4Ps of Marketing of a Company Blue Star Ltd

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Marketing Analysis of an Indian Firm -eg Blue Star Limited
    Products: Blue Star offers a wide variety of modern stylish room airconditioners for both residential as well as commercial applications. It also manufactures and markets a comprehensive range of commercial refrigeration products and cold chain equipment. Product segment: ELECTRO MECHANICAL PROJECTS AND PACKAGED AIRCONDITIONING SYSTEMS This business segment covers the design, manufacturing, installation, commissioning and maintenance of central airconditioning plants, packaged/ducted systems and variable refrigerant flow (VRF) systems, as well as contracting services in electrification, plumbing and fire-fighting. After-sales services such as revamp, retrofit and upgrades are also included in this segment 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 variety of modern stylish room airconditioners for both residential as well as commercial applications. It also manufactures and markets a comprehensive range of commercial refrigeration products and cold chain equipment comparatively strong performance of Cooling Products, Packaged Airconditioning Systems and After Sales Service. While growth in sales and profit may not have been exciting in these segments last year, they remain basically healthy, and have produced sufficient profit to enable the Company to absorb large one-time cost over-runs and losses in the projects business and still    show an overall profit. mainly in the areas of energy-efficient products and eco-friendly cooling  products to meet regulatory requirements, and to be competitive in the market 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. Different cooling products: Screw Chillers / Centrifugal Chillers / Scroll Chillers Double Skin Air Handling Units / Fan Coil Units / Packaged ACs & Ducted Splits Long Distance Piping Packaged ACs / Hiper Packaged Acs /Vrf Systems AIRCONDITIONING Products line ã   Window Airconditioners / Split Airconditioners ã   Cassette Airconditioners / Verticool Split Acs ã   Concealed Split Acs Professional Electronics and Industrial Systems The Electronics and Industrial Systems 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. Price is the amount of money or goods for which a thing is bought or sold. Pricing strategy refers to the methods by which a business calculates how much it will charge for a product or service. It is based not only on the cost of the product, but also on profit margin and a holistic view of the market and future viability. Blue star – Pricing Current The main pricing objective chosen by Blue star air conditioner is product quality leadership. Blue star thrive to be classified as “affordable luxuries”—products or services characterized by high levels of perceived quality, taste, and status with a price just high enough not to be out of    consumers’ reach. Blue star charge a higher price than its competitors by convincing them that the quality of cooling they get at their home will be similar to what they get at office. Price differentiator Universal demand curve says that the higher the price, the lower the demand. After the entry of multinationals in air-conditioner market, the price sensitivity of air conditioner has increased. Blue star should either reduce the price of the product to raise the sales volume & market share or build a product which is perceived to be highly superior without any substitutes. Pricing Strategy Blue star also use this technique of “Perceived value” pricing to price their home air conditioner at a slight premium to other multinationals. Perceived value is made up of a host of inputs, such as the buyer’s image of the product performance, the channel deliverables, the warranty quality, customer support, and softer attributes such as the supplier’s reputation, trustworthiness, and esteem. For Eg : Blue star prices its 1.5 Split 3 Star air conditioner for Rs 35000 by arriving at the pricing by the below means of perceived value for the “Blue star” brand . Rs 29000 is the a/c price if it is only equivalent to the competitor’s a/c. Rs 3000 is the price premium for Blue star superior durability and reliability. Rs 3000 is the price premium for Blue star’s longer warranty on parts and service. Rs 35000 is the actual price for 1.5 ton Split Blue start a/c. Recommendations ã   Electronic media has a very effective reach in each and every potential household, but Blue Star is not using this media. So Blue Star should stress on electronic media to beef up its sales.    ã   In the coming years competition will intensify more, so companies will have to fight hard to woo the customers. Crucial role facilitates price control. In other words, lower down its cost of production. ã   It was found that most customers owning AC’s were interested in an exchange offer. So, company can also consider exchange offer scheme to beef up its sales. ã   Last but not the least the company should introduce their consumer electronics products. Such as Television and washing machines. Blue Star – Promotions   As we have seen already, Blue Star is the leader in India for 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. Blue Star primarily focuses on the corporate and commercial markets. These include institutional, industrial and government organizations as well as commercial establishments such as showrooms, restaurants, banks, hospitals, theatres, shopping malls and boutiques. The Company has started pursuing the residential segment   with its wide range of sleek and contemporary Room ACs. Scanning through the marketing materials of Blue Star (Appendix A, B) we can make some key observations. 1.   Few of their TV commercials (eg. Hot and Cold areas in the same office?, Is your AC circulating stale air?) are indicating that they are the experts in cooling 2.   A few others are on their technical leadership in commercial cooling (Hot and Cold areas in the same office? ) 3.   Yet others are on what cooling (or lack thereof) can do to an otherwise ordinary executive (daddy cool) 4.   Then the rest is about office like cooling at home. 5.   6.   All the commercials are centered around a few strong themes o   talk to the experts – Blue Star is the air conditioning expert
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