CHAPTER 1 INTRODUCTION

PREFACE
Todays business environment demands that managers possess a wide range of Knowledge, skills and competencies as well as sound understanding of management processes and functions. Managers need to be able to make best use of their time and talents, and of other peoples, and to work with and through others to achieve corporate objectives. They also need to demonstrate a full understanding of business environment and of their organizations key resources. Its people, finance and information Amongst these key resources, the people factor is considered to be the most valuable asset for any organization. These people i.e the employees of the organization are the internal customers of that organization who are as important as the external customers.

Earlier businesses were conducted with a sole objective of earning profits. But now due to intense competition and changing market trends the focus of the organizations has shifted to customer satisfaction; satisfaction of both internal and external customers. External customers can be satisfied by providing them what they want in a product. To satisfy the internal customers, organizations adopt the method of providing the quality of life

ACKNOWLEDGEMENTS

At the outset, I would like to thank WHIRLPOOL INDIA LTD for giving me the approval to this project in the organization. I thank my company guide, Mr. BHRAT for this encouragement and contribution of time, counsel and for coordinating the project work and giving me guidance. This project would not have been possible without his help.

I am thankful to many individuals in the sales department of WHIRLPOOL INDIA LTD for the encouragement and professional assistance.

A heartfelt thanks to the many respondents surveyed whose ideas, critical insights and suggestions have been invaluable in the preparation of this report. Last but by no means the least I would like to convey my special thanks to all the faculty members of LINGAYAS UNIVERSITY for giving me the opportunity to work on this project.

ASHISH GUPTA

INTRODUCTION
Satisfaction is the persons feeling of pleasure(or) disappointment resulting from comparing a product perceived performance (outcome) inrelation to his/her expectation. If the performance fall short of expectation thecustomer is dissatisfied . If the performancematches the expectation the customer issatisfied if the performance exceeds theexpectation the customer is highlysatisfied ( or) delighted many companies are aiming forhigh satisfaction because they are much ready to switch. ]

Buyers expectation formed on the basis of past buying experience,friend and the associate advice and themarketers and the competitors informationand promises. If marketers raise expectationstwo high , the buyer is likely to be disappointed. Even if the company sets expectation should match the performances.

A customer is the most important person ever in any company. A customer never depend on company,but the company depends on him.

A customer is the person who bring company his wants. A customer is not a interruption of marketers work he is the purpose of it.

CHAPTER 2 COMPANY PROFILE

OVERVIEW OF INDUSTRY
Whirlpool Corporation is a global manufacturer and marketer of major home appliances. The company manufactures in 13 countries and markets products in approximately 170 countries under 11 major brand names such as Whirlpool, Maytag Kitchen Aid, Roper, Estate, Bauknecht, Laden and Ignis. Whirlpool Corporation entered India in the late 80s and today has grown to become one of the leading manufacturers and marketers of major home appliances in India. Whirlpool Corporation entered into a joint venture agreement with TVS group to produce automatic washers at a plant set up in Pondicherry. A modest beginning was made to establish the Whirlpool brand in India. In 1995 Whirlpool Corporation acquired Kelvinator of India Limited and entered into the Refrigerator market in India. In late 1995 majority ownership was gained in the TVS joint venture and the two entities were merged to form Whirlpool of India Limited in 1996. Whirlpool has the distinction of having ISO certification for all its facilities in India. The refrigerator facility is located at Faridabad and manufactures a complete range of direct cool refrigerators. With the infusion of technology, machinery and streamlining the processes the capacity of this plant was increased from 700,000 to 1,000,000 annually. Whirlpools commitment to the Indian operation has resulted in the setting up of a state-of-theart facility for the manufacture of no frost refrigerators at Ranjangaon near Pune. This facility has set the standards as one of the worlds front runners in environmentally sensitive eco-friendly manufacturing units. The washer facility is located at Pondicherry and manufactures both fully automatic and semi automatic washers. Constant feedback is taken from the consumers resulting in products being continuously upgrade in features and in styling. Products manufactured in the above facilities match Whirlpools global standards and are exported to over 70 countries across the globe. Whirlpool of India is today Indias largest exporter of home appliance and has been approved as an Export House.

PROFILE OF COMPANY

Whirlpool is a swirling body of water usually produced by ocean tides. The vast majority of whirlpools are not very powerful. More powerful ones are more properly

termed maelstroms. Vortex is the proper term for any whirlpool that has a downdraft. Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized washers to the current market position of being worlds number one manufacturer and marketer of major home appliances, has always set industry milestones and benchmarks. The parent company (Whirlpool Corporation) is headquartered at Benton Harbor, Michigan, USA with a global presence in over 170 countries and manufacturing operation in 13 countries with 11 major brand names such as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Laden and Ignis. The company boasts of resources and capabilities beyond achievable feat of any other in the industry. Whirlpool Corporation (NYSE: WHR) is a Fortune 500 company and a global manufacturer and marketer of major home appliances,with annual sales of approximately $18 billion, more than 73,000 employees, and more than 70 manufacturing and technology research centers around the world. After acquiring the Maytag Corporation on March 31, 2006, Whirlpool Corporation became the largest home appliance maker in the world. Whirlpool initiated its international expansion in 1958 by entering Brazil. However, it emerged as truly global leader in the 1980s. 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 companys portfolio in the Indian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners. Today, Whirlpool is the most recognized brand in home appliances in India and holds a market share of over 25%. The company owns three state-of-the-art manufacturing facilities at Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups features an infrastructure that is witness of Whirlpools commitment to consumer interests and advanced technology. In the year ending in March 06, the annual turnover of the company for its Indian enterprise was Rs.1,375 Crores. According to IMRB surveys Whirlpool enjoys the status of the single largest refrigerator and second largest washing machine brand in India. The companys brand and image speaks of its commitment to the homemaker from every aspect of its functioning. It has derived its functioning principles out of an undaunted partnership with the homemakers and thus a slogan of You and whirlpool, the worlds best homemaker dots its promotional campaigns. Whirlpool has the distinction of having ISO certification for all its facilities in India. The refrigerator facility is located at Faridabad and manufactures a complete range of direct cool refrigerators. With the infusion of technology, machinery and streamlining the processes the capacity of this plant was increased from 700,000 to 1,000,000 annually. Whirlpools commitment to the Indian operation has resulted in the setting up of a state-of-theart facility for the manufacture of no frost refrigerators at Ranjangaon near Pune. This facility has set the standards as one of the worlds front runners in environmentally sensitive eco-friendly manufacturing units. The washer facility is located at Pondicherry and manufactures both fully automatic and semi automatic washers. Constant feedback is taken from the consumers resulting in products being continuously upgrade in features and in styling.

Products manufactured in the above facilities match Whirlpools global standards and are exported to over 70 countries across the globe. Whirlpool of India is today Indias largest exporter of home appliance and has been approved as an Export House. Design Engineering is being developed as a core competency for Whirlpool of India. A step in the direction has resulted in the setting up of Regional Technology Centres at Pune focussing on refrigerators and at Pondicherry for washers. This will provide WOI with a competitive edge in speedy customisation of products suited to consumer needs. In the second phase of developing this core competency Whirlpool set up a Global Technology Centre at Pune in 2002 to provide design support for the global organisation. A design and development centre for Whirlpools global small appliances brand Kitchenaid has also been set up at Pondicherry. The already strong manufacturing and technology infrastructure was augmented by the establishment of a Global Consumer Design centre for Asia in New Delhi in 2005 Whirlpool Indias products range from Refrigerators, Washing Machines, 100% Dryers, Air conditioners, Oil Filled Heaters, Microwave Ovens, Purafresh RO Range, to Home UPS Systems. Thus, in short the history of the company can be stated as below: 1908: The first Automatic washer was launched to public in late 1908, by 1900 Corporation which in 1911 was renamed to Upton Machine Company. 1957: The Company was rechristened as ' The Whirlpool Corporation.' 1958: The Company moved out of country for the first time and invested in Brazilian appliance market through purchase of equity in Multibras S.A. 1987: Whirlpool tied-up with Sundaram Clayton Ltd. of India to form Whirlpool Ltd. 1993: First time Whirlpool became the No.1 stand-alone brand in UK, Ireland, Netherlands and Belgium

1995: Whirlpool Corp. acquired majority of stake in the TVS Whirlpool Ltd. The DC manufacturing facility of Kelvinator India was also acquired. 1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged together to form Whirlpool of India Ltd 1999: Whirlpool of India crossed the milestone of 1 million sales of appliances. 2006: Whirlpool Corporation acquires Maytag and become the Worlds largest white goods company.

