Professional Documents
Culture Documents
2. Introduction 5-7
5.1 Conclusion 89
6 Bibliography 90
7 Annexure 91-99
1
Executive Summary
Videocon group is a company having one of the largest customer base all across the
country. This company basically deals in the consumer durable products. It is delivering
products with upgraded technology in which ever segment they are dealing with.
The title of my SIP was to make an comparative analysis on televisions regarding the
brand preference of consumers and dealers It included the following objectives:
2. To find out the overall television market size and the standing of Videocon in the
market.
Environment where the television is to be set up plays a vital role in determining the
preference of the television
Due to changing technology people are shifting towards television rather that television
sets.
2
It is recommended:
1).Videocon should increase its customer base and focus on various parameters like
technology, timely service etc.
2).Videocon has very low Human Resource which causes great problem.
Videocon Ind. Pvt. Ltd appreciated my work and gave Appreciation certificate which is
enclosed with this executive summary for the excellent work performance.
To sum it up this entire project was an enriching experience for me both as a summer
trainee of Videocon Ind. Pvt. Ltd and an JKPS student.
Initially, in the first week of summer internship program, I understood the basic
knowledge of the different products range that the company if offering.A brief
introduction and training was provided on the technicalities of the newly launched D2H
service of the company.
With the starting of the second week of the summer internship program, I conducted the
comparative analysis on the refrigerators on different outlets across the Lucknow city.In
this analysis we determined the Market operating price (M.O.P.) and the advantages and
disadvantages of companies over one another.
In the coming weeks I also prepared a display matrix for the NEXT outlets in the city.
Then, I started making the questionnaire based on the information gathered. Through this
questionnaire,I did survey between the varied perception of dealers and retailers.I
interpreted these questions and analyzed through factor analysis here I took the sample
size of 50 dealers and retailers.
4
INTRODUCTION
• To analyze the demand of the videocon products amongst the dealers and
retailers.
• To analyse the company’s performance during pre sale and post sale activities.
LIMITATIONS
• The data that will be collected from clients is through questionnaires and at times
it is subjected to subjectivity.
• The data collected is primary and secondary and have chances of discrepancy.
• Company policy: No access to secret and confidential reports and data of the
company. Sources and Methods
Primary and secondary data will be collected which help in carrying the project further
and will provide the required information.
5
Primary Data
Secondary Data
Secondary data collected from various published and non published resources.
Further Introduction
Every business organization that comes into contact with the customer
the mind of the customers .In order to gain mind share or heart share
of customers along with the market share is the main lookout f or the
products are more or less same, the only way to leave positive impact
6
Introduction part of this report is classified into two different sections .
1.Problem Statement
2.Sub-Objective:
7
CHAPTER-1
STUDY
OF
THE INDUSTRY
8
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.
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
1.Consumer Electronics
2.White Goods
9
3.Moulded Luggage
includes plastics.
5.Mobile Phones
Asian Games in New Delhi . 1985 saw the advent of Computers and
10
electronics during while the industry witnessed continuous and rapid
growth. From 1991 onwards , there was first an economic crises triggered
convergence of technologies.
components.
below :
11
Ban on use of Foreign Brand Names etc.
Cable TV Started.
more competition.
12
2. CURRENTSCENARIO
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
On the brick of rapid economic growth, India has witnessed the dynamic change in
country's consumer
electronics industry.
availability of easy finance schemes. One electronic gadget that has brought new
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
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television (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 2006 to 127
million by 2009.
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 labor and the emergence of SEZs, which are tax-free zones are some of
the key factors that have resulted in growth of these manufacturing units. In fact,
regions now.
Today, India is one of the few emerging countries to have an excellent component
color
picture tubes, so it
helps it a good choice for all those companies who are looking to take benefit of this
emerging market.
14
In present scenario top player for colour television are
• LG
• VIDEOCON
• SAMSUNG
• SONY
• ONIDA
• PHILLIPS
• SANSUI
• BPL
15
3.INDUSTRY ANALYSIS- 5 FORCES MODEL
Michael Porter’s Five Forces Model provides a robust and time-tested framework for
analysing any industry, reflected in the strength of the five forces (industry
suppliers). The collective strength of the five forces determines the ultimate profit
potential in an industry,
elements of each of the above forces and the extent and /or effect of each element in
the context of the television industry have been analysed and enumerated below.
