Final Report;3

FINAL REPORT SIP±2010SELLING BLUE STAR AIR CONDITONER Name of Company: BLUE STAR Nature of Work: SALES AND MARKETING Place of work: Hyderabad Submitted By: Name: ANAND.R Enrollment No: 7NIHN115 Company Guide: Mr. ASWATHAMA Faculty Guide: Dr. SAHIK MOULALI A PROJECT REPORT ON SALES OF BLUE STAR AIR CONDITIONER IN BLUE STAR (MARKETING, SALES) A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF IMBA PROGRAM (CLASS OF 2007 to 2012) ICFAI NATIONAL COLLEGE HYDERABAD ACKNOWLEDGEMENT I am extremely thankful to my Center Head Mr. CHARYULU for having given this assignment which gave me an opportunity to make a project study in its perfect form. I am also thankful to my faculty guide of my SIP Dr. SAHIK MOULALI who has been a constant source for me in preparation of this report. I would like to express my gratitude to Mr. ASWADHAMA my company guide who gave me an opportunity to do my internship in BLUE STAR. I am also thankful to him for providing me the opportunity to do my internship in the company and guidance in preparation of this report. I am thankful to my parents for their immense cooperation and continuous moral support for their encouragement all through the work. DECLARATION I do hereby declare that this dissertation entitled ³SELLING BLUE STAR AIR CONDITIONER´ has been prepared by me for partial fulfillment of the award of the Degree in Master of Business Administration, under the guidance of Mr. ASWATHAMA company guide and Dr. SAHIK MOULALI Faculty guide. I also hereby declare that this is bonfire record of practical work done by me during Summer Internship Program 26th April 2009 to 22th July 2009. Anand .R Enroll. No.7NIHN115 TABLE OF CONTENTS 1. ABSTRACT OR SUMMARY Marketing 2. INTRODUCTION INDIAN AIR CONDITIONER INDUSTRY BLUE STAR INDIA 3. PRODUCT PRESENTATION 4. OBJECTIVES 5. LIMITATIONS 6. METHODOLOGY Sales process Marketing process 7. SCHEDULE 8. CONCLUSION 9. APPENDICES which includes advertising. The term developed from the original meaning which referred literally to going to market. and processes for creating. partners. sociology. it is also related to many of the creative . sales process engineering views marketing as a set of processes that are Inter connected and interdependent with other functions.SUMMARY MARKETING Marketing is an integrated communications-based process through which individuals and communities discover that existing and newlyidentified needs and wants may be satisfied by the products and services of others. Market research underpins these activities through advertising. set of institutions. It is also concerned with anticipating the customers' future needs and wants. and exchanging offerings that have value for customers. communicating. or going to a market to buy or sell goods or services. clients. particularly psychology. Anthropology and neuroscience are also small but growing influences. Marketing practice tends to be seen as a creative industry. which are often discovered through market research. Marketing is defined by the American Marketing Association as the activity. as in shopping. Seen from a systems point of view. delivering. distribution and selling. whose methods can be improved using a variety of relatively new approaches. Marketing is influenced by many of the social sciences. and society at large. and economics. referring to the channel by which a product or service is sold (e. Branding refers to the various methods of promoting the product.g. etc. online vs. or attention. price. y Promotion: This includes advertising. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture.g.arts. publicity. MARKETING MIX: Marketing Mix contained 4 elements: product. brand. also referring to how the environment in which the product is sold in can affect sales. . point-of-sale placement or retailing. place and promotion. e. y Pricing: This refers to the process of setting a price for a product. families. which geographic region or industry. This third P has also sometimes been called Place. Methods of setting prices optimally are in the domain of pricing science. retail). time. guarantees. y Placement (or distribution): refers to how the product gets to the customer.[3] which a marketer can use to craft a marketing plan. The scope of a product generally includes supporting elements such as warranties. it can simply be what is exchanged for the product or services. or company. The price need not be monetary. sales promotion. to which segment (young adults. for example. y Product: The product aspects of marketing deal with the specifications of the actual goods or services. These four elements are often referred to as the marketing mix. business people). including discounts. energy. and personal selling. and support. and how it relates to the end-user's needs and wants. Branding A brand is a name. symbol. There are distinct stages in converting strangers to customers that govern the communication medium that should be used. Marketing communications Marketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each message. term. A brand represents the consumers' experience with an organization. A brand has also been defined as an identifiable entity that makes a specific value based on promises made and kept either actively or passively. Brand reflects personality of the company which is organizational culture. A brand is more than a name. or service. Branding means creating reference of certain products in mind. Co-branding involves marketing activity involving two or more products. product. or other feature that distinguishes products and services from competitive offerings. Advertising y y y y Paid form of public presentation and expressive promotion of ideas Aimed at masses Manufacturer may determine what goes into advertisement Pervasive and impersonal medium . design or symbol. design. newspaper/magazines. . interactive relationship Personal interest Attention and