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






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.


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




Marketing is influenced by many of the social sciences. distribution and selling. sociology. Seen from a systems point of view. particularly psychology. The term developed from the original meaning which referred literally to going to market. Anthropology and neuroscience are also small but growing influences.SUMMARY MARKETING Marketing is an integrated communications-based process through which individuals and communities discover that existing and newlyidentified needs and wants may be satisfied by the products and services of others. and society at large. whose methods can be improved using a variety of relatively new approaches. Marketing practice tends to be seen as a creative industry. or going to a market to buy or sell goods or services. It is also concerned with anticipating the customers' future needs and wants. and exchanging offerings that have value for customers. Market research underpins these activities through advertising. communicating. clients. Marketing is defined by the American Marketing Association as the activity. it is also related to many of the creative . set of institutions. as in shopping. and economics. sales process engineering views marketing as a set of processes that are Inter connected and interdependent with other functions. which are often discovered through market research. which includes advertising. and processes for creating. partners. delivering.

also referring to how the environment in which the product is sold in can affect sales. publicity. sales promotion.  Product: The product aspects of marketing deal with the specifications of the actual goods or services. for example. and personal selling. price. The scope of a product generally includes supporting elements such as warranties. Methods of setting prices optimally are in the domain of pricing science. place and promotion. point-of-sale placement or retailing. brand. retail). to which segment (young adults. and support. etc.g. This third P has also sometimes been called Place.  Pricing: This refers to the process of setting a price for a product. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture. e. and how it relates to the end-user's needs and wants. it can simply be what is exchanged for the product or services.  Placement (or distribution): refers to how the product gets to the customer. or attention.  Promotion: This includes advertising.arts. MARKETING MIX: Marketing Mix contained 4 elements: product. families. referring to the channel by which a product or service is sold (e.[3] which a marketer can use to craft a marketing plan. including discounts. . Branding refers to the various methods of promoting the product. which geographic region or industry.g. guarantees. These four elements are often referred to as the marketing mix. The price need not be monetary. or company. business people). energy. time. online vs.

symbol. or service. design. 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 . Marketing communications Marketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each message. Brand reflects personality of the company which is organizational culture.Branding A brand is a name. A brand represents the consumers' experience with an organization. Branding means creating reference of certain products in mind. or other feature that distinguishes products and services from competitive offerings. 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. term. A brand is more than a name. Co-branding involves marketing activity involving two or more products . product. There are distinct stages in converting strangers to customers that govern the communication medium that should be used. design or symbol.

web. radio.Functions and advantages of successful advertising 1. newspaper/magazines. interactive relationship Personal interest Attention and response Interesting presentation Clear and thorough. . 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. 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.

but this does not build customer loyalty or encourage future repeat buys. 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 .Sales promotion Short-term incentives to encourage buying of products:   Instant appeal Anxiety to sell An example is coupons or a sale. A major drawback of sales promotion is that it is easily copied by competition. People are given an incentive to buy. It cannot be used as a sustainable source of differentiation.

Information. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product. and Access). No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering. place. This implies that the company focuses its activities and products on consumer demands. the sense of identifying market changes and the product innovation approach. including the nature of the product itself.Customer focus Many companies today have a customer focus (or market orientation). The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy. promotion) of marketing management. Generally there are three ways of doing this: the customer-driven approach. consumer wants are the drivers of all strategic marketing decisions. price. The starting point is always the consumer. A formal approach to this customer-focused marketing is known as SIVA (Solution. is driven by the needs of potential consumers. In the consumer-driven approach. History attests to many products that were commercial failures in spite of being technological breakthroughs. This system is basically the four Ps renamed and reworded to provide a customer focus. Product → Solution Promotion → Information Price → Value Placement → Access . Value.

affiliate marketing. such as research and development focused companies. 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. With consumers' eroding attention span and willingness to give time to advertising messages. A relatively new form of marketing uses the Internet and is called Internet marketing or more generally e-marketing. Diffusion of innovations research explores how and why people adopt new products. It tries to perfect the segmentation strategy used in traditional marketing. . custom media and reality marketing. When pursuing a product innovation approach. 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). However.      An emerging area of study and practice concerns internal marketing. successfully focus on product innovation. services and ideas. It targets its audience more precisely. because of the ex post status of consumer research. Product innovation drives the process and marketing research is conducted primarily to ensure that profitable market segment(s) exist for the innovation. and is sometimes called personalized marketing or one-to-one marketing. Some even question whether it is marketing. Many firms. marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. desktop advertising or online marketing. then tries to develop a market for the product. The use of herd behavior in marketing. marketers are turning to forms of permission marketing such as branded content. Many purists doubt whether this is really a form of marketing orientation at all. marketers must ensure that they have a varied and multi-tiered approach to product innovation.Product focus In a product innovation approach. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. the company pursues product innovation.

