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CONTENTS

Title of the Section

Executive Summary
Project Objective
Introduction
Company Overview
Area Of Business
Air Conditioning Industry
History Of Air Conditioners
Methodology
Analysis
Product
Price
Place
Promotion
Suggestions & Recommendation

Conclusion

Executive Summary
The project deals with the Study into the marketing mix of Voltas in the Mumbai AirConditioner Market. The report consists of the primary data obtained from the dealers.
The attributes, which defined the data, were Shelf Space, Window Display, Prices
Given, P.O.P. Material, Dealer Preference, General Positive and Negative Attributes
for various Brands, Dealer Interface, and Finance Schemes Offered.
In all I visited 50 outlets spread all over Mumbai (includes dealers and retailer), who
dealt in air conditioner I also interviewed 44 customers at showrooms across Mumbai.
Data thus obtained was then grouped and analyzed, after which the inferences were
drawn.
I observed that L.G. was undoubtedly the market leader. In Mumbai AC market LG
has the highest penetration, as it is available in almost 75% of the outlets while
Hitachi is present in only 64% of the outlets. L.G. also leads in the other categories
like the window display (40%), shelf space (50%) and POP (40%) while Voltas has
the 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 and
good quality whereas Hitachi‟s strengths lie in its superior quality and post sales
service. 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.

For Voltas the most spoken about negative is its high price & poor after sales service.
Next there was the classification of the demonstrator/salesperson for the outlets
visited. Based on this data collected, I recommend that customer awareness about
Voltas‟s star rating mode has to improve, so that it will be a lot easier to convince the
customer that price difference, which works against Voltas, can be negated in the
electricity bills.

C. The following are the heads. .Project Objective This project was carried out in Mumbai during the period of 4th May 2009 to 30th June 2009. Also. Leaflet. Glow Signs and stands. How much support is given to the various brands at each outlet? The objective here is to check the effectiveness of the support material in increasing the brand visibility. The main focus when considering the competitors was on L. Dealer Certificate.s vis-à-vis competition: Under this head the objective was to understand the display allocation for air conditioners in the outlets and also making a note of the shelf space and the window display space allocated to each of the brands. Display and use of support material: The support material in the case is Carton Display. Poster. making a note of how many Voltas units are on display and what is the strength of the competitors. Information on the display of Voltas A. Working Window Display. when it comes to retail level activities. Kenstar. which were given prominence during the primary data collection. Godrej. Blue Star and others including Videocon. The project would also include the study competitor activities and the relative position of Voltas. Sticker. Onida Whirlpool and National.. Dangler. O-General. Samsung. The objective here is to verify whether all the support material is in place.G. awareness and in addition there would be a study of the various promotional activities by the competition to woo the customers and success rates of these promotional activities. Carrier. Hitachi.

there will be rating of the demonstrators on three aspects. the approach to the unit on display has to be tidy and easy in addition to the clean surroundings of the display unit to serve the purpose. Prominence given to Voltas Air Conditioners vis-à-vis competitors: For a brand to sell there is a lot of nitty-gritty that goes into it like the prominence given to a brand. As a result the condition in which the display units are is also one of the objectives of the project. what they have to say about Voltas. Cleanliness of the displayed product: A damaged or unkempt display unit will create a bad impression of the brand. the space provided around where the product is centered. All these factors combine together to Dealers Level Activities: Dealers are the main part for any product that can create and damage the image of a product. on shelves the level at which the display unit is kept governs the visibility. the lighting. There will the top preference of demonstrators from every outlet which will give an idea of who is pushing what and what are the most talked about positives and negatives of Hitachi. Also. Apart from this there will also be a study of which brand the demonstrators/salespersons are pushing. Also. So this project also includes the study at dealer level which includes the . This can be adjudged by the location of display on the shop floor.Information on the performance of the Demonstrators/Salesperson: Under this head the focus will be on the activities carried out by the demonstrators/Salesperson on the shop floor.1) Communication skills 2) Technical Knowledge and 3) Enthusiasm shown.

Dealer level & Customers Level. which kind of Voltas AC is doing well in the market. what are the issues which they are facing from product and company side.points like. market today with the market share of 16 %. which is overall second in the market today.e Product . This project primarily aims to understand the 4 P‟s i. is one of the major players in the highly competitive A.C. . also what are the suggestions and recommendation from their side to increase the sales of the products.Price .Place & Promotion of Voltas air conditioners at SSD level. Voltas Ltd.

Allwyn and Kelvinator. Voltas.Introduction Indian Consumer durables market used to be dominated by few domestic players like Godrej. Allwyn. Samsung. brand-building and other marketing initiatives. The company. Godrej. after the liberalization. Before the liberalization of the Indian economy. Whirlpool. and Aiwa came into the picture. Daewoo. LG & SAMSUNG the two Korean companies have been maintaining the lead in the industries with LG being leader in almost all the categories. AIR CONDTIONERS AND WATER COOLERS. besides launching new platforms in information technology and related areas. India being the second largest growing economy with huge consumer class has resulted in consumer durables as the fastest growing industries in India. foreign players like LG. these players control the major share of the consumer durables market. Then. and Voltas were the major players in the consumer durables market. is investing Rs 500 crore on brand-building and other marketing initiatives and around Rs 500 crore on research and development. But post liberalization many foreign companies have entered into Indian market dethroning the Indian player and dominating Indian market the major categories in the market REFRIGRATOR. . having a turnover of Rs 500 crore and market share of 17 per cent. Today. Consumer durables major Voltas Limited will invest nearly Rs 500 crore in India this year in research and development. only a few companies like Kelvinator. accounting for no less than 90% of the market.

as many foreign players are entering in the market. and hold over wide distribution network. easy access to consumer finance. increase in consumer awareness. and introduction of new models. However. Consumer durables sector is characterized by the emergence of MNCs. and wide range of choice. color televisions (CTVs) are no longer considered luxury items. their well-acknowledged brand name. It is growing very fast because of rise in living standards. The market share of MNCs in consumer durables sector is 65%. the demand for consumer durables has increased significantly. MNCs offer superior technology to the Consumers whereas the Indian companies compete on the basis of firm grasp of the local market. there are still very few players in categories.Consumer durables market is expected to grow at 8-13% in 2009-2010. discounts. microwave ovens. and intense competition. With the increase in income levels. easy availability of finance. air conditioners. . the penetration level of the consumer durables is still low in India & there is a yet a huge untapped rural market waiting to be exploited. MNC's major target is the growing middle class of India. exchange offers. Products like washing machines. However.

