videocon international ltd-mba project report prince dudhatra

8/6/2019 Videocon International Ltd-MBA project report prince dudhatra

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PROJECT AT A GLANCE

Name of the unit :- Videocon International Ltd.

Office address :- Auto Cars Compound,

Adalat Road,

Aurangaad 431 005.

Maharshtra, India.

Tel. No. 91-240-2320250

91-240-2336768Fax. No. 91-240-2333740.

Corporate Office :- 171, Mital court,

C wing, 17th Floor,

Nariman Point,

Mumbai 400 021.

Maharashtra, India.Tel. No. 91-22-2873822

91-22-2871798Fax. No. 91-22-2873258

Established year :- 1986-87

Size of the organization:- Large Scale Industry

Form of organization :- Public Limited.

Web Site :- www.videoconinternational.com.

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Name of the sub. co. :- Videocon International Ltd.

Videocon Appliances Ltd.

(Subsidiary of Videocon Int.)Kitchen Appliances Ltd.

Aka India lTd.

Matsushita India Ltd.

Videocon Petrochemicals Ltd.

Number of dealers :- 4DealersRajkot.

Number of Plazas :- 1, (Vishal Enterprise, Rajkot)

No. of service Center :- 3 (Rajkot)

(Videocon Customer)

(Ankur Refrigerator)

(Vinayak Services)

No. of Warehouses :- 1 ( Out of Octroi Limit)

Product line :- Colour TVs.

VCDs & DVDs

Air Conditioners

Washing machines

Refrigerator.

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INDEX

Sr.No.

Particular PageNo

.

1 Introduction. 4

2 History & development. 6

3 Growth of Videocon. 9

4 Promoters and other information. 11

5 Size o unit & type of organization. 14

6 Product of the company. 15

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INTRODUCTION

Marketing is often dynamic, challenging andrewarding. It can also be frustrating and even disappointing.But it is never dull. It is the part of organization where the

rubber meets road- the place where an organizations ideas,

planning and execution are given the avoid test of market

acceptance or rejection.

Marketing job is to convert essential needs intoprofitable opportunities marketing consists of all activities

by which a company adopts itself to its environment

relatively and profitability.

Before few years ago there was no need for marketing

because there was no competition in market and so as

compared to supply of product there was moreadvertisement. So there was no used of marketing the

products.

Marketing is the process of planning, executing, the

competition, pricing, promotion and distribution of ideas,

goods and services to create exchange that satisfy

individuals and organization goals.- According to Philip Kotler

Marketing management includes management of

demand, promotion, price and place mew means distribution

channel management etc. promotion includes advertising,

publicity, sales promotion and personnel selling etc. price

includes strategies of products, place includes management

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of distributions network it s cost, its effectiveness ad

efficiency etc.

In todays era at each and every step any scale ofbusiness needs marketing tools for marketing their business

fresh and smooth as well as under providing business life

cycle. In todays consumers marketing serves as a doctor for

patient.

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HISTORY & DEVELOPMET

Videocon is no. 1 in consumer electronic and homeappliances company in India. The company was started bythe late shree Nandlal Madhavlal Dhoot, a man of ideas, a

man of substances a man of vision who was responsibility

for setting up at string the way to the top with his talents ad

will power.

He first has sugar mill in Maratha wada region in theyear 1955, the sugar crushing business grow but he found

searching for someway to reach out directly to consumer.

Though he took opportunity to establish atAurangabad, the leadership of Bajaj Auto in 1972. by 1980,

he saw a huge changes in the field of electronic in India.

Though a technical tie up Toshiba Corporation of Japan, helaunched Indias first world-class colour Television.

Videocon today, Videocon is a house holds mane

across the nation, Indias no. 1 brand of consumer

electronics and home appliances, trusted by over 50 million

people to improve their quality of life.

Videocons is todays fastest growing. It was started

1986-87 at that time its business was Rs. 60 Cr. And today

it has crossed the amount of Rs. 5000 Cr. Ad with 3

companies.

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The Dhoot Brothers, promoters of Videocon, leads the

success of the company to its surgery of being market

friendly Videocon are amin innovators in the house holdappliances industries, Videocon as notched up many

exciting first, by exploring the worlds most advanced

technologies/ in colour TVs, Videocon was the first Indian

company to introduce picture in-picture, Turbo sound,Surround sound, Larger screen sizes, The full flat square

tube, Bazooka technology and the freedom series affordable

high quality range of colour TVs for the price consciousconsumer. Also it has very recently launched Internet

television for growing children in the growing trend.

The company has invested Rs. 52 crores in molding

shops to meet their entire requirements of cabinets for

television, audio, VCR and tubes. For washing machine, t

has also invested RS. 22 crores in component producingfacilities to make fly back, transformers and turners and

another Rs. 16 crores t make Black & White picture tubes,

Add a glass sheets projects wit G.N.F.C. (Gujarat Narmada

Fertilizers Company) and Videocon will be fully integrated

entertainment electronically groups.

Videocon has invested 400 crores in Banglore in

Applicom India Limited to build up the world-class

refrigerator.

The company is still developing with great speed like

today its turnover is more than Rs. 5000 Cr. Like this the

progress is smoothly going on ad it breaks the old record by

establishing new record.

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Whatever the heart desires, Videocon makes and that iswhy, when you bring home Videocon quality you bring

home happiness for the family.

