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and economic process involves the exchange of goods services and their values de
termined in terms of money prices Hence markers are called upon to anticipate ch
anges in marketing environment involving risks, difficulties and under certainti
es. The customer taste differs and hence the forecast of changes. Marketing plan
s and programs can be obtained only by day to day reports which involves present
condition and demand in the market. Only such reports can help the markers to a
ttempt for the changes and obtain the desired goals. A report is the collection
of data or information or things group on in and around market place about the p
roduct they are marketing. Such report may help the marketer to modify change or
to adopt a particular marketing strategy. As a case study and part or subject o
f BBM course, my subject holds with the study of "Sale of Air Coolers" undertake
n by HARSHA, Shimoga. My work in this project is to know the details regarding i
ts history i.e., the product "Videocon Air Coolers" fundamental concepts, and it
s marketing and other details. 2. Products Air coolers are the fast moving consu
mer durable in these days. Consumer accepts it as a necessity goods as well as l
uxurious status a powerful motivator of man's behaviour, it is a socially contri
ved, easily sensed,
Videocon air cooler
difficulty
spotted,
madly
desired
Videocon air cooler
and
occasionally
condemned. And never fully gasped but if consumer motion of status (or of the ho
w's and why of its motivation capacity) are nuclear. The badges that specify it
are less so. I t is there that concerns marketers. Videocon is a consumer electr
onic giant of India. Now it has been producing variety of consumer goods, all th
ese goods are familiar tot he Indian consumer. Air cooler is one such product am
ong the several its consumer goods. Videocon adopted so many to meet consumer ne
eds and desired. So this study is conducted to know whether the company is succe
ed to meet their consumer need or not. By the result of economic reformed progra
ms initiated by Finance Minister Manmohan Singh, there are so many Industries ha
ve been emerged in the field of consumer electronics. So 'naturally the competit
ion in this field has been rising. This study includes the competitive nature of
air coolers and also whether the company is able to face competition situation
in the market. Videocon introduced air cooler to the market at 1991 and has achi
eved success in these years by adopting good marketing strategy but it is yet to
be success to meet consumer demand. Therefore an analysis has to be made so tha
t the reason behind the success and failure side of the company may be studied w
hether the marketing strategy adopted by the company is up to
coolers which is one of the product of video con Appliances ltd., 1. The study i
ncludes the air coolers sell only Shimoga city. It does not include other model
of Videocon air coolers, which are not available in Shimoga city. 2. The survey
through questionnaire, personal
Videocon air cooler
interview etc., has been used to gather information, taking a representative sam
ple size limited to 100 in Shimoga city and only in selected areas. 3.The sample
size has limited to 100 because these samples represents all middle class peopl
e in Shimoga city. 4.The study include profit and sales of the company which hel
ps us to know the company better. 5.The study involve the invention and developm
ent of Air coolers and its principles concept. features etc., are dealt with. 6.
Analysis and interpretation of data has been presented. 7.Finally with the help
of gathered information an analyze is made about the behaviour of existing consu
mer and potential consumer. METHODOLOGY Methodology employed differs from one pr
oject to another depend upon the nature of the problem and the extent to which i
nformation required. Methodology means the methods connotations used to work out
the problems
This study carried out by using the system of following methods 1. Presentation
2. Sources of information: (data) Primary data Secondary Data Primary data: Prim
ary data is collected
Videocon air cooler
through
questionnaire and interview sources are consumer s dealers etc., Secondary data:
Secondary data are collected from company catalogue, trade Journals, Literature
s, magazines, company annual reports, library etc., 3. Sample technique 4. Study
and analyze of information 5. Comparison and interpretation 6. Findings and Sug
gestions LIMITATIONS The information collected from customers is based on questi
onnaires and face to face interviews. So the response of some customers were not
good and their opinion are possible for change in other occasions. In this stud
y only products of Air cooler which are sold, stocked, demanded in Shimoga city
are taken into consideration. The data collected through the questionnaire and
and cold. air were centrally supplied to every part of the building and combined
in mixing boxes provide the appropriate atmosphere. The dual duct system also c
onsumed much energy and when energy prices began to rise in the 1970, both it an
d the weather master system were supplemented by the variable air volume (VAV).
