Voltas's Room Air Conditioner Campaign: India Ka dil India Ka AC

Abstract

As the heat increases during summer, the demand for room air conditioners (RAC) spirals and so does the advertising for them. Post liberalization, with the entry of MNCs, there is a huge competition in the RAC industry of India. Keeping in view the growing popularity of air-conditioners, major consumer durable companies have pushed up aggressively their advertising budgets and strategy for the category in a bid to increase sales. The marketing team of Voltas is reviewing the positioning, advertising strategy and ad. campaign (TV, print, bilboard campaign) in the summer 2006 (campaigns available in accompanied CD). The case presents brief overview of RAC industry, various players, their ad. strategy, budget and market share. Readers are invited to critically examine the advertising strategy of Voltas AC in 2006, competitive campaigns and also suggest a future course of action for the forthcoming years.