Group Assignment Submission


B2B Marketing
(Business Marketing)

Submitted To:Prof. Rajeev Kamble Asst. Professor IMT Nagpur

Submitted By:Sec: B2C. Chirag Bansal 2012101 Devanshu Divya Eshan Chopra Hazari Shravan Himanshu Aggarwal Nikita Kumar 2012187


Value they create for customers 4. Value they can create in future-our insights on strategy and process 2 . Promotional strategy 6. Introduction a. Sales and sales force management format 7. Products offered 2. Marketing Moves 5. Client-key accounts 3.Contents 1. Insight of the Company b.

visi-coolers. Foreign investors and the public hold around 21 per cent share each. ventilation and air conditioning. water coolers. Voltas. A Tata Group Company is India's premier air conditioning and engineering services provider. Tata Sons Ltd and Volkart Brothers. materials handling. aggressive cost cutting and financial re-engineering. The company mainly operates in the following areas: Company involved mainly into the design and manufacture of industrial equipment. a Swiss Company operating in India since1851. water management. management and execution of air conditioning and public work projects. promoted this company and hence the name VOLTAS. sourcing. This exercise. machine tools. rightsizing the organization through focused voluntary retirement schemes. refrigeration. serving diverse industrial sectors and applications. building management systems. exiting non-core businesses and exploiting unproductive assets to generate revenues. All these products bear the stamp of state-of-the-art automated manufacturing plants resulting in consistently high quality and reduced costs. comprised of redefining the business focus of Voltas as being an engineering services company. industrial air conditioning and refrigeration equipment. textile machinery.Company Overview Voltas Limited is a Public Limited Rs 2500 Crore multi divisional company. electro-mechanical projects. Accordingly it involved reorganizing the company‟s business portfolio. refrigerators. climate control. engaged in the air conditioning and engineering business. Company is partnered with international companies such as LG Electronics and Samsung of Korea and Fedders International of USA for 'manufacture only' alliances producing low cost. high quality refrigerators and room air conditioners. while domestic financial institutions and non-promoter corporates hold the balance. Voltas has recently gone through a comprehensive restructuring exercise. It was incorporated on 6th September 1954. freezers. forklift trucks and large water supply pumps. The company‟s promoters. Voltas' operations 3 . installation and servicing of technology-based systems. aimed at bringing the „core to the fore‟. Voltas have capability in the manufacture of room/split air conditioners. and representation of global technology leaders. mining and construction. Tata Sons hold around 28 per cent of the shares in the company. It provides engineering solutions for a wide spectrum of industries in areas such as heating. pollution control and chemicals. conducted between 1997-1998 and 2001-2002.

In this scorching 4 . After a hard day's work you return home and switch on your air conditioner and let the fresh air relax you and rejuvenate your spirits. They have made our lives comfortable.have been organized into three independent business-specific clusters. HVAC & Refrigeration Solutions Electrical. Namely: Unitary Cooling Product Engineering Products & Services Electro-Mechanical Projects & Services Electro-Mechanical Projects & Services    Electrical. Once again you are ready to shop out with your family or help your spouse in household work or spend some quality time with your kids. Mechanical & HVAC Solutions (International) Water Management & Treatment Engineering products & Services       Textile Machinery Mining & Construction Equipment Machine Tools Materials Handling Solutions Unitary Cooling Products for Comfort & Commercial Use Cooling Appliances Commercial Refrigeration Air Conditioning Industry Air Conditioners give respite from summer heat and have become a necessity. Each of these has its own facilities for market coverage and service to customers. Mechanical. India you desperately need an air conditioner.

84 meter square. Sanyo. There are mainly five types of air conditioner: 1) Window mounted: These are air conditioners that are usually fixed through the windows. 000on an average for room size the range varies from 10 meter square . it is very difficult to choose the most suitable AC for our home or office. 27. And it is one of the most commonly used air conditioners as this is best for cooling a single room for the simple reason that these are easy to install. So as to say that there is a variety of sizes and types of AC‟s available for cooling rooms of different sizes. split air conditioners. With the variety of air conditioners available in the market. air ceiling conditioner mount system etc.heat it is only an air conditioner that can give you some respite and make you livelier and energetic. Some air conditioner does not even look like an air conditioner especially ones offered by LG. Their surfaces are too good looking and look like a beautiful scenery. 12. Hitachi. ductless air conditioners. Bluestar. And in order to choose the perfect air conditioner for your room it is always advisable to have some extra knowledge about the types of AC and their purpose as to which one is best for what kind of room. There are room air conditioners. Air conditioner comes in various sizes and shapes. And if we don‟t have a clue about air conditioner then it adds to our own disadvantage. Samsung.000 to Rs. They have their own store and shops selling air conditioner of all types. Earlier buying an air conditioner was not easy. there are a number of makes and models available in the market. OGeneral etc. There are various companies offering air conditioner like LG. The price range varies from Rs. These companies have various offices all over India. Amtrex. 5 . car air conditioners. Cerrier. Voltas. which have been designed typically for double hung windows. Types of Air Conditioners offered by Voltas: Now when we talk of air conditioners. It was very costly and middle class families can't afford but now purchasing an air conditioner in India is no more tough and expensive. Onida. cheaper and works with almost all the wiring system of your home. Godrej.

