cool project report
TRANSCRIPT
MINOR PROJECT REPORTON
“PRODUCT AND SERVICES OF VIDEOCON”
SUBMITTED TO: SUBMITTED BY:DR. ANITA SHARMA Yash Tripathi(ASSISTANT PROFESSOR) ROLL NO. - 06314901709DEPTT. OF BUSINESS BBA (GEN.) III -SEMADMINISTRATION
MAHARAJA SURAJMAL INSTITUTE
RECOGNISED BY UGC, U/S 2 (F)
(AFFILATED BY GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY)
C-4, JANAKPURI, NEW DELHI – 110058
CERTIFICATE
This is to certify that the project entitled “PRODUCT AND SERVICES OF VIDEOCON”
prepared by Yash Tripathi has been completed under my guidelines and I am completely
satisfied with the work carried out by him.
The project was successfully carried out by Yash Tripathi is partial fulfillment of the BBA, 3rd
Semester, required to the award of degree of BBA of Maharaja Surajmal Institute.
Project Guide
_____________
Dr Anita Sharma
Assistant Professor
(Deptt. Of Business Administration)
2 | P a g e
ACKNOWLEDGEMENT
This project work, which is my first step in professionalism, has been successfully accomplished
only because of timely support of my well wishers. I would like to pay my sincere regards to
those, who directed me at every step in my project work.
First of all, I would like to express my thanks to PROF. AZAD S. CHILLAR (Director,
Maharaja Surajmal Institute) for giving me such a wonderful opportunity to widen the horizons
of my knowledge.
I extend my thanks to my project guide Dr. Anita Sharma for her scholarly guidance, constant
supervision and encouragement. It is due her personal interest and initiative that the project is
published in the present form.
Last but not the least, I would also like thank all the staff member of Maharaja Surajmal
Institute, friends and parents who have directly or indirectly contributed in making this project a
success, it is a tribute for their valuation.
Despite all efforts I have no doubt that error and obscurities remain that seen to afflict a working
project for which I am capable.
___________________
(YASH TRIPATHI)
Roll no.-06313901709
BBA (Gen.) 3rd Sem.
3 | P a g e
TABLE OF CONTENT
CHAPTER 1:- INTRODUCTION 1-6
Objectives
Research Methodology
Limitations
CHAPTER 2:- BACKGROUND AND PROFILE OF THE
ORGANISATION 7-17
Background
Company’s profile
CHAPTER 3:- ANALYSIS AND INTERPRETATION 18-36
Questionnaire Analysis
SWOT Analysis for Videocon
CHAPTER 4:- CONCLUSION AND RECOMMENDATION 37-39
Conclusion
Recommendation
ANNEXURE
Bibliography
Questionnaire
4 | P a g e
CHAPTER 1
INTRODUCTION
5 | P a g e
OBJECTIVES OF THE STUDY
The objective of our project is
To study the role of Videocon India Ltd. as an electronic brand in India as well as
globally.
To know how the company has established itself as a brand among households in India
To analyze the various aspects of marketing strategies of Videocon in India’s electronic
Industry
To analyze the competition from other brands in the market.
To suggest various measures for sustaining its image in the highly competitive
environment.
6 | P a g e
RESEARCH METHODOLOGY
Research methodology is considered as the nerve of the project. Without a proper well-organized
research plan, it is impossible to complete the project and reach to any conclusion. The project
was based on the survey plan. The main objective of survey was to collect appropriate data,
which work as a base for drawing conclusion and getting result. Therefore, research
methodology is the way to systematically solve the research problem. Research methodology not
only talks of the methods but also logic behind the methods used in the context of a research
study and it explains why a particular method has been used in the preference of the other.
RESEARCH DESIGN
Research design is important primarily because of the increased complexity in the market as well
as marketing approaches available to the researchers. In fact, it is the key to the evolution of
successful marketing strategies and programmers. It is an important tool to study buyer’s
behavior, consumption pattern, brand loyalty, and focus market changes. A research design
specifies the methods and procedures for conducting a particular study. According to Kerlinger,
“Research Design is a plan, conceptual structure, and strategy of investigation conceived as to
obtain answers to research questions and to control variance. The General study was converged
as a specific study for Videocon. The study was initiated to find out the consumer profile, brand
perception and Cross preference among Videocon and Competitor brands. Our approach to the
research design tasks went through the following tasks.
