This Presentation explores the Consumer Behavior regarding "Voltas AC"

1. VOLTAS AC –A STUDY ON CONSUMER BEHAVIOR Submitted By- NitikaGarg DeepikaThakur MeenuGoswami PalakMadan TarandeepKaur GouravMukhija

2. INTRODUCTIONTHE TATA ‘s Tata Group is one of India's largest and most respected business groups. Tata Comprises of 96 operating companies in seven business sectors. information systems and communications; engineering; materials; services; energy; consumer products; and chemicals. Operates in more than 54 countries across six continents, Its companies export products and services to 120 nations.

3. VOLTAS Established in 1954 in collaboration with Volkart Brothers, a Swiss firm and Tata Sons Limited. Manufactured the first ever room air conditioner in 1954. Introduced the first innovative split air conditioner in 1984. Introduced the tall and elegant slimline air conditioner in 1993. Among the first to launch sub 1.0 Ton ACs. Introduced Energy Efficient Air-Conditioners in 2007 First to introduce corner split AC in 2009

4. Business Organization

5. RESTRUCTURING OF VOLTAS Product: 71 new products Initiative- Launched 1.5 Ton AC Channel revamp: Weed out Non-Performing Dealers Investment in Training Brand Building: “AC with IQ” Aspirational Theme "India ka AC”

6. OPERATING PROFITS & REVENUE Split Ac segment has grown with 38% while Windows segment contributes 17%.

7. STP

8. POSITIONING

9. PRICE & PRODUCT SlimLine AC Rs 46,990(2 ton)-Rs 66,990(3 ton) Vertis Split AC Rs 15990(1 ton) - Rs34990(2 ton) Cassette AC Rs 61,490 (2 ton)-Rs 106,864(4 ton) Vertis Pristine AC Rs 28990(0.75 Ton)- 33990(1.0Ton)

11. To reach semi-urban and rural Market-Expansion of network of dealers, distributors and retailers in 2009.

13. Contd. Print ads - The Times of India, Hindustan Times and The Hindu newspapers. Websites used- Yahoo!, Rediff, MSN, Sify and NDTV.com Radio campaign on Big FM Below-the-line activities across eight metros and Tier II towns.

14. COMPETITORS LG Samsung Hitachi Haier Videocon Bluestar Carrier Others(Including O-general etc) Unorganized Sector

15. MARKET SHARE IN ROOM AC SEGMENT The Room AC Segment is expected to grow by 25% in coming years.

16. CONSUMER BEHAVIOR

17. COMMERCIAL SEGMENT Caters to Light commercial segment Products: Venture range of products that includes Floor Standing (Slimline), Cassette and Ductable Air Conditioners. Supported by strong R&D and technical support Hyderabad International Airport ,ITC Mumbai, Dell Chandigarh, Sahara Ganj Mall, Lucknow

18. QUESTIONNAIRE ANALYSIS

19. Q1.WHICH AC BRANDS DO YOU KNOW? In our survey, we found that 24 out of 45 are aware of Voltas AC whereas LG and Samsung are more popular among people

20. Q2.HOW MANY HOURS DO YOU USE AC IN A DAY?

21. Q3.WHICH AC BRANDS YOU CONSIDERED WHILE MAKING YOUR PURCHASE DECISION? 35 % among 45 people will consider Voltas while making their purchase decision. Whereas this is highest for LG with 57%.

22. Q4.WHICH AC BRAND HAVE YOU BOUGHT?

23. Q5.WHAT IS THE MEDIUM OF INFORMATION? The most important source of information came out to be TVC and internet is at second number and retail outlets are at third number.

24. Q6.WHY DO YOU PURCHASE AC? In our survey, we find that cooling is the most important factor in making AC purchase decision.

25. Q7.ARE YOU SATISFIED WITH YOUR PRESENT AC?? Out of 45 people, 13 have bought Samsung and all 13 are satisfied with its performance.

26. Q8.HAVE YOU EVER BOUGHT VOLTAS AC Out of 45 people, only 13% has said that they have bought Voltas AC whereas 35% has bought LG and 33% bought Samsung.

27. Q9. WHAT DO YOU FEEL ABOUT AFTER SALES SERVICES?

28. Q10. WILL YOU BUY IT AGAIN? 30 out of 45 people have said that they will buy their present AC again.

29. Q11. WILL YOU SUGGEST IT TO YOUR FRIENDS? Out of 45, 33 said they will suggest it to their friends.

30. Q12. What comes to your mind when you think of Voltas AC? Good quality Tata product Average AC Indian AC Cooling ability & size Bad service Value for money No comments

31. RECOMMENDATIONS Voltas should come up with new and good schemes for consumers like discounts, coupons etc. It should provide more profit margins to its dealers. Brand building exercises and other Marketing strategies need to be strengthened. Voltas should focus on the availability of its products like Voltas Vertis(0.75 Ton)

32. PRESENT SCENARIO Present Industry Trends: Energy Efficient Star Rated Acs Higher growth in Split AC Segment Multiple options for multiple niches Launched new range of 50 AC models for the coming summer season. Has choices in terms of features, tonnage, price and other parameters. Focus on market’s heterogeneous nature. At its upper end, the range includes the Gold, Platina and Plus versions of the flagship Vertis brand.

33. THANK YOU