corporate missions.MARKETING STRATEGY A marketing strategy is most effective when it is an integral component of firm strategy. marketing strategy is closely linked with sales. As the customer constitutes the source of a company's revenue. and competitors in the market arena. or a product line. and corporate goals. Marketing plans cover between one and five years. Proposition/Key Element 3. prospects. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. Corporate strategies. While a marketing plan contains a list of actions. . defining how the organization will successfully engage customers. Implementation MARKETING PLAN A marketing plan is that which details the necessary actions to achieve one or more marketing objectives. A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. a brand. Basic theory: 1. Target Audience 2. a marketing plan without a sound strategic foundation is of little use. It can be for a product or service.

5750 crores. the estimated total market size for air-conditioning in India was around Rs. indirect taxes and import duties is a win-win-win solution for the government. 4500 crores.250 crores. excise duties and import duties on the product category : accounting for close to 45% of the MRP. 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. 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. despite the reasonable growth in the last few years. packaged/ducted Systems and VRF systems was about Rs. 8000 crores. Of this. The key bottleneck to growth is the low affordability of ACs. the abnormally high excise duty of 32% is a major deterrent to growth. the market for Central air-conditioning. The commercial air-conditioning segment catering to corporate and commercial customers amounted to around Rs. The primary cause for the high prices is the high incidence of indirect taxes. 10.790 crore comprising the household and commercial segments. the growth potential has not been entirely captured. a substantial reduction in price is required. 14. In 2008-09. Reducing excise duties. In particular. including central plants. while the market for room air conditioners comprised the balance Rs. .INTRODUCTION INDIAN AIR CONDITIONER INDUSTRY The Indian AC market size is Rs 2.000 crores by 2007. However. players and consumers. In order to capture the growth potential. The market is currently at a nascent stage and shows tremendous promise to grow.

During the year. 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. power plants and metro rail were unaffected by the economic downturn and project plans were on track. healthcare and education. the economic slowdown coupled with the liquidity squeeze affected certain segments such as retail and builders. institutional commercial and large . showrooms Ducted Split and Pacakaged ACs Commercial establishments Chillers and Central Plant Industrial. However. the air-conditioning market witnessed significant growth in segments such as hospitality. Project expansion plans in the IT/ITES segment were also delayed mainly due to the uncertain impact of the US recession on this segment. shops. offices. These are: SEGMENTS APPLICATION Window ACs Homes and SOHO Mini Split ACs Homes. In addition. infrastructure segments such as airports.

Major players in Indian market • Amtrex Hitachi • Blue Star • Carrier Aircon • Daikan Shriram • LG • Samsung • Voltas • Whirlpool • O’General • Matsushita .

the early seventies saw a series of prestigious projects being entrusted to Blue Star . The Company began as a modest 3-member team engaged in reconditioning of airconditioners and refrigerators. Employee strength crossed the 1000 mark and the company went public in 1969 to become Blue Star Limited. Express Towers. the Oberoi Hotel in Mumbai. 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.BLUE STAR INDIA HISTORY Blue Star was founded in 1943. In 1970. The export arena beckoned and the Company began exporting water coolers to Dubai. the US leader in airconditioning. as its India based partner . there has been a constant and profitable growth. the proprietorship company set its sights on bigger expansion.skyscrapers such as Air India Building. 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. Within three years. the Company secured the agency for US-based Melchoir Armstrong Dessau's airconditioning equipment. the Company took up the all-India distributorship of HewlettPackard products. apart from several others. an entrepreneur of exemplary vision and drive.these were the first of numerous foreign associations to follow. where in fact. In 1949. The sixties and the early seventies witnessed Blue Star continuing to expand and thrive. Then came the manufacture of water coolers. As the Company's reputation for delivering the goods in the most challenging of airconditioning projects grew steadily. Blue Star diversified and took up agencies for Material Testing Machines and Business Machines. by Mohan T Advani. 'Blue Star' soon became the generic name for water coolers. Ever since. took on shareholders and became Blue Star Engineering Company Private Limited. Shortly after. as it continues to be called today. a business relationship which continues today and has grown ever stronger through the years. . the Company was selected by Worthington.

