MINAR PROJECT REPORT

ON

PRODUCT
AND
SERVICES
OF
VIDEOCON
Submitted in Partial Fulfillment for the award of
Degree of Bachelor of Business Administration
(Session - 2010-2013)
SUBMITTED TO:
MS. ANUBHUTI
(Project Guide)

SUBMITTED BY:
SAGAR GUPTA
(07324201710)

CHANDERPRABHU JAIN COLLEGE OF HIGHER STUDIES

Affiliated To:
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

GURU GOBIND SINGH

INDRAPRASTHA UNIVERSITY

DECLARATION

This is to certify that Report entitled PRODUCT AND SERVICES OF VIDEOCON

which is submitted by me in partial fulfillment of the requirement for the award of degree
BBA to GGSIP University, Dwarka, Delhi comprises only my original work and due
acknowledgement has been made in the text to all other material used.

DATE

APPROVED BY

NAME OF THE STUDENT

SAGAR GUPTA

NAME OF THE SUBJECT GUIDE

MS.ANUBHUTI

CERTIFICATE

This is to certify that Report entitled PRODUCT AND SERVICES OF VIDEOCON

which is submitted by SAGAR GUPTA in partial fulfillment of the requirement for
the award of degree B.B.A to GGSIP University, Dwarka, Delhi is a record of the
candidate own work carried out by him under our supervision. The matter embodied
in this report is original and has not been submitted for the award of any other degree.

Date:

Supervisor Signature

ACKNOWLEDGEMENT
I offer my sincere thanks and humble regards to Chanderprabhu Jain College of
Higher Studies & School of Law, GGSIP University, New Delhi for imparting us very
valuable professional training in BBA
.
I pay my gratitude and sincere regards to Ms. Anubhuti, my project Guide for Giving
me the cream of his knowledge. I am thankful to her as she has been a constant source
of advice, motivation and inspiration. I am also thankful to her for giving his
suggestions and encouragement throughout the project work.
I take the opportunity to express my gratitude and thanks to our computer Lab staff
and library staff for providing me opportunity to utilize their resources for the
completion of the project.
I am also thankful to my family and friends for constantly motivating me to complete
the project and providing me an environment which enhanced my knowledge.

Students Signature

Table of Contents
S.No.

TOPICS

PAGE
No
.

1
2

Executive Summary
Introduction

1
2

2.1

Overview

2.2
3

Objective
Company Profile

4
5

History

Customers, Corporate and Videocon 7

Ambitions and Technology

Success Stories

12

Visionary Videocon

13

Landmarks
Research Methodology
Analysis and Findings
Threats of Entrance
Distribution Channels
Recommendations & Suggestions

14
15
17
28
33
39

4
5
6
7
8
9

Bibliography

41

10

Annexure

42

11

Quetionaries

48

VIDEOCON

SIGN

EXECUTIVE SUMMARY

I have decided to present PDCS minor Project on Videocon after studying its Product
Range and Services. I worked on Refrigerators of Videocon India Ltd. .
I have chosen Videocon for many reasons. It is one of the biggest Indian Electrical brands
not only in India but also globally. Indeed, Videocon is one of the fastest paced Electrical
Products worldwide. Videocon thus posed an exciting opportunity to study a brand that is
automatically associated with youth and technology.
I worked on Videocon in order to understand the various aspects of its marketing strategy
that has made it the Number 1 MNC of India.
I focused on its strategies in Refrigerators in comparison with LG, Samsung, Godrej
and Whirlpool.

CHAPTER 1
INTRODUCTION

INTRODUCTION

1.1 OVERVIEW
Videocon Industries Ltd. was one of the initials company that made it to the World.
Videocon Electricals captured the initial Indian Electrical market and topped the
charts for its products such as Refrigerators, television etc. before other players such
as Samsung, Whirlpool etc .entered Indian market. Videocon was one of the first
Electronic Company to Collaborate with Japanese Toshiba Ltd as early as 1985.