Videocon group companies have won prestigiousapprovals and certifications from Indian and abroad. These

include the approvals from the VDE testing and

Certification Institute, Germany, the British Standards, TheCE approval form exporting to Europe and the ISO 9002

certification.

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GROWTH OF VIDEOCON COMPANY

We have now entered into the world of 21st century.This new century has put before us many new challenges,which we have to readily accept. It has also created many

innovations, which might have been unimaginable of

unbelievable for people with the changed.

Looking ahead Videocon is Indias largest consumer.

Electronics & home Appliances Company, with increasing

investment in diversified business.

THE GROWTH OFTE COMPANY S AS OLLOWS;

Production of colour & lack & white TV.

Setting of Aurangabad plan &production of washing

machine.

Production of Adios Products.

Production of VCR, VCP, electronic motors. Production of electronic turners blasting moldings,

electorate capacitor B/W picture tubs & Air

conditioners.

Production of refrigerator & Play back Transforms.

Setting up of Videocon Narmada Glass (VNG)

world leader in Glass shell Technology Having

initially successfully established its 20V, 19V and13V CTV Glass parts, VNG has now developed the

20V 2-R the latest models.

Production of mixtures. Water purifier and fans.

It has just launched is disk washers model VA1200

for cleaning of utensils and dishes.

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Introduction of new technology and double window

dynamic wide.

Internet Television

Videocon Petroleum Ltd. The flame of self-reliance.

The biggest advertisement event of the year is

coming to India & Videocon has become the official

co-sponsor of ad-Asia 2003 the conclave that being

together the most brilliant minds in the field ofmarketing & advertising.

It had launched 20 new products in last Diwali.

Videocon group companies won prestigious

approvals and certification from India and abroad.

This includes the approvals fro the VDE testing and

certification institute, Germany, the British

standards, the C.E. approaches for exporting toEurope and the ISO 9002 certification.

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PROMOTERS AND OTHER INFORMATIONS

Promoters :- Late Nandlal M. Dhoot

Shri Venugopal N. Dhoot

Shri Rajkumar N. Dhoot

Shri PradipKumar N. Dhoot

Bankers :- Central Bank of India

Bank of India

Panjab National Bank

Times Bank Limited

Industrial Bank Ltd.

UTI Bankt Ltd.

State Bank of India

Auditors :-Khandelwa Jain & Co.

Charered Accountants,

12-B, Baldoto Bhavan,117, Maharshi Lauve Road,

Opp. Charchgate Railway Station,Mumbai 400 020.

Kadam & Co.

Chartered Accountants,

Ahmednagar College Road,

Kothi near Badve Petrol Pump,

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Regd. Office & Working Division:-Auto Cars Compound,

Adalat Road,Aurangaad 431 005.

Maharshtra, India.

Corporate Office :-171, Mital court, C wing, 17th Floor,

Nariman Point,

Mumbai 400 021.Maharashtra, India.

Delhi Office :-VideoconTower,

Jhandewalan Extn.

New Delhi 110 055.

Major Production Center :-Videocon Production Ltd.,

Aurangabad-Paithan Road,

Village Chitegaon,

Dist. Aurangabad, India.

Tel. 91-2431-51501

Fax. 91-2431-41451.

Videocon International Ltd. :-B/119, Electronic, GIDC,Gandhinagar 382 028.

Gujarat, India.

Tel. 91-2712-25647

Fax 91-2712-2119913


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Videocon Appliances LtdVideocon Production Ltd.,

Aurangabad-Paithan Road,Village Chitegaon,

Dist. Aurangabad, India.

Tel. 91-240-331462Fax 91-2431-41482

Videocon Narmda Electronics Ltd.Village Chavaj Tal,Dist. Bharuch, Gujarat, India.

Tel. 91-2642-33186Fax 91-2642-41965

Videocon VCR LtdAurangabad Beed Road, Bhalgaon,

Dist. Aurangabad, Maharashtra.India.

Tel. 91-240-2644510

Fax 91-240-2644505.

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SIZE OF UNIT & TYPE OF ORGANIZATION

Size of Unit :-Videocon International Ltd. investment is

more than 20 Corers so we can say that it is large-scale

industry.

Type of Organization :-

Videocon International Ltd. is a Public

Limited Company.

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PRODUCT OF THE COMPANY

The product is the most important converser by whichany firm can prove its efficiency and insertion of quality.Product is a symbol of the business firm. It is center point

around which all the activities of the business i.e.,

marketing, finance, production etc. are woven without a

product noting to sell, nothing to price, and nothing to run

business. Product is an engine of the vehicle of the company

for providing consumer satisfaction.

Videocon is engaged in the production of electronic

and home appliance.

They produce colour Televisions, Internet television,

Washing machine, Refrigerators, Air conditioners, Video

cassette players, Video cassette recorder, B/W television,Audios, Disk washers, Power inverters, Tran chiller, Hi-tech

products as well as no frost refrigerators.

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INDEX

Sr.No.

Particular PageNo

.

