A PROJECT STUDY REPORT

A STUDY ON BRAND AWARENESS OF VIDEOCON

Submitted By:

Under Guidance of:

BHAGYASHREE DOSI
BBM III year

ASHISH DAVE

DECLARATION
I am Bhagyashree dosi students of BBM III from ARAVALI MAHAVIDHALAYA, BANSWARA hereby declare that I have completed term end project on Videocon as part of the course requirement. I further declare that the information presented in this project is true and original to the best of my knowledge.

NAME: BHAGYASHREE DOSI Place: BANSWARA

Table of Content
Sr. No. 1 2 3 4 Particulars Declaration Certificate Acknowledgement Industry analysis Company profiles Market overview Experience change Important competitor 5 Introduction of company Nature of business History of industry Videocon strategy Function department of organization 6 Marketing strategies Product of company Segmentation, targeting and positioning Distribution channels in the industry Promotion strategies 7 Research methodology 60-73 49-59 35-47 Page No. 2 3 6 7-32

 Objective Process Research approach Research instrument Research design Analysis of data with questionnaire 8 9 10 11 Analysis Finding , recommendation ,suggestion and conclusion Bibliography 74-77 78-81 82 83-87

Questionnaire

ACKNOWLEDGEMENT

No Project is ever a work of only one person and this one is no exception

This project is the product of many hands, and countless hours from many people. My thanks go out to all those who helped, whether through their comments, feedback or suggestions. It gives me immense pleasure to express my deep sense of gratitude to Mr. Ashish Dave (Faculty guide) for his valuable guidance, constant supervision and above all her continuous encouragement & support during the tenure of this project. I am deeply indebted to all the people involved, for providing me with best information and shared their vast knowledge and technical expertise for completing this project. Sincere thanks to all the people who have worked under this project. Lastly, no words could adequately convey my heartfelt thanks to the family members and friends who indirectly co-operated with us.

BHAGYASHREE DOSI

INDUSTRIAL ANALYSIS

Industry overview
COMPANYS PROFILE

Today the group operates through 4 key sectors:

Consumer durables We enjoy a pre-eminent position in terms of sales and customer satisfaction in many of our consumer products like Colors Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other homes Appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. Refrigerator Manufacturing is further supported by our in house compressor manufacturing technology in Bangalore .Thomson CPT With the Thomson acquisition Videocon has emerged as one of the largest Colour Picture tube manufacturers in the world operating in Italy, Poland and China,

Continuing to lead through new innovative technologies like slim CPT, extra slim CPT and High Definition 16:9 formats CPT. 1 Colors Picture Tube Glass Videocon is one of the largest CPT Glass manufacturers in the world with a high level of experience and technical expertise operating through Poland and India. Videocon will leverage on this synergy after the Thomson acquisition to internally source glass for its CPT manufacturing increasing efficiencies and lowering costs.

Oil and Gas An important asset for the group is its Ravva oil field with one of the lowest operating costs in the world producing 50,000 barrels of oil per day. The group has ambitious plans for expansion in this sector.

PORTERS MODEL

In order to understand the industry better, we analyze the industry using Porters Five Force Model- Threat to entry - Rivalry of among existing firms - Bargaining power of buyers - Bargaining Power of Suppliers - Threat of Substitutes

Threat to Entry Entering the CTV market isnt very easy. One of the most important features
needed is a good distribution system which isnt something that can be developed overnight.

Also a television today is a style statement. Therefore the brand plays an

important role in influencing the purchase decision. For a new company then entering this market, not having a recognized brand name is a threat to entry.

Rivalry among existing firms There is strong competition among the current players. The main players being LG, Samsung, Onida, Videocon, Philips, Sansui. Some of the regional players are- Hyundai and Haier are new entrants in the CTV space in addition to a number of small regional players. This increased competition has ensured that advertising costs are an integral part of the players total cost. A lack of product differentiation means that price is a competitive feature that intensifies rivalry. The highest price reductions during 2002-03 to 2005-06 were in the 20inch and 21inch CCTV category.

With the future being in LCDs, this market is likely to see price reductions
future.

It is expected that realizations will fall with increased competition.

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Bargaining Power of Buyers The TV market today is a consumers market where the consumer has the
upper hand with him having the power of choosing from a variety if brands.

This bargaining power of the buyer has forced the players to offer credit
facilities on sale, to provide lower EMIs and excellent after-sales service.

The intense dealer competition also benefits the consumer in terms of prices
and offers available.

Inventory carrying costs for television companies are high. This is a boon for
the consumers as it translates into higher bargaining power for the consume

Threat of Substitutes For a television, the substitute can only be a functional substitute. The
functional use of a television is to watch programs, live events etc. This today can also be done on a computer. Theaters too can be a substitute to watching movies at home.

Today with various multiplexes and theaters providing screenings of live

events such as sports telecasts etc along with the luxury of good food and the opportunity to enjoy

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 The event with a number of other enthusiasts, the TV can be substituted if

the TV is bought only to watch certain events.

However if the television on considered to be a style statement and a

lifestyle statement, then consumers will

Seek to keep upgrading the type and the model of their television sets.

Bargaining Power of Suppliers PCBs (Printed Circuit Boards) & CRTs (Cathode Ray Tube) are key raw
materials in the production of CTVs.

Indias No.1 Consumer Electronics & Home Appliances Company. It is also the third largest picture tube manufacturer in the world.

The largest panel production facility in the world under one roof providing very high economies of scale One of the world's largest and most respected CRT glass manufacturers Firing the largest furnace of its kind in the world with a tank size of 3300 sq ft One of the few companies in the world to convert sand to TV One of the largest and most acknowledged CPT manufacturer in the world Manufactured India's first rust-free Washing Machine

CRT accounts for 46-48 per cent of the total raw material costs of a CTV.
PCBs and housing components account for 33-39 per cent of total raw material costs.
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 Domestic CPTs prices tend to follow Global price trends. Therefore the suppliers do not have much of bargaining power in this regard.

