Holistic Marketing

HOLISTIC MARKETING

Holistic Marketing is a term used to describe a strategy that enables you to look at your marketing efforts as a 'whole', which in turn helps you develop an overall or 'holistic marketing' plan. Whereas Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.
Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all of the firm's business-to-business, marketing channel, customer-focused, and internally directed communications.

Holistic marketing is broader whereas integrated marketing communications is more specific.

A marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of its customers. It attempts to develop and maintain multiple perspectives on the company’s commercial activities.Four components of holistic marketing: 

1. Integrated marketing
2. relationship marketing
3. internal marketing
4. performance marketing 

Whirlpool Corporation is committed to making a sustainable difference in everything it does.  Our leadership and employees are guiding the course of the company in ways that restore and enhance all forms of capital – human, natural and financial – to meet consumer needs, generate shareholder value and contribute to the well-being of current and future generations. Through Whirlpool Corporation’s Sustainability Reports the company aims to provide a high-level overview of its efforts to make a sustainable difference in the world.  The company also produces an Annual Report, a 10-K filing and a detailed Global Reporting Initiative (GRI) report.  These reports reflect Whirlpool Corporation’s commitment to openly communicating with its stakeholders about its performance

The focus on water and energy savings doesn’t stop in the laundry room.  In the kitchen, Whirlpool brand will introduce a new ENERGY STAR® qualified French door bottom mount refrigerator that features In-Door-Ice ice dispensing system.  This refrigerator is the ideal complement to the Resource Saver dishwasher that cleans a full load of dishes using one-third less water and energy.  And the SteamClean range that lets you spot clean your oven interior in just 20 minutes without using harsh chemicals or temperatures

Sales Management

SALES MANAGEMENT

Definition

Sales Management is the effort put forth to attain a company’s sales objectives.

Sales management can involve any of the following activities: (1) formulation of sales strategy through development of account management policies, sales force compensation policies, sales revenue forecasts, and sales plan, (2) implementation of sales strategy through selecting, training, motivating, and supporting the sales force, setting sales revenue targets, and (3) sales force management through development and implementation of sales performance, monitoring, and evaluation methods, and analysis of associated behavioral patterns and costs.

According to American marketing association Sales Management includes the “Planning, direction and control of personnel selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to the personnel sales force

Objective of Sales management

There are 3 main Objectives of sales management or a sales manager namely – Sales volume, Contribution to profit and Continued growth. Sales Management is also closely linked to Financial Results. 

The main sales of a Whirlpool washing machines will happen in a retail outlet, which will have similar products from competitive brands. The customer will make a decision based on the pros and cons of all the available brands at a retail shop. Whirlpool also has some exclusive franchisee shops which will have all the other Whirlpool products like air conditioner,microwave,refrigerator etc.

Organization Buying

ORGANIZATION BUYING

The bulk buying process of an organization is called organization buying. This process is carried out for manufacturing or retail purposes.

Services and Services Marketing

   

                                  SERVICES AND SERVICES MARKETING

SERVICES:

According to the American Marketing Association, services is defined as Products, such as a bank loan or home security, that are intangible or at least substantially so. If totally intangible, they are exchanged directly from producer to user, cannot be transported or stored, and are almost instantly perishable. Service products are often difficult to identify, because they come into existence at the same time they are bought and consumed. They comprise intangible elements that are inseparable; they usually involve customer participation in some important way; they cannot be sold in the sense of ownership transfer; and they have no title. Today, however, most products are partly tangible and partly intangible, and the dominant form is used to classify them as either goods or services (all are products). These common, hybrid forms, whatever they are called, may or may not have the attributes just given for totally intangible services. 2. Services, as a term, is also used to describe activities performed by sellers and others that accompany the sale of a product and aid in its exchange or its utilization (e.g., shoe fitting, financing, an 800 number). Such services are either pre sale or post-sale and supplement the product, not comprise it. If performed during sale, they are considered to be intangible parts of the product.

A service is a non-material equivalent of goods . A service provision is an economic activity that does not result in ownership and this is what differentiates it from providing physical goods. It is claimed to be a process that creates benefits by facilitating either a change in customers, a change in their physical possessions, or a change in their intangible assets.

Characteristics : 

Intangibility: Services are intangible and do not have a physical existence. Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a service and that which primarily differentiates it from a product. Also, it poses a unique challenge to those engaged in marketing a service as they need to attach tangible attributes to an otherwise intangible offering.

