The product strategy and mix in Voltas marketing strategy can be explained as follows: Voltas is one of the leading consumer electronics and engineering solutions company in India. The product strategy in the marketing mix of Voltas focuses on end users as well as enterprise solutions

2. Voltas is the no. 1 AC brand in India and has the largest infrastructure which helps them to serve
customers better across length & breadth of the country.
The Unitary Products Business Group of Voltas is present in the business of cooling appliances in the
B2C and B2B space.
B2C : Air Conditioners and Air Coolers B2B : Commercial Refrigerators, Water Coolers and Water
Dispensers
India Air conditioner markets stood over 4.3billion dollars in 2017 & expected to surpass 8.2billion by
2020. (Source – Tech sci research 2018)
SHOBHIT5

3. The Economic Times

6. 1. SPLIT AC
2. WINDOW AC
3. SLIMLINE AC
4. CASSETTE AC

7. Quality
Durability
Reliability
Reparability
Style Design
Product
variety
Features
Brand image
Warranty
Pre Sale
Information
Packaging
Delivery
After sale
technical
support
Return Installation
Customer
Training
Consulting
Maintenance
& Repair

8. CREATES REVENUE*
‘PRICE IS THE MONEY; You pay for
any product or service’ . By David J.
Schwartz
• Easiest Element in the marketing; adjusted in the
Short term
• Price also communicates the Value proposition.

9. TON
Star
Rating MODEL MRP DP
Discounts Allowances
Payment
Terms
Credit
terms
0% finance

10. WHATYOU'LLBEDOING

11. "Advertisements are Emotional Tool "
PROMOTION

12. • LG
• SAMSUNG
• BLUESTAR
• HITACHI
• CARRIER
• WHIRLPOOL

14. Segmentation Target Positioning

15. Segmentation Target Positioning
Mass Segment Premium Segment Commercial Segment

16. Segmentation Target Positioning
Middle Income Groups
All age groups
In Malls, Offices
etc.
Upper Class
All age groups
MASS SEGMENT PREMIUM SEGMENT COMMERCIAL SEGMENT

17. Segmentation Target Positioning
Power saving,
value for money
Indian factor
Family Factor
High Technology,
New Design.

18. • Indian Mass market – Number
of buyers is increasing.
• Demand for Ac ‘s is increasing
in Tier 2,3 cities.
• Climatic shift towards long
summers leads to increase in
sales.
1. Voltas is India's largest air conditioning
company
2. Sustained growth in revenue and
profitability in textile business
3. Leader in terms of market share in the
cooling products segment
4. Creative R&D and marketing in the
cooling solutions business
• Increased
competition in
AC’s from
International
Brands.
• Sluggish economy
and High
fluctuations in
exchange rate.
Decreasing operating profit over
the past years is a concern
Dependence on copper for
electromechanical projects keeps the profit
margin lower.
Unable to target the Green conscious
customers

22. • Based on this Marketing research project we were able to make the
following conclusions about the brand Voltas AC
• Customer Behaviour- With the help of our survey we were able to deduce
that the consumers of ACs are mostly driven by Energy efficiency,
maintenance cost, after sale support
• Marketing Strategy of Voltas– Voltas has strictly adhered to their mass
marketing technique and highly efficient products at reasonable cost of
owning. This has helped Voltas to capture the niche market of cost
sensitive consumers and even retain them.
• Market Share of Voltas– Voltas is doing fairly well in the current scenario
with its last quarter results showing positive development