Cabinets are sourced from plastic manufacturers and as these manufacturers

supply to different industry, therefore do have a bargaining power, especially in comparison to CRT suppliers.

MAREKET OVERVIEW
The global electronics industry is growing rapidly. From an estimated size of US$950 billion in 2005, it is estimated to grow to nearly US$2,100 billion by 2010. The market is dominated by Asian countries such as China, Taiwan, Singapore and South Korea. The industry is characterized by rapid innovation and speed to market, short product life cycle, highly automated manufacturing to give consistent quality at low cost, high volume production, continuous improvement in capabilities for reducing costs and profit accrual through volumes. India's electronics industry is nascent by global standards. Despite a population of over one billion, India has a relatively small electronics market. It is ranked twentysixth worldwide in terms of sales and twenty-ninth in terms of production. The total size of the industry in 2004-05 was US$11 billion.

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INDIAS CONSUMER MARKET

Indias consumer market is riding the crest of the countrys economic boom. Driven by a young population with access to disposable incomes and easy finance options, the consumer market has been throwing up staggering figures. India officially classifies its population in five groups, based on annual household income (based on year 1995-96 indices). These groups are: Lower Income; three subgroups of Middle Income; and Higher Income. However, the rupee income classifications by themselves do not present a realistic picture of market potential for a foreign business enterprise, because of significant differences in purchase power parities of various currencies. In fact, the Indian rupee has a very high purchase power parity compared to its international exchange value. For instance, while the exchange rate of one US dollar is 48.50i Rupees, the domestic purchasing power of a US dollar in the US is closer to the purchasing power of Rs 6 in India, for equivalent needs and services. As a result, India ranks fifth in the world, on purchase power parity terms, despite being having low per capita national income (US$ 340 per capita). CONSUMER CLASSES Even discounting the purchase power parity factor, income classifications do not serve as an effective indicator of ownership and consumption trends in the economy. Accordingly, the National Council for Applied Economic Research (NCAER), Indias premier economic research institution, has released an

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alternative classification system based on consumption indicators, which is more relevant for ascertaining consumption patterns of various classes of goods. There are five classes of consumer households, ranging from the destitute to the highly affluent, which differ considerably in their Consumption behavior and ownership patterns across various categories of goods. These classes exist in urban as well as rural Households both, and consumption trends may differ significantly between similar income households in urban and rural areas.

CURRENT SCENARIO OF INDUSTRY

The consumer durables market in India is valued at US $ 4.5 billion currently. In2008, microwave ovens and air conditioners registered a growth of about 25%. Frost free refrigerators have registered significant growth as many urban families are replacing their old refrigerators. . Washing machines, which have always seen

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poor growth; have seen reasonable growth in 2006. More and more Indians are now buying electrical appliances due to change in electricity scenario. The Penetration level of colour televisions (CTVs) is expected to increase 3 times by 2008.

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On the brick of rapid economic growth, India has witnessed the dynamic change in country's consumer electronics industry. Today, India is fast emerging as the key driver in the global television market both as a manufacturer and consumer. In recent years, the market for televisions in India has changed rapidly from the conventional CRT technology to Flat Panel Display Televisions (FPTV). Currently, the split between CRT and FPTV is around 97% and 3% respectively. In addition to this, one of the most striking changes sweeping across the colour television market in Indian market is the exponential growth of the flat panel television (FPTV) market, in common parlance called the liquid crystal display (LCD) and plasma televisions. Looking at the present scenario, over the last couple of years, the LCD prices have even dropped by around 30 per cent annually. Some of the important factors that boasted this growth also include the increasing awareness of the advantages of LCD televisions, the growing availability of the product across dealer counters and the Finance schemes in the market. Besides this, as a manufacturing hub, the television industry is improving more and more. There are many domestic and MNC companies that have increased their production bases in the country. Easy Availability of low-cost skilled labour and the emergence of SEZs, which are taxfree zones, are some of the key factors that have resulted in growth of these manufacturing units. In fact, encouraged by tax-breaks, new manufacturing units are coming up in less-developed regions now.

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Today, India is one of the few emerging countries to have an excellent component supply base in terms of manufacturing facilities for glass and colour picture tubes, so it helps it a good choice for all those companies who are looking to take benefit of this emerging market.

EVOLUTION OF VIDEOCON

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2000: Acquisition of Philips color TV plant In 2000 Videocon acquired the Philips Color TV plant. 2005: Acquisition of Thomson and Electrolux Videocon through its Wholly Owned Offshore Subsidiary acquired the Color Picture Tube (CPT) businesses from Thomson S.A having manufacturing facilities in Poland, Italy, Mexico and China along with support research and development facilities.Videocon group on took over Swedish giant Electrolux ABs 91.85 per cent equity in its Indian subsidiary Electrolux Kelvinator. Electrolux delineator has manufacturing facilities at Shahjanpur, Warroad and Beriberi for manufacturing of refrigerators, and washing machines and employs over 1,200 people. 2009: Venture into Telecom It is the Indias thirteenth mobile operator. Currently offering GSM mobile service and providing service in Tamil Nadu, Punjab, Haryana, Mumbai, Gujarat, Kerala, Madhya Pradesh and Videocon has also launched wide range of mobile handsets all over the country. 2010: D2H DTH is a direct to home a digital satellite service that provides television services direct to subscribers anywhere in the country. It was launched on 1 st may 2009. It came with a very good strategy for selling both of its electronics products like TVs DVDs along with the new set top box. Here only his antenna is enough, it came also with a DVD connected to TV which gives the best quality of output.

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VIDEOCON LONG TERM & SHORT TERM STRATEGY

MULTI BRAND SHOPPING CART

Over the years Videocons tactic was to buy distraught over the world and revive them by making low and elsewhere. Consumers depending on their annual income will switch onto different brands from time to time.

