Professional Documents
Culture Documents
CHAPTER-1
STUDY OF THE INDUSTRY
INDUSTRY SCENARIO
Before the liberalization of the Indian economy, only a few
companies like Kelvinator, Godrej, Allwyn, and Voltas were the
major players in the consumer durables market, accounting for no
less than 90% of the market. Then, after the liberalization, foreign
players like LG, Sony, Samsung, Whirlpool, Daewoo, Aiwa came
into the picture. Today, these players control the major share of
the consumer durables market.
Consumer durables market is expected to grow at 10-15% in
2009-2010. It is growing very fast because of rise in living
standards, easy access to consumer finance, and wide range of
choice, as many foreign players are entering in the market.
Consumer durables are the products whose life expectancy is at
least 3 years. These products are hard goods that cannot be used
up at once.
CURRENT SCENARIO OF VIDEOCON COMPANY:The consumer durables market in India is valued at US $ 4.5
billions currently. In 2008, 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 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 color
televisions (CTVs) is expected to increase 3 times by 2008.
Currently, the split between CRT and Flat panel television
(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 FPTV
market, in common parlance called the liquid crystal display (LCD)
and plasma televisions. Moreover, as per recent research data
available, the global market for FPTV is expected to grow from 51
million units in 2008 to 127 million by 2011.
Competitor Analysis
A detailed analysis of some of the major players is done
below:LG ELECTRONICS
LG Electronics rightly understood the consumer motivations
to create magnetic products, price them strategically, position
them sharply and keep making the magnetism more potent.
Having understood the finer differences in consumer motivations,
it opted for sharp- arrow reasons-to-buy differentiation over the
blanket-all approach taken by most of the other players. It is an
aggressive marketer. It focuses on low and medium price
products.
SAMSUNG
Initially the strategy of Samsung in India was to create
premium image by emphasizing global brand. After facing stiff
competition from another Korean major- LG, Samsung also started
playing price game. In 2004 it reverted back to its premium
positioning, although it resulted in some loss of market share. In
line with the Global Digital Initiative of the Parent Company,
Samsung India is seeking to acquire digital leadership in India by
introducing its digital ready televisions like the 40" LCD Projection
TV, 43" Projection TV and the Plano series of Flat Colour
televisions
ONIDA
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 includes providing more feature at a
given price. It has taken over multinational brands to cater to
unserved segments , Sansui to flank the flagship brand like BPL,
Philips, Onida, and taken over Akai-tail and brands for brands like
Aiwa.
Videocon is one of the largest manufacturers of television
and its components in India and thus has advantages of
economies of scale and and low cost due to indigenisation. 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.
CHAPTER-2
STUDY OF THE COMPANY
COMPANY PROFILE
Brief Profile:The Videocon group emerges as a USD 2.5 Billion global
conglomerate continuing to set trends in every sphere of its
activities from a conference room sized assembly line in 1979.
HISTORY:
1987
1989-90
Color & BW TV
Washing Machine
Home Entertainment
Systems
Electric Motors
AC
1991
Refrigerators
Coolers
1995
1996
Kitchen Appliances
Crude oil
1998
Compressor
Compressor Motors
2000
STORE DEPARTMENT:
Functions:
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.
FINANCE DEPARTMENT:
Functions:
To comply with legal and other requirement.
2)To provide information for stakeholders about financial
performance and viability.
To provide managers with information for decision-making
4)To provide a structure to business activity based on the careful
processing of numerical data.
MARKETING DEPARTMENT:
Functions:
The smooth functioning of the marketing, sales and delivery
operation
Corrective actions on customer complaints
New initiatives taken for sales maximization of the company
PRODUCTION DEPARTMENT
Functions:
CHAPTER-3
SWOT ANALYSIS
SWOT Analysis
Strengths:1. Videocon has largest distributed capacity manufacturing
base across India with 17 facilities and plant in china, Poland,
Italy, Mexico.
2. Manufacturing capacity is 1, 40000 units.
3. Videocon has a network of 400 plus service and 85 mobile
service vans to give better service to their customers.
4. Tie up with the Matsushita electric company of Japan add to
the
Goodwill of Videocon.
5) Customers are aware about Videocons products.
6) Company has good brand name.
7) Videocon has largest distribution manufacturing based
across in India.
8) Large brand basket
9) Multi brand strategy
10) 3rd largest picture tube manufacture in India
11) Cheap price.
Weaknesses:
1. Less investment on advertisement of Videocon CTV
2. Fewer margins to the distributor/dealer.
3. Weak promotional strategy of CTV.
4. No proper approach of target customer.
5. Wide brand basket, which might lead to conflict of interest
unless
Effectively managed
6. CRT technology is losing popularity.
7. Less focus on unconventional channel.
8. Not providing good service.
9. No exclusive show rooms
Opportunities:
1. Videocon takes over the Electrolux.
2. Videocon buys Thomson color picture tube manufacturing
plant.
