GLOBAL OVERVIEW

Daikin was founded in 1924 during a period of robust

economic activity in Japan. Although Japan had trailed the
Western nations in the adoption of most modern technologies,
by the 1920s its major industrial groups had taken shape and
were able to provide secondary industries such as air
conditioning with the raw materials they needed to get
started. In 1924, air conditioning was still a very young
industry, the necessary refrigerants only recently having been
developed in the United States. Daikin, one of the earliest
Japanese entrants in the new business quickly established a
solid customer base and the beginnings of an effective
marketing group.
 President and CEO: Masanori Togawa
 Capital: 85 billion Japanese Yen (Paid up
capital)
 Number of Employees: 76484
 Head Office: Osaka, Japan
 Subsidiaries: 291 consolidated companies
(30 Japan and 261 Non- Japan)
 Factories: 100+ Worldwide
 DAIKIN INDIA
Daikin Air-conditioning India Pvt. Ltd. ( DAIPL) is a 100%
subsidiary of Daikin Industries Ltd., Japan, a global leader in the
manufacturing of commercial-use and residential air
conditioning systems. Backed by the superior technology, the
organization offers a wide range of energy efficient air
conditioning solutions to the Indian customers. It has been
successfully offering premium air conditioning solutions in the
Indian market for large-scale projects. Robust growth is
forecasted in India’s air-conditioning market in the future and
Daikin intends to further increase its market share of residential
and large-scale projects.
 Date of Establishment: April,2000
 Head Office: Gurugram, Haryana
 Factory: Neemrana, Rajasthan with 40 acres
 Paid Up Capital: 8029 Million
 Employees: 1967 employees
 Sale Outlets: 4000+
 Authorized Sale Partners: 375+
 Turnover in 2017-18: 3250 crore
 DAIKIN INDIA’S MISSION

• To contribute to the society by providing the most advanced

air conditioning solutions.
• To ensure continuous customer satisfaction.
• To establish Daikin brand as brand of trust and confidence and
a brand which our customer, dealers and employees are proud
of.
 TIMELINE
2000 • Daikin enters the Indian market in a JV with Usha Shriram Group
at 80:20 stakes respectively as Daikin Shriram Airconditioning.

2002 • Daikin introduces VRV technology in India.

2004 • Daikin India becomes a wholly-owned subsidiary of Daikin

Industries Ltd., Japan.

• Daikin India relocates headquarter to Gurgaon and

2007 commences business of McQuay chillers in India.

• Groundbreaking ceremony of Daikin India's

2008 manufacturing base at Neemrana, Rajasthan..

• Production commences at manufacturing plant in

2009 Neemrana, Rajasthan.
 • Fresh round of `250 crore investment. Thus
2010 taking it to a total of` 743 crore

• Production of High Wall Split air-conditioners

2012 with R32 refrigerant commences.

2013 • Fresh round of 330 crore investment.

• MoU signed with the Rajasthan Government for `600

2015 crore investment.

• Research and Development Centre opens at

2016 Neemrana, Rajasthan.

• Second production facility opens at Neemrana,

2017 Rajasthan.
AWARDS AND RECOGNITION
• Daikin Thailand-Prime Minister’s industry award for safety
management,2012.
• Ururu Sarara 7-most energy efficient product by Japanese
PM,2013
• Daikin Europe-top employees 2013 award for eighth year in a
row.
SOCIO-ENVIRONMENTAL
CONTRIBUTION

Supporting the rural

Village adoption education through
programs its various
undertaken by campaigns. Cool a
DAIPL school is one of its
kind by DAIPL

Rain water
harvesting(Watersh
ed management)
Using green
usually helps the
refrigerants
industries to control
water use and its
wastage too
 KEY PRODUCTS
RESIDENTIAL COMMERCIAL

• Split Hi- Wall Air • Cassette Air

Conditioner Conditioner
• Air Purifier • Ducted Air
Conditioner
• VRV Air Conditioner
• Floor Standing Air
Conditioner
• Roof top Air
Conditioner
USP: 3 CORE TECHNOLOGIES

