CHAPTER - I INTRODUCTION
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Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external environments which are summarized in a SWOT analysis. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission. Besides SWOT analysis, portfolio analyses such as the GE/McKinsey matrix or COPE analysis can be performed to determine the strategic focus. Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan M/s. ARCTIC COOLING SOLUTIONS INDIA PVT LTD is a total solution provider in the Air Conditioning and Refrigeration Industry. The Company offer engineering solutions for a wide spectrum of industries in areas such as ventilation and air conditioning. The wide realm of business of Company involves marketing, sales, engineering and installation and consulting of all kinds of Air conditioners Arctic prides
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itself on providing high quality, efficient and reliable air conditioning solutions across Kerala. The Company offer expert installation and maintenance and repair services by a team of highly skilled, industry-trained professionals. The Company has been in the industry for 15 years, over the years; the name Arctic has become synonymous with reliability, commitment, and better service solutions. The company is very customer focused and proving better service solutions. Arctic started its operations in India with the setting up of its office at Cochin in 1999. Founded by Anil Kumar Sivaraman Nair & Dilip Kumar K, the air-conditioning experts, Arctic has developed into being the largest solution provider of air-conditioning and commercial refrigeration systems. Since then Arctic have made great progress & expanded the activities. And arctic cooling solutions India pvt ltd is an authorized dealer of Blue Star. 1.1 SIGNIFICANCE OF STUDY The marketing mix is the organization's overall offer, or value, to the customer. 'The basic marketing mix is often nick named "the 4Ps" (product, place/distribution, pricing, promotion); these are elements in the marketers armory — aspects that can be manipulated to keep ahead of the competition'. Marketing strategy is all about how to achieve Marketing objectives, marketing tactics is how to implement strategies, and administration holds the whole thing together. The marketing Guru Phillip Kotler, in his book Kotler on Marketing' writes that the process of planning is useful even if the plans themselves are not. Simply sitting and talking about strategies is beneficial because of the ideas stimulated. In marketing, planning means conducting an environmental audit - do a PEST analysis, SWOT analysis, Competitor analysis, and anything else you could think of to help you understand the environment in which the organization operates. A Marketing strategy provides consistency throughout the different elements of an organization's marketing mix. If an organization has decided to use a pricing strategy that indicates a high quality product when designing marketing plan, first marketing strategy is taken into consideration. The marketing plan consists of steps to be taken so as to attain success in the implementation of the marketing strategy chosen. 3
Big projects involve selection of different strategies at different levels. Usually a strategy consists of well-sketched tactics. They are meant to meet the needs and finally reach marketing objectives. Marketing strategy helps organizations to focus their attention to complete resource utilization to increase sales and win over their competitors. Every company applies some kind of marketing strategies to maintain existing customers, attract potential customers and also to maintain and enhance their reputation in the market. Each of the strategies has pre-calculated results because when a particular strategy is chosen at a particular level, its outcome becomes the goal of that particular level. If there is an absence of a well thought strategy in a marketing plan means it is supposedly lacking a good foundation. A reasonable marketing strategy should not only facilitate marketing goals, but also the action sequence of a campaign. When making a marketing plan depending on some particular strategies known as mix strategies are used. 4P’s model is used to calculate whether the plan is sticking to the strategies or not. The four Ps stand for product, price, place and promotion. Products are goods produced by the company on a huge scale for the purpose of selling them and earning profit. Price is the money paid for a product by the customer. The price is based on many factors like competition, market share, customer perception and product identity. Place where the product is sold can be either physical store or store on the Internet. It is also known as distribution channel. To make the customer knowledgeable about a product, the marketer does promotion. It involves advertising, public relation and point of sale. There are different types of marketing strategies based on some criteria. Challenger, Leader and Follower are types of market dominance strategies. Market dominance strategies are used to dominate the market. Cost leadership, Market segmentation and Product differentiation are types of porter generic strategies. Porter generic strategies are built on strategic strength or competing abilities and strategic scope or market penetration. Close followers, late follower and Pioneers are types of innovation strategies.
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Innovation strategies are meant to trigger the rate of product development and model innovation. It helps the firm to incorporate latest technologies. Intensification, Diversification, Vertical integration and Horizontal integration are types of growth strategies. Growth strategies facilitate the growth of the organization. Marketing warfare strategies are conjunction of marketing strategies and military strategies. A marketing strategy or a mix of them is chosen only after thorough market research. A marketer should always be ready to face any kind of situations like if the strategy is changed in the middle, he should be able to perform another market research so as to choose the proper strategy, within a short period of time.
1.2 OBJECTIVES OF THE STUDY The objectives of study are: – •
To understand the organizational structure of the M/s. Arctic Cooling Solutions India Pvt Ltd.
•
To have a thorough understanding of the functions of Marketing departments.
•
To carry out a SWOT analysis of the M/s. Arctic Cooling Solutions India Pvt Ltd.
1.3 METHODOLOGY OF STUDY The data has been collected through both the sources – primary as well as secondary. Primary data has been collected through a pre-tested, structured questionnaire which was circulated amongst the employees of the company. Various journals, publications and the annual reports of the company has been referred for the collection of secondary data.
1.4 TOOLS OF ANALYSIS The various tools of analysis used for the study includes graphs, Pie charts, tables, bar diagrams etc.
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1.5
CHAPTERISATION OF THE STUDY
The entire study is chapterised as:CHAPTER 1 - Introduction CHAPTER 2 - Marketing strategy CHAPTER 3 - Company profile - ARCTIC COOLING SOLUTIONS INDIA PVT LTD CHAPTER 4 - Data analysis and Interpretation CHAPTER 5 - Findings, Suggestions and Conclusions
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LIMITATION OF STUDY The study is limited to Marketing Strategy of M/s. Arctic Cooling
Solutions India Pvt Ltd. Study is restricted to select parts in Ernakulam District which include – Panampilly nagar, its locality etc. Time frame - there is limited time for completing the project. The study is limited within a time period of five years as inclusion of more years calls for more cash outlay.
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CHAPTER - II MARKETING STRATEGY
A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan. It is a
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process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. The field of marketing strategy encompasses the strategy involved in the management of a given product. A given firm may hold numerous products in the marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage such products. Evidently, a company needs to weigh up and ascertain how to utilize its finite resources. For example, a start-up car manufacturing firm would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each scenario requires a unique marketing strategy. Listed below are some prominent marketing strategy models.
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DEVELOPING
A
SUCCESFUL
IMPLEMENTATION
OF
MARKETING
STRATEGY Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interact
ive. They are partially planned and partially
unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a company's overarching statement. Besides SWOT analysis, portfolio analyses such as the GE/McKinsey matrix or COPE analysis can be performed to determine the strategic focus. Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan the following are the major Development of
a
marketing strategy. 1. UNDERSTAND YOUR CUSTOMER - Develop a clear picture of your target customer using market research and analysis. Understand their pain points and the benefits of your solution.
