A

PROJECT REPORT

ON

MARKET RESEARCH ON COLOR

TELEVISION

45 DAYS SUMMER PROJECT TRAINING WITH

VIDEOCON

2008

Submitted by:
 ROHITASH KUMAR
MBA SEM. III

Department Of Management Studies

Poornima College of Engineering
ISI-2, RIICO Institutional Area,
Goner Road, Sitapura
Jaipur-302 022 (Rajasthan)

POORNIMA COLLEGE OF ENGINEERING

(Department of Management Studies)

CERTIFICATE
 Of

Summer Project\Training during July-August, 2008

Certified that Mr. Rohitash Kumar student of MBA, 3rd Semester has
submitted his report on market research on color television after
successfully completing the summer practical training at Videocon
Industries from 1st July 2008 to 15th Aug. 2008, towards fulfillment of the
syllabus requirement prescribed by Rajasthan Technical University for
MBA, 3rd Semester Paper.

Date ………… (Dr. B.R. Singh)

Principal, PCE
Acknowledgement

As no task is a single man’s effort, various factors situation and persons are
integrated to prove the background for the accomplishment of a task. There
was a time when the goal seemed to be out of my reach. But as work
progressed, my determination and the will-power grew stronger and the
completion of this work further confirmed my belief that “where there is a
will there is a way”.
I am grateful to Mr. Deepak Solanki, Branch Manager, VIDEOCON
Industries Limited, Jaipur for allowing me to undergo this project.

I am much indebted to my project guide Mr. Shobhit Raizoda,

senior executive of marketing in VIDEOCON Industries Limited, Jaipur
who has been to good for words. I sincerely thank him for the constant co-
operation, guidance and incessant inspiration and his guidance without
which this project would have been like a rudderless boat. Well to put in a
nutshell, without his guidance and support this project would have been
futile.

I also express my sincere thanks to Mr. R. K. Agarwal (Advisor) and

extend my sincere thanks to all the PCE-DMS faculty members.
Preface

This project report has been prepared as per the requirement of the syllabus
of MBA course structure under which the students are the required to
undertake industrial internship. We look our training at VIDEOCON
Industries Limited at its corporate office at C-Scheme, Rajasthan. Our job
during the training was to get an overview of the CTV of Market of Jaipur.

It was a first hand experience for us as that we were exposed to the

professional set-up and were facing the market, which was really a great
experience.

During training period, I had very touching experiences. When business is

involved, experiences counts a lot, as we know, experience are an
instrument, which leads towards success. As we all know working with
Videocon Industries Ltd., has been a pleasure.
Now I take this opportunity to present the project report and sincerely hope
that it will be as much knowledge enhancing to the readers as it was to use
during the fieldwork and the compilation of the report.

The Department of Management studies started in academic year 2006 aims

at providing comprehensive managerial skills to the incumbents. At large,
for an able technocrat, combinations of technical and managerial skills are
essential to meet the challenges of industry/corporate world. The
Department of Management Studies, has been doing yeomen service in this
field.
Organizing regular workshops for academia-industry interface, trainings for
Govt. officials, professionals and students is just a glimpse of the
department's myriad activities.

Encouraged by the performance of the department of management studies,

PCE, and in view of the growing interest of students in pursuing MBA
course, the management decided to add new institution PSOM.

The goal of DMS, PGC right since establishment, has been to create a
dynamic environment that facilitates interaction and dialogue. The focus of
the department is on developing the ability to think, analyze and solve
problems, work in a team have good communication skills and continue to
strive for lifelong learning.
 Contents

Chapter 1
Acknowledgement
Preface
Table of Contents
Executive Summary
Chapter 2
Company Profile
History
Products
Financial Profile
Organization Chart
Type of Organization
Human Resource
 Market Share
Chapter 3
Area of Study
Research Methodology
Data analysis and Interpretation
Findings
Comparative Analysis
SWOT Analysis
Recommendations
Limitation of Study
Questionnaire
Bibliography
 Executive Summary

In order to obtain an esteemed position and moreover maintain this position

innovation ideas are required. The path of replication doesn’t give success.
In modern era, where customer is becoming more and more important
organization should become more innovative.
There are varieties of factors, which have prompted countries/firms to
venture in the global market:
➢ Recession in domestic market, and overseas opportunities.

➢ Government incentives.

➢ Emergence of global consumers in many product fields.

But in all these conditions success goes to those companies that matched to
the current environment imperatives and are ready to deliver what people
want to buy.
It is my goodness that in such kind of competitive era I joined Videocon
international ltd for summer training. After visiting all of the above
departments I came to know about the sales and distribution, marketing
At the end of my formal introduction to the company and its other
departments I have assigned to work on the project “market potential of
Videocon Color Television”.
It was learning experience for me. I came in close contact with market
trends and learned about various advantageous things to be achieved in the
market.
Company can have competitive edge over its competitors in domestic as
well as international market. It was the best opportunity for me to study
such an important subject, which gave me great industrial exposure and also
an introduction to corporate world.
Videocon is an industrial conglomerate with interests all over the world and
based in India. The group has 17 manufacturing sites in India and plants in
China, Poland, Italy and Mexico. It is also the third largest picture tube
manufacturer in the world.

