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PROJECT REPORT ON
“INDUSTRY ANALYSIS OF WASHING MACHINE
WITH SPECIAL REFERENCE TO COMPETITIVE
POSITION OF MIRC ELECTRONICS(ONIDA)”

CONTENTS
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INTRODUCTION

As we know, modern life is changing rapidly and only change is imminent and unavoidable in this universe; and
this human kind in the changed form of a consumer is not a king now but he has become an emperor. Now a
days, marketing is the core concept of any organization and this marketing activity turns around the consumer.
So present era can be termed as era of consumerism.
Said Charles dickens of French Revolution in A Tale of Two Cities, written 100 years ago: It was the best of
time; It was the worst of time. Today there are many blessings: extremely high productivity because of
mechanization and automation, the promise of computer and internet, the rapid growth of global trade, and the
end of the cold war. Human kind today has capacity to end the hunger in the world and to cure many epidemic
diseases.
Here in its full capacity the industrial innovators have done many more innovations to satisfy the needs of the
target segment and to meet their lifestyle necessities and washing machine is one of those innovations. Now,
life is quite busy, daily household works need some convenience, and washing machine provides this facility.
Washing machine as a consumer durable item was considered to be luxurious home appliance in India 10 or 15
years ago; but after the invent of new economic policy ,the scenario has been improved by many folds. Now it
has become a necessary goods in nuclear or service class family and the same thing is happening in middle-
class income group of India, which is now 300 million in number, approximately equal to the population of
U.S.A . So there is a great scope for this item in the changing way of consumer behaviour in India and realizing
this fact MIRC ELECTRONICS LTD.; a premier player in colour and black & white television has jumped into
the market of washing machine.
But we have already said that the scenario is quite different now and there is a tough competition in this
segment. Washing machine sales volume in India has crossed 1 million mark 1 year ago but it is also a point to
be noted there are so many established companies engaged in this market. Therefore, it has to compete with
them. For this purpose, company is taking many efforts as the part of their marketing strategy to promote its
product.
Selecting Mumbai as one of the business cities, MIRC ELECTRONICS started awareness creation by doing
various activities. Sales promotion consists of a diverse collection of incentive tools, mostly short –term design
to stimulate quicker or greater purchase of particular product by consumer or the trade. Sales promotion includes
tools for consumer attraction e.g. Free coupons, cash refund offers, discount, premiums, prizes, patronage
reward, free-trial, point of purchase display and live demonstration. Here company is looking Mumbai as a great
prospect because of capital city of to be proposed state of Vidarbha and as a leader in TV segment in this region.
 OBJECTIVE

The importance of this study in today’s marketing scenario is obvious; when the visible opportunity for the
market is very less due to tough competition. The 4 P’s given by the Marketing Guru Philip Kotler are not
sufficient to remain competitive in the market. Besides those 4 P’s one company must also bank on two mare P’s
and these are Pre-empt (to do something before your competitors do) competition and Pace. In today’s scenario,
being a big fish is not enough but being a bigger fish with faster speed is required to sustain. Here Mirc
Electronics is taking some extraordinary efforts to become a bigger fish in washing machine market in Nagpur
city. Here our aim is to study those efforts or strategy as termed in marketing field of the company. The points of
the study are-
➢ Strategy of the company for promotional activity
➢ Company’s pricing policy
➢ Company’s customer relationship management
➢ Awareness level of the product
➢ Impact of company’s policy on distributor/dealers
➢ Criteria seen by the dealers and customer for taking particular dealership and the product respectively

COMPANY PROFILE

PAST OF THE COMPANY

The company was establishment in 1981 as a private limited company called MIRC
Electronic Limited in Mumbai. Before that it was working under the name of Monica
Electronics having its main office in Delhi. It became the pioneer of electronics watches India 1977. In 1982,
India’s first Video Cassette is manufacture by MIRC Electronics Ltd.
India’s first monitor television was launched under the brand name “ONIDA” and Onida became the authorized
service center of JVC in India in 1983. In 1985 research & development department is established at Onida. In
1987, they have launched the stereo system & one separate international marketing division was established in
1988. After that the continuous launching of the new product was done until 1988. In 1989 they launched VCR’s
, in 1990 Air-conditioners & Black & White Televisions were launched , in 1991 they launched the training
school for service technicians also launched the VCR with auto head cleaner. In 1991, MIRC Electronic Ltd. has
launched the fully automatic machines and in 1992, they launched semi automatic washing machines. In 1995
they got the commencement of Wada plant, which was one of the best in Asia with all the sophisticated
machinery; also they got the ISO Certification. From 1996 they started launching different range of TV’s like
2100 series, KY series, Unique collection and 21” IQ CTV.
COMPANY MILESTONE-
1975 : Monica electronics in Delhi
1977 : Pioneering of electronic watches in India
1980 : India’s first “push button” dialer
1981 : Establishment of MIRC Electronics Ltd. In Bombay
1982 : India’s first Monitor TV. Onida becomes JVC’s authorized
service center in India.
1985 : Establishment of R& D unit at Onida
1987 : Launch of stereo systems, PCB plant –the only of its kind in
India starts operations, speaker plant commences operation
1988 : Establishment of one separate international marketing division
1989 : Launch of VCR’s
1990 : Launch of Air conditioners And B & W TV’s.
1991 : Launch of training school for services technicians first of its
kind in India
: Launch of VCR with auto head cleaner first of its kind in India
: Launch of automatic Washing Machines
1992 : Launch of semiautomatic Washing Machines
1995 : Commencement of Wada Plant
: One of the best in Asia with all the sophisticated machinery’s
: ISO certification is issued to MIRC Electronic Ltd.
1996 : Launch of 2100 series, KY and NV series of TV’s
1997 : Launch of UNIQUE collection of TV’s
1998 : Launch of 21” IQ CTV’s
2001 : Launch of various models of Semi and Fully Automatic Washing Machines ranging capacity from
3.5 Kg to 6.5 Kg
COMPANY PRODUCT RANGE
At present, the company offers different models of semi automatic and fully automatic Washing machines.
These different ranges of models are-
SEMI AUTOMATIC WASHING MACHINES-
ONIDA HYDROSHAKTI 3.5 KG
ONIDA HYDROSHAKTI 5.5 KG
 ONIDA ECOWASH 5.5 KG
ONIDA HYDROSHAKTI 6 KG
ONIDA HYDROSHAKTI 6.5 KG ( METAL BODY)
ONIDA HYDROSHAKTI 6.5 KG (FULLY PLASTIC BODY)
FULLY AUTOMATIC
SFL60 6KG
WASHING SYSTEM (without dryer)
LILIPUT 6.5 KG