Information needed
Measurement and scaling Procedures
Appropriate Data collection
Sampling Process and sample size
Data Analysis plan
7 | P a g e
DATA SOURCE
The data collection was done through
1. Secondary Data Analysis
2. Survey
Secondary data is obtained by contacting the retailer and dealers.
SCALING TECHNIQUES
We asked the customers to rank the various attributes on a scale of very important, Important and
not very important. To find-out the brand perception of various brands, paired comparison
between them is used.
QUESTIONNAIRE DESIGN
Questionnaire design was the critical issue as the questionnaire reflects the survey purpose .The
questionnaire was meticulously prepared by identifying the various variables. The same scale of
yes/no and very important, important and not so important was used throughout so as to make
the respondent comfortable.
Firstly, a questionnaire was prepared and few people were surveyed. After this survey we
realized the flaws in the questionnaire and then a modified questionnaire was prepared and
people were surveyed on this modified questionnaire.
SAMPLING TECHNIQUES
In the survey conducted, the sample was random in nature comprising of people from different
age groups and income stratus.
8 | P a g e
DATA COLLECTION
Data collection is the important step after the sample is selected on which the survey is being
conducted. With data that is available in the hard form we converted that to electronic form, to
analyze the data using the MS Excel. In the data collection customers were approached during
the working hours at dealers point.
The first part of the survey was a disguised survey was there was no mention of Videocon as
Organization. It was conducted as a part of institute project. Purpose of the survey was explained
and was asked whether they are interested to take part in the survey. Later, questionnaire was
handed over to them, and necessary instructions were given to complete the questionnaire .The
questionnaires were returned back after filing up on their convince, While receiving the filled in
questionnaire care was taken to check whether there are any unfilled items in the questionnaire.
DATA ANALYSIS
The data of score of features and score of brand perception was fed into the excel sheet. Separate
Excel sheets were employed for analysis of each brand and also to keep it concise and
unambiguous. For data analysis I use many types of charts:
• Pie chart:
This is very useful diagram to represent data, which are divided into a number of categories. This
diagram consists of a circle of divided into a number of sectors, which are proportional to the
values they represent. The total value is represented by the full create. The diagram bar chart can
make comparison among the various components or between a part and a whole of data
• Bar chart:
This is another way of representing data graphically. As the name implies, it consist of a number
of whispered bar, which originate from a common base line and are equal widths. The lengths of
the bards are proportional to the value they represent.
9 | P a g e
LIMITATIONS
Every study has certain limitations. In my study, also there were certain limitations, which I
could not able to solve:
1. Most of the data being secondary can be biased towards the company.
2. Shortage of time is also a reason for incomprehensiveness.
3. Most of the information was taken from secondary sources being based on previously
printed data.
4. Response errors may arise when the respondents give inaccurate or incomplete answers.
5. Random sampling errors can occur, as the particular sample selected is an imperfect
representation of the population of interest.
10 | P a g e
Chapter 2
BACKGROUND AND
PROFILE OF THE
ORGANISATION
11 | P a g e
BACKGROUND
Electronics is the fastest growing industry in India, in the liberalized economic scenario,
electronics has entered in every walk to of our life’s and has enchanted the quality of life that is
enjoyed by our consumer India is no longer a country, a market where the consumer has to
realized almost entirely on the influx of smuggled electronics items to satisfied its need. The
Indian electronic industry has through up competitive player who are not only able to cater to the
desires of the Indian consumer successfully, but have also emerged as very successful exporter
of electronic woods to the rest of the world. This has all happened in the last twenty-year or so.
