FINAL REPORT

SIP–2010

SELLING BLUE STAR AIR CONDITONER

Name of Company: BLUE STAR

Nature of Work: SALES AND MARKETING
Place of work: Hyderabad

Submitted By:
Name: ANAND.R

Enrollment No: 7NIHN115

Company Guide: Mr. ASWATHAMA

Faculty Guide: Dr. SAHIK MOULALI

 A

PROJECT REPORT
ON

SALES OF BLUE STAR AIR CONDITIONER

IN
BLUE STAR

(MARKETING, SALES)

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS OF IMBA PROGRAM (CLASS OF 2007 to
2012)
ICFAI NATIONAL COLLEGE

HYDERABAD
 ACKNOWLEDGEMENT

I am extremely thankful to my Center Head

Mr. CHARYULU for having given this assignment which gave
me an opportunity to make a project study in its perfect form.

I am also thankful to my faculty guide of my SIP

Dr. SAHIK MOULALI who has been a constant source for me in
preparation of this report.

I would like to express my gratitude to

Mr. ASWADHAMA my company guide who gave me an
opportunity to do my internship in BLUE STAR. I am also
thankful to him for providing me the opportunity to do my
internship in the company and guidance in preparation of this
report.

I am thankful to my parents for their immense cooperation and

continuous moral support for their encouragement all through
the work.
 DECLARATION

I do hereby declare that this dissertation entitled

“SELLING BLUE STAR AIR CONDITIONER” has been
prepared by me for partial fulfillment of the award of the
Degree in Master of Business Administration, under the
guidance of Mr. ASWATHAMA company guide and
Dr. SAHIK MOULALI Faculty guide.
I also hereby declare that this is bonfire record of
practical work done by me during Summer Internship Program
26th April 2009 to 22th July 2009.

Anand .R

Enroll. No.7NIHN115
 TABLE OF CONTENTS

1. ABSTRACT OR SUMMARY

Marketing

2. INTRODUCTION

INDIAN AIR CONDITIONER INDUSTRY

BLUE STAR INDIA

3. PRODUCT PRESENTATION

4. OBJECTIVES

5. LIMITATIONS

6. METHODOLOGY

Sales process

Marketing process

7. SCHEDULE

8. CONCLUSION

9. APPENDICES
SUMMARY

MARKETING

Marketing is an integrated communications-based process through

which individuals and communities discover that existing and newly-
identified needs and wants may be satisfied by the products and services
of others.

Marketing is defined by the American Marketing Association as

the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large. The term developed
from the original meaning which referred literally to going to market, as
in shopping, or going to a market to buy or sell goods or services.

Marketing practice tends to be seen as a creative industry, which

includes advertising, distribution and selling. It is also concerned with
anticipating the customers' future needs and wants, which are often
discovered through market research. Seen from a systems point of view,
sales process engineering views marketing as a set of processes that are
Inter connected and interdependent with other functions, whose methods
can be improved using a variety of relatively new approaches.

Marketing is influenced by many of the social sciences, particularly

psychology, sociology, and economics. Anthropology and neuroscience
are also small but growing influences. Market research underpins these
activities through advertising; it is also related to many of the creative
arts. The marketing literature is also infamous for re-inventing itself and
its vocabulary according to the times and the culture.

MARKETING MIX:

Marketing Mix contained 4 elements: product, price, place and

promotion.

• Product: The product aspects of marketing deal with the

specifications of the actual goods or services, and how it relates to
the end-user's needs and wants. The scope of a product generally
includes supporting elements such as warranties, guarantees, and
support.

• Pricing: This refers to the process of setting a price for a product,

including discounts. The price need not be monetary; it can simply
be what is exchanged for the product or services, e.g. time, energy,
or attention. Methods of setting prices optimally are in the domain
of pricing science.

• Placement (or distribution): refers to how the product gets to the

customer; for example, point-of-sale placement or retailing. This
third P has also sometimes been called Place, referring to the
channel by which a product or service is sold (e.g. online vs.
retail), which geographic region or industry, to which segment
(young adults, families, business people), etc. also referring to how
the environment in which the product is sold in can affect sales.

• Promotion: This includes advertising, sales promotion, publicity,

and personal selling. Branding refers to the various methods of
promoting the product, brand, or company.

These four elements are often referred to as the marketing mix,[3] which a
marketer can use to craft a marketing plan.
Branding

A brand is a name, term, design, symbol, or other feature that

distinguishes products and services from competitive offerings. A brand
represents the consumers' experience with an organization, product, or
service. A brand is more than a name, design or symbol. Brand reflects
personality of the company which is organizational culture.

