videocon - final

VIDEOCONPresented By:

Amolika Khonde (M-09-24)Nanda Kotwal (M-09-25)

Amruta Pedlikar (M-09-39)Purvi Shah (M-09-46)

Vardhini Vishwanath (M-09-57)

www.themegallery.com

Flow of Presentation• Introduction

• Change in Brand Identity

• Multi Branding Strategy

• Diversification

• Vertical Integration

• Future Strategies


Vision & Mission• “Videocon’s vision is to pioneer truly converged

experiences for Indian consumers.”

• Videocon’s mission expression has been crafted to envelope both extant and emerging realities:

• “To delight and deliver beyond expectation through ingenious strategy, intrepid entrepreneurship, improved technology, innovative products, insightful marketing and inspired thinking about the future.”


About Videocon

• Videocon founded in 1985, is one of India's youngest companies to touch a turnover of Rs 50 billion.

• Founder - Late Nandlal Madhavlal Dhoot • Sons envisioned Videocon International Ltd.• Current CEO & Vice Chairman: K. R. KIM• Competitors:-Whirlpool, LG, Samsung & other giants • Largest manufacturers of Colour Picture Tubes and

Glass shells forming the backbone of many Colour Television manufacturers around the world.

http://images.google.co.in/imgres?imgurl=http://www.videoconworld.com/site-images/about/values-philosophy/nld.jpg&imgrefurl=http://www.videoconworld.com/about/corporate-profile/values-philosophy/index.php&h=115&w=99&sz=3&hl=en&start=1&tbnid=F_f7AxDKsJVPqM:&tbnh=87&tbnw=75&prev=/images?q=NANDLAL+MADHAVLAL+DHOOT&gbv=2&svnum=10&hl=en&sa=G


A New Brand Identity & Logo

• Videocon Group recently underwent a brand identity change

• The brand has shed its solid steel ‘V’ for a more fluid, lava like ‘V’, coupled with a new proposition – ‘Experience change’.


• 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


• The new identity and logo is based on the consumer-centric approach of the brand and its positioning to be closer to the consumers heart - both in terms of its values and philosophies, as well as its servicing aspects

• The brand make-over is aimed at Youth-minded consumers who have a new global mind-set. The Videocon logo is the heart of the new brand identity

• Also, the colour green is symbolic to the company's ecology drive

• Videocon Group is determined to bring about a change in all its communications both internally as well externally


• Strong marketing initiatives with hi-biltz promotional campaigns across all the media i.e. print, electronic and radio plus various BTL & on ground activities, marketing collaterals, visual merchandising etc. have been designed to launch the new identity

• Internally, also the focus is on further developing latest technology products with thrust on quality and innovation, improved service penetration and increased employee morale


The thought that has gone behind building the brand:

Who? - Youth-minded consumers who have a new global mind-set.

What? - A brand that find newer and better ways to inspire their consumers.

Why? - brand that forms an emotional connection with the consumer


Multi-Branding Strategy

• The group talks multi-brand and multi-price. It has consciously adopted a multi-brand strategy -- besides its own brand, Videocon, it markets the Sansui, Toshiba and Akai brands. And you can expect some more names to be added to its brand wagon in the future

• It is planning to play serious ball at the low end of the market by tying up with a Chinese CTV manufacturer -- the name is still under wraps -- in order to offer prices of around Rs 6,000

• This tack is also meant to combat another Chinese brand, Konka, which is targeting the Indian market with really low-priced CTV models


• The Videocon group foresees quantum growth in the lower end of the electronics market in India. "B and C class towns contribute 60 per cent of the company's revenues

• With the metro markets getting saturated, it is the B and C towns and rural areas that offer the greatest scope for expansion


• They are marketing their products keeping in mind the lifestyle requirements of Indians and the income constraints

• However, the company is not willing to dip too low on prices (and features) and play the volumes game alone. Therefore, it is also pushing at the upper end of the colour TV spectrum with prices that are competitive in those segments. A new line of large screen and flat screen CTVs are planned in screen sizes of 21, 25 and 29 inches with top-of-the line features like Nicam stereo, timer, automatic settings, organiser and headphones


The Diversification Strategy

The consumer durables game is getting cut throat, and oil, power, telecom and Retail offer more growth prospects


Oil & Gas Sector• Foray in Oil and Gas :

– The single most important commodity that hold a key position for growth of every economy

– India hold’s the sixth spot and requirement to grow at double the current level to fuel the need.

