INTRODUCTION

Consumer durable industry is one of the most lucrative and fast growing industries. The Indian
economy witnesses a proliferation of global companies in the National scene. Liberalization of
Indian economy coupled with the media explosion ushered in a new era of consumerism.
Increased purchasing power and a fluid taste led to the creation of budding consumer durable
market. The growth rates were as high as 22% in the white goods segment compared to a merely
2-3%growth in the European and American market.

Consumer durable industry scenario in India is a totally different from what it was one-decade
back. Consumer industry scenario in India is totally different from what it is in European
countries. Demand in developed countries is many constituted by replacement demand white
goods market in India was dominated by indigenous industrial houses like Videocon, BPL,
Onida, Kelvinator, Goderej and many other, but the entrance of multinational in Indian market
because of opening up of Indian economy gave these companies a big blow. MNC’s that are
gaining the good market share are Samsung, LG, Daewoo, and Electrolux.
Indian consumer durable industry is growing and at an over all 12-13%. if we consume each
product individually, the color television market has shown a growth rate of 25 % . Refrigerator
market is growing at a rate of 8-10 % .the reason for high growth rate in color television market
is the now a days TV is not used as a source of entertainment but also a source of knowledge and
education. The entire factor, act as accelerator for the economy. If we take the case of Air
conditioners, today air conditioner is not only refer to a cooling machine but also an air fresher.
In portion to growing incidence of working couple, refrigerator is gaining significance, more and
more as an instrument to store and recycled the readymade victuals. In spite of many value added
services that are being offered by most of brand, the refrigerator market is still biting the dust.
Refrigerators market stood at 2.2million in years 2003 and 2.15 in 2005.and is expected than in
2006-2007 refrigerators market will be 2.25 million units.
Washing machines market is showing the growth rate of 20-25%. Washing machines market of
1.05million units in the year 2005 and in the year 2006 it is expected to be 1.34 million units,
washing machines market is dominated by the Rs 2600 crores Videocon, Rs 792.42 crores
Whirlpool, Rs.2108 crores BPL and the Rs 278.24 crores IFB Electrolux, Samsung, LG, Daewoo
are the new entrant and gaining sales very rapidly specially Electrolux.
Electronics is the fastest growing industry in India, in the liberalized economic scenario,
electronics has entered in every walk to of our life’s and has enchanted the quality of life that is
enjoyed by our consumer India is no longer a country, a market where the consumer has to
realized almost entirely on the influx of smuggled electronics items to satisfied its need. The
Indian electronic industry has through up competitive player who are not only able to cater to the
desires of the Indian consumer successfully, but have also emerged as very successful exporter
of electronic woods to the rest of the world. This has all happened in the last twenty-year or so.
A couple of decade ago, no body in his widest dreamed could have ever imagines that consumer
goods bearing Indian brands, built up assiduously by Indian companies would come to dominate
Indian industry. There could have been two reasons for so little faith in Indian goods. Firstly, the
Indian pubic unhidden groups like BPL, Videocon, and Onida, that Indian brands now dominate
the markets. These corporate houses have upset the apple chart of foreign companies by
establishing consumer durable manufacturing companies than thane not only consistently
produces superior products but have also aerate in a very short span, brand equities capable of
taking on international brands. That is, the Indian consumer perception of bands originating in
his own back yard has evolved from one of shame to one of trust pride, identification, all of
which trance late into patronage /or achievement of a companies core business objective.
The electronic industry is one of the bedrocks of the global industrial development. The
electronic industry was for long the domain of first world economics. The 160’s saw a shift,
which Japan emergence. Subsequently Hong Cong, South Korea, Taiwan and Singapore, then
Brazil, India and Mexico follow late but China, Indonesia, Malaysia, Philippines and Thailand
had entered the fray.
The output of the global electronics is expected to reach $ 1.3 Trillion by the 2006. The Indian
electronics industry currently accounts for approximatelly 1.1% share of the world output. More
specifically, in the television manufacturing, which accounts for the a major chunk of all
consumer electronics in India we account for the major 2% of the world color television
production and 33% of the black and white television production/ with the market of the black
and white television ordinarily witnessing a negative growth. These pails in comparison to other
Asian countries.
After economic liberalization our country lowered entry barrier and brought global companies into the
countries market place, it was realized that the core of the corporate world must change, to focus the first
time ever in India, on the consumer and to stop chasing revenues, profit and market share, which will
flow only from new consumer competent. Forget to, forever, the silent consumer who, before of
alternatives, uncomplainingly bought whatever products were available .in today’s and tomorrow new
unforgiving market place it is the choice/empowered the consumer who will decide the fate of the
corporation and competition global quality and new economic reality are comprising to limit the success
only companies that are focused completely on their consumer. For only these companies and
continuously monitor and meet changing consumer needs: stream line process” cut costs and restructure
form for quicker response to the consumer demands. All of which will add up to and unmatched
competitive edge, enabiling them to conquer tomorrow’s market place today. However, the consumer
and spending wisely not indiscriminately.
COMPANY PROFILE

