Business to Business Marketing

End Term Project Report: Carrier Air Conditioners

Submitted to: Submitted by:

Prof. Somayajulu Garimella Devdeep
Majumdar (014)
IMI, New Delhi Shubham Mukherjee
(054)
Wasim Ahmed Ansari
(060)
Prakhar Singh (100)
 Somil Joshi (113)

Table of Contents

1. Company background 3
2. Air Conditioning 5
3. Air Conditioner Industry 7
4. Competitors of Carrier India 8
5. Product Line 11
6. Value creation 13
7. Marketing strategy adopted 15
8. Value delivery 17

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1. Company Background

Carrier is a part of United Technologies Corporation, USA. With 2008

revenue of $58.7 billion, UTC is a conglomerate operating in the
high technology space. The UTC group operates in aerospace &
building systems with companies like Carrier (air-conditioning), Otis
(Elevators), Pratt & Whitney (Jet- engines), Sikorsky
(Helicopters), UTC Fire & Security (Chubb & Kidde), Hamilton
Sundstrand and UTC Power.

Founded in 1915 by Dr.Willis Carrier, the inventor of modern air-

conditioning, Carrier has developed into being the world’s largest
provider of air-conditioning, heating and commercial refrigeration
systems (HVACR) with operations in more than 170 countries,
employing approximately 41,000 people worldwide and revenues of
$14.9 billion in 2008. Over the decades, Carrier name has become
synonymous with reliability, innovation, commitment, superior
technology, cutting-edge manufacturing and world-class
performance. It also has one of the most prestigious installation
bases in the world.

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Carrier started its operations in India with setting up of companies
namely Carrier Aircon Limited in 1986, and Carrier Refrigeration
Private Limited in 1992. Carrier brought to the Indian consumer,
access to advanced technology and air-conditioning and
refrigeration products from the worldwide product portfolio of
Carrier. In October, 2006, Carrier Aircon merged with Carrier
Refrigeration and the name of the merged entity was changed to
“Carrier Air-conditioning & Refrigeration Limited” (Carrier
India).
Carrier India's manufacturing facility at Gurgaon produces air
conditioning equipments including Window Room Air conditioners,
Hi- Wall Splits, Slimpak Splits, Cassette Splits, Ducted Splits and
Chillers. It also manufactures Refrigeration Equipments including
Cold chain equipment comprising of Cold Rooms, Truck Refrigeration
& Bus Air-conditioning system, Freezers, Visi Coolers & Super Market
Products.

Carrier's India operation has many firsts to its credit:

• First air conditioning Company to introduce the concept of a

Comfort Shop.
• First to develop exclusive dealer networks in the country.
Today, there are over 345 Carrier exclusive dealers in India.
• Setup the Willis Carrier Engineering Centre to provide
technological support to develop new products and upgrade
existing ones.

Carrier India pioneered HVAC dealer concept in the country to give

an unparalleled experience to its customers. The Company has built
a strong distribution network on a platform of partnership and trust.
The Company boasts of a strong network of over 590 sales and
service dealers and 1000 distributors and retailers. The cornerstone
of the Company’s distribution is the Willis Carrier Club Dealer
(WCCD).

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Willis Carrier Club is a nationwide endorsement of the Company’s
best dealers in the country. This endorsement not only gives unique
identity to the dealers, but also helps drive customer satisfaction
through ‘expertise,’ ‘the hallmark of Carrier’, the inventor of modern
air-conditioning. Apart from the national traditional channel, the
Company has also developed relationships with most of the
organized retail chains in the country.

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Carrier is one of the first to adopt the energy efficiency label issued
by the Bureau of Energy Efficiency (BEE) - Awarded the First prize
for energy conservation in Consumer Goods Sector in 2007 & 2008
by the Ministry of Power, Govt. of India

Carrier is committed to the highest levels of quality and service. It is

the company’s endeavour to ensure total customer satisfaction. For
this the Company has a network of over 475 service dealers and 90
service franchisees to provide a range of services.