systems, which supplied conditioned air at a single temperature, the volume vary
ing according to system requires much less energy and widely used. Since then so
many new models of air cooling devices were entered with so many features. They
can be shifted from one place to another, then portable little cooler, which ha
ve trolley easy to move were exists. Then remote controls were came in to existe
nce. Parts of the air cooler : a. Blower / Fan Blower is the main part of an air
cooler. Which is specially devised to ::,low the air forcely out of the cooler
b. Sprayer Sprayer is another part of the Air Cooler. Which is used to spray the
water behind the blower In some air cooler instead of sprayer the pads or mats
are used which are rotating continuously through water tank c. Cooling Pads Cool
ing pads are also an important pal1 of an air cooler. Which are used to control
the humiditities for
Videocon air cooler
better cooling. The cooling pads are made by nonconducting material like, wool w
ood, hay, synthetics etc. d. Water Tank
Videocon air cooler
It is the tank used to collect water, different cooler have different size of th
e tanks. e. Louvers Louvers are used to adjust the directions of flow of cooling
air in some air cooler it is four way movement and in some air cooler it is two
way movement. f. Ice Chamber It is the ice tray used in some air cooler to put
ice pieces to maintain low temperature of water to set highly cooled air Working
of Air Coolers : The working of air cooler is very simple the above mentioned c
omponents are essential to work an Air Cooler. When switch on the cooler the blo
wer is start to run and the pads are also start to rotating by immersing in wate
r frequently then when these wet pads come near to the behind of blower the wate
r droplets will forced to our through the blower. The cooling pads are help to m
aintain cool atmosphere inside the air cooler by wetting continuously. In some k
inds of air coolers a small pump is connected to the water tank when switch on t
he cooler the pump is start to work and water is lift by this pump from the tank
and sprayed behind the blower than the small droplets will sprayed out with the
air which is nothings but cool air.
5. Turbo cool -9704 Features: a. Large cooling capacity: 50 Sq. mtrs b. Ideal fo
r Halls, Banks and Offices c. Suitable for dry and arid Climates d. Large tank c
apacity -40 lts for longer cooling e. Float valve attachment for continuous flow
of water. f. Ice chamber for enhanced cooling g. Trolley optional 6. Turbo cool
Junior 9705 Features: a. Cooling capacity: 50 Sq. mtrs b. Suitable for dry and
arid Climates c. Tank capacity -40 lts for longer cooling
d. Water level indicator water. f. Trolley optional 7. Little cooler plus 9702 F
eatures:
Videocon air cooler
e. Float valve attachment for continuous flow of
a. Large cooling capacity: 85 Sq. mtrs b. Ideal for cubicles, Offices and large
air conditioned rooms c. Suitable for dry and arid Climates d. Large tank capaci
ty -13 lts for longer cooling e. Ice chamber for enhanced cooling f. Castors for
easy mobilities. 8. Tall cooler -9820 HK Features: a. International design, Com
pact and space saving. b. Cooling capacity 12.5 Sq mtrs c. Ideal for dry and hum
id climates d. Water tank capacity of 15 ltrs e. Castors for easy mobility f. Ho
ney comb for excellent cooling. These all have same technology but they are diff
er from their size capacities and other mechanical features. These all cooler ar
e built by high quality fiber cover. So there is no fear about rust. These are l
ight weight and can be transferable from one place to another place.
