Saurabh (1) Bluestar

A
WINTER TRAINING REPORT ON

“STUDY THE SCOPE OF SUCCESS TARGETING THE DOMESTIC
SEGMENT THROUGH RETAIL CHANNELS FOR BLUE STAR AIR-
CONDITION”
AT
“BLUE STAR LIMITED”
SUBMITTED BY:
PATEL LAKHAN A.
T.Y.B.B.A. [MARKETING]
Roll No.-15
SUBMITTED TO:
S.S. AGRAWAL COLLEGE OF ARTS, COMMERCE &

MANAGEMENT.
NAVSARI.
AFFILIATED TO:
VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT
[IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION]
S.S. Agrawal college of Arts Commerce & Management.

YEAR: 2009-2010.
Declaration
I, the undersigned here by declare that the project report on winter
training at “Blue Star Limited”. And submitted by me to the S.S.Agrawal
college, towards the partial fulfillment of the BBA in the year 2009-2010.
This is an original report work and the report written is based on the
knowledge and material gained from the company.
I further declared that to the best of my knowledge and brief, this

project work is not being submitted to any other university for the award for
any other degree, diploma or requirement course.
Name: Patel Lakhankumar Amarutlal.
Date:
Place: Blue Star Limited.

Acknowledgement
Project is way to get practical knowledge I really want to thank
those people who stood by me & helped me a lot for my project work I
would like to express few words
I would like to express my deep gratitude to Mr. Khatwani Sir

General Manager, Manufacturing division at Bharuch who gave me an
opportunity conduct my project work at Blue Star limited at Baroda.
I am very thankful to Mr. Vasant Kasela Human Resource

Manager, Bharuch who gave me the introduction of “Blue Star Limited” its
MILESTONES and gave the global experience which helps me to think big.
I am very much thankful to Mr. Manish Chaudhary, Marketing

Manager at Baroda who gave me the knowledge regarding my Project
Report.
Each and every employee at Blue Star is very co-operative and

helpful. They made this experience unforgettable.

Objectives
• The main objective of my project work is to give useful suggestions to
“Blue Star Limited” regarding new target segment i.e. Domestic
Segment that through Retail Stores and its results.
• To improve my skills with global experience at “Blue Star Limited”.
• How to talk effectively with respondent and get maximum knowledge or
information from the Respondents through meeting them personally and
through telephone.

Limitations of Study
1. Time period was very short for conduct the survey at Surat city, find out
the respondent, collect the answers from them, then analysis it and
prepare the Project Report.
2. Some of the respondents are not able to give any kind of information
because of their top management has strictly regarding their rules &
regulation.
3. Looking to the routine academic activities running parallel with the
course sufficient time is not provided to study the subject.
4. Busy schedule of the Marketing Manager because most of time they are
on tour for marketing purpose.
5. Cost was again the major obstacle in conducting the project report.
6. During the survey finding out the Retail Stores in Surat And that to in
limited period of time so I just collect 20 samples from different areas.

Synopsis
Management is the blood of each business & is universal
phenomenon. I know the importance of management. In our academic
institution we comes to know about the theories of Business Management,
but it remains incomplete if it is not supported by the practical knowledge
we are doing this project work to correlate theory with real life situation.
The project report at “Blue Star Limited” which is India’s largest

air-conditioning company. The company has achieved a significant position
in manufacturing air-conditioners & commercial refrigeration equipment
ranging from water coolers to cold storages.
I have selected “Blue star Limited” because it has [world class]

global experience in management & marketing and that I can see in their
vision mission & value guideline & belief.
My survey topic is to study the new concept that Targeting

Domestic Segment through retail channels. The significance of this
project work is to find out the scope of success as increase in the market
share of Blue star air-conditioner so company can think over this concept
and get the idea through this whole report. The type of data collection
mainly focuses the instrument that is to be used to collect data in many
survey is questionnaire because from retail channel it is easy to collect data
in Surat.
In this project work sampling method to be used to convenience

sampling have freedom to choose whenever I find sample size will be about
20 because it is easy to calculate & less time consuming.
Analysis of data can be done through many tools and technique

but my project work contain graphical method percentage and average
method to get the analysis done.