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2. ANALYZE THE MARKET - Some basic market research should allow you to find market data such as total available market, market growth (historical numbers and projections), market trends, etc. Having a strong marketing research plan is the first step in building a winning marketing strategy that will drive sales and grow your business. Market Research is the process of learning as much about your target market as possible – essential to successful marketing. Without first researching your potential market, launching a product or service is like shooting in the dark. Unfortunately, too many small business owners shy away from taking the time to do the thorough marketing research and strategy that is needed to build a successful business. 3. ANALYZE THE COMPETITION - Ask yourself what other choices your target customers have to solve their pain point. Research and assess the strengths and weaknesses of each. A solid competitive marketing strategy is the key to maximizing your business growth. Essentially, a good competitive analysis involves understanding three main elements: •
Their key pain points (that your product will solve);
•
target customers;
•
Competitive solutions (other ways the target customer could solve their problem). •
Develop the competitive marketing strategy easily by following these three functions:
•
DEVELOP A TARGET CUSTOMER PROFILE - Your target customer is the individual or individuals who will purchase your product. Hopefully you already have some idea of who your ideal target customer is (not specific names, but the type of buyer they are: eg, retail sales managers, or stay-at-home moms, or whatever). You need to get inside your target customer’s head, and paint as detailed a picture of them as possible. There is often value in narrowing your market niche by tightening up your target customer profile (eg, stay-at-home
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moms who work out of the home, versus all stay-at-home moms), especially if you are a small company or just starting out.
• IDENTIFY YOUR TARGET CUSTOMER’S PAIN POINTS - It will be much easier to market and sell your product if it is solving a key problem facing your target customers. Especially in a recession, other things are considered “nice to have” and it can be much harder to drive those purchase decisions. Think about the detailed target customer profile you just painted, and identify the top 3-5 issues that keep them awake at night. How can your product solve one or more of those pain points? If your product is not a solution to one of your customer’s top problems, you may need to re-evaluate either your product or your target market. •
IDENTIFY AND ANALYZE YOUR COMPETITORS - Once you have completed steps one and two, it becomes fairly straightforward to identify your main competitors: just ask yourself what other solutions your target customer has to their problem. Often your main competitors will be other companies with products that are very similar to yours. But be on the lookout for different ways that the customer could solve their pain point – those are competitors also. Now consider the ways in which your product or service is better than the competitive options at solving the pain point of your target customer. Make a list and refine it – it should be short and easy to communicate. This is your Unique Selling Proposition (USP).
4.
RESEARCH DISTRIBUTION CHANNELS - What is the
best way to deliver your product or service to your target customers? This will impact your sales strategy and your financials, as well as your marketing mix. 5.
DEFINE YOUR MARKETING MIX 4 Ps
PRODUCT OR SERVICE:-
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•
What are the top three needs of your target customer base? What keeps your customers awake at night?
•
What unique value do you have to offer that meets those customer needs?
•
Will you offer a single product or service, or will you have multiple options to target different needs or segments?
PRICE:•
How do you want customers to perceive your product: the budget choice, the luxury item, or something in between?
•
What is your competitors' pricing, and how does your product or service compare to theirs?
•
Will you have a single product at a single price, or offer multiple levels of pricing to target different segments?
PLACE:•
Where do your customers typically look for a solution to their need? That could be a physical place (eg, a retail chain) or a distribution channel or other medium (eg, online).
•
How do your competitors get their product to the end customer?
•
What are the optimal / fastest / most cost-effective way to deliver your product or service to your customer?
PROMOTION:•
What media do your target customers read or view? (magazines, TV shows, websites, blogs, forums, stores, etc)
•
Where do your customers go to find information to help them solve the problem that your product or service addresses?
•
When will target customers be most receptive to learning about your product or service? (Eg, at a certain time of year, at a certain place, while doing a certain other activity, etc).
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6. ANALYZE THE FINANCIALS - Put together your marketing budget and evaluate projected marketing ROI, customer acquisition costs, etc. 7. REVIEW AND REVISE - Continuously evaluate the effectiveness of your marketing strategy, and revise or extend as needed.
ESSENTIALS OF MARKETING STRATEGY Any marketing strategy to be worth calling as successful or effective must enjoy certain extra which can be called as essential or requisites of it. The basic guide lines used to call a strategy a successful one used by experts are: 1. It is consistent: A marketing strategy to be effective is to consistent with the overall and specific objectives and policies other strategies and tactics of the marketing organisation. Interval consistency is an essential ingredient of a good strategy as it identifies the areas where the strategic decisions are to be made imminently or in the long run. 2. It is workable: Any strategy however laudable and theoretically sound is meaningless unless it is able to meet the ever changing needs of a situation. In this business world contingency is quite common and the strategy that strikes at the head to contribute to the progresses and prosperity of marketing organisation. 3. It is suitable: A strategy is emergent of situations or environment. It is subservient of changing environment of business world. It is but natural that any strategy not suiting to the environment can impound organisation in the compound of danger, distress and frustration. 4. It is not risky: Any strategy involves risk as uncertainty is certain; what is important is that extent of the risk involved or associated with strategy is reasonably low as compared to its pay-off or returns. It is because a high risk very strategy may threaten the survival of the marketing organisation, let alone its success, if calculations go fit. 5. It is resource based: A sound strategy is one which is designed in the background of the available resources at its command. A strategy involves certain amount of risk
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which can hardly be segregated. A strategic decision warrants commitment of right amount of resources to the opportunity and reservation of sufficient resources for an anticipated or “pass through” errors in such demands of resources. 6. It has a time horizon: The statement “a stitch in time saves nine” that aptly applies to the concept of strategy. A sound strategy is time bound to be used at the nick of the hour and tick of the opportunity. It has an appropriate times horizon. This time which is costlier than money and its horizon banks on the goals to be achieved. The time should be long enough to permit the organisation to make adjustments and maintain the consistency of the storage.
