Internship Presentation

Title : To do a Competitive Analysis for Blue star & to find out the
current market position of Blue stars Commercial Refrigeration Products.

About the Company :

India's largest central air-conditioning company with an annual turnover of Rs 2270 crores.

24 offices,5 modern manufacturing facilities,650 dealers and around 2500 employees. Line of Business :-

Central & Packaged Air-conditioning System Cooling Products Professional Electronics & Industrial Systems

About the Project :

Title : To do a Competitive Analysis for Blue star & to find out the current market position of Blue stars Commercial Refrigeration Products. Objectives : To find out about the products offered by Competitors & then to do a SWOT analysis of Blue Star accordingly. To learn the current market scenario for Commercial Refrigeration Products. To find out the current market position & performance of Blue Stars Commercial Refrigeration Products. Duration of the project : 45 days. Type of the Research : Qualitative Market Research (Primary).

Competition Analysis :
An assessment of the strengths and weaknesses of current and potential competitors. Provides both an offensive and defensive strategic context to identify opportunities and threats. Helps to get a Competitive edge or Competitive Advantage.

Project in a Nutshell :
To report at the office early morning. To visit the dealers of Various Brands/Competitors.(Primary) To collect all the data available about competitors online.(Secondary) To report back at the office in evening.

R.P.D !!!
R.P.D stands for Refrigeration Product Division. - It is a huge market worth more than 400 crores of rupees & has huge untapped opportunities with very few Big players. Products under this division are :Deep Freezers Chillers Water Coolers Ice-cube Machines Water Dispensers Milk Cooler

Market Players :
Tata Voltas Lloyd Panasonic-Sanyo Carrier Celfrost Haier Usha Godrej Motherson Zannoti Blue Star

Project Details :
Sampling : Random sampling from dealers of various players in Commercial Refrigeration Sector. Target group : The Target group were the dealers of the major competitors of Blue Star Company such as Lloyd,Voltas,Carrier,Usha & Local dealers.

All in all 30 dealers were interviewed out of which : 7 were Blue Star Dealers 8 were Lloyd Dealers 8 were Tata Voltas Dealers 3 were Carrier Dealers 3 were Panasonic Sanyo Dealers 1 was Local Entrepreneur.

Standard Questionnaire
1. Which are the brands you deal with in commercial refrigeration ? 2. What is the products line & types of products available? 3. What are the market segments & which are the strong segments &the weak segments? 4. What is the time taken to get the products & for its installation ? 5. Which is the most demanded existing & non- existing product ? 6. What are the forthcoming products expected in the market?

Standard Questionnaire
7. Which is the brand which is worth pushing to the customer & why? 8. How are customer complaints attended ? 9. What are the marketing activities undertaken to promote sales?

10. Which are the brands which offers the best sales schemes ?
11. Which are the brands which has the best logistic set up? 12. What all other brands you wish to deal with in the future?

Data Representation :
1. What is the time taken to get the products & for its installation ?
Installation Time (days)
03/Jan 02/Jan 02/Jan 01/Jan 01/Jan 00/Jan 00/Jan Installation Time (days)

So as the graph clearly depicts that VOLTAS is the brand which takes the least time in order to deliver & install the products,BLUESTAR,CARRIER & LLOYD takes the maximum time.

2. What is the time taken to resolve the complaints ?

Time taken to handle complaints
3

2.5

1.5

Time taken to handle complaints

0.5

0 Voltas Blue Star Carrier Panasonic Sanyoloyd Local Dealer L

LLOYD is the brand which takes maximum time in order to resolve complaints & VOLTAS is the brand which takes the minimum time to resolve customer complaints.

3. Which are the brands which offers the best sales schemes ?
Best Sales Schemes
16 14 12 10 8 6 4 2 0 Voltas Blue Star Carrier Best Sales Schemes

VOLTAS offers the best sales schemes & thus most of its dealers were EXECUTIVE VOLTAS dealers whereas CARRIER is the brand which gave the worst sales schemes to its dealers.

Panasonic Sanyo

Lloyd

Local Dealer

4. Which are the brands which has the best logistic set up?
Best Logistic Setup
14

12

10

8 Best Logistic Setup 6

0 Voltas Blue Star Carrier Panasonic Sanyo Lloyd Local Dealer

VOLTAS takes the lead whereas PANASONIC SANYO is the brand which doesnt has its logistic process up-to-date.

5. What all other brands you wish to deal with in the future?
Brands to be dealt in future
9 8 7 6

5
4 3 2 1 0 Voltas Blue Star Carrier Panasonic Sanyo Lloyd Local Dealer Brands to be dealt in future

Dealers were very much interested in dealing with VOLTAS in future which tells that the brand not only enjoys a good image amongst customers but is also the most preferred brand amongst dealers.

SUGGESTIONS : VOLTAS logistic time is very less i.e Just 1 day,whereas Blue Stars logistic setup is not at all competitive. Blue star has apt no. of dealers at various places but warehouses are located far off, so company has to take initiatives to have warehouses at required places. Quality is the USP of Blue star but at the same time, products are charged at Premium.The issue underlying here is that quality-wise even brands like Voltas or Carrier are not bad & their products are cheaper than that of Blue star,thus it is hindering Blue star from being the market leader.

SUGGESTIONS : Blue star concentrates more on large projects & thus kept its advertising to bare minimum but in the case of air conditioners & commercial refrigeration products Brand Awareness & Image plays a major role thus Advertisement should be increased. Also Blue star has entered into retail market for its air-conditioners so advertisement is must so as to compete with brands like Voltas,which inspite of such huge brand name advertises its products.
Dealers are the people through whom products are channelized & thus they are very important for the company,most of the Blue star dealers are satisfied with Sales Commission & various Sales Schemes so I recommend to keep up the same.

Blue stars Current Market Position in RPD !!

VOLTAS =>

BLUE STAR =>

OTHERS

THANK YOU