VILs study reveals that spotlight on one brand will not cater to different segments of the market.VIL thus serves a range of products through its multi brand shopping cart.

VILs multi-product plan has assisted company to achieve a place at top of the podium with 30% market share. VIL is triumphant in churning loss making brands to productive integrating them with its existing manufacturing plants. VIL is the only domestic company to survive successfully due to its diversified product portfolio.

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 THOMSON VIDEOCON DEAL

VIL is only one of its kinds in the world to convert sand to TV. VIL has led to discovery of world famous technologies like Super Flat CPT, Slim CPT, Extra Slim CPT & HD 16:9 format CPT.

VIL had bought debt free Thomsons CPT division. Clientele includes TTE, Sanyo, Sharp, JVC, Koneke, Skyworth, Book, Vestal, and TTE & Horizontal.

VIL had access to Thomsons R&D facilities which facilitated up gradation of technology. VIL further strengthen its position by selling new high tech products in domestic as well as overseas market. Globally, prices of CPT are on lower side due to intense competition. However, raw material prices are not decreasing in synergy products. VILs integration of glass shell unit with Thomson CPT enabled it to enjoy cost benefit in terms of production cost & it will also reduce throughput time.

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 VILs strategic partners Thomson & Electrolux both acquired 15% & 5% stake respectively in VIL showing signs of faith in top drawer of the company. VIL-Thomson synergy has devised a bunch of strategies for its cost, production, sales & industry to register them glass shells manufacturer in the world.

EXPERIENCE CHANGE
A New Brand Identity & Logo Videocon Group recently underwent a brand identity change. The group which has been serving the nation for nearly the past 25 years took move in tunes with the changing global scenario.

Videocon as a brand has always believed in re-inventing and revamping itself and the rationale behind Videocon's brand evolution comes from its constant endeavor to listen and respond to the changing market dynamics in India and overseas.

The focus remains multi-fold while working towards developing the latest technologies with an emphasis on quality, innovation and value, the firm is aggressively expanding their service penetration too. The 'V' in the new Videocon logo is representative of a new identity - an identity that is fresh, dynamic, & has been provided a life of its own.
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 Videocon's all-new brand identity is the first step to position its Brand Videocon closer to every customer's heart - in terms of the philosophy behind products, their value perception, enhanced ownership pride and class-leading after-sales delight.

Videocons Retail Chains in Various Cities Videocon Group is on a retail drive, and the company's belief in the 'Customer First' mantra has been the motivating factor behind this initiative.

It has introduced its retails chains Videocon Plaza, Dig world and more recently DigiHome meant for smaller stores.

These outlets have further ensured easy availability & access of the Videocon group to its customers. Videocon Plaza is a chain which offers a complete range of the brand Videocon available across all product categories. Currently, the company has around 25 such outlets, which are available in all major states and aims to raise the network of these plazas in the coming months.

On the other hand, Dig world is a multi-brand outlet, showcasing all the leading brands from the Group namely Videocon, Sansui, Electrolux, Ken star and Kelvinator under one roof. It boosts of wide range of products in various categories under all the brands at optimal prices. Videocon group has around 100 dig worlds.

Dig home are an extension of the Dig world chain, featuring the same brands. However, it's meant for smaller stores and will house perhaps only two to three of such brands. A new look & logo has been designed and the company is set to open around 150 Dig home stores nationwide.
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 This move of the company has further proven its commitment to its customers by being available for them all around.

SERVICE DRIVE

Service is the most important aspect for any business to drive and sustain itself successfully and Videocon is one such company who is adamant on providing the best of services to its customers.

A drive has begun and Videocon Group has pledged to make its services at par with international norms and put customer requirements to fore. The Group opened 'Model Service Centers' in all branches which would set benchmark of customer service in the consumer durable industry.

The first such centre was inaugurated in Gorgon and around 20 more towns are recognized in the major cities of the country, namely Kanpur,jaipur, Luck now, Ludhiana in North, Chennai, Hyderabad, Bangalore Coimbatore, Cochin in South; Mumbai, Ahmadabad, Pune, Surat and Nagpur in the west; Kolkata, Patna, Alanson, Guwahati and Jamshedpur in the East region.

EFFICIENT PROCESS

A single toll free number has been introduced and the company has adopted a unique 2-2-2 service approach, wherein the group pledges to attend, sort problems and replace defective products. The aim is towards providing quick response, immediate registration of query, attending & trying to sort the problem within 2 days
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A fleet of service vans has also been designed to meet the requirements of the customers pan India. Videocon has currently around 120 such vans, which are equipped with tools, equipment, inverter and even spare parts to provide uninterrupted support & supply even in upcountry locations.

Free Service Camps are organized on a regular basis across the country. These camps facilitate a better understanding by the company on the problems faced by the consumers and readily offer them a solution.

Other than providing free service, special offers are also given to customers like exchange of an old model with a newer version at nominal prices, no labour charges, discounts on genuine parts & accessories and Annual Maintenance contract.

The company has also set up a Training Academy for enhancing the technical & soft skills of its ASC engineers. A spare part hub has also been opened in the north, to meet the regional requirements and more such outlets are on the list.

It's a commitment with the Group, to provide its customers with an efficient after-sales service, thus, ensuring a hassle-free and enjoyable product experience.

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EFFECTIVE PROMOTIONAL STRATEGIES

SPECIAL OFFERS

FIFA World Cup Mania Grips Videocon-they lined up to bring a worldclass experience into their living rooms by availing Videocon's 'Striker Offer'.

Double Bonanza, Double Mazaa- 'Paisa Vasool', as the name rightly suggests, provided a never before opportunity to own a world class Videocon Satellite LCD that combines the twin benefits of free Videocon d2h services for 2 years

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(24 months) worth Rs.9000 plus a money back scheme. Under the scheme, customers got the chance to enjoy benefits worth Rs 20,000 on the purchase of Videocon Satellite LCD worth Rs 25,990.

