RESEARCHED BY:-

MR. SATYENDRA SINGH .

ACKNOWLEDGEMENT

First of all I would like to express my profound thanks & gratitude to prof. preeti chaturvedi for her major contribution & foresights.

Her guidance has helped me significantly.

I wish to express my cordial appreciation to all the academicians, fellow students, faculty member & the staff of VIDEOCON who helped in terms of their feed backs which paved way to furnish this project.It of course impossible to finish a project without the support of other people, which is even truer in my case, I take this opportunity to thank them for their immensely warm, vocal and vigorous encouragement deep appreciation to my parents.

Finally, I thank director of M.r SAFIQ providing ample time space and opportunity to complete the project.

CERTIFICATE

This is to certify that Mr. SATYENDRA SINGH bearing BARKATULLAH  UNIVERSITY BHOPAL has successfully completed the project on the topic “CUSTOMER SATISFACTION IN VIDEOCON ”

Director(…………)

CERTIFICATE

This is to certify that Mr. SATYENDRA SINGH bearing university regd. No……. has successfully completed the project on the topic “CUSTOMER SATISFACTION IN VIDEOCON” under the guidance of prof. preeti chaturvedi

Director(…………)

INTRODUCITON:-

Every business organizat ion that comes into contact wi th the

customerdevelops a percept ion in the mind of the customer. Today, in

th iscompet i t ive world every organizat ion needs to know the percept ion

inthe mind of the customers. In order to gain mind share or heart

shareof customers along with the market share is the main lookout for

theorganizat ions. Especial ly in consumer electronics sector, where

theproducts are more or less same, the only way to leave posi t ive

impacton customer’s mind and to gain compet i t ive advantage is

providingbest possible services to the customers.

Introduct ion part of th is report is c lassi f ied into two di f ferent sect ions.

1. Problem Statement

The pr inciple cause behind this project is to know that to what level

customers are enjoying and aware of v ideocon TV of feredby the

company and what further improvement can be done infuture in th is area

so as to get brand awareness.

2.Objective : -

To have an overview of v ideocon.

To know the reputat ion ofv ideocon T.V. in the market.

How the consumer preference towards the brand videocon.

The main object ive how to increase the reputat ion of v ideocon brand in the market.

To understand its competitors in business.

How videocon wi l l create a good image in the market.

To understand the 4 Ps used by the videocon in busines

SWAMI VIVEKANAND COLLEGE OF PROFESSIONAL STUDIES, SEHORECHAPTER-1

STUDY OFTHE INDUSTRY

INDUSTRY SCENARIO

Before the liberalization of the Indian economy, only a few companies likeKelvinator,

Godrej, Allwyn, and Voltas were the major players in the consumerdurables market,

accounting for no less than 90% of the market. Then, after theliberalization, foreign

players like LG, Sony, Samsung, Whirlpool, Daewoo, Aiwacame into the picture. Today,

these players control the major share of the consumerdurables market.

Consumer durables market is expected to grow at 10-15% in 2007-2008. It is growing

very fast because of rise in living standards, easy access to consumer finance, and

wide range of choice, as many foreign players are entering in the market.

Consumer durables are the products whose life expectancy is at least 3 years. These

products are hard goods that cannot be used up at once.

Consumer durables Sector can be classified as follows:

1. Consumer Electronics includes VCD/DVD, home theatre, music players, color

televisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc.

2. White Goods include dishwashers, air conditioners, water heaters, washing

machines, refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances,

microwaves, built-in appliances, tumble dryer, personal care products, etc.

3. Moulded Luggage includes plastics.

4. Clocks and Watches

5. Mobile Phones

ABOUT CONSUMER ELECTRONICS INDUSTRY

1.History of consuemr Electronics in India

The Elect ronics Indust ry in Ind ia took of f around 1965 wi th

anor ientat ion towards space and defense technologies. This was

r ig id lycontro l led and in i t ia ted by the government . This was fo l lowed

bydevelopments in consumer e lect ronics main ly wi th t rans is tor rad ios,Black &

Whi te TV, Calcu lators and other audio products . ColourTelev is ions soon

fo l lowed. In 1982-a s ign i f icant year in the h is tory of te lev is ion in Ind ia – the

government a l lowed thousand of Colour TVsets to be impor ted in to the country

to co inc ide wi th the broadcast o fAsian Games in New Delh i . 1985 saw the

advent of Computers andTelephone Exchanges, which were succeeded by

Dig i ta l Exchanges in1988. The per iod between 1984 and 1990 was the golden

per iod fore lect ronics dur ing whi le the indust ry wi tnessed cont inuous and

rapidgrowth.

From 1991 onwards, there was f i rs t an economic cr ises t r iggeredby the

Gul f War, which was fo l lowed by pol i t ica l and economicuncertaint ies within

the country. Pressure on the electronics industryremained though growth

and developments have cont inued

withdigi ta l izat ion in al l sectors and more recent ly the t rend

towardsconvergence of technologies.

In recent years the electronic industry is growing at a br isk

pace.I t is current ly worth $ 10 Bi l l ion but according to est imates, has

thepotent ia l to reach $ 40 bi l l ion by 2010. The largest segment is

theconsumer electronics segment. Whi le is largest export segment is

theconsumer electronics segment. Whi le is largest export segment is

ofcomponents.

The breakup of production in various segments the industry is shown below : -

• 1950sRadios -imported & Sold• Late 1960sB&W TV Transmission started• 1970sManufacturing of B/W TV started• 1982Colour TV Transmission, Manufacturing of CTV started• 1992Economic Liberalization Process initiated• 1993-94Dismantling of controls such as licences,Ban on use of Foreign Brand Names etc.• 1994-95

Entry of MNCs – Panasonic, Sony, LG, Samsung etc.

Lowering of Import duties.

Cable TV Started.• 1995Till Date Entry of Many MNCs & Rapid Growth,Continuous Lowering of Import Duties• 2001Non tariff Barriers on Imports removed.• 2004

Free Trade Agreement (FTA) with Thailand implemented,Resulting

in reduction of import duties to0% on Colour Television sets,

Colour Picture Tubes,Refrigerators and Air Conditioners, thus

more competition.• 2005DTH Services Started• 2007Entry of Organised Retail

• 2008FTAs with other countries & FDI in retail likely

2. C URRENT SCENARIO

The consumer durables market in India is valued at US $ 4.5 billions currently. In

2008, microwave ovens and air conditioners registered a growth of about 25%. Frost-

free refrigerators have registered significant growth as many urban families are

replacing their old refrigerators. . Washing machines, which have always seen poor

growth, have seen reasonable growth in 2006. More and more Indians are now

buying electrical appliances due to change in electricity scenario. The penetration

level of color televisions (CTVs) is expected to increase 3 times by 2008.

On the brick of rapid economic growth, India has witnessed the dynamic change in

country's consumer electronics industry. In last few years the industry has been

witnessing significant changes in retail boom, growing disposable income and

availability of easy finance schemes. One electronic gadget that has brought new

revolution in Indian Electronic Industry is Television Set. Today, India is fast

emerging as the key driver in the global television market both as a manufacturer and

consumer.In recent years, the market for televisions in India has changed rapidly

from the conventional CRT technology to Flat Panel Display Televisions (FPTV).