response Interesting presentation Clear and thorough. web. outdoor) Choice of actors and players (New Trend) Design and wording Co-ordination Test results Personal sales Oral presentation given by a salesperson who approaches individuals or a group of potential customers: y y y y y Live. Task of the salesman made easier y y y y y y y y y y y Maximize sales Publicity Brand building Create awareness Persuade buyers Introduction of new product Enable market leadership To face competition To inform changes To counteract to competitors advertisement To enhance goodwill Eight steps in an advertising campaign y y y y y y y y Market research Setting out aims Budgeting Choice of media (television.Functions and advantages of successful advertising 1. radio. but this does not build customer loyalty or encourage future repeat buys. People are given an incentive to buy.Sales promotion Short-term incentives to encourage buying of products: y y Instant appeal Anxiety to sell An example is coupons or a sale. It cannot be used as a sustainable source of differentiation. A major drawback of sales promotion is that it is easily copied by competition. Marketing Public Relations (MPR) y y y y Stimulation of demand through press release giving a favorable report to a product Higher degree of credibility Effectively news Boosts enterprise's image . the sense of identifying market changes and the product innovation approach. Information. In the consumer-driven approach. Generally there are three ways of doing this: the customer-driven approach. The rationale for this approach is that there is no point spending R&D funds developing products that people will not buy.Customer focus Many companies today have a customer focus (or market orientation). place. The starting point is always the consumer. A formal approach to this customer-focused marketing is known as SIVA (Solution. The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product. No strategy is pursued until it passes the test of consumer research. and Access). including the nature of the product itself. This implies that the company focuses its activities and products on consumer demands. Every aspect of a market offering. History attests to many products that were commercial failures in spite of being technological breakthroughs. promotion) of marketing management. Product Promotion Price Placement Solution Information Value Access . This system is basically the four Ps renamed and reworded to provide a customer focus. price. consumer wants are the drivers of all strategic marketing decisions. Value. is driven by the needs of potential consumers. Many firms. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. It tries to perfect the segmentation strategy used in traditional marketing. such as research and development focused companies. desktop advertising or online marketing. affiliate marketing. successfully focus on product innovation. y y y y y An emerging area of study and practice concerns internal marketing. then tries to develop a market for the product. Diffusion of innovations research explores how and why people adopt new products. It targets its audience more precisely. because of the ex post status of consumer research. or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers (employer branding). It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. . Many purists doubt whether this is really a form of marketing orientation at all. the company pursues product innovation. marketers are turning to forms of permission marketing such as branded content. With consumers' eroding attention span and willingness to give time to advertising messages.Product focus In a product innovation approach. and is sometimes called personalized marketing or one-to-one marketing. However. When pursuing a product innovation approach. marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. Product innovation drives the process and marketing research is conducted primarily to ensure that profitable market segment(s) exist for the innovation. services and ideas. The use of herd behavior in marketing. custom media and reality marketing. A relatively new form of marketing uses the Internet and is called Internet marketing or more generally e-marketing. marketers must ensure that they have a varied and multi-tiered approach to product innovation. Some even question whether it is marketing. marketing strategy is closely linked with sales. defining how the organization will successfully engage customers. Corporate strategies. and competitors in the market arena. or a product line. A marketing plan may be part of an overall business plan. Basic theory: 1. Proposition/Key Element 3. a brand. a marketing plan without a sound strategic foundation is of little use. and corporate goals. prospects. As the customer constitutes the source of a company's revenue. It can be for a product or service. While a marketing plan contains a list of actions. . corporate missions. Marketing plans cover between one and five years. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. Target Audience 2. Implementation MARKETING PLAN A marketing plan is that which details the necessary actions to achieve one or more marketing objectives. Solid marketing strategy is the foundation of a well-written marketing plan.MARKETING STRATEGY A marketing strategy is most effective when it is an integral component of firm strategy. 250 crores. 4500 crores. including central plants. a substantial reduction in price is required.000 crores by 2007. The commercial air-conditioning segment catering to corporate and commercial customers amounted to around Rs.INTRODUCTION INDIAN AIR CONDITIONER INDUSTRY The Indian AC market size is Rs 2. . 14. With government support in duty and tax rationalization. players and consumers. The primary cause for the high prices is the high incidence of indirect taxes. 