tata voltas
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A
Project Study Report
On
Training Undertaken at
“A Market Survey on Air Conditioners with special reference to Voltas”
Submitted in partial fulfillment for the
Award of degree of
Master of Business Administration
SUBMITTED BY: SUBMITTED TO:
ABDUL MANNAN PANWAR Dr. Sonal Jain
MBA 1V SEM
DEEPSHIKHA COLLEE O! TECHNICAL
EDUCATION JAIPUR
"#$1%$1'(
!"#AC"
The project work on the “A Market Survey on Air Conditioners with special
reference to Voltas” PRODUCTS OF AIRCONDITIONING which ha! "een a great
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e#perience $or %e In $act it wa! a &earning proce!! 'ar&ier I wa! unaware o$ %any
thing! regarding indu!try re!earch( ana&y!i! and %arket condition "ut a$ter
undergoing thi! project( I ha)e got !o%e know&edge o$ it at &ea!t up to a certain
e#tent $or co%p&eting thi! project I u!ed !econdary data I ha)e co&&ected !econdary
data $ro% internet( new! paper( Te#t "ook!( and %aga*ine! etc
Throughout the de)e&op%ent o$ the project it ha! "een %y own endea)or to tai&or &ike
approach( !u"ject %atter and pre!entation according to the re+uire%ent o$ it!
reader! The &anguage ha! "een kept !i%p&e and the entire di!cu!!ion ha! "een
"ui&t on &ogica& and coherent out&ine!
ABDUL MANNAN PANWAR
MBA $VS"M
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AC%&'()"*+"M"&,S
I e#pre!! %y !incere thank! to %y project guide( ,d ,ohta" A&a% -AR'A SA.'S
,ANAG'R/( $or guiding %e right $ro% the inception ti&& the !ucce!!$u& co%p&etion o$
the project I !incere&y acknow&edge hi! $or e#tending their )a&ua"&e guidance(
!upport $or &iterature( critica& re)iew! o$ project and the report and a"o)e a&& the %ora&
!upport !he had pro)ided to %e with a&& !tage! o$ thi! project
I wou&d a&!o &ike to thank the !upporting !ta$$ Pundit o$ %y co&&ege $acu&ty( $or there
he&p and cooperation throughout our project
ABDUL MANNAN PANWAR
MBA $VS"M
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"-"C.,$V" S.MMA!/
,he pro0ect deals with the Study into the marketing mi1 of Voltas in the
Mumbai Air2Conditioner Market3 ,he report consists of the primary data
obtained from the dealers3 ,he attributes4 which defined the data4 were Shelf
Space4 (indow *isplay4 rices +iven4 3'33 Material4 *ealer reference4
+eneral ositive and &egative Attributes for various Brands4 *ealer $nterface4
and #inance Schemes 'ffered3
In a&& I )i!ited 01 out&et! !pread a&& o)er ,u%"ai -inc&ude! dea&er! and
retai&er/( who dea&t in air conditioner I a&!o inter)iewed 22 cu!to%er! at
!howroo%! acro!! ,u%"ai Data thu! o"tained wa! then grouped and ana&y*ed( a$ter which the
in$erence! were drawn I o"!er)ed that .G wa! undou"ted&y the %arket
&eader In ,u%"ai AC %arket .G ha! the highe!t penetration( a! it i! a)ai&a"&e in
a&%o!t 304 o$ the out&et! whi&e 5itachi i! pre!ent in on&y 624 o$ the out&et!
.G a&!o &ead! in the other categorie! &ike the window di!p&ay -214/( !he&$
!pace -014/ and POP -214/ whi&e 7o&ta! ha! the !hare o$ 34( 894 and :24in the re!pecti)e categorie!
A&though 7o&ta! i! No8 "rand in ,u%"ai region "ut it ha! the highe!t
corporate cu!to%er or we can !ay( in!titutiona& !a&e! in co%pari!on to other
AC "rand! o$ the out&et! )i!ited( 224 c&ai% .G to "e the top ;rand wherea!
7o&ta! ha! 8
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,AB)" '# C'&,"&,S
$&,!'*.C,$'& '# ,5" $&*.S,!/
5
S
NO
De!cription! Page no
63 Introduction to the indu!try
73 Introduction to the Organi*ation
83 Re!earch ,ethodo&ogy
1. Tit&e o$ the Study
2. Duration o$ the Project
3. O"jecti)e o$ the Study
4. Type! o$ Re!earch
5. Co&&ection ,ethod and Sa%p&e Si*e
6. Scope o$ Study
7. .i%itation o$ Study93 Data Ana&y!i! and Interpretation
:3 Fact! and Finding!
;3 Swot Ana&y!i!
3 Appendi#
6?3;I;.IOGRAP5@
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$n 6>?7 *r3 (illis 5avilland Carrier invented and secured the patent for a
weather control concept @ air conditioning3 "ver since4 life hasnt been the
same3 ,he air conditioner market is hotting up as more and more people
appear to the convinced about the comfort of an air conditioner3 ,he e1tremely
hot summers have stirred the demand for ACs and the industry is
e1periencing a significant change3
,he air conditioning industry is around !s 7
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7o&ta! .i%ited -;S' 011030/ i! an engineering( air conditioning and re$rigeration
co%pany "a!ed in ,u%"ai( India It o$$er! engineering !o&ution! $or a wide !pectru%
o$ indu!trie! in area! !uch a! heating( )enti&ation and air conditioning( re$rigeration(
con!truction e+uip%ent( %ateria&! hand&ing( water %anage%ent( "ui&ding
%anage%ent !y!te%!( indoor air +ua&ity and che%ica&!
The Co%pany wa! Incorporated on 6th Septe%"er ork$orce!
;ui&ding cu!to%er &oya&ty wi&& "e a &ot ea!ier i$ you ha)e a &oya& work$orceBnot at a&& a
gi)en the!e day! It i! e!pecia&&y i%portant to retain tho!e e%p&oyee! who interact
7
http://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500575http://en.wikipedia.org/wiki/Air_conditioninghttp://en.wikipedia.org/wiki/Refrigerationhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Air_conditioninghttp://en.wikipedia.org/wiki/Refrigerationhttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/RMS_Queen_Mary_2http://en.wikipedia.org/wiki/RMS_Queen_Mary_2http://en.wikipedia.org/wiki/Burj_Khalifahttp://www.bseindia.com/bseplus/StockReach/AdvanceStockReach.aspx?scripcode=500575http://en.wikipedia.org/wiki/Air_conditioninghttp://en.wikipedia.org/wiki/Refrigerationhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Air_conditioninghttp://en.wikipedia.org/wiki/Refrigerationhttp://en.wikipedia.org/wiki/Tata_Grouphttp://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttp://en.wikipedia.org/wiki/RMS_Queen_Mary_2http://en.wikipedia.org/wiki/RMS_Queen_Mary_2http://en.wikipedia.org/wiki/Burj_Khalifahttp://en.wikipedia.org/wiki/Bombay_Stock_Exchange
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with cu!to%er! !uch a! !a&e! peop&e( technica& !upport( and cu!to%erB!er)ice
peop&e ,any co%panie! gi)e a &ot o$ attention to retaining !a&e! peop&e "ut &itt&e to
!upport peop&e
The increa!ing trend today i! to !end cu!to%erB!er)ice and technica&B!upport ca&&!
into +ueue $or the ne#t a)ai&a"&e per!on Thi! "ui&d! no per!ona& &oya&ty and pro"a"&y
&e!! &oya&ty $or the $ir% ;e$ore going thi! route( "e !ure thi! i! what your cu!to%er!
