Investor Awareness

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Exploring the Dimensions of Project REACH

Summer Internship Project

on


Submitted in partial fulfillment
of the degree of
Masters in Business Administration
2013-15

Submitted by
Ishaan Punj
MBA-IB

Company Mentor Faculty Mentor
Mr. Amit Sharma
Sr Manager VRV
Daikin Chandigarh

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University Business School
Panjab University, Chandigarh

CERTIFICATE
(COLLEGE GUIDE)

This is to certify that the project work done on Exploring the Dimensions of
Project REACH Submitted to University Business School, Chandigarh by
Ishaan Punj in partial fulfilment of the requirement for the award of Masters in
Business Administration, is a bonafide work carried out by him/her under my
supervision and guidance. This work has not been submitted anywhere else for any
other degree/diploma. The original work was carried out during 1
st
May 2014 to 2
nd

July 2014 in (Daikin Chandigarh Branch).

Date: Ms.

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DECLARATION
I, the undersigned, hereby declare that Project Report entitled Exploring the
Dimensions of Project REACH written and submitted by me to University
Business School, Chandigarh in partial fulfilment of the requirements for the
award of Masters in Business administration under the guidance of (Academic
Mentor) and Mr. Amit Sharma (Corporate mentor) is my original work and the
conclusions drawn therein are based on the material collected by myself.

DATE: SIGNATURE
PLACE: Ishaan Punj

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ACKNOWLEDGMENT
In the course of this project I got an insight into the Air Conditioning industry,
came to know a lot about the basics of working in a globally reputed company such
as Daikin, understood how the projects are met and new clients created, how to
customer life time value calculated qualitatively and how they are retained. Thus it
was a completing marketing refresher course which covered the essence of Sales
and Marketing.
First and foremost I am very proud to be a student of University Business School,
Chandigarh and am most grateful for having been given the chance to work with a
globally renowned company like DAIKIN.
I would fail to do my duty if I didnt take this opportunity to thank my faculty
guide, Prof Tilak Raj for his timely help and guidance. I would like to thank him
whole heartedly for making me work harder so as to gain a more in depth
knowledge of the subject which I am sure will help me a lot in the long run as well.
I would say that this project wouldnt have been the same without his support,
guidance, encouragement and constant demand for improvement.
My company guide, Mr.Amit Sharma, Sr Manager VRV is another person who has
played a key role in the development of me as a person, in the completion of this
project and in being educated about the nuances of this HVAC industry. Without
his able guidance and support this wouldnt have been possible .I sincerely thank
each and every one the Daikin employees for nurturing, teaching and helping me
so patiently along the way
ISHAAN PUNJ

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TABLE OF CONTENTS

Company Profile.......7
Group philosophy.8
Quality and environment policy..12
Business guide....13
Major products (Daikin global)......13
Corporate Data ..21
Burgeoning Air conditioning industry...24
Daikins growth strategy..........30
Introduction to the project........31
PURPOSE OF THE PROJECT: Exploring the Dimensions of Project REACH ......35
Daikin products India37

CHAPTER-2
SWOT analysis....39
Literature review41
Research objective..47
Research methodology...48
The statistics...50
Findings......53

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Recommendations..54
Bibliography...56
Annexure 1(questionnaire).57
Annexure 2(architects visited)59

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COMPANY PROFILE

DAIKIN INDIA
Daikin Airconditioning India Pvt. Ltd. ( DAIPL) is a 100% subsidiary of Daikin Industries Ltd.,
Japan, a global leader in the manufacturing of commercial-use and residential air conditioning
systems. Backed by the superior technology, the organization offers a wide range of energy
efficient air conditioning solutions to the Indian customers. It has been successfully offering
premium air conditioning solutions in the Indian market for large-scale projects. Robust growth
is forecasted in Indias air-conditioning market in the future and Daikin intends to further
increase its market share of residential and large-scale projects.
Daikin India Network
11 branch offices (sales & service)
13 resident offices
4 mother warehouses
17 supporting warehouses
Daikin Solution Plaza (DSP) - 68
Channel Partners - 1045
Authorized Service Providers (ASP) 92

Daikin India Vision & Mission
Vision
Come first in customers mind as the most trusted air-conditioner brand

Mission
To contribute to the society by providing the most advanced air-conditioning solutions
To ensure continuous customer satisfaction
To establish Daikin Brand as a brand of trust and confidence, which our customers and
dealers believe in.

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GROUP PHILOSOPHY
STRIVING TO BE A GROUP THAT CONTINUOUSLY EVOLVES
Create New Value by Anticipating the Future Needs of Customers
Our mission, and the essence of our existence, is to identify and realize our customer's future
needs and dreams, even those that they themselves may not yet be aware of. We can accomplish,
this goal by paying careful attention to changes in social trends and conducting extensive
marketing to win the hearts and minds of customers. It is essential that we offer customers
optimum convenience and comfort that are always one step ahead of our competitors by
providing customers with the highest quality products, materials, and services for which we, as a
manufacturer, will be absolutely responsible. Moreover, we will continue offering products and
services that provide customers with fresh excitement and continued enjoyment.
We furthermore believe that these activities are an important source of increased profit and
business expansion for the Group.

Contribute to Society with World-Leading Technologies
In any era in any business field, a company can grow and develop only if it possesses world-
leading technologies.
Along with increasing our market share and creating new markets, we must devote ourselves to
strengthening our technological foundation since this enables us to continuously launch highly
differentiated products, high value-added products, solutions-type products, and products with
new applications through which we can make contributions to society.
While refining our core technologies to a level of dominant superiority, we must also adopt
technologies that are cutting-edge, as well as of the highest world standard, and integrate them
with Daikin's own technologies in order to establish the "Daikin Technology" recognized
throughout the world.

Realize Future Dreams by Maximizing Corporate Value

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We must strive to maximize our corporate value by thoroughly implementing management
based on the mandates of capitalist philosophy.

Enhanced corporate value offers us a greater range of management options, enabling us to realize
new growth and making possible the establishment of a stable yet flexible management
foundation. Moreover, enhanced corporate value provides increased investment opportunities
through which to realize our future dreams.

Enhanced corporate value unquestionably responds to the expectations held by our shareholders
by providing them with stable dividends. It can also benefit other stakeholders not only by
providing our customers with leading-edge products and solution made possible through
enriched research and development, but also by making contributions to the local communities in
which we are based. We firmly believe that enhanced corporate value especially leads to our
employees and their families enjoying more stable and fulfilling lives.

Think and Act Globally
Daikin's history has been one of continual global business expansion. As a multinational
company group that is substantially expanding its operations in every region of the world,
including Japan, we must propose, examine, and then implement strategies and policies from a
global point of view.

Therefore, we aim to systematically foster human resources appropriate to the particular
characteristics of each country and region; promote the appointment of local human resources
who understand Daikin's philosophy, traditions and culture, and who can play a part in Group
management; and promote exchanges of human resources regardless of company or country.
Be a Flexible and Dynamic Group
Flexible Group Harmony
By thoroughly promoting information sharing and the transfer of know-how throughout the
Group, individual Group companies must strive to develop and expand their respective business
operations, thereby enabling the entire Group to enjoy synergetic effects.

