A SUMMER TRAINING PROJECT REPORT ON

Comparative Study of Videocon Products with

Other Brands Products In Modern Trade
Submitted in partial fulfilment of the requirement for the a!ard of the
de"ree of
MAST! O" B#SI$SS A%MI$IST!ATIO$
#$%&$'$%&()
#Mahama*a Te+hni+al Uni,erit*-Noida)
./0
1A2A3 1A4A5
RO55 NO6&&%789%%(%
M.A $
nd
/ear
#GIMT- Greater Noida)
Pro:e+t underta;en at
<I3EOCON IN3USTRIES P,t6- 5td6- 5UC=NO>6
Report Submitted To
R6=63IMRI
$
P!"AC
A a tudent M.A #MASTER O1 .USINESS A3MINISTRATION) one of the mot reputed
profeional +oure6 The attra+ti,e feature of the M.A 3EGREE i that alon" !ith theor* !e alo "et
to ha,e the e?poure of the pra+ti+al en,ironment6
The topi+ for m* ummer pro:e+t i0'
Comparative study of Videocon products with other &rands products in modern
trade
The Pro:e+t Report re,ol,e around the identif*in" ditribution and hare "ap of <I3EOCON6 The
ob:e+ti,e are predefined and the ta; i to a++omplih them6 The tud* !a +onfined "eo"raphi+all*
to ele+ted area of 5u+;no!6 The !hole pro+e durin" the report i !ell planned@ the primar* data
+olle+tion i done from the Graph6
1A2A3 1A4A5
(
DECLARATION
I' 1A2A3 1A4A5 - a student of MBA of (IMT (r) $oida
respective*y here&y dec*are that the Pro+ect !eport on +omparati,e
tud* of <ideo+on produ+t !ith other brand produ+t in modern trade
is the outcome of my own wor, and the same has not &een su&mitted
to any other #niversity-Institute for the award of any de.ree or any
Professiona* dip*oma)
"A/A% "A0A1
8
Acknowledgement
I hereb* ta;e thi opportunit* to than; m* Guide of the Reear+h Pro:e+t
Mr6R6=63IMRI !hoe ,iionar* approa+h enabled me to a++omplih m*
pro:e+t !or; in a *temati+ and an effe+ti,e manner6 It !ill be no
e?a""eration in tatin" that !ithout hi help m* pro:e+t !or; !ould not ha,e
been materialiAed6 At lat- I !ould alo li;e to e?pre m* than; to m*
parent- relati,e and friend !ho ha,e "i,en me emotional upport a !ell a
ome ueful tip !hi+h helped me ,er* mu+h in u++eful +ompletion of the
pro:e+t !or;6
1A2A3 1A4A5
Roll No6 &&%789%%(%
B
1ist of CO$T$TS
S6No6 Title Pa"e No6
&6 Compan* Profile C
$6 O,er,ie! of the Pro:e+t &&
(6 Ob:e+ti,e of the Pro:e+t &$
86 A 1ICCI Sur,e* &8
B6 Gro!th Rate &B
D6 Reear+h Methodolo"* &C
96 1indin" $&
C6 Table B$
C6 Con+luion DC
76 Re+ommendation 9&
&%6 .iblio"raph* 9B
&&6 Apendi? 9D

D


I$T!O%#CTIO$
9
C
Company Profi*e
/ISTO!2 O" VI%OCO$ 3
<ideo+on i an indutrial +on"lomerate head quartered in Gur"aon #NCR 3E52I)!ith interet all
o,er the !orld -and i an Indian multinational +ompan* 6the "roup ha &9 manufa+turin" ite in
India and plant in +hina -Poland- Ital* and Me?i+o 6it alo the third lar"et pi+ture tube
manufa+turer in the !orld6 The i a US3 8 billion "lobal +on"lomerate6
<ideo+on Indutrie 5imited i India'baed Compan*6 The Compan* operate in four e"ment
Conumer Ele+troni+ and 2ome Applian+e- Ga- Tele+ommuni+ation- Crude Oil and Natural
and Po!er6 It ha laun+hed ,ariet* of produ+t in +onumer ele+troni+ indutr* in+ludin" ran"e of
refri"erator- !ahin" ma+hine- tele,iion- air'+onditioner- mi+ro!a,e o,en6 It ha interet in
oil and "a field- in India- MoAambique- .raAil- Eat Timor- Indoneia and Autralia6 3urin" the
*ear ended 3e+ember (&- $%&&- it a+quired or in+orporated 5ibert* <ideo+on General Inuran+e
Compan* 5imited- 1lair Ener"* Pri,ate 5imited and Properou Ener"* Pri,ate 5imited6 In $%&&-
it dipoed or +eaed Triumph Ener"* Pri,ate 5imited- Senator Ener"* Pri,ate 5imited- <ideo+on
Po!er <enture 5imited- Aim Ener"* Pri,ate 5imited- <iable Ener"* Pri,ate 5imited- <ital Po!er
Pri,ate 5imited- Mar,el Ener"* Pri,ate 5imited- Intant Ener"* Pri,ate 5imited- 1lair Ener"*
Pri,ate 5imited and Per+ept Ener"* Pri,ate 5imited6
<ideo+on i an Indian multinational !ith interet in +onumer ele+troni+- home applian+e-
+olour pi+ture tube "la and oil E "a6 <ideo+on !a founded in &7C9 b* Nandlal Madha,lal
3hoot6 At that time it ued to manufa+ture T< and !ahin" ma+hine 6in &7C7'&77%- <ideo+on
tarted manufa+turin" home entertainment *tem- ele+tri+ motor EA6C6 <ideo+on entered
refri"erator and +ooler e"ment in &77& 6In &77B- <ideo+on tarted manufa+turin" "la hell for
CRT and &77D it ,entured into ;it+hen applian+e and +rude oil e"ment6 In &77C ,ideo+on tarted
manufa+turin" +ompreor E +ompreor motor6 In the *ear $%%% too; o,er Philip +olor T<
plant6 In $%%B- <ideo+on too; o,er ( plant of Ele+trolu? India and a+quired Thomon CPT6 Toda*
it i ha e,ol,ed into a "iant +on"lomerate !ith annual re,enue of o,er of UF86& billion6
7
CT< indutr* i one of the fatet "ro!in" indutr* in India6 Sin+e in India T< penetration i :ut
$8G and of thi $8G ma:or hare "oe to urban area- o Indian rural area !here 98G of the Indian
population inhabit preent an enormou "ro!th opportunit* for the CT< indutr*- be+aue of
riin" rate of "ro!th of G3P- "ro!th in dipoable in+ome- ea* a,ailabilit* of ban; loan at
+heaper interet rate- a teep do!nturn in pri+e of CT<- and inno,ation of ne! and uer friendl*
te+hnolo"ie6
HComparati,e Stud* of <ideo+on ,i'a',i Competitor on Parameter Affe+tin" .u*in"
3e+iion and 3ealer Satifa+tion in a a topi+ required to be approa+hed in D lo"i+al tep0 '
1irt it required to undertand the Indian CT< mar;et@ e+ondl* it required to find out the
fa+tor !hi+h +an affe+t +utomerI bu*in" de+iion and ho! the* +an affe+t bu*in" de+iion
and to find out !hat fa+tor affe+t dealer atifa+tion and !h*@ thirdl* it required to approa+h
+utomer and undertand !hat e?a+tl* heJ he !ant in the produ+t and +ompan*I er,i+e
on the bai of hiJ her repone@ fourthl* it required to approa+h the dealer and undertand
him- hi p*+he- and hi e?pe+tation from the +ompan*@ fifthl* it required the reear+her to
identif* the area !here impro,ement are poible on the bai of the dealerI and
+utomerI repone@ and latl* it required to u""et ho! impro,ement +an be done in
identified area6
1rom the anal*i of repone of the randoml* +hoen && dealer and &% +utomer from the
U6P6-eat 5u+;no! re"ion- follo!in" ma:or findin" +ame a+ro0 '
1irtl* dealer atifa+tion- brand re+all and a!arene- +utomer atifa+tion and feelin" of
belon"in"ne are the ma:or fa+tor !hi+h +ontribute dire+tl* to the ale of an* +ompan*@
e+ondl* dealerI re+ommendation pla* a ,ital role in "eneratin" ale- it i reponible for
(%'8%G of dealerI total ale@ thirdl* brad name- pri+e- and qualit* are the +utomerI &
t
- $
nd
-
and (
rd
preferen+e repe+ti,el*@ fourthl* a "ood +utomer upport *tem +an "et a lot of
!ord of mouth to the +ompan*@ fifthl* +utomer !ant +heme !ith no i"nifi+ant +han"e in
pri+e and "ood +heme +an "enerate 8%'B%G of total ale of that parti+ular produ+t@ and
latl* D7G of repondent either ha,e or !ant to ha,e one 1lat +reen T< in future- e?+han"e
offer ha,e a "ood opportunit*6
On the bai of findin" follo!in" are the +on+luion that !ere dra!n firtl* ale of an*
+ompan* depend on man* other parameter li;e +utomer upport *tem- promotional
a+ti,itie- pri+in"- and a,ailabilit* of +ompan*I produ+t@ e+ondl* dealerI re+ommendation
dire+tl* related !ith dealer atifa+tion !hi+h +an onl* be there !hen dealer "et "ood
mar"in- there a "ood demand of the +ompan*I produ+t in the mar;et- dealer i "i,en
&%
proper attention b* the +ompan*- and dealer need not to in+ur additional +ot at the time of
ale and after the ale@ thirdl* after ale er,i+e of a +ompan* depend on man* other
parameter li;e ;no!led"e of te+hni+al people to mend the de,i+e- effi+ien+* of +all +entre
and er,i+e +entre- a,ailabilit* of pare part and er,i+e ,ehi+le@ brand a!arene and brand
,iibilit* ha to be "ood to in+reae +utomer querie at the time of pur+hae and hen+e ale@
latl* three ma:or area of impro,ement are'0 after ale er,i+e- brand a!arene and
,iibilit*- brand per+eption- and dealer atifa+tion6
Thu ha,in" identified ma:or area of impro,ement- follo!in" re+ommendation !ere made'
firtl* to impro,e brand ,iibilit* and a!arene deplo*in" hoardin" at trate"i+ pla+e- T<
ad,ertiement on popular +hannel at trate"i+ timin"- ad,ertiement in national and
re"ional dailie and popular 1M +hannel- pra+tiin" of a""rei,e publi+ relation e?er+ie-
offer to dealer on bet Point of pur+hae dipla*- tie'up !ith +ompanie and ponor T<
quiA ho! to preent +ompan*I produ+t a a offer "ift and priAe !ere re+ommended@
e+ondl* to impro,e after ale er,i+e in+reain" effi+ien+* of +all +entre and er,i+e +entre
!ere re+ommended- and latl* to impro,e dealer atifa+tion in+reain" frequen+* of ale
people ,iit- redu+in" ,ariation in ale people ,iit from mall dealer to bi" dealer- iuin"
dealer +ertifi+ate- and a monthl* dealer meetin" !ere re+ommended6
The report ha elaborate de+ription of the iue mentioned abo,e and alo ome ao+iated
iue6 The report loo; for!ard to ma;e ome differen+e in the e?itin" tate of affair and
the reear+her in+erel* hope that thi !or; !ould help it reader in "ettin" an ini"ht into
the topi+ di+ued and de,elop a thorou"h undertandin" about it6


