to map brand performance of videocon brand and competition for colour television refrigera washin

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Project Report

On

To Map Brand Performance & Strategies of Videocon Brand vis-à-vis Competition for

Colour Television, Refrigerators & Washing Machine

For

Central Marketing (Aurangabad)

IN PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION

UNIVERSITY OF PUNE

By

Anshul Ganesh Mantri

M.B.A

(2005 - 2007)

GUIDED BY MR. Murli (VIDEOCON)

PROF. SMITA SOVANI (VIM)

Vishwakarma Institute of Management Kondhwa Buduruk, Pune 411048

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TO WHOM SO EVER IT MAY CONCERN

This is to certify that Anshul Ganesh Mantri is a bonafide student of VISHWAKARMA

INSTITUTE OF MANAGEMENT. He has successfully carried out his summer project

titled To Map Brand Performance & Strategies of Videocon Brand vis-à-vis

Competition for Colour Television, Refrigerators & Washing Machine

at Videocon

Industries Ltd, Central Marketing, Aurangabad in the partial fulfillment of Master of

Business Administration course of Pune University (2005 - 2007)

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ACKNOWLEDGEMENT

A Project usually falls short of its expectation unless guided by the right person at the right

time & good opportunities. Success of a project is an outcome of sincere efforts, channeled

in the right direction, efficient supervision and the most valuable professional guidance. This

project would not have been completed without the direct and indirect help and guidance of

such luminaries. They provide me with the necessary recourses and atmosphere conductive

for healthy learning and training.

I am indebted to Videocon Industries Ltd for providing me an opportunity to undergo my

project with them. I am great full to Mr. Sunil Tandon, VP - Marketing, Videocon Group

for giving the opportunity to work with his team of managers at Videocon central marketing

office.

At the outset I would like to take this opportunity to gratefully acknowledge the kind and

patient guidance I have received from my project guide Mr. Murli

Marketing Manager

and his assistance managers Mr. Gauraw & Mr. Imtiaz without there critical evaluation and

suggestion at every stage of the project, this report could not have reached its present form. In

addition, my internal guide Prof. Mrs. Smita Sovani has critically evaluated my each step in

developing this project report

I express my sincere thanks to Prof. Yuvraj Lahoti (Marketing) and Dr. Sharad Joshi,

Director, Vishwakarma Institute of Management, Pune, for their valuable advice and

guidance. They are always a source of inspiration for me. My thanks are also due to

the faculty and non-faculty member of Vishwakarma Institute of Management, Pune,

for their cooperation and support in completion of my project.

I would also like to thank all the Respondents who gave some of their valuable time to me.

Finally I would like to thank My Family Members and My Friends for their valuable

inputs.

Anshul Mantri

- [email protected]

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Sr. No. Topic Page No.

01. Executive Summery

06

02. Corporate Profile

07

03. Videocon Board of Governance Chart .. 09

04. Logo Logic . 10

05. Corporate Governance ... 11

06. Social Responsibility ... 11

07. Plant Locations ... 12

08. A Multi Brand Strategy ... 13

09. Brand Basket .. 16

10. Business Portfolio .. 17

11. Videocon Group SWOT . 18

12. Brand Strategies .. 21

13. Other Brands

Introduction, Strengths, Weakness.... 24

14. Current Situation

Brand V/S Price Positioning . 34

15. Research Methodology

35

16. Graphs & Analysis

a. Consumer Electronics

i. Colour Television .... 38

b. Home Appliances

i. Refrigerator . 43

ii. Washing Machine

48

17. Conclusion . . 53

18. Findings

54

19. Limitation . 55

20. Recommendation . 56

21. Bibliography . 57

22. Annexure .. 58

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Executive summery

It is really a dream for any company to occupy the top brand in there brand basket of

company profile by acquisition & take over just within a short span two decade & Videocon

did it? Company started in 1979 in Aurangabad, and now one of the biggest manufacturers of

consumer electronics and home appliances in world with spreading the profile in Oil & Gas,

Glass Manufacturing too.

As a part of my project I tried to analyses and explore the market potentials in Aurangabad-

Jalana & Pune-Ahmednagar city. The area is one of the most potential markets of

Maharashtra. Area of operation was the market of Aurangabad-Jalana & Pune-Ahmednagar

city which in itself a big commercial place of marketing and sales in Maharashtra region of

western India.

I surveyed all the market places of Aurangabad-Jalana & Pune-Ahmednagar city while doing

the project. The research methodology adopted was in depth interview of dealer & shop

owners with respect to the questionnaire so as to understand the market trend and brand

performance. After analysis of data it was found that Videocon has a vast scope and space to

cover the market, as compared to other MNCs are spreading there presence through

lightening speed. The exclusive company showrooms of other MNCs are making bang in the

market. Thus Videocon will come over all other brands with his state of art manufacturing

technology & marketing combination.

Videocon is delivering quality product at optimum price and gaining place in top 5 brands in

market. The reliance and empathy of the Indian s on there Indian multinational - Videocon

products are the real driver of the company to boost the consumer electronics & home

appliances, specially the Colour Television, Refrigerator, Washing Machine in 21st century

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Corporate 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.

Today the group operates through 4 key sectors:

Consumer Durables Thomson CPT CRT Glass Oil & Gas

Consumer Electronics, Home Appliances & Compressor manufacturing in India

We enjoy a pre-eminent position in terms of sales and customer satisfaction in many of our consumer products like Colour Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. Refrigerator manufacturing is further supported by our in-house compressor manufacturing technology in Bangalore.

Display industry and its components

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 CPT and High Definition 16:9 formats CPT.

Colour Picture Tube Glass

Videocon is one of the largest CPT Glass manufacturers in the world with a high level of experience and technical expertise operating through Poland and India. Videocon will leverage on this synergy after the Thomson acquisition to internally source glass for its CPT manufacturing increasing efficiencies and lowering costs.

Oil and Gas

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

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Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group, completed his education

in Ahmednagar and Pune. As a next logical step to vertical integration, he boldly took upon

an entrepreneurial venture by importing machinery from Europe to set up the Gangapur

Sakhar Karkhana (Sugar Mill) in 1955.

Through a technical tie up with Toshiba Corporation of Japan, he launched India's first

world-class color Television: Videocon. Today, Videocon is household name across the

nation- India's No. 1 brand of Consumer Electronics & Home Appliances, trusted by over 50

million people to improve their quality of life.

The year 2005 marks a milestone in the history of Videocon with the acquisition of the

complete Colour Picture Tube operations of the Thomson group and the Indian operations of

AB Electrolux, Sweden. Further subscribing to their faith in Videocon, Thomson and

Electrolux bought about 15% and 5% stake respectively in Videocon Industries Ltd., our

flagship company having a market capitalization of around USD 2.5 billion.

The group today is one of the largest manufacturers of Colour Picture Tubes and Glass shells

from state of the art units in Mexico, Italy, Poland, India and China, which form the backbone

of many Colour Television manufacturers around the world.

Our Oil & Gas operations contribute to India s ever-growing demand for energy and

developmental needs. Videocon group is more ready than ever for further expansion and

serving to continue spreading happiness to millions of people around the world through its

products.

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Videocon Board of Governance

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Logo Logic

This is the new Videocon symbol. It reiterates the ethos of a company dedicated to

maintaining the highest international standards of excellence through quality, technology and

innovation. For over a decade now, Videocon has been bringing the latest and very best in

Consumer Electronics and Home Appliances. Successfully adapting the best of international

technology to suit Indian needs, and crafting it to improve the quality of life

as million of

satisfied customers will agree.