EFFICIENT ADVERTISING

Videocons Women Connect- Videocon's revolutionary new range of washing machine which have been designed entirely keeping in mind the convenience factor of a end customer, has already started creating ripples in the industry. The company with its customer centric approach has hired special Female promoters, which are dedicated only to promote the sale of washing machines.

IN SYNC WITH THE LATEST TECNOLOGY Videocon continuously launched new product in each product line to gain, maintain and retain its customers. This year Videocon launched tilt drum washing machine, it is Indian first model with tilt drum. Windows enabled mobile phone by which Videocon enter the smart phones market. VIL even launched 3D television sets.
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ENVIRONMENTAL SCANNING
PEST ANALYSIS
1. Political Factors Labour unions effects a lot the production Resolution to reduce emission of carbon footprints Anti-dumping duty on imported colour picture tubes in the atmosphere

2. Economical Factors Growth of retail sector expected to reach 16% by 2011-12from 4% in 2007 High investments are needed in the consumer durables Emergence of organized retail market with large players like Croma, Next, Reliance Digital - leading to lower prices and higher varieties

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3. Social Factors: Changing perception of luxury to necessity In rural areas there is poor infrastructural facilities like availability of electricity Demand of the consumer durables is seasonal and cyclic Highly growing consumer durable market 4. Technological Factors: Improved electricity consumption Higher quality products Technological is changing at a very fast rate

Important Competitors
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
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Initially the strategy of Samsung in India was to create premium image by emphasizing global brand. After facing stiff competition from another Korean majorLG, 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 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--vis competitors. It has taken over multinational brands to cater to unsaved segments, like Sansui- to flank the flagship brand Videocon in the low to mid priced segment, essentially to fight against brands like BPL, Philips, and Onida and taken over Akai- tail end brand for brands like Aiwa. Videocon is one of the largest manufacturers of television and its
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components in India and thus has advantages of economies of scale and low cost due to indigenization. It has the widest distribution network in India with more than 5000 dealers in the major cities. It also has a strong base in the semi-urban and rural markets. Due to its multi-brand strategy, it has at present multiple brands at the same price point. This has led to a state of diffused positioning for its brands. It has also led to a cannibalization of sales among these brands. The flagship brand Videocon has lost market share due to the presence of Sansui in the same segment. Because of reduction in import duties on CPT the cost advantage of Videocon is also on the decline. Hence it is facing rough weather and also trying to boost exports. Besides understanding the strategy adopted by different players, several other factorsindustry growth, concentration and balance, corporate stakes, fixed cost, and product differences need to be analyzed to determine the extent of rivalry between the existing Players.

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INTRODUCTION OF COMPANY

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INTRODUCTION OF COMPANY
Videocon is an industrial Conglomerate with interests all over the world and based in India. The Group has 17 manufacturing sites in India and plants in China, Poland, Italy, and Mexico. It is also the third largest picture tube manufacturer in the world. The Videocon group has an annual turnover of US$ 4.1 billion, making it one of the largest consumer electronic and home appliance companies in India. Videocon was founded in 1987 by Nandlal Madhavlal Dhoot. At that time it used to manufacture TV and Washing Machine. In 1989-90, Videocon started manufacturing Home Entertainment Systems, Electric Motors & AC. Videocon entered Refrigerators and coolers segment in 1991. In 1995, Videocon started manufacturing Glass shells for CRT and in 1996 it ventured into Kitchen appliances and crude oil segment. In 1998, Videocon started manufacturing Compressors & Compressor Motors. In the year 2000, Videocon took over Philips Colour TV Plant. In 2005, Videocon took over 3 plants of Electrolux India and acquired Thomson CPT. Today; it has evolved into a giant conglomerate with annual revenues of over U$4.1 billion.

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NATURE OF BUSINESS
Manufacturer & Exporter of Conventional Color TV and LCD TV Receiver Sets, D2h Set Top Box, VCD/MP3 Players, Air Coolers, Music Systems, Air conditioners, Home Theaters like Refrigerators, Automatic & Semi Automatic Washing Machines, Dish Washers, Microwave Ovens, Mixer, Grinders and Water Purifier like TV, DVD/MP3 & Audio Components, Glass Shells for Colour Picture Tubes, Populated pubs, Tuners, Monitors for Computer, Compressors and other Electronic Assemblies and Sub-Assemblies like Digital Diaries, Kiddy PC, Data Projector, Power Inverter, Digital MP3 Player and Palm Top like ISP, Content and Web Solutions. Crude Oil Extraction 50000 Barrels per Day.1050MW Power Generation. Videocon LCD TV, Videocon Air Conditioners, Videocon Refrigerators Videocon Washing Machine

Industry PROFILE

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Consumer Electronics, Home Appliances We enjoy a pre-eminent position in terms of sales and customer satisfaction in many of our consumer products like Color Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other homes Appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. Refrigerator Manufacturing is further supported by our in house compressor manufacturing technology in Bangalore Telecommunication: Videocon Telecommunication Ltd has licensed for mobile service operations across India. It launched its service on 7 marches 2010 in Mumbai. Mobile phones: In November 2009 Videocon launched its new line of Mobile Phones. Display industry and its components With the Thomson acquisition Videocon has emerged as one of the largest Color Picture tube manufacturers in the world operating in Italy, Poland and China, continuing to lead through new innovative technologies like slim CPT, extra slim CPT and High Definition 16:9 formats CPT. Color Picture Tube Glass Videocon is one of the largest CPT Glass manufacturers in the world with a high level of experience and technical expertise operating through Poland and India.

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Videocons will leverage on this synergy after the Thomson acquisition to internally source glass for its CPT manufacturing increasing efficiencies and lowering costs. Oil and Gas An important asset for the group is its Ravva oil field with one of the lowest operating costs in the world producing 50,000 barrels of oil per day. The group has ambitious plans for expansion in this sector.

