A report on marketing campaign for water coolers at Voltas ltd, Chennai
Institutional Training Report Submitted in partial fulfilment of the requirements for the degree of Masters of Business Administration-
International Business [MBA (IB)]
Institutional Training
Done by
Karthikeyan. B
09MIB024
Under the guidance of
Dr. Pulidindi Venugopal, MBA., PhDAssistant Professor (senior), Marketing Division
VIT Business School
July 2010
VITU N I V E R S I T Y
(Estd. u/s 3 of UGC Act 1956)
Vellore - 632 014, Tamil Nadu, India
VIT Business School
fostering innovation
CERTIFICATE
This is to certify that Institutional Training Report submitted by Mr. Karthikeyan. B, Reg.
No. [09MIB024] to VIT Business School, VIT University, Vellore in partial fulfilment of the
requirements for the degree of Master of Business Administration is a bonafide record of work
carried out by him under my supervision. The contents of this report, in full or in parts have not
been submitted in any form to any other institute or university for the award of any degree or
diploma
Faculty Guide Programme Manager
Internal Examiner External Examiner
Declaration
I, Karthikeyan. B (09MIB024) a Bonafide student of the VIT Business School, VIT University,
Vellore, hereby declare that the Institutional Training Report submitted in partial fulfillment of
the requirements of the Degree of Master of Business Administration of the VIT University, is my
original work.
.
Date:
Place: Vellore
Name of the Student
ACKNOWLEDGEMENT
I take this opportunity to convey my heartiest gratitude to everyone who has helped me directly and indirectly during the course of my internship. I extend my heartfelt thanks to Dr.G.VISWANATHAN, CHANCELLOR VIT UNIVERSITY for providing me with the necessary infrastructure, thereby giving me freedom to carry out the internship in my area of interest.
I would like to thank Dr.C.RAMESH, DIRECTOR VITBS and Dr. Pulidindi Venugopal, my project guide for directing me with his valuable inputs during my internship.
I would like to thank VOLTAS LIMITED, Chennai for giving me an opportunity to do my internship in their esteemed organization. My special thanks to Mr. C.Hari Das, regional sales manager, Mr. Rajiv Madhavan, sales-SSD Network. Mr. A.Sathya, manager-retail sales, who instructed me with the work procedures and dealt with me with patience at all times. I also thank them for their constant encouragement throughout this period. I extend my gratitude to the entire sales team and all the staff of VOLTAS LIMITED, Chennai branch.
This internship would not have happened without the help of Mr. Srikanth, Voltas Ltd, Chennai. So I would like to thank him for his support during this internship.
CONTENTS
S.NO TITLEPAGE
NO
1. Introduction 1
Objective 1
Scope of study 1
Methodology 1
2. Tata group 2
3. Code of conducts 3
4. Voltas group 5
4.1 Corporate sustainability 5
4.2 Business excellence 6
4.3 Voltas product and services 6
4.4 Clusters-The four business groups 7
4.5 Business segment 8
4.6 Joined ventures, subsidiaries, associates 9
4.7 Location 9
5. UBPG 9
5.1 Product range
5.2 air conditioning 10
5.3 Food cooling & storage 10
5.4 Water cooler & Dispensers 10
5.5 After Sales Service 11
5.6 Salient features 11
S.NO TITLE PAGENO
5.7 Manufacturing at Voltas 11
5.8 Facing competition 12
5.9 Strengths 13
5.10 Opportunities 13
6. Water cooler campaign 14
6.1 Introduction 14
6.2 Objective 14
6.3 Methodology 15
6.4 campaign for water coolers 15
6.4.1 Steps followed in Tele marketing 16
6.5 Exchange offer 16
6.6 Pamphlet 17
6.7 Inference 17
6.8 effect of the campaign 17
6.9 Learning from the internship 18
7. Conclusion 19
1. Introduction:
This report is about the six week internship undergone at Voltas ltd, Chennai. The report
starts with the introduction to Tata group and Voltas. It briefs about the products and operations
at Voltas ltd. Then the main part of the internship which was to make a marketing campaign for
water coolers and create awareness among the potential customers is discussed in later part of
this report. This internship is a real time project that the company planned to do with their staff
members in order to increase their water cooler sales.