1.2 OBJECTIVE
Videocon is a company hard to pass by as it was one of the few Indian Companies to be
listed in Fortune 500 beside being initial Indian MNC. With its wide range of
electrical product range I choose the one that has kept the Indian cools in enthralling
summers Refrigerators. The Hot and Humid weather of the country had made many
Korean and Americans countries to walk into Indian market earlier captured by
Indian Electronics Giant Videocon. The effect on Videocon and its strategy thus
become my area and/or object of study,

CHAPTER 2
COMPANY PROFILE

COMPANY PROFILE
HISTORY
A Man of ideas. A man of substance. A man of vision, Shri Nandlal Madhavlal Dhoot, the
founder of the Videocon group, completed his education in Ahmednagar, Pune and in
Maharashtra, India. A successful sugarcane and cotton grower, he boldly ventured forth and
imported machinery from Europe, setting up the Gangapur Sakhar Karkhana (Sugar Mill)
in 1955, at a time when the village had no electricity, thereby unleashing an industrial
revolution.
The die was cast. Over the years, Nandlalji's pioneering spirit found expression in a myriad
ways, earning him the well-deserved reputation of the doyen of industrial activity in
Marathwada, India.

In early 80s, Nandlalji initiated his three sons - Venugopal, Rajkumar and Pradeep into the
business. Through a technical tie-up with Toshiba Corporation of Japan, he launched India's
first world -class Colour Television:

Videocon.
Today, Videocon is a household name across the nation - India's No.1 brand of Consumer
Electronics and Home Appliances, trusted by over 50 million people to improve their
quality of life.

Customer, Corporate and Videocon

Corporate Overview
The Videocon Group is committed to create a better quality of life for people and
furthering the interests of society, by being a responsible corporate citizen.

Creating Happiness
We will bring happiness into every home, offering high quality consumer durables at
affordable prices, spreading the culture of convenience, entertainment and comfort, far and
wide.

Achieving Progress
We will pursue innovative technologies in the fields of Electronics and Energy, create
products and services that will improve the quality of life, realize the goals of the world
community and protect the environment.

Sustaining Growth
We will be a source of pride to our business associates by ensuring mutual prosperity and
growth through the implementation of forward-looking corporate strategies, aimed at
identifying opportunities and responding intelligently to the dynamics of change.

Pursuing Excellence
We will provide a conducive environment for enabling our employees to develop their
potential and make a significant contribution to the Group's success.
In 1985, through a technical tie-up with Toshiba Corporation of Japan, Videocon
International Limited launched India's first world class Color Television. Today, Videocon
International Ltd., the flagship company of the Videocon Group, is India's leading
manufacturer of Consumer Electronic products. Fired by a passion for innovation,
Videocon has kept pace with the changing face of technology, constantly upgrading its
manufacturing facilities to incorporate advanced technology and high
standards of quality into its product range, right across the spectrum .

AMBITIONS and TECHNOLOGIES

Technology with a Heart

Committed to giving the consumer the best the world has to offer, Videocon
has

developed

near

zero

wastage

technology

which

helps

reduce

manufacturing costs by optimizing material inputs. Coupled with qualityconsciousness at every stage, the consumer benefits enormously by getting
premium products at affordable prices.
The company currently manufactures Colour TVs, Black & White TVs and
Audio products. At its modern plant at Chitegaon and Aurangabad, the
Company has also undertaken complete backward integration to manufacture
all critical and important components of its products, such as Electronic
Tuners, FBTs, ATDMs and Deflection Yokes, thereby reducing costs, ensuring
quality control and becoming vertically integrated. It has set up a unit at
Gandhinagar in Gujarat for manufacturing Black & White TV picture Tubes.

The Sound of Excellence

Videocon produces a sophisticated range of Home Audio Systems, Stereo
Radio, Recorders and Personal Stereos, as well as the contemporary
international range of Kenwood Digital Hi Fi Systems.

First with the Best

Continuous up gradation and indigenous manufacturing has been and
continues to be an integral part of the company's philosophy. Perceived as

an innovator in its field, Videocon has notched up many exciting firsts, by

exploring the world's most advanced technologies. In Colour TVs, Videocon
was the first Indian Company to introduce Picture-In-Picture, Turbo Sound,
Surround Sound, Larger Screen Sizes, the Full Flat Square Tube, Bazooka
technology and the Freedom series : affordable high quality range of Colour
TVs for the price-conscious consumer.