2007: Received the 2007 Cause Marketing Golden Halo Award for Business, America's highest honor for companies and organizations that give back to the community through creative and effective cause marketing campaigns 2008: Named one of the 2008 Worlds Most Ethical Companies by Ethisphere magazine 2008: Whirlpool OF India was awarded the NDTV Profit Business & Leadership Award 2008 for The Best Consumer Durables Company 2009: Whirlpool was voted Product of the Year and received the award for the 'Best Innovative Product' in the popular refrigerators category. This was based on 40,000 consumers across 36 towns in India voting Whirlpool Frost Free Refrigerators with 6th sense as the Best Innovation in the Popular Refrigerator Category. 2009: Named one of the 100 Best Corporate Citizens by Chief Responsibility Officer (formerly Business Ethics) magazine in 2009 and from 2000-2007 2009: Hewitt Best Employers in India 2009 Study

Whirlpool vision Every Home Everywhere with Pride, Passion and Performance This vision statement reinforces that every home is their domain, every customer and customer activity is their opportunity. This vision fuels the passion that they have for customers, pushing towards to provide innovative solutions to uniquely meet their needs. Pride... in work and each other Passion... for creating unmatched customer loyalty for their brands Performance... that excites and rewards global investors with superior returns Whirlpool mission Everyone, Passionately Creating Loyal Customers for Life Whirlpool mission defines the focus and what it does differently to create value. Its a company of people captivated with creating loyal customers. From every job, across every contact, it builds unmatched customer loyaltyone customer at a time.

Whirlpool values: The companys values are constant and define the way that all Whirlpool Corporation employees are expected to behave and conduct business everywhere in the world. Respect Trust one another as individuals and value the capabilities and contributions of each person. Integrity It conducts all aspects of business honorably ever mindful of the longtime Whirlpool Corporation belief that there is no right way to do a wrong thing.

Diversity and Inclusion It maintains the broad diversity of Whirlpool people and ideas. Diversity honors differences, while inclusion allows everyone to contribute. Together, it creates value. Teamwork It recognizes that pride results in working together to unleash everyones potential, achieving exceptional results. Spirit of Winning The company promotes a Whirlpool culture that enables individuals and teams to reach and take pride in extraordinary results and further inspire the "Spirit of Winning" in everyone.

Innovation: Whirlpool Corporation firmly believes innovative thinking comes from everyone, everywhere. Nearly 10 years ago, they launched a worldwide effort to instill innovation as a core competency throughout the entire organization. Since then, Whirlpool employees worldwide have participated in and contributed to innovation-related activities resulting in new ideas, products and services; thus delivering real value to consumers in ways never before seen in either the company or the home appliance industry.

Focused on embedding innovation as a core competency, Whirlpool Corporation has made a long-standing investment to build this competency. This investment includes redesigning business processes, training thousands of employees, building an innovation management system and changing the culture of the company. Innovation attracts consumers to the wide portfolio of brands; Whirlpool Corporation generated more than $2.5 billion of worldwide revenue from product innovationswell exceeding projected targets for the yearand the robust pipeline of $4.5 billion will allow for continued growth over time.

Promising entity of the company Whirlpool Corporation is committed in building products that consumers around the world can rely upon to meet their daily needs. This commitment to quality begins in the concept stages and continues throughout the lifetime of the appliance. The result of these efforts is a sustainable and competitive advantage for the company. Globally, Whirlpool Corporation manufactures products using principles of lean manufacturing and operational excellence to ensure continuous improvement of processes and to produce products that meet the company's high-quality standards.

At Whirlpool, there is a constant focus on seeking out new and unique ways to improve the function, performance and sustainability of their products.

The ring of promise circling the Whirlpool Corporation logo The ring around the whirlpool logo clearly shows how the company encompasses with a promising nature in developing a individual customer loyalty with its services .

Building the Corporate Brand

The Whirlpool corporate brand has a history dating back to 1911. The company has steadily expanded its product line, revenues, and global footprint for more than five decades, evident by milestone returns from $1 billion in 1968, to $2 billion by 1978, to $6 billion by 1989, to the $13 billion reported in 2004. The corporate mission has also remained focused over time, demonstrated by mantras such as Unmatched customer loyalty the core of our strategy and Customer passion and lifelong relationships the focus of our business.

The corporate brand has also been built on a long history of design innovation, a safe and diverse employee environment, customer-centered manufacturing, and a spirit of social responsibility. In fact, the depth of the companys commitment to multiple social efforts is evident by a six-year inclusion of Whirlpool on the 100 Best Corporate Citizens list published by Business Ethics Magazine. The company boasts an impressive set of accomplishments that foster these commitments: The implementation of Operational Excellence, Whirlpools custom version of the Six Sigma program, improves quality while lowering costs and shortening cycle times. This program helped Whirlpool leverage its global manufacturing experience to save $175 million in manufacturing costs in its first three years of use. Whirlpools commitment to innovation was recognized in 2002 with a National Design Award for Corporate Achievement from the Smithsonian Institution. Whirlpool is a six-time winner of the ENERGY STAR Partner of the Year award from the U.S. Environmental Protection Agency (EPA) and Department of Energy, demonstrating the companys commitment to environmental protection. More than 3,500 Whirlpool employees are involved in a five-year, $25 million commitment to Habitat for Humanity International. The partnership has provided more than 65,000 appliances to Habitat homes built in North America. In addition, Whirlpool has raised over a million dollars to support the fight against breast cancer through the Cook for the Cure program, sponsored by KitchenAid. Over 90 years of history gives Whirlpool an extremely valuable asset: a corporate brand that communicates innovation, consumer-driven research and development, and excellence in design and performance. Injecting these principles into internal and customer-facing business processes enables the company to invoke a consistent set of emotional responses from consumers including trust, uniqueness, and most important, loyalty.

Product Range The product range covers a wide variety of products from Refrigerators to Fabicare; from AirCon to Water Purifiers and also Microwaves to UPS.Following is the product range of Whirlpool Of India Limited. Refrigerators Washing Machines Dyers Microwave Water Purifiers

Strategy execution:

The main strategy of the whirlpool is building strong brands which has a loyal consumer base. Whirlpool is trying to build trustworthiness of the customer and lead the customer life easier. Whirlpool mailnly does lot of work contributing in building unmatched levels of loyalty to their brands through lifelong relationships with the customers.

Whirlpool is committed to create the brand value using various strategies such as focusing on innovation, cost productivity, product quality and consumer value. Whirlpool always had a continous effort to improve its global operating platform to ensure the position of the best-cost and best-quality appliance manufacturer worldwide. The company is maintaining a strong supply chain to better deliver products in trading customers and consumers. The benefits of these actions today through a stronger network, increased efficiencies and timely deliveries. Now and then, even in the future the whirlpool focus is not simply on producing products but more on the innovation and customer perception in creating them. Its major focus is always on maximizing the benefits of their worldwide network of resources, which is

unmatched in the industry. They are creating better, more innovative products that improve consumers' livesin and around the homeeach and every day. The company is always committed in being an agile, global consumer products company that creates value through their brands and innovations. With their compelling and growing brands, fueled with innovation, the company always attracts and retain loyal customers for life.

GLOBAL SCENARIO OF WHIRLPOOL

COUNTRY NORTH AMERICA -No. 1 position in the industry -$7.9 billion of sales -$810 million of operating profit -Approximately 31,000 employees United States KitchenAid, Whirlpool, Roper by Whirlpool Corporation, Estate, Gladiator Canada Inglis,Whirlpool, KitchenAid Mexico Whirlpool, Acros, Supermatic, Crolls KEY STATS BRANDS LOCATIONS Headquarters: Benton Harbor, MI Manufacturing Locations: United States Laverne, TN; Findlay, OH; Marion, OH; Greenville, OH; Clyde, OH; Benton Harbor, MI; Evansville, IN; Fort Smith, AR; Tulsa, OK; Oxford, MS Canada Montmagny, QC Mexico Monterrey Operations Center: Comerio, Italy Manufacturing Locations: France Amiens Germany Neunkirchen, Schorndorf Italy Naples, Siena, Cassinetta, Trento Poland Wroclaw Slovakia Poprad South Africa Isithebe Sweden Norrkping Headquarters: Hong Kong, PRC Manufacturing Locations: India Faridabad, Pune, Pondicherry China Shanghai, Shunde Whirlpool

EUROPE - No. 3 position in Western and Central Europe _ $2.7 billion in 2003 sales _ $124 million in 2003 operating profit _ Approximately 14,000 employees Whirlpool, Bauknecht, Ignis, Polar, Laden in France, KIC in South Africa

ASIA

Leader among Western companies, with No. 1 market position in India _ $416 million in 2003 sales _ $7 million in 2003 operating profit _ Approximately 5,000 employees

Whirlpool

CHAPTER 3 RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY To assess the customer satisfaction level

Proper understanding and analysis of the WHIRLPOOL INDIA LTD.