Currently, the split between CRT and FPTV is around 97% and 3% respectively. In

addition to this, one of the most striking changes sweeping across the colour

television market in Indian market is the exponential growth of the flat panel

television (FPTV) market, in common parlance called the liquid crystal display

(LCD) and plasma televisions. Moreover, as per recent research data available, the

global market for FPTV is expected to grow from 51 million units in 2006 to 127

million by 2009.

Looking at the present scenario, over the last couple of years, the LCD prices have

even dropped by around 30 per cent annually. Some of the important factors that

boasted this growth also include the increasing awareness of the advantages of LCD

televisions, the growing availability of the product across dealer counters and the

Finance schemes in the market.Besides this, as a manufacturing hub, the television

industry is improving more and more. There are many domestic and MNC companies

that have increased their production bases in the country. Easy availability of low-

cost skilled labor and the emergence of SEZs, which are tax-free zones are some of

the key factors that have resulted in growth of these manufacturing units. In fact,

encouraged by tax-breaks, new manufacturing units are coming up in less-developed

regions now.

Today, India is one of the few emerging countries to have an excellent component

supply base in terms of manufacturing facilities for glass andcolor picture tubes, so it

helps it a good choice for all those companies who are looking to take benefit of this

emerging market.

In present scenario top player for colour television are

LG

VIDEOCON

SAMSUNG

SONY

ONIDA

PHILLIPS

SANSUI

BPL

Michael Porter’s Five Forces Model provides a robust and time-tested framework for

analysing any industry, reflected in the strength of the five forces (industry

competitors, potential entrants, threat of substitutes, power of buyers and power of

suppliers). The collective strength of the five forces determines the ultimate profit

potential in an industry,

Where profit is measured in terms of long-term returns on capital invested.

The elements of each of the above forces and the extent and /or effect of each element

in the context of the television industry have been analysed and enumerated below.

The Porter’s Five Forces tool is a simple but powerful tool for understanding where

power lies in a business situation. This is useful, because it helps you understand both

the strength of your current competitive position, and the strength of a position you’re

looking to move into. With a clear understanding of where power lies, you can take

fair advantage of a situation of strength, improve a situation of weakness, and avoid

taking wrong steps. This makes it an important part of your planning toolkit.

Conventionally, the tool is used to identify whether new products, services or

businesses have the potential to be profitable. However it can be very illuminating

when used to understand the balance of power in other situations.

1. COMPETATIVE RIVALRY AMONG INDUSTRY (VERY HIGH)2. BARGAINING POWER OF BUYER (VERY HIGH)3. BARGAINING POWER OF SUPPLIER (LOW)4. BARRIER TO ENTRY (LOW)5. THREATS OF SUBSTITUTES (LOW)

3.1 Degree of Rivalry

Degree of rivalry denotes the intensity of competition within the industry. Videocon,

LG, samsung, Sony, Onida, are the big competitors in television industry. Although

Videocon, another major player has managed to hold its own in the midst of the

onslaught from the Korean majors, though profits have suffered. Other large Indian

companies in the top of the list are Mirc Electronics. While Mirc Electronics is

managing to hold its share by adopting value for money strategy, BPL is facing tough

time, experiencing drastic decline in market share. Sony, Philips, Akai, Sansui, Aiwa,

Toshiba and now Hyundai are the other foreign brands in the market. The industry is

based on numbers game and companies will have to maintain a fine balance between

catering to lifestyle requirements and meeting the needs of average consumer.

3.1.1 Competitor Analysis

A detailed analysis of some of the major players is done below:

LG ELECTRONICS

LG Electronics rightly understood the consumer motivations to create magnetic

products, price them strategically, position them sharply and keep making the

magnetism more potent. Having understood the finer differences in consumer

motivations, it opted for sharp- arrow ‘reasons-to-buy’ differentiation over the

‘blanket-all approach’ taken by most of the other players. It is an aggressive

marketer. It focuses on low and medium price products.

SAMSUNG

Initially the strategy of Samsung in India was to create premium image by

emphasising global brand. After facing stiff competition from another Korean major-

LG, Samsung also started playing price game. In 2004 it reverted back to its premium

positioning, although it resulted in some loss of market share. In line with the Global

Digital Initiative of the Parent Company, Samsung India is seeking to acquire digital

leadership in India by introducing its digital ready televisions like the 40" LCD

Projection TV, 43" Projection TV and the Plano series of Flat Colour televisions.

ONIDA:-

Its popular devil ad although had engendered a strong emotional pull towards the

brand, technologically it represented no advancement. The company plugged the gap

by touting its digital technology. Like Videocon, it has also been able to hold its

market share. The world-class quality of Onida has enabled the company to make a

breakthrough on the export front. It has technical tie- up with the Japan Victor

Company, better known as JVC. So focused is Onida on positioning itself on the

premium, high- tech plank that it is even planning to push its own envelope on

obsolescence, much. The strategy is aimed at further broad basing the product

offering of the company, which has largely dominated the top-end of the television

market, across multiple market segments.

VIDEOCON

Videocon has always been a price player and has an image of a low price brand. This

entails providing more features at a given price vis-à-vis competitors. It has taken

over multinational brands to cater to unserved segments, like Sansui- to flank the

flagship brand Videocon in the low to mid priced segment, essentially to fight against

brands like BPL, Philips, Onida and taken over Akai- tail end brand for brands like

Aiwa.

Videocon is one of the largest manufacturers of television and its components in

India and thus has advantages of economies of scale and low cost due to

indigenisation. It has the widest distribution network in India with more than 5000

dealers in the major cities. It also has a strong base in the semi-urban and rural

markets. Due to its multi-brand strategy, it has at present multiple brands at the same

price point. This has led to a state of diffused positioning for its brands. It has also led

to a cannibalisation of sales among these brands. The flagship brand Videocon has

lost market share due to the presence of Sansui in the same segment. Because of

reduction in import duties on CPT the cost advantage of Videocon is also on the

decline. Hence it is facing rough weather and also trying to boost exports.

Besides understanding the strategy adopted by different players, several other

factors-

industry growth, concentration and balance, corporate stakes, fixed cost, and product

differences need to be analysed to determine the extent of rivalry between the

existing Players.

3.2 The threat of potential new entrants (low)

High capital required entering into television industry, which needed large investment

on technology, distribution, service outlets and plant. Difficulty for customers in

switching cost, when they are satisfied with their current product as well as difficultly

for new entrants to have product differentiation because customers had already

familiar with those established consumer electronics companies, therefore new

entrants have to spend a lot on branding and customer knowledge. It is difficult to

obtain a license; successful applicant has to undergo through a form of competitive

evaluation, such as a comparative evaluation process.

Threat of entry is determined by the entry barriers, which act to prevent new firms

from entering the industry. A lower entry barrier makes it difficult for the existing

producers to remain profitable for long. When profits increase, additional firms will

enter the market to take advantage of the high profit levels and over time drive down

profits of all firms in the industry. When profits decrease, some firms will exit the

market, thus restoring the market equilibrium. Barriers to entry arise from several

sources:

3.2.1 Access to Distribution Channels

A strong distribution network is absolutely essential to compete in this industry. Not

only does it guarantee a country wide reach for a company’s products but is also

necessary for providing good after sales service.

Videocon has implemented ERP system, which helps in integrating the

manufacturing, marketing, procurement and distribution services with the corporate

office

LG Electronics sells in 1800 towns and cities with a population of 1,00,000 and

above.

