internship at voltas

A report on marketing campaign for water coolers at Voltas ltd, Chennai

Institutional Training Report Submitted in partial fulfilment of the requirements for the degree of Masters of Business Administration-

International Business [MBA (IB)]

Institutional Training

Done by

Karthikeyan. B

09MIB024

Under the guidance of

Dr. Pulidindi Venugopal, MBA., PhDAssistant Professor (senior), Marketing Division

VIT Business School

July 2010

VITU N I V E R S I T Y

(Estd. u/s 3 of UGC Act 1956)

Vellore - 632 014, Tamil Nadu, India

VIT Business School

fostering innovation

CERTIFICATE

This is to certify that Institutional Training Report submitted by Mr. Karthikeyan. B, Reg.

No. [09MIB024] to VIT Business School, VIT University, Vellore in partial fulfilment of the

requirements for the degree of Master of Business Administration is a bonafide record of work

carried out by him under my supervision. The contents of this report, in full or in parts have not

been submitted in any form to any other institute or university for the award of any degree or

diploma

Faculty Guide Programme Manager

Internal Examiner External Examiner

Declaration

I, Karthikeyan. B (09MIB024) a Bonafide student of the VIT Business School, VIT University,

Vellore, hereby declare that the Institutional Training Report submitted in partial fulfillment of

the requirements of the Degree of Master of Business Administration of the VIT University, is my

original work.

.

Date:

Place: Vellore

Name of the Student

ACKNOWLEDGEMENT

I take this opportunity to convey my heartiest gratitude to everyone who has helped me directly and indirectly during the course of my internship. I extend my heartfelt thanks to Dr.G.VISWANATHAN, CHANCELLOR VIT UNIVERSITY for providing me with the necessary infrastructure, thereby giving me freedom to carry out the internship in my area of interest.

I would like to thank Dr.C.RAMESH, DIRECTOR VITBS and Dr. Pulidindi Venugopal, my project guide for directing me with his valuable inputs during my internship.

I would like to thank VOLTAS LIMITED, Chennai for giving me an opportunity to do my internship in their esteemed organization. My special thanks to Mr. C.Hari Das, regional sales manager, Mr. Rajiv Madhavan, sales-SSD Network. Mr. A.Sathya, manager-retail sales, who instructed me with the work procedures and dealt with me with patience at all times. I also thank them for their constant encouragement throughout this period. I extend my gratitude to the entire sales team and all the staff of VOLTAS LIMITED, Chennai branch.

This internship would not have happened without the help of Mr. Srikanth, Voltas Ltd, Chennai. So I would like to thank him for his support during this internship.

CONTENTS

S.NO TITLEPAGE

NO

1. Introduction 1

Objective 1

Scope of study 1

Methodology 1

2. Tata group 2

3. Code of conducts 3

4. Voltas group 5

4.1 Corporate sustainability 5

4.2 Business excellence 6

4.3 Voltas product and services 6

4.4 Clusters-The four business groups 7

4.5 Business segment 8

4.6 Joined ventures, subsidiaries, associates 9

4.7 Location 9

5. UBPG 9

5.1 Product range

5.2 air conditioning 10

5.3 Food cooling & storage 10

5.4 Water cooler & Dispensers 10

5.5 After Sales Service 11

5.6 Salient features 11

S.NO TITLE PAGENO

5.7 Manufacturing at Voltas 11

5.8 Facing competition 12

5.9 Strengths 13

5.10 Opportunities 13

6. Water cooler campaign 14

6.1 Introduction 14

6.2 Objective 14

6.3 Methodology 15

6.4 campaign for water coolers 15

6.4.1 Steps followed in Tele marketing 16

6.5 Exchange offer 16

6.6 Pamphlet 17

6.7 Inference 17

6.8 effect of the campaign 17

6.9 Learning from the internship 18

7. Conclusion 19

1. Introduction:

This report is about the six week internship undergone at Voltas ltd, Chennai. The report

starts with the introduction to Tata group and Voltas. It briefs about the products and operations

at Voltas ltd. Then the main part of the internship which was to make a marketing campaign for

water coolers and create awareness among the potential customers is discussed in later part of

this report. This internship is a real time project that the company planned to do with their staff

members in order to increase their water cooler sales.