pre$er
$nstant #eedback
Recent&y( %any organi*ation! ha)e i%p&e%ented $eed"ack &oop! that a&&ow the% to
capture $eed"ack at the point o$ e#perience For e#a%p&e( Nationa& '#pre!!( one o$
the UJ! &eading tra)e& co%panie! in)ite! pa!!enger! to !end te#t %e!!age! whi&!t
riding the "u! Thi! ha! "een !hown to "e u!e$u& a! it a&&ow! co%panie! to i%pro)e
their cu!to%er !er)ice "e$ore the cu!to%er de$ect!( thu! %aking it $ar %ore &ike&y
that the cu!to%er wi&& return ne#t ti%e
)isten to your customers
I! there anything %ore e#a!perating than te&&ing !o%eone what you want or what
your pro"&e% i! and then di!co)ering that that per!on ha!n=t "een paying attention
and need! to ha)e it e#p&ained againK Fro% a cu!to%er=! point o$ )iew( I dou"t it
Can the !a&e! pitche! and the product "a""&eK .et the cu!to%er ta&k and !how the%
that you are &i!tening "y %aking the appropriate re!pon!e!( !uch a! !ugge!ting how
to !o&)e the pro"&e%
,'')S #'! ,!AC%$&+ A&* M"AS.!$&+ C.S,'MS! SA,$S#AC,$'&
Co%p&ain and !ugge!tion !y!te%!
A cu!to%er centered organi*ation %ake! it ea!y $or it! cu!to%er to de&i)er
!ugge!tion and co%p&aint! ,any re!taurant! and hote&! pro)ide $or%! $or gue!t! to
report what they &iked and di!&iked there So%e co%panie! e!ta"&i!h hot &ine! whit
to&&B$ree te&ephone nu%"er! Co%panie! are a&!o adding >e" page! 'B%ai& to
$aci&itate two way co%%unication
Satisfaction customer survey
Studie! !how that a&though cu!to%er i! di!!ati!$ied with one out o$ e)ery $our
purcha!e!( &e!! than 0 percent o$ di!!ati!$ied cu!to%er wi&& co%p&ain ,o!t
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cu!to%er! "uy &e!! or !witch o)er to other !upp&ier! Re!pon!i)e co%panie!
%ea!ure cu!to%er !ati!$action direct&y "y conducting periodic !ur)ey ! They !end
+ue!tionnaire! or %ake te&ephone ca&&! to a rando% !a%p&e o$ recent cu!to%er
)ost customers analysis
Co%panie! !hou&d contact cu!to%er who ha)e !topped "uying or who ha)e
!witched o)er to another !upp&ier to &earn why thi! happened Not on&y it i!
i%portant to conduct e#it inter)iw! when cu!to%er! $ir!t !top "uying ( "ut it i! a&!o
nece!!ery to %onitor the cu!to%er &o!! rate
!'M',$'&A) AC,$V$,$"S
Pro%otion i! $unda%enta&&y a too& to he&p appri!e con!u%er! o$ product! and!er)ice! a)ai&a"&e to the% 5owe)er( pro%otiona& acti)itie! today inc&ude )ariou!
$or%! o$ ad)erti!ing a! we&& a! pro%otiona& gi%%ick! !uch a! dirigi"&e! at $oot"a&&
ga%e!( coupon!( and $re+uent $&ier %i&e! The goa& o$ pro%otion i! no &onger !i%p&y
product awarene!!( "ut "rand awarene!!( product &oya&ty and e)en corporate i%age
,any di$$erent pro%otion! ha)e co%e under critici!%( particu&ar&y when they are
judged to "e i&&ega& or un$air ;aitBandB!witch re$er! to the practice o$ ad)erti!ing one
product at a &ow price( "ut ha)ing none o$ that product on hand when con!u%er!
arri)e to %ake the purcha!e Con)enient&y( thi! techni+ue re!u&t! in the !e&&er ha)ing
other( !i%i&ar( %ore e#pen!i)e product! a)ai&a"&e
Putting a!ide the i!!ue o$ pro%otiona& acti)itie! that are i&&ega&( there re%ain
e#a%p&e! o$ pro%otion! that %ay "e un!crupu&ou!( or perhap! %ere&y prejudicia&
The potentia& $or thi! ari!e! when pro%otiona& acti)itie! are not direct&y a!!ociated
with the product or !er)ice that i! o!ten!i"&y "eing pro%oted A! an e#a%p&e( 7irginia
S&i%! !pon!ored a wo%en! tenni! tourna%ent $or %any year! The !port o$ tenni!
recei)ed the $inancia& "acking( and the cigarette wa! a!!ociated with a popu&ar !port
and recei)ed con!idera"&e pu"&icity a! it! na%e wa! %entioned in &egiti%ate !port!
co)erage
E Coo&ing app&iance! De!ign( %anu$acture and %arketing o$ a range o$ air
conditioner! and water coo&er! $or hou!eho&d and in!titutiona& u!e
E 'ngineering product! and !er)ice! De!ign( !ourcing( in!ta&&ation( training(
%aintenance( etc o$ engineering product! and !er)ice! in the $ie&d! o$ te#ti&e
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http://www.lotsofessays.com/essay_search/promotional_activities.htmlhttp://www.lotsofessays.com/essay_search/Virginia_Slims.htmlhttp://www.lotsofessays.com/essay_search/Virginia_Slims.htmlhttp://www.lotsofessays.com/essay_search/promotional_activities.htmlhttp://www.lotsofessays.com/essay_search/Virginia_Slims.htmlhttp://www.lotsofessays.com/essay_search/Virginia_Slims.html
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%achinery( %achine too&!( %ining and con!truction e+uip%ent and %ateria&!
hand&ing e+uip%ent
73 $&,!'*.C,$'& ,' ,5" '!+A&$DA,$'&
7o&ta! i! one o$ the wor&d! pre%ier engineering !o&ution! pro)ider! and project
!pecia&i!t! Founded in India in ater ,anage%ent ? Treat%ent
"ngineering roducts F Services
E Te#ti&e ,achinery
E ,ining ? Con!truction '+uip%ent
E ,ateria&! 5and&ing '+uip%ent
.nitary Cooling roducts
E Air ConditionersE Co%%ercia& Re$rigeration
E (ater Coolers F *ispensers
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The Co%pany ha! ISO 11< B 8111 !tandard! certi$ication in it! project! "u!ine!!e!(
and ha! !ucce!!$u&&y undertaken and e#ecuted pre!tigiou! highB)a&ue project! in the
,idd&e 'a!t
,A!+",S F ,AS%S S",
The '#ecuti)e Training ai%ed to achie)e the $o&&owing target!B
< Under!tanding the Corporate en)iron%ent To under!tand the ethic!( ru&e! ?
regu&ation!( the organi*ationa& hierarchy and the workBcu&ture adopted in %y
organi*ation A&!o to &earn the %anner o$ conducting %y!e&$ on "eing a part o$
!uch organi*ation
8 Jey ;u!ine!! Area! To !tudy the core !ector! o$ "u!ine!! in which %y
organi*ation i! dea&ing in pre!ent&y A&!o to gain a gra!!Broot know&edge o$ the
range o$ product! o$$ered "y the organi*ation To de)i!e the %ethod and
!trategie! in order to enhance the growth o$ the co%pany through !a&e!(
cu!to%er retention( pro%otiona& acti)itie!( "rand %anage%ent etc
: Achie)e%ent o$ Target! To !e&& the package! o$$ered "y the co%pany in the%arket( "y de)e&oping an e$$ecti)e !a&e!Bpitch At the !a%e ti%e( to generate
new &ead! $or the co%pany on a regu&ar "a!i! and con)erting the% into our
potentia& cu!to%er!