Samsung also has a widespread service network, which includes 123 exclusive

service centres and 200 distributors in any town with more than 1 lakh population.

All BPL dealers are linked via VSAT nodes, ensuring online availability of

information on inventory status and sales movement.

Distribution hence is difficult and costly as established firms dominate distribution.

Large incentives are required to gain entry into the distribution channels and further

gain recommendation to retailers from the dealers.

3.2.2 Brand Salience

With little product differentiation and parity products, it is imperative that distinct

images are created in the minds of consumers through positioning and brand building.

MNCs have been able to compress the cost of brand building by amortising the cost

of sponsoring international events across a larger footprint straddling multiple

countries.

3.2.3 Capital Investment and Economies of Scale

Television industry is capital intensive and players have made huge investments

in putting up state of the art manufacturing facilities. Videocon has seven

manufacturing site in India Sony India had a production capacity of 300,000 CTV

sets with capacity utilisation of 66%. Samsung is investing $4 mn to expand its CTV

manufacturing capacity at Noida to 800,000 units per year. The existing capacity of

the plant is around 600,000 units. Other players like Mirc Electronics, LG have also

set up manufacturing facilities in India. The market players need sales volume to

achieve economies of scale, which is difficult because of large number of

competitors. Apart from investments in manufacturing the industry requires huge

working capital to manage inventories.

Supply chain mgmt. and inventory management thus becoming crucial toDetermining

profitability. With regard to sourcing funds, MNCs are better placed Than their

Indian counterparts as they manage to get funds from their parent Companies atlow

rates of interest. Huge capital requirement thus can act as barrierto entry.

3.3 Threat of Substitutes goods (low)

In Porter’s model, substitute products refer to products in other industries.there is

fewsubstitutes from other industry if any. Most of them seem to be obsolete or have

onefoot out of door. Internet though emerging as an infotainment medium is very low

inpenetration. Moreover the industry has responded to the future threat by introducing

aTV that can provide functions of the Internet along with regular features, e.g.,

BPLdigital that includes Internet and cellular facilities.

3.4 bargaining power of Buyer (high)

The power of buyers is the impact that consumers can have on a producing

industry.Buyer power influences the prices that a firm can charge. Buyer power is

influencedby various factors as follows:

3.4.1 Buyer Concentration

The industry is akin to consumer durables whose end users are fragmented. Hence

buyers do not have any specific influence on producers.

3.4.2 Buyer Switching Cost

The cost incurred by consumer in switching from one television brand to another is

practically zero. Brand loyalty is low. Hence the companies cannot rest on their

laurels and have to be on their tenterhooks to retain the customers.

3.4.3 Price Sensitivity

Market is highly price conscious and promotion driven. With the onslaught of

VIDEOCON’s major price cuts and promotional schemes, this market has now become

a promotion driven one. To successfully compete in this industry, even premium

players like Sony, LG have had to come up with schemes. LG and Philips have

Been the most aggressive amongst industry leaders as far as pricing is

Concerned and hence their realisation shave been lower than industry average.

Industry leaders like LG focus on low- medium priced CTV, while Samsung has

Moved gradually towards higher priced CTVs. The domestic high-end

CTV prices will follow the global price trend of declining prices. However, the

Prices of domestic products would be higher than those of global products due

To negligible demand in the domestic market and hence most likely to be met

Through imports. market is highly price sensitive as the

Demand has increased with fall in prices.

3.5 Bargaining power of supplier (low)

In television industry, there is low bargaing power of Supplier’s because big global

supply chain management.there is direct negotation with supplier in order to encourge

reliable supply, faster delivery and lower price. Bargaining power influences the cost

and quality of input material. Higher supplier power raises the input cost, thereby

reducing the industry profitability. The most critical component in manufacturing

television is the picture tube. It constitutes around 50% of the cost of television.

While Black and White picture tubes are made in India, many manufacturers still

need to import colour picture tubes.

The other important components include electronic circuit boards, tuners, high-

tension transformers and moulded plastic casings. The demand

For colour picture tubes (CPT) has been rising steadily. But at the same time owing

To customs and import liberalisation, they had to face competition from imports

During1993-1997. A sharp reduction in import duty from 85% to 40% between

1994-96 and further down to 20% by 2004 was announced to gear the manufacturers

of picture tubes to face competition from foreign players. As a result of spurt in

Demand in 1990s, the CPT manufacturers expanded capacities, which resulted in

Excesscapacity in the domestic market. Samtel Colour, LG Hotline and JCT

Electronics are the major domestic CPT manufacturers The picture tube industry is

both technology and capital-intensive industry.

At the same time bulk orders in raw material procurement fetch more discounts,

which gives the larger players an advantage over their smaller counterparts. The CPT,

the most critical component in a CTV has no alternate use and therefore, the CPT

industry is solely dependent on CTV players, mainly domestic and partly exports.

Hence larger players like LG, Samsung and Mirc etc. are able to negotiate better

deals unlike other players.

3.6. CONCLUSION

The variables affecting the industry with regard to each of the five forces have been

Categorized as favourable or adverse.Favourable variables have the potential to

improve profitability, while adverse variables reduce profitability of the industry.

Some strategic initiatives, which could be adopted to leverage the favourable forces

And protect themselves from the adverse ones, are as follows:

• R&D and Marketing will have to work closely together. R&D will have to play a

role in cost innovation, which can cut component cost and raise performance. The

number of defectives has to be reduced at negligible levels. The quest should be to do

even better. Each assembly line can be made to compete with the other.

• Vital to the spread out is the re-haul of distribution network. Home appliances have

necessitated separate dealers, many of them specialists. For sharper focus on all

categories individually, the market has to be opened wider.

• Brand building will be important, so as to ensure brand preference. Marketers will

have to strategise to pull the consumer up the value escalator. A good fraction of sales

if come from high margin products as flat TVs and projection TVs would improve

profitability of companies. Sharply differentiated products with effective

communication on a continuous basis would be the key for future. Challenge lies in

creating higher order universal benefits and sensitising the larger audiences to it.

LG and Samsung are likely to retain top positions.

• Buyers are easily swayed by costs, which are also verified by the presence of large

number of product offerings. Focus would be on providing value for money to the

consumer, with more brands in the economy segment. The challenge before

marketers is to span out, and address a wider set of needs. They will have to identify

segments not addressed by them so far and also introduce low price-point products

aimed at rural markets.

• Besides catering to the cost conscious segment, marketers need to segment the

market on the basis of psychographics, which will help in inducing brand loyalty

through lifestyle and experiential marketing.

• The increase in disposable incomes, more number of households above the

threshold income, declining prices, shortened replacement cycle and the demand for

multiple TV, all these factors are expected to sustain the growth momentum at 10-12

per cent during 2008-09 to 2010-11.

COMPANY PROFILE :-

Brief Prof i le

The Videocon group emerges as a USD 2.5 Billion global conglomerate continuing toset

trends in every sphere of its activities from a conference room sized assembly linein

1979.

Today the group operates through 4 key sectors:

1. Consumer durable

2. Thomson CPT

3. CRT glass

4.Oil and gas

Consumer Electronics, Home Appliances & Compressor manufacturing in India

We enjoy a pre-eminent position in terms of sales and customer satisfaction in manyof

our consumer products like Colour Televisions, Washing Machines, AirConditioners,

Refrigerators, Microwave ovens and many other home appliances,selling them through a

Multi-Brand strategy with the largest sales and servicenetwork in India. Our compressor

manufacturing technology in Bangalore furthersupports refrigerator manufacturing.