To study the brand image of WHIRLPOOL INDIA LTD.

Proper understanding of promotional tools prevailing in the company.

To suggest the ways to promote WHIRLPOOL INDIA LTD.

To know strength, weakness, opportunities and threat of WHIRLPOOL INDIA LTD.

The objectives of study is to gain knowledge about the marketing mix offered by the company The study focus Whirlpool and its competitors The study reflects the various marketing strategies adopted by Whirlpool.

2.1 Significance of study This study has an overview of Whirlpool Company or organization. This study gain knowledge about the company. This study focuses on over all industry. This study focuses on Whirlpool and its competitors. This study gives information about the competitors in the industry.

METHODOLOGY RESEARCH PROCESS: 1) DEFINE RESEARCH PROBLEM: The formulation of a general topic into specific research problem constitutes the 1st step in research process. Essentially two steps are involved in formulating the Research problem that is understands the problem theoretically and rephrasing the same into meaningful terms from an analytical point of view. 2) EXTENSIVE LITERATURE SURVEY: Once the problem is formulated a brief summary of it shifts the return down. It is compulsory for a research worker for writing a thesis for a PhD degree to write a synopsis {brief summary} of a topic and submit it to the necessity committee at this research board for approval at this researcher should undertake the extensive literature survey, i.e.: reviewing concepts & theories and reviewing previous research findings. 3) FORMULATE HYPOTHESIS: Hypothesis is tentive assumptions made in order to draw out a test its logical or empirical consequences. Hypothesis should be very specific & limited for a peace of research in hand because it has to be tested. Hypothesis provides a guide for researching which are limited to the area of research and to keep him on the right track. 4) DESIGN RESERCH: Research design is a conceptual structure with in which research would be conducted. Research design involves the following consideration:a) Means of obtaining the information. b) Availability & skill of the researcher & his staff. c) Explanation of the way in which selected means of obtaining information will be organized. d) Time availability for research. e) The cost factor relating to research.

5) COLLECTING DATA: There are certain ways of collecting the appropriate data which differ considerately in context of money, time, cost, & other resource at the disposal of the researcher. Data can be collected through primary resources & secondary sources Primary sources include data collection through surveys, Questionnaire, interview and observation. Secondary data can be collected through book, magazines, journals, business reports or internet. The researcher should select one of these methods of collecting data taking into considerations the nature of the investigation, objectives and scope of research. In form of primary data I have used questionnaire and in form of secondary data I have taken data from multiple sources. 6) ANALYSIS OF DATA: The analysis of data requires a member of closely related operation such as establishment of faculties, application of these facilities to draw a data, to coding, tabulation and there drawing statistical inferences. The unwieldy data is classified data into sum purposely and usable categories. 7) INTERPRETATION & REPORTS: The process of interpretation explains the findings on the basis of some theories. The process of interpretation quite often trigger of new practices in which in return may lead to further researcher.

PRELIMARY PAGES

MAIN TEXT

END MATTERS

I) The Preliminary pages:We include topics titles, data, acknowledgement, list of tables, list of the content, list of graphs & charts if any given in the report.

II) The main text:It includes the interaction, summary of findings, main reports and the conclusion.

III) The end matters:It includes appendices, bibliography and index in case of published reports Data can be classified under the two main categories, depending upon the sources used for the collection purposes. i.e., Primary data and Secondary data. The validity and accuracy of final judgment is most crucial and depends heavily upon how well the data is gathered in the first place. The methodology adopted for data gathering also affects the conclusions drawn there form.

Primary data: Primary data are those data, which are collected by the investigator himself for the purpose of a specific enquiry or study. Such data are original in character and generated by surveys conducted by individuals or research institutions. Thus we can say that the data that is being collected for the first time is called primary data. Methods that can be used for collection of primary data are as follows: Direct personal observation: under this method, the investigator presents himself personally before the informant and obtains first hand information. This method provides greater degree of accuracy.

Telephone survey: under this method the investigator, instead of presenting himself before the informants, contacts them on telephone and collects information them.

Indirect personal interview: under this method, instead of directly approaching the informants, the investigator interviews several third persons who are directly or indirectly concerned with the subject matter of the enquiry and who are in possession of the requisite information. This method is highly suitable where the direct personal investigation is not practicable either because the informants are unwilling or reluctant to supply the information or where the information desired is complex or the study in hand is extensive.

Information received through local agents: under this method, the information is not collected formally by the investigator, but local agents, commonly know as correspondents, and are appointed for the different parts of the area under the investigation. They apply their own judgment as to the best method of obtaining information.

 Mailed questionnaire method: under this method, the investigator prepares a questionnaire containing a number of questions pertaining to the field of enquiry. These questionnaires are sent by post to the informants together with a polite covering letter explaining in detail, the aims and objectives of collecting the information, and requesting the respondents to cooperate by furnishing the correct replies and returning the questionnaire duly filled in. the success of this method depends upon the proper drafting of the questionnaire and cooperation of the respondents.

Questionnaire sent through enumerators: under this method, instead of sending the questionnaire through post, the investigator appoints agents know as enumerators, who go to the respondents personally with the questionnaire, ask them the questions given therein, and record their replies

Secondary data: When a person uses data, which has already been collected by someone else, then such data is know as secondary data. Secondary data should be used with extra caution since someone else has collected it for his/her use. Before using such data the investigator must be satisfied with regard to the reliability, accuracy, adequacy and suitability of the data to he given problem under investigation. Methods that can be used for collection of secondary data are as follows: Published sources: there are a number of national organizations and international agencies, which collect and publish statistical data relating to business, trade, labor, price, consumption, production, etc. these publications of the various organizations are useful sources of secondary data.

Unpublished sources: the records maintained by private firms or business house who may not like to release their data to any outside agency are know as unpublished sources of collection of secondary data.

Both Primary data collection methods and Secondary data collection methods have various advantages as well as limitations. Thus it would be prudent to use both these methods to ones advantage. Both Primary and Secondary data have been used in the thesis. More of secondary data has been used. Sampling: Sampling refers to the procedure by which some members of a given population are selected as representatives of the entire population. Types of sampling: Stratified sampling: A two step process in which the population is partitioned into subpopulations or strata. The strata should be mutually exclusive and collectively exhaustive in that every population element should be assigned to one and only one stratum and no population elements should be omitted. Next, elements are selected from each stratum by a random procedure, usually SRS A major objective of stratified sampling is to increase precision without increasing cost.

Cluster sampling: The target population is first divided into mutually exclusive and collectively exhaustive subpopulations or clusters. Then a random sample of clusters is selected, based on a probability sampling technique such as SRS. For each selected cluster either all the elements are included in the sample (one stage) or a sample of elements is drawn probabilistically (two stage). Elements within a cluster should be as heterogeneous as possible but cluster themselves should be as homogeneous as possible. Ideally, each cluster should be a small- scale representation of the population.

In probability proportionate to size sampling, the clusters are sampled with probability proportional to size. In the second stage, the probability of selecting a sampling unit in a selected cluster varies inversely with the size of the cluster.

Systematic Sampling: The sample is chosen by selecting a random starting point then picking every 1st element in succession from the sampling frame. The sampling interval, 1, is determined by dividing the population size N by the sample size n and rounding to the nearest integer. When the ordering of the element is related to the characteristics of interest, systematic sampling increases the representativeness of the sample. If the ordering of the element produces a cyclical pattern, systematic sampling may decreases the representativeness of the sample.

