Description
A washing machine (laundry machine, clothes washer, or washer) is a machine to wash laundry, such as clothing and sheets.
A PROJECT REPORT ON MARKET RESEARCH OF WASHING MACHINE Submitted By:GROUP: W SECOND YEAR MBA 2010-2011 Submitted To:K.S. SCHOOL OF BUSINESS MANAGEMENT GUJARAT UNIVERSITY, AHMEDABAD.
•
•
•
• • • • •
A small but an important and timely help can prove to be mile stone. Every human being has such kind experience. This project is dedicated to all people whom me met took guidance, talked, interviewed and learnt something from them. At this occasion, we want to grab this immense opportunity to acknowledged our since thanks to all of them while submitting this report. First and for most we would like to express our gratitude to our collage K.S SCHOOL OF BUSINESS MANAGEMENT and its directors in charge Dr. Sarala Achuthan for giving us the golden opportunity of making the project. We feel obliged to Ms. Shamina Ansari our Project faculty guide for providing us the valuable information and supportive guidance. We have no words to express our gratitude towards those, who were constantly involved with us through our wonderful experience working with “Washing Machine”. We are indebted and whole heartily thankful for the assistance received from various individuals in .making this project a success.
• • • • •
•
• • •
“Well begun is half done”, as per this proverb we will like to share the blue print of our project, the summarization is as follows. We started with analyzing the concept of our project which is „Washing Machine? we got some basic ideas about our project. After analyzing the idea, we discovered history of „Washing Machine? along with some manufacturing companies. Then comes one of the major task, which is discovering the 4 P?S of marketing and that includes all concept of market like product, price, place and promotion. All this information was followed by preparing a suitable questionnaire. So we could effectively communication with the consumer of the product. After that we surveyed about 1400 people for gathering the information regarding our project. After the survey, the accurate task of analysis was held by us. We must admit here that without contribution of each and every group member, it would never have been this much successful. We made the graphical presentation in form of unvaried and bipartite data, for easy comparison and Understanding; we have worked out the interpretation of each graph to explain the facts.
What is Washing Machine?
• A washing machine is a machine designed to clean laundry, i.e. clothing and other household textile such as towels and sheets. It is generally restricted to machines that use water as the primary cleaning solution, as opposed to dry cleaning which uses alternative cleaning fluids and is generally performed by specialist businesses.
History Of Washing Machine
• To clean clothing it is necessary to rub and flex the cloth to break apart solids and help the soap penetrate. At first this was done by pounding or rubbing the clothing with rocks in river, and later developed in to the corrugated wash board. As electricity was not commonly available until at least 1930, these early machines were often operated by a low-speed single-cylinder hit and miss gasoline engine. While the earliest machines were constructed from wood, late machines made of metal permitted a fire to burn below the washtub, to keep the water warm throughout the body?s washing. The soaking wet clothing would be formed into a roll and twisted by hand to extra water. To reduce this labour, the wringer/mangle was developed. The first wringers were hand-operated. The modern process of water removal by spinning did not come into use until electric motors were developed. Spinning requires a constant highspeed power source, and was originally done in a separate device known as an extractor. The load of washed clothing would be transferred from the wash tub to the extractor basket, and the water spun out. What is now referred to as automatic washer was at one time referred to as a washer/extractor, who combines the features of these two devices into single machine, plus also includes the ability to fill and drain water by itself. The automatic washing machines and clothes dryer into a single device, but this are generally uncommon because the drying process tends to use much more energy than using two separate devices.
•
•
Washing machine milestones
• The first English patent under the category of washing and wringing machines was issued in 1691. The first united states patent titled ''Clothes washing " was granted to Nathaniel Briggs of new Hampshire in 1797.The first Laundromat opened in fort worth, Texas in 1934. • In 2001, Whirlpool Corporation introduced calypso, the first vertical-axis high efficiency washing machine to be top-loading. • In 2008 the university of Leeds created a washing machine that uses only a cup(about 0.5 imperial pints(280 ml) of water to carry out a full wash. It could save billions of water each year.
• 19 century Metropolitan Washing Machine •
A Vintage German Model
1910 Advertisement of Washing Machine
A 1950s Model
Commercial Washing Machine in a self service Laundromat
• • • • • •
• •
Modern machines Modern machines are available in two configurations: Top loading and Front loading. TOP-LOADING The top-loading or v -axis clothes washer, most popular in Australia, New Zealand, Canada. Clothes are loaded through the top of the machine, which is covered with a hinged door. During the wash cycle, the outer tub is filled with water sufficient to suspend the clothing freely in the basket, and the movement of the agitator pulls the clothing downward in the center toward the agitator paddles. FRONT-LOADING The front-loading or H-axis clothes washers, most popular in middle east and Europe, mounts the inner basket and outer tub horizontally, and loading is through a door at the front of the machine. The door often but not always contains a window. All the front loaders being the washing process by slowly tumbling the clothing under the stream of water entering and filling the drum, to rapidly saturate the clothes with water.
• Comparisons • 1. WATER LEAKAGE • The top-loading are less prone to leakage when used under heavy gravity. Front loading machines require a seal on the front door, and similarly the front door must be latched during operation to prevent opening, lest large amounts of water spill out.
• 2. ENERGY USAGE • Front-loaders use less energy, water and detergent and clean more effectively than the best top-loaders. • 3. WATER USAGE • Front loaders generally use less water. • 4. NOISE • Front loaders tend to operate more quietly than top loaders, since there is less of a tendency to imbalance.
Industrial washing machines
• An industrial clothes washer can be used to batch process up to 300 pounds (140 kg) of textiles at once, and can be used for extremely machine-abusive washing tasks such as stone washing or fabric bleaching and dyeing.