10

Global Ambition
Looking beyond India, Videocon is now a global player, acknowledged by
the world. It is the first Indian company to win the prestigious CE approval
for exporting its Colour TV to Europe. Videocon is now entering world
market with its operations in the Middle East, Europe, Indonesia and South
Africa.

Videocon Narmada Glass (VNG): a division of Videocon International Ltd.,

has the distinction of having set up India's first plant for the manufacture of
Glass Shells for Color Television Picture Tubes, in technical collaboration
with Techneglas Inc., USA (formerly known as OI-NEG TV Products Inc.,
USA), world leader in Glass Shell Technology.

The projects in 1990, when the then Prime Minister of India, the late Shri
Rajiv Gandhi, laid the foundation stone for the project.
The Videocon Group, with the objective of backward integration, joined
hands with Gujarat Narmada Valley Fertilizers Co. Ltd., (GNFC) for the
implementation of this 100% import substitution project, the largest
investment (Rs. 450 crores) in electronic component industry in the country.
The plant, with an installed annual capacity of 1.7 million Glass Shells for
Color Picture Tubes and 0.25 million glass Bulbs for Black & white Picture
Tubes and Monochrome Monitor Tubes, is located at Village Chavai,
District Bharuch andGujarat.

11

SUCCESS STORIES
The Heights of Success
VNG has some remarkable achievements to its credit, starting with the successful
absorption of sophisticated technology from Techneglas Inc., USA. The CTV Glass Shells
manufactured by VNG are at par with international standards and the Color Picture Tubes
made with VNG glass have already received VDE approval. The facilities include a stateof-the-art Tool Room and Mould Shop to manufacture and maintain its mould
requirements. Having initially successfully established its 20V, 19V and 13V CTV glass
parts, VNG has now developed the 20V 2R the latest models.

A Picture Perfect Future

Till 1994, Indian manufacturers of CTV Picture Tubes were importing Glass Shells. VNG's
production has replaced these imports, thereby saving almost Rs.200 crores of precious
foreign exchange every year.

VNG has now surpassed the norms of performance guaranteed by the collaborator,
Techneglas Inc., U.S.A. and is operating the plant with 150% capacity utilization - with
efficiencies exceeding international standards. Where fields of sugarcane grow tall and
proud. Where bushes of cotton bud blooms. Where tourists flock to the world-famous caves
of Ajanta and Ellora.
Where India's NO.1 Consumer Electronics and Home Appliances take shape, to take
millions of Indians into a better, brighter future.
This is Marathwada, India, where the Dhoot family launched Videocon International
Limited in 1984, with the avowed purpose of producing world-class Colour Television
through a technical tie-up with Toshiba Corporation of Japan. Within a decade, Videocon
emerged as India's leading brand of both Colour and Black & White Televisions and
continues to dominate this highly competitive market.

12

The leader innovates. The leader forges ahead. The leader breaks new ground. Harnessing
the advanced technology, relentlessly pursuing quality to achieve various international
standards of Quality Control. Breaking through, time and again, with innovative products
for a better life.

VISIONARY VIDEOCON
Profiles of Leadership
Futuristic Neuro Fuzzy Logic Washing Machines, User-friendly - No-Frost Refrigerators,
the very latest music systems. The most sophisticated Colour Television and VCRs. HighTech Air-conditioners. Videocon today, is a multi-faceted group, with 9 state -of-the-art
manufacturing facilities all over India. Highly qualified engineers, trained in Japan, backed
by 6500 technical and support staff, work together in close unison to produce India's
leading branch of consumer electronic products and home appliances.

Leadership through People

Videocon lays great emphasis on the training and development of its work force, providing
every opportunity for growth and advancement, including training stints overseas.

13

LANDMARKS
FROM ELECTRONICS TO ENERGY
The Heart of Nation
1995 was a landmark year for Videocon. It clearly reaffirmed its leadership in Color TVs,
Black & White TVs, VCRs and VCPs, Washing Machines as well as No-Frost
Refrigerators. Then Videocon began to reach out to the core. To industries at the heart of a
nation: Petroleum, Power, Construction and Housing. Leading India into the future, with
Confidence, with determination, with a commitment to excellence, rooted in the pioneering
vision of a path breaker.