1 Introduction. 17

2 Organization Structure. 18

3 Marketing Competitiveness. 19

4 Channel of Distribution. 20

5 Market of Product. 21

6 Market Research. 22

7 Branding & Slogen. 23

8 Marketing Mix. 24

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INTRODUCTION

Marketing is a social and managerial process throughwhich individual and groups can obtain what they need andwant through creating offering and exchanging product of

value with others.-Philip Kotler

Marketing is comprehensive term marketing is a

management function to plan promote and deliver productto the customers. A successful marketing strategy has better

marketing tools by which the firm may overcome existing

competition. We have to be strong either on one front as all

other fronts, which create a demand for our products. At anytime there may be no advertisement adequate and marketing

management must find ways to deal with marketing

different demand status.

Videocon International Ltd. has a marketing

department branches in several cities like, Rajkot,

Ahmedabad, Baroda and Mumbai etc. all marketing

decisions are taken from these branches.

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ORGANISATION CHART OF MARKETINGDEPAARTMENT

The main aim of marketing department is to translate

consumers demand in to physical product or service. It

helps whole organization. It knows demand of consumers

through marketing channels. The organization of marketing

department is depended on structure of marketing

department.

The marketing department of Videocon is in Mumbai& branches of marketing department are distributed I

several cities.

Te organization chart of marketing department of

Videocon as follows;

President

VP VP VP VP

Sales Marketing Sales Production

CE HA

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MARKETING COMPETITIVENESS

Videocon today is a household name across he nation.Indias No.1 brand of colour TVs, audio system, VCR/VCP,Washing machine, refrigerator and air conditioners.

Videocon is having so many competitors in the field of

each product. The competitors like Sony, BPL, LG, Aiwa,

Onida and Samsung.

I have noted from my survey that Videocon is better

than other companies than consumers demand more than

other companys product.

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CHANNEL OF DISTRIBUTION

With the competition of production the next problemfaced by the producer is to sell the goods to targetedconsumers. There are always links between producers and

consumers. The way through which the goods fallow from

producers to consumers is called channel of distribution.

Marketing channels are sets of interdependent organization

involve in the process of making product or service

available for use of consumption.

Marketing channel decision is among the most critical

decision. Once a firm chooses a marketing channel, it must

be usefully remain for a substantial period. Most producerssell their goods through wholesalers, retailers or agents,

which forms a part of a marketing channel. They must

choose the chipset channel because it is very risky.

There are two types of channel of distribution channel

is Videocon which are as follows;

Distributor/Dealers Direct Dealers

Sub Dealer Consumers

Consumers

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MARKET OF PRODUCT

The main product of Videocon International Ltd. is atelevision and home appliance.

Now a day Videocon sell over five and half million

consumers in electronic products and more than two million

are in home appliances. The entire product is designed

taking in to consideration the customers advice, their

convenience, entertainment, and comfort etc. it has over ofthe market.

In short Videocon has both domestic and international

market.

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MARKETING RESERCH

Beside the internal report of marketing executives, themanagement often focused study of specific problem andopportunities for better marketing activities. The

management often was to face the problem related with

marketing like, pricing decision, promotion decision, market

segmentation etc. These problems look to be the decreased

the marketing and therefore, the exact sure is required.

In marketing research the marketing is the doctor to

care all these decease.

We can find its systematic meaning from its definitionshown below;

Marketing research is the systematic design,collection analysis and reporting of data and finding

relevant to a specific market situation facing the company.

Videocon International Ltd. carried out their research

work in regular interval, personally when there is

fluctuation sales of any product of the company, some times

the company also carried out research work to know theview of the people about the new introduced product of the

company.

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BRANDING AND SLOGAN

The word BRAND is a comprehensiveterm. A brandis a name, term, symbol or design to identify the goods orservices of one sellers or group of seleers and difertiate

them rom their competitors.

The Videocon International Ltd. uses the brand name

Vediocon, forits each and eery product.

Soe slognen are used in branding and trading the

slogan with right meanng attracts the consumer to purchase

theparticular ptrodut.

Videocon International Ltd. has slogan as follows;

Bring Home the Leader.

We Love Wining, We Love Videocon.

India Today the World Tomorrow.

Right Movement for Right Time.

Technology for Health and Pleasure.

Expect More from Videocon.

Agge, Subse Agge Videocon.

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(B) PRICE :-

Price is the matter of vital important to both

the sellers and the buyers in the market place withoutpricing they can not be marketing only when a buyer and a

seller agree on price we can have exchange of goods or

services.

Videocon gives more important to prices. They set the

price as much as possible as low so that middle class and

poor class people can also purchase their product.

This company has three objectives in price wise:-

product, quality and leadership. This company gets success

in all these objectives.

The price policy of Videocon is formulated keeping in

my mind he fact that majority of Videocon consumers belong to upper class and upper middle class family.

Therefore, the pricing policy if formulated in such a way

that it is affordable by all classes of people and it not a

burden on their income. The top management of the

company formulates all policies.

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(C) PLACE :-

The place mix decision, the decision of

location also plays a critical ole for retailer should locateenough stress in easy city to gain promotion and distribution

economics. The place includes channels of distribution,

coverage, inventory, transport, warehousing.

Distribution channel means the channel by which

finished product is reached from producers to consumer or

users. It is the channel through which goods are made assmoothly as possible.

Videocon International Ltd. has two level channel of

distribution of different products. Videocon has a network

of over 4000 dealers.