Company Performance in the last few years

Period 1998 1999 2000 2001

No of months 12 12 12 12
Sales Value(Rs mn)
Audio Systems 31.4 15.3 4.1 1.1
Telivision 5029.4 6515.9 7506.9 6743.8
Video Casette Recorder/Player 52.8 20.9 8.5 1.7
Washing Machines 1.1 29.6 132.1 98.9
Others 111 304.1 321.1 306.6

Sales Volume(Units)
Audio Systems(Nos) 27553 11323 7947 766
Telivision(Nos) 799888 1068609 1191757 970607
Video Casette Recorder/Player(Nos) 8263 1785 1024 246
Washing Machines(Nos) 497 4204 18846 14782

Unit realisation(Rs per unit)

Audio Systems(Nos) 1139 1354 516 1405
Telivision(Nos) 6288 6098 6298 6948
Video Casette Recorder/Player(Nos) 6394 11687 8322 6955
Washing Machines(Nos) 2284 7035 7011 6689
QUALITY OBJECTIVE

The general objective of the organization is to achieve and sustain quality at competitive price in the domestic
and export market.
The product shall be designed and developed to meet the customers’ quality requirements including safety and
reliability.
Material supply and delivery shall be in line with stated specification with continuous efforts to improve cost of
procurement and reduce inventory level.
There shall be strict adherence to specifications and during manufacturing and inspection with emphasis on
statistical defect analysis and prevention in order to continuously improve operational in the order of cost of
manufacturing, quality and capacity utilization.
The sales distribution network and logistics shall be organized such that there is easy and timely availability of
the products to the customer while reducing working capital deployment in finished goods inventory and debtor.
There shall be constant endeavor to increase customer satisfaction by reducing field
failure rate, continuously and by providing timely and efficient after sales service.
Feedback continuously obtained from customers, both internal and external, shall be used
Employee shall be deployed with right competence while shall be continuously upgraded with training
programmes.

Product profile

Mirc Electronics Ltd. Has introduced washing machine with the latest feature and technologies at a cheaper
price. The washing machine manufactured is broadly classified as-
SEMI-AUTOMATIC
FULLY-AUTOMATIC

SEMI-AUTOMATIC MACHINE
Semi-automatic machines manufactured are available in different models according to its capacity and technical
feature. The types of machines are semi-automatic due to technical specification. Fuzzy logic operation is not
available in semi-automatic type.

1) HYDROSHAKTI—3.5 KG
The new Hydroshakti 3.4 kg is an aesthetically designed washing machine with galvanized powder coated steel
body that occupies little space. Its size might deceive for a moment. The unique Hydroshakti wash technology
gives clothes a powerful and superior wash.

FEATURE—
● Compact and space saver
● Detachable drain hose
● Strong and sturdy
 ● Twin timer
● Rust proof design
● Heavy duty design
● Liquid balancing system for effective spin drying
● Thermally protected motors

2) HYDROSHAKTI-5.5 KG

Hydroshakti 5.5 kg is very durable and of good quality washing system.

FEATURE--
● Unique 4-way wash system
●Up to 30% saving on detergent
● Galvanized powder coated steel cabinet for longer life
●Scrubber board
TECHNICAL FEATURES-
●High Ribbed Hydroshakti Pulsator-
The uniquely angled position of the high ribbed pulsator is in Onida
Hydroshakti. The our ribs and 20 fins in between empower the water with
tremendous force. It is almost like a miniature typhoon.
●Hercules wash motor-
This is powered by the improved 400 watts, 320-rpm ,Hercules motor and a
180 Watts , 1400 rpm spin motor.
●Spin tub-Stainless steel/enamel coated spin tub to prevent it from damp.