Lakhan A. Patel.
Roll No. : - 15.
T.Y.
B.B.A:-VI SEM. [Marketing].
YEAR:-2009-2010.
List of Figures
FIGURE NO. SUBJECT

Figure 1. Availability at Retail Stores.
Figure 2. Demand Pattern.
Figure 3. Gender.
Figure 4. Age Level.
Figure 5. Customer Type.
Figure 6. Target Through.
Figure 7. Consumer Buying Behavior.
Figure 8. Maximum Selling Brand.
Figure 9. Respondent Favourate Brand.
Figure 10. Brand Awareness.
Figure 11. Deal with Blue Star Limited.
Figure 12. Respondent’s Suggestion.

Table of Content
PAGE
NO. PERTICULERS
NO.
1 Declaration
2 Acknowledgement
3 Objectives
4 Limitations of Study
5 Synopsis
6 Research Methodology 1&2
7 History "Blue Star Limited" 3 to 5
8 Company Profile 6 to 18
9 Industrial Scenario 19
10 Topic Introduction 20
11 Analysis of Data 21 to 34
12 Conclusion 35
13 Recommendation 36 & 37
14 Bibliography 38
15 Appendix 39 & 40



Research Methodology
INTRODUCTION:
The term “RESEARCH” consist of two words: RESEARCH = RE + SEARCH.
“Re” means again and again and “Search” means to find out something,
the following is the process:
Person Phenomena
Conclusion
Therefore, Research means to observe the phenomena again and again and
collects the data and on the bases of data he draws some conclusions after
analysis of that data. The systematic method of above process is called
“Research Methodology”.
RESEARCH METHODOLOGY PROCES:
1st Step: Problem Identification.
2nd Step: Research Design.
3rd Step: Sampling and Data Collection.
4th Step: Data analysis.
5th Step: Prepare the Project Report.
PROBLEM IDENTIFICATION:
The Subject is very clear that: ““Study the scope of success
targeting the Domestic Segment through Retail Channel for Blue Star Air-
conditions”. Here the concept is New target as Domestic Segment and that
is through Retail Channel.
RESEARCH DESIGN:

Here the design of Research is “Descriptive Research” because
it includes study of “Market Share”.
SAMPLING:
Here Sampling taken is: Non-Probability and type of Sampling is
convenient accordingly.
DATA COLLECTION:
○ Sample Units: Retail Stores [Large, Medium, Small Scale].
○ Sample size: 20 Retail Stores at Surat.
○ Primary Data Collection by Survey at Retail Stores.
○ Secondary Data: Blue Star Limited provides necessary data, various
websites www.google.com, www.yahooanswer.com,
www.BlueStarindia.com.

HISTORY:
Blue Star was founded in 1943, by Mohan T Advani, an
entrepreneur of exemplary vision and drive. The Company began as a
modest 3-member team engaged in reconditioning of air conditioners and
refrigerators.
Within three years, the Company secured the agency for US-based
Melchoir Armstrong Dessau's air conditioning equipment. Shortly after, the
Company was selected by Worthington, the US leader in air conditioning, as
its India based partner - these were the first of numerous foreign
associations to follow.
An expanding Blue Star then ventured into the manufacture of ice

candy machines and bottle coolers and also began the design and
execution of central air-conditioning projects. Then came the manufacture
of water coolers. In 1949, the proprietorship company set its sights on
bigger expansion, took on shareholders and became Blue Star Engineering
Company Private Limited.
Ever since, there has been a constant and profitable growth. Blue
Star diversified and took up agencies for Material Testing Machines and
Business Machines. The export arena beckoned and the Company began
exporting water coolers to Dubai, where in fact, 'Blue Star' soon became the
generic name for water coolers.
The sixties and the early seventies witnessed Blue Star continuing
to expand and thrive. A team of dedicated professionals aided Mohan T

Advani in ever furthering his vision of a profitable company dedicated to its
ideals of professionalism and success. Employee strength crossed the 1000
mark and the company went public in 1969 to become Blue Star Limited, as
it continues to be called today.
In 1970, the Company took up the all-India distributorship of