Carrier India Vision:

• To be recognized as the leader in every segment we operate

in by:
• Being ‘customer focused’ in everything we do and following
ACE diligently
• Delivering ‘best in class’ quality in the product as well as
aftermarket service
• Being ‘environmentally conscious’ in areas of energy
efficiency and pollution
• Establishing a performance culture that respects human
values & team work
• Remaining embedded in our core values of EH&S and ethics

Thereby growing profitably and ahead of the market every year,

making Carrier a destination of choice for all within HVAC&R
industry.

Air conditioning
The air conditioning business segment consists of Residential &
Light Commercial, Building Systems and Services, Toshiba, Totaline
and Service. During the year, the air conditioning segment grew by
26%. The Residential & Light Commercial sales growth rate was
more than the growth rate of Air conditioning segment during the

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year. The Company entered into contracts with more than 20 new
corporate accounts and is the preferred supplier for customers in
most segments including retail, private banking and insurance. The
Company has increased its focus in retail by appointing around 300
new outlets during the year and now has a network of over 520
Sales & Service Dealers and around 1000 distributors and retailers
throughout the country. The Company has an elite club of exclusive
dealers named Willis Carrier Club Dealer (WCCD) comprising its best
HVAC dealers in India.
Under the Building Systems & Services (BSS), the Company has
been in the fore front promoting the green building movement in
India. The Company has been part of some prominent LEED certified
buildings in India. The Company maintained its leadership position in
the Commercial market throughout the previous year being the
preferred supplier to some of the large real estate builders. Further,
the Company localized the 39G Air Handling Unit to be
manufactured at its Gurgaon factory.
Toshiba sales growth rate was more than twice the growth rate of
Air conditioning segment during the year. During the year, the
Company focused on the Toshiba business as a separate business
vertical in the premium market segment. The Company bagged
some prestigious orders from major retail brand chains, IT,
commercial and hospitality segments in the energy efficient Digital
Inverter products and Variable Refrigerant Flow systems. Totaline
provides factory-authorized and other spare parts to dealers,
contractors, technicians and other customers. During the year,
Totaline expanded the product range with the introduction of
Fractional Horse Power (FHP) compressor, reciprocating and scroll
compressors, new range of water dispensers, air purifiers, Totaline
branded installations and tools for VRF systems. Totaline stores are
truly One-Stop-Shop for parts and supplies in the HVAC industry. In
September, 2007 the Company opened a Totaline store in
Ghaziabad. In R.LC Service, the Company is focused towards quality

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of field service with faster resolution time, approach and revenue.
During the year the Company launched an all India Call Centre
located at New Delhi with a national no. 1800301. This call centre is
multi lingual with 7 languages - English, Hindi,Tamil, Malayalan,
Bangla, Kannada and Telegu for improved customer communication.
Carrier Care Net, an initiative for standardizing Customer Call
Management Process and monitoring mechanism for enhancing
customer satisfaction. It facilitates monitoring of all the received
calls and timely resolution on a daily basis. During the year the
Company laid greater emphasis on training for field employees,
providing them with identity cards, uniforms and tools to enhance
customer satisfaction towards its products and services.
In BSS Service, during the year, the Company has deputed
dedicated service sales personnel to increase the service revenue
and added retrofit as a new business initiative. This has significantly
increased the market penetration. Further, in order to enhance field
service and quality, measures like providing EH&S kits, service vans
in major metres, uniforms and tools to field service staff were
initiated.
Air Conditioner Industry:
The size of the air-conditioner industry in India is about Rs 2,000
crore. The industry can be sub-divided into non-ducted and ducted
products. The demand for non-ducted products -- window air-
conditioners and mini-splits -- comes from both households and
corporate. The demand for ducted products -- central plants,
packaged air-conditioners and ducted splits -- is only from the
corporate.
Corporate traditionally accounted for about 60 per cent of the total
demand for air-conditioners. Corporate sector is still the major
demand driver in this industry but because of the burgeoning Indian
middle class there has been a noticeable jump in the demand for
air-conditioners from the household segment.

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Competitors of Carrier India:
Indian air conditioner market is already flooded by players like
Hitachi, Whirlpool, LG, Haier, Samsung, Voltas, Videocon and many
more each competing on the basis of price and features.