3) ECOWASH 5.5:-

According to the customer’s needs and preferences this machine is most economical in all respect by fulfilling
all the needs.
FEATURES-
Unique scrubber board
400 Watts wash motor
Advanced high ribbed pulsator
180 watt spin motor

4)HYDROSHAKTI 6.0:-

This is provided with Pulgitator technology.

Pulsator + Agitator = Pulgitator
Pulgitator wash technology makes this washing a unique buy.
FEATURES-
Galvanized powder coated steel.
Auto braking.
Power wash 400 watts of Hydroshakti motor.
4 way wash systems.

5)HYDROSHAKTI 6.5(XXL):-
This is available in two models
Plastic body
Metal body
A) PLASTIC BODY- Its cabinet is made up of fully plastic body that is having life long warranty.
Features-
Large capacity of 6.5 Kg
Rust proof fully plastic cabinet for longer life
Fine hair filter
1 + 3 pulsator
Mice proof design
B) METAL BODY - It is manufactured with two material metal and plastic outside cabinet is of metal and
inner body is plastic special painted cabinet integration technology makes this machine different from any other
. A steel outer case coupled with plastic inner tub makes it safe and reliable and promises a noise proof wash.
FEATURES
1 + 3 pulsator this unique mechanism directs the flow of water into each and every part of your clothes.
●Large capacity 6.5 Kg of pure washing pleasure
LILIPUT 6.5 KG WASHING SYSTEM(WITHOUT DRIER)
● Capacity 6.5 kg
● Weight 12 kg
● Motor 270 watts
●Gear Box
●Buzzer
●Rat Mesh
FULLY AUTOMATIC
A highly advanced washing machine that has minds its own! The thinking ONIDA pro fuzzy can select its own
wash modes most suitable for your clothes. With 6-Kg capacity and 1500 wash combination the ONIDA pro
fuzzy can handle any wash load and fight the stubborn stains.
FEATURES –
One touch fuzzy logic operation
Bio-soak wash course
Fast wash course
Mega pulsator wash system
Auto power off
Self-diagnostic features
Auto balance corrector
Water saver
Smooth ergonomically curved design

MARKETING RESEARCH PROCESS:-

Marketing managers often commission formal marketing studies of specific problems and opportunities; they
may request a Market Survey, a Product Preference Test, a sale forecast by region or an advertising evolution
Marketing research is the systematic design, collection, analysis and reporting to data & finding relevant to
specific marketing situation facing the Company.
Effective Marketing Research involves the five steps as shown in the figure.

1. Formulate the Problem 2.Determine information

needs & Sources

Conclusive Stage

5.Report & use

information

3.Design the research & 4.Process and

Collect the data analyze the data

Before making the research plan, the researcher should be very clear about the objective of conducting that
research. It should not be defined too broadly or too narrowly to him. The research design details the Procedure
necessary for obtaining the required information. The basic Purpose is to design a study that will help in
reaching out to our objective. It will help the decision maker for more accurate and balanced decision.
RESEARCH PROBLEM:-
It tries to sharpen and precise the mgt. Problem in hand. The research Problems covers in total the management
problem, but it focuses only one core issue, which is to be highlighted while carrying out the research. The result
out of the study would not only answer the research problem but also look into other issues, which were
highlighted while discussion.
The important tasks that are involved in the formulation of the problem are-
➢ Discussion with the decision maker
This is the most important part of the formulation of the research as it is done to help the decision
maker. Therefore, a proper discussion at regular intervals is must. The brainstorming sessions help in refining
the problem and understanding the context of the problem.
➢ Interview with expert: -
This gives an outsider an accurate view of the problem in hand. Here, the discussion was held with the
distributor and other persons.

SECONDARY DATA ANALYSIS:-

This is very much useful in formulation as well as analysis of the problem because it uses the output of research
already carried in this area. Actually in this case maximum emphasis was given on secondary data, as we are
studying company’s strategy prevailing now, and it can be gathered through established and well distributed
facts & information. We are not so much concerned with the primary data for what company is doing, as what
company is doing is secondary in nature itself.
Qualitative research:-
The other important step in the formulation of research problem is the use of qualitative research. All the issues
and especially some critical ones cannot be made quantitative. A qualitative research was done by visiting many
dealers informally , going to market and discussion with people. Actually this was done to know about the
impact of strategy adopted by the company. And the finding of the research has been shown in recommendation
part.
Environmental context:-
The whole problem then has to be viewed in the environmental context. That’s why a study on the industrial
scenario in the consumer durable sector was undertaken. It help’s in understanding the industry in which the
company is operating and the major factors affecting the industry.

METHOD0LOLGY:-
This section helps in giving a shape to the work outline. It indicates the general methodology followed
for the study.
The study would use a combination of qualitative as well as quantitative and primary as well as
secondary sources. The major study would be based on outcome of the session with executive of the company
and with the distributors/dealers.

DATA COLLECTION PORCEDURE:-

Data collection is a very important part of the project and the result or the whole study depends on the tools and
technologies used for data collection.
STAGE 1:- Data would be collected from the local newspaper advertisements or the internet. The first phase is
exploratory in nature, all the possible sources would be exploited to get the data.
STAGE 2:-Data is collected from company’s official and from distributors / dealers. The survey would be an
interview cum questionnaire schedule.

