PROJECT REPORT

ON

Critical Study of Advertising Effectiveness and its

impact on Brand Positioning of Videocon Industries

FOR

VIDEOCON INDUSTRIES LTD.

Aurangabad

IN PARTIAL FULFILLMENT OF

Autonomous MBA( PGDM )

BY

Miss POOJA PALOD

(2005 2007)

GUIDED BY

Prof.Yuvraj Lahoti

VISHWAKARMA SCHOOL OF BUSINESS MANAGEMENT &

RESEARCH, PUNE

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COLLEGE CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that POOJA PALOD is a bonafide student of VISHWAKARMA

SCHOOL OF BUSINESS MANAGEMENT AND RESEARCH. She has successfully

carried out her summer project titled Critical Study of Advertising Effectiveness

and its impact on Brand Positioning of Videocon Industries

at Videocon

Industries Ltd, Aurangabad in the partial fulfillment of Autonomous MBA ( PGDM ),

course of VIM.

She has worked under our guidance and direction. Her work found to be good and complete

in all respect. During the period we found him hardworking, sincere and loyal. We wish her

all the best for future.

DR. SHARAD L. JOSHI PROF.YUVRAJ LAHOTI

(DIRECTOR) (PROJECT GUIDE)

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VIDEOCON CERTIFICATE

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ACKNOWLEDGEMENT

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

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

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

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

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

for healthy learning and training.

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

project with them. I am great full to Chairman and Vice President

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

office.

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

patient guidance I have received from my project guide Mr. Sunil Tandon

Vice President

Marketing and his assistance managers Mr. Murli Mohan ( Manager Central Marketing )

without there critical evaluation and suggestion at every stage of the project, this report could

not have reached its present form. In addition, my internal guide Prof.Yuvraj Lahoti has

critically evaluated my each step in developing this project report

I express my sincere thanks to Prof.Yuvraj Lahoti and Dr. Sharad Joshi, Director,

Vishwakarma School of Business Management and Research, Pune, for their valuable

advice and guidance. They are always a source of inspiration for me. My thanks are

also due to the faculty and non-faculty member of Vishwakarma School of

Management and Research, Pune, for their cooperation and support in completion of

my project.

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

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

inputs.

Miss.Pooja Palod

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Declaration

I here by declare that project report on Critical Study of Advertising

Effectiveness and its impact on Brand Positioning of Videocon Industries

has been carried out by me under the guidance of Prof.Yuvraj Lahoti and

Dr.Sharad Joshi, Director Vishwakarma Institute of Management.

This work is original and has not been copied and submitted either in part or full

for the award of any degree anywhere.

Miss.Pooja Palod

Date: Place:

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INDEX

Sr.No. Section Page No.

1 Executive Summary 01

2 Introduction 03

3 Corporate Profile of Videocon 04

4 Brand Strategies of Videocon 18

5 Objectives of the Study & Research Design 21

6 Limitations of the Study 22

7 Theoretical Background 23

8 Methodology used for the study 33

9 Analysis and Interpretation 35

10 Findings 55

11 Suggestions 58

13 Annexure

14 Bibliography

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Executive Summary

Critical Study of Advertising Effectiveness and its impact on Brand Positioning of Videocon

Industries

was the project undertaken as a part of the academic requirement of two year

PGDM(Autonomous MBA) degree.

The objective of the project was to understand the impact of advertisements on brand

positioning of Videocon Industries Ltd as Indian Multinational and also to find out the reach

and impact on overall buying behavior of consumers after this positioning.

In major part we have tested advertising effectiveness of 4 Videocon advertisements in the

sample area and it has been co related by the positioning created after the launch of these

advertisements.

We have also stressed on brand recalling pattern and buying behavior attribute selections of

consumers.

The project was carried out from 27-05-2006 to 30-06-06 under the guidance of Mr.Sunil

Tandon Vice President-Marketing Videocon Industries.

In today s highly competitive world companies are stressing on its brand positioning and also

on buying behaviour as Management Guru Dr.C.K.Pralhad says we should be more

concerned about our customers and their changing buying preferences then and then only we

can serve them better and can create competitive advantage over competitors so we have

taken this area for research.

In this we have discussed the strategic position and thinking of Videocon on the marketing

and branding aspect also as company is on global hiring spree what consumer perceives about

Multinational image was major concern to management also so we have discussed this theme

initially in depth with the management and they become part of our research.

Then we have switched over research needle on Consumers and we got very valuable first

hand data which was collected by questionnaire and interpreted by ranking and scaling for

relevance and accuracy

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The survey was successfully undertaken by interacting with 100 consumers in Aurangabad

city through which I have made my conclusion.

I found that company is running business with multi brand strategy and because of that they

use to concentrate on entire brand basket which in result created sort of negligence on

positioning of Videocon name in last years but now they have changed there vision and

poured lot of efforts on proper marketing mix to create multinational image and higher

recalling and trustworthy image in consumers. And my research finding supports this with

relevant data. Consumers are having good image about Videocon still the positioning and

distribution pull of major rival is in course so they are still fighting for market share

leadership. Also for studying adv effectiveness we have carried out content research and

outcome of this was also very positive.

In last part I have suggested and recommended some remarks for making promotion effort

and branding strategy more effective.

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Introduction

When you think about Nike, Starbuck, Sony or Videocon, what comes to mind? If you are

like most people, it is certain Image, feeling, or impression. This is because a brand is a

perception resulting from experience with, and information about, a company or a line of

products. What many people fail to understand is that brand lives in the heads and hearts of

consumers

not on side of a package. This is happening just because increased experience of

consumers with increased exposure rate of advertisements in the market.

Creating awareness of a brand name and positioning is part of building brand. Customers

want to know what to expect from brand and how they will be benefit from using the brand,

what the brands stands for etc. but this need arised in market as competition in the market

offering is increased by many players.

Market place confusion arises from the proliferation of brands and products. Forty years ago,

the average grocery shop carried about 40 brands, today that number is increased to 400 and

big malls are having more than 4000 brands. This increase in the brands is in all sectors

including services and because of it companies are rushing to create increased awareness in

the market by various promotional means. Advertising is major way of communicating with

consumers in the market.

Now consumers are suffering from communication overload and because of it positioning

errors also created by the companies now they need to correct it by co coordinating marketing

communications and fine tuning message strategies. Advertising effectiveness studies makes

brand message more relevant and it also helps in developing effective message strategies.

So we have taken this subject as interest in this field and which will help the company to

develop and think positively on its advertising strategy and positioning strategy.

Consumer durable sector in India is increasing rapidly and many international layers are

playing key role in it and Videocon from last year projecting them as Indian multinational

and also they want to grab major market share so the need of evaluating their advertising

performance become important.

So the study with said title taken for the research.

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Corporate Profile Of Videocon Industries

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

trends in every sphere of its activities from a conference room sized assembly line in 1979.

Today the group operates through 4 key sectors:

Consumer Durables Thomson CPT CRT Glass Oil & Gas

Consumer Electronics, Home Appliances & Compressor manufacturing in India

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

Display industry and its components

With the Thomson acquisition Videocon has emerged as one of the largest Colour Picture tube manufacturers in the world operating in Mexico, Italy, Poland and China, continuing to lead through new innovative technologies like slim CPT, extra slim CPT and High Definition 16:9 formats CPT.

