Blue star

live assignment on blue star

1. Marketing Live Assignment Blue Star Air Condition Presented by Kwthar Debbarma PGDM – A P16160

2. I ntroduction 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

10. Segmenting B2B Market

11. Target Market Product awareness Strong Dealer Network Companies Hospitals Institutions Government offices Shopping mall Airports Banks

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” H igh 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: Blue Star Voltas 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 T here 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.

18. THANK YOU