The Porter’s Five Forces tool is a simple but powerful tool for understanding where
power lies in a business situation. This is useful, because it helps you understand both
the strength of your current competitive position, and the strength of a position you’re
looking to move into. With a clear understanding of where power lies, you can take
16
taking wrong steps. This makes it an important part of your planning toolkit.
Degree of rivalry denotes the intensity of competition within the industry. Videocon,
LG, samsung, Sony, Onida, are the big competitors in television industry. Although
Videocon, another major player has managed to hold its own in the midst of the
onslaught from the Korean majors, though profits have suffered. Other large Indian
companies in the top of the list are Mirc Electronics. While Mirc Electronics is
managing to hold its share by adopting value for money strategy, BPL is facing tough
17
time, experiencing drastic decline in market share. Sony, Philips, Akai, Sansui, Aiwa,
Toshiba and now Hyundai are the other foreign brands in the market. The industry is
based on numbers game and companies will have to maintain a fine balance between
LG ELECTRONICS
products, price them strategically, position them sharply and keep making the
SAMSUNG
emphasising 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.
18
ONIDA
Its popular devil ad although had engendered a strong emotional pull towards the
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
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
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-à-vis competitors. It has taken
over multinational brands to cater to unserved segments, like Sansui- to flank the
flagship brand Videocon in the low to mid priced segment, essentially to fight against
brands like BPL, Philips, Onida and taken over Akai- tail end brand for brands like
Aiwa.
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
19
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 factors-
industry growth, concentration and balance, corporate stakes, fixed cost, and product
existing Players.
High capital required entering into television industry, which needed large investment
switching cost, when they are satisfied with their current product as well as difficultly
for new entrants to have product differentiation because customers had already
20
Threat of entry is determined by the entry barriers, which act to prevent new firms
from entering the industry. A lower entry barrier makes it difficult for the existing
producers to remain profitable for long. When profits increase, additional firms will
enter the market to take advantage of the high profit levels and over time drive down
profits of all firms in the industry. When profits decrease, some firms will exit the
market, thus restoring the market equilibrium. Barriers to entry arise from several
sources:
only does it guarantee a country wide reach for a company’s products but is also
office.
LG Electronics sells in 1800 towns and cities with a population of 1,00,000 and
above. Samsung also has a widespread service network, which includes 123 exclusive
service centers and 200 distributors in any town with more than 1 lakh population.
All BPL dealers are linked via VSAT nodes, ensuring online availability of
Large incentives are required to gain entry into the distribution channels and further
21
gain recommendation to retailers from the dealers.
With little product differentiation and parity products, it is imperative that distinct
images are created in the minds of consumers through positioning and brand building.
MNCs have been able to compress the cost of brand building by amortising the cost
countries.
Economies of Scale
Television industry is capital intensive and players have made huge investments
manufacturing site in India Sony India had a production capacity of 300,000 CTV
sets with capacity utilisation of 66%. Samsung is investing $4 mn to expand its CTV
manufacturing capacity at Noida to 800,000 units per year. The existing capacity of
the plant is around 600,000 units. Other players like Mirc Electronics, LG have also
set up manufacturing facilities in India. The market players need sales volume to
Supply chain mgmt. and inventory management thus becoming crucial toDetermining
profitability. With regard to sourcing funds, MNCs are better placed Than their
22
Indian counterparts as they manage to get funds from their parent Companies at low
rates of interest. Huge capital requirement thus can act as barrier to entry.
In Porter’s model, substitute products refer to products in other industries. There is few
substitutes from other industry if any. Most of them seem to be obsolete or have one
foot out of door. Internet though emerging as an infotainment medium is very low in
penetration. Moreover the industry has responded to the future threat by introducing a
TV that can provide functions of the Internet along with regular features, e.g., BPL
The power of buyers is the impact that consumers can have on a producing industry.
Buyer power influences the prices that a firm can charge. Buyer power is influenced
The industry is akin to consumer durables whose end users are fragmented. Hence
The cost incurred by consumer in switching from one television brand to another is
practically zero. Brand loyalty is low. Hence the companies cannot rest on their
23
Market is highly price conscious and promotion driven. With the onslaught of
Videocons’s major price cuts and promotional schemes, this market has now become
players like Sony, LG have had to come up with schemes. LG and Philips have
Concerned and hence their realization shave been lower than industry average.
