Professional Documents
Culture Documents
SIP–2010
Submitted By:
Name: ANAND.R
PROJECT REPORT
ON
(MARKETING, SALES)
HYDERABAD
ACKNOWLEDGEMENT
Anand .R
Enroll. No.7NIHN115
TABLE OF CONTENTS
1. ABSTRACT OR SUMMARY
Marketing
2. INTRODUCTION
3. PRODUCT PRESENTATION
4. OBJECTIVES
5. LIMITATIONS
6. METHODOLOGY
Sales process
Marketing process
7. SCHEDULE
8. CONCLUSION
9. APPENDICES
SUMMARY
MARKETING
MARKETING MIX:
These four elements are often referred to as the marketing mix,[3] which a
marketer can use to craft a marketing plan.
Branding
Marketing communications
Advertising
• Maximize sales
• Publicity
• Brand building
• Create awareness
• Persuade buyers
• Introduction of new product
• Enable market leadership
• To face competition
• To inform changes
• To counteract to competitors advertisement
• To enhance goodwill
• Market research
• Setting out aims
• Budgeting
• Choice of media (television, newspaper/magazines, radio, web,
outdoor)
• Choice of actors and players (New Trend)
• Design and wording
• Co-ordination
• Test results
Personal sales
• Instant appeal
• Anxiety to sell
Product → Solution
Promotion → Information
Price → Value
Placement → Access
Product focus
Basic theory:
1. Target Audience
2. Proposition/Key Element
3. Implementation
MARKETING PLAN
SEGMENTS APPLICATION
• Blue Star
• Carrier Aircon
• Daikan Shriram
• LG
• Samsung
• Voltas
• Whirlpool
• O’General
• Matsushita
COMPANY PROFILE
Blue Star is India's largest central air-conditioning company with an
annual turnover of Rs 2574 crores, a network of 29 offices, 5 modern
manufacturing facilities, 700 dealers and around 2600 employees.
It fulfills the air-conditioning needs of a large number of corporate and
commercial customers and has also established leadership in the field of
commercial refrigeration equipment ranging from water coolers to cold
storages. The Company has also started offering Electrical Contracting
and Plumbing & Fire Fighting Services. Blue Star's other businesses
include marketing and maintenance of hi-tech professional electronic
and industrial products.
Blue Star has business alliances with world renowned technology
leaders such as Rheem Mfg Co, USA; Hitachi, Japan; Eaton - Williams,
UK; Thales e-Security Ltd., UK; Jeol, Japan and many others, to offer
superior products and solutions to customers.
The Company has manufacturing facilities at Thane, Dadra, Bharuch,
Himachal and Wada which use state-of-the-art manufacturing
equipment to ensure that the products have consistent quality and
reliability.
Blue Star primarily focuses on the corporate and commercial markets.
These include institutional, industrial and government organizations as
well as commercial establishments such as showrooms, restaurants,
banks, hospitals, theatres, shopping malls and boutiques. In accordance
with the nature of products and markets, business drivers, and
competitive positioning, the lines of business of Blue Star can be
segmented as follows:
Electro Mechanical Projects And Packaged Airconditioning Systems
This comprises central and packaged airconditioning as well as
electrical projects and plumbing & fire fighting projects. The central
and packaged airconditioning business involves design, engineering,
manufacturing, installation, commissioning and support of large central
airconditioning plants, packaged airconditioners and ducted split
airconditioners. In addition to this, Blue Star promotes after-sales
service as a business, by offering several value added services in the
areas of upgrades and enhancements, air management, water
management, energy management and LEED certification consultancy
for Green Buildings.
The Company also executes building electrification contracting projects
and offers expertise in the areas of electrical design and engineering,
supply and installation of entire power systems as well as liasioning,
approvals, commissioning and asset management.
Blue Star has extended its mechanical contracting offering to include
plumbing and fire fighting projects. With this, Blue Star has developed
capabilities for executing integrated MEP (Mechanical, Electrical and
Plumbing) projects.
Cooling Products
Blue Star offers a wide range of contemporary window and split
airconditioners. The Company also manufactures and markets a
comprehensive range of commercial refrigeration products and services
that cater to the industrial, commercial and hospitality sectors. These
include water coolers, bottled water dispensers, deep freezers, cold
storages, bottle coolers, ice cube machines and supermarket
refrigeration products.
Professional Electronics And Industrial Systems
For over five decades, the Electronics Division has been the exclusive
distributor in India for many internationally renowned manufacturers of
hi-tech professional electronic equipment and services, as well as
industrial products and systems. The Company has carved out profitable
niches for itself in most of the specialized markets it operates in, such as
analytical instruments, medical electronics, data communication
products, material testing, and test and measuring instruments
DISTRIBUTION NETWORK:
SALESFORCE:
CUSTOMERCARE:
Blue Star offers the customer free servicing up to one year. Blue
Star offers 24 hours customer care .Any complaints or technical
problem would be deal within 24 hours.
MARKET SHARE:
In the early 90’s the Indian air conditioner industry was dominated
by Blue Star and was the largest producer in the Indian air
conditioner industry. As a result of different policies put forward by
government like globalization lead to the entrance of new players
in the market which in turn led to thought competition in the
market. At present blue star has been rated as one of the best five
brands in the Indian market.