3. Videocon international is going global.
4. Videocon exploring whole new segment.
5. during the climate of Jorhat becomes hotter day by day and
coolers do
not fully satisfy the customers requirement. This provides a
great
Threats:
1. Entrance of global competitor like china.
2. Brand loyalty is more of LG &other company.
3. Market condition like slumps in market.
4. A new competitor in your home market.
5. Competitor has a new innovative substitute product or service.
6. Increased trade barrier.
7. Brand reputation is not good.
8. Competition in global CPT market especially from integrated
players
such as LG, Phillips, Samsung, and Matsushita are
intense.
CHAPTER-4
LEARNING EXPERIENCE
1
LEARNING EXPERIENCE
CHAPTER-5
1
RESEARCH
METHODOLOGY
Research problem
Problem Statement:
The problem of this project is to know that to what level
customers are enjoying and aware of Videocon TV offered by the
company and what further improvement can be done in future in
this area so as to get brand awareness. The main objective how to
increase the reputation of Videocon brand in the market.
By this project I want to Create brand awareness of
Videocon for the following reasons:
Videocon brand name makes it easier for the seller to process
orders .
Research methodology:
Research methodology is considered as the nerve of the
project. Without a proper well-organized research plan, it is
impossible to complete the project and reach to any conclusion.
The project was based on the survey plan. The main objective of
Research design:
Research design is important primarily because of the
increased
complexity in the market as well as marketing approaches
available to
the researchers. In fact, it is the key to the evolution of successful
marketing strategies and programmers. It is an important tool to
study
buyers behavior, consumption pattern, brand loyalty, and focus
market
changes. A research design specifies the methods and procedures
for
conducting a particular study.
These issues are addressed as the following: Research Type
Data Type
Research Tools
Sampling Units
Sample Size
Sampling Method
Sampling from
Descriptive Research
Primary and Secondary data
Questionnaire
Customer/Dealers/ Retailers
Customer (50)/Dealers/Retailers (5)
Random Sampling Method
Jorhat Town( Krishna International, Ankita
Electronics, Sathi Electronics)
Type:
The data collection was done through:1. Secondary Data Analysis
2. Survey
Secondary data is obtained by contacting the retailer and dealers.
1
Scaling Techniques
We asked the customers to rank the various attributes on a
scale of very important, Important and not very important. To
find-out the brand
Perception of various brands, paired comparison between them is
used.
Questionnaire Design
Questionnaire design was the critical issue as the
questionnaire reflects the survey purpose .The questionnaire was
meticulously prepared
by identifying the various variables. The same scale of yes/no and
very
important, important and not so important was used throughout
so as to
make the respondent comfortable.
Firstly a questionnaire was prepared and few people were
surveyed. After this survey we realized the flaws in the
questionnaire and then a modified questionnaire was prepared
and people were surveyed on this modified questionnaire.
Sampling Techniques
In the survey conducted, the sample was random in nature
comprising of people from different age groups and income
stratus.
Data Collection
CHAPTER-6
FINDINGS AND ANALYSIS
Demographic profile
Gender profile
Male 28%
Female 72%
FAMILY-INCOME
Inference:
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 as print 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, I 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.
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. I observe here that
service is not good at Videocon
Hence, I can infer that LG & Samsung are strong brand and
having more quality than Videocon (as given in Table and Piechart). Also, LG & Samsung products are more expensive than
Videocon.
Inference:
1. A majority of customers prefer to buy from Co.shopper. Very
less
proposition of customers buys from Online and Exhibitions.
2. 49% customers are prefer to by from the showrooms because
the
showrooms are more convenient to customers they also think
that
these shops give 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.
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 T.V. few
company
which provide financial scheme
1
Yes
No
Inference:
Inference:
CHAPTER-7
FINDINGS
AND
RECOMMENDATIONS
ANNEXURE
DEALERS SURVEY QUESTIONARIES
Dear Sir/Madam,
I, student of J. B (JAGANNATH BAROOAH COLLEGE) Jorhat am
Conducting a survey for the television industry. We request your
kind cooperation
1. Name of the Dealer
2.
Address
3. Mention the brand name of the T.V presents in your Showroom?
1
a) Less Price [ ]
b) Design and style [ ]
c) Good brand image [ ]
d) Good product features [ ]
9. What more can the company do to increase its sales?
11.Any Suggestions?
:..
Thank you for participating in the Survey
4. Address.
5. What is your occupation?
a) Business 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
d) poor
REFERENCE:
Books:
Marketing Research Naresh K. Malhotra
Business research method- S. N. Murthy
Website:
Http: www.videconworld.com
http: www.google.com
Magazines
Business today
Business world
Newspapers
Economic Times
Times of India