INITIAL INFORMATION REPORT

SUMMER INTERNSHIP PROGRAMME COMPANY NAME: VOLTAS (UPBG), BENGALURU

FACULTY GUIDE: Dr. Gopal Iyengar ALUMNI GUIDE: Anshul Pramod Deoras SUBMITTED BY: Nibir Mahanta ROLL NO. 63

Project Title: Market study of Voltas ACs in Bengaluru city including customer satisfaction Objectives: 1. 2. 3. 4. To study the market share of Voltas ACs To study the customer satisfaction including after-sales service To identify some of the possible reasons of buying a non-Voltas AC by the consumers To suggest improvements to increase their market share

Scope of the Study: The study aims to assess the customer strength of present market. In the process, marketing capabilities of competitors could also be assessed as their market share would be calculated. This would further show the current competitor position and how many big players dominate the market. The study also aims at assessing the customer satisfaction of the consumer.

COMPANY PROFILE
Voltas, a company engaged in providing diverse engineering solutions, was established way back in 1954 as a joint venture with Volkart Brothers and Tata Sons. The name of the company is an amalgamation of the two company names. Since its inception to the present day, the company has braved quite a few rough times to emerge as a market leader in most of its operating segments. With its vision statement as Engineering Solutions for a Greener Tomorrow, Voltas is primarily focused in providing eco-friendly engineering solutions. Voltas primarily has four divisions which are being represented in the following diagram:-

VOLTAS

EM&RBG

IOBG

UPBG

EPBG

EM&RBG: EM&RBG stands for Electromechanical and Refrigeration Business Group. This division is primarily focused in delivering Engineering solutions like Heating, Ventilation and Air-Conditioning (HVAC), Mechanical and Electrical Projects (MEP), and Water Management Projects. IOBG: IOBG stands for International Operations Business Group. This unit handles the same operations as EM&RBG but at an international platform.

UPBG: UPBG stands for Unitary products Business Group. This segment basically deals in air conditioning products, Commercial refrigerators and Water Dispensers. EPBG: EPBG stands for Engineering Products Business Groups. This division doesnt manufacture but provide sales and service of machineries of OEMs. This business unit is further sub-divided into two divisions, the Textile Machinery Division (TMD), which provides equipments and machineries to textile mills, and Mining and Construction Equipments Division (MECD) which caters to the need of Mining and Construction Industry.

UPBG Division : Corporate Vision: Engineering Solutions for a Greener Tomorrow. UPBG Vision: Attain market leadership in Air Conditioning products. Sustain market leadership in Commercial Refrigeration and Water Cooling Products. UPBG Mission: Be a passionately customer-focused organisation providing innovative and green solutions UPBG Values: SWIFT Smart Thinking, Winning Attitude, Innovative + Initiative, Flexibility + Agility, Teamwork The organisation, with Pradeep Bakshi at the helm of affairs, has been able to make quite an impact in the market. With six zonal offices, fifteen branch offices and five area offices, the company is providing service across the length and breadth of the country. The SBU had bagged the Emerging Industry Leader as per TBEM External Assessment. It is the only SBU of Voltas which has its score in 551-650 range. The company attributes its achievement to the following factors: Lean and flexible Business model Increased distribution penetration to B and C class towns Distributed manufacturing to ensure reach that is closer and faster for customers Initiatives to increase employee management score Robust review mechanisms like CEC, MBRMs, BMs meet, Quality Review Board (QRB) Meeting Create a culture of improvement through 5S, Kaizen, Six-Sigma projects, Suggestion Schemes and so on OHSAS and ISO 14001 certifications for the manufacturing facilities to ensure a safe working culture Training and implementation of TBEM (Tata Business Excellence Model)

The structural hierarchy of the Sales Division in Bengaluru office is depicted in the diagram below.

REGIONAL BUSINESS HEAD

BRANCH MANAGER

BRANCH SERVICE MANAGER

AREA SALES MANAGERS (A.C. , CR & WD)

F&C MANAGER

AREA SERVICE MANAGERS

AREA SALES OFFICERS

DATA ENTRY OPERATOR

SERVICE EXECUTIVES

The product line can be represented by the following diagram:-

UPBG

AIR CONDITIONERS

COMMERCIAL REFRIGERATORS
CHEST FREEZERS CHEST COOLERS CHOCLATE COOLERS VISICOOLERS WATER COOLERS

WATER DISPENSERS

SPLIT WINDOW CASSETTE SLIMLINE/ TOWER

In case of ACs, the company operates through the following channels:ACs

SSD

DISTRIBUTORS

RETAIL

MODERN TRADE

SSD: SSD stands for sales and service dealers. These dealers have the technical expertise and act as consultants to various institutional buyers. They provide cooling solution to them depending upon the requirement and the type of infrastructure involved. The company makes arrangements for training the personnel so that they can provide quality service to the end customers. Of course, a few institutional buyers directly trade with the companys sales force. Distributors: The Distributors are the bulk buyers of the product and trade with dealers, subdealers and smaller retailers. Retail: Retail sellers constitute large showrooms which are dedicated to sales of a particular category of products which in this case are air conditioners. These are usually multi-brand showrooms

Modern Trade: The Modern Trade channel constitutes the multi-brand stores like Croma, Ezone, NEXT etc who deal in a variety of products.

COMMERCIAL REFRIGERATORS

SSD

INSTITUTIONS

DISTRIBUTORS

RETAIL

MODERN TRADE

All the above mentioned channels exist in case of Commercial Refrigerators. In addition to those, a separate channel called Institutions exist which cater to the needs of OEMs such as Ice-Cream manufacturers, dairy industry and food & beverages industry. Research Objectives: 1. 2. 3. 4. To study the market share of Voltas ACs To study the customer satisfaction including after-sales service To identify some of the possible reasons of buying a non-Voltas AC by the consumers To suggest improvements to retain and improve their market share.

Location Covered: Bengaluru City Methodology: Source of Data: Primary Data Tool to be used: Questionnaire, Depth Interviews, Telephonic Interviews, Observational studies. Company Guide: Mr. Sanjiv Rao (Branch Manager, Voltas UPBG Division, Bengaluru Phone Number: 9000408833 Address: Voltas Limited (UPBG Division) Prestige Blue Chip Building, Block 3 Ground Floor Opposite Christ College Hosur Road, Bengaluru - 29 Email address: ksanjivrao@rediffmail.com