1.1. Objective:
1) To know about the nature and scope of the business of the organization
2) To learn the organization profile and structure.
3) To have an understanding of the sales procedures followed at Voltas ltd.
4) To efficiently complete the task given during this internship period.
5) To know about Processes, Policies, Key areas, Authority and Responsibility structure.
1.2. Scope of the study:
The scope of the study was limited to sales department at Voltas ltd, Chennai and also
Interaction with employees, dealers, distributors and customers. Though voltas dealt with wide
range of product, focus was given to water coolers only.
1.3. Methodology:
The methodology adopted for this study was semi structured and unstructured interviews,
discussion with the various department team members, leaders and regular observation of the
work in the organisation.
1.4. Source of data:
Primary source of data included interaction with higher level executives. Secondary data were
other publications of the organisation.
2. TATA GROUP
Tata is a rapidly growing business group based in India with significant international operations.
Revenues in 2007-08 are estimated at $62.5 billion (around Rs.251, 543 Crores), of which 61 per
cent is from business outside India. The group employs around 350,000 people worldwide. The
Tata name has been respected in India for 140 years for its adherence to strong values and
business ethics.
The business operations of the Tata group currently encompass seven business sectors:
communications and information technology, engineering, materials, services, energy, consumer
products and chemicals. The group's 27 publicly listed enterprises have a combined market
capitalisation of $60 billion, among the highest among Indian business houses, and a shareholder
base of 3.2 million. The major companies in the group include Tata Steel, Tata Motors, Tata
Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels, Tata
Communications and Voltas.
The group’s major companies are beginning to be counted globally. Tata Steel became the sixth
largest steel maker in the world after it acquired Corus. Tata Motors is among the top five
commercial vehicle manufacturers in the world and has recently acquired Jaguar and Land
Rover. TCS is a leading global software company, with delivery centres in the US, UK,
Hungary, Brazil, Uruguay and China, besides India. Tata Tea is the second largest branded tea
company in the world, through its UK-based subsidiary Tetley. Tata Chemicals is the world’s
second largest manufacturer of soda ash. Tata Communications is one of the world’s largest
wholesale voice carriers.
In tandem with the increasing international footprint of its companies, the group is also gaining
international recognition. Brand Finance, a UK-based consultancy firm, recently valued the Tata
brand at $11.4 billion and ranked it 57th amongst the Top 100 brands in the world. Business
week ranked the group sixth amongst the ‘World’s Most Innovative Companies’ and the
Reputation Institute, USA, recently rated it as the ‘World’s Sixth Most Reputed Firm. Founded
by Jamsetji Tata in 1868, the Tata group’s early years were inspired by the spirit of nationalism.
The group pioneered several industries of national importance in India: steel, power, hospitality
and airlines. In more recent times, the Tata group’s pioneering spirit has been showcased by
companies like Tata Consultancy Services, India’s first software company, which pioneered the
international delivery model, and Tata Motors, which made India’s first indigenously developed
car, the Indica, in 1998 and recently unveiled the world’s lowest-cost car, the Tata Nano, for
commercial launch by end of the financial year 2008-09.
The Tata group has always believed in returning wealth to the society it serves. Two-thirds of the
equity of Tata Sons, the Tata group’s promoter company, is held by philanthropic trusts which
have created national institutions in science and technology, medical research, social studies and
the performing arts. The trusts also provide aid and assistance to NGOs in the areas of education,
healthcare and livelihoods. Tata companies also extend social welfare activities to communities
around their industrial units. The combined development-related expenditure of the Trusts and
the companies amounts to around 4 per cent of the group’s net profits
Going forward, the group is focusing on new technologies and innovation to drive its business in
India and internationally. The Nano car is one example, as is the Eka supercomputer (developed
by another Tata company), which in 2008 is ranked the world’s fourth fastest. The group aims to
build a series of world class, world scale businesses in selected sectors. Anchored in India and
wedded to its traditional values and strong ethics, the group is building a multinational business
which will achieve growth through excellence and innovation, while balancing the interests of its
shareholders, its employees and wider society.