A couple of decade ago, nobody in his widest dreamed could have ever imagines that consumer
goods bearing Indian brands, built up assiduously by Indian companies would come to dominate
Indian industry. There could have been two reasons for so little faith in Indian goods. Firstly, the
Indian pubic unhidden groups like BPL, Videocon, and Onida, that Indian brands now dominate
the markets. These corporate houses have upset the apple chart of foreign companies by
establishing consumer durable manufacturing companies than thane not only consistently
produces superior products but have also aerate in a very short span, brand equities capable of
taking on international brands. That is, the Indian consumer perception of bands originating in
his own back yard has evolved from one of shame to one of trust pride, identification, all of
which trance late into patronage /or achievement of a company’s core business objective.
Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej,
Allwyn, and Voltas were the major players in the consumer durables market, accounting for no
less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony,
Samsung, Whirlpool, Daewoo and Aiwa came into the picture. Today, these players control the
major share of the consumer durables market. Consumer durables market is expected to grow at
10-15% in 2007-2008. It is growing very fast because of rise in living standards, easy access to
consumer finance, and wide range of choice, as many foreign players are entering in the market.
Consumer durables are the products whose life expectancy is at least 3 years. These products are
hard goods that cannot be used up at once.
12 | P a g e
The electronic industry is one of the bedrocks of the global industrial development. The
electronic industry was for long the domain of first world economics. The 160’s saw a shift,
which Japan emergence. Subsequently Hong Cong, South Korea, Taiwan and Singapore, then
Brazil, India and Mexico follow late but China, Indonesia, Malaysia, Philippines and Thailand
had entered the fray.
ABOUT CONSUMER ELECTRONICS INDUSTRY:
History of Consumer Electronics in India
The Electronics Industry in India took off around 1965 with an orientation towards space and
defense technologies. This was rigidly controlled and initiated by the government. This was
followed by developments in consumer electronics mainly with transistor radios, black & white
TV, Calculators and other audio products. Colour Televisions soon followed. In 1982 a
significant year in the history of Television in India – the government allowed thousand of
colour TV sets to be imported into the country to coincide with the broadcast of Asian Games
in New Delhi. 1985 saw the advent of Computers and Telephone Exchanges, which were
succeeded by Digital Exchanges in 1988. The period between 1984 and 1990 was the golden
period for Electronics during while the industry witnessed continuous and rapid growth. From
1991 onwards, there was first an economic crisis triggered by the Gulf War, which was
followed by political and economic uncertainties within the country. Pressure on the electronics
industry remained though growth and developments have continued with digitalization in all
sectors and more recently the trend towards convergence of technologies.
In recent years, the electronic industry is growing at a brisk pace. It is currently worth $ 10
Billion but according to estimates, has the potential to reach $ 40 billion by 2010. The largest
segment is the consumer electronics segment. While is largest export segment is the consumer
electronics segment. While is largest export segment is of components.
13 | P a g e
The breakup of production in various segments the industry is shown below:
• 1950s Radios -imported & sold
• Late 1960s B&W TV Transmission started
• 1970s Manufacturing of B/W TV started
• 1982 Color TV Transmission, Manufacturing of CTV started
• 1992 Economic Liberalization Process initiated
•1993-94 Dismantling of controls such as licenses,
Ban on use of Foreign Brand Names etc.
•1994-95 Entry of MNCs – Panasonic, Sony, LG, Samsung etc.
Lowering of Import duties.
Cable TV Started.
• 1995 Till Date Entry of Many MNCs & Rapid Growth,
Continuous Lowering of Import Duties
• 2001 Non tariff Barriers on Imports removed.
• 2004 Free Trade Agreement (FTA) with Thailand implemented, resulting in reduction of import duties to 0% on Color Television sets, Colour Picture Tubes, Refrigerators and Air Conditioners, thus more competition.
• 2005 DTH Services Started
• 2007 Entry of Organized Retail
• 2008 FTAs with other countries & FDI in retail likely.