2 Ac+uiring in$or%ation a"out the co%petitor! To c&o!e&y !tudy the product!(
!trategie! and pro%otiona& acti)itie! conducted "y the ri)a& organi*ation! To
carry out a co%parati)e ana&y!i! o$ the )ariou! !er)iceBpro)ider! to co&&ect
%a#i%u% data $or %y organi*ation
A enhance! !a&e!
; i%pro)e! the di!tri"utionBchain
C !ati!$ie! the cu!to%er!
D he&p! the organi*ation to acco%p&i!h it! %i!!ion
6 A&!o to %ake the co%pany aware a"out the
A !trength! and weakne!!e! o$ the )ariou! product! o$$ered
; "a!ic trend! o"!er)ed in the %arket
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C the re+uire%ent! o$ the cu!to%er!
D the $&aw! pre!ent in the !y!te%
' the pro"&e%! $aced "y the %ajority o$ the cu!to%er!
*"SC!$,$'& '# ,5" ,AS%S G ,A!+",S
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3 S>OT Ana&y!i! o$ the co%pany 5ere( the ta!k wa! to critica&&y e)a&uate the
organi*ation=! po!ition on +ua&itati)e a! we&& a! +uantitati)e ter%! I had to
%ake the co%pany aware a"out it! !trong area!( &i%itation!( $uture a)enue!
and a&!o the pro"&e%! &ying ahead
Reco%%endation! On the "a!i! o$ the %arket Lre!earch conducted whi&e
per$or%ing the a"o)e %entioned ta!k!( I wa! a!ked to pre!ent inno)ati)e and !%art
)iew! which can "ene$it the organi*ation in any po!!i"&e %anner Si%u&taneou!&y( I
had to %ake the co%pany aware a"out the re+uire%ent!
5istory of Voltas
H'$&, V"&,.!"S4 S.BS$*$A!$"S4 ASS'C$A,"S
7o&ta!! !u"!idiarie! inc&ude ,etro)o& FM'( 7I. O)er!ea! 'nterpri!e! ;7( 7oice
Anti&&e! N7( >eather%aker( e"e& A&i -Du"ai/( Si%to In)e!t%ent Co%pany and Auto
Aircon -India/
)'CA,$'&
7o&ta! ha! it! head o$$ice in ,u%"ai and regiona& o$$ice! in !e)era& %ajor citie! in
India It! o)er!ea! o$$ice! are in A"u Dha"i -UA'/( 5ong Jong and Singapore The
co%pany ha! $actorie! at Thane -aipur/ and Pantnagar -Uttarakhand/ in India
7o&ta! L ,arketing Project Report
Air Conditioner Indu!try Thank! to the $a"&ed Indian %idd&eBc&a!!( the airBconditioner
%arket i! hooting up An inordinate&y hot !u%%er ha! con)inced the peop&e the
co%$ort o$ an airBconditioner and a &arge nu%"er appear! to ha)e decided to take
one ho%e thi! year Indeed( in the &a!t $ew the year!( the de%and $or airBconditioner!
$ro% the hou!eho&d !ector ha! "een growing rapid&y Sti&&( the de%and growth i!
particu&ar&y noticea"&e( and wa! a&!o the %o!t !igni$icant change in the indu!try
during thi! period According to !o%e indu!try e!ti%ate!( growth in )o&u%e ter%! ha!
"een 20B01 per cent thi! $i!ca& ;ut o$$icia& !tati!tic! undere!ti%ate thi! and e)en
report a dec&ine in production Ne)erthe&e!!( "y a&& account!( inc&uding a !tudy "y the
Con$ederation o$ Indian Indu!try -CII/( there ha! "een a noticea"&e ju%p in the
de%and $or airBconditioner! $ro% the hou!eho&d !eg%ent A$ter !e)era& year! o$
re&ati)e&y %ode!t growth( which wa! tota&&y at )ariance with the &atent potentia& o$ the
product( the !harp growth in de%and the !u%%er pa!t wa! )ery we&co%e $or airB
conditioner co%panie! in %any re!pect! One( it re&ati)e&y reduced their dependence
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on the corporate !ector which i! !ti&& the %ajor de%and dri)er Corporate traditiona&&y
accounted $or a"out 61 per cent o$ the tota& de%and $or airconditioner! ;ut the
"urgeoning de%and $ro% the hou!eho&d !eg%ent cou&d &e)e& the ratio in the near
$uture
/"A! "V"&,S
6>:9 2 ,he Company was $ncorporated on ;th September at Mumbai3 ,he
Company was promoted in 6>:9 by MGs3 Volkart Brothers and ,ata Sons vt3
)td34 to take over the "ngineering F $mport *ivision of MGs3 Volkart Brothers in
$ndia3
2 ,he CompanyIs manufacturing activities were originally carried on at its
factory at Chinchpokli4 Mumbai and covered air2conditioning and refrigeration
eEuipment mining4 electrical and agricultural eEuipment3
2 ,he Company set up in ,hane4 Mumbai an up2to2date factory to manufacture
wide range of air2conditioning and refrigeration and a range of mining
eEuipments for which the Company had entered into a collaboration with
leading manufacturers abroad3
2 ,he CompanyIs distribution organisation is divided into two main groups 2
J"ngineeringI and JMarketingI3
2 ,he marketing group consists of two main divisions4 one dealing in drugs4
pharmaceuticals and consumer products and the other in chemicals and
vitamins3 ,he Company deals in foreign as well as indigenous products4
besides marketing its own products3
2 ,he Company manufactures4 sale and distribution of a variety of products in
the engineering4 chemical and pharmaceutical industries such as agricultural4
earthmoving4 air2conditioning and refrigeration4 te1tile machinery4 machine
tools4 electrical and mechanical eEuipments as well as chemicals4
pharmaceuticals and consumer products3
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6>:; 2 Shares sub2divided3 64?:4??? !ights shares then issued at par in prop3
;8 2 ,he Company promoted Scottish $ndian Machine ,ools )td34 in
Collaboration with Scottish Machine ,ool Corporation of +lasgow for the
manufacture of machine tools3
6>;9 2 ,he Company concluded a collaboration agreement with "aton /ale and
,owns4 .3S3A34 for the manufacture of /ale fork2lift trucks3 ,he Company has
e1tensive domestic and international ties3
2 ,he Company 0oined the Mine Safety Appliances Co34 .3S3A34 and Associated
Battery Makers K"asternL )td34 Calcutta in the promotion of Mine Safety
Appliances )td34 Calcutta4 a 0oint venture for the manufacture of minersI
electric safety cap lamps and other types of safety and protective eEuipment4
appliances4 detection and measuring devices3
6>;: 2 64?74??? !ights "Euity shares issued at a premium of !s 7: per share in
the proportion 7:3
6>;; 2 A new division4 vi34 the Agro2$ndustrial roducts *ivision was added3
,he main operation of the division consisted of the sale and servicing of the
tractors and implements made by the $nternational ,ractor Co3 of $ndia3 ,his
division handles hydraulic eEuipment ranging from larger pumping sets to
small irrigation pumps4 sprinkler irrigation systems and oil engines and also
handles veterinary products4 pesticides and fertilisers3
2 $n Aug3
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6> 2 Arrears as on 863=36>8:4 Arrears as on 863=36>=6 2 (ith effect from 6st Huly4 ,ata2Merlin F +erin )td3 K,M+L4 and the
&ational "lectrical $ndustries )td3 K&"$L4 were amalgamated with the Company3
$n terms of the Scheme of Amalgamation4 members of ,he &ational "lectrical
$ndustries )td34 were allotted for every 8? preference shares of !s 6?? each
held4 7? JBI class eEuity shares of !s 6? each and 6:266 redeemable
mortgage debentures of !s 6?? each of Voltas )td34 and for every 79? &o3 of
eEuity shares of !s 6? each of &"$ held4 7? JBI class eEuity shares of !s 6?