The current growth of our economy and the confidence with which we face the world provide a
compelling context in which corporate need to engage with the larger social and ecological
habitat. In the coming years, it will more and more be necessary for Voltas – as for all corporate
– to encourage and generate internal passion for volunteering and community service, as well as
to focus the organization's efforts into sustainable community benefit.
Volta sites are blessed with the legacy of the parent Tata Group, of being able to return benefits
to society while serving the community and nation. It's an opportunity to spread joy and
happiness, while enhancing one's competitive advantage as well as corporate reputation.
3. CODE OF CONDUCT FOR AFFIRMATIVE ACTION
(Adopted by Voltas at Board Meeting held on 16th March, 2007)
The Company affirms the recognition that its competitiveness is interlinked with the well
being of all sections of the Indian society.
The Company believes that equal opportunity in employment for all sections of society is
a component of its growth and competitiveness. It further believes that inclusive growth
is a component of growth and development of the country.
The Company affirms the recognition that diversity to reflect socially disadvantaged
sections of the society in the workplace has a positive impact on business.
The Company will not practice nor support conscious discrimination in any form.
The Company does not bias employment away from applicants belonging to
disadvantaged sections of society if such applicants possess competitive skills and job
credentials as made public.
The Company’s selection of business partners is not based on any considerations other
than normal business parameters. In case of equal business offers, the Company will
select a business partner belonging to a socially disadvantaged section of society.
The Company will have a written policy statement on Affirmative Action in the
workplace.
The Company will have an employment policy that is in the public domain. It may place
such policies and employment opportunities on its website to encourage applications
from socially disadvantaged sections of society.
The Company will make all efforts for upskilling and continual training of employees
from socially disadvantaged sections of society in order to enhance their capabilities, and
competitive skills.
The Company will have a partnership programme with educational institution/s to
support and aid students from socially disadvantaged sections of society.
The Company will have a senior executive accountable to the CEO to oversee and
promote its Affirmative Action policies and programmes. The senior executive will
present a biannual report to the Board of the Company about such policies and
programmes.
The Company further has a policy to maintain records on Affirmative Action.
The Company makes available its learning and experiences as a good corporate citizen in
Affirmative Action to other companies desiring to incorporate such policies in their own
business.
4. VOLTAS GROUP
Voltas is among India's leading air-conditioning, refrigeration and engineering services
companies. In the year 1954, Volkart Brothers, a Swiss firm operating in India since 1851, was
taken over by Engineering Services Company in India. Voltas Limited is a part of the Rs.400
billion Tata Group, which is India's largest and best-known conglomerate. Voltas has been an
important resource for India's industrializing economy, in a rich variety of business fields. Voltas
has its headquarters in Mumbai; zonal offices in Kolkata, New Delhi, Chennai and Mumbai;
territorial offices in Ahmedabad, Bangalore, Chandigargh, Hyderabad; and overseas offices in
New York, USA, Singapore and Abu Shabi in UAE. Voltas fosters an environment that
encourages personal growth through organizational contribution. Voltas gives immense
importance to the development of Human Resources.
4.1. CORPORATE SUSTAINABILITY
As a concept that goes far beyond mere philanthropy, ‘giving back to the community’ is a
significant pillar of Voltas' engagement with Society. Whether as individual volunteers offering
their time and efforts or as an organization generating benefits on many fronts, Voltas through
the years has stood for Corporate Sustainability – essentially the creed so dear to the heart of
Jamsetji Tata, which set its stamp on the entire Group which he founded.
It is fitting that sustainable value-creation occurs at Voltas in the spheres of both people and
technologies. Today’s increasing ‘Green’ concerns find an echo in Volta’s culture, and in the
hearts of Volta sites. They are the focus of initiatives which are yielding valuable returns, in an
increasing quantum. Community service too takes a technological turn, in which our ‘know-how’
is used to build entrepreneurial self-reliance within the community.
4.2. BUSINESS EXCELLENCE
Whether it be product quality, people, business systems or knowledge or customer satisfaction,
whether it be in contributing to the development of society or protecting the environment, Voltas
sets - and is driven by - new values in all these areas.
To institute excellence at work and to achieve a competitive edge in the marketplace, Voltas has
made the Tata Business Excellence Model (TBEM) a way of life in all activities. TBEM offers
the best way to improve business performance, bringing about a common platform for people to
share their knowledge, follow the best business practices and pursue excellence across all
functions.
