The Rs 601-crore Blue Star Ltd—central airconditioning and commercial refrigeration major—has earmarked a total investment of Rs 8 crore on a new campaign for this summer, Blue Star Ltd vice-president (marketing) N Sivasankaran told FE.
He added: “This is part of our new brand-building exercise for promoting our entire range of Blue Star ACs. The main objective behind the move is to showcase Blue Star’s strengths in providing cooling solutions. The value proposition for the new campaign is ‘Cooling solutions to help your business do better’ ’’.
Blue Star is planning to widen its reach for its recently launched ‘Helpline Campaign’ to many markets in India which will promote its toll- free number 1600-2222-00 to address common customer queries. It includes queries such as what capacity of AC to buy, whether to buy a window or a split AC among other things. Besides, it will also provide an SMS option for cell phone numbers. For the purpose, the company has set up a centralised call centre at Thane in Mumbai.
According to Mr Sivasankaran: “As part of the distribution strategy, we are also planning to penetrate deeper into B Class towns to spur more volumes of window and split ACs. For the purpose, we are planning to beef up our distribution network by an additional 25 per cent within a year. At present, we have 400 dealers across the country.”
With the move, the company hopes to garner volume growth of around 25 per cent for its Blue Star ACs.