A brand has also been defined as an identifiable entity that makes a

specific value based on promises made and kept either actively or
passively.

Branding means creating reference of certain products in mind.

Co-branding involves marketing activity involving two or more products.

Marketing communications

Marketing communications breaks down the strategies involved with

marketing messages into categories based on the goals of each message.
There are distinct stages in converting strangers to customers that govern
the communication medium that should be used.

Advertising

• Paid form of public presentation and expressive promotion of

ideas
• Aimed at masses
• Manufacturer may determine what goes into advertisement
• Pervasive and impersonal medium
Functions and advantages of successful advertising

1. Task of the salesman made easier

• Maximize sales
• Publicity
• Brand building
• Create awareness
• Persuade buyers
• Introduction of new product
• Enable market leadership
• To face competition
• To inform changes
• To counteract to competitors advertisement
• To enhance goodwill

Eight steps in an advertising campaign

• Market research
• Setting out aims
• Budgeting
• Choice of media (television, newspaper/magazines, radio, web,
outdoor)
• Choice of actors and players (New Trend)
• Design and wording
• Co-ordination
• Test results

Personal sales

Oral presentation given by a salesperson who approaches individuals or a

group of potential customers:

• Live, interactive relationship

• Personal interest
• Attention and response
• Interesting presentation
• Clear and thorough.
Sales promotion

Short-term incentives to encourage buying of products:

• Instant appeal
• Anxiety to sell

An example is coupons or a sale. People are given an incentive to buy,

but this does not build customer loyalty or encourage future repeat buys.
A major drawback of sales promotion is that it is easily copied by
competition. It cannot be used as a sustainable source of differentiation.

Marketing Public Relations (MPR)

• Stimulation of demand through press release giving a favorable

report to a product
• Higher degree of credibility
• Effectively news
• Boosts enterprise's image
Customer focus

Many companies today have a customer focus (or market orientation).

This implies that the company focuses its activities and products on
consumer demands. Generally there are three ways of doing this: the
customer-driven approach, the sense of identifying market changes and
the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all

strategic marketing decisions. No strategy is pursued until it passes the
test of consumer research. Every aspect of a market offering, including
the nature of the product itself, is driven by the needs of potential
consumers. The starting point is always the consumer. The rationale for
this approach is that there is no point spending R&D funds developing
products that people will not buy. History attests to many products that
were commercial failures in spite of being technological breakthroughs.

A formal approach to this customer-focused marketing is known as

SIVA (Solution, Information, Value, and Access). This system is
basically the four Ps renamed and reworded to provide a customer focus.

The SIVA Model provides a demand/customer centric version alternative

to the well-known 4Ps supply side model (product, price, place,
promotion) of marketing management.

Product → Solution

Promotion → Information

Price → Value

Placement → Access
Product focus

In a product innovation approach, the company pursues product

innovation, then tries to develop a market for the product. Product
innovation drives the process and marketing research is conducted
primarily to ensure that profitable market segment(s) exist for the
innovation. The rationale is that customers may not know what options
will be available to them in the future so we should not expect them to
tell us what they will buy in the future. However, marketers can
aggressively over-pursue product innovation and try to overcapitalize on
a niche. When pursuing a product innovation approach, marketers must
ensure that they have a varied and multi-tiered approach to product
innovation. It is claimed that if Thomas Edison depended on marketing
research he would have produced larger candles rather than inventing
light bulbs. Many firms, such as research and development focused
companies, successfully focus on product innovation. Many purists doubt
whether this is really a form of marketing orientation at all, because of
the ex post status of consumer research. Some even question whether it is
marketing.

• An emerging area of study and practice concerns internal

marketing, or how employees are trained and managed to deliver
the brand in a way that positively impacts the acquisition and
retention of customers (employer branding).
• Diffusion of innovations research explores how and why people
adopt new products, services and ideas.
• A relatively new form of marketing uses the Internet and is called
Internet marketing or more generally e-marketing, affiliate
marketing, desktop advertising or online marketing. It tries to
perfect the segmentation strategy used in traditional marketing. It
targets its audience more precisely, and is sometimes called
personalized marketing or one-to-one marketing.
• With consumers' eroding attention span and willingness to give
time to advertising messages, marketers are turning to forms of
permission marketing such as branded content, custom media and
reality marketing.
• The use of herd behavior in marketing.
MARKETING STRATEGY

A marketing strategy is most effective when it is an integral component

of firm strategy, defining how the organization will successfully engage
customers, prospects, and competitors in the market arena. Corporate
strategies, corporate missions, and corporate goals. As the customer
constitutes the source of a company's revenue, marketing strategy is
closely linked with sales. A key component of marketing strategy is often
to keep marketing in line with a company's overarching mission
statement.