&&
OV!VI4 O" T/ P!O5CT
In toda*I +utthroat +ompetition ea+h and e,er* +ompan* !ant the more and more hare of the
mar;et pie and it i ,er* ne+ear* for +ompanie to ;no! !here the* are la+;in"- !hat are the
poible area of impro,ement- and b* !hat !a* the* +an ;eep +utomer and dealer happ* it i
found out "enerall* b* a;in" +utomer and dealer !hat the* are la+;in" in and !hat poible
impro,ement +an be made in +ompan*I preent trate"* to impro,e their +on,enien+e6 .e+aue
it i often eaier for +onumer and dealer to fo+u on !hat the* feel the* la+; rather than on !hat
the* !ant- reear+her uuall* "et more information if the* a; +onumer and dealer about their
"ripe or +omplaint6 So reear+her are fo+uin" more on their diatifa+tion !ith the +urrent
+ompan*I trate"* #that i- +onumerI problem) rather than a;in" about !hat are their need
and !ant6 Similarl* in the T< indutr* e?itin" +ompanie are doin" !hat the* +an do for
impro,in" +on,enien+e of dealer and +utomer the poibilit* of impro,ement lie in the
;no!in" !hat the +ompetitor are doin" and !hat ele +an be done for impro,in" +utomer and
dealer atifa+tion to ta* in +ompetition6
&$
OB5CTIV O" T/ P!O5CT3 6
=eepin" in line !ith the Pro:e+t topi+- the follo!in" ob:e+ti,e !ere +hoen for the pro:e+t0 '
&6 To ;no! brand per+eption of <ideo+on amon" +utomer and dealer
$6 To find out brand penetration of <ideo+on ,i'K',i it +ompetitor
(6 To ;no! effe+ti,ene of <ideo+onI +utomer upport *tem ,i'K',i it +ompetitor
86 To undertand the promotional trate"* of <ideo+on and it +ompetitor6
On the bai of the reult obtained from the abo,e- re+ommendation ha to be made to made
poible impro,ement in the <ideo+on trate"* and hen+e to impro,e it ima"e in the mar;et6
T/ APP!OAC/ #S%3 6
A i?'tep approa+h !a ued for the pro:e+t0 '
&6 To undertand the Indian CT< mar;et6
$6 To find out the fa+tor !hi+h +an affe+t +utomerI bu*in" de+iion and ho! the* +an
affe+t bu*in" de+iion and to find out !hat fa+tor affe+t dealer atifa+tion and !h*6
(6 Approa+h +utomer and undertand !hat e?a+tl* heJ he !ant in the produ+t and
+ompan*I er,i+e on the bai of hiJ her repone6
86 To approa+h the dealer and undertand him- hi p*+he- and hi e?pe+tation from the
Compan*6
B6 To identif* the area !here impro,ement are poible on the bai f the dealerI and
CutomerI repone6
D6 To u""et ho! impro,ement +an be done in identified area6
6
&(
CTV I$T!O%#CTIO$
CT< +ame in India in &7C% durin" ASIA3 GAMES6 >ith the in+eption of CT< e,eral pla*er
emer"ed in the mar;et6 Thee entrant !ere >etern- Salora- 3*nora- Cro!n- A;ai- and Upton6
The late C% a! a mai,e ha;eout and half of the pla*er !ere out of the mar;et- earlier it !a
Heller mar;etL- but !ith the +utthroat +ompetition thi turned into H.u*er mar;etL6
After &7CC onl* fe! pla*er !ere left in the mar;et !ith frin"e preen+e of other re"ional pla*er
in the mar;et6 In the pot liberaliAation era of &77& ma:or pla*er are 5G- Samun"- <ideo+on-
.P5- Onida- Son*- Phillip- and Ai!a6
P!S$T SIT#ATIO$3 6
At preent Indian CT< mar;et i of the iAe D million unit that i quite mall in +omparion to
other +ountrie li;e China #(% million unit)- US #$$ million unit)6
2ere are the fa+t related to Indian CT< indutr*
. E > T< population in the +ountr* i at B7 million unit
Color T< population in the +ountr* i at (% million et6 2o!e,er thi i fat +han"in"
CT< re"iterin" double di"it "ro!th- !hile . E > T< ale !itnein" de"ro!th6
&7$ million urban and rural houehold ha,e a++e to tele,iion- but onl* 8$G of thee
o!n a T< et6
T< +ommand a 9$G of a,era"e &( hour pent on traditional media b* Indian6
T< ale ha,e "ro!n at a CAGR of $BG o,er the lat fi,e *ear6
Thi ho! the iAe of the mar;et till untapped and +ould "enerate a "reat future opportunit* for
Conumer durable pla*er no! ea+h and e,er* pla*er i tr*in" to in+reae hi hare in the mar;et
pie b* pra+ti+in" different trate"ie in the mar;et6

&8
A "ICCI S#!V23 6
In a ur,e* done b* 1ICCI on the +onumer durable indutr* ha hi"hli"hted buo*ant trend in the all
three e"ment M >hite "ood- +onumer ele+troni+- and ele+troni+ +omponent durin" the fi+al
$%%B'%D6 Emer"in" opportunitie and the tron" fundamental of the e+onom* are e?pe+ted to pa,e
the !a* for a rapid "ro!th for the +onumer durable indutr*6
The ur,e* offer ini"ht into the d*nami+ of "ro!th in a +ompetiti,e mar;et en,ironment and
ha identified ome of the alient feature of de,elopment a follo!0
Rate of "ro!th in produ+tion ha been more in term of quantit* or ,olume rather than in
term of ,alue for a number of produ+t6 Thi ha happened a a reult of +ontantl* fallin"
pri+e o,er the *ear due to +ompetition amon" the ma:or pla*er- a""rei,e mar;etin"
trate"ie of the pla*er- and de+linin" import tariff6 Nualit* produ+t and te+hnolo"*
up"radation ha helped the indutr* to a+hie,e hi"her "ro!th in term of ,olume and alo
hi"her realiAation in ,alue term6
The hare of unor"aniAed e"ment ha +ome do!n to onl* to C'&%G from earlier 8%'B%G
due to "ro!th in produ+tion in the or"aniAed e"ment and dometi+ a,ailabilit* of branded
produ+t due top lo!erin" of import dutie and other liberal meaure6 The pri+e differen+e
bet!een branded and unbranded produ+t ha narro!ed do!n- and !ith branded pla*er
pro,idin" "ood after ale er,i+e- and upport +onumer prefer to bu* branded produ+t6
3emand i +*+li+al and eaonal6 It i hi"h durin" feti,e eaon and i "enerall* depend
on "ood monoon6
In+reain" +onumer a!arene and preferen+e for ne! modal ha,e added to the demand6
Produ+t li;e air +onditioner- +olor T< are no lon"er per+ei,ed a lu?ur* produ+t but are
treated a a ne+eit* in the +han"ed o+io'e+onomi+ en,ironment !ith +han"ed lifet*le6
Attra+ti,e +onumer loan +heme !ith redu+ed interet rate o,er the *ear b* the finan+ial
intitution and +ommer+ial ban; and the hi"her pur+hae +heme ha,e added to the ur"e
in demand6 .eide- the +onumer "ood +ompanie are themel,e +omin" out !ith
attra+ti,e finan+in" +heme for +onumer thorou"h their e?teni,e dealer net!or;6
&B
Some e+tor ha,e re+orded double di"it "ro!th in term of quantit* produ+ed are Color
T< #&C6BG)- Air Conditioner #&B6$G)- Mi+ro!a,e O,en #$D69G)- 3<3 pla*er #&%%G)6

(!O4T/ !AT
CT< ale ha !itneed a double di"it "ro!th in the lat fi+al *ear thi parti+ular e+tor ha
a "ro!th of &C6B&G in ,olume term and 9699G in ,alue term
(raph6 789
60
62
64
66
68
70
72
74
76
2010-11 2011-12
East
&D
Graph' #$)
Sale in +rore6
6200
6300
6400
6500
6600
6700
6800
6900
7000
2010-11 2011-12
East
The &8L- $%L and $&L T< are the mot !idel* old- a++ountin" for about 7%G of the mar;et and in
thi +ate"or* 15AT +reen T< i the fatet "ro!in" e"ment6 Share of 15AT +reen T< i
e?pe+ted to in+reae from +urrent BG of the CT< ale to &%G b* !ithin $ *ear6 In the mar;et
=orean ma:or ha,e been "ro!in" at a fat pa+e- "i,in" tiff +ompetition to e?itin" dometi+ a !ell
a "lobal pla*er6
&9
The no6 of home !ith +able and atellite a++e ha,e "ro!n $7% la;h home in $%%$ to 8%% la;h
home in $%%B- a (&G annual "ro!th in the lat t!o *ear
(raph 7:9
0
20
40
60
80
100
2010-11 2011-12
East
&C
!SA!C/ MT/O%O1O(2
OB5CTIV O" T/ P!O5CT
No research is undertaken without a clear and predefined objective. For this research the
objectives were as follows: -
&6 To ;no! brand per+eption of <ideo+on amon" +utomer and dealer
$6 To find out brand penetration of <ideo+on ,i'K',i it +ompetitor
(6 To ;no! effe+ti,ene of <ideo+onI +utomer upport *tem ,i'K',i it +ompetitor
86 To undertand the promotional trate"* of <ideo+on and it +ompetitor
On the bai of the reult obtained from the abo,e- re+ommendation ha to be made
poible impro,ement in the <ideo+on trate"* and hen+e to impro,e it ima"e in the mar;et6
!SA!C/ %SI($
Proper tru+turin" of a reear+h i *et another important ape+t of a reear+h6Thefollo!in"
reear+h dei"n !a +hoen for the reear+h0 '
8) Type Of !esearch %esi.n
The reear+h dei"n ued for thi reear+h i E?plorator* reear+h 3ei"n6
;) Scope of !esearch
The reear+h !a +ondu+ted in the 5u+;no! re"ion6
:) Information $eeded
The information needed +an be +laified into the follo!in" head0 '
&7
a) Primary3 6 3ealerI e?pe+tation from he +ompan* about er,i+e- mar"in- promotional
a+ti,itie- +heme- pri+in"@ A,ailabilit* of the brand@ Reaon affe+tin" dealerI
re+ommendation@ Cutomer preferen+e6
CutomerI per+eption about brand- Per+enta"e of repondent alread* ha,in" +ompan*I
produ+t- brand re+all- attra+tion for 1lat T<- bu*in" de+iion ma;er
b) Secondary3 6 detail about the +olour T< mar;et- the detail of the +ompetitorI a+ti,itie-
reear+he relatin" +olour T< mar;et in India6
<) Sources of primary data
The primar* data !a +olle+ted throu"h a ur,e* of the dealer and +onumer of U6P6eat
5u+;no!0
=) Sources of secondary data
The e+ondar* data !a +olle+ted from reear+h :ournal- reear+h and informati,e !ebite
and
,iit to +ompetitor6
>) Sca*in. techni?ues
T!o ;ind of +alin" te+hnique !ere ued in the quetionnaire0 '
7a9 !an, Order Sca*in.0 ' Conumer !ere preented !ith e,eral fa+tor influen+in" de+iion
Ma;in" !hile pur+hain" a +olour T<6
3ealer !ere preent !ith e,eral fa+tor influen+in" +utomerI de+iion of bu*in" a +olour
T<
7&9 1i,ert sca*in.0 6 Repondent !ere preented !ith fi,e repone +ate"orie ran"in" from
atified to diatified and a;ed to repond a++ordin" to their e?perien+e6
@) Nuetionnaire dei"n and pre'tetin"
=eepin" in mind the information required for a+hie,in" the ob:e+ti,e of the reear+h- the
quetionnaire !a de,eloped and !a pre'teted on a mall ample of $B repondent +hoen on a
+on,enien+e bai6 The quetionnaire !a a blend of follo!in" t*pe of quetion0 '
a6 Nuetion "eneratin" +laifi+ation and identifi+ation information #name- a"e "roup-
profeion-
lo+alit* of the repondent)
b6 3i+hotomou and multiple +hoi+e quetion
+6 Nuetion baed on emanti+ differential +ale #B'point +ale) and ran; order6
$%
d6 Open'ended quetion !ere put in to "et the ,ie! of the repondent at lar"e6
e6 Code !ere ai"ned to the repone of the +laifi+ation quetion and to the ratin" quetion
#&O<er* 2i"h- $O2i"h- (OA,era"e- 8O5o!- BO <er* lo!)
A) Samp*in. techni?ues
a9 Samp*e #nit3 6 the ample unit for the reear+h +omprie of'
3ealerI of U6P6eat lu+;no!0
Cutomer from different field
&9 Samp*e siBe3 6 the ample iAe for the tud* !a of &%% authoried and unauthoried dealer
and &%% +utomer from different field6
c9 Samp*in. Procedure3 6 imple random amplin" method !a ued to +hooe the
repondent
d9 "ie*dwor,
The field!or; !a +arried out for 8B da* and the primar* lo+ation ,iited !ere a follo!0 '
a6 "or dea*ers3 ' 2aArat"an:- Alamba"h- Charba"h- Gomtina"ar-
,i;ana"ar-;aierba"h-phoolba"h- ahara"an:

b6 "or customers3 6 ;hurramna"ar- Munhipulli*a -<i,e; ;hand- naharri*a-patr;aarpuram6
e9 %ata Ana*ysis and representation
The data +olle+ted !a anal*Aed uin" imple tatiti+al meaure and frequen+* ditribution6
The ran; !ere +al+ulated uin" the ummation method' the mallet the um- the hi"her the
ran;6
The a,era"e ratin" of performan+e !ere arri,ed at b* ta;in" out the imple a,era"e of the
um of the ratin" "i,en to a parti+ular performan+e parameter6
The repreentation !a done uin" "raph and +hart6
$&

"I$%I$(S
MAJ! F"N#"N$%: " & 'M()*"*"+) %*,#- F +"#)'N +"%-A-+"% "*%
'M()*"*!% N #"FF)!)N* (A!AM)*)!% .
A) SA1S
A++ordin" to m* ur,e* <ideo+onI ale i &%89- D79 and (%% unit le than it three bi""et
+ompetitor 5G- Samun"- Son* repe+ti,el* in $&LP$%L flat T< mar;et and B&D and &(9 le than in
$%LP$&L fft T< mar;et6 Sale in $BL mar;et i (%- (% and 8$ le then 5G- Samun" and Son*
repe+ti,el*6 Sale in the $7L flat +olor T< mar;et i C(- D% and (8 unit le then 5G- Samun" and
Son* repe+ti,el* and B8- 8C- and 8% le then 5G- Samun" and Son* for fft T< mar;et6 The reaon-
!hi+h I found for the ame are@

$$
(raph67=9
1277
/0
159
927
/0
116
530
12
110
230
0
76
160
2
22
90
2
10
2
322
422
522
022
6222
6322
6422
6522
Unit Sales
7$ %amsung %on8 +ideocon nida 9(7
Name of te Com!an"
Sales #lat
32:;36: 31: 3<:
(raph67>9
$(
1129
109
750
103
613
55
$65
19
270
10
0
200
$00
600
%00
1000
1200
1$00
Unit Sales
L& Sams'n( )i*eo+on Oni*a ,-L
Name of te Com!an"
Sales ##ST
20./21. 29.
%ea*er satisfaction3
Inferen+e for thi point ha been deri,ed from Nuetionnaire &@ quetion number &- 8- C- and &%
>ith 5G- Samun" and Son* dealer ha,e no need to +on,in+e +utomer to bu* the produ+t be+aue
thee brand ha,e ao+iated themel,e !ith "ood qualit*- "ood er,i+e that mean le dealer pain
after ellin" the produ+t re"ardin" er,i+e and qualit*6
Brand reca**3
.rand 5i;e 5G- Samun" are pro,idin" a ,er* "ood ad,ertiement upport to their brand !ith +at+h*
and frequent ad on T<- Internet- Radio- In Ne! Paper- Ma"aAine b* !hi+h the* ha,e made their
pla+e in the +onumerI mind- !hi+h i one of the reaon !h* +utomerI firt preferen+e i 5G-
Samun" and Son*6 Son* ha ao+iated itelf !ith uperior qualit* !orld o,er- o mot of the
+utomer of premium +la and upper middle +la a; for Son* onl*6
CustomerCs satisfaction3
Inferen+e for thi point ha been deri,ed from Nuetionnaire $@ quetion number (- B- 7- and &$6
After bu*in" if there i a problem in Tele,iion then +utomer :ut ha to approa+h on+e to dealer or
er,i+e +enter and hiJher T< !ould be +orre+ted- thi i the philooph* !ith !hi+h 5G- Samun" and
Son* are doin" their buine6 So in thi ;ind of en,ironment +utomer ha to ta;e minimum pain that i
!h* he i atified !ith 5G- Samun" and Son*6
$8
B) AVAI1ABI1IT2 O" B!A$%3
A,ailabilit* of <ideo+onI +olor tele,iion in the U6P6eat lu+;no!0 i at 97G hop !hile it bi""et
+ompetitor 5GI produ+t are a,ailable at 78G hop and Samun"I produ+t are a,ailable at C8G
hop- !hi+h mean0 '
(raph67@9
93
%2
7%
69
55
73
60
2
62
32
/2
42
12
52
=2
02
<2
622
A0aila1ilit" in 2
1( Samsun. Vi deocon Oni da BP1 Sony Others
Name Of Te Com!an"
A0aila1ilit" of Te ,3an*