Industry leaders like LG focus on low- medium priced CTV, while Samsung has
CTV prices will follow the global price trend of declining prices. However, the
Prices of domestic products would be higher than those of global products due
To negligible demand in the domestic market and hence most likely to be met
In television industry, there is low bargain power of Supplier’s because big global
supply chain management. There is direct negotiation with supplier in order to encourage
reliable supply, faster delivery and lower price. Bargaining power influences the cost
and quality of input material. Higher supplier power raises the input cost, thereby
television is the picture tube. It constitutes around 50% of the cost of television.
While Black and White picture tubes are made in India, many manufacturers still
24
need to import color picture tubes.
The other important components include electronic circuit boards, tuners, high-
For colour picture tubes (CPT) has been rising steadily. But at the same time owing
To customs and import liberalization, they had to face competition from imports
1994-96 and further down to 20% by 2004 was announced to gear the manufacturers
Excess capacity in the domestic market. Samtel Colour, LG Hotline and JCT
Electronics are the major domestic CPT manufacturers The picture tube industry is
At the same time bulk orders in raw material procurement fetch more discounts,
which gives the larger players an advantage over their smaller counterparts. The CPT,
the most critical component in a CTV has no alternate use and therefore, the CPT
industry is solely dependent on CTV players, mainly domestic and partly exports.
Hence larger players like LG, Samsung and Mirc etc. are able to negotiate better
25
3.6.CONCLUSION
The variables affecting the industry with regard to each of the five forces have been
Some strategic initiatives, which could be adopted to leverage the favorable forces
• R&D and Marketing will have to work closely together. R&D will have to play a
role in cost innovation, which can cut component cost and raise performance. The
even better. Each assembly line can be made to compete with the other.
• Vital to the spread out is the re-haul of distribution network. Home appliances have
necessitated separate dealers, many of them specialists. For sharper focus on all
have to strategize to pull the consumer up the value escalator. A good fraction of sales
if come from high margin products as flat TVs and projection TVs would improve
communication on a continuous basis would be the key for future. Challenge lies in
creating higher order universal benefits and sensitizing the larger audiences to it.
26
LG and Samsung are likely to retain top positions.
• Buyers are easily swayed by costs, which are also verified by the presence of large
number of product offerings. Focus would be on providing value for money to the
consumer, with more brands in the economy segment. The challenge before
marketers is to span out, and address a wider set of needs. They will have to identify
segments not addressed by them so far and also introduce low price-point products
• Besides catering to the cost conscious segment, marketers need to segment the
market on the basis of psychographics, which will help in inducing brand loyalty
threshold income, declining prices, shortened replacement cycle and the demand for
multiple TV, all these factors are expected to sustain the growth momentum at 10-12
27
CHAPTER-2
STUDY
OF
THE COMPANY
28
C OM PA NY PR OF ILE
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.
1.Consumer durable
2.Thomson CPT
3.CRT glass
selling them through a Multi-Brand strategy with the largest sales and service
29
With the Thomson acquisition Videocon has emerged as one of the largest Colour
Picture tube manufacturers in the world operating in Mexico, Italy, Poland and China,
continuing to lead through new innovative technologies like slim CPT, extra slim
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.
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
30
BRAND-BASKET
Technical Support
Transformers
And Colour TV
And Colour TV
31
Washing Machine
Global Market
Videocon’s mission expression has been crafted to envelope both extant and
emerging realities:
“To delight and deliver beyond expectation through ingenious strategy, intrepid
A breakdown of the statement above reveals a ‘means and end’ approach, where the
This segment not only underlines the importance of the ultimate goal - customer
satisfaction (‘delight’) and ultimate target - the customer, but also of intermediate
In the cutthroat world of today, it is only by taking recourse to advance planning and
strategy that a business can hope to survive. Although textbook strategy has its uses,
32
reproducing it in verbatim for the real world would be foolish because of the absence
and improvisation that is flexible enough for scenarios both imaginable and
abstracts from shifting ground conditions and decides game plans, or sometimes
An enterprise with the odds stacked against it makes great business sense. This is
because higher the obstacles, lower the number of players likely to be active in that
field - thus, fetching extraordinary returns. The only requirement is a bold and
confident attitude willing to brave the odds. Videocon’s foray into oil and gas is a
bold and intrepid Endeavour that arises from immense faith on the surefooted
Technology is no more a premium input; it has become the bare minimum in recent
years. Rapid advances have only fuelled this phenomenon. Videocon is extremely
vigilant in shunting out dated technology and replacing it with the best-in-class offers
of the times.
