Description
It talks about brand, history, achievements, promotion and communication.
Market
Each spring, Indians reluctantly come to grips with the reality of the blistering, energy-sapping summer and humidity that they will face in the following six months. This is also the time when market strategists roll out new initiatives that make life a little more comfortable for consumers. Despite its vast and impressive numbers, the market is intensely competitive. According to a Cygnus estimate, India’s total consumer durables market is pegged at some Rs. 27,000 crore
(US$ 6.75 billion). This includes consumer electronics like television sets, DVD players and appliances such as washing machines, refrigerators, microwave ovens and airconditioners (AC). The cooling segment is growing at an average annual rate of between 7% and 8% with the 2 million-units-per-year air-conditioning market speeding ahead at nearly 30%. Voltas has established itself as an iconic Tata Group company offering superior, cost-effective cooling solutions. Leveraging the pioneering launch of a new line of air-conditioners in 2007, Voltas had upped the ante and grabbed a heady 17% market share. With a stated objective of commanding 20% of this market, Voltas has put in place an aggressive strategy. Amongst technical and feature-based enhancements, it is growing its distribution muscle from 2000 channel partners to about 3000. The company expects that this increased market penetration will provide it with greater depth and give the brand the necessary consumer interface. The company is additionally also investing 2% of its turnover in enhancing its service infrastructure, to provide customers with truly outstanding service (Source: internal- and Bombay Stock Exchange data). The Unitary Products division of Voltas manufactures and markets room air-conditioners and commercial refrigeration products. The division has witnessed an across-the-board, cumulative annual growth of 8.5% between 2003 and 2007. The financial year ended 31st March 2008 was even more spectacular: Voltas sold 350,000 air-conditioners – registering an increase of 41% over the previous year.
of entrepreneurial diversity with manufacturing extending into spheres such as heating, ventilation, air-conditioning, textile machinery, machine tools, mining and construction, materials handling, water management, building management systems and pollution control and chemicals. Voltas’ milestones have been many – from India’s first airconditioner in 1954 and the country’s first split AC in 1982 to the introduction of several new cooling technologies. Indeed, Voltas was responsible for introducing to India products such as screw chillers, reciprocating- and scroll chillers, micro-processor controlled packaged units and ozone injection systems. The company was the first in the industry to obtain both the ISO: 9001 and the ISO: 9001-2000 Certification from TUV of Germany. Having executed major air-conditioning projects in 30 countries, Voltas has also become the largest exporter of electromechanical services. There is ample evidence to suggest that when it comes to heating, ventilation and airconditioning contracts (HVAC, in technical parlance), Voltas is trusted for its engineering skills. The most recent examples include the Rajiv Gandhi International Airport in Hyderabad, the super-luxury Emirates Palace Hotel in Abu Dhabi, the Mall of the Emirates in Dubai and the underconstruction Bahrain City Centre in Bahrain. In fact, if figures speak louder than words then nine out of the eleven upgraded airports in India have been air conditioned by Voltas.
sector. Its Crystal brand went on to becoming one of the most popular consumer durable brands in the country. Shortly after, Voltas launched the Tushar brand of water coolers, which soon became the benchmark for the industry. The company’s presence in the industrial market has also been a significant one. Voltas has the distinction of setting up air-conditioning and refrigeration installations for almost every conceivable application. The industries that have been beneficiaries of Voltas’ technological skills include atomic energy plants, chemicals and fertilisers, computer facilities, electronics, hospitals, information technology parks, mercantile ships, multiplexes, naval warships, ordinance factories, pharmaceutical production units, power plants, research laboratories, shopping malls, synthetic fibre plants and telecommunication facilities. It is eminently evident that Voltas’ key asset is its accumulated knowledge base in design, systems engineering, project management and installation.
Product
The cooling domain encompasses several categories. Voltas is active, influential and often dominant in all. The company’s unitary retail products – window air-conditioners and splits for homes and small businesses – are mainly comfort-oriented. Voltas’ institutional unitary
History
Voltas is more than 50 years old. Through these decades it has kept pace with the changing needs of the people in an increasingly sophisticated market. In the post-independence climate of indigenisation, the new-born Voltas played a key role in supporting business and industry in India. Shortly after inception, Voltas went past several companies to become the largest manufacturer of airconditioners in the organised
Achievements
As part of the Rs. 115,200 crore (US$ 28.80 billion) Tata Group, Voltas personifies the spirit
(Source: company estimates).