COMPANY PROFILE

A man of ideas, man of substance, man of vision. Shri Nanalal Doot , the founder of the
Videocon group ,completed his education in Ahmadnagar ,Pune in Maharastra India. A
successful sugarcane and cotton grower .he boldly ventured forth and imported machinery from
Europe setting up the Gangapur Shakkar Karkhana (Sugar mill) in 1995 at the time when the
village had no electricity, there by unleashing an industrial revolution.

The die was cast. Over the years, Nandalaji pioneered spirit found expression in the myriad
ways, earning him the well-deserved reputation of the industrial activities of Maharathwada,
India.
In early 80’s Nandalal initiated his three sons – Venugopal, Rajkumar and Pradeep into the
business. Through a technical tie- up with Toshiba corporation of Japan, he launched India’s first
world class color Television, Videocon Today, Videocon Ltd. Is a households name across the
nation – Indian No 1 brand of consumer electronics and home appliances, trusted by all over 50
million people to improve their quality of life.

Corporate Overview
The Videocon Ltd. is committed to create a better quality of people and furthering the interest of
societies by being a responsible corporate citizen.

Creating happiness
We will bring the happiness into every home, offering high quality consumers durables at
affordable price spreading the culture of convenience, entertainment and comport, far and wide.

Achieving Progress.
We will pursue the innovative technologies in the field of energy and electronics, create products
and services that will improve the quality of life realize the goals of the world community and
protect the environment.

Sustaining growth
We will be a source of pride to our business associates by ensuring mutual prosperity and growth
the implementation of forward –looking corporate strategies, aimed at identifying the
opportunities and responding intelligently to the dynamic of change

Perusing excellence
We will provide a collective environment for enabling our employees to develop their potential
ands makes as significant contribution to the Group’s success.
In 1985, though a technical tie- up with Toshiba Corporation of Japan, Videocon international
limited launched India’s first world-class color television. Today, Videocon International
limited, the flag ship company of the Videocon Group, is India’s leading manufacturer of the
consumer durables electronics products. Fired by the passion for the innovation, Videocon has
kept pace with the changing face of technology, constantly upgrading its manufacturing facilities
to incorporate advance technology and high standards of quality into its product range, right
across the spectrum.

Technology with a Heart

Committed to giving the customer the best the world has to offer, Videocon has developed near
zero wastage technology, which helps reduce the manufacturing cist by optimizing material
inputs. Coupled with quality consciousness at every stage the customer benefits enormously by
getting the premium product at the affordable price.

The company currently manufactures Color Televisions, black and White Televisions Audio
appliances like music systems, speakers, washing machines etc. .At its modern plant at Citegaon
and Aurangabad, the company has also undertaken complete backward integration to
manufactures all the critical important components of its product, such as Electronic Tuners,
FBT’s , ATDM’s and Deflection yokes , there by reducing the cost , ensuring quality control and
becoming vertically integrated. It has set up a unit at Gandhinagar in Gujarat for manufacturing
Black and White Televisions pictures tubes.

The Sound of Excellence.

Videocon products are of a sophisticated range of Home Audio Systems, Stereo Radio,
Recorders and personnel Stereos, as well the contemporary international range of Kenwood
digital Hi-Fi Systems.

First with the best.

Continuous up gradation and indigenous manufacturing has been and continues to be the integral
part of the company’s s philosophy. Perceived as an innovator in its field, Videocon has notched
up many exciting firsts, by exploring the world’s advance technologies. In color televisions.
Videocon is the first company to introduce Picture –in – Picture, Turbo sound, surround sound,
larger screen size, the full flats square tubes, Bazooka technology and the freedom series:
affordable high quality range of the products of color Televisions for the price conscious
customers.