HISTORY OF INDUSTRY
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 thousands of colors 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 which the industry witnessed continuous and rapid growth. From 1991 onwards, there was first an economic crises 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 1997 the ITA agreement was signed at
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The WTO where India committed itself to total elimination of all customs duties on IT hardware by 2005. In the subsequent years, a number of companies turned sick and had to be closed down. At the same time companies like Moser Baer, Samtel Colour, Celetronix etc. have made a mark globally.

ACHIEVEMENTS OF VIDEOCON INDUSTRIES LTD (VIL)

Indias No.1 Consumer Electronics & Home Appliances Company. It is also the third largest picture tube manufacturer in the world.

The largest panel production facility in the world under one roof providing very high economies of scale One of the world's largest and most respected CRT glass manufacturers Firing the largest furnace of its kind in the world with a tank size of 3300 sq ft One of the few companies in the world to convert sand to TV One of the largest and most acknowledged CPT manufacturer in the world Manufactured India's first rust-free Washing Machine

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Organizational structure of Videocon

Production structure
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Cost cutting Videocon was better positioned to shift the activities to low-cost locations and also it could integrate the operations with the glass panel facility in India with the CPT manufacturing facilities acquired from Thomson S.A. Videocon wanted to leverage its position in the existing parts of the business and this acquisition would give it a strong negotiation position and could reduce impact of glass pricing volatility. Videocon could also reduce the costs by upgrading and improving the existing production lines. Vertical Integration The acquisition helped Videocon in vertically integrating its existing glass-shell business where it had been enjoying substantially high margins. [8] Videocons glass division had the largest glass shell plant in a single location. This gave the company an unrivalled advantage in terms of economies of scale and a leadership position in the glass shell industry. The acquisition also gave Videocon a ready-market for its glass business and it was part of Videocons longTerm strategy to have a global vertically-integrated manufacturing facility. Rationalization of Product Profile Videocon modified its product profile to cater to the changing market needs like moving away from very large size picture tubes to smaller ones. Apart from the overall strategy Videocon also had a plan on the technological front. It wanted to improve the setup for the production line and line speed post-merger. Its focus was to increase sales while reducing the costs and thereby improving the productivity of the existing line. The company also wanted to foray in a big way into LCD panels back-end assembly. On the sales front the company wanted to leverage on the existing clients of Thomson and build relation as a preferred supplier to maximize sales. Also, Videocon could benefit from OEM

CTV business with the help of Videocons CTV division, invest for new models and introduction of new technologies.
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Videocon has not been able to turn the plant around in Italy still. However it is getting support from the local governments (which want to prevent job cuts) in form of grants. The government is in fact trying to set up a Greenfield venture in form of a LCD Manufacturing facility in partnership with Videocon. The banks are also supporting Videocon and with help from all these quarters Videocon expects to turn around the plant in Italy.[13] The Thomson plant has not turned around in Mexico as well and in fact production has been reduced over there.InPoland,the situation is more promising and Videocon hopes that plant over there will get in black in the very near future.[14] However the surprise has been in the Chinese market .Despite facing a highly competitive market Videocon has managed to turn a plant around while the other is on its way. In China Videocon is adopting a different strategy for manufacturing CTVs as the local players dominate the market .It plans to supply these players by taking advantage of low-cost nature of mainland(the number targeted by it about 6 million CPT,s) VIDEOCON STRATEGIES

Multi-brand strategy
Videocon International was the first Indian company to adopt the strategy of multibrands. Apart from its mid-priced brand Videocon, the company now hawks Toshiba, a premium brand, and the low-priced brands Akai and Sansui. The multi branding technology paid off as Videocon managed to hold on to a combined market share of around 19.6 percent, with LG at 25.9 percent and Samsung at around 13.8 percent. Overall, the shift in the power to trade is probably one of the defining developments. It is important since the TV companies themselves have taken it seriously and embarked on crafting longer-term strategies to accommodate

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This development. The effectiveness of their strategy and the responses of the other players promise to deliver a few more years of enterprising developments in the Indian TV market. Backward Integration Videocon integrated backwards by getting into manufacture of components such as electron guns, metal parts and deflection yokes for CTVs and compressors, and electric motors and plastic components for households appliances such as washing machines, refrigerators and Air conditioners. The group integrated further to get in to manufacture of glass panels and funnels, the key components for the manufacture of color picture tubes.Videocon enjoys a unique synergy in the global CTV business from glass to CRT (Cathode Ray tubes) to CTVs. - (From Sand to CTV). Together with other components for households appliances. This high degree of backward integration bestows upon the company a unique benefit over competition.

Performance Measures

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FUNCTIONAL DEPARTMENTS OF THE ORGANIZATION:

1. STORE DEPARTMENT:

Functions of store department

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1. Purchase of all items indented by user functions like spares Consumables etc., other than plant and equipment. 2. Registration of suppliers and evaluation. 3. Maintenance of Stores. 4. Inventory control of stock items. 5. Co-ordination with finance department for timely payment to the Suppliers.

2. FINANCE DEPARTMENT:

Functions of finance department

1. To comply with legal and other requirement. 2. To provide information for stakeholders about financial Performance and viability
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3. To provide managers with information for decision-making 4. To provide a structure to careful processing of numerical data business activity based on the

3. MARKETING DEPARTMENT

Functions of marketing department

1.

The smooth functioning of the marketing, sales and delivery operation.

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2. Corrective actions on customer complaints.

3. New initiatives taken for sales maximization of the company

handling relationship with personal, communicating and reporting to the management.