Colour Picture Tube Glass

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

Oil and Gas

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

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

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

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

Sakhar Karkhana (Sugar Mill) in 1955.

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

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

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

million people to improve their quality of life.

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

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

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

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

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

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

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

of many Colour Television manufacturers around the world.

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

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

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

products.

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Videocon s Board of Governance

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Logo Logic

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

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

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

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

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

as million of

satisfied customers will agree.

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

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

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

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

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

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

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

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

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

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

recapitulate our principle out and touching live million of people.

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Corporate Governance

Social Responsibility

Company's Philosophy on Code of Governance:

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

highest levels of transparency, accountability and equity in all spheres of its operations and in

all its dealing with the shareholders, employees, the government and other parties. The

company believes in the philosophy on code of corporate governance, which provides a

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

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

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

adequately measured and monitored.

Hospital

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

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

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

which cannot even support their families let alone afford medicines.

Schools

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

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

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

Cricket

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

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

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

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

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

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

ultimately what builds bridges between diverse cultures.

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Plant Locations

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

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

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

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

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

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

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

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

Office Locations

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

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

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

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Videocon - Multi Brand Strategy

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

markets under different brand names by the same company

The basket of brands can be

Brands built internally

Acquired brands

Brands through joint ventures

Gain of marketing rights

Why companies opt for a multi brand strategy?

To differentiate it s offering to different market segments

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

To protect the interest of the mother brand

To create internal competition to promote efficiency

To increase sales further without sacrificing on profitability

Advantages

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

requirements

To attract and catch brand switchers

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

Failed brands do not affect image of other existing brands

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

lines

Results in increase in shelf space

Higher penetration

Avoid dependence on few brands

Better economies of scale

17

Disadvantages

May lead to cannibalization of brands in a given market

Investing in different brands results in excessive cash flows

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

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

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

Situation mid- Nineties

Videocon was the No 1 brand

Increasing competition expected from new entrants, especially those who were

Globally strong

Ready to invest in Indian market

Increasingly difficult for Videocon to increase market share

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

Videocon group goes for Multi Brand Strategy

To protect mother brand

To increase overall market share for the group

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

How is Multi Brand Strategy helping Videocon group?

Helps Videocon group avoid dependence on few brands

Helps Videocon group avoid dependence on few dealers

More efficient utilisation of manufacturing capacities

Better economies of scale

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

group in that market

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

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

customers

Career path opportunities across Videocon group

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

present in each outlet?

18

Will Multi Branding Strategy for Videocon group help Videocon Brand?

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

Economies of scale advantage also flow to Videocon:

Media costs

Service

Logistics

Manufacturing

Engages competition to fight on several fronts

Strong competitive challenge within the group motivates Videocon to keep on

growing

Investment and focus on mother brand to drive its growth

19

Brand Basket

Tie-ups with Global Leaders

Partner Product Nature Of Tie-Up

Toshiba Corp Colour TV Technical Collaboration-Brand Arrangement

Samsung Electronics Fly Back Transformers, Tuners Technical Support

Matsushita Electric Washing Machine Technical Collaboration

Matsushita Electric Air Conditioner Design & Drawing

Matsushita Electric Refrigerator Design & Drawing

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

Techneglas Glass Shell Technical Collaboration

Akai Audio Products and Colour TV ODM for Indian Market

Hyundai Colour TV ODM for Indian Market

Electrolux AB Sweden Refrigerator, Air Conditioner and Washing Machine

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

20

21

VIDEOCON SWOT

STRENGTH

Technology:

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

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

R&D base

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

quality perception and global expansion

Market:

Domestic leadership through multi brand strategy.

80% plus penetration at dealer level.

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

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

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

Cost:

High degree of backward integration

in house production of components critical to

quality and cost.

Manufacturing facilities in strategic locations with tax and cost benefits.

Global capacities provide economies of scale.

Glass CRT CTV offers unique synergy in global CTV business.

People:

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

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

Multi skilled workforce

More than 50% staffs are graduates/post graduates.

22

WEAKNESS

Multi brand strategy is diffused in certain areas.

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

Long business cycle leads to greater need of working capital.

Quality perception not on par with multinationals like Sony

Inadequate MIS due to complexity of the business structure.

Multiple factories and brands burden logistic support.

OPPORTUNITY

Technology:

Existing global facilities provide basic infrastructure to expand to FPD

manufacturing.

Start rotary compressor production for air conditioner.

Market:

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

categories.

Huge potential considering the present low domestic penetration levels.

Large integrated components and product manufacturing facilities provide huge OEM

potential.

Cost:

New facilities in low cost areas with tax benefits.

New facilities at international locations with minimal CAPEX due to existing

infrastructure.

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

People:

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

interest of all present and future stake holders globally.

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

challenging environment.

23

THREAT

Growth of alternative technologies.

Continuous price pressures driven by capacity adjustment time lag.

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

technologies are available at a price factor of 1.5 times.

Strong competition from existing players in China.

Building client confidence regarding quality standards may take some time.

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Brand Strategies

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

appreciates style & comfort in life.

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

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

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

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

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

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

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

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

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

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

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

25

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

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

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

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

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

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

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

functioning at maximum efficiency, geared to face the future.

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

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

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

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

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

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

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

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

Videocon increase its penetration throughout the country.

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

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

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

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

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

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

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

for the brand

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

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

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

by all.

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

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

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

26

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

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

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

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

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

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

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

for the future generations of Indian cricket.

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

India s hottest young cricketing talents

the exciting Mahindra Singh Dhoni, who will now

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

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

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

appeal among the younger generation.

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

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

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

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

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

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

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

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

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

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

market.

27

Research Methodology and Research Design

Proposed Title of The Study:

Critical Study of Advertising Effectiveness and its impact on

Brand Positioning of Videocon Industries

Broad Overview of the Study:

In this study our emphasis will be on various advertisements flashed in electronic and print

Medias about Videocon International and its brands .in following manner

1. We are going to study the awareness created by these advertisements

2. Recalling patterns of these advertisements

3. Recalling factors (means which content of the advertisement is mostly recalled by the

viewer) it also called as content study.

4. Its impact on buyer s perception in that particular segment

5. Shift in buying behavior

6. Its impact on overall brand positioning of Videocon International.

Objectives of the Study:

1. To study the advertising effectiveness of various advertisements of Videocon in

sampling area.

2. To study the recalling pattern in the sampling area about the content of Videocon

advertisements.

3. To study the buying behavior shift if exist because of advertisement content.

4. To gather the information that helps to reduce the uncertainty and risk associated with

advertising. And suggesting measures.

5. To study the impact of these advertisements in brand positioning of Videocon.

28

Methodology to be followed:

This is typical research where we are going to use some advertising effectiveness measuring

techniques like

1. Content research

2. Copy testing

3. competitive activity research

4. positioning research ( Awareness and attitude tracking research )

interpreting in 100%.

The sample area will be Aurangabad City.

For secondary data some literature study will be For this all simple technique of

Questionnaire method will be used and a stratified sampling method will be used for the

sample selection. Sample will of minimum 100 and not more that 200 and will be carried out.

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

in graphical explorations.

