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INTRODUCTION
Tata Group is an Indian multinational conglomerate company headquartered in the Bombay
House in Mumbai, India. Tata Group is one of the largest companies in India by capitalization
and revenue. It has interests in communications and information technology, engineering,
materials, services, energy, consumer products and chemicals. The Tata Group has operations inmore than 80 countries across six continents and its companies export products and services to
80 nations. The Tata Group comprises 114 companies and subsidiaries in eight business
sectors, 27 of which are publicly listed. 65.8% of the ownership of Tata Group is held in
charitable trusts. Companies which form a major part of the group include Tata
Steel (including Tata Steel Europe),Tata Motors (including Jaguarand Land Rover), Tata
Consultancy Services, Tata Technologies, Tata Tea (including Tetley), Tata Chemicals, Titan
Industries, Tata Power, Communications, Tata, Tata Teleservices and the Taj Hotels.
The group takes the name of its founder, Jamsedji Tata, a member of whose family has almost
invariably been the chairman of the group. The current chairman of the Tata group is Ratan Tata,
who took over from J. R. D. Tata in 1991 and is one of the major international business figures in
the age ofglobality. The company is currently in its fifth generation of family
stewardship. TATA Group's 114 companies are held by its main company Tata Sons and the
main owner of Tata Sons are various charitable organizations developed and run by Tata Group.
Out of which JRD Tata Trust & Sir Ratan Tata Trust are the main holders. About 65% ownership
of Tata Sons which is the key holding company of the other 114 Tata Group Company is held by
various charitable organizations.
The 2009, annual survey by the Reputation Institute ranked Tata Group as the 11th most
reputable company in the world. The survey included 600 global companies. The Tata Group has
helped establish and finance numerous quality researches, educational and cultural institutes in
India. The group was awarded the Carnegie Medal of Philanthropy in 2007 in recognition of its
long history of philanthropic activities. Tata gets more than 2/3 of its revenue from outside India.In June 2011, based on market value Tata Group has become India's wealthiest group with
$98.7 billion.
http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Bombay_Househttp://en.wikipedia.org/wiki/Bombay_Househttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Tata_Steelhttp://en.wikipedia.org/wiki/Tata_Steelhttp://en.wikipedia.org/wiki/Tata_Steel_Europehttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Jaguar_Carshttp://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/Tata_Consultancy_Serviceshttp://en.wikipedia.org/wiki/Tata_Consultancy_Serviceshttp://en.wikipedia.org/wiki/Tata_Technologies_Limitedhttp://en.wikipedia.org/wiki/Tata_Tea_Limitedhttp://en.wikipedia.org/wiki/Tetleyhttp://en.wikipedia.org/wiki/Tata_Chemicalshttp://en.wikipedia.org/wiki/Titan_Industrieshttp://en.wikipedia.org/wiki/Titan_Industrieshttp://en.wikipedia.org/wiki/Tata_Powerhttp://en.wikipedia.org/wiki/Tata_Teleserviceshttp://en.wikipedia.org/wiki/Taj_Hotelshttp://en.wikipedia.org/wiki/Jamsedji_Tatahttp://en.wikipedia.org/wiki/Ratan_Tatahttp://en.wikipedia.org/wiki/J._R._D._Tatahttp://en.wikipedia.org/wiki/Globalityhttp://en.wikipedia.org/wiki/Tata_Sonshttp://en.wikipedia.org/wiki/Carnegie_Endowment_for_International_Peacehttp://en.wikipedia.org/wiki/Carnegie_Endowment_for_International_Peacehttp://en.wikipedia.org/wiki/Tata_Sonshttp://en.wikipedia.org/wiki/Globalityhttp://en.wikipedia.org/wiki/J._R._D._Tatahttp://en.wikipedia.org/wiki/Ratan_Tatahttp://en.wikipedia.org/wiki/Jamsedji_Tatahttp://en.wikipedia.org/wiki/Taj_Hotelshttp://en.wikipedia.org/wiki/Tata_Teleserviceshttp://en.wikipedia.org/wiki/Tata_Powerhttp://en.wikipedia.org/wiki/Titan_Industrieshttp://en.wikipedia.org/wiki/Titan_Industrieshttp://en.wikipedia.org/wiki/Tata_Chemicalshttp://en.wikipedia.org/wiki/Tetleyhttp://en.wikipedia.org/wiki/Tata_Tea_Limitedhttp://en.wikipedia.org/wiki/Tata_Technologies_Limitedhttp://en.wikipedia.org/wiki/Tata_Consultancy_Serviceshttp://en.wikipedia.org/wiki/Tata_Consultancy_Serviceshttp://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/Jaguar_Carshttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Tata_Steel_Europehttp://en.wikipedia.org/wiki/Tata_Steelhttp://en.wikipedia.org/wiki/Tata_Steelhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Bombay_Househttp://en.wikipedia.org/wiki/Bombay_Househttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Multinational_corporation7/28/2019 Viren ( Voltas )
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Voltas Limited is an engineering, air conditioning and refrigeration company based
in Mumbai, India.
