ON BY TAKING FEEDBACK OF DIFFERENT BRAND OF A.C. CUSTOMER AND SOME NON A.C.

CUSTOMERS, FINDOUT WHAT VOLTAS SHOULD DO TO INCREASE ITS MARKET SHARE

Submitted For the Partial Fulfillment of the Degree of B.COM (hons) from Amity University, Lucknow
UNDER GUIDANCE OF MR ALOK CHAUBEY (AREA SALES MANAGER) VOLTAS LTD, LUCKNOW SUBMITTED BY APOORV SINHA B.COM(HONS) A7004610033 UNDER SUPERVISION Dr. AMIT SINHA ( PROFESSOR)

AMITY UNIVERSITY MALHAUR , LUCKNOW

COLLEGE CERTIFICATE

ORGANISATION CERTIFICATE

PREFACE

No professional curriculum is considered complete without work experience .Each individual who undertakes management education has to pass this phase before he/she considers him/her self fully qualified as manager. All the fundamental concepts that are applicable in market but leaves the Individual to work at its application it is just a matter of applying the theory you know to give a practical situation. And there is no better place to learn than the market it self. Air conditioner industry is working up to the challenge to survive in this highly competitive scenario managers are being pressured to improve quality, increase productivity Cut down waste and eliminate efficiency .The collective effort of the employees and employer assume relevance in this context . Basic objective of this report is to know what Voltas should do to increase its market share.

DATE : SINHA) PLACE: LUCKNOW

(APOORV

ACKNOWLEDGMENT

Every work done needs to be followed by a deep sense of gratitude to those who made it a success. It takes the opportunity to thanks all those people who render their immense help and guidance for completion of this report. Indeed this page of acknowledgment shall never be able to touch the generosity of those who rendered their co operation. I specially want to thanks MR . V.P SHAHI (HEAD OF INSTITUTION,ABS), Mr. AMIT SINHA (Faculty Guide) & Mr.ALOK CHAUBEY, (Area Sales Manager, Voltas Ltd. Lucknow), for enlightening my ways whenever I was needed in the completion of this report. Without their able guidance I would never have been able to complete this report.

Last but not least I like to thanks all the respondents, family member for their support when I needed.

(APOORV SINHA)

DECLARATION
I, Apoorv Sinha state that this project report is submitted in partial fulfillment requirement for B.COM(hons) course of Amity University, Lucknow. This research work carried out by me under the able guidance of Dr.Amit Sinha, who is my institutional guide. Further to my knowledge this project or any part of this has not been previously submitted for a degree/diploma of any university/institute elsewhere.

Apoorv Sinha Date:

TABLE OF CONTENT.. SR.NO TOPIC. .

1. 2. 3. 4. 5. COLLEGE CERTIFICATE ORGNISATION CERTIFICATE PREFACE ACKNOWLEDGEMENT DECLARATION

PAGE NO.
I II III IV V

6.

EXECUTIVE SUMMARY

VI

CHAPTER-I.
1. 2. 3. 4. INTRODUCTION OBJECTIVE SCOPE &LIMITATION OF STUDY RESEARCH METHODOLOGY 11 12 13 14-16

CHAPTER-II.
1. 2. 3. 4. 5. 6. 7. 7. THE BACKGROUND THE PROMOTER THE COMPANY PRODUCT LINE AND ITS FEATURE MARKETING STRATEGY COMPETITIORS FUTURE PROSPECT ACHIEVEMENTS 18-22 23-25 26-28 29-66 67-69 70 71 72

CHAPTER-III.
1. 2. ANALYSIS FINDING 74-96 97

CHAPTER-IV.
1. RECOMMENDATIONS 99

CHAPTER-V.
1. CONCLUSION BIBLIOGRAPHY ANNEXURE 101

EXECUTIVE SUMMARY
Market survey is one of the most popularly accepted means for the organizations to know in which direction they should move so that it is very essential to find out what are the strength and weaknesses of the product also to know the consumer perception about the product because Consumer is the king of Market that is why I have taken the feedback of different brands of AC and non AC customers and tried to find out what Voltas should do to increase its market share. Study conducted at Voltas Air conditioners was one such means to convey to the organization what they must do to increase their market share. Few of the issues taken for the purpose of the study were: 1. what are the criteria for selecting the products. 2. what is more important for customer like quality of product, price of product etc. 3. what do they think about company product.

The most desirable approach with regards to the selection of research methodology depends on the nature of particular problem, time & resources available along with the desired level of accuracy. Research design for this study is descriptive, using probability sampling. As for as method of data collection is considered both primary & secondary data sources have been used. Primary Data Collection is done through questionnaire method & telephonic interviews and Secondary Data is collected from internet, newspapers, broachers, various books of management etc. The analysis is aimed to know how Voltas can increase its market share. For that I have interviewed all type of prospective customers as well as existing customers of different brand of air conditioners customers in Varanasi. I have taken the sample

size of One hundred & twenty customers. It took two months to complete the project. While conducting the project there are some constraints like the sample size is one twenty which can not represent the exact view. Some times I went to respondent, who were busy in their personal work and some times the whole day was wasted because respondents could not give answers to the questions. Resources and time were another constraints in the project. After collecting the detailed information on Voltas it was observed that their aftersales service is not good. So more emphasis should be given on after-sales services to satisfy the customer and improve market share. The image of Voltas air conditioner is good but they also have to look after the major competitors who are giving tough competition to Voltas air conditioner. In simple words to increase the market

share they have to improve their after-sales service & make prices more compatible.

10

INTRODUCTION

The Summer Training project is undertaken by me as an integral part of Batchelor Of Commerce(HONS) curriculum. A two month summer training provides exposure of the market and gives a chance to apply my theoretical knowledge practically. For the success of any product, the consumer is very essential thing because the satisfied customer is the best advertiser of the product and the ultimate boss for the company. To know the market share of the company, it is very essential to

11

find out what are the strengths and weaknesses of the product and also to know the consumer perception about the product because Consumer is the king of Market. For the above mentioned purpose I have taken the feedback of different brand of AC and non AC customers and tried to find out that what Voltas should do to increase its market share.

About The product

Voltas possesses total capability in the manufacturing of room/split air conditioners, industrial air conditioning, refrigeration equipment and water coolers. All these products bear the stamp of state-of-the-art automated manufacturing plants resulting in consistently high quality and reduced costs.

About the company

In the year 1951 collaboration with the Volkart Brothers, a Swiss firm and Tata Sons Limited, resulted in the formation of Voltas Limited, which is now one of the leading Air conditioning & Engineering concerns of India.

Voltas is India's premier global player in air conditioning and engineering services. For over 50 years, it has helped introduce, innovate and adapt the world's most advanced technologies in India - as well as in large, complex projects in over 30 countries overseas. Voltas puts you in that vanguard

Voltas offers engineering solutions for a wide spectrum of industries in areas such as heating, ventilation and air conditioning, electro-mechanical projects, textile machinery, tools, mining and construction equipment, materials handling, water management, building management systems, indoor air quality and chemicals.

12

The Company's strengths lie principally in the design and manufacture of industrial equipment; management and execution of air conditioning and public works projects; sourcing, installation and servicing of technology-based systems; and representation of global technology leaders, serving diverse industrial sectors and applications.

OBJECTIVE
While making any report there must be some objective or goal because without any objective no project can be said to be complete. The main objective of doing this project report By taking feedback of different brand customer and some non A.C. Customer find out how does Voltas increase its market share

13

There are some objectives for this project How to accelerate the demand of Voltas A.C. Knowing the consumer response What they think about the price and quality of product What are the problems faced by the customers What are the problems faced by the dealers To study the various competitive brands existing in market

SCOPE & LIMITATION

SCOPE

14

Formulating the overall project plan, in consultation with Implementation and realizing according to the project plan (specification, Defining and managing the risks of the project. Reporting on the progress of the project with an agreed frequency on quality, Involving Dealer and/ or Sub-Dealer and suppliers.

management and other parties. quality, time, money, information, and organization).

status, time, and money to senior management and to the project members.