14

CHAPTER 3
RESEARCH METHODOLOGY

15

RESEARCH METHODOLOGY
The methodology followed by the researcher, during the preparation of the report was
collection of data thorough SECONDARY SOURCES
When an investigator uses the data that has been already collected by others, is called
secondary data. The secondary data could be collected from Journals, Reports, and various
publications.
The advantages of the secondary data can be It is economical, both in terms of money and
time spent .The researcher of the report also did the same and collected secondary data
from various internet sites like www.Google.co.in and www.yahoo.com and many more.
The researcher of the report also visited various libraries for collection of the introduction
part.

16

CHAPTER 4
ANALYSIS AND INTERPRETATION

17

ANALYSIS And FINDINGS

COMPARISON WITH OTHER COMPANIES
REFRIGERATOR INDUSTRY AT A GLANCE

Refrigerators are being manufactured in India for the last four decades.

Till early nineties only direct cool refrigerators were used in India.

Videocon introduced frost-free refrigerators in 1991.

In 2005-06 the market was as follows:

Segment
Direct

Price
Cooling

% Market Share
Low

85%

Frost Free

35-40% more than DC

18

15%

Based on the Capacity and price the market was divided as follows in 2009-10

Segment
Top
High
Medium
Low

Price
Capacity
% Share
>20000
>300 Ltrs
3%
15-20000
>230 Ltrs
7%
Upto 15000
165-230 Ltrs
85%
<8-9000
Upto 90 Ltrs
5%

19

In 2009-10 the penetration levels were approx. 9%

In 2009-10 the demand distribution as per the Income class was as follows:

20

Income Class

Penetration %
Low
0.7%
Lower Middle
5.3%
Middle
19.8%
Upper Middle
43.5%
High
59.9%
Total
8.61%

21

In 2009-10 the demand distribution as per markets was as follows:

Urban

Rural

Total

Penetration %
Share of Purchase%

25.23

2.04

8.61

75.7

24.3

100

Past trends

Demand for refrigerators grew from 11,000 units in 1968-69 to about 2.25 million units

in 1996-97

Demand for refrigerators has grown at a CAGR of around 22% from 1.04 mn units in

1992-93 to 2.18 mn units in 1997-98.

The total stock went up from 3.3 million units in 1968-69 to 17.2 million units in 1996-

97, but still covering only about half of the total households in middle and high-income
groups.

22

Current Scenario

The current demand for refrigerators is approx. 2.9 mn units per annum.

The 165-200 Ltrs of refrigerators comprise of 80% of the total demand.

Frost Free refrigerators contribute 15% of the total demand with 5% coming from the

premium range.

The market structure is as follows:

Segment

Share(%)

North

25%

East

14%

West

32%

South

29%

Rural

25%

Urban

75%

Household

85%

Institutional

15%

23

The replacement demand is about 20% of the total demand and shows preference for

larger and technically advanced models.

Demand for the frost-free refrigerator is increasing rapidly.

Feature based differentiation and various price points for same capacity emerge in the

top and high categories. Some of the features, individually or together are used for
differentiation.

No and type of doors.

Crushed ice and water dispenser

Quick chilling zones

Multiple temperature zones

Adjustable racks and shelves

Multiple use compartments

Refrigerant CFC free Vs CFC

Energy efficient compressor

Freezer space vis a vis Refrigeration space

24

Future Trends

Replacement market is expected to increase to 25-30% on account of faster

replacement (further induced by exchange scheme).

Refrigerator market is expected to grow at a CAGR of 14% in the medium term aided

by the rising per capita income and growing consumerism.

The demand for refrigerators is expected to be about 3.6 million units in 2005-06 with a

penetration rate of about 13%

As specified by the Montreal Protocol the use of refrigerants such as CFC-11 and CFC-

12 need to be phased out by 2010.

