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    Group 3 Whirlpool

    Uploaded by

    Sumit Vakharia
    The document provides an overview of Whirlpool India's distribution channel strategy. It discusses the consumer durables market in India and Whirlpool's share. It then describes Whirlpool's distribution structure which involves selling through institutional sales, modern trade like Croma and Ezone, and exclusive distributors and dealers. The document outlines the key channels like CFAs, independent distributors and dealers. It also provides details on Whirlpool's sales structure and roles of those involved like the ASMs, RSOs, BSMs.

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    © All Rights Reserved
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    Group 3 Whirlpool

    Uploaded by

    Sumit Vakharia
    783 views8 pages
    The document provides an overview of Whirlpool India's distribution channel strategy. It discusses the consumer durables market in India and Whirlpool's share. It then describes Whirlpool's distribution structure which involves selling through institutional sales, modern trade like Croma and Ezone, and exclusive distributors and dealers. The document outlines the key channels like CFAs, independent distributors and dealers. It also provides details on Whirlpool's sales structure and roles of those involved like the ASMs, RSOs, BSMs.

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    Distribution strategy of Whirlpool

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    The document provides an overview of Whirlpool India's distribution channel strategy. It discusses the consumer durables market in India and Whirlpool's share. It then describes Whirlpool's distribution structure which involves selling through institutional sales, modern trade like Croma and Ezone, and exclusive distributors and dealers. The document outlines the key channels like CFAs, independent distributors and dealers. It also provides details on Whirlpool's sales structure and roles of those involved like the ASMs, RSOs, BSMs.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    783 views8 pages

    Group 3 Whirlpool

    Uploaded by

    Sumit Vakharia
    The document provides an overview of Whirlpool India's distribution channel strategy. It discusses the consumer durables market in India and Whirlpool's share. It then describes Whirlpool's distribution structure which involves selling through institutional sales, modern trade like Croma and Ezone, and exclusive distributors and dealers. The document outlines the key channels like CFAs, independent distributors and dealers. It also provides details on Whirlpool's sales structure and roles of those involved like the ASMs, RSOs, BSMs.

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    You are on page 1of 8

    DISTRIBUTION CHANNEL

    STRATEGY
    A002 Rahul
    Rahul Agarwal
    Agarwal
    Group 3 A002

    Whirlpool

    A005 Mona
    Mona Arora
    Arora
    A005
    A017 Shashwat
    Shashwat
    A017
    Gupta
    Gupta
    A044 Rohit
    Rohit Ratan
    Ratan
    A044
    A048 Love
    Love Saxena
    Saxena
    A048
    A050 Nitin
    Nitin Shaw
    Shaw
    A050

    INDUSTRY & COMPANY


    OVERVIEW
    WHIRPOOL
    INDIA

    FMCD
    INDUSTRY
    White
    - AirGoods
    Conditioner
    - Refrigerator
    - Washing
    Machine
    - Sewing
    Machine
    - Clocks &
    Watches

    Brown
    Goods
    - Microwave
    Oven
    - Electric Fan
    - Grinder
    - Iron
    - Mixer

    Share in Consumer Durables Market in India

    Consumer
    Electronics

    - TVs
    - PCs
    - Mobile
    Phones
    - Digital
    Cameras
    - DVD Players

    Challenges in India

    Tax and duty


    structure

    35%
    Urba
    n

    65%

    Limited scale and


    increasing
    competition

    Refrigerat
    or

    Washing
    Machine

    Air
    Condition
    er

    Other
    Applianc
    es

    62
    %

    21
    %

    6%

    10
    %

    Capital intensive
    Infrastructure
    deficiency

    DISTRIBUTION CHANNEL STRATEGY - GROUP 3

    DISTRIBUTION
    STRUCTURE

    Factory

    Institutional
    sales

    E-zone,
    Croma,
    Vijay sales

    CFA

    G30

    Modern Trade

    National
    accounts

    Categ
    ory

    Wholesale

    Mostly
    exclusive
    Whirlpool
    brands Number of
    Sal
    es
    outlets