Display industry and its components

With the Thomson acquisition Videocon has emerged as one of the largest

ColourPicture tube manufacturers in the world operating in Mexico, Italy, Poland and

China,continuing to lead through new innovative technologies like slim CPT, extra

slimCPT and High Definition 16:9 format CPT.

Colour Picture Tube Glass

Videocon is one of the largest CPT Glass manufacturers in the world with a highlevel of

experience and technical expertise operating through Poland and India.Videocon will

leverage on this synergy after the Thomson acquisition to internallysource 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

Vision & MissionVideocon’s mission: a reflection of continuity and change

Videocon’s mission expression has been crafted to envelope both extant and

emerging realities:

“To delight and deliver beyond expectation through ingenious strategy,

intrepidentrepreneurship, improved technology, innovative products, insightful

marketingand inspired thinking about the future.”

A breakdown of the statement above reveals a ‘means and end’ approach, where the

end is articulated at the beginning with the means linked to it.

“To delight and deliver beyond expectation…”: the end

This segment not only underlines the importance of the ultimate goal -

customersatisfaction (‘delight’) and ultimate target - the customer, but also of

intermediateprocesses and principals, which have contributed to building a robust,

dependableVideocon value chain (‘deliver’). As a result of its focus on developing

loyalcustomers and reliable associates, Videocon is able to exceed expectations.

“…Through ingenious strategy…”: the means

In the cutthroat world of today, it is only by taking recourse to advance planning

andstrategy that a business can hope to survive. Although textbook strategy has its

uses,reproducing it in verbatim for the real world would be foolish because of the

absenceof textbook conditions. Thus, there is a need for a bounded rationality,

spontaneityand improvisation that is flexible enough for scenarios both imaginable

andunimaginable. Videocon’s ingenious manoeuvres are actually flexi-strategy

thatabstracts from shifting ground conditions and decides game plans, or

sometimeschanges the rules of the game.

…Intrepid entrepreneurship…”: the means

An enterprise with the odds stacked against it makes great business sense. This

isbecause higher the obstacles, lower the number of players likely to be active in

thatfield - thus, fetching extraordinary returns. The only requirement is a bold

andconfident attitude willing to brave the odds. Videocon’s foray into oil and gas is abold

and intrepid endeavour that arises from immense faith on the surefootedcompetence of

the company’s in-house managerial talent.

“…Improved technology…” the means

Technology is no more a premium input; it has become the bare minimum in

recentyears. Rapid advances have only fuelled this phenomenon. Videocon is

extremelyvigilant in shunting out dated technology and replacing it with the best-in-class

offersof the times.

“…Innovative products…” the means

Product development, innovation and customisation are the tools Videocon uses tostay

ahead of the competition. This is because a continuous stream of innovativeproducts

excites the market and enhances brand recall. A strategy that Videoconbanks on a lot,

especially on the domestic front

“…Insightful marketing…” the means

The market share battle scene has long shifted from technology and processes to

thepsyche of the customer. This means that those with deeper insights into the

elusivemind of the buyer are likely to dominate. Videocon is reinforcing marketing

strengthsto read better the pulse of the market and help create products that map

perfectly intocustomer preferences.

“…Inspired thinking about the future.” the means

The future is unpredictable, but not doing anything about it is fraught

withgraverisk. Videocon extrapolates future trends on the basis of current changes

intechnology and preferences as well as sheer gut feel.

Corporate Governance

Company's Philosophy on Code of Governance:

The company's philosophy on corporate governance enshrines the goal of achievingthe

highest levels of transparency, accountability and equity in all spheres of itsoperations

and in all its dealing with the shareholders, employees, the governmentand other parties.

The company believes in the philosophy on code of corporategovernance, which

provides a structure by which the rights and responsibility ofdifferent 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 andperformance against those

objectives are adequately measured and monitored.

Corporate governance is considered as an important tool for shareholders rotection

and maximization of their long -term values. The cardinal principal such as

accountability, responsibility, transparency and fair disclosure serve as the means for

achieving this.

R & D

The company gives utmost importance to the R & D activities, which are carried out,at

in-house R & D center. The company carries on new innovations in productdevelopment,

cost reduction, quality improvement, process implementations, processcontrols.

1) Specific areas in which R & D is carried out by the company

During the year, the company has carried out Research and Development in the

following areas.

Home theaters -High-end models and HTIB Models.

Larger ScreenTelevision i.e.32 Inch and 38inch.

True Flat Televisions

Plasma Televisions

Cosmetic design and new out look to the TVs

Manufacturing of components for CTV, Refrigerators and Air conditioners.

Efforts to reduce power consumption of all its final products.

2) Benefits derived as a result of the above R& D.

The company has derived the following benefits as a result of the Research and

Development:

Development of new design in product and launch of various new models.

Able to compete with the foreign players in the Indian Markets by cost reductions

andoffering innovation features and to maintain market leadership in Television

underVideocon umbrella.

Increase in productivity.

Reduction in power consumption of some of the products.

3) Future Plans of action

In the coming days company is aiming to achieve development in the following areas

through Research & Development:

Manufacturing of components for consumer Electronics Products.

Multimedia TV.

Plasma Televisions.

Launching of New Brands & Sub-brands under Videocon umbrella.

Composite Home Entertainment system with internet adaptability.

To work on better features, better quality & improved reliability with reduced/low

prices.

Your company always attempts to use the latest and advanced technology inproduction

process. Keeping pace with the technological developments, the companykeeps on

adding sophisticated equipments with focus on automation to minimizemanual

intervention in the manufacturing process thereby ensuring quality of thefinal products

Future Plans

To strengthen and maintain & its leadership status, the Videocon group has

clearlycharted out its course for the future. 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 rationalizingfactories in

Europe, increasing automation and improvement of efficiency in China,accessing flass

shells from India for international CPT facilities and a lot more - arein various stages of

implementation.

Internationally all existing client relationships are being strengthened. The

costcompetitiveness and increase in capacity in Mexico and Polland has opened up

bigopportunities in the OEM business.

Last but not the least, 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 aprospecting

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 siginificantly.

Board Of Directors

Mr. Venugopal N Dhoot

Mr. Pradeepkumar N Dhoot

Mr. K C Srivastava

Mr. Kuldeep Kumar Drabu

Mr. Satyapal Talwar

Mr. S Padmanabhan

Maj. Gen. S C N Jatar

Mr. Arun L Bongirwar

Mr. Didier Trutt (Nominee - Thomson S.A)

Mr. Johan G Fant (Nominee - AB Electrolux (Publ) )

Mr. B Ravindranath (Nominee - IDBI Limited)

Mr. Ajay Saraf (Nominee - ICICI Bank Limited)

FUNCTIONAL DEPARTMENTS OF THE ORGANIZATION:

STORE DEPARTMENT:

Functions:

1. Purchase of all items indented by user functions like spares

Consumables etc., other than plant and equipment.

2. Registration of suppliers and evaluation.

3. Maintenance of Stores.

4. Inventory control of stock items.

5. Co-ordination with finance department for timely payment to the

Suppliers.

FINANCE DEPARTMENT

Functions:•

To comply with legal and other requirement.