The symbol of Videocon asserts its passion for impact and the two E s on the ethic side

represent the wide spectrum of interest raining from Electronic to Energy . Along with the

steely glint, this communicates the group's global ambition, its strength, sterling credentials

and innovative drive. A symbol that proclaims a paradigm shift. A sign that represents the

new force that is Videocon. Thus recapitulating our principle of reaching out and touching

the lives of millions of people. Worldwide. A company dedicated to maintaining the highest

international standard of excellence though quality, Technology and innovation. For over a

decade now, Videocon has brought the latest and very best in consumer electronics and home

appliances, successfully adapting the best of international technical to satisfy customer will

agree a symbol that proclaim a paradigm shifts a sign that new force that is Videocon. Thus

recapitulate our principle out and touching live million of people.

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Corporate Governance

Social Responsibility

Company's Philosophy on Code of Governance:

The company's philosophy on corporate governance enshrines the goal of achieving 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 governance, which provides a

structure by which the rights and responsibility of different constituents, such as the board,

employees and shareholders are carved out. In carrying out this, it is ensured that the

company's objectives are well defined and performance against those objectives are

adequately measured and monitored.

Hospital

In the memory of our founder Videocon runs a world class hospital with the latest

equipments, MRI, CT scan machines run by dedicated doctors specializing in Cancer and

heart surgery. The hospital is 100% charitable and caters to the people in Indian villages,

which cannot even support their families let alone afford medicines.

Schools

The group runs a world class school dreamt by our LATE founder in the village of Gangapur,

dedicated to giving high quality high school education to underprivileged girls inspiring them

to aim higher and work for the development of the country.

Cricket

The Videocon School of cricket was launched in Kolkata to train budding talent in the age

group of 10 to 17. It aims to put about 700 students through the paces every year.

Sponsorship of cricketing events across the globe underlies Videocon's commitment and

passion for sports as well as its goal to connect with a global audience. Videocon is inspired

heavily by the uplifting values perpetuated by sports. Its ability to draw people together

irrespective of differences in race, gender, religion and country. Unity of spirit and purpose is

ultimately what builds bridges between diverse cultures.

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Plant Locations

Videocon International Limited 14 Km Stone, Aurangabad-Paithan Road Village Chitegaon,Tq- Paithan Dist: Aurangabad-431105

Videocon Appliances Limited 15 Km Stone, Aurangabad-Paithan Road Village Chitegaon ,Tq- Paithan Dist: Aurangabad-431105

Videocon Communications Limited Gut No 350, Bhalgaon Dist: Aurangabad 431210

Applicomp (India) Limited Survey No-6 To 11 Krishna Sagar Village Attibele, Hosur Road Bangalore -562107

Indian Refrigerator Co. Ltd Plot No-72 (Phase -1) Sipcot Industrial Complex Hosur 635126

Kitchen Appliances India Ltd Sector V, Block B.P Salt Lake City, Kolkata 700 091

Millennium Appliances India Ltd Hardwar Park, Survey No-1/1 Village Imarat Kancha,Maheshwaram Mandal Dist. Ranga Reddy 500 005

Videocon Narmada Glass P.O Box No-68, Videocon House Village Chhavaj, Bharuch 392002

Office Locations

Videocon International Ltd. Shenzhen Representative Office Room 5106, 51st Floor, Diwang Commercial Centre 5002, Shun Hing Square, Shennan Road East, Shenzhen, China Phone No. +86-755-25833-845 Upto 850

Thomson 46, Quai A. Le Gallo 92648 Boulogne Cedex - France Phone No. +33-141-86-54-11

Thomson Displays Polska Sp. Z O O Ul. Gen. L. Okulickiego 7/9 05-500 Piaseczno Poland Phone No. (48 22) 7571

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Videocon - Multi Brand Strategy

Marketing of two or more mutually competing products in a given market or different

markets under different brand names by the same company

The basket of brands can be

Brands built internally

Acquired brands

Brands through joint ventures

Gain of marketing rights

Why companies opt for a multi brand strategy?

To differentiate it s offering to different market segments

To get maximum mileage out of established brands that it has acquired

To protect the interest of the mother brand

To create internal competition to promote efficiency

To increase sales further without sacrificing on profitability

Advantages

Enables to meet the needs of different groups of customers and to react to the specific

requirements

To attract and catch brand switchers

Can function as S.B.U's which act as profit centers

Failed brands do not affect image of other existing brands

Brands are created to protect the parent brand Possibility of entering new product

lines

Results in increase in shelf space

Higher penetration

Avoid dependence on few brands

Better economies of scale

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Disadvantages

May lead to cannibalization of brands in a given market

Investing in different brands results in excessive cash flows

Cost and time for promoting a new brand is high, so needs patience

Brands will not be able to capitalize from a strong corporate name

An acquired brand may not fit culturally in the new brand architecture

Situation mid- Nineties

Videocon was the No 1 brand

Increasing competition expected from new entrants, especially those who were

Globally strong

Ready to invest in Indian market

Increasingly difficult for Videocon to increase market share

Was the brand strong enough to withstand the onslaught of MNC BRANDS?

Videocon group goes for Multi Brand Strategy

To protect mother brand

To increase overall market share for the group

In-turn result in more efficient utilisation of group s manufacturing facilities

How is Multi Brand Strategy helping Videocon group?

Helps Videocon group avoid dependence on few brands

Helps Videocon group avoid dependence on few dealers

More efficient utilisation of manufacturing capacities

Better economies of scale

Failed brands in a market do not affect the image of other existing brands of Videocon

group in that market

As product holding period reduces, the different brands of Videocon group try to

address markets from various angles to attract and maintain the many Replacement

customers

Career path opportunities across Videocon group

Can help Videocon group achieve 100% penetration with at least 2 of our brands

present in each outlet?

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Will Multi Branding Strategy for Videocon group help Videocon Brand?

Bigness of the group has a positive rub-off on the mother brand Videocon

Economies of scale advantage also flow to Videocon:

Media costs

Service

Logistics

Manufacturing

Engages competition to fight on several fronts

Strong competitive challenge within the group motivates Videocon to keep on

growing

Investment and focus on mother brand to drive its growth

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Brand Basket

Tie-ups with Global Leaders

Partner Product Nature Of Tie-Up

Toshiba Corp Colour TV Technical Collaboration-Brand Arrangement

Samsung Electronics Fly Back Transformers, Tuners Technical Support

Matsushita Electric Washing Machine Technical Collaboration

Matsushita Electric Air Conditioner Design & Drawing

Matsushita Electric Refrigerator Design & Drawing

Sansui Electric Co. Ltd Audio Products and Colour TV ODM for Indian Market

Techneglas Glass Shell Technical Collaboration

Akai Audio Products and Colour TV ODM for Indian Market

Hyundai Colour TV ODM for Indian Market

Electrolux AB Sweden Refrigerator, Air Conditioner and Washing Machine

1. ODM & Indian Market 2. Sourcing of components for Global Market 3.ODM for Global market

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VIDEOCON SWOT

STRENGTH

Technology:

Global acquisition of Thomson and technological tie ups with majors like Toshiba,

Panasonic, Matsushita, Samsung & others have given access to patents and a strong

R&D base

Global quality certification like CE, UL, VDE, SASO and IRAM help in better

quality perception and global expansion

Market:

Domestic leadership through multi brand strategy.

80% plus penetration at dealer level.

Closest to market and for the market - strategic manufacturing locations i.e. Mexico

NAFTA, Italy EU, Oman GCC, Poland East Europe, India SAARC and China.

Wide and well established service network providing efficient after sales service.

Cost:

High degree of backward integration

in house production of components critical to

quality and cost.

Manufacturing facilities in strategic locations with tax and cost benefits.

Global capacities provide economies of scale.

Glass CRT CTV offers unique synergy in global CTV business.