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 Brand being used
Carrier
Hitachi
samsung
LG
other

Carrier has played a pioneering role in the growth of air conditioners

in India. Carrier has established itself as the market and brand
leader in the Air Conditioner market in
India. The company has built a diverse product portfolio to meet the
needs of different consumer segments, ranging from middle income
buyers to high class buyers, who look for high performance and
better quality.
Competitors Analysis –
Considering the competitors in business market, Blue Star, LG,
Voltas are some of the prominent players –

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1) LG offers some of the commercial products like Standing ACs and
Cassette ACs but it does not offer any customized cooling
solutions like carrier does

2) Blue star is one of the leaders in business segment and as a

necessary evil of being the leader in the category it offers a wide
range of customized offerings like –

a. Central Air Conditioning - The building blocks of Blue Star’s

solutions are its products. The most comprehensive range
of air conditioning products in the country. A wide range of
models are available in each product category to ensure
that the air conditioning system design is implemented
without any compromise. All products have been designed
on the energy-efficiency platform, and offer a host of
advanced features.

b. Precision Air conditioners - Blue Star's Precision Air

conditioners (generally know as PACs or CRACs) are ideal
cooling solutions wherever continuous, round-the-clock,
precise control of temperature, humidity and filtered air is
desired. Modular in design, Blue Star's PCPAs are
manufactured using state-of-the-art techniques from an ISO
9001 plant at Dadra, under technical collaboration with
Eaton Williams of the UK. Highly energy-efficient and
designed for 24x7 operations, using an open-architecture
control protocol, these air conditioners offer very low cost
of ownership and subsequent up gradation.

The offerings of blue star are attractive at the first place but when
we analyze the offerings we can infer that exhaustive customized
offering is not provided by any of the other players. The flexibility of
Carrier in offering the customized services even with non-Carrier
products provides it unique advantage and competence which
cannot be replicated in the short run by its competitors.

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PRODUCT LINE:

Air Quality Solutions

Improves the quality of air.

Controls and Thermostats

Innovative controls that manage all aspects of your home comfort.

Air Conditioners and Heat Pumps for Split Systems

Cooling solutions for split systems. Choose a heat pump for A/C and
extra heating.

Furnaces for Split Systems

Heating solutions to work with your preferred fuel source.

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Fan and Evaporator Coils

Coils connect to the refrigerant line from Heat Pumps or A/C units.
Fan coils add air flow.

Duct-Free Split Systems

Can't install ducts in your home or room? Consider a duct-free

solution.

Packaged Products

Carrier's All-In-One external solutions for whole home heating and

cooling.

Room By Room Solutions

Solutions for cooling and heating for individual rooms.

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Boilers

The perfect heat source for your home's radiant heat system.

Generators

When power goes out, your home health and comfort are on the
line. Back yourself up with a state-of-the-art Carrier.

Carrier is famous in India because of its high quality, innovation and

ability to cater to consumers of various strata’s of life. Across the
globe, Carrier ship one residential heating/cooling system every 3
seconds and install a unit every 6 seconds. No matter what home
and office comfort needs, people can count on Carrier to keep them
comfortable.

Creating value: NORESCO

NORESCO, a unit of Carrier Corporation, develops and implements

energy, water and operational improvement solutions with
guaranteed performance and savings. For nearly 20 years,
NORESCO has partnered with government clients to reduce energy
consumption by developing and installing performance-based
energy and resource conservation projects that have generated
more than $1.5 billion in guaranteed lifecycle savings. Performance
contracting, a core financing approach offered by NORESCO,
delivers facility infrastructure upgrades with guaranteed savings
that are transparent, measurable and sustainable. Use of

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performance contracting in conjunction with public funding enables
government clients to leverage private investment to multiply the
value of projects. It is estimated that performance contracting can
produce three to four times the accomplishment of publicly funded
projects, with greater infrastructure improvements, energy and
water savings and regional job creation.