WASHING MACHINE MANUFACTURERS
• • • • • • • • • • • • • • • • • Alliance laundry (speed queen). Bosch -including the brand names Siemens, Neff, Belay, Profilo and constructa. Electrolux -including the brand names AEG, Frigidaire. IFB GE- including the brand name Hotpoint. HAIER Hitachi LG Miele Samsung Smeg Staber Whirlpool - including the brand names Admiral, Amana, Inglis, Kenmore, Maytag, Magic chef. Thor Bendix Washex
ROLE IN WOMEN'S LIBERATION
• The historically laborious process of washing clothes has at times been labeled "woman's work" and women from all classes tried to find ways to get relief from doing laundry.
• In 2009, L'Osservatore Romano published an article entitled "The washing machine and the liberation of women" that was controversially meant to demonstrate that the washing had done more for the liberation of woman than the contraceptive pill and abortion pill, which are often associated to women's day........
History of LG?S washing machine
• LG Electronics is a South Korean company based in Yeouido, Seoul and has 75 worldwide subsidiaries. This company initially started out in 1958 under the name Goldstar and was involved in creating highly innovative electronic products and electrical appliances like televisions, radios, air conditioners and washing machines. Lucky, another highly-regarded Korean company merged with Goldstar to form LG. The company continues its long history of producing the best electrical appliances up to this day and its LG washing machine models are regarded as some of the best.
Common Features
• LG produces a variety of washing machine types including front loaders, top loaders and washer and dryer combo machines. Many LG washing machine models have the Allergens technology feature which is able to reduce the presence of certain allergens present in the clothes it washes. These allergens may include dust mites and domestic animal dander. The Steam fresh features of LG washing machines also reduce wrinkles of clothes it washes which decrease the need for ironing of clothes.
Performance/Ratings
• Most of the company?s washing machines are energy star rated which allows the washing machine to function at full efficiency without using as much energy as non-rated washing machines. The washing machine model WM2487 which is able take in as much as 10.1 kg loads exceeds the energy star qualifications by as much as 94% which makes it highly energy efficient. Using it to full capacity even with its heavy loads, it would only use about 167 kilowatt-hours per year.
Research and development
• • • All the products offered by the company have unique technologies, developed by its R&D departments that give customers a healthier environment to live-in. New front loading machines introduced by LG has Fuzzy logic technology. Adjustment in water level and cycle time will be made directly according to load. Even this technology is useful for savings of water and electricity. LG has introduced I-sensor technology which provides the three extra features of supreme wash , hardness of detergent and temperature with many there facilities with child lock, rat lock etc. They are given European looks in four colors. Semi automatic washing machine launched by LG is coming in many size. This washing machine has been designed taking into consideration the aspirational as well as functional needs of Indian consumer. The new semi automatic machine launched has international looks and elegance.
•
•
Awards and achievement
• The year 2001 witnessed LG becoming the fastest growing company in the consumer electronics, home appliances and computer peripherals industry. • It has achieved a turnover 5000 crores since its inception in 1997. • LG has proud to be awarded the Super brands Singapore 2006. LG was voted by consumers to be their best brand in the following product categories: Refrigerator, washing machine, DVD Players, AirConditioner, Flat screen / LCD / Plasma TV.
• The marketer?s task is to devise marketing and assumable fully integrating marketing programmes to create communication and deliver value for customer marketing activities come in all forms these tools are classified into 4 broad groups which are called 4 P?S of marketing product, price, place and promotion.
A] PRODUCT
Product level:
• •
Core Benefit: The most fundamental level is core benefit. The fundamental service or benefit that the consumer is really buying is including in core benefit. The core benefit of washing machine is to wash clothes. Basic Level: In this level the marketer has to convert the core benefit into a basic product. At this level, major emphasis of marketers is on satisfying the basic need of the consumer to make clothes clean and germfree with less consumption of time and water is basic level of washing machine. Expected Level: At this level, the marketer prepares an expected product, a set of attributes and condition which buyers normally accept when they purchase the product. The expected level of washing machine is to wash colored and white clothes all together. Augmented Level: At this level the marketers prepares an augmented product that exceed customers? expectation. In this level, the marketer goes for features which are not provided by the product in the same category. . One switch buzzer system in washing machine is the Augmented level. The whole process washing the clothes is done by switching on a single switch. Potential Level: The potential product encompasses all the possible augmentation and transformation the product or offering might undergo in future. In washing machine the potential level would be the wrinkle free clothes after the wash.
• •
• • • • •
• • •
PRODUCT HIERARCHY
• • • • • • • • • • • • • • • • • Need Of Family: The core need that underlies the existence of a product family. Ex: Washing Purpose Product level: All the product classes that can satisfy a core need with reasonable effectiveness. Ex: Cleanliness and tidiness Product class: A group of product within the product family recognized as having a certain functional coherence. Ex: Washing Machine Product Line: A groups of product within a product class that are closely related because they perform similar function, are sold to the same customer groups are marketed through same channel, or fall within given price range. Ex: Top loading and front loading washing machine. Product Type: A group of items within a product line that share one of several possible from of the product. EX: Fully Automatic and semi Automatic. Brand: The name associated with one or more items in the product line that is used to identify the source or character of the item. Ex: Different sizes washing machine are available in different size such as 5kg, 5.5kg, 6kg, 6.5kg, 7kg, 9kg, 10kg and 1kg. Item: A distinct unit within a brand or product line distinguishable by size, price, appearance or some other attribute. Ex: Videocon, Samsung, LG, Whirpool.