***************************************************

25

COMPANIES IN THE REFRIGERATOR MARKET

The leading companies in the market with their market share

in first half.
TOTALMARKET
BRAND
VIDEOCON

Sales(Units)

% Share

199000

12.9%

21000
SAMSUNG
LG
GODREJ
BPL
WHIRLPOOL
ELECTROLUX
OTHERS
TOTAL

FROSTFREESEGMENT

12%

396000

25 .7%

25000

14.3%

349000

22.7%

8000

4.6%

178000

11.5%

25000

13.8%

85000

5.5%

83000

7.4%

10000

0.7%

7000

4.0%

8000

0.5%

8000

4.6%

313000

20.3%

1535000

100%

18000

100%

26

CHAPTER-6
FINDINGS
AND
ANALYSIS

27

INDUSTRY ANALYSIS
(REFRIGERATOR INDUSTRY IN INDIA)

THREAT OF ENTRY
Barriers of entry
Economies of scale:
The players like Godrej, BPL, Whirlpool, Videocon and Electrolux have achieved
economies of scale. Godrej has a capacity utilization of 75% and the highest capacity in the
industry. This declines their unit cost of every function of business and enables them to
keep their prices low. This will force the entrant to come in at a large scale and risk strong
reactions from them or come at a small scale and accept a cost and price disadvantage.
Godrej also possesses economies of vertical integration as it manufactures its own
compressors, which constitutes a substantial part of the manufacturing cost. The other
players like BPL and Videocon who are currently outsourcing their compressors also plan
to set up their own manufacturing units for compressors in the long run.

Product differentiation:
The companies like Godrej, BPL and Videocon, being very old players in the Indian market
enjoy high brand awareness and consumer loyalties. These brand names are associated with
trust and reliability in the Indian market.
The Korean players like LG and Samsung who engaged in heavy advertising and brand
promotion during the last year have also created a niche for them in the premium segment.
Their brand awareness has grown tremendously after the recent Cricket World Cup
Tournament, during which they advertised heavily.
These create a barrier to entry by forcing the entrant to spend heavily to overcome existing
consumer loyalties and to build a brand image.
28

Capital Requirements:
Huge Capital requirements are posed in front of the new entrant in terms of advertising,
product development, Production facilities, Distribution channel credit, inventories and for
covering up the start-up losses.

Access to the distribution channels:

The Indian players like Godrej, Videocon and BPL which are catering to the mass market
have a strong distribution and dealer network.. They have a presence in the urban as well as
the rural areas. Moreover these companies have established developed ties with the channel
members over the period of time, which are hard to break.
Whirlpool has also developed a strong network of 4000 dealers in urban and semi urban
areas in a period of few years.
The South Korean Majors like Samsung and LG have a dealer network of more than 1500,
mainly in urban areas and plan to expand it in rural and semi urban areas also.
This poses a major threat in front of the new entrant as the existing firms already serve the
channels and the new entrant will have to persuade the channels to accept its product
through high margins, promotional allowances, better credit facilities and advertising
support, which will reduce the profits.

Cost disadvantage independent of scale

Learning or Experience curve: The old players like Godrej, BPL, Videocon are high
on the experience curve, as they know the Indian Market well. This Experience lowers their
costs in production, marketing, and distribution and in other areas of business, thus giving a
cost disadvantage to the new entrant.

Government policy: The Government policies of levying duties on the imported

Refrigerators and refrigerator parts gives an advantage to the Indian Players and in a way
protect them from price competition in the market with the MNCs.
29

Expected retaliation: The industry as a whole faces excess capacity and the supply
exceeds demand and so the existing competitors are expected to respond forcefully to a
new entrant. The new entrant will face competition based on the segment to which it tries
to cater
If the company enters in the direct cool segment Godrej and Whirlpool will pose the major
threat.
If the company enters in the Frost free, high capacity segment (above 300 Ltrs) it will have
to face main competition from LG, Samsung, BPL and Whirlpool.

2.

INTENSITY

OF

RIVALRY

AMONG

THE

EXISTING

COMPETITORS.
The companies in the Refrigerator industry of India can be divided into four strategic
groups based on the price and the perceived quality of the products. These groups also
differ in their target segments and the strategies adopted to cater to it.

High Price

Medium Price

High

1.PREMIUM

2.