The chart of channel of distribution used by companyis as under;

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(D) PROMOTION:-

Promotion is the process of marketing

communication involving information, persuasion andinfluence. Promotion has three major purpose, if

communicates marketing information to consumers users

and retailers. The promotion mix includes the following :

Sales promotion

Advertising

Sales force Publicity

Direct marketing

Videocon as different promotion policy for different

product for different tools of promotion like sales

promotion, advertising, sales force, publicity, direct

marketing. Marketing department of the company definesthis policy.

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INDEX

Sr.No.

Particular PageNo

.

1 Introduction. 29

2 Meaning and Classification. 31

3 Advertisement Components. 33

4 Major Advertisement Decision.

Mission.

Money

Message

Media

Measurement

34

3540

46

54

61

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INTRODUCTION

Advertising is a from of mass communication it is paidfor by a sponsor who wants to communicate about hisproduct or service to his customer.

Advertising can be defined as :-

Mass paid communication of goods, services or

ideas by an identified sponsor.

It communicates some special information about

product to people. However, advertising is only one element

of the promotion mix. It is often consumer special

performance in the overall marketing mix design. Alsoadvertising has now a days become a part of commercial

like. Hence, advertising is the most effective tool for

reminding and communicating the mass people.

Advertising involves the uses of such media as

magazines and newspapers, outdoor, posters, signs, radio,

television, catalogues, directories, pamphlets, direct

marketing etc.

As far as the advertising management of VideoconInternational Ltd. is concerned there is no doubt that, it is

adequately and continuously managed with considerable

efforts in very accurate directions.

Videocon advertising is effective and attractive and

perhaps it is the factors by which it has been really able to

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generate and create good demand and a reputed name in the

field of electronic and home appliances.

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Thus, advertisement may also be viewed as social

institution as an art from as an instrument of business

management as field of employment and profession.

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MEANING AND CLASSIFICATION

1. Meaning :-The word advertising originates from a Latin

word Advertise which means To turn To the dictionary

meaning of the term is To give public notice or to

announce publicity.

Advertising is any paid form of non-personal

presentation and promotion of ideas, goods or services byan identified sponsor.

It is paid communication because the advertiser has to

pay for the space or time in which his advertisementappears.

Advertisement has main purposes the real purpose ofadvertising is only one, to sell a product, a service or an idea

through effective communication. Advertisement has other

purposes as well as like long term buildups of corporate

image, buildup board loyalty, information dissemination

about a sale, service or event, promote the morale of sales

persons and dealers etc.

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2. Classification :-

The Layman is inclined to view, all advertisement

as being much the same yet, no advertisement situation areexactly alike. Different companies produce different

products and want to motivate and attract different kinds of

customer groups. So, obviously advertising campaign would

be different.

The following classification outlines the broad scope of

these differences;

National Advertising Retail Advertising Industrial Advertising Trade Advertising Professional AdvertisingVideocon International Ltd. as well as Videocon group

of companies produces consumer goods, so that they use to

advertise, Nation wide advertising to the ultimate

consumers and target market for response of Buy our

Brand.

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ADVERTISEMENT COMPONANTS

Any advertisement, we see or hear has not been justprepared easily effortlessly but it is the product of a series ofinvestigation strategic plans, practical decisions, the final

advertised campaign. Therefore, any advertisement mainly

involves following;

Research components :-

To research consumers like & dislike towards theproduct or services and than to advertise the product into the

market.

Strategic components :-

Strategic plans in firms of objectives market

declination, setting the appropriation developing, creating

strategy and media plans.

Practical component :-

Practical component involves decision in regard

to budget expenditure and buying media scheduling and

advertisement constructions including advertisement copy,

layout, and production.

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MAJOR ADVERTISING DECISION

The main goal of any advertisement is to wake aproper response from the prospective group of people forwhom it is meant. Hence, in creating advertisement

programme-marketing manager must always start by

identifying the target markets and buyer motive. Than, they

can proceed to make the 5 major decisions in developing

advertisement programme, famously knows as 5Ms.

What are the advertising objectives? (Mission)

How much can be spent? (Money)

What message should be send? (Message)

What media should be used? (Media)How result should be evaluated? (Measurement)

The Videocon International Ltd. handles all these 5Msvery much carefully and in a specific manner.

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1. Mission.

What are the objectives ?

Objectives of Advertising.

Qualities of Advertising.

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Facing Competition;-Competition exist in all types of business and

no better weapon can be used in this competition batterother than advertisement. So, in order to inform and pursued

our potential and existing customers in his cutthroat

competition. Advertisement is always important weapon.

Enhancing Reputation:-It is wrongly believed that advertisement is

necessary only in starting period of product butadvertisement is continues process. Advertisement that is

prepared smartly and efficiently and in a proper systemwithy up to date change can create and generate the

goodwill of the company.

Changing Attitude and Belief of the Customers:-It is fact that prime objective of all

advertising is to change habits and mind set of customers.

So a well prepared advertisement considering innumerable

factors and eliminate in a specified manner can help to

change the attitude and belief f the customers group in largeand individually.

In India, Videocon group of company is the marketleader in the electronic field and the market share of each

product is also high, the main objective of advertisement of

company is to maintain current demand stage and stimulate

more brand usage.

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Impersonality :-

Advertising cannot be as compel as accompany

sales representative. The audience does not feel obligated topay attention or responded. Advertisement is able to carry

on only monologue, not a dialogue, with the audience.