LIMITATIONS
The sample size is one hundred twenty which can not represent the exact view. Some time respondents are not willing to give exact information. It is very difficult to meet customers of different area. Duration of project is very less for finding out the real facts. Some times the whole day was wasted because respondents were not able

to give answers to the questions after taking so much of time.

RESEARCH METHODOLOGY

15

It is the faction which links to consumers and public to the marketer through information.. Marketing research starfish the informant required to identify and define marketing opportunities and problem generated. Refine and evaluate marketing action monitor marketing performance of company design the method of collection information manages a implement the data collection process analyses the result the communicate the finding their implication. Data may be obtained from either primary source or the secondary A primary source is one that itself collects the data a secondary source is Primary data are obtained by the study specifically designed as to fulfill the data needs of problem at hands. Such data are original in character and are gathered in large no. of surveys conducted by some individual institutions and research bodies. Data which are not originally collected but rather obtain from published or A primary source usually has more detailed information particular on the unpublished sources are known as secondary data. procedure followed in collecting and compiling the data it may be noted that a given source may be partly primary and partly secondary

source.

one that makes available data which were collected by some other agencies.

Sampling
Sampling provide greater total value more useful results, faster and at least cost then collect data from all unit of interest.

16

Sample design
Of sample design is a definite plan for obtaining a sample from a given population. It refers to the teaching or the procedure the researcher would adopt in selecting item for the sampling. Sample design is determined before data are collected.

Steps in Sampling Design

While developing a same design the researcher must pay attention to the following point: Definition of the universe being studied. Definition of the variable being study Sampling unit Sample size Source list

SAMPLING PROCESS
Sampling unit: All type of user of A.C. and non A.C. customers of Lucknow
city.

Sampling method: It is a Descriptive type of research. So that probability

sampling is applied on the project.

Sample size: the sample size is One hundred & twenty customers.

Tools of Collecting Information

17

The information was gathered by both primary and secondary data.

Primary data:
A primary source is one that itself collects the data. Primary data was collected with the help of questionnaires filled by respondent.

Secondary Data:
A secondary source is one that makes available data which was collected by some other agency. Secondary data collection is done from books, Newspaper, Magazine, Internet etc.

Primary data was collected with the help of questionnaires filled by respondent.

Questionnaire
A questionnaire was required to know the view point of the people of the Varanasi city that is why a questionnaire was made is accordance with the topic of the project which is (what Voltas should do to increase its market share) a copy of questionnaire is attached with the project.

Field work
The survey is conducted through questionnaire given to the various people in fields, there ideas and views are express in the questionnaire, which was then analysed.

Findings and Data Analysis

After the survey is dont the findings are collected the data, which is collected is analyzed so as to get a conclusion

18

19

THE BACKGROUND

20

A member of Tata Enterprises, we are in the business of manufacturing, marketing and servicing engineering products with a strong focus on Airconditioning & Refrigeration and Engineering Products & Projects. We also have a presence in Chemicals Trading which is developing rapidly. We will build and sustain a leadership position in these areas and will align our investments and costs to the skills we have in these businesses. Our relations with customers, principals, collaborators, dealers, suppliers, financial institutions and colleagues will be governed by a sense of integrity under which we provide and receive value for money, to recognizable and measurable standards. Our management is professional and transparent, increasingly backed by technologies and systems that provide free and constant access to information and knowledge. We strive to remain innovative by attracting, retaining and developing people who constantly keep the customer in mind, and who combine empowerment and freedom to act with accountability. We encourage people to develop themselves fully as members of a wider community. We recognise the role of technology in creating a better quality of life for those around us and in helping our nation to grow. To this end, we will commit resources to ensure that we achieve our goal of providing best-inclass products, services and customer support. We value our shareholders as long term investors and will strive to increase shareholder value and increase returns through sound financial practices and the optimum use of corporate assets.

21

Voltas has long been both pioneer and front-runner in HVAC&R (Heating, Ventilation, and Air Conditioning & Refrigeration) in India, with more than 50 years of accumulated expertise. Powered by revolutionary technology, Voltas Air conditioners bring with it comfort and convenience into your life. VISION CULTURAL PILLARS MISSION HISTORY

VISION
What we want to be To achieve over Rs. 1250 Crores turnover by 2010-11 and Be EVA Positive Be a profitable Air Conditioner brand Be a market leader in Water Coolers and Commercial Refrigeration products

CULTURAL PILLARS
Passionate customer focus Agility

22

Innovative cost consciousness Disciplined teamwork

MISSION
Why we exist To be a passionately customer focused organization providing innovative products & services and exceeding all stakeholders' expectation

HISTORY
In the year 1951 collaboration with the Volkart Brothers, a Swiss firm and Tata Sons Limited, resulted in the formation of Voltas Limited, which is now one of the leading Air conditioning & Engineering concerns of India. Throughout the years Voltas has a list of innovative firsts in India: Manufactured the first ever room air conditioner in 1954. Set up the first integrated plant in 1969. Introduced the first innovative split air conditioner in 1984. Introduced the tall and elegant slimline air conditioner in 1993. Introduced micro-processor based packaged unit in 1998. First to introduce water dispensers with mini fridge. Launched the 55 litre refrigerator for kids. Among the first to launch sub 1.0 Ton ACs.

Profile
Part of the TATA Conglomerate with revenues touching Rs. 1230.41Cr. for the year 2002-2003, Voltas offers engineering solutions for a wide spectrum of industries in areas such as heating, ventilation and air conditioning, refrigeration, climate control, electro-mechanical projects, textile machinery, machine tools, mining and construction, materials handling, water management, building management systems, pollution control and chemicals.

23

The Company's strengths lie principally in the design and manufacture of industrial equipment; management and execution of air conditioning and public work projects; sourcing, installation and servicing of technology-based systems; and representation of global technology leaders, serving diverse industrial sectors and applications.

Operations
Voltas operations have been organized into four independent business-specific clusters, namely the Air Conditioning and Refrigeration Business Group, Unitary Products Business Group, Engineering Products Business Group and International Operations Business Group. Each of these has its own facilities for market coverage and service to customers.

Air conditioning and Refrigeration Business Group

Central Plant Equipment. Packaged / Ductable Split Units. HVAC Turnkey Projects and Services.

Unitary Products Business Group

Room Air Conditioners. Water Coolers. Commercial Refrigeration.

Engineering Products Business Group

Textile Machinery. Mining & Construction Equipment. Machine Tools. Materials Handling.

International Operations Business Group.

Electro-mechanical Projects. Pumps and Projects.

24

Civil Construction. Chemicals.

THE PROMOTERS

Board of Directors
Chairman Managing Director Ishaat Hussain A Soni

Directors

N M Munjee N J Jhaveri S D Kulkarni Ravi Kant N D Khurody N N Tata

Corporate Management
Managing Director Executive Vice Presidents A Soni M M Miyajiwala A K Joshi P N Dhume S Johri S Venkatraman A J Gole S Bilgi

Vice Presidents

25

Electro-Mechanical Projects & Services

Electro-mechanical & Refrigeration A K Joshi Executive Vice President & Chief Operating Officer M Gopi Krishna Sr.Vice President (Operations)

Electrical & Mechanical (International) Water Management & Treatment

P N Dhume Executive Vice President & Chief Operating Officer

Engineering Products & Services

Texile Machinery S Venkataraman Executive Vice President & Chief Operating Officer Machine Tools Philip Mascarenhas General Manager Sanjay Johri Executive Vice President & Chief Operating Officer Milind Shahane Vice President Milind Shahane Vice President S K Sharan General Manager (Operations) Sudhir Sharma Vice President (Marketing)

Mining & Construction Equipment Materials Handling Solutions

Unitary Cooling Products

26

Cooling Appliances

Sanjay Johri Executive Vice President & Chief Operating Officer

Commercial Refrigeration

Others
Chemicals Trading P N Dhume Executive Vice President & Chief Operating Officer D Roy General Manager

Service Departmental Heads

Finance and Commercial M M Miyajiwala Executive Vice President & Chief Financial Officer A J Gole Vice President Satish Bilgi Vice President Prashant Karkare Vice President B N Garudachar General Manager V P Malhotra General Manager

Human Resources Information Technology Business Improvement Group & Property Development Cell Corporate Communications Company Secretariat

27

THE COMPANY

28

India's premier air conditioning and engineering services provider

Voltas Limited offers engineering solutions for a wide spectrum of industries in areas such as heating, ventilation and air conditioning, refrigeration, electro-mechanical projects, textile machinery, machine tools, mining and construction equipment, materials handling, water management, building management systems, indoor air quality and chemicals .The Company's strengths lie principally in

the design and manufacture of industrial equipment sourcing, installation and servicing of technologybased systems representation of global technology leaders, serving diverse industrial sectors and applications.