TYPES OF MARKETING STRATEGIES 1. DYNAMIC: The concept of marketing strategy is relative as it is designed to meet the changing demands of a situation. Each situation and event needs a different strategy that is why strategy are revised and recast very frequently to cope up with the changes in a given situation or event. 2. FUTURISTIC: A marketing strategy is forwarded looking. It orients towards future. A marketing strategy is designed to bring out the organisation from a ditch of degression to the path of progress for better change in the coming times. 3. COMPLEX: A marketing strategy is a very complex plan impounding in its compound other plans or firms of plans which area must to achieve the organisational goals. It is a compendium or complex of plans within plan to out beat the strength and vitality of others in the line are allied activities. 4. PROVIDE DIRECTION: Marketing strategies provide a set direction in which human and physical resources will be allocated and deployed for achieving organisational goals in the face of change environmental pressure, stress and constraints and restraints. 5. COVERING ALL ASPECTS: Marketing strategies involve the right combination of factors governing the best results. In fact strategic planning
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warrants not only the isolation of various elements of a given but a judicious and critical evaluation of their relative importance. 6. LINK BETWEEN THE UNITS AND ENVIRONMENT: The strategic decisions that are basically related with likely trends in the changing marketing changes in the government policies, technological developments, ecological change over’s, social and cultural-overtones. Then, the ever changing environment which is external to the organisation has impact on it because unit is the sub systems of supra system namely environment. 7. INTERPRETATIVE: Marketing strategies are the interpretative plans formulated to interpret and give meaning to other plans in the spot-light of a specific situation or situations. They demand an adjustment of plans in anticipator of the reactions of those who will be influenced. Strategic decisions are the result of a complex and intricate process of decision making. 8. TOP
MANAGEMENT BLUE-PRINT: Marketing strategies, their
formulation is the basic responsibility of top management. It is because; it is top management that spells out the missions, objectives, goals and the policies and strategies are the ways to reach them. Thus top management is not only to say where to go but how best to go the terminal point MARKETING SPECIALIZATIONS With the rapidly emerging force of globalization, the distinction between marketing within a firm's home country and marketing within external markets is disappearing very quickly. With this in mind, firms need to reorient their marketing strategies to meet the challenges of the global marketplace, in addition to sustaining their competitiveness within home markets. TECHNOLOGIES USING IN MARKETING Marketing management can also rely on various technologies within the scope of its marketing efforts. Computer-based information systems can be employed, aiding in better processing and storage of data. Marketing researchers can use such systems to 15
devise better methods of converting data into information, and for the creation of enhanced data gathering methods. Information technology can aid in enhancing an MKIS' software and hardware components, and improve a company's marketing decisionmaking process. In recent years, the notebook personal computer has gained significant market share among laptops, largely due to its more user-friendly size and portability. Information technology typically progresses at a fast rate, leading to marketing managers being cognizant of the latest technological developments. Moreover, the launch of smart phones into the cell phone market is commonly derived from a demand among consumers for more technologically advanced products. A firm can lose out to competitors should it ignore technological innovations in its industry. Technological advancements can lessen barriers between countries and regions. Using the World Wide Web, firms can quickly dispatch information from one country to another without much restriction. Prior to the mass usage of the Internet, such transfers of information would have taken longer to send, especially if done via snail mail, telex, etc. Recently, there has been a large emphasis on data analytics. Data can be mined from various sources such as online forms, mobile phone applications and more recently,
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CHAPTER – III COMPANY PROFILE
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Arctic Cooling Solutions India Pvt Ltd is a total solution provider in the Air Conditioning and Refrigeration Industry. The company offer engineering solutions for a wide spectrum of industries in areas such as ventilation and air conditioning. the wide realm of business involves marketing, sales, engineering and installation and consulting of all kinds of Air conditioners Arctic prides itself on providing high quality, efficient and reliable air conditioning solutions across Kerala. We offer expert installation, and maintenance and repair services by a team of highly skilled, industrytrained professionals. they have been in the industry for 15 years, over the years; the name Arctic has become synonymous with reliability, commitment, and better service solutions. To carry on the business of dealers in all kinds of Air Conditioning Plants, Refrigerators, Cooling Appliances, Apparatuses and Machinery and all Components parts, Accessories, Articles and fittings required for that purpose and to undertake servicing and repairing of these items. The idea of air conditioning started before a machine was created to produce the cooling effect desired. The first attempt at building an air conditioner was made by Dr. John Gorrie (1803-1855), an American physician, in Apalachicola, Florida. During his practice there in the 1830s, Dr. Gorrie creating an ice-making machine that essentially blew air over a bucket of ice for cooling hospital rooms of patients suffering from malaria and yellow fever. In 1881, when President James Garfield was dying, naval engineers constructed a box-like structure containing cloths saturated with melted ice water, where a fan blew hot air overhead. This contraption was able to lower a room by 20 degrees Fahrenheit but consumed half a million pounds of ice in two months' time. A close ancestor to the modern air conditioner units was first made in 1902 by an American engineer by the name of Willis Carrier. The machine at that time was called "Apparatus for Treating Air" and was built for the Sackett - Wilhelms Lithographing and Publishing Co. in Brooklyn, New York. Chilled coils were used in the machine to cool air and lower humidity to 55%, although the apparatus was made with enough precision that the humidity level desired was adjustable. After the invention by Carrier, air conditioners began to bloom. They first hit the industrial buildings such as printing plants, textile mills, pharmaceutical manufacturers, and a few hospitals. The first air-conditioned home 18
was that of Charles Gates, son of gambler John "Bet a Million" Gates, in Minneapolis in 1914. However, during the first wave of their installation, Carrier's air conditioner units were large, expensive, and dangerous due to the toxic ammonia that was used as coolant. In 1922, Carrier had two breakthroughs - he replaced the ammonia with the benign coolant dielene and added a central compressor to reduce the size of the unit. The next advance was when Carrier sold his invention to movie-theater operators, with a notable debut in 1925 at the Rivoli on Broadway in New York City. In a short amount of time, air conditioners were installed in office buildings, department stores and railroad cars. The United States House of Representatives had air conditioners installed in 1928, with the Senate, White House and Supreme Court following suit in the years after. After World War II, window units air conditioners appeared, with sales escalating from 74,000 in 1948 to 1,045,000 in 1953. Today, air conditioners have been said to be a partial cause for the changes in the South, and for most of us who have experienced its cooling benefits in times of searing heat waves, it is an invention that is hard to live without. The basic theory of air conditioning can be obtained from the second law of thermodynamics, which states that heat flows from hot areas to cold, not the other way around. If its energy is to flow from cold to hot, it needs additional energy. It seems an easy notion, but it still took over a century for basic air conditioning units to manufactured and designed. Ancient Greeks, Jews and Persians understand this theory and they invented the ideas of air conditioning. They collected natural ice and snow and used it to cool wine, food and delicacies. They used wood or sawdust to insulate the ice and reduce the transfer of heat to stop the ice from melting. Medieval Persians used an intricate building design that used cisterns and wind towers to cool buildings during the hot season. The cisterns were large open pools in courtyards which collected rainwater. This rainwater then evaporated, causing the air in the courtyards to become cooler. The wind towers were designed with windows that would catch wind and internal vanes that directed the flow of air down into the building.
DEVELOPMENT 19
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement Besides SWOT analysis, portfolio analyses such as the GE/McKinsey matrix or COPE analysis can be performed to determine the strategic focus. Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan. The new-product planning process involves a series of steps from idea generation to commercialization. Idea generation is a continuous, systematic search for new product opportunities.It involves delineating sources of new ideas and methods for generating them.
LEVELS OF MARKETING STRATEGIES
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RESPONSIVE MARKETING - Marketing has been defined as the task of "finding and filling needs." This is a commendable form of marketing when there exists a clear need and when some company has identified it and prepared an affordable solution. Recognizing that women want to spend less time cooking and cleaning led to the invention of the modern washing machine, dryer, dishwasher, and microwave oven. Today many smokers who want to stop smoking can find various treatments. Much of today's marketing is responsive marketing. ANTICIPATIVE MARKETING - It is another feat to recognize an emerging or latent need. As the quality of water deteriorated in many places, Evian, Perrier, and a number of other companies anticipated a growing market for bottled drinking water. As pharmaceutical companies recognized the growing stress in modem urban society, several started research on antis tress drugs. Anticipative marketing is more risky than responsive marketing; companies may come into the market too early or too late, or may even be totally wrong about thinking that such a market would develop. NEED-SHAPING MARKETING - The boldest level of marketing occurs when a company introduces a product or service that nobody asked for and often could not even conceive of. No one in the 1950s asked for a Sony Walkman, a Sony Betamax, or a Sony 31/2-inch disc. Yet Sony, under its brilliant founder and chairman, Akio Morita, introduced those and many other new products that since have become everyday staples. Morita summarized his marketing philosophy in these words: "I don't serve markets. I create them.
Perhaps the difference between responsive marketers and those who
anticipate or shape needs is best summarized in the difference between a market-driven company and a market ‘driving company. Most companies are at best market-driven, which itself is an advance over being product-driven. Market-driven companies focus on researching current customers to identify their problems, gather new ideas, and to test proposed product improvements and marketing mix changes. Their efforts typically result in incremental improvements, not radical innovations.
