A PRESENTATION ON VOLTAS AIR CONDITIONERS

SUBMITTED TO: Prof Kirti Dutta

SUBMITTED BY: HIMANSHU ARORA(56) SANDEEP KAMAL(73) PRASHANT CHATURVEDI

INTRODUCTION
PROFILE Voltas is one of the world's premier engineering solutions providers and project specialists. Founded in India in 1954, Voltas Limited offers engineering solutions for a wide spectrum of industries in areas such as heating, ventilation and air conditioning, refrigeration, electro-mechanical projects, textile machinery, mining and construction equipment, materials handling equipment, water management & treatment, cold chain solutions, building management systems, and indoor air quality.

ORGANIZATION

Voltas' operations have been organized into three independent business-specific clusters: 1) Electro-Mechanical Projects & Services 2) Engineering Products & Services 3) Unitary Cooling Products

UNITARY COOLING PRODUCTS

Air Conditioners

Commercial Refrigeration

Water Coolers & Dispensers

VOLTAS AIR CONDITIONERS

SPLIT AIR CONDITIONERS : 15 PRODUCTS WINDOW AIR CONDITIONERS : 7 PRODUCTS CASSETTE AIR CONDITIONERS : 1 PRODUCT

SLIMLINE AIR CONDITIONERS : 2 PRODUCTS

THE LEADING COMPETITORS

ELECTROLUX

WHIRLPOOL

SAMSUNG

LG

VIDEOCON

ANALYZING THE MARKET SEGMENT

VOLTAS ACs TARGET THE MIDDLE CLASS POPULATION WHERE ANYONE CAN AFFORD ACs THAT HAVE BEEN KEPT AT A REASONABLE PRICE. THE COMPANY TARGETS THE B AND C CITIES WITH VERTIS PREMIUM WINDOW AND SPLIT AIRCONDITIONERS. THE COMPANY HAS CAPTURED THE DOMESTIC SEGMENT WITH MASS MEDIA CAMPAIGNS LIKE INDIA KA DIL INDIA KA AC. THE COMPANY TARGETS THE CONSUMERS WHICH ARE COST SAVING CONSCIOUS OR COST SAVING AND APPEARANCE CONSCIOUS OR THOSE WHO ARE AFFORDABILITY PLUS EASE CONSCIOUS.

BRAND POSITIONING STRATEGY

LOW ON COST. ALL THE FEATURES OF A GOOD AC. CREATING RESONANCE THROUGH INDIA KA DIL INDIA KA AC CAMPAIGN. SPEACIAL POWER SAVING FEATURES.

PRODUCT STRATEGY

USING LATEST TECHNOLOGY TO FIGHT HEAD ON WITH MNCs. DEVELOPING PRODUCTS FOR THE LOW END MARKET. FOCUSING ON COST EFFECTIVENESS. DEVELOPING A VAST PRODUCT LINE.

HOW IT CREATED BRAND EQUITY?

USP LIES IN 12-15 PER CENT MORE COOLING BECAUSE OF ITS COMPRESSOR CAPACITY. OFFERING HIGHER ENERGY EFFICIENT AIRCONDITIONERS WITH LOWER NOISE, AUTO SWEEPING FEATURES AND AESTHETIC DESIGN. REENFORCING THE TRENDY AND HIP IMAGE WHILST WORKING ON BUILDING A BETTER BRAND. SPENDING HUGE COSTS ON ADVERTISEMENTS. THE INDIA KA DIL INDIA KA AC CAMPAIGN.

RECOMMENDATIONS TO ENHANCE BRAND EQUITY

PROVIDING ENHANCED AND PROMPT SERVICING FACILITY.

COMING OUT WITH MUCH MORE INNOVATIVE PRODUCTS.

COME UP WITH ATTRACTIVE SCHEMES LIKE FREE INSTALLATIONS.