Hypothesis to be tested: ( If Possible )

H o - Videocon Internationals Advertisements are having direct impact on brand positioning

of Videocon as Indian Multinational in the Aurangabad City

Limitations of the Study:

1. Sample size we have selected for the research is very less while calculating the

advertising effectiveness.

2. Time limit is major constrain

3. Consumers and Viewers are very reluctant in providing relevant information.

4. Brand positioning studies are having diversified attributes which can not be tested in

single short period study.

29

Theoretical Background

Advertising effectiveness & Brand Positioning

Introduction

The meaning of brands

Brands are a means of differentiating a company s products and services from those of its competitors.

There is plenty of evidence to prove that customers will pay a substantial price premium for a good brand and remain loyal to that brand. It is important, therefore, to understand what brands are and why they are important.

Macdonald sums this up nicely in the following quote emphasizing the importance of brands:

it is not factories that make profits, but relationships with customers, and it is company and brand names which secure those relationships

Businesses that invest in and sustain leading brands prosper whereas those that fail are left to fight for the lower profits available in commodity markets.

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What is a brand?

One definition of a brand is as follows:

A name, term, sign, symbol or design, or a combination of these, that is intended to identify the goods and services of one business or group of businesses and to differentiate them from those of competitors .

Interbrand - a leading branding consultancy - define a brand in this way:

A mixture of tangible and intangible attributes symbolised in a trademark, which, if properly managed, creates influence and generates value .

Three other important terms relating to brands should be defined at this stage:

Brand equity

Brand equity refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other intangible assets such as patents, trademarks and channel relationships.

Brand image

Brand image refers to the set of beliefs that customers hold about a particular brand. These are important to develop well since a negative brand image can be very difficult to shake off.

Brand extension

Brand extension refers to the use of a successful brand name to launch a new or modified product in a new market. Virgin is perhaps the best example of how brand extension can be applied into quite diverse and distinct markets.

Brands and products

Brands are rarely developed in isolation. They normally fall within a business product line or product group.

A product line is a group of brands that are closely related in terms of their functions and the benefits they provide. A good example would be the range of desktop and laptop computers manufactured by Dell.

A product mix relates to the total set of brands marketed by a business. A product mix could, therefore, contain several or many product lines. The width of the product mix can be measured by the number of product lines that a business offers.

For a good example, visit the web site of Hewlett-Packard ( HP ). HP has a broad product mix that covers many segments of the personal and business computing market. How many separate product lines can you spot from their web site?

Managing brands is a key part of the product strategy of any business, particularly those operating in highly competitive consumer markets.

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Building a brand:

What factors are important in building brand value?

Professor David Jobber identifies seven main factors in building successful brands, as illustrated in the diagram below:

Quality

Quality is a vital ingredient of a good brand. Remember the core benefits the things consumers expect. These must be delivered well, consistently. The branded washing machine that leaks, or the training shoe that often falls apart when wet will never develop brand equity.

Research confirms that, statistically, higher quality brands achieve a higher market share and higher profitability that their inferior competitors.

Positioning

Positioning is about the position a brand occupies in a market in the minds of consumers. Strong brands have a clear, often unique position in the target market.

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Positioning can be achieved through several means, including brand name, image, service standards, product guarantees, packaging and the way in which it is delivered. In fact, successful positioning usually requires a combination of these things.

Repositioning

Repositioning occurs when a brand tries to change its market position to reflect a change in consumer s tastes. This is often required when a brand has become tired, perhaps because its original market has matured or has gone into decline.

The repositioning of the Lucozade brand from a sweet drink for children to a leading sports drink is one example. Another would be the changing styles of entertainers with above-average longevity such as Kylie Minogue and Cliff Richard.

Communications

Communications also play a key role in building a successful brand. We suggested that brand positioning is essentially about customer perceptions with the objective to build a clearly defined position in the minds of the target audience.

All elements of the promotional mix need to be used to develop and sustain customer perceptions. Initially, the challenge is to build awareness, then to develop the brand personality and reinforce the perception.

First-mover advantage

Business strategists often talk about first-mover advantage. In terms of brand development, by first-mover they mean that it is possible for the first successful brand in a market to create a clear positioning in the minds of target customers before the competition enters the market. There is plenty of evidence to support this.

Think of some leading consumer product brands like Gillette, Coca Cola and Sellotape that, in many ways, defined the markets they operate in and continue to lead. However, being first into a market does not necessarily guarantee long-term success. Competitors drawn to the high growth and profit potential demonstrated by the market-mover will enter the market and copy the best elements of the leader s brand (a good example is the way that Body Shop developed the ethical personal care market but were soon facing stiff competition from the major high street cosmetics retailers.

Long-term perspective

This leads onto another important factor in brand-building: the need to invest in the brand over the long-term. Building customer awareness, communicating the brand s message and creating customer loyalty takes time. This means that management must invest in a brand, perhaps at the expense of short-term profitability.

Internal marketing

Finally, management should ensure that the brand is marketed internally as well as externally. By this we mean that the whole business should understand the brand values and positioning. This is particularly important in service businesses where a critical part of the brand value is the type and quality of service that a customer receives.

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Think of the brands that you value in the restaurant, hotel and retail sectors. It is likely that your favorite brands invest heavily in staff training so that the face-to-face contact that you have with the brand helps secure your loyalty.

Brand Strategy

Standing out amid a massive chorus of competitors is a challenge for any company in today s business climate. Want evidence? Look at any magazine, TV show or surf the Internet. The number of offers and sales pitches one receives on a daily basis is simply staggering and increasingly ineffective. It s no wonder, then, why businesses are seeking new and more effective ways of increasing the influence of their brand strategy in the marketplace. A strong brand strategy can increase the awareness of a company and its offerings in such a way that establishes strong feelings and reactions and a favorable view towards the company as a whole. To create this sort of brand awareness in your market, it takes skillful Brand Strategy know-how.

Successfully out-branding your competitors is a continuous battle for the hearts and minds of your customers. The proposition your brand strategy makes must be very compelling, attractive and unique among competitive offerings. The proposition must also be consistently reinforced throughout all phases of an organization, from senior executives to customer service, research and development, business development and even your business partners.

What entails a comprehensive and effective Brand Strategy process? That s a much longer answer than what we have space for here, plus it varies from industry to industry, but here are some very basic guidelines about what makes a good Brand Strategy.

Brand Strategy what s the big deal?

Brand Strategy is nothing new. Yet, the expectations consumers have for a product or service they buy is stronger than it s ever been. This is why companies interested in long-term success must create the most promising, targeted brand experience possible.

Whether you know it or not, you already have a brand, and your customers are having a brand experience when they interact with you, whether it be with your products and

services or the people in your company. In order to craft this brand experience in a calculated way that is beneficial for your company, you must have a strong understanding about what exactly a brand is.

Brand is the Alpha and Omega

In other words, brand is the totality of your company and its business.

A brand is the sum of the good, the bad, the ugly and the off-strategy, says Scott White, one of the nation s leading branding consultants and a valued expert companies like Sun Life Financial and Franklin Sports rely on. It is your best and worst product. It is your best and worst employee. It is communicated through award-winning advertising as well as those ads that somehow slipped through the approval cracks and sank anything riding on them. It is your on-hold music and the demeanor of the receptionist who puts that valued client or prospect on hold. It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or in chat rooms on the Internet. Brand is expressed through written, audio and visual content. It is interpreted through emotional filters every human being has where

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anything can happen. Ultimately, you can t control your brand. You can only hope to guide it.