THE BOARD
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The M/s. Arctic Cooling Solutions India Private Limited situated in Ernakulam the Present Board Of Directors are Mr. DILIP KUMAR KOCHUVEEDU and Mr. SIVARAMANNAIR ANILKUMAR
POWERS AND DUTIES OF DIRECTORS The business of the company shall be managed by the Directors who may be paid all expenses incurred in setting up and registering the company and may exercise all such powers of the company as are not by the Companies Act, 1956 or any statutory modification thereof for the time being in force or by these articles required to be exercised by the company in general meetings subject nevertheless to any regulation of these articles and to such regulations or provisions as may be prescribed by the company in general meeting but no regulation made by the company in general meeting shall invalidate any prior act of the directors which would have been valid if that regulation had not been made. Without prejudice to the general powers conferred by the preceding clause and the other powers conferred by the articles it is hereby expressly declared that the Board of directors shall have the following powers, namely: a. To pay cost, charges and expenses, preliminary and incidental to the promotion, formation establishment and registration of the company; b. To purchase or otherwise acquire for the company property rights or privileges which the company is authorised to acquire at such prices and generally on such terms and conditions as it thinks fit; c. As its discretion, to pay for any property, rights or privileges acquired by or services, rendered to the company either wholly or partially in cash, bonds, debentures or securities of the company and any such bonds, debentures or other securities may be either specially charged upon all or any part of the property of the company and its uncalled capital or not so charged; d. To secure the fulfillment of any contracts or agreements entered into by the company, by mortgage or charge on all or any of the property of the company and its uncalled capital for the time being:
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e. To appoint and at its discretion remove or suspend such managers, secretaries, officers, clerks agents and servants for permanent, temporary or special service as it may from time to time think fit and determine their powers and duties and fix the remuneration as it thinks fit; f. To institute, conduct, defend, compound, or abandon any legal proceedings by or against the company or its officers or otherwise concerning the affairs of the company and also to compound and allow time for payment or satisfaction of any debts due and of any claim or demands by or against the company; g. To refer any claims or demand by or against the company for arbitration and to observe and perform awards; h. To make and give receipts, releases and other discharges for money payable to the company and for the claim and demands of the company; i. To determine who shall be entitled to sign on the company’s behalf bills, notes, receipts, acceptances, endorsements, cheques, releases, contracts and documents; j. To invest and deal with any of the moneys of the company not immediately required for the purpose thereof upon such shares, securities or other assets and in such manner as it thinks fit and from time to time vary or realise such investments; k. From time to time make, vary and repeal bye-laws for the regulation of the business of the company, its officers and servants; l. To enter into all such negotiations and contracts and rescind and vary all such contracts and execute all such acts, deeds and things in the name and on behalf of the company as it may consider expedient for or in relation to any of the manner aforesaid or otherwise for the purpose of the company. m. To open current and time deposit accounts or other account with bank or bankers at its choice and to operate on such documents and also when necessary to overdraw or take loan in such accounts on the security of the company or of any of its assets; n. To draw, accept, endorse, discount, negotiate and discharge on behalf of the company all bills of exchanges, promissory notes, cheques, hundies, drafts, railway receipts, dock warrants and delivery orders, Government promissory
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notes, other Government instruments, bonds debentures or debenture stocks of corporation, local, bodies, port trusts, Improvement Trusts, or other corporate bodies and to execute transfer deeds for transferring stocks, shares or stock certificates of the Government and other local corporate bodies in connection with any business of any object of the company.
BENEFITS OF AIR CONDITIONERS Air conditioning has its obvious advantages but there are times when it may be needed more than others. An example of this is office buildings. The reasons for this are because there are a lot more people than there would be in a house and there are a lot of machines generating heat as well. A hot and stuffy office can make employers irritable and less likely to work so it is important to have a proper air conditioning system installed. There are many advantages of having this done including the fact that it can be a lot more powerful than a small fan you plug in at the wall. If you have a large open plan office it would be impossible to keep everyone cool with small fans or plug in units. However, having a proper air conditioning unit installed ensures an even distribution of cool air which will keep everyone happy. Lots of little fans or plug – in units is likely to be very noisy and therefore cause distractions and ruin people’s concentration. A properly installed system will be very quiet though and you will hardly even notice that it is there. Air conditioning units can have lots of features and functions which means that the temperature can be adjusted. This is particularly handy in unpredictable weather conditions as one day you may need it a lot cooler than the previous day. Another advantage of a built in air conditioning system is the fact that it’s up on the wall and out of the way. Portable systems usually sit on the floor or on a desk and therefore take up a lot of space and can cause obstructions. This may even cause safety hazards and cause accidents which could end up in law suits. Having an air conditioning unit that is installed professionally guarantees that you are going to get good quality machines that are going to be installed properly. Not only can this save on maintenance costs but you can be assured that the job is going to be done properly. You are likely to save costs in general with buying air conditioning units rather than renting over time as well. This is because
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receiving a bill for renting something every month is going to work out to be a lot more expensive than just buying something. With so many advantages of installing a proper air conditioning system it is no surprise that many businesses are now investing in these systems.
CRITICISM AIR CONDITIONERS A modern marvel-air conditioning provides the ability to reproduce a preferred temperature within an enclosed area, often times very accurately. Modern homes within developed countries, especially within very warm regions, often have air conditioning systems, which come in a variety of types. Although the different systems provide many advantages, they all come with some disadvantages as well.
OPERATING COST Early air conditioning systems were more simplified. They originated with simple window air conditioners, eventually leading to local split system air conditionersboth of which operated off of a compressor which was utilized to cool air. Although these are relatively cheap to operate, over time air conditioning systems became larger, requiring far more energy. Many of the air conditioning systems within the United States are known as “central air conditioning.” This system is specially installed and designed to fit the size of the house or enclosure. Since it covers entire households as opposed to individual rooms, the operating cost also rises tremendously, due to the added electricity it requires. Window and split system air conditioners although many people take air conditioners for granted, they come in a variety of types. Prior to central air conditioning systems--which are the most common ACs in modern day households--there were window and alternative split system air conditioners, which serve to only cool the air directly around them. These types of systems neglect to cool the entire household, which is a tremendous disadvantage as compared to central air systems. These systems provide evenly cooled air for the whole house or building.