MARKET STRUCTURE:
Blue star supplies its product to its own dealer all over India. The
dealer sells the products to the customer. This strategy followed
by blue star has enabled them to avail and reach its customer all
over India and abroad. Dealers have there own sales executives
who sell the product. Sales executives are given training by blue
star thus enabling them to know all the aspects of the product and
how to deal with the customers.
BOARD OF DIRECTORS
DIRECTORS
PRESIDENT
VICE PRESIDENT
GENERAL MANAGER
DEALERS
R &D DEPARTMENT:
This forms a part of the products life in the market as this deals
with method to alter the product and introduce new technology in
production to meet the demand.
ADMINISTRATION DEPARTMENT
With high level and mangers o this department deals with the
administration and operation of the company. This department is
usually associated with the high level management.
RECRUITMENT:
campus interview
Direct interview
external resources
SENIOR MANAGEMENT:
AUB, BHARUH
All the aspects of the product both technical and sales are dealt in
the seminar
3.1.3. OPERATIONS:
FUNCTIONS: blue star facilitates its customer by offers
product to fulfill different function through:
o COMMERCAIL REFIREATION
o COLD STORAGE
SERVICES:
SERVICE SOLUTIONS
TRAINED PERSONNEL:
Our engineers and technicians are intensively trained to handle
the costly, sophisticated air-conditioning equipment.
PRIORITY SERVICE:
All customers who opt for our annual service solutions are
offered priority service, so that your calls get attended quicker
and the system is up faster.
PREVENTIVE CHECKS:
Under all our service solutions, we offer preventive maintenance
checks which help in identifying problems early, preventing
costly down times.
GENUINE SPARES:
By opting for our service solution, you are assured of genuine
spares that will go a long way in ensuring high uptime for your
system.
EXTENDED LIFE:
Genuine Spares and regular maintenance help in extending the
life of your system.
SEASONAL SETTINGS:
In summer, you would prefer lower temperatures and when the
climate is cold you often feel the need to change your settings to
higher temperatures. Before the onset of a season, our
engineers calibrate the airconditioning system to suit.
SENIOR MANAGEMENT
PRODUCT PRESENTATION
PRODUCT PROFILE
Air conditioning is dfined as a process , which
cools,cleans,circulates,freshens and controls its moisture
contents simontaniously. There are two types of heat
Sensible heat : sensible heat is any heat that
rises the temperature but not th moistur content of the
substance. this is the regular and familiar heat that we
experience every day.
Latent heat: latent heat is that heat requried
transforming a liquid to vapour. Latnt heat plays an
important part in refrigating and air conditioning. It
explains the principle of refriding and also is a coponent
of heat load. Human beings generate lateent heat by way
of moisture on their skin. This perpiration requires to be
dried; therefore a chaqnge in its state from liquid to
vapour is required.
What we say about what the air conditione
r does
discomfort
“it is too warm” the air is cooled
“it is too cold” the air is warm
“it is too humid” miosture in the air is removed
“its too stuff” conditioned air iis circutated gently
“it is dusty the air is filtered
COMFORT PARAMETERS IN INDIA
Most of our cities the ambident condition are quiet
uncomfortable. In summer the tempreature are high and
these temprature can support more moisture, the air is
humid. The dsired comfort tempreature and relative
humidity for india in summer is 25 degree centigrade and
55% relative humidity.
AIR CONDITIONING CAPACITY
The TON in refredigation and air conditioning is a unit
indicating a certain quantity of heat .the quantity of heat
is different from tempreature ,which only says about
how hot the substance is, but hhow much hat it contains.
The two most common unit for stating the quantity of
heat is British Thermal unit (Btu) and calorie (Cal).
The british thermal unit is the quantity of heat neeeded to
raise the tempreature of of 1lb of watr by one degree
Fahrenheit.
The calorie is the metric unit used to raise the
tmpreature of 1 gram of water by 1 degree celcius. Since
a calorie is very small measurement ,it is pratical to use
the thousand caloris as the unit for air conditioning and is
expressed as Kilocalories (K Cal).
1 Ton refregation = 12000 Btu/hr or 300K Cal/Hr.
PRODUCTS
CENTRAL AIR CONDITIONING
• Screw Chillers
• Scroll chillers
• VRF System
COMMERCAIL REFRIDGEATION
• Deep Freezers
• Ice Machine
• Water coolers
• Great Looks
• Long Life
• 3-Speed Cooling
• 4-Way Air Distribution
• Clean Filter Reminder
• Power Saver Compressor
• Advanced Fan Motor
• Inner Grooved Condenser
• Slide-in / Slide-out Filter
• Fuzzy Logic
• Digital Display
• Electronic Thermostat
• Programmable Timer
• Memory Backup
• Sleep Mode
• Quick Start
SPLIT AIRCONDITIONERS
Features
Available in 2.5 & 3 TR models
Aesthetic design
Reliable, efficient 3-phase
compressor ensures longer life and
saves up to 10% power
High CFM for fast cooling
Excellent air throw reaching every
corner of the room
No ducting required resulting in faster and economical
OBJECTIVES:
LIMITATIONS
Major constraint is time duration; the project period is too
short for understanding the Air Conditioner industry.
Lack of new models in the production line and alteration
of the existing products.
NEED DEVELOPING
IDENTIFICATION SALE
EVALUATION OF PROPOSING
OPTIONS SOLUTIONS
ELIMINATION OF ELIMINATING
DOUBTS DOUBTS