The Air Conditioning market is divided into various categories:
● Room Air Conditioners
● Central Plant
● Duct/Package
● VRF System
● Precision/Telecom
Among the above mentioned segments the room air conditioners cover almost 50% of the market and the rest 50% is taken up by the remaining categories. The room air conditioner market is further sub divided into two segments:
● Residential Segment
● Commercial Segment
Residential segment covers around 60% of the market and the Commercial segments takes up the remaining 40%.
The residential segment includes those air conditioners which are used in people’s houses and apartments. Whereas the commercial segment means the air conditioners used in commercial establishments. That would include:
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2002: AC’s with IQ
This was the first major initiative from Voltas to position itself as a brand with a penchant for Innovation with products which will become a part and parcel of people’s life. There was also the added trust of TATA brand. It played the perfect pitch for the value conscious middle class consumers.
While other local and international brands were struggling to stay afloat in the emerging yet competitive AC market, Voltas had surged ahead due to zooming sales and operational cost cutting.
To further drive home the point, Voltas came up with a new positioning strategy.
2004: Ab har koi le sake AC ka maza
Voltas launched new range of ACs with focus on affordability to position it within reach of the majority of middle class consumers. This was the year the first sub 10k AC was introduced. The aim was to tap into the aspirational quotient of the budget conscious buyer.
2006: India ka Dil, India ka AC
The emerging AC market was home to mostly International brands with only a handful of Indian brands. The competitive segment saw most of the Indian brands lose out and close shop or shift focus. Voltas was the single most prominent Indian brand in the market and hence decided to position its identity to highlight its Indian-ness. The campaign aimed to harness the pride in “being and buying Indian”
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Features such as air purification, energy saving, uniform cooling were brought to the fore for consumer focus. The value proposition was how a slew of intelligent features led to responsible usage of ACs and thus less expenditure.
Voltas had conducted extensive research and found that consumers wanted more than just cooling from their ACs.
2011: All Weather ACs
Voltas was once again in the thick of things when it launched its new range of All Weather ACs. The option for climate control was a novelty in an otherwise predictable segment. The AC could be used as a dehumidifier in rainy season and as a heater in winter conditions. This was backed by a TV campaign which was hugely successful.
Voltas thus aimed to move away from the trend of seasonal usage and positioned itself as an AC suitable for all seasons and all climate conditions. It had peaked customer interest through product differentiation as was evident from the significantly larger no. of customer queries at the sale outlets. The brand recall thereafter was found to be 90% .
Recent years have seen Voltas compete neck and neck with LG. It has come out with the concept of Smart ACs which can be controlled via smartphones instead of the traditional
In this paper over natural refrigerant I will be covering the pros and cons of natural refrigerant in light commercial and residential applications. There are many natural substances in this world that can be used to help or decrease the efficiency of a heating ventilation air conditioning system. Some of these substances are water, air, ammonia, and hydrocarbons. All these substances are natural that come from the earth we live on. Over the course of this paper I will be covering the pros and cons of swamp coolers, geo thermal heating and cooling units and how these natural substances can help and or decrease how your heating and cooling unit performs.