Global Ambition.
Looking beyond India, Videocon is now a global player, acknowledged by the world .it is the
first Indian company to win the prestigious CE approval foe exporting its televisions in Europe.
Videocon is now entering the world market with its operations in the Middle East, Europe,
Indonesia, and South Africa.
Videocon Narmada Glass (VNG): a division of Videocon international Group ltd. has the
distinction of having set up India’s first plant for the manufacturing of the Glass Shells for Color
television Picture tubes, in technical collaboration with Techneglas Inc., USA (for mainly known
as OI-NEG TV Products Inc., USA) world leader in manufacturing the glass Shells Technology.
The projects in1990, when the then prime Minister of India, late Shri Rajiv Gandhi, Laid the
foundation stone for the project. The Videocon group, with the objectives of backward
integration, joined hands with Gujrat Narmada Valley Fertilizers Ltd., (GNFC) for the
implementation of its 100%, import substitution project the largest investment 450 crores in the
electronic component industry in India. The Plant with the installed annual capacity of 1.7
million gas shells for the color picture tubes and 0,25 million gas tube bulbs for black and white
color televisions, and Monochrome Monitor Tubes, is located at the Village Chavai, District
Bharuch, Gujarat
Experience Change
A New Brand Identity & Logo

Videocon Group recently underwent a brand identity change.

The group which has been serving the nation for nearly the past
25 years, took move in tunes with the changing global scenario.
Videocon as a brand has always believed in re-inventing and
revamping itself and the rationale behind Videocon's brand

evolution comes from its constant endeavour to listen and

respond to the changing market dynamics in India and
overseas. The focus remains multi-fold while working towards
developing the latest technologies with an emphasis on quality,
innovation and value, the firm is aggressively expanding their
service penetration too.
The 'V' in the new Videocon logo is representative of a new
identity - an identity that is fresh, dynamic, & has been provided
a life of its own. The new “V” is composed of two animated
green, lava-like shapes called Chouw and Mouw, striking a
chord with the young audience.
Chouw and Mouw are created to present a very vibrant and
interactive image representing the change Videocon brings
into the lives of its customers, through innovation in its product
lines, by offering great value, and by delighting its customers
with superlative products and services.
CUSTOMER
SATISFACTION

CUSTOMER SATISFACTION
The word satisfaction comes from the Latin word “satis” (Enough) and faction (to do or make).
These words suggest the true meaning of Satisfaction, which is fulfillment. Managerially,
fulfillment usually translate to solving problem and satisfy the customer is not enough to produce
high level of customer loyalty, business needs to move beyond more satisfaction, to customer
delight.

The Purpose Of the Business:

Peter F. Drucker considered to be one of the leading management gurus in the world, believes
that the purpose of business to relate and them retain the satisfied customer. Although the firm
has to make the money, Drucker argues that making money is a necessity and does not a
purpose. It is in fact, the end result a desirable out come of creating satisfied customer. Theodore
Levitt, ha Harward Business professor, who explains by an analogy with human beings, express
similar sentiment / all human have to eat to survive, but eating is not-their purpose. Further more
making money does not provide a legitimate reason for society and to support the moneymaking
enterprise. A society supports businesses as they survey its member by catering to their needs to
leave them satisfy. Dissatisfying enough customer and not only will these specific customer stop
buying from the firm, but the society at large will condemn the firm and may even panelized it –
to the point of its extinction. In repose to such messages, co part of the corporate mission and
utilizes an understanding of the customer behavior as input to all its marketing plans and
decision.

Current Market Scenario

The Indian customer market is undergoing the transformation-keeping trend with international
market the present trend is used as under: -
 Indian market is “value for money” driven.
 A highly competitive market.
 High potential in the rural market.
 The clear economy range is emerging rural and price conscious customer.
 The market is dominated by Indian companies and MNC’s are following suite
  Technology is the key driver
 All players believe in offering sops to customer to woo them.
 Price war, schemes, discount and trade loading are the market mantra.
 Huge surplus after meeting domestic and export requirement.

Current competitive Scenario:

During the past six years, the market for the customer electronics grows at an average rate of
22 % in color television 15 % in refrigerator. The MNC’s like Samsung, LG, and Panasonic
etc. enter the Indian market with wide spectrum. Even after the presence of the leading
international brand in the consumer electronic market it is dominated by Videocon, BPL,
Onida etc. the current market share of the top five brands in Color television are as under:

Company Market Share

Videocon 10.5
BPL 18.7
Onida 11.9
Philips 4.0
Samsung 7.9

The strategies adopted by the current major player is as under:

Videocon: - “Bring home the leader”
 Satisfying the customer needs across the product line and segment but under different
brands Toshiba is at the top end, Videocon and Samsung at the middle segment and Akai
for the lowest.

Products: Color and Black and white televisions, audio, washing machines, Refrigerators,
monitors and Kitchen appliances.
BPL: -“ Believe in the best”
 Current brand leader offering diversified product catering to various segment under one
umbrella brand leveraging its communicating for the diversified product as reinforcement
product quality confidence among the customer.