1. Heterogeneity/Variability: Given the very nature of services, each service offering is unique and cannot be exactly repeated even by the same service provider. While products can be mass produced and be homogenous the same is not true of services. eg: All burgers of a particular flavor at McDonalds are almost identical. However, the same is not true of the service rendered by the same counter staff consecutively to two customers.
2. Perishability: Services cannot be stored, saved, returned or resold once they have been used. Once rendered to a customer the service is completely consumed and cannot be delivered to another customer. eg: A customer dissatisfied with the services of a barber cannot return the service of the haircut that was rendered to him. At the most he may decide not to visit that particular barber in the future.
3. Inseparability/Simultaneity of production and consumption: This refers to the fact that services are generated and consumed within the same time frame. Eg: a haircut is delivered to and consumed by a customer simultaneously unlike, say, a takeaway burger which the customer may consume even after a few hours of purchase. Moreover, it is very difficult to separate a service from the service provider. Eg: the barber is necessarily a part of the service of a haircut that he is delivering to his customer.

         Some other characteristics are Ownership,Service in Performance, Simultaneously, Quality    measurement, Nature of Demand, Consumer, a part of production process

SERVICES MANAGEMENT

Services Marketing refers to the marketing of services as against tangible products. Services are inherently intangible, are consumed simultaneously at the time of their production, cannot be stored, saved or resold once they have been used and service offerings are unique and cannot be exactly repeated even by the same service provider.

Importance of Marketing of Services

Given the intangibility of services, marketing then becomes a particularly challenging and yet extremely important task.

• A key differentiator
• Importance of relationship
• Customer Retention

Distribution

DISTRIBUTION

Whirlpool of India is an82.3% industry of Whirlpool Inc, US. The company manufacturer its products in 13 countries and markets them in more than 170 countries under brand names such as Whirlpool, Kitchen Aid, Estate, Ignis, Laden, Inglis, Brastem and Consul.Whirlpool is amongst India's leading home appliance company.It manufactures and markets washing machines, refrigerators, air conditioners and microwave.

WIL has its main plant in Faridabad for refrigerators and another recently opened near Pune. For washing machines, however, the manufacturing plant is in Pondicherry.

Product Mix

 PRODUCT MIX


Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. For example, a small company may sell multiple lines of products. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use similar technologies. Other times, the product lines are vastly different, such as diapers and razors. The four dimensions to a company's product mix include width, length, depth and consistency

Width

The width of a company's product mix pertains to the number of product lines that a company sells. For example, if a company has two product lines, its product mix width is two. Small and upstart businesses will usually not have a wide product mix. It is more practical to start with some basic products and build market share. Later on, a company's technology may allow the company to diversify into other industries and build the width of the product mix.

Length

Product mix length pertains to the number of total products or items in a company's product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning, Implementation and Control." For example, ABC company may have two product lines, and five brands within each product line. Thus, ABC's product mix length would be 10. Companies that have multiple product lines will sometimes keep track of their average length per product line. In the above case, the average length of an ABC Company's product line is five.

Depth

Depth of a product mix pertains to the total number of variations for each product. Variations can include size, flavor and any other distinguishing characteristic. For example, if a company sells three sizes and two flavors of toothpaste, that particular brand of toothpaste has a depth of six. Just like length, companies sometimes report the average depth of their product lines; or the depth of a specific product line.

Consistency

Product mix consistency pertains to how closely related product lines are to one another--in terms of use, production and distribution. A company's product mix may be consistent in distribution but vastly different in use. For example, a small company may sell its health bars and health magazine in retail stores. However, one product is edible and the other is not. The production consistency of these products would vary as well.

Product Market Mix Strategy

Small companies usually start out with a product mix limited in width, depth and length; and have a high level of consistency. However, over time, the company may want to differentiate products or acquire new ones to enter new markets. A company can also sell the existing products to new markets by coming up with new uses for their product.

The image below is the product range of Whirlpool White Magic. It gives the different varieties of White Magic Washing Machine.



     PRODUCT RANGE

Customer Value Heirarchy

Customer value hierarchy

Core benefit:

This is the most primary level in the customer value hierarchy. It is the essential benefit that the customer is paying for. There are no frills attached, just the core utilization for the customer is looking. Here the customer is looking for a medium through which one can wash clothes (not manually)

Basic Product:

 The next level in the customer value hierarchy is the Basic product. these are the fundamental components of your customer value package required just to be in business. The core benefit has to be converted into a product. In this case, the market needs to provide for a washing machine that will wash the clothes.

Expected Product:

The level after this is the expected product. Herein the company seeks to provide what the customers consider "normal" for you and your competitors. There are a certain set of conditions and characteristics that the customers are seeking for. In this particular case, the customer requires a basic washing machine that will have a water filling system, wash the clothes in a hygienic and clean manner, and drain out the water all in a given span of time. Also it should be convenient to manage.