Manufacturing Voltas possesses total capability in the manufacture of room/split air conditioners, industrial air conditioning and refrigeration equipment, water coolers, commercial refrigerators, visicoolers, freezers and fork-lift trucks. All these products bear the stamp of state-of-the-art automated manufacturing plants resulting in consistently high quality and reduced costs. Furthermore, the Company is partnered with Fedders International Inc. of USA for 'manufacture only' alliances producing low cost, high quality room air conditioners. Projects Over the years, Voltas has built up a substantial reputation and is actively engaged in turnkey projects in fields such as electro-mechanical works comprising electrical building services, HVAC, plumbing, public Health, fire fighting, ELV

29

environmental and water pollution control; pumping stations and water supply; water & waste water treatment projects. The Company has ISO 9001 - 2000 standards certification in this business, and has successfully undertaken and executed project works in the Middle East, Far East and South East Asia, CIS countries and Africa. Marketing Voltas' sourcing and marketing operations cover air conditioners, textile machinery, machine tools, mining and construction equipment and industrial chemicals. In these sectors, the company demonstrates its specialized engineering expertise, as well as its extensive network for global sourcing. Community Development and Environmental Protection The Company has consciously laid emphasis on corporate social responsibility and also on ecological and environmental protection. Exemplary corporate citizenship is demonstrated in numerous social upliftment projects, whether independently undertaken or in support of the Tata Council for Community Initiatives. Subsidiaries

Metrovol FZE VIL Overseas Enterprises B.V. Simto Investment Company Limited Auto Aircon (India) Limited Simtools Ltd Weathermaker Limited

Joint Ventures

Universal Comfort Products Private Limited, Dadra, India Universal Voltas Air-conditioning & Refrigeration Co., Abu Dhabi, UAE Saudi Ensas Company Ltd., Jeddah, Saudi Arabia Lalbuksh Voltas Engineering Services & Trading

30

Company LLC, Ruwi, Sultanate of

PRODUCT LINE AND ITS FEATURES

VERTIS WINDOW A.C.

31

TR
1.5 2.0

THREE SPEED COOLING:

Easy to select High, Medium and Low cooling options.

FRESH AIR SWITCH:

When the ACs run for a longer period, the oxygen level of air decreases. The fresh air switch allows fresh air to enter the room. This maintains the optimum oxygen level of air.

REGULATOR:
To regulate fan speeds and temperature settings to suit your needs.

SWEEP:
Ensures motorised movement of vertical louvers for uniform distribution of air

32

High BTU, high energy efficient compressor:

Allows minimum power consumption, higher cooling efficiency and quiet operation.

High efficiency heat-transfer coils:

Internally grooved copper tubes in cooling coils along with Triple-Ripplefins to get highest heat transfer efficiency.

Most advanced three-speed fan motor:

Permanently lubricated bearings for a longer trouble-free life and quiet operation.

Burst proof capacitors:

Makes Vertis one of the safest ACs in the market by preventing capacitors from bursting.

Slinger-up system:
Overall cooling efficiency is maximized due to a higher rate of evaporation.

Anti-bacterial filter:
It reduces the population of common bacteria like bacillus, penicillin, pseudomonas, MSRA, etc.

Easily removable panel:

Easy uninstallation of the panels makes it simple for you to wash it in water.

33

Silent operation:
Quiet compressor, advanced blower design and thoroughly engineered acoustic insulation for unmatched silent performance.

Model Cooling Capacity Power Supply Power Input - Cooling BTU/Hr. V/Hz/Ph. W

1.5T RAC 18000 230/50/1 Phase 1850/1990 8.9/9.9

2.0T RAC 24000 230/50/1 Phase 2650 13.0 9.1 525 56

Operating Current - Cooling A EER Air Flow Volume - Indoor Noise Level - Indoor*** Compressor Type Refrigerant Unit Dimensions - W x H x D Mm Net/Gross Weight Kg

BTU/Hr./W9.7/9.1 CFM dB(A) 480 54

Rotary/Reciprocating Reciprocating R-22 660x435x720 55/66 R-22 660x435x720 72

34

VERTIS PREMIUM A.C.

TR 1.5 2.0

PCF (Persimmon Catechin Filter) technology:

It has superior bactericidal properties that reduces the population of common bacteria.

Auto-Restart Function
In case of a power cut, the AC automatically restores the previous function setting.

LCD remote with intelligent functions:

Feature packed remote with functions like Cool/Fan/Dry/Auto mode, Sleep mode & On/Off Timer.

Dual Control
Vertis Premium air conditioners can be controlled with the remote as well with the panel mounted controller buttons.

35

Three-Dimensional air intake grill:

Takes in more air and prevent cool air short cycling.

Stage 1: The pre-filter efficiently traps all larger dust particles. Stage 2: The electrostatically charged fibers of the filter, with its high particle capturing efficiency of up to 0.01 microns, ensures clean and healthy air. It captures air-borne particles such as dust, pollen, viruses, smoke, mould, pet dander, etc. Stage 3: The PCF technology (Persimmon Catechin Filter) has superior bactericidal properties that significantly reduces the population of common bacteria like bacillus, penicillin, pseudomonas, MSRA etc. Stage 4: Activated carbon de-odourises the air by absorbing hydrocarbon gases, odours and vapors.

36

High BTU, high energy efficient compressor:

Allows minimum power consumption, higher cooling efficiency and quiet operation.

High efficiency heat-transfer coils:

Internally grooved copper tubes in cooling coils along with Triple-Ripplefins to get highest heat transfer efficiency.

Most advanced three-speed fan motor:

Permanently lubricated bearings for a longer trouble-free life and quiet operation.

Burst proof capacitors:

Makes Vertis one of the safest ACs in the market by preventing capacitors from bursting.

Slinger-up system:
Overall cooling efficiency is maximised due to a higher rate of evaporation.

37

Anti-bacterial filter:
It reduces the population of common bacteria like bacillus, penicillin, pseudomonas, MSRA, etc.

Easily removable panel:

Easy uninstallation of the panels makes it simple for you to wash it in water

Silent operation:
Quiet compressor, advanced blower design and thoroughly engineered acoustic insulation for unmatched silent performance

Model* Cooling Capacity Power Supply Power Input - Cooling Operating Current - Cooling EER Air Flow Volume - Indoor Noise Level - Indoor*** Compressor Type Refrigerant Unit Dimensions - W x H x D mm BTU/Hr. V/Hz/Ph. W A BTU/Hr./W CFM dB(A)

1.5T RAC** 18000 230/50/1 Phase 1850/1990 8.9/9.9 9.7/9.1 480 54 Rotary/Reciprocating R-22 660x435x720

2.0T RAC** 24000 230/50/1 Phase 2650 13.0 9.1 525 56 Reciprocating R-22 660x435x720

38

Net/Gross Weight

Kg

55/66

72

VERTIS PLUS WINDOW A.C.

TR
0.75 1.0 1.5 2.0

2 Star level EER rating product:

Star rated by the Bureau of Energy Efficiency for its power efficiency.

Higher energy efficient state-of-the-art rotary compressor Allows minimum power consumption, higher cooling efficiency and quiet operation.

39

LCD remote with intelligent functions:

Feature packed remote with functions like Cool/Fan/Dry/Auto mode, Sleep mode & On/Off Timer.