Perceived

STRATEGY

STRATEGY

Quality
Moderate

(1)LG, Samsung, (2) Whirlpool, BPL

4.OVER
5. MEDIUM
6.GOOD VALUE

Perceived

CHARGE

Quality

STRATEGY
(3) Godrej
7.RIP
OFF8.FALSE

(4) Videocon
9.ECONOMY

STRATEGY

ECONOMY

STRATEGY

STRATEGY

5) Voltas

Low
Perceived
Quality

HIGH

Low Price

VALUE3.SUPER VALUE
STRATEGY

VALUE STRATEGY STRATEGY

30

1. LG, Samsung: This strategic group includes the South Korean MNCs. These are the
players who are operating only in the frost-free segment and carry a large product length.
They have products only in the above 300 Ltrs segment. These brands follow the Premium

strategy of high quality at high price. They are targeting to the upper income as well as the
higher middle class of the society with the products that are associated with status. These
companies have shown a tremendous growth in few years
.

2. BPL, Whirlpool: BPL, the market leader in the Frost-free segment and Whirlpool of
India, the subsidiary company of the US giant Whirlpool form this group. They have frostfree models in the below 300 Ltrs capacity segments as well as the above 300 Ltrs segment.
The models in above 300 Ltrs segment cater to the replacement market and to the higher
middle class. These aim at providing high quality at a moderate price.
The models in the below 300 Ltrs are targeted at the first time buyers of middle class and
are not high in price.

3. Godrej: These are the old brands of India, which have high brand awareness and
presence in urban as well as the rural Markets. These are mainly serving to the Direct cool
segment and have few models in the frost-free segment. These brands are catering to the
middle class and are not very high in prices.

4. Videocon: This is the company, which introduced Frost-free refrigerators in India. The
products are value for money products. With the lowest prices in the market it is catering to
the middle class of the society.

31

5. Voltas: These companies cater to the middle and lower middle class of buyers with
their low priced ranges.
The companies in the market witness a tough competition from the other members of its
strategic group as they fight for the same chunk of the market. As their products do not

differ much in the features, they try to differentiate their brands through copy
differentiation in advertising.
The competition intensifies as most of the companies are using the same dealer network to
distribute their products. They lure the dealers to promote their product by different
strategies on margins, incentives and credit and payment terms.
The competition increases as all the companies have high Strategic stakes in the
Refrigerator Business. A major fraction of their revenues come from this business and so
they retaliate sharply to any move of the competitor.
The industry has high Exit Barriers for the members who have invested in the
manufacturing facilities in India in the form of specialized assets.

3. PRESSURE FROM THE SUBSTITUTES

The domestic refrigerators have no substitutes and so it faces no threats in terms of that.

4. BARGAINING POWER OF THE BUYERS

The bargaining power of the consumers is high due to the presence of many competitive
products in the market.
The refrigerator models available are not much differentiated in terms of the features, and
so the buyers can switch between the different brands based on other criteria like Price,
service, warranty, promotion and financing schemes.

5. BARGAINING POWER OF THE SUPPLIERS.

Not very high

32

CHAPTER 7
DISTRIBUTION CHANNELS

33

DISTRIBUTION CHANNELS IN THE INDUSTRY

The Refrigerator companies in the industry use different distribution channels to reach the
customer. These are as follows:

1. In this type of channel the company uses its sales representatives to deal with the
dealers directly. The dealers place the order through the sales representatives who visit
them periodically, and the products are delivered directly from the company.
Some companies appoint Direct Dealers who act as their Franchisee Outlets or their
Exclusive showrooms.

34

BPL uses this channel

2.

In this channel of distribution the company appoints distributors on the basis of

District/ Population /No of Dealers to be handled by one distributor. The area of operation
and its potential is also taken into consideration.
Some of the companies make the distributor totally responsible from appointing the dealers
to providing after sales service.

Godrej use this channel

35

3.

In

this
channel
of distribution the company appoints Distributors as well as Direct Dealers. The company
appoints distributors to deal with small dealers who order small quantities. With the dealers
who have good potential and sales the company deals directly.

Videocon and Samsung use this channel: The Korean Multinational follow this
channel where they appoint Distributors for upcountry towns and direct dealers for big
cities and major towns eg. Ahmedabad.

