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- 1. Voltas AC India Ka Dil, India Ka AC Presented By: Gurleen Awal Nidhi Verma Neeraj Nagpal Nidhi Manchanda
- 2. 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.
- 3. 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 atm’s, Co-op bank, Dena bank • Carbon Foot Prints
- 4. Research Objectives • To know about the 4P’s and current positioning of the Voltas AC • To know about the customer perception about Voltas AC • To study the factors affecting the customer’s purchase decision regarding Voltas AC
- 5. 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
- 6. Findings • 4 P’s: Product Price Place Promotion Types of ACs: Windows Split AC Cassette Slimline Ductables Average price : Window: Rs.16,177 Split : Rs.21,123 Distribution Channel •Newspaper & Print Media •TV Commercials •Campaign-”Jagmag desh mera” •Personal selling •Store Atmosphere •Sales promotion
- 8. Findings • 4 P’s: Product Price Place Promotion Types of ACs: Windows Split AC Cassette Slimline Ductables Average price : Window: Rs.16,177 Split : Rs.21,123 Distribution Channel •Newspaper & Print Media •TV Commercials •Campaign-”Jagmag desh mera” •Personal selling •Store Atmosphere •Sales promotion
- 9. Distribution Channel Distributor (Branch Office) Channel Partners Retailers Institutes Tata Employees Chandigarh, Himachal Pradesh, Parts Of Haryana & Jammu & Kashmir
- 10. Findings • 4 P’s: Product Price Place Promotion Types of ACs: Windows Split AC Cassette Slimline Ductables Average price : Window: Rs.16,177 Split : Rs.21,123 Distribution Channel •Newspaper & Print Media •TV Commercials •Campaign-”Jagmag desh mera” •Personal selling •Store Atmosphere •Sales promotion
- 11. 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.
- 12. Target • India is a tropical country where summers are vey hot and humid. Voltas AC’s target the middle class population where anyone can afford AC’s 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)
- 13. 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.
- 14. • 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.
- 15. • 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.
- 16. Survey Analysis
- 17. Do you have an AC in your House/Office/Shop? 49 1 AC Yes No
- 18. How many AC’s do you have? 18 8 16 7 No. of persons 1 2 3 4 or more No. Of AC’s
- 19. Which brand of AC are you using? 4 17 21 11 2 9 1 6 0 5 10 15 20 25 No. Of Users No. Of Users
- 20. What capacity of AC are you using? 3 11 36 7 0 No.of Users 0.75 1 1.5 2 More than 2 Capacity( in ton)
- 21. Which type of AC are you using? 42 19 0 0 0 No. of Users Windows Split Cassette Corner Slimline
- 22. For how long have you been using the AC? 25 19 4 2 0 5 10 15 20 25 30 0 to 5 6 to 10 11 to 15 16 to 20 No. of Users No. of Users Years
- 23. Attributes that may/may not motivate to buy Voltas AC 10 4 4 4 16 5 11 5 13 30 23 5 0 5 10 15 20 25 30 35 40 45 Price Performance Warranty Service 3 2 1 1-Least Important 3-Most important
- 24. Which mode influenced you to buy Voltas AC? 44% 8% 32% 6% 10% No. Of Users Peer Group Newspaper TV Radio Internet Ad
- 25. 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.
- 26. 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.
- 27. 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 AC’s are more popular among customers than other variants. • Also 1.5 ton AC’s are far more popular.
- 28. Recommendations • Introduce the variants of Corner and Slimline AC’s 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.