    65%

    15%

    20%

    20%

    15%

    65%

    DISTRIBUTION CHANNEL STRATEGY - GROUP 3

    Distributors

    Direct
    dealers

    Sub dealers

    Urban
    A

    Small shops in
    rural
    3

    DEPLOYMENT - CHANNELS &


    PARTNERS
    1. CFA: Carrier and Forwarding Agency/Agent
    The company divides the Indian market into 5 Zones, i.e. North, East, West, South and Central
    Company has got 18 sales branch offices in India which have in turn got 1 CFA each
    The manufacturer will have the contact with the C&F to give the products to the wholesaler from
    there it reaches to retailer and then to customer
    Company markets its products through CFAs who further provide the goods to the Direct
    Dealers; who can also source the products directly from the company

    2. Independent Distributors & Dealers


    60% of the sales at whirlpool is done through distributors, while remaining 40% is undertaken
    by direct dealers
    Direct Dealers generally stock Washing Machines, Refrigerators, Microwaves,
    Air Conditioners, TV, Music Systems, Mobile Phones etc. of different brands
    Direct dealers are important as there are some stores where Whirlpool has to be
    present so as to have superior business relationship with customer
    The distributor margin is around 3.25% and dealer margin is around 1.25%
    Distribution Network of
    Whirlpool
    DISTRIBUTION CHANNEL STRATEGY - GROUP 3

    DEPLOYMENT - CHANNELS &


    PARTNERS

    Modern Trade
    Cromis anIndianretail chain
    for consumer electronics and
    Ezone has its presence at stand-alone stores
    durables and its latest online
    and the online vertical www.ezoneonline.in.
    vertical, www.cromaretail.com

    Institutional
    Largerbuyers(such as hotels, hospitals,
    schools, and universities) whopurchase
    market
    goods and servicesfor use in theproductionof their owngoods or services.

    Wholesale
    Wholesaling,jobbing, ordistributingis the sale of goods
    ormerchandisetoretailers; toindustrial,commercial,institutional, or other
    professional businessusers; or to other wholesalers and related subordinated
    services.In general, it is the sale ofgoods to anyone other than a
    standardconsumer.
    DISTRIBUTION CHANNEL STRATEGY - GROUP 3

    SALES
    STRUCTURE

    Senior
    Director
    Sales
    Director
    Regional
    manager
    Branch
    manager

    Branch sales
    manager
    (BSM)
    ASMs (around 67)
    1 for G30
    1 for MT
    Rest for Districts

    Branch
    marketing
    executive
    (BME)
    RSO
    regional sales
    officer

    DISTRIBUTION CHANNEL STRATEGY - GROUP 3

    Branch
    commercial
    manager (BCM)

    Branch services
    manager (BCM)

    DSO distributor
    sales officer
    (employed by
    distributor)
    6

    ROLES &
    RESPONSIBILITIES
    DSO

    RSO

    ASM

    BSM

    Not much intellect needed


    Should cover beats
    Goes takes orders and nothing more than that
    Does collections work (cash, cheque etc.)
    Salary around 8000 per month
    Paid by the distributor
    Earns around 15000 per month
    RSOs
    Routine
    Ground
    interaction with the dealers
    High
    Goesrisk
    to the
    distributor
    checks
    inventory
    zone
    in convincing
    the the
    dealers
    Goes
    Then to
    asks
    the ASM
    dealers and
    he needs
    to visit
    thattoday
    existing
    andabout
    new dealers
    convinces
    them
    buy
    whirlpool
    Goes to the
    dealer locations
    products
    Goes
    Talks about
    products
    USP, in
    better
    than competitors, the credit
    twice to
    each dealer
    a month
    Goes
    periods,
    cash discounts
    theper
    margins
    to around
    5 dealerand
    places
    day spends close to an hour
    per
    dealer
    For eg,
    a C-class sub-dealer buys say 3 fridges after the sales call.
    Reports
    The RSOtocomes
    the ASM
    back to the distributor and the distributor then sends
    Given
    a mail 600
    to the
    for the order.
    The order is taken on a SAP
    perbranch
    monthoffice
    for telephone
    expenses
    250
    platform
    for travel
    Manages
    RSOsper day
    Monthly meetings and reviews
    Customer relationship management
    Meeting targets
    Recruited from middle level MBA colleges or experienced RSOs are
    promoted
    Earns around 50k per month
    Regional target achieving
    Inter-territorial management
    Allocation of resources
    BSM is the one who gets in touch with all the ASMs and even the
    RSOs - he teaches RSOs what to do, how to talk, how to solve
    problems etc.

    DISTRIBUTION CHANNEL STRATEGY - GROUP 3

    Thank You

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