People:

Young and vibrant employees with 70% of the force below the age of 30.

Cordial relationship with trade unions No man days lost due to labour unrest.

Multi skilled workforce

More than 50% staffs are graduates/post graduates.

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WEAKNESS

Multi brand strategy is diffused in certain areas.

Most product development cycles start from R&D and not from consumer insights.

Long business cycle leads to greater need of working capital.

Quality perception not on par with multinationals like Sony

Inadequate MIS due to complexity of the business structure.

Multiple factories and brands burden logistic support.

OPPORTUNITY

Technology:

Existing global facilities provide basic infrastructure to expand to FPD

manufacturing.

Start rotary compressor production for air conditioner.

Market:

New global footprints provide access to large international markets in major product

categories.

Huge potential considering the present low domestic penetration levels.

Large integrated components and product manufacturing facilities provide huge OEM

potential.

Cost:

New facilities in low cost areas with tax benefits.

New facilities at international locations with minimal CAPEX due to existing

infrastructure.

Rationalizing common services such as logistics, warehouse and after sales services.

People:

Recent M&A activities have led to growth in brand / Corporate image and greater

interest of all present and future stake holders globally.

Restructuring of the organization in a professional manner to create a competitive and

challenging environment.

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THREAT

Growth of alternative technologies.

Continuous price pressures driven by capacity adjustment time lag.

Margins in glass/CRT based business may come under pressure if alternative

technologies are available at a price factor of 1.5 times.

Strong competition from existing players in China.

Building client confidence regarding quality standards may take some time.

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Brand Strategies

The year 2006 comes at a time when Videocon is fresh from its acquisition of Thomson s

colour picture tube business worldwide, making it the first truly Indian multinational. The

company now has access to the finest technologies in the world, due to the continuous

innovation by its R&D centres across the world & state-of-the-art manufacturing facilities in

France, Italy, Poland, Mexico, China & India. As a result many innovative new products have

been launched, from the Slim&Trim TV which is 42% slimmer than a normal 21 flat TV; to

the International Series of TVs, to the sleek range of Konzerv washing machines which have

a unique water-saving function. This trend is seen to continue throughout 2006 as well.

Videocon s wide range of products has always focused on giving consumers the very best in

stylish and technologically advanced products, from Colour Televisions, DVD Players, Home

Theatres, Washing Machines, Refrigerators and Air Conditioners. The modern-day consumer

is aware of the latest technological advancements in electronics & appliances, and the options

available to him. With the advent of cable television, a window to the world has opened up in

the average Indian s living room, making him more aware. As a result his expectations have

also increased. Videocon s endeavor is to not only fulfil the needs of the customer but make

available to him a wide array of options and new technologies that are suited to his needs.

With international products like Slim TVs, Plasma TVs, the global International Series

range and much more, the company now has more to offer to the discerning consumer who

appreciates style & comfort in life.

In this era of information technology, when the entire world is networked, and the concept of

a global village exists now much more than ever before, no company can survive on such a

large scale if it does not integrate its processes. Videocon was one of the first companies to

realize the importance of information technology for global scale efficiency. As early as the

year 2000, it implemented the SAP R3 4.0B System. In 2005, Videocon became the first

company in India to implement the mySAP Business Suite, which consists of various

components like ERP 2004, CRM 4.0 (Consumer Relationship Management), BIW 3.5

(Business Information Warehousing), and EP 6.0 (Enterprise Portal). The implementation of

mySAP in Videocon was one of the few implementations that was monitored and supported

directly by SAP AG, Germany. Videocon is ramp-up customer for SAP, one of the few

clients who will receive all updates in the system as and when they happen.

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The SAP ERP 2004 business solution has resulted in integration of processes to strengthen

resources, networks & infrastructure within the company. It has enabled Videocon to

proactively respond to market dynamics, maintain control over costs, increase productivity,

and make the company more agile and better prepared for the future. The various modules

like Sales & Distribution, CRM, Logistics, Plant Management, Production Planning, Material

Management, Quality Management, Finance, Human Capital, Business Information

Warehousing and Enterprise Portal have all integrated Videocon into one cohesive unit,

functioning at maximum efficiency, geared to face the future.

As a first step towards reaching out to rural areas, 2005 saw the launch of a nation-wide

series of road shows in the B & C-class towns of India, called Videocon Lifestyle Expo 2005.

These generated tremendous interest, showcasing Videocon s product range superiority and

bringing the Videocon experience close to the consumers homes. In 2005, the Lifestyle Expo

was held in 53 locations across the country, and over 1.2 lakh people visited them to look at

the latest technologies on offer, experience the Videocon products hands-on, and be

entertained in a variety of other ways. The 2006 edition of the Lifestyle Expo has just begun,

and is expected to surpass last year s Expo in terms of popularity; footfall & sales, helping

Videocon increase its penetration throughout the country.

2005 was a good year for Videocon in terms of sales. Overall sales in colour televisions were

12, 28,533 units from January to December 2005. In home appliances, Videocon sold 3,

13,463 washing machines, 3, 94,784 refrigerators, and around 1.2 lakh air conditioners. The

Multie & Maxie range of washing machines were particularly successful. Besides the

normally good seasons like Onam in Kerala, Durga Puja in the East & Diwali all over the

country, Videocon launched several off-season offers like Hum-Tum Offer, Heads You

Win Tails You Win Offer etc., which did much to boost the sales and resulted in a good year

for the brand

In 2005, Videocon s strong corporate campaign in the press and on TV has awoken the

country to the fact that Videocon is an emerging global powerhouse in their own backyard.

The Gayatri Mantra television commercial, for example won much acclaim and was loved

by all.

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Even as it looks in the direction of global supremacy, Videocon has always kept its finger on

the pulse of India. And knowing that Cricket & Bollywood are the two things that never fail

to arouse the passions of Indians, Videocon maintains a strong association with these two,

and will continue to do so in 2006. With the support of the biggest contemporary star,

Shahrukh Khan, Videocon continues to reach out to the masses.

The last 4 years have seen Videocon sponsor the matches played by the Indian cricket team,

having won the exclusive rights from BCCI along with TVS Motors & Pepsi. In 2006,

Videocon will continue to make its presence felt in Cricket in a big way. Videocon is now the

sponsor of the West Bengal Ranji team. It has also established the Videocon School of

Cricket in Calcutta, in partnership with Sourav Ganguly, which recognises & grooms talent

for the future generations of Indian cricket.

But one of the biggest coups Videocon has pulled off in cricket recently is signing on one of

India s hottest young cricketing talents

the exciting Mahindra Singh Dhoni, who will now

endorse Videocon products. According to Mr. Sunil Tandon, VP Marketing, Videocon, With

his swashbuckling style & hunger for success, Dhoni epitomises the spirit of Videocon. His

youthfulness and determination will have a positive rub-off on the brand and increase its

appeal among the younger generation.

In 2006, Videocon plans to continue its strong focus on flat TVs. The fast-growing 29-inch

segment will be an area of focus. Besides, with the Slim&Trim range set to expand into new

models in the 21 & 29 segment, and also into Home Theatres & DVD Players, the

customer will be offered a wide range of choices in this sleek range.

In home appliances, the focus will remain on the unique water-saving Konzerv range of fully

automatic washing machines, and Videocon will also concentrate on Frost-Free Refrigerators,

the fastest-growing category in refrigerators. 2006 will also see Videocon launching its

microwave ovens in a big way, with a wide range spreading across all segments. In air

conditioners, Videocon, on the strength of the patent for its technology for energy efficiency

(40% less energy consumption), plans to launch a new range, with focus on the split AC

market.