. an Industrial Division was set up in 1978. With the advent of the much awaited new millennium in 2000. the sons of Mohan T Advani. after spending nearly 15 years within the Company steadily climbing up the ladder. In keeping with this focus. in technical collaboration with Rheem. Blue Star set up a joint venture with Al Shirawi in Dubai and went on to execute some outstanding projects in Syria. To complement its air-conditioning projects and undertake turnkey industrial projects. Blue Star next set up a software export unit at Seepz. The dealer network was strengthened and expanded to bring products within easy reach of every customer. In 1984. the Company began building determinedly upon its existing overseas presence. Mumbai in 1983. It was time to re-look at existing business competencies. A renewed thrust was placed on the company's core business areas . the action continued.and the company emerged a market leader in these focus areas. Today it bears the distinction of being regarded as the best such plant India-wide. As its Indian presence reached greater heights.a collaboration with York International of USA for central airconditioning equipment and joint ventures with Motorola and Yokogawa. Blue Star was more than equal to the challenge and expansion continued unabated.airconditioning and refrigeration and the distribution of professional electronics equipment . The software unit was spun off into a separate company. Blue Star Infotech Ltd. to enhance manufacturing competency. Ashok M Advani & Suneel M Advani. Iraq and Saudi Arabia. the export of airconditioning products from the Dadra factory began and contract manufacturing for local and foreign brands commenced. 10-crore mark and staff strength doubled to exceed 2000. USA. Then came associations with more global leaders . 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. took over the reins of the Company. re-engineer those that were obsolete and forge ahead in acquiring new business competencies. an advanced manufacturing facility was set up at Dadra in 1997. Always moving with the times and ever on the lookout for business possibilities. A new Corporate Vision was developed - .Revenues touched the Rs.

500 crore milestone in 2000 and the Rs. clocking Rs 1178 crores in 2005-06. dealers. the Company nearly doubled its turnover."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. shareholders. In the following three years. employees and the environment in which it operates. . Even more than size. With the boom in construction activity and increased infrastructure investments. business partners. 600 crore milestone in 2002-03. the Company leveraged its leadership position to grow aggressively. Blue Star enjoys an enviable reputation as an ethical corporation. ever mindful of its obligations towards customers.

In accordance with the nature of products and markets. Dadra. Blue Star primarily focuses on the corporate and commercial markets. installation. . energy management and LEED certification consultancy for Green Buildings. Blue Star has business alliances with world renowned technology leaders such as Rheem Mfg Co. UK. packaged airconditioners and ducted split airconditioners. hospitals. Blue Star's other businesses include marketing and maintenance of hi-tech professional electronic and industrial products. by offering several value added services in the areas of upgrades and enhancements. Jeol. manufacturing. business drivers. 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. Blue Star promotes after-sales service as a business. 700 dealers and around 2600 employees. Bharuch.COMPANY PROFILE Blue Star is India's largest central air-conditioning company with an annual turnover of Rs 2574 crores. Eaton . air management. engineering. Himachal and Wada which use state-of-the-art manufacturing equipment to ensure that the products have consistent quality and reliability. banks. commissioning and support of large central airconditioning plants. Japan. USA. restaurants. The Company has manufacturing facilities at Thane. industrial and government organizations as well as commercial establishments such as showrooms. Hitachi. a network of 29 offices. The central and packaged airconditioning business involves design. UK.Williams. water management. and competitive positioning. 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. In addition to this. These include institutional. 5 modern manufacturing facilities. The Company has also started offering Electrical Contracting and Plumbing & Fire Fighting Services.. to offer superior products and solutions to customers. theatres. Thales e-Security Ltd. Japan and many others. shopping malls and boutiques.