And this is one main reason why most people opt for split AC‟s. It has a separate indoor and outdoor section.2) Split Air conditioner: This type of air conditioner is best suited for rooms whose area is up to 60 meter square and might cost you (approx. 68. 4) Slimline Air Conditioner: This type of air conditioner has been one of the most popular types for certain reasons. 86. it is easier to store when the summer season wears off. These are usually fit in places where it is not possible to fit either a Window or Split Air conditioner. it doesn‟t make any noise which might distract your attention or annoy you. Split AC‟s are permanent systems which can either be installed at the floor level or on the walls or on the ceiling. 6 . Being portable. However. It is recommended for rooms whose area is up to 35 meter square. The price range varies from Rs. 3) Cassette Air Conditioner: These are air conditioners that are usually fixed into the sealing.35.000 on an average (multi-split system). as during the operation. This ultra-thin air conditioner can be installed in any narrow ceiling.000 to Rs.) around Rs. The only minus point is that they are quite expensive and the exhaust tube needs to be fitted each time. it can be very noisy and may create nuisance for your neighbors. It is best suited for smaller rooms and for those people who moves their houses very frequently. One major reason is that they can be easily moved from one room to the other and is often referred to as a mobile air conditioner.500on an average. A split air conditioner consists of two parts: the indoor unit which is also called as the evaporator unit and the outdoor unit which is known as the external condenser box and is installed outside the room or the building.16.500 to Rs.

Though window a/c will cost less and is easier to install. Ductables comes indifferent tonnages depending upon the space needed to be cooled. A window unit will be less efficient than the split also a slit a/c is much quieter than a window a/c. 7 .5) Ductable Split Air Conditioners: Ductable air conditioners are those that are used to condition more than one room. hotels etc. The prices of Ductable vary depending upon the tonnage. The split unit will add more value to the home and will be quieter. big organizations. in the same building. These kind of air conditioners are usually seen in institutions. Out of all the above mentioned air conditions the maximum selling would be the Split air conditioners . The downside is you will lose your view through the window and you will have more air leakage than a split unit.

000 split AC units to be deployed at thousands of ATM sites of State Bank of India. spread across the country. has received a large order from CMS Infosystems (CMSI). 5 screw chillers of 300 TR provide the cooling effect. with Voltas emerging the winner.000 units by end-December. Voltas' scope of work covers HVAC.000 AC units as well. developed by Tata Realty Infrastructure. there is every expectation that the order will be increased to include the remaining 5. for 10. a 120-bed healthcare facility in the Old Industrial Area of Qatar. The project's scope of work also included ventilation systems for 3 lakh sq ft of basement area. conveyed over the vast mall area through 11 kms of piping and 9500 sq m of ducting.  Voltas provided HVAC (Heating Ventilation & Air Conditioning) for almost 7 lakh sq ft of Amritsar's Trilium Mall. ELV systems.  Integrated Health Centre and Workers' Hospital.000 split ACs. The following are a few examples       ITC Mumbai Dell Chandigarh Sahara Ganj Mall.Clients Many institutions are the business customers of Voltas Airconditioning. Meanwhile. as well as a sophisticated Building Management System (BMS) covering the entire mall. requiring totally 15. Practically every leading AC brand has been in competition to meet CMSI's requirement. the very largest in Punjab. Voltas expects to deliver most of the 10. The order follows from CMSI's recent victory in their tender bid for air conditioning 7805 ATM locations of SBI. and plumbing & fire-fighting. The HVAC set-up features an 8000 TRH thermal storage system – one of the largest such installations in North India – yielding high levels of energy-efficiency and reducing the overall power demand as well as operational costs. 8 . Luckhnow Hyderabad International Institute Amritsar's Trilium Mall State Bank of India ATMs New clients added to their list are:  Voltas. With a timeline of 24 months. electrical works.