Recent Developments
In a formidable product offering, the company was the first in India to go main stream with Star Rated air-conditioners, complying voluntarily with the government's energy-efficiency labelling programme. With a comprehensive range of both window and split ACs – many of which achieve the maximum 5-star rating – Voltas is attempting
MEP (Mechanical, Electrical and Public Health) in the industry. This new segment addresses special requirements that have arisen following the development of huge infrastructure building and construction projects.
Promotion
Voltas is approaching its promotional programmes from three directions: advertising and communications, distribution and customer relationship support. A Rs. 30 crore (US$ 7.50 million) advertising budget for 2008/09 is expected to provide more ballast for the market and a finely tuned and focussed strategy is expected to add zing and bite. Voltas’ extensive distribution network is also being strengthened. The proposition includes making available Voltas’ products in more cities and through a retail system of more than 2500 multi-brand outlets and 550 sales and service dealers. These will be backed by over 700 franchisees, employing 3000 trained technicians and engineers. The CRM programme is an initiative designed to keep Voltas completely in sync with customer requirements. The company has invested nearly Rs. 20 crore (US$ 5 million) on setting up this module and expects to interact with consumers through exhibitions, seminars, customer meets and other forums. In recent years, Voltas has also sharply raised the visibility of the Vertis range of air-conditioners by using the emotive India ka Dil, India ka AC (an AC after India’s own heart) platform.
installations – package units – include commercial variants which serve large offices, hospitals, telecom, shopping malls and theatres, where the emphasis is not just on comfort-driven attributes but on complete and holistic climate control. In its diverse cooling projects, Voltas brings to bear a comprehensive array of products – both in-house manufactured and out-sourced – which are configured to address a wide spectrum of end-uses. These span the entire range from 0.6 TR window units to 1250 TR chiller packages. The product categories in which Voltas has substantial presence include packaged units, ductable splits, reciprocating chillers, vapour absorption machines and Voltas Supervisory Control and Data Acquisition projects. The company is a market leader in commercial refrigerators, manufacturing chest freezers, chest coolers, visi coolers and water coolers in a state-of-the-art facility at
Pantnagar in Uttaranchal. Voltas was the first to introduce soft-look freezers and coolers, categories in which the company is the market leader, with shares of over 35% and 32% respectively. It also leads in water dispensers, offering seven models and commanding a 50% market share. The unitary cooling appliances business accounts for 25% of the company’s total turnover
to consolidate its position even further. It has announced the launch of 42 new models in 2008. The new Vertis Pristine and Panache models in the premium segment are top-of-the-line offerings. Vertis Pristine, with a unique, triangular shape, is designed to fit discreetly on the wall in a corner of a room. The Vertis Panache comes with a revolutionary DC inverter technology and a versatile heating-cooling function. Other Vertis combinations include Elan, Elite and Gold whose exclusive and elegant designs compete with the best luxury brands. In the last few years, Voltas has widened its scope in India to encompass what is known as
Brand Values
More than its marketing, it’s the philosophy of the Tata Group that has moulded Voltas’ brand values. The company is an ethical, transparent and responsible corporate citizen that has now chosen to reach consumers by appealing to their pride in being Indian in a market that recognises the arrival of the country on the world platform. Its India Ka Dil, India Ka AC campaign has created a special niche in consumer’s hearts and is in sharp contrast to the feature-led advertising conducted by competitors.
www.voltas.com
THINGS YOU DIDN’T KNOW ABOUT
Voltas
The Vertis range includes India’s first airconditioner priced below Rs. 10,000 (US$ 250) Voltas is India’s largest exporter of electromechanical services Voltas’ most prestigious projects include airconditioning the world’s largest ocean liner – the Queen Mary II and the upcoming Burj Tower in Dubai – the world’s tallest building Voltas’ has executed projects in 30 countries Voltas gave India its first air-conditioner in 1954 and its first split unit in 1982 Nine out of the eleven upgraded airports in India have been air-conditioned by Voltas
doc_200459748.pdf
It talks about brand, history, achievements, promotion and communication.