each and >266 redeemable mortgage debentures of !s 6?? each of Voltas
)td3
2 Members of ,M+ were allotted for every ;? &o3 of eEuity shares of !s 6??
each held in ,M+4 7 eEuity shares of !s 6?? each and >266 redeemable
mortgage debentures of !s3 6?? each of Voltas )td3
2 9497? &o3 of eEuity shares of !s 6?? each and 6>4=>7 2 66 K6>=6L were be
allotted to the shareholders of ,ata2Merlin F +erin )td34 and 69466< JBI "Euity
shares of !s 6? each and >4;?: 2 66 K6>=6L redeemable mortgage
debentures of !s 6?? each were allotted to the shareholders of ,he &ational
"lectrical $ndustries )td3 ,he share were allotted in 6>=?2=63
6>=7 2 ,he Company offered :4??4??? 2 683: secured convertible bonds of !s
7:? each at par3 'ut of this4 74??4??? bonds were offered as rights to the
e1isting shareholders and the balance 84??4??? bonds issued to the public3
"ach bond carries an option to receive one eEuity share of !s 6?? each at par
within three months after the e1piry of three years from the date of allotment of
bonds3 ,he face value of each bond will be reduced by !s 6?? and the balance
!s 6:? per bond will be repaid to the bondholders at the end of the 6?th year
from the date of allotment of the bonds3
6>=8 2 ,he Company proposed to set up an electrical business unit at une3
2 ,he Company entered into an agreement with May F Christe of (est
+ermany for the manufacture of dry type transformers of cast2resin design3
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2 Voltas $nternational )td34 erfect Moulds )td3 Voltas Switchgear )td34 Viat
$nvestment Co3 )td34 are subsidiaries of the Company3 &chovol #F" and
remium +ranites )td3 are subsidiaries of Voltas $nternational )td3
2 ,he Company has distributorship rights in the following products *rugs and
pharmaceuticals by Merck Sharp F *ohme of $ndia )td34 Mumbai4 drugs and
pharmaceuticals by !oche roducts )td34 Mumbai4 air compressors by
%irloskar neumatic Co3 )td34 automatic looms by &ational Machinery
Manufacturers )td34 and shovels by ,ata "ngineering F )ocomotive Co3 )td3
2 ,he Air ollution and (ater ollution pro0ect groups were amalgamated with
the "lectrical pro0ect group3
6>=: 2 64>64
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2 ,he machine tool division reached an agreement with #anuc of Hapan for
technical collaboration to produce C&C drilling centres3
6>>? 2 (ith effect from 6st March4 NVolrho )td3N was amalgamated with the
Company as per the order of B$#!3 ,he Company issued 9499499: &o3 of eEuity
shares of !s 6? each to the erstwhile shareholders of NVolrho )td3N3
2 Voltas is the only stock in the air conditioner sector which is in a ma0or
uptrend3
2 ,he company is hiking its installed capacity Kof air conditionersL at its *adra
&agar 5aveli plant to cater to rising demand3 $t is also slimming down 22 a
voluntary retirement scheme is in the offing to rid itself of e1cess labour3
2 ,he Voltas brand and its operations in !efrigerators and (ashing Machines
were transferred to "V) from 6st 'ctober3
7??? 2 ,he industrial court of Mumbai has granted a stay on the Voltas )tdIs
voluntary retirement scheme KV!SL in Mumbai following opposition from the
Voltas "mployees .nion3
2 Voltas 2 Air$nternational )td3 is a 0oint venture between Voltas )td3 and Air
$nternational +rmp4 Australia3
2 ,he company has doubled its installed capacity to 63: lakh room air2
conditioning units annually3
2 "lectrolu1 and Voltas had inked the memorandum of understanding KMo.L in
Hune4 7??? and as per the sale pact under the Mo.4 four manufacturing units
of Voltas )td were to be transferred to the 0oint venture "lectrolu1 Voltas )td3
2 Allwyn brand and its operations were transferred to "V) from 86st March3
2 Voltas and )+ "lectronics $ndia )td K)+"$)L have4 meanwhile4 entered into anagreement4 whereby the latter would be sourcing appro1imately ; lakh
refrigerators units for a period of three years starting Hanuary 64 7???3
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2 ,he *adra facility has an installed capacity to manufacture up to 639263: lakh
airconditioners in two shifts4 and Voltas is operating at ;?4???2;:4??? units per
annum3
2 Voltas4 the diversified ,ata group company4 is seeking to enter into capacity
sharing arrangements with multinational partners which have recently made
their entry into $ndia3
7??7 2 ,ata group company Voltas )td3 is relaunching Voltas airconditioners
under the JVerdantI brand4 a premium model targeted at the retail segment3
2 ,ata group company Voltas )td the air2conditioner KACL and cooling
appliances ma0or has posted a strong growth in the split air2conditioner
segment3
2 Ahmedabad2based )ok rakashan4 publisher of +u0arat Samachar4 has
increased its stake in ,ata +roup company Voltas to 69 per cent from 6838 per
cent over the last fortnight and may soon launch an open offer for additional
7? per cent stake3
7??9
2 Voltas )td has informed BS" that Mr Bir * Singh "1ecutive *irector has
retired from the services of the company on *ecember 7
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2IM" ro0ect Manager of the /earI rewards outstanding individual talent and
commitment4 as seen in actual pro0ect outcomes achieved through
e1traordinary skills and efforts3 2Voltas ties up with +M!V# for community
development initiative
%ey $nvestment Arguments
>ith the c&o!ure o$ &o!! %aking er!twhi&e A&yn re$rigerator unit at 5ydera"ad in unB
16 "y o$$ering 7RS to a&& it! e%p&oyee! and !hi$ting production o$ pro$ita"&e product!
to a new unit in Pant Nagar( Uttarancha& 7o&ta! ha! put an end to a&& the pain! o$ thi!
&o!! %aking do%e!tic re$rigerator unit and it! re!tructuring co!t! There wi&& "e no
%ore c&o!ure co!t! inc&uding 7RS co!t! $ro% now on 'ar&ier &o!!e! and then
re!tructuring co!t! inc&uding c&o!ure ? 7RS Co!t! were i%pacting pro$it! and ca!h$&ow! >ith the re!tructuring pain! "ehind it( it can now $ocu! on pro$ita"&e growth in
it! core "u!ine!! !eg%ent! with )igor
'&ectroB,echanica& Project! o$$er huge opportunity
India and the ,idd&e 'a!t are witne!!ing unprecedented "oo% in con!truction and
in$ra!tructure de)e&op%ent Thi! o$$er! huge %u&tiByear %arket opportunity in e&ectroB%echanica& project! !pace
Du"ai wa! the $ir!t country in the ,idd&e 'a!t to in)e!t !igni$icant&y in de)e&op%ent
o$ in$ra!tructure $or touri!% de)e&op%ent o)er the &a!t $ew year! Succe!! o$ Du"ai=!
in)e!t%ent! in touri!% in$ra!tructure prope&&ed other ,idd&e 'a!tern countrie!( who
ear&ier )iewed Du"ai=! audaciou! %o)e with!ceptici!%( to $o&&ow it! path Now %o!t
countrie! there ha)e &ined up %ega in)e!t%ent! and thi! entai&! a %u&tiByear
opportunity in ',PS "u!ine!! Contrary to popu&ar perception( the con!truction
"oo% in the ,idd&e 'a!t i! not due to petroBdo&&ar! -in$&u# o$ do&&ar! due to !igni$icant
ri!e in crude oi& price/ Du"ai=! con!truction "oo% !tarted when crude wa! at H86
There$ore( e)en i$ crude price $a&&! !igni$icant&y( we do not !ee any ri!k to thi!
con!truction "oo% there
>e &i!ted !o%e internationa& project! 7o&ta! co%p&eted on page: 7o&ta! current&y
ha! an order "ook o$ R!
