This presentation gives information about the top companies in Refrigerator market...and their analysis

5. Ice boxes

7. BACKGROUND Refrigerators have been manufactured in India since 1950s. Till the 1980s, players like Godrej, Kelvinator, Allwyn and Voltas controlled almost 90% of the market. Earlier, the white goods sector was categorized as a luxury goods industry and was subject to oppressive taxation and licensing.The situation changed after the liberalization of the Indian economy in the early 1990s. Post-liberalization, a number of foreign companies entered the market and many domestic players also diversified into refrigerators. BPL and Videocon who already had a presence in the consumer electronics market, leveraged their strengths to enter the durables sector.

11. SWOT Strengths 1. Presence of established distribution networks in both urban and rural areas 2. Presence of well-known brands 3. In recent years, organized sector has increased its share in the market vis a vis the unorganized sector. Weaknesses 1. Demand is seasonal and is high during festive seasonal 2. Demand is dependent on good monsoons 3. Poor government spending on infrastructure 4. Low purchasing power of consumers Opportunities 1. In India, the penetration level of white goods is lower as compared to other developing countries. 2. Unexploited rural market 3. Rapid urbanization 4. Increase in income levels, i.e. increase in purchasing power of consumers 5. Easy availability of finance Threats 1. Higher import duties on raw materials imposed in the Budget 2007-08 2. Cheap imports from Singapore, China and other Asian countries

15. Need Family Convenience Product Family Consumer Durables Product Line Refrigerators SKU’s 165ltrs, 180 ltrs, 200 ltrs, 350 ltrs Brands LG, Whirlpool, Samsung, Godrej, Kelvinator Product Type Direct Cool, Frost Free Product Class Home Appliances

16. MARKET SHARE ANALYSIS—2001-06

17. Performance Measures Parameters Rerigerator Industry LG Samsung Whirlpool BPL Godrej Purchase exp. At the store 61 60 54 65 66 58 Billing process 55 58 49 58 52 60 Delivery process 57 53 56 57 59 58 Product usage & performance 65 64 66 73 63 62 After sales service 68 76 64 64 67 63 Customer schemes and promotion 47 44 47 44 49 49 Advertising & comm. 53 59 53 53 49 52

18. Customer Satisfaction Index

19. MARKET SHARE OF VARIOUS BRANDS IN 2006-07

20. Loyalty Segment

21. MAJOR PLAYERS refrigerator industry has become highly competitive as a number of brands have entered the market and the consumer has a wide choice. Company Brands BPL Limited BPL Videocon International Limited Videocon, Electrolux , Kelvinator and Allwyn LG Electronics India Limited LG Samsung India Electronics Limited Samsung Whirlpool of India Ltd Whirlpool Godrej & Boyce Mfg. Co. Ltd. Godrej Voltas Limited Voltas

23. REFRIGERATORS -Your key to healthier lifestyle

38. Rural Marketing - Promotion Support initiatives of LG Mobile Van at Kasargod

39. Exhibition at Rajamundry Cookery Classes at different locations for Rural Housewives

40. 1000 In Store Demonstrators at Dealer counters in Rural Cities Road Show at Satna

57. Samsung India is the hub for Samsung’s South West Asia Regional operations. Responsible for Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Headquartered in New Delhi, Samsung India has a network of 20 Branch Offices and 40 Area Sales Offices located all over the country . " With a total brand value estimated to be US$10.8billion, Samsung now ranks 25th in BusinessWeek's Top 100 Global Brands Samsung India commenced operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just over a decade of operations in the country. Samsung has been the "fastest growing brand in the world.

66. Frost Free Refrigerators

67. Category Frost Free (Less Than 350 L) Frost Free (Greater Than 350 L) Frost Free (Bottom Freezer ) No. of Models 6 6 3 Price Rs.13,000-Rs.22,000 Rs.29,000-Rs.56,000 Rs.38,000 & Rs.56,000

74. Promotions

76. Demand and Penetration Level of White Goods In India