4.

In this channel the company appoints a C&F agent who acts on behalf of the company.

The C&F agent is totally responsible for appointment of Distributors and Direct Dealers.
He sells to both the Distributors and the Direct Dealers at the same rates.

36

Strategic group mapping of industry players:

37

ADVERTISEMENT OF VIDEOCON ON MEDIA

Headline: Hidden in the new Videocon 290L are six refrigerators.
Subhead:
Bodycopy: Ice Twist Fastest ice maker. With just a simple twist you can collect ice cubes
in the tray.
Dura Fresh A long lasting platinum deodoriser that adsorbs bad odours and noxious gases.
Green House the ceramic additives present in the vegetable tray increase the life of the
vegetables by preventing moisture loss and vitamin degeneration.
Chill Zone The spacious chiller maintains a temperature that's around freezing point, to
ensure maximum freshness.
Sensi-flow System The automatic thermostat controller in the advanced multi-air flow
system ensures optimum and uniform cooling.
CFC-free Our compressor uses an environment friendly gas to ensure a better future.
Buying the new Videocon 290L frost-free multi-fridge is as good as getting six others.
While the other fridges just have a few specialities, Videocon has everything.

38

CHAPTER-7
FINDING
AND
RECOMMENDATIONS

39

RECOMMENDATIONS

Freezer should be small

No crystal, grill shelf should be there

No MRP is written. So MRP should be written

Date of manufacturing is not written

Model change should be there constantly

Double door refrigerator should be provided.

In todays world of competition, the company should pay more

attention towards:

Best sales service

Displays

In festivals we do promotions

0% finance

Exchange offer

High incentives

0% interest

Carry back scheme

40

BIBLIOGRAPHY

 Philip Kotler for Marketing Management

NIS Study Material for Marketing Management
NIS Study Material for Marketing Research
www.videocon.com
www.yahoo.com
www.google.co.in
www.aol.in

www.in.lge.com

41

CHAPTER 8
ANNEXURE

42

ANNEXURE
REFRIGERATORS
Baseline: Bring home the leader

Headline: Over Cool. Under Cool. Perfect Cool.

Subhead: The only refrigerator that adjusts the temperature to ensure
perfect cooling.
Bodycopy: The Videocon frost-free refrigerator with the breakthrough Sensi-flow
technology. The perfect cooling system that keeps food fresh and nutritious by ensuring
continuous circulation of cool air through the many vents inside. What's more, the
refrigerator also has the sensi-control system. An intelligent device that senses even the
slightest rise in temperature; when you place a hot dish inside the refrigerator, with that the
air vents open and the rush of cool air inside brings the temperature down to the required
level. That's science at work for you, ensuring you and your family eats fresh food and
stays healthy.
43

Baseline: Bring home the leader

AGENCY: Quadran
Product Range:

Consumer

Electronics

Videocon brings to you the

best

of

products

Consumer
which

Electronics

includes

Projection

from

their
stable

Plasma

TV,

Color

TV,

TV,

Internet TV and loads of other

masterpieces and therefore we
offer

you

Technology

for

Health and Pleasure.