4. Developing sales programs and formulating and designing sales polices.

4. PRODUCTION DEPARTMENT

Functions of production department

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1. Production and planning 2.Purchasing 3.Stores 4.Design and technical supports Works 5. Production cycle

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MARKETING STRATEGIES
s

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1.Products of company
CONSUMER ELECTRONIC

PLA SMA

SPILT AC

WINDOW AC

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MOBILE PHONES

WASHING MACHINE

REFRIGE RATOR

MICROWAVE

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HOME THEATER

DISH TV

LCD TELEVISION

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SEGMENTATION, TARGETING & POSITIONING

SEGMENTATION:
Market segmentation is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a given marketing strategy. They are likely to have similar feelings and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way and promoted in a certain way. The process of segmentation is distinct from targeting (choosing which segments to address) and positioning (designing an appropriate marketing mix for each segment). The overall intent is to identify groups of similar customers and potential customers; to prioritize the groups to address; to understand their behavior; and to respond with appropriate marketing strategies that satisfy the different preferences of each chosen segment. Segments based on Income Plasma: Income group of more than 50,000 LCD: Income bracket of Rs 20,000 and above Slim: Consumer in the income bracket of Rs 9000-15000 Flat: Consumer in the income bracket of 7000-12000 Conventional: income bracket of Rs 3000-6000

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Segments based on social class Plasma: rich class LCD: upper middle class and rich class Slim: middle class Flat: middle and lower middle class Conventional: lower economic class. Benefit Segmentation: Conventional, Flat screen Slim, LCD, and Plasma can also segmented on the basis of benefits that an end consumer would receive from them. User Status: TV market can be classified into non users of TV and potential users in term of graduating to a higher segment like slim, LCD, Plasma from basic conventional TV.

TARGETING:
Once the firm has identified its marketing-segment opportunities, it has to decide how many and which ones to target. Marketers are increasingly combining several variables in an effort to identify smaller, better-defined target groups. The decisions involved in targeting strategy include: * Which segments to target? * How many products to offer * Which products to offer in which segments

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In premium segments like flat screens and FDPs the growth in sales has been many times the industry growth. More importantly, high end product sales are no longer restricted to metros. Consumer in tier-2 cities seems to be as evolved in lifestyle needs. The consumer profile, too, has changed. Higher disposable incomes, greater aspirations and younger demographic have increased demands for the technologies. And Videocon is targeting this segment.

POSITIONING:
Positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market. Once the competitive frame of reference for positioning has been fixed by defining the customer target market and nature of competition, marketers can define the appropriate points-of-difference and points-of parity associations. Points of Parity (POPs) are associations that are not necessarily unique to the brand but may in fact be shared with other brands. They represent necessary-but not necessarily sufficient-conditions for brand choice. Videocon's Points-of-Parity are good quality Picture and good sound. Points-of-Difference (PODs) are attributes or benefits consumers strongly associates with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. Videocon's POD is the quality product with low cost. With the strong backward integration Videocon can provide the products with low cost. Thus, Videocon is positioned itself as a reliable and value-for-money product

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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 showroom.

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. 3. In this channel of distribution the company appoints Distributors as well as Direct Dealers. The company appoints distributors to deal with small
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dealers who order small quantities. With the dealers who have good potential and sales the company deals directly. The Korean Multinational follow this channel where they appoint Distributors for upcountry towns and direct dealers for big cities and major towns e.g. Ahmadabad.

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.

PROMOTION STRATEGIES
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1. Product strategy 1. Stop all curved CPT production 2. Shift focus to LCD CTVs; target: by December 2007. 3. Launch Slim21 and focus Slim 29 immediately. Target is to have almost all CRTs production shifted to Slim by 2007 4. Take full advantage of Digital and HDTV revolution, gain leadership in HDTV Slim TV segment through OEM and model mix worldwide strategy. 5. Study unique product range / pro large to fill market gaps in markets such as Asia and Eastern Europe / CIS / South America 6. Focus on reduction of costs through reduction of glass, shift to AK mask and reduction of process rejection. 2. Sales Strategy 1. Improve relationship with existing clients ; Use of Thomsons excellent relations as preferred supplier to maximize sales 2. Improve service and quality without putting pressure on price structure 3. Fetch a better price and avoid crisis of huge stock. 4. Leverage Slim product offering 5. Launch LCD panels assembly to be a major actor of the Flat Panel Displays market (which is expected to account for 50% of the market by 2012).
6.

Benefit from OEM CTV business with the help of Videocons CTV division; invest for new models, introduction of new technologies.

7. upgrade to LCD's schemes

Easy EMI. Re. 1 offer.

8. Improve after sales service
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9. Free service camp on the wheels. 3. Industrial Strategy 1. Consider improvement in production lines set-up: investments, line speed up / mergers? Target is to increase output and decrease product costs by increasing productivity of existing lines 2. This will reduce manpower and overheads per picture tube by 30% that will be redeployed on new activities in the sites (new technologies) 3. Improve the furnace output in the Poland Glass factory by making some changes into furnaces including electrical boosting. Consider increasing capacity through one more furnace.
4.

t is envisaged that 100m will be invested in the next 2 years for this purpose

5. Expand into LCD panels back-end assembly (from buying LCD arrays from big suppliers like LG, SDI, CMO, AUO, Sharp) 4. Cost Strategy
1.

Leverage the strong base of Videocons glass business: Thomson-Videocon partnership will have a very strong negotiation position and can reduce impact of glass pricing volatility.

2. Reduce production cost by upgrading and improving the production lines. Thomson-Videocon partnership will have its own base of additional 4 million units CTV (other than India) 3. Necessary to rationalize R & D efforts, necessary to make its cost below 1.5% of sales

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Product Development I-TV at the price of 13,900 with exchange offer for an older version. web enabled TV 2. TVs With hard disk to store programs. 3. Wall mounted Flat CTVs at the price of 12,990. 4. Aimed at fulfilling needs of customer who can not buy LCDs but prefer to do away with CTV models which occupy space in living rooms. 5. CTVs with inbuilt set top box 6. Tie up with DTH player and provide annual subscription offer. 7. To provide Direct to home services. 8. Bluetooth enabled CTV.

1.

RESEARCH METHODOLOG
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Research methodology is a way to systematically solve the research problem. It may be understood as a research to design his methodology for his problem as the same may differ from the problem science of studying how research is done scientifically so it is necessary for the to problem.

