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Blue Star's Energy-Efficient AC Launch

Blue Star Ltd. is India's largest central air conditioning company. They launched a new line of energy efficient room air conditioners to expand into the consumer segment. They faced the challenge of generating awareness as they had limited presence in this segment. They held press conferences in major cities and distributed press releases to media to highlight the energy savings and design of the new products. This resulted in excellent coverage across print, online, business and regional media, with over 7.5 million impressions over four weeks, helping to support their business growth in the consumer segment.

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Sagar Riaz
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110 views9 pages

Blue Star's Energy-Efficient AC Launch

Blue Star Ltd. is India's largest central air conditioning company. They launched a new line of energy efficient room air conditioners to expand into the consumer segment. They faced the challenge of generating awareness as they had limited presence in this segment. They held press conferences in major cities and distributed press releases to media to highlight the energy savings and design of the new products. This resulted in excellent coverage across print, online, business and regional media, with over 7.5 million impressions over four weeks, helping to support their business growth in the consumer segment.

Uploaded by

Sagar Riaz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Case Study: Blue Star Ltd.

Blue Star Ltd.


[Link]

Launch of Energy Efficient Airconditioners

March 2012

Case Study: Blue Star Ltd.

Client

Blue Star Limited is Indias largest central air conditioning company with over
six decades of experience in providing expert cooling solutions fulfilling the
needs of a large number of corporate, commercial and residential customers.

Brief

Blue Star launched its new line of stylish room airconditioners with enhanced
energy efficiency for the residential segment. The objective was to build
awareness and draw enough attention for the new product range through
strong visibility in the media

March 2012

Case Study: Blue Star Ltd.


Challenges

Blue Star has largely been a player in the central airconditioning


segment(institutional,
g
(
, B2B)) with onlyy limited p
presence in the consumer
segment. It has only recently made a significant foray in room
airconditioners.

The challenge was to generate a buzz around the brand, thereby supporting
business growth.
Activities

Press conferences were held in four major cities Mumbai, Kolkata, Chennai
and Hyderabad where presentations highlighting the energy savings and
aesthetic features offered by the well engineered product range were made.

A press release was distributed in other markets and we proactively engaged


with key journalists and provided them with the facts and features of the
new product range.

March 2012

Case Study: Blue Star Ltd.

Results

The company
p y received excellent coverage
g in the g
general and business media,,
regional media, news portals and other online media, as well as extensive
coverage in the industry and trade media

Coverage was received in 19 print titles (Hindu, Hindu Business Line, New Indian
Express, Financial Express, Trinity Mirror, Andhra Jyothi, Gavkari and magazines
like Corporate India, Architect & Interiors) with a total of nearly 7.5 million
impressions and in various online news portals, over a period of four weeks

March 2012

Case Study: Blue Star Ltd.

March 2012

Case Study: Blue Star Ltd.

March 2012

Case Study: Blue Star Ltd.

March 2012

Case Study: Blue Star Ltd.

March 2012

Case Study: Blue Star Ltd.

Thank You
[Link]
[Link]

March 2012

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