Blue hydrophilic coated evaporator fins

The hydrophilic fins improve cooling efficiency by enabling free flow of condensate water between fins.

Auto restart function:

In case of a power failure, the AC automatically restores the previous function setting

Night glow buttons on remote:

Allows you to locate and operate the remote even when it's dark.

40

LED indicators on control panel for functions:

Makes it easy to ascertain the functions in use.

Highefficiency bend heat exchanger:

This design increases the surface area as compared to that of common ACs, thereby enhancing the cooling.

Inner grooved copper tubes:

It allows greater refrigerant flow, improving heat exchange efficiency.

Fresh air switch:

When the ACs run for a longer period, the oxygen level of the air goes down. The fresh air switch allows fresh air to enter the room. This maintains the required oxygen level of the air.

Super quite operation:

Quiet compressor, advanced blower design and thoroughly engineered acoustic insulation for unmatched silence.

Easy to clean panel:

Easily removable front panel for convenience in cleaning.

Easy to install, run and maintain:

Owing to their compact size, these ACs are easy to install. Their superior technology insures long life and quiet operation.

41

Model* Star Rating Nominal Cooling Capacity BTU/ Hr (W)

0.75T RAC 2

1.0T RAC 2

1.5T RAC 2

2.0T RAC 2

9000(2630 W) 12000(3510 W) 18000(5270 W) 24000(7030 W) 4.3 980 2.6 5.8 1310 2.6 8.8 1980 2.6 11.6 2650 2.55

Nominal Current - Cooling Amps Nominal Power Input Cooling Rated EER Power Supply Watt W/W V/Hz/Ph

230/50/1Phase 230/50/1Phase 230/50/1Phase 230/50/1 Phase 380 48 550 50 730 53 LCD Remote Rotary R-22 660x428x700 62/66 1000 58 LCD Remote Rotary R-22 660x428x770 72/76

Air Flow Volume - Indoor CMH **Noise Level - Indoor Operation Compressor Type Refrigerant Unit Dimensions - WHDMm Net/Gross Weight Kg dB(A)

LCD Remote LCD Remote Rotary R-22 Rotary R-22

450x350x580 560x375x600 35/38 45/48

42

VERTIS SPLIT A.C.

TR 1.5

2.0

43

Star level EER rated product:

Star rated by the Bureau of Energy Efficiency for its power efficiency.

Energy efficient state-of-the-art rotary compressor:

Allows minimum power consumption, higher cooling efficiency and quiet operation.

LCD remote with intelligent functions:

Feature packed remote with functions like Cool/Fan/Dry/Auto mode, Sleep mode & On/Off Timer.

Digital display on indoor unit:

For better visibility of the set mode and the set temperature.

Turbo Mode:
Ensures instant cooling at the touch of a button.

Blue hydrophilic evaporator aluminium fins:

The hydrophilic fins improve cooling efficiency by enabling free-flow of condensed water between fins.

Auto restart function:

In case of a power failure, the air conditioner automatically restores the previous function settings.

44

Anti-Rust outdoor unit:

Made from electrolytic zinc sheet and anti-rust coated components for protection from rust.

Two flaps/louvers:
Ensures natural and uniform air flow, which makes you feel comfortable.

Active carbon filter:

It de-odorizes the air by absorbing hydrocarbon gases, odours and vapours.

45

Model Star Rating Nominal Cooling Capacity Power Supply Power Input - Cooling Operating Current - Cooling EER Air Flow Volume - Indoor *Noise Level - Indoor **Compressor Type Indoor Unit Dimensions Outdoor Unit Dimensions Indoor/Outdoor Unit Weight W x H x D mm W x H x D mm Kg BTU/ Hr V/Hz/Ph W Amps BTU/Hr/W CFM dB(A)

1.5 TR

2.0 TR
1

18000 230/50/1Phase 1910 8.5 9.4 470 42 Rotary 940 x 275 x 175 765 x 540 x 340 11/42

24000 230/50/1Phase 2600 12.2 9.2 530 47 Reciprocatory 982 x 320 x 198 765 x 540 x 340 15/63

VERTIS PREMIUM SPLIT A.C.

46

TR 0.75 1.0 1.5 2.0

2 STAR LEVEL EER RATED PRODUCT:

Star rated by the Bureau of Energy Efficiency for its power efficiency.

LCD REMOTE WITH INTELLIGENT FUNCTIONS:

Feature packed remote with functions like Cool/Fan/Dry/Auto mode, Sleep mode & On/Off Timer.

ENERGY EFFICIENT STATE-OF-THE-ART ROTARY COMPRESSOR:

Allows minimum power consumption, higher cooling efficiency and quiet operation.

BLUE HYDROPHILIC EVAPORATOR ALUMINUM FINS: The hydrophilic fins improve cooling efficiency by enabling free flow of condensated water between fins.

AUTO-RESTART FUNCTION: In case of a power failure, the air conditioner automatically restores the previous function

47

EMERGENCY OPERATIONAL SWITCH: This button on the indoor unit allows you to operate the AC even when the remote is missing or non-functional.

HIGH EFFICIENCY CURVED HEAT EXCHANGER: This design increases the surface area as compared to that of common ACs, enhancing cooling by making it faster and more efficient.

ANTI-RUST POWDER COATED OUTDOOR UNIT: Prevents the outdoor unit from rusting, even under harsh weather conditions.

LED INDICATORS ON INDOOR UNIT FOR FUNCTIONS: Makes it easy to ascertain the functions in use.

TRAPEZIFORM INNER GROOVE COPPER TUBE: It allows greater refrigerant flow, improving heat exchange efficiency.

SILENT OPERATION: Quiet compressor, advanced blower design and thoroughly engineered acoustic insulation for an unmatched silent per for

Model*
Star Rating

0.75 TR 2

1.0 TR 2

1.5 TR 2

2.0 TR 2

48

Nominal Cooling Capacity Nominal Current - Cooling Nominal Power Input Cooling Rated EER Power Supply

BTU/ Hr (W) 9000(2630 W) 12000(3510 W) Amps Watt W/W V/Hz/Ph 4.3 980 2.6 5.8 1310 2.6

18000(5270 W)24000(7030 W)

8.8 1980 2.6 230/50/1Phase

11.6 2610 2.6 230/50/1 Phase 1000 49

230/50/1Phase 230/50/1Phase

Air Flow Volume - Indoor **Noise Level - Indoor Operation Compressor Type Refrigerant Indoor Unit Dimensions (WxHxD)

CMH dB(A)

420 38

520 40

880 42

LCD Remote

LCD Remote

LCD Remote

LCD Remote

Rotary R-22

Rotary R-22

Rotary R-22

Rotary R-22

Mm

745x250x210 745250x210

1095x312x205 1095x312x205

Indoor Unit Net/Gross Weight Kg Outdoor Unit Dimensions (WxHxD) Outdoor Unit Net/Gross Weight

9.5/11

9.5/11

15/17

15/17

Mm

760x260x540 760x260x540

800x300x590 800x300x690

Kg

30/33

35/38

42/45

50/54

VERTIS PLUS SPLIT A.C.

49

TR 0.75 1.0 1.5

3 Star level EER rated product:

Star rated by the Bureau of Energy Efficiency for its power efficiency.

Night glow buttons on remote:

Allows you to locate and operate the remote even when it's dark.

Light functions to ON/OFF indoor display:

This special button on the remote enables you to turn on or switch off the advanced LED on the indoor unit so that the display light doesn't disturb your sleep.

50

2 Star level EER rated product:

Star rated by the Bureau of Energy Efficiency for its power efficiency.

Active carbon filter:

It de-odorizes the air by absorbing hydrocarbon gases, odours and vapours.

5 step swing:
This function on the remote helps you to select the air flow direction in five different angles.

51

Higher ENERGY EFFICIENT STATE-OF-THE-ART ROTARY COMPRESSOR:

Allows minimum power consumption, higher cooling efficiency and quiet operation.

BLUE HYDROPHILIC EVAPORATOR ALUMINUM FINS:

The hydrophilic fins improve cooling efficiency by enabling free flow of condensated water between fins.