Degree of Rivalry
Degree of rivalry denotes the intensity of competition within the industry. Videocon, LG,
Samsung, Sony, Onida, are the big competitors in television industry. Although Videocon,
another major player has managed to hold its own in the midst of the onslaught from the Korean
14 | P a g e
majors, though profits have suffered. Other large Indian companies in the top of the list are Mirc
Electronics. While Mirc Electronics is managing to hold its share by adopting value for money
strategy, BPL is facing tough time, experiencing drastic decline in market share. Sony, Philips,
Akai, Sansui, Aiwa, Toshiba and now Hyundai are the other foreign brands in the market. The
industry is based on numbers game and companies will have to maintain a fine balance between
catering to lifestyle requirements and meeting the needs of average consumer.
A detailed analysis of some of the major players is done below:
LG ELECTRONICS
LG Electronics rightly understood the consumer motivations to create magnetic products, price
them strategically, position them sharply and keep making the magnetism more potent. Having
understood the finer differences in consumer motivations, it opted for sharp- arrow ‘reasons-to-
buy’ differentiation over the ‘blanket-all approach’ taken by most of the other players. It is an
aggressive marketer. It focuses on low and medium price products.
SAMSUNG
Initially the strategy of Samsung in India was to create premium image by emphasizing global
brand. After facing stiff competition from another Korean major- LG, Samsung also started
playing price game. In 2004 it reverted back to its premium positioning, although it resulted in
some loss of market share. In line with the Global Digital Initiative of the Parent Company,
Samsung India is seeking to acquire digital leadership in India by introducing its digital ready
televisions like the 40" LCD Projection TV, 43" Projection TV and the Plano series of Flat
Colour televisions.
ONIDA
Its popular devil ad although had engendered a strong emotional pull towards the brand,
technologically it represented no advancement. The company plugged the gap by touting its
digital technology. Like Videocon, it has also been able to hold its market share. The world-class
quality of Onida has enabled the company to make a breakthrough on the export front. It has
technical tie- up with the Japan Victor Company, better known as JVC. So focused is Onida on
positioning itself on the premium, high- tech plank that it is even planning to push its own
15 | P a g e
envelope on obsolescence, much. The strategy is aimed at further broad basing the product
offering of the company, which has largely dominated the top-end of the television market,
across multiple market segments.
VIDEOCON
Videocon has always been a price player and has an image of a low price brand. This entails
providing more features at a given price vis-à-vis competitors. It has taken over multinational
brands to cater to unserved segments, like Sansui- to flank the flagship brand Videocon in the
low to mid priced segment, essentially to fight against brands like BPL, Philips, Onida and taken
over Akai- tail end brand for brands like Aiwa.
16 | P a g e
COMPANY’S PROFILE
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 one
of the largest consumer electronic and home appliance companies in India. The annual turnover
of the Videocon group is about US $ 2 billion. It is also the third largest picture tube
manufacturer in the world.
Type Public (BSE: 511389)
Industry Conglomerate
Founded 1979
Founder(s) Nandlal Madhavlal Dhoot
Headquarters Aurangabad, Maharashtra, India
Key people Venugopal Dhoot
(Chairman)
K. R. Kim
(CEO)
Products Consumer Electronics
Home Appliances
Components
Office Automation
Mobile phones
Wireless
Internet
Petroleum
Satellite television
Power
Revenue ▲ US$2 billion (2010)
Net income ▲ US$276 million (2010)
Employees 5,000 (2010)
Website Videocon.com
17 | P a g e
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)
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.
18 | P a g e
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.
VISION & MISSION
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…”: the end
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 cut-throat 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.
19 | P a g e
Thus, there is a need for a bounded rationality, 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 customization 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
20 | P a g e
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.
MILESTONES
21 | P a g e
CHAPTER 3
ANALYSIS AND
INTERPRETATION OF
DATA
22 | P a g e
QUESTIONNAIRE ANALYSIS
Q1: Which brand do you prefer to buy when electronic goods are concerned?
a) Videocon
b) Samsung
c) LG
d) Whirlpool
e) BPL
If any other (Please Specify):
……………………………………………………………………………
Videocon11%
Samsung22%
LG20%
Whirlpool9%
BPL6%
Any Other34%
Videocon Samsung LG Whirlpool BPL Any Other
Majority of the total population thinks apart from the companies listed, they generally
prefer SONY as a brand when buying of electronic goods are concerned, Videocon is
third best choice for the customer.