In addition, TBEM enables a continuous and measurable assessment of improvement in several
internal processes that leads to better financial performance, and greater customer and
stakeholder satisfaction. It lays a strong emphasis on leadership, strategic planning, customer and
market focus, process management, information and analysis.
4.3. VOLTAS PRODUCTS AND SERVICES
Air Conditioners and Water coolers: Products include Window and Split Air-conditioners and
Water Coolers.
Commercial Refrigeration: Products include Chest Freezers, Upright Coolers, visi Coolers and
Chest bottle Coolers.
Air Conditioning and Refrigeration: Large Air-conditioning & refrigeration installations for
different applications including , among others, naval warships and mercantile ships,
pharmaceutical production, telecommunication and computer facilities, research laboratories,
atomic every plants, power plants, hotels, information technology parks, shopping malls etc.
Electro-mechanical projects Services: Undertaking international turnkey projects in India and
abroad in the field of Heating, Ventilation and Air-conditioning (HVAC), mechanical, public
health, plumbing, electrical, building power and lighting, low current systems, fire fighting and
safety systems, for airports, palaces, five-star hotels, convention centres, railways complexes,
hospitals, auditoriums, townships, pharmaceutical factories and textile factories
Pumps and projects: Products include a wide range of Horizontal Split casing & Auxiliary
Cooling Water Systems.
Water Pollution Control: Raw water& pure water systems, Seawater application and Hot water
application (up to 700 C)
Textile Machinery: Supply of spinning textile machinery.
Milling Construction and Equipment: Supply, installation and servicing of mining &
construction equipment of globally renowned manufacturers. It offers its customers a
comprehensive package proven expertise, long experience, the world's best equipment and value
added product support services.
Material Handling: Products include Diesel engine driven Forklift trucks, LPG/CNG driven
Forklift trucks, Battery driven Forklift trucks, and Warehouse equipment.
Chemicals Division: Import, indent and distribution of industrial specialty, pharmaceutical and
perfumery chemicals, bulk drugs, vitamin pre-mixes, commodity and engineering plastic and
bulk commodities.
Machine Tool: Marketing and Servicing of machine tools and cutting tools. Voltas has helped
equip many industrial establishments in applications as diverse as automobiles, automobile
ancillaries, electrical, defence, railways, consumer durables and many more.
The sourcing and marketing operation cover textile machinery, machine tools, mining &
construction equipment and industrial chemicals. In these sectors, the company demonstrates
specialized engineering expertise as well as an extensive network of global sourcing.
4.4. CLUSTERS - THE FOUR BUSINESS GROUPS
Air conditioning & Refrigeration Business Group (AC&RPG)
Unitary products Business Group (UPBG)
Engineering Business Group(EPBG)
International Operations Business Group(IOBG)
4.5. BUSINESS ORGANIZATION
Voltas' operations have been organized into three business clusters. Each of these commands its
own well-defined systems and resources for market coverage and service to customers.
Electro-Mechanical Projects & Services
Electrical, Mechanical & Refrigeration Solutions
Electrical & Mechanical Solutions (International)
Water Management & Treatment
Engineering Products & Services
Textile Machinery
Mining & Construction Equipment
Materials Handling Equipment
Unitary Cooling Products
Water Coolers & Dispensers
Air Conditioners
Commercial Refrigeration
In 2001, Voltas was restructured around four business-specific clusters each headed by a chief
operating officer (COO) this system had the following benefits:
Shorter and more accurate decision chains.
Greater responsibility with accountability.
Focussed, industry-specific identities.
Substantial overhead cost reduction.
4.6. JOINT VENTURES, SUBSIDIARIES, ASSOCIATES
Voltas's subsidiaries include Metrovol FZE, VIL Overseas Enterprises BV, Voice Antilles NV,
Weathermaker, Jebel Ali (Dubai), Simto Investment Company and Auto Aircon (India).
4.7. LOCATION
Voltas has its head office in Mumbai and regional offices in several major cities in India. Its
overseas offices are in Abu Dhabi (UAE), Hong Kong and Singapore. The company has factories
at Thane (Maharashtra) and Pantnagar (Uttarakhand) in India.