Category Turbo Cool Turbo Junior Cool Little Cooler Tall Cooler
its product prices from the range of 3500 to 8500 in between these ranges there
are 5 models are comes. The prices of symphony are from Rs. 2750 to Rs.7500, 10
models are come under this range. From the questionnaire it has In this study th
e that why consumer opinion are collected through questionnaire. founded consume
rs by Videocon air cooler and why they choose particular model and their opinion
about the company etc. Among 100 respondents 55 percent samples has been used t
o collect from existing customers and remaining 45 percent are used for potentia
l customers who are intend to purchase. Sales of Different Air Cooler: Year Comp
anies Videocon Symphon 105 163 209 231 708 y 40 62 43 147 342 Crompto n 38 56 79
173 Usha 30 45 75
Videocon air cooler
2003-04 2004-05 2005-06 2006-07 Total
Source: company Dealer. The above table shows that in 2003-04 the sales of Video
con air cooler was 105 pieces. In 2004-05 it was 163 pieces. In case of symphony
it was in 2003-04, 40 pieces, but in 2004-05 it was 62 pieces. Market share of
Air coolers in Shimoga City:
their office us, and 34 percent of customers were purchased air cooler for shop,
and for home purpose it is 16 percent. Consideration of Air cooler by customer:
Features Comfort Luxury Essential Total No of respondents 20 5 7 32 Percentage
of total 60 18 22 100
Videocon air cooler
The table shows that 60 percent of customer consider air cooler as comfort, and
18 percent of customer treated, it as luxury and 22 percent of customer consider
air cooler as essential for Shimoga climate. Media through which the consumer c
ome to know about Videocon air cooler: Media No of respondents Press 2 TV 13 Out
door 3 Dealer 4 Friends and relatives 10 Total 32 Percentage of total 6 40 8 11
35 100
The above table
ler. 40 percent
f customer have
Excellent No of
shows that the T.V. and friends and relatives plays dominant coo
of customer have to know air cooler through TV. And 37 percent o
to know air cooler through their friend and relatives. Features
respondents 8 Percentage of total 26
table 47 percent of customer have been interest to own an Videocon air cooler an
d 40 percent of customer have interested to buy symphony air cooler and 09 perce
nt of customer are shows interest to purchase Crompton graves. Usha and other br
ands have lost significant to attract customers towards them. Factors consider t
o buy the air cooler: High Features No Price Style and Colour Brand image Res. 9
28 30 of % 13 73 80 No Res. 5 11 9 of % 6 23 14 No Res. 25 6 6 of % 64 3 6 Mode
rate Low
Videocon air cooler
From the above table it is clear that 80 percent of the prospective customers ha
ve consider this factor, and 73 percent of customer consider style and colour. 3
0 percent of customer take in to consideration of price factor while buying an a
ir cooler.
electronic in India. Videocon plants are state of the art marvel of automated te
chnology and its collaboration with world leader gives it a constant infusion of
new generation technology. Plant situation The main manufacturing unit is situa
ted in Aurangabad of Maharashtra state. In Aurangabad it has set up the large pl
ants on the total area of 300 acres to make colour TV, Air conditioners, refrige
rators etc., and small units .:ire in Ahamednagar here Audio Products are manufa
ctured. Black and white TV units at Gandhinagr of Gujarat and one colour TV fact
ory near Attibele of Bangalore. The factory is located at 14 km from Aurangabad,
the main branch and lead office is located .at Nariman pint, Bombay. There are
62 Branch offices of the company through out India. The manufacturing unit of Vi
deo con has its own PCB assembly quality control facility and F.B.T. testing uni
t. The capacity of manufacturing unit is 900 workers are working with thousands
of machines. The Videocon group The principal companies of the Videocon group ar
e the following Videocon International Limited. Videocon international limited,
the company is the flagship of the Videocon group of companies (the "Videocon Gr
oup"). Which was founded -, 1985 by the late Mr. N.M. Dhoot and his family.
Videocon air cooler
The company is one of India s leading consumer The company manufacturers (using
its
Videocon air cooler
electronic and household electronic appliance companies. integrated manufacturin
g facilities) and sells colour and Black and white TVs and audio products. It al
so sells washing machines, refrigerators, and air conditioners. VCRs and VCPs ma
nufactured by other companies in the Videocon group. The company s registered of
fice IS at Auto Cars Compound, Adalat R.oad, Aurangabad, tv1aharashtra. The comp
any was initially engaged in the assembly of colour and black TVs. At its produc
tion facility at Chitegaon near Aurangabad. Using components procured domestical
ly and overseas. In September 1989, the company entered into a technical Corpora
tion collaboration ( Toshiba) agreement of Japan with to Toshiba the : relating
1anufacture of electronic tuners for colour TVs. In the same year, the company s
et up manufacturing facilities for and commenced production of electronic tuners
and assembly of fly back transformers ( FBTs ) for use in its Colour TVs at its
chitegaon plant. The FBTs were manufactured In collaboration with Murta manufac
turing co. Lts., ( Murta ) of Japan. In mid 1991,. the company established at Ga
ndhinagr in Gujarat. ?roduction facilities for and commenced the manufacture of
picture tubes for use in its Black and white TV s. The company formatted its rel
ationship with Murta in November 1991 by entering
into
FBTs.
