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MARKETING MIX OF GODREJ

AND WHIRLPOOL: Mostly people or businesses will focus on Price, Place,Promotion and Product as their elements of

marketing mix. But now the marketing mixis increased with Five Ps and also to Seven Ps. Regarding Godrej and

whirlpool weare going to mostly concentrate with Four Ps i.e. Price, Place, Promotion and Product.

MARKETING MIX OF GODREJ: PRODUCT: Godrej product is there in much kind of businesses

namely Home appliance(Refrig erators, Airconditioners, Washing machine, Microwave and DVDs),

FMCG(Cinthol, Hersheys chocolate syrup, Good knight, Hair colour and hair dye), Agri(Animal feeds, Oil palms,

Plantation, Agro chemical and poultry), Furniture (Cup board,chairs, beds, Carpets and interior decoration), Real

estate (Residential, Commercialand township) Security solution (Safety lockers, Banking automation

product andelectronic security system). Their product is very much trusted by people. It had createdgood

brand loyalty over the periods. It has been form the late 1897. In home appliancesmore than 70% of his revenue comes

from Refrigerators. In Fmcg they achieve most of their revenue through hair colour and dye. Almost many of

the companies and firms andbanks use godrej security system because it is a trusted one also same in the case of doors and

locks which is used in houses also. PRICE: There are many ways to price a product, they are Premium pricing,

Penetrationpricin g, Economy pricing, Price skimming, Psychological pricing, Product line pricing,Optional

product pricing, Captive product pricing, Product bundling price, Geographicalpric ing and Value pricing but Godrej

philosophy had all been to deliver value for moneyto its customers despite being priced economically,

Godrej maintained his productquality, so that is the reason many of the people do not consider about the price

whenthey go for brand godrej. PLACE: It is also known as channel, distribution, or intermediary. It is the

mechanismthrou gh which goods/services are moved from the manufacturer to the consumer.

Godrej home appliances are sold in retail outlets like Vivek&co, Vasanth&co. and Giriasetc In the case of Fmcg

product it is given to the small store to big retail store like BigBazaar through theirs distributors allocated in each

state or city. In the case of securitysystem and doors it is available in hardware stores and security system and

bankingautomati on services is fitted directly by Godrej. Godrej & Boyce Mfg.Co.Ltd has anetwork of 38 companies-

owned showrooms and more than 2200 Wholesale dealersand more than 18,000 Retail Outlets. PROMOTION:

This includes all of the tools available to the marketer for marketingcom munication. Promotions are done in four

ways Advertising, Public relations,Persona l selling and sales promotion. Godrej has a unique way of

advertising their product. For example their DVDs advertisement is considered has funny advertisingamon

gst the people. They advertise their Fmcg and home appliances product throughoutlets, through big banners in

important cities, through television and internetadvertise ment and they have their own company websites through

which people canget to know about all the products of godrej and also about their companies.

MARKETING MIX OF WHIRLPOOL:

PRODUCT: In India, refrigerators and other home appliances were long known

beforethe 1990s; but Whirlpools products stand out for innovative approaches to specificIndian contexts, and for

a focus on customer relevant technology. One of its earliestproductinnovations specifically

addressed the sizeable segment of customers whobought smaller sized refrigerators. Whirlpool realized that a

customer who bought asmall capacity refrigerator would probably require greater flexibility and options

instorage. Therefore, it introduced the Flexigerator, a refrigerator with adjustable anddrop-down shelves that gave

unprecedented space options to customers. Again,Whirlpool realized that Indians have a propensity to store much larger

amounts of water than most other cultures. Therefore, Whirlpool introduced shelves that couldtake 1.5

liter bottles, on specially strengthened doors. Subsequently, Whirlpoolintrodu ced its Ice magic refrigerators

which made ice faster than other brands.Inwasher products, Whirlpool was again the first to come out with a Combimatic

asingle tub semiautomatic washing machine that did away with the hassle of shiftingclothes from one tub to another.Whirlpoo

l has a wide product portfolio ranging fromairconditioners to microwaves.Whi rlpools future products will be designed as an

environmental friendly product inaccordance to customer expectations PROMOTION: Whirlpool's promotion

strategy has introduced unique values in thehome appliance market. As recently as the early 1990s, most

consumer durables werepromoted just as desirable accessories, and the purchase decision crystallizedthrou

gh the male breadwinner in the Indian family. Whirlpools promotions broke newground with reference to each

of these longstanding premises in the Indian consumer market . Whirlpool created its marketing

position around the tagline, You and Whirlpool

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the worlds best homemakers.