Augmented Product:

At the fourth level of the hierarchy comes the augmented product. Added-value features which the customers know about and would like to have but don't necessarily expect because of the current level of performance of your competitors. This is the first level of possible differentiation and superiority over your competitors. In Whirlpool case it offers consistently friendly and responsible after service, accurate and honest information about the product, best stain removal ability with stain wash, different settings for different kinds of clothes. 

Potential Product:

At the fifth and last stage comes the potential product. Here come added-value features that go well beyond the learned expectations and desires the customer brings to the experience of doing business with you. In whirlpool case It may be unusually fast turn-around,  an  unusually  confidence-inspiring  guarantee, unusual expertise on the part of your  employees, advanced merchandise feature, etc. These are "surprise" features that can set you apart from your competitors and win the loyalty of  your  customers.

Competitors Analysis

Competitive Forces: Porters Five Forces Model

These are the five forces identified by Michael Porter,which identify the attractiveness of a market.

Industry competition:

 The intensity of rivalry or competition is influenced by many factors like large number of firms, high fixed costs, low switching costs. Whirlpool has intense competition by two major players in the industry namely Electrolux and LG and Samsung.LG has an advantage since LG sells highest volume with steel drums, Samsung has a uniquely priced entry level model. This leads to constant prie wars and aggressive advertisements.

Potential Or New Entrants:

Threat of Substitute Products: New entrants to an industry bring new capacity and desire to gain market share that puts pressure on price, costs and the rate of investments. The threat of new entry in an industry depends on the height of entry barriers that are present and the reaction entrants can expect from incumbents. In case of Whirlpool the market has already been penetrated by big companies. Thus threat of a new buyer for now is very low as the barriers of entry into the washing machine industry are high. This is an extremely difficult market segment since bigwigs like Electrolux and LG have enough competition edge.

Threat of Substitutes:

A substitute performs the same or enhanced function as an industry product but by different means. In case of the washing machine there is no near sighted threat of a potential substitute and thus Whirlpool has very less to worry in this regard.

• 
  

Bargaining Power of Buyer and Supplier:

A segment becomes unappealing if the bargaining power of the buyers and sellers are high. In Whirlpools case, there’s fierce competition on both the buyer end as well as the supplier end.

Analyzing Competition:

Awareness of the five forces model can help a company understand the structure of its industry and stake out a position that is more profitable and less vulnerable to attack by competition.

With the analysis of competition Whirlpool offers a wide range of models prices much lower than competition with LG, Samsung and Electrolux. It also offers a range of technological advancements in its segment and features like Higher Load, 1-2-3 Control Panel, 17 min quick wash.

• USP Whirlpool V/S Samsung

       –      Aqua Store

       –      6th Sense

       –      Dirt Plus

       –      In Built Heater

• USP Whirlpool V/S LG

      –      Dirt Plus

      –      Aqua Store

      –      5 Step wash

      –      Water Reuse

        -          In built heater

Branding

BRANDING



BRANDING

The process involved in creating a unique name and image for a product in the consumers mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

IMPORTANCE OF BRANDING

One of the truths of modern business is that there is almost nothing that your competitors can’t 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 can’t 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

Elements of Branding.

Brand Name: Whirlpool White Magic

• "Whirlpool" a significance since its a pioneer of energy and water efficiency.
• White magic significance of perfect cleanliness.
• First whirlpool brand in 1948
• Whirlpool Washer brand name and a symbol for a power-operated clothes washing machine.

Brand Logo:

• advance technology to the point of Simplicity
• Great design that fits seamlessly into life
• Designed to help you manage your home precisely the way you want—easier, faster and smarter.

Brand Slogan: Sensing the Difference

• making the best appliances through constant innovation.
• never stop seeking smarter ways to help run a home.

Brand Promise:

 Whirlpool, the flagship brand of the company, is dedicated to making a difference in people’s lives every day. Whether it's making laundry a little less of a chore, doing our part to help you save water and energy, or donating ranges and refrigerators to Habitat for Humanity® partner families, Whirlpool brand is focused on what’s important in life.

Every home….everywher…with pride passion and performance!!!!!

Product Life Cycle

PRODUCT LIFE CYCLE

the Product Life Cycle (PLC) is based upon the biological life cycle. For example, a seed is planted (introduction); it begins to sprout (growth); it shoots out leaves and puts down roots as it becomes an adult (maturity); after a long period as an adult the plant begins to shrink and die out (decline).