Product development, innovation and customization are the tools Videocon uses to
33
products excites the market and enhances brand recall. A strategy that Videocon
The market share battle scene has long shifted from technology and processes to the
psyche of the customer. This means that those with deeper insights into the elusive
mind of the buyer are likely to dominate. Videocon is reinforcing marketing strengths
to read better the pulse of the market and help create products that map perfectly into
customer preferences.
The future is unpredictable, but not doing anything about it is fraught with
grave risk. Videocon extrapolates future trends on the basis of current changes in
Corporate Governance
the highest levels of transparency, accountability and equity in all spheres of its
operations and in all its dealing with the shareholders, employees, the government
and other parties. The company believes in the philosophy on code of corporate
different constituents, such as the board, employees and shareholders are carved out.
34
In carrying out this, it is ensured that the company\'s objectives are well defined and
and maximization of their long -term values. The cardinal principal such as
accountability, responsibility, transparency and fair disclosure serve as the means for
achieving this.
R&D
The company gives utmost importance to the R & D activities, which are carried out,
controls.
During the year, the company has carried out Research and Development in the
following areas.
Plasma Televisions
35
2) Benefits derived as a result of the above R& D.
The company has derived the following benefits as a result of the Research and
Development:
Able to compete with the foreign players in the Indian Markets by cost reductions and
Videocon umbrella.
Increase in productivity.
In the coming days company is aiming to achieve development in the following areas
Multimedia TV.
Plasma Televisions.
To work on better features, better quality & improved reliability with reduced/low
prices.
Your company always attempts to use the latest and advanced technology in
production process. Keeping pace with the technological developments, the company
36
keeps on adding sophisticated equipments with focus on automation to minimize
final products.
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 Centres to bring out state-of-the-art technologies including True Flat, Slim,
accessing flass shells from India for international CPT facilities and a lot more - are
Internationally all existing client relationships are being strengthened. The cost
competitiveness and increase in capacity in Mexico and Polland has opened up big
Last but not the least, in the domestic market consolidation with multiple brands
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 depth as also oil
bearing assets. The group will also get into gas distribution in India siginificantly.
37
Board Of Directors
Mr. K C Srivastava
Mr. S Padmanabhan
38
ORGANIZATION STRUCTURE CHART:
STORE DEPARTMENT:
Functions:
39
Consumables etc., other than plant and equipment.
3. Maintenance of Stores.
Suppliers.
FINANCE DEPARTMENT
Functions:
40
MARKETING DEPARTMENT
Functions:
management.
41
Developing sales programs and formulating and designing sales polices.
PRODUCTION DEPARTMENT
Functions:
Purchasing
Stores
Works
Production cycle:
AUDIT REPORT
The Cash Flow Statement of the Company for the year ended on that date
42
Financial statements are free of material misstatement. An audit
Our opinion.
(i) (a) The Company has maintained proper records showing full
Assets.
Verification of fixed assets, other than those under joint venture, has
43
(ii) (a) As per the information and explanations given to us, the
the Operator) have been physically verified during the year by the
Operations of the Company and the same have been properly dealt with in
With the size of the Company and the nature of its business with regard
To purchases of inventory and fixed assets and for the sales of goods
44
And services. During the course of our audit, we have not observed any
Controls systems.
To in Section 301 of the Companies Act, 1956 have been entered in the
The Companies Act, 1956 and exceeding the value of Rupees Five lakh, in
Respect of any party during the year, have been made at prices which
Time.
(vi) The Company has not accepted any deposits from the public within
The meaning of the provisions of Section 58A and 58AA or any other
Relevant provision of the Companies Act, 1956 and rules made there
Under.
45
(viii) The Central Government has prescribed maintenance of the cost
Provided to us, we are of the opinion that prima facie, the prescribed
Records have been made and maintained. We have however not made a
(x) There are no accumulated losses as at 31st march 2010. The Company has not
incurred any cash losses during the year covered by our
(xi) Based on our audit procedures and the information and explanations
Given by the management, we are of the opinion that the Company has not
(xii) The Company has not granted any loans and/or advances on the basis of
(xvi) The term loans raised during the year were applied, on an overall basis,
(xvii) The balance sheet of the Company, we report that the Company has
(xix) The Company has not issued any secured debentures during the
46
Year. The Company has created security in respect of debentures issued
In earlier years.