DATA SOURCES

SECONDRY PRIMARY

SURVEY
OBSERVATION

INTERNAL EXTERNAL INTERVIEW

SOURCES SOURCES
PERSONAL
INTERVIEW

TELEPHONE
INTERVIEW

GROUP
INTERVIEW
SALES RECORDS BOOKS

CREDIT RECORDS MAGAZINES IN-DEPTH

INTERVIEW
INTERNAL RECORDS JOURNALS MAIL SURVEY

FINANCIAL QUESTIONNAIRE
DATA

COMMERCIAL DELPHI
DATA TECHNIQUE

PRIVATE DATA
 PERIODICALS

STASTICAL
SOURCES

WEBSITE OF
COMPANY

DISCUSSION WITH COMPANY’S EXECUTIVE-

There views were taken regarding company’s present status in Nagpur city , their objective and what steps they
have taken so far to overcome the previous drawbacks.
What types of plans they are making to tap Nagpur market and Vidarbha region.
How much they give importance to customer relation management as their marketing strategy point of view.
What extra effort they are doing to generate awareness among the people .
What was the market situation in July 2001 (at the time of relaunching the product) and improvement has been
occurred so far after introducing the present strategy.

DISCUSSION WITH DISTRIBUTORS AND DEALERS-

How much they are satisfied with present schemes (regarding margin, timegiven
for payment, dealer enhancement scheme) .
How much do they affect the decision process of customer.(Please refer recommendation no-2).
What suggestion they would like to give to increase sales.
Their opinion about price, service, technology etc was also taken .

DISCUSSION WITH CUSTOMERS-

How much are they aware regarding the company’s product?
What they feel regarding the after sales service of the company (regarding the company of which they are
having the product).
Suggestion for the company (Mirc Electronics Ltd.) they would like to give on consumer point of view.
WASHING MACHINE: AN INDUSTRY ANALYSIS

OBJECTIVE:-
The study is conducted with the following objectives under consideration:
* To understand the evolution of the washing machine industry in India and to study the various factors
contributing to its growth viz. social, cultural, technological and economic.
*To examine the product profile of the industry and to study the structure of the market in terms of market
shares of different types of washing machine segments.
*To study the major players in the industry with their product mix, marketing strategies and highlight their
future plans.

1: GROWTH AND EVOLUTION OF THE WASHING MACHINE INDUSTRY IN INDIA:-

Washing machines made their mark in the Indian market in the eighties. Videocon was the first company in
India to introduce washing machines. Over the years, it has remained a market leader, with a overall market
share of 35% by adopting flexible strategies, which are modified as and when the need arises. Initially, the
challenge was to wean away homemakers from their traditional methods of washing clothes. But then, owing to
high prices, the market appeared to be limited only to upper income urban households. The 1990s saw a change
in the socio-economic scene in the country. Rapid growth, increase in the number of working women, changing
life styles and higher aspirational levels with exposure to satellite television and easy consumer finance meant
that demand for consumer goods rose phenomenally. Sales of semi-automatics outstrip those that in the fully
automatic segment. This has been due to a variety of factors, price being one of them. As semi-automatic
washing machines are cheaper than the fully automatic ones. The semi-automatic varieties are in the range of Rs
4,500 to Rs 10,500, fully automatics for Rs 13,000 to Rs18,000 and new generation fuzzy logic machines come
for above Rs18,000.Moreover fully automatic machines require continuous water supply (for each wash cycle,
the water is changed 2-3 times), which is a rarity in most Indian cities. However, the fully automatic machine
seems to be gaining market share on the back of a growing demand for fully automatic machines. As shown in
table 1.1while semi-automatic washing machines formed about 65% of the market share at the time of the study
conducted by Orient Paper Industries Ltd. (OPIL) and LG Electronics of Korea it was predicted that its share
would fall to 30% in the year 2005.
Table 1.1: Production Estimates analysis carried by OPIL and LG Electronics
Year Production(’000s) Fully-automatic(%) Semi-Automatic(%)
1994 450 30 70
1995 600 35 65
1998 1030 55 45
2000 1490 55 45
2002 1970 61 39
2005 3000 70 30

In India (just as in USA), top-loading machines (technically referred to as vertical or V-axis) account for 95% of
all machine sales (in USA it is 98%), unlike Europe where front-loading (H-axis) machines dominate. Problems
with bending, water leakage and child safety concerns work against H-axis machines.
 Washing machines sales by type Type %
Top Load(twin tub) semi-automatic 79.5
Top Load fully -automatic 14.8
Front load 5.7

According to the report now the total number of branded washing machines selling in India is about one million
and the current market penetration is about 3% the highest being 8% in the urban areas. It is estimated that the
automatic models will grow faster and the larger sizes will gain market share due to the reducing prices, rising
levels of disposable income and availability of consumer financing and also due to the increasing replacement
demand. However it is estimated that the 5-Kg will remain to be the largest selling segment as it suffices the
requirements of nuclear families.