OBEJECTIVE
To have an overview of Videocon. To know the reputation of Videocon T.V. in the market.

How the consumer preference towards the brand Videocon. The main objective how to increase the reputation of

Videocon brand in the market. To understand its competitors in business. How Videocon will create a good image in the market. To understand the 4 Ps used by the Videocon in business

PROCESS
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 Formulating research problem

Extensive literature survey

Development of working hypotheses

Preparing the research design

Collection data

Analysis of data

RESEARCH
Research can be defined as scientific and systematic search for information on a specific topic. It is a careful investigation or inquiry through search for new facts of any branch of knowledge. Research plays an important role in the project work. The results of the project are completely based upon the research of the facts and figure collected through the different ways of research.

DATA SOURCE
Research data can be classified as primary and secondary data. Secondary data either internal or external so it is cheaper and more quickly obtain the primary data and may also be available where primary data could not be obtain at all. 1. PRIMARY DATA
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It is collected with the direct contact with the customers.

2. SCONDARY DATA It is collected through magazine, internet and some material given by the company.

RESEARCH APPORCH
I have collected information through the direct contact with the customer and fill up the questionnaire so it is a survey approach.

RESEARCH INSTRUMENT
I have survey through questionnaire.

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 success full marketing strategies and programmers. It is an important tool to study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Ker linger, Research Designs a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance.

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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. .

Information needed
1. Measurement and scaling Procedures 2.Appropriate Data collection 3.Sampling Process and sample size 4.Data Analysis plan

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

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 softwares. In the data collection customers were approached during the working hours at dealers point.

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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

Limitations of Survey
Response Errors - These may arise when the respondents give Inaccurate or incomplete answers. For e.g. in our survey a respondent may not mention that he had test driven a car before purchasing it Major problem faced in the survey involved the comparative ratings of various attributes for all the brands of cars. Many of the respondents were not very willing to rank so many factors as they perceived it to be time-consuming.

ANALYSIS OF DATA WITH QUESTIONNAIRE:

Marketing research is the collection and interpretation of facts that helps marketing manager to get product more popular in the minds of the customer. So firstly a questionnaire containing 10 questions was prepared and then I conducted the market survey. The field-work of the survey was restricted for the 15 days. All consumers co- operated and provided the needed information. Knowledge of local language was advantages in dealing with the consumers. For data analysis I use many types of charts:
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.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. 1. Awareness about Videocon, SAMSUNG & LG by Customers (Given in percentage form)

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Inference:- From the above pie charts, it is clear that most of the customers (62%) of Videocon came to know about Videocon through TV advertisement as compare to customers of Samsung and LG. As far a sprint media ad is concerned, only few customers came to know about Videocon through print media ad as compare to customers of Samsung& LG. But no customers of Videocon came to know about Videocon through hoardings and billboards, but few customers came to know about Samsung & LG through hoardings and billboards. Hence, we can infer that Videocon is doing positioning through TV advertisements rather than through print media ad and hoardings and billboards. They should more focus on word to mouth marketing because they are weak in this.

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2. Why Videocon, SAMSUNG or LG? (Given in percentage form)

Inference: - From the above figures, it indicates that people give more
preference to price as compare to other attributes (Like Brand & Quality) while buying the Videocon products. We observe here that service is not good at Videocon. Hence, we can infer that LG & Samsung are strong brand and having more quality than Videocon (as given in Table and Pie-chart).Also; LG & Samsung products are more expensive than Videocon
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3. from where you prefer buying consumer durables? Company Shoppe Showroom Exhibitions On-line

Inference: 1. A majority of customers prefer to buy from company .Shoppe. Very less Proposition of customers buys from Online and Exhibitions. 2.49% customers are prefer to buy from the showrooms because the showrooms are more discounts. 3. People are less interested to buy from the exhibition they only visit the exhibition for price quotation of the product and the comparison of the product. convenient to customers they also think that these shops give more

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4. You prefer to buy from the same as you have mentioned in above quiz. Because of following reasons Attractive Price Service Demonstrations Offers

Convenience

Inference 1. Customers buy from showrooms because of the service and convenience. These are two main factors. 2. Customers are preferred to buy from the showroom because of they think that This convenient store may provide good after sell service. 3. Customer also thinks that there is more chance to bargain and they can get More discounts in these showrooms.
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4. Price also a factor that attracts the customer in these showrooms.

5. Do you prefer any financial scheme to purchase consumer durable? Yes No

Inference 1. Majority of the consumer do not want to go for financial scheme. 2.16% consumer is not a small amount, there is only TV. Few company which Provide financial scheme 3. If TV. Company easily provide this scheme to consumer so they can attract More customers.

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6. Would you wait for festive season for available discounts for purchase a Television? Yes No

Inference 1. By this we can infer some customer prefer to buy TV. on some festival. 2. North India is more believe in festival. 3. On festival company can attract customer by give some type of discount

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7. Up to how much money are you willing to spend on a TV? At this time: a) Less than 6000 b) 6000-13000 c) 13000-20000 d) 20000-30000 e) more than 30000

Inference: By this diagram I can infer than most of customer is see price, if company provide some good product with more features and style and design it will help in increase market share. Some customers are wanted to spend a big amount of money on TV. These customers dont care money because of high income so company also need to work on R&D, so company can provide a different product.

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8. How do you feel after using the Videocon TV? a) Excellent b) Good c) Fair d) Poor

Inference; There is 19% customer who not satisfies with product and feels poor about the TV. Company has to find out all the reason and should work on it. If company dont attract old customer this will become a big threat for company.

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ANALYSIS

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SWOT ANALYSIS OF VIDEOCON COMPANY

1. Strengths
1. Videocon has largest distributed capacity manufacturing base across India with 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 add to the goodwill of Videocon 5. Customers are aware about Videocons 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. 3rd largest picture tube manufacture in India 12. Cheap price. 13. Globally acceptance.