Market
Each spring, Indians reluctantly come to grips with the reality of the blistering, energy-sapping summer and humidity that they will face in the following six months. This is also the time when market strategists roll out new initiatives that make life a little more comfortable for consumers. Despite its vast and impressive numbers, the market is intensely competitive. According to a Cygnus estimate, India’s total consumer durables market is pegged at some Rs. 27,000 crore
(US$ 6.75 billion). This includes consumer electronics like television sets, DVD players and appliances such as washing machines, refrigerators, microwave ovens and airconditioners (AC). The cooling segment is growing at an average annual rate of between 7% and 8% with the 2 million-units-per-year air-conditioning market speeding ahead at nearly 30%. Voltas has established itself as an iconic Tata Group company offering superior, cost-effective cooling solutions. Leveraging the pioneering launch of a new line of air-conditioners in 2007, Voltas had upped the ante and grabbed a heady 17% market share. With a stated objective of commanding 20% of this market, Voltas has put in place an aggressive strategy. Amongst technical and feature-based enhancements, it is growing its distribution muscle from 2000 channel partners to about 3000. The company expects that this increased market penetration will provide it with greater depth and give the brand the necessary consumer interface. The company is additionally also investing 2% of its turnover in enhancing its service infrastructure, to provide customers with truly outstanding service (Source: internal- and Bombay Stock Exchange data). The Unitary Products division of Voltas manufactures and markets room air-conditioners and commercial refrigeration products. The division has witnessed an across-the-board, cumulative annual growth of 8.5% between 2003 and 2007. The financial year ended 31st March 2008 was even more spectacular: Voltas sold 350,000 air-conditioners – registering an increase of 41% over the previous year.
of entrepreneurial diversity with manufacturing extending into spheres such as heating, ventilation, air-conditioning, textile machinery, machine tools, mining and construction, materials handling, water management, building management systems and pollution control and chemicals. Voltas’ milestones have been many – from India’s first airconditioner in 1954 and the country’s first split AC in 1982 to the introduction of several new cooling technologies. Indeed, Voltas was responsible for introducing to India products such as screw chillers, reciprocating- and scroll chillers, micro-processor controlled packaged units and ozone injection systems. The company was the first in the industry to obtain both the ISO: 9001 and the ISO: 9001-2000 Certification from TUV of Germany. Having executed major air-conditioning projects in 30 countries, Voltas has also become the largest exporter of electromechanical services. There is ample evidence to suggest that when it comes to heating, ventilation and airconditioning contracts (HVAC, in technical parlance), Voltas is trusted for its engineering skills. The most recent examples include the Rajiv Gandhi International Airport in Hyderabad, the super-luxury Emirates Palace Hotel in Abu Dhabi, the Mall of the Emirates in Dubai and the underconstruction Bahrain City Centre in Bahrain. In fact, if figures speak louder than words then nine out of the eleven upgraded airports in India have been air conditioned by Voltas.
sector. Its Crystal brand went on to becoming one of the most popular consumer durable brands in the country. Shortly after, Voltas launched the Tushar brand of water coolers, which soon became the benchmark for the industry. The company’s presence in the industrial market has also been a significant one. Voltas has the distinction of setting up air-conditioning and refrigeration installations for almost every conceivable application. The industries that have been beneficiaries of Voltas’ technological skills include atomic energy plants, chemicals and fertilisers, computer facilities, electronics, hospitals, information technology parks, mercantile ships, multiplexes, naval warships, ordinance factories, pharmaceutical production units, power plants, research laboratories, shopping malls, synthetic fibre plants and telecommunication facilities. It is eminently evident that Voltas’ key asset is its accumulated knowledge base in design, systems engineering, project management and installation.
Product
The cooling domain encompasses several categories. Voltas is active, influential and often dominant in all. The company’s unitary retail products – window air-conditioners and splits for homes and small businesses – are mainly comfort-oriented. Voltas’ institutional unitary
History
Voltas is more than 50 years old. Through these decades it has kept pace with the changing needs of the people in an increasingly sophisticated market. In the post-independence climate of indigenisation, the new-born Voltas played a key role in supporting business and industry in India. Shortly after inception, Voltas went past several companies to become the largest manufacturer of airconditioners in the organised
Achievements
As part of the Rs. 115,200 crore (US$ 28.80 billion) Tata Group, Voltas personifies the spirit
(Source: company estimates).