Electrical and Plumbing) projects. Cooling Products Blue Star offers a wide range of contemporary window and split airconditioners. approvals. Blue Star has developed capabilities for executing integrated MEP (Mechanical. commercial and hospitality sectors. material testing. The Company also manufactures and markets a comprehensive range of commercial refrigeration products and services that cater to the industrial. ice cube machines and supermarket refrigeration products. cold storages. deep freezers. medical electronics. and test and measuring instruments . supply and installation of entire power systems as well as liasioning.The Company also executes building electrification contracting projects and offers expertise in the areas of electrical design and engineering. The Company has carved out profitable niches for itself in most of the specialized markets it operates in. bottled water dispensers. Professional Electronics And Industrial Systems For over five decades. With this. Blue Star has extended its mechanical contracting offering to include plumbing and fire fighting projects. commissioning and asset management. the Electronics Division has been the exclusive distributor in India for many internationally renowned manufacturers of hi-tech professional electronic equipment and services. These include water coolers. data communication products. bottle coolers. as well as industrial products and systems. such as analytical instruments.

Hitachi. Thales e-Security Ltd. Jeol. Japan and many others.  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. 5 modern manufacturing facilities. SALESFORCE:  Fixing the targets based on the scope and opportunities in the market condition. Blue Star has business alliances with world renowned technology leaders such as Rheem Mfg Co. Japan. .  Recruiting and selecting sales people based on experience. USA. UK.Williams.. Eaton . to offer superior products and solutions to customers. 700 dealers.DISTRIBUTION NETWORK: Blue Star has a network of 29 offices. UK.

Healthcare .TARGETS SEGMENTS: Business Central Air-conditioning Target Segments Infrastructure. Ice Cream. IT/ITES. High-end Residential Cold Chain products and Agriculture. systems Hospitality. Healthcare. Industrial Systems Industrial. Defense. Medium Corporate and Commercial Packaged Air conditioning Telecom Shelter conditioning Room Air conditioners Air Telecom service providers. Office Complexes. Processed Foods. Retail. Supermarkets. Passive infrastructure Small/Medium Corporate and Commercial establishments. Hospitality Retail. Pharmacy AC&R Service Installed base of Blue Star customers Professional Electronics & Manufacturing.

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.PROMOTION STRATEGIES:  Company promotes the product through conducting events and advertising. Blue Star offers 24 hours customer care . It has started newly giving advertisements in the news papers. . At present blue star has been rated as one of the best five brands in the Indian market. CUSTOMERCARE: Blue Star offers the customer free servicing up to one year. 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.  It mainly concentrates on franchising.Any complaints or technical problem would be deal within 24 hours.  It also participates in trade shows to create awareness about its products.

The dealer sells the products to the customer.1. training and development to make the employee practice in company culture Customized management development programs for senior managers . monitoring. This strategy followed by blue star has enabled them to avail and reach its customer all over India and abroad. 2. 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.MARKET STRUCTURE: Blue star supplies its product to its own dealer all over India. Dealers have there own sales executives who sell the product.2. HUMAN RESOURCES: Takes pride in employee the largest pool of talented engineers in country Two third of employees are white collar job Grooming.


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. SALES & MARKETING DEPARTMENT: This department forms the backbone of the company. 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 dominated by workers and low level management. This department is usually associated with the high level management. PRODUCTION & MANUFACTURING DEPARTMENT: Manufacturing department deal with product production and manufacturing of the product. .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.

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. no limit to what you can accomplish here. 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. MUMBAI . The company belief that every job should be able to give a sense of purpose and open the doors to unlimited opportunities.STAFF AND STRENGTH: Nearly 2600 employees are working for the company. Blue Star offers new comers with an opportunity to show the indivual skills and talent there by building success full career. In blue star recruitment is done through  campus interview  Direct interview  external resources SENIOR MANAGEMENT: CORPRATE HEAD QUATORS : DIVISIONAL HEADQUATOR: MUMBAI CHENNAI. The Company has tripled its turnover over the last three years and continues to be on a strong growth trajectory.

PUNE.HYDERABAD TRAINING AND DEVELOPMENT: MUMBAI.1.3.REGIONAL HEADQUATORS: CHENNAI. 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. WADA. DADRA. NEW DELHI. AUB. OPERATIONS: FUNCTIONS: blue star facilitates its customer by offers product to fulfill different function through: o ROOM AIR CONDITIONERS . MANUFACTURING UNIT: KALA MUMBAI. BHARUH SALES AND SERVICE OFFICES: TRIVANDRUM. THANE. VADODRA. . mentoring. Grooming.

