PREPARED BY: NEHA GOEL07980303912 MBA- 4 SEMESTER – 2ND SHIFT SUBMITTED TO: MS. KANICA BATHLA

POWER POINT PRESENTATION ON ”A STUDY ON MARKETING STRATEGIES OF

BLUE STAR CO. LTD”

CHAPTER-1INTRODUCTION

The Electronics Industry in India took off around 1965 with an orientation towards space and defence technologies. This was rigidly controlled and initiated by the government. This was followed by developments in consumer electronics mainly with transistor radios, Black & White TV, Calculators and other audio products.

In recent years the electronic industry is growing at a brisk pace. It is currently worth US$ 32 Billion and according to industry estimates it has the potential to reach US$ 150 billion by 2010.

India is also an exporter of a vast range of electronic components and products for the following segments

• Display technologies• Entertainment electronics• Optical Storage devices• Passive components

CONTD. 1.1.2 Electronic Manufacturing Services India is well-known for its software prowess. But on

the hardware front, the progress is rather slow. However, the country has been making

gains in this sector also. Already, 50 Electronics Manufacturing Services (EMS)/Original

Design Manufacturers (ODMs) providers are operating in India, ranging from global

players including Flextronics and Solectron to indigenous firms including Deltron, TVS

Electronics and Sahasra.

1.2. MAJOR PLAYERS

Solectron Centum Electronics Limited is the leading Indian company offering state of art solutions for Frequency Control Products (FCP), Electronic Manufacturing Service (EMS) and Hybrid Micro Circuits (HMC).

Flextronics entered India in 2001 when it purchased a Motorola facility. The products manufactured are engine management Ccrd, TV tuners, set top box, energy meters, cellular phone, networking cards and WLL wall sets.

Jabil Circuit operates a 51,000 sq. ft. plant in Pimpri, which the provider took over from Philips in 2002. The Pimpri plant manufactures TV analog monitor cards and certain audio products for Philips.

2.1 COMPANY PROFILE Blue Star Limited (originally known as Blue Star Engineering (Bombay)

Pvt Ltd) was founded by Mohan T. Advani in 1943. The Company was initially engaged in reconditioning of refrigerators and air-conditioners.

Blue Star has been associated with the most prestigious corporate and commercial installations in the country.

Blue Star manufactures and markets a wide range of air-conditioning and refrigeration systems and products.

Blue Star is the largest single source for air-conditioning equipment in India. It offers the widest range of air-conditioning products - window and split air conditioners, air-cooled / water-cooled packaged air conditioners, centrifugal, absorption, reciprocating scroll, rotary screw chillers, variable air volume systems, fan coil units, air handling units, etc.

Blue Star has made significant progress towards minimizing and even eliminating the environmental hazards resulting from CFCs in certain refrigerants used for cooling

CONTD.... CORPORATE VISION The company has been working on its strong & broad vision

based guidelines, which aim at delivering world-class customer experience. For this it has been constantly working for the customers & modifying its strategies in their favor.

PRODUCT RANGE:

CHAPTER 2 ABOUT THE TOPIC

STRATEGIES FOR GROWTH Blue Star has identified mega air-conditioning projects within the country and abroad as an

opportunity area for growth. At the other end of the spectrum, the Company has aggressive plans to enhance its share in the growing market for window and split air conditioners, with a specific focus on corporate and commercial customers.

DEFINITION OF AN AC: Air conditioning is simultaneous control of air for: Temperature control Air freshness Filtration, Dehumidification within a confined space. TYPES OF COMPRESSORS:   Reciprocating compressors - These compressors typically have one or two pistons

mounted on the crank shaft extension of the motor. Scroll compressors - These compressors are a recent innovation and are extremely

energy efficient. Rotary compressors - This type of compressor has a rotor eccentric to the cylinder

housing and blades, which slide to form a continuous seal for the refrigerant gas.

MARKETING STRATEGIES: PRODUCT AWARENESS: Advertising is the main tool in the hands of the

company so as to make the consumers aware regarding the different products available in the market. Above all Advertising is a good business. Advertising is the marketing force, which helps in mass selling and distribution.