1.1. Objective:

1) To know about the nature and scope of the business of the organization

2) To learn the organization profile and structure.

3) To have an understanding of the sales procedures followed at Voltas ltd.

4) To efficiently complete the task given during this internship period.

5) To know about Processes, Policies, Key areas, Authority and Responsibility structure.

1.2. Scope of the study:

The scope of the study was limited to sales department at Voltas ltd, Chennai and also

Interaction with employees, dealers, distributors and customers. Though voltas dealt with wide

range of product, focus was given to water coolers only.

1.3. Methodology:

The methodology adopted for this study was semi structured and unstructured interviews,

discussion with the various department team members, leaders and regular observation of the

work in the organisation.

1.4. Source of data:

Primary source of data included interaction with higher level executives. Secondary data were

other publications of the organisation.

2. TATA GROUP

Tata is a rapidly growing business group based in India with significant international operations.

Revenues in 2007-08 are estimated at $62.5 billion (around Rs.251, 543 Crores), of which 61 per

cent is from business outside India. The group employs around 350,000 people worldwide. The

Tata name has been respected in India for 140 years for its adherence to strong values and

business ethics.

The business operations of the Tata group currently encompass seven business sectors:

communications and information technology, engineering, materials, services, energy, consumer

products and chemicals. The group's 27 publicly listed enterprises have a combined market

capitalisation of $60 billion, among the highest among Indian business houses, and a shareholder

base of 3.2 million. The major companies in the group include Tata Steel, Tata Motors, Tata

Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels, Tata

Communications and Voltas.

The group’s major companies are beginning to be counted globally. Tata Steel became the sixth

largest steel maker in the world after it acquired Corus. Tata Motors is among the top five

commercial vehicle manufacturers in the world and has recently acquired Jaguar and Land

Rover. TCS is a leading global software company, with delivery centres in the US, UK,

Hungary, Brazil, Uruguay and China, besides India. Tata Tea is the second largest branded tea

company in the world, through its UK-based subsidiary Tetley. Tata Chemicals is the world’s

second largest manufacturer of soda ash. Tata Communications is one of the world’s largest

wholesale voice carriers.

In tandem with the increasing international footprint of its companies, the group is also gaining

international recognition. Brand Finance, a UK-based consultancy firm, recently valued the Tata

brand at $11.4 billion and ranked it 57th amongst the Top 100 brands in the world. Business

week ranked the group sixth amongst the ‘World’s Most Innovative Companies’ and the

Reputation Institute, USA, recently rated it as the ‘World’s Sixth Most Reputed Firm. Founded

by Jamsetji Tata in 1868, the Tata group’s early years were inspired by the spirit of nationalism.

The group pioneered several industries of national importance in India: steel, power, hospitality

and airlines. In more recent times, the Tata group’s pioneering spirit has been showcased by

companies like Tata Consultancy Services, India’s first software company, which pioneered the

international delivery model, and Tata Motors, which made India’s first indigenously developed

car, the Indica, in 1998 and recently unveiled the world’s lowest-cost car, the Tata Nano, for

commercial launch by end of the financial year 2008-09.

The Tata group has always believed in returning wealth to the society it serves. Two-thirds of the

equity of Tata Sons, the Tata group’s promoter company, is held by philanthropic trusts which

have created national institutions in science and technology, medical research, social studies and

the performing arts. The trusts also provide aid and assistance to NGOs in the areas of education,

healthcare and livelihoods. Tata companies also extend social welfare activities to communities

around their industrial units. The combined development-related expenditure of the Trusts and

the companies amounts to around 4 per cent of the group’s net profits

Going forward, the group is focusing on new technologies and innovation to drive its business in

India and internationally. The Nano car is one example, as is the Eka supercomputer (developed

by another Tata company), which in 2008 is ranked the world’s fourth fastest. The group aims to

build a series of world class, world scale businesses in selected sectors. Anchored in India and

wedded to its traditional values and strong ethics, the group is building a multinational business

which will achieve growth through excellence and innovation, while balancing the interests of its

shareholders, its employees and wider society.