5. UPBG:
Cooling Appliances Business Division (CABD)
(Rooms ACs, Split ACs, Water Coolers, Water Dispensers)
Voltas is in the business of marketing, selling and servicing cooling appliances
-Air conditioners
-Water coolers and
-Dispensers
Voltas a market challenger has bound back from No.5 to No.2 position with an overall market
share of 12%. They are also No 1 in the split A/C, Water Coolers and water Dispensers and No 2
in the Window A/Cs. Voltas has also launched "Direct Cool” Refrigerators under the brand name
"COLDCEL" targeting the rural markets.
Water Coolers & Dispensers
5.1. PROUDUCT RANGE:
The product portfolio ranges from air conditioners for homes to cooling solutions to malls, office
complexes and other large spaces as well as Cooling and Storage Appliances. Voltas offers a
range of products in the following three categories.
5.2. AIR CONDITIONING
Available in Window, Split and Ductable models. Window and Split ACs are marketed
under the Vertis brand name.
Air conditioners catering to the light commercial segment come under the Venture range
of products that includes Floor Standing (Slimline), Cassette and Ductable Air
Conditioners.
Supported by strong R&D and technical support team, the range encompasses comfort
Air conditioning products (upto 5 TR cooling / heating capacity) which can meet the
requirements of every customer/ market.
Air Conditioners are available in 230 V, 50/60 Hz, 1 Phase fitted with Reciprocating /
Rotary compressors suitable for T1 as well as T3 (Tropical) conditions
Product with other specifications can also be supplied
5.3. FOOD COOLING & STORAGE
Product in this category includes Chest Freezers, Chest Coolers, Visi Coolers, Upright Coolers,
Chocolate coolers etc. They are the first choice of leading Multinational companies in Food and
beverages, Frozen foods, confectionaries industries in India and also gaining acceptance
overseas. Dedicated R&D team works closely with clients to develop best of class standard
products.
5.4. WATER COOLER & DISPENSERS:
This category of products consists of sturdy range of stainless steel Water Coolers under
TUSHAR brand and elegant range of Water Dispenser under MINIMAGIC brand. These
products are ideally suited for large public places such as School, Colleges, and places of
worship, construction sites, and offices as well as in individual households.
Besides a wide range of products Voltas owes its success in all overseas markets to the efficient
and competent distribution & service network provided by dedicated channel partners. The
channel partners are fully equipped to cater to the needs of institutional as well as retail buyers in
their respective markets. Export operations team based in Mumbai & Dubai are geared to support
the growing list of distributors and customers across all overseas market.
5.5. AFTER SALES SERVICE
At Voltas, It is believed that customer relationship doesn't end with purchase of products. It's just
the beginning. This has been instrumental in helping design V Service - Voltas after-sales service
network. A comprehensive maintenance contract at nominal rates is designed to make sure that
Voltas experience is long-lasting for the customers. Customers can avail this service from a
number of dealers franchisees spread across the country.
5.6. SALIENT FEATURES Database management: V Service is based on the latest technology that automatically
registers the service requirements with all Voltas offices.
Service par excellence: Manpower training programs, IT resources and prompt
service vans streamline the service procedure and ensure utmost efficiency.
End-to-End Customer service solutions: V Service provides various services like Do
& Charge, AMC, Retrofits and spares.
Expertise at door step: Professional after-sales services are provided at your doorstep,
ensuring a hassle free experience.
Nationwide network: A wide network of customer care centres and call-centres
ensures prompt service.
5.7. MANUFACTURING AT VOLTAS
Voltas has modern manufacturing plants spread over an area of over 35,000 square metres,
located in Thane (Maharashtra), Dadra (Union Territory) and Pantnagar (Uttaranchal)
respectively. With a total workforce in excess of 800, Voltas' plants manufacture:
Room ACs
Commercial refrigerators
Water coolers
Air conditioning equipment for central plant projects
Forklift trucks, cranes and warehousing equipment
Voltas' manufacturing plants have all been certified for ISO 9001:2000 by TUV of India.
Emphasis is placed not just on product quality and consistency, but on economies and
efficiencies which deliver greater customer value for less outlay.