Table 1.3: CIER survey of Market Growth Rates

Year Percent
1990-91-1996-97 22.8
1996-97-2001-02 17.2
2001-02-2006-07 15.0

It is evident from the table 1.3 that the market is growing at a decreasing rate but as seen in Table 1.4 that in
spite of the decreasing trend in market growth rates, the market in absolute terms is increasing and is expected to
grow in future also.
Table 1.4: CIER survey of demand for washing Machines

Demand: Past and Future

Year Numbers ( in Thousand )
1990-1991 210
1991-1992 260
1992-1993 310
1993-1994 375
1994-1995 450
1995-1996 600
1996-1997 720
1997-1998 860
1998-1999 1010
1999-2000 1190
2000-2001 1380
2001-2002 1590
2006-2007 3200
Table 1.4: CIER survey of demand for washing Machines
The washing machine market has expanded beyond expectations from around 450,000 machines in 1994-95; the
industry has recorded a rate of expansion higher than 20%. According to CIER Market Forecasts and Indicators.
This high rate of growth is attributed to
a) Relative low base and low penetration ratio in the past
b) Changes in the lifestyle of the expanding middle class
c) Expanding monetary incomes
d) Rising participation rate of women
e) Impact of TV advertising on mental makeup of women in particular and the urbanized
families in general
f) Thrust of the MNCs in the market with their global brands
g) The product upgradation

2: PRODUCT PROFILE:-
A washing machine is a domestic appliance powered by a fractional horsepower
(FHP) electric motor to wash clothes and household linen and dry clothes. The capacity of the washing machine
is determined by the weight of the dry clothes it can wash at a time and is expressed in kgs.

2.1 Segmentation : Washing machines can be segmented on the following bases-

2.1.1 Segmentation based on Functions:-
Washing machines can be classified as washers, semi automatic and fully automatic machine on the basis of
their functions.
* Washers: Washers are simple machines, which wash clothes but do not dry them. They are minimal in
functions and are mainly manufactured in unorganized sector. These are single tub machines and are very low
in price. These machines are becoming obsolete in the urban areas due to their inefficiency in performing certain
functions.
* Semi automatic or Twin tub: These machines have two tubs, washing tank and drying tank. They perform
more function than the washers but the sequencing and duration of each stage of the process like washing,
rinsing and drying operations have to be controlled manually. Clothes need to be physically transferred from one
tub to the other.

*Fully automatic: These are compact machines in which clothes are washed and dried automatically in a single
drum. Depending upon the type of fabric and total weight of the clothes the wash combination is selected and
the wash cycle is carried out automatically. Fully automatic washing machines require a continuous stream of
water for operating smoothly. Fully automatic washing machines can be further categorized based on the way
the clothes are loaded in the machine.
--Top Loading: In these types of machines, clothes are loaded from top. The advantage offered is that clothes
can be added or removed from the machine even when washing is in process. Majority of the machines available
today fall in this category.
-- Front loading: In these machines, clothes are loaded from the front. They are supposed to be superior in
temperate climates, and are typically used in tumble washing machines. Among the domestic manufacturers IFB
and Electrolux are the only one's with front-loading option.
* Fuzzy Logic: These are the most advanced machines, which work on the principle of fuzzy logic. They sense
the type of fabric and the dirt content on clothes and adjust the intensity of washing action accordingly. These
washing machines require a continuous stream of water for operating smoothly.
2.1.2 Segmentation based on the kind of Wash Action Washing machine can also be segmented on the kind of
washing action employed in the machine. Essentially there are three types of washing action, which are as
follows:
*Pulsator wash: The rotation of the motor driven impeller generates pulses which create strong turbulence in
water, helping the detergent solution to penetrate deep into the fabric. Pulsator wash is absolutely harmless to
clothes as water is used to brush against them.
* Agitator wash :This kind of washing action is somewhat akin to washing by hands since the agitator rubs
against the clothes like a brush.
*Tumble wash: The steel drum into which the clothes are loaded rotates clockwise and then anti clockwise.
Thus, the detergent gets to mix evenly ensuring a thorough wash. This action is considered most efficient in
temperate climate.

Table 2.1 The comparison of the three washing action on some parameters

TYPE PULSATOR WASH AGITATOR WASH TUMBLE WASH

Detergent Any detergent Any detergent Non foaming

Construction Simple construction Manufacturing is compel assembly,

of the machine complex on account many parts and
and lightweight of frequent subassemblies
reversal motion relatively heavy

Service Low and easy Medium Difficult to

maintain due to
complicated
construction
Water
Consumption Low Medium Medium

Example- BPL Sanyo Whirlpool IFB industries

2.2 Features Available in Washing Machines

Some of the features available in the washing machines are as follows-
*Wash combination: Many different types of wash combinations are offered which differ in intensities such as
gentle, normal and heavy wash suited for various fabric types.
*Hot wash cycle: The user has the choice of washing at temperatures ranging from room temperature to 95
degrees Celsius.
*Pre wash cycle: The user can remove major dirt portions from clothes in the machine itself before performing
the actual washing operation.
* Half load program: The user has the option of reducing the spin speed and the water quantity depending upon
the number of clothes to be washed.
*Inlets: There are specific arrangements for the introduction of bleach agent and fabric softeners.
3:DEMAND DETERMINANTS OF THE INDUSTRY:-

