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    Whirlpool Executive Summary

    Uploaded by

    Nitin Goyal
    The document discusses a project aimed at increasing sales of Whirlpool appliances in the South Gujarat region of India. It analyzes the distribution channels for home appliances, which are currently dominated by distribution (60%) and direct dealers (20%). The project studied retailers in South Gujarat to understand coverage, factors influencing sales, and perceptions of Whirlpool. It collected data on availability, expected growth, competition and retailer expectations to identify opportunities to increase Whirlpool's reach and market share in the region.

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    Whirlpool Executive Summary

    Uploaded by

    Nitin Goyal
    39 views1 page
    The document discusses a project aimed at increasing sales of Whirlpool appliances in the South Gujarat region of India. It analyzes the distribution channels for home appliances, which are currently dominated by distribution (60%) and direct dealers (20%). The project studied retailers in South Gujarat to understand coverage, factors influencing sales, and perceptions of Whirlpool. It collected data on availability, expected growth, competition and retailer expectations to identify opportunities to increase Whirlpool's reach and market share in the region.

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    whirlpool executive summary

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    The document discusses a project aimed at increasing sales of Whirlpool appliances in the South Gujarat region of India. It analyzes the distribution channels for home appliances, which are currently dominated by distribution (60%) and direct dealers (20%). The project studied retailers in South Gujarat to understand coverage, factors influencing sales, and perceptions of Whirlpool. It collected data on availability, expected growth, competition and retailer expectations to identify opportunities to increase Whirlpool's reach and market share in the region.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    39 views1 page

    Whirlpool Executive Summary

    Uploaded by

    Nitin Goyal
    The document discusses a project aimed at increasing sales of Whirlpool appliances in the South Gujarat region of India. It analyzes the distribution channels for home appliances, which are currently dominated by distribution (60%) and direct dealers (20%). The project studied retailers in South Gujarat to understand coverage, factors influencing sales, and perceptions of Whirlpool. It collected data on availability, expected growth, competition and retailer expectations to identify opportunities to increase Whirlpool's reach and market share in the region.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 1

    “REJUVENATION OF DISTRIBUTION CHANNEL TO INCREASE

    THE SALES IN SOUTH GUJARAT REGION”


    Submitted by: Nitin Goyal

    The Indian FMCD market is valued at Rs. 3 Lakh Crore by 2020.Whirlpool of India Ltd
    stands 3rd in the Home Appliance industry in India. Out of numerous channels of sales, the
    major role is played by Distribution (60%), Direct Dealers (20%), Chain store (5%) and
    Modern Trade (5%).
    This project entitled “REJUVENATION OF DISTRIBUTION CHANNEL TO INCREASE
    THE SALES IN SOUTH GUJARAT REGION” is aimed at evaluating the Availability,
    Expected market growth, Factors, Competition analysis, Expectations and Perceptions of
    retailers towards Whirlpool. The Company wants to know, how many retailers are available
    in that market and amongst them, where all can we reach through our distribution channel
    through its Numeric Reach in an area, Weighted Distribution on respective counters and
    based upon that, the Market Share.
    The Project was focused on the study and analysis of data collected from all the retailers who
    keep standard Home Appliances. The purpose was to understand why we are not able to
    cover the whole market, what are the influencing factors, what problems are been faced, likes
    and dislikes towards Whirlpool, their perceptions, Positioning of various attributes and
    brands on their mind and feedback about their sales of Home Appliances.
    To achieve the objective, I studied the South Gujarat market and collected data from retailers.
    I also met some wholesalers & distributors. In this way the required data was collected and
    available gaps were studied.

    PROBLEM STATMENT
    The Indian Consumer Durable market in precedent years has witnessing tremendous growth
    in terms of top line as well as bottom line.
    In-spite of having the brand equity of 67%, Whirlpool of India Ltd. has not been able to
    increase the reach in South Gujarat Region.

    OBJECTIVE
     To analyze the market, increase the reach and sales of Whirlpool products in South
    Gujarat Region.
     To do Market Mapping for finding out ND, WD, CS & MS of South Gujarat Region.
     To identify the factors affecting the sales of Whirlpool product in South Gujarat
    Region.
     To place the Whirlpool product by resolving the factors affecting its sales and with
    help of competitive benchmarking & Planogram

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