The Videocon group has an annual turnover of US$ 4.1 billion, making it
one of the largest consumer electronic and home appliance companies in
India. Since 1998, it has expanded its operations globally, especially in the
Middle East.

In India the group sells consumer products like Colour Televisions, Washing
Machines, Air Conditioners, Refrigerators, Microwave ovens and many
other home appliances, selling them through a Multi-Brand strategy with the
largest sales and service network in India.Videocon Group brands include
Sansui,Toshiba,Electrolux ,Kenstar,Next etc.

Videocon is one of the largest CPT Glass manufacturers in the world,

operating in Mexico, Italy, Poland and China.

On May 23, 2008, Videocon announced that it is studying an invitation from

General Electric (GE) to bid for its century-old appliances division, , which
it has put up for sale.

Today the group operates through 4 key sectors:

Consumer Durables Thomson CPT CRT Glass Oil & Gas

Consumer Electronics, Home Appliances &
Compressor manufacturing in India
We enjoy a pre-eminent position in terms of sales and customer satisfaction
in many of our consumer products like Colour Televisions, Washing
Machines, Air Conditioners, Refrigerators, Microwave ovens and many
other home appliances, selling them through a Multi-Brand strategy with the
largest sales and service network in India. Refrigerator manufacturing is
further supported by our inhouse compressor manufacturing technology in
Bangalore.

Display industry and its components With the Thomson

acquisition Videocon has emerged as one of the largest Colour Picture tube
manufacturers in the world operating in Mexico, Italy, Poland and China,
continuing to lead through new innovative technologies like slim CPT, extra
slim CPT and High Definition 16:9 format CPT.

Colour Picture Tube Glass Videocon is one of the largest CPT

Glass manufacturers in the world with a high level of experience and
technical expertise operating through Poland and India. Videocon will
leverage on this synergy after the Thomson acquisition to internally source
glass for its CPT manufacturing increasing efficiencies and lowering costs.

Oil and Gas An important asset for the group is its Ravva oil field with
one of the lowest operating costs in the world producing 50,000 barrels of
oil per day. The group has ambitious plans for expansion in this sector
globally.
This is the new Videocon symbol. It reiterates the ethos of a company
dedicated to maintaining the highest international standards of excellence
through quality, technology and innovation. For over a decade now,
Videocon has been bringing the latest and very best in Consumer
Electronics and Home Appliances. Successfully adapting the best of
international technology to suit Indian needs, and crafting it to improve the
quality of life – as million of satisfied customers will agree.
The new symbol of Videocon asserts its passion for global impact, and the
two ‘E’s on either side represent the Group’s wide spectrum of interests
ranging from ‘Electronics to Energy’. Along with the steely glint, this
communicates the group's global ambition, its strength, sterling credentials
and innovative drive. A symbol that proclaims a paradigm shift. A sign that
represents the new force that is Videocon. Thus recapitulating our principle
of reaching out and touching the lives of millions of people. Worldwide.
Brand Basket

Tie-ups with Global Leaders

Partner Product Nature Of Tie-Up

Samsung Electronics Fly Back Technical Support
Transformers, Tuners
Matsushita Electric Washing Machine Technical * Collaboration
Matsushita Electric Air Conditioner Design & Drawing
Matsushita Electric Refrigerator Design & Drawing
Sansui Electric Co. Ltd Audio Products ODM for Indian Market
and Colour TV
Techneglas Glass Shell Technical Collaboration
Akai Audio Products ODM for Indian Market
and Colour TV
Hyundai Colour TV ODM for Indian Market
Electrolux AB Sweden Refrigerator, 1.ODM & Indian Market
Air Conditioner and 2.Sourcing of components for
Washing Machine Global Market
3.ODM for Global market
 CEO Profile

Name Venugopal Nandlal Dhoot

Date of birth 30.09.1951
Qualifications B.E. (Electricals), FIE.
Schooling at Firodiya High School, Ahmednagar
College – Pune Engineering College, Pune
Hobbies/Interest Flute recital & discourse on Bhagwad-Gita
Chairman & Managing Director
Present Position
Videocon Group
The Associated Chambers of Commerce and Industry of India
President
(ASSOCHAM)
Other a) President – Electronic Industries Association of
Achievements Marathwada
b) Member of Advisory Committee of "Poona University
Information Employment & Guidance.
c) Adviser to Govt. of Orissa for Industrial Development of
Orissa
d) Younger brother Shri Rajkumar Dhoot Member of
Parliament