Basic theory:

1. Target Audience
2. Proposition/Key Element
3. Implementation

MARKETING PLAN

A marketing plan is that which details the necessary actions to achieve

one or more marketing objectives. It can be for a product or service, a
brand, or a product line. Marketing plans cover between one and five
years.

A marketing plan may be part of an overall business plan. Solid

marketing strategy is the foundation of a well-written marketing plan.
While a marketing plan contains a list of actions, a marketing plan
without a sound strategic foundation is of little use.
 INTRODUCTION

INDIAN AIR CONDITIONER INDUSTRY

The Indian AC market size is Rs 2,790 crore comprising the

household and commercial segments. The market is currently at a
nascent stage and shows tremendous promise to grow. However,
despite the reasonable growth in the last few years, the growth
potential has not been entirely captured. The key bottleneck to
growth is the low affordability of ACs. This is clearly evidenced in
the Chinese market where substantially low price points (less than
50% of Indian retail prices) have driven penetration of ACs.

In order to capture the growth potential, a substantial reduction in

price is required. The primary cause for the high prices is the high
incidence of indirect taxes, excise duties and import duties on the
product category : accounting for close to 45% of the MRP. In
particular, the abnormally high excise duty of 32% is a major
deterrent to growth.

With government support in duty and tax rationalization, the AC

market can grow very rapidly over the next 5 years to as much as
Rs. 14,000 crores by 2007. Reducing excise duties, indirect taxes
and import duties is a win-win-win solution for the government,
players and consumers.

In 2008-09, the estimated total market size for air-conditioning

in India was around Rs. 10,250 crores. Of this, the market for
Central air-conditioning, including central plants, packaged/ducted
Systems and VRF systems was about Rs. 5750 crores, while the
market for room air conditioners comprised the balance
Rs. 4500 crores. The commercial air-conditioning segment
catering
to corporate and commercial customers amounted to around
Rs. 8000 crores.
During the year, the economic slowdown coupled with the
liquidity squeeze affected certain segments such as retail and
builders. Project expansion plans in the IT/ITES segment were
also delayed mainly due to the uncertain impact of the US
recession on this segment. However, the air-conditioning market
witnessed significant growth in segments such as
hospitality, healthcare and education. In addition, infrastructure
segments such as airports, power plants and metro rail
were unaffected by the economic downturn and project plans were
on track.

There is a huge unrealized potential for:

 Preserving food and dairy products
 Improving food distribution
 Reducing cost of food to the common man

There are different types of air conditioner which is customized

according to its application and uses. These are:

SEGMENTS APPLICATION

Window ACs Homes and SOHO

Mini Split ACs Homes, offices, shops, showrooms

Ducted Split and Pacakaged ACs Commercial establishments

Chillers and Central Plant Industrial, institutional and large

commercial

Major players in Indian market

 • Amtrex Hitachi

• Blue Star

• Carrier Aircon

• Daikan Shriram

• LG

• Samsung

• Voltas

• Whirlpool

• O’General

• Matsushita

BLUE STAR INDIA

HISTORY

Blue Star was founded in 1943, by Mohan T Advani, an entrepreneur of

exemplary vision and drive. The Company began as a modest 3-member
team engaged in reconditioning of airconditioners and refrigerators.
Within three years, the Company secured the agency for US-based
Melchoir Armstrong Dessau's airconditioning equipment. Shortly after,
the Company was selected by Worthington, the US leader in
airconditioning, as its India based partner - these were the first of
numerous foreign associations to follow.
An expanding Blue Star then ventured into the manufacture of ice candy
machines and bottle coolers and also began the design and execution of
central airconditioning projects. Then came the manufacture of water
coolers. In 1949, the proprietorship company set its sights on bigger
expansion, took on shareholders and became Blue Star Engineering
Company Private Limited.
Ever since, there has been a constant and profitable growth. Blue Star
diversified and took up agencies for Material Testing Machines and
Business Machines. The export arena beckoned and the Company began
exporting water coolers to Dubai, where in fact, 'Blue Star' soon became
the generic name for water coolers.
The sixties and the early seventies witnessed Blue Star continuing to
expand and thrive. A team of dedicated professionals aided Mohan T
Advani in ever furthering his vision of a profitable company dedicated
to its ideals of professionalism and success. Employee strength crossed
the 1000 mark and the company went public in 1969 to become Blue
Star Limited, as it continues to be called today.
In 1970, the Company took up the all-India distributorship of Hewlett-
Packard products, a business relationship which continues today and has
grown ever stronger through the years. As the Company's reputation for
delivering the goods in the most challenging of airconditioning projects
grew steadily, the early seventies saw a series of prestigious projects
being entrusted to Blue Star - skyscrapers such as Air India Building,
Express Towers, the Oberoi Hotel in Mumbai, apart from several others.
Revenues touched the Rs. 10-crore mark and staff strength doubled to
exceed 2000.
As its Indian presence reached greater heights, the Company began
building determinedly upon its existing overseas presence, Blue Star set
up a joint venture with Al Shirawi in Dubai and went on to execute
some outstanding projects in Syria, Iraq and Saudi Arabia. To
complement its air-conditioning projects and undertake turnkey
industrial projects, an Industrial Division was set up in 1978.
Always moving with the times and ever on the lookout for business
possibilities, Blue Star next set up a software export unit at Seepz,
Mumbai in 1983. Then came associations with more global leaders - a
collaboration with York International of USA for central airconditioning
equipment and joint ventures with Motorola and Yokogawa.
In 1984, Ashok M Advani & Suneel M Advani, the sons of Mohan T
Advani, took over the reins of the Company, after spending nearly 15
years within the Company steadily climbing up the ladder. A renewed
thrust was placed on the company's core business areas - airconditioning
and refrigeration and the distribution of professional electronics
equipment - and the company emerged a market leader in these focus
areas.
The nineties witnessed India entering an era of economic liberalisation
and an upsurge in competition as the dynamic business scenario
attracted the world's most forward-looking corporations. It was time to
re-look at existing business competencies, re-engineer those that were
obsolete and forge ahead in acquiring new business competencies. Blue
Star was more than equal to the challenge and expansion continued
unabated.
In keeping with this focus, an advanced manufacturing facility was set
up at Dadra in 1997, in technical collaboration with Rheem, USA, to
enhance manufacturing competency. Today it bears the distinction of
being regarded as the best such plant India-wide. The dealer network
was strengthened and expanded to bring products within easy reach of
every customer.
With the advent of the much awaited new millennium in 2000, the
action continued. The software unit was spun off into a separate
company, Blue Star Infotech Ltd., the export of airconditioning products
from the Dadra factory began and contract manufacturing for local and
foreign brands commenced. A new Corporate Vision was developed -
"To deliver a world-class customer experience". Every employee is
determined to follow this vision and keep their organization a
competitive and forward-looking one.
Blue Star crossed the Rs. 500 crore milestone in 2000 and the Rs. 600
crore milestone in 2002-03. With the boom in construction activity and
increased infrastructure investments, the Company leveraged its
leadership position to grow aggressively. In the following three years,
the Company nearly doubled its turnover, clocking Rs 1178 crores in
2005-06.
Even more than size, Blue Star enjoys an enviable reputation as an
ethical corporation, ever mindful of its obligations towards customers,
shareholders, dealers, business partners, employees and the environment
in which it operates.

COMPANY PROFILE
Blue Star is India's largest central air-conditioning company with an
annual turnover of Rs 2574 crores, a network of 29 offices, 5 modern
manufacturing facilities, 700 dealers and around 2600 employees.
It fulfills the air-conditioning needs of a large number of corporate and
commercial customers and has also established leadership in the field of
commercial refrigeration equipment ranging from water coolers to cold
storages. The Company has also started offering Electrical Contracting
and Plumbing & Fire Fighting Services. Blue Star's other businesses
include marketing and maintenance of hi-tech professional electronic
and industrial products.
Blue Star has business alliances with world renowned technology
leaders such as Rheem Mfg Co, USA; Hitachi, Japan; Eaton - Williams,
UK; Thales e-Security Ltd., UK; Jeol, Japan and many others, to offer
superior products and solutions to customers.
The Company has manufacturing facilities at Thane, Dadra, Bharuch,
Himachal and Wada which use state-of-the-art manufacturing
equipment to ensure that the products have consistent quality and
reliability.
Blue Star primarily focuses on the corporate and commercial markets.
These include institutional, industrial and government organizations as
well as commercial establishments such as showrooms, restaurants,
banks, hospitals, theatres, shopping malls and boutiques. In accordance
with the nature of products and markets, business drivers, and
competitive positioning, the lines of business of Blue Star can be
segmented as follows:
Electro Mechanical Projects And Packaged Airconditioning Systems
This comprises central and packaged airconditioning as well as
electrical projects and plumbing & fire fighting projects. The central
and packaged airconditioning business involves design, engineering,
manufacturing, installation, commissioning and support of large central
airconditioning plants, packaged airconditioners and ducted split
airconditioners. In addition to this, Blue Star promotes after-sales
service as a business, by offering several value added services in the
areas of upgrades and enhancements, air management, water
management, energy management and LEED certification consultancy
for Green Buildings.
The Company also executes building electrification contracting projects
and offers expertise in the areas of electrical design and engineering,
supply and installation of entire power systems as well as liasioning,
approvals, commissioning and asset management.
Blue Star has extended its mechanical contracting offering to include
plumbing and fire fighting projects. With this, Blue Star has developed
capabilities for executing integrated MEP (Mechanical, Electrical and
Plumbing) projects.
Cooling Products
Blue Star offers a wide range of contemporary window and split
airconditioners. The Company also manufactures and markets a
comprehensive range of commercial refrigeration products and services
that cater to the industrial, commercial and hospitality sectors. These
include water coolers, bottled water dispensers, deep freezers, cold
storages, bottle coolers, ice cube machines and supermarket
refrigeration products.
Professional Electronics And Industrial Systems
For over five decades, the Electronics Division has been the exclusive
distributor in India for many internationally renowned manufacturers of
hi-tech professional electronic equipment and services, as well as
industrial products and systems. The Company has carved out profitable
niches for itself in most of the specialized markets it operates in, such as
analytical instruments, medical electronics, data communication
products, material testing, and test and measuring instruments
DISTRIBUTION NETWORK:

Blue Star has a network of 29 offices, 5 modern manufacturing

facilities, 700 dealers. Blue Star has business alliances with world
renowned technology leaders such as Rheem Mfg Co, USA;
Hitachi, Japan; Eaton - Williams, UK; Thales e-Security Ltd., UK;
Jeol, Japan and many others, to offer superior products and
solutions to customers.

SALESFORCE:

• Fixing the targets based on the scope and opportunities in

the market condition.
• Recruiting and selecting sales people based on experience.
• Giving training to indivuals on both technical and sales
aspect of the product
• After training evaluating the individuals on the basis of
performance in sales and ability to understand thE product
and company policies
• Motivating the sales persons.
TARGETS SEGMENTS:

Business Target Segments

Central Air-conditioning Infrastructure; IT/ITES; Office

Complexes; Retail;
Healthcare; Hospitality

Packaged Air conditioning Retail; Medium Corporate and

Commercial

Telecom Shelter Air Telecom service providers;

conditioning Passive infrastructure

Room Air conditioners Small/Medium Corporate and

Commercial establishments;
High-end Residential

Cold Chain products and Agriculture; Ice Cream;

systems Hospitality; Supermarkets;
Processed Foods; Pharmacy

AC&R Service Installed base of Blue Star

customers

Professional Electronics & Manufacturing; Defense;

Industrial Systems Industrial; Healthcare
PROMOTION STRATEGIES:

• Company promotes the product through conducting events

and advertising.
• It also participates in trade shows to create awareness about
its products.
• It mainly concentrates on franchising. It has started newly
giving advertisements in the news papers.

CUSTOMERCARE:

Blue Star offers the customer free servicing up to one year. Blue
Star offers 24 hours customer care .Any complaints or technical
problem would be deal within 24 hours.

MARKET SHARE:

In the early 90’s the Indian air conditioner industry was dominated
by Blue Star and was the largest producer in the Indian air
conditioner industry. As a result of different policies put forward by
government like globalization lead to the entrance of new players
in the market which in turn led to thought competition in the
market. At present blue star has been rated as one of the best five
brands in the Indian market.
MARKET STRUCTURE:

Blue star supplies its product to its own dealer all over India. The
dealer sells the products to the customer. This strategy followed
by blue star has enabled them to avail and reach its customer all
over India and abroad. Dealers have there own sales executives
who sell the product. Sales executives are given training by blue
star thus enabling them to know all the aspects of the product and
how to deal with the customers.

2.1.2. HUMAN RESOURCES:

Takes pride in employee the largest pool of talented engineers in

country

Two third of employees are white collar job

Grooming, monitoring, training and development to make the

employee practice in company culture

Customized management development programs for senior

managers
ORGANIZATION STRUCTURE

BOARD OF DIRECTORS

DIRECTORS

PRESIDENT

EXECUTIVE VICE PRESIDENT

VICE PRESIDENT

SENIOR GENERAL MANAGER

GENERAL MANAGER

REGIONAL SALES MANAGER

TERRITORY SALES MANAGER

ASSISTANT SALES MANAGER

 ^

DEALERS

DEPARTMENTS AND FUNCTIONS:

R &D DEPARTMENT:

This forms a part of the products life in the market as this deals
with method to alter the product and introduce new technology in
production to meet the demand.