Hewlett-Packard products, a business relationship which continues today
and has grown ever stronger through the years. As the Company's
reputation for delivering the goods in the most challenging of air-
conditioning projects grew steadily, the early seventies saw a series of
prestigious projects being entrusted to Blue Star - skyscrapers such as Air
India Building, Express Towers, the Oberoi Hotel in Mumbai, apart from
several others. Revenues touched the Rs. 10-crore mark and staff strength
doubled to exceed 2000.
As its Indian presence reached greater heights, the Company

began building determinedly upon its existing overseas presence, Blue Star
set up a joint venture with Al Shirawi in Dubai and went on to execute some
outstanding projects in Syria, Iraq and Saudi Arabia. To complement its air-
conditioning projects and undertake turnkey industrial projects, an
Industrial Division was set up in 1978.
Always moving with the times and ever on the lookout for business
possibilities, Blue Star next set up a software export unit at Seepz, Mumbai
in 1983. Then came associations with more global leaders - a collaboration
with York International of USA for central air-conditioning equipment and
joint ventures with Motorola and Yokogawa.
In 1984, Ashok M Advani & Suneel M Advani, the sons of Mohan T

Advani, took over the reins of the Company, after spending nearly 15 years
within the Company steadily climbing up the ladder. A renewed thrust was
placed on the company's core business areas - air-conditioning and
refrigeration and the distribution of professional electronics equipment -
and the company emerged a market leader in these focus areas.

The nineties witnessed India entering an era of economic
liberalization and an upsurge in competition as the dynamic business
scenario attracted the world's most forward-looking corporations. It was
time to re-look at existing business competencies, re-engineer those that
were obsolete and forge ahead in acquiring new business competencies.
Blue Star was more than equal to the challenge and expansion continued
unabated.
In keeping with this focus, an advanced manufacturing facility was

set up at Dadra in 1997, in technical collaboration with Rheem, USA, to
enhance manufacturing competency. Today it bears the distinction of being
regarded as the best such plant India-wide. The dealer network was
strengthened and expanded to bring products within easy reach of every
customer.
With the advent of the much awaited new millennium in 2000, the
action continued. The software unit was spun off into a separate company,
Blue Star Infotech Ltd., the export of air-conditioning products from the
Dadra factory began and contract manufacturing for local and foreign
brands commenced. A new Corporate Vision was developed - "To deliver a
world-class customer experience". Every employee is determined to follow
this vision and keep their organization a competitive and forward-looking
one.
Blue Star crossed the Rs. 500 crore milestones in 2000 and the Rs.
600 crore milestones in 2002-03. With the boom in construction activity and
increased infrastructure investments, the Company leveraged its leadership
position to grow aggressively. In the following three years, the Company
nearly doubled its turnover, clocking Rs 1178 crores in 2005-06.
Even more than size, Blue Star enjoys an enviable reputation as

an ethical corporation, ever mindful of its obligations towards customers,
shareholders, dealers, business partners, employees and the environment
in which it operates.

COMPANY PROFILE:
Blue Star is India's largest central air-conditioning company with

an annual turnover of Rs 2574 crores, a network of 29 offices, 5 modern
manufacturing facilities, 700 dealers and around 2600 employees.
It fulfills the air-conditioning needs of a large number of corporate

and commercial customers and has also established leadership in the field
of commercial refrigeration equipment ranging from water coolers to cold
storages. The Company has also started offering Electrical Contracting and
Plumbing & Fire Fighting Services. Blue Star's other businesses include
marketing and maintenance of hi-tech professional electronic and industrial
products.
Blue Star has business alliances with world renowned technology

leaders such as Rheem Mfg Co, USA; Hitachi, Japan; Eaton - Williams, UK;
Thales e-Security Ltd., UK; Jeol, Japan and many others, to offer superior
products and solutions to customers.
The Company has manufacturing facilities at Thane, Dadra,

Bharuch, Himachal and Wada which use state-of-the-art manufacturing
equipment to ensure that the products have consistent quality and
reliability.
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. In
accordance with the nature of products and markets, business drivers, and
competitive positioning, the lines of business of Blue Star can be
segmented as follows:
MANUFACTURING DIVISION
The Company has four state-of-the-art factories at Thane, Dadra,

Bharuch and Kala Amb which manufacture a wide range of Air conditioners,
Air-conditioning and Commercial refrigeration equipment’s.
Bharuch Plant
Dadra Plant
Thane Plant
MISSION STATEMENT
“To be a reputed,
Profitable and growth oriented
Engineering Company.
Employing people to take pride in
Satisfying customer needs with

superior

Product & services.”
VISION STATEMENT
“To deliver a world

class customer
experience”

YEAR EVENT
1943 Mohan T Advani establishes Blue Star Engineering

Company as a proprietary firm
1946 Blue Star secures Melchior Armstrong Dessau agency
1947 Worthington selects Blue Star as Indian Partner.