9 . Voltas will execute complete MEP works. electrical works. a 5350-seat indoor stadium being built to host the World Cup Handball Competition scheduled for January 2015. Sports Hall and Administrative Office in Qatar. and plumbing & firefighting. Within a mere 12-month timetable. including HVAC. ELV systems.

hospitals. adding up to a comprehensive energy-efficient HVAC system. That's a large and priceless reservoir of intellectual capital. electronics assemblies. power plants. naval warships. Voltas has set up HVAC&R installations for atomic energy plants. extending over more than five decades. Information Technology parks. pharmaceuticals production. shopping malls. 10 . We also have an intimate knowledge of plant operations and maintenance. computer facilities. That's the equation which spells exceptional value. we draw on an extensive range of energysaving products. telecommunications facilities and a host of others. HVAC would probably account for 30 to 45% of total energy consumption. research laboratories. For example. Voltas has tied up with numerous manufacturers of worldwide renown for assorted energysaving products. chemical & fertilizer plants. ordnance factories. and electro-mechanicals in general. It addresses a critical cost area in any built environment. mercantile ships. cost and performance. multiplexes. air conditioning load and energy consumption. striking the right balance between input and output. in collaboration with Ruks (Canada) Variable Frequency Drives (VFD) Engineered energy storage system Heat recovery wheels Integrated Building Management System We also undertake retrofitting jobs to make existing systems and plants more Energy-efficient Over the years. and skills in trouble-shooting. When putting together a solution. We manage energy efficiency of systems through: a) b) c) d) e) f) g) Energy-efficient chillers Waste heat utilization through vapour absorption heat pumps Introduction of ozone injection to reduce plant load.Value creation Energy Management is a complete value-added service which Voltas offers. synthetic fiber plants. Voltas brings its hands-on experience in HVAC&R. Voltas' edge in energy-efficient engineering To this task.

Voltas has time and again been the first in India with new technologies and solutions in HVAC&R. as well as adaptation and improvement. we bring into play a diversity of microprocessor-controlled products and systems.In these tasks. and supplementary/flue firing by oil & gas in a single unit Variable Refrigerant Flow (VRF) using digital scroll technology Ultra low-temperature process refrigeration Indoor air quality systems using controlled ozonized injection Duct cleaning system for improvement of indoor air quality Compact & efficient water-cooled ductable split units Microprocessor as a standard feature for all HVAC systems The INTELLISYS range of packaged units with choice of compressors VSCADA (Voltas Supervisory Control And Data Acquisition). These include: • Co-generation absorption chillers to work with multiple heat sources such as exhaust flue gases. The statutory norms of Directorate of Industrial Safety & Health (DISH) are strictly complied with. These include the RR programme for coil 11 . ranging from 5. jacket hot water from engines. Emphasis is placed not just on product quality and consistency. with effluent treatment plants which operate continuously around the clock. of products and equipment.5 TR to 2000 TR. Product and equipment engineering Voltas' engineering skills and knowledge base are seen in advanced design and development. the most costeffective solution for buildiing management systems • • • • • • • • Manufacturing values Voltas' manufacturing plants have all been certified for ISO 9001:2000 by TUV of India. The highest priority is given to protection of the environment. but on economies and efficiencies which deliver greater customer value for less outlay. The Voltas approach of intelligent innovation and customized problem-solving is given full play through use of advanced design software. Over the last five decades.

later an industry norm. co-generation Vapour Absorption Machines. A strategic shift from traditional sales and service dealers to a more penetrative retail aggregation model based on direct dealers and distributors helped multiply sales by opening up new opportunities. Building Management Systems and duct cleaning facilities.designing. validated through a rigorous QA cycle. low temperature refrigeration equipment. among others. It has one of the most extensive customer care networks. as well as outsourced from companies overseas and in India through strategic alliances. chiller packages. catering to the requirements of customers across the country. Our product range consists of packaged units. Major Marketing Moves Growth in market share has resulted from a combination of factors. Voltas' integration advantages • Single-window approach • Integrated value engineering solution • Interface management and enhanced coordination • Harmonization of all phases • Improved serviceability • Reliability Voltas provides electro-mechanical and refrigeration solutions. components and assemblies of high precision and complexity. The primary drivers of growth have been revamped distribution. State-of-the-art shop floor equipment and manufacturing processes yield products. This paid dividends in terms of sales. configured with the best of equipment manufactured in-house. an augmented model mix. Our retail footprint has grown significantly in the past 4-5 years. The recent introduction of all-weather ACs was also a 12 . consumer-centric brand positioning and a dedicated result-oriented team. Meticulous market mapping of AC distribution resulted in extensive nationwide coverage. Voltas pioneered the concept of energy-efficiency in air conditioners. and AutoCAD Mechanical Series 6 with Solid Modeling package ('Inventor') for alternative designs and quick evaluations. Variable Refrigerant Flow (VRF) and value-added systems such as Indoor Air Quality systems. ductable split units. from over 1000 consumer touch points to more than 5800 today.

