Blue Star is India's largest central air conditioning and commercial refrigeration company founded in 1983. It has over 65 years of experience and operates 8 manufacturing facilities with revenues of Rs. 138.21 crore in 2015. Blue Star offers central air conditioning systems, room air conditioners, commercial refrigeration equipment, and cold chain products. It also provides services like project design, installation, commissioning, energy audits, and equipment maintenance. Blue Star targets markets like companies, hospitals, institutions, and government offices to increase sales and brand awareness. Its unique selling proposition focuses on high performance, quality, customer satisfaction, and new technology. Market research shows Blue Star is one of the top three air conditioning brands recognized by customers in India.
2. Introduction
It was founded 1983, India’s largest central air-conditioning
and commercial refrigeration company,
Headquarter: Mumbai, Bangalore, Singapore, Malaysia, London
CEO- Sunil Bhatia
Revenue as per 2015 ₹138.21 crore (US$21 million)
Over 65 years experience
Rs. 2570 crores turnover, 2500 employees, 32 offices & 710
dealers
8 modern manufacturing facilities
3. Blue Star InfoTech has been ranked 12th amongst
the top fifteen global R&D service providers.
In March 1990, Blue Star InfoTech acquired a 100%
owned subsidiary in the USA called USIN
International Inc.
1998, Blue Star InfoTech set up a 100% owned
subsidiary in the United Kingdom.
Blue Star InfoTech has been ranked 12th amongst
the top fifteen global R&D service providers.
4. Cooling Products
Central air ordination includes chillers, Air handler,
Room air-condition
Cassettes
Splits
Windows ACs
Commercial Refrigeration
Cold chain equipment
Deep freezers
Water coolers
Cold storages
VRF system
5. Cold chain Products
PUF insulted panels
DX refrigerator
Brine refrigerator system
High and low humidity evaporators
CA equipment
Ripening equipment
Precision cooling products like PCPAs, PCDPs,
Telepacs- for special applicant.
6. Services
Greenfield project design & execution for cold chain
projects, including pack houses, bulk storages and
perishable cargo.
Installation & Commissioning of Cold Storages
Installation & commissioning of central AC parts
Energy audit studies
LEED green building consulting & audit
Warranty and AMC maintenance of entire range of
ACs and Refrigeration equipment.
7. Global Partners
Rheem – Spain
Eaton Williams, - UK
Rheem – Middle east
Siemens – India
Al Futtaim (Aftron) – UAE
Arabian Air- conditioners co. LLC, - Qatar
Packo – Belgium
FCE - Italy
8. Design & Engineering
R&D is a key thrust area at Blue Star
Managers/ Engineers trained with international
exposure
Substantial investments in R&D and facilities
3D modeling / Advances simulation software to
ensure optimum design to global standardization.
Currently R&D team constitutes nearly 25% of
manufacturing division work force.
9. Market Segments
Demographic
• Family
• Income
• Occupation
Behavioral segments
• Usage status
• Benefits
• Loyalty
Geographic
• Climate
• Region
• Urban areas
12. Unique Selling Proposition
Blue star eyes 60% sales from small towns,
Reworking on Advertising strategy to tap the
booming market.
Promotions tag “nobody cools better”
Offers and discounts occasionally
Advertisements
Online shopping
Sponsored in various events
13. Positioning Message
“Nobody cools better”
High performance in lubricants and metalworking
fluid industry.
Quality
Customer satisfaction
Air purifying filter
New technology
Creative
14. From the Survey
Top three Brands suggested by the customer:
a) Blue Star
b) Voltas
c) L.G
15. Customer satisfaction and Loyalty
Net Promoter Score:
Promoter = 4
Detractor = 1
Neutral = 10
Therefore, Net Promoter Score = (Number of Promoter –
Number of Detractors) / Total number * 100
= (4 – 1) / 15 * 100
= 3 / 15 * 100
= 0.2 * 100
= 20
16. Key Issues in Customer Satisfaction
Its durability
Power consumption
High maintenance cost
Sound should be reduced
There should be auto sensitive
Price should be reduced
17. Suggestions
Focus on Technology trends
Pricing- customers are very price sensitive
Less power consumptions
Environment friendly products
there should be improvement in the machine, so
that it will last long.