In Videocon group of companies all these qualities are

maintained in their advertisement.

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2. Money

How Much Can Be Spend ?

How To Spend ?

Where to Spend ?

Introduction

Area of Decision

Factor Affecting Advertising Budget.

Administration and Control.

0% Interest

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INTRODUCTION

After determining advertising objective, the companycan proceed to establish its advertisement budget for eachproduct or for all products. The role of advertising is to

increase the products demand curve. The company wants to

spend the amount required to achieve the sales good. But

how does it know that it is spending the right amount ?

In advertising the principle instrument used inperforming these functions is the advertisement budget. In a

sense, the entire administrative process reviewing past

operation, controlling on going operation and planning a

head center on the budget. Budgeting encourages previousplanning. It helps to keep expenditure with in predetermined

limits.

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AREAS OF DECISION

An advertising budget encompasses two areas ofdecisions,

The total amount of rupees to be spend for

advertisement is termed as appropriation.

Now these rupees will be spend.

Videocon group of companies has spend Rs. 38 Cr.And today it has reached to 5000 Cr. Approximately in

advertisement media. By now the company had estimated

Rs. 565 Cr. Approximately for this purpose, which includes

new product launching, creation of new market and increase

in market of each product, which they produce.

Therefore, we may say that Videocon take good stepand spend money at high level to advertise, its product and

handle if properly.

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FACTORS AFFECTING ADVERTISINGBUDGET

Generally, the following factors must be considered by

most of the companies while preparing the advertising

budget.

Stage in Product Life Cycle :- New product typically receive large

advertising budget to build awareness and to gain consumertrail. Established brands usually supported with Lowe

budget as ration to sales.

Market Share and Consumer Base :-High market share brands usually require

less advertising expenditure as percentage of sales to

maintain their share. To build share by increasing marketmix or market share require large advertisement budget.

Competition and Cluster :-In a market, with a large number of

competition and high advertisement spending a brand must

advertise more heavily to the heard above the noise not

directly competitive to the brand creates a need for heavieradvertising.

Advertising Frequency :-The number of repetitions needed to put

across the brands message to consumers also determines

the advertisement budget.

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ADMINISTRATION AND CONTROL

A successful budget system requires constant andcareful check on all expenditures; care must be taken to seethat advertisement practice does not run counter to the plans

worked out carefully and systematically and incorporated

into the budget. This will require periodic checking of

expenditure especially for such items as stores, display

special sampling campaigns, conversion expenditure and

similar items that are not subject to specific contracts.

In Videocon complete and systematic record are kept.

Such records consist of total amount appropriated for

advertisement and complete detail and listing of how this isto be expended. Not only the amount for the anticipated

expenditures for each items are also recorded.

In Videocon control and administration budgets

maintain by proper checking of sales result by products and

by sells territories. Based on these cheeks the budget is

changed to harmonized will the philosophy, which directed

its creation.

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0% INTEREST

It is well known act that the problem of money arises.Is prevailing everywhere. In addition, in this trend thedemand and wants o the customers are ulti9mate when one

demand is satisfy the other demand is emerges.

The most common demand of most of the customer is

about electronics and home appliances.

For easy consumption of desired product by customers.

The Videocon has given very attractive scheme i.e. to

provide its product in the installment basis at 0% interest.

For these purpose, total management decided the price

of the product, which are given on the installment basis at

0% interest. The company not only has to see the benefit ofthe customer but also keep in mind that there should be no

loss out of such schema. In addition, they have to achieve or

reach the target so decided by them while designing such

schemes.

To decide the price and target of sales volume out of

such scheme is not an easy task but Videocon does this withmore effectively and efficiently.

The finance provided in Rajkot by ICICI, Bajaj

Finance and GE countrywide. The interest for these finance

may very with a change in scheme, installments provided

amount is it depends on financial institution from where the

finance is taken.

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3. Messages

What To Say ?

How To Say Logically ?

How To Say It Symbolically ?

Who Should Say It ?

Introduction Advertising Copy

Advertising Appeal

Advertising Layout

Slogan

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ADVERTISING COPY

Advertising copy covers all items appearing in anadvertisement the written words, pictures, design, label andlogo, it is prepared by an expert copywriter. It is a written or

spoken material of advertisement communication and

includes the headline name and address of the advertiser as

well as the text of the message. Advertising copy is a

creative business, demanding a lot of imagination and

foresight. Thus, advertising copy should be in simple, easilyunderstandable attractive and persuasive language.

In Videocon the message formation has given more

weight age as for format of message is one of the mostimportant part in advertisement. It is suggested by the

experts, which are appointed by company and finalized after

taking opinion of the head of the advertisement departmentand president of marketing.

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ADVERTISING APPEAL

The communication has to figure out what to say to thetarget audience to produce the desire response. His processhas been variously called the appeal theme, Idea or unique

selling proposition. It amounts to formulating some kind of

benefit motivation, identification or reason why the

audience should think about the product in short, it

represents the specific point of view or idea to be stressed in

the advertisement.

The three types of appeal are,

Rational appeals to the consumers self interest. They

show that the product will produce the claimed

benefit.

Emotional appeals attempt to stir up some negativeor positive emotion that will motivate purchase.

Communicators have worked with fear, guilt andsame appeal and getting people. Communicator also

uses positive emotional appeals such as humor, love,

pride and joy.