Daikin has laid the foundation of the next gen technology with three cutting
edge core technologies namely, heat pump, refrigerant control and inverter.
It leads the market with innovation and techniques that are continuously
enriching the world with air comfort and quality.
VRV R410
Single ODU
ODP is zero
multiple IDU

VRT low GWP

Space Energy
Efficient efficient

Easy
Inverter Tech
charging
 SWOT ANALYSIS
• Manufacturing • Critical parts are
facility in India knock down parts
• More localized parts • Communication
• Strong logistics, sales Barrier
and service • Multiworking
• Having patented environment
technology. • Transfer of
Technology
WEAKNES
STRENGTH
S

OPPORTU
THREATS
NITIES • Growing real estate,
• More no. of players urbanization
entering • Favorable govt.
• All players entering Policies
in budget segment • Rise in temperature.
• Stability of cost
• Brand value may
reduce
 STP

SEGMENTATION TARGETING POSITIONING

MASS SEGMENT Middle income groups Power saving, value for

All age groups money, Indian factor
family factor
PREMIUM SEGMENT Upper class High technology, New
All age groups design
COMMERCIAL SEGMENT In malls, offices etc.
MAJOR COMPETITORS
• FUJITSU
• CARRIER
• EMERSON
• MITSUBISHI ELECTRIC
• LENNOX
• TRANE
• HONNEYWELL
• TEFLON
MARKETING STRATEGY
• Daikin has opted different approach for both retail and
commercial customers.

• For retail customers

• Promotional Banners were placed at highly dense regions such
as bus stands near Outer Ring Road, Delhi.
• Company installed free A/C at Lajpat bus stands for attracting
public attention and promoting company products.
• Company also use to place advertisement in newspaper’s on
seasonal basis.

• For commercial customers

• Daikin organises seminar for ISHRAE society (Society of
Heating, Refrigerating and Air Conditioning Engineers.) which
helps them establishing their command with ISHRAE.
• Company also organises local seminars for business
influencers, targets such as architects, contractors and
builders which helps them capture market from the core.
STRATEGIES
Every five years, Daikin drafts a
unique strategic management plan called “Fusion.” To
provide motivation that extends beyond the pursuit of
numerical targets, Daikin also adds challenging goals for
the type of company it wishes to become to inspire
employees to strive even further.

LONG TERM OUTLOOK

An increase in world exports, Indian sales and target
achievements as a very big possibility. A rise in earnings
would lead to higher investments and better infrastructure
to ensure future growth. India might as well see the AC
penetration rates touch double digits as compared to the
recent single digits.
CONTROVERSY
GURUGRAM: Twelve workers of the multinational air-conditioning
company, Daikin, were arrested on Wednesday on charges of rioting
and attempt to murder, a day after clashes outside the company’s
factory in Neemrana during a strike left around 30 workers and
several policemen injured. The 12 arrested were among 17 named in
the FIR. The same charges have also been slapped on 700 unnamed
workers. The workers had alleged police attacked them with lathis
and fired tear-gas shells at them. They also claimed bouncers hired by
the company had pelted them with stones and fired rubber-tipped
pellets. Daikin had not responded to TOI’s queries on Tuesday seeking
its response. The clashes began when the workers’ union of the
Daikin factory tried to unfurl its flag outside the factory premises. The
workers were protesting as part of the all-India general strike, and
around 2,000 of them had gathered for a rally at 10am. “On reaching
the factory gate, bouncers employed by the company and police let
loose violence. After grievously injuring workers, they have filed an
FIR with baseless and serious charges,” said labour activist Amit.
RESULTS OF CONSUMER SURVEY
SUBMITTED BY :
1) ISHA AGGARWAL (46)
2) BHAGYA BHUTANI (47)
3) SHIVANI AGGARWAL (48)
4) HARSHIT KATHURIA (53)
5) POOJA GUPTA (51)