Voltas introduced the concept of „responsible usage‟ of ACs as embodied by „sensible cooling‟. The recent 2012 summer campaign of an „all-weather AC‟ was introduced after extensive research revealed that consumers across the country wanted their ACs to do much more than mere cooling. giving the brand an identity to which the emerging AC market in India could easily relate. combining it with the brand‟s established strength of being trustworthy. When savings and energy-efficiency became an industry-wide platform in the late 2000s. and Voltas seized not only market share. India ka AC‟. but also consumer mind-share. The ‟Save karo India‟ campaign was an instant hit with our target market. 13 . In the mid-2000s. Voltas has changed in response to the ever-changing consumer landscape. Advertising and promotional campaigns focused on „India ka dil. This was followed by a more tangible hook of ‟energy efficiency‟. Voltas introduced the unique concept of climate control.strong demonstration of our product differentiation capabilities and brought in a significantly larger number of customer queries at points of sale. to convey pride in being and buying Indian. highlighting the brand's premium offering of star-rated ACs and low operating costs. with the advent of international brands. The campaign injected novelty into a somewhat predictable category. with over 90 percent brand recall. In response. Voltas pitched itself as ‟India-centric‟. In terms of brand positioning.

 Spending a good amount of its revenue on R&D.  Achieve market leadership through people by attracting.  Ensure cost reduction in all aspects of operations to achieve total cost leadership in the market. 14 .  Build customer loyalty by strengthening after-market operations through service. developing and retaining excellence in personnel.Major Focus Areas of the Company  Provide contemporary and best-in-class products meeting customer needs and value expectations.  Explore new avenues for revenue generation leveraging established manufacturing and distribution strengths.  Energize the organization through teamwork to ensure that various functional areas work together to deliver results in a quick and effective manner.

SWOT Analysis Strengths: Design and manufacture of industrial equipment.  Due to increased price of inputs and continuing price erosion there is downtrend in the consumer durables market. Samsung etc.  Public works projects.  Sourcing. LG.  Marketing strategies can be tapped by other companies and used for benefits. 15 . Weakness: Opportunities: The Indian Mass Market. installation and servicing of technology-based systems.  The high end value driven proposition helps increase the Market Share. Videocon.  VOLTAS is well known for it product differentiation Threats: Indian Mass Market may be captured by a rival company.  Management and execution of air conditioning.

adding up to a comprehensive energy-efficient HVAC system. 16 . cost and performance. striking the right balance between input and output. they draw on an extensive range of energy-saving products. That's a large and priceless reservoir of intellectual capital. Aggressive promotion and an expanded distribution network popularised the range. Research revealed that sales growth was inversely proportional to the cost of AC usage. we launched India‟s first energy-efficient AC. That's the equation which spells exceptional value. well before it became a norm. extending over more than five decades. Accordingly. Voltas has tied up with numerous manufacturers of worldwide renown for assorted energysaving products. and skills in trouble-shooting. Voltas sold the maximum number of 5star rated ACs in the domestic market. Voltas also have an intimate knowledge of plant operations and maintenance. Advertising raised public awareness of energy depletion and savings thereon. especially in tier II & III markets. Value they can create in future-our insights on strategy and process Voltas brings its hands-on experience in HVAC&R and electro-mechanicals in general. When putting together a solution.How did Voltas drive its sales up? AC sales for the last five years were driven primarily by offering a best-in-class value proposition to the customer. Voltas further developed and introduced a wide mix of products with a range of „right pricing‟ options. In FY-12. which made the cost affordable.

in collaboration with Ruks (Canada) d) Variable Frequency Drives (VFD) e) Engineered energy storage system f) Heat recovery wheels g) Integrated Building Management System Value delivery Considering the wide variety of product offerings in the commercial segments we can state that value creation can be done in a number of ways in air conditioners market by Voltas India. information and analysis. bringing about a common platform for people to share their knowledge. Environment Health and Safety (EH&S) EH&S is a core value in all of company‟s business operations. This system helps company to offer a complete value proposition to the institution that look for such solutions. customer and market focus. and greater customer and stakeholder satisfaction.Voltas manage energy efficiency of systems through: a) Energy-efficient chillers b) Waste heat utilization through vapour absorption heat pumps c) Introduction of ozone injection to reduce plant load. It lays a strong emphasis on leadership. In addition. Tata Business Excellence Model (TBEM) TBEM offers the best way to improve business performance. This concept is not only restricted to integrating Voltas products but it is treated as separate revenue earning unit and also respects business for integrating Voltas and non-Voltas products as per the institutional customers demand and requirements. air conditioning load and energy consumption. Company believes that an excellent company is by definition “a safe company”. it implies that minimizing risk to people. plant and products is inseparable objective from all other company‟s objectives. strategic planning. Since company is committed to EH&S excellence. With a combination of commitment and disciplined approach to the implementation of EH&S management system at all levels. Voltas offers a complete solution which is explained below. 17 . process management. TBEM enables a continuous and measurable assessment of improvement in several internal processes that leads to better financial performance. follow the best business practices and pursue excellence across all functions. Every employee of the company is committed towards a zero accident goal and has taken full ownership of the EH&S process.