The
company in
currently at
Videocon air cooler
operates two chitegaon or near
production Gujarat.
facilities
India
Aurangabad in maharashtra and at Gandhinagar in The technical collaboration assi
stance agreements which the company has with Toshiba, Murat and Tanashin Benki p
roducers for the relevant company to furnish the company with design information
for production facilities. Design and recommended brands and models for plant a
nd equipment and design and assembly specifications for Basic product models. Th
e company believes that the chitegaon site has an annual capacity of approximate
ly one million audio products, 4,00,000 colour TVs, one million Black and white
TVs and one million electronic tuners, FBTs and ATDNS. At current manpower level
s, the chitegaon plant has capacity to produce approximately 6.00.000 audio prod
ucts, 4,00.000 colour TVs FBTs and ATDNs, Videocon was the first Indian company
to introduce in picture in picture, turbo sound, surround sound in colour TV s,
largest screen sizes, the full flat square tube, Bazooka technology and the free
dom screen affordable high quality range of colour TVs for the price conscious c
onsumer. The plant has a floor area of approximately 1.6 billion square feet and
site area of approximately 130 acres and the company owns the freehold title of
site. VAL manufactures automatic and semi automatic washing machines, refrigera
tors, and air conditioners at its plant at chitegaon, It sells all of these prod
ucts to the
company.
Videocon air cooler
VAL has a technical assistance agreement with Matsushita, the manufacturer of "n
ational" Brand name products, for the manufacture of washing machines. It also h
as acquired technical designs for the manufacture. refrigerators and air conditi
oners from Matsushita. VAL manufactures electrical and electrical appliances lik
e. refrigerators, washing machines, and air conditioners. The group company- Vid
eocon international, markets the manufactured by VAL. For financial year 2000, t
he company has performed exceptionally well. The turnover (net sales) for the sa
id period increased by 46% to Rs 8.08 bn, which was above the targeted growth of
25% year after year. Videocon has a 25% market, share in washing machines and
a leader in the non-frost segment of refrigerators, over the years the company h
as moved up the value chain in both refrigerators and washing machines, the refr
igerator market is estimated to be around Rs 22 bn while the washing machine mar
ket to be around Rs 9 bn. During April 2000 the direct cool segment has recorded
5% growth while the most-free segment grew at around 16%. The Air conditioning
(Ac) sector(Rs. 14.7 bn) is still considered a luxury industry therefore subject
ed to high duty structure. This has obviously effected industry growth. Demand f
or AC. Is highest around Maharashtra, a highly industrialized state with Mumbai
alone accounting for 20% of the demand. Demand growth has slowed down considerab
ly in FY 98
and
FY
99.
Reasons
attributed
Videocon air cooler
are industrial and
economic slowdown, tight money supply, early monsoon etc, with higher growth of
disposal income, thanks to the fifty pay commission. Videocon Narmada Electronic
s Ltd: VNEL was incorporated in March 1990 by Gujarat Narmada Valley Fertilizer
Co., Limited ("GNFC") The Videocon group acquired a shareholding in VNEL in 1992
. VNEL has set up a plant at chavaj. Gujarat state for the manufacture of glass
shells for colour TV picture tubes and class bulbs for black and white TV pictur
e tubes in technical collaboration with OI-NEG Inc., of united states. The total
costs of the project is Rs 3.634.00 thousand (US $ 116.130 thousand) and it has
been successful completed and commissioned in early 1994. The Videocon group, w
ith the objective of backward integration, joined hands with Gujarat narmada val
ley fertilizers co, ltd., for the implementation of this 100% import substitutio
n project, the largest investment (450 crores) electronic component. The plant w
ith an installed capacity of 1.7 million glass bulbs for black & white picture t
ubes and monochrome monitor tubes is located at village chavai, district Bharuch
, Gujarat. Till 1994, Indian manufactures of (TV picture tubes were importing gl
ass shells, VNG is production has
replaced
these
imports,
thereby
Videocon air cooler
saving almost
Rs.