8000 crores. The key bottleneck to growth is the low affordability of ACs. Reducing excise duties. excise duties and import duties on the product category : accounting for close to 45% of the MRP. In order to capture the growth potential. This is clearly evidenced in the Chinese market where substantially low price points (less than 50% of Indian retail prices) have driven penetration of ACs. the abnormally high excise duty of 32% is a major deterrent to growth. despite the reasonable growth in the last few years. the market for Central air-conditioning. The market is currently at a nascent stage and shows tremendous promise to grow. 10. Of this. However. packaged/ducted Systems and VRF systems was about Rs. the estimated total market size for air-conditioning in India was around Rs. the growth potential has not been entirely captured.790 crore comprising the household and commercial segments. indirect taxes and import duties is a win-win-win solution for the government. In particular. In 2008-09. 5750 crores. while the market for room air conditioners comprised the balance Rs. the AC market can grow very rapidly over the next 5 years to as much as Rs. There is a huge unrealized potential for:  Preserving food and dairy products  Improving food distribution  Reducing cost of food to the common man There are different types of air conditioner which is customized according to its application and uses. These are: SEGMENTS APPLICATION Window ACs Homes and SOHO Mini Split ACs Homes. institutional commercial and large .During the year. However. the air-conditioning market witnessed significant growth in segments such as hospitality. the economic slowdown coupled with the liquidity squeeze affected certain segments such as retail and builders. healthcare and education. infrastructure segments such as airports. shops. offices. Project expansion plans in the IT/ITES segment were also delayed mainly due to the uncertain impact of the US recession on this segment. showrooms Ducted Split and Pacakaged ACs Commercial establishments Chillers and Central Plant Industrial. power plants and metro rail were unaffected by the economic downturn and project plans were on track. In addition. Major players in Indian market ‡ Amtrex Hitachi ‡ Blue Star ‡ Carrier Aircon ‡ Daikan Shriram ‡ LG ‡ Samsung ‡ Voltas ‡ Whirlpool ‡ O¶General ‡ Matsushita . skyscrapers such as Air India Building. apart from several others. the Company took up the all-India distributorship of HewlettPackard products. Within three years. an entrepreneur of exemplary vision and drive. The export arena beckoned and the Company began exporting water coolers to Dubai. A team of dedicated professionals aided Mohan T Advani in ever furthering his vision of a profitable company dedicated to its ideals of professionalism and success. the US leader in airconditioning. Express Towers. where in fact. 'Blue Star' soon became the generic name for water coolers. The sixties and the early seventies witnessed Blue Star continuing to expand and thrive. An expanding Blue Star then ventured into the manufacture of ice candy machines and bottle coolers and also began the design and execution of central airconditioning projects. In 1970. As the Company's reputation for delivering the goods in the most challenging of airconditioning projects grew steadily. as its India based partner . the Company was selected by Worthington.these were the first of numerous foreign associations to follow. the early seventies saw a series of prestigious projects being entrusted to Blue Star . In 1949. the Oberoi Hotel in Mumbai. Then came the manufacture of water coolers. the proprietorship company set its sights on bigger expansion. a business relationship which continues today and has grown ever stronger through the years. . Employee strength crossed the 1000 mark and the company went public in 1969 to become Blue Star Limited. Shortly after. Blue Star diversified and took up agencies for Material Testing Machines and Business Machines.BLUE STAR INDIA HISTORY Blue Star was founded in 1943. took on shareholders and became Blue Star Engineering Company Private Limited. by Mohan T Advani. there has been a constant and profitable growth. the Company secured the agency for US-based Melchoir Armstrong Dessau's airconditioning equipment. as it continues to be called today. Ever since. The Company began as a modest 3-member team engaged in reconditioning of airconditioners and refrigerators. a collaboration with York International of USA for central airconditioning equipment and joint ventures with Motorola and Yokogawa. in technical collaboration with Rheem. to enhance manufacturing competency. Today it bears the distinction of being regarded as the best such plant India-wide. To complement its air-conditioning projects and undertake turnkey industrial projects. Mumbai in 1983. Blue Star next set up a software export unit at Seepz. Blue Star Infotech Ltd. In keeping with this focus. the action continued. A new Corporate Vision was developed - . the Company began building determinedly upon its existing overseas presence. Then came associations with more global leaders . USA. an advanced manufacturing facility was set up at Dadra in 1997. The nineties witnessed India entering an era of economic liberalisation and an upsurge in competition as the dynamic business scenario attracted the world's most forward-looking corporations. The dealer network was strengthened and expanded to bring products within easy reach of every customer. Blue Star set up a joint venture with Al Shirawi in Dubai and went on to execute some outstanding projects in Syria. after spending nearly 15 years within the Company steadily climbing up the ladder. re-engineer those that were obsolete and forge ahead in acquiring new business competencies.and the company emerged a market leader in these focus areas. took over the reins of the Company. With the advent of the much awaited new millennium in 2000. In 1984. As its Indian presence reached greater heights. Always moving with the times and ever on the lookout for business possibilities. A renewed thrust was placed on the company's core business areas .. The software unit was spun off into a separate company. Blue Star was more than equal to the challenge and expansion continued unabated. Iraq and Saudi Arabia.airconditioning and refrigeration and the distribution of professional electronics equipment .Revenues touched the Rs. an Industrial Division was set up in 1978. the export of airconditioning products from the Dadra factory began and contract manufacturing for local and foreign brands commenced. 