Simple random sampling: Each element in the population has a known and equal probability of selection. Each possible samples of a given size (n) has a known and equal probability of being the sample actually selected. This implies that every element is selected independently of every other element. Principle Procedure Number all units. Randomly draw units. Equal chance of drawing each unit.

Judgement sampling: Judgment Sampling is a form of convenience sampling in which the population element is selected based on the judgment of the researcher.

Test market Purchase engineers selected in industrial research Bellwether precincts selected in voting behavior research Expert witnesses used in court

Convenience sampling: Convenience sampling attempts to obtain a sample of convenient elements. Often, respondents are selected because they happen to be in the right place at the right time. Use of students, and member of social organizations. Mall intercept interview without qualifying the respondents. Department stores using charge account lists. People on the street interview.

CLASSIFICATION OF SAMPLING TECHNIQUES: SAMPLING TECHNIQUES

NON-PROBABILITY SAMPLING TECHNIQUE

PROBABILITY SAMPLING TECHNIQUES

CONVENINCE SAMPLING

SIMPLE RANDOM SAMPLING

JUDGEMENT SAMPLING QUOTA SAMPLING SNOWBALL SAMPLING

SYSTEMATIC SAMPLING STRATIFIED SAMPLING CLUSTER SAMPLING

CELEBRATORY ENDORSEMENT BY KAJOL & AJAY DEVGAN

Beautiful and Vivacious Kajol Like a fresh breath, Kajol wafted into the film world that thrived on predetermined codes of demeanor. She carries the halo of spontaneity. Kajol swept across millions of hearts with her energetic pace. Her vivaciousness and frisky persona proved contagious and singularly her own in the contemporary scene. Kajol has made a distinctive indent into the Hindi film industry. Though she has the girl next door image and is not as glamorous as the others in her field, Kajol is outstanding in her acting. The flexibility of her acting can be seen from the various characters done by this natural actress. She gives more attention to her acting than the financial success of a film. Kajol's eventful journey from 'Bekhudi' to 'Fanaa' shows the power of her versatility, sheer hard work and dedication towards art behind all of her roles. She doesn't give more importance to publicity or celebrity because she believes acting is purely a profession . Kajol has come to stay in the industry as a mainstream actress with an inimitable charm and liveliness coupled with the talent that renders eye-filling performances. Her reel life image is not diverse from her real-life image. She is as outspoken and lively as she seems in her characters in the films. Bold and beautiful-Kajol has won millions of hearts with her impish vivacity within a short span. No wonder then that Kajol is rated as superb among her generation of leading ladies.

On association with Whirlpool: "Whirlpool believes in providing world-class quality to its consumers. Whirlpool is a 'Perfect partner to the demanding homemaker' of today. Whirlpool's products are stylish, modern and contemporary with elegant looks and reflect the sense of pride homemakers take in choosing them for their homes."

The intense emotional hero Ajay Devgan Ajay Devgan, known more for his intense acting abilities carved a niche for himself as an actor. Ajay is one actor who has gained stardom on the merit of his performances, not based on Bollywood-style good looks. Earlier known as a dhishum dhishum action hero, Ajay shifted his image to a romantic lead, setting the trend with Ishq, a soft romantic comedy paired opposite wife- Kajol. The image became much prominent with Pyaar To Hona Hi Tha, bringing out his softer side. Then there was no looking back for Ajay. It became a habit for him to deliver emotional roles par excellence. Ajay was sky high with his looks, performances and the choice of films, which defined his characters. Ajay's popularity has increased in leaps and bounds with outstanding performances in recent films like Gangajal, Apaharan, Omkara. Ajay is rated as one of the best actors of the Indian cinema. Amitabh Bachchan once called Ajay Devgan the `Dark Horse' of the film industry. Yes, the Dark Horse is now winning races with regularity, leaving the more favored glamour breeds way behind. Ajay is most definitely one of the finest actors we have and definitely worth applause.

On association with Whirlpool: "Whirlpool brand has successfully emulated the dreams, aspirations and expectations of Indian home maker through the years. It symbolizes a relationship based on equality, love and romance, which is why I agreed to represent the brand," declares Ajay Devgan. " We are very pleased to be associated with Whirlpool the leaders in home appliances, he adds.

BRANDING Branding is more than just a business buzzword. It has become the crux of selling in the new economy. If the old marketing mantra was, nothing happens until somebody sells something, the new philosophy could be nothing happens until somebody brands something. In its simplest form, a brand is a noun. It is the name attached to a product or service. However, upon close inspection, a brand represents many more intangible aspects of a product or a service: a collection of feelings and perceptions about quality, image, lifestyle and status. It creates in the mind of the customers and prospects the perception that there are no products or services in the market that is quite like yours. In short a brand offers the customers a guarantee and then delivers on it.

IMPORTANCE OF BRANDING One of the truths of modern business is that there is almost nothing that your competitors cant duplicate in a matter of weeks or months. If you have great idea, You can be certain that somebody will copy it before long, and not only they will follow your lead, but they may also be able to do better job or sell the product or service at a lower price. The question then becomes, what competitive edge should we have to offer that cant be copied by anyone else? Creating a strong brand identity will build mind share- one of the strongest competitive advantages imaginable. As a result, customers will think of your business first when they think of your product category. A brand is the one thing that you can own that nobody can take away from you. Everything else your competitor can steal your trade secrets. Eventually, your patents will expire, physical plant will wear out, and technology will change, but your brand can go on and live. It creates a lasting value above and beyond all the elements of your business.

When should you brand? Because of the competitive nature of business today, nearly all the industries can benefit from branded products. All of the traditionally brand-conscious including fashion, restaurants and consumer goods, are being forced to brand heavily- perhaps even more strategically then they ever have in the past. Financial services, which were one of the last effronteries, are even beginning to see the importance of branding by tagging banking packages and even mutual funds with catchy names. Even industrial market, where the cost is usually more of loyalty building factor, has seen brand names creep in. What goes into the brand? If your product is new and unique. There is no preexisting biases towards him product or service; it will be easy to manipulate customers attitudes. More often, your product or service will have been in existence for a while and have direct competition. And if it is does not, it will probably soon will. Therefore, products that may be roughly equivalent in terms of their features need have a brand identity that will impact consumer choice. Brand identity is comprised of: PRICING: A component of value; higher prices may signify to consumers higher quality and lower prices may suggest decreased value. DISTRIBUTION: Availability; limited distribution of a product or service may imply exclusivity to discerning consumers. QUALITY: Which impacts satisfaction; obviously, higher quality will translate to more satisfied customers who come back again and again to purchase your offerings.

PRESENCE: Prominence in the paid & unpaid media; products and services with a high profile market presence will lead to brand recognition and increased sales.

AWARENESS: Top off mind awareness, residual awareness and recognition, which are directly related to presence; the higher your offerings awareness the better your sales results will be. REPUTATION: Enduring public opinion of brand character, which is built over time and difficult to change once established. IMAGE: Perception of brand traits or prototypical buyers; often represented by qualities the consumers relates to, like reputation, image is difficult to change once established. BENEFITS: Consumers may equate certain positive and negative consequences with use of your product or service these may be warranted or unwarranted. POSITIONING SILENCE: Differentiation is from the competition, which is established by a combination of all elements of the brand. SHARE OF MARKET: Increased market share is a direct result of a successful branding campaign. CUSTOMER COMMITMENT: Loyalty is built through long term branding and close consumer contact.

SWOT ANALYSIS

SWOT Analysis is a general technique which can find suitable applications across diverse management function and activities but it is particular appropriate to the early stage of strategy and marketing plan SWOT involves generation and recording of strengths, weaknesses, opportunities and threats concerning a task, individual, department or organization, it is customary to take account of internal resources and capabilities (strengths & weakness) and factors external to the organization (opportunities & threats). SWOT Analysis is an effective way of identifying your strengths and weaknesses and of examining the opportunities and threat. What makes it particularly powerful is that with a little thought, it can help you uncover opportunities that you are well placed to take advantage of. And by understanding your weaknesses, you can manage and eliminate threats hat would otherwise catch you unawares. More than this, buy looking at yourself and your competitors using the SWOT framework, you can start to craft a strategy that helps you compete successfully in your market.