materials handling. ventilation and air conditioning. 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. All these products bear the stamp of state-of-the-art automated manufacturing plants resulting in consistently high quality and reduced costs. water coolers. electro-mechanical projects. The company‟s promoters. visi-coolers. comprised of redefining the business focus of Voltas as being an engineering . a Swiss Company operating in India since 1851. forklift trucks and large water supply pumps. It was incorporated on 6th September 1954. Tata Sons hold around 28 per cent of the shares in the company. machine tools. industrial air conditioning and refrigeration equipment. promoted this company and hence the name VOLTAS. mining and construction. high quality refrigerators and room air conditioners. refrigeration. Voltas has recently gone through a comprehensive restructuring exercise. Tata Sons Ltd and Volkart Brothers. freezers. Foreign investors and the public hold around 21 per cent share each. climate control. while domestic financial institutions and non-promoter corporates hold the balance. building management systems. aimed at bringing the „core to the fore‟. A Tata Group Company is India's premier air conditioning and engineering services provider. pollution control and chemicals. refrigerators. It provides engineering solutions for a wide spectrum of industries in areas such as heating. conducted between 1997-1998 and 20012002. water management. This exercise.Company Overview Voltas Limited is a Public Limited Rs 2500 crore multi divisional company. Voltas have capability in the manufacture of room/split air conditioners. textile machinery. Voltas.

exiting non-core businesses and exploiting unproductive assets to generate revenues. . Accordingly it involved reorganizing the company‟s business portfolio. rightsizing the organisation through focused voluntary retirement schemes.services company. aggressive cost cutting and financial re-engineering.

Mechanical & HVAC Solutions(International)  Water Management & Treatment . serving diverse industrial sectors and applications. sourcing. Mechanical. and representation of global technology leaders. Voltas' operations have been organized into three independent business-specific clusters.Areas of business The company mainly operates in the following areas: Company involved mainly into the design and manufacture of industrial equipment. HVAC & Refrigeration Solutions  Electrical. management and execution of air conditioning and public work projects. installation and servicing of technology-based systems. Each of these has its own facilities for market coverage and service to customers. Namely: Unitary Cooling Product s Engineering products & Services Electro-Mechanical Projects & Services Electro-Mechanical Projects & Services  Electrical.

Engineering products & Services  Textile Machinery  Mining & Construction Equipment  Machine Tools  Materials Handling Solutions Unitary Cooling Products for Comfort & Commercial Use  Cooling Appliances  Commercial Refrigeration .

ductless air conditioners. India you desperately need an air conditioner. 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. split air conditioners. Cerrier. They have their own store and shops selling air conditioner of all types. car air conditioners. Amtrex. These companies have various offices all over India. Their surfaces are too good looking and look like a beautiful scenery. Voltas. O General etc. Air conditioner comes in various sizes and shapes. Earlier buying an air conditioner was not easy. Bluestar. . There are room air conditioners. There are various companies offering air conditioner like LG. Hitachi. Onida. 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. air ceiling conditioner mount system etc. In this scorching heat it is only an air conditioner that can give you some respite and make you livelier and energetic. 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. Some air conditioner does not even look like an air conditioner especially ones offered by LG. They have made our lives comfortable.Air Conditioning Industry Air Conditioners give respite from summer heat and have become a necessity. Samsung. Godrej. Sanyo.

His funding partner died and he lost the money to see his dream realized. His first pro type leaked and was unsuccessful. He came very close. a medical doctor discovered that he could use compressor technology to create ice to cool his patients rooms in Florida. In 1820 British Inventor Michael Faraday discovered that ammonia could chill the air when compressed and liquidized and then allowed to evaporate. By controlling the temperature . He secured funding and his patent was approved in 1851. This is just one example of ancient air conditioning. The ancient Romans used aqua duct water to circulate through the walls of the wealthiest homes. This discovery gave Gorrie the great aspiration of inventing the first air conditioning unit. In the 1800's one man came close to inventing what is similar to modern day air conditioning. He later died in 1855 and with him his vision of indoor air conditioning died as well for the next 50 years. His invention was designed to improve the manufacturing process of a printing plant. The first electrical air conditioning was invented by Willis Haviland Carrier in the year 1902. The commercially available of air conditioning applications started based on the need to cool air for industrial processes than for personal comfort.History of Air Conditioners Air conditioning as we know it today is a rather new technology although different form of cooling air and dehumidifying the air has been around for centuries. John Gorrie. In 1841. He was also known as the Father of Modern Air Conditioning. They used various methods to cool their interior buildings and stay cool during the hot months. The Chinese were also were also obsessed with cooling the air through water and wind.

was the first to create an air conditioner that used Freon. Today.and humidity of the plant. The first air conditioners proved to be hazardous to human‟s health when the toxic gases leaked. . Cramer of Charlotte. Cramer was trying to create ways to add moisture to the air in his textile plants. Cramer used the term Air conditioning in a papers filed to the patent office for his invention of a water conditioning unit which was required to control the humidity in textile plants. North Carolina in 1906. methyl chloride and propane. Carrier Corporation is the biggest air conditioner manufacturer and marketing corporation in the world in central air conditioning. Modern day air conditioning has improved over the years. The Carrier Air Conditioning Company of America was established by him to meet the demand of better productivity in the workplace. flammable gases tended to leak causing fatal results. the processes were made more efficient as the paper size and the ink alignment were consistently maintained. The emphasis these days are on energy conservation and efficiency. Willis Carrier took the term air conditioning and put it into his companies name as he used evaporative cooling to provide a cooling effect in the air. The use of ammonia. The modern day air conditioning is affordable to everyone. These toxic. Jr. In 1928 Thomas Midgley. This was found to be much safer for humans but had disastrous effects to the environment. The modern day air conditioner can come with all sorts of bells and whistles and most importantly is that it is available to just about everyone. The term air conditioning was first coined by Stuart W.

conceptual structure. dealers and sub dealers with multi product/ multi brand portfolio which included products like A. Therefore. research methodology is the way to systematically solve the research problem. The first step of the project was to collect information regarding the distributors. It is an important tool to study buyer‟s behavior. and focus market changes. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods. Televisions. brand loyalty.METHODOLOGY Research methodology is considered as the nerve of the project. In fact. consumption pattern. Refrigerators and Washing Machines for the whole Mumbai region (also including the sales and services that are exclusive dealers for A. it is the key to the evolution of successful marketing strategies and programmers. A research design specifies the methods and procedures for conducting a particular study.C. The project was based on the survey plan. The main objective of survey was to collect appropriate data. it is impossible to complete the project and reach to any conclusion. Without a proper wellorganized research plan. “Research Design is a plan. . According to Kerlinger. which work as a base for drawing conclusion and getting result.C). and strategy of investigation conceived as to obtain answers to research questions and to control variance. Research design: Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers.

