Voltas AC India Ka Dil, India Ka AC

Presented By:
Gurleen Awal Nidhi Verma Neeraj Nagpal Nidhi Manchanda

Introduction
Voltas is among India's leading air-conditioning, refrigeration and engineering services companies. Set up in 1954, its core competencies lie in air conditioning and cooling appliances and services. Voltas is India's largest supplier of engineering products and services for the textile machinery sector and is a major manufacturer of forklift trucks. It provides solutions in turnkey pumping projects for water, effluent and sewage treatment, and water pollution control. The company has ISO 9001-2000 certification and has executed projects in the Middle East, Southeast Asia, Central Asia, Africa and Europe. Total 20 branches in all over India. Voltas is connected with Tata for the last 51 years.

Interesting Facts
Vision Of Voltas: 10k @10 by 10. Burj Khalifa , Etihaad towers , Bahrain City Center Terminal 3, Fortis hospital Delhi, Godrej IT Park CWG Airports- Hyderabad (Rajiv Gandhi International Airport LEED), Singapore (medical and research center). Commercial banks like SBI, PNB atms, Co-op bank, Dena bank Carbon Foot Prints

Research Objectives
To know about the 4Ps and current positioning of the Voltas AC To know about the customer perception about Voltas AC To study the factors affecting the customers purchase decision regarding Voltas AC

Research Methodology
Place of study: Chandigarh Type of study: Descriptive Study Sample size: 50 Sampling technique : Judgmental Sampling Data collection method: Survey Method Data Analysis technique: Graphical Method

Findings
4 Ps:
Product Types of ACs: Windows Split AC Cassette Slimline Ductables Price Place Promotion Newspaper & Print Media TV Commercials Campaign-Jagmag desh mera Personal selling Store Atmosphere Sales promotion Average price : Distribution Window: Rs.16,177 Channel Split : Rs.21,123

Range of products

Findings
4 Ps:
Product Types of ACs: Windows Split AC Cassette Slimline Ductables Price Place Promotion Newspaper & Print Media TV Commercials Campaign-Jagmag desh mera Personal selling Store Atmosphere Sales promotion Average price : Distribution Window: Rs.16,177 Channel Split : Rs.21,123

Distribution Channel
Distributor (Branch Office)

Channel Partners

Retailers

Institutes

Tata Employees

Chandigarh, Himachal Pradesh, Parts Of Haryana & Jammu & Kashmir

Findings
4 Ps:
Product Types of ACs: Windows Split AC Cassette Slimline Ductables Price Place Promotion Newspaper & Print Media TV Commercials Campaign-Jagmag desh mera Personal selling Store Atmosphere Sales promotion Average price : Distribution Window: Rs.16,177 Channel Split : Rs.21,123

STP of Voltas AC
Segmentation The air conditioner market is broadly divided into home, commercial and industrial segments. The commercial segment includes premises fitted with off the shelf air conditioners and those needing custom-built air conditioning systems. The group looks after off-the-shelf air conditioners and other products like water coolers and water dispensers.

Target
India is a tropical country where summers are vey hot and humid. Voltas ACs target the middle class population where anyone can afford ACs that have been kept at a reasonable price. The company will be targeting the B and C cities with the launch of new range of Vertis Premium window and split air conditioners. The newly launched air conditioners are priced in the rage off Rs9,900 - Rs28,000 (window) and the split air conditioners are in the range of Rs14,500-Rs36,000. The company is now trying to capture domestic segments too with mass media campaigns like India ka Dil, India ka AC. The company also introduced a sub Rs.10,000 air conditioner. (Source domain-b.com)

Positioning
Voltas customers participate in nationwide 'JAGMAG' drive Every Voltas AC customer now has the chance to participate in a nationwide initiative -- the 'Lighting up a billion lives' campaign for electrification of rural homes, being conducted by The Energy and Resources Institute (TERI), with Voltas' enthusiastic support.

 Voltas is actively encouraging its customers to participate through direct purchasing, as well as by spreading the word among their friends and relatives. It's a rare opportunity to make a significant impact in creating a brighter future for India. Voltas India Ka Dil, India Ka AC campaign has had a special resonance with consumers, appealing to the pride of Indians in the new emerging India and its booming economy, and the feeling that India has now arrived on the global stage. Power saving features of Voltas star rated Acs.

 Eco friendly antibacterial remote control , hydrophilic coated aluminum fins (Fitted in the indoor unit, this water contamination free foil enhances the heat exchange efficiency), golden bio evaporator (prevents bacteria from breeding and spreading to create a healthy and comfortable environment). Unbeatable technology -first to introduce AC with I.Q.

Survey Analysis

Do you have an AC in your House/Office/Shop?

AC
1

Yes No

49

How many ACs do you have?

No. of persons

7 18

No. Of ACs
1 2 3

16

4 or more 8

Which brand of AC are you using?

No. Of Users
25 2 20 5 0 5 0 4 2 9 6 No. Of Users

What capacity of AC are you using?

No.of Users
0 7 3 11
Capacity( in ton)

0.75 1 1.5 2 More than 2

36

Which type of AC are you using?

No. of Users
00 19 Windows Split Cassette 42 Corner Slimline 0

For how long have you been using the AC?

No. of Users
30 25 20 15 No. of Users 10 5 0 0 to 5 6 to 10 11 to 15 16 to 20 Years 4 2 25 19

Attributes that may/may not motivate to buy Voltas AC

45 40 35 30 25 20 15 10 5 0 Price 10 5 4 Performance 4 Warranty 11 5 5 4 Service 16 13 23 30 3 2 1 1-Least Important 3-Most important

Which mode influenced you to buy Voltas AC?

No. Of Users

10% 6% 44% 32% 8% Peer Group Newspaper TV Radio Internet Ad

In future which brand of AC will you prefer to buy?

Out of 50 sample size, 18 persons preferred to buy Voltas AC in future 9 persons wanted to buy Hitachi, 4 persons wanted to buy LG, 3 for Carrier, 1 each for Samsung, Whirlpool and General.

Post Purchase Services

Voltas AMC -Only a Voltas AMC offer you complete peace of mind as it is backed by a nationwide network of service centers with well trained engineers. Call 4 care - Voltas 24x7 Customer Care Center has a dedicated team of professionals who are ready to register and attend to your service requirements anytime of the day.

Conclusion
Voltas is among India's leading air-conditioning, refrigeration and engineering services companies. People are motivated to buy a Voltas AC due to its performance, warranty, price, service. Windows AC and split ACs are more popular among customers than other variants. Also 1.5 ton ACs are far more popular.

Recommendations
Introduce the variants of Corner and Slimline ACs and advertise them aggressively. Come up with attractive schemes like free installation. Make the AC models more attractive. Ensure prompt service. More emphasis on product specification through Voltas channel partners.

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