The highest priority is given to protection of the environment, with effluent treatment plants
which operate continuously around the clock. The statutory norms of Directorate of Industrial
Safety & Health (DISH) are strictly complied with.
5.8. FACING COMPETITION
Voltas’ main competitors include players such as Carrier, LG, Samsung, Hitachi and National. In
recent years, the household segment has been growing exponentially. This factor has played a
major role in boosting competition from international players.
Brand image has become the one and most important factor in deciding success in the market.
Understanding this, Voltas have embarked upon a major brand building exercise with a
substantial investment planned over a period of 3 to 4 years in upgrading the brand image. In
order to increase the business rapidly, they have embarked upon revitalizing their channel
management strategies.
Moreover, to face up to the challenge of foreign technology, they have joined hands with M/s
Fedders International, USA to get the benefits of global technological developments in air-
conditioning products. While industrial type water-coolers are designed in-house, they are
importing dispensers directly from global sources to offer best in class products to the customer.
5.9. STRENGTHS
Comparable aesthetics
AC Durability & Long life
Wide network
old loyal dealers
Age old company with experience
Reliable
Good penetration in government segment
Comparatively good service
5.10. OPPORTUNITIES
Low Cost - Mfg.
New invertor technology in splits
Sleek models
Appoint competitor's dealers, non traditional dealers
Accept multi-brand dealers
Participation in local events
Penetrate household segment
Export market
Younger age group
Revenue through spare sales
Standardization of service procedures
Learn from competition
6. WATER COOLER CAMPAIGN
6.1. INTRODUCTION
The three main players in the water cooler market are
Blue Star
Voltas and
Usha
Among these three, Blue Star holds the chunk of the market followed by Voltas and Usha. Voltas
was once the market leader in water cooler segment and now it has declined.
When we consider ACs, a single unit is being utilized by very few people and so the
necessity for the mass is very high in number of units and also the awareness level among the
people is high with regard to ACs; hence in order to achieve better sales and to face the
competition the promotions done by the company to attract the customers are also high. It is not
so with water coolers, since the end users are more for a single unit of water cooler. The number
of coolers needed is less and the people buying it are not much aware of the product and various
brands available in the market. Industries and institutions are countless in number and are
steadily increasing in number which shows that water cooler’s market is huge and has great
opportunities.
In general, Voltas has secured high brand equity. But with regard to water coolers, some
of the potential customers are still unaware of the Voltas water coolers. The knowledge about the
benefits and features of the brand product lacks. So developing brand awareness and product
knowledge is the communication objective.
6.2. Objective:
The main objective was to create product awareness among the potential customers and attract them.
6.3. METHODOLOGY
1. Target audience are mainly educational institutions and industries. Hotels, hospitals, marriage
halls and amusement places were also targeted. These are all potential buyers for Voltas water
coolers that were identified.
3. In order to achieve an effective campaign and to obtain desired response. An exchange offer to
attract customers was used. Value of the brand and the quality of the product and informational
appeals which explained product attributes were also used in the campaign.
4. Direct marketing: personal communication channels were thought as appropriate and the
potential customers were contacted over the phone, e-mail and post.
6.4. CAMPAIGN FOR WATER COOLER
Various steps involved in this campaign were as follows
Identified the potential customers and decided that educational institutes and industries
are the major buyers of water coolers.
A database containing the contact details of all the potential customers focusing mainly
on educational institutions and industries was created using internet and brochures.
A pamphlet was designed with the help of ‘Layam advertising’, an agency. The pamphlet
contained all the information about water cooler and also the exclusive exchange offer for
this marketing campaign. The exchange offer was also made available for window ACs.
1000 copies of that pamphlet were printed at ‘vinayaga printers’.
An order for 1000 copies of water cooler catalogues was placed to the head office
through the regional sales manager.
Since the delivery of the catalogues was delayed continuously and the time limit to
complete the campaign was less, an alternative for catalogue was used. Copies of the
available catalogue was made and sent along with the pamphlets to over 450 selected
institutions and industries.
An email which contained the softcopy of the pamphlet was sent to more than 500
organizations.
Marriage halls and hotels were contacted through phone and propagated about the water
cooler exchange offer and identified the requirement for water coolers.
6.4.1. Steps followed in Tele marketing The phone calls were made to industries, educational institutions, hotels, marriage
halls etc...