. Then I set about the job of deciding upon the format of the Questionnaire that would be used while collecting data from the retailers/dealers. The initial format was then tested for whether all required information was obtained from the showrooms after which the required changes were made to get the optimum results. Economic Times.. which appeared in these papers.  To go to the outlets as Management Student. The data was then structured and the whole Mumbai Region was divided into three Zones. All the ads of Consumer Durables. the phone number and the location of the shop was fed into the computer in an excel format and used as the database during the course of the survey. I realized during the format the best and most unbiased Information was provided to me when I visited the outlets as a Management Student.O. Midday and Business Standard & also Just Dial. Hence a call was made by me to visit the outlets as a Management Student so that the purpose of getting complete and unbiased information is served.  To go to the outlets disguised as customers.For this purpose I took the help of various newspapers like T. were noted down and the necessary details like the name of the shop.I. After freezing the format I had to decide on the role that would enable us to get the complete information that I was looking for. I had various options:  To go to the outlets as personnel from Voltas.

Questionnaires 2.Data collection methods: After the research problem. which are divided into a number of categories. The diagram bar chart can make comparison among the various components or between a part and a whole of data. journals and various literature studies are important sources of secondary data. we have to organize a field survey to collect the data.  Sampling  Research Instrument  Secondary Data . we have to identify and select which type of data is to research. Pie chart: This is very useful diagram to represent data. which are proportional to the values they represent. Pie chart and Bar chart Questionnaires: This is the most popular tool for the data collection. This diagram consists of a circle of divided into a number of sectors. . A questionnaire contains question that the researcher wishes to ask his respondents which is always guided by the objective of the survey. The total value is represented by the full create.  Data analysis and interpretation 1. One of the important tools for conducting market research is the availability of necessary and useful data. At this stage.The Company‟s profile. Primary data: For primary data collection. we have to plan the following four important aspects.

The sample of the questionnaires is attached with the report itself. . of questions in questionnaires for Promotion: 05 No. it consist of a number of whispered bar. As the name implies. I have made questionnaire. Professionals. of questions in questionnaires for Price: 08 No. The lengths of the bards are proportional to the value they represent. Employees. Preparation of report: The report was based on the analysis and presented with the findings and suggestions. Sampling Methodology: Details of the sampling methodology. of questions in questionnaires for Place: 06 No. No. which originate from a common base line and are equal widths. House wife. of Customers interviewed: 44 Sample unit: Dealers. of questions in questionnaires for Customers: 12 No. Working women. Students. of Dealers interviewed: 50 No. Businessmen.Bar chart: This is another way of representing data graphically. of questions in questionnaires for Product: 09 No.

Brands like LG and Samsung doing well because of their overall branding due to their presence in other consumer product like LCD. Washing Machines etc. Samsung. . refrigerators. From the survey conducted we can determine that the overall presence of Voltas is equal to the other four brands. providing it distinctness from the host of other competitors and in establishing the Brand Identity in the minds of the customers. Voltas. LG. which would primarily mean that the reach of the brand to the people is satisfactory.Analysis PRODUCT & SERVCE: On the whole the data collected shows that under the various heads taken to conduct the survey Voltas‟s performance overall is a mixed bag or I can say that it was 75:25 of (good: bad). Finally I landed up to five most popular brands who are ruling the AC market. In the survey it was found that Voltas is in the second position after LG when it comes to the POP material in the outlets but this is not the complete picture the presence of LG in terms of the support material. Carrier and Hitachi. on the counts of Shelf Space and Window Display Voltas is lagging behind LG and Samsung thus depriving the potential customers the first hand experience of the functioning of the AC which might also mean that the brands which have more presence on the shelf might capture these customers. The POP material which is quite quintessential when it comes to convincing the customer about the Brand‟s features. But. On the basis of these brands the further study has been carried out.

so critical for its success and so taken for granted in developed markets! In India. there were outlets that claimed that Voltas is priced too high.Continuing about the support material. The result of which is that all the good work of the positive attributes is nullified. for want of a better description. So. So what‟s stopping the second best air conditioning companies from pulling out all the stops when it comes to providing the best service? Do customers expect for too much? Or is it that in India they don‟t really care. But here again there is a spoiler. the best support any brand can have is the word of mouth preference that the dealers or the salespersons give to the customers as only what they push has the maximum chance of selling. The good news here is that the most spoken about positive attribute for Voltas (the good quality attribute) as against the most spoken about positive attribute of LG (the low price attribute). Brand Equity fanned out to MNC as well as Indian consumer durable companies. again lags behind LG by some margin. While speaking about there preferences the dealers or the salespersons invariably give the attributes of the brand that they are pushing and the negatives of others that they advise the customers against. While dealers claimed LG to be less durable. after sales service is. the pits. The best and the biggest international brands are here in India –but the irony if it all: where is the after-sales-service? So integral to a brand. In the outlets visited it was found that Voltas although second. stockiest . which are the negative attributes of the Brands that the dealers/salespersons use to dissuade the customer buying a particular brand. we can safely assume that the positive attributes of Voltas are spoken about by the dealers/salespersons.

labor costs. . In some cases. and action taken. and speed of response. Customers support following the purchase of a product or service. This will include the duration of the warranty traditionally one year from the date of purchase. after-sales service can be almost as important as the initial purchase. The manufacturer. In the case of a service provider. or service provider determines what is included in any warranty (or guarantee) package. but increasingly two or more year‟s maintenance and/or replacement policy. analysts and market researchers to get a feel of what‟s really keeping after sales from being used as a cutting edge marketing tool in pushing products across categories. Of equal importance is the customer's perception of the degree of willingness with which a dealer deals with a question or complaint. items included/excluded. after-sales service might include additional training or helpdesk availability. speed of response.and dealers. retailer.

000 on an average for room size the range varies from 10 meter square . 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. 27. 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. So as to say that there is a variety of sizes and types of AC‟s available for cooling rooms of different sizes. With the variety of air conditioners available in the market.84 meter square. there are a number of makes and models available in the market. which have been designed typically for double hung windows. it is very difficult to choose the most suitable AC for our home or office. And if we don‟t have a clue about air conditioner then it adds to our own disadvantage.Types of Air Conditioners offered by Voltas: Now when we talk of air conditioners. There are mainly five types of air conditioner: 1) Window mounted: These are air conditioners that are usually fixed through the windows. cheaper and works with almost all the wiring system of your home. The price range varies from Rs. 12. .000 to Rs.