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The specific roles of Daikin Industries and the individual Group companies are not fixed. These
roles can be changed or adapted to flexibly respond to the particular circumstances of the times
and the characteristics of the individual Group companies.
With this as a premise and the Group Philosophy and policies as a base, Group companies must
contribute to the development of the entire Group by aligning their visions and enhancing their
individual capabilities, while fulfilling their own roles and responsibilities and introducing new
proposals.
Moreover, individual Group companies know best about the conditions particular to each
country and region. Based on our fundamental Group policy, each Group company is expected to
demonstrate autonomy and flexible action by promoting two-way communication between
themselves and Daikin Industries through information sharing about their specific business
fronts.
Build Friendly yet Competitive Relations with Our Business Partners to Achieve Mutual
Benefit
We must build friendly yet tense competitive relations with all our business associates and
alliance partners in all areas of management, including research, production, and sales.

Such relations involve a high degree of trust in which parties motivate each other toward
improvement and, from within their own roles, fulfill each other's expectations so that all parties
can grow and develop together
Be a Company that Leads in Applying Environmentally Friendly Practices
As we continue developing our business operations in various fields, it is our mission to
proactively develop initiatives to respond to environmental issues. Incorporating environmental
initiatives throughout our management must be a priority for us.
In all aspects of our business operations, including product development, manufacturing and
sales, we need to formulate initiatives that sustain and improve the environment.
Meanwhile, we need to promote the development of new products and the innovation of
technologies that will lead to a more environmentally healthy world.
Under the precept "environmental response is an important management resource," we must
integrate environmental initiatives into our corporate management since they can lead to business

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expansion, improved business performance, and further enhancement of our credibility with
outside parties. We intend to continue being a leading company in the practice of "environmental
management," thus contributing to a healthier global environment as a good citizen of the earth.
QUALITY & ENVIRONMENTAL POLICY
Quality is the first priority
Quality First is clearly reflected in the value delivered - such as low noise level, low power
consumption, cooling efficiency, ease of installation, high reliability all targeted to improve the
quality of life.
DAIPL commits to protect the environment and ozone layer during the import, marketing, sales
& servicing of air-conditioning systems and spares through:
1. Deploying Group Management Philosophy & Environment guidelines
2. Adapting procedures for refrigerant handling, resource conservation and waste
management
3. Improving its Environmental Management System continually
4. Preventing pollution and adverse environmental impacts
5. Legal compliance
CORPORATE ETHICS
Guidelines for Legal Compliance
1. Providing Safe, High Quality Products and Services.
2. Free Competition and Fair Trading.
3. Observing Trade Control Laws.
4. Respect and Protection of Intellectual Property Rights.
5. Proper Managment and Utilization of Information.
6. Timely and Appropriate Disclosure of Corporate Information.
7. Preservation of the Environment.
8. Ensuring the Safety of Operations.
9. Respect for Human Rights Diversity in the Workplace and Observance of Labor Laws.
10. Protection of Company Assets.
11. Proper Handling of Accounting Procedures.
12. Practising Moderation in Entertainment and Gift Exchanges.

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13. Maintaining a Firm Attitude against Anti-Social Activities.
14. Observing Various Business Laws and Regulations.

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Business Guide

The Daikin Groups technological strengths related to air conditioning and
petrochemicals have enabled the Group to provide products that are increasing the
comfort and amenity of life for people throughout the world. The Group is
employing leading-edge environmental technologies-such as those related to heat
pumps, invertors, and refrigerant controls-to develop and supply products and
services that are helping curtail increases in energy consumption.

Major Products
Air Conditioning and Refrigeration Business

Air conditioning Division
Utilizing the extensive air conditioning technology cultivated since developing
Japan's first air conditioner in 1951, Daikin continues to provide air
conditioners, systems, and solution services offering even greater comfort to the
various life scenes of our global customers. Beginning, unsurprisingly, with the
familiar living spaces of the home as well as those found in offices and
neighborhood shops, we extend air comfort to large installations at factories, dome
stadiums, and airports and even reach those specialized interior spaces of hospitals
and restaurant kitchens. In each case, Daikin answers a wide array of customer
needs with products and technology that address specific issues in all types of
climates around the world.

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Each global region has its own particular air conditioning needs. To provide the
best air conditioning solution available requires knowledge of the people, their
lifestyles, and their climate from a sales perspective reflective of these needs in
product design and development, manufacturing, installation, and after-sales
service.
Realizing the importance of close proximity to global markets, Daikin made local
production the cornerstone of its product development, manufacturing, and sales
approach. Along with its factories in Japan, Daikin established a production base in
Belgium in 1972 followed by factories in Thailand in 1990, China in 1995, and the
Czech Republic in 2003 for a global manufacturing system that supplies quality
products that meet the specific needs of each region worldwide.
Maintaining its approach for local production, Daikin made strategic acquisitions
in North America of two major US manufacturers, OYL Group including
McQuay , in 2007, and Goodman Global in 2012 in its quest to provide air
comfort to every corner of the world.

Refrigeration Division
Our technology performs a vital role in the distribution of food products. For
shipments of perishable food products from worldwide production regions to other
regions for consumption, there is a demand for marine containers to finely control
temperatures in order to maintain product freshness. By utilizing our 40 years of
know-how cultivated at work sites of international transportation centers, we are
able to meet a wide range of temperature requirements from -30 to 30. The
addition of a deep freezing feature to containers has enabled worldwide
procurement of perishable foods.

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Daikin technology is fully utilized for the unique environments needed for the air
conditioning used by the sailors transporting various commodities worldwide and
in the refrigeration equipment used to protect their precious cargo. From the
extreme conditions of excessive heat in the tropics around the equator to the bitter
cold of the polar regions, our air conditioning and freezing technology fully
demonstrates high reliability to achieve a comfortable environment for the crew
and stable temperatures for perishable foods. Being a major manufacturer of
specialized air conditioning and freezing equipment, we have also developed
various lines of specialty air conditioners that operate from medium-temperature
regions (10 to 25 ) to low-temperature regions (-30 to 20) to create suitable
environments ranging from backrooms of supermarkets to storage warehouses of
production areas. Having established a rich lineup of models, we can meet the
diverse and detailed needs of our clients with solutions that correspond to
installation conditions and air conditioning scale.

We also led the industry in development of Conveni-Pack, a packaged solution for
convenience stores that combines the functions of air conditioning, refrigeration,
and freezing into one outdoor unit. This product achieved a reduction in energy
consumption by approximately 50% over conventional models and a reduction in
space needed for installation by approximately 60%. And because of the ever
rapidly increasing number of convenience stores, this energy-saving product also
contributes to the global environment by restraining CO
2
emissions. Daikin will
continue leading the industry into the future by applying our air conditioning and
freezing technology throughout the global cold chain system from production
regions to household consumers.