It offers engineering solutions for a wide spectrum of industries in areas such as heating,
ventilation and air conditioning, refrigeration, construction equipment, materials handling, water
management, building management systems, indoor air quality and chemicals.
The Company was incorporated on 6th September 1954 at Mumbai. The Company was
promoted in 1954 by M/s. Volkart Brothers and Tatas
Voltas is a part of the Tata Group. The managing director is Mr. Sanjay Johri. Its shares are
traded on the Bombay Stock Exchange under symbol 500575 with a turnover of 4300 Crore
($920,200,000 USD) in 2008-09.
Voltas provided the air-conditioning for the world's biggest ocean liner, the RMS Queen Mary
2 and also the world's tallest building, the Burj Khalifa.Voltas have large Service Network. Voltas have own service center in each major city. The List
are below:
Grewal Cooling Solutions, Ludhiana. Kool Master, Ram Darbar, Chandigarh.
http://en.wikipedia.org/wiki/Air_conditioninghttp://en.wikipedia.org/wiki/Refrigerationhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Air_conditioninghttp://en.wikipedia.org/wiki/Refrigerationhttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/RMS_Queen_Mary_2http://en.wikipedia.org/wiki/RMS_Queen_Mary_2http://en.wikipedia.org/wiki/Burj_Khalifahttp://en.wikipedia.org/wiki/Burj_Khalifahttp://en.wikipedia.org/wiki/RMS_Queen_Mary_2http://en.wikipedia.org/wiki/RMS_Queen_Mary_2http://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Refrigerationhttp://en.wikipedia.org/wiki/Air_conditioninghttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Refrigerationhttp://en.wikipedia.org/wiki/Air_conditioning7/28/2019 Viren ( Voltas )
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COMPETITORS
HITACHI
Hitachi, Ltd( Kabushiki-gaisha Hitachi Seisakusho) is a Japanese multinational
corporation specializing in high-technology and services headquartered in Marunouchi 1-chome, Chiyoda, Tokyo, Japan.
The company is the parent of the Hitachi Group (Hitachi Gurpu) as part of the largerDKB
Group companies.
Hitachi is the third largest technological company by revenue as of 2009.
On the 2011 Forbes Global 2000 list, Hitachi was ranked number 473.
http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Chiyoda,_Tokyohttp://en.wikipedia.org/wiki/Tokyohttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/DKB_Grouphttp://en.wikipedia.org/wiki/DKB_Grouphttp://en.wikipedia.org/wiki/List_of_the_largest_technology_companieshttp://en.wikipedia.org/wiki/Forbes_Global_2000http://en.wikipedia.org/wiki/Forbes_Global_2000http://en.wikipedia.org/wiki/List_of_the_largest_technology_companieshttp://en.wikipedia.org/wiki/DKB_Grouphttp://en.wikipedia.org/wiki/DKB_Grouphttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Tokyohttp://en.wikipedia.org/wiki/Chiyoda,_Tokyohttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Multinational_corporation7/28/2019 Viren ( Voltas )
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BLUE STAR
Blue Star is India's largest central air-conditioning company with an annual turnover of Rs2900 crores, a network of 29 offices, 6 modern manufacturing facilities, over 1200 dealers andaround 2800 employees.
It fulfills the air-conditioning needs of a large number of corporate, commercial and residentialcustomers and has also established leadership in the field of commercial refrigerationequipment ranging from water coolers to cold storages. The Company also offerscomprehensive Electrical Contracting and Plumbing & Fire Fighting Services. Blue Star's otherbusinesses include marketing and maintenance of hi-tech professional electronic and industrialproducts.