(xx) During the year the Company has not raised any money by way of
Public issue.
47
CHAPTER-3
SWOT
ANALYSIS
48
SWOT Analysis
Strengths
1. Videocon has largest distributed capacity manufacturing base across India with 17
3. Videocon has a network of 400 plus service and 85 mobile service vans to give
4. Tie up with the Matsushita electric company of Japan add to the goodwill of
Videocon
Weaknesses
49
3. Weak promotional strategy of CTV.
Effectively managed
Opportunities
5. During the climate of Lucknow becomes hotter day by day and coolers do
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.
50
Moving into new attractive market segments.
Threats
8.Competition in global CPT market especially from integrated players such as LG-
Phillips, Samsung, and Matsushita is intense.
51
CHAPTER-4
LEARNING
EXPERIENCE
52
LEARNING EXPERIENCE
practically from start point to end point. Before that I have only
3. I have also learnt how corporate world functions and the importance of
the company and industry this help me complete the project successfully.
I became much more confidant and the experience has helped me to brush my
communication skills.
9. Apart from this entire thing it gives me real picture about supply
53
knowledge of your product and how will it benefit the client
11. The training was informative & educative. It was a practically exposure to me.
54
CHAPTER-5
RESEARCH
METHODOLOGY
55
Research problem
Problem Statement
the market.
product features .
the market.
corporate image.
56
• Videocon brand awareness gives warranty of qua lit y and
in following ways
decisions.
and recognize.
• I t s h o u l d b e d is t i n ct i v e a n d cr eat e a g o o d i ma g ei n
customer mind .
legal y .
57
Research methodology
project and reach to any conclusion. The project was based on the survey
plan. The main objective of survey was to collect appropriate data, which
but also logic behind the methods used in the context of a research study
and it explains why a particular method has been used in the preference of the other.
58
to obtain answers to research questions and to control variance.
The General study was converged as a specific study for Videocon. The
study was initiated to find out the consumer profile, brand perception and
Our approach to the research design tasks went through the following
tasks.
Information needed
Research Type
Descriptive Research
Data Type
Research Tools
Questionnaire
Observation
Enquiry
Sampling Units
59
customer/Dealers/ Retailers
Sample Size
Sampling Method
Lucknow
5.3.Type
2. Survey
5.4.Scaling Techniques
60
5.5.Questionnaire Design
by identifying the various variables. The same scale of yes/no and very
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.
4.7.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
The first part of the survey was a disguised survey was there was no
61
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
care was taken to check whether there are any unfilled items in the
questionnaire.
The data of score of features and score of brand perception was fed into
the excel sheet. Separate Excel sheets were employed for analysis of each
brand and also to keep it concise and unambiguous. For data analysis I
• Pie chart:
This is very useful diagram to represent data, which are divided into a
The total value is represented by the full create. The diagram bar chart
• Bar chart:
62
This is another way of representing data graphically. As the name
common base line and are equal widths. The lengths of the bards are
Response Errors
may not mention that he had test driven a car before purchasing it A
various attributes for all the brands of cars. Many of the respondents were
consuming.
open-ended to avoid any kind of bias from the respondents end. But a
responses, as the respondent could not always come out with the purchase
steps and the time taken in them. The reasons for such inaccuracy could
63
be because of unfamiliarity, fatigue, boredom, faulty recall and the
Question format.
area covered in the survey was Lucknow region and the customer
64
CHAPTER-6
ANALYSIS
65
Demographic profile
Gender profile
Male 28%
Female 72%
66
FAMILY-INCOME
• Income group determines the sector in which a company wants to foray and be
a market leader; also knowing the income level of the customer will help the
• Here we have divided the customers according to Monthly Income and found
that the most of the consumer income is below Rs10000,so they prefer only
67
• Here I can infer that there is all income level people available in this segment so
OCCUPATION DISTRIBUTIO N
businessman
govt.service
private service
student
other
0 5 10 15 20 25 30 35 40 45
Inference:
T his diagram s how that most of the people occupation is private service.
By knowing occupation distribution clearly the company can segment and target
customer according to their occupation.