The Road to Branding Success

Building on the inherent values of a brand should be the core of any branding strategy. If they re not clear, get a good grip on them first. Is the brand about honesty or integrity? Quality? How about excellent communication and customer satisfaction?

Knowledge of a company s values, at least in a literal context, is typically an internal matter; yet, those values become evident to everyone in contact with the company, from customers and prospective customers to business-to-business relationships and employee relations. Consistency is the key here. If members of the organization aren t accurately representing the values of the brand, steps must be taken to rectify the chink in the armor. And unlike a brand s key business proposition, values should never change even though the landscape in which the company operates and even its products may.

Winning brand strategies starts with top-notch research

With values set, a brand proposition is ready to be established. Objective and comprehensive branding research are the keys here. At a minimum, both must be done to establish clarity on the brand s strengths and weaknesses, the target audience and the competition. If possible, branding

research should also be done on the brand s industry, its history, the status of the market and possibilities for future expansion.

Your target customer will determine your success

If it s only possible to do one body of brand research, discover as much as possible about your target customer. Find out who they are and what their needs and desires are. Make it your mission to get as detailed information as possible on their age, gender, income, shopping habits (online and off) and anything else of relevance you can determine. If you re targeting a business market, these criteria will differ, depending on the industry. Understanding your target market and what they want is key to developing a winning brand. Knowing these things should also give you an idea for what communication medium and content would work to engage your market.

Other research you might want to do is find out what your competitors offerings are like. How do your offerings stack up? What can a customer get from your product that they can t get from anyone else? Find out these things, and you have the seeds for a winning branding strategy, not to mention great fodder for an ad campaign.

What does your brand promise?

The brand statement, often called the brand promise or proposition, is a derivative of branding research. It states the benefit of buying and using your company s products or services. For clothing, it could be about style or comfort. For a car, it could be about safety or reliability. Whatever it is, it must be clear, engaging and presented in a context relevant to the customer. One example of an effective brand promise is that of BMW s. It s stated right in the company s tagline: The Ultimate Driving Machine.

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Your promise should be golden

If your company s products and service don t live up to their brand promise, new customers will become lost customers and loyal customers might leave, too. Simply put, your deliverable, what ever that is, must follow through on the promise in fact, it would be best if it actually over-delivered.

Your promise should be unexpected, but welcome

Don t reuse something a competitor has already promised even if it works for your product or service, and don t be vague in trying to position your company favorably against your competitors (such as saying you re the best pizza in town. ). Be specific because specific is exponentially more memorable. Besides, people expect you to be good. Otherwise, they wouldn t give you their business.

Hearts and minds first, wallets later

Creating a positive emotional association in your market for your product or service is key. It can create want and desire by the mere mention of your brand, product or service name. Needless to say, that s powerful. For instance, the mere mention of Ben & Jerry s conjures up images of numerous unique premium ice cream flavors and with the anticipation for your favorite (in my case, Cherry Garcia). Such positive emotional associations are built over time through good branding practice and a time-tested relationship between you and your customer based on intrigue, trust, understanding and support.

To create a brand promise that creates such emotional connections, it should be:

1.Grounded in the brand s core values 2.Clearly relevant and engaging to your target market 3. Able to create some sort of positive emotional attachment beyond just being good

4. Repeated internally and externally within your organization 5. Adaptable to the business climate 6. Continually reinforced 7. Consistent across advertising and marketing mediums 8. Known and echoed by business partners

Brand Positioning

There is no greater marketing truth in this era of killer competition ; in this era of an insane proliferation of brands; in this era of shock and awe bombardment of advertisement. Marketers have got into a vicious cycle. To counter this clutte of advertisements they are creating more clutters.

Many philosophers says that, to succeed in the market first step is to position or situate the brand in the target consumers mind in such a way that in his or her perception of brand, it is distinctive and offers a persuasive customer value better than its competitors. This is called competitive advantage.

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Product position and Positioning:

Product position refers to a brands objective attribute in relation to other brands. It is characteristics of the physical product and its functional features.

Positioning the other hand refers to a brands subjective attributes in relation to competing products. This perceived image of the brand belongs not to the product but rather is the property of the consumers mental perception and in some instances, could offer widely from a brands true physical characteristics. Positioning is the battle for a place in the consumers mind. It is less what we do a product and more what we do to the consumers perception of the product.

Positioning can be defined more in the terms

- the position of a brand is its perception among target customers. - Position creates a unique, credible, sustainable and valued place in consumer s

minds for the brands. - Brand positioning is arranging for a product to copy a clear, distinctive and

desirable place in the market and in the minds of target customers. - Position of a brand is the perception it brings about in the mind of a target

consumers.

There are four basic components of the positioning concept:

1. Product class 2. Consumer segmentation 3. Perceptual mapping 4. Brand attribute and benefits.

Now a days advertising become the key promotional tool for creating positioning in the market and many companies are doing it well with advertising but at the same time companies have to test its positioning and try to find out positioning errors by carrying out comprehensive advertising effectiveness research.

Advertising - effectiveness?

Judging the effectiveness of advertising

How can the effectiveness of an advert be judged?

The answer depends on what objectives or tasks were set for the advert.

The table below sets out some possible objectives/tasks and how the effectiveness of the advert might be measured:

Advertising objective How success can be measured

Stimulate an increase in sales - Number of enquiries from advert - Number of enquiries converted into sales

Remind customers of the existence of a product

- Test customer awareness both before and after the advertising campaign - Number of enquiries

Inform customers - Test customer awareness

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- Number of requests for further information

Build a brand image -Sales -Test customer awareness of brand recognition and perceived values

Build customer loyalty and relationship

- Levels of repeat purchase - Levels of customer retention

Change customer attitudes - Measure demographic profile of purchases - Measure type of goods ordered by new purchasers - Compare with previous data

Advertising Copy Measurement & Testing:

Advertising and other IMC functions are evaluated using number of different methods.

Element To Be Tested Measurement Method Message Testing Format Concept & Creative Strategy Focus group, intercept

survey, projective test Idea statements, visuals on display

Awareness & Brand Knowledge

Survey and Copy Testing, Recall test

Questionnaire method, customer service interactions

Communication & Persuasion

Focus groups, one to one, laboratory & e-mail

Rough layouts

Recognition & Recall Survey, day after phone call, theater

Finished executions

Physiological responses Eye tracking, observations Laboratory, one to one Packaging impact Tachistoscope, observations Laboratory, one to one Pilot test Scanner test markets Finished execution Customer knowledge, attitude, consumer behavior

Tracking studies, survey Questionnaire method, phone, e-mail

Copytesting ( post test ) Split run, scanner data, awareness, attitude change, sales

Finished execution

Testing Concept and Creative strategies;

Advertising concepts and strategies that are supported by large media budgets receive the lion s share of development, evaluation and measurement. If a company makes three TV commercial and spends lot of money on media time and space, and then finds that the messages are not communicating or persuading, it has wasted manufacturing costs and promotion cost, so at every stage of the promotion strategies evaluation is required.

Quantitative research is often used in account planning to find customer insight that can be addressed with an advertising message to deliver on a stated objective. Such research can be used to develop and refine a message strategy.