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E Intercontinenta& 5ote&( A"udha"i(UA' Re$ur"i!h%ent Project
E ;ahrain City Centre( ;ahrain
E ,o)enpick 5ote& ? Centre Re!idence( Du"ai( UA'
E A&BUdeid De$ence Project( atar
E New Doha Internationa& Airport( atar
E The Interi% Doha Con)ention Centre( atar
+rowth linked to "conomic F $ndustrial growth in $ndia
A !u!tained ? !igni$icant !&owdown in Indian econo%ic ? indu!tria& growth %ay
ad)er!e&y i%pact con!truction "oo% in India in !ector! &ike Retai&( ,u&tip&e#(
5o!pita&!( 5ote&!( etc a$$ecting growth o$
57ACR project "u!ine!! A con!e+uent !&owdown in indu!tria& cape# growth wi&&
i%pact growth in it! 'ngineering Product! "u!ine!! and coo&ing product! !a&e! to
co%%ercia& and indu!tria& cu!to%er!
In!urgency in the ,idd&e 'a!t
Any in!urgency or $&areBup! in the ,idd&e 'a!t( a &a Ira+ or )ery recent&y in Iran or $or
that %atter in Thai&and &a!t year( %ay jeopardi*e it! project!( i$ any in the region Thi!
a&!o ha! i%p&ication $or order "ook and $uture growth( a! 7o&ta! i! "etting "ig on the
,idd&e 'a!t dri)ing it! ',PS "u!ine!! growth A !u!tained ten!e en)iron%ent can
ad)er!e&y i%pact growth in touri!%( the nuc&eu! o$ con!truction "oo% there
Shortage of skilled manpower in the Middle "ast
The ,idd&e 'a!t i! $acing !igni$icant !hortage o$ !ki&&ed %anpower !pecia&&y
e#perienced peop&e in procure%ent and project %anage%ent Thi! %ake! it
i%perati)e $or a project "idder to "e re!trained in accepting &arge a%ount o$ order!(
a! it %ay not get enough %anpower to e#ecute the% &eading to &i+uidated da%age!
7o&ta! ha! "een cautiou! and !e&ecti)e in accepting order! &arge&y on thi! count Thi!
cap! order "ook and re)enue growth The continued !hortage %ay &ead to ri!e in
%anpower co!t! and %ay put pre!!ure on %argin! o$ project! a&ready "id $or 7o&ta!
!o $ar did not ha)e to pay &i+uidated da%age! $or any o$ it! project! ')en project!
current&y under e#ecution are un&ike&y to "e de&ayed "eyond outer ti%e &i%it $or
co%p&etion
Cost escalation risk in turnkey pro0ects
',PS turnkey project! are a&& $i#ed co!t contract! A! per the indu!try practice(
the!e contract! do not carry any co!t e!ca&ation c&au!e! Though 7o&ta! %ake!
"ackBtoB"ack tie up $or input! $or 61B314 o$ co!t!( e!ca&ation ri!k re%ain! open on
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"a&ance ')en $or the "ackBtoB"ack co%ponent( ri!k re%ain! open "etween the ti%e
o$ %aking the "id and that o$ p&ace%ent o$ purcha!e order! Thi! ti%e duration i!
nor%a&&y 9B %onth! There ha)e "een ca!e! in the pa!t where co!t e!ca&ation ate
away it! %argin!
Fore# Ri!k'"!A,$'&S
VoltasI operations have been organied into four independent business2
specific clusters3 "ach of these has its own facilities for market coverage and
service to customers3
63 "lectro2Mechanical ro0ects F Services
"lectrical4 Mechanical4 5VAC F !efrigeration Solutions
"lectrical4 Mechanical F 5VAC Solutions K$nternationalL
(ater Management F ,reatment
73 "ngineering products F Services
,e1tile Machinery
Mining F Construction "Euipment
Machine ,ools
Materials 5andling Solutions
83 .nitary Cooling roducts for Comfort F Commercial .se
Cooling Appliances
Commercial !efrigeration
Marketing
VoltasI sourcing and marketing operations cover air conditioners4 te1tile
machinery4 machine tools4 mining and construction eEuipment and industrial
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chemicals3 $n these sectors4 the company demonstrates its specialied
engineering e1pertise4 as well as its e1tensive network for global sourcing3
Manufacturing
Voltas possesses total capability in the manufacture of roomGsplit air
conditioners4 industrial air conditioning and refrigeration eEuipment4 water
coolers4 commercial refrigerators4 visicoolers4 freeers and fork2lift trucks3 All
these products bear the stamp of state2of2the2art automated manufacturing
plants resulting in consistently high Euality and reduced costs3
#urthermore4 the Company is partnered with #edders $nternational $nc3 of .SA
for Imanufacture onlyI alliances producing low cost4 high Euality room air
conditioners3
'ver the years4 Voltas has built up a substantial reputation and is actively
engaged in turnkey pro0ects in fields such as electro2mechanical works
comprising electrical building services4 5VAC4 plumbing4 public 5ealth4 fire
fighting4 ")V F specialied systemsO electrical power pro0ectsO environmental
and water pollution controlO pumping stations and water supplyO water F waste
water treatment pro0ects3 ,he Company has $S' >??6 2 7??? standards
certification in this business4 and has successfully undertaken and e1ecuted
pro0ect works in the Middle "ast4 #ar "ast and South "ast Asia4 C$S countries
and Africa3
Awards
• .nited &ationsI +rand Award for "1cellence in ublic Service
(orldwide4 6>>82>93
• $nternational ublic !elations AssociationsI +olden ,rophy for
"1cellence in Customer Service4 6>>92>:3
• Mumbai Chamber of Commerce and $ndustryIs +ood Corporate
Citienship Award4 6>>:2>;3
• ,op industry honors at .A" 7??=2?>3
,echnological leadership
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As a leader in technology4 Voltas has made consistent efforts to bring
customers the latest and best technologies across varied domains3 ,he
Company has entered into collaborations and technical tie2ups with world
leaders so as to keep pace with global developments3 Some of VoltasI
collaborations are with
• Besseling4 ðerland4 for Controlled Atmosphere KCAL G .ltra 2 )ow
'1ygen K.)'L storage technology3
• *unham2Bush $ncorporated K.SAL4 for screw chillers
• 5itachi )imited4 Hapan4 for vapour absorption machines
• M$*"A4 China4 for Variable !efrigerent flow Systems3
• !uks "ngineering4 Canada4 for oone engineered systems
• Standard !efrigeration Company K.SAL4 for direct e1pansion chillers
• Siemens Building ,echnologies KAsia2acificL4 for building management
systems
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83 !"S"A!C5 M",5'*')'+/
(hat is !esearch MethodologyP
Methodology is the systematic4 theoretical analysis of the methods applied to
a field of study4 or the theoretical analysis of the body of methods and
principles associated with a branch of knowledge3 $t4 typically4 encompasses
concepts such as paradigm4 theoretical model4 phases and Euantitative or
Eualitative techniEues3Q6R
A Methodology does not set out to provide solutions but offers the theoretical
underpinning for understanding which method4 set of methods or so called
“best practices” can be applied to a specific case3
Meaning of !esearch methodologyP
,he process used to collect information and data for the purpose of making
business decisions3 ,he methodology may include publication research4
interviews4 surveys and other research techniEues4 and could include both
present and historical information3
,he data related information was collected through Euestionnaire for dealers3
,he Euestionnaire was structured ob0ective types Euestions regarding high
media awareness4 margin etc3
#or the fulfillment of this pro0ect4 we have made a Euestionnaire and surveyed
69 dealers of Haipur3
!esearch 2 is a process of collecting4 analying4 interpreting and summariingin a significant manner for the purpose of framing out necessary conclusion
and findings of data perceived and formulated for deriving out the meaningful
information3 ,o carry our research necessary telephonic calls needed to be
done4 suitable appointments were to be fi1ed and therefore market survey is to
be followed3
'b0ective of training 2 ,o understand life insurance and recruitment of capable
life insurance advisors for growth prospects3
Vaulting back
Vision and fortitude were the essential ingredients in the Voltas revival4 but it
was leadership that defined and drove the comeback
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Ask him what the first si1 months of his innings with the company were
like and &awshir * %hurody4 the former managing director of Voltas4 solemnly
says N$ wanted to run away3N ,hough decamping was not an option4 that flight
of fancy was understandable given the crisis Voltas was confronted with backin April 6>>96
crore for the nine months ended *ecember 7??9 Kprofits of !s8> crore on
sales of !s6487> crore for 7??82?9L3 ,his revival story4 scripted under Mr
