Voltas is a leading air conditioner manufacturer in India established in 1954 through a collaboration with Volkart Brothers. It introduced several India-first innovations in air conditioners. A study was conducted on Voltas' consumer behavior and brand positioning in the air conditioner market. Key findings from the study included that while Voltas' brand awareness was lower compared to LG and Samsung, cooling ability and service were important factors for consumers. The report provided recommendations such as improving after-sales service and offering better dealer margins to strengthen Voltas' market position.

1. VOLTAS AC –A STUDY ON CONSUMER BEHAVIORSubmitted By-NitikaGargDeepikaThakurMeenuGoswamiPalakMadanTarandeepKaurGouravMukhija

2. INTRODUCTIONTHE TATA ‘sTata Group is one of India's largest and most respected business groups.Tata Comprises of 96 operating companies in seven business sectors.information systems and communications; engineering; materials; services; energy; consumer products; and chemicals. Operates in more than 54 countries across six continents, Its companies export products and services to 120 nations.

3. VOLTASEstablished in 1954 in collaboration with Volkart Brothers, a Swiss firm and Tata Sons Limited.Manufactured the first ever room air conditioner in 1954. Introduced the first innovative split air conditioner in 1984. Introduced the tall and elegant slimline air conditioner in 1993. Among the first to launch sub 1.0 Ton ACs. Introduced Energy Efficient Air-Conditioners in 2007 First to introduce corner split AC in 2009

4. Business Organization

5. RESTRUCTURING OF VOLTASProduct:71 new products Initiative- Launched 1.5 Ton ACChannel revamp:Weed out Non-Performing Dealers Investment in TrainingBrand Building: “AC with IQ”Aspirational Theme"India ka AC”

6. OPERATING PROFITS & REVENUE Split Ac segment has grown with 38% while Windows segment contributes 17%.

7. STP

8. POSITIONING

9. PRICE & PRODUCTSlimLine ACRs 46,990(2 ton)-Rs 66,990(3 ton)Vertis Split ACRs 15990(1 ton) - Rs34990(2 ton)Cassette ACRs 61,490 (2 ton)-Rs 106,864(4 ton)Vertis Pristine ACRs 28990(0.75 Ton)- 33990(1.0Ton)

10. PLACECompany has adopted a flexible Business Model

11. To reach semi-urban and rural Market-Expansion of network of dealers, distributors and retailers in 2009.

12. Focus on Service Infrastructure.PROMOTIONThe new advertising platform of ‘Sensible Cooling’.Voltas AC TV commercial is running across various channels such as NDTV 24X7, Aaj Tak, CNBC, Times Now, Discovery and National Geographic. CSR- It is running a campaign, titled JagmagDeshMera, by TERI.

13. Contd.Print ads - The Times of India, Hindustan Times and The Hindu newspapers.Websites used- Yahoo!, Rediff, MSN, Sify and NDTV.com Radio campaign on Big FMBelow-the-line activities across eight metros and Tier II towns.

14. COMPETITORSLGSamsungHitachiHaierVideoconBluestarCarrierOthers(Including O-general etc) Unorganized Sector

15. MARKET SHARE IN ROOM AC SEGMENT The Room AC Segment is expected to grow by 25% in coming years.

16. CONSUMER BEHAVIOR

17. COMMERCIAL SEGMENTCaters to Light commercial segment Products: Venture range of products that includes Floor Standing (Slimline), Cassette and Ductable Air Conditioners.Supported by strong R&D and technical supportHyderabad International Airport ,ITC Mumbai, Dell Chandigarh, Sahara Ganj Mall, Lucknow

18. QUESTIONNAIRE ANALYSIS

19. Q1.WHICH AC BRANDS DO YOU KNOW?In our survey, we found that 24 out of 45 are aware of Voltas AC whereas LG and Samsung are more popular among people

20. Q2.HOW MANY HOURS DO YOU USE AC IN A DAY?

21. Q3.WHICH AC BRANDS YOU CONSIDERED WHILE MAKING YOUR PURCHASE DECISION?35 % among 45 people will consider Voltas while making their purchase decision. Whereas this is highest for LG with 57%.

22. Q4.WHICH AC BRAND HAVE YOU BOUGHT?

23. Q5.WHAT IS THE MEDIUM OF INFORMATION?The most important source of information came out to be TVC and internet is at second number and retail outlets are at third number.

24. Q6.WHY DO YOU PURCHASE AC?In our survey, we find that cooling is the most important factor in making AC purchase decision.

25. Q7.ARE YOU SATISFIED WITH YOUR PRESENT AC??Out of 45 people, 13 have bought Samsung and all 13 are satisfied with its performance.

26. Q8.HAVE YOU EVER BOUGHT VOLTAS ACOut of 45 people, only 13% has said that they have bought Voltas AC whereas 35% has bought LG and 33% bought Samsung.

27. Q9. WHAT DO YOU FEEL ABOUT AFTER SALES SERVICES?

28. Q10. WILL YOU BUY IT AGAIN?30 out of 45 people have said that they will buy their present AC again.

29. Q11. WILL YOU SUGGEST IT TO YOUR FRIENDS?Out of 45, 33 said they will suggest it to their friends.

30. Q12. What comes to your mind when you think of Voltas AC?Good qualityTata product Average ACIndian ACCooling ability & sizeBad serviceValue for moneyNo comments

31. RECOMMENDATIONSVoltas 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)

32. PRESENT SCENARIOPresent Industry Trends: Energy Efficient Star Rated Acs Higher growth in Split AC SegmentMultiple options for multiple nichesLaunched new range of 50 AC models for the coming summer season.Has choices in terms of features, tonnage, price and other parameters.Focus on market’s heterogeneous nature. At its upper end, the range includes the Gold, Platina and Plus versions of the flagship Vertis brand.