200.crores of precious foreign exchange every year. VNG has now surpassed the no
rms of performance guaranteed by the collaborator. Techneglas inc., USA and is o
peration the plant with 50% capacity utilization with efficiencies exceeding int
ernational standards. Videocon Leasing And Industrial Finance Limited. VLIF was
incorporated in September 1986. The Videocon group and the Dhoot family original
ly purchased their interest in VLIF in March 1991. VLIF is involved in the busin
ess of merchant banking lease finance, hire purchase investment activities. New
ventures a)Videocon petroleum limited ( VPL) capitalized at VS $ 20 million has
a 25 % participating interest in the Ravva offshore field with 109 million barr
els of recoverable crude and 1.5 billion m3 of natural gas. VPL has also bid for
exploration blocks that could yield over 1.0 billion barrels of oil. b)Videocon
power limited is implementing & coal basted 2x500 thermal power project at nort
h madras at an estimated cost of US $ 1.5 billion. ABB is the likely EPC contrac
tor. It is also proposed to captivity mine 4 million tone of coal, beneficiate t
he same and transport it by ship (750 kms ) to the power station site. c)Videoco
n - Holzmann is 50 : 50 venture of Videocon and
to reckon with the international scene. New liberalization policy have opened up
the nations economy. Industry has been de licensed. The rupee is fully converte
d into trade account. Approved foreign direct investment leave grown to $ us bil
lion and inflation is down from 16 .5 % to 8.3% quite clearly India means busine
ss. The 240 million strong middle class constitutes the largest single emerging
market in the world. Today, the company identified exports as a major thrust are
a & has a recognized trading house its products are exported to Europe, Russia m
iddle east and S.A. Other Events Of Success:1984: A Colorful Year: 1984 India s
first truly class colour television was launched by Videocon International ltd.,
though a technical tie up with Toshiba corpor ation of Japan. 1988: A Star Was
Born: Promoted by Videocon group, Videocon appliances Ltd, was incorporated in
1988, with a proven track record, Videocon home appliances division has become a
prince played in washing machine, no-frost refrigerators, air conditioners etc.
1989: New Horizons: The Videocon group promoted Videocon VCR Ltd, through techn
ical and financial tie-up with Toshiba
Videocon air cooler
Apart from this, Videocon is the first Indian company on par with the world s fi
nest electronic companies, having won CE or CE approval for exporting its colour
TV and Europe. The CE mark is awarded only to products which conform to the hig
h standards of the European community quite clearly "VIDEOCON IS A KING-LEADER"
To take up new challenges, to stand tall, to blaze an trail across the world. In
deed, the king is on the move. AGENCY AT A GLANCE: Name Type of Organisation Dat
e of Birth Partners : Prakash Electric Company : Partnership : 05-09-1985 : Mr.
Surya Prakash Mr. Ashok Mr. Harish Mr. Suresh Mr. Rajesh Location Name of Activi
ties Working Hours Number of workers Branches : Ambalpady : Retailing : 9 am to
6.30 p.m. : 35 : Harsha - Udupi Harsha - Mangalore Harsha - Shimoga Introduction and H
istory: M/S Prakash Electric Company is one of the units of
Videocon air cooler
3. various
Providing the consumer the branded goods of
Videocon air cooler
companies, of course, in different colours. Qualities etc. 4. 5. Making prompt,
regularly & timely payment of taxes. Establishment of a democratic & socialistic
society by living special attention to the weaker and neglected sections of the
society and by ensuring social justice. 6. 7. 8. 9. Avoidance of profiteering c
leanliness and within anti and -social practices. Maintenance outside premises D
evelopment of human recourses. Contribution bonds towards this amount social is
welfare used by by the
investing in Government government for the welfare of the society. SALES PROMOTI
ONAL EFFORTS: Special offers and free So on to meet the Growing needs of the con
sumers and to increase sale the company makes grand offers viz. a) Annual grand
sale: Every year on 9th, 10th, and 11 th of march "Harsha" undertaken grand sale
s where in goods are sold at great margin of discounts. Exciting contests will b
e held for purchases made over and above Rs 4000 and free gifts
will be given to everyone taking part in the contest. Free gifts may range from
T-shirts to washing machines, almerahs, etc., This annual sale is in fact undert
aken as Harsha s birth anniversary sale. b) Monsoon Dhamaka: This grand sale is
made during the month of June c) Diwali grand sale: In the midst of colourful li
ghts and crackers this sale is conducted. HARSHA AS A CHANNEL OF DISTRIBUTION: M
/s. Prakash electric company acts an a middleman for numerous manufacturers. The