Home
Appliances
Videocon has ushered in a
revolution

making

waves

in

millions of homes by virtue of

its entire range of state-of-art
Home Appliances.
44

PRODUCTS OF VIDEOCON
Refrigerator Home
Direct Cool
Frost free

Water matic
Washing Machine Home
Air Conditioner Home
Microwave Home
RNV271

Back
DIGITAL

SENSI

FLOW
DURAFRESH
PLATINUM
DEODORISER
GREEN

HOUSE

CRISPER
SIX

YEARS

WARRANTY

RNV275
DIGITAL

SENSI

DURAFRESH

FLOW
PLATINUM

DEODORIZER
GREEN
STYLISH

HOUSE
EURO

6 YEARS WARRANTY

RNR312

HANDLE

SENSI

FLOW

SYSTEM

DURAFRESH

PLATINUM

DEODORIZER
GREEN

HOUSE

CRISPER

RECESSED

HANDLE

6 YEARS WARRANTY

RNV312
SENSI

FLOW

SYSTEM

DURAFRESH

PLATINUM

DEODORIZER
GREEN

HOUSE

CRISPER

VERTICAL

HANDLE

6 YEARS WARRANTY

D380MF
No

Frost

Multi

Flow

Antibiotic
New
New

System

Deodorizer
Edge
Style

6 Years Warranty

Door

design

Vertical

Handle

D452MF
INBUILT

DEODORIZER

FULLY AUTOMATIC DEFROSTING

SYSTEM
MULTIFLOW

COOLING

6 YEARS WARRANTY
47

CHAPTER 9
QUETIONARIES

SYSTEM

48

DEALERS QUETIONARIES
Dear Sir/Madam,
I, student of RIMS (ramaiah institute of management studies) Bangalore
am
Conducting a survey for the television industry. We request your kind
cooperation
1. Name of the Dealer/Retailer
2. Address

.
3. Mention the brand name of the T.V presents in your
Showroom?
12345
4. What are the ranges of price that the company offers?
...............................................................................................................
.............
............................................................................................
5. Rank the various brands in order of their selling
12345
6. Why the rank 1) Product is sold high?
a) Less Price [ ]
b) Design and style [ ]
c) Good brand image [ ]
d) Good product features [ ]
e) After Sales Services [ ]
f) Durability [ ]

49

7. Why the rank 2) Product is sold high?

a) Less Price [ ]
b) Design and style [ ]
c) Good brand image [ ]
d) Good product features [ ]
e) After Sales Services [ ]
f) Durability [ ]
8. Why the rank 3) Product is sold high?
a) Less Price [ ]
b) Design and style [ ]
c) Good brand image [ ]
d) Good product features [ ]
e) After Sales Services [ ]
f) Durability [ ]
9. What more can the company do to increase its sales?

10. According to you which company has the best marketing strategy?

11. Any Suggestions:

50

CONSUMER SURVEY QUESTIONNAIRE

Dear Sir/Madam,
I am student of RIMS (ramaiah Institute of Management studies)
Bangalore and as
Part of our curriculum I am conducting a market research. I would like
your
Cooperation for the same, with an assurance that all the information,
which youll
Give, will remain confidential.
Customers personal profile:
1. Name.
2. a) Age ( In years ) : ............................
b) Gender (please tick) : Male / Female
3. Educational Qualification..
4. Address.
........
5. What is your occupation?
a) Business b) Govt. Service
c) Pvt. Service d) student e) others
6. What is your monthly income?
a ) Below Rs 10000

b) Rs 10000-15,000

c) Rs 15,000-25,000

d) Rs 25,000 -35000

e) Rs 35000+

Consumer Survey for various Brands of television:

1. Which of the companys products would you prefer to own?
a) Videocon

b) LG

c) BPL

d) ONIDA

e) Samsung
f) Others (please specify)
2. Why you prefer this company product?

51

3. What were the factors that persuaded you to come to your chosen
brand?
a) Company advertisements:
b) Talk to friends and colleagues
c) Dealer efforts
d) Any other; please specify
4.Do you prefer any financing scheme to purchase consumer durables?
a) Yes

b) NO

5. While purchasing consumer durable which parameter influences you?

(Please rate the following sources of information)
Price.
Brand Image
Product feature
Service.
Durability
Design and style .................................
6. From where you prefer buying consumer durables?
a) Co.shoppee

b) Showroom

c) on-line

d)

exhibition
7. You prefer to buy from the same as you have mentioned in Q.6
because of

Following reasons?
a) Attractive Price

b) Service

c) Demonstrations

d)

Offers
e) Convenience
8. Up to how much money are you willing to spend on a t.v? At this time:
a) Less than7000

b) 7000-13000

c) 13000-

25000
d) 25000-35000 e) more than 25000

52

9. Would you wait for festive season to avail discounts?

a) Yes
b) No
10. Which TV Channels do you watch on a regular basis?

11. Which Newspaper/Magazines do you read?

.
12. How do you feel after using the videocon TV?
a) Excellent

b) good

c) fair

d) poor

13. Any other comments. .

...
..
Thank you for participating in the survey

53