PRODUCT MIX
Price
• • • • • • • • • • • • • • • • From the point of view of any manufactures price represents the quantity of money received by the firm or seller. Price is the most important factor of marketing mix, which gives absolute percentage about the purchase and sales. Price is the one element of marketing mix that produces revenue, the other elements produce costs. Price is the easiest marketing mix element to adjust produce features, element and even promotion take more time. Price also communicates to the market the company?s invented value positioning of its product or brand. In orders to acquire most acceptable, price level, the marketers needs to have information on 3c?s. Customer Competition Cost-structure of the firm These are the factors which affects the price of the product. Marketing objective Marketing mix strategy Cost Nature of the marketing Demand Government policy Price involves decision related to the pricing policy. It also involves credit policy, discount, rebates and terms of delivery and payment.
PLACE
• Place is another key of marketing mix tools, which stands for the various activities. The company undertakes beginning from the channel of distribution, the mode of transportation, storage system, till making the product available to target market. • The producer needs to select appropriate place for manufacturing a product in such a way that it fulfills the prospective and present buyers.
• • • • • • • • • • • • •
Plant location: The Company should determine its plant location at such a place which does not increase its transportation cost, selling cost etc. It should locate it?s where the raw materials are easily available and location does not cause any harm to society. Distribution Channels
istribution channel includes all intermediaries of market such as manufacturer, distributor, wholesaler and retailer to sell product to consumer in market. Manufacturer ? Distributors ? Wholesalers ? Consumers Transportation:The mode of transportation depends on need of consumers, on product pricing, on time delivery performance, type of goods etc. For any product, transportation can be done with five modes such as Railways, Airways, Roadways, Waterways and Pipelines. Generally, washing machine is transported through company?s transport trucks.
Promotion
•
In simple word promotion means make popularity of product. It is one of the parts of lips of marketing. Each and every company always tries to promote its products in market. That?s why company tries to realize its product future and make an image in customer mind. Promotion is a tool through which the marketer communicates his product to the customers. The following are the most important tools of promotion which is called “PROMOTION MIX”.
• 1] ADVERTISING: • The non-personal form of communication and presentation of ideas, goods and services by an identities sponsor is called Advertising. • Advertising always performs four functions. • Advertising makes customer Aware about the product. • Advertising creates Interest about the product among the customer. • Advertising persuades Desire for the product among the customer. • Advertising encourage the customers to take an Action • For attention of product. • In this competitive era, an ideal advertisement should always persuade remain and reinforce the product to the customer.
• • • •
• • • • • • • • • • •
2] Sales Promotion: Sales promotion consists of a diverse collection of incentives and tools, mostly short term, design to stimulate quicker of grater purchase of a particular product or services by consumer of trade. 3] Personal selling: When the company opts to sell the product via salesman, it is known as Personal Selling. In case of personal selling to whom is not important who is selling is important. A company can make selling via salesman to household companies in institutes and even government. 4] Direct selling: When a company opts to sell directly to customers, eliminating the middleman and reducing the cost of selling for the benefit of a customer, it is known as Direct Selling. It can be made in the following ways. Through interest Directly via teleshopping network Company showrooms 5] Public relation: Public relation involves a variety of programme design to promote or to protect the company?s image or its individual product. The following tools are of the public relation. Press relation Lobbying Corporate communication Conseling
CONSUMER?S ANALYSIS
3. Age Group
• In our survey of washing machine most of the respondents are between the age of 20-35 and the second age group of respondents is 35-50.
• 4. Gender • As per the survey, out of 1400 respondents 574 respondents are male, while 826 respondents are female.
• 5. Occupation
• Best efforts have been made by our group to include all type of occupational persons in this survey so that we can better idea of preference of the Washing Machine. In the survey of 1400 people different kinds of occupations are observed but most of the housewives are using detergent powder and they are 502 out of 1400.
• 6. Monthly family income.
• From the above table it is seen that the total number of consumers that have been surveyed is 1400, out of which 13.86% are in the income group of below Rs.10000. • 38.86%are in the income group of Rs.1000025000. • 30.57%are in the income group of Rs.2500040000. • 16.71%are in the income group of Rs.40000above.
• 7. Which of these home appliances do you use?
• We have found that out of 1400 people, While 978 people having Refrigerator from home appliance 34.61% and 354 people having an Air conditioner from home appliance 12.53%.
8. Do you have washing machine?
•
From the above we can see that there are 48.14 % of people who haven?t used the washing machine. And we can see that 51.86 % of people are using washing machine.
Section 1
• Section 1
• We have found that washing machine LG Company is leading the washing machine market with 39.4% of followed by Whirlpool with 25.89% of the. Videocon has 14.33% of the market share other leaders according to our survey are Samsung, BPL, Electrolux.
Which kind of machine do you have?
• From the above we can see that there is 39.67% of people who have used the fully automatic washing machine and 20.94% of people have semi automatic washing machine. • We can see that there is 23.14% people have used the top loading washing machine and 16.25% of people have used the front loading washing machine.
Since how long you have been using washing machine?
• As per our survey, we found that 33.61% of people used the washing machine since 4 to 5 years.
Purpose of buying washing machine?
• As per our survey we found that main purpose of buying washing machine is desire of family members. • Necessity and busy schedule were also the reason for buying washing machine.
What do you feel about the price of your washing machine?
• Out of 726 people, 57.02% feel that prices are economic while 27.27% people think it?s high.
Which features did you consider before buying your washing machine?
• Most of the people considered price and brand popularity at the time of purchase. • After sale service and warranty carry less weightage compare to others.
What was your mode of payment? • 80.72% people bought washing machine by direct cash were as others through different loans.
What is your opinion about washing machine?
Will you prefer the same brand in future?
• As per our survey 71.07% of people prefer the same brand in future and 28.93% of people will change their brand in future.
SECTION 2
• What is the reason for not buying the washing machine till now?
• As per our survey 36.08% people said that the price of washing machine is high. We also found that 32.42% of people said that they are not interested to buy the washing machine till now.
Are you planning to buy the washing machine in future?