The Whirlpool Corporation - SWOT Analysis company profile is the essential source for toplevel company data and information. Whirlpool Corporation - SWOT Analysis examines the companys key business structure and operations, history and products, and provides summary analysis of its key revenue lines and strategy. Whirlpool Corporation (Whirlpool) manufactures and markets a full line of major appliances and related products, primarily for home use. The company operates in North America, Europe, Latin America and Asia. It is headquartered in Benton Harbor, Michigan and employs about

67,000 people. The company recorded revenues of $17,099 million during financial year ended December 2009 (FY2009), a decrease of 9.6% as compared with FY2008. The reason for decrease in revenues was primarily due to lower appliance industry demand. The operating profit of the company was $688 million during FY2009, an increase of 25.3% over FY2008. The net profit was $328 million in FY2009, a decrease of 21.5% as compared with FY2008. Scope of the Report - Provides all the crucial information on Whirlpool Corporation required for business and competitor intelligence needs - Contains a study of the major internal and external factors affecting Whirlpool Corporation in the form of a SWOT analysis as well as a breakdown and examination of leading product revenue streams of Whirlpool Corporation -Data is supplemented with details on Whirlpool Corporation history, key executives, business description, locations and subsidiaries as well as a list of products and services and the latest available statement from Whirlpool Corporation Reasons to Purchase - Support sales activities by understanding your customers businesses better - Qualify prospective partners and suppliers - Keep fully up to date on your competitors business structure, strategy and prospects - Obtain the most up to date company information available

CONSUMER BUYING BEHAVIOUR The main aim of marketing is meeting and satisfy target. Customers need and wants buyer behavior refers to the peoples or organization conductactivities and together with the impact of various influences on them towards making decision on purchase of product and service in a market. The field of consumer behavior studies how individuals, groups and organization select, buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple.The wealth of products and service produced in a country make our economy strong. The behaviour of human being during the purchase is being termed as Buyer Behaviour. Customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to Influences that change their mind at the last minute. A buyer makestake a decision whether save or spend the money.

Getting accurate responses from the respondents due to their inherent problems were difficult. They were partial, and refused to cooperate.

Since we did not had the privilege to work on a large scale, so many finding and recommendations may not be as much in tune with their ground realities as may be considered desirable.

Last but not the least, the time constraint faced in the project might have affected the comprehensiveness of its findings.

MARKET-LEADER STRATEGIES Market leadership is not simple for a firm. Other firms continually challenge its strength or try to take advantage of its weakness. The leader firm might become weaker against new entrants and rival firms. The leader can use one or a combination of three strategies.

1. Expand the total market strategy The market leader firms can normally gain the maximum when the total market expands. The focus of the total market depends on where the product is in its life cycle.

2. Defending market share strategy When the leader tries to expand the total market size, it must also continuously defend its current business against enemy attacks. The leader firm must keep its cost down, and its prices must be consistent with the value that consumer see in the product. (a)Position defense

This strategy involves pouring maximum firms resources into its current successful brands. To overcome a position defence an attacker therefore typically adopts an indirect approach rather than the hear-on attack that the defender expects.

(b)Flanking defence This strategy both guards the market position of leading brands and develops some flank market niches to serve as defensive corner either to protect a weak front or to establish an invasion base for counterattack, if necessary.

(c)Pre-emptive defence This defence strategy maneuver involves the launching of an offence against an enemy before it starts an offence. E.g. TITAN launched more brands called Insignia.

(d)Counter-offensive defence This is to identifying a weakness in an attacker and aggressively going after that market niche so as cause the competitor to pull back its efforts to defend its own territory. The attacker has to deploy resources to this territory for defence.

(e)Mobile defence This involves the leader broadening and expanding its territories into new market areas by diversifying. The leader takes innovations works in both these direction. Diversification into related areas is used in mobile defence.

(f)Contraction defence

This strategy involves retrenching into areas of strength and if often used in later stages of a product life cycle or when the firms has been under considerable attack. Example HLL.

3. Expanding the market share strategy Market leader can improve their profitability through increasing their market shares. Market leaders are successfully at expanding their market shares like HLL, Procter and gamble etc.

MARKET CHALLENGER STRATEGIES: Defining the strategic objective. A market challenger must first define its strategic objective which is usually defined as an increase in market share. In essence, the challenger can choose to attack on any one of the types of firms: It can attack the market leader. This is a high risk but potentially high pay-off strategy that makes sense if the leader is not serving the market well. It can attack firms of its own size that are not doing the job and are underfinanced. It can attack small local and regional firms that are not doing the job and are underfinanced. 1. Frontal attack 2. Flank attack 3. Encirclement attack 4. Bypass attack 5. Guerilla attack

MARKET FOLLOWER STRATEGIES: A market follower must be careful about how closely it follows a leader and challengers. Too close an attack could result in a strong counter offensive by the leader. The three useful broad strategies are: 1. Following closely 2. Following at a distance 3. Following selectively

MARKET NICHERS STRATEGIES: Successfully market-niches own their success to using one of these strategies to gain solid market presence. Market niches must develop specific tactics to implement their strategic choice to enable them to become market specialist. The nicer can play a role of specialist in the following ways:

TYPES OF MARKETING STRATEGIES:

(A)Rivalry strategies

Offensive strategy

This is a strategy for the market leader and concerns attacking the competitors as the basic stance. By introducing new products and services which makes existing one obsolete, the leadership position can be strengthened and competitors may always be left struggling to catch up.

Remarketing strategy A marketer withdraws a product that is enjoying a good demand and positioning .it demarked the product through a conscious manipulation and suppression of demand.

Remarketing strategy Due to certain reasons, a product with losing demand is brought back to life and remarketed in the same name and style or in a changed name and style. A repositioning of the product or modification in the market mix often constitutes the broad components of a remarketing strategy.

(B)GROWTH STRATEGIES 1. Growth strategies for existing markets:-

(a) Market penetration. Penetration strategy aims at increasing sales of existing products in the current markets. Market penetration is achieved by increasing the level of marketing efforts or lowering prices. (b) Product development. It involves the development of new products for existing in order to: --meet changing customer needs and wants. --match new competitive advantages. --get the advantage of new technology. --full fill the requirements of new market segment. Product development may be useful in motivating the firms

2. Growth strategies for new markets. (a) Market development. The market development strategy an effort to bring current products to new markets. Usually, management uses this strategy when existing markets are stagnant or when increase in market share is difficult to achieve because market shares are already very high or because competitors are very powerful. (b) Market expansion. A market expansion strategy involves moving into new geographic market areas of the country. In todays business environment, companies are likely to expand their markets internationally to achieve large sales and profit growth. (C)Consolidation strategies: (a)Retrenchment. When a firm reduces its commitment to its existing products by withdrawn from weaker market s. It is said to be indulging in retrenchment. It is pursued when a firm has experienced uneven performance in different markets. This usually takes the forms of an operating turnaround strategy.

(b) Pruning. Pruning occurs when a firm reduces the number of products offered in a market. In effect, pruning is the opposite of product development and occurs when a firm decides that some market segments are too small to serve (c)Divestment. It occurs when a firm sells off a part of its business to another organization. It happens when a firm is taking itself out of a product line and out of a particular market.

Marketing Mix Of Whirlpool Product:

In India, refrigerators and other home appliances were long known before the 1990s; but whirlpools products stand out for innovative approaches to specificIndian contexts, and for a focus on customer relevant technology. One of its earliest product-innovations specifically addressed the sizeable segment of customers who bought smaller sized refrigerators. Whirlpool realized that a customer who bought a small capacity refrigerator would probably require greater flexibility and options instorage. Therefore, it introduced the Flexigerator, a refrigerator with adjustable and drop-down shelves that gave unprecedented space options to customers. Again, Whirlpool realized that Indians have a propensity to store much larger amounts of water than most other cultures. Therefore, Whirlpool introduced shelves that could take 1.5 liter bottles, on specially strengthened doors. Subsequently, Whirlpool introduced its Ice magic refrigerators which made ice faster than other brands.In washer products, Whirlpool was again the first to come out with a Combimatic a single tub semi-automatic washing machine that did away with the hassle of shifting clothes from one tub to another. Whirlpool has a wide product portfolio ranging from air-conditioners to microwaves.Whirlpools future products will be designed as an environmental friendly product in accordance to customer expectations

PROMOTION:
Whirlpool's promotion strategy has introduced unique values in the home appliance market. As recently as the early 1990s, most consumer durables were promoted just as desirable accessories, and the purchase decision crystallized through the male breadwinner in the Indian family. Whirlpools promotions broke new ground with reference to each of these longstanding premises in the Indian consumer market. Whirlpool created its marketing position around the tagline, You and WhirlpooL Based upon this premise, Whirlpools promotionsencouraged and helped women to consciously identify themselves as the realhomemakers in the family. This strategy also took Whirlpool to the core of every home,as envisaged in the mindset of customers, thereby enabling instant connection withthe brand. In the process of establishing such an emotional connects with the customer. Whirlpools strategy of reaching out to its customers in unique ways was followed even in media .It changed the media trend for consumer durables advertising in India, which hitherto was heavily skewed towards print. Whirlpool was the first home appliances brand to orient its promotions towards television advertising.