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SERVICES OFFERED BY ARCTIC COOLING SOLUTIONS INDIA PVT LTD. •
INSULATION –
We offer all kinds of insulations like thermal insulation, cold insulation, duct insulation, air conditioning insulation, foam insulation etc., good quality rolls and insu-tubes are being used widely for insulation of window, split A.C., air handling units and A.C. ducting, industrial chillers, cold storage's and refrigerated vans/containers and industrial refrigerators and cold water pipe •
DUCTING –
Central air-conditioning major, Blue Star, has been accredited by the National Air Duct Cleaners Association (NADCA), Washington, USA, for the specialized duct leaning services being offered by the company. Blue Star becomes the first and only airconditioning company in India offering NADCA-certified duct cleaning servicesOur products has excelent flexibility & compressibility; and excellent resistance to crushing, flex fatigue, tearing, and moisture. Our air duct system sealing process is the most effective, affordable, and viable method of sealing the central heating and cooling ductwork in your home. •
PIPING – Within industry, piping is a system of pipes used to convey fluids (liquids
and gases) from one location to another. The engineering discipline of piping design studies the efficient transport of fluid. Industrial process piping (and accompanying inline components) can be manufactured from wood, fiberglass, glass, steel, aluminum, plastic, copper, and concrete. The in-line components, known as fittings, valves, and other devices, typically sense and control the pressure, flow rate and temperature of the transmitted fluid, and usually are included in the field of Piping Design (or Piping Engineering). Piping systems are documented in piping and instrumentation diagrams
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(P&IDs). If necessary, pipes can be cleaned by the tube cleaning process."Piping" sometimes refers to Piping Design, the detailed specification of the physical piping layout within a process plant or commercial building. In earlier days, this was sometimes called Drafting, Technical drawing, Engineering Drawing, and Design but is today commonly performed by Designers who have learned to use automated Computer Aided Drawing / Computer Aided Design (CAD) software. Plumbing is a piping system that most people are familiar with, as it constitutes the form of fluid transportation that is used to provide potable water and fuels to their homes and business. Plumbing pipes also remove waste in the form of sewage, and allow venting of sewage gases to the outdoors. Fire sprinkler systems also use piping, and may transport no potable or potable water, or other firesuppression fluids. Piping also has many other industrial applications, which are crucial for moving raw and semi-processed fluids for refining into more useful products. Some of the more exotic materials of construction are Intone, titanium, chrome-moly and various other steel alloys. •
INSTALLATION AND SERVICES – Installation art can be either temporary or permanent. Installation artworks
have been constructed in exhibition spaces such as museums and galleries, as well as public and private spaces. The genre incorporates a broad range of everyday and natural materials, which are often chosen for their "evocative" qualities, as well as new media such as video, sound, performance, immersive virtual reality and the internet. Many installations are site-specific in that they are designed to exist only in the space for which they were created. A number of institutions focusing on Installation art were created from the 1980s onwards, suggesting the need for Installation to be seen as a separate discipline. These included the Mattress Factory, Pittsburgh, the Museum of Installation in London, and the Fairy Doors of Ann Arbor, MI, among others. Customer service is the provision of service to customers before, during and after a purchase. According to Turban et al. (2002), “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation. Its importance varies by products, industry
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and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. Retail stores often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale; the perceived success of such interactions being dependent on employees "who can adjust themselves to the personality of the guest, according to Micah Solomon quoted in Inc. Magazine. From the point of view of an overall sales process engineering effort, customer service plays an important role in an organization's ability to generate income and revenue. From that perspective, customer service should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception a customer has of the organization. Some have argued that the quality and level of customer service has decreased in recent years, and that this can be attributed to a lack of support or understanding at the executive and middle management levels and also after sales services provided to customer. in order to get Instant feedback from customers. •
AIR MANAGEMENT SERVICES – Poor air quality leads to an increased incidence of health related
symptoms, which in turn can lead to increase in absenteeism and loss of productivity. At Blue Star we have a range of services to offer, starting from an Indoor Air Quality Audit, recording the trends of the IAQ parameters, analyzing the conditioned space and finally recommending the desired solution. •
ENERGY MANAGEMENT SERVICES
Our Energy management services include: • Variable Frequency Drives (VFD) • Part load management • Air distribution optimization • Water balancing
SPECIALITY COOLING PRODUCTS
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Blue Star has developed specialized products for process applications, IT/ITES, telecom and the dairy industry. We have diverse experience and have a deep understanding of the demands on air-conditioning and refrigeration in each industry. This knowledge and domain expertise has helped us design and manufacture a range of specialized products which ensure that critical applications work seamlessly.
OTHER PRODUCTS INCLUDES – 1. PROCESS CHILLERS Blue Star offers Process Chillers for medical, pharmaceutical industries and varied industrial applications like plastic mould cooling, printing and lamination processes. These chillers incorporate microprocessor based controls which offer intelligent cooling and are energy efficient apart from being extremely compact with a small footprint. FEATURES • Wide range of models: 8, 11, 18, 26, 35, 45, 52 and 77 TR • Energy efficient scroll compressors and plate heat exchangers • Extremely compact plug-in design for high ambient applications • Stainless steel hydraulic circuit with buffer and expansion tank • Microprocessor controller with computer and remote connectivity • Anti-corrosive fins • Low noise 2. TELEPACS IDEAL FOR 24X7 UNMANNED SHELTER COOLING Blue Star presents high precision cooling equipment developed to satisfy the exacting standards for airconditioned environments in telecom shelters. Designed for round the year operation at high ambient conditions, they are equipped with electronic control systems and supervision apparatus for remote connectivity. Ideal for VOIP, CDMA, GSM and WLAN applications
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FEATURES • Wide range: 0.9, 1.25, 2.5, 3, 3.5 and 4 TR • Option of mounting as unitary or split system • Energy Efficient Scroll Compressor (high EER) • Powder coated GI sheet double wall cabinets for longer life • Microprocessor based controller to match any unique need • Customized designs for specific requirements 3. PROCESS CHILLERS Blue Star offers Process Chillers for medical, pharmaceutical industries and varied industrial applications like plastic mould cooling, printing and lamination processes. These chillers incorporate microprocessor based controls which offer intelligent cooling and are energy efficient apart from being extremely compact with a small footprint. FEATURES • Wide range of models: 8, 11, 18, 26, 35, 45, 52 and 77 TR • Energy efficient scroll compressors and plate heat exchangers • Extremely compact plug-in design for high ambient applications • Stainless steel hydraulic circuit with buffer and expansion tank • Microprocessor controller with computer and remote connectivity • Anti-corrosive fins • Low noise • Food grade quality option available 4. BULK MILK COOLERS Blue Star's PCPAs are ideal cooling solutions wherever continuous, round-the-clock, precise control of temperature, humidity and filtered air is desired. Modular in design, Blue Star's PCPAs are manufactured using state-of-the-art techniques
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from an ISO 9001 plant at Dada, under technical collaboration with Eaton Williams of the UK. Highly energy-efficient and designed for 24x7 operations, using an openarchitecture control. FEATURES • Wide range: 4, 5.7, 9.7, 14, 17, 23, 28.4 and 34 TR • True Precision Control Packaged Air conditioners with VRV technology • Energy-efficient • Open architecture control protocol • Low cost of ownership • Designed for 24x7 year round operation 5. MORTUARY CHAMBERS Blue Star also manufactures and markets Mortuary Chambers in 3 models (2, 4 and 6 bodies) • Exterior and Interior Finish Pre-painted GI sheet • Front Finish in Stainless Steel • Vapour proof incandescent lamp • Electronic temperature indicator-cum-controller • 3 piece carriage assembly • One piece stainless steel tray • Hygienic • Easy to maintain • Compact and neat • Flexibility of shifting • Simplified cadaver handling
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ELECTRO MECHANICAL PROJECTS AND PACKAGED AIRCONDITIONING SYSTEMS This comprises central and packaged airconditioning as well as electrical projects and plumbing & fire fighting projects. The central and packaged airconditioning business involves design, engineering, manufacturing, installation, commissioning and support of large central airconditioning plants, packaged airconditioners and ducted split airconditioners. In addition to this, Blue Star promotes after-sales service as a business, by offering several value added services in the areas of upgrades and enhancements, air management, water management, energy management and LEED consultancy for Green Buildings. The Company also executes building electrification contracting projects and offers expertise in the areas of electrical design and engineering, supply and installation of entire power systems as well as liasioning, approvals, commissioning and asset management. Blue Star has extended its mechanical contracting offering to include plumbing and fire fighting projects. With this, Blue Star has developed capabilities for executing integrated MEP (Mechanical, Electrical and Plumbing) projects. COOLING PRODUCTS Blue Star offers a wide range of contemporary window and split airconditioners. The Company also manufactures and markets a comprehensive range of commercial refrigeration products and services that cater to the industrial, commercial and hospitality sectors. These include water coolers, bottled water dispensers, deep freezers, cold storages, bottle coolers, ice cube machines and supermarket refrigeration products.