Moral appeals are directed to the audiences senses

of what is right and proper.

Videocon group of companies mostly used to

advertisement their product with positive emotional appeals.

Some time they also use rational and moral appeal for

special advertise.

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ADVERTISING LAYOUT

An advertisement layout is a sub part of advertisingcopy. Advertising layout deals with proper and attractive physical arrangement for the best presentation of the

message or sales communication.

In preparing the layout of an advertisement, such care

should be taken to ensure that it makes a proper appeal. And

it should be designed to provide a logical, clear, unifiedpresent at in of the advertising message. It also must be

ensure that various element of the layout are properly

balanced. These elements are;

1. Headline :-

The headline comes first. It must be in fresh

wording. If, it is well worded, people will be stimulated whoread he message. So, it should e clear, simple, short and

attractive to hold the attention of the customer.

2. Illustration :-

Illustrations are in the form of line drawings,

cartoons, pictures, symbol, photographs for creating

interest, attracting attention and desire. Illustration is thebest and most effective way of communicating of ideas at a

glance.

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SLOGAN

A good phase used and repeated often in advertisementbecomes a slogan. It should be original and remember able.And a slogan should be short, simple and rhythmic enough

to be catchy.

As far as Videocon International Ltd. is concerned, it

produces such a fabulous and alluring advertisement after

emplacing on each element.

For headlines, it always uses fresh and meaning full

combination of wordings.

For illustration, it uses the alphabet E on either side,

which represents Electronics to Energy.

For colour, mostly it uses Blue colour to have an

instant attention of viewers.

For slogan, it has meaningful and masterly slogans,

Bring Home The Leader We Love Winning, We Love Videocon India Today The World Tomorrow Right Movement for Right Time V Are The Future Technology For Health & Pleasure

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4. Media

How To Communicate ?

Selecting The Media

Introduction

Selection Of Specific Media

Media Scheduling

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INTRODUCTION

One of the most vital decisions in the developing anadvertising strategy is the selection of media to beemployed. A good selection of advertisement leads

organization towards success. Because it is indeed a vehicle

by which an advertiser or manufacturers convey their

message to large group of customers regarding particular

product.

Selecting media is a tough task because not only it is a

choice making exercise but also because it has to operate in

the area of the psychology where nothing can be decided

accurately. Each of the mass media has specificcharacteristics, potentials and liabilities that must be taken

into consideration on one hand and the prospective type of

group segment of customers on the other had when selectinga medium for advertising effort.

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SELECTING OF SPECIFIC MEDIA

The term media is plural for medium. In advertisingterm medium is channel of communication such as,Newspapers, Magazines and Vehicles for currying, the sales

message of advertising to the customer.

The advertising media may be direct or indirect. Direct

method of advertising refers to such methods used by which

he could establish a direct contract with the perspectiveconsumers. Indirect method of advertising is the use of a

hired agency spreading the information, mostly media are

indirect.

Videocon International Ltd. make selection of media

on following bases;

Target audience media habits

Media spread and effectiveness

Message

Lost

Frequency

Product

The main types of media exploited by Videocon are,

1. Print media

2. Out door advertising media

3. Direct mailing advertising media

4. Audio visual advertising media

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1. Print Media

Advertising in the print media is the oldest

and the largest on terms of advertising. The advertisingspend more money on print media that any other media. In

print media, there are two types of media, which are given

as under,

NEWS PAPER

Newspaper is widely needed by the people in

cities. The newspapers have their circulating in almost all

language. Therefore, the large number of people reads theadvertising message given in newspaper. So that, the

advertising message in it reaches to large number of people.

Newspaper advertising is easy to prepare and newspaper are

a relatively inexpensive medium.

The Videocon International Ltd. uses newspaper

advertisement media. They are giving there advertising in

various newspapers namely Times of India, Gujarat

Samachar, Sandesh, Indian Express and Economic Times

etc.

MAGAZINES

Magazines are the second publicationmedium available to an advertiser. The magazines are

published weekly, fortnightly, monthly etc. the newspaperadvertising has a very short life but the magazines

advertisement has longer life because magazines are to e

read again and again so they leave a lasting effects on minds

of people. The magazine advertisement creates prestige,

reputation and image of quality.

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The Videocon International Ltd. uses magazine

advertisement in many magazines as Chitralekha, India

Today, Divya Bhaskar etc.

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2. Out doors Advertising Media

Out door advertising is the oldest from of

advertising. Todays outdoor media of advertising arenothing but a retirement of the ancient method of delivering

message to a large group of people. Outdoor media include

outdoor advertising in several forms such as posters, wall

painting, boarding, dealers board, sign board, electric sigh,highway advertising.

3. Direct Mailing Advertising Media

This method is direct in its approachtherefore; it referred to as Direct Advertising by this

method the advertising message is directly addressed to the

prospective customer. In this media, we find written

message to the potential buyer. Direct mail advertising

media only take variable forms such as the booklets,

leaflets, folders catalogs and gift articles.

4. Broadcasting Advertising Media

In broadcasting advertising media, there

coverage is very wide. This is very effective advertising

media and it is gaining popularity in our country. There are

mainly two medium of broadcasting media,

RADIO ADVERTISING

The radio advertising is broadcasted inalmost all places. This media has become very popular in

village or urban area. The advertisement through the mediais given to keep in mind the general and special interest of

people. This media is very economical and advertising

message reaches to the customers.