In theory it's the same for a product. After a period of development it is introduced or launched into the market; it gains more and more customers as it grows; eventually the market stabilises and the product becomes mature; then after a period of time the product is overtaken by development and the introduction of superior competitors, it goes into decline and is eventually withdrawn.

1.Products have limited life

2. Product sales passes through different stages, each posing a different challenge and opportunity.

3.Profits rise and fall at different stages of life cycle.

4.Products require different strategies in different life cycles.

The product life cycles: 

Introduction.

The need for immediate profit is not a pressure. The product is promoted to create awareness. If the product has no or few competitors, a skimming price strategy is employed. Limited numbers of product are available in few channels of distribution.Its a period of slow growth and almost negligible profit.

Growth.

Competitors are attracted into the market with very similar offerings. Products become more profitable and companies form alliances, joint ventures and take each other over. Advertising spend is high and focuses upon building brand.this is a period of rapid growth and substantial profit. 

Maturity.

Those products that survive the earlier stages tend to spend longest in this phase. Sales grow at a decreasing rate and then stabilise. Producers attempt to differentiate products and brands are key to this. Price wars and intense competition occur. At this point the market reaches saturation. Producers begin to leave the market due to poor margins. Promotion becomes more widespread and use greater variety of media. With respect to Whirlpool, i think it is in this particular bracket since it has already carved a niche for itself and is steady.

Decline.

At this point there is a downturn in the market. For example more innovative products are introduced or consumer tastes have changed. There is intense price-cutting and many more products are withdrawn from the market. Profits can be improved by reducing marketing spend and cost cutting.

There are also some variations in the original bell shaped curve depending on the market share. These are:

1. Growth Slump Maturity Pattern:

•       sales grow and then fall to petrified level
•       example:small kitchen appliances

2. Cycle-Recycle Pattern

•       sales grow and then decrease
•       company gives another promotion push for another smaller growth.
•       example: Pharmaceuticals

3. Scalloped Pattern

•       sales pass through a series of Plcs due to discovery of new uses/characteristics
•       example: Nylon

MARKET-LEADER STRATEGIES

Market leadership is not simple for a firm. Other firms continually challenge its strength or tryto take advantage of its weakness. The leader firm might become weaker against new entrantsand rival firms. The leader can use one or a combination of three strategies.

Expand the total market strategy

The market leader firms can normally gain the maximum when the total marketexpands. The focus of the total market depends on where the product is in its life cycle.

Defending market share strategy

When the leader tries to expand the total market size, it must also continuously defend itscurrent business against enemy attacks. The leader firm must keep its cost down, and itsprices must be consistent with the value that consumer see in the product.

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 objectivewhich 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 under financed. It can attack small local and regional firms that are not doing the job and are underfinanced.

 Frontal attack

 Flank attack.

 Encirclement attack

 Bypass attack.

 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

 Following closely

 Following at a distance

 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. 

Whirlpool is the only manufacturer of appliances that brings an "across the board" focus to energy and water conservation, from design to manufacturing and distribution to end-of-product lifecycle. The company focuses its efforts on four key areas:

Manufacturing

• Discontinued the use of volatile organic compound (VOC) paints and eliminated emissions from their solvents
• Lessened power plant emissions through low-energy lighting and high- efficiency equipment
• Participated in the U.S. Environmental Protection Agency's (EPA) voluntary emissions reductions program

Product distribution

• Partnered with SmartWay Transport®, a collaboration between the EPA and the freight industry to increase energy efficiency while reducing carbon dioxide by 33 to 66 million metric tons and up to 200,000 tons of nitrogen oxide per year by 2012
• Installed electric truck lifts with fewer net emissions

Design and development

• Focused on creating even more resource-saving appliances as studies show that 93 percent of life-cycle greenhouse gas emissions (GHG) come from in-home use
• Developed more than 550 ENERGY STAR^® qualified appliances in the United States, plus numerous ENERGY STAR qualified appliances in Canada, PROCEL appliances in Brazil and A class appliances in Europe

End-of-life management

• Eighty-five to 90 percent of materials (steel and other metals, some plastics) used in Whirlpool products can be recycled
• Pioneered efforts to safely dispose of ozone-depleting refrigerants
• Reused plastic foam that was previously sent to landfills; it's now ground up and made into plastic furniture, food containers, playground equipment and other consumer products

Customer Buying Process

Buying Decision Process

The consumer buying behavior can be influenced by a number of factors,

Cultural, Social and Family:
Culture is the fundamental determinant of a person's wants and behavior. The growing child acquires a set of values, perceptions, preferences through his family.Whirlpool has been around for a long time and connects with generations of before, present and even now.This is where the social and family attributes are included.
Also a number of other factors like Age,Gender, etc are influential

Psychological:
Even if Whi butter is a FMCG product, alot of thinking goes into deciding what to buy and hence Psychology is relevant for consumer buying behavior.Maslows Need Hierarchy Theory is intoduced here.