Board of Directors
• Mr. Venugopal N Dhoot
• Mr. Pradeepkumar N Dhoot
• Mr. K C Srivastava
• Mr. Kuldeep Kumar Drabu
• Mr. Satyapal Talwar
• Mr. S Padmanabhan
• Maj. Gen. S C N Jatar
• Mr. Arun L Bongirwar
• Mr. Didier Trutt (Nominee - Thomson S.A)
• Mr. Johan G Fant (Nominee - AB Electrolux (Publ) )
• Mr. B Ravindranath (Nominee - IDBI Limited)
• Mr. Ajay Saraf (Nominee - ICICI Bank Limited)
 Vision & Mission
Videocon’s mission: a reflection of continuity and change
Videocon’s mission expression has been crafted to envelope both extant and
emerging realities:
“To delight and deliver beyond expectation through ingenious strategy, intrepid
entrepreneurship, improved technology, innovative products, insightful marketing
and inspired thinking about the future.”
A breakdown of the statement above reveals a ‘means and end’ approach, where
the end is articulated at the beginning with the means linked to it.
“To delight and deliver beyond expectation…”: This segment not only underlines
the importance of the ultimate goal - customer satisfaction (‘delight’) and ultimate
target - the customer, but also of intermediate processes and principals, which have
contributed to building a robust, dependable Videocon value chain (‘deliver’). As a
result of its focus on developing loyal customers and reliable associates, Videocon
is able to exceed expectations.
“…through ingenious strategy…”: the means
In the cutthroat world of today, it is only by taking recourse to advance planning
and strategy that a business can hope to survive. Although textbook strategy has its
uses, reproducing it in verbatim for the real world would be foolish because of the
absence of textbook conditions. Thus, there is a need for a bounded rationality, a
spontaneity and improvisation that is flexible enough for scenarios both imaginable
and unimaginable. Videocon’s ingenious manoeuvres are actually flexi-strategy
that abstracts from shifting ground conditions and decides game-plans, or
sometimes changes the rules of the game.
“…intrepid entrepreneurship…”: the means
An enterprise with the odds stacked against it makes great business sense. This is
because higher the obstacles, lower the number of players likely to be active in that
field - thus, fetching extraordinary returns. The only requirement is a bold and
confident attitude willing to brave the odds. Videocon’s foray into oil and gas is a
bold and intrepid endeavour that arises from immense faith on the surefooted
competence of the company’s in-house managerial talent.
“…improved technology…”: the means
Technology is no more a premium input; it has become the bare minimum in recent
years. Rapid advances have only fuelled this phenomenon. Videocon is extremely
vigilant in shunting out dated technology and replacing it with the best-in-class
offers of the times.
“…innovative products…”: the means
Product development, innovation and customisation are the tools Videocon uses to
stay ahead of the competition. This is because a continuous stream of innovative
products excites the market and enhances brand recall. A strategy that Videocon
banks on a lot, especially on the domestic front.
“…insightful marketing…”: the means
The market share battle scene has long shifted from technology and processes to
the psyche of the customer. This means that those with deeper insights into the
elusive mind of the buyer are likely to dominate. Videocon is reinforcing
marketing strengths to read better the pulse of the market and help create products
that map perfectly into customer preferences.
“…inspired thinking about the future.”: the means
The future is unpredictable, but not doing anything about it is fraught with grave
risk. Videocon extrapolates future trends on the basis of current changes in
technology and preferences as well as sheer gut feel. Fine-tuned business instincts
are worth their weight in gold, lots of it. The company has perfected its practice
almost into an art form with some calculated gambles like oil and gas proving to be
absolute money-spinners.
 The Late Shri. Nandlal Madhavlal Dhoot
Founder, The Videocon Group
( 26 February 1932 - 26 April 1993 )
A man of Ideas. A man of Substance.
A man of Vision.

Values & Philosophy

Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his
education in Ahmednagar and Pune. He was a successful sugarcane and cotton
cultivator. As a next logical step to vertical integration, he boldly took upon an
entrepreneurial venture by importing machinery from Europe to set up the
Gangapur Sakhar Karkhana (Sugar Mill) in 1955. Those were the times when the
village did not even have electricity. Thus was unleashed an Industrial Revolution.

The die was cast. Over the years, Nandlalji's path-breaking attitude found
expression in a myriad ways, earning him the well-deserved reputation of the
pioneer of industrial activity in Marathwada India.

In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep
into business. Through a technical tie up with Toshiba Corporation of Japan, he
launched India's first world-class color Television: Videocon. Today, Videocon is
household name across the nation- India's No. 1 brand of Consumer Electronics &
Home Appliances, trusted by over 50 million people to improve their quality of
life.