LCD remote with intelligent functions:

Feature packed remote with functions like Cool/Fan/Dry/Auto mode, Sleep mode & On/Off Timer.

Advanced LED display INDICATORS ON INDOOR UNIT FOR FUNCTIONS :

Makes it easy to ascertain the functions in use.

AUTO-RESTART FUNCTION:
In case of a power failure, the air conditioner automatically restores the previous function setting.

HIGH EFFICIENCY CURVED HEAT EXCHANGER:

This design increases the surface area as compared to that of common ACs, enhancing cooling by making it faster and more efficient.

52

TRAPEZIFORM INNER GROOVE COPPER TUBE:

It allows greater refrigerant flow, improving heat exchange efficiency.

EMERGENCY OPERATIONAL SWITCH:

This button on the indoor unit allows you to operate the AC even when the remote is missing or non-functional.

ANTI-RUST POWDER COATED OUTDOOR UNIT:

Prevents the outdoor unit from rusting, even under harsh weather conditions.

SILENT OPERATION :
Quiet compressor, advanced blower design and thoroughly engineered acoustic insulation for an unmatched silent performance.

53

Model
Star Rating Nominal Cooling Capacity Nominal Current - Cooling Nominal Power Input - Cooling Rated EER Power Supply Air Flow Volume - Indoor **Noise Level - Indoor Operation Compressor Type Refrigerant Indoor Unit Dimensions (WHD) Mm Indoor Unit Net/Gross Weight Outdoor Unit Dimensions (WHD) Outdoor Unit Net/Gross Weight Kg Mm Kg

0.75T SAC
3

1.0T SAC
2

1.5T SAC
2 18000(5270 W) 8.8 1980 2.6 230/50/1Phase 850 46 LCD Remote Rotary R-22 860x292x205 12/14 830530320 39/42.5

Btu/ Hr (W) 9000(2630 W) 12000(3510 W) Amps Watt W/W V/Hz/Ph CMH Db(A) 4.3 965 2.71 5.8 1310 2.6

230/50/1Phase 230/50/1Phase 400 38 LCD Remote Rotary R-22 450 40 LCD Remote Rotary R-22

710250180 800290196 7/11 10/11.5

720430260 835552310 25/29 31/34.5

54

VERTIS GOLD SPLIT A.C.

TR 1.0

1.5

2.0

5 Star level EER rated product:

Star rated by the Bureau of Energy Efficiency for its power efficiency.

Golden Hydrophilic Evaporator Aluminum Fins:

The hydrophilic fins improve cooling efficiency by enabling free-flow of condensated water between fins.

Silver ion filter:

The special Nano Silver attached on the filter constantly releases silver ions which

55

kills bacteria present in the air, thereby giving you a healthy and clean environment to live in

Ionizer: The ionizer disperses a powerful stream of negatively charged ions that attach themselves to pollutants like dust particles, pollen and bacteria. These particles are then precipitated through the AC, thus making the air pollution-free.

56

Highest Energy Efficient Rotary Compressor:

Allows minimum power consumption, higher cooling efficiency and quiet operation.

LCD remote with intelligent functions:

Feature packed remote with functions like Cool/Fan/Dry/Auto mode, Sleep mode & On/Off Timer.

Turbo Mode:
Ensures instant cooling at the touch of a button.

Advanced LED
display on indoor unit for functions: Makes it easy to ascertain the functions in use.

LED functions for ON/OFF indoor display:

This special button on the remote enables you to turn on or switch off the advanced LED display on the indoor unit.

High efficiency curved heat exchanger:

This design increases the surface area as compared to that of common ACs, thereby enhancing the cooling.

57

Trapeziform inner groove copper tube:

It allows greater refrigerant flow, improving heat exchange efficiency.

Emergency operational switch:

This button on the indoor unit allows you to operate the AC even when the remote is missing or non-functional.

Auto Restart Function:

In case of a power failure, the air conditioner automatically restores the previous function setting.

Two flaps/louvers:
Ensures natural and uniform air flow, which makes you feel comfortable.

Anti-rust powder coated outdoor unit:

Prevents the outdoor unit from rusting, even under harsh weather conditions.

Silent operation:
Quiet compressor, advanced blower design and thoroughly engineered acoustic insulation for unmatched silent performance.

58

Model Star Rating Nominal Cooling Capacity Nominal Current - Cooling Nominal Power Input Cooling Rated EER Power Supply Air Flow Volume - Indoor *Noise Level - Indoor Operation Compressor Type Refrigerant Indoor Unit Dimensions (WHD) Outdoor Unit Dimensions (WHD) Outdoor Unit Net/Gross Weight Mm Btu/ Hr (W) Amps Watt W/W V/Hz/Ph CMH dB(A)

1.0T SAC 5

1.5T SAC 4

2.0T SAC 4

12000(3510 W) 18000(5720 W) 22000(6450 W) 5.1 1140 3.1 7.6 1720 3.0 9.2 2110 3.0

230/50/1Phase 230/50/1Phase 230/50/1Phase 810 45 LCD Remote Rotary R-22 1020 46 LCD Remote Rotary R-22 1080 48 LCD Remote Rotary R-22

920292220 1080330225 1080330225 13/15 17/21 17/21

Indoor Unit Net/Gross Weight Kg Mm Kg

760590285 845695335 845695335 41/45 56/60 56/60

59

VENTURE CASSETTE A.C.

TR
2.0 3.0 4.0

Attractive design and cordless LCD remote:

It's sleek and elegant with a host of features like - Auto Cool, Sleep Mode, Dry Mode & On/Off Timer.

60

4 Way directional air flow:

Auto air swing louvers direct air flow in all 4 directions for even cooling.

Fresh air intake:

Allows fresh air from outside to enter the room. This ensures continuous replenishment of oxygen for healthy living

Emergency operations switch:

If you can't find the remote, just use the switch on the front panel of the indoor unit to turn on or turn off the air conditioner.

Super quiet operation:

A 3s Cycle Design, Soft Start, Silent Working and Smooth Stop ensure quiet and efficient operation.

Easy access filter:

Since the filter can be removed easily by swinging open the return air grill and sliding it out, you can conveniently clean it whenever you want.

Most advanced fan motor:

The fan motor is totally enclosed for a longer trouble-free life and safeguarded against current surges. The permanently lubricated bearings grant long life.

61

Automatic drainage of condensed water through the drain pump:

Automatic drainage of condensed water through the drain pump.

Specification Capacity Compressor Details Electrical Rating

Description Cooling Capacity Compressor Power Supply Power Input Rated Current

Unit BTU/Hr Type V/Hz/Ph Watts Amps

2.0 Ton* 24000 Reciprocating

3.0 Ton* 36000 Reciprocating

4.0 Ton* 48000 Scroll 415/50/3 Phase 5150 8.8 9.4 1750 44 LED Display LCD Remote

415/50/3 Phase 415/50/3 Phase 2600 4.5 3800 6.5 9.4 1600 44 LED Display LCD Remote

Performance

EER Air Circulation **Noise Level

BTU/Hr/W 9.23 CMH db(A) Type Type 1050 40 LED Display LCD Remote

Operation

Panel Display Remote Control

62

Refrigerant Unit Dimensions

Type Indoor Body(WxHxD) Indoor Panel(WxHxD) Outdoor Unit(WxHxD)

mm mm mm Kg

R-22 840x240x840 950x40x950 765x540x340 42 64

R-22 840x310x840 950x40x950 900x615x400 46 82

R-22 840x310x840 950x40x950 900x615x400 46 102

Weight

Indoor Unit (Net)

Outdoor Unit (Net) Kg

VENTURE SLIMLINE A.C.

TR 1.5

2.0

3.0

4.0

Stylish Design:
The compact size, superior style and aesthetics suit the most sophisticated interiors.

63

Noise Suppression Technology:

Use of blower design, vibration attenuation of refrigerant piping and immaculate insulation for low operating sound levels.

Dual Control:
Can be controlled both from the unit's panel controller as well as the LCD handset.