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Introduction, Strengths, Weakness

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AKAI

Founded in 1929, Tokyo, Japan, AKAI has engaged in offering quality home entertainment

products specializing in the audio and video arenas.

Be the chosen brand of all Indians by providing and maintaining excellent Quality and the

best Value-for-Money in Consumer Durable products. For more than seven decades, AKAI

has proven itself to be one of the premier sources of vision and innovation for consumer

electronics. Akai Electric Company Limited has appointed Videocon group to market it's

product in India. Looking at the socio economic and demographic profile of the country we at

Akai acknowledged the very fact that Technology is meaningless if one can t afford it .

Akai Consumer Electronics India Ltd has been structured to provide thrust towards customer

satisfaction. The company has focused on providing value for money products and services

within the reach of the average Indian consumer.

AKAI is slowly changing the perceptions in the minds of the customers and hard-selling the

fact that they are giving value and much more for the kind of monies that the customer shells

out to purchase a CTV. One does not have to go in to purchase a very expensive brand to get

a feature-loaded television but can avail the same features in an AKAI at a cost that pleases

his purse as well.

STRENGTH

Akai has improved the distribution & logistic network.

Akai had made the impression in the mind of customer as the combination of price &

technology.

Akai is in the brand basket of Videocon Indian Multinational.

WEAKNESS

No variety in models with fast changing technology, especially in the home appliances.

The market share is still not up to the mark, having presence in the 5 to 10 ranking.

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ELECTROLUX

Focused on providing value, Electrolux current ergonomically superior and technologically

advanced products range in India includes refrigerators, washing machines, microwaves and

Air conditioners.Committed to enriching the life of the Indian consumers, it is the only

company in India producing products using the Life Nourishing System technology.

Evidence of its marketing ingenious, its Ozone brand of refrigerator is today ranked as the

fastest growing refrigerator brand in the country in the no-frost category. Company also

launched Bijlee - World s first fridge that runs even without electricity, Tamanna - World s

first fridge with FM radio and message recorder, Oxyaquaswing refrigerator - India s first

Hands-Free Refrigerator with water-through-the-door technology.

Not only this. EKL also launched World s first talking washing machine, the Washy Talky,

which is the winner of Ripley s Believe it or Not and is also featured in Limca book of

Records . It is now available in three regional languages, besides the existing English-

speaking model. These three are Hindi, Kannada and Tamil.

Electrolux products in India are manufactured and distributed by Videocon Ltd. The

Electrolux Group specifies the product range, design, quality and brand communications so

that it conforms to the global standards of Electrolux.

STRENGTH

Good hold in home appliances, especially in the Refrigerator & Washing Machine.

The brand is recognized in the market for economically superior and technologically

advanced

Manufactured and distributed by Videocon Industries Ltd.

WEAKNESS

Lack of TV commercials & print ads, thus the customer s knowledge about the product is

low.

Declining market share & tough competition from MNCs

Poor market presence i.e. brand availability is not up to the mark.

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GODEREJ

Goderej is today one of the largest engineering and consumer products company in the country having varied interests from engineering to personal care products with a total sales turnover of about US $ 1.1 Billion. Goderej is also one of the most respected corporate houses.

Godrej & Boyce Mfg. Co. Ltd.

Appliance Division is in the business of Manufacturing

Refrigerators, Washing Machines and Air Conditioners.

We have been manufacturing refrigerators in India since 1958. From creating a revolution

with PUF (Polyurethane Foam) in 1989 to the launch of Godrej Pentacool in 2001, Goderej

have been at the forefront of product innovation.

Godrej started manufacturing Washing Machines in 1996. We have a complete range of Hi

Tech Semi Auto and Fully Auto Washing Machines. In addition to the above products,

Goderej also have the Godrej Smartcare service brand to provide excellent 'After Sales

Service'. Consumers continue to rate the Godrej after Sales Service as the best in the industry.

In addition to catering to the domestic consumers, Godrej is also a key OEM supplier in

India. After the success achieved in the domestic market, Godrej is also looking at Exports in

a big way and has launched its Refrigerators and Washing Machines in Sri Lanka. Goderej

also export our products to Singapore, Afghanistan, the Middle East, Egypt, Kenya, Rwanda,

Bahrain and Oman.

STRENGTH

Goderej have a strong Brand image in the market, over & above it has a good distribution set

up.

Customer trust towards Goderej is for Superior quality product

Goderej is known for its 'After Sales Service' network.

WEAKNESS

Goderej is having the Presence in Home Appliances i.e. Refrigerator, Washing Machine etc.

The prices of Goderej are not matching with the market trend, no scheme & offers on

products.

The market presence is not up to the mark, rang of product line is also low.

V.I.M.

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HAIER

Haier Appliances (India) Private Limited is a wholly-owned subsidiary of Haier Group. Haier

India was launched in India in December 2003 and by August 2004 had an all-India

promotion launched with over 55 products -- Refrigerators, Colour Television, Washing

Machines. The India launch was started with innovative products which were designed

keeping the day to day customer needs in mind -- products that will transform the customer's

every day living into inspired living. 'Products that will make your today better than

yesterday.' The India operations already has an established dealer network of approximately

1600 dealers all over the country, which is backed by a strong service and after sales service

network.

Television

Powered by the revolutionary TDX technology this range promises you audio and video

quality so enhanced, you would almost be watching real life.

Refrigerator

Thanks to Haier's True Tast technology, which maintains a uniform flow of cold air in all

parts of the refrigerator. Also the humidity inside the refrigerator is maintained to an exatct

level to prevent dehydration of any food kept inside...

Washing Machine

Haier laundry products have a wide range to choose from -- frontload, top load, portable

washers, washer/dryer combinations, top load and frontload dryers.

STRENGTH

Haier had made the Aggressive marketing at the introduction level of brand in India.

The brand is delivering Quality & technology combination in products

The brand is having the Availability at major shops with reasonable good range of product.

WEAKNESS

The brand is not known to the customer in the market; need to work more on commercials.

High cost of products & after sales network limitations.

V.I.M.

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LG

LG Electronics vision for the 21st century is to become a true global digital leader through

fast growth and fast innovation and to be known as a company who can make its worldwide

customers happy through its innovative digital products and services.

COLOUR TELEVISION

In the Indian household scenario where space is a major constraint, LG has come up with an

innovative solution by way of World s slimmest Flat CRT TV, Slimagic, X Wave is India s

first TV with wireless Audio Transmitter. This new technology will enable consumers to

listen TV sound through any audio system with FM receiver. The TV sound output can be

received by any audio set with FM receivers. This will enable consumer to experience home

theatre sound output. The current model is available in 21 category and LG plans to launch

29 Flat X wave shortly.

FROST FREE & DIRECT COOL REFRIGERATORS

LG has launched an exhaustive range of feature rich diamond cut frost-free & direct cool

refrigerators ranging from a capacity of 230L to 751L. The company currently has six

variants in 230 liters capacity, four variants in 250 liters and five variants each in 280 liters

and 310

FULLY AUTOMATIC & SEMI AUTOMATIC WASHING MACHINES

LGEIL has a total line up of 11 models in FAWM & SAWM offering capacity of 6.2, 6.5, 7.0

& 7.2 Kgs. washing machine has been designed taking into consideration the aspirational as

well as functional needs of Indian consumer. The new Semi automatic machine launched has

international looks and elegance.

STRENGTH

The most reputed brand in Indian market in term of technology.

Good dealer network and dealers recommendation has a major role in boost of sales.

Brand is Available in vast range all across with best combination of price & technology.

WEAKNESS

Prices of product are high end & Poor perception of service quality.

Tough competition from other brand in market with price constrain.

V.I.M.