The current growth of our economy and the confidence with which we face the world provide a

compelling context in which corporate need to engage with the larger social and ecological

habitat. In the coming years, it will more and more be necessary for Voltas – as for all corporate

– to encourage and generate internal passion for volunteering and community service, as well as

to focus the organization's efforts into sustainable community benefit.

Volta sites are blessed with the legacy of the parent Tata Group, of being able to return benefits

to society while serving the community and nation. It's an opportunity to spread joy and

happiness, while enhancing one's competitive advantage as well as corporate reputation.

3. CODE OF CONDUCT FOR AFFIRMATIVE ACTION

(Adopted by Voltas at Board Meeting held on 16th March, 2007)

The Company affirms the recognition that its competitiveness is interlinked with the well

being of all sections of the Indian society.

The Company believes that equal opportunity in employment for all sections of society is

a component of its growth and competitiveness. It further believes that inclusive growth

is a component of growth and development of the country.

The Company affirms the recognition that diversity to reflect socially disadvantaged

sections of the society in the workplace has a positive impact on business.

The Company will not practice nor support conscious discrimination in any form.

The Company does not bias employment away from applicants belonging to

disadvantaged sections of society if such applicants possess competitive skills and job

credentials as made public.

The Company’s selection of business partners is not based on any considerations other

than normal business parameters. In case of equal business offers, the Company will

select a business partner belonging to a socially disadvantaged section of society.

The Company will have a written policy statement on Affirmative Action in the

workplace.

The Company will have an employment policy that is in the public domain. It may place

such policies and employment opportunities on its website to encourage applications

from socially disadvantaged sections of society.

The Company will make all efforts for upskilling and continual training of employees

from socially disadvantaged sections of society in order to enhance their capabilities, and

competitive skills.

The Company will have a partnership programme with educational institution/s to

support and aid students from socially disadvantaged sections of society.

The Company will have a senior executive accountable to the CEO to oversee and

promote its Affirmative Action policies and programmes. The senior executive will

present a biannual report to the Board of the Company about such policies and

programmes.

The Company further has a policy to maintain records on Affirmative Action.

The Company makes available its learning and experiences as a good corporate citizen in

Affirmative Action to other companies desiring to incorporate such policies in their own

business.

4. VOLTAS GROUP

Voltas is among India's leading air-conditioning, refrigeration and engineering services

companies. In the year 1954, Volkart Brothers, a Swiss firm operating in India since 1851, was

taken over by Engineering Services Company in India. Voltas Limited is a part of the Rs.400

billion Tata Group, which is India's largest and best-known conglomerate. Voltas has been an

important resource for India's industrializing economy, in a rich variety of business fields. Voltas

has its headquarters in Mumbai; zonal offices in Kolkata, New Delhi, Chennai and Mumbai;

territorial offices in Ahmedabad, Bangalore, Chandigargh, Hyderabad; and overseas offices in

New York, USA, Singapore and Abu Shabi in UAE. Voltas fosters an environment that

encourages personal growth through organizational contribution. Voltas gives immense

importance to the development of Human Resources.

4.1. CORPORATE SUSTAINABILITY

As a concept that goes far beyond mere philanthropy, ‘giving back to the community’ is a

significant pillar of Voltas' engagement with Society. Whether as individual volunteers offering

their time and efforts or as an organization generating benefits on many fronts, Voltas through

the years has stood for Corporate Sustainability – essentially the creed so dear to the heart of

Jamsetji Tata, which set its stamp on the entire Group which he founded.

It is fitting that sustainable value-creation occurs at Voltas in the spheres of both people and

technologies. Today’s increasing ‘Green’ concerns find an echo in Volta’s culture, and in the

hearts of Volta sites. They are the focus of initiatives which are yielding valuable returns, in an

increasing quantum. Community service too takes a technological turn, in which our ‘know-how’

is used to build entrepreneurial self-reliance within the community.

4.2. BUSINESS EXCELLENCE

Whether it be product quality, people, business systems or knowledge or customer satisfaction,

whether it be in contributing to the development of society or protecting the environment, Voltas

sets - and is driven by - new values in all these areas.

To institute excellence at work and to achieve a competitive edge in the marketplace, Voltas has

made the Tata Business Excellence Model (TBEM) a way of life in all activities. TBEM offers

the best way to improve business performance, bringing about a common platform for people to

share their knowledge, follow the best business practices and pursue excellence across all

functions.