$B
$o access3
Cutomer of ret $&G hop ha,e no a++e to <ideo+onI produ+t and thi i be+aue dealer of $&G
hop donIt !ant to ;eep <ideo+onI produ+t be+aue of the lo! demand of <ideo+onI produ+t and it
not atifa+tor* after ale er,i+e- there i alo a poibilit* that thoe dealer ha,e not been approa+hed6
/i.h penetration with *ow sa*es3
>ith 97G penetration <ideo+on ha almot equal penetration !hat it nearet +ompetitor Samun" #C(G
penetration)- but "enerate mu+h lo!er ale than Samun"6
Main reaon- !hi+h I found for the ame- i- ome of the "ood dealer of <ideo+on are plannin" not to
;eep <ideo+on in future and hen+e not ta;in" mu+h interet in ellin" <ideo+on- be+aue !ith
<ideo+onI produ+t the* ta;e lot of pain re"ardin" after ale er,i+e- +onfirmation of pri+e-
+onfirmation of +heme6
C6 %A1!CS !COMM$%ATIO$ 3
3ealerI re+ommendation pla* a ,ital role in "eneratin" ale- !ith heer re+ommendation dealer +an
ell up to (%'8%G of their total ale- in the ur,e* it ha been ober,ed that@
(raph67A9
Deale34s Re+ommen*ation
Oni*a
52
,-L
$2
Son"
$2
Ote3s
52
L&
162
Sams'n(
1$2
No
Re+omme
n*ation
3$2
)i*eo+on
1%2
$D
Note0 ' different hade in the pie +hart ho! the per+enta"e of mot re+ommended brand
b* the dealer
(8G dealer are not in fa,or of re+ommendation for an* brand to their +utomer- o thi (8G mar;et
i able to "enerate ma:or amount of re,enue for brand thoe !ho ha "ood brand equit* and ha +reated
brand a!arene and hen+e "ood brand re+all- reultin" in +utomerI +hoi+e6
&DG of the dealer pe+iall* re+ommendin" 5G brand be+aue of it
' .rand Equit*
' Ser,i+e
' CutomerI firt preferen+e
' Aetheti+
' S+heme
' Pri+in"
' Nualit*
' Good Promotional A+ti,itie
&8G of the dealer are re+ommendin" Samun" the mot be+aue of it@
' .rand Equit*
' Ser,i+e
' Nualit*
' S+heme
' 1eature
' Aetheti+
' Good promotional a+ti,itie
&CG of the dealer are re+ommendin" <ideo+on the mot- and mot of them are mall dealer- main
reaon for re+ommendin" <ideo+on a !a told b* dealer are@
' Mar"in
' Nualit*
' 1eature
' Pri+in"
' >arrant*
Mot of them are re+ommendin" <ideo+on :ut be+aue of the mar"in it i pro,idin" and nothin" ele6
$9
BG of the dealer re+ommendin" Onida at firt pla+e and the onl* reaon !h* the* are re+ommendin"
Onida i it qualit*- a it i told b* dealer that qualit* !ie Onida i the bet amon" all the brand
a,ailable in the mar;et onl* after Son*6
8G of the dealer are re+ommendin" .P5 at firt pla+e- and the main reaon for the ame are
' Mar"in
' .rand a!arene
' Nualit*
8G re+ommend Son* at firt pla+e to their +utomer the* do it be+aue of itI@
' Nualit*
' Ser,i+e
' 1eature
' .rand a!arene
' Aetheti+
BG re+ommend other brand li;e Sanui- T'erie- A;ai- Sharp- and Thomon at firt pla+e6
Main reaon for re+ommendin" them i the mar"in the* are pro,idin" and pro+ein" of their produ+t6
Some pla*er li;e Sanui- and Sharp are doin" "ood on ome other parameter li;e@
' Ser,i+e
' Nualit*
' >arrant*
' Pri+in"
' Good promotional a+ti,itie
%) C#STOM! P!"!$C 3
In m* ur,e* about +utomer preferen+e I in+luded C parameter- !hi+h are
a) Pri+e
b) Nualit*
+) Conumer S+heme
d) Aetheti+
e) .rand Name
f) After Sale Ser,i+e
") 3ealerI Re+ommendation
h) 1inan+e 1a+ilit*
$C
(raph67D9
2523
3515
$52% $529
1556
$55
0
055
1
155
2
255
3
355
$
$55
6ai(te*
A0e3a(e
-3i+e 7'alit" Cons'me3
S+eme
Aesteti+s ,3an* Name Se30i+e
-a3amete3s
#eat'3es
Note0 ' .ar in the .ar "raph ho! the !ei"hted a,era"e of ran; "i,en b* all the
repondent@ lo!er the !ei"hted a,era"e hi"her the ran;6
$7
1ollo!in" table ho! the ran; of different parameter on +utomer preferen+e0 '
Ta&*e 789
Parameter !an, 4ei.hted Avera.e of the ran,s .iven &y a** the respondents
.rand Name & &6BD
Pri+e $ $6$(
Nualit* ( (6&B
Cutomer S+heme 8 86$C
After ale er,i+e B 86B
Aetheti+ B 86$7
3ealer re+ommendation D 869
1inan+e fa+ilit* 9 86C
a) .rand Name +ome out to be no6 & preferen+e for +utomer@
Thi mean that mot of the +utomer "o for brand- !hi+h ha,e +reated brand a!arene and are
doin" effe+ti,e promotional a+ti,itie6 Thi alo ho! ho! important it i to impro,e the brand
a!arene for ma;in" a u++eful brand6
b) Pri+e emer"ed a no6 $ preferen+e of the +utomer@
Thi i an indi+ator of ho! pri+e eniti,e Indian +utomer are and +ompanie !ith bet of pri+in"
are the bet performer in the indutr*- but pri+e alone i not uffi+e for ma;in" a +ompan* mar;et
leader6
+) Nualit* +ome out to be no6 ( on preferen+e6
Thi mean that +utomer of U6P-6eat 5u+;no! ha,e almot equal thirt for "ood qualit* a the*
ha,e for reaonable pri+e6 No +ompan* +an +ompromie !ith qualit* for redu+in" pri+e thi
indi+ate6
d) Cutomer S+heme +ome out to be no6 8 on preferen+e lit
Thi mean that !ith the help of "ood +heme +ompanie +an lure more no6 of +utomer to bu*
their produ+t6
e) After ale er,i+e and Aetheti+ both +ome out to be no6B on in the ran;in" of +onumer
preferen+e6
After ale er,i+e a++ordin" to dealer pla* a ,ital role in "eneratin" ale be+aue if +utomerI
e?perien+e i "ood !ith brand re"ardin" after ale er,i+e or re"ardin" an* thin" for that purpoe
then thi e?perien+e of the +utomer !ill pread throu"h word of mouth and alo "enerate brand
lo*alt* amon" the +utomer6 So !ith li"ht problem in qualit* and ,er* "ood after ale er,i+e
+ompanie +an "enerate handome ale6
(%
Aetheti+ alo pla* a ,ital role be+aue after eein" .rand Name +utomer "oe for mot beautiful
loo; hi bud"et allo!6
f) 3ealer re+ommendation +ome out to be at no6 D on +utomer preferen+e
3ealerI re+ommendation alone +an "enerate (%'8%G of the total ale of the dealer6 Companie
thoe !ho ha "ood relation !ith dealer +an "et more re+ommendation and ta;e a!a* more part of
thi (%'8%G6
") Sin+e ma:or portion of 5u+;no! +onit of people of lo!er middle +la and lo!er +la o it i not
poible for them to pa* 9%%%'C%%% in a in"le intalment that i !h* there i a ma:or need for
finan+e fa+ilit*- and if that finan+e +an be made a,ailable at reaonable interet rate than thi +an
boot the ale6
) B!A$% P!"!$C 3
In the ur,e* it !a found that B(6CG of +utomer prefer forei"n brand- in +omparion onl* &9G of
the +utomer prefer Indian brand and ret (%G ha,e no pe+ial in+lination- thi ho! that@
1orei"n +ompanie li;e 5G- Samun" and Son* are "i,in" mu+h more attention to their +utomer in
term of undertandin" !hat Indian +utomer !ant in term of Nualit*- After Sale Ser,i+e- Pri+in"-
Aetheti+- and E?tra Offerin"6
(&
(raph678E9
Brand Preference
"orei.n Brand
=:F
Indian Brand
8@F
$o Inc*ination
:EF

1orei"n +ompanie ha,e poition themel,e into +utomer mind in u+h a !a* that +utomer
ao+iate Huperior qualit*L !ith HSon*L- H"ood after ale er,i+eL- !ith H5G and Samun"L6
(%G +utomer thoe !ho are !ith no pe+ial in+lination are motl* the firt time bu*er and bu*
under the influen+e of dealerI re+ommendation6
") A"T! SA1S S!VIC 3
($
After ale er,i+e a I found hold a "reat importan+e- be+aue
It leen dealerI pain !hi+h he ha to infli+t !hile dealin" !ith +utomer !ho ha an* +omplain- if
he +an not "et +utomerI fault* produ+t +orre+ted !ith in & or $ +all then thi in+on,enien+e of the
+utomer reult into the in+on,enien+e of the dealer !hi+h reult in the diminihin" interet of the
dealer in ellin" the +ompan*I produ+t and if he +an "et the produ+t +orre+ted !ithin &'$ phone +all
then thi redu+tion in in+on,enien+e !or; a a moti,ator to the dealer to ell the +ompan*I produ+t
!ith !illin"ne and +an alo turn dealerI re+ommendation in the fa,or of the +ompan*6
A poor after ale at time in+reae the dealerI +ot to "et the fault* produ+t +orre+ted #+ot !hi+h he
ha to in+ur in form of the phone bill !hi+h in+reae !ith dela* in the er,i+e) o thi in+reaed +ot +an
diminih dealerI !illin"ne to ell +ompan*I produ+t6
>ith onl* one +all if +ompan*I er,i+e people are at the +utomerI door then thi ho! the
+ommitment of the +ompan*I !or;for+e and in turn +ommitment of the +ompan* to!ard it +utomer
reultin" in a "ood !ord of mouth ad,ertiin"6
(raph67889
1599
2556
35$3
3573
3579
0
055
1
155
2
255
3
355
$
6ei(te*
A0e3a(e
L& Sams'n( Oni*a )i*eo+on ,-L
Com!an" Name
Afte3 Sales Se30i+e
1ollo!in" table i ho!in" the ran; different +ompanie ha been "i,en on after ale er,i+e
((
Ta&*e 7;9
Company !an, on After Sa*es Service 4ei.hted Avera.e of the ran,s .iven &y a** the
respondents
5G & &677
Samun" $ $6BD
Son* ( (6%&
<ideo+on 8 (68(
Onida B (69(
.P5 D (697
Other 9 86$B
In the ur,e* 5G appeared to be the bet after ale pro,ider- follo!ed b* Samun"- Son*- <ideo+on-
Onida- .P5 at $
nd
- (
rd
- 8
th
- B
th
- D
th
pla+e repe+ti,el*6
After ale er,i+e +an in+reae the lo*al +utomer b* a i"nifi+ant no6 a it i told b* the repondent6
It !a found that if b* mita;e an* fault* T< i deli,ered b* +ompan* or b* ditributor and after that if
dealer or retailer a; for repla+ement then he ha to uffer a lot- in ome +ae fault* T< ha not been
repla+ed for ( to 7 month thi t*pe of a+ti,itie deteriorate the +ompan*I ima"e amon" the dealer6
In the ur,e* I !a told b* dealer that <ideo+onI fran+hiee *tem in !hi+h +ompan* hand o,er all
the reponibilit* after ale er,i+e to ditributor i mot of the time not !or; !ell- be+aue if
ditributor ha bad relation !ith retailer then he doe not "i,e proper attention to that parti+ular retailer
in term of after ale er,i+e and ultimatel* thi i the +utomer !ho ha to uffer- !hi+h deteriorate
the +ompan*I ima"e in +utomerI mind6
(8
() G$O41%( O" TC/$ICA1 "O!C 3
A ,er* +ru+ial fa+tor- !hi+h dire+tl* affe+t after ale er,i+e i ;no!led"e of te+hni+al for+e be+aue of
follo!in" reaon@

