Blue Star Ltd, is repositioning itself as a customised cooling solutions provider. The company has chalked out a huge promotional programme and has earmarked a Rs 6-crore advertising budget for the March-May period to drive home its new value proposition.
It is also working on increasing its dealer network from the present 80 to 150 in 2002-03 in a bid to expand its presence in the small enterprises segment.
The company has already released the first round of advertisements in print, while television commercials are expected by next week.
Blue Star currently has a 32 per cent market share in central air-conditioning segment, 42 per cent in water coolers, 55 per cent in deep freezers and 31 per cent in cold storages.
Source: Business Line