By: Rohit Yadav (53) Rishabh Mehra (111) S.

Akhil (87) Tarun Goel (167) Bilal (65)

Demand and Competition increasing simultaneously in AC Market Market share dipped to 7% after enjoying 2nd position for many years Voltas set a target of 20% market share in the household segment with its new range of competitively priced products

Voltas trying to focus on its growing core business : air-conditioning and refrigeration Voltas ruled AC Market with more than 40% market share for over five decades (1952-1992) In 1993,Carrier knocked off Voltas from it comfortable position and later on other global brands entered AC market with technological superior wide range of products Voltas products perceived as Old fashioned, outdated bulky dabbas

In January 2002, eco-friendly Vertis range of window and split air conditioners introduced A new facility Universal Comfort Products Ltd set up sales tax exempt zone at Dadra Vertis range is energy saving and microprocessor controlled 4 Sub brands : Vertis, Verdant, Vectra, Visionaire

Non CFC-rotary and reciprocatory compressors with microprocessor controls Fedders technology made Vertis most silent AC Design combined with convenience, aesthetics and durability Features : Value engineered electronic control with remote, anti-mould casting ,reusable airfilter and humidifiers

Operation Star
Strengthening Customer Access Partnership between company and dealers Exceptional after sales service

Voltas Crystal Care Customer Touch Base Program Three fold increase in advertising and promotion budget

Innovative Voltas Domes introduced System of Global Sourcing Passed the benefit of tax exemption to customers Voltas invested in
Dealer infrastructure Manpower training Cooperative Advertising

Emphasize on higher order needs: uniform cooling, energy-saving timer and air-filters. Tagline : intelligent cooling ACs with IQ Target positioning: an intelligent choice by a smart person, also includes future technology..

Series of print ads spelling out intelligent made. Outdoor advertising including hoarding, kiosks, bus shelters done. Direct marketing through exhibitions and dealer network.

June 2003: Voltas weekend carnival, includes taking home VIP trolley with voltas AC worth 17,300. Coolest combination offer: AC + Refrigerator = 21,999 Lucky draws, prizes on weekends.

Expanding AC segment to middle class. New Veritas AC of 0.6 and 0.8 ton developed. Price starting as low as 9900. Image transformation: aspirational to youth and vibrant. Shahrukh khan and shoaib akhtar roped in.

Campign around idea of ab har koi AC ka mazza Idea focussed on making AC available to everybody. Between 2001-04 : 500 million ad spend by voltas Market share increased from 7% to 16%.

Vertis demonstrates a distinct shift in the Voltas' communication approach - from cooling, which once underlined Voltas advertising, to affordability.

In 2006, with a focus of capturing larger share of mass market, new campaign launched. India ka dil, India ka AC Focussed on aam aadmi and had been shot in non-urban environment.

The brand has spend most of its advertising budget of Rs 25 crore to encourage consumers to donate money for an initiative called Lighting a Billion Lives. Lighting a Billion Lives is targeted at bringing light into the lives of one billion rural people by replacing their kerosene and paraffin lanterns with solar lighting devices.

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