Blue Star to target residential segment
Airconditioning and commercial refrigeration major, Blue Star Ltd will continue to aggressively target the residential segment in 2012. It has announced the launch of a new range of contemporary and stylish room airconditioners for the residential segment which will be available in a large number of retail channels across the country.
These airconditioners, apart from modern features, offer higher energy efficiency resulting in significant power savings. The Company forayed into the residential segment last year, and made significant changes to its marketing mix including a product line-up to appeal to the residential segment, distribution through home appliance retail outlets and enhanced advertising budgets. This foray met with resounding success and Blue Star’s room airconditioners sales grew considerably despite a decline in sales in the overall room airconditioners industry last year. Encouraged by its success in 2011, the Company plans to continue to aggressively target the residential segment in 2012.
On the product front, Blue Star has launched an impressive new range of room airconditioners which adhere to the new energy standards prescribed by the Bureau of Energy Efficiency (BEE). With effect from January 2012, BEE has upgraded the energy standards of split airconditioners to a higher level in line with the Energy Conservation programme. All the star-rated split units this year will have a higher Energy Efficiency Ratio (EER) as compared to the same star units last year, translating to savings in power bills. Further, within the range of EER specified for each star-rating, Blue Star has opted for a higher EER within each band, in order to maximize energy efficiency.
Apart from being energy efficient, the new range of split airconditioners have a new contemporary and stylish look with multi-colour options like pearl white, two-tone silver, champagne gold and wine red to appeal to home consumers. They boast of several features including i-feel for comfort where one sits, six filters for ultra-pure air, turbo operation, long distance piping, auto mode, dry mode, sleep mode, blow/self clean function, elegant remote control, rust-resistant construction, self diagnosis, scroll compressor, acoustic insulation on compressor and R410A eco-friendly refrigerant, amongst others. The range of window airconditioners has also been enhanced with a 4-star range, in addition to the existing 1-star, 2-star and 3-star models. The Company plans to invest about Rs 250 million on new product development and research and design initiatives.