STRONG DEALER NETWORK: The Company has got a strong dealer network all over India and the products are available in each town and area.

CREDIT FACILITES AND DISCOUNT :Dealers, retailers, sub-dealers are also vital to be due to be given due importance. It is also necessary to understand the dealers, retailers, and sub-dealers because they are one of the important people who can push the sales of the company.

CUSTOMER CARE: The company provides quick & efficient after sales services. The service mission of BLUE STAR is to become the most customer-oriented company in the country, by building a proactive service organization that continuously strives to create customer satisfaction, by internalizing the best practices of customer relationships management.

WONDERFUL INNOVATIONS IN BLUE STAR PRODUCTS :  

Blue Star launches stylish split air conditioners

Blue Star launches aesthetically appealing Cassette ACs

Blue Star launches new Turbo Rotary Remote Air conditioners Recent Developments Blue Star at the Threshold of VRF technology. The technology (called variable

refrigerant flow or VRF), invented by Daikin of Japan, is now being developed in India by large and established players including LG, Voltas and Blue Star. Blue Star, which currently imports and sells Sanyo VRF units in India, plans to manufacture its own VRF ACs this year, and will position its products competitively against imported ones.

CHAPTER-3 RESEARCH METHODOLOGY

Research Objectives of the study The main purpose of this study is to determine different strategies that are

adopted by the company to achieve its targets. Moreover the strategies will be evaluated to see which is best amongst them.

The secondary objective of the research is to find the image of the company among the customers.

To gain consistent customer’s confidence through product quality and efficient and effective service.

To identify and determine suitable marketing strategic for boosting up market share of AC , particularly of Blue star ltd.

To make a detailed study of the AC’s, in terms of its existing market size and future market potential.

RESEARCH DESIGN: Exploratory Research The purpose of the Exploratory Research is to progressively narrow the scope

of the research topic and to transform the discovered problems into defined ones, incorporating specific research objectives.

Qualitative Research The purpose of Qualitative Research is to explore issues, understand

phenomenon and answer questions. In our research we need comparison between different stock brokers, so this is based on all quantitative data. Focus groups, in-depth interviews, content analysis, ethnography, evaluation and semiotics are among the many approaches that are used.

SAMPLING METHOD We used the Non-Probability Sampling Design: Under non-Probability

Sampling Design, we used Convenience sampling it is a non-probability sampling technique where subjects are selected because of their convenient accessibility and proximity to the researcher Many researchers prefer this sampling technique because it is fast, inexpensive, easy and the subjects are readily available

  Population The population of the research was National Capital Region

(NCR).It is restricted to Greater Noida where I have visited people randomly nearby my locality, different shopping malls, small retailers etc.

Sample size The sample size in this project is 100.

METHOD OF DATA COLLECTION Primary Data In the Analysis we used personal interviewing where primary data can be

directly collected from respondents. The desired information was secured using Questionnaire. At times questions can be asked as to why the respondent has chosen AC of a particular company or what made him feel about that choice. Ensure that the respondent was taking interest while filling the questionnaire.

Secondary Data In this analysis secondary data relating to Blue Star Ltd. and have collected

following information about various range the company has, the technology being used by company, their marketing strategies & information about the competitors. All this information has been collected from the site “www.bluestarindia.com”,

LIMITATIONS OF THE STUDY: Some of the dealers as well as the customers were not forthcoming with

information as they thought it to be a waste of time. Some customers were not able to respond due to lack of awareness.

A number of dealers were biased towards a particular brand which was giving them better returns.

Some of the shop owners were not available so, contacted person was not able to present a fair view.

Respondent’s lack of time to give information and their casual attitude was a big hindrance in the study.

The dealers were biased by some recent experiences which they had with a particular distributor regarding the service or distribution.

CHAPTER- 4DATA ANALYSIS AND INTERPRETATION 

Are you aware of Blue Star Ac’s?