10-crore mark and staff strength doubled to exceed 2000. the sons of Mohan T Advani. It was time to re-look at existing business competencies. Ashok M Advani & Suneel M Advani. . 500 crore milestone in 2000 and the Rs. Even more than size. Blue Star enjoys an enviable reputation as an ethical corporation. Blue Star crossed the Rs. business partners. ever mindful of its obligations towards customers. the Company nearly doubled its turnover. 600 crore milestone in 2002-03. shareholders. the Company leveraged its leadership position to grow aggressively. clocking Rs 1178 crores in 2005-06. In the following three years."To deliver a world-class customer experience". dealers. employees and the environment in which it operates. Every employee is determined to follow this vision and keep their organization a competitive and forward-looking one. With the boom in construction activity and increased infrastructure investments. a network of 29 offices. Himachal and Wada which use state-of-the-art manufacturing equipment to ensure that the products have consistent quality and reliability. The central and packaged airconditioning business involves design. engineering. the lines of business of Blue Star can be segmented as follows: Electro Mechanical Projects And Packaged Airconditioning Systems This comprises central and packaged airconditioning as well as electrical projects and plumbing & fire fighting projects. hospitals. Japan. UK. UK. banks. 5 modern manufacturing facilities. manufacturing. commissioning and support of large central airconditioning plants. theatres.Williams. Jeol. shopping malls and boutiques.COMPANY PROFILE Blue Star is India's largest central air-conditioning company with an annual turnover of Rs 2574 crores. water management. restaurants. Blue Star has business alliances with world renowned technology leaders such as Rheem Mfg Co. business drivers. . Blue Star primarily focuses on the corporate and commercial markets. 700 dealers and around 2600 employees. USA. Blue Star's other businesses include marketing and maintenance of hi-tech professional electronic and industrial products. industrial and government organizations as well as commercial establishments such as showrooms. Dadra. installation. In addition to this. In accordance with the nature of products and markets. These include institutional. Thales e-Security Ltd. Bharuch. The Company has manufacturing facilities at Thane. Blue Star promotes after-sales service as a business. to offer superior products and solutions to customers. by offering several value added services in the areas of upgrades and enhancements. air management. Eaton .. It fulfills the air-conditioning needs of a large number of corporate and commercial customers and has also established leadership in the field of commercial refrigeration equipment ranging from water coolers to cold storages. Japan and many others. The Company has also started offering Electrical Contracting and Plumbing & Fire Fighting Services. and competitive positioning. energy management and LEED certification consultancy for Green Buildings. packaged airconditioners and ducted split airconditioners. Hitachi. bottled water dispensers. With this. approvals. Electrical and Plumbing) projects. such as analytical instruments. and test and measuring instruments . as well as industrial products and systems. The Company also manufactures and markets a comprehensive range of commercial refrigeration products and services that cater to the industrial. material testing. commissioning and asset management. bottle coolers. supply and installation of entire power systems as well as liasioning. commercial and hospitality sectors. the Electronics Division has been the exclusive distributor in India for many internationally renowned manufacturers of hi-tech professional electronic equipment and services. The Company has carved out profitable niches for itself in most of the specialized markets it operates in. data communication products. cold storages.The Company also executes building electrification contracting projects and offers expertise in the areas of electrical design and engineering. These include water coolers. Blue Star has developed capabilities for executing integrated MEP (Mechanical. deep freezers. Professional Electronics And Industrial Systems For over five decades. ice cube machines and supermarket refrigeration products. Blue Star has extended its mechanical contracting offering to include plumbing and fire fighting projects. Cooling Products Blue Star offers a wide range of contemporary window and split airconditioners. medical electronics. Japan and many others. UK. Jeol. Thales e-Security Ltd.. Eaton . Hitachi.DISTRIBUTION NETWORK: Blue Star has a network of 29 offices. y Giving training to indivuals on both technical and sales aspect of the product y After training evaluating the individuals on the basis of performance in sales and ability to understand thE product and company policies y Motivating the sales persons. 700 dealers. Blue Star has business alliances with world renowned technology leaders such as Rheem Mfg Co. Japan. . UK. to offer superior products and solutions to customers. USA. y Recruiting and selecting sales people based on experience. SALESFORCE: y Fixing the targets based on the scope and opportunities in the market condition. 