Ownership Structure

Shareholding Pattern as on 30th September 2007

Total Number of As a
Sr. Category of Number of As a % of
number of shares held in % of
No shareholder shareholders (A+B+C)
shares de (A+B)
 materialized
form
(A) Shareholding of Promoter and Promoter Group
(1) Indian
(a) Individuals/ Hindu 13 1619838 1292950 0.87 0.73
Undivided Family
(b) Bodies Corporate 44 153823583 152711452 82.6 69.57

Sub-Total 57 155443421 154004402 83.47 70.31

(A)(1)
(2) Foreign
(a) Individuals (Non- 0 0 0 0.00 0.00
Resident
Individuals/
Foreign
Individuals)
(b) Bodies Corporate 0 0 0 0.00 0.00
(c) Institutions 0 0 0 0.00 0.00
(d) Any Other 0 0 0 0 0
(specify)

Sub-Total 0 0 0 0.00 0.00

(A)(2)
Total Shareholding 57 155443421 154004402 83.47 70.31
of Promoter and
Promoter Group
(A)=
(A)(1)+(A)(2)
(B) Public shareholding
(1) Institutions
(a) Mutual Funds / 21 36571 35228 0.02 0.02
UTI
(b) Financial 36 304403 291166 0.16 0.14
Institutions/ Banks
(c) Insurance 5 5600352 5599752 3.01 2.53
Companies
(d) Foreign 95 13467563 12706367 7.23 6.09
 Institutional
Investors
Sub-Total 157 19408889 18632513 10.42 8.78
(B)(1)
(2) Non-institutions
(a) Bodies Corporate 1927 5516620 4962476 2.96 2.5
(b) Individuals
(i) Individual 342862 4685290 2998613 2.52 2.12
Shareholders
holding nominal
share capital up to
Rs. 1 lakh
(ii) Individual 19 1171618 1171618 0.63 0.53
Shareholders
holding nominal
share capital in
excess of Rs. 1
lakh
(c) Any Other 0 0 0 0 0
(specify)

Sub-Total(B)(2) 344808 11373528 9132707 6.11 5.14

Total Public 344965 30782417 27765220 16.53 13.92
Shareholding (B)=
(B)
(1)+(B)(2)
TOTAL(A)+(B) 345022 186225838 181769622 100 84.23
(C) Shares held by 2 34867863 34862403 15.77
Custodians and
against which
Depository
Receipts have been
issued
GRAND TOTAL 345024 221093701 216632025 100.00
(A)+(B)+(C)
Corporate Governance

Company's Philosophy on Code of Governance:

The company's philosophy on corporate governance enshrines the goal of

achieving the highest levels of transparency, accountability and equity in all
spheres of its operations and in all its dealing with the shareholders, employees, the
government and other parties. The company believes in the philosophy on code of
corporate governance, which provides a structure by which the rights and
responsibility of different constituents, such as the board, employees and
shareholders are carved out. In carrying out this, it is ensured that the company's
objectives are well defined and performance against those objectives are
adequately measured and monitored.
Corporate governance is considered as an important tool for shareholders
protection and maximization of their long -term values. The cardinal principal such
as accountability, responsibility, transparency and fair disclosure serve as the
means for achieving this.
Future Plans

The Future is here

To strengthen and maintain & its leadership status, the Videocon group has clearly
charted out its course for the future. Aggressive development is in full swing at the
R & D Centres to bring out state-of-the-art technologies including True Flat, Slim,
Extra Slim, Plasma & LCDs, at the earliest.

Cost rationalization processes - are in various stages - including rationalizing

factories in Europe, increasing automation and improvement of efficiency in
China, accessing flass shells from India for international CPT facilities and a lot
more - are in various stages of implementation.

Internationally all existing client relationships are being strengthened. The cost
competitiveness and increase in capacity in Mexico and Polland has opened up big
opportunities in the OEM business.

Last but not the least, in the domestic market consolidation with multiple brands
paves the way for an unassailable lead in the market.

In the Oil & Gas business, having all the basic operator capabilities of a
prospecting entity, the group is looking to add more explorations and production
depth as also oil bearing assets. The group will also get into gas distribution in
India siginificantly.

Philosophy & Resolve

No business can function in a vacuum. There is the society at large with which it
engages in innumerable transactions; the more involved the engagement, the better
its qualitative and quantitative effect on the business. Aware of this debt to society,
a successful corporate like Videocon is committed to fulfilling its obligations: both
as providers of outstanding products as well as sterling community initiatives.

They include, among others, a first-rate academic haven for the high-school
education of underprivileged girls and a 100% world-class, charitable hospital
specializing in cancer and heart surgery for the benefit of society’s marginalised
sections. Videocon’s deep-rooted commitment to environment conservation
translates into process improvements that help recycle CRT glass, curb carbon
emissions and other pollutants. Among others, the group’s India glass plant has
supported a large-scale initiative like the plantation of over 2,00,000 teak trees.