23 | P a g e
Q2 Are you satisfied with the products, which are launched by Videocon Ltd.?
(a) Yes (b) No
Yes100%
Yes No
All the people are satisfied with the products of Videocon.
24 | P a g e
Q3: Do you agree that the product of Videocon bears the latest technology products?
(a) Yes (b) No
Yes95%
No5%
Yes No
Majority of the people thinks that the product of Videocon bears the latest technology
products.
25 | P a g e
Q4: Are your dealer provides Post sales services?
(a) Yes (b) No
Yes100%
Yes No
All the company’s dealers provide post sales services to their customers.
26 | P a g e
Q5: Are you satisfied with the post sales services provided by your dealer?
(a) Yes (b) No
Yes36%
No64%
Yes No
Many of the customers are not happy with the post sales services provided with their
dealers.
27 | P a g e
Q6: How prompt is your post-sales service after lodging the complaints to the company?
a) Prompt
b) Average
c) Poor
Prompt20%
Av-er-age36%
Poor44% Prompt Average Poor
More than one third of the customer says there is no promptness in solving the
complaints. They had to be chased now and then for fixing the problem.
28 | P a g e
Q7: Which Company do you think has the best after sales service network (nearness of its dealers & service centers around your locality)?
a) Videocon
b) BPL
c) LG
d) Samsung
e) Whirlpool
Videocon 20%
BPL10% LG
16%
Samsung40%
Whirlpool14%
Videocon BPL LG Samsung Whirlpool
40% of the customer says Samsung have the best after sales network here Videocon grabs
second place.
29 | P a g e
Q8: Which company gives you best after sales services? (Rank on a scale of 5)
1 is Excellent
2 is satisfactory
3 is Average
4 is Poor
a) Videocon
b) Samsung
c) LG
d) Whirlpool
e) BPL
If any other (Please Specify) …………………………………………………….
Videocon 38%
Samsung22%
LG12%
Whirlpool16%
BPL12%
Videocon Samsung LG Whirlpool BPL
After aggregate calculation we see that Videocon comes forward and becomes the
company, which provides best after sales services.
30 | P a g e
Q9: Which Company provides you the best after sales warranty?
a) Videocon
b) BPL
c) LG
d) Samsung
e) Whirlpool
f) If any other …………………………………………….
Videocon 49%
BPL7%
LG12%
Samsung23%
Whirlpool9%
Videocon BPL LG Samsung Whirlpool
Videocon is chosen by most of the people when after sales warranty is concerned.
Samsung comes second, followed by LG, Whirlpool and BPL.
31 | P a g e
Q10: Does the replace parts work efficiently?
(a) Yes (b) No
Yes100%
Yes No
All the people say that the replace parts work efficiently and rather they also provided the
information that the replaced parts do have some time warranty on it.
32 | P a g e
Q11: What is the attitude of the complaints handler towards you?
(a) Sensitive (b) Indifferent
Indifferent94%
Sensitive6%
Indifferent Sensitive
Majority of the people says that attitude of the complaints handler towards them is
indifferent.
33 | P a g e
Q12: Are you satisfied with the workmanship provided by which of the company?
a) Videocon
(i) Yes (ii) No
b) BPL
(i) Yes (ii) No
c) LG
(i) Yes (ii) No
d) Samsung
(i) Yes (ii) No
e) Whirlpool
(i) Yes (ii) No
Videocon 36%
BPL 15% LG
9%
Samsung29%
Whirlpool11%
Videocon BPL LG Samsung Whirlpool
Majority of the people satisfied with the workmanship provided by Videocon, Samsung
grabs the second position.
34 | P a g e
Q13: Do you face any problem from which of the service providers?
a) Videocon
(i) Yes (ii) No
b) BPL
(i) Yes (ii) No
c) LG
(i) Yes (ii) No
d) Samsung
(i) Yes (ii) No
e) Whirlpool
(i) Yes (ii) No
Videocon 13%
BPL38%
LG33%
Samsung6%
Whirlpool10%
Videocon BPL LG Samsung Whirlpool
BPL tops the charts when the people face problem from their service providers. Lest
problem is faced from the Samsung service providers.