Thereby. causing a lot of inconvenience. PREVENTIVE CHECKS: Under all our service solutions.o COMMERCAIL REFIREATION o COLD STORAGE o CENTRAL AIR CONDITIONING SERVICES: All air-conditioning and refrigeration systems. preventing costly down times. and drain your profits. SERVICE SOLUTIONS TRAINED PERSONNEL: Our engineers and technicians are intensively trained to handle the costly. consume more power. And if not properly maintained. sophisticated air-conditioning equipment. PRIORITY SERVICE: All customers who opt for our annual service solutions are offered priority service. It is common knowledge that these inefficiencies accelerate in the absence of adequate monitoring and maintenance. so that your calls get attended quicker and the system is up faster. we offer preventive maintenance checks which help in identifying problems early. they progressively lose efficiency. depreciate with time. like any other machine. Without regular maintenance an air conditioner looses its original efficiency steadily every passing year. GENUINE SPARES: .

SENIOR MANAGEMENT Suneel M Advani Vice Chairman & Managing Director Satish Jamdar Managing Director Vir S Advani Avinash Pandit B Thiagarajan J M Bhambure Manek Kalyaniwala President . SEASONAL SETTINGS: In summer. Before the onset of a season. you would prefer lower temperatures and when the climate is cold you often feel the need to change your settings to higher temperatures. EXTENDED LIFE: Genuine Spares and regular maintenance help in extending the life of your system.Corporate Affairs & Special Projects President . you are assured of genuine spares that will go a long way in ensuring high uptime for your system.Channel Business Group Executive Vice President R&D and Manufacturing Executive Vice President Finance Executive Vice President Arun Khorana Professional Electronics & Industrial Systems Division .Electro Mechanical Projects Group President .By opting for our service solution. our engineers calibrate the airconditioning system to suit.

R Aravindan Sumanta Chaudhuri R G Devnani Harish Govind CP Mukundan Menon Vice President . Latent heat: latent heat is that heat requried . which cools. 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.Human Resources & Administration Vice President .freshens and controls its moisture contents simontaniously. this is the regular and familiar heat that we experience every day.Dadra & Bharuch Plant Vice President . Southern Region Vice President .Room Air conditioners Division PRODUCT PRESENTATION PRODUCT PROFILE Air conditioning is dfined as a process .Electrical Projects Division Vice President .circulates.Air conditioning Projects Division.cleans.

the air is humid. The dsired comfort tempreature and relative humidity for india in summer is 25 degree centigrade and 55% relative humidity. In summer the tempreature are high and these temprature can support more moisture. What we say about r does discomfort “it is too warm” “it is too cold” “it is too humid” “its too stuff” “it is dusty the air is cooled the air is warm miosture in the air is removed conditioned air iis circutated gently the air is filtered what the air conditione COMFORT PARAMETERS IN INDIA Most of our cities the ambident condition are quiet uncomfortable. . Latnt heat plays an important part in refrigating and air conditioning. Human beings generate lateent heat by way of moisture on their skin. It explains the principle of refriding and also is a coponent of heat load.transforming a liquid to vapour. therefore a chaqnge in its state from liquid to vapour is required. This perpiration requires to be dried.

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 .AIR CONDITIONING CAPACITY The TON in refredigation and air conditioning is a unit indicating a certain quantity of heat .it is pratical to use the thousand caloris as the unit for air conditioning and is expressed as Kilocalories (K Cal). EQUIPMENTS FOR COOLING The Compressor The Condensor The Evaporator . The british thermal unit is the quantity of heat neeeded to raise the tempreature of of 1lb of watr by one degree Fahrenheit. The two most common unit for stating the quantity of heat is British Thermal unit (Btu) and calorie (Cal).the quantity of heat is different from tempreature . 1 Ton refregation = 12000 Btu/hr or 300K Cal/Hr. but hhow much hat it contains.which only says about how hot the substance is.

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

commercial and residential needs. 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. leaders in central air-conditioning. also bring you a state-of-the-art range of split air conditioners that suit corporate. viruses and other allergy causing agent. They come equipped with hi-tech filters that block dust. Star Rated Hi-Wall Split ACs Certified to be 2 Star. germ-free and allergen-free air.     Electronic Thermostat Programmable Timer Memory Backup Sleep Mode Quick Start SPLIT AIRCONDITIONERS Blue Star. bacteria. . mould. Blue Star's star rated Hi-Wall Splits also offer you the added advantage of pure.

