A Report on

the Advertisements
launched by :
Daikin Airconditioning
India Pvt. Ltd.
at the different stages of
its PLC.

Submitted by:
Kumar Shivendra (10BSP0704)
Section D,Batch
2012,IBS,Mumbai.
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 as
North 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 its
residential 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 the
Centrallized Airconditioning VRV systems (aircooled and watercooled) to the Chillers (aircooled
and watercooled).

Marketing Strategy:
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) is sold mainly through the Opinion leaders like Architects and
the HVAC consultants.

Commercials aired on TV targetting the Consumer:

Segmentation and Targetting: Premium market Customers

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 a
technological 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

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 be
using 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 air
conditioners 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.
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 a
Green 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.