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Products
Residential air conditioners
Residential air purifiers
Commercial-use air conditioners
Commercial-use air purifiers
Large-sized chillers
Marine container refrigeration units
Marine vessel air conditioners

Chemicals Business
From being the first in Japan to take on fluorochemicals in 1933, Daikin has
continued its role as a pioneer in bringing over 1,800 types of fluorine compounds
such as fluoropolymers, fluoroelastomers, and fluorocarbons to the world using our
own unique technology.Fluorine reacts vigorously with any element. But once
combined with another element, it becomes chemically stable and demonstrates
outstanding properties such as heat resistance, chemical resistance, water and oil
repellency, and lubricity.
Fluorine compounds with those properties are applied broadly with application
ranging from household appliances such as irons and fry pans to heat resistant
hoses in automobiles, exterior coatings of buildings, and air conditioning
refrigerants.
Even in environmental fields, fluorine compounds play a leading role in a wide
range of applications. For example, fluorine compounds have produced a heat
shielding paint for factories and buildings that is significant from the perspective of
prevention of global warming because it saves energy. The paint applied to a roof

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reflects sunlight to lessen the rise in daytime temperatures inside buildings. It is as
if a customer applied air conditioning paint. Also, the use of fluorine compounds
offers superior weather resistance for long lasting use.
With automobiles being an essential part of our daily lives, environmental
measures have become even more necessary. Fluoropolymers and
fluoroelastomers, which are heat resistant and long lasting, are used in engines and
fuel systems to prevent fuel leakage, a cause of air pollution. At Daikin, we are
developing materials for use in new environmental technology being sought from
cars of the future such as biofuels and fuel cells.
To proceed further in development of applications and materials corresponding to
the needs of the age, we actively engage in alliances and tie-ups with other
companies, collaborations with universities, and development of new materials by
combining other materials as we continue to lead in the next generation of
fluorochemicals.
Major Products
Fluoropolymers
Fine chemical products
Fluorocarbons
Chemical engineering machinery

Oil Hydraulics Business
We have been contributing to worldwide industry development since beginning
sales of lubrication equipment to shipbuilders and engine manufacturers for the
first time in Japan in 1929.
Beginning with factory processing and construction equipment, such as excavators,

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and extending to the moveable parts of small-sized vehicles, such as tractors,
hydraulic equipment that is used to realize the smooth movement of mechanical
parts apply Pascals Law with its fundamental theory of "changing small power
into large power." Hydraulic equipment controls the force, speed, and direction of
various machines smoothly.

By applying energy-saving technology cultivated from our air conditioning
business to the oil hydraulic business, we have begun developing and
manufacturing oil hydraulic units and pumps that confront specific issues such as
needs for high precision, low operation noise, miniaturization, and energy savings.
Additionally, we are also tackling development of unique, environmentally
conscious products with hybrid hydraulic systems that fuse hydraulic control and
inverter motor technologies.
To proceed further in development of applications and materials corresponding to
the needs of the age, we actively engage in alliances and tie-ups with other
companies, collaborations with universities, and development of new materials by
combining other materials as we continue to lead in the next generation of
fluorochemicals.
Major Products
Industrial hydraulic equipment and systems
Mobile hydraulic equipment
Centralized lubrication equipment and systems

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Defence Systems Business
In the Defence Systems Division, our precision machining technology ensures
the highest standard for precision, performance, functionality, and quality in the
manufacture of defence related products, including ammunition, warheads, fuses,
aircraft parts, as well as in the manufacture of medical equipment, such as home
oxygen cylinders.

With cutting-edge technology constantly being sought for defense related products,
we meet this demand by utilizing our proprietary technology and expertise.
One example of this technology is applied to aviation. Daikin manufactures a fire
extinguisher that installs near the engine in case of fire. Should a fire break out
from the engine, this device forcefully discharges the extinguishing agent to
smother the fire, and thus plays a vital role in preserving aircraft safety.
In home oxygen therapy equipment, Daikin supports the social activities and
lifestyles of patients with chronic respiratory conditions through the manufacture
and sale of portable oxygen cylinders, oxygen conserving devices, and oxygen
concentrators.
Our high quality control engineering is also actively applied in the manufacture of
medical equipment, and we continue to advance forward to new territories in
pursuit of an array of new possibilities.

Major Products
Ammunition
Components for guided missiles
Home oxygen therapy equipment

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Electronics Business
We support structural reforms at companies with unique IT solutions that enable
companies to compete globally in the harsh competition of the borderless
economy. Our solutions are focused on three fields: product development, image
content, and construction facility designs. Our products meet customer demands
for enhancing the product development process to improve quality, costs, and
delivery. Efficiency is also improved in the creative environment for image content
that anticipates changing times and in the work involved with designing
construction facility.Likewise, our system construction knowledge is used in areas
to ensure the observance of societys laws and standards in the performance of
management and business activities at companies. For example, our expertise
enables companies to overcome the risks associated with compliance and system
security by providing IT governance solution that prohibits the connection of
portable computers to internal company LAN and the use of unlicensed software
and high-risk software that can be the source of information leaks.
Since the establishment of the Electronics Division in 1982, we have accumulated
an enormous wealth of system construction know-how by providing professional
support for IT solutions and business improvement in the fields mentioned above
and are well versed in the business operations of our customers. From this, we are
able to understand the user's perspective and continue to provide valuable IT
solutions.

Major Products
System management of product development process

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Facility design CAD software
Molecular chemistry software

Corporate Data
Company Name Daikin Industries, Ltd.
Founded Oct. 25, 1924
Incorporated Feb. 11, 1934
Representative President and CEO Masanori Togawa
Capital 85 billion yen
Number of
Employees
(Mar. 31, 2014)
56,240 (non-consolidated: 6,733)
Head Office Umeda Center Bldg., 2-4-12, Nakazaki-Nishi, Kita-ku, Osaka
530-8323, Japan
Access Map
Number of
Group
Companies
(Mar. 31, 2014)
209 consolidated subsidiaries (28 in Japan; 181 overseas)

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Sales Breakdown
by Division
(consolidated)

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Burgeoning Air Conditioning Industry

Global demand for air conditioners is increasing due to growth in emerging
countries and a shift in environmental consciousness in developed industries.
Though taken for granted in the developed countries, the need for air
conditioners has risen sharply in the emerging countries due to growing
infrastructure. The developed countries are though shifting more towards
environmentally conscious products.

Increase in Air Conditioning Demand in Emerging Countries
A rising middle-income group in emerging countries has fueled a double-digit
construction boom for buildings and houses. Following living standard
improvements and growing consumer demand, expansion of the air conditioning
market is expected to further accelerate.

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Global Air Conditioning Diffusion Rate
Moreover, while the global diffusion rate of air conditioners is roughly 10%,
demand for air conditioners in emerging countries is expected to rise sharply in the
future.

Developed Countries
Shift to Energy-Saving Air Conditioners in Developed Countries
Environmental awareness continues to grow in developed countries, causing sales
of energy-saving models to rapidly expand. Most notable is the growth seen in
inverter type air conditioners, which lower energy consumption 30%, and heat
pump heaters, which reduce CO
2
emissions by 60% compared to fossil burning
heaters using oil or gas.

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Inverter Air Conditioner Shipping Ratio
With less than 37% diffusion rate for inverter type air conditioners in developed
countries excluding Japan, demand for energy-saving products is expected to
continue to grow.

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Daikins Milestones
Daikin continues steady growth and pursuit of challenges.
Has achieved Global No. 1 in air conditioning sales in 2010 - 2012.
Aims for company wide sales of 2 trillion yen in fiscal year 2015 in order to
double the business scale in a 5-year period for a company spanning 90 years.