A product that offers you the ease of installation of a conventional wallmounted split coupled with the power of a ducted system. it saves at least 10% on your electricity bills. All in one single unit! What's more. 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. Features Available in 2.Features : 2 Star. 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.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 .

They blend beautifully with stylish interiors by virtue of their excellent looks. Features Available in 1. 3 and 4 TR Aesthetic design Preferred choice for commercial/residential spaces with low ceilings Integrated drain pump ensures that . but are also extremely quiet and installation friendly. Their compactness and ability to distribute cool air uniformly in four directions without ducting make them an ideal choice where it is not practical to have a ducts for air flow (due to structural constraints such as low cross beams). saving precious space Oscillating louvres for uniform cooling Intelligent remote control with On/Off timer. 2. fit and finish. Economy/Auto/Dry mode and many more exciting features CASSETTE AIRCONDITIONERS Blue Star's cassette air conditioners not only look contemporary.corner of the room No ducting required resulting in faster and economical installation Fewer IDUs required.5.

enabling effective cooling of a large area Power saver . showrooms and banks particularly when you need it in no time. Features Available in 2.condensed water is drained effectively without damaging the false ceiling Air sweep function ensures comfort in every corner User-friendly wireless remote for ease of operation Fuzzy logic control for intelligent cooling Quiet operation Auto flap Control On/Off timer and auto fan control Dry Mode dehumidifies the air and removes extra moisture from the room VERTICOOL SPLIT AIRCONDITIONERS A versatile air-conditioning solution for large commercial spaces such as open-layout offices.5.5 TR Ideal for airconditioning existing open layouts without obstructing partitions Needs no ducting or false ceiling. 3. hence quick to install It does not need wall or window space.5 and 4. an unused corner or space beside a column in the room will do Cold air is delivered efficiently from a good height and can therefore reach up to 25 ft..

1. 4. A big bonus when wall and floor space is limited. Its low height makes it easy to conceal. Features Available in 1. 5 and 7. 2.Long life Blue fin condenser for highly efficient heat transfer Fuzzy logic control for intelligent cooling Oscillating louvres for uniform cooling Low noise Dry Mode dehumidifies the air and removes extra moisture from the room User-friendly Remote Control CONCEALED SPLIT AIRCONDITIONERS Apart from being reliable and trouble-free. offering a central airconditioning look with higher head room.5. the unique low noise feature makes it the quietest in the category. 3.5 TR Low noise and low height State-of-the-art compressor saves 10-15% electricity bills .

Programmable timer Time delay feature for longer life of compressor Auto-restart Fuzzy logic control for intelligent cooling Detachable fan panel for easy servicing of fan motor and coil Salt spray-tested GI panels for longer life and aesthetic appeal Highly efficient permanent split capacitor motor PRICING: BLUE STAR AIR CONDITIONERS SPLIT AIRCONDITIONERS CAPACITY STAR RATING PRICE© PRICE(D) .

350 Rs (INT AND STB) 23.0 TR 1.0 TR 2 star 1.500 Rs 23000 Rs 3 star MEGA.1.500 Rs (INT AND STB) 29.5 TR STAR RATING 2 star PRICE(D) PRICE© 1.5 TR 3 star 2 star 1.5 TR 3 star 1.0 TR 3 star 22.500 20000 Rs Rs(INT AND STB 21.500 Rs (INT AND STB) 32.500 Rs (INT AND STB) 29.5 TR 5 star 2.500 Rs (INT AND STB) 35.SPLIT AIRCONDITIONR CAPACITY STAR RATING PRICE(D) PRICE© .5 TR 19.0 TR 2 star 2.000 Rs 25000 Rs 28000 Rs 30000 Rs 33000 Rs 35000 Rs 36000 Rs STAR RATED WINDOW AIRCONDITIONERS . CAPACITY 1.000 Rs (INT AND STB 27.500 Rs (INT AND STB) 24.