Ta&*e 7:9
Company !an, on Gnow*ed.e of technica* force
5G &
Samun" $
Son* (
Onida 8
<ideo+on B
.P5 D
Other 9
If +ompan*I te+hni+al people are unable to dete+t fault due to !hi+h de,i+e i not fun+tionin" !ell
then +utomer ha to uffer and in turn it +reate a bed impreion about +ompan* in the +utomerI
mind- thi e?perien+e of the +utomer pread throu"h !ord of mouth !ith a +umulati,e effe+t6
If one or t!o ,iit te+hni+al peron +annot dete+t fault in the de,i+e- then +ompan* ha to end them at
the +utomerI door (
rd
- 8
th
- B
th
time e,en- thi in+reae in the no6 of ,iit In+reae Compan*I +ot !ith
ne"ati,e ima"e in the +utomerI mind about the +ompan* that mean double lo6
On thi parameter a++ordin" to m* ur,e* 5G appeared a a +ompan* !ith bet ;no!led"eable
te+hni+al for+e follo!ed b* Samun"- Son*- Onida- <ideo+on and .P5 at No6 $
nd
- (
rd
- 8
th
- B
th
and D
th
pla+e repe+ti,el*6
/) SA1S "O!C VISIT 3
Sale for+e ,iit i the thin" !hi+h hold mu+h of the importan+e be+aue of follo!in" reaon@
(B
Re"ular ale for+e ,iit i the thin"- !hi+h de,elop feelin" of belon"in"ne amon" the dealer for
+ompan*- in a !a* that dealer- thin; the +ompan* i a+ti,e in the mar;et and ta;e more interet in
ellin" produ+t of that +ompan*6
Re"ular ale people ,iit alo enure that there i no +ommuni+ation "ap bet!een +ompan* and
dealer about e?a+tl* !hat +heme +ompan* i runnin" and !hat i the pri+e of a parti+ular model at
parti+ular time- if there i a +han"e- !hi+h redu+e dealerI +ot !hi+h he ha to in+urred in the form of
phone bill and alo ;eep the thin" mo,in" moothl*6
Ta&*e 7<9
Company !an, on Sa*es "orce Visit
5G &
Other $
Samun" (
<ideo+on (
Son* 8
Onida B
.P5 D
In term of ale people ,iit 5G i No6 one- it ale people "i,e the mot frequent ,iit in the
mar;et follo!ed b* Other at No6 $@ and Samun" and <ideo+on both at No6 (6 At No6 8- B- and D@
Other- Son*- Onida and .P5 are tandin" repe+ti,el*6
Some of the "ood dealer ha,e told that <ideo+on i a Hina+ti,e +ompan* #ina+ti,e)L- it ale
people doenIt ,iit frequentl* in the mar;et- a,era"e frequen+* i tood at $% da* that +annot be
+onidered ,er* "ood6
I) MA!(I$ 3
Mar"in i the ole moti,e of an* buine6 3ealerI mar"in ha to be ta;en +are of be+aue of it
importan+e in "eneratin" ale6
(D
Mar"in +an be put at the topmot priorit* of dealer- o +ompan*- !hi+h pro,ide more mar"in to
dealer- +an eail* turn dealerI re+ommendation #!hi+h the* "i,e to their +utomer in it fa,or)6
$ote63 %ea*erCs recommendation is responsi&*e for :E6<EF of any dea*erCs sa*e
Mar"in !hi+h dealer "et on ellin" a parti+ular +ompan*I produ+t i found a a "reat moti,ator
in the ur,e* thi mar"in further moti,ate dealer to ell that +ompan*I produ+t more in number6
<ideo+on !a found a No6 & Compan* in pro,idin" mar"in to it dealer and that i the ole
reaon- !hi+h I found reponible for more No6 of dealer are re+ommendin" <ideo+on- but mot of the
dealer thoe !ho are re+ommendin" <ideo+on are mall dealer that i !h* effe+t of their
re+ommendation +annot be een in the ale fi"ure6
(raph6 78;9
(9
255$
2559
25%1
1577
3557
0
055
1
155
2
255
3
355
$
6ei(te*
A0e3a(e
L& Sams'n( Oni*a )i*eo+on ,-L
Com!an" Name
8a3(in
<ideo+on !a ran;ed &
t
in pro,idin" mar"in to it dealer follo!ed b* Samun"- 5G- Onida-
.P5 tandin" at $
nd
- (
rd
- 8
th
- and B
th
poition repe+ti,el* b* the dealer of 5u+;no!6
(C
5) P!ICI$(3
Indian mar;et i a ,er* pri+e eniti,e mar;et@ here +utomer !ant ,alue for mone* for ea+h rupee he
pend that mean "ood qualit* at lo! pri+e i !hat +utomer !ant6 M* ober,ation of U6P6eat
lu+;no!0 ha re,ealed follo!in" point0
In m* ur,e* of U6P6-eat 5u+;no! I ober,ed that mot of the area are not poh area e?+ept
ome- reident of thoe area are people !ho !ant all modern equipment at lo!et pri+e
poible- o it hold true for +olor T<6
Companie !ho ha lo! +ot hi"h qualit* produ+t at offer ha,e li"ht ad,anta"e in term of ale-
that i the reaon !h* <ideo+on i at no6 8 in term of ale- leadin" ahead of it +ompetitor !ho
ha almot ame qualit* at offer- but onl* pri+in" +annot ma;e an* +ompan* the leader in the
U6P6eat 5u+;no! to be+ome leader in the U6P6- eat 5u+;no! +ompan* ha to pa* it attention
imultaneoul* at After Sale Ser,i+e- Nualit*- 3ealer Satifa+tion- S+heme too6
(raph6 78:9
15%3
2571
1593
3559
3519
0
055
1
155
2
255
3
355
$
6ei(te*
A0e3a(e
L& Sams'n( )i*eo+on ,-L Oni*a
Com!an" Name
-3i+in(
(7
<ideo+on +ame out at No6 & in term of pri+in" at offer- follo!ed b* 5G- Samun"- Onida- and
.P5 at $
nd
- (
rd
- 8
th
and B
th
pla+e
Thou"h other brand li;e T'Serie- O+er- .uh- A;ai- and Sharp are offerin" ,er* lo! pri+e but
The* la+; on other parameter li;e After Sale Ser,i+e- Nualit*- .rand Equit*- and 3ealerI
Satifa+tion and mot importantl* .rand Reliabilit*6
G) SC/MS 3
Good +heme !or; a a ma"net for +ompanie to attra+t +utomer6 S+heme are "enerall* run
b* +ompanie at ome pe+ial e,ent or durin" feti,al eaon- thou"h I found that +heme durin"
none
feti,al eaon +an alo "enerate "ood amount of ale6 In the ur,e* it !a ober,ed that0
5G +ame at No6 & in runnin" +heme !ith follo!in" +heme6
3<3PT'hirt
Summer Part* #+rat+h +ard +heme !hi+h 5G i runnin" at preent)
T< P <C3
2olida* pa+;a"e
Samun" +ame No6 $ in runnin" +heme !ith it-
(o*d %o "*at 1o +heme
Thi Samun"I +heme ha "ot ma?imum re+all- the reaon are0 '
'0 It i +urrentl* in the air
'0 Amount of ad,ertiin" thi +heme ha "ot i more than an* other +heme6
<ideo+on +ame out at No6 ( in runnin" +heme !ith it follo!in" +heme0 '
It SMS offer H.u* & 3<3 pla*er for R6 B77% and "et &% 3<3 P&7 <C3 !orth R6 B77%
abolutel* free6
Thi +heme of <ideo+on ha ,er* lo! re+all reaon- !hi+h I found for the ame are@
The amount of ad,ertiin" thi +heme i "ettin" i not enou"h
There i ,er* ini"nifi+ant dipla* material i dipla*ed at hop endorin" thi +heme
Onida and .P5 +ame out at no6 8 !ith no +utomer +heme6
8%
1) P!OMOTIO$A1 ACTIVITIS 3
Promotion a+ti,itie are the ba+;bone of an* brand buildin" and a!arene +reation e?er+ie@ it in+reae
the brand re+all and put the brand at top of the mind #TOM) of +utomer- o in hort it in+reae brand
re+all reult in in+reaed querie about produ+t !hi+h ultimatel* reult in in+reaed ale6
In the ur,e* of U6P6eat lu+;no!0 it !a told b* the dealer that0
<ideo+on ha not been able to +reate demand amon" +utomer for it produ+t- due to !hi+h
dealer do not !ant to ;eep <ideo+onI produ+t6
.rand re+all of <ideo+on i ,er* lo! !hi+h dire+tl* affe+t +utomerI de+iion at the time of
pur+hae- for e?ample a mall number of people ;no! that <ideo+on produ+e 1lat tele,iion o there i
,er* le probabilit* that +utomer !ho doe not ;no! the ;ind of produ+t #1lat T<) he i pur+hain" i
alo a,ailable !ith <ideo+on brand !ill end up pur+hain" <ideo+onI 1lat T<
1ollo!in" are the promotional a+ti,itie- !hi+h <ideo+on and it +ompetitor are doin"0
1(3 6
Pro,idin" a""rei,e ad,ertiement upport to it produ+t ran"e
Gi,in" "ood e?tra offerin" to +utomer
Or"aniAin" and ponorin" ,ariou mall and bi" e,ent
Uin" after ale er,i+e a an e?tra offer for +utomer
Gi,in" offer to it dealer
E?er+iin" publi+ relation a an a!arene +reation tool
Gi,in" lot of attention to POP material dipla*
2a,e tied up !ith ome "ood mo,ie theatre to put it tele,iion at the entran+e of mo,ie
theatre
Puttin" hoardin" at trate"i+ pla+e
SAMS#$(3 6
Pro,idin" a""rei,e ad,ertiement upport to it produ+t ran"e
Gi,in" "ood e?tra offerin" to +utomer
8&
Gi,in" lot of attention to material dipla*
Puttin" hoardin" at trate"i+ pla+e
Or"aniAin" and ponorin" ,ariou mall and bi" e,ent
Gi,in" offer to it dealer
O$I%A3 6
Gi,in" offer to it dealer
Pro,idin" ad,ertiement upport to it produ+t ran"e
VI%OCO$3 6
Gi,in" offer to it dealer
Started "i,in" attention to material dipla*
Pro,idin" ad,ertiement upport to it produ+t ran"e
Gi,in" e?tra offerin" to +utomer
BP13 6
Gi,in" offer to it dealer
Pro,idin" ad,ertiement upport to it produ+t ran"e


8$
MA5O! "I$%I$(S3II 7B!A$% P!CPTIO$ A$% B!A$% P$T!ATIO$
A) C#STOM! P!CPTIO$ 3
It !a found re"ardin" +utomerI per+eption of <ideo+on brand
<ideo+on i a +ompan* !ith bad after ale er,i+e at offer6
Onl* CG of the repondent ;no! that <ideo+on produ+e 1lat T<
Onl* &%G of repondent remember an* of <ideo+onI T< +ommer+ial it match on to Videocon-
And Bada hai to &ehter hai- ha "ot ma?imum re+all
!esearcherCs o&servations3
<ideo+on i a +ompan*- !hi+h ha lo! te+h@ lo! pri+e produ+t at offer thi indire+tl* mean
that <ideo+onI produ+t +annot be truted6
<ideo+on i a +ompan*- !hi+h i offerin" ame modal for *ear nothin" i ne! and
inno,ati,e- !hi+h +an attra+t +utomer6
<ideo+on ue Chinee +omponent #inferior +omponent) in it produ+t6
<ideo+on i a +ompan* !ith ini"nifi+ant or no ad,ertiement upport to it produ+t ran"e
B) VA1# "O! MO$236
1ollo!in" thin" !ere ober,ed in the ur,e* about brand "i,in" ,alue for mone*0
1ollo!in" "raph ho! per+enta"e of people belie,e that !hi+h all +ompanie "i,in" ,alue for
mone*
Onl* C6($BG of repondent aid that Q<ideo+onI i "i,in" ,alue for mone*- reaon bein" the
per+eption !hat people ha about Q<ideo+onI- it brand equit* i ome!here at a,era"e or on the
lo!er
ide- it after ale er,i+e i lo!er than a,era"e6
5G and Samun" are at the top poition !ith (%G of the repondent ha,e "i,en their ,ie! in
fa,our
of ea+h of thee brand- reaon bein" the "ood brand equit* thee brand ha,e- "ood +utomer upport
*tem of thee +ompanie ha pri+in" and aetheti+ of their modal6
Son* !a de+lared a No6 $ in term of "i,in" ,alue for mone*- reaon for the ame are the hi"h
pri+e of Son*I produ+t and mot of the repondent !ere from middle +la and lo!er middle
+la6
8(
Onida and .P5 !ith C6($BG of the repondent ha,e +ated their ,ote in fa,our of ea+h of thee
+ompanie tandin" at No6 ( poition alon" !ith <ideo+on
(raph6 78<9
Va*ue for money
1(
:EF
Samsun.
:EF
Onida
AF
BP1
AF
Videocon
DF
Sony
8=F
88
C) B#2I$( %CISIO$ MAG!
1ollo!in" "raph ho! per+enta"e of people and their a"e "roup !ho ta;e bu*in" de+iion in their
familie6
B(G of the repondent aid that peron !ho ta;e de+iion about !hi+h +ompan*I produ+t to bu*
i $%'(% *ear old6
9G of the repondent aid that in their famil* bu*in" de+iion ma;er i of the a"e (%'8% *ear- o
effe+ti,el* in D%G of the familie peron !ho de+ide !hi+h +ompan*I and !hi+h model to bu* i of
the a"e belo! 8% *ear 6
Ret 8%G of the repondent told that a"e of bu*in" de+iion ma;er i abo,e 8% *ear6
8B
(raph6 78=9
Buyin. %ecision Ma,er
;E6:E
=:F
H<E
<EF
:E6<E
@F
8D
Ta&*e 7=9
%ea*erCs !esponse CustomerCs !esponse
B(G of the +utomer li;e forei"n
brand
B(G of the familie ha,e bu*in"
de+iion ma;er of the a"e bet!een $%'(%
*ear old
&9G of the +utomer li;e Indian brand 9G of familie ha,e bu*in" de+iion
ma;er of the a"e bet!een (%'8% *ear old
(%G of the +utomer ha,e no pe+ial
in+lination
8%G of familie ha,e bu*in" ma;er
abo,e 8% *ear
Thi indi+ate that *oun"ter pla* a ma:or role in ma;in" or aitin" in the ame in toda*I Indian
familie and "enerall* !ould li;e to "o for forei"n brand- o there i a need attra+t thee *oun"ter6
%) P$T!ATIO$
1ollo!in" "raph ho! per+enta"e penetration of different +ompanie in U6P6- eat 5u+;no!
;EF of the repondent ha,e 1( in their home
;EF of the repondent ha,e Samsun. in their home
8EF of the repondent ha,e Sony in their home
8=F of the repondent ha,e Videocon in their home
8EF of the repondent ha,e BP1 in their home
=F of the repondent ha,e Onida in their home
;EF of the repondent ha,e other &rands 7A,ai' Aiwa' Sansui' Thomson' $e*co' Sharp et6
cetra9 in their home

