INTRODUCTION Tata Group is an Indian multinational conglomerate company headquartered in the Bombay House in Mumbai, India.

Tata Group is one of the largest companies in India by capitalization and revenue. It has interests in communications and information technology, engineering, materials, services, energy, consumer products and chemicals. The Tata Group has operations in more than 80 countries across six continents and its companies export products and services to 80 nations. The Tata Group comprises 114 companies and subsidiaries in eight business sectors, 27 of which are publicly listed. 65.8% of the ownership of Tata Group is held in charitable trusts. Companies which form a major part of the group include Tata Steel (including Tata Steel Europe),Tata Motors (including Jaguar and Land Rover), Tata Consultancy Services, Tata Technologies, Tata Tea (including Tetley), Tata Chemicals, Titan Industries, Tata Power, Communications, Tata, Tata Teleservices and the Taj Hotels. The group takes the name of its founder, Jamsedji Tata, a member of whose family has almost invariably been the chairman of the group. The current chairman of the Tata group is Ratan Tata, who took over from J. R. D. Tata in 1991 and is one of the major international business figures in the age of globality. The company is currently in its fifth generation of family stewardship. TATA Group's 114 companies are held by its main company Tata Sons and the main owner of Tata Sons are various charitable organizations developed and run by Tata Group. Out of which JRD Tata Trust & Sir Ratan Tata Trust are the main holders. About 65% ownership of Tata Sons which is the key holding company of the other 114 Tata Group Company is held by various charitable organizations. The 2009, annual survey by the Reputation Institute ranked Tata Group as the 11th most reputable company in the world. The survey included 600 global companies. The Tata Group has helped establish and finance numerous quality researches, educational and cultural institutes in India. The group was awarded the Carnegie Medal of Philanthropy in 2007 in recognition of its long history of philanthropic activities. Tata gets more than 2/3 of its revenue from outside India. In June 2011, based on market value Tata Group has become India's wealthiest group with $98.7 billion.

Voltas Limited is an

engineering, air conditioning and refrigeration company based

in Mumbai, India. It offers engineering solutions for a wide spectrum of industries in areas such as heating, ventilation and air conditioning, refrigeration, construction equipment, materials handling, water management, building management systems, indoor air quality and chemicals. The Company was incorporated on 6th September 1954 at Mumbai. The Company was promoted in 1954 by M/s. Volkart Brothers and Tatas Voltas is a part of the Tata Group. The managing director is Mr. Sanjay Johri. Its shares are traded on the Bombay Stock Exchange under symbol 500575 with a turnover of 4300 Crore ($920,200,000 USD) in 2008-09. Voltas provided the air-conditioning for the world's biggest ocean liner, the RMS Queen Mary 2 and also the world's tallest building, the Burj Khalifa. Voltas have large Service Network. Voltas have own service center in each major city. The List are below:

Grewal Cooling Solutions, Ludhiana. Kool Master, Ram Darbar, Chandigarh.

COMPETITORS
HITACHI Hitachi, Ltd( Kabushiki-gaisha Hitachi Seisakusho) is a Japanese multinational corporation specializing in high-technology and services headquartered in Marunouchi 1chome, Chiyoda, Tokyo, Japan. The company is the parent of the Hitachi Group (Hitachi Gurpu) as part of the larger DKB Group companies. Hitachi is the third largest technological company by revenue as of 2009. On the 2011 Forbes Global 2000 list, Hitachi was ranked number 473.

BLUE STAR Blue Star is India's largest central air-conditioning company with an annual turnover of Rs 2900 crores, a network of 29 offices, 6 modern manufacturing facilities, over 1200 dealers and around 2800 employees. It fulfills the air-conditioning needs of a large number of corporate, commercial and residential customers and has also established leadership in the field of commercial refrigeration equipment ranging from water coolers to cold storages. The Company also offers comprehensive Electrical Contracting and Plumbing & Fire Fighting Services. Blue Star's other businesses include marketing and maintenance of hi-tech professional electronic and industrial products. 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. The Company has started pursuing the residential segment with its wide range of sleek and contemporary Room ACs.

Samsung Electronics is a South Korean multinational electronics and information technology company headquartered in Samsung Town, Seoul. It is the flagship subsidiary of the Samsung Group. With assembly plants and sales networks in 61 countries across the world, Samsung has approximately 160,000 employees. In 2009, the company took the position of the worlds biggest IT maker by surpassing the previous leader Hewlett-Packard. Its sales revenue in the areas of LCD and LED displays and memory chips is number one in the world. In the TV segment, Samsungs market position is dominant. For the four years since 2006, the company has been in the top spot in terms of the number of TVs sold, which is expected to continue in 2010 and beyond. In the global LCD panel market, the company has kept the leading position for eight years in a row. With the Galaxy S model mobile phone, Samsungs Smartphone lineup has retained the secondbest slot in the world market for some time. In competition to Apple's I-Pad tablet; Samsung released the Android powered Samsung Galaxy Tablet.

SEGMENTATION
The air-conditioner market is broadly divided into home, commercial and industrial segments.

Geographic segmentation: Places were temperature is high, hot and humid. In summers in India (states like Delhi, Mumbai etc). Demographic segmentation: family size - dependent on the number of members. Income (< 30,000 - 35,000) Psychographic segmentation: Upper-class and middle-class Business man Employees Sports person

TARGETING
India is a tropical country where summers are very hot and humid. Voltas AC targets the middle class population where anyone can afford, which has been kept at reasonable price. The company is targeting the B and C cities with the launching new range of Vertis premium window and split air conditioners. The newly launched air conditioners are priced in the range of 9,900 28,000 (Rs.) (window) and the split air conditioners are in the range of 14,500 36,000 (Rs.) The company trying to capture domestic segment with mass media campaigns like INDIA KA DIL, INDIA KA AC. The company also introduced a sub Rs.10,000 air conditioner.

POSITIONING

PUNCHLINE - ACs with IQ TAGLINE Sensible cooling - Makes every corner, cool corner. SLOGAN - INDIA KA DIL, INDIA KA AC MESSAGE It gives a message that VOLTAS ACS will help saving electricity, thus reducing the electricity bill. It is easily affordable. IMPACT It gives a clear impression and view of the advertisement in the minds of the customers that they Voltas acs available at lower cost and will help in conservation of electricity. U.S.P.Split air conditioner in 1984. Corner split AC in 2009 ACs with IQ.

Voltas customers participation in nationwide JAGMAG DRIVE. Every Voltas AC customer now has the chance to participate in a nationwide initiative- the Lightning up a billion lives campaign for electrification of rural homes, being conducted by The Energy and Resources Institute (TERI), with Voltas enthusiastic support.

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)

CONCLUSION
VOLTAS is among Indias leading air-conditioning, refrigeration and engineering services companies. People are motivated to buy VOLTAS AC due to its Performance, Warranty, Price, Service. Windows AC and split AC are more popular among customers than other variants. Also, 1.5 ton ACs are far more popular.

BIBLIOGRAPHY