Manufacturing of ice candy machines and bottle coolers
begins. Central air-conditioning system design and
execution begins
1948 Manufacture of water coolers commences
1949 Proprietorship converted to Private Limited Companies
1954 Blue Star selected as distributor for Honeywell
1955 GDR Testing machines distributorship begins
1957 Perkin-Elmer tie-up marks the start of the electronics

business. GDR business machines agency commences
1960 Total Income crosses the Rs 1 crore mark
1962 GDR Machine Tools distributorship begins
1964 Total employment crosses 1,000
1965 Techniglas Pvt. Ltd. set up to manufacture insulation

material
1969 Factory moves from Colaba in Mumbai to Thane
1970 Hewlett- Packard distributorship commences
1972 First skyscrapers of Mumbai – Air India Building, Express

Towers and Oberoi Hotel set-up – all air-conditioned by
Blue Star
1972 Total Income crosses Rs 10 crores. Employment crosses

2,000
1974 Water Cooler manufacturing license granted to Yusuf

Alghanim, Kuwait
1977 Middle East thrust begins. Joint Venture (JV) with Al

Shirawi in Dubai
1977 Hitachi Medical Equipment distributorship begins

GUIDING VALUES & BELIEF

Ashok M Advani Executive Chairman
Suneel M Advani Vice Chairman & Managing Director
Satish Jamdar Managing Director
T G S Babu Deputy Managing Director
Vir S Advani President - Corporate Affairs & Special Projects
Avinash Pandit President - Electro Mechanical Projects Group
B Thiagarajan President - Channel Business Group
J M Bhambure Executive Vice President - R&D and Manufacturing
Manek Executive Vice President - Finance

Kalyaniwala
Arun Khorana Executive Vice President - Professional Electronics &

Industrial Systems Division
A S Dawood Corporate Advisor - Electrical Projects Division
R Aravindan Vice President - Packaged Airconditioning Division
Sumanta Vice President - Electrical Projects Division

Chaudhuri
R G Devnani Vice President - Dadra & Bharuch Plant
Harish Govind Vice President - Human Resources & Administration
P Venkat Rao Vice President - Room Airconditioners & Refrigeration

Products Division
D H Roy Vice President – Wada & Himachal Plants
D P Singh Vice President - Infrastructure Projects Division

K P Sukumar Vice President - Airconditioning & Refrigeration
Service Division
K P T Kutty Company Secretary
LINES OF BUSINESS:
[I] Central Air-conditioning:
It involves manufacturing, installation,

commissioning and servicing of central air-
conditioning plants, packaged Air conditioner
and ducted split Air conditioner.
It continues to be the market leader in central
air-conditioning.
To offer the most advanced air-conditioning technologies, Blue Star
has entered into several technical collaborations with leading
international giants like York International, USA, Rheem
Manufacturing Co., USA and Climatrol, Italy for manufacturing air-
conditioning equipment.
Blue Star has successfully executed several prestigious projects in the
software, power, hospitality, healthcare and the pharmaceutical
industries. Some of the central air-conditioning customers include
Govt. of India, Grand Hyatt, Dr Reddy’s Laboratories, ICICI, Bombay
Stock Exchange, General Motors, Reliance, Glaxo, Wipro, Siemens etc.
With a market share of approximately 32%, this line of business is
surely poised for further growth.
[II] Refrigeration & Air-conditioning Products:

Blue Star offers a wide range of contemporary window and split Air
conditioner, with a focus on the corporate and commercial segment.
These Air conditioners are ideal for light commercial segments such as
showrooms, fast food joints, jewelers, cyber cafes, departmental stores,
and restaurants.
The Company also manufactures and markets a wide range of
commercial refrigeration products and services that cater to the
industrial, domestic and hospitality sector. The products include Water
Coolers, Bottled coolers, Deep Freezers, Cold Storages, Milk Coolers and
Commercial Kitchen and Laundry equipment.
Blue Star pioneered the manufacture of water coolers in India way back
in 1948 and are the market leaders today. The Company offers the
widest range of water coolers in the country.
The water coolers have various unique features, which include all
stainless steel body, power saving insulation, a sturdy compressor and
extra large waste water tray. Blue Star is also the largest exporter of
water coolers in India.
Blue Star offers custom-built modular cold storages for a wide range of
applications. With technical collaboration from Kolpak, USA and Heat
Craft, USA, the cold storages are designed using the latest technology
The cold rooms are engineered to meet the specific needs of various
industries like hotels, floriculture, pharmaceutical, hospitals and many
others.

Blue Star has to its credit many reputed customers in this segment
including Pepsi, Coca Cola, McDonald’s, Domino’s Pizza, Amul, Baskin
Robbins and HLL amongst others.
CORPORATE WEBSITE
The corporate website “www.bluestarindia.com” was launched in early
2000. the website provides information about the company as well as
products and services offered. The unique feature of the website is its
information library educating the customers on various facets of air-
conditioning and refrigeration, along with answers to many frequently
asked questions. It provides in-depth information on comfort air-
conditioning, indoor air quality and benefits of refrigeration apart from tips
on how to bring down electricity costs. It also contains a section on investor
relations where investor can log on and get their queries replied through e-
mail.

LOCATI
ONS :



INDUSTRIAL SCENARIO
Air-conditioner Industry now becomes very competitive. There are
so many competitors in this industry. For Blue Star Limited there are some
strong competitors standing in front of them like LG, Samsung, Voltas,
ONIDA, and Videocon. Let’s see the latest data of Market Share in Air-
condition Industry.
Rank Brand Name Market Share

1 LG 23%
2 Samsung 15%
3 Voltas 14%
4 ONIDA 11%
5 Videocon 9%
6 Blue Star 8%
7..... Other 20%
TOPIC INTRODUCTION:
“Study the scope of success targeting the domestic segment
through Retail Channel for Blue Star Air-conditioner”.
NEED FOR SURVEY:
○ In this competitive period of time Industrial Scenario says that in Air-

conditioner segment Blue Star Limited is at 6th position. With 23% LG is
leading company in air-conditioner segment.

○ From that report of market share Blue Star Limited is lacking
somewhere, because Blue Star Limited is India’s largest air-conditioning
company. The company has achieved a significant position in
manufacturing air-conditioners & commercial refrigeration equipment
ranging from water coolers to cold storages, in one sentence “EXPERTISE
IN COOLING” then also it is in 6th position.
○ 5 years before there was a time where Air-conditioners are used only in
commercial segment. There where only 10% of domestic use only
because air-conditioners were included in luxurious product. But now Air-
conditioner becomes the need and domestic use become incredible up
to 60% and commercial segment have just 40% demand in market.
○ Blue Star Limited is still focusing on commercial segment only, means
just attending 40% from the market, is only the problem for retain in 6th
position.
○ So from above reasons I have selected this subject which definitely will
help in proper understanding from this survey in Surat area.



ANALYSIS OF DATA:
For conducting the survey I have prepared a Questionnaire that I
have attached in appendix. The analysis part of the survey is given below.
Q-1 Brands Available:

○ PURPOSE: To evaluate that dose availability factor affects Market
Share.
Total Percenta
Brands availability
Sample ge
Samsung 20 18 90%
LG 20 19 95%
ONIDA 20 12 60%
HITACHI 20 9 45%
Whirlpool 20 4 20%
Panasonic 20 6 30%
Videocon 20 7 35%
Electrolux 20 3 15%
Ken star 20 4 20%
Voltas 20 7 35%
Mitsubishi 20 4 20%
Godrej 20 6 30%
Blue Star 20 1 5%
O-General 20 2 10%
Carrier 20 2 10%
FIGURE 1.
INTERPRETATION:
○ From above figure it is clear that LG & Samsung Brands having

maximum availability in each large, medium and small size Retail Stores
with 95% to 90% accordingly.
○ Remaining other brands expect Blue Star having their brands availability
in medium and large size retail store. Their availability we can see from
above figure.
○ But Blue Stat Limited having 5% availability in retail store.