Product development is being performed at over 60 production bases worldwide to
meet a wide range of individual needs and preferences-for now and in the future.

With over 60 production bases in each region of the world, Daikin designs and
quickly delivers products to match the specific needs of local customers.
Daikin has earned a high reputation for promptness, reliability, and kindness with
an after sales service system that provides comprehensive support to its global air
conditioning business.

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Daikin products are used in more than 130 countries
worldwide.
The air conditioning being sought around the world can dramatically change
according to country, region, and even culture. Using our advanced technology and
expertise, Daikin has earned a reputation for excellence as an air conditioning
specialist in countries and regions spanning the globe by providing the precise
solution for every air conditioning need of our customers.

From heating and cooling to refrigeration and freezing, Daikin has a
team of air specialists standing united to help customers resolve
thorny issues related to air comfort and quality.
Daikin is the only manufacturer involved in all facets of manufacture, sale, and
servicing of wide range air conditioning products, systems and also refrigerants.
Our team of specialists meet the needs of every region, climate, and culture in
providing control over the four elements of air including temperature, humidity,
airflow, and cleanliness.

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Daikin leads the air conditioning market in the three cutting-edge
core technologies.

As an innovation leader, Daikin is laying the foundation for next generation
technology with three cutting-edge core technologies uniquely cultivated.

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The history of Daikin is also a history of global air conditioning and
delivering countless new innovations for air comfort.

With ninety years of history since its founding, Daikin has created global air
conditioning history with new innovative technologies and products that have
brought new firsts to both Japan and the world.
As the top global air conditioning manufacture, we intend to continue our
contributions to society in meeting its expectations for the global leader.

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Daikins Growth strategy

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INTRODUCTION to the Project

Market analysis is to determine the attractiveness of a market and to understand its evolving
opportunities and threats as they relate to the strengths and weaknesses of the firm. Market
analysis has a variety of purposes and a variety of data collection methods might be used for
each purpose. The particular data collection method that you use during your market research
depends very much on the particular information that you are seeking to understand. Other steps
follow
Identify opportunities to serve various groups of customers
Examine the size of the market
Market growth rate and profitability
Investigate the competition
Clarify your unique value proposition

MARKETING STRATEGIES
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially unplanned.
The field of marketing strategy encompasses the strategy involved in the management of a given
product.
A given firm may hold numerous products in the marketplace, spanning numerous and
sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively
manage such products. Evidently, a company needs to weigh up and ascertain how to utilize its
finite resources. For example, a start-up car manufacturing firm would face little success should
it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker.

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Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a
ceasing of production, may be made. Each scenario requires a unique marketing strategy. Listed
below are some prominent marketing strategy models.
A marketing strategy differs from a marketing tactic in that a strategy looks at the longer term
view of the products, goods, or services being marketed. A tactic refers to a shorter term view.
Therefore, the mailing of a postcard or sales letter would be a tactic, but a campaign of several
postcards, sales letters, or telephone calls would be a strategy.
Marketing is defined in various ways by different people. The most suitable to the present
context is all the activities involved in moving products and services from the source to the end
user, including advertising, sales, packaging, promotion and printing. The most critical entity
implied by this definition is end user. The definition of society suitable to this context is
Society is made up of people, groups, networks, institutions, organizations and systems. These
aspects of society may include local, national and international patterns of relationships. People
belong to informal and formal groups, and within and between these groups there are patterns of
interactions. The most critical entity implied by this definition is people.

A marketing strategy is a process that can allow an organization to concentrate its (always
limited) resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage. A marketing strategy is most effective when it is an integral component

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of corporate strategy, defining how the organization will engage customers, prospects and
competitors in the market arena for success. It is partially derived from broader corporate
missions, and corporate goals. They should flow from the firm's mission statement. They are also
influenced by a range of environmental factors. A good marketing strategy should integrate an
organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole.
Many companies cascade a strategy throughout an organization, by creating strategy tactics that
then become strategy goals for the next level or group. Each group is expected to take that
strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make
each strategy goal measurable. Every marketing strategy is unique, but if we abstract from the
individualizing details, each can be reduced into a generic marketing strategy. There are a
number of ways of categorizing these generic strategies. A brief description of the most common
categorizing schemes is presented below:
Strategies based on market dominance - In this scheme, firms are classified based on their market
share or dominance of an industry. Typically there are three types of market dominance
strategies:
Leader
Challenger
Follower
Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength.
Strategic scope refers to the market penetration while strategic strength refers to the firms
sustainable competitive advantage.
Cost leadership
Product differentiation
Market segmentation
Innovation strategies - This deals with the firm's rate of the new product development and
business model innovation. It asks whether the company is on the cutting edge of technology and
business innovation. There are three types:

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Pioneers
Close followers
Late followers
Growth strategies - In this scheme we ask the question, How should the firm grow?. There are
a number of different ways of answering that question, but the most common gives four answers:
Horizontal integration
Vertical integration
Diversification
Intensification
A more detailed scheme uses the categories:
Prospector
Analyzer
Defender
Reactor
The objective of many marketing strategies in the last 10 years has been building the customers
commitment to a brand or a dealer.

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PURPOSE OF THE PROJECT: Exploring the Dimensions of Project REACH

Meeting Primary and Secondary HVAC Influencers viz. Architects, Interior Designers-
Objective was to fix meeting, preparing and familiarizing the various influencers for air-
conditioning industry about Daikins as leader in the air-conditioning industry.

Promote Daikin product profile through power point presentation , catalogues etc.- Update
regarding the primary information about Daikin product and share and inform the various
influencers and their staff about the basic products features , submit hard copy of catalogues,
follow up for any additional information required by them.

Prepare Profile of influencers as per project segment based on the questionnaire given by
Daikin assess the profile of the influencers ,understand their requirement, other brands they are
using/promoting

Organize and provide Additional primary information for interested influencers- provide
them primary information for various other products, follow up for any other additional
information

Assimilate the data in form of questions asked by influencers- accumulate the data for the
meetings based on the assessment in terms of enquiry , project size, location, application of air-
conditioning

Record and Report for any secondary information sought by influencers- Provide
information to the influencers, various secondary / tertiary level information with appropriate
back up from the various product profiles available in Daikin.

Market analysis of Daikin VRV in Chandigarh, Panchkula & Mohali

36
Understanding the market potential for further growth of Daikin products especially in the VRV
arena .

37
OUR PRODUCTS(INDIA)
SPLIT

They are always there, just like air.

CASSETTE

Quiet, decor-blending form and easy installation in new or old buildings.Flexibility in
installation location. Installation is also simple.

FLOOR STANDING

The floor-standing configuration means the FVY is easy...

DUCTED

38
Superior air distribution for comfortable living. Unit can be...

VRV

VRV system air conditions each room individually. Ideal for the...