y are functional middleman i.e. large scale retailers. They buy goods from the m
anufacturers in large quantities and sell them to dealers and consumers in small
lots through their showroom. As it is a large scale retail organisation it is c
oncerned not only with the function of buying and selling goods. The other impor
tant functions performed by M IS Prakash electric Co., are :Assembling goods fro
m various suppliers:It collects different varieties of goods from different supp
liers and assemble them in the show room for sale to dealers and consumers. Esti
mation of consumer demand:
Videocon air cooler
The company estimates the consumer demand with the help of item wise sales analy
sis, estimates future sales and places orders accordingly. Dispersion: Goods-col
lected and held in showroom are distributed and sold to the dealers and consumer
s who are widely scattered over different areas to meet their needs and requirem
ents. Storing: The goods are purchased are stored in warehouses to protect them
from all sorts of deterioration. Also they hold records of stock and maintain in
terrupted supply of products to consumer in all circumstances. Risk Bearing: The
company after purchasing goods from the suppliers bears the risk arising out of
change in demand or taste and preference of buyers, fire, theft disteriration a
s long as they are not sold. SERVICEOFFERED BY THE COMPANY: The company keeps re
ady stock of varieties of products so consumers can buy varieties products whene
ver they need. The company bears more risk than the dealer it saves the dealer f
rom risks connected with price fluctuations or any natural calamities. Many deal
ers buy goods or credit and make the payment when their customers clear their ac
counts this company enables the dealers to carryon their
Videocon air cooler
PRODUCT MIX OF VIDEOCON : main characteristics namely :1. Width which 2. 3. refe
rs to
Videocon air cooler
The product mi>s of firm has three the number of
product lines of company s. Depth refers to the number of items in each product
line. Consistency requirements. refers Before to the the production product is
introduced, the firm has to decide: 1.Product lines to be offered - qualities an
d designs and also services 2.Market to sell - Whom, when, where and what in qua
ntity. 3.New product policy -Research and development program.
repair is arise their warranty card support money back guaranties or free repair
guarantees. Packaging and Labeling Packaging is most important factor in the pr
oduct mix. Package gives protection to the product against external shocks and p
rotect from damaging which may be caused at the time of transportation. For air
cooler packing is necessary because the air cooler has a delicate body. While tr
ansporting it may get damaged. To avoid the external stocks they pack the cooler
with thermo cool sheets and cover with thickest plastic sheet then it is put in
a strong box and tied with hard taper. Label given the full information about t
he product. It may be attached directly to the product. It is quoted on the pack
age. Label including brand name, product name, price of the product, length, wei
ght, direction to use the product contained measures etc. In Videocon air cooler
they do not attach the label directly. They give manual along with the product
there manual contain all necessary information s about the product. 5ervice Faci
lity: After sale service is another factor which most of all companies provides
for their customers. It includes free service during the guarantee period and t
here after at lower charges. It includes repair spare parts and maintenance.
Videocon air cooler
right place at the right time. Distribution of consumers products begin with the
producer and ends with ultimate consumer between these two there usually at lea
st on e middlemen, a retailer. Videocon time in this company process adopt the g
ood distribution move from technique to. reach its products to its customers at
right p1 oduct manufacturing unit to branch office, from branch office to the de
alers or commission agent then these dealers sell it to the customers. Now the c
ompany supposing to appoint the middle agent or distributor in each branch offic
e to facilitate easy and quick distributor of its product. It is because the rap
id increase in demand for its products. Channels of Distribution: The dealership
is given on the basis of financial position of the dealer. Bank surety, spaciou
s showroom to display the products, god own experience of the dealer etc. In Shi
moga city four dealers and a commission agent are selling Videocon products. But
now, from one year some other dealers are also, started to sell Videocon produc
ts. Promotion Strategy: Promotional creation and is an exercise of 111 informati
on, Once the persuasion and influence. Promotion involver the expansion demand.