35 | P a g e
Q14: What do you think that which Company will dominate the others in the case of product
reliability is concerned? (Rank accordingly).
BRANDS RANK
(a) Videocon
(b) Samsung
(c) LG
(d) Whirlpool
(e) BPL
Videocon 15%
Samsung45%
LG26%
Whirlpool
12%BPL2%
Videocon Samsung LG Whirlpool BPL
Samsung Dominate the arena when the case of product reliability is concerned. Videocon
comes third.
36 | P a g e
Q15: Rank the below mentioned companies accordingly to there image in the market?
BRANDS RANK
(a) Videocon
(b) Samsung
(c) LG
(d) Whirlpool
(e) BPL
Videocon 20%
Samsung40%
LG26%
Whirlpool12%
BPL2%
Videocon Samsung LG Whirlpool BPL
Again Samsung dominate all its rivals when image if the company in the market is
concerned. Videocon grabs third position.
37 | P a g e
SWOT ANALYSIS
STRENGTHS
1. Videocon has largest distributed capacity manufacturing base across India with 17 facilities
and plant in china, Poland, Italy, Mexico.
2. 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 adds 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.
9. Large brand basket.
10. Multi brand strategy.
11. Third largest picture tube manufacture in India.
12. Cheap price.
13. Globally acceptance.
38 | P a g e
WEAKNESSES
1. Less investment on advertisement of Videocon CTV.
2. Fewer margins to the distributor/dealer.
3. Weak promotional strategy of CTV.
4. No proper approach of target customer.
5. Wide brand basket, which might lead to conflict of interest unless effectively managed.
6. CRT technology is losing popularity.
7. Less focus on unconventional channel.
8. Not providing good service.
9. No exclusive show rooms.
OPPORTUNITIES
1. Videocon takes over the Electrolux.
2. Videocon buys Thomson color picture tube manufacturing plant.
3. Videocon international is going global.
4. Videocon exploring whole new segment.
5. During the summer, climate becomes hotter day by day and coolers do not fully satisfy the
customer’s 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.
39 | P a g e
9. Due to financial facilities even the medium segment is going for it.
10. Purchasing power of people is increasing day by day.
11. Moving into new attractive market segments.
12. Focused on unconventional channels.
13. Mergers joint venture of strategic alliances.
THREATS
1. Entrance of global competitor like china.
2. Brand loyalty is more of LG &other company.
3. Market condition like slumps in market.
4. A new competitor in your home market.
5. Competitor has a new innovative substitute product or service.
6. Increased trade barrier.
7. Brand reputation is not good.
8. Competition in global CPT market especially from integrated players such as LG-Phillips,
Samsung, and Matsushita is intense.
40 | P a g e
CHAPTER 4
CONCLUSION AND
RECOMMENDATION
41 | P a g e
CONCLUSION
After studying all the products and services of Videocon, I have concluded the
following:
Majority of the people thinks that the product of Videocon bears the latest technology
products.
Videocon is the company that provides best after sales services.
Samsung dominates when the case of product reliability is concerned.
Majority of the people satisfied with the workmanship provided by Videocon, Samsung grabs
the second position.
All the people are satisfied with the products of Videocon.
Price range preferred by consumer is generally below Rs.10000/-
The top competitor of Videocon product is LG and Samsung.
Consumers are mostly gets attracted by the price discount offered by company and product
warranty.
In survey, we found that Videocon has captured maximum market share in every category.
Consumers want to buy from the showrooms or from company showrooms. For them service
is important. Beside convenience and other factors service is key factor.
Spending on advertisement and publicity of less as compare to the competitors. There is need
to increase advertisement. Consumer prefers electronic media for advertisement and retailer
also prefer TV advertisement.
42 | P a g e
RECOMMENDATION
Company should also cater to the needs of sub dealers as some of the sub dealers have
potential of high sales.
Display share should be increased where there is less than 50% as Videocon also believes that
“Jo Dikhta Hai Wo Bikta Hai”.
