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 antroduction
¦ Voltas is among andia's leading air-conditioning, refrigeration
and engineering services companies.
¦ Set up in 1954, its core competencies lie in air conditioning
and cooling appliances and services.
¦ Voltas is andia's largest supplier of engineering products and
services for the textile machinery sector and is a major
manufacturer of forklift trucks.
¦ at provides solutions in turnkey pumping projects for water,
effluent and sewage treatment, and water pollution control.
¦ The company has aSO 9001-2000 certification and has
executed projects in the Middle East, Southeast Asia, Central
Asia, Africa and Europe.
¦ Total 20 branches in all over andia.
¦ Voltas is connected with Tata for the last 51 years.
 anteresting Facts
¦ Vision Of Voltas: G
G 
G 
¦ Burj Khalifa , Etihaad towers , Bahrain City Center
¦ Terminal 3, Fortis hospital Delhi, Godrej aT Park
¦ CWG
¦ Airports- Hyderabad (Rajiv Gandhi anternational Airport -
LEED), Singapore (medical and research center).
¦ Commercial banks like SBa, PNB atm͛s, Co-op bank, Dena bank
¦ Carbon Foot Prints
 Research Objectives
¦ To know about the 4P͛s and current positioning of the Voltas
AC

¦ To know about the customer perception about Voltas AC

¦ To study the factors affecting the customer͛s purchase

decision regarding Voltas AC
 Research Methodology
¦ Place of study: Chandigarh
¦ Type of study: Descriptive Study
¦ Sample size: 50
¦ Sampling technique : Judgmental Sampling
¦ Data collection method: Survey Method
¦ Data Analysis technique: Graphical Method
 Findings
¦ 4 P͛s:
   
 
    


 :  
: Distribution ¦Newspaper & Print
Windows Window: Rs.16,177 Channel Media
Split AC Split : Rs.21,123 ¦TV Commercials
Cassette ¦Campaign-͟Jagmag
Slimline desh mera͟
Ductables ¦Personal selling
¦Store Atmosphere
¦Sales promotion
Range of products
 Findings
¦ 4 P͛s:
   
 
    


 :  
: Distribution ¦Newspaper & Print
Windows Window: Rs.16,177 Channel Media
Split AC Split : Rs.21,123 ¦TV Commercials
Cassette ¦Campaign-͟Jagmag
Slimline desh mera͟
Ductables ¦Personal selling
¦Store Atmosphere
¦Sales promotion
 Distribution Channel
O

 
  






  
 


  

Chandigarh, Himachal Pradesh, Parts Of Haryana &

Jammu & Kashmir
 Findings
¦ 4 P͛s:
   
 
    


 :  
: Distribution ¦Newspaper & Print
Windows Window: Rs.16,177 Channel Media
Split AC Split : Rs.21,123 ¦TV Commercials
Cassette ¦Campaign-͟Jagmag
Slimline desh mera͟
Ductables ¦Personal selling
¦Store Atmosphere
¦Sales promotion
 STP of Voltas AC
¦ Segmentation-
The air conditioner market is broadly divided into home,
commercial and industrial segments.
The commercial segment includes premises fitted with off
the shelf air conditioners and those needing custom-built
air conditioning systems.
The group looks after off-the-shelf air conditioners and
other products like water coolers and water dispensers.
 Target
¦ andia is a tropical country where summers are vey hot and
humid. Voltas AC͛s target the middle class population where
anyone can afford AC͛s that have been kept at a reasonable
price.
¦ The company will be targeting the B and C cities with the
launch of new range of Vertis Premium window and split air
conditioners. The newly launched air conditioners are priced
in the rage off Rs9,900 - Rs28,000 (window) and the split air
conditioners are in the range of Rs14,500-Rs36,000.
¦ The company is now trying to capture domestic segments too
with mass media campaigns like ͞andia ka Dil, andia ka AC͟.
¦ The company also introduced a sub Rs.10,000 air conditioner.
(Source ʹ domain-b.com)
 Positioning
¦ |
    





 !"!


Every Voltas AC customer now has the chance

to participate in a nationwide initiative -- the
'Lighting up a billion lives' campaign for
electrification of rural homes, being
conducted by The Energy and Resources
anstitute (TERa), with Voltas' enthusiastic
support.
¦ Voltas is actively encouraging its customers to participate
through direct purchasing, as well as by spreading the
word among their friends and relatives. at's a rare
opportunity to make a significant impact in creating a
brighter future for andia.
¦ Voltas͛ ͞andia Ka Dil, andia Ka AC͟ campaign has had a
special resonance with consumers, appealing to the pride
of andians in the new emerging andia and its booming
economy, and the feeling that andia has now arrived on
the global stage.
¦ Power saving features of Voltas star rated Acs.
¦ Eco friendly ʹ
antibacterial remote control ,
hydrophilic coated aluminum fins (Fitted in the indoor unit, this
water contamination free foil enhances the heat exchange
efficiency),
golden bio evaporator (prevents bacteria from breeding and
spreading to create a healthy and comfortable environment).

¦ Unbeatable technology
-first to introduce AC with a.Q.
Survey Analysis
Do you have an AC in your
House/Office/Shop?


Yes
No

49
How many AC͛s do you have?
×    

7
No. Of AC͛s
18 1
2
3
16 4 or more

8
 Which brand of AC are you using?
× # 
25
2
20

0 9
6 No. Of Users
5 4
2
0
What capacity of AC are you using?
×  # 
0
7 3
Capacity( in ton)

11
0.75
1
1.5
2
More than 2

36
Which type of AC are you using?
×  # 
00 0

19

Windows
Split
Cassette
42 Corner
Slimline
 For how long have you been using the
AC?
×  # 
30
25
25

20 19

15
No. of Users
10

5 4
2
0
0 to 5 6 to 10 11 to 15 16 to 20 Years
Attributes that may/may not motivate
to buy Voltas AC
45
40
35
13
30
25 23
30 3
20 2
16
15 1

10 5 1-Least
11
5 5 amportant
5 10 3-Most
4 4 4 important
0
Price Performance Warranty Service
Which mode influenced you to buy
Voltas AC?
× # 

10%
6%
Peer Group
Newspaper
44%
TV
Radio
32%
anternet Ad

8%
 an future which brand of AC will you
prefer to buy?
¦ Out of 50 sample size, 18 persons preferred to buy Voltas AC
in future
¦ 9 persons wanted to buy Hitachi,
¦ 4 persons wanted to buy LG,
¦ 3 for Carrier,
¦ 1 each for Samsung, Whirlpool and General.
 Post Purchase Services
¦ Voltas AMC -Only a Voltas AMC offer you complete peace of
mind as it is backed by a nationwide network of service
centers with well trained engineers.

¦ Call 4 care - Voltas 24x7 Customer Care Center has a

dedicated team of professionals who are ready to register and
attend to your service requirements anytime of the day.
 Conclusion
¦ Voltas is among andia's leading air-conditioning, refrigeration
and engineering services companies.
¦ People are motivated to buy a Voltas AC due to its
performance,
warranty,
price,
service.
¦ Windows AC and split AC͛s are more popular among
customers than other variants.
¦ Also 1.5 ton AC͛s are far more popular.
 Recommendations
¦ antroduce the variants of Corner and Slimline AC͛s and
advertise them aggressively.
¦ Come up with attractive schemes like free installation.
¦ Make the AC models more attractive.
¦ Ensure prompt service.
¦ More emphasis on product specification through Voltas
channel partners.
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