• We found that 67.36% of people are planning to buy washing machine in future.
If yes then which brand?
• 35.24% of people are planning to buy L.G washing machine in future.
How much would you like to spend on washing machine?
• As per our survey we found that most of the people are like to spend 15000 to 20000 on washing machine.
Section 3
• Why don?t you prefer the washing machine of LG?
• Most of the people said that the price L.G?s washing machine is very high and they are not aware of L.G. • And 17.10% of people disliking the washing machine of L.G.
Will you purchase LG washing machine in future?
• As per our survey 61.28% of people will purchase the washing machine of L.G in future and 38.72% of people will not purchase the washing machine of L.G.
Dealer?s Analysis
• Since how many years you have been into washing machine business?
• 33% of dealers have been into washing machine business since 5 to 10 years.
Which types of washing machine do you have?
• As per our survey, we show that our sample of dealers includes 25% of top loading and 35% of fully automatic, 25% of semi automatic and 15% of front loading washing machine.
Which of the brands of washing machine do you stock in?
• From the above graph we can see that dealers are dealing with the brands LG, Videocon, Samsung, Whirlpool and Electrolux.
Why do you deal in these brands?
• The above graph shows that the dealers are dealing in such brands that demanded by the consumers like quality, consumer preference, schemes, price, availability, profit margin, durability.
Which company?s brand is most preferred by customer?
• As per our survey, we can see that 36% customers are more preferred about LG and 31% customers are preferred about whirlpool. And others are preferred Samsung and Videocon.
Which factors are considered by consumer while purchasing the washing machine?
• From the above graph shows that the dealers are deal in such factors the consumers are demanded like brand, price, services and others.
How does the company promote the brand?
• As per our survey, 69% of dealers are promoting washing machine by television. • 20% of dealers are promoting washing machine by news paper and 11% of dealers are promoting washing machine by poster.
What types of services or facilities do you provide to your customer?
• As per our survey, 38% dealers are providing discount and some of the 31% dealers are providing schemes and 10% dealers are providing other facilities or services.
. Have you experienced an increase in the
demand of washing machine?
• As per our survey, we experienced an increase in the demand of washing machine is 79%. • For these reasons • People believe in technology. • In electronics Goods Company provide warranty & services. • 21% dealers have not experienced an increase in demand of washing machine.
What is the approximate rate of profit you get on selling the brands?
From the above graph, profit margins kept by most of the dealers are 10% to 20%.
Are you satisfied in dealing with your preferred company?
• We found that 85% of the dealers are satisfied in dealing with the company.
What scheme do you provide for influencing the customer?
• As per our survey, 35% of the dealers are provided guarantee for influencing the customers and only 5% of dealers are providing warranty.
CONSUMER BEHAVIOUR
• Cultural factors: • Values: Customers expect a set of value like activity, efficiency, low cost, comfort, progress, and freedom etc. to be satisfied by using a particular product. • Preference: preference is a more individual factor in which customer?s emphasis on a certain need and follows their own motivation. They give preference according to their own will.
• Social factor:
• Family size: For a marketer, it is essential to know about the family size of their brand because it will decide the consumption of a product and ultimately the sale of product. • Income: It is the most important factor focusing on the purchase power of the consumer. The customer can be distinguished into 6 classes of income.
• Personal Factors:
• Occupation: - It influences Consumption patterns, Marketers try to identify groups that have above interest in their products and service. Housewife, professor, businessman, government officer, private sector employee etc are the main basis of occupation here. • Family Life Cycle: Consumption is shaped by family life cycle, which includes 9 stages. Marketers often choose life cycle groups as their target market.
COMPETITORS
• It has been realized that “competitors are the essentials to move ahead,” When there is no competition the doors of progress have been closed .Though the leading brands Videocon, Samsung, LG and Whirlpool have captured the major share of market. They are facing competition by other companies such as IFB, Siemens, Haier, Panasonic and Sometimes by local brand too. This competition provides them better opportunities for progress. • Due to increase in competition major companies have become more alert. They are paying more attention towards research and development. As a part of that new X-lent range of washing machine is going to be introduced by Videocon and Nano technology is introduced by Samsung to differentiate their products from others. • Even the companies are doing their sincere efforts towards advertisement and sales promotion. Day-by-day ads are being more attractive and even interesting. Even they are using best celebrities as brand ambassador to grab public attention.
Conclusion
• Market research
• We can define market research as “the systematic design, collection, analysis and reporting data and finding relevant to a specific marketing situation facing the company.” • After analyzing 1400 questionnaires of consumers and 100 questionnaire of dealer, we can conclude that L.G has the largest market share in the washing machine industry. It has achieved a good market share in the sphere of after sales service. Moreover, it gives good amount of satisfaction to its consumers. • Our market research on “washing machine” also has some limitations, so we felt that it will be better to criticize and disclose those limitations ourselves. No survey can be conducted before finding out the limitations that may be naturally imposed on it.
LIMITATIONS
• Here are the few listed points, which show the limitations we come across while we come across while undertaking the market research of our product. • Though we tried to get the accurate and transport opinion, we doubt that the information that the information that has been gathered from the respondent may be limited. They might have not disclosed everything that was needed for the survey. • The research enclosed in this project is based on the survey conducted by us. It is possible that we might have left out some important details. • We tried to extract extra information from various dealers but due to certain unavailable circumstances we were unable to extract all the relevant information of this product in the market. • We will try to minimize the control able limitations and errors, which will definitely be helpful in the near future.
SUGGESTIONS
• SUGGESTIONS • From the views and opinions of the various consumers and dealers we analyzed certain suggestions washing machine industry, which may be beneficial to it in the near future. • Companies should offer various training programmes to the dealers for demonstration to the customer. • Dealers must be provided higher profit margins.
doc_462091653.ppt
A washing machine (laundry machine, clothes washer, or washer) is a machine to wash laundry, such as clothing and sheets.