Copy Testing

Copy testing can be used either while the brand message is in development or after it appears. All brand message should, to some extent, do two things coomunicate and persuade. To make sure these two message objectives are achieved, companies use several different measuring techniques. Copy testing can be used to evaluate several aspects of communication as :

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Attention

Brand awareness and knowledge

Emotional responses

Physiological responses

In these test brand awareness and knowledge test is having direct impact on brand positioning of any companies brand.

Testing Brand awareness and knowledge:

Companies commonly measure two types of brand awareness recognition and recall, recognition is the act of in identifying something and remembering that you saw or heard of it earlier. Recall is the more difficult process of bringing something back from memory. Researcher measure recall by asking respondent to name all the brands they can think of in a particular product category. This can be done by aided and non aided technique of measurement.

Recall measurement of TV commercials called post tests because the commercial have already been made and are on air are done on similar ways, respondents are called and asked whether they watched a certain commercial for a product in particular category. In this various questions are asked about the quality, picture, theme and jingles in it with most attractive and recalled part of it. This helps researcher to project its impact on brand positioning of the company.

Also there are various research tests for advertising tests as: Tracking research, real time tracking research etc.

Benefits of Advertising effectiveness studies:

1. Reducing risks

2. Enriching planning and managing

3. Providing controls

4. Documenting MC contributions

5. New message design with improvements

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METHODOLOGY USED FOR THE STUDY

For Critical Study of Advertising Effectiveness and its impact on Brand Positioning of

Videocon Industries simple technique of Questionnaire method is used. Sample is of 100 &

sample area is Aurangabad city.

Collected data is analyzed by help of simple statistical techniques and interpreted in graphical

explorations. For secondary data some literature study is carried out.

Basically there are three parts of Questionnaire

1. Preferances & General questions about Advertisements

2. Print Advertisements

3. TV Advertisements

In TV advertisements 4 latest Advertisements of Videocon are chosen which are

1. Gayatri Mantra Advertisement

2. Slim Television Advertisement

3. Dhoni(Corporate) Advertisement

4. Shahrukh Khan Advertisement

In Questionnaire questions are based on all the above advertisements & sample of 100 people

is carried out.( Please refer Annexure for Questionnaire)

40

Sample configuration is as follows-

Agewise

The people between age 15-19 are 20%, between 20-29 are 35%, between20-29 are 25%,

between 40-49 are 15%& Above 50 are 5%

Sexwise

In sample 50% are male & 50% are female

Educationwise

In Sample 10% people are SSC, 24% are SSC& above but not a Graduate, 46% are Graduate

& 20% are Post Graduate

Occupationwise

In sample 40% people are serviceman, 11% are Businessman, 28% are Students, 13% are

housewives & 8% are Professionals.

Monthly house-hold incomewise

In sample 30% people are having income Upto Rs. 5000, 13% are having income between

Rs.5000-10000, 29% are having income between Rs.10000-15000 & 28% are having income

above Rs. 15000.

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Analysis

1. Preferences & General Questions about Advertisement

Among all the products, which product are you planning to buy?

25

20

2627

20

23

8

0

5

10

15

20

25

30

Color TV DVD player Washing machine Home theatre Air conditioner Microwave oven Refrigerator

Products

Series1

From the above graph it interprets that demand is more for Home theatre, Washing Machine & Color TV.

Among the following Brand please choose top 3 preferences.

69

2027

56

16 159

31

13

44

0

10

20

30

40

50

60

70

80

Videoc

on

Sansu

i

Whir

lpool LG

Electro

lux

Hyund

aiAka

i

Samsu

ng

Onida

Sony

Brands

Series1

From the above graph it interpret that Videocon, LG & Sony are top three preferred brand. And Videocon tops in the preference list.

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From which media you get information about Videocon product?

101

16

90

5

45

2

11

0

20

40

60

80

100

120

TV Holdings New s paper Radio Magazine Reference Internet

Options

Series1

From the above graph it interpret that people get information about Videocon product from TV, Newspaper & Magazine. Prominently TV and News paper is best source of information.

43

Please rank the factors that help you to decide to buy Videocon product? (1 = high, 5 = low)

Advertisement

121%

215%

317%

414%

533%

1

2

3

4

5

It shows that 33% customers are rating advertising as excellent tool for buying decision.

Features

122%

232%

322%

419%

55%

1

2

3

4

5

Above graph shows that 32% customers give preference to Product Features in buying decisions.

Price

119%

216%

322%

418%

525%

1

2

3

4

5

Above graph shows that 25% customers are giving priority to Price in decision making and 22% customers are inclined towards price with all aspect in DM

Brand name

132%

224%

315%

416%

513%

1

2

3

4

5

Above graph shows that 32% customers give preference to Brand name in buying decisions.

After sales service1

8% 211%

321%

435%

525%

1

2

3

4

5

Above graph shows that After Sales Service is also major factor in Buying decision

2.Print Advertisements

Have you seen any print advertisement of Videocon?

Yes91%

No9%

Yes

No

From the above graph it interpret that 91% people seen Print Advertisements of Videocon. So visibility impact of Videocon print advertisement is high

A] Newspaper advertisement mostly viewed

38

21

11

36

21

0

5

10

15

20

25

30

35

40

Times of India MaharashtraTimes

EconomicTimes

Dainik Lokmat Sakal

News paper

Series1

From the above graph it interpret that majority Customers seen the Print Advertisement in TOI and Lokmat, means with English National Daily dominance of local Marathi newspaper is high.

B] In which of the following magazine, you have seen the advertisement of Videocon?

25

15 14

57

0

5

10

15

20

25

30

Business world OutlookBusiness

Business India Dalal street Outlook money

Magazines

Series1

From the above grapgh it interprets that majority customer s seen advertisement in Business World and Outlook Express.

Analysis of Print Copy Content Please rank, which of the following would be most likely to draw your attention to an

advertisement? (1= Highest, 7=Lowest)

Brand name

134%

217%

313%

49%

516%

69%

72%

1

2

3

4

5

6

7

Above graph shows that Brand Name in advertisement copy attracted attention of almost 34% customers.

Product photograph

115%

216%

324%

422%

511%

610%

72%

1

2

3

4

5

6

7

Above graph shows that 15% customers are strongly agreed that Product photograph in adv copy gathered attention for them but almost half of the customers said it was not gathered the desired attention.

Prominent display of special offer

112%

213%

314%

413%

520%

625%

73%

1

2

3

4

5

6

7

From the above graph it shows that around 50% customers saying like special offers in Advertisement gathered some attraction but which s not on top of mind.

Use of color1

10%

216%

323%4

20%

517%

614%

1

2

3

4

5

6

Above graph shows that most of the customers are attracted towards the adv copy by the colors used in it.

Innovative design

116%

219%

316%

420%

515%

610%

74%

1

2

3

4

5

6

7

Above graph shows that almost 54% customers are moderately got attracted towards the Adv copy by the Innovative design.

Information about product

111%

214%

311%

416%

519%

627%

72%

1

2

3

4

5

6

7

Above graph shows that 46% customers are satisfied with the information provided in Print adv copy and 25% customers are highly satisfied with the information in it.

How do you rate Videocon print media advertisements?