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ONIDA

Mr.G.L.Mirchandani and Mr.Vijay Mansukhani started Onida in 1981 in Mumbai. In 1982,

Onida started assembling television sets at their factory in Andheri, Mumbai. Superior

products and the combination of a distinctive voice, a cutting-edge advertising strategy, and

purposeful marketing ensured that Onida became a household name. Over the years, Onida

has strengthened its reputation for the intelligent and pioneering application of technologies.

Onida today enjoys a strong equity among consumers making it one of the leading brands in

India. Our constant endeavor to introduce products of substance that offer the very best in

technology and the finest design have made Onida a leading player in the electronics and

entertainment business today.

Onida has recently made a foray in other household appliances including air-conditioners,

washing machines, DVDs, Plasma & LCD televisions and home theatre systems.

Onida has a network of 33 branch offices, 208 Customer Relation Centers and 41 depots

spread across India. MIRC Electronics shares are listed on the National and Mumbai Stock

Exchanges. The company enjoyed a market capitalization of Rs.301.46 Cr. as on 31st March

2005. The transition of Onida from a family-owned business to a professionally managed

company has largely been made possible by the vision of the Chairman & Managing

Director, Mr.G.L.Mirchandani.

STRENGTH

Old market presence is helping boost the distributional channel & after sales network.

Strong in technology based product is the symbol of brand image.

The market share is good enough, presence in top 5 brands in consumer electronics.

WEAKNESS

Limited range in the Home Appliances range of products.

Availability of brand is mostly limited to urban market.

Not perceived as an exciting brand & having Low prestige / status association

V.I.M.

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PHILIPS

Philips started operations in India at Kolkata (Calcutta) in 1930. Established as Philips

Electrical Co. (India) Pvt Ltd , the company comprised a staff of 75 and was a sales outlet for

Philips lamps imported from overseas. Philips in India is part of Royal Philips Electronics. As

one of the nation's most well-known and well-loved brands, Philips is a part of practically

every Indian's life. Philips products find a use in virtually every aspect of daily life - at home,

at work and on the move. Today, Philips stands as a source of reliable and innovative

products that enhance the quality of consumers' professional and personal lives.

Philips continuously explores new ways to improve products and to offer innovative products

to its consumers. That s why Philips has created a program through which we will reach

higher and higher quality levels in all products and services. In fact, this quality improvement

program affects all our employees and all our processes, in every country, division or

department, encompassing everyone from Board of Management-level to the shop floor.

BBEESSTT

-- BBUUSSIINNEESSSS EEXXCCEELLLLEENNCCEE TTHHRROOUUGGHH SSPPEEEEDD AANNDD TTEEAAMMWWOORRKK

The BEST program is Philips chosen path to achieve business excellence. It describes a set

of methods and tools by which we continuously improve our efforts. Previous successful

initiatives are incorporated in the program to make sure we learn as much as possible from

our successes in the past.

STRENGTH

Brand name known for quality is having a strong presence in the mind of customers.

Philips products are combination of price & technology, having good enough range of

product to offer.

Strong sales network & Philips arena - chain out let bring the complete range of product in

market

WEAKNESS

The brand is Limited to consumer electronics goods only.

Not having presence in the top 5 brands.

V.I.M.

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SAMSUNG

Samsung India is the hub for Samsung s South West Asia Regional operations. The South

West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka,

Bangladesh, Maldives and Bhutan besides India. Samsung India which commenced its

operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just

a decade of operations in the country.

From being a virtually unknown entity in the Year 1995, brand Samsung today enjoys an

awareness of over 95% and a positive opinion of around 80% in the country today (source:

BAS 2004). Sports Marketing and Entertainment Marketing have been the key elements of

the Company s Brand Marketing Strategy. Samsung has very successfully leveraged its

association with Cricket and Cinema in the form of Team Samsung and Samsung IIFA

Award . Samsung India sponsored the high profile Samsung Cup Indo-Pak Cricket Series in

the Year 2004. Team Samsung or Samsung s team of celebrity cricketers endorsing

Samsung products has been successfully used to create more awareness for Samsung

products.

To display Samsung products in a more lifestyle ambience and to communicate the product

benefits in a more interactive manner, Samsung India has set up a widespread network of

Samsung Digital Worlds, Digital Homes and Digital Plazas all over the country.

The Samsung Brand shop network complements the over 8500 retail points for Samsung

products located across the length and breadth of the country.

STRENGTH

Good combination of Technology & price is brand next image in the mind of customer.

Brand is having Strong hold in market. The brand is having Presence in top 5 brands of

market.

The Availability of brand in the market is good, with wide range across all products.

WEAKNESS

After sales service network is to be improved, so as to bring the satisfaction level in

customer.

The brand is having Very few exclusive Samsung plazas in semi urban area.

Perceived as an expensive brand & Poor perception of service quality

V.I.M.

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SONY

One of the most recognized brand names in the world

Sony Corporation was founded in 1946, and since then has grown to become one of the most

reputed brands in the history of the modern world. Throughout the world today Sony stands

for innovation, state of the art technology and superior quality. Leading into the next

generation, Sony s vision is to offer people exciting new products and new lifestyles.

Presence across India

Since its inception, Sony India has its footprint across all major towns and cities in the

country through a distribution network comprising over 4500 dealers & distributors,170 Sony

World and Sony Exclusive outlets and 17 direct branch locations.

Visible face of Sony

A world class shopping experience is provided to discerning consumers through the

company s chain of exclusive stores

Sony Worlds. Contemporary, techno-led, sleek

interiors, aesthetic display, ease of browsing, customer-friendly & informed sales persons are

the hallmarks of Sony Worlds across India.

Service excellence

Sony India also has a strong service presence across the country with 19 company owned and

151 authorized service centers.

STRENGTH

One of the Most recognized brand names in the world.

Quality is the next term for the brand, having high end technology in the entire product range.

The brands exclusive showroom and service point bring the customer satisfaction

WEAKNESS

High cost of product, Limited offers & scheme

Not having good market share, thus not in the top 5 brands of the market.

V.I.M.

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WHIRLPOOL

Whirlpool, is the single largest home appliances company in the world, has a unique story.

The Whirlpool Corporation celebrates its 90th anniversary this year. India was identified as a

growth market in the late 80 s. The Whirlpool Corporation entered into a joint venture

agreement with the TVS group to produce automatic washers at a plant set up in Pondicherry.

A modest beginning was made to establish the Whirlpool brand in India. In 1995 the

Whirlpool Corporation acquired Kelvinator of India Limited and entered into the refrigerator

market.

The Whirlpool brand went from having no awareness to claim an awareness of up to 85% and

a market share of 25%. Whirlpool has the distinction of being the most preferred brand in the

washing machine category with market leadership in the segment it pioneered worldwide

the automatic washing machine. In less than three years, the Whirlpool brand had become a

household name and has today emerged as a leader in the domestic home appliances market.

Vision & mission

Our all-pervasive vision of Every Home... Everywhere, with Pride, Passion and Performance

rests on the pillars of Innovation, Operational Excellence, a customer-centric approach and

diversified talent. These are embedded in our business goals and strategy, processes and

culture.

STRENGTH

Largest home appliances company in the world

With good product presence in market is help giving boost to sales.

Quality & price combination help in make brand image in mind of customer.

Very high top of Mind recall and consideration for purchase & High ad recall

WEAKNESS

Only presence in the home appliances

Brand is Limited to the major market places of cities only.

After sales service network remains not updated.

Poor perception of service quality & as an expensive brand

V.I.M.

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V.I.M.

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Proposed Title of the Study

Broad Overview of the Study

Objective

To Map Brand Performance & Strategies of Videocon Brand vis-à-vis Competition for

Colour Television, Refrigerators & Washing Machine

In this study our emphasis will be on mapping Videocon Brand vis-à-vis Competition Brand

performance in the market places of Aurangabad - Jalana & Pune - Ahmednagar city in

following way.