Apart from material support, society needs spirit; that vital ingredient that makes
the difference between living life and merely existing. Videocon is inspired heavily
by the uplifting nature of sports; its power to generate mass passion, where
innumerable hearts throb as in unison; its ability to draw people together
irrespective of differences in race, religion, gender or caste. Unity of spirit and
purpose is ultimately what builds bridges between diverse cultures. This is the core
belief of a group that has operations spread over a cross-cultural milieu worldwide.
Videocon supports mass sports for another reason: at the heart of sports is fair play,
a virtue that enjoys exalted status among values cherished by Videocon.

The group’s sponsorship of cricketing events across the globe underlies its
commitment and passion for sports as well as its goal to uplift the spirits of a
global audience. Videocon has not forgotten the grassroots either; the Videocon
School of Cricket launched in Kolkata under the guidance of former India captain,
Saurav Ganguly, aims to inspire budding cricketers in the age group of 10 to 17
years to greater heights.
Employee Contribution

Videocon believes its most valuable capital are its people. Nurturing their personal
growth is tantamount to building the group's future.

As the group enlarges to envelope people from diverse social and cultural
backgrounds, creating opportunities of exchange, learning and exposure to a
unique corporate ethos is becoming extremely important.

Videocon's main training centre in India is supplemented by other learning

resources strategically located around the globe. These offer advanced programs
designed to develop management and operational skills.

Result-oriented seminars on varied topics and workshops by world-famous

motivators encourage people to expand their potential. These initiatives inspire
them to develop their creativity, thus helping build capable professionals and
responsible members of society.

From 4th March 2005 to 12th March 2005 we celebrated safety week and
organized slogan competition, poster competition, and essay writing competition.
The prize distribution function was held at Vivekanand hall and the prizes were
awarded by Mr. S S Nabar, Mr. Shenoy R. G, Mr. Vinay Lambay.
R&D

The company gives utmost importance to the R & D activities, which are carried
out, at in-house R & D center. The company carries on new innovations in product
development, cost reduction, quality improvement, process implementations,
process controls.
1) Specific areas in which R & D is carried out by the company
During the year, the company has carried out Research and Development in the
following areas.
• Home theaters - High-end models and HTIB Models.
• Larger Screen Television i.e. 32 inch and 38inch.
• True Flat Televisions
• Plasma Televisions
• Cosmetic design and new out look to the TVs
• Manufacturing of components for CTV, Refrigerators and Air conditioners.
• Efforts to reduce power consumption of all its final products.
2) Benefits derived as a result of the above R& D.
The company has derived the following benefits as a result of the Research and
Development:
 • Development of new design in product and launch of various new models.
• Able to compete with the foreign players in the Indian Markets by cost
reductions and offering innovation features and to maintain market
leadership in Television under Videocon umbrella.
• Increase in Productivity.
• Reduction in power consumption of some of the products.
3) Future Plans of action
In the coming days company is aiming to achieve development in the following
areas through Research & Development:
• Manufacturing of components for consumer Electronics Products.
• Multimedia TV.
• Plasma Televisions.
• Launching of New Brands & Sub-brands under Videocon umbrella.
• Composite Home Entertainment system with internet adaptability.
• To work on better features, better quality & improved reliability with
reduced/low prices.
Your company always attempts to use the latest and advanced technology in
production process. Keeping pace with the technological developments, the
company keeps on adding sophisticated equipments with focus on automation to
minimize manual intervention in the manufacturing process thereby ensuring
quality of the final products.
 COLOR TELEVISION
Color television refers to the technology and practices associated with television's
transmission of moving images in color.
A German patent in 1904 contained the earliest recorded proposal for a color
television system. In 1925, Zworykin filed a patent disclosure for an all-electronic
colour television system. Both of these systems were not successful, however, they
were the first for color television. A successful color television system began
commercial broadcasting, first authorized by the FCC on December 17, 1953 based
on a system designed by RCA.
"Between 1946 and 1950 the research staff of RCA Laboratories invented the
world’s first electronic, monochrome compatible, color television system." - From
IEEE Milestone Plaque.
In 1940, prior to RCA, CBS researchers led by Peter Goldmark invented a
mechanical color television system based on the 1928 designs of John Logie
Baird. The FCC authorized CBS's color television technology as the national
standard in October of 1950, despite the fact that the system was bulky, flickered,
and was not compatible with earlier black and white sets. RCA sued to stop the
public broadcasting of CBS based systems. CBS had begun color broadcasting on
five East Coast stations in June of 1951. However, at that time 10.5 million black
and white televisions (half RCA sets) had been sold to the public and very few
color sets. Color television production was halted during the Korean war, with that
and the lawsuits, and the sluggish sales, the CBS system failed.
Those factors provided RCA with the time to design a better color television,
which they based on the 1947 patent application of Alfred Schroeder, for a shadow
mask CRT. Their system passed FCC approval in late 1953 and sales of RCA color
televisions began in 1954.
INVENTION OF COLOR TELEVISION - PART 1
By 1949, monochrome television had become a commercial success, 10 million
sets had been sold, and programs were available to the general public. A change to
color television would only be licensed if the color broadcast signal could also be
received as a monochrome signal on these sets.