89
(raph678>9
Penetration
Son"
102
Oni*a
52
,-L
102
L&
202
Ote3s
202
)i*eo+on
152
Sams'n(
202
Penetration +an onl* be impro,ed !hen people ;no! about +ompan*I produ+t and trut the qualit* of
the produ+t that all depend ho! a +ompan* ha poitioned itelf in the +utomerI mind- <ideo+on ha
poitioned itelf a a lo! te+h@ lo! pri+e produ+t ma;er o thi poition need to be impro,ed
8C
) ATT!ACTIO$ "O! "1AT TVs
1ollo!in" "raph !ould "i,e different reaon !h* people li;e 1lat T<
(raph6 78@9
Attraction
9'alit"
132
notin(
302
sa!e
192
!i+t'3e +la3it"
252
ne: te+
132
(&G of the repondent aid that there i nothin" pe+ial in flat T<
&7G of the repondent aid that itI the aetheti+ of the flat +reen T< !hi+h attra+t the mot6
$BG of the repondent belie,e that pi+ture +larit* i mu+h better in the flat +reen T< than
Con,entional T<- !hi+h attra+t the mot6
&(G of the repondent belie,e that flat +reen i a ne! te+hnolo"* and the* hould "i,e a tr* to it6
&$G of the repondent belie,e that o,erall qualit* of flat +reen T< i on the hi"her ide than
Con,entional T<6
So effe+ti,el* D7G of the repondent !ant to "i,e a tr* to flat +reen T< for one reaon or
another-
thi ho! that flat +reen te+hnolo"* ha a promiin" future and preent a "ood opportunit* for
e?+han"e offer run b* +ompanie6
87
") B!A$% !CA11
>hen I a;ed about !hi+h all +ompanie produ+e flat +reen T< then follo!in" reult +ame out
baed on the repone I "ot0'
AEF of the repondent ;no! that 1( produ+e flat +reen T<
@=F of the repondent ;no! that Samsun. produ+e flat +reen T<
@=F of the repondent ;no! that Sony produ+e flat +reen T<
1ollo!in" Graph ho! per+enta"e of brand re+all for different brand amon" +utomer
B%
(raph6 78A9
Brand Recall
L&
2$2
Ote3s
112
Son"
72
)i*eo+on
122
,-L
1$2
Oni*a
92
Sams'n(
232
<EF of the repondent ;no! that Videocon produ+e flat +reen T<
<=F of the repondent ;no! that Onida produ+e flat +reen T<
;EF of the repondent ;no! that BP1 produ+e flat +reen T<
;=F of the repondent ;no! that other &rands #li;e Sanui- Sharp- A;ai- Ai!a- Phillip-
Thomon)
Produ+e flat +reen T<
So there i a "reat need to edu+ate +utomer about <ideo+onI produ+t ran"e to in+reae ale6
B&
TA.5ES
789 SA1S
Ta&*e 7>9
SiBe Type 1( Samsun. Sony Videoco
n
Onida BP1
;EI;8 "*at
""ST
&$99
&&$7
7$9
9B%
B(%
NI5
$(%
D&(
&D%
8DB
9%
$9%
;= "*atI""S
T
(C (C B% C NI5 NI5
;D "*at
""ST
&B7
&%7
&&D
&%(
&&%
NI5
9D
BB
$$
&7
&%
&%
$ote3 6 %ata in the fo**owin. ta&*es represents the ran,in.s .iven and percenta.e of
respondents rep*ied in favor of particu*ar point or company)

B$
7;9 AVAI1ABI1IT2 O" B!A$%
Ta&*e 7@9
Company Avai*a&i*ity in percenta.e
5G 7(G
Samun" C$G
<ideo+on 9CG
Onida D7G
.P5 BBG
Son* 9(G
Other D%G
7:9 %A1!CS !COMM$%ATIO$
B(
Ta&*e 7A9
Company Percenta.e of respondents recommendin. the
&rand to their customers
$o !ecommendation (8G
1( &DG
Samsun. &8G
Videocon &CG
Onida BG
BP1 8G
Sony 8G
Others BG
7<9 C#STOM! P!"!$C
Ta&*e 7D9
B8
1ocation Price Jua*ity Customer
Schemes
Aesthetics Brand
$ame
Service %ea*erCs
!ecommen
dation
/aBrat.an+) $ 8 ( D & B D
A*i.an+) & $ ( ( & 8 D
(omti na.ar $ ( 8 D & B 9
A*am&a.h) $ ( B 8 & D D
Char&a.h) $ ( 8 B & 8 D
5an,ipuram) $ & B ( $ $ D
Gaiser&a.h) $ $ 8 ( & 8 B
Pho*&a.h) & $ ( 8 & 8 B
Ghurramna.er) $ ( B 8 & B D
Munshipu**iya) $ 8 B ( & B D
Vi,asna.ar) & 8 ( D $ B D
Po*ytechnic)
$ ( D 8 & B 8
Indira na.ar) ( $ B 8 & 8 D
Vive, na.ar) & ( B B $ 8 D
Sahara .an+) $ ( 8 D & B D
$aharriya) & ( 8 B $ D D
Patr,aarpuram) $ ( B D & 8 B
Sum of !an,in. ;@ <A @: @@ ;8 @@ DA
BB
Total lucknow
Mkt.
Ranking
2 3 4 5 1 5 6
7=9 A"T! SA1S S!VIC
Ta&*e 78E9
BD
1ocation 1( Samsun. Onida Videocon BP1 Others
/aBrat.an+) & ( $ $ 8 B
A*i.an+) $ & B ( 8 D
(omti na.ar & $ 8 ( B D
A*am&a.h) & $ 8 ( 8 B
Char&a.h) & $ 8 B ( D
5an,ipuram) $ ( B & 8 D
Gaiser&a.h) & ( $ 8 8 B
Pho*&a.h) & ( 8 $ 8 B
Ghurramna.er) & $ $ $ $ (
Munshipu**iya) & $ ( $ 8 B
Vi,asna.ar) & ( 8 $ B D
Po*ytechnic)
& $ D ( 8 B
Indira na.ar) & $ ( 8 ( B
Vive, na.ar) $ & 8 B ( D
Sahara .an+) & $ ( 8 B D
$aharriya) & & $ ( $ 8
Patr,aarpuram) & $ ( B 8 D
$ & B ( 8 B
B9
Sum of !an,in. ;; :D >= => >A D=
Total U.P.east
lucknow: Ranking
1 2 4 3 5 6
7>9 G$O41%( O" TC/$ICA1 "O!C
Ta&*e 7889
Company !an,in. in #)P)east *uc,now3
1( $
Samsun. &
Sony (
BC
Onida 8
Videocon B
BP1 D
Others 9
7@9 MA!(I$
Ta&*e 78;9
1ocation 1( Samsun. Onida Videocon BP1
/aBrat.an+) ( B $ & 8
A*i.an+) B 8 ( & $
(omti na.ar 8 ( & $ B
A*am&a.h) ( $ 8 & B
B7
Char&a.h) ( $ 8 & B
5an,ipuram) 8 ( $ & $
Gaiser&a.h) & ( ( $ 8
Pho*&a.h) ( $ 8 & B
Ghurramna.er) 8 ( & $ B
Munshipu**iya) $ $ ( & 8
Vi,asna.ar) & ( $ & 8
Po*ytechnic)
$ 8 B & (
Indira na.ar) & $ 8 ( B
Vive, na.ar) $ & ( 8 (
Sahara .an+) $ ( 8 & B
$aharriya) ( & ( $ 8
Patr,aarpuram) 8 ( $ & B
( $ 8 & B
Sum of ran,in. =E <A =< ;@ @=
Total U.P.east lucknow:
Ranking
3 2 4 1 5
D%
7A9 P!ICI$(
Ta&*e 78:9
1ocation JCompany 1( Samsun. Onida Videocon BP1
$and $a.ri $ B 8 & (
/aBrat.an+) $ ( 8 & (
A*i.an+) & ( 8 $ B
(omti na.ar $ ( 8 & B
A*am&a.h) $ $ $ & (
Char&a.h) $ & $ & (
5an,ipuram) & ( $ & (
Gaiser&a.h) $ ( 8 & B
D&
Pho*&a.h) $ $ ( & 8
Ghurramna.er) & 8 ( $ B
Munshipu**iya) & 8 $ & (
Vi,asna.ar) & ( B $ 8
Po*ytechnic)
& $ 8 ( B
Indira na.ar) $ & ( 8 B
Vive, na.ar) & ( 8 $ B
Sahara .an+) 8 ( $ & B
$aharriya) $ ( 8 & B
Patr,aarpuram) $ & B 8 (
Sum Of Ranking 31 4 61 3! "4
Total U.P.east lucknow:
Ranking
2 3 4 1 5
D$
7D9 VA1# "O! MO$2
Ta&*e 78<9
Company Percenta.e Of !espondent !esponded In "avor Of
Company
1( (%G
Samsun. (%G
Sony &BG
Onida CG
Videocon 7G
BP1 CG

