Company at Glance

NAME OF THE COMPANY - BLUE STAR LIMITED BOARD OF DIRECTORS y y y y y y y y

Ashok. M. Advani Sunil. M. Advani T. G. S Babu Satish Jamdar Shalish Haribhali Pradeep Mallick Gurdeep Singh Suresh. N. Talwar

-Chairman & Managing Director -V. C. & Managing Director Executive Director -Executive Director -Director -Director -Director -Director

COMPANY SECRETARY - Sangameshwar Iyer BANKERS o HSBC o SBI o Oriental Bank Of Commerce o ABN AMRO Bank o BNP Paribas

AUDITORS - K.S. Aiyar & Company, Mumbai.

REGISTERED OFFICE:

Kasturi Buildings, Mohan. T. Advani Chowk, Jamshedji Tata Road, Mumbai 400010 Tele 91-22-66665 4000 www.bluestarindia.com

Fact Sheet
y y y y y y

Total Income: Rs.2569 Cr Net Profit: Rs.211 Cr Employees: 2600 Manufacturing Units: 5 Offices: 29 Dealers: 720

Corporate Profile
Blue Star limited was founded in 1943 by late Mohan T Advani, an entrepreneur of exemplary vision and drive. It started as a modest threeman operation, which was engaged in reconditioning of refrigerators and Air conditioner. In 1969, Blue Star became a public limited company with its corporate headquarters at Kasturi Buildings in Mumbai. Today, Blue Star is Indias largest air-conditioning company with an annual turnover of over Rs 2569 crores, a network of 29 offices, five modern manufacturing facilities and around 2600 employees. It fulfils airconditioning 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. Blue Star manufactures and markets a wide range of air-conditioning and commercial refrigeration systems and products. These include large central air-conditioning plants, packaged air-conditioning systems, split and window Air conditioner, water coolers, bottled water dispensers, ice-cube machines, deep freezers, cold storages and commercial kitchen and laundry. Blue Star's other businesses include marketing and maintenance of hi-tech professional electronic and industrial products such as testing machines, data communication equipment, medical and analytical instruments and special control valves. Thus, the core businesses of Blue Star are airconditioning, commercial refrigeration and distribution of professional electronic and industrial equipment.

The company has manufacturing facilities at Thane, Himachal Pradesh, Dadra, Bharuch 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 Blue Star has business alliances with world renowned technology leaders such as York International, USA; Hitachi, Japan; Kolpak, USA; Vest frost, Denmark; Electrolux, Sweden; Juniper

Blue Star Ltd. At kala Amb

Blue Star set its foot in Kala Amb, a low-profile town of Himachal, 60 km from Chandigarh, two years ago, and is now set to expand further by investing Rs 5 crore in its manufacturing unit at Kala Amb. This is the fourth manufacturing unit of the company, spread over an area of 8 acres. The plant initially took up production of room air-conditioners, with a thrust on areas such as automation, manufacturing costs, vertical integration and quality. It will soon begin manufacturing other air-conditioning products such as packaged air-conditioners and ducted splits. The plant has a capacity to produce 150,000 window and split airconditioners on a single-shift basis. At the end of this financial year, the plant will probably have a turnover of Rs 125 crore. At present, it employs around 100 people.

The plant will mainly cater for the domestic market and there are no plans for exploring the export market. A senior company official told Business Standard Himachal had a disadvantage for exports because of its location but was quite lucrative due to its proximity to Punjab and Uttar Pradesh, which have large chunk of virgin markets. After the incremental investment of Rs 5 crore in 2007-08 for expansion, we expect the plant to earn a turnover of Rs 300 crore, he said.

Products
 Professional Electronics & Industrial Equipment  Cold storage  water coolers  bottled water dispensers  ice-cube machines  deep freezers  commercial kitchen and laundry  Central Air-conditioning  Refrigeration & Air- conditioning Products

Competitive Scenario
Apart from the huge infrastructure development and the introduction of new products across Divisions, Blue Star has focused on keeping its most valued resource is manpower updated, competitive and able to understand all aspects of Product Development, Ongoing training is imparted to people at all levels, through in house and external inputs. Some of the competitors of Blue Star ltd.

Corporate Social Responsibility

Blue Stars Corporate Social Responsibility (CSR) philosophy is built on three pillars namely Environment protection Energy conservation Community development around its facilities. The Company is highly committed to the cause of protecting the environment. Energy efficiency of its products remains a corner-stone of its research and development efforts Air, water and energy management services as well as LEED (Leadership in Energy and Environmental Design) consultancy for Green Buildings have been part of its business and practices. The Company has also been contributing in the technical domain in the use of eco-friendly refrigerants in its products. Energy Conservation goes beyond using efficient products. A huge amount of energy is wasted nationally due to sheer ignorance and lack of awareness. Blue Star helps deserving institutions such as hospitals and colleges to save power by conducting free walk-through energy audits. The Company has conducted several such audits with energy recommendations for Jai Hind College, St Xaviers College, Nirmala Niketan College of Social Work, National Association for the Blind (NAB), Bombay Natural History Society (BNHS), JJ School of Architecture and Dilkhush Special School, amongst others. its efforts towards community development around the Companys facilities, the Company has initiated and sponsored a study in the villages around its Wada Plant to understand the immediate needs. Vocational training and health emerged as pressing needs in this underdeveloped region. Blue Star has sponsored the Vocational training courses offered by an NGO, KSWA in Wada. This centre was set up to support a vocational training initiative for school and college dropouts to make them employable contributing members of their families and comm. unities. Regular visits by the Companys employees have aided in technical support to KSWA for conducting the courses.

Mission & Vision Of Company

Mission Statement
To be a reputed, Profitable and growth oriented Engineering Company. Employing people to take pride in Satisfying customer needs with superior Product & services.

Corporate Vision

To Deliver A World Class Customer Experience

Introduction Of Topic
(Brand Awareness)
The practical experience helps the student to view the real business world closely, which in turn widely influences his/her perceptions and understanding of the real situation. Research work constitutes the backbone of any management education program. A management student has to do research work quite frequently during his entire life span. The research work entitled Brand Awareness And Preference Regarding BLUE STAR AC aims to know customer awareness regarding BLUE STAR and the products offered by it. The present report is a part of the project that contains the work done by me during the training period at Blue Star Ltd. Kala Amb. True to the core, a properly and executed industrial training helps a lot in providing Linkage between the student and the industry. It develops the awareness of industrial Approach to problem solving based on a board understanding of the mode of operation of industrial organization. This project has offered me an opportunity to put all my efforts and the theoretical knowledge to practice and enhance my knowledge, and at the same time, given me practical experience in the field of marketing. It is surely going to help me in my future projects too. In the preparation of this report, I have made every effort to ensure that all steps involved in development of this project are adequately covered and the report be completed in it. Any suggestions for improvement, if rendered, will be gratefully accepted.

Research Objective
The team was assigned with the task of predicting the customer behavior towards Blue Star Products in Air conditioning and water cooler Industry as a part of the summer training curriculum. The entire project was divided into two parts:

a) To know the brand awareness about Blue Star products. b) To know that whether the customer are Satisfied with the services offered by Blue Star and suggestions.

Based on the Market research conducted the team was expected to submit a project report on the same.