INVENTION OF COLOR TELEVISION - PART 2

The introduction of color televisioning using the CBS Field Sequential Color
System had been a commercial failure in 1951, and the intervention of the Korean
War, and prohibition on production of color television sets, let CBS gracefully
withdraw.
History of Early Color Television
Color Television System Development - Colorcasting Development - Color
Television Receiver Development
Monochrome-Compatible, Electronic Color Television, 1946-1953
In 1946, then, RCA committed to developing an all-electronic system designed to
the same reception standards enjoyed on monochrome sets.
The Story of Color Television
The premier of Walt Disney's Wonderful World of Color in September, 1961, was a
turning point, persuading consumers to go out and purchase color televisions.
 Area of study

In period of two month of my summer training my project guide assign me

research topic “market research on Color Television”. It was purely marketing
research topic and I have done this job with my full of interest.
Objective of Study

• Study of dealer Awareness about Color television

• Study of dealer Perception about the Color television

• Identify the level of dealer satisfaction about CTV’s price and quality

• Market effectiveness of Videocon CTV as compare to competitors

• Effect of Advertising and Sales Promotion Schemes and incentive on

Consumer and Dealers

• To study the position and potential of the product in Jaipur

 Research Methodology

Research Type : Descriptive Research

Data Type : Primary and Secondary data

Research Tools : Questionnaire

Observation
Enquiry

Sampling Units : Dealers/ Retailers

Sample Size : Dealers/ Retailers (140)

Sampling Method : Random Sampling Method

Sample drawn from : Jaipur

Assumption:

➢ Modern consumer is conscious and aware of quality and price of the

product. They give importance to quality than price.
 ➢ Advertisement has certain impact on customers. The main aim of the
advertisement is to draw attention of the customers towards the product.

➢ The company specified to find out its market share, brand perception among
customers, and advertisement effect on the brand. For this purpose a study
on large scale was carried out.

➢ Retailers /dealers and consumers both are selected for the study.
Questionnaires were prepared separately for the customer and
retailers/dealers.

Research Design:

Research design specifies methods and procedures for study.

In this study the company was interested to know the perception of consumers as
well as retailer/dealers, brand positioning and the market share of Videocon
Refrigerator and its competitors.

Sufficient thought have been given to frame research question and data types to be
collected & procedures to be used for the study among retailers/dealer and
consumers. However it was exclusively personal interview. To solve the purpose of
the study separate questionnaires for consumers and retailers/ dealers were made.

Data Collection:
This report was prepared after collecting data from the retailers/ dealers and past
data was arranged from the various studies conducted in last few years and various
other records of company.
Primary Data:
These data were collected by personal interview with consumers and retailers/
dealer. For this purpose questionnaires were prepared in such that all necessary
data would be collected.

Secondary Data:
Information regarding the project, secondary data was also required. These data
were collected from various past studies and other sources of the company.

Research tools:
Questionnaires
Journals

Analysis of data
After the data was collected, the real task was started. The analysis of data required
a number of closely related operations such as establishment of categories, the
application of these categories to raw data through coding, tabulation and then
drawing statistical inference. The unwieldy data was condensed into a few
manageable groups and tables for further analysis. Thus classified the data into
some purposeful and usable categories. Coding, editing and tabulation was done
simultaneously a then analysis was based on computation of various percentages.

Preparation of report:
Finally I prepared the report with great care, under the able guidance of my project
guide.
 RESEARCH AREA

Local market in JAIPUR REGION –

• Jayanti Market

• M.I.Road

• Nehru Bazaar
• Kishanpole Bazaar

• Chandpole Bazaar

• Tripolia Bazaar

• Malviya Nagar

• Tonk Road

• Heda ki mori

• Galta Road

• Brampuri

• Barket Nagar

• Ram gunj

• Subhash chawk

• Gangori bazaar

• Sanjay bazaar
Data Analysis and Interpretation

1. What brand are you dealing with in CTV?

Samsung 15%
Onida 5%
Toshiba 0%
TCL 5%
Haier 2%
Sony 5%
Vediocon 17%
Sansui 11%
LG 12%
Other
brand 30%
Interpretation
It is cleared from the above data that maximum dealers are having
Videocon,Samsung and Sansui.

2. Which brand do you sale maximum?

19.0476
Vediocon 2
Sansui 9.52381
38.0952
LG 4
14.2857
Samsung 1
Onida 9.52381
Other
brand 9.52381

Interpretation
It is shown from the above chart that LG is the king in the CTV section in Jaipur
city.Videocon and Samsung come after LG.