Videocon International Ltd. does not give regularly

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TELEVISION ADVERTISING

This is another broadcasting media in the last

useful of decades, the television is a home and familymedia. The media covers most of people and reaches very

lastly. To television in national, network the advertisers

reach to the national market. The message is more effectiveand impressive especially in the colour television, which

had added new dimension television advertising.

Through this media, the qualities and characteristic ofthe product can be well explained. It provides a scientific

ambition of features of screened, sight and option that not

other medium has been able to provide.

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MEDIA SCHEDULING

All the advertising expenses prove worthless theadvertising of products is not given on a proper time; herethe media scheduling is essential for the effectiveness of

advertising.

The company uses various scheduling for its particular

product usually known as Macro scheduling and Micro

scheduling,

1. Micro Scheduling

The company has to decide how to schedule

the advertisement in relation to seasonal and businesstrends.

2. Macro SchedulingThe macro scheduling problems calls for

allocating expenditure advertisement within a short period

to obtain the maximum impact.

Both of these are very carefully handle in Videocon

and proper allocation is made for both with respect to

advertisement budget by advertisement department.

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5. Measurement

What Should Be The Result ?

Introduction

Aspects Touching Measurement

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INTRODUTION

Good planning and control of advertisement is largelydepending upon the measurement of advertisingeffectiveness. By measurement, they can know that which

advertisement and what elements of various advertisement

get the best response, what position produces to better

results, what medium pulls better, which type of media

proved effective in particular region etc. and by these

company can wrap up, how well a whole advertisingcampaign is progressing.

Really, how will a particular advertisement or

campaign performs is largely determine by the knowledgeand skill of the people preparing it. People who are sensitive

to the measuring situation and proficient in the art of

communication are more likely to produce effectiveadvertisement.

So, Videocon, the principal reasons for testing all, to

avoid costly mistakes, to predict the relative strength of

alternative strategy and tackles and to increase the

efficiency of advertisement.

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communication effect. Because sales are affected by many

factors besides advertising.

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Videocon is only interested in finding our whether they

are over spending or under spending on advertising. To last

research, they found that they are using more TVadvertisement as they previously used.

Therefore, we may cay that Videocon is striving to

measure the sales effect of advertisement expenditureinstead of setting only of communication effect research.

(2) When to Test ?Testing is appropriate at any stage of

advertisement process. In the planning stage, it may be used

to test the efficiency of alternative appeals or themes. To the

execution stage, it may be a matter of presentation. The

quality control stage, advertisement may be tested for

standard of performance. Campaigns may be taste after they

have run to determine what results are achieved.

So, the stage of current competition of Indian

Electronics World, Videocon is used to advertising

effectiveness continentally, mostly two or three times in a

year.

(3) How to Test ?

There is no single best way to test. In a

sense, every test is an experiment to measure the

relationship between advertisement variables on thestimulus side and changes in pre-disposition and other

relevant behaviors on the response side.

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(4) Where to Test ?

Where is the test to e administrated? In a

laboratory or in the field ? How responses are obtains?Forced or voluntary.

Videocon generally test and effectiveness in field as

well as in laboratory because of to overcome from thelimitation of both the method.

They generally test their advertisement effectivenesson the following criteria,

Validity Reliability RelevanceIn short, we may say that in Videocon advertisement

effectiveness testing is done very systematically and it helps

to minimize the cost, to increase in sales and to increase in

brand awareness and as well as in companys profit.

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INTRODUTION

Marketing research can be defined as objective andsystematic collection recording and analysis of data relevantto marketing problems of a business in order to develop an

appropriate information base for decision-making in the

marketing area.

Marketing research is the systematic gathering,

recording and analyzing of data about problems relating tothe marketing of goods and services.

- American Marketing Association

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Q-1. How much consumers are ready to pay for 29

inch Conventional TV ?

Option (Price) Consumers response Percentage

15000-18000 44 44%

19000-21000 22 22%

22000-25000 23 23%

Above 25000 11 11%

Total 100 100%

0

10

20

30

40

50

60

70

80

90

100

Consumers response Percentage

15000-18000

19000-21000

22000-25000

Above 25000

Total

Conclusion :

I find out that most of the consumer is

ready to pay 15000 to 18000 for 29 inch conventional TV.The actual price of it is Rs. Between 19000 to 21000 so

company should reduce the price to attract the consumers.

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Q-2. How much consumer are ready to pay 29 inch

Flat TV ?

Option (Price) Consumers response Percentage

19000-21000 46 46%

22000-25000 25 25%

25000-29000 20 20%

29000-31000 9 9%

Total 100 100%

0

10

20

3040

50

60

70

80

90

100

Consumers response Percentage

19000-21000

22000-25000

25000-29000

29000-31000

Total

Conclusion :

From the above graph I find out thatmost of the consumers are read to pay Rs. 19000to 21000

for 29 inch Flat TV but its not like that no body is ready to

pay high price. But if company reduces its price than they

can cover more market.

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Q-3. Which brand do consumer prefer ?