Products: Color and Black and white televisions, audio, washing machines, Refrigerators,
monitors and micro wave ovens.

LG: - “Digitally yours”

 LG is an Korean company following the site in India

Products: Color and Black and white televisions, audio, washing machines, Refrigerators,
monitors and micro wave ovens.

Samsung: - “ challenge the limit”

 Decide the umbrella bran by the Korean giant is offering customer probability scheme.
Products: Color and Black and white televisions, audio, washing machines, Refrigerators,
monitors and microwave, cameras, VCD’s DVD’s,MP3 etc.

After Sales Services of Videocon:

Videocon services mission is to support the vision the company becoming the most customer

– oriented company in the country by building the proactive service organization that

continually strobe to create customer satisfaction by internalizing the best practices of

customer relationship management

 Videocon invested 6,500 man-days and Rs 2.6 million to train the employees. Today,

Videocon has 280 executive authorized service center 48 service center, (28 direct branches

and 20 supervisory branched) 5 call centers. Videocon services employees directly through

exclusive franchise network approximately 2500 front line executive for attending for the

customer requirement.

PRODUCT RANGE

# CONSUMER ELECTRONICS:

(I) Television.
X-Lent Televisions
Phenomenal clarity and sharpness, outstanding image detail, minimal glare, perfect sound
reproduction and looks that inspire pure admiration. These are characteristics found only in the
X-Lent range of televisions. Being objects of sheer desire, these televisions are truly the best in
their league.
Features: Model No: Plasma TV 42X-PZ

 107cm Plasma TV
 16.77Million Colors
 SRS-WOW Technology
 3000:1 Contrast Ratio
 Progressive Scanning
 Wide Viewing Angle
 Auto Pixel Shift

Features: Model No: 21X-50P X-Lent

 54cm Pure Flat TV

 1800W PMPO Sound Output
 Surround Bass Technology
 6 Speakers

21'' Conventional Series - 5438QST Feature:

 54cm Screen
 1000W PMPO Sound Output
 Double Bazoomba Woofers
 Surround Sound
 Digital Super Scene Control
 Digital Black Stretch
 Channel On Demand
 Favorite Mode
 Built-In Game
 Personal Message Service
  Child/TV/Panel Lock
 Quick View
 Program Directory

Technical Specification
Picture Tube
Receiving System
Power Source
Audio Output (PMPO)
Antenna Input
Unit Dimension (L x W x H)
Weight (NET/GROSS)
54cm FFST
PAL B/G, CCIR, CATV, NTSC Playback (3.58 & 4.43)
110-240V, AC, 50~60Hz
1000W PMPO
75 Ohm Unbalanced
63.0cm x 49.0cm x 48.0cm
24.5 Kg / 27.5 Kg

(II) DVD Players

Videocon lets set up very own personal theatre, all in the comfort of peoples own home. The
technologically advanced 5.1 channel DVD players ensure that the movies play can be heard
exactly in the way they were meant to be heard in a movie hall. Videocon DVD Players are
DVD/ MPEG-4/ MP3/ SVCD/VCD/ DVD-R/ DVD-RW/ CD-R/CD-RW/ KODAK Picture CD
compatible, ensuring that people can “Play anything, watch anything”. Happen to find a disc
lying around, just play it on Videocon DVD Player and Home Theatre System. Plus with other
great features like the Multiple Resume Functions, the Videocon DVD players ensure that the
viewing process is totally free of any hassles. If the viewer is interrupted for any reason while
watching a movie on his DVD Player, the multiple Resume functions allow him to restart at the
very same point where he left off. Plus, problems like image freezing and distortion take place
because of scratched or damaged discs will not trouble you, thanks to Superior Error Correction,
a technology that recovers damaged areas so smoothly that they won’t even notice the damage of
the disc.

  Model No: DVD 33SA/ 33SS  

 DVD/MPEG-4/VCD/MP3/SVCD/ACD/ DVD-R/DVD-RW/CD-R/CD-RW/ KODAK

CD Compatible
 Power/ Standby/ Off/ Open-Close Resume Functions
 Auto Play
 Progressive Scanning & Anemographic Sampling
 Superior Error Correction
 Dolby Digital Ac-3, 5.1 Channel
 DTS Digital Output
 Built In Amplifier (Only in DVD 33SA)

  Model No: DVD 88AS4G  

 DVD/MPEG-4/ MP3/ VCD/ SVCD/ ACD/ DVD-R/ DVD-RW/CD-R/ CD-RW/

KODAK CD Compatible
 In-Built Amplifier
 Superior Error Correction
 Dolby Digital AC-3, 5.1 Channel
 Auto Play
 Built-In Graphic Equalizer with User Option
 Composite/ Component/ S-Video Output
  Built-In Game

(III) Home Theaters Systems:

Recline in your plush leather couch. Play classic favorite movie on a Videocon DVD Home
Theatre System. And experience the grandest audio-visual show on earth. With invincible
technology and majestic looks, this world-class home theatre system allows the customer to bask
in the glory of owning one of the world's finest, most exquisite private theatres.