– The group extracts oil from the Ravva oilfield, off the coast of Andhra Pradesh, which has reserves of over 250 million barrels and produces 50,000 barrels of oil per day

– Beyond borders, Videocon is displaying considerable entrepreneurial flair by becoming active in bagging exploration and production in countries like Oman, Australia and the Timor Sea near Indonesia

– Videocon Petroleum, the group’s cash cow which contributes more than 50 per cent to the group’s profits, is expected to make some major announcements in the oil and gas business.


Telecom Sector

Entry in the telecomm sector– Videocon mobile communications commenced

its GSM services from March 27,2010 in Tamilnadu and has a Pan India license

– Vinodh Dhoot, the chairman and managing director of the videocon group, company expects 3 rd position in the Indian telecom sector by 3 years

– They will invest a sum of around 140000 cores in three years for setting up infrastructure(3G), and there by reaching 100 million customer base


Retail Sector

• Currently, Videocon owns about 350 retail outlets and has 350 franchise outlets across India. It has three retail brands under its portfolio DIGIworld, NEXT Retail India Ltd and Planet M

• Videocon’s NEXT Retail is a multi-brand and multi-product showroom, Planet M is a music retail & electronic appliance showroom and DIGIworld is the company’s own brand retail business. DIGIworld has a major presence in North India

• Currently, Videocon owns about 350 retail outlets and has 350 franchise outlets across India


Power sector

• Videocon has plans for generating 5,000 MW of power through projects in states like Gujarat, Chhatisgarh, Maharashtra and West Bengal

• Its in process of setting up a 1200 MW coal-based power plant at Pipavav in Gujarat. Construction for the project will begin soon as equipment order has been awarded to BHEL and financial requirement of Rs 6000 crore has also been tied up with banks


• On fuel linkage, the company has acquired a coal mine in Indonesia with capacity of 200 million tonne of coal and has plans to acquire a few more

• They have also acquired land and tied up for fuel for establishing a 1200 MW power plant in Chhattisgarh coal is available in plenty in Chhattisgarh

• 1200 MW power plants in Maharashtra and West Bengal each and has acquired land for the same

• They do not have any plan to enter into capital market seeking to raise resources to finance our projects


Vertical Integration• Videocon to be “Both Competitor And Supplier” in

DTH• “compete as well as collaborate” with other

players• started its direct-to-home (DTH) operations in the

second half of last year under the brand name of Videocon D2H

• balancing the two lines of production —- one for Videocon D2H and another for other companies

• with its in-house production facilities, able to provide the STBs at a cheaper price than the Chinese manufacturers as most players source their STBs from China or Korea and if they get a cost advantage and quality products at home, they will consider the proposition


• Indian operators will not have to pay the five per cent import duty and there would also be reduction in logistics’ costs. Presently, operators procure STBs at an average cost of $35 (Rs 1,600) and they are sold at around $55 (Rs 2,500) per piece

• Around 20 million DTH subscribers in India, expected to go up to 40 million by the end of this year


Future Strategies• Aggressive development is in full swing at the R & D Centres

to bring out state-of-the-art technologies including True Flat, Slim, Extra Slim, Plasma & LCDs, at the earliest

• Cost rationalization processes - are in various stages - including rationalizing factories in Europe, increasing automation and improvement of efficiency in China, accessing flass shells from India for international CPT facilities and a lot more - are in various stages of implementation

• Cost competitiveness and increase in capacity in Polland has opened up big opportunities in the OEM business


• At present they have about 22 Videocon Plaza stores and 7 Digiworld stores. Videocon Plaza offers a complete range of the brand in all segments and Digiworld is a multi-brand outlet. Their aim is to raise the network of these outlets in the coming months. The aim is to open around 100 Digiworld stores in the coming months

• Analysts projecting consumer durable segment to grow by 3 times of GDP thereby estimating growth of around 20% in next year

• In the domestic market consolidation with multiple brands paves the way for an unassailable lead in the market


• In the Oil & Gas business, having all the basic operator capabilities of a prospecting entity, the group is looking to add more explorations and production depth as also oil bearing assets. The group will also get into gas distribution in India significantly

• Plans to enter the insurance sector, a growth area for the Indian economy, talks with three French multinational insurance companies for a possible joint venture

• "One needs content, hardware and entertainment to reach out to people and IPL has all three, so we are naturally interested in it," said Dhoot

Thank You!

videocon - final

Documents

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brand wagon

multibrand strategy

new videocon logo

change videocon

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