Q-2 Demand:
○ PURPOSE: To identify the demand pattern of Air-condition for making
Production Strategies.
Out of
Demand Actual (%)
(%)
Seasonal 62% 100%
non-seasonal 38% 100%

FIGURE 2.
INTERPRETATION:
○ Here with this figure 2 it is clear that demand for Air-condition is

seasonal with 62% and that to in April to June.
○ And with 38% Non-seasonal demand for air-condition that to for the
whole year.
Q-3 Customer:
○ PURPOSE: To identify the dominance towards buying decision, To

identify the leading segment whether it is domestic or commercial.
• GENDER:
Actual Out of
Gender
(%) (%)
Male 92% 100%
Female 8% 100%
FIGURE 3.

• AGE LEVEL:
Age Level Actual (%) Out of (%)

Less than 25 0% 100%
25 to 50 100% 100%
More than 50 0% 100%
FIGURE 4.
• CUSTOMER SEGMENT:
Actual
Customer Out of (%)
(%)
Commercial 37% 100%
Domestic 63% 100%

FIGURE 5.
INTERPRETATION:
• Here with figure 3, the purchase decision is taken by male gender

with 92%.
• The Age Level of the buyer is in between 25 to 50. Means that the
Professionals and businessmen are taking buying decision that is
clear from figure 4.
• In figure 5 Domestic customer with 63% and Commercial customer
with 37%.
Q-4 For target the domestic segment, which way the

Advantages are more to deals with?
○ PURPOSE: From where Domestic Customer are prefer to purchase Air-
conditioner.
Target Through Actual (%) Out of (%)

Retail Stores 100 100
Private Stores 0 100
FIGURE 6.
INTERPRETATION:
○ Domestic customers are preferred to purchase air-conditioner through
retail stores with 100%.

Q-5 Consumer Buying Behavior:
○ PURPOSE: Making important decision regarding Pricing or Product
Design. And identify any possibility in changing Pricing Strategy.
Actual Out of
CBB
(%) (%)
Price Conscious 72% 100%
Quality Conscious 28% 100%
FIGURE 7.
INTERPRETATION:
○ In Surat there are 72% customers are Price Conscious and 28% are
Quality Conscious.
Q-6 Kind of Question they ask:

○ PURPOSE: To know the demands of customer.
○ Following are the questions[demand] they ask:
1. Star Rated.
2. Feature.

3. Service.
4. Power Consumption.
5. Life of Machine.
6. Warranty.
7. Price.
Q-7 Maximum selling brand and Why?

○ PURPOSE: To find out the advantages why the particular Brands are
the most selling Brand.
Maximum Percent
Actual Out of
Selling Brand age

Samsung 6 20 30%
Voltas 4 20 20%
Hitachi 3 20 15%
Onida 3 20 15%
Panasonic 1 20 5%
Mitsubishi 1 20 5%
LG 1 20 5%
Videocon 1 20 5%
FIGURE 8.
INTERPRETATION:
○ Samsung is the maximum selling Brand in 30% of the Retail store of
Surat.
○ Voltas in 20%.
○ Hitachi & Onida in 15%.
○ Panasonic, Mitsubishi, LG, Videocon in 5%.
REASON WHY THE PARTICULAR BRANDS ARE MOST SELLING:
1. Retail Store owner suggest customer to purchase the particular Brand.

2. Competitive Price.
3. Potential Customer.
4. Low power Consumption.
5. Silent in voice.
6. Quick Availability.
7. Cooling.
8. Brand name.
9. Flexibility in target.
10.Low complain.

Q-8 Which is Respondent’s Favourate Brand? Why?
○ PURPOSE: To know the Respondent’s demand.
Percenta
Brands Actual Out of
ge
Samsung 6 20 30%
Voltas 5 20 25%
Onida 4 20 20%
Hitachi 3 20 15%
Panasonic 1 20 5%
Mitsubishi 1 20 5%
FIGURE 9.
INTERPRETATION:
○ 30% of respondent’s Favourate brand is Samsung in Surat area.

○ Voltas with 25%
○ Onida with 20%.

○ Hitachi with 15%.
○ Panasonic and Mitsubishi with 5%.
REASON WHY THE PARTICULAR BRANDS ARE MOST

FAVOURATE BRANDS:
1. Maximum selling brand.

