WHY KELVINATOR FAILED
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Transcript of WHY KELVINATOR FAILED
WHY KELVINATOR FAILED
PRESENTED BY:AKSHAY KAMAL PANDEYBIBHU PRASAD SAHOO
KALPAK DASGUPTARANJANI KUMARI
ROHIT KUMAR LOHIAVAIBHAV DIXIT
LAUNCH OF KELVINATOR
Kelvinator was founded in 1914, in Detroit, Michigan, United States by
engineer Nathaniel B. Wales.
In 1918 Kelvinator introduced the first refrigerator with any type of
automatic control.
Besides refrigerators, it also manufactures other appliances like
dishwasher, vacuum cleaner, washing machine, cooker etc.
In 1916, the name of the company was changed to "Kelvinator
Company" in honor of British physicist, Lord Kelvin, the discoverer
of "absolute zero".
Kelvinator appliances are owned by Swedish giant, Electrolux since 1986.
By 1923, the Kelvinator Company held 80 percent of the market for
electric refrigerators.
CONTINUED………On January 4, 1937, the company merged with Nash Motors to form
Nash-Kelvinator Corporation
In 1952, it acquired the Altorfer Bros. Company,
which made home laundry equipment under
the ABC brand name.
Kelvinator introduced the first auto-defrost model side-by-side
refrigerator in the early 1950s.
In the 1960s, Kelvinator refrigerators introduced "picture frame" doors on
some models allowing owners to decorate their appliance to match
décor of their kitchens.
In 2005, the Kelvinator division to National Refrigeration of Honea
Path, South Carolina.
KELVINATOR FRIDGE
Kelvinator’s refrigerator had best cooling effect with cutting edge technology.
All Kelvinator refrigerators were certified with NSF/ANSI 7 standards of food service and come with one year warranty
Kelvinator's main positioning was based on its cooling power.
Kelvinator's compressors were one of the best available globally.
The brand was considered to be a tough and reliable one.
One of the best and most apt tagline for any refrigerator brand “Coolest one”.
The brand equity was so powerful that even without much promotion; the brand had two digit market shares during early 2000.
FAILURE OF THE BRAND
Continued………
CONTINUED………….
REVIVAL OF THE BRAND
In 2005-06,
Electrolux
Kelvinator Ltd was
acquired by the
Videocon group.
The acquisition gave Videoco
n, the rights to
use Electrolux brand for five years and
Kelvinator brand
for unlimite
d period.
The brand was
rejuvenated in 2008-2009.
Recently the
commercial of
Kelvinator is
being shown
in one of the local
Kerala channel.
The brand retains
the famous classic
positioning of "The
Coolest One".
Since Electrolu
x Kelvinator was
acquired by
Videocon, the brand
has made a comeback and is said to
be gaining market share.
RECOMMENDATIONS•Repositioning strategy for the KELVINATOR brand showing its coolness and unique innovative features.
•We can relaunch the brand with huge promotional campaign, so that the image of the brand can be revived back in the mind of the consumers.
•Focus on rural market because it has more potential.
•Introducing an renew promotional strategy for the company to reinforce the brand value in the mind of consumers.
•Introducing an integrated marketing and R&D division to bring in newer technologies and augmented features.
•We can go for brand ambassador for the brand to enhance the brand recall