5 modern manufacturing facilities.Williams. IT/ITES. Healthcare . Pharmacy AC&R Service Installed base of Blue Star customers Professional Electronics & Manufacturing. High-end Residential Cold Chain products and Agriculture. Processed Foods. systems Hospitality. Ice Cream. Office Complexes. Healthcare.TARGETS SEGMENTS: Business Central Air-conditioning Target Segments Infrastructure. Industrial Systems Industrial. Passive infrastructure Small/Medium Corporate and Commercial establishments. Hospitality Retail. Defense. Retail. Supermarkets. Medium Corporate and Commercial Packaged Air conditioning Telecom Shelter conditioning Room Air conditioners Air Telecom service providers. . y It also participates in trade shows to create awareness about its products. CUSTOMERCARE: Blue Star offers the customer free servicing up to one year. y It mainly concentrates on franchising.PROMOTION STRATEGIES: y Company promotes the product through conducting events and advertising. As a result of different policies put forward by government like globalization lead to the entrance of new players in the market which in turn led to thought competition in the market. Blue Star offers 24 hours customer care .Any complaints or technical problem would be deal within 24 hours. It has started newly giving advertisements in the news papers. MARKET SHARE: In the early 90¶s the Indian air conditioner industry was dominated by Blue Star and was the largest producer in the Indian air conditioner industry. At present blue star has been rated as one of the best five brands in the Indian market. MARKET STRUCTURE: Blue star supplies its product to its own dealer all over India. Dealers have there own sales executives who sell the product. monitoring. 2. training and development to make the employee practice in company culture Customized management development programs for senior managers .1.2. The dealer sells the products to the customer. This strategy followed by blue star has enabled them to avail and reach its customer all over India and abroad. HUMAN RESOURCES: Takes pride in employee the largest pool of talented engineers in country Two third of employees are white collar job Grooming. Sales executives are given training by blue star thus enabling them to know all the aspects of the product and how to deal with the customers. ORGANIZATION STRUCTURE BOARD OF DIRECTORS ^ DIRECTORS ^ PRESIDENT ^ EXECUTIVE VICE PRESIDENT ^ VICE PRESIDENT ^ SENIOR GENERAL MANAGER ^ GENERAL MANAGER ^ REGIONAL SALES MANAGER ^ TERRITORY SALES MANAGER ^ ASSISTANT SALES MANAGER ^ . This department consists of sales executives and sales mangers. SALES & MARKETING DEPARTMENT: This department forms the backbone of the company. Sales department mainly deals with sales of the product while market department conduct research to study the market to develop methods to find out the scope of the product in the market. This department is dominated by workers and low level management. . HUMAN RESOURSE DEPARTMENT: Human resource department deals with welfare of the employee and method to motivate employees to make office environment homely ADMINISTRATION DEPARTMENT With high level and mangers o this department deals with the administration and operation of the company. PRODUCTION & MANUFACTURING DEPARTMENT: Manufacturing department deal with product production and manufacturing of the product. This department is usually associated with the high level management.DEALERS DEPARTMENTS AND FUNCTIONS: R &D DEPARTMENT: This forms a part of the products life in the market as this deals with method to alter the product and introduce new technology in production to meet the demand. MUMBAI . The Company has tripled its turnover over the last three years and continues to be on a strong growth trajectory. It has been associated with the most prestigious installations and projects in the country and enjoys a preferred partner status in most of the high growth segments. RECRUITMENT: Blue Star is the India¶s largest central air-conditioning and commercial refrigeration company with over six decades of experience in providing expert cooling solutions. In blue star recruitment is done through  campus interview  Direct interview  external resources SENIOR MANAGEMENT: CORPRATE HEAD QUATORS : DIVISIONAL HEADQUATOR: MUMBAI CHENNAI. Blue Star offers new comers with an opportunity to show the indivual skills and talent there by building success full career.STAFF AND STRENGTH: Nearly 2600 employees are working for the company. no limit to what you can accomplish here. The company belief that every job should be able to give a sense of purpose and open the doors to unlimited opportunities. OPERATIONS: FUNCTIONS: blue star facilitates its customer by offers product to fulfill different function through: o ROOM AIR CONDITIONERS . THANE.3.REGIONAL HEADQUATORS: CHENNAI. mentoring. . BHARUH SALES AND SERVICE OFFICES: TRIVANDRUM. VADODRA.1. MANUFACTURING UNIT: KALA MUMBAI. Grooming. NEW DELHI.HYDERABAD TRAINING AND DEVELOPMENT: MUMBAI. DADRA. WADA. PUNE. training and development to make the employee practice the µBlue Star Way¶ Customized management development programmers for senior managers Training is given to employee in the form of seminar and event All the aspects of the product both technical and sales are dealt in the seminar 3. AUB. sophisticated air-conditioning equipment. Without regular maintenance an air conditioner looses its original efficiency steadily every passing year. SERVICE SOLUTIONS TRAINED PERSONNEL: Our engineers and technicians are intensively trained to handle the costly. PRIORITY SERVICE: All customers who opt for our annual service solutions are offered priority service. Thereby. and drain your profits. causing a lot of inconvenience. And if not properly maintained. depreciate with