CHILLER

We at Daikin take environment friendliness issue very seriously

AIR PURIFIER

Air Purifier cleans the air in your room. Removes Allergens, Adjuvants, Deodorising

39
SWOT ANALYSIS

Swot (strength, weakness, opportunity & threat) analysis of Daikin air conditioners.
It is no doubt about the fact that Daikin is considered to be huge marketing success.
A swot analysis of its marketing function is as follows:

Strengths
Premium pricing
Focus on technology & quality
In-house manufacturing facility
Product design
Constant innovations (CFC 32) the latest eco friendly refrigerant
Penetration of 70% market in tricity in terms of VRV

Weakness
The quality of Indian made Daikin inferior to Thailand made.
Yet to capture the burgeoning middle class segment

Opportunity
Large market potential due to entry into non premium segment
Wide product portfolio
Tri city region has growing demand for ACs

40
Threats
Highly competitive market, therefore, a stiff competition from domestic and other
multinational companies especially Mitsubishi and Toshiba in VRV segment

4

41
LITERATURE REVIEW

MARKETING STRATEGY:

It sells the residential air conditioners mainly through its Channel Partners (dealer network).

The centralized air-conditioning systems, the VRV (aircooled and watercooled) and the
Chillers (air-cooled and water-cooled) are sold mainly through the Opinion leaders like
Architects and the HVAC consultants. My work also involved meeting the top 60
Architects of Chandigarh and gathering leads or opinions regarding Daikin

42

DAIKIN INDIA EYING HIGHER MARKET SHARE (source Economic
Times)

Daikin Air-conditioning India private limited, a 100 per cent subsidiary of $13.5 billion Daikin
Industries Ltd of Japan, is aiming to raise its market share in the residential air-conditioning
market in the country to nine per cent within this year from a current five per cent. The company,
a leader in the commercial air-conditioning space, plans to sell 300,000 room air-conditioners
(ACs) this year.

While the heating, ventilation, and air-conditioning (HVAC) system market in India is growing
at a compounded annual growth rate of 15 per cent, the room AC segment is clocking a 30 per
cent growth rate.

"We have a product offering that starts from 0.8 tonnes to 2700 tonnes. We can offer solutions
for cooling a kid's room to air-conditioning an airport, and the only company in the country now
to offer such a wide range. With the latest launch of 20 new products across residential, light
commercial and commercial segments we are aiming the number one slot in the air-conditioning
market in India over a few year's time.", said Kanwal Jeet Jawa, managing director, Daikin India.
Daikin currently enjoys a 10 per cent market share in the commercial ACs

DAIKIN AC MARKET IN INDIA (source Economic Time)
Daikin, the global cooling products company, is foraying into the residential air conditioning
(AC) market. The company plans to enter the Indian market with the launch of its residential
ACs (0.75-1.8 tonne) which will go by the FTE name.

Daikin is test marketing its products in Delhi, Mumbai and Chandigarh and may then do so in 19
Tier-III and Tier-III towns and cities such as Ludhiana, Jalandhar and Raipura
We are planning to enter the residential AC market and are here to compete with the existing
players in the market, mainly Toshiba, said Kanwal Jeet Jawa, deputy managing director and

43
chief operating officer. The company recently partnered with Gree, the Chinese AC major, and
will be using their resource base for the further development of the ACs it will produce in India.
The company has made a total investment of about Rs 346 crore for this venture. Daikin, which
has a global consolidated turnover of around $13 billion or Rs 58,500 crore, has decided to ramp
up its operations at its manufacturing unit in India, at Neemrana in Rajasthan, for this purpose.
The plant has a capacity of 3,00,000 units per year.

Daikin, which entered the Indian market in 2000, is targeting a market share of 15 per cent over
the next three years and also doubling its market share from Rs 500 crore to about Rs 1,000 crore
in the next two years. Due to our partnership with Gree, we have the expertise to further our
brand in the residential AC space in India, which is growing rapidly, said Jawa.

Daikin Industries is headquartered in Japan and has 95 subsidiaries in its network. The company
is a global leader, second to Carrier in the manufacturing of ACs for commercial-use.

44
COMMERCIALS AIRED ON TV TARGETING THE CONSUMER:
(source Youtube and Company info)

Segmentation and Targeting: Premium market Customers
Positioning: Elite Product

1. Daikin Air conditioner 1(Monkey ad):
This was Daikin's TV ad in India during 2003-04. It positioned the airconditioner firmly as a
technological wonder that offered complete silence. The ad contributed in a large measure to
Daikin commanding a heavy premium in the Indian airconditioner market. The ad also won
recognition at Cannes Advertising Festival, Ad Club of India and the Effie Awards.
This advertisement was launched between the end of the introduction phase and before the
beginning of the Growth phase.

2. Daikin Air Conditioning 2 (Service Focus):
This ad tries to explain the importance of the timely Service and its Quality and thus
differentiates itself from the rest.
This advertisement was launched during the early growth phase.

3. Daikin 3(Relaxation):
This ad stresses on the feel of relaxation and comfort that the customer will enjoy.
It also differentiates itself from the others by the fact that it makes no noise in operation.
This adverisement was launched during the growth phase

4. Daikin 4(lifestyle):
This ad differentiates Daikin by way of the fact that inspite of the various lifestyles that people
lead, it fits into their lifestyle wherever they may go. Thus it gives a strong message that it is a
distinguishing brand and that the customers should take pride in themselves.

45
This advertisement was launched during the growth phase
Repositioning for Residential Use:
Daikin is repositioning itself as Product for common man in the Indian market with the launch of
its residential ACs (0.75-1.8 tonne) which will go by the FTE name.
This is possible because Daikin has recently acquired Gree, the Chinese AC major, and will be
using their resource base for the further development of the ACs it will produce in India.
It is test marketing these products in Delhi, Mumbai and Chennai and may then do so in 19 Tier-
III towns and cities such as Ludhiana, Jalandhar and Raipur.

Introducing Pichon-Kun:

A mascot that will now represent the Daikin's innovative thrust into the future is called "Pichon-
kun". The new mascot of Daikin is so named because of the sound it makes. Created in Japan,
this dew droplet represents the "fresh as morning nature" of Daikin's new range of air
conditioners and air-purifiers. Pichon-kun symbolises the best of nature -- fresh, natural and eco-
friendly.

The Company still is in its Growth Stage of the PLC.

The Latest :

The latest ad from Daikin introduces the HCf 32 refrigerant in the high wall split ACs which is
having both zero ozone depletion potential and global warming potential.

46
Video/Presentation to target the Opinion leaders like the Architect or the HVAC
Consultants:

1. Daikin VRV III-opinion leader-1:
The Video is about the features of the VRV system which uses the Variable Refrigerant Volume
which is a patented technology of Daikin. This technology saves energy consumption and uses
non Ozone depleting refrigerant. This is a major Differentiating factor from the rest of players in
the air-conditioning industry.
The company positions its product (VRV) as a flexible product that takes care of all the customer
needs. The company projects itself as one which develops and uses the highest technologies.
This Video was launched when the market for VRV system had reached the end of its growth
stage.

2. Daikin McQuay-opinion leader 2:
The target market for this is the Industry and the Hotels.
This video describes the new Daikin McQuay Magnitude 550 Ton Centrifugal Chiller.
It positions itself as an energy efficient machine which is reliable and les space consuming yet
efficient. This is also positions itself as an environmental friendly product which does not deplete
the Ozone and thus caring for the environment which will help customers to get certified as a
Green Building.
It also differentiates itself from the rest by the use of latest technology and the ease of use and
maintainence.
This is launched when the market for chillers has reached its maturity stage and thus Daikin
acquired Mc Quay.

