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.