Based upon this premise, Whirlpools promotionsencou raged and helped women to consciously identify

themselves as the realhomemakers in the family. This strategy also took Whirlpool to the core of every home,as envisaged in the

mindset of customers, thereby enabling instant connection withthe brand. In the process of establishing such

an emotional connects with thecustomer. Whirlpools strategy of reaching out to its customers in unique ways

wasfollowed even in media .It changed the media trend for consumer durables advertisingin India, which

hitherto was heavily skewed towards print. Whirlpool was the first homeappliances brand to orient its promotions

towards television advertising. PRICE: Whirlpool India Ltd. has changed its strategy from being a

premium-player to amass-player. Whirlpool has been concentrating on becoming a brand for the mass-market and

hence has introduced its products in all price categories.In order toincrease their profit, they try to reduce

their cost. Some of their actions are they closedseveral plants and streamlined organization in several

group.Knowing the market well,structuring the elasticitys and keeping an eye on competitors by whirlpoolhasimpl

emented a customer-centric strategy that focuses on making sure their products areappropriate for the Indian

consumers.Differ ent versions of their products are priceddifferently, but not according to differences in their costs.Whirlpool

s bigger success has been in the full in the fully automatic segment. PLACE: Whirlpool aims at globalization

to obtain more market share in homeappliance industry by expanding globally. In Asia, where considerable

perceived profitis locate. Asia is a promising market with great potentiality, where the population ishuge while the

labor is cheap compared with Europe and North America. Whirlpoolput more efforts on its major markets (Europe, North

America) to ensure its marketposition and profit, meanwhile, the investment in new market to support

theglobalization strategy should be undertaken cautiously and strategically according tothe economy and resource

condition and related cultural issues. Asia, Europe, Latin America and North America are the most profitable market

for where Whirlpool is operating. Whirlpool India is also one of the largest exporters of home appliances from

India. Godrej have three World class factories manufacturing awide range of Refrigerators and Washing Machines .Their

appliances are exported allover the globe from Australia & New Zealand in the East right up to Central Americaand the

Caribbean islands in the West. Apart from World Class factories, Whirlpoolhas also set up its Global Product

Development Centers in India where hundreds of engineers and technicians are working round the clock, developing

product designs for the entire Whirlpool world. MARKETING MIX ELEMENT WHICH I LIKE MOST:GODREJ:

Marketing mix element which i like most in godrej is Promotion because theyhave unique way of promoting their

product. In line with Godrej Masterbrands promiseof Brighter Living, the godrej group has launched

GoJiyo.com Indias first onlinevirtual world. GoJiyo will be platform for the godrej brand & its

portfolio to engage with

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the restless, upwardly mobile Indian youth in powerful, experimental

manner. They alsoadvertise their product in very funny way that is advertising of its DVDs product andthey advertise

their product in such a way which is accepted by most of the people.Godrej is an Umbrella branding, so they

have got a greater advantage because goodpromotion of one product will carry forward to other product also

which create morebrand loyalty to its entire product amongst the people. WHIRLPOOL:

In the process of establishing such an emotional connects with thecustomer, Whirlpools promotions have also generated

memorable campaigns.Fore most among these is the Whirlpool, Whirlpool. audio refrain, which is

thehallmark of all audio-visual communications for this brand. Whirlpool has also createdmany memorable taglines for

specific products, such as Ice, ice baby for refrigerators,and Mummy ka magic chalega kya? for washing

machines which have become part of the colloquial market-speak in the country. CONCLUSION: Since Godrej is very trusted

brand in India and because it came to India well beforeWhirlpool Godrej enjoys more advantage than whirlpool.

Since godrej productdiversific ation in Fmcg and also in real estate apart from electronic goods it enjoysgrowth in all the fields

because of its expansion of businesses where as whirlpool dosenot see that much growth because it has diversification

business only in electronicgoods. Because Godrej uses umbrella branding for its entire diversified product itcreates huge brand

loyalty amongst the people than whirlpool. The Godrej name yieldspowerful influence todays rapidly transforming

social and economic environment.

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REFRENCES: www.elcina.com www.ndtv.com

www.whirlpool.c om www.godrej. com www.cenga ge.co.in Strategic marketing Farrell.Hartline 2008

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