Mktng Report on Daikin Aircon

8/8/2019 Mktng Report on Daikin Aircon

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A Report on

the Advertisementslaunched by :

Daikin AirconditioningIndia Pvt. Ltd.at the different stages of

its PLC.

Submitted by:Kumar Shivendra (10BSP0704)

Section D,Batch2012,IBS,Mumbai.


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Daikin Industries Limited

Founded in 1924, Daikin Industries Limited is the global leader in the manufacturing of

commercial and industrial air-conditioning systems. Being the world's sole manufacturer capable

of developing a full line of dynamic products from refrigerants to air-conditioners, Daikin has

built a well-established and strong presence in Japan, China, Southeast Asia, Europe as well asNorth America.

Daikin Airconditioning India Pvt Ltd

It is a subsidiary of Daikin Industries Ltd

It was launched in India in the year 2000 in a joint venture with Shriram Airconditioning and

targetted the Premium sector market and positioned itself as an Elite Product.

After introducing its superior air-conditioning solutions in India in the year 2000,Daikin is

repositioning itself as Product for common man in the Indian market with the launch of itsresidential ACs (0.75-1.8 tonne) which will go by the FTE name. This is in direct competion

with the existing players in the market, mainly Toshiba.

It is test marketing these products in Delhi, Mumbai and Chennai and may then do so in 19 Tier-III towns and cities such as Ludhiana, Jalandhar and Raipur.

Corporate Profile:

Company name : DAIKIN AIRCONDITIONING INDIA PVT. LTD. (DAIPL)

Established : 4 April 2000 Location : Head Office : Neemrana town, Rajasthan

Global philosophy : Quality First

Business range : Manufacturing, sales and related services of air conditioners andchillers

Products:

It serves both,the residential market as well as the Industrial market.

Its products range from the Residential Split Airconditioner to Ductable Units and theCentrallized Airconditioning VRV systems (aircooled and watercooled) to the Chillers (aircooled

and watercooled).

Marketing Strategy:


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It sells the residential airconditioners mainly through its Channel Partners (dealer network).

The centrallized airconditioning systems, the VRV (aircooled and watercooled) and the Chiller

(aircooled and watercooled) issold mainly through theOpinion leaders like Architects andthe HVAC consultants.

Commercials aired on TV targetting the Consumer:

Segmentation and Targetting: Premium market Customers


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Positioning: Elite Product

1. Daikin Airconditioner 1(Monkey ad):

This was Daikin's TV ad in India during 2003-04. It positioned the airconditioner firmly as atechnological wonder that offered complete silence. The ad contributed in a large measure to

Daikin commanding a heavy premium in the Indian airconditioner market. The ad also won

recognition at Cannes Advertising Festival, Ad Club of India and the Effie Awards.

This adverisement was launched between the end of the introduction phase and before the

beginning of the Growth phase.

2. Daikin Air Conditioning 2 (Service Focus):

This ad tries to explain the importance of the timely Service and its Quality and thus

differentiates itself from the rest.

This adverisement was launched during the early growth phase.

3. Daikin 3(Relaxation):

This ad stresses on the feel of relaxation and comfort that the customer will enjoy.

It also differentiates itself from the others by the fact that it makes no noise in operation.

This adverisement was launched during the growth phase

4. Daikin 4(lifestyle):This ad differentiates Daikin by way of the fact that inspite of the various lifestyles that people

lead, it fits into their lifestyle wherever they may go. Thus it gives a strong message that it is a

distinguishing brand and that the customers should take pride in themselves.

This adverisement was launched during the growth phase


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Repositioning for Residential Use:

Daikin is repositioning itself as Product for common man in the Indian market with the launch of

its residential ACs (0.75-1.8 tonne) which will go by the FTE name.

This is possible because Daikin has recently acquired Gree, the Chinese AC major, and will beusing their resource base for the further development of the ACs it will produce in India.

It is test marketing these products in Delhi, Mumbai and Chennai and may then do so in 19 Tier-III towns and cities such as Ludhiana, Jalandhar and Raipur.

Introducing Pichon-Kun:

A mascot that will now represent the Daikin's innovative thrust into the future is called "Pichon-kun". The new mascot of Daikin is so named because of the sound it makes. Created in Japan,

this dew droplet represents the "fresh as morning nature" of Daikin's new range of airconditioners and air-purifiers. Pichon-kun symbolises the best of nature -- fresh, natural and eco-

friendly.

The Company still is in its Growth Stage of the PLC.

Video/Presentation to target the Opinion leaders like the

Architect or the HVAC Consultants:

1. Daikin VRV III-opinion leader-1:

The Video is about the features of the VRV system which uses the Variable Refrigerant Volume

which is a patented technology of Daikin. This technology saves energy consumption and uses

non Ozone depleting refrigerant.This is a major Differentiating factor from the rest of players in

the airconditioning industry.


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The company positions its product (VRV) as a flexible product that takes care of all the customer

needs.The company projects itself as one which develops and uses the highest technologies.

This Video was launched when the market for VRV system had reached the end of its growth

stage.

2. Daikin McQuay-opinion leader 2:

The target market for this is the Industry and the Hotels.

This video describes the new Daikin McQuay Magnitude 550 Ton Centrifugal Chiller.

It positions itself as an energy efficient machine which is reliable and les space consuming yet

efficient. This is also positions itself as an environmental friendly product which does not deplete

the Ozone and thus caring for the environment which will help customers to get certified as aGreen Building.

It also differentiates itself from the rest by the use of latest technology and the ease of use and

maintainence.

This is launched when the market for chillers has reached its maturity stage and thus Daikin

acquired Mc Quay.

Documents

Mktng Report on Daikin Aircon