Availability of the brands in the market.

The range of models available in the shelf s of the store.

Ranking the percent share of the brands in the segment.

Dealer s feedback on the market trend of the brands performance.

Knowing the customer buying aspect from the dealer s point of view.

To Asses the current market potential of Videocon Television, Refrigerator &

Washing Machine.

To study the marketing strategy & trend of consumer electronics & home appliances

To determine the market share of Television, Refrigerator & Washing Machine.

To study the availability of product in market & ranking them according to sales

V.I.M.

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Research methodology

Area of operation

Sample size

The following methodology was adopted for carrying out the project undertaken.

Secondary data was collected from company office by involving in day-to-day

activity, Business magazine & company web site.

Primary data was collected through direct interaction with dealer.

A questionnaire was prepared keeping in view of the objective of the project.

A stratified sampling method will be used for the sample selection.

Sample will of minimum 50 and not more that 100 and will be carried out.

Collected data will be analyzed by help of simple statistical techniques and will be

interpreted in graphical explorations.

The area of operation was carried out in Aurangabad-Jalana & Pune-Ahmednagar city only.

The total number of dealer surveyed is 55. Bifurcation of which according to city is as

follow

Aurangabad Jalna - 20

Pune - Ahmednagar - 35

V.I.M.

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V.I.M.

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Colour Television

Market Availability

16

12 12 11 11 107 7 6

4 4

15

9 8 8 7

12

18

5 4

9

5

0

5

10

15

20

LG

Vid

eoco

n

Akai

Sansu

i

Oth

er

Onid

a

Sam

sung

Hundai

TC

L

Phili

ps

Haie

r

Brand s

Per

cen

t S

har

e o

f B

ran

d

Conv in % Flat in %

Above graph is for the market availability of the product (in percentage).out of the total no of

model available in store, the percent share of each brand is shown above. The x-axis shows

the brand s line in store and the y-axis shows the percent share of brand (in percentage).

Above graph has two parts i.e. conventional model & flat models available in store.

Top leading brand in conventional is L.G with 16% of share followed by the Videocon &

Akai with 12% share each. The conventional is the declining stage of the technology by the

flat ctv. But still the old players in industry are hanging with the conventional CTV. Where as

the multinationals are reducing the CTV market share. Sony has 0% share in conventional

CTV.

In flat CTV segment Samsung is dominating others by leading the chart by 18% availability.

LG, Onida are making strong presence in second row by having 15% & 12% respectively

shared. Videocon has left much behind in the flat segment.

V.I.M.

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Average NO.of Models Available at Store for Respective Brand's.

2

3

1

2

2

1

1

2

2

0

1

0

1

1

1

0

1

0

0

0

4

2

3

4

3

4

5

2

3

4

3

2

1

1

2

1

1

3

0

0

1

2

0

0

0

0

0

1

0

0

1

1

1

1

1

0 1 2 3 4 5 6

LG

Videocon

Akai

Sansui

Other

Onida

Samsung

Hundai

TCL

Philips

Haier

Other

29"F

21"F

29"c

21"c

Above graph is for the average No. of model available in market for each brand. Out of the

total no of model available in store, the presence of each brand is shown above. The y-axis

shows the brand s line in store and the x-axis shows the No. of model in store. Above graph

has been divided in five parts i.e. 21 conventional, 29 conventional, 21 flat, 29 flat &

others.

21 conventional Videocon is the leading by Average 3 model / store presence followed by

the LG & OTHERS.29

conventional

Very few models are available in this segment by

Videocon group companies. 21 flat

market leader is 21 flat dominating all others so as all

companies are targeting the same by making available large no of models. Samsung is

leading with 5 models, followed by 4 models each of Phillips, Onida, Samsung, and LG. 29

flat

Samsung is ahead with 3 models, followed by Haier, Sansui & LG with 2 models.

Others very rare models are available & consistency is not found.

V.I.M.

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Buying Aspects

21

33

17

82

14

5

05

101520253035

PR

ICE

FE

AT

UR

E

BR

AN

DN

AM

E

OF

FE

RS

CH

EM

E

PR

OD

UC

TQ

UA

LIT

Y

WA

RE

NT

Y

AF

TE

RS

ALE

S

The above graph shows the buying behavior of customer accordingly. The y-axis shows the

% of customers buying aspect and the x-axis shows the factor of rating. The above graph

clearly shows the market trend is toward the combination of features & price followed by the

brand name. Thus the brands have to expand technology and minimize cost to lead the

market. The graph shows that the customer buying aspect is less toward the offer scheme,

after sales, product quality. Thus we can say that the most of the brand are now more or less

equal on t he ground of these factor so as the customer are not in the mind of the looking at

these factors

V.I.M.

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Flat CTV Market Share

LG 33%

ONIDA 11%

SANSUI 7%

PHILIPS 7%

VIDEOCON 7%

AKAI 2%

Other7%

SAMSUNG 26%

The above pie chart reflects the market situation for the Flat CTV category. With one third

market capture, LG is leading much ahead followed by the Samsung with 26%. Onida stands

third in the market with 11% share. Videocon is sharing 4th place wit Sansui, Philips with 7%

share. Akai is not the good market share of just 2%. The others include in others category are

Sony, Hyundai, TCL, Sharp and Haier. The gap between the LG and the Samsung is

competitive where as the Onida, Sansui, Akai, Videocon has to give the tough fight.

To gain the leadership possession.

V.I.M.

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Conventional CTV Market Share

LG 29%

VIDEOCON 14%SANSUI

10%

PHILIPS 8%

SAMSUNG 7%

AKAI 5%

Other15%

ONIDA 12%

The above pie chart reflects the market situation for the Conventional CTV category. With

29% market is captured by LG, followed by the Videocon with 14%. Onida stands third in

the market

with 12% share. Sansui, Philips, Samsung, Akai, are the brand followed latter with 10%, 8%,

7%, and 5% respectively. Others in this category include IGO, TCL, BPL, Sharp, and Haier.

The flat CTV technology has made the conventional market bit declining in over all market

shares. The gap between the Lg & Videocon is too to fill in short time. The leader still

remains the Videocon group (Videocon + Sansui + Akai) equal to the LG.

V.I.M.

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V.I.M.

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Market Availability of Product

05

10152025

3035

LG

WH

IRLP

OO

L

GO

DR

EJ

SA

MS

UN

G

VID

EO

CO

N

OT

HE

R

ELE

CT

RO

LUX

BRAND

% S

CO

RE

DC REF FF REF

REFRIGERATOR

Above graph is for the Market Availability of the Product (in percentage).out of the total no

of model available in store, the percent share of each brand is shown above. The x-axis shows

the Brand s line in store and the y-axis shows the Percent Share of Brand (In Percentage).

Above graph has two parts i.e. Direct Cool (DC) & Frost Free (FF) models available in store.

Top leading brand in Direct Cool (DC) is L.G with 25% of share followed by the Samsung &

Whirlpool with 17% & 15% share respectively.

In Frost Free (FF) segment L.G is dominating others by leading the chart by 28% availability.

Samsung & Whirlpool are making strong presence in second row by having 24% & 18%

respectively shared. Videocon has been left much behind in the Frost Free (FF) segment.

V.I.M.