•

To provide information for stakeholders about financial

performance and viability

•

To provide managers with information for decision-making

•

To provide a structure to business activity based on the careful

processingof numerical data

MARKETING

DEPARTMENT

Functions:The smooth functioning of the marketing, sales and delivery operation

Corrective actions on customer complaints

New initiatives taken for sales maximization of the company

Handling relationship with personal, communicating and reporting to the

management.

Developing sales programs and formulating and designing sales polices.

PRODUCTION DEPARTMENT

Functions:

Production and planning

Purchasing

Stores

Design and technical supports

Works

Production cycle

AUDIT REPORT

We have audited the attached Balance Sheet of VIDEOCON INDUSTRIES

LIMITED, as at 31st march 2009, Profit and Loss Account and also

The Cash Flow Statement of the Company for the year ended on that date

Annexed thereto. These financial statements are the responsibility of

The Companymanagement. Our responsibility is to express an opinion

On these financial statements based on our audit

We conducted our audit in accordance with auditing standards

Generally accepted in India. Those Standards require that we plan and

Perform the audit to obtain reasonable assurance about whether the

Financial statements are free of material misstatement. An audit

Includes examining, on a test basis, evidence supporting the amounts

And disclosures infinancial statements. An audit also includes

Assessing the accounting principles used and significant estimates made

By management, as well as evaluating the overall financial statement

Presentation. We believe that our audit provides a reasonable basis for

Our opinion.

ANNEXURE REFERRED TO THE AUDITORS REPORT

Statement referred of the Auditors Report of even date to the Members of

VIDEOCON INDUSTRIES LIMITED on the financial statements for the

Year ended 31st march 2009.

(i) (a) The Company has maintained proper records showing full

Particulars including quantitative details and situation of fixed

Assets.

(b) As per the information and explanations given to us, physical

Verification of fixed assets, other than those under joint venture, has

Been carried out at reasonable intervals in terms of the phased

Programme of verification adopted by the Company and no material

Discrepancies were noticed on such verification. In our opinion, the

Frequency of verification is reasonable, having regard to the size of

The Company and nature of its business.

(ii) (a) As per the information and explanations given to us, the

Inventories (excluding stock of crude oil lying at extraction site with

the Operator) have been physically verified during the year by the

Management. In our opinion, having regard to the nature and location of

Stocks, the frequency of the physical verification is reasonable.

(b) Procedures of physical verification of inventory followed

By the management are reasonable and adequate in relation to the size

Have the Company and the nature of its business.

(c) The Company is maintaining proper records of inventory. As per the

Information and explanations given to us, the discrepancies noticed on

Physical verification of stocks were not material in relation to the

Operations of the Company and the same have been properly dealt with in

The books of account.

(iii) As per the information and explanations given to us, the

Company has not granted or taken any loans, secured or unsecured,

To/from Companies, firms or other parties covered in the register

Maintained under Section 301 of the Companies Act, 1956.

(iv) In our opinion and according to the information and explanations

Given to us, there are adequate internal control systems commensurate

With the size of the Company and the nature of its business with regard

To purchases of inventory and fixed assets and for the sales of goods

And services. During the course of our audit, we have not observed any

Continuing failure to correct the major weakness in the internal

Controls systems.

(v) (a). Based on the audit procedures applied by us and according to

The information and explanations provided by the management, we are of

The opinion that the particulars of contracts or arrangements referred

To in Section 301 of the Companies Act, 1956 have been entered in the

Register required to be maintained under that section.

(b) In our opinion and according to the information and explanations

Given to us, the transactions made in pursuance of contracts or

Arrangements entered in the register maintained under Section 301 of

The Companies Act, 1956 and exceeding the value of Rupees Five lakh, in

Respect of any party during the year, have been made at prices which

Are reasonable having regard to prevalling market price at the relevant

Time.

(vi) The Company has not accepted any deposits from the public within

The meaning of the provisions of Section 58A and 58AA or any other

Relevant provision of the Companies Act, 1956 and rules made there

Under.

(vii) In our opinion, the Company has an internal audit system

Commensurate with its size and nature of its business.

(viii) The Central Government has prescribed maintenance of the cost

Records under Section 209(1)(d) of the Companies Act, 1956 in respect

Of the Companys products. As per the information and explanations

Provided to us, we are of the opinion that prima facie, the prescribed

Records have been made and maintained. We have however not made a

Detailed examination of the records with a view to determine whether

They are accurate or complete.

(x) There are no accumulated losses as at 31st march 2009. The

Company has not incurred any cash losses during the year covered by our

Audit and the immediately preceding financial year.

(xi) Based on our audit procedures and the information and explanations

Given by the management, we are of the opinion that the Company has not

Defaulted in repayment of dues to financial institutions, banks or to

Debenture holders during the year.

(xii) The Company has not granted any loans and/or advances on the basis of

security by way of pledge of shares, debentures and other securities.

(xvi) The term loans raised during the year were applied, on an overall basis,

For the purposes for which the loans were obtained.

(xvii) The balance sheet of the Company, we report that the Company has

Not used funds raised on short-term basis for long-term investments.

(xix) The Company has not issued any secured debentures during the

Year. The Company has created security in respect of debentures issued

In earlier years.

(xx) During the year the Company has not raised any money by way of

Public issue.

(xxi) According to the information and explanations given to us, no

Fraud on or by the Company has been noticed or reported during the

SWOT Analysis

Strengths

1. Videocon has largest distributed capacity manufacturing base across India with 17

facilities and plant in china, Poland, itally, Mexico.

2.Manufacturing capacity is 1, 40000 units.

3. Videocon has a network of 400 plus service and 85 mobile service vans to give

better service to their customers.

4. Tie up with the Matsushita electric company of Japan add to the goodwill of

Videocon

5. Customers are aware about Videocon’s products.

6. Company has good brand name.

7. Strong backward integration

8.Videocon has largest distribution manufacturing based across in India.

9.Large brand basket

10. Multi brand strategy

11. 3rd largest picture tube manufacture in India

12. Cheap price.

13. Globally acceptance.

Weaknesses

1. Less investment on advertisement of Videocon CTV

2. Fewer margins to the distributor/dealer.

3. Weak promotional strategy of CTV.

4. No proper approach of target customer.

5.wide brand basket, which might lead to conflictof interest unless

Effectively managed

6.CRT technology is losing popularity.

7.less focus on unconventional channel.

8. Not providing good service.

9.No exclusive show rooms

Opportunities

1. Videocon takes over the Electrolux.

2. Videocon buy Thomson color picture tube manufacturing plant.

3. Videocon international is going global.

4. Videocon exploring whole new segment

5. During the climate of Jaipur becomes hotter day by day and coolers do

Not fully satisfy the customers requirement. This provides a great

Opportunity for ac manufacturers.

6. Growing semi urban market.

7. Industry is in increasing phase.

8. Price has come down; now more and more people are going for it.

9. Due to financial facilities even the medium segment is going for it.

10. Purchasing power of people is increasing day by day.

Moving into new attractive market segments.

11. Focused on unconventional channels.

12. Mergers joint venture of strategic alliances.

Threats

1. Entrance of global competitor like china.

2. Brand loyalty is more of LG &other company.

3. Market condition like slumps in market.

4. A new competitor in your home market.

5. Competitor has a new innovative substitute product or service.

6. Increased trade barrier.

7. Brand reputation is not good.

8.Competition in global CPT market especially from integrated playerssuch as LG-

Phillips, Samsung, and Matsushita is intense

LEARNING EXPERIENCE

1. During the project training in the market, I understand how it workspractically from

start point to end point. Before that I have onlytheoretically idea of marketing

management.