3. Which category is the most desired nowadays?

21"
Convention
al 6%
Flat TV 90%
Slim 4%

Interpretation
It is cleared from the above chart that Flat TV is in demand nowadays.21” CTV is
the king of market in jaipur city.
4. What is your counter size?

1-5 6-10 11-15 more than 15

[a] Samsung

[b] Onida

[c] Toshiba

[d] TCL

[e] haier

[f] Sony

[g]Videocon

[h]LG
 [i]Sansui

Interpretation
According to my survey dealers were having Samsung ,LG,Sansui’s product 6 to
10 in display.Toshiba,Haier,Onida were lesser in display.

5. How many year you are distributing / dealing with this brand (sales maximum)?

0-5 40%
5-10 30%
 10-15 30%

Interpretation
According to above chart 40% dealers were having their shopsfrom 0 to 5 years.
30% dealers were having their shops from 10 years and others were having more
than 10 years.

6. Which of the following attributes enticed you to try the brand initially?
10%
 Best quality
Brand Image 5%
Price 40%
Service 5%
Percentage of
margin 40%

Interpretation
As shown in the above chart 40% dealers were giving preference on the margin if
they get a new brand at their shops.40% dealers gave weightage on price.10%
dealers said they would get a new product if the quality is good.5% said that they
would go for service.

7. What are some aspects of CTV that can be improved?

Some dealers said that in Videocon sound system could be improved.Maximum n
dealers had a silent view on that.

8. Why do you selling this particular brand?

In the answer of this question some dealers went for brand image.maximum
dealers said that 40% customer have no idea what should buy so it is upto them
what they sale.

12. Which thing do you prefer in CTV?

Brand
Image 2
Best
resolution 1
Price 3
Interpretation
According to dealers all the customers give the most preference on the price then
they go for brand image and at the last they go for resolution and other features.

13. In which season sales occurs the most?

Deepawali
fever 60%
regular 40%
Interpretation

As we can see from the above graph that 60% sales occurs on the Deeepawali
fever and regularly 40% sales take place.

14. Which company is giving the best after sales service?

Samsung 30
Onida 5
Sony 20
Sansui 5
LG 40
Interpretation

As we can have idea from the above graph that LG is giving the best after sales
service ,Samsung and Sony take the second and third places respectively.

Findings

 Spending on advertisement and publicity of less as compare to the

competitors. There is need to increase advertisement. Consumers prefer
electronic media for advertisement and retailer also prefer TV
advertisement.

 The quality of Videocon CTV is acceptable to the market. Consumers

and retailers both are satisfied with the quality of Videocon CTV.

 Price range preferred by consumers is generally in between 7000 to

10000.

 Consumers are mostly gets attracted by the price discount being offered
by company and the product warranty.

 Consumers are aware about Videocon CTV.

  Dealers are not satisfied with the incentive provided by the company.

 The categories of the people who are using the CTV are mostly economic
income people.

 Consumer perception about Videocon CTV is good.

 Advertising of Videocon CTV is not striking as compare to the

competitors.
 Sales promotion scheme are sufficient.

 LG and Samsung is the main competitor of Videocon’s CTV.

 Market growing so that is good sign for company in coming year.

 Videocon is on 4th rank in Jaipur CTV

Videocon CTV has good potential in market according to survey.

SWOT Analysis

Strengths
1. Videocon has largest distributed capacity manufacturing base across India
with 12 facilities.
 2. Refrigerator manufacturing capacity is 1, 40000 units.

3. Videocon has a network of 400 plus service and 85 mobile service vans to
give better service to their customers.
4. Tie up with the Matsushita electric company of Japan add to the goodwill of
Videocon
5. Customers are aware about Videocon’s products.
6. Company has good brand name.
7. Strong backward integration
8. Videocon has largest distribution manufacturing based across in India.

Weaknesses
1. Less investment on advertisement of Videocon CTV

2. Less margin to the distributor/dealer.

3. Weak promotional strategy of CTV.

4. No proper approach of target customer.

Opportunities
1. Videocon take over the Electrolux.
2. Videocon buy Thomson color picture tube manufacturing plant.
3. Videocon international is going global.
4. Videocon exploring whole new segment
5. During the climate of Jaipur becomes hotter day by day and coolers do
not fully satisfy the customers requirement. This provides a great
opportunity for ac manufacturers.
6. Growing semi urban market.
7. industry is in increasing phase.

8. Price has come down; now more and more people are going for it.
 9. Due to financial facilities even the medium segment is going for it.
10.Purchasing power of people is increasing day by day.