PRICE:
Whirlpool India Ltd. has changed its strategy from being a premium-player to a Mass - player. Whirlpool has been concentrating on becoming a brand for the mass - market and hence has introduced its products in all price categories. In order to increase their profit, they try to reduce their cost. Some of their actions are they closed several plants and streamlined organization in several group.Knowing the market well, structuring the elasticitys and keeping an eye on competitors by whirlpool has implemented a customer-centric strategy that focuses on making

sure their products are appropriate for the Indian consumers. Different versions of their products are priced differently, but not according to differences in their costs. Whirlpools bigger success has been in the full in the fully automatic segment.

PLACE:
Whirlpool aims at globalization to obtain more market share in homeappliance industry by expanding globally. In Asia, where considerable perceived profit is locate. Asia is a promising market with great potentiality, where the population is huge while the labor is cheap compared with Europe and North America. Whirlpool put more efforts on its major markets (Europe, North America) to ensure its market position and profit, meanwhile, the investment in new market to support the globalization strategy should be undertaken cautiously and strategically according to the economy and resource condition and related cultural issues.Asia, Europe, Latin America and North America are the most profitable market for where Whirlpool is operating. Whirlpool India is also one of the largest exporters of home appliances from India. Godrej have three World class factories manufacturing a wide range of Refrigerators and Washing Machines .Their appliances are exported all over the globe from Australia & New Zealand in the East right up to Central America and the Caribbean islands in the West. Apart from World Class factories, Whirlpool has also set up its Global Product Development Centers in India where hundreds of engineers and technicians are working round the clock, developing product designs for the entire Whirlpool world.

WHIRLPOOL: In the process of establishing such an emotional connects with the customer, Whirlpools promotions have also generated memorable campaigns. Foremost among these is the Whirlpool, Whirlpool audio refrain, which is the hallmark of all audio-visual communications for this brand. Whirlpool has also created many memorable taglines for specific products, such as Ice, ice baby for refrigerators, and Mummy ka magic chalega kya? for washing machines which have become part of the colloquial market-speakin the country.

Whirlpools product mix

Refrigerators

Washing machine

Microwave

Ups

Direct cool Frost Control Frost Free Fusion 24 Premier Professional 410 liter

Semi Automatic Fully Automatic White Magic 800H

Solo Grill Convection Magic Cock 22c Jetchef

Sin Wave Hups Sin Wave Platinum Silver Series Elanta Hups Gold Series

Customer Satisfaction Survey The company conducts customer satisfaction survey for strengthens relationship with the customers. This will help the company on two ways: Firstly, it will let the company know where it lacks, how it could be rectified.

Secondly, it make the customers make them feel that they are important for the company and lastly in assessment of the sales executives performance MARKETING MIX

PRODUCT: Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns

PRICE: List Price Discount Allowances Payment credit terms

PROMOTION:

PLACE: Channels Coverage Transport Assortment Location Inventory

Sales Promotion Advertising Sales Force Public relation Direct marketing

PRODUCT: Product is the most basic marketing mix tool. It is the tangible offer to the market. A Product can be anything that satisfies a need or wants in exchange for some form of payment {where the payment may sometimes be benefits other than money}.

PRICING:

All profits organizations set prices on their or services. Prices go by many names: Prices are all around us. You pay rent for your apartment, tuition for your education and a fee to your physician or dentist. The airline, railways, taxi, and bus companies charge you a fare; the local utilities calf their price a rate; and the local bank charges you interest for the money you borrow. The prices for driving your car on Floridas sunshine Parkway are a tool, and the company that insures your car charges you a premium. The guest lecture charges an honorarium to tell you about a government association. Clubs or societies to which you belong may make a special assessment to pay unusual expenses. Your regular lawyer may ask for a retainer to cover her services. The prices of an executive is a worker is a wage. Finally, although economics would disagree, many of us feet that income taxes are the prices we pay for the privilege D making money.

Through most of history, prices were set by negotiation between buyers and sellers. Setting one prices for all buyers is a relatively modern idea that arose with the development of large- scale retailing at the end of the 19th century. R W. W- Tiffany and Co., John Wanamaker, and other advertised a strictly one price policy cause they carried so many items and supervised so many employees. Now, just one hundred years latter, the internet promises to reverse the fixed prim trend and take us back to an era of negotiated pricing, the internet, corporate re and wireless setups are linking people, machines, and companies auction sites like ebay.com and Onsale.com make it easy for buyers and seller and sellers to prices on thousands of item-from refurbished computers to antique tin trains, At same time new technologies allow

Sellers to collect detailed data about customer are buying habits, preferences even spending limits-so they can tailor their products and prices?

Traditionally, prices have operated as the major determinant of buyer choice. This is still the case in poorer nations, among poorer groups, and with commodity-type though non price factors have become more important element determining company market share and profitability. Consumers and purchasing agents have more access to price information and price discounters .consumers shop carefully, forcing retailers to lower m retailers put pressure on manufacturers to lower their prices. The result is a characterized by heavy discounting and sales promotion.

Price is the marketing mix element that produces revenue; the others produce costs price is also one of the most flexible elements; it can be changed quickly unlike features and channel commitments. At the same time, prices competition is the number one problem facing companies. Yet many companies do not handled pricing well Nat common mistake are these: Pricing is too cost-oriented; prices is not revised often to capitalize on market changes; Prices is set independent of the rest of the marketing mix rather than as an intrinsic element of market- positioning strategy; and prices is not varied enough for different product items, market segment, and purchase occasion.

Companies handle pricing in a variety of ways. In small companies, prices are often set by the companys boss. In large companies, pricing is handled by division and product- line managers. Even here, top management sets general pricing objectives and policies and often approves the prices proposed by lower levels of management. In industries where pricing is a key factor (aerospace, railroads, oil, companies), companies will often establish a pricing department to set or assist other in determining appropriate prices. This department reports to the marketing

department, finance department other that exert an influence on pricing include sales manager, production manager, and accountants PROMOTION

SALES PROMOTION:

Sales promotion is a key ingredient in marketing campaigns. We define it as follows: Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy sales promotion includes tools for consumer promotion ( samples, coupons, cash refund offers, prices off, point-of-purchase displays, and demonstrations); trade promotion (prices off, advertising and display allowances, and free goods); and buses and sales force promotion (trade shows and conventions contests for sales reps, and specially advertising).

Sales-promotion tools are used by most organizations, including manufactures, distributors, retailers, trade associations, and nonprofit organizations. Churches, for example, often sponsor bingo games, theater parties, testimonial dinners, and raffles. A Decade ago, the advertising-tosales promotion ratio was about 60:40. Today, in many consumer-packaged-goods companies, sales promotion accounts for 65 to 75 of the combined budget. Sales promotion expenditures have been increasing percentage of budget expenditure annually for the last two decades. Several factors contributes to the rapid growth of sales promotion, particularly in enter

markets. Internal factors include the following: promotion is now more accepted by top management as an effective sales tool; more product managers at, qualified to use salespromotion tools; and product managers are under greater pies. Sure to increase current sales.

External factors include the following: the number of brand has increased; competitors use promotions frequently; many brands are seen as similar; consumers are more prices oriented; the trade has demanded more deals from manufactures; and advertising efficiency has declined because of rising costs media clutter, and legal restraints. The rapid growth of sales-promotion media has created a situation of promotion clutter similar to advertising clutter. Consumers might start tuning out; in which case coupons and other promotion media will weaken in their ability to trigger purchase, manufactures will have to find ways to rise above the clutter-for instance, by offering larger-redemption values or using more dramatic point-of-purchase players or demonstrations.

Purpose of Sales Promotion:

Sales-promotion tools vary in their specific objectives. A free sample stimulates can. Summer trial, whereas a free management-advisory service aims at cementing a term relationship with a retailer.