time. like any other machine.o COMMERCAIL REFIREATION o COLD STORAGE o CENTRAL AIR CONDITIONING SERVICES: All air-conditioning and refrigeration systems. It is common knowledge that these inefficiencies accelerate in the absence of adequate monitoring and maintenance. they progressively lose efficiency. GENUINE SPARES: . so that your calls get attended quicker and the system is up faster. preventing costly down times. PREVENTIVE CHECKS: Under all our service solutions. consume more power. we offer preventive maintenance checks which help in identifying problems early. you are assured of genuine spares that will go a long way in ensuring high uptime for your system.Corporate Affairs & Special Projects President .Channel Business Group Executive Vice President R&D and Manufacturing Executive Vice President Finance Satish Jamdar Managing Director Vir S Advani Avinash Pandit B Thiagarajan J M Bhambure Manek Kalyaniwala Executive Vice President Arun Khorana Professional Electronics & Industrial Systems Division .By opting for our service solution. Before the onset of a season. our engineers calibrate the airconditioning system to suit. SEASONAL SETTINGS: In summer. SENIOR MANAGEMENT Suneel M Advani Vice Chairman & Managing Director President . EXTENDED LIFE: Genuine Spares and regular maintenance help in extending the life of your system. you would prefer lower temperatures and when the climate is cold you often feel the need to change your settings to higher temperatures.Electro Mechanical Projects Group President . There are two types of heat Sensible heat : sensible heat is any heat that rises the temperature but not th moistur content of the substance.Air conditioning Projects Division.cleans. this is the regular and familiar heat that we experience every day. Southern Region Vice President .Room Air conditioners Division PRODUCT PRESENTATION PRODUCT PROFILE Air conditioning is dfined as a process .circulates.freshens and controls its moisture contents simontaniously. Latent heat: latent heat is that heat requried .Electrical Projects Division Vice President . which cools.Dadra & Bharuch Plant Vice President .Human Resources & Administration Vice President .R Aravindan Sumanta Chaudhuri R G Devnani Harish Govind CP Mukundan Menon Vice President . the air is humid. In summer the tempreature are high and these temprature can support more moisture. This perpiration requires to be dried.transforming a liquid to vapour. The dsired comfort tempreature and relative humidity for india in summer is 25 degree centigrade and 55% relative humidity. It explains the principle of refriding and also is a coponent of heat load. . therefore a chaqnge in its state from liquid to vapour is required. Human beings generate lateent heat by way of moisture on their skin. Latnt heat plays an important part in refrigating and air conditioning. What we say about r does discomfort ³it is too warm´ ³it is too cold´ ³it is too humid´ ³its too stuff´ ³it is dusty the air is cooled the air is warm miosture in the air is removed conditioned air iis circutated gently the air is filtered what the air conditione COMFORT PARAMETERS IN INDIA Most of our cities the ambident condition are quiet uncomfortable. The calorie is the metric unit used to raise the tmpreature of 1 gram of water by 1 degree celcius. EQUIPMENTS FOR COOLING The Compressor The Condensor The Evaporator .the quantity of heat is different from tempreature . Since a calorie is very small measurement . The british thermal unit is the quantity of heat neeeded to raise the tempreature of of 1lb of watr by one degree Fahrenheit. 1 Ton refregation = 12000 Btu/hr or 300K Cal/Hr. but hhow much hat it contains. The two most common unit for stating the quantity of heat is British Thermal unit (Btu) and calorie (Cal).it is pratical to use the thousand caloris as the unit for air conditioning and is expressed as Kilocalories (K Cal).AIR CONDITIONING CAPACITY The TON in refredigation and air conditioning is a unit indicating a certain quantity of heat .which only says about how hot the substance is. TYPES OF AIR CONDITIONING SYSTEM There are two tyypes of air conditioning system Central air conditioning system Non air coditioning system products PRODUCTS CENTRAL AIR CONDITIONING y Screw Chillers y Scroll chillers y Double Skin Air Handling unit y Fan Coil Units y Packaged ACS and Ducted Splits y Hyper Packed ACS y VRF System ROOM AIR CONDITIONERS y Window Air Conditioner y Split Air Conditioner y Cassette Splits Air Conditioner y Verticool Splits Air Conditioner . Features: Great Looks Long Life 3-Speed Cooling 4-Way Air Distribution Clean Filter Reminder Power Saver Compressor Advanced Fan Motor Inner Grooved Condenser Slide-in / Slide-out Filter Fuzzy Logic Digital Display . besides other features.y Concealed Split Air Conditioner COMMERCAIL REFRIDGEATION y Deep Freezers y Ice Machine y Water coolers ROOM AIR CONDITIONING PRODUCTS STAR RATED WINDOW AIRCONDITIONERS These Window ACs boast of a reliable and accurate electronic thermostat. Built using dependable components. fuzzy logic control that adjusts performance automatically and a low energy consuming compressor. these ACs come bundled with excellent after-sales support. Electronic Thermostat Programmable Timer Memory Backup Sleep Mode Quick Start SPLIT AIRCONDITIONERS Blue Star. Star Rated Hi-Wall Split ACs Certified to be 2 Star. . They come equipped with hi-tech filters that block dust. germ-free and allergen-free air. commercial and residential needs. also bring you a state-of-the-art range of split air conditioners that suit corporate. viruses and other allergy causing agent. 