Bright Light Innovations will be able to evaluate different segments to determine differential advantages in each of those segments. Furthermore, management will be able to determine any of the particular marketing mix for a more successful strategic plan. Market segmentation can be obtained by researching geographic data (zip code, region, etc), demographic data (age, occupation, nationality, etc), psychographic data (social status, personal type, etc), behavioral data (customer behavior), or any other data that can be beneficial to the research (Kawasaki, 2004). According to Hyman and Sierra (2010), before a service or product is introduced into the market, the marketer needs to have a good understanding of the consumer’s needs and preferences. For that reason, it is recommended that management considers all of the limitations and challenges that the Nepalese market has for the Starlight Stove. Major decisions need to be made by management to effectively make profit on this product. On the other hand, Nepal is ranked in the low-income group. There are other possible markets in South Asia that can be consider and might represent a less challenge, especially since management is looking to make profit. Bright Light Innovations needs to consider GNI numbers before deciding where this product will be launched. Because there are technology limitations in Nepal, management will need to create a marketing campaign that can be clear and easy to understand by the Nepalese citizens. Magazines are always a great source of marketing, but these can represent a challenge in Nepal since only half of the adults can read and 11% of the households have electricity. Therefore, visuals and signs can be strategically placed among the different villages to target the corresponding districts. Bright
The industry market size in the US is estimated at $303 billion in fiscal 2014, $221 billion attributed to consumer market (private home owners) and the remaining to the professional market
This chapter includes all research into the current state of the art. Section 2.2 details the history of refrigeration, the refrigeration cycle, and the various types of refrigeration equipment available and most commonly used. Section 2.3 discusses the refrigeration and freezing of various products. Section 2.4 provides information on programmable logic controllers (PLC). This section includes a brief history of PLCs, how they work, different programming languages used and some commonly used instructions. Section 2.5 describes various types of signals used in control including digital, analog, serial, fieldbus, and SCADA.
Standard Air Conditioner There are a number of standard air conditioner systems that are available on the market. One is a unitary system. The one room air conditioners sit in a window or wall opening, with interior controls. A large house or building may have several units, permitting each room to be cooled separately. Another type is the basic central air conditioning unit, which offers whole house-house cooling. It is usually a large, loud, mechanism that sits outside of the home. Although these standard air conditioners may be effective, they come with drawbacks. According to the U.S. Department of Energy, Americans spend $22 billion a year and use more than 183 billion kilowatt-hours of electricity to cool their homes with standard air conditioning. Also those air conditioners release about 100 million tons of carbon dioxide into the air annually -- two tons for each home that has one.
We live in a new generation of buyers. Consumers used to be taught how products can help them fulfill their needs or reach goals and the benefits of the products were described to provide reasons for buying. Now consumers only buy if they identify therefore positive attitudes towards a brand of product should be taken in consideration to express a brands values as social groups influence consumers by sharing their own experiences and connections in their community. The value of a great shopping experience is rather found in the moment of consumption, rather that in the purchase of a product. Brands should understand that people do not buy only the products, they buy the services that the products provide too.
...egic alliances with automakers in Japan and in the United States to help fund these charging stations. With a further development of infrastructure, the Nissan Leaf and other electric vehicles will become the future of transportation. Although sales are not what Nissan had expected, with a few changes, Nissan could meet those objectives in the near future. Nissan has very effectively acknowledged the weaknesses and potential threats facing the Nissan Leaf and made valuable changes that will benefit their company in the long run. They have also effectively recognized the strengths and opportunities of the Nissan Leaf available and have taken a competitive advantage over their rising competitors. Nissan has adequately applied a number of changes that will ultimately result in an increase in sales of electric vehicles all over the world, especially the Nissan Leaf.
Every company seeks to create its own brand - a unique and effective image. Purpose of brand is attracting and retaining customers in its market share. Branding in marketing is a complex technology, aimed at making advantageous position a brand from the competition. Facilitating the search for the necessary goods to the buyer, branding in marketing becomes more effective if the consumer product features meet market requirements. It is especially necessary to identify the goods, for a case of unprepared buyer which can not assess the competitive characteristics (for example, high-tech products). The development of technology has had a huge impact on human society. It is reflected in the fact that we are surrounded by complex technical devices that we use every day and sometimes we have no idea of how this thing is located within. Here the brand comes to help the consumer that stands out from all those product characteristics that are important to the consumer and facilitates the understanding of the product.