Time and Temperature Display:

Room temperature, on/off time settings, fan speed and other modes are indicated by LED graphics on the display panel.

Child Lock Switch:

This switch allows the settings to be locked to make it child-proof.

High system reliability with duplicate compressor protection:

Use of internal overload protection device protects the compressor both from electrical and thermal overload.

High efficiency compressor:

Highly efficient reciprocating compressor for 1.5, 2 and 3 Ton and scroll compressor for the 4 Ton allows energy saving.

64

Model

1.5 Ton (Single Phase) 2 Ton (Single Phase)

3 Ton (3 Phase)

4 Ton (3 Phase) C o Room n Unit d e n s i n g U n i t

Room Unit Condensing Unit

Room Unit

Condensing Unit

Room Unit

Condensing Unit

65

Nominal Cooling Capacity @ rated conditions(BTU/HR) Cabinet Dimensions (each unit) Width (mm) Height (mm) Depth (mm) Power Supply Rated Current (amps)** Normal Power Consumption (watts) Compressor Refrigerant Air Flow CFM 460 450 1620 286

18000

24000

36000

48000

765 540 340

450 1680 265

765 540 340

600 1900 350

900 615 400

600 1900 350

9 0 0 6 1 5 4 0 0

230v 10%, 50 Hz, Single Phase 9.6 1970 12 2490 Reciprocating Compressor R-22 550 -

415v 10%, 50 Hz, 3 Phase 6.2 3600 8.1 4700 Scroll

1250

1450

MARKETING STRATEGY
The Voltas Air-conditioner Business Principles govern the Companys business decisions and actions throughout the world, applying equally to corporate actions and the behavior of individual employees when on company business. They incorporate the fundamental principles on which all Voltas activities are or should be based: integrity, fair trade, non-discrimination and equal opportunities. In addition, Voltas uses a standard General Purchase Agreement and standard contracts. The processes related to these are aligned across all Voltas businesses.

66

Similarly, we use standardized processes for measuring and evaluating supplier performance and reporting. All employees must also act in accordance with the Supply Management Code of Ethics. Supply Management Code of Ethics The Supply Management Code is a code that applies to all employees involved in the purchasing process within Voltas. The Supply Management Code is as a supporting policy, an integral part of the Voltas Air-conditioner Business Principles. In addition to full compliance with the Voltas Air-conditioner Business Principles, all affected employees shall: 1. Act honestly and ethically Carry out their duties in an honest and ethical way by ensuring that business policies and practices are aligned with ethical principles. Maintain the confidentiality of privileged information acquired in the course of their work, except when disclosure has been authorized or is legally obliged. Act in good faith, responsible, with due care, competence and diligence, without allowing ones independent judgment to be subordinated. Provide information that is true and not designed to mislead. Clearly communicate ethical expectations to those with whom they work. Refrain from using or appearing to use confidential information acquired in the course of ones work for unethical or illegal advantage either personally or through third parties. Ensure the integrity of records; including documenting obtained discounts in a proper form. 2. Avoid conflicts of interest

67

 Avoid actual or apparent conflicts of interest between personal and professional relationships. No actions should be taken and interests outside Voltas should be avoided that may make it difficult to perform his or her company work objectively and effectively. No direct or indirect financial interest in a supplier or competing company is allowed, with the exception of a financial interest in a publicly traded company. Service to Voltas should never be subordinated to personal gain or advantage. No employee, his or her partner, or a member of his or her family, may receive improper personal benefits as a result of the employees position at Voltas. The acceptance of gifts or personal favors of commercial value is not acceptable, which includes invitations to sporting or social events. It is to be made clear to third parties that personal favors can only influence the business relationship negatively and that business decisions are based solely on benefits to the Company and not on considerations of past or future personal gain. When refusing a gift would be discourteous, the gift must be promptly turned over to the compliance officer. Voltas usually donates such gifts to charitable institutions. Any doubts in a given situation, should be discussed with management or the compliance officer. 3. Comply with applicable governmental laws, rules and regulations Perform their duties in accordance with relevant laws, rules and regulations. 4. Follow a fair process to select suppliers and award business to suppliers Support the principle of fair competition as a basis for selecting suppliers and awarding business to suppliers. While considering the advantages to Voltas of maintaining a continuing relationship with a supplier, avoid any arrangement that could, in the long term, prevent the effective cooperation of fair competition.

68

 Fully comply with the internal purchasing process of purchase requests and purchase orders when awarding business to a supplier. No purchase will be done without a purchase order. 5. Pay suppliers in line with Voltas rules Any payment for a companys product or service must be made to the company, not to an individual. Cash payments are not permitted; all payments should be made to a bank account designated in writing. Only make payments to the provider of goods or services received. 6. Select suppliers that comply with high ethical standards Select suppliers and award business to suppliers that are committed to act fairly and with integrity towards their stakeholders and that duly observe the applicable rules of the law of the countries they operate in. Terminate the relationship with suppliers that do not adhere to general Voltas policies for suppliers, like the child labor and forced labor policies.

COMPETITORS

The major competitors for Voltas air conditioner is Carrier & Hitachi. Carrier was the first in this field &Hitachi providing the quality product so Voltas have to first create awareness about their product and then they should capture on market share. Most of

69

the customers who prefer to buy on brand name in Lucknow are willing to buy Carrier/Hitachi Air-conditioner because their perception is that the Carrier is the world leader in Air conditioner. The other competitors are: Samsung LG Videocon Electrolux Unorganized Brands (e.g. HYUNDAI, KORYO etc.)

FUTURE PROSPECTS

70

The future of Voltas air conditioner looks bright since its some products are in the introductory stage. the company for now just want to make aware as many people as it can about their new models(Star rated A.Cs.) The result of this awareness programme will be seen in the coming time. As we all know Voltas has a good brand image in quality Air conditioner this will also help to enhance its market share in the Premium segment as well as higher segment.

ACHIEVEMENTS

71

In India manufactured the first room air conditioner in 1954. Setup the first integrated plant in1969. Introduced the first innovative split air conditioner in1984. Introduce tall and elegant slim line in1993. Amongst the first to launch sub 1.0tr air conditioner. Successfully accomplished large project in the middle east south and for east Asia and Africa United Nations' Grand Award for Excellence in Public Service Worldwide, 199394. State of the art manufacturing capability for room and split air conditioner. International Public Relations Associations' Golden Trophy for Excellence in Customer Service, 1994-95. Mumbai Chamber of Commerce and Industry's Good Corporate Citizenship Award, 1995-96.

72

73

ANALYSIS
Questionnaire
Q.1 Are you using air conditioner? Condition Percent YES NO 69% 31%

P E R S O N H A V IN G A IR C O N D IT IO N E R

31% NO YES 69%

74

Q-2 which brands of Air conditioner do you have?

Brand
Hitachi Carrier L.G. Voltas Videocon

Percent
10% 16% 23% 35% 16%

B R A N D O F A IR C O N D IT IO N E R
10% 16% H IT A C H I C A R R IE R L .G VOLTAS 35% V ID E O C O N 23%

16%

75

Q-3 what is more important for you? Brand HITACHI CARRIER L.G VOLTAS VIDEOCON Quality of product 50% 40% 30% 46% 35% Price of product 15% 32% 26% 23% 21% After sales service 35% 28% 44% 31% 54%

76

IM P O R T A N C E F O R T H E C U S T O M E R
100% 80% 60% 40% 50% 20% 0% 40% 35% 15% 28% 44% 31% 54% 23% 26% 46% 21% 35% A ft e r s a l e s s e r v ic e P ric e o f p ro d u c t Q u a lit y o f p ro d u c t

32%

30%

H IT A C H C A R R IE R L .G I

V O L T A V ID E O C O N S

Q-4 Are you satisfied with delivery period? Brand Hitachi Carrier L.G. Voltas Videocon Yes 75% 75% 77% 80% 87% No 25% 25% 23% 20% 13%