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Average No. of Model Available in Market 6

5

34

23

1

43

54

12

001234567

LG

WH

IRL

PO

OL

GO

DR

EJ

SA

MS

UN

G

VID

EO

CO

N

OT

HE

R

EL

EC

TR

OL

UX

Brands

No

of M

odel

A

vaila

ble

in S

tore

DC REF FF REF

Above graph is for the Average No. of Model Available in Market for each brand. Out of the

total No of Model Available in Store, the presence of each brand is shown above. The x-axis

shows the brand s line in store and the y-axis shows the No. of model in store. Above graph

has been divided in two parts i.e. Direct Cool (DC) & Frost Free (FF)

Direct Cool (DC)

LG is the leading by Average 6 model / store presence followed by the

Whirlpool & Samsung with 5 & 4 models respectively.

Frost Free (FF) Goderej is the leader in the frost free segment with 5 models/ store followed

by Samsung & LG are sharing the second row by 4 models / store.

V.I.M.

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Customer Buying Aspects

0

5

10

15

20

25

30

PR

ICE

FE

AT

UR

E

BR

AN

DN

AM

E

OF

FE

RS

CH

EM

E

PR

OD

UC

TQ

UA

LIT

Y

WA

RE

NT

Y

AF

TE

RS

ALE

S

% O

f C

usto

mer

s B

uyin

g A

spec

t

The y-axis shows the % Of Customers Buying Aspect and the x-axis shows the Factor of

Rating. The above graph clearly shows the market trend is toward the combination of features

& price followed by the brand name. Thus the brands have to expand technology and

minimize cost to lead the market. The graph shows that the customer buying aspect is less

toward the offer scheme, after sales, product quality. Thus we can say that the most of the

brand are now more or less equal on t he ground of these factor so as the customer are not in

the mind of the looking at these factors

V.I.M.

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Direct Cool (DC)Market Share LG

29%

WHIRLPOOL25%

SAMSUNG14%

VIDEOCON 8%

OTHER5%

GODREJ 14%

ELECTROLUX 5%

The above pie chart reflects the market situation for the Direct Cool (DC) category. With

29% market share LG is leading much ahead followed by the whirlpool with 25%. Goderej &

Samsung stands third in the market with 14% share. Videocon is sharing 4th place with 8%

share. The direct cool market has the two big players as LG & Whirlpool. Sharing approx

50% Market Share of DC. Samsung & Goderej have the equal market share of 14%.

Videocon brand group is left far behind in this.

V.I.M.

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Frost Free (FF)Market Share

WHIRLPOOL 21%

SAMSUNG21%

VIDEOCON4%

LG34%

GODREJ10%

OTHER5%

ELECTROLUx5%

The above pie chart reflects the market situation for the Frost Free (FF) category. With 34%

market share LG is leading much ahead followed by the whirlpool & Samsung with 21%.

Goderej stands third in the market with 10% share. Videocon is sharing with 4% share. The

LG and Whirlpool capture 50% of market in the approx ratio of 3:2. Whirlpool and the

Samsung are also equal in term of the market share. Thus the major part is captured by the

LG, Whirlpool, and Samsung. Remaining one fourth markets is left for others. In that area

godrej, Videocon, Electrolux are the player with other as Haier, BPL, Voltas.

V.I.M.

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Market Avalibility of WM in Market

2419 18 17

9 85

0

2217

13 15

8 74

14

0

5

10

15

20

25

30

LG

WH

IRLP

OO

L

VID

EO

CO

N

SA

MS

UN

G

ELE

CT

RO

LUX

OT

HE

R

ON

IDA

IFB

BRANDS

Sha

re o

f Bra

nd

(In

Per

cent

age)

.

Semi-Automatic Fully Automatic

Washing Machine

Above graph is for the Market Availability of the Product (In Percentage).out of the total no of

model available in store, the percent share of each brand is shown above. The x-axis shows the

brand s line in store and the y-axis shows the percent share of brand (in percentage). Above graph

has two parts i.e. Semi-Automatic (SA) & Fully Automatic (FA) models available in store.

Top leading brand in Semi-Automatic (SA) is L.G with 24% of share followed by the Whirlpool

Videocon & Samsung with 19%, 18% & 17% share respectively.

In Fully Automatic (FA) segment L.G is dominating others & the leading the chart by 22% availability. Whirlpool & Samsung are making strong presence in second row by having 17% & 15% respectively. Videocon has been behind in Fully Automatic (FA) to 4th place by 13% share.

V.I.M.

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Average No. of Washing Machine at Store

2

3

2

1

2 2

0 0

1

2

1 1

0

1 1 1

0

1

2

3

4

LG

WH

IRLP

OO

L

VID

EO

CO

N

SA

MS

UN

G

ELE

CT

RO

LUX

OT

HE

R

ON

IDA

IFB

Brand s

No.

of m

odel

in s

tore

Semi-Automatic Fully Automatic

Above graph is for the average No. of model available in market for each brand. Out of the total

no of model available in store, the presence of each brand is shown above. The x-axis shows the

Brand s line in store and the y-axis shows the No. of model in store. Above graph has been

divided in two parts i.e. Semi-Automatic (SA) & Fully Automatic (FA)

Semi-Automatic (SA)

whirlpool is the leading by Average 3 model / store presence followed

by the LG, Videocon & Electrolux with 2 models / store each.

Fully Automatic (FA)

whirlpool is the leading by Average 2 model / store presence followed

by the LG, Videocon & Samsung with 1models / store each.

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BUYING ASPECT

15

24

18

107

10

15

0

5

10

15

20

25

30

PR

ICE

FE

AT

UR

E

BR

AN

DN

AM

E

OF

FE

RS

CH

EM

E

PR

OD

UC

TQ

UA

LIT

Y

WA

RE

NT

Y

AF

TE

RS

ALE

S

BRANDs

% S

CO

RE

The y-axis shows the % of customers buying aspect and the x-axis shows the factor of rating.

The above graph clearly shows the market trend is toward the combination of features, price

& brand name followed by the price & after sales. Thus the brands have to expand

technology and advertisement to lead the market. The graph shows that the customer buying

aspect is less toward the offer scheme, after sales, product quality. Thus we can say that the

most of the brand are now more or less equal on t he ground of these factor so as the

customer are not in the mind of the looking at these factors.

V.I.M.

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Semi-Automatic (SA)Market Share

OTHER9%

ELECTROLUX 3%

WHIRLPOOL15%

VIDEOCON18% SAMSUNG

21%

LG 34%

The above pie chart reflects the market situation for the Semi-Automatic (SA) category.

With 34% market share LG is leading much ahead followed by the Samsung with 21%,

Videocon & whirlpool stands in a row with the market share of 18% & 15%. Others include

the kenstar, Onida, etc. approx 50% of the market is captured by the LG &Samsung in 3:2

ratios. The Videocon is the close to the market share of the Samsung. Whirlpool is on of the

emerging brand and maintaining the good market share.

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Fully-Automatic (FA) Market Share

WHIRLPOOL 16%

OTHER9%

SAMSUNG17%

LG31%

ELECTROLUX6%

VIDEOCON7%

IFB14%

The above pie chart reflects the market situation for the Fully-Automatic (FA) category. With

31% market share LG is leading much ahead followed by the Samsung with 17%, whirlpool

& IFB stands in a row with the market share of 16% & 14%. Videocon share is of 7%,

market share. The Electrolux and others category compress the remaining part. The IFB,

Whirlpool, Samsung are the more or less having the same market share. LG and Samsung

share 50 % market in approx ratio of 3:2.

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Conclusion

CTV

o Shift from CTV (Conventional) to CTV (Flat) is the major contributor for TV demand

o Superior technologies and exchange offers reducing average holding period of CTV,

thus increasing repeat demand

o Consumers moving towards flatter displays

o Increasing preference for larger screens

o 21 flat CTV is the most demanded range followed by the 29 flat.

o Increasing preference for LCD / Plasmas, but still the growth space for Flat TV is

high.

o The market trend is toward the combination of features & price.