In addition, TBEM enables a continuous and measurable assessment of improvement in several

internal processes that leads to better financial performance, and greater customer and

stakeholder satisfaction. It lays a strong emphasis on leadership, strategic planning, customer and

market focus, process management, information and analysis.

4.3. VOLTAS PRODUCTS AND SERVICES

Air Conditioners and Water coolers: Products include Window and Split Air-conditioners and

Water Coolers.

Commercial Refrigeration: Products include Chest Freezers, Upright Coolers, visi Coolers and

Chest bottle Coolers.

Air Conditioning and Refrigeration: Large Air-conditioning & refrigeration installations for

different applications including , among others, naval warships and mercantile ships,

pharmaceutical production, telecommunication and computer facilities, research laboratories,

atomic every plants, power plants, hotels, information technology parks, shopping malls etc.

Electro-mechanical projects Services: Undertaking international turnkey projects in India and

abroad in the field of Heating, Ventilation and Air-conditioning (HVAC), mechanical, public

health, plumbing, electrical, building power and lighting, low current systems, fire fighting and

safety systems, for airports, palaces, five-star hotels, convention centres, railways complexes,

hospitals, auditoriums, townships, pharmaceutical factories and textile factories

Pumps and projects: Products include a wide range of Horizontal Split casing & Auxiliary

Cooling Water Systems.

Water Pollution Control: Raw water& pure water systems, Seawater application and Hot water

application (up to 700 C)

Textile Machinery: Supply of spinning textile machinery.

Milling Construction and Equipment: Supply, installation and servicing of mining &

construction equipment of globally renowned manufacturers. It offers its customers a

comprehensive package proven expertise, long experience, the world's best equipment and value

added product support services.

Material Handling: Products include Diesel engine driven Forklift trucks, LPG/CNG driven

Forklift trucks, Battery driven Forklift trucks, and Warehouse equipment.

Chemicals Division: Import, indent and distribution of industrial specialty, pharmaceutical and

perfumery chemicals, bulk drugs, vitamin pre-mixes, commodity and engineering plastic and

bulk commodities.

Machine Tool: Marketing and Servicing of machine tools and cutting tools. Voltas has helped

equip many industrial establishments in applications as diverse as automobiles, automobile

ancillaries, electrical, defence, railways, consumer durables and many more.

The sourcing and marketing operation cover textile machinery, machine tools, mining &

construction equipment and industrial chemicals. In these sectors, the company demonstrates

specialized engineering expertise as well as an extensive network of global sourcing.

4.4. CLUSTERS - THE FOUR BUSINESS GROUPS

Air conditioning & Refrigeration Business Group (AC&RPG)

Unitary products Business Group (UPBG)

Engineering Business Group(EPBG)

International Operations Business Group(IOBG)

4.5. BUSINESS ORGANIZATION

Voltas' operations have been organized into three business clusters. Each of these commands its

own well-defined systems and resources for market coverage and service to customers.

Electro-Mechanical Projects & Services

Electrical, Mechanical & Refrigeration Solutions

Electrical & Mechanical Solutions (International)

Water Management & Treatment

Engineering Products & Services

Textile Machinery

Mining & Construction Equipment

Materials Handling Equipment

Unitary Cooling Products

Water Coolers & Dispensers

Air Conditioners

Commercial Refrigeration

In 2001, Voltas was restructured around four business-specific clusters each headed by a chief

operating officer (COO) this system had the following benefits:

Shorter and more accurate decision chains.

Greater responsibility with accountability.

Focussed, industry-specific identities.

Substantial overhead cost reduction.

4.6. JOINT VENTURES, SUBSIDIARIES, ASSOCIATES

Voltas's subsidiaries include Metrovol FZE, VIL Overseas Enterprises BV, Voice Antilles NV,

Weathermaker, Jebel Ali (Dubai), Simto Investment Company and Auto Aircon (India).

4.7. LOCATION

Voltas has its head office in Mumbai and regional offices in several major cities in India. Its

overseas offices are in Abu Dhabi (UAE), Hong Kong and Singapore. The company has factories

at Thane (Maharashtra) and Pantnagar (Uttarakhand) in India.

