PROJECT PROPOSAL FOR SUMMER INTERNSHIP PROGRAMME

Name of the Organization: Daikin India Private Limited

Website of the Organization: www.daikin.com

Department: Marketing

Name of Mentor: Davinder Yadav

Contact Details: 9971468855 / Davinder.yadav@daikinindia.com

Intern Name: Dimpy Malhotra

Contact Details: 9540134923/Dimpymalhotra219@gmail.com

Duration of the internship

The Duration of the Internship will be of 3 months i.e. from 15-April-2019 to 15-July-2019 and
in this I will do work on 1 project among 5 of them after the recommendation of mentor and
under their guidance. The Followings projects are mentioned below.

PROJECTS:

➢ Measuring consumer preference for various AC brands and

understanding how consumers perceive Daikin in comparison to its
competitors.
Structure could be like this:

1. Marketing challenge/ opportunity:

• How can Daikin increase its market share in the home AC segment

2. Question to be answered:
• Consumer perception of Daikin vs competitive brands.
 Areas: Price, Energy efficiency, Capacity, cooling Speed,
maintenance, Installation.

3. Proposed Methodology:
• Qualitative Research: Depth interviews with 15 consumers
• Consumers to be split between a metro (Delhi/Gurgaon) and a Class 1
town (Jaipur/Ghaziabad)
• Sex- Male/Female
• Age- 25-40
• Profile- Business/ working.

➢ Study of purchase influence factors for consumers durables: A case of

Daikin AC.
Structure could be like this:

1. Marketing challenge/ opportunity:

• Understand what factors are most important to consumers in selecting

an AC
• Understand how consumers rate Daikin on these important factors do to
arrive at strengths and weaknesses of Daikin on these areas
• To suggest key parameters that Daikin should focus on to increase its
market share

2. Question to be answered:
• What parameters are considered by consumers in choosing and buying
an AC?
• How are these parameters ranked in order of importance?
• How do consumers rank Daikin vs. its key competitors on these
parameters?
• What do consumers consider to be an “ideal” AC?

3. Proposed Methodology:
• Qualitative Research: Depth interviews with 15 consumers who
are the decision makers in the purchase of an AC. These
consumers will be split between those who have bought an AC in
the last one year, & those who are currently planning to buy an
AC
• Consumers to be split between a metro (Delhi/Gurgaon) and a
Class 1 town (Jaipur/Ghaziabad)
 • Sex- Male/Female
• Age- 25-40
• Profile- Business/ working.

➢ Measurement of brand awareness and brand perception.

Structure could be like this:

1. Marketing challenge/ opportunity:

• Understand the brand perceptions & equity of Daikin AC

among consumers - strengths & weaknesses
• Understand brand perceptions & equity of key competitors to Daikin
• Identify strengths, weaknesses and opportunities for Daikin

2. Question to be answered:

• Brand image among customers

• Durability of the product
• Recommendation to other people
• Awareness of the brand in the market

3. Proposed Methodology:
• Qualitative Research: Depth Interviews – 20 users. (face to face survey,
google form)
• Sex- Male/Female
• Age- 25-40
• Profile- Business/ working.

➢ Evaluate the retail presence of Daikin in comparison to competition to

identify strengths & weaknesses.
Structure could be like this:

1. Marketing challenge/ opportunity:

How good is Daikin’s distribution & availability in multi-brand AC
outliers - both standalone ones and chains like Croma, Vijay Sales etc.
 2. Question to be answered:

• compare the visibility, promotions etc. of Daikin vs. other brands in

these stores.
• interview the store managers and owners to check how they rate Daikin
vs. competition to see how their trade policies are - margins, payment
terms etc.
• understand how they go about generating visibility in stores and
suggest ways of improving this, in case there are gaps.

3. Proposed Methodology:

• Qualitative Research: Meetings with retailers/store managers to know

their customer’s needs and their experience of selling Daikin at stores.

➢ Analysing customer behaviour and measuring customer satisfaction.

1. Marketing challenge/ opportunity:
Measure customer satisfaction and the behaviour of the consumer related to services
and product of the company.

2. Question to be answered:

• Consumer satisfaction with the product

• Maintenance of the product
• Electricity consumed by the product
• Why Daikin
• Assistance/queries solution
• Services

3. Proposed Methodology:

• Qualitative Research: Depth Interviews – 20 users. (face to face survey,

google form) who are using Daikin.
• Meetings with retailers to know their customer’s preferences.
 • Sex- Male/Female
• Age- 25-40
• Profile- Business/ working.

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