D(
78E9 P$T!ATIO$
Ta&*e 78=9
Company Percenta.e of respondents have companyCs
TV at their home
1( $(G
Samsun. $$G
Sony &%G
Onida BG
Videocon &%G
BP1 &%G
Others $%G
D8
7889 ATT!ACTIO$ "O! "1AT TV
Ta&*e 78>9
!eason for attraction towards "*at
screen TVs
Percenta.e of respondents responded
in fovor
$o Attraction :8F
Aesthetics 8DF
$ew Techno*o.y 8:F
Picture C*arity ;=F
Jua*ity 8;F
DB
78;9 B!A$% !CA11
Ta&*e 78@9
Company Percenta.e of reca**
1( C%G
Samsun. 9BG
Sony 9BG
Onida 8BG
Videocon 8%G
BP1 $%G
Others $BG

CO$C1#SIO$S
DD
.aed on m* findin" follo!in" are the +on+luion- !hi+h I ha,e rea+hed at6
8) !1ATIO$ O" SA1S 4IT/ OT/! PA!AMT!S3
Sale of an* +ompan* are not the eparate thin" in itelf- it i interlin;ed !ith man* of the other
parameter li;e0'
Customer support system636
Cutomer upport *tem "i,e the uret* to +utomer that after pur+hain" the produ+t if produ+t
Malfun+tion then +utomer !ill not ha,e to uffer to "et it +orre+t6
Promotiona* activities #li;e ad,ertiement upport- ,iibilit* of brand- offerin" to both
+utomer and dealer et+6)6
Promotional a+ti,itie in+reae the brand a!arene- !hi+h put the brand at top of mind of
+utomer
at the time of pur+hae- !hi+h in+reae the probabilit* of ale6
Pricin.636
Good pri+in" put more +utomer in the ran"e that +an afford the produ+t and hen+e in+reae
ale6
Avai*a&i*ity of companyCs products 7penetration9)
If the produ+t i not a,ailable at the parti+ular hop there i ,er* le probabilit* that +utomer
!ould
3emand for the produ+t unle the +ompan* ha a ,er* tron" brand name in the mar;et6
%ea*erCs recommendation36
3ealerI re+ommendation affe+t +utomerI de+iion about !hi+h +ompan*I produ+t he hould "o
for
thi i the "eneral feelin" amon" the +utomer that dealer +an "uide them !ell be+aue he ;no!
about
ea+h and e,er* brandI qualit*6
;) !1ATIO$ O" %A1!CS !COMM$%ATIO$ 4IT/ OT/! PA!AMT!S3
3ealerI re+ommendation i the thin"- !hi+h +an affe+t (%'8%G of the total ale and thi i dire+tl*
Related !ith dealerI atifa+tion6
3ealer +an be atified onl* !hen0 '
There i a "ood demand of the produ+t in the mar;et
D9
3ealer "et fair amount of mar"in b* ellin" +ompan*I produ+t
3ealerI +ot of ellin" +ompan*I produ+t #+ot !hi+h he ha to in+ur !hile for!ardin"
+utomerI +omplain- !hile +onfirmin" about pri+eJ+heme et+6) i minimum
3ealer i "i,en proper attention b* +ompan* in term of after ale er,i+e- dealer ,iit- a,ailabilit*
of all the modal !hen he require them6
:) A"T! SA1S S!VIC3
To ;eep after ale er,i+e at par +ompan* ha to "i,e proper attention to itI0 '
Te+hni+al for+e abilit* to dete+t fault6
A,ailabilit* of pare part !hen the* are required6
A,ailabilit* of er,i+e ,ehi+le !hen it i required6
Effi+ien+* of it +all +enter- in a !a* time ta;en in for!ardin" a +omplain to er,i+e +enter and it
abilit* to handle hea,* traffi+6
Effi+ien+* of it er,i+e tation6
<) .rand a!arene i needed to be impro,ed for in+reain" +utomer querie at the time of pur+hae
and
So to in+reae ale6 Thi put a p*+holo"i+al effe+t on +utomerI mind !hile ta;in" the de+iion
>hi+h +ompan*I produ+t to bu*6
=) Re"ular ale people ,iit i ,er* mu+h important in term to !ipe out all the +onfuion !hat dealer
2a,e re"ardin" pri+in"- offer and an* other +onfuion re"ardin" +ompan*I poli+ie6
Re"ular ale people ,iit alo "i,e an impreion to dealer that +ompan* i "i,in" them proper
Attention6
>) <ideo+on ha a ,er* lo! brand ,iibilit* in publi+ in term of hoardin"- ad,ertiement- and arti+le
in Ne! paperJma"aAine about <ideo+on6 To +reate brand a!arene and in turn ale brand
,iibilit* need to be impro,ed6
@) It !a found that <ideo+onI ale people ,iit ,arie a++ordin" to dealerI turno,er- it i fair but there
i A need to maintain a +oniten+* in ,iit to mall dealer too- in+e mall dealer i more in number
DC
And there i not mu+h differen+e in +ombined ale of mall dealer and +ombined ale of bi"
dealer-
o both t*pe of dealer are equall* important6
A) There are ome +ae !here a parti+ular dealer i ellin" more number of unit of other brand and le
Number of <ideo+onI unit- thee t*pe of dealer hould not be underetimated and hould be "i,en
Proper attention6

D) POSSIB1 A!AS O" IMP!OVM$T3
Ma:or area !here impro,ement are poible in <ideo+onI mar;etin" and ale trate"* are a follo!0
'
After ale er,i+e
.rand re+all
.rand a!arene and brand ,iibilit*
3ei"n of modal
A,ailabilit* of modal- !hen dealer need them
PeopleI per+eption about <ideo+on
3ealer atifa+tion
76 5G i o,erall mar;et leader in 3elhi mar;et follo!ed b* Samun"- <ideo+on- Onida and .P5 at $
nd
-
(
rd
- 8
th
and B
th
pla+e6
Son* i mot truted brand in term of qualit*6

D7
!COMM$%ATIO$S
On the bai of findin" and +on+luion dra!n from the tud* follo!in" meaure are re+ommended6
A) !COMM$%ATIO$S "O! P!OMOTIO$A1 ACTIVITIS 3
i) .rand ,iibilit* in publi+ +an be in+reaed b* follo!in" method0 '
.* deplo*in" hoardin" at trate"i+ pla+e li;e
.u top at +roin" of main +onne+tin" road
1l*o,er #!here "enerall* traffi+ i more)
On hi"h buildin" at +ro!die pla+e
At the entran+e of main mar;et
.* publihin" ad,ertiement in National a !ell a re"ional dailie6
.* tele+atin" ad,ertiement on
National T< +hannel !hi+h are popular and ha,e ma?imum number of ,ie!er- at
trate"i+ timin" li;e & pm M 8 pm and C pm M && pm +hannel !hi+h +an er,e the purpoe at
thee timin" are STA! TV' 0 TV' SO$2 TV' STA! SPO!TS' ST MAK6
Other then that Ad +an alo be ho!n on ne! +hannel li;e AA5 TAG' STA! $4S at
timin" li;e 9AM to 7AM other then aforeaid timin"6
Re"ional T< +hannel li;e A5P2A T< PUNJA.I- SUR/A T<- SUN T<6
ii) A!arene of <ideo+on brand need to be impro,ed thi +an be done in follo!in" !a*0 '
.* "i,in" ad,ertiement on popular 1M +hannel li;e !adio Mirchi' !adio City at trate"i+ timin"
li;e 9AM ' 7AM- CPM ' &&PM6 Thee are the timin" !hen more number of people "enerall* liten to
radio
.* ta;en +are of publi+ relation e?er+ie !hi+h +an affe+t publi+ a!arene at a fra+tion of the +ot of
ad,ertiin" thi in+lude
9%
Se+urin" editorial pa+e in print and broad+at media to promoteJh*pe about <ideo+onI
produ+t
Preentin" ne! and information about the or"aniAation in the mot poiti,e li"ht6
Sponorin" effort to publi+iAe pe+ifi+ produ+t
Identit* media0' Thi i the ,iual identit* that publi+ immediatel* re+o"niAe- thi i
"enerall* +arried b* +ompan*I lo"o- tationar*- bro+hure- i"n- buildin"- uniform- and
dre +ode
Publi+ er,i+e a+ti,itie
Spee+he in publi+ about +ompan*
E,ent li;e ( da* lon" dan+e part* re+entl* or"aniAed b* 5G- Samun" i the +o'ponor
of HAia CupL +ri+;et tournament- +an be or"aniAed or ponored
iii) Point of pur+hae #POP) dipla* of <ideo+on ha ome area of impro,ement a per m* anal*i6
>hene,er ale peron ,iit a dealer he mut enure that !hate,er Point of pur+hae dipla* material
he i ditributin" to dealer i a+tuall* dipla*ed in bet poible !a*6
Some offer +an alo be "i,en to dealer !ho !ill dipla* the <ideo+onI Point of pur+hae- thee
offer +an be0'
A tour to hill tationJ pil"rima"e !ith poue
Some "ift +an be offered li;e
Mobile phone
Peronal di"ital aitant
A "ift ,ou+her
A pe+ial di+ount +an alo be offered
iv) Tie'up !ith different +ompanie and T< quiA ho! H.ourn ,ita NuiA Conte?tL- H=hul JA Sim SimL
+an be done to preent +ompan*I produ+t a an offer "ift and priAe6
B) S#((STIO$S "O! A"T! SA1S S!VIC
<ideo+onI after ale er,i+e ha ome area of impro,ement- a per m* anal*i follo!in" thin" +an be
done6
I) .* in+reain" effi+ien+* of the +all +enter0 ' Thi I belie,e +an be done in follo!in" !a*0'
9&
.* for!ardin" +utomerI +omplain to er,i+e tation in at mot t!o hour6
All the +utomer querie hould be reponded b* +all +enter e?e+uti,e !ith patien+e6
There hould be fle?ibilit* to in+reae the +apa+it* of the +all +enter in +ae of hea,* traffi+
ii) .* in+reain" effi+ien+* of er,i+e tation0 ' Thi +an be done in follo!in" !a*
After "ettin" information about a +omplain from the +all +enter- er,i+e +enterI te+hni+al people
hould rea+h at +utomerI door !ithin D'C hour ma?imum6
All the important pare part mut be made a,ailable to er,i+e +enter people all the time- be+aue
una,ailabilit* of the pare part !a found a a ma:or reaon for dela* in <ideo+onI er,i+e6
Te+hni+al people hould be "i,en trainin" about all poible fault that +an o++ur in a +olor T<-
be+aue man* of the dealer and +utomer ha,e +omplained that <ideo+onI te+hni+al people are
unable to dete+t fault6
Number of er,i+e ,ehi+le hould be in+reaed- be+aue una,ailabilit* of ,ehi+le i another reaon for
3ela* in er,i+e6
In fran+hiee *tem !hat <ideo+on ha +ompan* hould not hand o,er all the reponibilitie of
er,i+in" ditributor rather it i needed to ta;e all the reponibilit* b* +ompan* itelf to maintain
qualit* of er,i+e6
Re"ular +allin" to dealer i re+ommended from +ompan*I ide to ;no! about +omplain6 Thi !ill
alo
help +ompan* to impro,e it ima"e in the mar;et6 Thi !ill "i,e a feelin" to dealer that +ompan* i
a+ti,e and it +are about +utomerI problem6
If +utomer +ome at er,i+e tation for er,i+e he mut be "i,en proper attention in term of litenin"
all hi problem !ith patien+e6
2e mut be "i,en a feelin" that he i a +utomer and it i +ompan*I dut* to +orre+t hi fault* de,i+e6
At er,i+e tation he mut be "i,en ome mean to pa hi time in +ae er,i+e ta;e a lon" time6
Thee
mean +an be0'
Internet fa+ilit*
Mui+ *tem to liten to mui+
T<
Thee are the pra+ti+e- thatI +ompetitor li;e 5G- and Samun" are follo!in" and more then that if he
!ould ha,e a "ood e?perien+e then thi e?perien+e of hi !ill pread throu"h H!ord of mouthL6
9$