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. And this is one main reason why most people opt for split AC‟s. 3) Cassette Air Conditioner: These are air conditioners that are usually fixed into the sealing. However.000 to Rs. 86. These are usually fit in places where it is not possible to fit either a Window or Split Air conditioner. 35. Split AC‟s are permanent systems which can either be installed at the floor level or on the walls or on the ceiling.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) around Rs. The price range varies from Rs. This ultra thin air conditioner can be installed in any narrow ceiling.500 to Rs. it can be very noisy and may create nuisance for your neighbors. as during the operation. 68. it doesn‟t make any noise which might distract your attention or annoy you.500on an average. .000 on an average (multi-split system).

It has a separate indoor and outdoor section. It is recommended for rooms whose area is up to 35 meter square. 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. . it is easier to store when the summer season wears off. The only minus point is that they are quite expensive and the exhaust tube needs to be fitted each time. Being portable. It is best suited for smaller rooms and for those people who moves their houses very frequently.4) Slimline Air Conditioner: This type of air conditioner has been one of the most popular types for certain reasons.

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

 After sales service was criticized greatly.  The design & color of Voltas air conditioners is very simple & common.  Installation too is a bit on a slower side when you compare it to LG.  Spare parts are a major issue as they are not available readily.  By calculating the display share we found that in most of store LG has 50% display share almost all categories. especially during peak season.  People buy Voltas mainly because it‟s a Tata group of company & also as it is the pioneer in air conditioners in India. .  Demo calls also not done properly. While comparing it to market leader LG spares are readily available.  There are a lot of complaints from customers about the machine making a lot of noise while running. While most of the dealers & customers were happy with the after sales service provided by LG.Key Findings about Product  The product range is changed very frequently and the customers are not able to relate themselves to the products.  Stock outs too are a major worry as products are not available on demand. Where Voltas takes approximately 48hrs to install the a/c LG takes half as much time.

 Availability of spares needs to be looked into.  A separate sales person could be appointed by Voltas in major stores promoting Voltas exclusively. A separate team could be to appointed to handle all spare part related issues.  Product availability especially during peak season must be paint a lot of attention to. Different color panels could be used like that used by Godrej to give the product a better look.  In a lot of cases it was reported that dealers are not made aware about new product releases hence awareness about new products should improve the enthusiasm of dealers to sell a product as well.  To make efforts to make the machine a lot more silent. In most of the outlets visited it was observed that most of the dealers promoted LG as the first preference. Instead of providing 2 free services Voltas must offer at least 3 like its major competitors. As I observed that there was not even a single window A/c available in the first half of June & there was a lot of demand for the same in the market.  Better design could give it a huge leverage as in today‟s world looks are given high weighed. The company could also offer an extended warranty at a nominal rate. Also the time when a complaint is made and the complaint is attended to should be reduced. Also detachable panels could be popularized as people could select the color of the panels according to there taste & preferences.Recommendations about Product  To improve after sales services provided. .

 Make the products more durable (increased life) as a numerous customers give a lot of importance to durability of product. This will allow the customers to choose the color of there choice to match there room & taste.  On the counts of Shelf Space and Window Display Voltas is lagging behind LG and Samsung thus depriving the potential customers the first hand experience of the functioning of the AC which might also mean that the brands which have more presence on the shelf might capture these customers hence rigorous effort need to be made to increase the shelf space & window display in order to attain leadership position  Voltas can come up with detachable panels. A lot more must be spend on R & D activities & to introduce never seen before features and products much like Hitachi. .

Following is the price list of different air conditioner of Voltas: Voltas Windows AC Price List Voltas Split AC Price List Product Name Price Product Name Price Voltas-Vertis GOLD 2.5T SAC 28.0Ton R 14.75 Ton 14.500/- Voltas-Vertis Elite 1. competition. market place.0 Ton 17.0Ton 19.5Ton M 16.123 Average Price 16.400/- Voltas-Vertis Plus -1.800/- Voltas-Vertis PLUS 2.0Ton 14.500/- Voltas-Vertis Plus -2.0T SAC 24.900/ Voltas-Vertis GOLD 1.0T SAC 20.000/- Average Price 21.500/26.000/- Voltas-Vertis GOLD 0.75T SAC 15.0T SAC 33.0T SAC 22.400/- Voltas-Vertis PLUS 1.0T SAC Voltas-Vertis Premium 1. market condition.177 .0Ton M 14.350/- Voltas-Vertis ELITE 1.0T SAC 34.5 Ton 21.000/- Voltas-Vertis GOLD 1.5T SAC 28.000/- Voltas-Vertis PLUS 0.000/- Voltas-Vertis ELITE 0.5Ton 17.500/- Voltas-Vertis ELITE 1.000/- Voltas-Vertis Plus -1. Pricing factors are manufacturing cost.500/- Voltas-Vertis PLUS 1.5T SAC 30. Quality of product.000/- Voltas-Vertis Premium 1.500/- Voltas-Vertis Premium 1.500/- Voltas-Vertis ELITE 2.75T SAC 18.5Ton R 16.500/- Voltas-Vertis Elite 0.200/- Voltas-Vertis Premium 1.75T SAC 16.Pricing Definition: Pricing is the process of determining what a company will receive in exchange for its products.100/- Voltas-Vertis Plus -0.500/- Voltas-Vertis Elite 1.75Ton 12.