Sellers use incentive-type promotions to attract new tries are of threat types-users of another brand in the same category, users in other categories, and frequent brand switchers. Sales promotions often attract the brand switchers, because users of other brands and categories do not always notice or act on a premiums. Brand switchers are unlikely to turn them into loyal users. Sales promotions used in markets of high brand similarity produce a high sales response

in the short run but little permanent gain in market share. In markets of high brand dissimilar, sales person motions can alter market shares permanently.

Today, many marketing managers first estimate what the need to spend in trade promotions, then what they need to spend in consumer promotion. Whatever is let they will budget for advertising. There is a danger, however, in letting advertisement fast a back seat to sales promotion because advertising typically acts to build brand loyalty.

But the question of whether or not sales promotion weakens brand loyalty, subject to different interpretations. Sales promotion, with its incessant prices oh coupons, deals, premiums, and blaring quality, may devalue the product offering the buyers minds. Buyers learn that the list price is largely a fiction. But before3 jumping to any conclusion, we need to distinguish between price promotions and added value promotions.

Advertising:

The automobile servicing centers need to advertise and non for this purpose, they need to take a decision in the face of their budget. We cant negate that even the small servicing centers may advertise through print media. The local newspaper and print materials are found sensitive for the automobiles servicing centers. This would even be economic to advertise in the local newspapers or take support of leaflets and pamphlets to be inserted inside the newspapers. The main thing is to inform the users regarding the nature of services offered to them. The leading servicing centers would also find local advertisements suitable since the main task is to inform to the users and prospects regarding the services. Thus we find print media economic as well as effective, especially for the automobile servicing centers. In addition, they can also

advertise through the broadcast media if the transmission station is locally available. So far as the telecast media is concerned, it is more expensive and we even dont find it essential to take support of this media.

PLACE THE PLACE MIX:

In this component of the marketing mix, we found on the processing of services. This makes it essential that the employees working there are not to generate a gap. They are required to be efficient, prompt and aware of the behavioral management. Since a number of factors influences the level of efficiency vis--vis the quality of services, it is essential that all the related factors are managed carefully. The technology is used in the process, the tools required for services and the personal, specially the skilled labour need a priority attention. The main thing in the place mix is the right processing of services to the ultimate users.

Another important aspect in the very context is the location point for establishing the servicing centers. The automobile servicing centers are required to go through a no. of factors, such as easy accessibility, good quality of roads, the problem of traffic congestion, scope for further development and expansion, the problem of environment and noise pollution or so. The locational factors determine the quality of services made available by the automobile servicing centers. The availability of adequate supporting infrastructural facilities increases the level of efficiency of the servicing centers. In case, they are not supposed to select a place where the users find it difficult to reach in the late we find the problem of theft especially of small motors vehicles. In addition, they also need to think about the problem of pollution. If the centers are close to the cities prescient or in the cities precincts, the problem of pollution would crop up. Thus he automobile servicing centers are required to select a place which is found environment-friendly and therefore a place close to the cities with a big space would be suitable for them. It is pertinent to mention that the places should not be close to the schools of children. While selecting a suitable place, the automobile servicing centers need to make it sure that a spacious road is connected to the centers.

The big centers should be close to the cities whereas the small centers can be located even in cities percent. They have to make necessary arrangement so that the problems related to traffic and pollution is countered successfully by developing plantation in the available space. In addition, they need to clean the towns and cities. The light and ventilation facilities at the centers should be adequate. The shopping complex should be close to the centers where as least the spare parts and light refreshment facilities are available.

LIMITATIONS OF THE STUDY The following are the limitations of the study: The sample size was small and hence the results can have a degree of variation. The response of the employees in giving information was lukewarm. Organizations resistance to share the internal information. Questionnaire is subjected to errors.

LIMITATIONS 1) Time constraint- the duration of training was short, due to which it was difficult to collect data. 2) Another constraint has been geographical area, which is confined only to BHEL Power Sector. 3) Normally employees hesitate to disclose the information. 4) Individual biasness is their among employees.

LIMITATIONS Though the present study aimed to achieve the above-mentioned objectives in full earnest and accuracy, it was hampered due to certain limitations. Some of the limitations of this study may be summarized as follows: Getting accurate responses from the respondents due to their inherent problems were difficult. They were partial, and refused to cooperate. Since we did not had the privilege to work on a large scale, so many finding and recommendations may not be as much in tune with their ground realities as may be considered desirable. Last but not the least, the time constraint faced in the project might have affected the comprehensiveness of its findings.

QUESTIONAIRE Q1. Have you purchased any consumer durable during Exhibitions?
35 30 25 20 15 10 5 0 YES NO 33

17 Sales

FINDING 66% of Customers have not purchased any consumer durable from exhibition and Only 34% people have purchased. It shows that consumers are coming in the exhibition for knowledge of product and also they want to know that weather there is actual price difference in exhibition and shop or not.

Q.2While purchasing consumer durable which parameter influences you?

14 12 12 10 10 8 8 6 4 2 0 PRICE PRODUCT FEATURE BRAND SERVICE DURABILITY Sales 9 11

FINDING .16% of customer gives importance to price. So it shows that Indian consumers are very price sensitive. They give more importance to price over the brand whereas 20% give importance to brand. So price and Brand matter a lots for the costumers. And they are also want best brand in best price and durability18% because Service is also a big factor for the customer they are less interested in the durability.

Q3. From where you prefer buying consumer durables

9 8 7 6 5 4 3 2 1 0 EXHIBITIONS CO.SHOPPE SHOWROOM 1.4 Sales 3.2 8.2

FINIDING A majority of customers prefer to buy from showrooms. Very less proposition of customers buys from Exhibitions 11% customers are prefer to by from the showrooms because the showrooms are more convenient to customers they also think that these shops give more discounts. People are less interested to buy from the exhibition they only visit the exhibition for price quotation of the product and the comparison of the product.

Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of following reasons.
18 16 14 14 12 10 10 8 6 4 2 0 ATTRACTIVE PRICE SERVICE DEMONSTRATIONS OFFERS Sales 13 17

FINDING Customers buy from showrooms because of the service and convenience. There are two main factors. 1.Customers are preferred to buy from the showroom because of they think that these convenient store may provide good after sell service. 2. Customer also thinks that there is more chance to bargain and they can get more discounts in these showroomsand Price also a factor that attract the customer in these showrooms.

Q.5. How frequently you change your consumer durables?

40 35 30 25 20 15 10 5 0 1-3 YRS 3-5 YRS 5-10 YRS 9 7 Sales 34

FINDING Customers prefer to change consumer durables within 3-5 years as 18% customers do not change their consumer durable within 10 year. It represent that Indian consumer prefer to change their consumer durable frequently.

Q.6.Do you prefer any financing scheme to purchase consumer durables?

40 36 35 30 25 20 15 10 5 0 YES NO 14 Sales

FINDING Majority of customers usual prefer financial scheme as a result 72% of the consumer prefer to have financial scheme whereas 28% of the consumers says no

Q-8 Are you aware of warranty period of the products?

35 30 25 21 20 15 10 5 0 YES NO Column1 29

FINDING 58% of the consumer agrees to the fact that they are aware of the product warranty period where as 42% of the consumers says that they are not aware of the warranty period of the products.

Q-9 Do you know which product parts are under warranty?

30 25

28

22 20 15 10 5 0 YES NO

Sales

FINDING 56% of the consumers feels that they have knowledge that which products parts are under warranty whereas 44% says that they dont have knowledge.

Q-10 whether you are satisfied with after sales service of whirlpool?

35 30 25 20

32

15 15 10 5 0 YES NO CAN'T SAY 3

Sales

FINDING 64% of the consumers says that service man come as prompt as said by them whereas 30% says no and 6% consumers cant say about this.