2. Price Margin.
3. Very low complain from customer.
4. Quick back up service.
5. Surprise gift after achieving such target. E.g. Tour, Watches………
6. Good response & good relationship.

Q-9 Do you aware about Blue Star Air-conditioner? What
you know?
○ PURPOSE: To identify the brand awareness & their thinking towards

Blue Star’s Air-conditioner.
Brand Percenta
Actual Out of
Awareness ge
Yes 20 20 100%
No 0 20 0%
FIGURE 10.
INTERPRETATION:
○ 100% Respondents having Brand Awareness of Blue Star Air-conditioner.
THEY KNOW ABOUT BLUE STAR IS:
1. Brand Name.
2. Quality wise good.
3. Good performance for long time.
Q 10 Are you interested to deal with Blue Star Limited if

it satisfies your demand?
○ PURPOSE: To know the readiness of them to deals with Blue Star or

scope of response of them.
Deal with Blue Percenta
Actual Out of
Star ge

Yes 16 20 80%
No 2 20 10%
Can't Say 2 20 10%
FIGURE 11.
INTERPRETATION:
○ 80 % of the Respondents are ready to Deal with Blue Star Limited.

○ 10% says no because 1. Not interested. 2. Continue with available
Brands only.
Q-11 Can Blue Star ACs compete other brands if it will

target the domestic segment through Retail Channels? Or
can be most selling brand?
○ PURPOSE: For receive their response towards this concept of

targeting domestic segment through retail channel.
Market Percent
Actual Out of
Share age
Increase 19 20 95%
Decrease 0 20 0%
Can't say 1 20 5%
FIGURE 12.

INTERPRETATION:
○ 95% respondent gave the positive response that Blue Star Limited can
compete the other Brand and will definitely increase its market share.
“HERE THE END WITH ANALYSIS PART”

 S.S. Agrawal college of Arts Commerce & Management.
CONCLUSION
○ At the completion of the analysis part I found that there is the full
scope of success targeting to the Domestic Customer and that
through Retail Stores [Figure 1].
○ There is the 100 percent awareness of Blue Star Brand. There is
the positive response regarding this survey topic.
○ 80% respondents are ready to deals with.
○ This step will definitely result in increase the Market Share and will
jump to the 2nd or 3rd position or may be the 1st position too.



RECOMMENDATION
During the whole survey and analysis of data I have found

many things that should be consider. Each and every company has
the dream to leading the market or having the maximum Market
Share. In Air-conditioner segment Blue Star Limited is at 6th position.
LG is leading the market with 23%, Samsung with 15% and Voltas
with 14%.
All these three company is targeting domestic as well as

commercial customer means they are attending 100% market, While
Blur Star Limited attending 40% of the market of Commercial
segment only.
○ So here I suggest that to use this 60% market of domestic

segment too.
○ To achieve maximum market share the availability of Air-
Conditioner should be more than 80% because LG is having 95%
availability and Samsung with 90% availability.
○ Blue Star Limited must have their product at least at medium and
large size retail stores for sale.
○ Under this kind of huge competition there should be the
advertisement of Blue Star Air-condition like LG and Samsung do.
During the survey I got the information that many of the

commercial and domestic customers are asking for Blue Star Air-

conditioner, but because of not availability of Blue Star Air-
Conditioners they are shifting to another brand.
○ 72% of the over all customers are price conscious and just 28% are
the quality conscious. So the price of the product should be
competitive. My suggestion is to do experiment with quality to get
the cost price low and try to make competitive price.
○ Most of the entire respondent’s requirement is for the price margin,
target scheme, availability of parts on the spot.
○ I hope that my project report make you satisfied and the
suggestions are easy to understand.
○ After the 2 years I can see that Blue Star Limited is leading the
market in Air-conditioner.
○ Below is the figure of market share of Blue Star Limited after 2
years.
○ Wish “Blue Star Limited” a great success of being

India’s No.-1 Air-Conditioner company.
○ All the best for your bright future.



BIBLIOGRAPHY
The Practical data like Diagrams, original photos are founded
from the below given web sites.
○ WEB SITES:
1. www.googal.com
2. www.bluestarindia.com
3. www.yahooanswer.com
The systematic information about company’s profiles and much

other information are from:
○ Company prospectors, pamphlets & company’s files.