A PROJECT REPORT ON MARKET RESEARCH OF WASHING MACHINE Submitted By:GROUP: W SECOND YEAR MBA 2010-2011 Submitted To:K.S. SCHOOL OF BUSINESS MANAGEMENT GUJARAT UNIVERSITY, AHMEDABAD.
•
•
•
• • • • •
A small but an important and timely help can prove to be mile stone. Every human being has such kind experience. This project is dedicated to all people whom me met took guidance, talked, interviewed and learnt something from them. At this occasion, we want to grab this immense opportunity to acknowledged our since thanks to all of them while submitting this report. First and for most we would like to express our gratitude to our collage K.S SCHOOL OF BUSINESS MANAGEMENT and its directors in charge Dr. Sarala Achuthan for giving us the golden opportunity of making the project. We feel obliged to Ms. Shamina Ansari our Project faculty guide for providing us the valuable information and supportive guidance. We have no words to express our gratitude towards those, who were constantly involved with us through our wonderful experience working with “Washing Machine”. We are indebted and whole heartily thankful for the assistance received from various individuals in .making this project a success.
• • • • •
•
• • •
“Well begun is half done”, as per this proverb we will like to share the blue print of our project, the summarization is as follows. We started with analyzing the concept of our project which is „Washing Machine? we got some basic ideas about our project. After analyzing the idea, we discovered history of „Washing Machine? along with some manufacturing companies. Then comes one of the major task, which is discovering the 4 P?S of marketing and that includes all concept of market like product, price, place and promotion. All this information was followed by preparing a suitable questionnaire. So we could effectively communication with the consumer of the product. After that we surveyed about 1400 people for gathering the information regarding our project. After the survey, the accurate task of analysis was held by us. We must admit here that without contribution of each and every group member, it would never have been this much successful. We made the graphical presentation in form of unvaried and bipartite data, for easy comparison and Understanding; we have worked out the interpretation of each graph to explain the facts.
What is Washing Machine?
• A washing machine is a machine designed to clean laundry, i.e. clothing and other household textile such as towels and sheets. It is generally restricted to machines that use water as the primary cleaning solution, as opposed to dry cleaning which uses alternative cleaning fluids and is generally performed by specialist businesses.
History Of Washing Machine
• To clean clothing it is necessary to rub and flex the cloth to break apart solids and help the soap penetrate. At first this was done by pounding or rubbing the clothing with rocks in river, and later developed in to the corrugated wash board. As electricity was not commonly available until at least 1930, these early machines were often operated by a low-speed single-cylinder hit and miss gasoline engine. While the earliest machines were constructed from wood, late machines made of metal permitted a fire to burn below the washtub, to keep the water warm throughout the body?s washing. The soaking wet clothing would be formed into a roll and twisted by hand to extra water. To reduce this labour, the wringer/mangle was developed. The first wringers were hand-operated. The modern process of water removal by spinning did not come into use until electric motors were developed. Spinning requires a constant highspeed power source, and was originally done in a separate device known as an extractor. The load of washed clothing would be transferred from the wash tub to the extractor basket, and the water spun out. What is now referred to as automatic washer was at one time referred to as a washer/extractor, who combines the features of these two devices into single machine, plus also includes the ability to fill and drain water by itself. The automatic washing machines and clothes dryer into a single device, but this are generally uncommon because the drying process tends to use much more energy than using two separate devices.
•
•
Washing machine milestones
• The first English patent under the category of washing and wringing machines was issued in 1691. The first united states patent titled ''Clothes washing " was granted to Nathaniel Briggs of new Hampshire in 1797.The first Laundromat opened in fort worth, Texas in 1934. • In 2001, Whirlpool Corporation introduced calypso, the first vertical-axis high efficiency washing machine to be top-loading. • In 2008 the university of Leeds created a washing machine that uses only a cup(about 0.5 imperial pints(280 ml) of water to carry out a full wash. It could save billions of water each year.
• 19 century Metropolitan Washing Machine •
A Vintage German Model
1910 Advertisement of Washing Machine
A 1950s Model
Commercial Washing Machine in a self service Laundromat
• • • • • •
• •
Modern machines Modern machines are available in two configurations: Top loading and Front loading. TOP-LOADING The top-loading or v -axis clothes washer, most popular in Australia, New Zealand, Canada. Clothes are loaded through the top of the machine, which is covered with a hinged door. During the wash cycle, the outer tub is filled with water sufficient to suspend the clothing freely in the basket, and the movement of the agitator pulls the clothing downward in the center toward the agitator paddles. FRONT-LOADING The front-loading or H-axis clothes washers, most popular in middle east and Europe, mounts the inner basket and outer tub horizontally, and loading is through a door at the front of the machine. The door often but not always contains a window. All the front loaders being the washing process by slowly tumbling the clothing under the stream of water entering and filling the drum, to rapidly saturate the clothes with water.
• Comparisons • 1. WATER LEAKAGE • The top-loading are less prone to leakage when used under heavy gravity. Front loading machines require a seal on the front door, and similarly the front door must be latched during operation to prevent opening, lest large amounts of water spill out.
• 2. ENERGY USAGE • Front-loaders use less energy, water and detergent and clean more effectively than the best top-loaders. • 3. WATER USAGE • Front loaders generally use less water. • 4. NOISE • Front loaders tend to operate more quietly than top loaders, since there is less of a tendency to imbalance.
Industrial washing machines
• An industrial clothes washer can be used to batch process up to 300 pounds (140 kg) of textiles at once, and can be used for extremely machine-abusive washing tasks such as stone washing or fabric bleaching and dyeing.