2. It is great experience to see these entire things happen infront ofeyes. Itenhances my

practical knowledge from one level to anotherlevel.

3. I have also learnt how corporate world functions and the importance of

discipline in your work life.

4. My manager supperted me in gaining sufficient knowledge aboutthe companyand

industrythis help me complete the projectsuccessfully.

5. I have learned about the videocon products esp. television which

aresales in India

6. I have learned about sales procedure of company.

7. I have learned about the competitors of videoco

8.I became much more confidant and the experience has helped

me to brush my communication skills.

9. Apart from this entire thing it gives me real picture about supplychain. I visited each

department & it is good learn experience to mewhen employees share their experience

for the organization toachieve the goal.

10. I have learnt that to convince someone what is required is complete

knowledge of your product and how will it benefit the client

11. The training was informative & educative. It was a practically

exposure to me.

Observe different strategies adopted by company and its competitors.

(Low price, quick delivery, good service

Research problem

Problem Statement :-

•

The problem of th is project is to know that to what levelcustomers are

enjoying and aware of v ideocon TV of fered bythe company and what

further improvement can be done infuture in th is area so as to get brand

awareness. The mainobject ive how to increase the reputat ion of

v ideocon brand inthe market

By this project I want to Create brand awareness of v ideocon so

i t help in sel ler in fo l lowing way:

•

Videocon brand name makes i t easier for the sel ler to

process orders and tract down problems.

•

Videocon brand name provides legal protect ion of unique

product features.

•

I t become wel l -known brand helps the sel ler in segment ing

the market.

•

Brand loyal ty of v ideocon brand gives sel ler some protect ion

from compet i tors and greater control p lanning.

•

Good videocon brand awareness helps in bui ld ing the

corporate image.

•

Videocon brand awareness gives warranty of qual i ty and

sat isfact ion in the mind of the customers

Videocon brand awareness helps buyers / consumers

in fol lowing

ways

•

Brand awareness helps shoppers in moving quickly throughsuper market

or retai l store and helps in making quickdecis ions.

•

For customer the videocon brand is Easy to identify

and recognize

•

It should be dist inctive and create a good imagein

customer mind.

•

Should be capable of being registered and protected

legally.

•

A deep brand must have Brand Equity.

Research methodology

Research methodology is considered as the nerve of the project. Withouta proper well-

organized research plan, it is impossible to complete theproject and reach to any

conclusion. The project was based on the surveyplan. The main objective of survey was

to collect appropriate data, whichwork as a base for drawing conclusion and getting

result.

Therefore, research methodology is the way to systematically solve the

research problem. Research methodology not only talks of the methodsbut also logic

behind the methods used in the context of a research studyand it explains why a

particular method has been used in the preferenceof the other.

5.2. Research design:

Research design is important primarily because of the increasedcomplexity in the market

as well as marketing approaches available tothe researchers. In fact, it is the key to the

evolution of successfulmarketing strategies and programmers. It is an important tool to

studybuyer’s behavior, consumption pattern, brand loyalty, and focus marketchanges. A

research design specifies the methods and procedures forconducting a particular study.

According to Kerlinger, “Research Designis a plan, conceptual structure, and strategy of

investigation conceived asto obtain answers to research questions and to control

variance.

The General study was converged as a specific study for videocon. Thestudy was

initiated to find out the consumer profile, brand perception andcross preference among

videocon and Competitor brands.

Our approach to the research design tasks went through the following

tasks.

Information needed

1.Measurement and scaling Procedures

2.Appropriate Data collection

3.Sampling Process and sample size

4.Data Analysis plan

These issues are addressed as the following

o Research Type

o Descriptive Research

o Data Type

o Primary and Secondary data

o Research Tools

o Questionnaire

Observation

Enquiry

o Sampling Units

o customer/Dealers/ Retailers

o Sample Size

o Customer (100)/Dealers/ Retailers (50)

o Sampling Method

o Random Sampling Method

o Sample drawn from

o Jaipur

TYPE

The data collection was done through

1. Secondary Data Analysis

2. Survey

Secondary data is obtained by contacting the retailer and dealers.

5.4.Scaling Techniques

We asked the customers to rank the various attributes on a scale of veryimportant,

Important and not very important. To find-out the brandperception of various brands,

paired comparison between them is used.

SWAMI VIVEKANAND COLLEGE OF PROFESSIONAL STUDIES, SEHORE

5.5.Questionnaire Design

Questionnaire design was the critical issue as the questionnairereflects the survey

purpose .The questionnaire was meticulously preparedby identifying the various

variables. The same scale of yes/no and veryimportant, important and not so important

was used through out so as tomake the respondent comfortable.

Firstly a questionnaire was prepared and few people were surveyed. Afterthis survey we

realized the flaws in the questionnaire and then a modifiedquestionnaire was prepared

and people were surveyed on this modifiedquestionnaire.5.6 Sampling TechniquesIn the survey conducted, the sample was random in nature comprising ofpeople from different age groups and income stratas.4.7.Data Collection

Data collection is the important step after the sample is selected on whichthe survey is

being conducted. With data that is available in the hardform we converted that to

electronic form, to analyze the data using theMS Excel softwares. In the data collection

customers were approachedduring the working hours at dealers point.

The first part of the survey was a disguised survey was there was nomention of videocon

as Organization. It was conducted as a part ofinstitute project. Purpose of the survey

was explained and was asked

whether they are interested to take part in the survey Later Questionnairewas handed

over to them, and necessary instructions were given tocomplete the questionnaire .The

questionnaires were returned back afterfiling up on their convince, While receiving the

filled in questionnairecare was taken to check whether there are any unfilled items in

thequestionnaire.

5.8. Data Analysis

The data of score of features and score of brand perception was fed intothe excel sheet.

Separate Excel sheets were employed for analysis of eachbrand and also to keep it

concise and unambiguous.For data analysis Iuse many types of charts:

• Pie chart:

This is very useful diagram to represent data, which are divided into anumber of

categories. This diagram consists of a circle of divided into anumber of sectors, which

are proportional to the values they represent.The total value is represented by the full

create. The diagram bar chartcan make comparison among the various components or

between a partand a whole of data

• Bar chart:

This is another way of representing data graphically. As the nameimplies, it consist of a

number of whispered bar, which originate from acommon base line and are equal

widths. The lengths of the bards areproportional to the value they represent.

5.9 Limitations of Survey

Response Errors - These may arise when the respondents give

inaccurate or incomplete answers. For e.g. in our survey a respondentmay not mention

that he had test driven a car before purchasing it Amajor problem faced in the survey

involved the comparative ratings ofvarious attributes for all the brands of cars. Many of

the respondents werenot very willing to rank so many factors as they perceived it to be

timeconsuming.

Open Ended Questions– All the questions in the questionnaire were

open-ended to avoid any kind of bias from the respondents end. But adrawback of this

approach is that there was an incomplete capture of hisresponses, as the respondent

could not always ome out with the purchasesteps and the time taken in them. The

reasons for such inaccuracy couldbe because of unfamiliarity, fatigue, boredom, faulty

recall and the

Question format.