Exellent44%

Good48%

Average8%

Exellent

Good

Average

From the above graph it interpret that 48% customers rate Videocon print media advertisements as Good and 44% customers rate as Excellent.

3.TV Advertisements

I] Gayatri Mantra Advertisement

Have you seen Gayatri-Mantra advertisement of Videocon on entertainment / news

channels?

Gayatrimantra advertisement

Yes89%

No11%

Yes

No

From the above graph it interpret that 89% people seen Gayatri Mantra Advertisement.

Please choose the score you think best describes this advertisement on a scale of 1-5. I believe the content of this advertisement is excellent

Strongly disagree 1 2 3 4 5strongly agree

11%

27%

334%

424%

534%

1

2

3

4

5

Above graph shows that 34% customers are rated content of advertisement was excellent.

I think the presentation of the advertisement is Very bad 1 2 3 4 5 very good

12%

23%

320%

428%

547%

1

2

3

4

5

Above graph shows that almost half of the viewers rated advertisement presentation as very good.

I paid more attention to the picture in the advertisement

Strongly disagree 1 2 3 4 5 strongly agree

12%

213%

322%

435%

528%

1

2

3

4

5

Above graph shows that 35% viewers are agreed that they have paid more attention on pictures in advertisement. So the picture in adv gathered high attention.

I paid more attention to the headlines & text in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

12% 2

16%

323%

423%

536%

1

2

3

4

5

36% customers are strongly agreed that they paid more attention on Headline

What is your overall evaluation of this advertisement? Very bad 1 2 3 4 5 very good

11%

23% 3

16%

430%

550%

1

2

3

4

5

Almost 50% customers rated this advertisement as Very Good

What factors from the advertisement do you remember

21

40

67

24

01020304050607080

Differentplaces of

w orld

Differentpeople of

w orld

Gayatri Mantra Brand name

Series1

Majority of customers and viewers recall the Gayatri mantra from the advertisement.

Videocon-The Indian Multinational do you agree with this statement?

Yes98%

No2%

Yes

No

From the above graph it interpret that 98% people agreed with the statement, it shows that the motive behind the campaign was become successful.

II] Slim Television Advertisement Have you seen this advertisement on entertainment / news channels?

Yes80%

No20%

Yes

No

From the above graph it interpret that 80% people seen Slim Television Advertisement.

Please choose the score you think best describes this advertisement on a scale of 1-5.

I believe the content of this advertisement is good Strongly disagree 1 2 3 4 5strongly agree

13%

211%

332%4

43%

511%

1

2

3

4

5

Majority of the customers and viewers are agreed that content of the advertisement is good

I think the presentation of the advertisement is Very bad 1 2 3 4 5 very good

12%

27%

320%

427%

544%

1

2

3

4

5

Overall presentation of the advertisement is very good half of the viewers agreed on it.

I paid more attention to the picture in the advertisement

Strongly disagree 1 2 3 4 5 strongly agree

13% 2

18%

324%

428%

527%

1

2

3

4

5

Pictures used in the advertisement created high attention, 28% viewers agreed on it.

I paid more attention to the headlines & text in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

12% 2

17%

317%

437%

527%

1

2

3

4

5

Majority of the customers paid high attention on headline and text of the advertisement.

What is your overall evaluation of this advertisement? Very bad 1 2 3 4 5 very good

12%

24% 3

12%

432%

550%

1

2

3

4

5

Above graph shows that 50% customers are rated this advertisement as very good.

What factors from the advertisement do you remember?

2933

40

29

0

5

10

15

20

25

30

35

40

45

Brand name Features of product Theme ofadvertisement

Presentation

Series1

From the graph it interpret that majority people remember Theme of Advertisement. So the idea behind communicating slim trim television concept becomes successful.

Does the advertisement give you an idea about slim product?

Yes94%

No6%

Yes

No

From the above graph it interpret that 94% people agrees that the advertisement give idea about slim product.

Would you like to purchase slim line product?

Yes75%

No25%

Yes

No

From the above graph it interprets that 75% people would like to purchase slim line product.

III] Dhoni Advertisement

Have you seen this advertisement on entertainment / news channels?

Yes82%

No18%

Yes

No

From the above graph it interpret that 82% people seen Dhoni Advertisement.

Please choose the score you think best describes this advertisement on a scale of 1-5

I believe the content of this advertisement is good Strongly disagree 1 2 3 4 5strongly agree

16% 2

13%

328%4

32%

521%

1

2

3

4

5

From the graph it interpret that majority customers are agreed on the content of advertisement is good I paid more attention to the picture in the advertisement

Strongly disagree 1 2 3 4 5 strongly agree

12% 2

16%

330%

423%

529%

1

2

3

4

5

From the graph it interpret that 82% viewers got attracted towards advertisement by the pictures used in it. Out of this 30% rated it as somewhat agree.

I paid more attention to the headlines & text in the advertisement

Strongly disagree 1 2 3 4 5 strongly agree

12% 2

15%

319%

423%

541%

1

2

3

4

5

From the graph it interpret that majority people ( 41%) strongly agreed that they have paid more attention to the headline and text of the advertisement.

What is your overall evaluation of this advertisement? Very bad 1 2 3 4 5 very good

12%

24% 3

16%

431%

547%

1

2

3

4

5

From the graph it interpret that majority customers overall evaluation about the advertisement is Very good.

What factors from the advertisement do you remember?

27

53

27 28

0

10

20

30

40

50

60

Brand name M ahendrasinghDhoni

Dialouge Presentation

Series1

From the graph it interpret that majority people remember Mahendrasingh Dhoni

As Mahendrasingh Dhoni being the brand ambassador of Videocon up to what extent this

fact affects your buying decision? Low1 2 3 4 5High

5 8

17

2923

0

5

10

15

20

25

30

35

1 2 3 4 5

From the above graph it interpret that majority people rate this fact as 4 means buying decision will be molded but not just because of Dhoni in the advertisement.

Videocon-The Indian Multinational are you agreed with the statement?

Yes95%

No5%

Yes

No

From the above graph it interpret that 95% people agreed with the statement

IV] Shahrukh Khan Advertisement

Have you seen this advertisement on entertainment / news channels?

Yes90%

No10%

Yes

No

From the above graph it interpret that 90% people from sample seen Shahrukh Khan Advertisement.

Please choose the score you think best describes this advertisement on a scale of 1-5

I believe the content of this advertisement is good Strongly disagree 1 2 3 4 5strongly agree

12% 2

15%

318%

439%

526%

1

2

3

4

5

From the graph it interpret that 41% viewers are agree with the above statement and 26% are strongly agreed that content of the advertisement is good.

I think the presentation of the advertisement is Very bad 1 2 3 4 5 very good

10%

212%

310%

430%

548%

1

2

3

4

5

From the graph it interpret that 48% viewers are saying that presentation of the advertisement is very good followed by 30%.

I paid more attention to the picture in the advertisement

Strongly disagree 1 2 3 4 5 strongly agree

13% 2

14%

321%

428%

534%

1

2

3

4

5

From the graph it interprets 35% viewers paid strong attention towards picture in the advertisements.

I paid more attention to the headlines & text in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

13% 2

20%

314%

427%

536%

1

2

3

4

5

From the graph it interprets that around 36% paid more attention towards headline and text in the advertisement, followed by 27% means headline and text is very good.