Whirlpool Ahead of competitors Whirlpool doesnt take any company as competitor to it. According to the global market survey there are 3 major competitors LG, VIDEOCON, G.E. In comparision with the competitors Whirlpool is always a step ahead in taking the first advantage of innovative production. It is always been the one who is in concern with the environmental factors in its production patterns Localization of products specific to every lifestyle considering every group as a unique entity Building of unmatched customer loyalty Any of its competitors like L.G, VIDEOCON,G.E have not followed these strategies as whirlpool did. Suggestions of the day : Improvement in the visual perspective of the product ( the outer look of the product) . Create a premium niche experience for few products which fit into that category. Design of strategies in grabbing market from the upper middle class

Conclusion: Nearly five years ago, Whirlpool Corporation set out on a course to reach the homes and hearts of customers around the globe. By listening intensely to their customers, understanding their needs and desires, and creating innovative solutions that meet and exceed those needs, Whirlpools organizations worldwide are building unmatched levels of customer loyalty to the brands. Its about innovation, eco efficiency and the consumer The driving and the major elements the company considers are the Innovation Eco friendly in nature Consumer In this present world and in this emerging scenarios of business whirlpool has exactly aimed on the aspects which it has to be. Through increased speed to market and international project teams, were changing the way we do business. Time being the major concern for any person in the world the company has attained a beautiful place in establishing a standard of producing products and placing products delivering them on time when needed

I make quality products that help people express their personal styles

Personal belonging toward s anything is a major aspect for a human being in driving towards it interest in attaining it.so whirlpool has got its uniqueness in producing products according to lifestyles of individuals.

CONCLUSIONS In addition to suggestions and findings, this study also provides several scopes for further research, which will be addressed in the following paragraphs: (1) While the customer loyalty model validated in this study possesses good power for explaining repurchase intentions and referral behavior, only partial explanation of the construct of additional purchase intentions is achieved. As stated before, factors not contained in the model such as strategic outsourcing considerations can be assumed to affect the intention of customers to outsource additional logistics activities to the currently most important LSP. For this reason, future studies should explore additional determinants of this loyalty dimension. (2) Measurement model assessment revealed that the operationalization of fairness in this study does not achieve sufficient discriminance from other constructs, especially from trust and relational satisfaction. As there is a strong theoretical indication that fairness is important in customer loyalty considerations, further studies should modify fair-ness measurement model, e.g. by more strongly recurring to the concept of inequity. (3) Within this study, four relational characteristics were examined. In addition, analyses were conducted for a multitude of other contingency factors that are not included in the present study. Overall, however, no conclusive moderations were identified. Nevertheless, it may be assumed that customer diversity still has moderating effects on the formation of customer loyalty. The determinants contained in this study, however, capture rather general evaluations of relationships between LSPs and their customers, which may be too broad to be subject to moderating effects. For this reason it would be sensible to examine antecedents of the employed determinants, as moderating effects could surface when this level of detail is added to the analyses.

BIBLIOGRAPHY References: 1.Marketing research, G.C.Beri, Third Edition, Tata McGrawHill Publishing Company Limited, New Delhi, 2000 2.)Marketing management, Philip Kotler, Twelth (Millennium) edition, Prentice-Hall of India Private Limited, New Delhi, 2003 1. http://www.whirlpoolcorp.com 2. whirlpool annual report 2008.pdf 3.Implementing global marketing strategy.pdf Whirlpool Corporation 4. Building a House of Brands: Whirlpool Corporations Blueprint for Success.pdf 5. http://en.wikipedia.org/wiki/Whirlpool_Corporation

FINDINGS

20 % of the customers responded that their overall experience to accessibility and responses through Telephone is Excellent. Next 20 % says it is very good. Good being awarded by 40 % of the customer. Final 20 % is not so satisfied so they said that the service is fair

20 % of the customers responded that their overall experience to accessibility and responses through E-mail is Excellent. Next 20 % says it is very good. Good being awarded by 40 % of the customer. Final 20 % is not so satisfied so they said that the service is fair

19 % of the customers responded that their overall experience to ability to help resolve issue or need is Excellent. Next 21 % says it is very good. Good being awarded by 28 % of the customer. 24 % is somewhat satisfied so they said that the service is fair. 9 % is not satisfied with the service. 21 % of the customers responded that their overall experience with DHL clearance department is Excellent. Next 19 % says it is very good. Good being

awarded by 18 % of the customer. 38% is somewhat satisfied so they said that the service is fair. 5 % is not satisfied with the service.

11 % of the customers responded that their overall experience with DHL clearance department is Excellent. Next 31 % says it is very good. Good being awarded by 50 % of the customer. 5 % is somewhat satisfied so they said that the service is fair. 3 % is not satisfied with the service.

19 % of the customers responded they are Extremely Satisfied with the service. Next 25 % they are satisfied. Neutral is 22 % of the customer. 23 % is somewhat satisfied so they said that the service is fair. 3 % is not satisfied with the service.

64 % of the customer responded in favour of recommending DHL Express to others. On the other hand 36 % of the people say No to recommend DHL Express to others.

69 % of the customer responded in favour that loyalty towards DHL Express has grown stronger. On the other hand 31 % of the people say No that loyalty towards DHL Express has not grown stronger.

51 % of the customer responded in favour that DHL Express Values people & Relationships ahead of Short-term goals. On the other hand 49 % of the people say No that DHL Express do not Values people & Relationships ahead of Short-term goals.

ANNEXURE
Q1. Have you purchased any consumer durable during Exhibitions? Q.2While purchasing consumer durable which parameter influences you? Q3. From where you prefer buying consumer durables Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of following reasons. Q.5. How frequently you change your consumer durables? Q.6.Do you prefer any financing scheme to purchase consumer durables? Q-8 Are you aware of warranty period of the products? Q-9 Do you know which product parts are under warranty? Q-10 Does the service man come as prompt as said to you?

Customer care
Whirlpool is a world class electronic gadgets company that offers refrigerators, washing machines, water purifiers and microwaves for making home a great place to live in. Since long time Whirlpool has been serving people with good quality electronic appliances for kitchen and home. And they have the reputation of providing good quality electronic products required for usability in homes. Though there have been very rare cases of problems occurring from the electronic items, if ever one requires troubleshooting or learning anything about the product about its operations or other problems. You can take the help of whirlpool customer care services to learn about them. How to find the whirlpool customer care services at your city or location? If you have any question or concern about the assistance that you need from the customer care, just contact the customer care nearby your place to find information about them. It is very easy to locate the customer care of Whirlpool nearby you. Just log into the official website of Whirlpool and find the option of customer support. As you click the button, a page opens where you have to fill two options for support service - the region and the name of the city or town you reside by. After you have entered the right information in the column provided and entered, the source will offer you information about the customer care service, their address and telephone numbers. Besides the telephonic conversation and other support, you can also have online whirlpool customer care services. The online customer care services are meant for product registration, maintenance tips, product recall, troubleshooting any problem and inquiry about new products and services. You need to get more information about the products, just take help from the branch Product Help. The whirlpool customer care services offers you complete support and solutions to all the problems of common appliances from the brand and that too quickly. Before you ask any customer support for anything, it is justifiable that you read the manual of the product or appliance you brought properly. This will help you learn more about the product, its operations and other such things. The whirlpool customer care services also provide door to door services in case you cannot take the appliances to the service center. The servicemen would come down knocking at your door to do the service and thus help you get the appliance repaired immediately. You can make appointments with the whirlpool customer care services personnel online too. Just need to fill the online application form for the customer care service to know about your problem and location. They would soon send you people to look into the matter. The technicians of the Whirlpool are trained people in all the products of Whirlpool and they wont let you down. To make your Whirlpool appliances perform the best, please keep follow the instructions of operation of the appliances in the manual. You will see how the performances of the appliances get better and better and better day by day.

SEGMENTATION STRATEGIES OF WHIRLPOOL INDIA LTD.

Whirlpool has understood Indian market very closely and has been launching products as per the requirement of the customer from different segments. Whirlpool segmented the market mainly on the basis of price and capacity. Price has been kept keeping the needs and wants of the customer and product is designed such that it is feasible to every customer. Whirlpool has segmented its refrigerators under three segments. They are: Direct Cool, Frost Control Frost Free Direct Cool: It is the basic segment. The most basic product under this segment covers almost all the features of this segment except for modular shelves, all metal door and single metallic sheet body. The capacity of the refrigerators in this segment ranges from 180 Lts to 230 Lts. Refrigerators from this segment can serve a small family, small shops and can be used in offices where not much stuff is required to be stored. The price range of this segment starts from Rs. 8850/- toRs .12700/The base product of this segment is Masterpiece 19(180 Lts) with Unique Health Guard, Jumbo Bottle Rack and Thick Door Design. The highest product from this segment isGenius XL Premier(230 Lts) with Unique health Guard, Jumbo Bottle Rack, Thick Door Design, Chill Max and Modular Shelves features.