Random Sampling Errors – This can occur, as the particular sample

selected is an imperfect representation of the population of interest. Thearea covered in

the survey was jaipur region and the customerpreferences and tastes in different

Regions could not be covered

Demographic profile

Gender profile

Male 28%

Female 72%

FAMILY-INCOME

• Income group determines the sector in which a company wants to foray and be

a market leader; also knowing the income level of the customer will help the

company to modify the products according the buying capability of the

customer, which depends upon the Income level.

• Here we have divided the customers according to Monthly Income and found

that the most of the consumer income is below Rs10000,so they prefer only

less costly television.

• There is also good amount of people of high income (Rs 350000+)

• Here I can infer that there is all income level people available in this segment so

company need a good product range

O C C U P A T I O N D I S T R I B U T I O N

Inference:

•

This diagram show that most of the people occupat ion is pr ivate

service.

•

Also good amount of business man avai lable here.

•

By this we can know about di f ference in preference.

•

By knowing occupat ion distr ibut ion clear lythe company can

segment and target customer according to their occupat ion.

Awareness about v ideocon, SAMSUNG & LG by Customers

(Given in percentage form)

From the above pie – charts, i t is c lear that most of the customers(62%)

of Videocon came to know about Videocon through TVadvert isement as

compare to customers of Samsung and LG. As far aspr int media ad is

concerned, only few customers came to know aboutVideocon through

pr int media ad as compare to customers of Samsung& LG. But no

customers of Videocon came to know about Videoconthrough hoardings

and bi l lboards, but few customers came to knowabout Samsung & LG

through hoardings and bi l lboards.

Hence, we can infer that Videocon is doing posi t ioning through

TVadvert isements rather than through pr int media ad and hoardings

andbi l lboards. They should more focus on word to mouth

market ingbecause they are weak in th is.

Why videocon, SAMSUNG or LG?

(Given in percentage

form)

nference

From the above f igures, i t indicates that people give more preferenceto

pr ice as compare to other at t r ibutes (Like Brand & Qual i ty) whi lebuying

the Videocon products.we observe here that service is notgood at

v ideocon .

Hence, we can infer that LG & Samsung are strong brand

andhaving more qual i ty than Videocon (as given in Table and Pie-

chart) .Also, LG & Samsung products are more expensive than Videocon

From where you prefer buying consumer durables

Co.shoppee

Showroom

Exhibitions

On-line

Inference:

1.A majority of customers prefer to buy from co.shoppee. Very less

proposition of customers buys from Online and Exhibitions.

2.49% customers are prefer to by from the showrooms because theshowrooms are more

convenient to customers they also think thatthese shops give more discounts.

3.People are less interested to buy from the exhibition they only visitthe exhibition for price

quotation of the product and thecomparison of the product.

You prefer to buy from the same as you have mentioned in above que. Because of

following reasons

Attractive Price

Service

Demonstrations

 Offers

Convenience

nference

1.Customers buy from showrooms because of the service and convenience.

These are two main factors.

2.Customers are preferred to buy from the showroom because of they think that

these convenient store may provide good after sell service.

3.Customer also thinks that there is more chance to bargain and they can get

more discounts in these showrooms.

4.Price also a factor that attracts the customer in these showrooms.

Do you prefer any financial scheme to purchase consumer durable?

Yes

No

Inference

1.Majority of the consumer donot want to go for financial scheme.

2.16% consumer is not a small amount, there is only t.v.few company which

provide financial scheme

3.If t.v. Company easily provide this scheme to consumer sothey can attract

more customer.

Would you wait for festive season for available discounts for purchase a

Television?

Yes

No

Inference

By this we can infer some customer prefer to buy t.v. on some festival.

North India is more belive in festival.

On festival company can attract customer by give some typa of discount 

Up to how much money are you willing to spend on a t.v? at this time:a) Less than 6000b) 6000-13000c) 13000-20000d) 20000-30000e) more than 30000

nference:By this diagram I can infer than most of customer are see price, if company providesome good product with more features and style and design it will help in incresemarket share.Some customers are want to spend a big amount ofmoney on t.v. these customerdon’t care money because of high income so company also need to work on R&D, socompany can provide a different product.

How do you feel after using the videocon t.v?a) Excellentb) Goodc) Faird) Poor

Inference

There is 19% customer who not satisfies with product and feels poor about the t.v.

Company has to find out all the reason and should work on it.

If company don’t attarct old customer this will become a big threat for company

Dealer survey Findings

1.By calculating the display share we found that in most of store VIDEOCON

has 24% display share almost all categories.

2.By the actual monthly sale of particular store we came to know the capacity of

the store and how much product can they sale.

3.It helps us to know that weather dealer is capable of being a direct dealer ofVIDEOCON or

not and it also helps to find out the new dealer who arecapable of being the dealer of

VIDEOCON.

4.We also came to know while visiting the shops that there was big problem of

after sale service.

5.Many dealers were facing the problem of after sale service because there is no

follow up calls from VIDEOCON.

6.Demo calls also not done properly.

7.Videocon is on 3rd rank in jaipur CTV.

8.Sales promotion scheme are sufficient.

9.Pricr range preferred by consumer is generally in between 70000 to 13000.

10.Dealer are not satisfied with the incentive provided by the company

11. The top competitor of VIDEOCON product in Jaipur is LG and SAMSUNG.

12. In Jaipur area the performance of VIDEOCON is in better position but the

competitor also hold closer margin.

13. There is high growth of sale in market due to booming in new technology and

better service

14. Word of mouth plays a vital role in awareness among customer. This is onefactor, which

can play a good role in promotion of products as well asdemonstration given by the

shopkeeper also plays a vital role for customer.

15. Marketing growing so that is good sign for company in coming year.

16. Consumers are mostly gets attracted by the price discount offered by company

and product warranty

RECOMMENDATIONS AND SUGGESTIONS

1.VIDEOCON should improve it’s after sale service because its hits badly

VIDEOCONs market share in Jaipur region.

2.More detailed customaries service is to be provided.

3.The training to in shop demonstration should be given at frequent time

interval and feedback should be considered positively.

4.The company should look into the matter of person hiring for in shopdemonstration. A big

VIDEOCON showroom should have at least 2 such kindof person.

5.VIDEOCON should try new dealer who have the potential. So they can target

more market.

6.As there is a bottleneck competition between Samsung and VIDEOCON, it isnecessary to

take measure steps to overcome the area of downfall inVIDEOCON with respect to

Samsung.

7.The marketing managers should make better relations with dealers and

reputation of the company.

8.Customer considers quality as their first preference, so the company should

give more stress on this.

9.The switching of customer from VIDEOCON product to other brand is due to

the bed after sell service in shop.

10. The product is well aware and it is on top of mind of customer. So company

should always improve services and update their technology.

CUSTOMER SURVEY FINDINGS

1.Secondary supports play an important role in the customers mind and createawareness

among the customers. The secondary support includesDemonstration, Exhibition & Even

Sponsors.

2.From the survey it was found out that the majority of customers don’t buyconsumer

durables from exhibitions. They just visit the exhibitions to see theco. latest model.

3.They want to buy from the showrooms or from co. showrooms. For themservice is

important. Beside convenience and other factors service is key factor.

4.Also majority of customers do not want any financing scheme for purchasing

the durables.

5.There was heavy rush on weekends so large numbers of ISD’s were appointedthat day.

