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1. Voltas AC
India Ka Dil, India Ka AC
Presented By:
Gurleen Awal
Nidhi Verma
Neeraj Nagpal
Nidhi Manchanda

2. Introduction
• 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.
• Total 20 branches in all over India.
• Voltas is connected with Tata for the last 51 years.

3. Interesting Facts
• Vision Of Voltas: 10k @10 by 10.
• Burj Khalifa , Etihaad towers , Bahrain City Center
• Terminal 3, Fortis hospital Delhi, Godrej IT Park
• CWG
• Airports- Hyderabad (Rajiv Gandhi International Airport -
LEED), Singapore (medical and research center).
• Commercial banks like SBI, PNB atm’s, Co-op bank, Dena bank
• Carbon Foot Prints

4. Research Objectives
• To know about the 4P’s and current positioning of the Voltas
AC
• To know about the customer perception about Voltas AC
• To study the factors affecting the customer’s purchase
decision regarding Voltas AC

5. Research Methodology
• Place of study: Chandigarh
• Type of study: Descriptive Study
• Sample size: 50
• Sampling technique : Judgmental Sampling
• Data collection method: Survey Method
• Data Analysis technique: Graphical Method

6. Findings
• 4 P’s:
Product Price Place Promotion
Types of ACs:
Windows
Split AC
Cassette
Slimline
Ductables
Average price :
Window: Rs.16,177
Split : Rs.21,123
Distribution
Channel
•Newspaper & Print
Media
•TV Commercials
•Campaign-”Jagmag
desh mera”
•Personal selling
•Store Atmosphere
•Sales promotion

7. Range of products

8. Findings
• 4 P’s:
Product Price Place Promotion
Types of ACs:
Windows
Split AC
Cassette
Slimline
Ductables
Average price :
Window: Rs.16,177
Split : Rs.21,123
Distribution
Channel
•Newspaper & Print
Media
•TV Commercials
•Campaign-”Jagmag
desh mera”
•Personal selling
•Store Atmosphere
•Sales promotion

9. Distribution Channel
Distributor
(Branch Office)
Channel
Partners Retailers Institutes Tata Employees
Chandigarh, Himachal Pradesh, Parts Of Haryana &
Jammu & Kashmir

10. Findings
• 4 P’s:
Product Price Place Promotion
Types of ACs:
Windows
Split AC
Cassette
Slimline
Ductables
Average price :
Window: Rs.16,177
Split : Rs.21,123
Distribution
Channel
•Newspaper & Print
Media
•TV Commercials
•Campaign-”Jagmag
desh mera”
•Personal selling
•Store Atmosphere
•Sales promotion

11. STP of Voltas AC
• Segmentation-
– The air conditioner market is broadly divided into home,
commercial and industrial segments.
– The commercial segment includes premises fitted with off
the shelf air conditioners and those needing custom-built
air conditioning systems.
– The group looks after off-the-shelf air conditioners and
other products like water coolers and water dispensers.

12. Target
• India is a tropical country where summers are vey hot and
humid. Voltas AC’s target the middle class population where
anyone can afford AC’s that have been kept at a reasonable
price.
• The company will be targeting the B and C cities with the
launch of new range of Vertis Premium window and split air
conditioners. The newly launched air conditioners are priced
in the rage off Rs9,900 - Rs28,000 (window) and the split air
conditioners are in the range of Rs14,500-Rs36,000.
• The company is now trying to capture domestic segments too
with mass media campaigns like “India ka Dil, India ka AC”.
• The company also introduced a sub Rs.10,000 air conditioner.
(Source – domain-b.com)

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

14. • Voltas is actively encouraging its customers to participate
through direct purchasing, as well as by spreading the
word among their friends and relatives. It's a rare
opportunity to make a significant impact in creating a
brighter future for India.
• Voltas’ “India Ka Dil, India Ka AC” campaign has had a
special resonance with consumers, appealing to the pride
of Indians in the new emerging India and its booming
economy, and the feeling that India has now arrived on
the global stage.
• Power saving features of Voltas star rated Acs.

15. • Eco friendly –
antibacterial remote control ,
hydrophilic coated aluminum fins (Fitted in the indoor unit, this
water contamination free foil enhances the heat exchange
efficiency),
golden bio evaporator (prevents bacteria from breeding and
spreading to create a healthy and comfortable environment).
• Unbeatable technology
-first to introduce AC with I.Q.

16. Survey Analysis

17. Do you have an AC in your
House/Office/Shop?
49
1
AC
Yes
No

18. How many AC’s do you have?
18
8
16
7
No. of persons
1
2
3
4 or more
No. Of AC’s

19. Which brand of AC are you using?
4
17
21
11
2
9
1
6
0
5
10
15
20
25
No. Of Users
No. Of Users

20. What capacity of AC are you using?
3
11
36
7
0
No.of Users
0.75
1
1.5
2
More than 2
Capacity( in ton)

21. Which type of AC are you using?
42
19
0
0
0
No. of Users
Windows
Split
Cassette
Corner
Slimline

22. For how long have you been using the
AC?
25
19
4
2
0
5
10
15
20
25
30
0 to 5 6 to 10 11 to 15 16 to 20
No. of Users
No. of Users
Years

23. Attributes that may/may not motivate
to buy Voltas AC
10
4 4 4
16
5
11
5
13
30
23
5
0
5
10
15
20
25
30
35
40
45
Price Performance Warranty Service
3
2
1
1-Least
Important
3-Most
important

24. Which mode influenced you to buy
Voltas AC?
44%
8%
32%
6%
10%
No. Of Users
Peer Group
Newspaper
TV
Radio
Internet Ad

25. In future which brand of AC will you
prefer to buy?
• Out of 50 sample size, 18 persons preferred to buy Voltas AC
in future
• 9 persons wanted to buy Hitachi,
• 4 persons wanted to buy LG,
• 3 for Carrier,
• 1 each for Samsung, Whirlpool and General.

26. Post Purchase Services
• Voltas AMC -Only a Voltas AMC offer you complete peace of
mind as it is backed by a nationwide network of service
centers with well trained engineers.
• Call 4 care - Voltas 24x7 Customer Care Center has a
dedicated team of professionals who are ready to register and
attend to your service requirements anytime of the day.

27. Conclusion
• Voltas is among India's leading air-conditioning, refrigeration
and engineering services companies.
• People are motivated to buy a Voltas AC due to its
performance,
warranty,
price,
service.
• Windows AC and split AC’s are more popular among
customers than other variants.
• Also 1.5 ton AC’s are far more popular.

28. Recommendations
• Introduce the variants of Corner and Slimline AC’s and
advertise them aggressively.
• Come up with attractive schemes like free installation.
• Make the AC models more attractive.
• Ensure prompt service.
• More emphasis on product specification through Voltas
channel partners.

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