%hurodyIs watch and carried forward by his successor4 Ashok Soni4 who took
over at the helm in 'ctober 7??>4 is one of grit and forbearance4 vision and
direction3 $t is about inspirational leadership3 Mr %hurody restored life to Voltas
and Mr Soni led the company on to the growth path3
,o understand VoltasI present good health4 one has to rewind to its days of
strife3 "stablished in 6>:94 the companyIs competence principally covers three
broad areas the management and e1ecution of electromechanical pro0ects4
significantly air conditioningO the design4 manufacture and marketing of
cooling appliances and solutionsO and the procurement4 installation and
servicing of engineering products and services in the fields of te1tile
machinery4 machine tools4 mining and construction eEuipment and materials
handling3 VoltasI troubles began coming to a head in the early and mid27???s4
when the competitive pressures of the post2liberalisation years changed the
marketplace eEuation3 ,he company was in no shape to cope with the changed
reality3
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$n its early days and right through to the 7??7s4 Voltas remained a respected
and successful enterprise but4 like many $ndian companies4 it was archaic in
its practices and tardy in keeping pace with a marching world3 !eal purpose
and accountability were missing in a whole lot of efforts undertaken in those
years by the company3
Mr %hurody4 an alumnus of the ,ata management2training cadre called ,AS4
was brought in by group Chairman !atan ,ata to resurrect Voltas3 5e came
with a clear mandate from Bombay 5ouse4 the ,ata headEuarters implement
the reforms necessary to salvage the company3 (hat ensued was a colossal
restructuring process over a period of four years4 one that enabled Voltas to
transform its business culture as much as its bottom line3 ,he process4
thankfully for Mr %hurody4 got smoother with a new chairman and board3
5e began the restructuring task by forming a core management team
comprising Mr Soni4 then head of finance4 human resources chief %S 'beroi4
and Bir Singh4 head of business e1cellence3 ,he roadmap was charted and
areas of restructuring identified before work began on all fronts3 ,he change
mantra was straightforward chop4 revive and grow3 ,he ob0ective was a leaner
and more agile company which would parlay its prime strengths in air
conditioning and engineering3
(ith these criteria4 VoltasI assorted businesses were scrutinised pitilessly with
two key criteria3 #irst4 was the business sufficiently attractive4 especially in the
global scenarioP ,his included evaluation on market sie4 likely growth and
competitive pressures3 Second4 did the company have the reEuired
capabilities to compete successfullyP ,his included a dispassionate
assessment of Voltas vis22vis the competition on critical success factors in
the business3 Scrutiny on both these counts provided the leadership team with
a common measurement tool for assessing the companyIs diverse business
portfolio3
Businesses not passing the test T the white elephants4 the bleeders4 the
unsustainable elements and non2core activities T were dropped with noregrets3 Chief among these was the white goods business4 which was proving
to be a big drain on the companyIs resourcesO three of its four manufacturing
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facilities were sold3 ,he agro2chemicals manufacturing business was also put
up for sale3 ,he two together fetched the company !s998 core3 ,he furniture
and )+ cylinders divisions were put on the block4 and Voltas also e1ited
subsidiaries such as remium +ranites4 Voltas Switchgear and Voltas Air
$nternational3
Voltas reorganised its remaining portfolio into four clusters international
operations Kprimarily electro2mechanical pro0ects in the overseas marketLO air
conditioning and refrigeration Kprimarily 5VAC pro0ects in $ndiaLO unitary
products Kroom air conditioners4 water coolers and commercial refrigeration
productsLO and engineering products and services3 Chief operating officers
were appointed and handed over a mandate to manage the business with
financial and operational freedom3 'nce the segregation had been
accomplished4 Voltas focused its attention on strengthening its presence and
capabilities in these four clusters3
More than 0ust a shift2and2shuffle4 it was an alignment consistent with clear2cut
core identities3 $mplicit was the redefinition of the company as a provider of
engineering solutions4 with manufacturing as an important support activity3
,his was an acknowledgement of the businesses which had yielded the most
sustainable growth for many years3 ,he model of relying entirely on in2house
manufacturing was replaced with an outsourcing2assembling2branding model
of business3 ,his delivered a twin advantage Voltas cut down its cost and4 at
the same time4 climbed up the market2share ladder with technologically
superior products3
,he labour problem was a particularly irksome thorn in the companyIs side3
,he burden of an under2employed and unproductive workforce was
compounded by obdurate union politics of the debilitating kind4 and shop2floor
ideologies dead set against change3 Any suggestion to correct the situation
was met with raucous hostility3 (hat made the going rougher was the fact that
the company was legally tied to the labour status Euo through several
agreements3
$n the teeth of all opposition4 Voltas shifted its air2conditioner production from
its decades2old ,hane plant to a more cost2effective facility in *adra3 ,he
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move was met with pungent opposition4 Kwith several cases filed against the
companyL3 $mplementing a voluntary retirement scheme KV!SL in this climate
was a challenge4 to say the least4 but Voltas4 having sown the wind4 was ready
to reap the whirlwind3
,alking to the unions involved setting the agenda for the new era4 and
remaining steadfast to the cause of change helped Voltas navigate the choppy
seas3 Management made it clear to the unions that it meant business by taking
proactive action and even going in for legal recourse3 ,he unions did
ultimately yield to the tough stance of the management4 and there was an all2
round change in the mindset of the workforce too3 N,hey realised it wasnIt a
worker versus management issue4N recalls Mr Soni4 Nit was competition versus
Voltas3N Both the management and the unions withdrew their cases against
each other and rightsiing through V!S was implemented amicably3
"ven as the management sorted out matters on the union front4 it addressed
the growing attrition rate in the managerial cadre3 Attracting and retaining
talent posed huge problems and the resistance to change among managers
was almost as pronounced as it was with the workers3 Sceptics were ready to
brand the restructuring e1ercise a non2starter3
,he thaw came4 says Mr %hurody4 after clear4 freEuent and consistent
communication that the management would be firm and unrelenting in its well2
reasoned ob0ectives3
Between 7??8 and 7?6?4 VoltasI rightsiing drive brought down its staff
numbers from 6748;> to ;4>;:3 ,he V!S e1ercise accounted for 74;=6 of these3
,he V!S cost Voltas !s68: crore4 but resulted in annual savings in staff cost
of !s3 =? crore3 ,aking the revival agenda forward4 contemporary corporate
human resources policies were introduced3 ,he focus shifted to training and
development4 high2performing employees were rewarded4 and salaries were
linked to performance3
#or financially shaky Voltas4 managing cash flow for the revamp was another priority3 Mr SoniIs motto was N,op line is vanity4 profit is sanity and cash flow
is reality3N ,owards this end4 VoltasI unproductive assets4 including prime real
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estate4 were either made to yield monetary returns or sold4 helping finance the
restructuring3 ,he companyIs offices in Mumbai were consolidated with a view
to optimising costs3 $ts corporate office moved from swanky Ballard "state4 an
e1pensive borough4 to utilitarian Chinchpokli3 #rills were eliminated and
systems were automated3
Shedding non2profitable businesses and selling idle real estate and
investments coughed up !s96? crore3 ,his was used to repay debts of !s9;?