3 Star and 5 Star rated by the BEE (Bureau of Energy Efficiency). mould. these Split ACs offer you the dual advantage of high performance cooling without high electricity bills. Blue Star's star rated Hi-Wall Splits also offer you the added advantage of pure. leaders in central air-conditioning. bacteria. Easy-to-Clean Front Panel Display Panel Elegant Remote Control Electronic Thermostat Long Life Mega Split Air conditioners The Blue Star wall-mounted mega split AC.5 & 3 TR models Aesthetic design Reliable. efficient 3-phase compressor ensures longer life and saves up to 10% power High CFM for fast cooling Excellent air throw reaching every . 3 Star and 5 Star rated models High Performance Filtration AlleraGuard in 5 Star Rated Models Bio Filter and ACEF Filter in 2 and 3 Star High Efficiency Rotary Compressor 4-Way Oscillating Louvres 3-Speed Fan with Auto Fuzzy Logic Dry Mode Multi-Circuit D-Coil Evaporator 'Blue Fin' Coated Evaporator Good Looking. All in one single unit! What's more. it saves at least 10% on your electricity bills. Features Available in 2. A product that offers you the ease of installation of a conventional wallmounted split coupled with the power of a ducted system.Features : 2 Star. corner of the room No ducting required resulting in faster and economical installation Fewer IDUs required. They blend beautifully with stylish interiors by virtue of their excellent looks. Economy/Auto/Dry mode and many more exciting features CASSETTE AIRCONDITIONERS Blue Star's cassette air conditioners not only look contemporary. fit and finish. Features Available in 1.5. saving precious space Oscillating louvres for uniform cooling Intelligent remote control with On/Off timer. but are also extremely quiet and installation friendly. Their compactness and ability to distribute cool air uniformly in four directions without ducting make them an ideal choice where it is not practical to have a ducts for air flow (due to structural constraints such as low cross beams). 2. 3 and 4 TR Aesthetic design Preferred choice for commercial/residential spaces with low ceilings Integrated drain pump ensures that . 5 TR Ideal for airconditioning existing open layouts without obstructing partitions Needs no ducting or false ceiling.. 3. Features Available in 2.5 and 4.5. enabling effective cooling of a large area Power saver . hence quick to install It does not need wall or window space. an unused corner or space beside a column in the room will do Cold air is delivered efficiently from a good height and can therefore reach up to 25 ft.condensed water is drained effectively without damaging the false ceiling Air sweep function ensures comfort in every corner User-friendly wireless remote for ease of operation Fuzzy logic control for intelligent cooling Quiet operation Auto flap Control On/Off timer and auto fan control Dry Mode dehumidifies the air and removes extra moisture from the room VERTICOOL SPLIT AIRCONDITIONERS A versatile air-conditioning solution for large commercial spaces such as open-layout offices. showrooms and banks particularly when you need it in no time. offering a central airconditioning look with higher head room. the unique low noise feature makes it the quietest in the category.Long life Blue fin condenser for highly efficient heat transfer Fuzzy logic control for intelligent cooling Oscillating louvres for uniform cooling Low noise Dry Mode dehumidifies the air and removes extra moisture from the room User-friendly Remote Control CONCEALED SPLIT AIRCONDITIONERS Apart from being reliable and trouble-free. 1.5. Its low height makes it easy to conceal. 2. 3. 4.5 TR Low noise and low height State-of-the-art compressor saves 10-15% electricity bills . 5 and 7. Features Available in 1. A big bonus when wall and floor space is limited. Programmable timer Time delay feature for longer life of compressor Auto-restart Fuzzy logic control for intelligent cooling Detachable fan panel for easy servicing of fan motor and coil Salt spray-tested GI panels for longer life and aesthetic appeal Highly efficient permanent split capacitor motor PRICING: BLUE STAR AIR CONDITIONERS SPLIT AIRCONDITIONERS CAPACITY STAR RATING PRICE© PRICE(D) . 5 TR 3 star 1.1.0 TR 1.500 Rs (INT AND STB) 24.500 20000 Rs Rs(INT AND STB 21.0 TR 2 star 2.5 TR STAR RATING 2 star PRICE(D) PRICE© 1.SPLIT AIRCONDITIONR CAPACITY STAR RATING PRICE(D) PRICE© .000 Rs 25000 Rs 28000 Rs 30000 Rs 33000 Rs 35000 Rs 36000 Rs STAR RATED WINDOW AIRCONDITIONERS .0 TR 3 star 22.350 Rs (INT AND STB) 23.000 Rs (INT AND STB 27.500 Rs (INT AND STB) 29.5 TR 3 star 2 star 1.500 Rs (INT AND STB) 35.500 Rs (INT AND STB) 32.500 Rs 23000 Rs 3 star MEGA.0 TR 2 star 1. CAPACITY 1.5 TR 5 star 2.5 TR 19.500 Rs (INT AND STB) 29. 0 TR NIL 45.0 TR STAR RATING NIL PRICE(D) PRICE© 33500 Rs (INT 340000 Rs AND STB) .5 TR 2222 NIL 22 3.5 TR STAR RATING NIL PRICE(D) PRICE© 38.235 Rs(INT 54000 Rs AND STB) PIPE:725/metre CASSETTE AIRCONDITIONERS CAPACITY 1.52.2.150 Rs(INT 39.865 Rs(INT AND STB) 46000 Rs PIPE: 725Rs /metre 53.000 Rs AND STB) VERTICOOL SPLIT AIRCONDITIONERS CAPACITY 1. Rs 30000 Rs 12990 .Rs 30000 Rs 13900 .Rs 34000 Rs 11900 .Rs 34000 Rs 12000 .Rs 21000 Rs 12500 .Rs 32000 Rs 12000 .COMPETITORS PRICES COMPANY NAME CARRIER GODREJ HAIER HITACHI KENSTAR LG ONIDA SAMSUNG VIDEOCON VOLTAS NUMBER OF PRODUCTS 8 5 2 15 5 12 3 10 9 11 PRICE RANGE Rs 15000 .Rs 42000 Rs 13500 .Rs 26400 Rs 14000 .Rs 16000 Rs 22500 .Rs 29000 . . OBJECTIVES: The main objective of the company . Maintain personal integrity y To understand different ways so as to deliver world class customer experience and service . y To find out different ways to derive pleasure from the work we do and make the work fruitful through. y To know the performance and reputation of Blue Star in Indian air conditioner market. y To know about the major players in the India Air conditioner market and study the competitors of Blue Star. Innovation Creativity and Experimentation in what we do.depth knowledge about the Air Conditioner industry in India. y To know about the specialized features of the Blue star products. . To study the scope for sales and promotion of blue star air conditioner in Hyderabad y Work in a boundary less manner division so as to achieve best customer satisfaction. y To study the various processes carried out in the selling process of Blue Star air conditioners.according to my view as a trainee are as follow: y To gain an in . .  