Voltas Ltd has announced its multi-pronged strategy to attain a market share of 20 per cent of the 15-lakh domestic air conditioner units market. With pioneering laurels in the category and breaking the sub-10K price points in Window ACs in 2004, Voltas now envisions to bridge the gap between shining Indians and ‘aam admi’ with the launch of a new range of window and split ACs.
With 16 per cent market share currently, Voltas is aggressively strategising to grab 20 per cent market share during FY 2006-07, paving the way to becoming the leading Indian company in the air conditioning space.
Strengthening its association with air conditioning and refrigeration, Voltas is on a mission to transform the way air conditioners are marketed and enjoyed in India. It has unveiled its new marketing campaign for 2006 – “India Ka Dil, India Ka AC” – nationally. In addition, the company will be also introducing its new range of products in 2006.
Voltas’ new aggressive multi-pronged strategy involves targeting Sec B&C with the launch of the new range of Vertis Premium window ACs and Vertis Gold for Sec A. With the launch of its new range, Voltas breaks the price barriers and highlights AC purchase that was hitherto a dream, which has now became a reality for every Indian consumer. The new product range for 2006 include Vertis Gold window ACs, Vertis Plus, and Vertis Premium.
Elaborating on the multi-pronged strategy for 2006, K J Jawa, Senior Vice-President, Unitary Products Business Group (UPBG), Voltas Ltd, said, “We have earmarked an amount of Rs 20 crore as marketing expenses in addition to Rs 6 crore for retail expansion. Over and above the advertising spends and other below the line activities, we would be looking at adding 1,500 dealers, taking the total number of dealers nationally to 3,500, apart from strengthening our franchisee spread from 350 to 500 this year.”
“Voltas is all set to target the leadership role by introducing ‘India Ka AC’, the new range of ACs, which will be supported by aggressive marketing strategies. The strategy for these markets is still evolving and the current priority is to ensure placement of the product in these markets. The present effort in the markets is to reach out to the masses – the ‘aam aadmi – identify supply-demand gaps and provide products to fill them. It is our constant endeavour to meet the growing demand for cost-effective, high-performance yet simplistic cooling solutions for our most valued customers,” Jawa further said.