The factors for exponential growth for air-conditioning are the HVAC Market, energy, environment, communication, societal, political, preparing for the future, looking ahead, and the conclusion. Buildings of the U.S. use approximately 35% of the nation’s precise total of energy consumption. The worth of shipments by U.S. HVAC manufacturers was over $28 billion of 1996. Since there are 52,000 CHC chillers needed to be replaced among the U.S., there’s a large opportunity for new chillers, new technology for the HVAC industry. The ozone depletion is an international issue in which is currently being resolved. The 3rd world countries are still allowed to manufacture CFC’s. Illegal imports of CFC’S to the U.S. is a consistent concern. Many illegal imports are virgin CFC’s. Those whom have a political overtones are specifically the ones whom create a protectionism of local commerce, having a negative impact on those inside and out of the country.
The main theme in this article is how Tesla’s innovations are transforming the auto industry. The company has innovated and produced desirable electric cars like Model X doors. The proponent of this argument hold that the losses that Tesla has had are just short run and hold that Tesla is producing extremely needed electric automobiles. These vehicles have fast speed and go long distance over other rechargeable cars (Gregersen, 2016).
Now a days the world truth has become to be more vigilant and more attractive to something stimulating anything which shows them their status or personality or morals. Towards get perceived individual choose that brand which they think that more comfortable with it. The efforts which marketing manager stood and building a decent attempt to accomplish and they have succeeded in a few courses by carrying quality to satisfy their need. By taking this step many companies are on offering promotions of their products and goods to create brand loyalty. An arrangement of brand brand property and liabilities joined to a brand , its name and quality that upgrade or take away from the quality gave by a thing or organization to a firm
People are buying the product which gives them prestige. Marketers have interest on consumer psychology and they are playing with every day by showing that their product will give prestige in the society. It’s true that the transparent societies now needs brands image. Marketers analyze the interest and needs of consumer than create the product according to the need of the society. Brand can attain the people attraction and the business can have the good reputation by giving satisfaction to consumer. If the brand gives satisfaction and function are according to the expectation of consumer than the brand gets good image on the mind of consumer. brand image is great weapon to use for the competitors it builds in years , at once the business gets brand image it has competitive edge from other brands in the market. When consumer rely on the brand the company can create the long term relation with the consumer, in other words (CRM) consumer relationship management. The brand image has effect on the choice of every individual there believe and attitude change their preferences. Brand image can be effected by price as price is an important part for consumer when they are making purchase decision if they find the value of brand is equal to the pricing they purchase that brand if not they refuse it. Similarly the image of brand can be effected by the attributes and features or
Tesla Motors, Inc. the Silicon Valley-based designer and manufacturer of electric automobiles pride itself on energy efficiency, environmental responsibility and attractive industrial designs. Tesla Motors, a relatively new auto company has a name, trademark, and a product with unique features but lacks the history as some the other competitors like General Motors (GM), Toyota or Honda. The Tesla brand will be formed when the product is uniquely associated with customer experience, the advertisements, newspaper articles, magazines, and conversations with friends. Over time, the product builds history. Whether intentional or not, Tesla is building a powerful new brand in order to align with the hyper-connected, over-saturated, and peer-influenced world we live in. It is making bold promises and is clear on it’s purpose. The most significant advances in brand value come from identifying opportunities in the environment around us like consumers, technology, infrastructure etc. Brands act as symbols that express values and identities and can serve as the center of communities. Companies like Coke, Dove and Zappos: they all have a higher-order purpose beyond the products or services they are pitching. We think Coke and connections, Dove and empowerment, and Zappos and unconditional service, for Tesla, it is about a revolution in automobile industry.
Life changed immensely in the 20th century as air conditioning and refrigeration systems became more efficient and controllable. Air Conditioning and Refrigeration play important roles in providing human comfort, food processing, storage, and many other industrial processes. We chose this topic because our life would be difficult without AC and Refrigeration. This paper will talk about the history of air conditioning and refrigeration, the role of engineers in designing and building it, people’s life before and after air conditioning and refrigeration, and finally Applications in the area of achievements and future developments.
Tesla has managed to build a notable brand name for itself not in the electric car market, but in the overall automotive industry. Its brand performance offers a robust, reliable and unique image that gives customers the satisfaction that electric cars can be stylish, reliable, hassle-free and much less bulky than internal combustion engine vehicles.