Dome-Tech

Dome-Tech, Inc., a unit of Carrier Corporation, is an energy

engineering and professional consulting services firm that ensures
sustainable, high-performance building solutions; their services
focus on reducing energy consumption and climate impact while
providing a productive work environment.

Comprehensive services span both existing buildings and new

construction and include sustainable building consulting / energy
modelling, new building commissioning, building turnover services,
energy procurement consulting, benchmarking and conservation
opportunities, existing building commissioning, energy performance
testing, and turnkey project implementation.

Architectural Engineering Corporation

Architectural Energy Corporation (AEC), a unit of Carrier

Corporation, is a leading business-to-business energy engineering
firm focused on energy, buildings, and the environment. AEC offers
a comprehensive and innovative suite of professional services and
products that enable AEC’s clients to achieve and maintain peak
energy and environmental performance over the life of their
buildings.

AEC’s offerings range from sustainable design assistance for

building construction and renovation projects to Leadership in
Energy and Environmental Design (LEED) consulting services and

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building commissioning, re-commissioning and retro-commissioning
services. AEC also conducts a broad spectrum of energy and
environmental research and development activities, focused on
improving integrated building performance. AEC’s products include
software tools for analyzing the energy performance of residential
and commercial buildings, and ENFORMA® Building Diagnostic,
which provides continuous and automated performance analysis of
building HVAC and other energy-using systems.

Marketing Strategy
The three major components of B2C marketing usually are:
1. All company activities should begin with, and be based on, the
recognition of a fundamental customer need.
2. A customer orientation should be integrated throughout the
functional areas of the firm production, engineering, finance,
R&D.
3. Customer satisfaction is viewed as the means to long-term
profitability goals.
So what is different in B2B marketing?
1. The technical characteristics of the product are important.
2. These products directly affect the operations and economic
health of the customer.
3. The customer is an organization rather than an individual
consumer, or family.
In a typical B2B market the following features of products and
services make the task a difficult one.
1. More complex offerings.
2. Functional vs. Symbolic Attributes
3. Large unit dollar value/Large quantities
4. Custom/Tailored
5. Various Stages from raw material to finished goods.
6. Foundation, Entering, Facilitating Goods

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The nature of customer buying behavior is something which
marketers need to look into deeply. In B2B marketing:
1. Group Process is involved.
2. Formal decision process needs to be followed every time.
3. Lengthy hours of decision.
4. Loyalty is of prime importance.
5. Decisions based on risk and opportunity.
Under such circumstances B2B marketers need to follow the below
mentioned processes. At Carrier selling Air Conditioners would
involve:
1. Positioning Statement: An important first step in business
to business marketing is the development of your positioning
statement. This is a statement of what you do and how you do
it differently and better than your competitors. Carrier as a
maker and distributor of various types of ACs would like to
position itself as a first choice for organizations.
2. Developing your messages: The next step is to develop
your messages. There is usually a primary message that
conveys more strongly to your customers what you do and the
benefit it offers to them, supported by a number of secondary
messages, each of which may have a number of supporting
arguments, facts and figures. According to the market
research and advices from certain executive batch students
we came to know that for Carrier it would be better to
propagate a divided communication strategy to gather
maximum awareness and understanding of the firms
interested in its offerings. It can offer the following
combination of communication tools:
a. Advertising (in trade magazines)
b. Public Relations / Corporate
c. Communications
d. Prospects, Leaflets, Catalogues

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 e. Sales Promotion Trade Fairs / Exhibitions Direct Mail
Sponsorship
3. Building a campaign plan: Whatever form your B2B
marketing campaign will take, build a comprehensive plan up
front to target resources where you believe they will deliver
the best return on investment, and make sure you have all the
infrastructure in place to support each stage of the marketing
process - and that doesn't just include developing the lead –
make sure the entire organization is geared up to handle the
inquiries appropriately.
4. Briefing an agency: A standard briefing document is usually
a good idea for briefing an agency. As well as focusing the
agency on what's important to you and your campaign, it
serves as a checklist of all the important things to consider as
part of your brief. Typical elements to an agency brief are:
Your objectives, target market, target audience, product,
campaign description, your product positioning, graphical
considerations, corporate guidelines and any other supporting
material.