                                                  Maslows Need Hierarchy Theory.

Buying Decision Process- 5 stage Model

Need Recognition:
 In the case of Whirlpool the Problem or need will be to identify the requirement which in this case  is the requirement for a washing clothes according to ones convenience. This is when the need for washing machine is raised.This is the need recognition

Information Search:
There is a lot of competition for Whirlpool in the market like Samsung, Electrolux, etc.A lot of research is done and prices are compared. It is crucial to identify the trend setter of consumer behaviour and also require awareness amongst consumers.

Evaluation Of Alternatives:
In this stage all the available alternatives are evaluated according to preference of consumer.Certain factors are there in the mind of the customer for this process like Price(cheaper), brands available(Samsung,LG), conveience of store(locality).

Purchase Decision:
Once the consumer has evaluated the different options available based on the above few factors, the consumer has a clearer perception of what he/she wants.Here to lock a sale, certain attributes help the customer buying process like most eye catching(display in front),special features(sale) and discounts.If the points scored on these factors are high it will  confirm the sale for Whirlpool.

Post Purchase Behaviour:
Post Purchase Behaviour is a very critical point in the process of customer buying process.It issof  utmost importance to take care of the customer satisfaction and grievances after the sale so as to ensure customer loyalty to Whirlpool. There should be a feednback call after first service, 24/7 customer helpline and easy maintance will attract the customer again to buy a Whirlpool product in  the future.

Customer Value

Customer Value

 Technological Advancement

              Advanced precision sensors for finer water levels

              Advanced Agipeller movements for cleanest wash(enhanced and tangle free wash)

              New and advanced 6^th sense intelligence

              New stain wash which can remove 16 different types of stains

                Butter/oil/ink/tea/coffee/crayons/mustard sauce/ Sāmbhar / wine / curry / ketchup/mud

 Consumer and environment friendly

        Saves time (Boasts of the quickest wash in the industry-less dirty clothes 17 minutes)

        Saves water -Best fabric care with least water consumption

               Great wash with best stain removal system in industry.

       Also convenient for large households because of the huge washing capacity

 Pricing

              The pricing is much lower in comparison to the competition as well. All model of Whirlpool         Whitemagic are priced between Rs14000-18000. Whirlpool offers at par features as its competitors at a lower price.

Introduction

WHIRLPOOL WHITE MAGIC WASHING MACHINE

Welcome to the world of superior washing with the all new White-Magic range from Whirlpool.

Extremely stylish with state-of-the-art technology, these machines are programmed to help you better.The Tall-boy design Top- loading format ensures that you don't bend much. And a host of other features makes sure that your clothes get a perfect wash. The White Magic ranges comes with the whirlpool patented 6th Sense Technology that senses, adapts and controls the outputs to your liking without your intervention. So you get an exceptional wash and unmatched convenience every time.

Whirlpool The Company

Whirlpool, right from its inception in 1911 as first commercial manufacturer of motorized washers to the current market position of being world's number one manufacturer and marketer of major home appliances, has always set industry milestones and benchmarks. The parent company 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 initiated its international expansion in 1958 by entering Brazil. However, it emerged as truly global leader in the1980's. 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 company's portfolio in the Indian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners.

Whirlpool Of India, formerly known as Kelvinator India was started in 1960 by J R Desai in collaboration with Kelvinator International Corporation, USA. Whirlpool Incorporation, USA, and Sundaram Clayton Ltd. started TVS Whirlpool Ltd. as a 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 company's portfolio in the Indian subcontinent to washing machines, refrigerator, microwave

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 Whirlpool's commitment to consumer interests and advanced technology.

In the year ending in March '09, the annual turnover of the company for its Indian enterprise was Rs.1,719 Crores.

The company's 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 world's best homemaker” dots its promotional campaigns. The products are engineered to suit the requirements of ‘smart, confident and in-control' homemaker who knows what she wants. The product range is designed in a way that it employs unique technology and offers consumer relevant solutions.

Vision and Mission:

Every Home, everywhere, with pride, passion and performance”, rests on the pillars of innovation, operational excellence, customer-centric approach and diversified talent. These are embedded within our business goals, strategy, processes and work culture. 

Be it our products that are the result of innovation and operational excellence to meet every need of our consumers or the people behind these products that come from a wide spectrum of backgrounds, everything we do features a distinct Whirlpool way