Option Consumers response(No. Of consumers)

Percentage

Videocon 28 28%

Philips 6 6%

Sony 23 23%

LG 20 20%

BPL 20 20%

Others 13 13%Total 100 100%

0102030

405060708090

100

Consumers

response (No. Of

consumers)

Percentage

Videocon

Philips

Sony

LGBPL

Others

Total

Conclusion :

From above graph I find out thatconsumer prefer 28% Videocon, 6% Philips, 23% Sony,

20% BPL, 20% LG and 13% other. So, consumer prefers

Videocon to the other brand, but difference is less so

company has to concentrate it. The main competitors o the

company is Sony and others like; LG, BPL etc.

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Q-4. Why would consumer like buying 29 inch TV ?

Option Consumers response(No. Of consumers)

Percentage

Prestige 10 10%

Upgrade 14 14%

Good viewing 64 64%

Experience

Others 12 12%

Total 100 100%

0

10

2030

40

50

60

70

80

90

100

Consumers

response (No. Of

consumers)

Percentage

Prestige

Upgrade

Good viewing

ExperienceOthers

Total

Conclusion :

From the above graph I find out thatmost of people want to buy 29 inch TV because of good

viewing experience so we can say that company should take

care of this and accordingly launch the product.

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Q-5. Which features do consumer prefer from 29

inch TV ?

Option Consumers response

(No. Of consumers)

Percentage

Picture-in-picture 20 20%

Sound wattage 35 35%

High resolutionpicture

35 35%

Looks 10 10%Total 100 100%

0

10

2030

40

50

60

70

80

90

100

Consumers

response (No. Of

consumers)

Percentage

Picture-in-picture

Sound wattage

High resolution

picture

Looks

Total

Conclusion :

From the above graph I find out thatconsumer prefer sound wattage and high-resolution picture

from 29 inch TV. So company has to concentrate on these

two features to attract consumer.

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Q-6. How much price will consumer be able to pay

for projection TV ?

Option Consumers response

(No. Of consumers)

Percentage

75000-100000 60 60%

100000-120000 21 21%

120000-150000 11 11%

Above 150000 8 8%

Total 100 100%

0

10

20

30

40

50

60

70

80

90

100

Consumers

response (No. Of

consumers)

Percentage

75000-100000

100000-120000

120000-150000

Above 150000

Total

Conclusion :

From the above graph I find out thatconsumer are ready to pay 75,000 to 1,00,000 that means

fewer prices for projection TV. But I also find 21% people

who are ready to pay 1,00,000 to 1,20,000.

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Q.7. Which brand TV do you have ? Which brand

TV do you want to replace ?

From this question I find out that they are many brad

which consumer prefers like VIDEOCON, SANSUI,

THOMSON, SONY, ONIDA etc. but most people have

VIDEOCON and they want to replace VIDEOCON only.

BPL and SONY are also most demanded brands and they

are giving great competition.

Q.8. What size TV do you have? Which size TV do

you want to replace ?

From the viewpoint of my survey I find that every

people have 21 inch TV and they want to replace 29 inch.

So, company concentrate on the requirement of people why

they prefer this size TV and accordingly pay attention on

production.

Q.9. Your opinion about high end TV

I find out that people prefer TV up to 29 inch not more

than that because they give more important to size at house

and after their hobbies for big size TV.

Q.10. Your opinion about VIDEOCON

From my survey I find out that everyone prefers

VIDEOCON but they want more quality less price and also

they feel that company provides less after sales services. So,companys product is good and quality is also good but

company has t concentrate on after sale service, which is the

most important point from the present scenario.

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DEALERS INFORMATION

Channels of distributions indicate routs or pathwaysthrough which goods and services flow or move fromproducers to consumers. Generally, producers in todays

market do not sell the goods directly to final consumers.

However, there is always a market intermediary between

them. These intermediaries may be retailers, distributors,

dealers etc.

Videocon International Ltd. also sell its product with

the help of dealers. Videocon has over 4000 dealers

covering almost each and every part of India. Dealers of

Videocon are found in metropolitan cities, small cities andin towns with maximum number of customers who want

qualitative products. Videocon can keep a large market

share because of the help of dealers. With the help ofdealers, they can satisfy their aims, objectives and targets.

Dealers of Videocon group give a good mouth word of their

product and provide after sales services. Dealers are given

returns for their extraordinary services. They are provided

with rewards at time and percentage on profit margin.

Dealers who make maximum sales are awarded with big

gifts etc.

I have also visited with Videocon dealers as a part of

my project report. In this regard, I found good response

from dealer like Business Center, Rajkot.

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Many of the dealers of Videocon does not sell only one

brand product but they are also engaged in sale of other

companys product like BPL, Onida, LG, etc.

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Thus, by making the survey through dealers, we can

find the Videocon International Ltd., really stand at the 1st

place on at the top place all over India.

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CONCLUSION

Viewing Videocon International Ltd. from every angle,it can be conclude that over all the unit is progressing godbecause Videocon International Ltd. has provided excellent

quality of product due to sophisticated technology,

computer used and highly qualified technical staff. By this

way, they can able to create a good demand for their product

and satisfy the consumer.

As far as advertisement is concerned, this companys

advertising department is effective and they spend lot of

money for the advertisement and attract the customer.

It can be said that credit of success of the company

goes to the management as well as workers and employee

that Videocon International Ltd. has bring bright future.

In short, its grip on every aspect of the business is tight

which helps it in fight every uncertainty. It is continues to

do well, sure its future will be full of success.

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