crore and also pay for the V!S initiative3 ,hanks to these and other measures4
the companyIs annual interest payments have been brought down from a high
of !s9= crore in 6>>= to !s7 crore in 7?6?3
,he Voltas of today bears the stamp not 0ust of a reassessment of business
priorities4 but of a progressive and innovative outlook worthy of a global
player3 (ith all restructuring measures in place and firmly consolidated4 Mr
Soni drives growth through process and performance revamps in areas
ranging from manufacturing to $,2enabled services3 ,he ,ata Business
"1cellence Model4 an open2ended improvement methodology4 is a mandate
more than a mantra3
,oday the mood at Voltas is upbeat4 but resting on its laurels is not an option3
'nce relegated to the margins4 Voltas has reclaimed its place in the pantheon
of outstanding ,ata enterprises3 &obody is thinking about running away these
days3
Uuestionnaire is considered as one sample
63 ,itle of the Study2A Market Survey on Air Conditioners with special reference to Voltas
73 *uration of the pro0ect 2 9: days summer training
83 !"S"A!C5 *"S$+&
'#p&oratory re!earch
SAM)" S$D"
,he sample sie of the survey chosen was 69 dealers from available dealers.
S.!V"/ A!"A
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Haipur .
63 Cool ,ime Aircon
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GB:( Opp 7ai!hno De)i ,andir( Da!! ? @ada) Co%p&e#( Panchwati Circ&e( RajaPark( aipur L :18112
693 Ali Aircon
Q-
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bL Analying of collected data 2 ,he data collected through market survey
and published sources is then processed to obtained necessary inferences
and findings for the purpose of achieving the ob0ective as well as to derive
necessary conclusion3 A considerable skill and knowledge is involved in
analying the data for the purpose of interpreting thereof3
cL $nterpreting of data 2 it is the significant step where the data collected
and analyed is interpreted in the forms of graphs and figures is depicted in
the report called ro0ect report3
dL Summariing of data 2 ,hereby necessary summary is prepared which
is essential in the pro0ect report of the summer training being done under an
organiation3
5elpful Arms of !esearch Methodology 2
Uuestionnaire 2 Uuestionnaire is a set or group of Euestions being framed for
the purpose of obtaining market perspective about a particular aspect or topic3
,here are two types Euestionnaire bing carried necessary for the market
survey of the summer training being undertaken and put for the by the trainee
to the sample people taken as a base for entire population
aL 'pen ended Uuestionnaire 2 where the people Kalso called respondentsL
are reEuired freedom to present their views and suggestions for the benefits
and success of the organiation3
bL Close ended Euestionnaire 2 where the respondents is limited to the
choice of answer being delivered by the interviewer itself so that Euick and
fast means of responses be derived out without wasting much time3 5ere close
ended Euestionnaire being followed by me during the course of the summer
training market survey3
Sampling 2 Sampling is a process of obtaining a number of individuals taken a
base for the entire population since entire population can not be asked about
the necessary ob0ective upon which a Euestionnaire is put forth
&eeded for the responses to be derived for the purpose of generation of facts
and customer view point regarding their perception of particular product or
services3
,here are two type of sampling @ iL !andom Sampling and iiL Systematicsampling3
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iL !andom sampling 2 !andom sampling is a process of selecting the
sample sie randomly and no choice or preference to be made about the
selection of respondents for the market survey and Euestionnaire to be put
forth against him3 5ere4 !andom sampling being adopted by me3
iiL Systematic sampling 2 it is a sampling where the limited number of
selected respondents is figured out based on some criteria so that only those
respondents can be asked for the purpose of filing Euestionnaire3
:3 M",5'*')'+/ #'! !'C"SS$&+ ,5" *A,A
More than one method was used for procuring and analying the rimary data3
$t was difficult to analye the data with one method so various methods have
been used for analysis3
&""* #'! ,5" S,.*/
,oday there are large number of companies in the market which provide air
conditioners to the various institutions and households3 ,he competition
today in this market is very stiff4 so it becomes important for them to study the
market3 ,he purpose of our study is to know
,he various segments that use air conditioners3
(hich brand is in more demandP
,ypes of air conditioners which are in demand3
After sales services of different companies3
!"S"A!C5 'BH"C,$V":,o Study and analye the market of air conditioners in Haipur and know which
brand of air conditioner is more in demand4 considering the various features it
provides such as product Euality4 price4 its availability4 the technology it uses
and the after sales services.
;3 SC'" '# ,5" !'H"C,
,his report mainly gives the detailed information about the working condition
of the company where the company stands in the case of air2conditioners
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marketing suggestion given in the pro0ect helps to let the increase in sale of
Voltas Air2conditioners3 ,his pro0ect will also help to know that what all
benefits can be given to dealer so that they will get attracted towards their
products3
,he company4 heralded convergence technologies in the $ndian ,ata
sector4 is today the market leader in the fi1ed AC market with a total customer
base of over 83= million3
Some of the other products launched by the company include Splits
ACs4 new AC and services such as B!"( facilities4 cooling4 Sound less Ac
etc3
,ata Voltas redefined the e1isting window AC market in $ndia4 by
unveiling their offering @ ,ata Voltas W&on Stop AC which allows customers to
receive free 6st Services3 ,ata Voltas today has $ndias largest branded ,ata
retail chain and is the first service provider in the country to offer an online
channel www3tatavoltas3in to offer services of AC connections in the country3
,ata Voltas has a strong workforce of ;???3 $n addition4 electronic has
created more than 7?4??? 0obs4 which will include 6?4??? indirect 0obs through
outsourcing of its manpower needs3
,oday4 ,ata Voltas )imited along with ,ata Voltas KHaipurL )imited serves
over 76 million customers in over 9??? towns3 (ith an ambitious rollout plan
both within e1isting circles and across new circles4 ,ata Voltas offers world2
class technology and user2friendly services in 7? circles3
7. )$M$,A,$'&S
The !ur)ey ha! "een &i%ited to !%a&& nu%"er o$ re!pondent! due to their
!cattered pre!ence and &ack o$ ti%e
It wa! not po!!i"&e to co)er the entire dea&er! o$ the aipur -Raja!than/ in the
gi)en ti%e period
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A&though the !tudy i! &i%ited "ut we tried hard to work out accurate data on the
!peci$ic topic o$ the !tudy
So%e o$ the other product! &aunched "y the co%pany inc&ude Sp&it! AC=!( new
AC and !er)ice! !uch a! ;R'> $aci&itie!( coo&ing( Sound &e!! Ac etc
The co%pany( hera&ded con)ergence techno&ogie! in the Indian Tata !ector( i!
today the %arket &eader in the $i#ed AC %arket with a tota& cu!to%er "a!e o$
o)er :9 %i&&ion
Tata 7o&ta! ha! a !trong work$orce o$ 6111 In addition( e&ectronic ha! created
%ore than 81(111 jo"!( which wi&& inc&ude
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*A,A A&A)/S$S A&* $&,"!!",A,$'&
&umber of AC sold in Haipur in the last 8 months
;RAND .G 7O.TAS 7ID'OCON J'NSTAR ONIDA SA,SUNG CARRI'R GODR'
NO 302 609 811 8:
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,ypes of AC higher demandable
Type! o$ AC Nu%"er o$ Dea&er! Percentage o$ Dea&er!