WASHING MACHINE MANUFACTURERS
• • • • • • • • • • • • • • • • • Alliance laundry (speed queen). Bosch -including the brand names Siemens, Neff, Belay, Profilo and constructa. Electrolux -including the brand names AEG, Frigidaire. IFB GE- including the brand name Hotpoint. HAIER Hitachi LG Miele Samsung Smeg Staber Whirlpool - including the brand names Admiral, Amana, Inglis, Kenmore, Maytag, Magic chef. Thor Bendix Washex
ROLE IN WOMEN'S LIBERATION
• The historically laborious process of washing clothes has at times been labeled "woman's work" and women from all classes tried to find ways to get relief from doing laundry.
• In 2009, L'Osservatore Romano published an article entitled "The washing machine and the liberation of women" that was controversially meant to demonstrate that the washing had done more for the liberation of woman than the contraceptive pill and abortion pill, which are often associated to women's day........
History of LG?S washing machine
• LG Electronics is a South Korean company based in Yeouido, Seoul and has 75 worldwide subsidiaries. This company initially started out in 1958 under the name Goldstar and was involved in creating highly innovative electronic products and electrical appliances like televisions, radios, air conditioners and washing machines. Lucky, another highly-regarded Korean company merged with Goldstar to form LG. The company continues its long history of producing the best electrical appliances up to this day and its LG washing machine models are regarded as some of the best.
Common Features
• LG produces a variety of washing machine types including front loaders, top loaders and washer and dryer combo machines. Many LG washing machine models have the Allergens technology feature which is able to reduce the presence of certain allergens present in the clothes it washes. These allergens may include dust mites and domestic animal dander. The Steam fresh features of LG washing machines also reduce wrinkles of clothes it washes which decrease the need for ironing of clothes.
Performance/Ratings
• Most of the company?s washing machines are energy star rated which allows the washing machine to function at full efficiency without using as much energy as non-rated washing machines. The washing machine model WM2487 which is able take in as much as 10.1 kg loads exceeds the energy star qualifications by as much as 94% which makes it highly energy efficient. Using it to full capacity even with its heavy loads, it would only use about 167 kilowatt-hours per year.
Research and development
• • • All the products offered by the company have unique technologies, developed by its R&D departments that give customers a healthier environment to live-in. New front loading machines introduced by LG has Fuzzy logic technology. Adjustment in water level and cycle time will be made directly according to load. Even this technology is useful for savings of water and electricity. LG has introduced I-sensor technology which provides the three extra features of supreme wash , hardness of detergent and temperature with many there facilities with child lock, rat lock etc. They are given European looks in four colors. Semi automatic washing machine launched by LG is coming in many size. This washing machine has been designed taking into consideration the aspirational as well as functional needs of Indian consumer. The new semi automatic machine launched has international looks and elegance.
•
•
Awards and achievement
• The year 2001 witnessed LG becoming the fastest growing company in the consumer electronics, home appliances and computer peripherals industry. • It has achieved a turnover 5000 crores since its inception in 1997. • LG has proud to be awarded the Super brands Singapore 2006. LG was voted by consumers to be their best brand in the following product categories: Refrigerator, washing machine, DVD Players, AirConditioner, Flat screen / LCD / Plasma TV.
• The marketer?s task is to devise marketing and assumable fully integrating marketing programmes to create communication and deliver value for customer marketing activities come in all forms these tools are classified into 4 broad groups which are called 4 P?S of marketing product, price, place and promotion.
A] PRODUCT
Product level:
• •
Core Benefit: The most fundamental level is core benefit. The fundamental service or benefit that the consumer is really buying is including in core benefit. The core benefit of washing machine is to wash clothes. Basic Level: In this level the marketer has to convert the core benefit into a basic product. At this level, major emphasis of marketers is on satisfying the basic need of the consumer to make clothes clean and germfree with less consumption of time and water is basic level of washing machine. Expected Level: At this level, the marketer prepares an expected product, a set of attributes and condition which buyers normally accept when they purchase the product. The expected level of washing machine is to wash colored and white clothes all together. Augmented Level: At this level the marketers prepares an augmented product that exceed customers? expectation. In this level, the marketer goes for features which are not provided by the product in the same category. . One switch buzzer system in washing machine is the Augmented level. The whole process washing the clothes is done by switching on a single switch. Potential Level: The potential product encompasses all the possible augmentation and transformation the product or offering might undergo in future. In washing machine the potential level would be the wrinkle free clothes after the wash.
• •
• • • • •
• • •
PRODUCT HIERARCHY
• • • • • • • • • • • • • • • • • Need Of Family: The core need that underlies the existence of a product family. Ex: Washing Purpose Product level: All the product classes that can satisfy a core need with reasonable effectiveness. Ex: Cleanliness and tidiness Product class: A group of product within the product family recognized as having a certain functional coherence. Ex: Washing Machine Product Line: A groups of product within a product class that are closely related because they perform similar function, are sold to the same customer groups are marketed through same channel, or fall within given price range. Ex: Top loading and front loading washing machine. Product Type: A group of items within a product line that share one of several possible from of the product. EX: Fully Automatic and semi Automatic. Brand: The name associated with one or more items in the product line that is used to identify the source or character of the item. Ex: Different sizes washing machine are available in different size such as 5kg, 5.5kg, 6kg, 6.5kg, 7kg, 9kg, 10kg and 1kg. Item: A distinct unit within a brand or product line distinguishable by size, price, appearance or some other attribute. Ex: Videocon, Samsung, LG, Whirpool.
