PROJECT REPORT

ON
VIDEOCON
MADEBY:
ARCHANA

SUBMITTED TO:
Dr.V.S.P.RAO

B.COM(H)V
SEMESTER
ROLL NO.: 0311146

ACKNOWLEGMENT

It is really a matter of pleasure for me to get an

opportunity to thank all the persons who contributed
directly or indirectly for the successful completion of
the project report VIDEOCON. First of all I am
extremely thankful to my collegeSri Venkateshwara
college for providing me with this opportunity and for
all its cooperation and contribution. I also express my
gratitude to my Project mentor and guide Prof. Dr. V SP
Rao. I am highlythankful to our respected project guide
for giving me the encouragement and freedom to
conduct my project.I am also grateful to all my faculty
members for their valuable guidance and suggestions
for my entire study.I would also like to thank the
VIDEOCON team for extending their valuable time and
cooperation.

PREFACE
This project report attempts to bring under one cover
the entire hard work and dedication put in by me in the
completion of the project work on Customer services
with reference to Videocon.I have expressed my
experiences in my own simple way. I hope who goes
through it will find it interesting and worth reading. All
constructive feedback is cordially invited.

Table of contents
History of Videocon
Introduction
Videocon mission
Marketing mix
Innovation
Research and development
Swot analysis of Videocon

HISTORY OF VIDEOCON
HISTORY

OF

VIDEOCON
IT IS AN
INDIAN

MULTINATIONAL
COMPANY

 FOUNDER : NANDLAL MADHVLAL DHOOT

PRV
ERA
JNA
DKU
GUE
MOE
PAP
ARD
LH
OD
HO
OT
O
T

P R R V A A E J KDN

U EU M E G P A O

RD P

AH D

LOH

DO O

HT O

O T

FOUNDED : 1985
The company used to deal in Consumer Electronics
1986 - INDIAS First superlative color
television

1987- First to launch washing machines in India. IT had a

monopoly in washing machines in 1990s.
At that time Videocon enjoyed a market share of
60%
1991- Entered Refrigerators and coolers
segment
1995- Started manufacturing Glass shells for CRT

 1996- it ventured into Kitchen appliances and crude oil

segment
1998- Started manufacturing Compressors & Compressor
Motors

Introduction :
VIDEOCON- EXPERIENCE THE CHANGE
Videocon is a Consumer Electronics
Industry
fast changing
innovation and technological
development
Videocon has tried its best to keep up with the
changes.

Videocons mission:
To make branded products & Increase consumer pull
through constant innovation and technology up gradation.

Their famous motto or tagline YAHAN

LIFE HAMESHA ON has been quite

successful in creating a picture of fun
and satisfaction in the minds of their
customers..
Also their new ad innovation chow mow created quite a
buzz which was aimed at supporting environment and
development of

better products

Substance in the logo

MARKETING-MIX
OF

VIDEOCON

P R
O M
O T I
O N

P L
A C
E

P R I
C E

PRODUCT
Their products include:

Refrigerators.

Air-conditioners.

Televisions.

Washing machines

Microwaves.

Telecom industry

M A
R K
P R
E T I
O D
UN
C G
T M I
X

PLACE
Headquarters in AURANGABAD ,MAHARASHTRA
The group has 17 manufacturing site in INDIA and
plants in CHINA, POLAND, ITALY and MEXICO
Videocon exports consumer electronics and home
appliances to markets in the Middle East andEurope,
West Asia, America and South East Asia.

DISTRIBUTION CHANNEL
Strong dealer network
Widest distribution network
in India with more than 5000
dealers
Tie ups with many leading
retailers
Future group
E-zone
Electronics bazaar etc.
Videocon has its own retail outlets known as
DIGIWORLD

PROMOTION

PROMOTION STRATEGIES
Changing of company logo.
Logo planning with emphasis on
global exposure.
Innovative ad of chow
mow(after Vodafone)
Being open in using big events to increase

sales

WORLD CUP[d2h] and

IPL [consumer products]
IIFA[GSM services].
Using peoples fame to gain
competitive advantage
Shah Rukh Khan
MS Dhoni
Collaboration with loop mobile to avoid glitches

 Festival Discounts

Hoardings

PRICE

Innovation
Reasons why Videocon has held strong market in televisions,
distinguishing them from others:

 Nano-pix technology.
3D active shutter
technology.
Bluetooth enabled.
Captured logo.
Refrigerators are the hub of
any kitchen and Videocon has done extremely well to
explore this hub to increase their business.
Their features include
(Refrigerators):
European auto cool
technology.
Anti-bacteria liner.
Water-matic
Digital sensi flow
Vibrant colours.
Developed new range of Direct Cool as well as Frost
Free refrigerators like Eco cool, Eco cool Plus, Eco
fresh, Deofresh, Nutricool, Nutricool Plus, Power cool.

Videocon's Washing machine is placed 8th currently due to

the following features:
Front loaded.
Top loaded.
Semi-automatic.
Their USPS:
Do it yourselves.
3 inbuilt programs-pre-wash, eco-wash
,intensive wash technology.
Body graphics.

Telecom market
Introduction of Videocon into the newest market was the
Telecom Industry which created quite a buzz.
Launch of its 1stsim card took place on 7th april,2010 in
the state of Tamil Nadu.
Had a brief collaboration with loop mobile in the initial
stages of launch.

Entertainment industry
VIDEOCON D2H [direct2home service] was

their latest product introduction.

Videocon is one of the largest indian pay TV provider
providing direct broadcast satellite
service.
Uses MPEG 4 with DVB S2 digital
compression technology.
Tag lineDIRECT HAI TOH
CORRECT HAI
The idea of Direct HaiToh Correct Haigave the
common man also the knowledge of D2H services
through its tagline.
Making use of the public hold by naming Shah Rukh
Khan and AbhishekBachchan as brand ambassadors.
EXPENSES INVOLVED:

33crore deal for an 120sec commercial on Sony

and 50crore deal for a 180sec commercial on
Set max.
Signing ambassadors for 35cr(4yr) and
48cr(5yr).

RESEARCH AND DEVELOPMENT

RESEARCH AND DEVELPOMENT CENTRES located in
Aurangabad , Gurgaon China
R & D activities include:
Market Trend analysis;
Study Customers demands and
changing needs; and
Design/Develop products suitable for
Indian climatic conditions
for Export market.
The Company proposes the following R & D activities in near
future:

 Continuous upgradation of technologies for better

features, better quality and improved reliability for
reduce/low prices; and
Reducing the electricity
consumption

MARKET SHARE OF VIDEOCONIN MAY 2012

SWOT ANALYSIS OF VIDEOCON :

Large brand basket and product line.

Widest distribution network in India with more than
5000
dealers.
One of the largest CPT manufacturer in the world.
Strong base in the urban, semi-urban and rural
markets.
One of the largest manufacturers of television and its
components with economies of scale and low cost.
Massive production and R&D capabilities at
geographically diverse locations.
Very good after sales services

 Conflict of Interest Between wide brand basket like LG

and Samsung etc
High cost on advertisements and promotions

To enter in new market.

Launch products with new technology.

New acquisitions and tie-ups.

Growing Middle-Income Population.

CRT technology is losing its popularity due to

entry of LCD, Plasma and LED TV.
Entrance of globally recognized

brands in India.

Rapidly changing technology.

Reduction in import duties.

Stiff competition from big branded players

like LG, Samsung and Haier