Services provided by Tata's Voltas air conditioners. Detailed analysis with SWOT, STPD and their special customer service programs.

1. VOLTAS AIR
CONDITIONERS
Kirk Coutinho
eMBA- Marketing
13040

2. ABOUT VOLTAS
India's largest air conditioning company and one of the world's
premier engineering solutions providers and project specialists.
Founded in India in 1954 by Volkart Brothers and Tatas
Offers engineering solutions to various industries.
Headquartered in Mumbai, 25 offices and 200+ service centres pan-
India and 6 offices overseas.
Voltas provided the air-conditioning for the world's biggest ocean
liner, the RMS Queen Mary 2 and also the world's tallest building, the
Burj Khalifa

3. ACCOLADES
 1993-94- United Nations' Grand Award for Excellence in Public Service
Worldwide
 1994-95- International Public Relations Associations' Golden Trophy for
Excellence in Customer Service
 1995-96- Mumbai Chamber of Commerce and Industry's Good Corporate
Citizenship Award
 2000-02- Highest exports in the category of 'services (regional award)‘
 2002-04- Top exports in category of 'project exporters (regional award)’
 2006-07- Export Excellence Award
 2008-09- ‘MEP Project Manager of the Year’ and ‘Health and Safety’ awards.
 2010- Readers’ Digest Trusted Brand Award
 2013- National Energy Conservation Award
 2015- EFFIE Award
 Silver LEED Certification

4. ORGANIZATION

5. VISION, MISSION, OBJECTIVES

6. AIR CONDITIONING MARKET SCENARIO
India sold about 3.3 million air conditioner units in fiscal 2013-14
period
Overall AC market registered a 25% volume growth in the Q1 of
FY 2014-15
Penetration rate about 3-3.5%
Voltas saw more than 50% jump in number of AC units sold in the
Q1 of FY 2014-15

7. MARKET SHARE

8. VOLTAS AIR CONDITIONERS

9. PRODUCTS
Split ACs
•Y Series
•Ye Series
•Yc Series
•Yr Series
•Ya Series
•Ya-R Series
•Yu Series
•Yd Series
•Yi Series
Window
ACs
• Ye Series
• Yd Series
• Y Series
• Yi Series
• Ya Series
Cassette
ACs
•Venture
Slimline
ACs
•Venture

10. STPD ANALYSIS
Segmentation: Demographic- Income
Targeting: Concentrated- Price Conscious
Positioning: Low on cost air conditioners with all the features of a
good quality air conditioner
Differentiation: Economically priced with great qualities and
excellent pre & post purchase services

11. BUSINESS STRATEGY
Voltas has two strategies:
Product Differentiation
Focus on the customer

12. SWOT ANALYSIS
1. Economical
Prices
2. Market
Leader
3. Trusted
Brand
4. Post
Purchase
Services
1. Competitive
Market
2. Heavy
Components
1. Product
Differentiation
2. V-Service
3. Indian Mass
Market
4. Eco-Friendly
1. Increase in
Fan Market in
Tier 2 & 3 cities

13. SERVICES PROVIDED
24x7 Toll Free Customer Helpline
SMS for Help
Feedback Form
‘Voltas Service’ Accounts on Facebook & Twitter
V-Service

14. V-SERVICE
V-Service consists of the following features:
Database management
Service par excellence
End-to-End Customer service solutions
Expertise at door step
Nation wide network

15. CONCLUSION
Voltas are strengthening their opportunities to gain larger market
share
Voltas will continue to instill trust and provide great service to their
customers
Voltas’ economical prices with great quality are the main value
drivers

16. WEBLIOGRAPHY
http://www.voltasac.com/index.php?option=com_content&vie
w=article&id=83&Itemid=90
http://www.voltasac.com/index.php?option=com_content&vie
w=article&id=39&Itemid=34
http://www.voltasac.com/index.php?option=com_catalog&vie
w=subcategory&Itemid=68&id=7
http://www.livemint.com/Industry/VzfJdFbXDpxINbQvpsUJpM/Aft
er-a-cool-spell-AC-market-heats-up.html
http://www.currentweek.com/top-air-conditioner-brands-in-
india-growth-market-of-top-companies/

17. STAY COOL!