68
Awareness about Videocon, SAMSUNG & LG to Customers
( Given in percentage f or m)
Videocon through holdings and billboards , but few customer s cam e to know
69
advertisements r at her than through print media advertisement . They should more
focus on word to mouth marketing because t hey are weak in this.
Inference
From the above figures , it indicates t hat people give more preference
good at Videocon .
Hence, w e can infer that LG & Samsung are strong brand and
having more quality than Videocon ( as given in T able and Pie - chart).
70
Also, LG & Samsung products are more expensive than Videocon.
Co shoppee
Exhibitions
On-line
Inference:
71
3. People are less interested to buy from the exhibition they only visit
You prefer to buy from the same as you have mentioned in above que. Because of
following reasons
Attractive Price
Service
Demonstrations
Offers
Convenience
Sales
21%
25%
convinience
attractive prices
offers
service
17% 24% demonstration
13%
Inference
72
1. Customers buy from showrooms because of the service and convenience.
2. Customers are preferred to buy from the showroom because of they think that
3. Customer also thinks that there is more chance to bargain and they can get
Yes
No
Inference
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1. Majority of the consumer do not want to go for financial scheme.
2. 16% consumer is not a small amount, there is only televsion few company which
3. If television Company easily provide this scheme to consumer so they can attract
more customer.
Would you wait for festive season for available discounts to purchase a
Television?
Yes
No
Inference
By this we can infer some customer prefer to buy television on some festival.
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Up to how much money are you willing to spend on a televison? at this time:
b) 6000-13000
c) 13000-20000
d) 20000-30000
Sales
14% 14%
31% 20000-30000
more than 30000
24%
Inference:
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By this diagram I can infer than most of customer are 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 wanting to spend a big amount of money on television these
customer
don’t care about money because of high income so company also need to work on R&D,
so company can provide a different product.
a) Excellent
b) Good
c) Fair
d) Poor
Inference
There is 19% customer who not satisfies with product and feels poor about the
television. Company has to find out all the reason and should work on it.
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If company don’t attract old customer this will become a big threat for company.
35%
30% 28%
25%
20%
15%
15%
10%
10%
5% 3% 2%
0%
LG SAMSUNG VIDEOCON Hyundai Normende Pansonic
In the above analysis the total number of television available on the outlets where the
survey had been conducted were 100.
The percentage of the Videocon television have been on the highest side,but from the
feedback I got to know that this percentage has been decreased in last some years. This is
due to the bad service quality provided by the company.
The television of the Videocon is on the higher side because they are having the new
scheme of D2H in television.This D2H is offering direct to home satellite facility.
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What is the counter size of the showroom?
4 6 LG
2 Samsung
Videocon
3
Hyundai
8 Normende
7 Panasonic
All the entries above are in feets(approx.).The counter size of different companies are
dependent on the amount of demand created in the market by the company.Companies
playing a very important role in determining the counter size on different outlets across
the city.
Samsung here occupying the highest counter size occupying company.This is because the
amount of L.C.D display of Samsung is more then any other company in the whole city.
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How do you perceive the Videocon television as product for value for money?
10%
20%
good
average
30%
poor
excellent
40%
When this question was asked to the dealers and retailers a very strange observation came
into existence.The frustration which came out were regarding the bad service quality of
Videocon in comparison to Samsung and LG.Hence,the percentage for good and
excellent is on the lower side.
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How do you rate Videocon television in terms of quality as compared to other
competitors?
Sales
15
good
10
excellent
average
55
poor
20
The percentage shown above in the graph is showing the highest percentage of users are
rating television of Videocon as of very poor standard.This questionnaire was not made
for the customers but rather for the dealers and outlets.Hence the poor rating for the
L.C.D is due to less features offered by the company and again the main issue was that of
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On the technical basis, how will you rate Videocon television in comparisons to
others?
Sales
20
40 very good
good
poor
average
25
15
According to the questionnaire most of the dealers were rating the technological aspect of
the Videocon L.C.D/L.E.D as very average in comparisons to the other competitors.The
only benefit Videocon could gain in the market was due to the services provided by them
through D2H.
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.The number of Videocon televisions sold by your store in one month:
Sales
5
10 20
less then 2
between 2 to 5
15
more than 6
more than 10
none
50
Less then 2
Between 2 to 5
More than 6
More than 10
None
The amount of television majorly sold by the outlets are between 2 to 5.The basic reason for
this is because of lack of services offered by the the Videocon group. This is the data which is
dropped from the previous years.