5 Ton Window AC 18.400 LG LWA3EW1DF1 1.0Ton Split AC 19.5 Ton Window AC 15.000 Average Price 19.000 LG LWA5HW3DD1 1.400 LG LWA5HW2DD1 1.375 One can notice significant difference in the prices offered by LG & Voltas.0 Ton Window AC 14.400 LG LWA5VW1DT1 1.0 Ton Split AC 19.000 LG LSUC2BW1AF1 0.800 Average Price 15.0 Ton AC 20.Following is the price list of different air conditioner of LG LG Split AC Price LG Window AC Price Price Price LG LSA7JW2CFC1 2.0 Ton Split AC 19.000 LG LWA5EW1DF1 1.5 Ton Window AC 16.0 Ton Window AC 14.5 Ton Window AC 17.400 LG LSA3NF5VFC1 1.0 Ton Split AC 20.5 Ton Window AC 16.0 Ton Split AC 19.0 Ton Split AC 19.0 Ton Split AC 23.000 LG LWA3FW1DD1 1.As a customer you would tend to choose a product which has all the features and also which is the lowest on price.75 Ton Split AC 15.5 Ton Split AC 27.5 Ton Window AC 18.000 LG LSA3NW2VF1 1. almost all the features of all brands are alike the only thing setting them apart is the price .400 LG LSA3CW2VF1 1.000 LG LWA3EW2DD1 1.400 LG LWA5FW1DD1 1.75 Ton Window AC 11.0 Ton Split AC 21. The customers survey conduced reviles that nearly 30% of the customers buying decision is influenced by the price offered of a particular product.000 LG LSA5NW3VF1 1.000 LG LWA2DW1AF1 0.000 LG LSA3NW2VF1 1.000 LG LWA5VW2DT1 1.000 LG LWA5VW3DT1 1. .990 LG LSA3FG2VTY1 1. Also most of the multi brand dealers were of the opinion that there is not much product differentiation.000 LG LSNC2BW1AF1 0.5 Ton Window AC 17. Today s market is very sensitive to prices.700 LG LSA3QW2VF1 1.200 LG LSA3CW3VF1 1.200 LG LSA3QW2VF2 1. Hence LG by offering such low prices has managed to capture the majority of the market share.200 LG LSA3QW2VFR1 1.75 Ton Split AC 15.0 Ton Window AC 14.0 Ton Split AC 37.

In nearly all the multi brand dealers vested there primary preference was LG followed my either Voltas or Samsung. Hence as a multi brand dealer one would tend to push for LG as compared to to any other brand as it would be a lot more profitable.The pricing policy for dealers varies depending upon the number of units sold by a particular dealer in a stipulated period of time (usually 1 month. 500 on window AC & Rs. 500 on window AC & Rs.). Following is the Pricing & Incentives policy for dealers. The best support any brand can have is the word of .5% On basic To 3% On basic To 3% On basic To 4% On basic To 5% On basic To Quantity Incentives 15-50 51-75 >75 500 on WAC & 750 on SAC 750 on WAC & 1000 on SAC 1000 on WAC & 1250 on SAC As seen from the above table it is can be seen that while Voltas provides a minimum of 2% to dealers selling upto 50 units and a cash incentive of Rs. Quantity 15-50 51-75 75-125 126-175 176-220 >220 Scheme 2% On basic To 2. 750 on splits. 750 on splits. while market leader LG provides its dealers with 8% incentives for the same & Rs.

Reliance Digital. Kohinoor and Snehaanjali are offered products at nearly 22% less than small dealers. .mouth preference that the dealers or the salespersons give to the customers as only what they push has the maximum chance of selling hence it would be vital for Voltas to offer higher margins to its dealers if it wanted to be the primary brand spoken about my all dealers. Croma. It was also observed that Big accounts such as Vijay Sales.500. As a dealer there would be no ways in which you could compete with these big dealers as far as price is concerned eventually resulting in loosing out the customer.25. Example: An air conditioner sold to a small dealer for a price of Rs. 000 the same air conditioner would be sold to Vijay sales for 19. In such a scenario it would get extremely difficult for small dealers to compete with these giants.

2000 to Rs. 3000 higher than LG.  From time to time LG provides free installation for its customers. . Reliance Digital etc is far more than that offered to the small dealers . Voltas offers me an incentive of 2% on 50 units sold. I would rather purchase the products from Vijay sales at a lower price and sell it at a higher profit margin.As a result small dealers would find it extremely difficult to compete with these heavy weights.  One would rather not prefer to be a dealer of Voltas and buy the products from these giants themselves at a lower price than what Voltas can offer them.  The Incentives provided to small dealers is 5% less than that provided by LG  Margins offered to big giants like Vijay Sales.  Spares too are a bit higher priced while comparing it to LG  Initial dealership fees of Rs 50. 000 needs to be paid to become an authorized dealer of Voltas. Croma.  Very low profit margins for dealers. Example: As a dealer.Key Findings about Pricing:  Voltas air conditioner are priced nearly Rs.

000 & secondly as a customer you tend to observe the air conditioner installed in the dealers shop.  Free installation could be provided in off season. while making your purchase decision you observe a Voltas ac installed in the dealers shop this will tend to boost your buying decision & will give you confidence in your buying decision.Recommendations about Pricing  Increase margins for all dealers.  Reduce the margins between the big & small dealers so that the small dealers have a good chance of competing with these giants.  Reduce prices of Air conditioner to match LG. .  Come up with Nano air conditioner for the lower middle class of people. This would act as a promotion as well.  A lot more should be spent on R & D activities and also on Advertising. Example: If a dealer meets his targets provided him/her with a free Ac or a cash incentive.  Offer incentives to dealers to achieve set targets.  Offer interest free loans for purchasing an air conditioner which is already offered by LG. This would serve 2 benefits firstly the dealer will feel he s paying less as he s getting a free air conditioner so he will not feel the pinch of shelling out 50.  Payments by customers can be made in installments.  Along with dealership fees provided the dealer with a free Voltas Air conditioner.

warehousing. information. and people. effective forward and reverse flow and storage of goods. work in process. implements and controls the efficient. It is difficult to accomplish any marketing or manufacturing without logistical support. transportation. services. inventory. from the source of production to the marketplace. and other resources like products. Logistics Management is that part of the supply chain. and finished inventories where required at the lowest cost possible. energy. services and related information between the point of origin and the point of consumption in order to meet customers' requirements. and packaging.Place The logistics (Supply Chain Management) Visit to warehouse Logistics is the art and science of managing and controlling the flow of goods. The operating responsibility of logistics is the geographical repositioning of raw materials. which plans. . material handling. It involves the integration of information.

or seaports. 2. Right Time 2. Mother Warehouse 2. They also often have cranes and forklifts for moving goods. 5. They come equipped with loading docks to load and unload trucks. 3. Warehouses are used by manufacturers. importers. wholesalers. Right Place 3. airports. exporters. or sometimes are loaded directly from railways. transport businesses. Spare part warehouse The mother warehouse is that where the products from the factory are kept and from that warehouse.discipline . Branch Warehouse 3. Right Condition 4. which are usually placed on ISO standard pallets loaded into pallet racks. 4. customs. which Voltas strictly follows.5R’s of Logistic followed by Voltas: 1. 5S’s of warehouse. A warehouse is a commercial building for storage of goods. Right Cost 5. 1. They are usually large plain buildings in industrial areas of cities and towns. Sweeping Sorting Systematic Arrangement Simplification Self. etc. Right Handling The Factory is located at Bhandup & Bhiwandi there are three types of Warehouse1. the products are sent to the branch warehouse.