PRODUCTION & MANUFACTURING DEPARTMENT:

Manufacturing department deal with product production and

manufacturing of the product. This department is dominated by
workers and low level management.

SALES & MARKETING DEPARTMENT:

This department forms the backbone of the company. Sales

department mainly deals with sales of the product while market
department conduct research to study the market to develop
methods to find out the scope of the product in the market. This
department consists of sales executives and sales mangers.

HUMAN RESOURSE DEPARTMENT:

Human resource department deals with welfare of the employee

and method to motivate employees to make office environment
homely

ADMINISTRATION DEPARTMENT
With high level and mangers o this department deals with the
administration and operation of the company. This department is
usually associated with the high level management.

STAFF AND STRENGTH:

Nearly 2600 employees are working for the company.

RECRUITMENT:

Blue Star is the India’s largest central air-conditioning and

commercial refrigeration company with over six decades of
experience in providing expert cooling solutions. It has been
associated with the most prestigious installations and projects in
the country and enjoys a preferred partner status in most of the
high growth segments. The Company has tripled its turnover
over the last three years and continues to be on a strong growth
trajectory.

Blue Star offers new comers with an opportunity to show the

indivual skills and talent there by building success full career. no
limit to what you can accomplish here. The company belief that
every job should be able to give a sense of purpose and open
the doors to unlimited opportunities.

In blue star recruitment is done through

 campus interview

 Direct interview

 external resources
SENIOR MANAGEMENT:

CORPRATE HEAD QUATORS : MUMBAI

DIVISIONAL HEADQUATOR: CHENNAI, MUMBAI

REGIONAL HEADQUATORS: MUMBAI, NEW DELHI,

CHENNAI,

MANUFACTURING UNIT: THANE, DADRA, WADA,

KALA

AUB, BHARUH

SALES AND SERVICE OFFICES: MUMBAI, PUNE,

TRIVANDRUM,
,
VADODRA,HYDERABAD

TRAINING AND DEVELOPMENT:

Grooming, mentoring, training and development to make the

employee practice the ‘Blue Star Way’

Customized management development programmers for senior

managers

Training is given to employee in the form of seminar and event

All the aspects of the product both technical and sales are dealt in
the seminar

3.1.3. OPERATIONS:
 FUNCTIONS: blue star facilitates its customer by offers
product to fulfill different function through:

o ROOM AIR CONDITIONERS

o COMMERCAIL REFIREATION

o COLD STORAGE

o CENTRAL AIR CONDITIONING

SERVICES:

All air-conditioning and refrigeration systems, like any other

machine, depreciate with time. And if not properly maintained,
they progressively lose efficiency, consume more power, and
drain your profits.

Without regular maintenance an air conditioner looses its

original efficiency steadily every passing year. It is common
knowledge that these inefficiencies accelerate in the absence of
adequate monitoring and maintenance. Thereby, causing a lot of
inconvenience.

SERVICE SOLUTIONS

TRAINED PERSONNEL:
Our engineers and technicians are intensively trained to handle
the costly, sophisticated air-conditioning equipment.
PRIORITY SERVICE:
All customers who opt for our annual service solutions are
offered priority service, so that your calls get attended quicker
and the system is up faster.
PREVENTIVE CHECKS:
Under all our service solutions, we offer preventive maintenance
checks which help in identifying problems early, preventing
costly down times.
GENUINE SPARES:
By opting for our service solution, you are assured of genuine
spares that will go a long way in ensuring high uptime for your
system.
EXTENDED LIFE:
Genuine Spares and regular maintenance help in extending the
life of your system.
SEASONAL SETTINGS:
In summer, you would prefer lower temperatures and when the
climate is cold you often feel the need to change your settings to
higher temperatures. Before the onset of a season, our
engineers calibrate the airconditioning system to suit.