2. Weaknesses
1. Less investment on advertisement of Videocon CTV 2. Fewer margins to the distributor/dealer. 3. Weak promotional strategy of CTV.
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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

3. 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 climate of Jaipur becomes hotter day by day and coolers do Not fully satisfy the customers requirement. This provides a great Opportunity for ac manufacturers. 6. Growing semi urban market. 7. Industry is in increasing phase. 8. Price has come down; now more and more people are going for it. 9. Due to financial facilities even the medium segment is going for it. 10. Purchasing power of people is increasing day by day. Moving into new attractive market segments. 11. Focused on unconventional channels. 12. Mergers joint venture of strategic alliances.

4. Threats 1. Entrance of global competitor like china. 2. Brand loyalty is more of LG &other company. 3. Market condition like slumps in market.
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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

FUTURE PLANS
To strengthen and maintain & its leadership status, the Videocon group has clearly charted out its course for the future. Aggressive development is in full swing at the R & D Centers to bring out state-of-the-art technologies including True Flat, Slim, Extra Slim, Plasma & LCDs, at the earliest. Cost rationalization processes - are in various stages - including rationalizing factories in Europe, increasing automation and improvement of efficiency in China, accessing floss shells from India for international CPT facilities and a lot more - are in various stages of implementation. Internationally all existing client relationships are being strengthened. The cost competitiveness and increase in capacity in Mexico and Poland has opened up big opportunities in the OEM business. Last but not the least, in the domestic market consolidation with multiple brands paves the way for an unassailable lead in the market. In the Oil & Gas business, having all the basic operator capabilities of a prospecting entity, the group is looking to add more explorations and production

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depth as also oil bearing assets. The group will also get into gas distribution in India significantly.

FINDING AND RECOMMENDATION

CUSTOMER SURVEY FINDINGS
1. Secondary supports play an important role in the customers mind and create awareness among the customers. The secondary support includes Demonstration, Exhibition & Even Sponsors. 2. From the survey it was found out that the majority of customers dont buy consumer durables from exhibitions. They just visit the exhibitions to see the co. latest model. 3. They want to buy from the showrooms or from co. showrooms. For them service is important. Beside convenience and other factors service is key factor. 4. Also majority of customers do not want any financing scheme for purchasing The durables. 5. There was heavy rush on weekends so large numbers of ISDs were appointed that day. Also the live demo calls helps in selling. Exchange offers also generate sale. 6. Customers are also now very choosy in buying the product and it is important For the company to smake loyal customer of their brand. 7. In survey we found that VIDEOCON has captured maximum market share in every category. VIDEOCON dominates CTV, LCD, and Refrigerator, and Washing machine, category. 8. The product is well aware and it is on top of mind of customer. 9. Customers are also now very choosy in buying the product and it is important For the company to make loyal customers of their brand.

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10. 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. 11. The quality of Videocon CTV is acceptable to the market. Consumer and Retailer both are satisfied with the quality of Videocon CTV 12. Consumers are mostly gets attracted by the price discount offered by Company and product warranty. 13. The categories of the people who are using the CTV are mostly economic Income people. 14. LG and Samsung are competitors of Videocon CTV. 15. Consumers are aware about Videocon TV. 16. Customer perception about Videocon TV is good. 17 .Advertising of Videocon CTV is not striking as compare to the competitors

RECOMMENDATIONS AND SUGGESTIONS

Exhibitions do not help to generate so much sells but they should be conducted regularly. This helps in generating awareness regarding the production customers, which ultimately helps in sales.

Also it is helps in advertising for the new products. Like in this exhibition New LCD was advertised. Company should always focus on service

Display share should be increased where there is less than 50% a VIDEOCON also believes thatJO DIKHTA HAI WO BIKTA HAI.
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Company should try to improve service. No doubt the company products have technically edge over competitors but in long run it may hamper the companys profit. Company should concentrate more on its major drivers LCD, IT, and GSM. Branding and promotions should be done effectively as it creates a longlasting image in the mind of customers.

Company should also cater to the needs of sub dealers as some of the sub Dealers have potential of high sales.

CONCLUSION
SEHORE market is still a virgin market for these techno-survey Videocon products. Customers need to be made aware of the productive usages of these products if Videocon want to target these untapped market segments of customers and rural customers. Also Videocon need to modify their advertising strategies in order to promote these products and services. This also a challenge for Videocon, for a positive thinking about Videocon Hence Videocon need to work upon the real factor through Dealer and Retailer for a KAIZEN continuous productivity in these products will make these products more friendly and customized. Hence Videocon will be able to win a major market share between the competitors

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SUGGESTIONS

During this report I have studied the various aspect of management its function & importance & was a totally new experience for me I am grateful to everybody in VIDEOCON Ltd. Before concluding my report I would like to give some suggestions. Company should use sales promotion methods like discount, incentives and various schemes & offerings to increase sales.

There should be customer awareness programmers and customer education activities so that consumer can avail more services.

Company should start television advertisement.

The company should improve its initial setting quality in comparison to other brands.

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 Company should establish competitive price at par with the market.

BIBLOGRAPHY
Website:

http://en.wikipedia.org/wiki/Videocon http://www.videoconworld.com/ http://www.google.co.in/ www.branders.com www.eventmarketer.com

BOOK

Marketing Research Nareshs K. Amphora Business research method- S. N. Murthy

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CONSUMER SURVEY QUESTIONNAIRE Dear Sir/Madam, I am student of Aravali Mahavidhalaya part of our curriculum 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
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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 b) 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)

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2. Why you prefer this company product?

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 ImageProduct feature Service..Durability Design and style................................. 6. from where you prefer buying consumer durables? a) Company

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b) .shopped c) Showroom d) on-lined e) 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 TV? At this time: a) Less than7000 b) 7000-13000 c) 13000-25000 d) 25000-35000 e) More than 25000

9. Would you wait for festive season to avail discounts? a) Yes b) No

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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

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