PRODUCT MIX
Price
• • • • • • • • • • • • • • • • From the point of view of any manufactures price represents the quantity of money received by the firm or seller. Price is the most important factor of marketing mix, which gives absolute percentage about the purchase and sales. Price is the one element of marketing mix that produces revenue, the other elements produce costs. Price is the easiest marketing mix element to adjust produce features, element and even promotion take more time. Price also communicates to the market the company?s invented value positioning of its product or brand. In orders to acquire most acceptable, price level, the marketers needs to have information on 3c?s. Customer Competition Cost-structure of the firm These are the factors which affects the price of the product. Marketing objective Marketing mix strategy Cost Nature of the marketing Demand Government policy Price involves decision related to the pricing policy. It also involves credit policy, discount, rebates and terms of delivery and payment.
PLACE
• Place is another key of marketing mix tools, which stands for the various activities. The company undertakes beginning from the channel of distribution, the mode of transportation, storage system, till making the product available to target market. • The producer needs to select appropriate place for manufacturing a product in such a way that it fulfills the prospective and present buyers.
• • • • • • • • • • • • •
Plant location: The Company should determine its plant location at such a place which does not increase its transportation cost, selling cost etc. It should locate it?s where the raw materials are easily available and location does not cause any harm to society. Distribution Channels
istribution channel includes all intermediaries of market such as manufacturer, distributor, wholesaler and retailer to sell product to consumer in market. Manufacturer ? Distributors ? Wholesalers ? Consumers Transportation:The mode of transportation depends on need of consumers, on product pricing, on time delivery performance, type of goods etc. For any product, transportation can be done with five modes such as Railways, Airways, Roadways, Waterways and Pipelines. Generally, washing machine is transported through company?s transport trucks.Promotion
•
In simple word promotion means make popularity of product. It is one of the parts of lips of marketing. Each and every company always tries to promote its products in market. That?s why company tries to realize its product future and make an image in customer mind. Promotion is a tool through which the marketer communicates his product to the customers. The following are the most important tools of promotion which is called “PROMOTION MIX”.
• 1] ADVERTISING: • The non-personal form of communication and presentation of ideas, goods and services by an identities sponsor is called Advertising. • Advertising always performs four functions. • Advertising makes customer Aware about the product. • Advertising creates Interest about the product among the customer. • Advertising persuades Desire for the product among the customer. • Advertising encourage the customers to take an Action • For attention of product. • In this competitive era, an ideal advertisement should always persuade remain and reinforce the product to the customer.
• • • •
• • • • • • • • • • •
2] Sales Promotion: Sales promotion consists of a diverse collection of incentives and tools, mostly short term, design to stimulate quicker of grater purchase of a particular product or services by consumer of trade. 3] Personal selling: When the company opts to sell the product via salesman, it is known as Personal Selling. In case of personal selling to whom is not important who is selling is important. A company can make selling via salesman to household companies in institutes and even government. 4] Direct selling: When a company opts to sell directly to customers, eliminating the middleman and reducing the cost of selling for the benefit of a customer, it is known as Direct Selling. It can be made in the following ways. Through interest Directly via teleshopping network Company showrooms 5] Public relation: Public relation involves a variety of programme design to promote or to protect the company?s image or its individual product. The following tools are of the public relation. Press relation Lobbying Corporate communication Conseling
CONSUMER?S ANALYSIS
3. Age Group
• In our survey of washing machine most of the respondents are between the age of 20-35 and the second age group of respondents is 35-50.
• 4. Gender • As per the survey, out of 1400 respondents 574 respondents are male, while 826 respondents are female.
• 5. Occupation
• Best efforts have been made by our group to include all type of occupational persons in this survey so that we can better idea of preference of the Washing Machine. In the survey of 1400 people different kinds of occupations are observed but most of the housewives are using detergent powder and they are 502 out of 1400.
• 6. Monthly family income.
• From the above table it is seen that the total number of consumers that have been surveyed is 1400, out of which 13.86% are in the income group of below Rs.10000. • 38.86%are in the income group of Rs.1000025000. • 30.57%are in the income group of Rs.2500040000. • 16.71%are in the income group of Rs.40000above.
• 7. Which of these home appliances do you use?
• We have found that out of 1400 people, While 978 people having Refrigerator from home appliance 34.61% and 354 people having an Air conditioner from home appliance 12.53%.
8. Do you have washing machine?
•
From the above we can see that there are 48.14 % of people who haven?t used the washing machine. And we can see that 51.86 % of people are using washing machine.
Section 1
• Section 1
• We have found that washing machine LG Company is leading the washing machine market with 39.4% of followed by Whirlpool with 25.89% of the. Videocon has 14.33% of the market share other leaders according to our survey are Samsung, BPL, Electrolux.
Which kind of machine do you have?
• From the above we can see that there is 39.67% of people who have used the fully automatic washing machine and 20.94% of people have semi automatic washing machine. • We can see that there is 23.14% people have used the top loading washing machine and 16.25% of people have used the front loading washing machine.
Since how long you have been using washing machine?
• As per our survey, we found that 33.61% of people used the washing machine since 4 to 5 years.
Purpose of buying washing machine?
• As per our survey we found that main purpose of buying washing machine is desire of family members. • Necessity and busy schedule were also the reason for buying washing machine.
What do you feel about the price of your washing machine?
• Out of 726 people, 57.02% feel that prices are economic while 27.27% people think it?s high.
Which features did you consider before buying your washing machine?
• Most of the people considered price and brand popularity at the time of purchase. • After sale service and warranty carry less weightage compare to others.
What was your mode of payment? • 80.72% people bought washing machine by direct cash were as others through different loans.
What is your opinion about washing machine?
Will you prefer the same brand in future?
• As per our survey 71.07% of people prefer the same brand in future and 28.93% of people will change their brand in future.
SECTION 2
• What is the reason for not buying the washing machine till now?
• As per our survey 36.08% people said that the price of washing machine is high. We also found that 32.42% of people said that they are not interested to buy the washing machine till now.
Are you planning to buy the washing machine in future?