Threats
1. Entrance of global competitor like china.
2. Brand loyalty is more of XYZ Company.
3. Market condition like slumps in market.
Recommendations

• Advertising of Videocon CTV lacks creativity and it should be heart

touching
• Company should distribute free key chain, calendar, t-shirts for making
brand popular among people.
• Company should introduce low price and low power consumption
Refrigerator for acquiring the middle income group.
• Company should do repeated advertising. It would be produce results.
• Add innovative feature in Videocon CTV that will the differentiate the
Videocon Refrigerator among the competitors.
• Exclusive showroom should be open at the prime locations.

• The survey indicates that quite a large number of dealers are marginally
satisfied with the service network. So company must take concrete steps to
upgrade and improve the prevailing service network
• Since dealers play a significant role in making brand choice for customers,
they should be provided with extra benefits and incentives every now and
then, the incentive included cash discount, gift like camera, audio system,
cordless phone and some percentage in sales given to dealers after completing
some fix target given by the company.
 • Dealer desire more advertisement to be done through local newspaper and
cable TV ads. To make consumers aware about the product. Hoarding in
major area, mouth publicity through dealers etc.
• In newspaper advertisement should not be space oriented (half a page or full
page) instead the company’s logo should be given a major stress.
• Because of repeated striking on customer mind it would produce results. Logo
of the of the VIDEOCON CTV can be penetration. This service has been
provided by postal services of India at subsidiary rates.
• Dealer scheme and policy of cash discount reviewed time to time.

• Quite number of qualified should be appointed.

• Number of call centre should be open.

Suggestion by dealers which I recommended to management
• Their should be no boundation of billing.

• Maintain the stock of spare parts and should be easily available.

• Promptness of service in time.

• Distribute the key chains and calendar to increase the popularity of videocon
CTV.

LIMITATION OF STUDY

Although I tried my best in preparation of this project, but this study has
some limitation:

1. The period of the project was not sufficient to study all the factors in
deep.
2. Visiting various places for the study consumed a lot of time.

3. We cannot say that what the consumer have revealed will be right for
each and every situation because their perception is influenced by
many factors.

4. Many consumer and dealers/retailers showed less interest in

providing information and haven’t cooperated.

5. Some of confidential information viz. credit period, schemes,

policies and sales figure were not disclosed by the competitors.
 Questionnaire OF CTV

1. What brand are you dealing with in CTV?

[a] Samsung [b] Onida [c] Toshiba

[d] TCL [e] Haier [f] Sony

[g] Vediocon [h] Sansui [i] LG

[ j ] Other brand

2. Which brand do you sale maximum?

3. Which category is the most desired nowadays?

14” 15” 21” 29”

 • Conventional

• Flat TV

• Slim

4. What is your counter size?

1-5 6-10 11-15 more than 15

[a] Samsung

[b] Onida

[c] Toshiba

[d] TCL

[e] haier

[f] Sony

[g]Videocon

[h]LG

[i]Sansui

5. How many year you are distributing / dealing with this brand (sales maximum)?
 [a] 0-5 [b] 5-10 [c] 10-15

6. Which of the following attributes enticed you to try the brand initially?

[a] Good looking [b] Price [c] Percentage of margin

[d] Best quality [e] Good selection [f] Just what I need

[g] Resolution

[ j ] Not sure

7. What are some aspects of CTV that can be improved?

8. Why do you selling this particular brand?

➢ Factor Excellent Very good Good Satisfactory

[a] Price
 [b] Scheme

[c] Warranty

[d] Service

[e] Model

9. If the above company were no longer available then, would you replace it with?

10. If you are looking to replace the above brand, what are some of the

reasons to do so?

11.Which company is giving more seasonal discount?

[a] Samsung [b] Onida [c] Toshiba

[d] TCL [e] Haier [f] Sony

[g] Vediocon [h] Sansui [i] LG

 [ j ] Other brand

12. Which thing do you prefer in CTV?

• Best quality

• Competitive price

• Brand Image

13.in which season sales occurs the most?

[a] deepawali fever [b]summer [c]Winter [d]regular

14. Which company is giving the best after sales service?

[a] Samsung [b] Onida [c] Toshiba

[d] TCL [e] Haier [f] Sony

[g] Vediocon [h] Sansui [i] LG

 [ j ] Other brand

15.Over all,how satisfied are you with brand?

• Very satisfied
• Satisfied
• Neutral
• Somewhat dissatisfied
• Very dissatisfied

Name of the Place…………………………

1. Name of the dealer /distributor ……………………………………………………

➢ Address……………………………………………………………………

………………………………………………………………………………

➢ Contact no ……………………..
Date
 Bibliography

Marketing Management – Philip Kotler

Consumer Behavior and Marketing research – Suja R. Nair

Principal of Marketing management – V.S. Ramaswami

Principal of Marketing Management` - Geoffery Randell

Magazines –Business today and Business world

News papers – Economic Times, Times of India

Videocon Annual Report, Periodic Reviews, Booklets, Product Manuals

Websites
www.videoconworld.com

www.google.com