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Study into the marketing mix of Voltas Air conditioners (Mumbai)

Study into the marketing mix of Voltas Air conditioners (Mumbai)

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Published by prashantsmartie
Study into the marketing mix of Voltas Air conditioners
Study into the marketing mix of Voltas Air conditioners

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Published by: prashantsmartie on Mar 16, 2010
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12/10/2014

 
A
PROJECT REPORTON
MARKETING MIXOF VOLTASAIR CONDITIONERS
FOR VOLTAS LIMITED (MUMBAI)
Submitted ByPrashant.Relwani(2009)
 
CONTENTS
 
Title of the Section
Pages No.
Executive SummaryProject ObjectiveIntroductionCompany OverviewArea Of BusinessAir Conditioning IndustryHistory Of Air ConditionersMethodologyAnalysis
 Product  Price Place Promotion
Suggestions & RecommendationAnnexure IConclusion
 
Executive Summary
The project deals with the Study into the marketing mix of Voltas in the Mumbai Air-Conditioner Market. The report consists of the primary data obtained from the dealers.The attributes, which defined the data, were Shelf Space, Window Display, PricesGiven, P.O.P. Material, Dealer Preference, General Positive and Negative Attributesfor various Brands, Dealer Interface, and Finance Schemes Offered.In all I visited 50 outlets spread all over Mumbai (includes dealers and retailer), whodealt in air conditioner I also interviewed 44 customers at showrooms across Mumbai.Data thus obtained was then grouped and analyzed, after which the inferences weredrawn.I observed that L.G. was undoubtedly the market leader. In Mumbai AC market LGhas the highest penetration, as it is available in almost 75% of the outlets whileHitachi is present in only 64% of the outlets. L.G. also leads in the other categorieslike the window display (40%), shelf space (50%) and POP (40%) while Voltas hasthe share of 7%, 28% and 34% in the respective categories. Although Voltas is No.2 brand in Mumbai region but it has the highest corporate customer or we can say,institutional sales in comparison to other AC brands.Of the outlets visited, 44% claim L.G. to be the top Brand whereas Voltas has 21% of the outlets claim it to be the top Brand. The strengths of L.G. lie in its low price andgood quality whereas Hitachi’s strengths lie in its superior quality and post salesservice. Whereas, on the negative side the claim that LG is not as durable as other  brands & has a life expectancy less than other brands like Voltas, General etc.

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Rohan Philips added this note
Sir Please can u mail me this project if u can on my mail id rohanphilips07@gmail.com Study-into-the-marketing-mix-of-Voltas-Air-conditioners-Mumbai
Cecilya Thever added this note
plz send this project 2 cutedaina13@gmail.com

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