Company should try to improve service. No doubt the company products have technically
edge over competitors but in long run it may hamper the company’s profit.
More detailed customaries service is to be provided.
Videocon should try new dealer who have the potential. So they can target more market.
As there is a stiff competition between Samsung and Videocon, it is important to take
necessary steps to overcome the area of downfall in Videocon with respect to Samsung.
Customer considers quality as their first preference, so the company should give more stress
on this.
The company should look into the matter of person hiring for in shop demonstration. A big
Videocon showroom should have at least 2 such kind of person.
Videocon should improve it’s after sale service because it hits badly to its market share.
The product is well aware and it is on top of mind of customer. So company should always
improve services and update their technology.
43 | P a g e
ANNEXURE
44 | P a g e
BIBLIOGRAPHY
Books
• Philip Kotler, Marketing Management
13th Edition Princeton – H all India 2009
•Marketing Research – Naresh K. Malhotra
•Business research method- S. N. Murthy
Website:
•http: www.videoconw or ld.com
•http: www.google.com
•http: www.videocon.com/product-range.html
•http: www.business-standard.com/india/news/tdsat...videocon.../on
•http: www.blogs.oneindia.in/video+con/1/showtags.html
Magazines:
•Business today
•Business world
Newspapers:
•Economic Times
•Times of India
45 | P a g e
QUESTIONNAIRE
Name: ……………………………….
Age: …………………………………
Address: …………………………….
Tele No. …………………………….
Q1: Which brand do you prefer to buy when electronic goods are concerned?
a) Videocon
b) Samsung
c) LG
d) Whirlpool
e) BPL
f) If any other (Please Specify):
……………………………………………………………………………
Q2: Are you satisfied with the products, which are launched by Videocon Ltd.?
(a) Yes (b) No
46 | P a g e
Q3: Do you agree that the product of Videocon bears the latest technology products?
(a) Yes (b) No
Q4: Are your dealer provides Post sales services?
(a) Yes (b) No
Q5: Are you satisfied with the post sales services provided by your dealer?
(a) Yes (b) No
Q6: How prompt is your post-sales service after lodging the complaints to the company?
a) Prompt
b) Average
c) Poor
Q7: Which Company do you think has the best after sales service network (nearness of its
dealers & service centers around your locality)?
a) Videocon
b) BPL
c) LG
d) Samsung
e) Whirlpool
47 | P a g e
Q8: Which company gives you best after sales services? (Rank on a scale of 5)
1 is Excellent
2 is satisfactory
3 is Average
4 is Poor
a) Videocon
b) Samsung
c) LG
d) Whirlpool
e) BPL
If any other (Please Specify) …………………………………………………….
Q9: Which Company provides you the best after sales warranty?
a) Videocon
b) BPL
c) LG
d) Samsung
e) Whirlpool
f) If any other …………………………………………….
Q10: Does the replace parts work efficiently?
(a) Yes (b) No
48 | P a g e
Q11: What is the attitude of the complaints handler towards you?
(a) Sensitive (b) Indifferent
Q12: Are you satisfied with the workmanship provided by which of the company?
a) Videocon
(i) Yes (ii) No
b) BPL
(i) Yes (ii) No
c) LG
(i) Yes (ii) No
d) Samsung
(i) Yes (ii) No
e) Whirlpool
(i) Yes (ii) No
49 | P a g e
Q13: Do you face any problem from which of the service providers?
a) Videocon
(i) Yes (ii) No
b) BPL
(i) Yes (ii) No
c) LG
(i) Yes (ii) No
d) Samsung
(i) Yes (ii) No
e) Whirlpool
(i) Yes (ii) No
Q14: What do you think that which Company will dominate the others in the case of product
reliability is concerned? (Rank accordingly).
BRANDS RANK
a) Videocon
b) Samsung
c) LG
d) Whirlpool
e) BPL
50 | P a g e
Q15: Rank the below mentioned brands accordingly to there image in the market?
BRANDS RANK
(a) Videocon
(b) Samsung
(c) LG
(d) Whirlpool
(e) BPL
Thank you,
51 | P a g e