SENIOR MANAGEMENT

Suneel M Vice Chairman & Managing

Advani Director
Satish Jamdar Managing Director
President - Corporate Affairs &
Vir S Advani
Special Projects
Avinash President - Electro Mechanical
Pandit Projects Group
President - Channel Business
B Thiagarajan
Group
Executive Vice President -
J M Bhambure
R&D and Manufacturing
Manek Executive Vice President -
Kalyaniwala Finance
Executive Vice President -
Arun Khorana Professional Electronics &
Industrial Systems Division
Vice President - Air
R Aravindan conditioning Projects Division,
Southern Region
Sumanta Vice President - Electrical
Chaudhuri Projects Division
Vice President - Dadra &
R G Devnani
Bharuch Plant
Vice President - Human
Harish Govind
Resources & Administration
C P Mukundan Vice President - Room Air
Menon conditioners Division

PRODUCT PRESENTATION
PRODUCT PROFILE
Air conditioning is dfined as a process , which
cools,cleans,circulates,freshens and controls its moisture
contents simontaniously. There are two types of heat
Sensible heat : sensible heat is any heat that
rises the temperature but not th moistur content of the
substance. this is the regular and familiar heat that we
experience every day.
Latent heat: latent heat is that heat requried
transforming a liquid to vapour. Latnt heat plays an
important part in refrigating and air conditioning. It
explains the principle of refriding and also is a coponent
of heat load. Human beings generate lateent heat by way
of moisture on their skin. This perpiration requires to be
dried; therefore a chaqnge in its state from liquid to
vapour is required.
What we say about what the air conditione
r does
discomfort
“it is too warm” the air is cooled
“it is too cold” the air is warm
“it is too humid” miosture in the air is removed
“its too stuff” conditioned air iis circutated gently
“it is dusty the air is filtered
COMFORT PARAMETERS IN INDIA
Most of our cities the ambident condition are quiet
uncomfortable. In summer the tempreature are high and
these temprature can support more moisture, the air is
humid. The dsired comfort tempreature and relative
humidity for india in summer is 25 degree centigrade and
55% relative humidity.
AIR CONDITIONING CAPACITY
The TON in refredigation and air conditioning is a unit
indicating a certain quantity of heat .the quantity of heat
is different from tempreature ,which only says about
how hot the substance is, but hhow much hat it contains.
The two most common unit for stating the quantity of
heat is British Thermal unit (Btu) and calorie (Cal).
The british thermal unit is the quantity of heat neeeded to
raise the tempreature of of 1lb of watr by one degree
Fahrenheit.
The calorie is the metric unit used to raise the
tmpreature of 1 gram of water by 1 degree celcius. Since
a calorie is very small measurement ,it is pratical to use
the thousand caloris as the unit for air conditioning and is
expressed as Kilocalories (K Cal).
1 Ton refregation = 12000 Btu/hr or 300K Cal/Hr.

EQUIPMENTS FOR COOLING

The Compressor
The Condensor
The Evaporator

TYPES OF AIR CONDITIONING SYSTEM

There are two tyypes of air conditioning system
Central air conditioning system
Non air coditioning system products

PRODUCTS
CENTRAL AIR CONDITIONING

• Screw Chillers

• Scroll chillers

• Double Skin Air Handling unit

• Fan Coil Units

• Packaged ACS and Ducted Splits

• Hyper Packed ACS

• VRF System

ROOM AIR CONDITIONERS

• Window Air Conditioner

 • Split Air Conditioner

• Cassette Splits Air Conditioner

• Verticool Splits Air Conditioner

• Concealed Split Air Conditioner

COMMERCAIL REFRIDGEATION

• Deep Freezers

• Ice Machine

• Water coolers

ROOM AIR CONDITIONING PRODUCTS

STAR RATED WINDOW AIRCONDITIONERS

These Window ACs boast of a reliable and accurate electronic

thermostat, fuzzy logic control that adjusts performance
automatically and a low energy consuming compressor,
besides other features. Built using dependable components,
these ACs come bundled with excellent after-sales support.
Features:

• Great Looks
• Long Life
• 3-Speed Cooling
• 4-Way Air Distribution
• Clean Filter Reminder
• Power Saver Compressor
• Advanced Fan Motor
• Inner Grooved Condenser
• Slide-in / Slide-out Filter
• Fuzzy Logic
• Digital Display
• Electronic Thermostat
• Programmable Timer
• Memory Backup
• Sleep Mode
• Quick Start

SPLIT AIRCONDITIONERS

Blue Star, leaders in central air-conditioning, also bring you a

state-of-the-art range of split air conditioners that suit
corporate, commercial and residential needs.