Also the live demo calls helps in selling. Exchange offers alsogenerate sale.

6.Customers are also now very choosy in buying the product and it is important

for the company to make loyal customer of their brand.

7.In survey we found that VIDEOCON has captured maximum market share inevery

category. VIDEOCON dominates CTV, LCD, and Refrigerator, andWashing machine,

category.

8.The product is well aware and it is on top of mind of customer.

9.Customers are also now very choosy in buying the product and it is important

for the company to make loyal customer of their brand.

10.Spending on advertisment and publicity of less as compare to the competitors.There is

need to increase advertisement. Consumer prefers electronic media foradvertisement

and retailer also prefer TV advertisement.

11. The quality of videocon CTV is acceptable to the market. Consumer and

retailer both are satisfied with the quality of videocon CTV.

12. Consumers are mostly gets attracted by the price discount offeredby

company and product warranty.

13. The categories of the people who are using the CTV are mostly economic

income people.

14. LG and samsung are competitors of videicon ‘sCTV.

15. Consumers are aware about videocon TV.

18.Customer perception about videocon TV is good.

16. Advertising of videocon CTV is not striking as compaer to the competitors

RECOMMENDATIONS AND SUGGESTIONS

•

Exhibitions do not help to generate so much sells but they should beconducted regularly.

This helps in generating awareness regarding the productin customers, which ultimately

helps in sales.

•

Also it is helps in advertising for the new products. Like in this exhibition

new LCD was advertised. Company should always focus on service

Display share should be increased where there is less than 50% as

VIDEOCON also believes that“JO DIKHTA HAI WO BIKTA HAI”.

•

Company should try to improve service. No doubt the company products havetechnically

edge over competitors but in long run it may hamper thecompany’s profit.

•

Company should concentrate more on its major drivers LCD, IT, and GSM.Branding and

promotions should be done effectively as it creates a longlasting image in the mind of

customers.

Company should also cater to the needs of sub dealers as some of the sub

dealers have potential of high sales.

CONCLUSION4 :-

SEHORE market is st i l l a v i rgin market for these techno-survey

Videoconproducts. Customers need to be made aware of the product ive

usagesof these products i f Videocon want to target these untapped

marketsegments of customers and rural customers. Also Videocon need

tomodify their advert is ing strategies in order to promote these

productsand services. This also a chal lenge for Videocon, for a

posi t ivethinking about Videocon

Hence Videocon need to work upon the real factor throughDealer

and Retai ler for a KAIZEN cont inuous product iv i ty in theseproducts wi l l

make these products more fr iendly and customized.

Hence Videocon wi l l be able to win a major market share

between the compet i tors

DEALERS QUETIONARIES

Dear Sir/Madam,

I, student of SVCS,SEHORE (SWAMI VIVEKANAND COLLEGE OF PROFESSIONAL

STUDIES) SEHORE am

conducting a survey for the television industry. We request your kind cooperation

1.Name of the Dealer/Retai ler……………………………………………..

2. Address………………………………………………………………………

……………………………………………………………………………………..

3.Ment ion the brand name of the T.V presents in your

Showroom?

1

2

3

4

5

4.What are the ranges of price that the company offers?

................................................................................................................................

............................................................................................

5.Rank the var ious brands in order of their sel l ing

1

2

3

4

5

6.Why the rank 1) Product is sold high?

a) Less Pr ice

[ ]

b) Design and style

[ ]

c) Good brand image

[ ]

d) Good product features [ ]e) Af ter Sales Services[ ] f ) Durabi l i ty

7.Why the rank 2) Product is sold high?

a) Less Pr ice

[ ]

b) Design and style

[ ]

c) Good brand image

[ ]

d) Good product features [ ]e) Af ter Sales Services[ ] f ) Durabi l i ty

[ ]

8.Why the rank 3) Product is sold high?

a) Less Pr ice

[ ]

b) Design and style

[ ]

c) Good brand image

d) Good product features [ ]e) Af ter Sales Services[ ] f ) Durabi l i ty

9.What more can the company do to increase its sales?

………………………………………………………………………………

…………………………………………………………………………

10. According to you which company has the best marketingstrategy?

………………………………………………………………………………

…………………………………………………………………………

11.Any Suggest ions:………………………………………………

……………………………………………………………………………

……………………………………………………………………………

CONSUMER SURVEY QUESTIONNAIRE

Dear Sir/Madam,

I am student of RIMS (SWAMI VIVEKANAND COLLEGE OF PROFESSIONAL

STUDIES, SEHORE) Bangalore and as

part of our curriculumI am conducting a market research. I would like your

cooperation for the same, with an assurance that all the information, which you’ll

give, will remain confidential.

Customer’s personal profile:

1. Name………………………………………………………………………….

2.a) Age ( In years ):……………………………………............................

b) Gender (please tick)

: Male/Female

3. Educational Qualification……………………………………………………..

4. Address.………………………………………………………………………

……………………………………………………………………………......…..

5. What is your occupation?

a) Business

b) Govt. Service

c) Pvt. Service

d) student

e) others

6. What is your monthly income?

a) Below Rs 10000

b) Rs 10000-15,000

b) Rs 15,000-25,000

d) Rs 25,000 -35000

e) Rs 35000+

Consumer Survey for various Brands of television:

1. Which of the company’s products would you prefer to own?

a) Videocon

b) LG

c) BPL

d) ONIDA

e) samsung

f) Others (please specify) ………………………………………

2. Why you prefer this company product?

……………………………………………………………………………

3. What were the factors that persuaded you to come to your chosen brand?

a) Company advertisements:

b) Talk to friends and colleagues

c) Dealer’efforts

d) Any other; please specify………………

4.Do you prefer any financing scheme to purchase consumer durables?

a) Yes

b) NO

5. While purchasing consumer durable which parameter influences you?

(Please rate the following sources of information)

Price.

………………………

Brand Image

………………………Product feature………………………Service.

………………………

Durability

………………………

Design and style.................................

6. From where you prefer buying consumer durables?

a) Co.shoppeeb) Showroomc) on-lined) exihibition

7.You prefer to buy from the same as you have mentioned in Q.6 because of

following reasons?

a) Attractive Priceb) Servicec) Demonstrationsd) Offers

e) Convenience

8. Up to how much money are you willing to spend on a t.v? At this time:

a) Less than7000

b) 7000-13000

c) 13000-25000

d) 25000-35000

e) more than 25000

9. Would you wait for festive season to avail discounts?

a) Yes

b) No

10. Which TV Channels do you watch on a regular basis?

…………………………………………………………………………………………

…………………………………………………………………………………………

11. Which Newspaper/Magazines do you read?

…………………………………………………………………………………………

………………………………………………………………………………………….

12. How do you feel after using the videocon t.v?

a) Excellent

b) goodc) fair

d) poor

13.Any other comments.…………………………………………………………….

...………………………………………………………………………………………

………………………………………………………….. ……………………………

Thank you for participating in the survey

REFERENCE:

Books

•

Phi l ip Kot ler, Market ing Management, 13 t h

Ed,

Pr inceton – Hal l India 2009

•

Market ing Research – Naresh K. Malhotra

•

Business research method- S. N. Murthy

Website:

•

Http: www.videconworld.com

•

http: www.google.com

•

http: www.wikipedia.org

•

www.in.lge.com

Magazines

• Business today

• Business world

Newspapers

• Economic Times

• Times of India