• We found that 67.36% of people are planning to buy washing machine in future.
If yes then which brand?
• 35.24% of people are planning to buy L.G washing machine in future.
How much would you like to spend on washing machine?
• As per our survey we found that most of the people are like to spend 15000 to 20000 on washing machine.
Section 3
• Why don?t you prefer the washing machine of LG?
• Most of the people said that the price L.G?s washing machine is very high and they are not aware of L.G. • And 17.10% of people disliking the washing machine of L.G.
Will you purchase LG washing machine in future?
• As per our survey 61.28% of people will purchase the washing machine of L.G in future and 38.72% of people will not purchase the washing machine of L.G.
Dealer?s Analysis
• Since how many years you have been into washing machine business?
• 33% of dealers have been into washing machine business since 5 to 10 years.
Which types of washing machine do you have?
• As per our survey, we show that our sample of dealers includes 25% of top loading and 35% of fully automatic, 25% of semi automatic and 15% of front loading washing machine.
Which of the brands of washing machine do you stock in?
• From the above graph we can see that dealers are dealing with the brands LG, Videocon, Samsung, Whirlpool and Electrolux.
Why do you deal in these brands?
• The above graph shows that the dealers are dealing in such brands that demanded by the consumers like quality, consumer preference, schemes, price, availability, profit margin, durability.
Which company?s brand is most preferred by customer?
• As per our survey, we can see that 36% customers are more preferred about LG and 31% customers are preferred about whirlpool. And others are preferred Samsung and Videocon.
Which factors are considered by consumer while purchasing the washing machine?
• From the above graph shows that the dealers are deal in such factors the consumers are demanded like brand, price, services and others.
How does the company promote the brand?
• As per our survey, 69% of dealers are promoting washing machine by television. • 20% of dealers are promoting washing machine by news paper and 11% of dealers are promoting washing machine by poster.
What types of services or facilities do you provide to your customer?
• As per our survey, 38% dealers are providing discount and some of the 31% dealers are providing schemes and 10% dealers are providing other facilities or services.
. Have you experienced an increase in the
demand of washing machine?
• As per our survey, we experienced an increase in the demand of washing machine is 79%. • For these reasons • People believe in technology. • In electronics Goods Company provide warranty & services. • 21% dealers have not experienced an increase in demand of washing machine.
What is the approximate rate of profit you get on selling the brands?
From the above graph, profit margins kept by most of the dealers are 10% to 20%.
Are you satisfied in dealing with your preferred company?
• We found that 85% of the dealers are satisfied in dealing with the company.
What scheme do you provide for influencing the customer?
• As per our survey, 35% of the dealers are provided guarantee for influencing the customers and only 5% of dealers are providing warranty.
CONSUMER BEHAVIOUR
• Cultural factors: • Values: Customers expect a set of value like activity, efficiency, low cost, comfort, progress, and freedom etc. to be satisfied by using a particular product. • Preference: preference is a more individual factor in which customer?s emphasis on a certain need and follows their own motivation. They give preference according to their own will.
• Social factor:
• Family size: For a marketer, it is essential to know about the family size of their brand because it will decide the consumption of a product and ultimately the sale of product. • Income: It is the most important factor focusing on the purchase power of the consumer. The customer can be distinguished into 6 classes of income.
• Personal Factors:
• Occupation: - It influences Consumption patterns, Marketers try to identify groups that have above interest in their products and service. Housewife, professor, businessman, government officer, private sector employee etc are the main basis of occupation here. • Family Life Cycle: Consumption is shaped by family life cycle, which includes 9 stages. Marketers often choose life cycle groups as their target market.
COMPETITORS
• It has been realized that “competitors are the essentials to move ahead,” When there is no competition the doors of progress have been closed .Though the leading brands Videocon, Samsung, LG and Whirlpool have captured the major share of market. They are facing competition by other companies such as IFB, Siemens, Haier, Panasonic and Sometimes by local brand too. This competition provides them better opportunities for progress. • Due to increase in competition major companies have become more alert. They are paying more attention towards research and development. As a part of that new X-lent range of washing machine is going to be introduced by Videocon and Nano technology is introduced by Samsung to differentiate their products from others. • Even the companies are doing their sincere efforts towards advertisement and sales promotion. Day-by-day ads are being more attractive and even interesting. Even they are using best celebrities as brand ambassador to grab public attention.
Conclusion
• Market research
• We can define market research as “the systematic design, collection, analysis and reporting data and finding relevant to a specific marketing situation facing the company.” • After analyzing 1400 questionnaires of consumers and 100 questionnaire of dealer, we can conclude that L.G has the largest market share in the washing machine industry. It has achieved a good market share in the sphere of after sales service. Moreover, it gives good amount of satisfaction to its consumers. • Our market research on “washing machine” also has some limitations, so we felt that it will be better to criticize and disclose those limitations ourselves. No survey can be conducted before finding out the limitations that may be naturally imposed on it.
LIMITATIONS
• Here are the few listed points, which show the limitations we come across while we come across while undertaking the market research of our product. • Though we tried to get the accurate and transport opinion, we doubt that the information that the information that has been gathered from the respondent may be limited. They might have not disclosed everything that was needed for the survey. • The research enclosed in this project is based on the survey conducted by us. It is possible that we might have left out some important details. • We tried to extract extra information from various dealers but due to certain unavailable circumstances we were unable to extract all the relevant information of this product in the market. • We will try to minimize the control able limitations and errors, which will definitely be helpful in the near future.
SUGGESTIONS
• SUGGESTIONS • From the views and opinions of the various consumers and dealers we analyzed certain suggestions washing machine industry, which may be beneficial to it in the near future. • Companies should offer various training programmes to the dealers for demonstration to the customer. • Dealers must be provided higher profit margins.
doc_462091653.ppt