5. UPBG:

Cooling Appliances Business Division (CABD)

(Rooms ACs, Split ACs, Water Coolers, Water Dispensers)

Voltas is in the business of marketing, selling and servicing cooling appliances

-Air conditioners

-Water coolers and

-Dispensers

Voltas a market challenger has bound back from No.5 to No.2 position with an overall market

share of 12%. They are also No 1 in the split A/C, Water Coolers and water Dispensers and No 2

in the Window A/Cs. Voltas has also launched "Direct Cool” Refrigerators under the brand name

"COLDCEL" targeting the rural markets.

Water Coolers & Dispensers

5.1. PROUDUCT RANGE:

The product portfolio ranges from air conditioners for homes to cooling solutions to malls, office

complexes and other large spaces as well as Cooling and Storage Appliances. Voltas offers a

range of products in the following three categories.

5.2. AIR CONDITIONING 

Available in Window, Split and Ductable models. Window and Split ACs are marketed

under the Vertis brand name.  

Air conditioners catering to the light commercial segment come under the Venture range

of products that includes Floor Standing (Slimline), Cassette and Ductable Air

Conditioners.

Supported by strong R&D and technical support team, the range encompasses comfort

Air conditioning products (upto 5 TR cooling / heating capacity) which can meet the

requirements of every customer/ market.

Air Conditioners are available in 230 V, 50/60 Hz, 1 Phase fitted with Reciprocating /

Rotary compressors suitable for T1 as well as T3 (Tropical) conditions

Product with other specifications can also be supplied

5.3. FOOD COOLING & STORAGE 

Product in this category includes Chest Freezers, Chest Coolers, Visi Coolers, Upright Coolers,

Chocolate coolers etc. They are the first choice of leading Multinational companies in Food and

beverages, Frozen foods, confectionaries industries in India and also gaining acceptance

overseas. Dedicated R&D team works closely with clients to develop best of class standard

products.

5.4. WATER COOLER & DISPENSERS:

This category of products consists of sturdy range of stainless steel Water Coolers under

TUSHAR brand and elegant range of Water Dispenser under MINIMAGIC brand. These

products are ideally suited for large public places such as School, Colleges, and places of

worship, construction sites, and offices as well as in individual households. 

Besides a wide range of products Voltas owes its success in all overseas markets to the efficient

and competent distribution & service network provided by dedicated channel partners. The

channel partners are fully equipped to cater to the needs of institutional as well as retail buyers in

their respective markets. Export operations team based in Mumbai & Dubai are geared to support

the growing list of distributors and customers across all overseas market. 

5.5. AFTER SALES SERVICE

At Voltas, It is believed that customer relationship doesn't end with purchase of products. It's just

the beginning. This has been instrumental in helping design V Service - Voltas after-sales service

network. A comprehensive maintenance contract at nominal rates is designed to make sure that

Voltas experience is long-lasting for the customers. Customers can avail this service from a

number of dealers franchisees spread across the country.

5.6. SALIENT FEATURES Database management: V Service is based on the latest technology that automatically

registers the service requirements with all Voltas offices.

Service par excellence: Manpower training programs, IT resources and prompt

service vans streamline the service procedure and ensure utmost efficiency.

End-to-End Customer service solutions: V Service provides various services like Do

& Charge, AMC, Retrofits and spares.

Expertise at door step: Professional after-sales services are provided at your doorstep,

ensuring a hassle free experience.

Nationwide network: A wide network of customer care centres and call-centres

ensures prompt service.

5.7. MANUFACTURING AT VOLTAS

Voltas has modern manufacturing plants spread over an area of over 35,000 square metres,

located in Thane (Maharashtra), Dadra (Union Territory) and Pantnagar (Uttaranchal)

respectively. With a total workforce in excess of 800, Voltas' plants manufacture:

Room ACs

Commercial refrigerators

Water coolers

Air conditioning equipment for central plant projects

Forklift trucks, cranes and warehousing equipment

Voltas' manufacturing plants have all been certified for ISO 9001:2000 by TUV of India.

Emphasis is placed not just on product quality and consistency, but on economies and

efficiencies which deliver greater customer value for less outlay.