60

40

Awareness of Blue star AC's

YES NO

ANY CHANGES WHICH YOU WOULD LIKE TO BRING AMONG BLUE STAR AC’S.

26

37

51

4

changes you need in blue star AC

IMPROVE QUALITYINCREASE VARIETYREDUCE PRICESINTRODUCE MORE SCHEMESNO CHANGE

WHAT IS YOUR OPINION REGARDING BLUE STAR AC’S?

25

29

41

5

opinion regarding blue star

reliablelong lastingtechnologically stronginnovative

WHICH BRAND WOULD YOU PREFER MOST IF YOU HAVE TO BUY ANOTHER AC OTHER THAN BLUE STAR

55

25

12

44

preference while buying another AC

BLUE STARLGSAMSUNGVOLTASCARRIER

FINDINGS In the coming years competition will intensify more, so companies will have to fight hard to

woo the customers. Crucial role facilitates price control. In other words, lower down its cost of production.

Company should improve there after sales service & should go for warranties for long durations.

Company should also come up with the new schemes for the customers. This will help in attracting more and more prospects.

It was found that most customers owning AC’s were interested in an exchange offer. So, company can also consider exchange offer scheme to beef up its sales.

Electronic media has a very effective reach in each and every potential household, but Blue Star is not using this media. So Blue Star should stress on electronic media to beef up its sales.

SUGGESTIONS To ensure customer’s confidence through product quality & efficient & effective service.   To continually enhance Company’s worth to its shareholders and investors through sound

investment and profitable operation.

To demonstrate a real concern for its employees and to constantly improve the quality and value of their job and career advancement.

To be a good corporate who contributes positively to its community by protecting the environment and working for public welfare

To respect the laws, rules and customers of the land and to ensure that the conduct of all company activities will always be to the highest ethical standards

To identify and determine suitable marketing strategic for boosting up the market share of AC, particularly for Blue Star Ltd

To make a detailed study of the Ac’s, in terms of its existing market size and future market potential.

CONCLUSIONS Blue Star is the largest single source for air-conditioning equipment in India.

Blue Star is India's largest and most preferred air-conditioning and commercial refrigeration company.  

Through its strategic long-term tie-ups with key and critical auxiliary manufacturers, Blue Star provides its customers many benefits.  

The brand’s vision is to deliver excitement to the consumers, by providing comfort at its best.

 Complete control over core components & technology.   The company has strong potential to grow & that through greater innovations.

In addition to corporate sector the company has the option to step into the local households by understanding their psychology.

Blue Star is India's largest central air-conditioning company.

BIBLIOGRAPHY 

BOOKS REFERRED: Kotler, Philips. Marketing Management, New Millennium Edition, 2000 Marketing Research 4th Edition Naresh Malhotra, David Birks, Peter Wills Principles of Marketing, plus My Marketing Lab with Pearson Global Edition

15th Edition Philip Kotler

INTERNET SEARCH: http://www.encyclopedia.co http://www.bluestarindia.com/products/ MAGAZINES: Advertising and Marketing India Today, published in 2005

 ANNEXURE

Are you aware of Blue Star AC’s?o Yeso No How did you come to know about the Blue Star AC’s? o Television Adso Magazines o Newspaper o Internet o Any Other Do you have a Blue Star AC?o Yeso No o  

CONTD. Are you satisfied with your AC & the after sales service provided by the

company?o Yes o No   What do you like the most about the Blue Star AC’s? o Price o Lookso Durability o None How will you rate the pricing policy of Blue Star in comparison to other

brands like Samsung, LG, Videocon, Carrier, Voltas etc. o High o Low o Or Somewhere in between  

CONTD.. If you have to buy one more AC then AC of which brand would you

prefer most? o Blue staro Hitachio Carriero Samsungo LGo Voltaso Any Other

What is your opinion regarding Blue Star AC’s? o Reliable o Long Lasting o Technologically strongo Innovative o None

Any changes which you would like to bring among Blue Star AC’s.

o Improve qualityo Increase varietyo Reduce priceso Introduce schemeso No change