They were requested to share few minutes after giving an introduction about this
call from Voltas.
Depending on the requirements of the customer the call was proceeded further
In case they have a product already, the information like, from which company
they bought it, what price and through whom they bought and who was the
influencer were collected from them.
In case they bought it from Voltas, an enquiry about its condition, performance
and service level was done.
In case they were in need of water cooler, the details regarding their requirements
along with the contact details were collected and also all the information they
needed were provided to them. A dealer present near to them is then informed
about the new order and is asked to cater to the customer.
In case they don’t require the call was ended with thanks
6.5. Exchange Offer:
Setting the exchange offer price was another crucial decision that was to be taken. Voltas
has three different pricing; they are MRP, dealer’s price and retailer’s price. By comparing these
prices and considering the amount that could be obtained from the exchanged old product, the
offer was set to be available up to Rs.4000 on exchange. The offer also had certain conditions
like; offer available for only selected models, exchanged old product should be in working
condition.
6.6. Pamphlet:
The designing of the pamphlet was very interesting and quite a difficult task as the information
provided in it must be carefully selected and it should be approved by our managers for its
design and the information that is carried in it. A lot of designs were made and series of
correction were done to them before finalising the pamphlet. All the designs from the
preliminary ones that were rejected and the final pamphlet are attached.
6.7. INFERENCE
While the process of emailing and sending posts was going on, phone calls were also
made simultaneously to various organizations to follow up and know about the effect of the
campaign that was being done. This process enabled understanding of many issues like,
Voltas has strong brand image among the customers.
Customers are interested in brands and also word of mouth promotion and nearby
dealers’ influence contributed a lot for purchase behaviour.
Many organizations have their own vendors who supply water coolers to them.
Hence the dealers and distributors should try to meet all the organizations and
make them aware about Voltas water coolers.
Water cooler sales can be boosted only by increasing the advertisements and also
finding different ways to create awareness to customers.
6.8. EFFECT OF THIS CAMPAIGN
Very few enquiries regarding water coolers were received immediately after this
campaign. But it was found out that many people, who were unaware about this product from
Voltas, were given awareness and knowledge about the product through this campaign. Though
huge sales were not achieved immediately after this campaign, it is believed that more
prospective customers were created for Voltas water coolers. This statement is expressed based
on the customers’ response to the phone calls.
6.9. LEARNING FROM THE INTERNSHIP
The six week internship was totally a new experience for me since, before getting into Voltas I
had no idea about how an office atmosphere would be and being at Voltas I learnt a lot. Voltas
working environment and the culture was amazing and flexible. But the hierarchy was
maintained properly. It created the feeling of being a part of Voltas. I learnt about how one
should behave in an organization and how to influence people to get the work done. Any work
that is needed to be done by other people needed a great deal of following up to get it done.
Things at organization doesn’t happen as we wish, it takes time and more effort and follow up.
I was able to realize the implications of some of the concept that I studied during the last
trimesters. Designing a pamphlet for water cooler with an exchange offer gave me some inputs
on; what all information should be provided to the customers? How it should be presented? And
also, how careful one should be in presenting the information? I also understood how price was
set and exchange offers were decided without affecting the revenue of the company. Every
design and information included in the pamphlet, needed approval from the higher authority and
it was carefully looked into.
I was able to observe how people work in the office and how certain decisions were made. I also
had some experience in dealing with the customers and learnt how to cater to them. Every day at
Voltas was very interesting and helped me shape up better with that experience.
7. CONCLUSION
My internship at Voltas Ltd. was a great experience. Before starting the project I was totally
naive of how complex the process of business world could be. My knowledge of subjects and
books was not sufficient enough to provide me a clear view of what organizations are all about,
how they form their strategies, how they achieve their goals and what possibly makes successful
organizations. After a period of six weeks I find myself in a much better position to explain what
an organization and business is all about? It was indeed my fortune that I got associated with an
organization which has wide operations and is very much successful in its industry. It was a great
learning experience and also gained firsthand knowledge about the company and its activities.
The internship program provided me the platform to learn and experience the real business world
and will now help me in better understanding of my academic subjects where I would be able to
associate them with reality. The internship program was an enriching experience indeed.