Rs 34000 Rs 12000 .Rs 30000 Rs 12990 .COMPETITORS PRICES COMPANY NAME CARRIER GODREJ HAIER HITACHI KENSTAR LG ONIDA SAMSUNG VIDEOCON VOLTAS NUMBER OF PRODUCTS 8 5 2 15 5 12 3 10 9 11 PRICE RANGE Rs 15000 .Rs 16000 Rs 22500 .Rs 26400 Rs 14000 .Rs 34000 Rs 11900 .Rs 42000 Rs 13500 .Rs 30000 Rs 13900 .Rs 29000 .Rs 21000 Rs 12500 .Rs 32000 Rs 12000 .


depth knowledge about the Air Conditioner industry in India. 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. Innovation Creativity and Experimentation in what we do.OBJECTIVES: The main objective of the company .  To know about the specialized features of the Blue star products.  To study the various processes carried out in the selling process of Blue Star air conditioners.  To know the performance and reputation of Blue Star in Indian air conditioner market.according to my view as a trainee are as follow:  To gain an in .  To find out different ways to derive pleasure from the work we do and make the work fruitful through.  To know about the major players in the India Air conditioner market and study the competitors of Blue Star. Maintain personal integrity  To understand different ways so as to deliver world class customer experience and service . .

LIMITATIONS  Major constraint is time duration.  Lack of new models in the production line and alteration of the existing products.  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. . the project period is too short for understanding the Air Conditioner industry.  Constant fluctuation in the Indian market  Changing price levels  Entrance of new players in the market.

RESEACCH PROCESS: . b) Secondary Data Secondary data are those . Periodicals and Government reports must be relevant to the reaserches under study.Banjara Hills and Panjagutta.. But it offers much greater accuracy and is a cheaper sources of saves time it is cheaper source of data. The researcher himself or through enumerator appointed by him can gather primary data slowly at a high cost. It is personally developed and gives latest information.which are collected by somebody else and made available in may have bias.RESARCH METHODOLOGY All the data used the for this survey is collected from both primary and secondary sources. a) Primary Data Primary data are those data that are collected for the first is readily avaible for processing. the sample size is 100 and the method is simple random sampling area of survey covers Amerpet.

at this juncture the researcher should undertake extensive literature survey concerning with the problems for this purpose. The formulationof the topic into specific research the very out set the researchr must single out the problem he wants to study ie he must decide the genralarea of interst or aspects of a subject matter that he would like to enquire into.research process consist of a series of action or step neccescary to effectively carry out research and the desired sequencing of these steps.essential two steps aree involved in formulating the research problem viz understanding the problem thoroughly and rephrasing the same into meaningful terms from an analytical point of view. 1)formulating research problem There are two types of research problem one that relate to subject of nature and the scond on.then the feasibitiy of a particular solution has to be considerd before a working formulation of the problem can be step.intially the problem may be stated in a board way and thenthe ambiguities if any relating to the problem were resoived.the abstracting and indexing journel and published or unpublished biblo . which relats to relationship netween variable.thus constitute the first step in a specific inquiry. 2) extensive literature survey once the problem is formulated a brief summary should be written down.which is apporate to the research process.While doing the research consider the methodology and technique.

researcher should state in cler terms the working hypothsis.which is required for the analyasis. Working hypothsis is tentative assumption made in order to draw out and test its logogical consequence. 4) preparing rsearch design SELLING PROCESS  Pre customer contact  Operation of equipment  Target market knowledge  Product knowledge  Prospecting  Presentation of merchandise  Buyer benefits  Customer involvement  Limit the choices  Use showmanship  Message adaptation  Handling objections . Thy also affct the mannar in which test must be conducted in the analaysis of data and indirectiy the quality of data. 3) deevolpment of working hypothesis After the exculsive literature survey.diagramd are the first place to go.


There are . it's essential to focus exclusively on the prospects we believe are most likely to purchase from us.  Target the ideal customer: To successfully launch the product or service with minimum financial outlay. step is to choose a right sales and marketing channels.  Create a unique value proposition: At this stage. These may be customers who are currently buying something similar and will appreciate the additional features your new product or service provides. threats) analysis is used to study the competition in corporate world. weakness. 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.BUYING PROCESS SELLING PROCESS MARKETING PROCESS The following process is followed:  Study the competition: SWOT (strengths. opportunities. This helps to know the position of the organization.

various channels like vertical. 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.  Launching the product: Public relations often play a vital role in the launch of a product or service.  Testing the concept and marketing approach: It's best to examine the product or service bundle plus marketing message and marketing materials. . If monitoring is done on marketing results carefully. horizontal and multi marketing channels. Only after testing is complete.  Product life cycle: The introduction and education phase of the product or service launch will need to be updated as product or service matures. we can proceed to the final creation of marketing tools and materials. it will result in diminishing returns that will indicate when it's time to revise the product or service.


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