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PROFESSIONAL
ELECTRONICS
AND
INDUSTRIAL
SYSTEMS For over five decades, the Electronics Division has been the exclusive distributor in India for many internationally renowned manufacturers of hi-tech professional electronic equipment and services, as well as industrial products and systems. The Company has carved out profitable niches for itself in most of the specialized markets it operates in, such as such as Industrial Projects, Industrial Products and Systems, Material Testing Equipment and Systems (Destructive / Non Destructive), Data Communication Products & Services, Testing and Measuring Instruments, Analytical Instruments and Medical Diagnostic Equipment. CORPORATE SOCIAL RESPONSIBILITY •
ENERGY CONSERVATION
•
COMMUNITY DEVELOPMENT AROUND ITS FACILITIES. The Company is highly committed to the cause of protecting the
environment. Energy efficiency of its products remains a corner-stone of its research and development efforts Air, water and energy management services as well as LEED (Leadership in Energy and Environmental Design) consultancy for Green Buildings have been part of its business and practices. The Company has also been contributing in the technical domain in the use of eco-friendly refrigerants in its products. Energy Conservation goes beyond using efficient products. A huge amount of energy is wasted nationally due to sheer ignorance and lack of awareness. Blue Star helps deserving institutions such as hospitals and colleges to save power by conducting free walk-through energy audits. The Company has conducted several such audits with energy recommendations for Jai Hind College, St Xavier’s College, Nirmala Niketan College of Social Work, National Association for the Blind (NAB), Bombay Natural History Society (BNHS), JJ School of Architecture and Dilkhush Special School, amongst others.
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In its efforts towards community development around the Company’s facilities, the Company has initiated and sponsored a study in the villages around its Wada Plant to understand the immediate needs. Vocational training and health emerged as pressing needs in this underdeveloped region. Blue Star has sponsored the vocational training courses offered by an NGO, KSWA in Wada. This centre was set up to support a vocational training initiative for school and college dropouts to make them employable contributing members of their families and communities. Regular visits by the Company’s employees have aided in technical support to KSWA for conducting the courses. In addition to the above CSR efforts, the Company sponsors various philanthropic activities through its Trust, Blue Star Foundation, which has been supporting several activities in the areas of children education and healthcare apart from relief measures in national calamities.
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Blue Star was founded in 1943, by Mohan T Advani, an entrepreneur of exemplary vision and drive. The Company began as a modest 3-member team engaged in reconditioning of airconditioners and refrigerators. Within three years, the Company secured the agency for US-based Melchoir Armstrong Dessau's airconditioning equipment. Shortly after, the Company was selected by Worthington, the US leader in airconditioning, as its India based partner - these were the first of numerous foreign associations to follow. An expanding Blue Star then ventured into the manufacture of ice candy machines and bottle coolers and also began the design and execution of central airconditioning projects. Then came the manufacture of water coolers. In 1949, the proprietorship company set its sights on bigger expansion, took on shareholders and became Blue Star Engineering Company Private Limited. Ever since, there has been a constant and profitable growth. Blue Star diversified and took up agencies for Material Testing Machines and Business Machines. The export arena beckoned and the Company began exporting water coolers to Dubai, where in fact, 'Blue Star' soon became the generic name for water coolers. The sixties and the early seventies witnessed Blue Star continuing to expand and thrive. A team of dedicated professionals aided Mohan T Advani in ever furthering his vision of a profitable company dedicated to its ideals of professionalism and success. Employee strength crossed the 1000 mark and the company went public in 1969 to become Blue Star Limited, as it continues to be called today. In 1970, the Company took up the all-India distributorship of HewlettPackard products, a business relationship which continues today and has grown ever stronger through the years. As the Company's reputation for delivering the goods in the most challenging of airconditioning projects grew steadily, the early seventies saw a series of prestigious projects being entrusted to Blue Star - skyscrapers such as Air India Building, Express Towers, the Oberoi Hotel in Mumbai, apart from several others. Revenues touched the Rs. 10-crore mark and staff strength doubled to exceed 2000.
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As its Indian presence reached greater heights, the Company began building determinedly upon its existing overseas presence, Blue Star set up a joint venture with Al Shirawi in Dubai and went on to execute some outstanding projects in Syria, Iraq and Saudi Arabia. To complement its airconditioning projects and undertake turnkey industrial projects, an Industrial Division was set up in 1978. Always moving with the times and ever on the lookout for business possibilities, Blue Star next set up a software export unit at Seepz, Mumbai in 1983. Then came associations with more global leaders - a collaboration with York International of USA for central airconditioning equipment and joint ventures with Motorola and Yokogawa. In 1984, Ashok M Advani & Suneel M Advani, the sons of Mohan T Advani, took over the reins of the Company, after spending nearly 15 years within the Company steadily climbing up the ladder. A renewed thrust was placed on the company's core business areas - airconditioning and refrigeration and the distribution of professional electronics equipment - and the company emerged a market leader in these focus areas. The nineties witnessed India entering an era of economic liberalisation and an upsurge in competition as the dynamic business scenario attracted the world's most forward-looking corporations. It was time to re-look at existing business competencies, re-engineer those that were obsolete and forge ahead in acquiring new business competencies. Blue Star was more than equal to the challenge and expansion continued unabated. In keeping with this focus, an advanced manufacturing facility was set up at Dadra in 1997, in technical collaboration with Rheem, USA, to enhance manufacturing competency. Today it bears the distinction of being regarded as the best such plant Indiawide. The dealer network was strengthened and expanded to bring products within easy reach of every customer. With the advent of the much awaited new millennium in 2000, the action continued. The software unit was spun off into a separate company, Blue Star Infotech 36
Ltd., the export of airconditioning products from the Dadra factory began and contract manufacturing for local and foreign brands commenced. A new Corporate Vision was developed - "To deliver a world-class customer experience". Every employee is determined to follow this vision and keep their organization a competitive and forwardlooking one. Blue Star crossed the Rs. 500 crore milestone in 2000 and the Rs. 600 crore milestone in 2002-03. With the boom in construction activity and increased infrastructure investments, the Company leveraged its leadership position to grow aggressively. In the following three years, the Company nearly doubled its turnover, clocking Rs 1178 crores in 2005-06. Even more than size, Blue Star enjoys an enviable reputation as an ethical corporation, ever mindful of its obligations towards customers, shareholders, dealers, business partners, employees and the environment in which it operates. Blue Star is India's largest central air-conditioning company with an annual turnover of Rs 2900 crores, a network of 29 offices, 6 modern manufacturing facilities, over 1200 dealers and around 2800 employees. It fulfils the air-conditioning needs of a large number of corporate, commercial and residential customers and has also established leadership in the field of commercial refrigeration equipment ranging from water coolers to cold storages. The Company also offers comprehensive Electrical Contracting and Plumbing & Fire Fighting Services. Blue Star's other businesses include marketing and maintenance of hi-tech professional electronic and industrial products. Blue Star has business alliances with world renowned technology leaders such as Rheem Mfg Co, USA; Hitachi, Japan; Eaton - Williams, UK; Thales e-Security Ltd., UK; Jeol, Japan and many others, to offer superior products and solutions to customers. The Company has manufacturing facilities at Thane, Dadra, Bharuch, Himachal and Wada which use state-of-the-art manufacturing equipment to ensure that the products have consistent quality and reliability.