WASHING MACHINE

o First time purchase is the major contributor for Washing Machine.

o However, repeat buyers upgrading to FA emerging as a sizeable segment.

o FA segment is fast growing. However, SA & FA have similar value share.

o Higher capacities ruling the branch in SA segment with 6kg and above segment

contributing to 90%+.

o SA is ahead of FA in terms of Demand, Market Availability & Sales.

o The market trend is toward the combination of features & price followed by brand

name

REFRIGERATOR

o First time purchase still the major contributor for Refrigerator

o Average holding period of refrigerators not reducing as dramatically as CTV

o 170 180 L segment still contributes more than half the market for refrigerators

o However, FF refrigerators making fast inroads into consumer mind-space

o The market trend is toward the combination of features & price.

o Customer buying aspect is less toward the offer scheme, after sales.

o Availability of Frost Free (FF) Refrigerator is more than the Direct Cool (DC).

o Demand & sale of Frost Free (FF) Refrigerator is increasing.

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Findings

Dealer Influenced market

o Dealer recommendation crucial

o Price/ margins may play a major role

Prime Brand market - Strong end-customer pull, Forces dealer to stock and sell brands

independent of his own preferences

The brand whose relation in the market with the dealers are not sound or the dealers

satisfaction is not with the brand, the brand suffers in terms of dealers

recommendation to customers and market availability i.e. shelf space in the

showroom.

No exclusive showroom in market for Videocon brand to display complete range of

product. Thus the range of Videocon product is not available to see, choose &

purchase.

Lack of dealer in the central market place of the city. I.e. the Videocon brand is not

available in the central market of the city e.g. In Aurangabad city the Videocon range

is not available in the complete central market i.e. (Tilak Path

Shahagange

Nirala

Bazaar - Cannought) having only presence in the next shop on the highway.

Presence of brand in the reputed store of market such as Plug In shops, Maharashtra

Electricals, Dass Electricals - Pune, Watchland, Nariman

Aurangabad is negligible.

Gives the wrong message in to the customers.

Quality and technology should be improved to bring customer satisfaction .

quoted by most of the dealers.

90% of the customer change there brand on dealer recommendation and advice

quoted by the most of respondents (shop owners and the sales staff).

Shelf space or the space in the showroom to Videocon brand is not available.

There is ample space for the growth of the Videocon brand.

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Limitation

Market area of survey is of two different sales areas.

The combination of city is also of urban and semi urban are giving mixed opinion.

A time constraint in term of market survey was also there.

The various Respondent terminating their participation in providing data in some question.

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Recommendations

Distribution channel should be improved so as the flow of the goods in market will be

good i.e. the demand for the goods will be created by the availability of the products.

Dealer should be appointed & sound relation should be maintained with dealers.

Continuous scheme and offers should be launched to dealers.

The sales person in the shops must go under training program. This will update the

knowledge of the sales team at the store with respect to technology, brand & pricing.

The training must held at least every quarter of year by the company professionals.

The brand must arrange a complete product line at a store, so as to pull attention of

the customer.

The Advertising and sales promotion should be made at store. i.e. the walk in

customer will have the up date to the scheme, offers, technology, pricing & Brand

knowledge.

Specialty showroom for Videocon product should be made available as of Sony,

Samsung, LG, Goderej, and Philips etc. this not only brings the range of the product

at the market but also give a personal touch in term of

o Advice and the product specification knowledge in terms of usages of

customer and requirement by the company trained sales staff.

o Assurance of quality, price & after sales service.

o Technical knowledge and guidance to the customer.

Price of the product should be updated with the market changes.

Participation in expo, exhibition, and fun fare should be boosted to reach to the

customers directly and launch scheme and offer to the customer.

Test new campaigns, schemes, POPS and displays for desired response

Feedback on new models from intending customers before full scale launch

Conduct field trials of all new models

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Bibliography

Research Methodology, Methods and techniques

C R Kothari

Market Research (G. C. Berry)

Marketing management (Philip kotler)

Videocon manuals

Videocon Website

www.videoconworld.com

www.videoconindustries.com

Competitors Website:

www.lge.com

www.sonyindia.com

www.onida.com

www.godrej.com

www.haier.com

www.samsung.com

www.whirlpool.com

www.akai.com

www.electrolux.com

www.ifbappliances.com

www.philipsindia.com

http://www.videoconworld.com

http://www.videoconindustries.com

http://www.lge.com

http://www.sonyindia.com

http://www.onida.com

http://www.godrej.com

http://www.haier.com

http://www.samsung.com

http://www.whirlpool.com

http://www.electrolux.com

http://www.ifbappliances.com

http://www.philipsindia.com

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Questionnaire

SHOW ROOM NAME : __________________________________________ ADDRESS : __________________________________________

__________________________________________ ____________________________PH: ___________

BRIEF NOTE ON SHOW ROOM / SHOP : ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

REFREGERATOR

NO.OF BRANDS & NO.OF MODELS

BRAND DIRECT COOL FORST FREE BRAND DIRECT COOL FORST FREE

Videocon Electrolux

Samsung Godrej

Whirlpool Siemens

LG IFB

Onida Haier

CUSTOMER BUYING ASPECTS

Aspect Very Important Important Less Important

Not Important

Price

Features

Brand Name

Offer / Schemes

Product Quality

Warranty

After-Sales

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DIRECT COOL:

MOST SELLING PRODUCT

1) __________________________

1 2 3

MODEL

NO:

MRP:

MOP:

USP:

2) __________________________

1 2 3

MODEL NO:

MRP:

MOP:

USP:

FROST FREE:


1) __________________________

1 2 3

MODEL NO:

MRP:

MOP:

USP:

2) __________________________

1 2 3

MODEL NO:

MRP:

MOP:

USP:

SCHEME & OFFER: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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WASHING MACHINE

NO OF BRANDS & NO OF MODELS AVILABLE AT STORE

BRAND SEM -AUTOMATIC

FULLY -

AUTOMATIC BRAND SEM -

AUTOMATIC

FULLY -

AUTOMATIC Videocon Electrolux Samsung Godrej Whirlpool Siemens

LG IFB Onida Haier


Aspect Very Important Important Less Important Not Important

Price

Features

Brand Name

Offer / Schemes

Product Quality

Warranty

After-Sales

SEMI - AUTOMATIC:


1) __________________________

1 2 3

MODEL NO:

MRP:

MOP:

USP:

2) __________________________

1 2 3

MODEL NO:

MRP:

MOP:

USP:

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FULLY - AUTOMATIC:


1) __________________________

1 2

MODEL

NO:

MRP:

MOP:

USP:

2) __________________________

1 2

MODEL NO:

MRP:

MOP:

USP:

SCHEME & OFFER: ____________________________________________________________________________________

TELEVISION

NO OF BRANDS & NO OF MODELS AVILABLE AT STORE

BRAND Philips

Samsung

Onida

Hyundai

LG Videocon

Sony

Sansui

TCL

Akai

Haier14 C

21 C

29 C

21 F

29 F

OTHER


Aspect Very Important Important Less Important

Not Important

Price

Features

Brand Name

Offer / Schemes

Product Quality

Warranty

After-Sales

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CONVENTIONAL CTV:


1) __________________________

1 2 3

MODEL

NO:

MRP:

MOP:

USP:

2) __________________________

1 2 3

MODEL NO:

MRP:

MOP:

USP:

FLAT CTV:

MOST SELLING PRODUCT 1) __________________________

1 2 3

MODEL NO:

MRP:

MOP:

USP:

2) __________________________

1 2 3

MODEL NO:

MRP:

MOP:

USP:

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The visited Showrooms Photos Shows the Display Arrangement and the Product Presence in the Market

Place.

V.I.M.

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