1.PRICE
The demand for washing machines is price sensitive and as the prices have fallen due to increased competition
among various old and new entrants, the demand has risen. The demand is price sensitive because of low levels
of disposable income. However, with excise duties not likely to fall further (they are already at the 18% levels
India was to achieve under the WTO) in the near future, slashing prices cannot remain feasible as a strategy for
too long.
2. LOW PENETRATION LEVELS
According to the ORG-MARG reports rural India constitutes about 64% of the total number of households.
However, rural penetration levels remain lower than in urban areas as seen in Table 3.1 Rural penetration levels
of refrigerators stand at 2% and washing machines 0.5%. These figures reflect the potential demand
for players to exploit. Now as the rural India is upgrading the companies can try to tap this market, which offers
huge potential.
3. INCOME LEVELS
With rising levels of real disposable income and the consequent change in aspirational levels, branded durables
have become a thing of proud possession, especially for the emerging middle class. A survey by NCAER shows
that in coming years consumers will be willing to spend more than187.04 Rs(at 1986 prices) on washing
machines. This creates the demand for washing machines.
4. AVAILABILITY OF FINANCING
Availability of hire-purchase schemes is one way of making price-sensitive consumers spend as these schemes
help in delayed payments schedule. With financial institutions and commercial banks vying to catch the
attention of consumers, the schemes lead to increased discretionary spending power.

5. PRODUCT CUSTOMIZATION
According to the National Council for Applied Economic Research (NCAER), lack of electricity is a major
reason hampering the growth in demand for durables in rural areas. Moreover, at many places where electricity
is available, it does not remain for long or the voltage is too low. Perhaps Indian companies need to follow the
African example. There the consumer durables market witnessed a boom when companies introduced fans,
refrigerators and TVs that ran on kerosene and batteries. Something innovative on similar lines can be thought
for the Indian market as well.
6. REPLACEMENT DEMAND
As newer and better products invade the market and people have larger disposable incomes, the demand for
replacing older products is slated to rise. Companies have, thus, embarked on discount and exchange schemes,
which help break the inertia and the sense of guilt associated with disposing off an old refrigerator or a washing
machine. This helps bring forward the replacement cycle in the market.
In an India Today-IMRB survey on consumer spending among 2,045 people spread across six cities, about 20%
of the respondents admitted to having replaced at least one durable product in the past three years.
Experts have said that the replacement market in India will remain active due to wide income disparities, which
exists in our society.
7. INCREASED MARKETING EXPENDITURE
As the competition in the industry is increasing, the companies in the market are increasing their expenditure on
advertising, sales promotion and distribution. This helps in creating awareness and subsequently leads to
creating demand. The consumer durable companies are also entering the rural markets looking at the huge
potential it offers.

Players in the industry:

1. VIDEOCON APPLIANCES:-
Videocon Appliances manufactures washing machines, air conditioners and refrigerators.
MANUFACTURING FACILITY:
The company has a manufacturing facility at Chittegaon, Aurangabad, Maharashtra where all its products are
manufactured. The company is in the process of setting up a new facility at Banglore, Pune and Chengalapattu.
PRODUCTS:
The company has products for all the segments. It has substantial presence in the mass market.

ALLIANCE:
A joint venture proposals to set up two separate companies - one each for washing machines and airconditioners
- was cleared by the Foreign Investment Promotion Board (FIPB) in February 1997. The company in both, its
ventures with the Japanese company, Matsushita, would be holding a 30 per cent stake, while the Japanese
company would hold the remaining 70 per cent stake.
DISTRIBUTION:
The company focuses on the mass market and operates primarily through regular dealers. It also has company
owned dealer points. The company now outsources its servicing to the independent service providers in both the
urban and rural areas.

2. B P L SANYO UTILITIES & APPLIANCES LTD.

The company manufactures domestic appliances like washing machines, vacuum
cleaners microwave ovens and other home appliances.
PRODUCT: BPL has a wide range of semi Automatic and fully Automatic washing Machines. It claims that all
its washing machines come with a unique Pressure cleaning Technology in which an angled Pulsator creates
powerful waves of water that jet through the weaves of the fabric and dislodge deep-seated dirt without
damaging clothes.
MANUFACTURING FACILITIES:
It currently has manufacturing facilities at Noida, U.P.
DISTRIBUTION:
The company sells through both regular dealers and company owned dealer points. The company plans to
expand its distribution network and increase the retail points to 2,400 from 1,500. The thrust is likely to be in
the grade B and C cities and the company hopes to use the distribution chain as a vehicle to piggy-ride the frost-
free models.

3 GODREJ-GE APPLIANCES LTD.

Godrej –GE is a 60:40 joint venture between Godrej &Boyce and US based GE
formed in 1993.
INVESTMENT:
In the year 1996 –97 it invested Rs 220 crore on two hi-tech plant –A washing machine plant at Shirwal(300000
units per annum capacity)and third refrigerator facility at Mohali (500000 units per annum capacity).
PRODUCTS:
Washing machines are marketed under two brand names, Godrej and GE. The washing machine takes clothes in
from the top, but is claimed to deliver the benefits of a front-loading machine. The machine is designed to save
space and offers 18 wash programmes with the option of varying the temperature. The 5.5 kg Smartwash Fuzzy
Logic System was the first to offer a 24 hour programme.
SALES MANAGEMENT:
In September 1998 they instituted a new sales and marketing structure. Now it has a same sales for both
refrigerator and the washing machine. In GGEA the sales function is looked after by two V.Ps who directly
report to the M.D. This leaves the marketing department free to concentrate on the long term strategic planning.
DISTRIBUTION:
GGEA has a network of 6000 direct dealers and 6000 distributors spanning across 2500 cities and towns. GGEA
has a resource sharing agreement with the Phillips and Dunlop which helps it to curb the rising transportation
cost.