The highest priority is given to protection of the environment, with effluent treatment plants

which operate continuously around the clock. The statutory norms of Directorate of Industrial

Safety & Health (DISH) are strictly complied with.

5.8. FACING COMPETITION

Voltas’ main competitors include players such as Carrier, LG, Samsung, Hitachi and National. In

recent years, the household segment has been growing exponentially. This factor has played a

major role in boosting competition from international players.

Brand image has become the one and most important factor in deciding success in the market.

Understanding this, Voltas have embarked upon a major brand building exercise with a

substantial investment planned over a period of 3 to 4 years in upgrading the brand image. In

order to increase the business rapidly, they have embarked upon revitalizing their channel

management strategies.

Moreover, to face up to the challenge of foreign technology, they have joined hands with M/s

Fedders International, USA to get the benefits of global technological developments in air-

conditioning products. While industrial type water-coolers are designed in-house, they are

importing dispensers directly from global sources to offer best in class products to the customer.

5.9. STRENGTHS

Comparable aesthetics

AC Durability & Long life

Wide network

old loyal dealers

Age old company with experience

Reliable

Good penetration in government segment

Comparatively good service

5.10. OPPORTUNITIES

Low Cost - Mfg.

New invertor technology in splits

Sleek models

Appoint competitor's dealers, non traditional dealers

Accept multi-brand dealers

Participation in local events

Penetrate household segment

Export market

Younger age group

Revenue through spare sales

Standardization of service procedures

Learn from competition

6. WATER COOLER CAMPAIGN

6.1. INTRODUCTION

The three main players in the water cooler market are

Blue Star

Voltas and

Usha

Among these three, Blue Star holds the chunk of the market followed by Voltas and Usha. Voltas

was once the market leader in water cooler segment and now it has declined.

When we consider ACs, a single unit is being utilized by very few people and so the

necessity for the mass is very high in number of units and also the awareness level among the

people is high with regard to ACs; hence in order to achieve better sales and to face the

competition the promotions done by the company to attract the customers are also high. It is not

so with water coolers, since the end users are more for a single unit of water cooler. The number

of coolers needed is less and the people buying it are not much aware of the product and various

brands available in the market. Industries and institutions are countless in number and are

steadily increasing in number which shows that water cooler’s market is huge and has great

opportunities.

In general, Voltas has secured high brand equity. But with regard to water coolers, some

of the potential customers are still unaware of the Voltas water coolers. The knowledge about the

benefits and features of the brand product lacks. So developing brand awareness and product

knowledge is the communication objective.

6.2. Objective:

The main objective was to create product awareness among the potential customers and attract them.

6.3. METHODOLOGY

1. Target audience are mainly educational institutions and industries. Hotels, hospitals, marriage

halls and amusement places were also targeted. These are all potential buyers for Voltas water

coolers that were identified.

3. In order to achieve an effective campaign and to obtain desired response. An exchange offer to

attract customers was used. Value of the brand and the quality of the product and informational

appeals which explained product attributes were also used in the campaign.

4. Direct marketing: personal communication channels were thought as appropriate and the

potential customers were contacted over the phone, e-mail and post.

6.4. CAMPAIGN FOR WATER COOLER

Various steps involved in this campaign were as follows

Identified the potential customers and decided that educational institutes and industries

are the major buyers of water coolers.

A database containing the contact details of all the potential customers focusing mainly

on educational institutions and industries was created using internet and brochures.

A pamphlet was designed with the help of ‘Layam advertising’, an agency. The pamphlet

contained all the information about water cooler and also the exclusive exchange offer for

this marketing campaign. The exchange offer was also made available for window ACs.

1000 copies of that pamphlet were printed at ‘vinayaga printers’.

An order for 1000 copies of water cooler catalogues was placed to the head office

through the regional sales manager.

Since the delivery of the catalogues was delayed continuously and the time limit to

complete the campaign was less, an alternative for catalogue was used. Copies of the

available catalogue was made and sent along with the pamphlets to over 450 selected

institutions and industries.

An email which contained the softcopy of the pamphlet was sent to more than 500

organizations.

Marriage halls and hotels were contacted through phone and propagated about the water

cooler exchange offer and identified the requirement for water coolers.

6.4.1. Steps followed in Tele marketing The phone calls were made to industries, educational institutions, hotels, marriage

halls etc...

