comparison of China, Washing Machine comes in different colors likeLight Blue, Grey , white

Price in the Marketing mix of Whirlpool

•Whirlpool has been a brand that has earned the trust of the consumers through its policies and products. Amongst them is their pricing policy. A true pricing policy is supposed to be a gray area that hovers between the maximizing of profits and the costs undertaken without exceeding the market expectations.

•In order to come at a definite strategy the company has set up a unit that decides and analyzes the various expenses that incurs during the production and the possession of the goods by the consumer. This knowledge in tandem with the pricing policies of the rival business firms is helpful in determining the actual pricing policy of the brand. Due to its organized distribution channels and resourceful warehouses, the company has been able to cut the costs of its products by quite a margin

•Therefore, it has decided on a competitive pricing policy for some of the products and thus has created a consumer base for its products..

Price in the Marketing mix of Whirlpool

•The company has also gone for value-added pricing strategies, as they understand that changing times have resulted in a new breed of customers that realize the importance of branded and high qualitative products. The overall pricing strategy of the products remains the same but some minimum price differences may occur within the different product outlets as they may decide to provide added benefits to the consumers to gain further customers and to enlarge their profits.•It is not possible for a large firm like Whirlpool, which is working in consumer durables and having numerous competitors, to work with one single pricing policy.

• Whirlpool has implemented a customer-centric strategy that focuses on making sure our products are appropriate for the Indian consumer. Different versions of the product are priced differently, but not according to differences in their costs. Whirlpool’s bigger success has been in the fully automatic segment (Rs.12,000- 36,000). This is smaller with sales of 177,600 units in 2000 compared to1.2 million units sold by Videocon (in the 7,000- 12,000 price range)

• Price of Whirlpool Washing Machine is rupees 10,000 to 25000 and above

Pricing Strategy Adopted by WOI

Promotion in the Marketing mix of Whirlpool

Saying….• 99.9% Germ free• Whitemagic washing machines• If you love to don clean and crisp clothes, then bring home the whirlpool

washing machine now!!! With stylish designs 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 adjusts water level, detergent measure as well as wash timing based on your cloth type and load, in a choice of striking colors - Whirlpool washing machines not only make your clothes appear the best, they also accessorize your home.

1. Whirlpool Gives Storytelling a Spin in 2013


•Marketing campaigns can get as routine as wash, dry, fold. So home appliance manufacturer Whirlpool gave its most recent campaign a fresh spin by throwing storytelling into its integrated marketing mix to drive sales and build brand preference.


2. Whirlpool Opts for Emotional Positioning in Ad Campaign in 2014

• The brand's marketing effort is designed to showcase the power of simple chores being able to drive bigger things that can make a difference in our everyday lives

• Everyday chores aren’t typically attributed with fun, happiness and joy, and we don’t tend to think of them as emotionally charged; therefore, the companies that facilitate chores (typically home appliances – like washers and dryers – cleaning, dishwashers and microwaves – cooking) can find it generally more difficult to connect with consumers of these products in an emotional way, and to elevate their brand genuinely.

• By focusing purely on the functional benefits of their products (time saving, energy saving, money saving, improvement, etc.), and,

• By focusing on portraying chores (like doing laundry, making dinner) as a happy and fun part of life.

Place in the Marketing mix of Whirlpool

•Whirlpool has manufacturing facilities at three locations in India to manufacture refrigerators and washing machines. Whirlpool has set up a Regional Technology Centre (RTC) at Ranjangaon, Pune, India, which mainly focuses on India as a major manufacturing centre for the Asia- Pacific Region. Whirlpool’s Pune research lab develops refrigerators and air-conditioners for Asia (including China), and Australia. •40 per cent of Whirlpool’s Pune research lab’s resources are devoted to its core research on global projects Whirlpool also has set up design centers at Pondicherry to meet the global business needs of the fabric care and small appliance divisions. •Whirlpool is exporting refrigerators and washing machines to South Asia, Asia-Pacific, Latin America and West Asia and is the largest exporter of home appliances from India. The manufacturing unit at Pondicherry exports small kitchen appliances under the ‘Kitchen Aid’ brand to the US market. Products under the brand include coffee making machines, coffee grinders and portable ovens

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Marketing mix of whirlpool washing machine