Red Card – To stop the product going into market. Yellow Card – After the product labeled with green.In warehouse. we have the following process. which is followed in logistic through ERP. the products are pinup with 3-color paper to get the knowledge about the delivery. In Voltas. • Beyond 200 km. Green card – To allow the product for delivery in market. – 24 hrs. 3. 1. allow this to move in market Distribution Time:• Local delivery – 24 hrs • Upcountry delivery – 48 hrs • Within 200 km. which the logistic department follows to fulfill the demand in the market at right time. The above distribution time is the time of delivery of products from warehouse to the market place.  Order Processing  Invoicing  Indenting  Report Order Processing booking for dealers /distributors Invoicing after billing process/bill generation Indenting requirement (Pdt Unit to branch unit) Report distributed to all . – 48 hrs. 2.

 While LG manages to delivery its air conditioners in a1 days it was found that Voltas delivered its air conditioners in 2 to 3 days.  The market penetration can be increased by having more number of dealers. .  The installation of the air conditioner too was found to be on the slower side while comparing it to market leader LG.  Only 2 warehouses in Mumbai.Findings about Place  It was found that Voltas had to go through a lot of nitigrity processes which are time consuming hence resulting in slow delivery.

warehouse management.  Reduce the delivery time from 2 to 1 day.Recommendations about Place  Make process short & simple to ensure quicker delivery of final product.  Developing operational excellence in sales forecasting.  To reduce octroi charges the movement could be directed via Goa as it‟s an octroi free zone.  Improve the pace of installation at customers place.  Reducing the cost of logistics & passing on the benefit to the consumer.  Having more number of warehouses at strategic locations could reduce the time lag.  Having more number of dealers to increase the market reach. . transportation management & material management.  Decide on the best possible channel of distribution keeping in mind company‟s value to its customers.

That is why the India ka Dil. The key here is to provide information to the customer when he is on the look out. an AC is not just a cooling appliance. Here the ad spend is something that had to be very carefully planned.Promotion: Retailers communicate with customers through five vehicles  Advertising  Sales Promotion  Publicity  Store Atmosphere &  Personal selling Advertising: form of paid communication to customers using mass media like TV. the first company in India to manufacture an indigenous air-conditioner in 1954. Newspaper. The brand also implies .the-art technology. While consumers are moved by this emotional plank. was also the first to launch the split AC in 1982. it is a device that enables them to provide care and comfort to those they love. as the AC market in India is seasonal. Voltas understands the needs and concerns of the consumer. Voltas has introduced India to newer cooling technologies. and Radio. Its ad campaigns like “Jagmag Desh Mera” & “India ka dil… India ka AC” are emotional appeals to Indians. The appeal of Voltas lies in the values and emotions it stands for. To Indians. they are also aware that every Voltas product is supported by state-of. appealing to their pride in the new emerging India. Over five decades of operations. Voltas. In the months preceding summers (April to June & October) the aggressive approach needs to be adopted. a robust after sales services network and the inherent assurance of being a Tata product.. An Indian brand at heart. India ka AC campaign resonates so strongly with Indian consumers.

a brand that has deep roots in India and a global outlook to take on the world. In newspapers like the Midday there are a lot of Ads give by the retailers for their showrooms along with the brands of AC. Store atmosphere: paid impersonal communication is combination of stores physical characteristics like signs. Value. This is one of the areas that we covered under our project. This figure is second after LG.of the total 50 outlets for the Mumbai Region 22 had the POP Material for Voltas Air Conditioners.dependability in delivering value through engineering and innovation. lighting etc. in the bigger outlets like Vijay Sales there are invariably schemes offered on the purchases. Sales promotion: Paid impersonal communication activity that offers incentive to customer to purchase a product like coupons. discounts etc. discount coupon schemes etc. which has a presence in 31outlets with its POP Material. . fashion ability of merchandise. means providing the customer satisfaction in terms of performance. Voltas too is being seen as a brand which effortlessly combines the traditional with the modern. contests. Like the Tata brand. Publicity: Is communication through significant unpaid presentation about the retailer. this also fetches important publicity to the AC companies. The showrooms that offer such schemes are of prime importance to the company as the awareness regarding such showrooms is very high amongst the customers. displays. color. The figures for store atmosphere are. pricing. durability and cost. which include free tour packages. which increase the footfalls in the showroom thus increasing the probability of sales. which create an image about stores service. For example the newspaper coverage of any special event conducted by the retailer. according to Voltas.

. Thus the positive feedback from the outlets is almost the same but the difference creeps in when it comes to the negative features given by the Dealers/Salespersons Voltas has a problem as 25 outlets allover Mumbai claim it to priced to high and 16 claim it to be poor on the after sales front. The Dealers/Salespeople at majority of the outlets speak highly of LG‟s low price & good quality (21 outlets). This is one of the major differentiating factors. For LG the negative feedback is very low as there are overall only 10 outlets claiming it too are on the quality. and better electricity efficiency (20 outlets). Whereas for Voltas the most spoken about positive features are good quality (19 outlets). as the most running brand (31 outlets) and good after sales (10 outlets).Personal selling: Is communication process in which sales people assist customers in satisfying their needs through face-to-face conversation. This as another head covered under the project. It is paid personal conversation.

Store atmosphere. Visual merchandising.Communication methods Impersonal Advertising. Sales promotion Publicity Personal Personal selling Paid Word of mouth Unpaid Comparison of Communication Methods: Paid Impersonal: Control Advertising Sales promotion Sales atmosphere Flexibility Credibility Cost Control Flexibility Credibility Cost Unpaid Impersonal: Control Publicity Flexibility Credibility Cost Flexibility Credibility Cost Paid Personal: Personal selling Unpaid Personal: Control Word of mouth .