77

S A T IS F A C T IO N W IT H D E L IV E R Y P E R IO D
100% 25% 80% 60% 40% 20% 0% 75% 75% 77% 80% 87% No Y es 25%

23%

20%

13%

H IT A C H IC A R R IE R L . G

V O L T A SV ID E O C O N

Q-5 Are you satisfied with company product? Brand Hitachi Carrier L.G. Voltas Videocon Yes 80% 75% 82% 65% 62% No 20% 25% 18% 35% 38%

78

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% H ITA CH I C A R R IE R 80% 75% 20% 25%

18% 35% 38%

No 82% 65% 62% Y es

L.G

V O LTA S

V ID E O C O N

Q- If yes how much? Brand Hitachi Carrier Satisfied 75% 66% Just Satisfied 25% 34%

79

L.G. Voltas Videocon

60% 15% 69%

40% 85% 31%

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% H IT A C H IC A R R IE R L . G 15% V O L T A S ID E O C O N V 75% 66% 60% 69% 85% J u s t S a t is fie d S a t is fie d 25% 34% 40% 31%

Q-6 What do you think about the price of product? Brand HITACHI CARRIER L.G Low 15% 12% 25% High 25% 18% 20% Value for money 60% 70% 55%

80

VOLTAS VIDEOCON

12% 32%

15% 0%

63% 58%

P R IC E O F P R O D U C T
100% 80% 60% 40% 25% 20% 15% 0% 18% 12% 20% 15% 25% 12% V O L T A V ID E O C O N S 0% 32% 60% 55%

70%

63%

58% V a l u e fo r m o n e y H ig h Low

H IT A C H C A R R IE R L .G I

Q-7 If you have any query or queries it is solved by company? Brand Hitachi Carrier Yes 60% 66% No 40% 34%

81

L.G. Voltas Videocon

76% 55% 65%

24% 45% 35%

Q U E R Y /Q U A R IE S S O L V E D B Y C O M P A N Y
100% 80% 60% 40% 20% 0% 60% 66% 76% 55% 65% 40% 34% 24% 45%

35%

No Y es

H IT A C H I C A R R IE R L . G

V O L T A SV ID E O C O N

Q-8 In your opinion what Voltas do to increase its market share? Brand Reduc More emphasis on Improve after Others

82

e Price HITACHI CARRIER L.G VOLTAS

VIDEOCON

Advertising 27% 24% 11% 20%

12%

sales seervices 45% 48% 52% 54%

40%

15% 28% 37% 26%

48%

13% 0% 0% 0%
0%

SU E G SSION F VOLTAS AIR ON OR C DITION R E

60% 50% 40% 30% 20% 10% 0%

0% 27% 15% 28% 24% 45% 48%

52%

54% 48%

Reduce Price More emphasis on Advertising Improve after sales seervices Others
0%

37% 26% 20% 11% 0% 0%

40%

13%

12%

L. G

A S O LT V ID
83

R IE

A C

A R

E O

IT

C O

ONLY FOR CUSTOMERS

Q1.How long have being you using the product? Brand HITACHI CARRIER L.G VOLTAS VIDEOCON 0-6 Month 0% 33% 19% 13% 38% 6-12 Month 40% 20% 23% 10% 40% More than a year 20% 14% 24% 44% 0% More than 2 year 40% 33% 34% 33% 22%

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0% H I T A C HCI A R R I E R L . G V O L T AVSI D E O C O N 40% 33% 19% 20% 20% 23% 10% 13% 38% 14% 24% 44% 40% M o re th a n 2 y e a r M o re th a n a y e a r 6 -1 2 M o n t h 0 -6 M o n th 40% 33% 34% 33% 22% 0%

84

Q-2: Do you have any problem while using the product? Brand HITACHI CARRIER L.G VOLTAS VIDEOCON Yes 60% 63% 10% 36% 38% No 40% 37% 90% 64% 62%

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 10% H IT A C H C A R R IE R L .G I V O L T A S ID E O C O N V 60% 63% 36% 38% 90% 40% 37% 64% 62% No Y es

85

Q-3: Do you get value for money from product you purchase? Brand
HITACHI CARRIER L.G VOLTAS VIDEOCON

Yes
85% 65% 60% 75% 60%

No
15% 35% 40% 25% 40%

S A T IS F A C T IO N L E V E L
90% 85% 80% 70% 60% 50% 40% 30% 20% 10% 0% H IT A C H I C A R R IE R L .G V O L T A SV I D E O C O N 15% 35% 65% 60% 40% 25% 75% 60% 40% Y es No

86

Q-4: Are you satisfied by the company after sales services? Brand
HITACHI CARRIER L.G VOLTAS VIDEOCON

Yes
80% 75% 84% 45% 30%

No
20% 25% 16% 55% 70%

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 20% 25% 80% 75%

84% 70% 55% 45% 30% 16% Ye s No

H IT A C H C A R R IE R L .G I

V O L T A V ID E O C O N S

87

*If yes how much Brand

HITACHI CARRIER L.G VOLTAS VIDEOCON

Satisfied
20% 35% 39% 34% 40%

Just satisfied
0% 10% 23% 16% 35%

Fully Satisfied
80% 55% 38% 50% 25%

88

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0% 20% H I T A C H IA R R I E R . G C L V O L T A SI D E O C O N V 35% 39% 34% 40% 10% 80% 23% 16% 55% 38% 25% 50% 35% F u lly S a tisfie d J u s t s a tis fie d S a tis fie d

Q-5; why you were using this brand? What thing you like in this? Brand
HITACHI CARRIER L.G VOLTAS VIDEOCON

Quality
85% 60% 54% 56% 35%

Price
0% 10% 5% 8% 45%

After sales service

15% 30% 51% 36% 20%

89

C U S T O M E R S E L E C T IO N C R IT E R IA
100% 80% 60% 40% 20% 0% 85% 60% 54% 56% 35% 15% 0% 20%

30% 51% 10% 5%

36% 8%

45%

A fte r s a le s s e r v ic e P ric e Q u a lity

H IT A C HC I A R R IE RL . G

V O L T AVSID E O C O N

Q-6: which brand are you looking to switch over if needed and why? Brand
HITACHI CARRIER L.G VOLTAS VIDEOCON

Percent
13% 24% 20% 14% 29%

90

S W IT C H E R S

29%

13%
H IT A C H I C A R R IE R L .G

24% 14% 20%

VOLTAS V ID E O C O N

ONLY FOR DEALERS

Q.1 How many products do you sell in financial year? In that how much Voltas product in a financial year?
Dealers Total Sale Voltas

91

Refrico Sadana Northern Refrigeration S.S. Refrigeration Amba International Suri Whether makers

1900 1650 1200 875 740 725

850 675 725 750 310 380

DEALERS SALES
2000 1800 1600 1400 1200 1000 800 600 400 200 0
1900 1650 1200 850 675 725 875 750 740 310 725 380

Total Sale Voltas

N or th

Q-2: What Type of problem you face while selling the product of Voltas? Brokage Material No Problem 12% 50%

92

er na ur tio iW na he l th er m ak er s

ad an a

R ef ri c

tio

R ef ri ge ra

ef ri A m

ge ra t ba

er n

.S

.R

In t

io n

Price Problem Late Dealers

25% 13%

PROBLEM FACED BY DEALERS

13%

12% B r o k a g e M a t e r ia l N o P r o b le m P r ic e P r o b le m L a t e D e a le r s 50%

25%

PERSON WHO DO NOT HAVE A.C.

93

Q-1: If you want to purchase Air conditioner which brands you prefer? Brand HITACHI CARRIER L.G VOLTAS SAMSUNG Percent 13% 15% 25% 30% 17%

P R E F F E R E D A IR C O N D IT IO N E R B R A N D

17%

13% 15%
H IT AC H I C AR R IE R L .G VO L T AS

30% 25%

S AM S U N G

Q.2 PLEASE SPECIFIES WHY YOU WANT TO PURCHASE THAT BRAND ONLY? WHAT YOU LIVE IN THAT?