C) S#((STIO$S "O! SA1S POP1 VISIT
i) Thou"h <ideo+onI ale people ,iit in the mar;et i more then itI ome +ompetitor- but thi i not
"ood enou"h it frequen+* need to be impro,ed6 In m* ur,e* a,era"e frequen+* +ame out on+e in $%
da*6
I belie,e that thi frequen+* hould be impro,ed to on+e in 9 da* per dealer to redu+e the poibilit*
of
+onfuion about
S+heme
Pri+in"
And mot importantl* !ould help ale people to ;no! if there i an* problem in er,i+e
ii) Sale people ,iit I belie,e hould not ,ar* to mu+h from bi" dealer to mall dealer- be+aue mall
dealer are equall* important from ale point of ,ie! to bi" dealer are
%) S#((STIO$S "O! IMP!OVI$( $O) O" %A1!CS
!COMM$%ATIO$
i) Creatin. "ee*in. Of Be*on.in.ness3 6
%ea*er certificate i u""eted- !hi+h !ill +reate a feelin" amon" dealer that the* are an inte"ral
part of +ompan*- !hi+h in fa+t the* are- !ith the amount of mar"in <ideo+on i pro,idin" thi feelin"
!ould in+reae the dealerI atifa+tion- !hi+h +an "et the +ompan* more dealer re+ommendation
Month*y %ea*er Meetin. i u""eted- thi meetin" +an be or"aniAed a++ordin" to off da* of a
parti+ular area6 In thi t*pe of meetin" dealer +an be a;ed to put for!ard their ,ie! about brand
equit*- brand a!arene and the* +an alo be a;ed to "i,e their ad,i+e for ma;in" impro,ement in
area !here +ompan* i la""in" behind it +ompetitor6
Thi t*pe of a+ti,it* !ould help +ompan* to impro,e it ima"e amon" dealer and alo "i,e them a
feelin" that the* belon" to the +ompan* and ultimatel* "et the +ompan* more number of dealer
re+ommendation6
9(
BIB1IO(!AP/2
a9 Mar,etin. !esearch
.*0 Nareh = Malhotra
Publihed b*0 Pearon Edu+ation Aia
&9 Mar,etin. Mana.ement
.*0 Philip =otler #Pearon publi+ation)
c9 Mar,etin. !esearch
.*0 2arper > .o*d- Ralph >etfall- and Stanle* 16 Sta+h
Publihed b*0 AIT.S publiher and ditributor
d) Principa*s of advertisin.3 a .*o&a* perspective
.*0 Monte 5ee- and Carle Johnon
Publihed .*0 The 2a!orth Pre
e9 Ma.aBine
f9 %ura&*es 5ourna*
") www)ficci)com
98
h9 www)indiainfo*ine)com

J#STIO$$AI! "O! %A1!S
Juestionnaire3 8
8) 4hat is your avera.e month*y sa*eL
Brands TypeMModa* ;8 ;= ;D
1( "*at
""ST
Samsun. "*at
""ST
Videocon "*at
""ST
Onida "*at
""ST
BP1 "*at
""ST
;) 4hat is the most critica* factor on which customer .ives more emphasis whi*e
purchasin. co*or TVs7!an, the fo**owin. factors on a sca*e of 8 to =9L
9B
a9 Pri+e - &9 Nualit* - c9Conumer +heme - d9 Aetheti+- e9 .rand Name
f9 Other #pleae pe+if*) RRRRRRRRRRRRRRRRRRRRRRRRRRRRR
:)4hat are the companyCs essentia*s re*ated with orderL
Brands Minimum no) of
units to &e ordered
1ead time to p*ace
order
Tar.eted sa*es 7as
su..ested &y
company9
1(
Samsun.
Videocon
Onida
BP1
<) 4hich &rand draws your ,een interest in se**in.L 4hyL
Brand'0 RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
4hy '0 RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
=)4hat are the different promotiona* schemes .iven &y different companies now a
dayL
Brands Schemes
1(
Samsun.
Videocon
Onida
BP1
9D
>) Are customers more inc*ined towards Indian &rands or forei.n &rands or no
specia* inc*inationL 4hat do you .enera**y o&servesL
A.e .roup Indian &rands "orei.n &rands $o inc*ination
@) 4hat is the credit period .enera**y .iven &y the different companiesL
Brand Credit Period
1(
Samsun.
Onida
Videocon
BP1
A) Best after sa*es service providerS
Brand Best &ac,up
support
Best
,now*ed.ea&*e
technica* force
Best &ehaviour of
technica* force
1(
Samsun.
Onida
Videocon
BP1
D) 4ho is the &est on fo**owin. parametersL
99
Brand Juic,est de*ivery Most competitive pricin.
1(
Samsun.
Onida
Videocon
BP1
8E) 4hich company provides most incentives to youL
1( Samsun. Onida Videocon BP1
8E)4ou*d you *i,e to .ive any su..estion for the companiesL
88) Persona* information63
$ame of the shopRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
AddressRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
Ph num&erRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
"aN no6 RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
9C
Brand Su..estion
1(
Samsun.
Onida
Videocon
BP1
Than, you for ta;in" part in thi ur,e* and add ,alue to it6 I !ould li;e to *ou to thin; about
the ur,e* *ou :ut parti+ipated in6

Pleae help u ae our o!n effe+ti,ene on a +ale of =)
=9 Very satisfied' <9 Satisfied' :9 $either satisfied nor dissatisfied' ;9 Somewhat
dissatisfied' 89 Very dissatisfied)
!an,63 OOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
If dissatisfied' whyL
a) Callin" at in+on,enient time
b) Nuetionnaire !a repetiti,e
+) Poor inter,ie! ;ill
d) Poorl* !orded quetion
e) Nuetionnaire !a diffi+ult to an!er
f) Nuetionnaire !a too lon"
") Other reaon- pleae pe+if*
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
8; 62o! frequentl* *ou "et the +omplainant of <ideo+on produ+tS
8:6 3oe the +utomer atified after the er,i+e deli,er*S
8<6 Su""etion to impro,e the er,i+eS
97
8=6 >hat are the ellin" trate"ie of <ideo+on produ+tS
8>6 The bet !a* to influen+e +utomer to bu* <ideo+on produ+t !ill beS
J#STIO$$AI! "O! C#STOM!S
Juestionnaire3 ;
$ame3'RRRRRRRRRRRRRRRRRRRRRRRRR

C%
8) 4hich &rands' which moda* and how many co*or TV you have in your home
7P*ease fi** no) of TVs you have in your home9

Brand Type 8< ;E ;8 ;= ;D
1( "1AT
""ST
Samsun. "1AT
""ST
Onida "1AT
""ST
Videocon "1AT
""ST
BP1 "1AT
""ST
Other "1AT
""ST
;) Are you p*annin. to &uy a new set' if yes which one and which &rand' siBe' moda*
and in approNimate*y how many timeL
a9 "*at - &9 ""ST
SiBe63 RRRRRRRRRRRRRRRRRRRRRRRRRRR- Modal'0 RRRRRRRRRRRRRRRRRRRRRRRRRR
Brand'0 RRRRRRRRRRRRRRRRRRRRRRR- Time frame'0 RRRRRRRRRRRRRRRRRRRRRRRR
:) 4hy you wou*d *i,e to .o for this particu*ar &rand' siBe and moda*L
!eason'0RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR

<) 4hat are the features you *oo, for in a co*our TV 7!an, 8 to 8E9L
a9 Pri+e - &9 Nualit* - c9 3ei"n - d9 Sound - e9 Pi+ture +larit*
C&
f9 .rand Name - .9 after ale er,i+e - h9 E?tra offerin" - I9 >arrant* -
+9 Indian +ompan*
=) Are you p*annin. to up.rade your o*d TVL If yes whyL
a96/e - &9 No
4hy63 RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
>) 4hat attracts you most in "*at TVL
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
4hich companies produce "*at TVsL %o you ,nowL
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
@) %o you remem&er any "*at TV advertisementL If yes which one and whyL
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
4hy'0 RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR

A) Accordin. to you which &randsC co*our TVs are tota* paisa &asoo*L
C$
1( Samsun. Onida Videocon BP1
D) 4hat can &e added on in co*our TVs to ma,e it more suita&*e and comforta&*e
hand*in.- viewin. for youL
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
8E) 4ho .enera**y ta,es &uyin. decision in your fami*yL
$ame RRRRRRRRRRRRRRRRRRRRRRRRRRRR-
Occupation RRRRRRRRRRRRRRRRRRRRRRRRRRRR
A.e RRRRRRRRRRRRRRRRRRRRRRRRRRRR-
!e*ation with respondent RRRRRRRRRRRRRRRRRRRRRRRRRRRR
88) 4hich companyCs after sa*es service you thin, or eNperienced is &est 7ran, on 8
to = sca*es9L

Brand Juic,ness Best ,now*ed.ea&*e
Technica* force
Behaviour of
technica* force
1(
Samsun.
Onida
C(
Videocon
BP1
8;) Persona* information@
a9 Address RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
&9 Phone $o) RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
c9 Occupation RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
Than, you for ta;in" part in thi ur,e* and add ,alue to it6 I !ould li;e to *ou to thin; about the
ur,e* *ou :ut parti+ipated in6
Pleae help u ae our o!n effe+ti,ene on a +ale of =)
=9 Very satisfied' <9 Satisfied' :9 neither satisfied nor dissatisfied ;9 somewhat
%issatisfied' 89 Very dissatisfied)
!an,63 RRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
If dissatisfied' whyL
a) Callin" at in+on,enient time
b) Nuetionnaire !a repetiti,e
+) Poor inter,ie! ;ill
d) Poorl* !orded quetion
e) Nuetionnaire !a diffi+ult to an!er
f) Nuetionnaire !a too lon"
") Other reaon- pleae pe+if*
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
C8
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
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