The showroom atmosphere along with the word of mouth is the perfect combination when it comes to wining the customer‟s confidence. But because each salesman can deliver different messages. Since unpaid communication is not designed and delivered by retailer one can communicate both favorable and unfavorable information. content and time of delivery. Flexibility: Personal selling most flexible because sales people can talk and cover customer specific needs and develop unique presentation. The perfect example could be of LG‟s. In all there area lot of dealers that claim that Voltas‟s electricity efficiency will see to it that the difference in the price (over LG) will be recovered in about a year‟s time. .g. retailers have less control over content/timing of publicity and word of mouth.High High to Moderate Moderate to Low Moderate Low Control: Retailers have more control when using paid versus unpaid methods. Such a push will lure the customers who want to buy a cheaper AC to buying Voltas. Other communication method less flexible E. With such kind of bombardment more customers are expected to turn to LG rather than away from it. there were 11 outlets that had the dealer certificates for the brand claiming it to be the number 1 brand in India and invariably these outlets pushed LG to the customers (overall LG is the most preferred brand at 21outlets and one of the top three most preferred brands at a staggering 36 outlets. When using advertising. Sales promotions. and Stores atmosphere retailers determine messages.: Advertisements convey the same message to all customers.

Cost: publicity and word of mouth are unpaid communication methods Communication elements and consumers decision making process Awareness Knowledge Signs Advertising Publicity Favorable Attitude Sales people Image advertising (shop) Store Atmosphere Visit Store Sales Promotion POP Displays Repeat Visits Positional Advertising Personal Selling / Sales Promotion POP Displays /Positional Advertising Personal Selling The above figure shows which communication methods most effective at various stages in the decision are making process. For egg: for creating awareness/knowledge Signs.Credibility: Because publicity and word of mouth are communicated by independent sources. and Publicity are very important. Information is more credible than in paid communication sources. Advertising. The word of mouth is the best publicity for the brand. .

Continuous Patronage and loyalty/repeat visits are developed through communication directed at positioning the store and through service provided by Sales people. in 21 outlets out of 50 LG was the top brand while in 36 outlets it figured among the top three brands. Favorable attitude and visiting the store is very important from the sales point of view these 2 factors are dependent on the dealer preference. Voltas was the top brand in 14 outlets while in 29 outlets it figured among the top three brands. Steps between evaluation of Alternatives & a Purchase decision Attitudes of others Evaluation of Alternatives Purchase decision Purchase Intention Unanticipated Situational Factors . image of the shop. and the effective use of the POP material by the dealer is very important In the overall analysis we found that the dealer preference for LG was the most. 21 outlets made proper use of the POP material for LG out of 50. In the use of POP material again LG was the top brand. the atmosphere inside the shop. while for Voltas 11 outlets made use of the POP material provided by the company. sales promotion carried out by the dealer.

After deciding on a particular product there is a very rare chance that the customer will backtrack from the purchase of that particular brand until and unless he comes across some negative feedback regarding the brand or the company? For e.Here the customer typically goes through all the brands offered by the dealer in the market definitely with the intention of purchasing one of them. Word of mouth spreads very fast and travels even faster when the news is bad. Here LG scores highly and Voltas gets negative feedback from the dealers. He evaluates each brand on the basis of the information provided in the leaflet and then on the response given by the dealer. which weighs heavily in the favor of a particular brand. hence it becomes very important for the company to create a goodwill and trust among the consumers as well as the dealers. Price is one factor. Successive steps involved in preferences given by the dealer Total set Voltas LG Hitachi Samsung Carrier Videocon Whirlpool Onida OG National Awareness set Voltas LG Hitachi Samsung Carrier OG Consideration set Voltas LG Samsung Carrier Choice set Voltas LG Samsung Decision ? .: in the case of LG bad service and low durability are the major negative factors which a customer would often come across while looking for ACs.g.

76 lakhs was spent towards advertisement expenditure which is substantially less when you compare it to LG.Key Findings about Promotion  A lot of dealers as well as customers could not recollect a Voltas Ad.  In 2008 Rs 1250.  The emotional appeal does not really make the customers buy a product. .  LG also provided free installation as a promotional strategy.  In nearly all the LG dealers a certificated of dealership was given to dealers which also stated that LG is the Number 1 brand in air conditioners.  It was found that in most of the multi brand dealers the branding of the dealers shops were done by LG.  LG also throws parties to its dealers every year also LG sends its dealers for paid holidays on achieving of set targets. Hoardings etc this was not done enough earlier.  20% of customers interviewed said LG was there favorite Air conditioner ad followed by Hitachi at 16%.  Customers also felt that the ad campaigned “India ka dil….  It was also found that LG organized exhibitions to showcase its products which Voltas does not do.  A lot of customers did not know that Voltas is a TATA product hence.India ka AC” did not stand out in the ad. Print ads.  Other forms of media too are now being used by Voltas to advertise like Radio.

Recommendations about Promotion
 Highlight brand TATA in the ads.
 Spend a lot more on outdoor advertising.
 Appointed Voltas salesmen in popular showrooms like Vijay Sales,
Sumaria etc. to not only promote the brand but also to push for sales.
 Use celebrities to promote the brand.
 Sponsor important events like T20 World Cup, Popular television serials
etc.
 Set up kiosks outside shops to promote the brand.
 Provided inept training to dealers about product specifications.
 Branding of dealers shops & proving them dealership certificated which
can be displayed..
 Providing dealers with rewards & recognitions for achieving targets.
 Advertise a lot more aggressively during summers.
 Highlight the power saving feature also make users aware about star
ratings.
 Use the advantage of being the pioneer in Indian air conditioner.
 Come up with attractive schemes like free installation, scratch card, free
trips, etc.
 Come up with full page ads in newspapers, leaflets in popular newspaper.
 Product awareness needs to be increased further.
 Install a Voltas AC at dealer‟s shops as a customer tends to notice the air
conditioner used by the dealer.

Dealers Questionnaire
Product
1) Which air conditioner according to you offers the best features?
a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star
g) Godrej h) General
i) Others
2) On a scale of 1 To 5, how would you rate Voltas Air conditioners on the
basis of design?
a )1
b) 2
c) 3
d) 4
e) 5
3) How would you rate Voltas Air conditioners in terms of performance Vis a
Vis competition?
a) Low
b) Average
c) High
b) Superior
4) What is your take on the after sales service provided by Voltas compared to
other Brands?
a) Excellent b) Very Good c) Good d)Average e) Poor
5) In selling situations, which particular aspect of Voltas Air conditioner offers
leverage over other brands?
a) Features b) Brand Name c) Design d) Price e)Others
6) Why according to you, is LG the market leader in Air conditioners?
a) Better design b) Better technology used c) Lower Prices
d) Brand Name e) Better Service provided f) More durability
7) Which Air conditioner is the most Durable?
a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star
g) Godrej h) General
i) Others
8) Are you aware in advance about the new products which are going to be
launched by Voltas?
a)Yes
b)No
9) What complaints do you most often face from customers?