The Company has manufacturing facilities at Thane, Dadra, Bharuch, Himachal and Wadawhich use state-of-the-art manufacturing equipment to ensure that the products have consistentquality and reliability.
Blue Star primarily focuses on the corporate and commercial markets. These include
institutional, industrial and government organizations as well as commercial establishmentssuch as showrooms, restaurants, banks, hospitals, theatres, shopping malls and boutiques. TheCompany has started pursuing the residential segment with its wide range of sleek andcontemporary Room ACs.
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Samsung Electronics is a South Korean multinational electronics and information
technology company headquartered in Samsung Town, Seoul. It is the flagship subsidiary of
the Samsung Group. With assembly plants and sales networks in 61 countries across the world,
Samsung has approximately 160,000 employees.
In 2009, the company took the position of the worlds biggest IT maker by surpassing the
previous leaderHewlett-Packard. Its sales revenue in the areas ofLCD and LED displays andmemory chips is number one in the world.
In the TV segment, Samsungs market position is dominant. For the four years since 2006, the
company has been in the top spot in terms of the number of TVs sold, which is expected to
continue in 2010 and beyond. In the global LCD panel market, the company has kept the leading
position for eight years in a row.
With the Galaxy S model mobile phone, Samsungs Smartphone lineup has retained the second-
best slot in the world market for some time. In competition to Apple's I-Pad tablet; Samsung
released the Android powered Samsung Galaxy Tablet.
http://en.wikipedia.org/wiki/South_Koreanhttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Samsung_Grouphttp://en.wikipedia.org/wiki/Hewlett-Packardhttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/LEDhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/IPadhttp://en.wikipedia.org/wiki/IPadhttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/LEDhttp://en.wikipedia.org/wiki/LCDhttp://en.wikipedia.org/wiki/Hewlett-Packardhttp://en.wikipedia.org/wiki/Samsung_Grouphttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Information_technologyhttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/South_Korean7/28/2019 Viren ( Voltas )
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SEGMENTATION
The air-conditioner market is broadly divided into home, commercial and industrial segments.
Geographic segmentation:
Places were temperature is high, hot and humid.
In summers in India (states like Delhi, Mumbai etc).
Demographic segmentation:
family size - dependent on the number of members.
Income(< 30,000 - 35,000)
Psychographic segmentation:Upper-class and middle-classBusiness manEmployeesSports person
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TARGETING
India is a tropical country where summers are very hot and humid. Voltas AC targets the
middle class population where anyone can afford, which has been kept at reasonable
price.
The company is targeting the B and C cities with the launching new range of Vertis
premium window and split air conditioners. The newly launched air conditioners are
priced in the range of 9,90028,000 (Rs.) (window) and the split air conditioners are in
the range of 14,50036,000 (Rs.)
The company trying to capture domestic segment with mass media campaigns like
INDIA KA DIL, INDIA KA AC.
The company also introduced a sub Rs.10,000 air conditioner.
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POSITIONING
PUNCHLINE - ACs with IQ
TAGLINESensible cooling
-Makes every corner, cool corner.
SLOGAN - INDIA KA DIL, INDIA KA AC
MESSAGEIt gives a message that VOLTAS ACS will help saving electricity, thus
reducing the electricity bill. It is easily affordable.
IMPACTIt gives a clear impression and view of the advertisement in the minds of the
customers that they Voltas acs available at lower cost and will help in conservation of
electricity.
U.S.P.-
Split air conditioner in 1984.
Corner split AC in 2009
ACs with IQ.
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Voltas customers participation in nationwide JAGMAG DRIVE.
Every Voltas AC customer now has the chance to participate in a nationwide
initiative- the Lightning up a billion lives campaign for electrification of rural
homes, being conducted by The Energy and Resources Institute (TERI), withVoltas enthusiastic support.
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RECOMMENDATIONS
Voltas 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)
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CONCLUSION
VOLTAS is among Indias leading air-conditioning, refrigeration and engineering servicescompanies.
People are motivated to buy VOLTAS AC due to itsPerformance,Warranty,Price,Service.Windows AC and split AC are more popular among customers than other variants.Also, 1.5 ton ACs are far more popular.
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BIBLIOGRAPHY