What is your overall evaluation of this advertisement? Very bad 1 2 3 4 5 very good

11%

210%

311%

433%

545%

1

2

3

4

5

From the graph it interpret that majority people rated the advertisement as Very good

What factors from the advertisement do you remember?

59

27 25

41

010203040506070

Series1

From the graph it interpret that majority people remember Shahrukh Khan in the overall advertisement means image recalling of shahrukh is very high.

As Shahrukh Khan being the brand ambassador of Videocon up to what extent this fact affects your buying decision? Low1 2 3 4 5High

48

2026

32

0

5

10

15

20

25

30

35

1 2 3 4 5

From the above graph it interpret that majority people 32% rate that shahrukh in the advertisement of the company affects positively on there buying decisions, but at the same time this is not the only criteria of purchase in consumer durable

Videocon-The Indian Multinational are you agreed with the statement?

Yes96%

No4%

Yes

No

From the above graph it interpret that 96% people agreed with the statement

Which were the most memorable advertisement among this four?

35

1420

31

05

10152025303540

GayatriMantra

Slim&Trimtelevision

Dhoni ShahrukhKhan

Advertisements

Series1

From the above graph it interpret that Gayatri Mantra Advertisement is the most memorable advertisement among these four

. What are the things come to your mind when you think about Videocon brand?

0

20

40

60

Series1 58 42 49 42 36 39 41 19 18 44 9 26 8

V Fe M Pi S Af S Af Of wa Pr In A

1. Value for money 2. Features 3. Multinational Company 4. Picture Quality 5. Sound Quality 6. Affordable 7. Satisfaction 8. After sales service 9. Offers and schemes 10. Warranty 11. Premiums 12. Innovation 13. Aesthetics

From the above graph it interpret that the things come to mind when think about Videocon Brand are Value for money, Multinational Company & Warranty

`

FINDINGS

From the above Analysis following findings are found-

1.Preferances & General questions about advertisement

In the market demand is more for Home theatre, followed by Washing Machine & Color TV, 27% customers willing to buy Home theater and 26% wish to purchase Washing machine

Videocon, LG & Sony are the top 3 preferred brands in the market

Majority people get information about Videocon products from TV, Newspaper & Magazine

Factors that help to decide to buy Videocon product rated as follows- 1. Brand Name 2. Features 3. Price 4. After sales service 5. Advertisement

2. Print Advertisement

Most of the people seen print advertisements of Videocon

People see print advertisement of Videocon mostly in Times of India & Dainik Lokmat newspapers and in Business world & Outlook Business magazines

The factors which most likely to draw the attention of people towards print advertisements are rated as follows- 1. Brand Name 2. Innovative design 3. Product photograph 4. Use of colour 5. Prominent display of special offer 6. Information about product 7. Other as Celebrity etc.

Overall rating for the print media advertisement is Good.

It shows that Videocon advertisements have created impact on its positioning.

3. TV Advertisements

Among the four advertisements taken for the research, Shahrukh Khan Advertisement is having high exposure rate.

Gayatri Mantra Advertisement

On the rating scale of 1 to 5 Gayatri Mantra Advertisement is rated as follows- Content of advertisementis rated as good Presentation of advertisement is rate as excellent More attention to the picture in the advertisement as good means customers got attracted by the pictures in it. More attention given to the headlines & text in the advertisement

Overall evaluation of this advertisement is rated as 5, means very good.

The most memorable factor from this advertisement is Gayatri Mantra

According to this advertisement majority people agreed with the idea behind the puch

line Videocon-The Indian Multinational Means the message company ant to convey is created its reach properly and brand name was positioned as multinational

Slim Television Advertisement

On the rate of 1 to 5 Slim Television Advertisement is rated as follows- Content of advertisementis rate as 4 means content is good. Presentation of advertisement is rated as 5 almost 45% viewers are agreed on it. Only 27% viewers rated 5 for they have paid more attention on picture in the advertisement, More attention to the headlines & text in the advertisement as 4 almost 64% agreed on it means the heading and text in the advertisement is very good. Overall evaluation of this advertisement as 5

The most memorable factor from this advertisement is theme of advertisement

Most of the people agreed that the advertisement give idea about slim product

According to this advertisement many people like to purchase slim line product

Dhoni Advertisement

On the rate of 1 to 5 Dhoni Advertisement is rated as follows- Content of advertisementis rated as 4 by 32% viewers means they found it good. Presentation of advertisement is rated as 5 by majority of viewers means they found presentation of advertisement is very good. 29% viewers paid More attention to the picture in the advertisement 41% paid More attention to the headlines & text in the advertisement it shows that headlines and text used in the adv copy is very attractive. Overall evaluation of this advertisement as 5 means advertisement is good.

29% viewers agreed on it that The most memorable factor from this advertisement is Mahendrasingh Dhoni

As Mahendrasingh Dhoni being the brand ambassador of Videocon upto what extent this fact affects buying decision of customer is rated as 4

According to this advertisement many people agreed with Videocon-The Indian Multinational

Shahrukh Khan Advertisement

Almost 90% consumers have seen this advertisement.

On the rate of 1 to 5 Shahrukh Khan Advertisement is rated as follows- Content of advertisements rated as 4 by 39% viewers means content is good. Presentation of advertisement is rated as 5 by 48% viewers means presentation is excellent. 34% viewers strongly paid More attention to the picture in the advertisement by rating it 5. 36% viewers strongly agreed that they paid More attention to the headlines & text in the advertisement by rating it 5 means headline and text in it is very attractive. Overall evaluation of this advertisement as 5 means very good so the brand ambassador of this advertisement created some impact on consumer exposure, and created cause for purchase of Videocon brand.

The most memorable factor from this advertisement is Shahrukh Khan

As Shahrukh Khan being the brand ambassador of Videocon upto what extent this

fact affects buying decision of customer is rated as 5 by 32% consumers followed by 26% means shahrukh being brand ambassador created positive image for buying the Videocon product.

According to this advertisement many people agreed with Videocon-The Indian

Multinational

Overall Findings of the study:

According to the survey most memorable advertisement among these four is Gayatri mantra advertisement

The first three things come to the mind of customer when they think about Videocon brand are Value for money, Multinational Company & Warranty.

Overall study analysis shows that Videocon advertisement helped company in its brand positioning as Indian Multi national, so the purpose behind it seems to be full field.

For the last open end question Any suggestions on Videocon advertisement following

Suggestions given by the people during study:

Advertisements should show on DD national also

The advertsement of Shahrukh Khan should shown more times

Advertisements like Slim Television & Dhoni are very fast show them slowly

There should be Amitabh Bacchan in the advertisement as brand ambassedor

Improvement in headlines & text

Improvement in sound quality

Improvement in picture quality

SUGGESTIONS TO THE VIDEOCON INDUSTRIES

After detail study and analysis of research data we are recommending following suggestions to the company:-

The advertisements should shown on DD National channels with the same frequency so that general public can aware about the product/brand

Videocon should make different regions & should bring regional celebrities in advertisements so more people attract towards advertisements

Place focus on the product rather than Stars & the most important thing the stars should correctly represent the company

Advertisements should be more explanative of product features & after sales service

Give more emphasis on other games also beside cricket also along with Dhoni company can use Sania Mirza as youth Icon of India

There should be more advertisements of Shahrukh Khan to encash his popularity

Advertisements should be Innovative

Improvement in sound quality

Improvement in picture quality

Improvement in Headlines & Text

For the perfect review company should DAGMAR approach and evaluation should be carried out regularly on every advertisement so the content in advertisement copy can be changed I the market demands it.