Star Rated Hi-Wall Split ACs

Certified to be 2 Star, 3 Star and 5 Star rated by the BEE

(Bureau of Energy Efficiency), these Split ACs offer you the
dual advantage of high performance cooling without high
electricity bills. Blue Star's star rated Hi-Wall Splits also offer
you the added advantage of pure, germ-free and allergen-free
air. They come equipped with hi-tech filters that block dust,
mould, bacteria, viruses and other allergy causing agent.
Features :
2 Star, 3 Star and 5 Star rated models
High Performance Filtration
AlleraGuard in 5 Star Rated Models
Bio Filter and ACEF Filter in 2 and 3 Star
High Efficiency Rotary Compressor
4-Way Oscillating Louvres
3-Speed Fan with Auto Fuzzy Logic
Dry Mode
Multi-Circuit D-Coil Evaporator
'Blue Fin' Coated Evaporator
Good Looking, Easy-to-Clean Front Panel
Display Panel
Elegant Remote Control
Electronic Thermostat
Long Life

Mega Split Air conditioners

The Blue Star wall-mounted mega split AC. A product that

offers you the ease of installation of a conventional wall-
mounted split coupled with the power of a ducted system. All
in one single unit! What's more, it saves at least 10% on your
electricity bills.

Features
Available in 2.5 & 3 TR models
Aesthetic design
Reliable, efficient 3-phase
compressor ensures longer life and
saves up to 10% power
High CFM for fast cooling
Excellent air throw reaching every
corner of the room
No ducting required resulting in faster and economical
OBJECTIVES:

The main objective of the company ,according to my view as a

trainee are as follow:

• To gain an in - depth knowledge about the Air Conditioner

industry in India.

• To know about the specialized features of the Blue star

products.

• To know the performance and reputation of Blue Star in

Indian air conditioner market.

• To know about the major players in the India Air conditioner

market and study the competitors of Blue Star.

• To study the various processes carried out in the selling

process of Blue Star air conditioners. To study the scope for
sales and promotion of blue star air conditioner in
 Hyderabad
• Work in a boundary less manner division so as to achieve
best customer satisfaction.
Maintain personal integrity

• To understand different ways so as to deliver world class

customer experience and service
.
• To find out different ways to derive pleasure from the work
we do and make the work fruitful through, Innovation
Creativity and Experimentation in what we do.

LIMITATIONS
 Major constraint is time duration; the project period is too
short for understanding the Air Conditioner industry.
 Lack of new models in the production line and alteration
of the existing products.

 Constant fluctuation in the Indian market

 Changing price levels

 Entrance of new players in the market.

 Large number of competitors in the market

 Behavior of the customers is a limiting factor

 Wrong belief of the customers like high price and

maintenance cost for Blue Star products.
 RESARCH
METHODOLOGY
All the data used the for this survey is collected from
both primary and secondary sources. the sample size
is 100 and the method is simple random sampling
area of survey covers Amerpet,,Banjara Hills and
Panjagutta.
a) Primary Data
Primary data are those data that are collected for the
first time. The researcher himself or through enumerator
appointed by him can gather primary data slowly at a
high cost. But it offers much greater accuracy and
reliability. It is personally developed and gives latest
information.
b) Secondary Data
Secondary data are those ,which are collected by
somebody else and made available in Journals,
BUYING AND SELLING PROCESS
PRE SALE
PREPARATION
OPENING/GREETI
NG

NEED DEVELOPING
IDENTIFICATION SALE

EVALUATION OF PROPOSING
OPTIONS SOLUTIONS

ELIMINATION OF ELIMINATING
DOUBTS DOUBTS

DECISION CLOSING THE

SALE

BUYING PROCESS SELLING PROCESS

MARKETING PROCESS
The following process is followed:

 Study the competition: SWOT (strengths, weakness,

opportunities, threats) analysis is used to study the competition
in corporate world. This helps to know the position of the
organization.

 Target the ideal customer: To successfully launch the

product or service with minimum financial outlay, it's essential
to focus exclusively on the prospects we believe are most likely
to purchase from us. These may be customers who are currently
buying something similar and will appreciate the additional
features your new product or service provides.

 Create a unique value proposition: At this stage, we

should have a clear understanding of what we must offer in
order to stand apart from the competition and who will want to
take advantage of the offer.

 Defining marketing strategy and tactics: Next, step is

to choose a right sales and marketing channels. There are
various channels like vertical, horizontal and multi marketing
channels.

 Testing the concept and marketing approach: It's best

to examine the product or service bundle plus marketing
message and marketing materials. Only after testing is
complete, we can proceed to the final creation of marketing
tools and materials.

 Launching the product: Public relations often play a vital

role in the launch of a product or service. First make sure that
 the product or service is completely ready and available for
purchase in order to maximize returns from the coverage to be
received.

 Product life cycle: The introduction and education phase of

the product or service launch will need to be updated as product
or service matures. If monitoring is done on marketing results
carefully, it will result in diminishing returns that will indicate
when it's time to revise the product or service.
ANAND.R