APPENDIX

QUESTIONNAIRE
Q-1 Brands Available: [list down]
Q-2 Demand:
○ Seasonal :_________( give the particular season).

○ Non seasonal:________
Q-3 Customer:
○ Male:_____%
○ Female:_____%
○ Age group :_____< 25, _____25<x<50, _____>50.
○ Residential customer_____%
○ Commercial customer_____%
Q-4 For target the domestic segment, which way the

Advantages are more to deals with?
○ Retail stores _____.

○ Private stores_____.
Q-5 Consumer behavior:
○ Quality Conscious:_____%
○ Price Conscious:_____%
Q-6 Kind of Question they ask: [list down]
Q-7 Maximum selling brand and why? [List down]
Q-8 Which is Respondent’s Favourate Brand? Why? [List

down]

Q-9 Do you aware about Blue Star Air-conditioner? What you
know? [List down]
Q-10 Are you interested to deal with Blue Star Limited if it

satisfies your demand?
○ Yes: ____, No: ____.
Q-11 Can Blue Star ACs compete other brands if it will target
the domestic segment through Retail Channels? Or can be
most selling brand? [Note the opinion]


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A

WINTER TRAINING REPORT ON

“BLUE STAR LIMITED”

S.S. AGRAWAL COLLEGE OF ARTS, COMMERCE &

S.S. Agrawal college of Arts Commerce & Management.

I further declared that to the best of my knowledge and brief, this

Name: Patel Lakhankumar Amarutlal.

Place: Blue Star Limited.

S.S. Agrawal college of Arts Commerce & Management.

I would like to express my deep gratitude to Mr. Khatwani Sir

I am very thankful to Mr. Vasant Kasela Human Resource

I am very much thankful to Mr. Manish Chaudhary, Marketing

Each and every employee at Blue Star is very co-operative and

S.S. Agrawal college of Arts Commerce & Management.

S.S. Agrawal college of Arts Commerce & Management.

S.S. Agrawal college of Arts Commerce & Management.

The project report at “Blue Star Limited” which is India’s largest

I have selected “Blue star Limited” because it has [world class]

My survey topic is to study the new concept that Targeting

In this project work sampling method to be used to convenience

Analysis of data can be done through many tools and technique

S.S. Agrawal college of Arts Commerce & Management.

Roll No. : - 15.

FIGURE NO. SUBJECT

S.S. Agrawal college of Arts Commerce & Management.

S.S. Agrawal college of Arts Commerce & Management.

The term “RESEARCH” consist of two words: RESEARCH = RE + SEARCH.

RESEARCH METHODOLOGY PROCES:

1st Step: Problem Identification.

2nd Step: Research Design.

3rd Step: Sampling and Data Collection.

4th Step: Data analysis.

5th Step: Prepare the Project Report.

S.S. Agrawal college of Arts Commerce & Management.

S.S. Agrawal college of Arts Commerce & Management.

An expanding Blue Star then ventured into the manufacture of ice

S.S. Agrawal college of Arts Commerce & Management.

In 1970, the Company took up the all-India distributorship of

As its Indian presence reached greater heights, the Company

In 1984, Ashok M Advani & Suneel M Advani, the sons of Mohan T

S.S. Agrawal college of Arts Commerce & Management.

In keeping with this focus, an advanced manufacturing facility was

Even more than size, Blue Star enjoys an enviable reputation as

S.S. Agrawal college of Arts Commerce & Management.

Blue Star is India's largest central air-conditioning company with

It fulfills the air-conditioning needs of a large number of corporate

Blue Star has business alliances with world renowned technology

The Company has manufacturing facilities at Thane, Dadra,

Blue Star primarily focuses on the corporate and commercial

The Company has four state-of-the-art factories at Thane, Dadra,

Profitable and growth oriented

Employing people to take pride in

Satisfying customer needs with

S.S. Agrawal college of Arts Commerce & Management.

“To deliver a world

S.S. Agrawal college of Arts Commerce & Management.

1943 Mohan T Advani establishes Blue Star Engineering

1946 Blue Star secures Melchior Armstrong Dessau agency

1947 Worthington selects Blue Star as Indian Partner.

1948 Manufacture of water coolers commences

1949 Proprietorship converted to Private Limited Companies

1954 Blue Star selected as distributor for Honeywell