Recent Developments
In a formidable product offering, the company was the first in India to go main stream with Star Rated air-conditioners, complying voluntarily with the government's energy-efficiency labelling programme. With a comprehensive range of both window and split ACs – many of which achieve the maximum 5-star rating – Voltas is attempting
MEP (Mechanical, Electrical and Public Health) in the industry. This new segment addresses special requirements that have arisen following the development of huge infrastructure building and construction projects.
Promotion
Voltas is approaching its promotional programmes from three directions: advertising and communications, distribution and customer relationship support. A Rs. 30 crore (US$ 7.50 million) advertising budget for 2008/09 is expected to provide more ballast for the market and a finely tuned and focussed strategy is expected to add zing and bite. Voltas’ extensive distribution network is also being strengthened. The proposition includes making available Voltas’ products in more cities and through a retail system of more than 2500 multi-brand outlets and 550 sales and service dealers. These will be backed by over 700 franchisees, employing 3000 trained technicians and engineers. The CRM programme is an initiative designed to keep Voltas completely in sync with customer requirements. The company has invested nearly Rs. 20 crore (US$ 5 million) on setting up this module and expects to interact with consumers through exhibitions, seminars, customer meets and other forums. In recent years, Voltas has also sharply raised the visibility of the Vertis range of air-conditioners by using the emotive India ka Dil, India ka AC (an AC after India’s own heart) platform.
installations – package units – include commercial variants which serve large offices, hospitals, telecom, shopping malls and theatres, where the emphasis is not just on comfort-driven attributes but on complete and holistic climate control. In its diverse cooling projects, Voltas brings to bear a comprehensive array of products – both in-house manufactured and out-sourced – which are configured to address a wide spectrum of end-uses. These span the entire range from 0.6 TR window units to 1250 TR chiller packages. The product categories in which Voltas has substantial presence include packaged units, ductable splits, reciprocating chillers, vapour absorption machines and Voltas Supervisory Control and Data Acquisition projects. The company is a market leader in commercial refrigerators, manufacturing chest freezers, chest coolers, visi coolers and water coolers in a state-of-the-art facility at
Pantnagar in Uttaranchal. Voltas was the first to introduce soft-look freezers and coolers, categories in which the company is the market leader, with shares of over 35% and 32% respectively. It also leads in water dispensers, offering seven models and commanding a 50% market share. The unitary cooling appliances business accounts for 25% of the company’s total turnover
to consolidate its position even further. It has announced the launch of 42 new models in 2008. The new Vertis Pristine and Panache models in the premium segment are top-of-the-line offerings. Vertis Pristine, with a unique, triangular shape, is designed to fit discreetly on the wall in a corner of a room. The Vertis Panache comes with a revolutionary DC inverter technology and a versatile heating-cooling function. Other Vertis combinations include Elan, Elite and Gold whose exclusive and elegant designs compete with the best luxury brands. In the last few years, Voltas has widened its scope in India to encompass what is known as
Brand Values
More than its marketing, it’s the philosophy of the Tata Group that has moulded Voltas’ brand values. The company is an ethical, transparent and responsible corporate citizen that has now chosen to reach consumers by appealing to their pride in being Indian in a market that recognises the arrival of the country on the world platform. Its India Ka Dil, India Ka AC campaign has created a special niche in consumer’s hearts and is in sharp contrast to the feature-led advertising conducted by competitors.
www.voltas.com
THINGS YOU DIDN’T KNOW ABOUT
Voltas
The Vertis range includes India’s first airconditioner priced below Rs. 10,000 (US$ 250) Voltas is India’s largest exporter of electromechanical services Voltas’ most prestigious projects include airconditioning the world’s largest ocean liner – the Queen Mary II and the upcoming Burj Tower in Dubai – the world’s tallest building Voltas’ has executed projects in 30 countries Voltas gave India its first air-conditioner in 1954 and its first split unit in 1982 Nine out of the eleven upgraded airports in India have been air-conditioned by Voltas
doc_200459748.pdf