CONSUMER FINANCING:
It has taken up the consumer financing in conjunction with Country wide finance and 4% of its 1997 –98 sales
came through the finance schemes and is expected to double this year. The company has an advertising budget
of around 4% of its turnover. Godrej GE Appliances Ltd (GGEAL) is in the process of finalising a `strategic'
arrangement' with SBI-GE Caps to finance the purchase of white goods.
MARKETING STRATEGY:
They have decided to address different consumer categories on the basis of need, price, and features.
Simultaneously, they are making sure that the Godrej brand remains, to emphasise the quality it is related with –
reliability and durability. The old sub brand names were retained while trying to create a new image around
them as these had been substantially invested in.
4. LG ELECTRONICS
LG group had entered the Indian market in April, 1997, with three products – colour televisions, refrigerators
and washing machines. South Korean white goods giant LG electronics has begun exports from its Indian
manufacturing base. The rural market accounts for 30% of its sales and it hopes to increase it to 50%.
PRODUCTION:
LG was importing the fully automatic washing machines in 1997. By mid 1998 it established its own facility at
Noida.
DISTRIBUTION:
LG sells in more than 2000 towns and cities with a population of 1 lakh persons and above. It also intends to
reach as many as 50000 plus towns. The company has 40 distributors and 2000 dealers and plans to increase the
no to 100 dealers and 3000 dealers. Branch offices at the end of every month have just the 40% of the
requirements of the next month, with the rest being replenished by 15th. LG gives no promotion schemes to the
dealers as it wants the consumer oriented thinking do the job. It just banks upon the consumer pull and does not
let its pricing power be diminished by the retail trade which could easily be tempted to give discounts. Normally
in case of schemes the shops bait customers on price by sacrificing their own margins and availing the sales
volume scheme money from the companies. LG also does not allow much credit to the dealers, which saves it
the capital and also incentives the dealers to make intelligent demand projections and move the products fast of
the shelves.
SEGMENTATION AND MARKETING STRATEGY :
It has segmented the market on the ‘reason to buy ‘ basis . The fully automatic washing machine was called the
Chaos+3 a water punch that detangles clothes before washing them efficiently. The advertising was straight and
simple. The company believes in value marketing and will not sacrifice value for keeping the price low or large
volumes.
SUPPLIES: The plant keeps no more than 15-20 days of imported parts.

5. ELECTROLUX - KELVINATOR:-
Electrolux enjoys 4 to 5 per cent of the total market share, but it has around 30 per cent of the front load
washing machine market. IFB and Electrolux are the only two players in the front load segment. The company is
trying to break ground in washing machines. In a 0ne million unit market dominated by top-load machines, it is
trying to make inroads with Electrolux's front-load models, which AB Electrolux specialises in worldwide. It
has also taken over the white goods facility of is planning to import two new products directly from Sweden.It
has already launched its first washing machine earlier this year, which has got a good response from the market.
The expansion of the Shahjahanpur factory is complete it is geared up to make four lakh units annually.
DISTRIBUTION:
They are also planning to expand our dealer network by an estimated 15 to 20 per cent this year from the
existing level of 2,000. The company wants to get into every town with a population above 20,000 ultimately.
The process of market mapping is currently on.
MARKETING STRATEGY:
Electrolux has lined up a major marketing and advertising thrust and doubled its advertisement budget for the
year to Rs 20 crore. There would also be a considerable trade push, through commercials, visibility campaigns.
The company would also participate in local events to promote the products. The idea is to identify with local
moods and concepts.
6. WHIRLPOOL OF INDIA LTD:-
BACKGROUND:
Whirlpool Corporation of US ,entered the Indian market in 1987 with a joint venture with the Madras-based
TVS group. In 1995, the company bought a controlling interest in Kelvinator India and subsequently merged its
operations under the banner of Whirlpool of India. In Pondicherry it has acquired a washing machine plant from
the TVS group in 1996.
MANUFACTURING FACILITIES:
The company has manufacturing facilities at Pune,Faridabad and Pondicherry for the refrigerators and washing
machines.
DISTRIBUTION:
The after-sales services for its products is provided by its more than 30 servicing branches spread across the
country. The company has an integrated sales and distribution network of over 4000 dealers.