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The group companies of Blue Stars Blue Star InfoTech, blue star design & engineering, blue star m & e engineering, etc and also the Authorised Dealers of Blue Star are - Arctic Cooling Solutions India Pvt. Ltd., ABM Cooling Solutions India Pvt. Ltd., Technocrats Appliances Pvt Ltd., and Ambient Systems (P) Ltd etc. Arctic Cooling Solutions India Private Limited is a Registered Company under companies act 1956 and deal the business in Air-conditioning systems and Refrigeration products of Blue Star and Arctic Cooling Solutions India Pvt Ltd is an authorised dealer of Blue Star.
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CHAPTER – IV
DATA ANALYSIS AND INTERPRETATION
39
OBJECTIVES OF STUDY MARKETING DEPARTMENTS The marketing department must act as a guide and lead the company's other departments in developing, producing, fulfilling, and servicing products or services for their customers. Communication is vital. The marketing department typically has a better understanding of the market and customer needs, but should not act independently of product development or customer service. Marketing should be involved, and there should be a meeting of the minds, whenever discussions are held regarding new product development or any customer-related function of the company. Don't get the idea that marketing should make these plans and recommendations alone. It is very important that the marketing department get input from many people within the company. Not only does providing input help the rest of the company understand and support the marketing efforts, it also provides some invaluable insights into what customers want and new ideas that may have slipped past the rest of the company. For example, your service technicians and your customer service reps will have great insights into customer opinions and needs. Get everyone involved and you'll have a more cohesive effort. Because the goals and guidelines set by the marketing department should, by design, be in line with the vision and mission of the company, upper management should be involved in and endorse cooperation by all departments in following and implementing the plan and integrating a consistent message into all communication channels. If this isn't the case, the efforts to market the company's products will fail. It's that simple. Reinforce the idea among your employees that marketing is a team effort. Individuals may have their own goals and priorities, but if they don't also consider the goals and greater need of the company, they may hinder efforts and make your carefully planned marketing efforts fail. To illustrate this, assume a company has implemented a direct mail program and has placed key codes on the mailing labels to track the source of the mailing lists from which customers who place orders are coming. If the employees who take the orders don't ask for and record those codes, then the marketing department has no way of knowing which lists are working and which lists are bombing. Cooperation 40
among departments and support of upper management to enforce necessary procedures is often critical. So, the marketing department studies the market and the customers, determines the best way to reach those customers, and works with the rest of the company to help determine the new product needs of the market and represent the company in a consistent voice. Next, we'll begin going over the steps for putting together your marketing plan. This process involves four stages of action: 1. Researching and analyzing your business and the market 2. Planning and writing the plan 3. Implementing the plan 4. Evaluating the results
ROLE FUNCTIONS OF MARKETING DEPARTMENTS In the hierarchy of marketing department overall control lies with the president. He forms t h e p o l i c i e s , t a k e s d e c i s i o n s o n t h e k e y i s s u e s l i k e p r i c e s , d i s p a t c h t r a n s p o r t a t i o n realization, outstanding etc. He also interacts and is answerable to the board of directors. The Joint president carries out the policies framed by the president & reports directly to the president u n d e r p r e s i d e n t , t o w A V P s marketing look after the day-to-day functioning of the marketing department who are in direct control of the marketing staff. In addition to carrying out the policies of the company t h e G m s a r e r e s p o n s i b l e f o r s e n d i n g t h e feedback from the market to the joint president and the president. The AVPs also look after the welfare of the staff families, and to send the sales reports to the head office. Manager sales report directly to AVPs marketing Manager sales report directly to AVPs marketing & look after the day-to-day functioning of the department and the field staff under them, they implement the policies formulated b y t h e h i g h e r m a n a g e m e n t a n d a r e responsible for the smooth functioning of the marketing field staff. Manager (Sales) also looks after the quality complaints and interacts with the other department field staff is directly involved and is in regular contact with the end users for marketing of product,
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for solution of problems, getting feedback from the customers, assessing the marketing potential & reporting it to the higher authority, liasioning with government departments and private builders, sales promotional activities and collection of payments. Planning For marketing of cement, planning for dispatch is being done on month-to-month basis looking to the demand & supply scenario, previous dispatch trend and forthcoming major projects.
SWOT ANALYSIS
STRENGTHS 1. DEVELOPING BRAND RECOGNITION - It is no secret that one of the main keys to online marketing is branding. Developing a marketing strategy will help you to plan out the best way to build that recognition. Are your customers mostly women You can research and plan your marketing around areas women frequent. You will want a high emphasis on social media if it is women you are trying to reach. 2. HAVE A ROADMAP - A marketing strategy will give you a long-term vision of the right techniques you need to use to reach your target audience. This will enable you to use a mixture of new and proven marketing techniques rather than being scattered by the whim of new marketing trends. 3. STOP REACTIONARY MARKETING - The world of marketing is changing as new media is emerging online every day. But the benefits of marketing strategy are to take in these new techniques, and incorporate them in a planned and strategic way, rather than feeling scattered by every new technique you see online. This is reactionary and you will waste a lot of your time reacting to the market rather than driving it. Knowing your target market and where they spend time online, focusing your energy there and having a plan will bring you more success.
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4. SPEND LESS MONEY - When you have a strategic marketing plan you can plan out where you want to spend your marketing dollars to get the most out of your money. 5. SEGMENT THE MARKET - While most of your business may come from one gender or age group, you can increase your business targeting a secondary group of customers. Just because the majority of your customers are young adults doesn't mean you can't spend part of your marketing budget on attracting older customers. You can create daytime, low-cost or early-bird specials for seniors, advertising in venues they frequent or using media they read. You will continue to promote your evening and late-night business for young adults, using targeted marketing. When segmenting the market, you'll need to make sure you don't compromise your brand by promoting two different messages to the same group. 6. FIND THE BEST CUSTOMERS - A marketing strategy helps you target potential customers who are most likely to buy your product or use your service. Creating a primary customer demographic lets you target your marketing efforts toward them. For example, advertising in the local newspaper requires you to spend part of your budget getting your message in front of many people who will never be your customers. If you own a hair salon, advertising in a local women's magazine or sponsoring a women's tennis league or 5K race lets you target your exact customer demographic.
WEAKNESSES
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DEVELOPMENT - In order to develop a marketing strategy, each aspect must be examined for both advantages and disadvantages. During the process, cost is usually factored into weighing the pros against the cons of a strategy. Although an advantage might be to bring in new customers, the disadvantage to the strategy could be it could cost too much to gain the new customers. DISTRIBUTION - If a marketing strategy concerns itself with distribution, examining and accessing the cost of different distribution methods will reveal if the strategy should be implemented. For example, one way to distribute information is through email marketing. Although the advantage is email marketing is relatively inexpensive, the disadvantage is that because of the high volume of spam junk mail, many Internet service providers have set up elaborate filters to keep out unsolicited emails. VIRAL - One marketing strategy that has gained popularity in the new media world is "viral marketing." In viral marketing, a clever or emotional campaign begins to spread quickly through the Internet. This is usually accomplished through word-ofmouth means, as well as through social networks such as Face book and Twitter. The advantage to this marketing strategy is that it gets a widespread awareness of the product or service, but the disadvantage is that there is no control over how the material spreads. DECISIONS - In deciding on a marketing strategy to use (or a combination), it is necessary to examine the advantages of each strategy and the disadvantages. In many cases, if there is a greater advantage over a disadvantage to a strategy, it could probably be implemented. However, it is also a matter of personal choice in some cases. For example, although an effective marketing strategy for a product might include TV advertising with programs that have high audience ratings, a disadvantage to that could entail sponsoring a program that some might find offensive or in questionable taste, which might lead to a boycott of the product or service. Deciding whether to alienate one group over enticing another group would need to be determined by the team behind the marketing strategy and the company itself.