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CHAPTER-7
FINDING
AND
RECOMMENDATIONS
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Dealer survey Findings:
2. By the actual monthly sale of particular store we came to know the capacity of
VIDEOCON or not and it also helps to find out the new dealer who are
4. We also came to know while visiting the shops that there was big problem of
5. Many dealers were facing the problem of after sale service because there is no
12. In Lucknow area the performance of VIDEOCON is in better position but the
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13. Word of mouth plays a vital role in awareness among customer. This is one
demonstration given by the shopkeeper also plays a vital role for customer.
14. Consumers are mostly gets attracted by the price discount offered by company
1.VIDEOCON should improve it’s after sale service because its hits badly
4.The company should look into the matter of person hiring for in shop
of person.
5.VIDEOCON should try new dealer who have the potential. So they can target
more market.
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6.As there is a bottleneck competition between Samsung and VIDEOCON, it is
7.The marketing managers should make better relations with dealers and
1. Secondary supports play an important role in the customers mind and create
2. From the survey it was found out that the majority of customers don’t buy
consumer durables from exhibitions. They just visit the exhibitions to see the
latest model.
3. They want to buy from the showrooms or from company showrooms. For them
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4. Also majority of customers do not want any financing scheme for purchasing
the durables.
5. Customers are also now very choosy in buying the product and it is important
7. The product is well aware and it is not on the top of mind of customer.
retailer both are averagely satisfied with the quality of Videocon CTV.
10. Consumers are mostly gets attracted by the price discount offered by
11. The categories of the people who are using the CTV are mostly economic
income people.
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RECOMMENDATIONS AND SUGGESTIONS
Also it is helps in advertising for the new products. Like in this exhibition
new LCD
Company should try to improve service. No doubt the company products have
technically edge over competitors but in long run it may hamper the
company’s profit.
Company should concentrate more on its major drivers LCD, IT, and GSM.
Company should also cater to the needs of sub dealers as some of the sub
88
CONCLUSION
Another important aspect which the company should consider is that of providing post
sales services,this in turn could really help in booming up the sale for the company.
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BIBLIOGRAPHY
Books
Website :
•http: www.google.com
Magazines:
•Business today
•Business world
Newspapers:
•Economic Times
•Times of India
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ANNEXURE
DEALERS QUETIONARIES
Dear Sir/Madam,
2. Address ………………………………………………………………
…………………………………………………………………………
……………………………………….
Show room?
1 2 3 4 5
................................................................................................................................
............................................................................................
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5.Why the rank 1) Product is sold high?
a) Less Price []
f) Durability [ ]
a) Less Price []
f) Durability [ ]
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7.Why the rank 3) Product is sold high?
a) Less Price []
f) Durbility [ ]
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10)How do you perceive the Videocon television as product for value for money?
Good
Excellent
Average
Poor
12)On the technical basis, how will you rate Videocon televisions in comparisons to
others?
Very Good
Good
Average
Poor
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14)How often do you face complaints regarding Videocon televisions?
Frequently
Seldom
Never
………………………………………………………………………………
…………………………………………………………………………
………………………………………………………………………………
…………………………………………………………………………
……………………………………………………………………………
……………………………………………………………………………
19)What according to you are the advantages of Videocon televisions over others??
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21)What are the drawbacks of the Videocon televisions a stated by the customers?
Dear Sir/Madam,
1. Name………………………………………………………………………….
3. Educational Qualification……………………………………………………..
4. Address. ………………………………………………………………………
……………………………………………………………………………......…..
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6. What is your monthly income?
e) Rs 35000+
a) Videocon b) LG
……………………………………………………………………………
3. What were the factors that persuaded you to come to your chosen brand?
a) Company advertisements:
c) Dealer’efforts
a) Yes b) NO
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5. While purchasing consumer durable which parameter influences you?
Price. ………………………
Service. ………………………
Durability ………………………
7.You prefer to buy from the same as you have mentioned in Q.6 because of
following reasons?
e) Convenience
8. Up to how much money are you willing to spend on a t.v? At this time:
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9. Would you wait for festive season to avail discounts?
a) Yes
b) No
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
………………………………………………………………………………………….
...………………………………………………………………………………………
………………………………………………………….. ……………………………
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