MARKETING PLAN OF VOLTAS(AIR CONDITIONER) - SYNOPSIS

BY:
MAYANK SINGHANIA
19BSP1541
SEC- L

EXECUTIVE SUMMARY:

Voltas is among India's leading air-conditioning, refrigeration and engineering services

companies. Set up in 1954, its core competencies lie in air conditioning and cooling
appliances and services. Voltas is India's largest supplier of engineering products and services
for the textile machinery sector and is a major manufacturer of forklift trucks. It provides
solutions in turnkey pumping projects for water, effluent and sewage treatment, and water
pollution control. The company has ISO 9001-2000 certification and has executed projects in
the Middle East, Southeast Asia, Central Asia, Africa and Europe.

The company mainly operates in the following areas:

 Heating, ventilation and air-conditioning (HVAC) solutions: Includes the entire rangeof
mechanical, electrical and plumbing services for a diverse range of applications,
spanning office complexes, airports, malls, mercantile ships, atomic energy plants, IT
parks, hospitals, etc.
 Cooling appliances: Design, manufacture and marketing of a range of air conditioners
and water coolers for household and institutional use.

 Engineering products and services: Design, sourcing, installation, training,

maintenance, etc of engineering products and services in the fields of textile
machinery, machine tools, mining and construction equipment and materials handling
equipment.

 Chemicals: Import and distribution of an array of industrial, specialty and

pharmaceutical chemicals, industrial plastics and bulk drugs. The company also exports
gelatine, ultramarine blue and agrochemicals.

GROWTH OF AC MARKET:
The demand for non-ducted products grew steadily in the latter half of the 1990s. The
demand for mini-splits has grown at a higher rate compared to window ACs because of the
lower base. The demand switch from mid-sized ducted products, such as packaged ACs or
ducted splits, to mini-splits is also one of the reasons for the larger growth rates in the latter
segment.
Another major reason for the growth in demand was the increased attention this product
category has attracted in the recent past. Prices of air-conditioners dropped sharply in the past
few years because of competition.

MARKET POTENTIAL:

The size of the air-conditioner industry in India is about Rs 2,000 crores. The industry can
besub-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.
A vast majority of middle-class Indian homes have traditionally battled the summer heat with
the help of fans or giant fan-driven water coolers which blast cool air. "All these years
companies have thought of an AC as an expensive luxury product but that's no longer true,”
(The AC) has moved from its luxury status to a necessity item just like any washing machine or
refrigerator. Air conditioner companies see India as a potential gold mine as it offers a winning
combination of rising disposable incomes and AC ownership levels of just 1.1 percent of
households. And average prices for air conditioners in India have dropped by about 20 percent
over the past two years thanks to new companies entering the fray, making them more
accessible to consumers.
With average incomes rising, AC penetration to follow the same trajectory as colour TV
ownership which is pegged at 1
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.

OBJECTIVE:

As part of this project, we will be concentrating our analysis on the following focal points:

 Marketing Strategy of Voltas – Understanding the Marketing plan of Voltas.

 Study of Customer Segmentation – To study the products of Voltas with respect to the
Segmentation of Customer over Family Size, Income, Price, Features etc.
 Study of Product Differentiation– Variants of Products offered by Voltas Co.
 Competition faced by Voltas – Analysis of the domestic competitors for Voltas.