OPPORTUNITIES •
To sustain passion and commitment
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•
Arctic’s market share increasing at other service provider
expense Thus opportunity to wipe it out. •
Attain higher value services
•
Collaborative business needs to be explored
•
Vertical repeatable solutions.
•
Low penetration level in rural markets.
•
Highly valued products
THREATS Foreign investment Global trends moving from GPS to WLL. Lack of global parity in telecom tariff Other competition
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DATA ANALYSIS AND INTERPRETATION 1. Available of Air Conditioner
RESPONCE
PERCENTAGE
YES
55 %
NO
45 % Table 4.1
YES NO
Chart 4.1 46
The Table and Chart shows that how many peoples have AC in the year – 2011
2. Different Segments
RESPONCE
PERCENTAGE
COMPACT
22 %
COOLER – AC
18 %
MID – SIZE
27 %
SPLIT AC
10 %
CENTER AC
23 % Table 4.2
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Chart 4.2 The Table and Chart shows that Purchasing of Air Conditioner in Different Segments 3. Usage of Air Conditioner RESPONSE
PERCENTAGE
HIGHLY SATISFIED
25 %
SATISFIED
18 %
MODERATE
37 % 20 %
DISSATIFIED Table 4.3
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Chart 4.3 The Table and Chart shows that Satisfaction of Air Conditioner by the peoples
4. Air Conditioner Products from Blue Star RESPONCE
PERCENTAGE
AVAILABILTY
45 %
QUALITY
25 %
SAFETY
17 %
PRICE
13 % Table 4.4
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Chart 4.4 The Table and Chart shows that Satisfaction of Air Conditioner Products from Blue Star
5.Branded Air Conditioner RESPONCE
PERCENTAGE
BLUE STAR
36 %
SAMSUNG
20 %
LG
18 %
VOLTAS
16 %
SANYO
10 % Table 4.5 50
Chart 4.5 The Table and Chart shows that Rating of Different Branded Air Conditioner 6. Expectation from Customer RESPONCE
PERCENTAGE
AVAILABILTY
20 %
SERVICE
40 %
SAFETY
22 %
PRICE
18 % Table 4.6
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Chart 4.6 The Table and Chart shows the Expectation from customer by the way of usage Air Conditioner
7. Feedback through web site
RESPONCE
PERCENTAGE
YES
65 %
NO
35 %
Table 4.7
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Chart 4.7 The Table and Chart shows that how many peoples find our web site
8.Buying Behaviour RESPONCE
PERCENTAGE
BLUE STAR
48 %
SAMSUNG
20 %
LG
8.5 %
VOLTAS
13.5 %
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SANYO
10 % Table 4.8
Chart 4.8 The Table and Chart shows that customer buying behaviour in future 9.Information regarding Air Conditioner
RESPONCE
PERCENTAGE
MAGAZINE
35 %
NEWS PAPERS
25 %
OTHERS
40 %
Table 4.9
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Chart 4.9
The Table and Chart shows that how customer/public get information about Air Conditioner.
10. The Rating given by the customer on the basis of different Branded AC
PARTICULARS
BLUE STAR
SAMSUNG
AVAILABILITY QUALITY PRICE SAFETY
55
LG
VOLTAS
SANYO
Table 4.10
CHAPTER V
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FINDING SUGGESTION AND CONCLUSION
FINDING Based on the data generated by administrating schedules to the customers the following observation are made as follows – 1. M/s. Arctic Cooling Solutions India Pvt Ltd. Has excellent percentage of Marketing Strategy according to the data shown in the Table and Chart can be analysis and interpretation 2. Most of the people are satisfied with its low maintenance cost and after sales services provided by the M/s. Arctic Cooling Solutions India Pvt Ltd. They are authorised dealer of Blue Star. 3. Based on the Power Consumption, most of the people are satisfied with it 4. based on safety, comfort, price and availability etc. most of the people are satisfied
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5.
Large numbers of Blue Star users are aware of it power consumption
6. if they took the satisfaction level of people towards Blue Star, it becomes good 7. main feature is Blue Star products is available any where in the world 8. Air Conditioner are available in different segments 9. Mainly customer satisfied with after sale service.
SUGGESTION By virtue of its connection and advertising strategy M/s. Arctic Cooling Solutions India Pvt Ltd is successful in grabbing the highest market share in India, but there are still some recommendations from my study point of view is that M/s. Arctic Cooling Solutions India Pvt Ltd needs to make its network service more stronger than other service providers to dominate the market in future too. M/s. Arctic Cooling Solutions India Pvt Ltd. should introduce innovative products of Blue Star than the other because its competitor like Samsung, Voltas, Life Good (LG), etc had introduced it. M/s. Arctic Cooling Solutions India Pvt Ltd. should improve for other products to reach their goals.
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CONCLUSION The conclusion of my study is that M/s. Arctic Cooling Solutions India Pvt Ltd. Advertising has a major impact its users. People like its services very much. M/s. Arctic Cooling Solutions India Pvt Ltd. had created a very good image and also have Good Will of the firm on the mind of the new users Air Conditioner. M/s. Arctic Cooling Solutions India Pvt Ltd. has adopted a very good strategy by providing a connection with Blue Star. M/s. Arctic Cooling Solutions India Pvt Ltd who is market leader in Air Conditioner and other related products by Blue Star, many new users buy Blue Star products and they get a After sale Service of M/s. Arctic Cooling Solutions India Pvt Ltd. M/s. Arctic Cooling Solutions India Pvt Ltd is 59
successful in capturing the highest market share by adopting Celebrity Endorsement Strategy etc. Arctic Cooling Solutions India Private Limited is a Registered Company under companies act 1956 and deal the business in Air-conditioning systems and Refrigeration products of Blue Star and Arctic Cooling Solutions India Pvt Ltd is an authorised dealer of Blue Star.
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APPENDIX
Name…………………………………………......…..Age………..Sex: Male Female Address: ………………………………………………………………………………………… ………………………………………………………………………………………….. ………………………………………………………………………………………….. Occupation: Business Govt.Employee Doctor Professional Others ----------------------------------------------------------------------------------------------------------1. Do you have any Air Conditioner (AC)? Yes.
No.
2. If you are purchase a new Air Conditioner which segment would you prefer?
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Compact
Cooler AC
Mid Size
Split AC
Center AC
3. Opinion about usage of Air Conditioner? Highly satisfied
Satisfied
Moderate
4. What you satisfied from Blue Star Air Conditioner?
Safety
Price
Availability
Quality
5. Which branded Air Conditioner you have?
Blue Star Samsung LG Voltas Sanyo 6. What you expectation of usage of Air Conditioner?
Service Price Safety Availability 7. Did you find our website helpful? Yes.
No.
8. Which branded Air Conditioner decides to buy?
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Dissatisfied
Blue Star Samsung LG Voltas Sanyo 9. Kindly Tick [
] the following with regards Branded Air Conditioner
products? Particulars
Blue Star
Samsung
LG
Voltas
Sanyo
Quality Size Price Availability 10. How did you contact the authorized dealer in Air Conditioner?
Magazine News paper Others
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