a) Poor after sales service b) Goods Received in damaged condition
c) Availability of spare parts d) Others

Price
1) How do u find the pricing of Voltas Air Conditioners compared to
other brands?
a)Competent
b) High
c) Low
d) Average
2) Which brand according to you offers full value for money?
a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star
g) Godrej h) General
i) Others
3) How much of your business volume is accounted for by Voltas
Products?
a) Less than 10% b) 11% -25% c) 26%-50% d) 50% And more
4) How much of your business profits is accounted for by Voltas
Products?
a) Less than 10% b) 11% -25% c) 26%-50% d) 50% And more
5) Does the pricing of Voltas Air conditioners offer enough range to

different classes of customers
a) Yes
b) No
5) What are your payment terms?

a)Full on delivery b) Full advance c) Part advance & Part on delivery
d) Full credit
7) Which Air conditioning Brand offers you maximum discount &
return on investments (Highest profit)?
a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star
g) Godrej h) General
i) Others
8) Do you as a dealer get some additional benefit for promoting a
particular brand?
a) Yes
b) No
c) Would not like to reveal

are you happy with the process of returning back the products to Company? a) Yes b) No 5) Why don’t you display more of Voltas Products? a) Limited Demand b) Space Problem c) Low profits b) More demand for competitors products 6) What is the average number of days taken by Voltas to deliver the Air Conditioner? a) 12 hours b) 1 Day c) 2 Days d) 3 days e) 4 Days .Place 1) What is the delivery system adopted by Voltas compared to other brands? a) Delivery via intermediaries b) Direct delivery c) Pick up from factory/warehouse 2) Are you happy with the delivery System of Voltas? a) Yes b) No 3) Have you ever faced stock out for Voltas Products? a) Yes b) No 4) In case of any damaged products.

.Promotion 1) Which is your favorite Air conditioner Ad? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 2) Which company’s name comes to your mind First when one says Air Conditioners? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 3) How effective is Voltas Air conditioner ad compared to other brands? a) Very Effective b) Effective c) Not effective d) Cant Recollect Voltas Ad 4) How effective are Voltas Ads in drawing out customers? a) Very Effective b) Effective c) Not Effective d) Ads have no effect on sales of brand 5) On a scale of 1 to 5 how would you rate Voltas ads? a) 1 b) 2 c) 3 d)4 e) 5 6) Any suggestions for Voltas top management? Thank You For Taking The Survey.

Customers Questionnaire 1) How do you perceive Air conditioners today? a) Luxury b) Necessity c) Can do without 2) Do you own an Air conditioner? a) Yes b) No 3) If Yes Which Brand? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 4) Which brand according to you offers best features? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 5) While purchasing an Air conditioner what particular aspect do you give highest weighted to? a) Features b) Price c) Brand Name d) Design e) Durability 6) Which is the most trusted brand of Air conditioner according to you? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 7) According to you which Air conditioner offers full value for money? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 8) Which is your favorite Air conditioner Ad? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 9) Which company’s name comes to your mind First when one says Air Conditioners? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others .

10) Have you seen Voltas Ad? a) Yes b) No 11) What message is tried to be put across by the ad? a) Voltas Air conditioners save electricity b) Voltas is the pioneer in Air conditioners c) Voltas is the most trusted brand of Air conditioners d) Not seen the ads 12) How effective are Voltas Ads in drawing out customers? a) Very Effective b) Effective c) Not Effective d) Ads have no effect on sales of brand 13) Any Suggestions for Voltas Top Management? Thank You For Taking The Survey .

how would you rate Voltas Air conditioners on the basis of design? a )1 b) 2 c) 3 d) 4 e) 5 3) How would you rate Voltas Air conditioners in terms of performance Vis a Vis competition? a) Low b) Average c) High b) Superior .Results Product 1) Which air conditioner according to you offers the best features? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 2) On a scale of 1 To 5.

4) What is your take on the after sales service provided by Voltas compared to other Brands? a) Excellent b) Very Good c) Good d)Average e) Poor 5) In selling situations. which particular aspect of Voltas Air conditioner offers leverage over other brands? a) Features b) Brand Name c) Design d) Price e)Others 6) Why according to you. is LG the market leader in Air conditioners? a) Better design b) Better technology used c) Lower Prices d) Brand Name e) Better Service provided f) More durability .

7) Which Air conditioner is the most durable? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 8) Are you aware in advance about the new products which are going to be launched by Voltas? a) Yes b) No .

9) What complaints do you most often face from customers? a) Poor after sales service b) Goods Received in damaged condition c) Availability of spare parts d) others .

Price 1) How do u find the pricing of Voltas Air Conditioners compared to other brands? a) Competent b) High c) Low d) Average 2) Which brand according to you offers full value for money? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others 3) How much of your business volume is accounted for by Voltas Products? a) Less than 10% b) 11% -25% c) 26%-50% d) 50% and more .

4) How much of your business profits is accounted for by Voltas Products? a) Less than 10% b) 11% -25% c) 26%-50% d) 50% and more 5) Does the pricing of Voltas Air conditioners offer enough range to different classes of customers? a) Yes b) No .

6) What are your payment terms? a) Full on delivery b) Full advance c) Part advance & Part on delivery d) Full credit 7) Which Air conditioning Brand offers you maximum discount & return on investments (Highest profit)? a) Voltas b) LG c) Hitachi d) Carrier e) Samsung f) Blue Star g) Godrej h) General i) Others .

8) Do you as a dealer get some additional benefit for promoting a particular brand? a) Yes b) No Place 1) What is the delivery system adopted by Voltas compared to other brands? a) Delivery via intermediaries b) Direct delivery c) Pick up from factory/warehouse .

but they expect value for money and satisfaction. then there are good chances of a grand success.If Voltas improves the services & incentive scheme for dealers. Indian customers won‟t buy it just because it is their brand. This could certainly help Voltas to penetrate the tough Indian market and to increase the market share. as the Indian air conditioner market is growing very fast.Conclusion From above Literature review and findings we can say that Voltas needs to redesign its marketing strategies and improve its after sales services and also a slight revision it‟s pricing strategy for dealers in order to make a success in India . So Voltas has two options: 1.e. Finally we can conclude that the success (or Sales) of Voltas AC is dependent on after sales service & incentives provided to dealers as they are the ones who push your brand. 2. Improve the marketing strategies i. . Revamp the incentive schemes for dealers & distributors so that they push brand Voltas instead of any other brand. advertising & after sales service.