47
RESEARCH OBJECTIVE

To meet the Top Architects of Chandigarh, targeted retail dealers and specific Daikin
dealers and understand ,evaluate and gather reviews on performance, demand and
improvements
Market sizing - estimating the size of a total market, how much is accessible by the
business, and/or what market share ambitions would be realistic.
Competitive presence and customer preference.
Channel trends, preferences, and allegiances.
To identify areas where there can be scope for improvement.
To understand customer needs, aspirations, buying behaviors, usage patterns, decision
models, preferences, favorability, intentions, etc
SCOPE OF THE STUDY
To define the process and activities while market analysis, research, stratergies and techniques of
an organization. Every task is undertaken with an objective. Without any objective a task is
rendered meaningless.

48
RESEARCH METHODOLOGY

Research methodology stands for the ways & means that we adopt for conducting research. In
this we study the various steps that are generally adopted by a researcher in pursuing the
research.
Research methodology consist of enunciating the problem, formulating the hypothesis, collecting
the facts of data, analyzing the fact and reaching certain conclusion either in the form of
solutions towards the concerned problem or in the form of certain generalizations for some
theoretical formulation.

Type of Data Collected
There are two types of data used. They are primary and secondary data. Primary data is defined
as data that is collected from original sources for a specific purpose. Secondary data is data
collected from indirect sources.

Primary Sources: These include the survey or questionnaire method, telephonic interview as
well as the personal interview methods of data collection.

Secondary Sources: These include books, the internet, company brochures, product brochures,
the company website, competitors websites etc, newspaper articles etc.

Sampling: Sampling refers to the method of selecting a sample from a given universe with a
view to draw conclusions about that universe. A sample is a representative of the universe
selected for study.

Sample Size: The sample size for the survey conducted was 65 respondents.

49
Sampling Technique: Judgemental sampling technique was used in the survey conducted.

Plan of Analysis: Tables were used for the analysis of the collected data. The data is also neatly
presented with the help of statistical tools such as graphs and pie charts. Percentages and
averages have also been used to represent data clearly and effectively.

Data Source
Primary Data : Through Open Ended Questionnaire
Secondary Data : Through Internet, Journals, News papers
Data Collection Procedure : Survey
Research Instrument : Open ended Questionnaire.
Sample Size : 65
Sample Area : Survey was conducted in CHD/PKL/Mohali.
Sample Procedure : Judgmental sampling.
Target Audience : Top Architects, Retail dealers, Daikin specific
dealers

50
The Statistics

65 Architects were reviewed under Project Reach
7 architects had not worked with Daikin before
11 architects had worked with Daikin before but have shifted to other brands currently.
Rest all were associated to Daikin and have been providing projects in the recent past

18%
17%
65%
Sales
Architects who have not worked with Daikin
Architectcs who had worked with Daikin in the past
but now shifted to other brands
Architects currently working with Daikin
Sample size is 65

51

What according to you are the strengths of Daikin?
o The No.1 tag
o Product Quality
o Premium segment positioning
o Backend service

The response of the Architects

41%
28%
19%
10%
No.1 Tag
Product quality
Cater premium
segment only
Backend
services
Sample size is 65

52
What according to you are the weaknesses of Daikin?
o Pricing not competitive
o After sales service response time
o Deterioration in Indian made Product quality
o Lack of professional attitude of dealers

17.00%
44%
11%
20%
Sales
Pricing not
competitive
After sales
service
Indian made
quality issue
Dealers lack
proffesionalism

53

FINDINGS

The major findings of the research includes -
1. From asking various open ended questions, telephonic interviews and cold calling ,it was
observed that Daikin although is held in high esteem but slowly that image is being
challenged by competitors like Mitsubishi and Toshiba
2. The dealer network of Daikin was once very strong. but now various retail dealers are
bad mouthing the brand, due to low commissioning rates.
3. Since 2009, Daikin has changed its positioning from ultra premium segment to include
lower segments as well.
4. After sales service has diluted due to increased market share.

LIMITATION

The study had the following limitation mainly in the survey work that was done.
1. The survey sample is only from a small geographical area. This may result in the sample
not being true representation of the entire market for air conditioners.
2. While all attempts have been made to keep the survey free of the bias. There may be bias
introduced in a few interviews.
3. The survey was limited to dealers and top architects which form only a part of the entire
market.

54
RECOMMENDATION

1. Improvement in quality

The company should try to position itself as a brand, which is not only affordable but also
provides good quality air conditioners to its customers, which will create brand loyalty in their
minds.

2. Brand Positioning Through Advertisement
An advertisement in electronic medium is one of the popular medium. The companies have
always been looking forward to as it reaches its wider audience & can create a stronger brand
appeal.
The company can always announce various incentives & schemes during the commercials. For
example, free passes for a film premiere or free installation services from the company on first
come first served basis.
Also it can feature its one of its distinguishing service that makes it a foot ahead of its
competitors for example Voltas has used any time service advertisements to make a strong
brand image in the minds of the consumers.
Using a brand ambassador is another good idea to promote the brand name of air conditioner

Dealers
For dealers the company can resort to one of the following ways to increase the sales:
1. The company should conduct separate workshops for the sales representatives of these
dealers about various Daikin products.
2. Increase dealers margins & offer better schemes to these dealers to receive good
promotional leverage.
Provision of schemes & offers

55
The company is well placed amongst its competitors as the survey results showed that it is best
& most preferred air conditioner. So the company should try to maintain and enhance this
position by giving more value to the customers and offering special replacement schemes. Also
the company should make provisions regarding various financial schemes available to its
customers, special off season discounts e.t.c.

3) Architects
The architects need to be regularly visited and updated regarding the latest projects and need to
be constantly kept in touch so as to generate new leads and acquire new projects.

4) Service
The service needs to be made more robust since , the advent of diversification and
new positioning the backend services which once a forte of Daikin have got diluted
and that customers are complaining quote frequently regarding this., hence regular
training and workshops of the service engineers is required to make them more
competent and effective

Also since Daikin already holds the No.1 Position in the market in terms of VRV share, hence a
Defensive strategy would help it ward off any immediate threat and the customers could be
retained by regular innovation and challenging ones own product line.

56
BIBLIOGRAPHY

Books Consulted
Journal of Marketing April 2002, Volume 66
Kothari, C.R. Research Methodology, (2002), Wishwa Publication
Kotler, Philip Marketing Management (2002), Pearson Education (Singapore)
Al Ries Marketing Warfare

Web Sites visited: -
www.indiainfoline.com
www.Daikin.com
www.google.com
www.economictimes.com

57
ANNEXURE 1
Firm Name: __________Firm Address: ________

1. Project Profile ( Tick applicable)
1. Apartments /Condominiums
2. Commercial
Offices
Hotels
Guesthouses
3. Residences/Farm Houses
4. Showrooms
5. Factory/ Industrial
6. Others Define .
2. HVAC Involvement/ Recommendation
1. Have you worked with DAIKIN products ( Personal/in some project)
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
3. If Yes ,Type of DAIKIN products you recommended to your clients(If NO proceed to Q 8*)
Cassette
Hi-wall
VRV
Ductable

4. How satisfied are your clients with the product quality
Very satisfied
Neutral
Not satisfied

5. What according to you are the weaknesses of Daikin?
o Pricing not competitive
o After sales service response time
o Deterioration in Indian made Product quality
o Lack of professional attitude of dealers

6. What according to you are the strengths of Daikin?
o The No.1 tag
o Product Quality
o Premium segment positioning

58
o Backend services

7. Compared to other similar products, what feedback have you received from your clients about
DIAKIN?
o The best
o Better
o About the same
o Worse
o Dont know

8. Would you recommend this product to others you know
o Yes
o Not sure
o No

9. What are your expectations from DAIKIN VRV /What feedback (improvement) have your clients
given regarding DAIKIN?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

10. *Would you recommend DAIKIN in future? Why /Why not?

