Blue Star is India's largest central air conditioning and commercial refrigeration company founded in 1983. It has over 65 years of experience and operates 8 manufacturing facilities with revenues of Rs. 138.21 crore in 2015. Blue Star offers central air conditioning systems, room air conditioners, commercial refrigeration equipment, and cold chain products. It also provides services like project design, installation, commissioning, energy audits, and equipment maintenance. Blue Star targets markets like companies, hospitals, institutions, and government offices to increase sales and brand awareness. Its unique selling proposition focuses on high performance, quality, customer satisfaction, and new technology. Market research shows Blue Star is one of the top three air conditioning brands recognized by customers in India.

1. Marketing
Live Assignment
Blue Star Air Condition
Presented by
Kwthar Debbarma
PGDM – A
P16160

2. Introduction
 It was founded 1983, India’s largest central air-conditioning
and commercial refrigeration company,
 Headquarter: Mumbai, Bangalore, Singapore, Malaysia, London
 CEO- Sunil Bhatia
 Revenue as per 2015 ₹138.21 crore (US$21 million)
 Over 65 years experience
 Rs. 2570 crores turnover, 2500 employees, 32 offices & 710
dealers
8 modern manufacturing facilities

3.  Blue Star InfoTech has been ranked 12th amongst
the top fifteen global R&D service providers.
 In March 1990, Blue Star InfoTech acquired a 100%
owned subsidiary in the USA called USIN
International Inc.
 1998, Blue Star InfoTech set up a 100% owned
subsidiary in the United Kingdom.
 Blue Star InfoTech has been ranked 12th amongst
the top fifteen global R&D service providers.

4. Cooling Products
 Central air ordination includes chillers, Air handler,
 Room air-condition
 Cassettes
 Splits
 Windows ACs
 Commercial Refrigeration
 Cold chain equipment
 Deep freezers
 Water coolers
 Cold storages
 VRF system

5. Cold chain Products
 PUF insulted panels
 DX refrigerator
 Brine refrigerator system
 High and low humidity evaporators
 CA equipment
 Ripening equipment
 Precision cooling products like PCPAs, PCDPs,
Telepacs- for special applicant.

6. Services
 Greenfield project design & execution for cold chain
projects, including pack houses, bulk storages and
perishable cargo.
 Installation & Commissioning of Cold Storages
 Installation & commissioning of central AC parts
 Energy audit studies
 LEED green building consulting & audit
 Warranty and AMC maintenance of entire range of
ACs and Refrigeration equipment.

7. Global Partners
 Rheem – Spain
 Eaton Williams, - UK
 Rheem – Middle east
 Siemens – India
 Al Futtaim (Aftron) – UAE
 Arabian Air- conditioners co. LLC, - Qatar
 Packo – Belgium
 FCE - Italy

8. Design & Engineering
 R&D is a key thrust area at Blue Star
 Managers/ Engineers trained with international
exposure
 Substantial investments in R&D and facilities
 3D modeling / Advances simulation software to
ensure optimum design to global standardization.
Currently R&D team constitutes nearly 25% of
manufacturing division work force.

9. Market Segments
Demographic
• Family
• Income
• Occupation
Behavioral segments
• Usage status
• Benefits
• Loyalty
Geographic
• Climate
• Region
• Urban areas

10. Segmenting B2B Market
Demographic
Industry
Companies
Institutions
Operating
Variables
technology
customer
capabilities
Purchasing
approach
power structure,
nature of existing
relationships
Situational
Factors
Urgency
Size of order

11. Target Market
 Product awareness
 Strong Dealer Network
 Companies
 Hospitals
 Institutions
 Government offices
 Shopping mall
 Airports
 Banks

12. Unique Selling Proposition
 Blue star eyes 60% sales from small towns,
 Reworking on Advertising strategy to tap the
booming market.
 Promotions tag “nobody cools better”
 Offers and discounts occasionally
 Advertisements
 Online shopping
 Sponsored in various events

13. Positioning Message
“Nobody cools better”
 High performance in lubricants and metalworking
fluid industry.
 Quality
 Customer satisfaction
 Air purifying filter
 New technology
 Creative

14. From the Survey
Top three Brands suggested by the customer:
a) Blue Star
b) Voltas
c) L.G

15. Customer satisfaction and Loyalty
Net Promoter Score:
Promoter = 4
Detractor = 1
Neutral = 10
Therefore, Net Promoter Score = (Number of Promoter –
Number of Detractors) / Total number * 100
= (4 – 1) / 15 * 100
= 3 / 15 * 100
= 0.2 * 100
= 20

16. Key Issues in Customer Satisfaction
 Its durability
 Power consumption
 High maintenance cost
 Sound should be reduced
 There should be auto sensitive
 Price should be reduced

17. Suggestions
 Focus on Technology trends
 Pricing- customers are very price sensitive
 Less power consumptions
 Environment friendly products
 there should be improvement in the machine, so
that it will last long.

18. THANK YOU