MARKETING STRATEGY:
Whirlpool unleashed a massive brand building campaign. Whirlpool was positioned as a company that listened
to the customer and then developed a product around it, not the other way round. The company believes that the
brand has the ability to command a premium: 3-5 per cent over other brands. Whirlpool tracks four areas of
Brand building [through external agencies] - top-ofmind awareness, brand awareness, brand preference and
advertising cut-through.
The company emphasizes on being the manufacturers of quality products, and will not subscribe to the price war
in the domestic market. With its white goods portfolio now considerably expanded, the company expects to
break even at the end of the year.
7. SAMSUNG INDIA ELECTRONICS LIMITED:-
The Consumer electronics and white goods major Samsung India Electronics' (SIEL) has so far invested nearly
Rs 100 crore in the country its stake in the Indian subsidiary from has been raised from 51 per cent to 74 per
cent.
MARKETING STRATEGY:
SIEL which felt that it was lagging in brand image awareness had spend $10 million during 1998 to promote
image.
Analysis AND DATA Interpretation
The analysis part is very much important as on this basis, we would be able to do SWOT analysis and based on
this analysis ,recommendation would be given to the company with special reference to Nagpur city.
Data Collected from dealers

REASONS FOR TAKING PARTICULAR DEALERSHIP:

Sr.no Criteria No.of Dealers Percent(%)

1. Brand Name 22 27.5
2. Customer Demand 20 25
3. Margin 16 20
4. Quality 20 25
5. Others 02 2.5
Total 80 100

From the above data, it is observed that most of the dealers give their preference to brand name & quality.

Their (Onida dealer) Satisfaction level regarding margin, incentives ,privileges , other assistance given by the
company (sample size-36)

Very much satisfied 5

Satisfied 15

Not satisfied 16

NOW THE QUESTION WAS ASKED FROM THE UNSATISFIED DEALERS THAT WHAT MIGHT BE
THE REASONS FOR THEIR UNSATISFACTION (YOU CAN TELL SOME OTHER REASONS TOO )
 Customers don’t Don’t get much Product components are Lack of adequate
ask for particular support for sale not easily support from CRC,
brand from company available so after sales service
period is long

No. of dealers 12 8 8 6
(out of 16)

CRC-customer Care Center:

From the above data it can be concluded that the dealers were unsatisfied on more than one reason. Here it is
also reflected that people are also not very much aware regarding the company’s washing machine so dealers
were unable to sell the product even after the product has good quality and better performance.

Their rating for different companies on the basis of product awareness, availability, product quality and after
sales service

Name of the Product awareness Product quality Product availability After sales
company service
Videocon 10 8 6 7
Whirlpool 9 8 7 7
LG 9 8 6 8
Samsung 8 7 6 7
Electrolux 7 8 6 7
onida 4 8 4 6
IFB 6 7 5 7

Here from the above content it is quite clear that Videocon,Whirlpool LG ,Samsung have great awareness level,
as far as product quality is concerned approximately all companies are having good product quality(in the
technology available) . But the leader i.e. Videocon is now getting itself in a difficult situation as far as to make
available of the product in the dealer’s shop is concerned (N.B.- This is a point to be noted) . Regarding after
sales service provided by the different companies, it can be concluded that LG is having best customer service
and Onida should take learning from that and try hard to improve its customer care center’s performance.

WHEN CUSTOMER COME FOR TAKING WASHING MACHINE , WHICH BRAND THEY NAME FIRST
–(GIVE THE RANKING )

1st Videocon

2nd Whirlpool
 3rd LG

4th Samsung

5th Electrolux

6th IFB

7th Onida

8th Others

Here from the above information we can say that Videocon,Whirlpool LG ,Samsung have their stake in
customers’ heart in well amount and Mirc electronics must take a glance on these observations and do some
extra efforts to catch the competitors.

From customers:
First, we enquired about the people having w/m or not WHO CAME TO DEALER’S SHOP.
Sample size = 100
Total No. of person having washing machine = 58
Total No. of person not having washing machine = 42

It can be concluded that there is a big population that is untouched and there is a great scope for promotional
activity.

FROM PERSONS HAVING WASHING MACHINE, WE TOOK THE DETAILS REGARDING

COMPANIES, OF WHICH THEIR WASHING MACHINE IS
Videocon 28 48.27%
Whirlpool 10 17.24%
LG 4 6.89%
*BPL 6 10.34%
Onida 2 3.44%
IFB 1 1.72%
Others(Samsung, Daewoo,etc) 7 12.76%
Here it can be said that videocon is the market leader and way ahead than its nearest competitor.
(* BPL is going to exit itself from w/m sector. So there is a opportunity for the company to capture that market.)

DO THEY KNOW THAT ONIDA HAS COME UP WITH WASHING MACHINE WITH

SOME NEW FEATURES AND IMPROVEMENT (CHECKING AWARENESS LEVEL)

Yes 15

No 85

Here from the above chart it is quite clear that there is a dire need to create some programme where it can be
revealed that company has done some innovations regarding the product and if it is better than others then on
what basis.
Customer Rating to Onida’s corporate image.

Rating Scale No. Of Responses Remarks

9-10 26 Excellent
7-8 34 Good
5-6 20 Satisfactory
1-4 10 Poor
No Rating 10 can't say

From the above it can be concluded that ONIDA is a good brand in the eyes of customer and this reputation can
be encashed in Washing Machine segment.
CUSTOMER CRITERIA FOR PURCHASING WASHING MACHINE

Sr. No. Criteria Response Nos.

1 Quality 61
 2 Price 30

3 After Sales Service 22

4 Brand Loyalty 15

It is quite clear that some people prefer more than one factor while purchasing a product, so company should
pay attention on all these factors to attract the customers.

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