94

Brand HITACHI CARRIER L.G VOLTAS SAMSUNG

Price 0% 5% 30% 15% 24%

Quality 87% 73% 45% 70% 55%

After sales Services 13% 22% 25% 15% 21%

C H O IC E O F C U S T O M E R
100% 13% 15% 21% 22% 25% 90% 80% 70% 60% 45% 55% 70% 50% 87% 73% 40% 30% 20% 30% 24% 15% 10% 5% 0% 0% H I T A C H I A R R I E RL . G V O L T ASSA M S U N G C

A fte r sa le s S e r v ic e s Q u a l i ty P ric e

95

Q-3; Please rate the following brand in (1-5) scale considering all the aspect?
Brand Hitachi Voltas Smsung Carrier LG. Rate-1 0 13 5 3 20 Rate-2 6 7 10 1 10 Rate-3 8 7 12 4 3 Rate-4 12 2 1 23 0 Rate-5 10 1 2 6 0

R A T IN G B Y N O N U S E R C U S T O M E R
25 20 15 10 6 5 0 0 8 12 10 13 77 2 1 12 10 5 1 2 3 1 4 6 3 00 LG . 23 20 R a te -1 R a te -2 10 R a te -3 R a te -4 R a te -5

NO OF PERSON

H it a c h i V o lt a s S m s u n g C a rr ie r

96

Q-4: What are the criteria for selecting the product?

Brand Hitachi Voltas Samsung Carrier L.G Brand Image 58% 45% 40% 55% 37% Price of product 20% 32% 25% 19% 28% Availability of spare Parts 10% 14% 12% 16% 15% After sales services 12% 19% 23% 10% 20%

C R IT E R IA F O R S E L E C T IN G P R O D U C T
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 12% 10% 20% 32% 10% 16% 19% 15% A fte r sa l e s se r v i c e s 28% 55% 37% P ric e o f p ro d u c t 58% 45% 40% B ra n d Im a g e

19% 14%

23% 12% 25%

20%

A v a i l b i l i ty o f sp a r e P a r t

H i t a c h iV o l t a sS a m s u n g r r i e r L . G Ca

97

Q-5: What is important for you?

Brand Hitachi Voltas Samsung Carrier L.G Quality of product 52% 50% 40% 52% 20% Price of product 30% 30% 45% 25% 53% After sales service 18% 20% 15% 23% 27%

A T T R IB U T E IM P O R T A N T F O R C U S T O M E R
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

18% 30%

20% 30%

15%

23% 25%

27%

45%

A fte r s a l e s s e r v i c e 53% P ric e o f p ro d u c t Q u a lity o f p ro d u c t 20%

52%

50%

40%

52%

H i ta c h i V o l ta s S a m s u n C a r r i e r L . G g

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FINDINGS
After analysis, It was found that the majority of customers in Lucknow are using Voltas A.C. but due to the facts driven by the survey it was noticed that Voltas is not providing good enough after-sales services, they(customers) are likely to switch to another brand. In our case, 15% of Hitachi customer said that Voltas reduce price, 27% customers said that he will have to give more emphasis on product promotion programs i.e.; Advertisement and 45% customers said that improve after sales service and also 13% customers said that if company improve its product quality than it will be better for future. 28% Carrier customer said that he has to reduce price, 24% customer said that he will have to give emphasis on advertisement and R&D and 48% said that company has to improve its after sales service 37% of LG customer said that Voltas has to reduce price, 11%said more emphasis on advertising and 52% customer said that improve after sales service.

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In case of Voltas 26% customer said that company has to reduce price, 20% customers said that more emphasis on advertising 54% customer said improve after sales service 48% of Videocon customer said that company have to reduce price and 12% customer said that company should give emphasis on product promotion program. 40% customer said improve after sales service. It was also found that Voltas A.C. are much priced as compare to other competitive brand like L.G, Videocon. Lake of awareness about the brand Voltas is also present among the customers, due to the fact that the Voltas is doing less advertisement than the other brands specially L.G.

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RECOMMENDATIONS/ SUGGESTIONS

One should watch over the activities of the competitor so that they give more satisfaction to their customer. More emphasis should be given on after sales services so that Voltas may satisfied the existing Customer as well as attract new customer. Due to the fact that the price of Voltas A.C. is slightly high from the other competitors so management of Voltas have to see if they are able to decrease the price.

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 To make people aware about the brand Voltas should increase the advertisement in news papers, television, magazines and specially in FM. The activities of the competitors should be watched carefully by the Voltas so they may also change there marketing strategy and give more satisfaction to their customer. They should try to attract switchers to increase market share While delivering the AC to dealers check there product. Once again.

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CONCLUSION
After collecting the detailed information on Voltas it was observed that their after sales service is not good. So more emphasis should be given on after sales services to satisfy the customer and improve market share. Voltas has market credibility as the person who does not have A.C., want to purchase Voltas because of its quality.

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Company has to give more emphasis upon competitors activity and one should watch over on it so that they can give better product to their customer. As whole customers of A.C. give more emphasis on quality and after sales service. if company will give good after sales services then they can attract as well as lots of customer. Company should adopt more aggressive promotional strategies for market penetration. Image of the Voltas air conditioner is good. Voltas advertisement percentage is very low so to increase the awareness of the brand aggressive advertisement should be adopted by the company. In simple words to increase the Voltas market share they have to improve after sales service & make their prices more compatible.

BIBLIOGRAPHY
The essence of the report are inspired and collected by the sources listed below:

Books
Marketing management Marketing Research Philip Kotler Boyd, West Fall & Stash.

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Research methodology

C.R Kothari

Websites

www.voltasac.com www.voltas.com

Brochures
Various Product broachers of Voltas Air Conditioner

News Papers
The Times of India Hindustan Times Dainik Jagran

ANNEXURE I

QUESTIONNAIRE
Q.1 Are you using air conditioner? Yes No

Q.2 Which brand of air conditioner do you have? A. Hitachi B. L.G C. Voltas D. Carrier E. Videocon

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Q.3 What is more important for you? A. Quality of product C. After Sales Services B. Price of Product D. Any other thing

Q.4 Are you satisfied with delivery period? Yes No

Q.5 Are you satisfied with the company product? Yes *if yes how much A. Satisfied No B. Just Satisfied

Q.6 What do you think about the price of product? A. Low B. High C. Value for Money

Q.7 If you have any query /queries it is solved by company? Yes No

Q.8 In your opinion what Voltas have to do to increase its marker share? A. B. C. D. Reduce price More emphasis on advertising Improve its after sale services Any change in product

*Mention what type of changes -----------------------------------------------------------------------------------E. Any other Q.9 Do you Have any suggestion? -------------------------------------------------------------------------------------

ANNEXURE II

ONLY FOR CUSTOMERS

Q.1 How long have you being using the product? 0-6 month more then 1 year 6-12 month more then 2 years

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Q.2 Dom you have any problem while using the product? Yes No

Q.3 Do you get value for money from product you purchase? Yes No

Q.4 Are you satisfied by the company after sales service? Yes If yes how much:A. fully satisfied B. Satisfied C. Just satisfied No

Q.5Why you were using this brand what thing you like in this? A. Price C. After sale service D. Quality E. Other Q.6 Which Brand are you looking for switching over if needed & why? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Q.7 If I say purchase any Voltas product then why you purchase & why not? --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

ONLY FOR DEALERS

Q.1 How many product do you sell in a financial year? In that how many Voltas product in a financial year. ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Q.2What type of problem you face while selling the product of Voltas?

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----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Person who dont have air conditioner

Q.1 If you want to purchase air conditioner which brand you prefer? A. Hitachi C. Samsung E. Other B. Voltas D. Carrier -------------------------------

Q.2Please specify why you want to purchase that brand only ?what you like in that? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Q.3Please rate the following brand in(1-5)scale considering all the aspect? A. Hitachi B. Voltas C. Samsung D. Carrier E. Other

----------------------------------

Q.4 What are the criteria for selecting the product brand? A. Brand Image B. Price of product C. After sale service D. Availability of spare parts E. Others Q.5 What is more important for you? Quality of product Price of quality After sale service Any other thing

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Other Information
Name : ----------------------------------------------

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Address: Contact No:

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