product is decided introduced, its price in the market is decided, then product
need the demand from
Videocon air cooler
customers for it s run and this is done through various methods of promotional m
ix. The "Promotion Mix" is the combination of all promotional activities which a
re help an organization to achieve its marketing goals. The statement Nothing h
appens until somebody sells something". Express rather than well the place of pr
omotional activities in today s business situation. Promotion mix includes Perso
nal Selling: Personal selling is the art of persuading people to purchase goods
which will give the lasting satisfaction by using methods which consume the leas
t time and effort. It is an ability to remove ignorance, doubt suspicion and obj
ection concerning the usefulness of the product. Advertising: Advertising is imp
ersonal method of communicating message to prospective buyers, through printed o
r outdoor media which may be purely visual , such as news papers, magazines or m
edias like radio & television. Videocon personnel advertise in their products in
T.V. newspapers, Magazines, in their advertisements they use the slogans "SMALL
PACKAGE BIG DEAL, BRING Personnel Selling Advel1ising Sales promotion Publicity
Videocon air cooler
market. 35 percent of respondents come to know about Videocon air coolers throug
h T.V. media. 7. Maximum percent of customers are felt that the offer sales serv
ice provided by the company is good. But 26 percent of respondents are felt that
it is poor. 8. 80 percent of the customers were induced by the performance fact
or to buy Videocon air cooler. It means that while buying an air cooler almost a
ll people take into account of performance of the air cooler. 9. According to th
e survey 58 percent
Videocon air cooler
of
respondents were satisfied by the performance of the Videocon air coolers remain
ing 42 percent of customers were dissatisfied by the Videocon air coolers. 10.Fr
om the survey it is found that in the future 47 percent of customers will be pre
fer Videocon air coolers. It is noted that, it will be real if Videocon improve
the performance of the air cooler. An air cooler is essential goods of the Shimo
ga climate. It is found in the survey that marketing strategy used by the Videoc
on is good but not up to the mark to face competition effectively. Videocon air
coolers would have prosperous future if they maintain good marketing strategy. T
he symphony air coolers will be the future competitor for Videocon air coolers.
According to the survey it is observed that the durability and performance of
6. Company
should
use
synthetic
Videocon air cooler
cooling pad
instead of hay which is presently used in some models has will be cause bad smel
l. 7. The company should give more importance to the outdoor advel1isements i.e.
, posters, hoardings, pamphlets etc. 8. In Shimoga some dealers sell other brand
s of air cooler along with Videocon air cooler. If ti1ey deals only with Videoco
n cooler then there is a possibility of increases sales. 9. Now the company is e
ntering in to new ventures, of course, though it is a inevitable decision. The c
ompany should not lose interest in the field of consumer electronics. 10.The com
pany have to change its existing models and should introduce well improved new m
odels. 11.The company should have a system of regular and frequent visit and of
contact with the dealer as these contact would keep the goodwill of the dealer.
12.To meet the growing demand for the Videocon products the company should incre
ase the size of the sales force. 13.It seems by the survey that the after sales
service is not so good so the company should take remedial -service. action to p
romote the after sales
Videocon air cooler is the market leader now to maintain this position the compa
ny have to understand consumer behaviour, competition trends in he markets techn
ological change etc. Now the customer consider air cooler as and luxurious goods
but in nature this trend may change and replace to that they will be consider i
t is an essential goods. If Videocon have not put interest in air cooler product
s the resent position will be occupied by symphony .So the company should take r
emedial action which are mentioned above and keep it s no. 1 position in the mar
ket.
Videocon air cooler
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7.What is the reason for buying the particular Air cooler a)Brand name ( ) c)Qua
lity ) g) Others ( ) 8.Do you consider air cooler as a) Luxury ( ) b) Comfort (
) c) Essential ( ) d )others ( ) 9.Do you have /want your air cooler at a)Home (
) b) Shop ( ) c) Office( ) 10.You got know more about air cooler through a) T.V
.Advertisement ( ) b) Dealers ( ) c) Friends & relatives ( ) these features? a)
Trolley ( ) indicator ( ) 12.Are you satisfied with performance of Videocon air
cooler? {if you already own a air cooler} a) Yes ( ) b) No ( ) 13.After sales pr
ovided by air cooler is ? a) Excellent ( ) b) Good ( ) c)Fair( ) d)Poor( ) 14.If
not in what respect?
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Videocon air cooler
b) Price d) others
() ()
()
e)Status symbol ( )
f) Attractive features (
d) others ( )
11.Air cooler of your preference should have b) Ice tray ( ) d) Water level
c) Motorized operation ( )