They were requested to share few minutes after giving an introduction about this

call from Voltas.

Depending on the requirements of the customer the call was proceeded further

In case they have a product already, the information like, from which company

they bought it, what price and through whom they bought and who was the

influencer were collected from them.

In case they bought it from Voltas, an enquiry about its condition, performance

and service level was done.

In case they were in need of water cooler, the details regarding their requirements

along with the contact details were collected and also all the information they

needed were provided to them. A dealer present near to them is then informed

about the new order and is asked to cater to the customer.

In case they don’t require the call was ended with thanks

6.5. Exchange Offer:

Setting the exchange offer price was another crucial decision that was to be taken. Voltas

has three different pricing; they are MRP, dealer’s price and retailer’s price. By comparing these

prices and considering the amount that could be obtained from the exchanged old product, the

offer was set to be available up to Rs.4000 on exchange. The offer also had certain conditions

like; offer available for only selected models, exchanged old product should be in working

condition.

6.6. Pamphlet:

The designing of the pamphlet was very interesting and quite a difficult task as the information

provided in it must be carefully selected and it should be approved by our managers for its

design and the information that is carried in it. A lot of designs were made and series of

correction were done to them before finalising the pamphlet. All the designs from the

preliminary ones that were rejected and the final pamphlet are attached.

6.7. INFERENCE

While the process of emailing and sending posts was going on, phone calls were also

made simultaneously to various organizations to follow up and know about the effect of the

campaign that was being done. This process enabled understanding of many issues like,

Voltas has strong brand image among the customers.

Customers are interested in brands and also word of mouth promotion and nearby

dealers’ influence contributed a lot for purchase behaviour.

Many organizations have their own vendors who supply water coolers to them.

Hence the dealers and distributors should try to meet all the organizations and

make them aware about Voltas water coolers.

Water cooler sales can be boosted only by increasing the advertisements and also

finding different ways to create awareness to customers.

6.8. EFFECT OF THIS CAMPAIGN

Very few enquiries regarding water coolers were received immediately after this

campaign. But it was found out that many people, who were unaware about this product from

Voltas, were given awareness and knowledge about the product through this campaign. Though

huge sales were not achieved immediately after this campaign, it is believed that more

prospective customers were created for Voltas water coolers. This statement is expressed based

on the customers’ response to the phone calls.

6.9. LEARNING FROM THE INTERNSHIP

The six week internship was totally a new experience for me since, before getting into Voltas I

had no idea about how an office atmosphere would be and being at Voltas I learnt a lot. Voltas

working environment and the culture was amazing and flexible. But the hierarchy was

maintained properly. It created the feeling of being a part of Voltas. I learnt about how one

should behave in an organization and how to influence people to get the work done. Any work

that is needed to be done by other people needed a great deal of following up to get it done.

Things at organization doesn’t happen as we wish, it takes time and more effort and follow up.

I was able to realize the implications of some of the concept that I studied during the last

trimesters. Designing a pamphlet for water cooler with an exchange offer gave me some inputs

on; what all information should be provided to the customers? How it should be presented? And

also, how careful one should be in presenting the information? I also understood how price was

set and exchange offers were decided without affecting the revenue of the company. Every

design and information included in the pamphlet, needed approval from the higher authority and

it was carefully looked into.

I was able to observe how people work in the office and how certain decisions were made. I also

had some experience in dealing with the customers and learnt how to cater to them. Every day at

Voltas was very interesting and helped me shape up better with that experience.

7. CONCLUSION

My internship at Voltas Ltd. was a great experience. Before starting the project I was totally

naive of how complex the process of business world could be. My knowledge of subjects and

books was not sufficient enough to provide me a clear view of what organizations are all about,

how they form their strategies, how they achieve their goals and what possibly makes successful

organizations. After a period of six weeks I find myself in a much better position to explain what

an organization and business is all about? It was indeed my fortune that I got associated with an

organization which has wide operations and is very much successful in its industry. It was a great

learning experience and also gained firsthand knowledge about the company and its activities.

The internship program provided me the platform to learn and experience the real business world

and will now help me in better understanding of my academic subjects where I would be able to

associate them with reality. The internship program was an enriching experience indeed.