Lack of new models in the production line and alteration of the existing products.  Large number of competitors in the market  Behavior of the customers is a limiting factor  Wrong belief of the customers like high price and maintenance cost for Blue Star products.  Constant fluctuation in the Indian market  Changing price levels  Entrance of new players in the market.LIMITATIONS  Major constraint is time duration. the project period is too short for understanding the Air Conditioner industry. it saves time it is cheaper source of data. the sample size is 100 and the method is simple random sampling area of survey covers Amerpet.it is readily avaible for processing. But it offers much greater accuracy and reliability. RESEACCH PROCESS: . The researcher himself or through enumerator appointed by him can gather primary data slowly at a high cost. It is personally developed and gives latest information..it may have bias.which are collected by somebody else and made available in Journals. Periodicals and Government reports etc.Banjara Hills and Panjagutta. b) Secondary Data Secondary data are those .it is a cheaper sources of data.it must be relevant to the reaserches under study.RESARCH METHODOLOGY All the data used the for this survey is collected from both primary and secondary sources. a) Primary Data Primary data are those data that are collected for the first time. essential two steps aree involved in formulating the research problem viz understanding the problem thoroughly and rephrasing the same into meaningful terms from an analytical point of view. 1)formulating research problem There are two types of research problem one that relate to subject of nature and the scond on.While doing the research consider the methodology and technique.the abstracting and indexing journel and published or unpublished biblo .thus constitute the first step in a specific inquiry.intially the problem may be stated in a board way and thenthe ambiguities if any relating to the problem were resoived.research process consist of a series of action or step neccescary to effectively carry out research and the desired sequencing of these steps. 2) extensive literature survey once the problem is formulated a brief summary should be written down.at this juncture the researcher should undertake extensive literature survey concerning with the problems for this purpose. which relats to relationship netween variable. The formulationof the topic into specific research problem.at the very out set the researchr must single out the problem he wants to study ie he must decide the genralarea of interst or aspects of a subject matter that he would like to enquire into.which is apporate to the research process.then the feasibitiy of a particular solution has to be considerd before a working formulation of the problem can be step. researcher should state in cler terms the working hypothsis.which is required for the analyasis. Thy also affct the mannar in which test must be conducted in the analaysis of data and indirectiy the quality of data. Working hypothsis is tentative assumption made in order to draw out and test its logogical consequence.diagramd are the first place to go. 4) preparing rsearch design SELLING PROCESS  Pre customer contact  Operation of equipment  Target market knowledge  Product knowledge  Prospecting  Presentation of merchandise  Buyer benefits  Customer involvement  Limit the choices  Use showmanship  Message adaptation  Handling objections . 3) deevolpment of working hypothesis After the exculsive literature survey.  Closing the sale  Suggestion selling  Sales follow-up. BUYING AND SELLING PROCESS PRE SALE PREPARATION OPENING/GREETING NEED IDENTIFICATION DEVELOPING SALE EVALUATION OF OPTIONS PROPOSING SOLUTIONS ELIMINATION OF DOUBTS ELIMINATING DOUBTS DECISION CLOSING THE SALE . There are . These may be customers who are currently buying something similar and will appreciate the additional features your new product or service provides. it's essential to focus exclusively on the prospects we believe are most likely to purchase from us.  Defining marketing strategy and tactics: Next. opportunities.BUYING PROCESS SELLING PROCESS MARKETING PROCESS The following process is followed:  Study the competition: SWOT (strengths. we should have a clear understanding of what we must offer in order to stand apart from the competition and who will want to take advantage of the offer. threats) analysis is used to study the competition in corporate world. step is to choose a right sales and marketing channels.  Target the ideal customer: To successfully launch the product or service with minimum financial outlay. weakness. This helps to know the position of the organization.  Create a unique value proposition: At this stage. Only after testing is complete. horizontal and multi marketing channels. . If monitoring is done on marketing results carefully.  Testing the concept and marketing approach: It's best to examine the product or service bundle plus marketing message and marketing materials. First make sure that the product or service is completely ready and available for purchase in order to maximize returns from the coverage to be received.  Launching the product: Public relations often play a vital role in the launch of a product or service.various channels like vertical. we can proceed to the final creation of marketing tools and materials.  Product life cycle: The introduction and education phase of the product or service launch will need to be updated as product or service matures. it will result in diminishing returns that will indicate when it's time to revise the product or service. ANAND.R .