11. Any Remarks/Comments
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________________________________________

Name of MT: ______________________________

59
ANNEXURE 2(Architects visited)

1)AAKRITI
JYOTI CHAUFLA
# 1032/ SEC 4 , pkl
98142-52677
Satisfied with the dealings and happy to recommmend it further.Though a client shifted to
mitsubishi after the piping. The contract was with Mr Amit Munjal of AV Engineers
2)ARCHITECTS ATELIER
AMIT SAINI
SCO-8/ SEC 17-E , chd
98149-20453
Working with Mr Amit Munjal , satisfied with Daikin as a whole though the one flow cassette
Ac's needs to be improved in terms of both quality and working .
3)EMM ELL DECORS
ARADHANA GAKHAR
H NO 520/ 10 D ,chd
9814013365
AV Engineers lacked the credibility pf reporting to us that R-22 would become obsolete and
was to be phased out in the successive years , hence had to face a lot of harrasement .At
present not recommending to anyone since she herself faced a lot of problems
BATRA & ASSOCIATES
PRASHANT BATRA
8 /SECTOR 18-A, chd
9878339999

UMESH BATRA
9814013365
The architects are currently working with Mr tuli and

60
POSITIVE AXIS
BANDNA SINGH
# 154 /27-A , chd
98728-68686
The architect has worked with Mr Anant , Mr Munjal and Pinky Radios Sector 35.The Client
is extremely satisfied with the product quality , but the one thing that the architect feels is
the outdoor installation quality which has deteriorated over the years.Also the client reports
that thse service engineers associated to a particular site are changed mid-way which
causes loss of time and additional effort to make the all the reuirements known
CHARANJIT & ASSOCIATES
CHARNJIT SINGH
1929/22-B , chd
98141-13931
The architect has worked with Daikin in the past and is satisfied with the performance.The
only factor that the client has stressed upon is the quality of Indian made products which
according to him is not at par with the Daikin standards
CHARANJIT & ASSOCIATES
GURVEER SINGH

AADHARSHILA
RAJIV MAHAJAN
SEC 9 , chd
98141-03835
The Architect is currently working with Daikiin on various projects and is completely satisfied
both in term of product quality and service

61
SUNIL MAHAJAN & ASSOCIATES
SUNIL MAHAJAN
SCO 1116-17 ,SEC 22 , chd
98140-44828
The Architect has worked with Daikin and advocates Daikin products in a favorable
light.According to te client the product quality although has deteriorated but the services are
much better compared to other competitive brands.
SANDEEP SHUCHITA LUTHRA AND ASSOCIATES
SANDEEP LUTHRA / SHUCHITA LUTHRA
# 2004/ 15-C , chd
0172-2773513/2772004

SUBASH & ASSOCIATES
ASHWANI DUGGAL
SCO-2469/22-C , chd
98140-12870
Currently working with AV Engineers ,the architect hasn't experienced any problem with
daikin as such.Would definitely recommend it to his future clients as well.
STHAPATI CONSULTANTS
VIVEK KHANNA
739 B, PHASE XI, SEC.65, MOHALI
9814164394
The Architect has worked with Daikin before , although maintainence is an issue. The
backend service requires only trained professionls and the cost is pretty high.He would
definitely recommend Daikin , though his only concern is the troubleshooting mechanism of
VRV
DESIGNERS' INC
HARPEET SINGH
98152-17505

THE ARCHITECTS COLLABORATIVE
MANMOHAN S. KHOKHER
SCO-56/3B2 , mohali
98156-13956
The architect has worked with AV Engineers in the past, the intsallation was not upto the
mark, the outside units were haphazardly installed with a lack of asthetic sense.

62
S. K. JATANA
S.K.JATANA
118/ SECTOR 8 ,pkl
0172-2568126
The architect has worked with ..1) Revolutions (Solan) .2)AV Engineers3)..Mr
Dhanoa4) Aircon Techniques. The architect expects Daikin to become more professional
by developing in house designing cell and improve upon the installation workmanship. Also
wasnt the Daikin engineers to actively participate in the installation procedure
THE DESIGHN GRID
Rakesh Bansal (Planners Forum)
SCO-98/44-C , chd
98141-82821
The architect has not worked with Daikin in the past , but is more than interested to refer
this brand to the clients if any work comes up.
ARUN LOOMBA ASSCOIATES
AROON LOOMBA
Sco 44/sector 8/ Panchkula
92148-04487 / 0172-2791761

PRAVEEN KAUSHAL ASSOCIATES
PRAVEEN KAUSHAL

0172-2732036

THE ARCHITECTS Inc.
SAMEER KUMAR
# 729 , SEC22 A , chd
98780-26586

SANDEEP MEHTA
SANDEEP MEHTA
SCO 2 , FIRST FLOOR , SEC11 , pkl
98760-00770

ARCHITECTS FILE
CHETAN AHLUWALIA
3013 , TRIBUNE COLONY, SEC 50D ,chd
98148-99933

63
TOUCHSTONE INTERIORS
HIMANI GALHOTRA
#2005,Victoria Society
98155-93101
The Architect has worked with Bhai Sagar dealer and is more than happy to recommend
and work with Daikin in future as well.The architect is happy with the dealings and reports
no such problems either in the backend services or the professional competence
SUNIL DIWAN
SUNIL DIWAN
chd
98140-10899

DESIGNERS CONSORTIUM (P) LTD.
LAKHBIR
SCO 112 -113 , FF , SEC 8 C ,chd
98152-32329
The Architect has wroked with Mr tuli , HVAC consultants and AV engineering , though a
skirmish between architect's client & Mr tuli has foced him to shift to mitsubishi. He suggests
that the dealers should follow up their job completely and hold the prerogative of keeping
their clients satisfaction as of prime most importance.
NIRMAN CONSORTIUM
PRAVEEN BAKSHI
SCO 89 , PHASE 7 Mohali
98156-07257 / 396526
The architect has worked with daikin products though hasn't used VRV .The only concern
is regarding the pricing which could be made a little more competitive . Rest daikin holds a
very strong foothold in the market.
INNER VALUE
RANDIP SINGH
# 1433 , SF , SEC22 B chd
98143-33332
The architect has worked with Mr Tuli , but has not been completely satisfied wth the
service backup of the dealer.The respondent believes that the architect should also be
given proper training so that he could help the client in chossing the required HVAC
solutions .The AMC is also a binding contract which requires heavy investments on the
users part
AV CONSULTANT
ASHIMA VASHISHT
SCO 371-72-73 , SF , SC34 A , chd