5. Measuring results: The real value in measurement results is

in tying the marketing campaign back to business results.
After all, you’re not in the business of developing marketing
campaigns for marketing sake. So always put metrics in place
to measure your campaigns, and if at all possible, measure
your impact upon your desired objectives, be it Cost per
Acquisition, Cost per Lead or tangible changes in customer
perception. Carrier can measure the effectiveness of its
marketing strategies by:

a. The profitability from Customer Affinity study,

which points to disconnects between vendors and
customers, argues for a new measure of marketing

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 performance, called customer affinity, which
incorporates critical elements of the customer lifecycle
experience. This way Carrier would be able to
incorporate the good elements of a successful sale and
stay cautious of errors committed.
b. A survey of people who read a magazine to
evaluate brand recall and predisposition to your
products before and after a series of ads. This can be
done by your marketing team or by companies that offer
focus groups and market research.
c. Increases in levels of brand awareness over time
will tell Carrier that decision-makers are at least hearing
something about a client’s brand – either positive or
negative.
d. Positive brand associations will help to determine
the ways in which the brand is perceived and provide
guidance as to ways in which perceptions need to be
changed. Levels of brand consideration will inform us
that the brand is at least being considered in the overall
purchase decision. Ultimately, of course, increasing
sales and market share are the best two indications that
the brand is healthy.

Value delivery
Considering the wide variety of product offerings in the commercial
segments we can state that value creation can be done in a number
of ways in air conditioners market by carrier India.

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Carrier limited offers a complete solution which is explained below.
This system helps company to offer a complete value proposition to
the institution that look for such solutions. This concept is not only
restricted to integrating carrier products but it is treated as separate
revenue earning unit and also respects business for integrating
carrier and non- carrier products as per the institutional customers
demand and requirements.
The Carrier Comfort Network (CCN) architecture is the most
advanced technology to evolve from Carrier's through knowledge of
both comfort and control. CCN addresses a wide range of comfort,
operational, air quality and energy management objectives by
allowing separate pieces of Carrier HVAC equipment, non carrier
equipment and related building systems to work in harmony. The
Carrier comfort Network's seamless architecture integrates reliable
DDC control technology with high quality HVAC equipment to deliver
maximum operating efficiency and precise comfort levels. Whether
it is a single facility or it is a complete system, whether it is a retail
shop, or it is a comprehensive commercial centre, Carrier offers an
economically sound and efficient solution to create the most
comfortable and energy saving indoor environment.
With every generation, Carrier Corporation has consistently led the
industry, not only in HVAC equipments advances, but also in

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development of standalone and networked controls that optimized
the performance of Carriers world class HVAC systems.

1) Chillervisior System Manager (CSM):centralized control and

management of several chillers automatic switch on/off of chillers
for operation balancing optimizing carrier chiller's efficiency.

2) Comfort Controller 6400: Genral purpose controller :These fileds

installed,general purpose controllers enable noncarrier products
or pre CCN equipment to communicate with CCN. Comfort
controllers are ideal for networking cooling towers boilers and
pumps.

3) ComfortView: CCN user interface : Graphic operation realizes the

convenience of building control management system.

4) CCN Web:Web Access Module :with 1E or LAN or P2P ,CCN can be

accessed from anywhere

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As we can see that the value offered through these customized
solutions is much more than the value created by selling the
individual products. Carrier has a dedicated team which works with
the clients on gathering the requirements from the customers,
designing the solution and installing the proposed solution at the
facility. This allows the company to offer unique offers to the
customers.

Environment Health & Safety (EH&S)

EH&S is a core value in all of Company's business operations.
Company believes that an excellent Company is by definition "a safe
Company". Since Company is committed to EH&S excellence, it
implies that minimizing risk to people, plant and products is
inseparable objective from all other Company's objectives. Every
employee of the Company is committed towards a zero accident
goal and has taken full ownership of the EH&S process.
With a combination of commitment and disciplined approach to the
implementation of EH&S Management System at all levels, your
Company has made remarkable improvement in conservation of
natural resources and protecting natural environment.

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