-4/
Window AC
Split AC
,ower
:
=
6
8:3
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• ,he brands having high demand in Market
;rand Na%e!
.G
7O.TAS
ONIDA
OT5'RSTOTA.
,he brand of AC which shows good demand in market
6'
#1
18
#)
L
Vol3a/
Oni0a
O3;-r
Thu!( I ha)e o"!er)ed that out o$
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!ank of the AC on the basis of the latest technology
Brand &ames &umber of *ealersPercentage o$ Dea&er!
-4/
V'),AS
)+
SA,SUNG
ONIDA
OT5'RS
:8
8
6
7
8:3
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,he brand providing highest margin to the dealers3
;rand Na%e! Nu%"er o$ dea&er! Percentage o$ dea&er!
-4/
LG
Samsung
voltas
'thers
?8
?9
?8
?9
8
76
7>
TOTA.S
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After sales services of the brands
;rand Na%e! Nu%"er o$ dea&er! Percentage o$ dea&er!
-4/
Voltas
)g
Samsung
'nida
'thers
?9
?;
?7
?6
?6
7=3:<
97388
6937=
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#AC,S F #$&*$&+S
The %ain $inding! are
A$ter co)ering indow air conditioner! !er)ice! in the country
The rate! are $ound to "e at par with the other co%petitor!
,o!t o$ the re!pondent! $ound the cu!to%er care !er)ice i! not !ati!$actory
Near&y a&& the re!pondent! to&d that uick Pro"&e% So&)ing i! de!ira"&e +ua&ity
in the cu!to%er care '#ecuti)e!
The +uerie! and pro"&e% o$ the cu!to%er were !o&)ed "ut not i%%ediate&y(
there i! a !cope $or i%pro)e%ent
,ore !tre!! wa! gi)en on cu!to%er ac+ui!ition then !ati!$ying the '#i!ting
cu!to%er!
7o&ta! Product u!er! are !ati!$ied with good !er)ice!
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S(', A&A)/S$S
S,!"&+,5S2
Fir!t to introduce Sp&it air conditioner! (>indow air conditioner!
Good "rand i%age o$ Tata !er)ice!
5a)ing &arge )ariety o$ p&an!
P&an! are a$$orda"&e "y any co%%on per!on
("A%&"SS2
Cu!to%er !er)ice! are not !ati!$actory
Concentrating on&y on ur"en area!
''!,.&$,$"S2
5a)e a great opportunity to e#pand it! !er)ice!
To introduce any new p&an! $or Air Conditioning u!er!
Introduce Air Coo&ing co%pati"&e !er)ice!
To introduce new co%"ined p&an! &ike( Sp&it air conditioner! (>indow air
conditioner!
,5!"A,S23
5ea)y co%petition $ro% a&& other Air Conditioning pro)ider!
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C'&C).S$'&
Today the Con!u%er good! %arket! ha)e &arge potentia& "ut a&%o!t a&&
the p&ayer! are operating with either &e!! %argin or in &o!! Godrej i! !ti&& in &o!! in
>hite Good! Section !o i! >hir&poo& It! )ery i%portant that co%panie! operating in
thi! area !hou&d c&ear&y $ocu! on increa!ing operationa& e$$iciency( !upport their
dea&er! and in!i!t on "rand "ui&ding with cu!to%er !ati!$action
Cut throat co%petition ha! &ed to reduced %argin! $or "oth co%pany and
channe& partner So $ir% !hou&d $ocu! on &ong ter% a!!ociation with channe& partner! 7o&ta! i!
%arket cha&&enger in AC It=! %ain co%petitor "eing .G( !a%!ung( onida A$ter ana&y*ing the di$$erent
data=! we can !a$e&y conc&ude that )o&ta! ha! a good %arket de%and a$ter
.G Si%i&ar&y )o&ta! and .G pro)ide !i%i&ar %argin to dea&er!( highe!t "eing that
o$ !a%!ung and !o%e other "rand! According to dea&er! )o&ta! a&way! %ake! a "reakthrough in techno&ogy
$o&&owed "y .G "ut "e!t a$ter !a&e! !er)ice i! pro)ided "y .G 7o&ta! wi&& ha)e %ore nu%"er o$ !ati!$ied dea&er! i$ it work! on in i%pro)ing
it=! a$ter !a&e! !upport !er)ice
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!"C'MM"&*A,$'&S
So%e o$ the dea&er! are not !ati!$ied with %arketing !upport Proper attention
!hou&d "e gi)en to the grie)ance! o$ the dea&er
I%pro)e the a$ter !a&e! !er)ice
Sea!ona& !upport i! re+uired to i%pro)e the !a&e o$ AC
Though 7o&ta! i! doing we&& Regu&ar pro%otiona& acti)ity are needed in order
to $urther increa!e it! %arket !hare ? do%inance
The +ua&ity o$ 7o&ta! AC i! good ;ut $urther increa!e in the +ua&ity are needed
in order to "e $ir%&y p&aced
Product a)ai&a"i&ity !hou&d "e i%pro)ed and ti%e&y attention !hou&d a&!o "e
gi)en to di!tri"ution Network o$ the co%pany
Technica& know&edge o$ the dea&er !hou&d "e increa!ed through dea&er )i!it in
order to increa!e the !a&e o$ AC
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U."S,$'&&A$!"
1. NAME:
ADDRESS:
Ph:
2. Which company’s air conditioner do you sell
1. !oltas
2. Samsun"
#. $nida
%. &'
#. Who are the customers (or air conditioner
1. )nstitutional
2. *ouse *old
#. $thers
%. Which company’s ad+ertisements and promotional acti+ities
Are "ood1. !oltas
2. Samsun"
#. &'
%. $thers
,.Which -rand is pro+idin" -est customers o((er and o((erin" more
attracti+e scheme1. !oltas
2. Samsun"
#. &'
%. $thers
6 >hich ;rand o$ AC ha! good de%and in %arketK
1. !oltas
2. Samsun"
#. &'
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%. $thers
3 >hich ;rand i! pro)iding highe!t %argin K
1. !oltas
2. Samsun"
#. &'
%. $thers
9 >hich ;rand o$ AC ha! .ate!t techno&ogyK
1. !oltas
2. Samsun"
#. &'
%. $thers
>hich type o$ AC higher de%anda"&eK
1. !oltas
2. Samsun"
#. &'
%. $thers
hich ;rand pro)ide! "e!t %arketing !upportK
1. !oltas
2. Samsun"
#. &'
%. $thers
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B$B)$'+!A5/
Fo&&owing are !ource! which he&ped %e during %y !u%%er training
;OOJS
JOT5ARI CR Re!earch ,ethodo&ogy ,anage%ent( : rd 'dition
JOT.'R P5I.IP ,arketing ,anage%ent
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