64
98147-11077

AMBIENCE
ANUJ AGGARWAL
chd
99151-44443

CAPT CONSULTANTS
PURNIMA SHARMA
SCO 98 / 2 , SWASTIK VIHAR , MANSA DEVI COMPLEX
98159-69497

HARPREET POOJA & ASSOCIATES
POOJA CHAGAR
# 3238 , SECTOR 21 D ,chd
98724-40400
HARPREET POOJA & ASSOCIATES
HARPREET CHAGAR
98724-40500

PARRY AND ASSOCUIATES
PARAMJEET CHAWLA
SCO 68 , FF , PHASE 3B2 ,mohali
98140-02027
Worked with Mr. Amit Munjal.Haven't worked with VRV as yet but looking forward to work
with this technology in the future. The products are extremely good, but a tid bit too
expensive.
DESIGN 360
NAVDEEP
464 , 2NF FLOOR , SEC15A chd
98884-49464
The Architect has worked with Mr Munjal and Mr Tuli .According to him the quality of the
Indian made products especially the splits has deteriorated substancially compared to
Thailand made .The quality has to be improved to reinstate the faith of loyal customers
DESIGN 360
NEHA AGGARWAL
chd
98156-10889

65

RENU KHANNA & ASSOCIATES
RENU KHANNA
chd
98726-27180

VIVEK CONSULTANTS
ANUPAM VINOD SHARMA
1224 , SEC 43 B chd
0172-2616146/ 94172-12245

LIVING SPACE
MOHIT TANDON
H NO 63 , SECTOR 16 pkl
9872447711
Currently working with AV Engineers.The response from my clients is extremely positve ,
would be happy to work with Daikin in future as well.
PALLAV MUKHERJEE
PALLAV MUKHERJEE
109 , SEC11 , CHD
9815010909
The only thing lacking with Daikin is the service backup, rest the product quality is good.
Looking forward to work with daikin in future
CHARGED VOIDS
AMAN AGGARWAL
DSS 112, FF, Sector 5, Mansa Devi Complex, Panchkula
9872398343

CHARGED VOIDS
SIDHARTH GAIND
9855007208

SWASTIK CONSUTANATS
JITEN SHARMA
SCO 44 , 2ND FLOOR , SEC 31D , chd
9815980925

DESIGN SCAPES
MANU NANDA / SUKRITA SINGH

66
#1160 , SECTOR 23 B chd
98172484004 , 9815549633

NEEV
RAHUL TALWAR / SHAVETA TALWAR
SCO 1035,3rd floor ,Disha Arcade,Mansa Devi Complex Panchkula
98,760,983,409,876,000,000
The Architect has wroked with Mr Dhanoa and Mr Makhan Singh for Daikin products. He
has not used VRV as such but is definitely looking forward to vrv as well. His clients report
no such problem with current Daikin products
ABERRANCE
SAMDEEP NANDWANI / VARSHA
H NO 11 , FF , SEC15 chd
9876008403 , 9915588403

VIJAY MAHAJAN & ASSOCIATES
VIJAY MAHAJAN
SCO 17 , 17E , chd
704727

ANUPAM SETIA & ASSOCIATES
ANUPAM SETIA
431 , FF , SEC6 ,pkl
570776 , 590092

SAYAL & ASSOCIATES
RASMI SHARMA
F-91 Ind Area Ph 7 Mohali
9814213704

SAMYAK SANATHAN
RAHUL JINDAL
130, Sec-9, Panchkula
98150-22130

SARAB ARCHITECTS & CONSULTANTS
SARAB MARWAH
Ind Area Phase 8 Mohali
9646010194
The acrchitect has worked with Daikin products , though hasn't used VRV. At present the

67
architect is satisfied with Daikin as a whole.
AKHAI HVAC CONSLUTANTS
CECIL AKHAI
758, SEC. 11, PKL
9915758758
The architect has worked with HVAC consultants in the past.Since the architect only deals
with government contracts , hence suggests Daikin to work out an effective startegy to lower
the prices and compete in the tendering procedure of govt institutions by bidding th LT-
1(lowest tender).
SD SHARMA & ASSOCIATES
SANGEET SHARMA
SCO54/1 SWASTIK VIHAR MDC PKL
9876610996
Worked with both Agile & Hvac Engineers on various products.Currently very satisfied with
both the dealing and the service of Daikin .
S.D. SHARMA
AMRITA SIDHU
28/1, SWASTIK VIHAR MDC PKL
9815319155
Although The architect has worked with Daikin in the past but has not used or
recommended VRV but definitely looks forward to working with VRV as well in the near
future. The client is satisfied with the performace of the products.
HABITAT ARCHITECTS
ZAFAR CHAUDARY
Habitat Architects, Maharaj Nagar, Near gate no 3,PAU,lud
9814225567

KAPOOR & ASSOCIATES
MANISH KAPOOR
1829, STREET#6, NEAR PAU GATE#3, MAHARAJ NAGAR, LUDHIANA
9815640175

NEHA AGARWAL
NEHA AGGARWAL
1147, 43 B, Chd.
9815610889

68

CHANDIGARH COLLEGE OF ARCHITECTURE
PARMEET S. BHATT
PEC CAMPUS, SEC. 12, CHANDIGARH
9417655278
The respondent is currently not involved in any live projects but suggests an awareness
seminar could be organized in the college itself to expose the students to latest trends in
hvac solutions.
R.M. KALRA & ASSOCIATES
R.M. KALRA
3223, Iind Floor, Sec. 35D, Chandigarh
9417202131
The architect is looking forward to work with Daikin in future, according to him the brand
has established a niche in the market , the only constraint is the mindset of the people who
consider it to be extremely costly and hence beyond their reach .This pereception has to
change
LIVE CONCEPTS
VARUN KHOSLA
2nd Floor, Surya Kiran Building, 92 The Mall, Mall Road, Ludhiana
9814971877

THE THOUGHT STUDIO
DILMET GREWAL
Chandigarh
9815194080

DOTS
KAMAL THAKUR
SCO 117-118, 2ND Floor, Sec. 17B, Chandigarh
9417274382
The architect hasn'tworked with Daikin before. His only concern is the pricing , rest he
considers daikin to be a very superior brand
ARCHAID
AMIT MADAN
1380, Sec. 4, PKL
9814600228

69
INNOVATIVE DESIGN SOLUTIONS
SHALUZA MITTAL / ABHISHEK MITTAL
2502 1ST FLOOR Sector 35-C Chandigarh
9646056695

Surinder Sawhney Associates
Surinder Sahwney
SCO 14, Sector -9D, Chandigarh

The architects has not worked with Daikin.Though many of his clients have reported that the
company has become complecent regarding service.The respondent feels that technical
backup is not upto the mark and dealers are not responsive.
Archorganic
Siddharth Bhardwaj
#9 , sector 11-A , Chandigarh

The archichetct has earlier worked AV engineers though now his clients are preferring
mitsubishi , since the qualtiy of the products is not upto the mark and also the subdealers
are bad mouthing Daikin and thus making consumers prefer other brands.

Vikram Pannu
#154,sector 27-A Chd

The Architect has worked with Mr Anant and is thoroughly satisfied with the product
quality.The client would be more than happy to recommend Diakin in future as well

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Exploring the Dimensions of Project REACH

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