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BRAND IMAGE ANALYSIS AND

CUSTOMER RELATIONSHIP

MANAGEMENT

Presented by:

Azahruddin Hashmi

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Introduction

Videocon was founded by Nandlal MadhavlalDhoot in 1987.

It emerged as an industrial conglomerate withinterests all over the world.

The group has 17 manufacturing sites in India andplants in China, Poland, Italy and Mexico.

It is the third largest picture tube manufacturer in

the world. Videocon group has an annual turnover of US$

4.1 billion.

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SPECTRAOF BUSINESS

Consumer electronics

Home appliances

Oil and gas

DTH

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Major Competitors

LG

Samsung

Onida

Sony

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OBJECTIVES

Analyze the reputation of Videocon T.V. in the

market.

Study Consumer behavior towards the brand

Videocon.

Strategies to increase the brand reputation ofVideocon in the market.

Understand competitors in the the market.

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SWOTANALYSIS

Strengths Weaknesses Opportunities Threats

High brand

awareness.

Poor customer

service.

Videocon exploring

whole new

segments

Entrance of global

competitors.

Largest distributed

manufacturing

bases across India.

Weak promotional

strategy of CTV.

Entry to global

markets.

Increasing

competition in

home market.

Price Player. Less focus on

unconventional

channels

Growing semi urban

market.

Brand reputation is

decreasing.

Global Presence. Fewer incentives to

dealers/retailers

Shifting brand

loyalty to other

companies

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METHODOLOGY

Collection of Data Primary

Research Type Descriptive Research

Data Source Primary Data

Instruments Questionnaire

Sampling Unit Customers, Dealers/ Retailers

Sample Size 100 Customers

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Observations and Analysis

Family Income

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Awareness about Videocon , SAMSUNG & LG by Customers

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Why Videocon, Samsung or LG?

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Customer willing to spend on T.V.

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Post purchase feedback

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Factors affecting Buying decision

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Findings

For consumers service is very important.

Beside convenience, service is key factor.

Poor relationship between the company and

dealers.

Consumers are satisfied with the quality of

Videocon CTV.

Customer switching from VIDEOCON to other

brand is due to poor after sell service.

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Issues and challenges

Poor customer retention

People perception Technology upgradation rapid in market

Competition with other brands

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RECOMMENDATIONS

Improve after sale service.

Need to focus more on promotion of CTV.

Establish better relationship with dealers and

retailers. Organize demonstrations and exhibitions.

Focus on Technology Upgradation.

Enhance brand reputation. Open exclusive showrooms.

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Thank You..