Strategies of different leading company and research based on that.

1. CONSUMER DURABLE INDUSTRY
Presented By;
Chaitali Modak- JL14RM14
Akanksha Gulati- JL14RM04
Akanksha Singh- JL14RM01
Ashi Gupta- JL14RM12
Tasleem Khan – JL14PGDM172
Shubhangi Mishra- JL14RM57
Poorva Tripathi – JL14PGDM197

2. INDIA’S WASHING MACHINE INDUSTRY
CURRENT SCENARIO
 At present companies like LG, Videocon, Samsung, and Whirlpool
occupy approximately 74.6 percent of the market.
 Companies like Onida and Godrej together occupy almost 6 to 8
percent of the market.
 Other companies such as IFB, Haier and Panasonic are also making
their presence felt in this segment in the last couple of years.
 The semi-automatic segment dominates the Indian market for
washing machines and has a share of approximately 65 percent with
regards to units sold.
 North India prefers the semi-automatic machines while in South
India the completely automatic ones are more preferred

3. ABOUT CONSUMER DURABLE INDUSTRY
 The consumer durable industry consists of:

4. STRATEGIES - LG
Corporate Strategy
 Smart Technology for customers: LG electronics is increasing its focus on
“Smart Technology” – technology that adds convenience and joy to
customer’s lives.
 Expansion- LG is expanding itself worldwide for more profits and sales of
the company by opening different stores at different places.
Business Strategy
 Low priced raw materials to manufacture high quality products
 Foreign competition

5. CONTD….
Functional Strategy
1. Marketing:
 Product that redefined the market.
 Strong market base in the urban and semi-urban areas, stronger
distribution channels were needed.
2. IT:
 LG has a leading presence in the global information technology
industry, offering a full range of IT solutions and support through
their outstanding companies with special expertise.

6. STRATEGIES - GODREJ
 Core Category Leadership
 Innovate and Renovate
 Group wide initiative ‘good & green’ launched
 Strategies for the future- Go Green Initiative
 Strategies for the future -Technical developments

7. STRATEGIES - SAMSUNG
 Product Innovation- Samsung's product range in India included
CTVs, audio and video products, information technology products,
mobile phones and home appliances.
 Pricing -Pricing also seemed to have played a significant role in
Samsung's success.Samsung uses competitive pricing.
 Distribution-It works on the channel marketing concept wherein
there are three segments. Sales and service dealers, Modern retail
and Distributors.
 Design strategy – This process involves the interplay between
design and business strategy, forming a systematic approach
integrating holistic-thinking, research methods used to inform
business strategy and strategic planning which provides a context for
design.

8. CONTD…
 Advertising and Sales Promotion -Samsung use some
promotion ways, some of them are: giving advertising to
newspapers, internet, magazines and when they product new
versions they use YouTube and special meetings to show
public.
 Branding strategy- For any new company, when it enters the
market, there are two options to stimulate the growth;
intensive advertising campaign, and offer products with
unique functions.
 Samsung opted for both, but tilted more towards advertising
and brand making strategy-creating awareness of its name by
investing enormously in million-dollar brand making
campaigns.

9. STRATEGIES- HAIER
BRAND BUILDING STRATEGY
 Focus on quantity at the expense of quality.
 It made quality a priority, putting into place a
comprehensive quality management system.
 Pays much attention of its advertising and public
relations.
 NBA
 Olympic
 Charity

10. CONTD…
DIVERSIFICATION STRATEGY
First to launch the “Star Service” system.
 It began to implement OEC (Overall Every Control and Clear) management.
INTERNATIONALISATION STRATEGY
 “ To become a national brand is not enough If a business is successful only
in the domestic market, the superiority won’t last long.”
GLOBALISATION STRATEGY
 Build Brand reputation by ‘Entering the difficult markets first and the the
easy ones.’
 It tried to localise and build factories in places such as the US, Italy, and
Pakistan

11. NETWORKING STRATEGY

12. STRATEGIES - IFB
 Strengthening its reach in tier 2 and tier 3 towns
 IFB’s E-waste Program
 Expanding distribution network
 Risk Management Policy
 Top loading washing machines to drive FY16
growth
 Increasing touch-points and improving store
level profitability

13. STRATEGIES - WHIRLPOOL
Corporate strategy-.
 Works as per customer needs in reference to climatic conditions, it
works on aspects like technology , price and service.
Business strategy – With a market share upto 25% creates a vision
of every home everywhere.
 They tend to extend their innovation from a generic brand to a
customized as per consumer needs brand.
Functional strategy – They have engineered products which have
results. They believe in differentiating strategies based on region ,
market and its people.

14. STRATEGIES - VIDEOCON
MULTI BRAND SHOPPING CART
 Videocon serves the customer with the help of multi brand shopping
cart. they have brands like Ken star ,Sansui, Electrolux etc.
 Multi brand portfolio helps them to cater 30% of market share
EXPERIENCE CHANGES: With Videocon retail chains in different
industries
 They have adopted customer first mantra and opened retail outlet to
provide goods easily to the customer.
SERVICE DRIVE
 Videocon has opened model service centre which would set a bench
mark in serving their customer in a better way.

15. 0
10
20
30
40
50
60
whirlpool LG IFB Samsung Videocon bosch
very good
good
average
bad
very bad
BRAND IMAGE OF LG IS GOOD AS COMPARED TO OTHER BRANDS. BOSCH IS
NEW TO THE MARKET SO IT GOT AN AVERAGE RESPONSE, IFB IS GROWING AT
FAST PACE.
What are you views or understanding about brand
image /brand value of machine in front load segment?

16. ACCORDING TO THE SURVEY;
WHIRLPOOL, LG, SAMSUNG IS KNOWN FOR ITS HIGH PRICE. AMONG THESE
THREE SAMSUNG IS BE LIVED TO HAVE HIGH PRICE AS COMPARED TO
WHIRLPOOL AND LG. IFB IS CONSIDERED TO HAVE VERY HIGH PRICE.
VIDEOCON IS KNOWN FOR ITS AVERAGE PRICING.
What are you views about pricing of following front
load washing machine brands?
0
10
20
30
40
50
60
whirlpool LG IFB Samsung Videocon bosch
very high
high
average
low
very low

17. WHAT ARE YOUR VIEWS REGARDING TECHNOLOGY USED
AND QUALITY OF FOLLOWING BRAND?
0
10
20
30
40
50
60
whirlpool LG IFB Samsung Videocon bosch
very high
high
average
low
very low
IFB is believed to be highly technical, and then its LG. Videocon needs
to update its technology.

18. WHAT ARE YOUR VIEWS REGARDING AFTER SALES
SERVICE OF FOLLOWING BRAND?
0
10
20
30
40
50
60
whirlpool LG IFB Samsung Videocon bosch
very good
good
average
bad
very bad
After sales service of LG and Samsung is good .this creates a brand loyalty
for customer if their issues are resolved after purchasing a product.