  Model No: DS505  

 AC-3, 5.1 Channel

 4000W PMPO Sound Output
 2.1/5.1 Channel Selector Switch
 Bass Control
Individual Channel Volume Adjustment

# HOME APPLIANCES:

(I) Refrigerators:

X-Lent Refrigerators
Class, style and technology are three very different entities. But they've been fused together to
give you the unbeatable, state-of-the-art X-LENT range of refrigerators. Designed to fit into the
classy interiors of people kitchen, these exquisite pieces of technology are pleasure to look at.
So, if customer looking for beauty with brains, then you needn't look beyond an X-Lent
Refrigerator.

Model No: 625X – FF

 625 L Frost Free Technology CD Compatible

  Stainless Steel finish
 4 Star Cooling
 Multi Air Flow System
 Twist Ice Tray
 Platinum Auto Deodorizer
 Vertical Handle

Dual Tone Finish

Technical Specification: Model No: 625X – FF
Door Finish Stain Steel Finish
Door Handle Vertical
Freezer Transparent
Vegetable Tray Yes
Deodorizer Platinum Auto Deodorizer
Germ Free Yes
Dimensions in mm (W*D*H) 754* 755 * 1828
Weight (In Kg) 95

(II) Washing Machines:

X-Lent Washing Machine

This washing machine is created with new age technology to give the clothes the kind of
cleansing that no other washing machine can. Its elegant exterior and world class features assure
that once you own an X-Lent Washing Machine, washing clothes will be more of a joy than a
chore.

 8 Kg Top Loading Agitator Wash

 Stainless Steel Finish
 Fuzzy Logic/Digital Sensi logic
 Memory Control
 Stainless Steel Drum
 Delay Start
 Hot Wash Inlet
 Anti Rodent Base
  Cursor Control

Wash Capacity 8 Kg
Power Supply 240V / 50Hz AC
Water Level 117 L - 225 L
Rated Power Consumption Wash - 670watt / Spin - 350wtt
Deodorizer Platinum Auto Deodorizer
Weight 53 Kg
Dimension 610 L * 610 W * 1010 H

(III) Microwave Ovens:

360° Reflection Technology in Ovens:

Consumer health has always been on top of Videocon's priority list. One of their latest
innovations meant to enhance well-being is the 360 degree reflection Technology in their Germ
Free Microwave Ovens. This revolutionary feature unites and distributes heavy-duty heat rays
inside the oven, causing thermal destruction of germs. Along with the Digital Sensi Wave, this
superior technology gives the food items consistency in colors, feel and texture, no matter how
many times you reheat it.

Specifications:

 20 Liter capacity
 Feather touch control panel
 10 power levels
 Express cooking
  Memory function
 Pre-set function
 Clock / timer function
 Jet & weight defrost
 Child safe lock

(IV) A/c Air conditioners:

X Lent Air-Conditioners

Tame the scorching heat with an exceptionally superior air-conditioner from the X-Lent range.
Its futuristic technology allows the customer to enjoy the cool pristine, snow-capped mountain
air in the comfort of their home and office. Allowing them to keep cool even when mercury
levels hit 44 degrees.
The air we breathe is not what it used to be. Every bit of smoke, dust and pollution, which has
been released into our fragile ionosphere, remains there. And negative ions are nature's way of
getting rid of them. Since dust, smoke and polluting chemicals are all positively charged atoms,
any source that generates negatively charged atoms can neutralized them An oxy-ioniser helps
by replenishing negative ions, which reduced pollutions and other impurities, thereby recharging
the air. Negative Ions The Key
Ever wondered why you feel charged and refreshed in a hill resort next to a waterfall or near a
beach? These are places that are high in negative ions and therefore low in pollution. Negative
ions in the air give it a rich, crackling quality that our body seeks.    
         Videocon Air-Conditioner With Oxy-Ionisers
From India's No. 1 Home Appliance and Consumer Electronic Company, comes the new range
of air conditioners equipped with ion recharge. Designed to help air-borne pollution and improve
the quality of air in our homes and offices. These state-of-the-art machines have advanced oxy-
ion generators that produce negative oxy-ions to help cut down air pollution and help you feel
relaxed, refreshed energized and recharge