Product specific advertisements are required and it should be adjusted seasonally.

QUESTIONNAIRE

Personal Details:

Age: Below 15

15-19

20-29

30-39 40-49 Above 50

Sex: Male Female

Occupation:

Education : Secondary (Up to 10th) Higher Secondary (Up to 12th)

Graduation Post Graduation

Monthly house-hold income: Up to 5000 5000-10000 10000-15000 Above5000

1. Among all the products, which product are you planning to buy?

Co lour T.V. Washing Machine Air-conditioner

Refrigerator

DVD player Home-Theatre Microwave oven

2. Among the following Brand please rate top 3 preferences?

Videocon

Whirlpool Electrolux Akai

Onida

Sansui L.G.

Hyundai Samsung

Sony

3. From which media you get information about Videocon product?

T.V. Holdings News-paper

Radio Magazine

Recommendation Internet

Other (Please specify)________________

4. Please rank the factors that help you to decide to buy Videocon product?

(1 = high, 5 = low)

Advertisement

Features

Brand Name

After sale service

Price

5. Have you seen any print advertisement of Videocon?

Yes No

A] If yes, in which of the following news-paper, you have seen the advertisement of Videocon ?

Times of India

Maharashtra Times

Economic Times

Dainik Lokmat

Sakal

B] In which of the following magazine, you have seen the advertisement of Videocon ?

Business World

Outlook Business

Business India

Dalal Street

Outlook Money

c] Please rank, which of the following would be most likely to draw your attention to an advertisement?

( 1= Highest,7=Lowest )

Brand Name

Product photograph

Prominent display of special offer

Use of co lour

Innovative design

Information about product

Other (Please specify) c]

What do you rate for Videocon print media advertisements?

Excellent

Good

Average

Poor

Gayatri Mantra Advertisement

Have you seen Gayatri-Mantra advertisement of Videocon on entertainment & news channels? Yes No

If Yes,

How do you feel about the following statement? Please choose the score you think best describing this advertisement on a scale of 1-5.

1) To what extent do you like this advertisement? Not at all 1 2 3 4 5 very much

2) I believe the content of this advertisement is good Strongly disagree 1 2 3 4 5strongly agree

3) I think the presentation of the advertisement is Very bad 1 2 3 4 5 very good

4) I paid more attention to the picture in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

5) I paid more attention to the headlines & text in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

6) This advertisement makes me feel good Strongly disagree 1 2 3 4 5 strongly agree

7) 7What is your overall evaluation of this advertisement? Very bad 1 2 3 4 5 very good

8) . What factors from the advertisement do you remember? (Choose all that apply)

a] Different places of world b] Different people of world c] Gayatri Mantra d] Brand Name

9) Videocon-The Indian Multinational do you agree? Yes No

SLIM & TRIM TELEVISION ADVERTISEMENT

Have you seen this advertisement on entertainment & news channels? Yes No

If Yes,

How do you feel about the following statement? Please choose the score you think best describing this advertisement on a scale of 1-5.

1) To what extent do you like this advertisement?

Not at all 1 2 3 4 5 very much

2) I believe the content of this advertisement is good Strongly disagree 1 2 3 4 5strongly agree

3) I think the presentation of the advertisement is Very bad 1 2 3 4 5 very good

4) I paid more attention to the picture in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

5) I paid more attention to the headlines & text in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

6) This advertisement makes me feel good Strongly disagree 1 2 3 4 5 strongly agree

7) What is your overall evaluation of this advertisement? Very bad 1 2 3 4 5 very good

8) What factors from the advertisement do you remember? i. Brand Name

ii. Features of Product iii. Theme of Advertisement iv. Presentation

9) Does the advertisement give you idea about slim product? Yes No

10) Would you like to purchase slim line product? Yes No

DHONI ADVERTISEMENT

Have you seen this advertisement on entertainment & news channels? Yes No

If Yes,

How do you feel about the following statement? Please choose the score you think best describing this advertisement on a scale of 1-5.

1) To what extent do you like this advertisement? Not at all 1 2 3 4 5 very much

2) I believe the content of this advertisement is good Strongly disagree 1 2 3 4 5strongly agree

3) I think the presentation of the advertisement is Very bad 1 2 3 4 5 very good

4) I paid more attention to the picture in the advertisement

Strongly disagree 1 2 3 4 5 strongly agree

5) I paid more attention to the headlines & text in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

6) This advertisement makes me feel good Strongly disagree 1 2 3 4 5 strongly agree

7) What is your overall evaluation of this advertisement? Very bad 1 2 3 4 5 very good

8) What factors from the advertisement do you remember? (Choose all that apply)

i. Brand Name ii. Mahendrasingh Dhoni

iii. Dialogue iv. Presentation

9) As Mahendrasingh Dhoni is a brand ambassador of Videocon up to what extent this fact affect your buying decision?

Low1 2 3 4 5High

10) Videocon-The Indian Multinational are you agreed with that?

Yes No

SHAHRUKH KHAN ADVERTISEMENT

Have you seen this advertisement on entertainment & news channels? Yes No

If Yes,

How do you feel about the following statement? Please choose the score you think best describing this advertisement on a scale of 1-5.

1. To what extent do you like this advertisement? Not at all 1 2 3 4 5 very much

2 I believe the content of this advertisement is good Strongly disagree 1 2 3 4 5strongly agree

3 I think the presentation of the advertisement is

Very bad 1 2 3 4 5 very good

4 I paid more attention to the picture in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

5 I paid more attention to the headlines & text in the advertisement Strongly disagree 1 2 3 4 5 strongly agree

6 This advertisement makes me feel good Strongly disagree 1 2 3 4 5 strongly agree

7 What is your overall evaluation of this advertisement? Very bad 1 2 3 4 5 very good

8. What factors from the advertisement do you remember? (Choose all that apply)

a]Shahrukh Khan b] Brand Name c] Different manufacturing places of Videocon d] Latest Technology

9. As Shahrukh Khan is a brand ambassador of Videocon up to what extent this fact

affect your buying decision?

Low1 2 3 4 5High

10. Videocon-The Indian Multinational do you agree? Yes No

11. Which were the most memorable advertisement among this four?

a] Gayatri Mantra

b] Slim & Trim Television

c] Dhoni advertisement.

d] Shahrukh Khan advertisement.

12. What are the things come to your mind when you think about Videocon brand?

Value for money

Features

Multinational company

Picture quality

Sound quality

Affordable

Satisfaction

After sales service

Offer/ scheme

Warranty

Premium

Innovation

Aesthetics

13. Any suggestions on Videocon advertisements. ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

THNK Q

BIBLIOGRAPHY

Marketing Management - Philip Kotler Garry Armstrong 11th edition

Basic Marketing Management- A global managerial approach - William D. Perreault E Macarthy 15th edition

Adevrtising Management - Jaishri Jethwaney , Sruti Jain

Principles of Advertising & IMC 2nd edition - Tom Duncan

Research Methodology - N. Thanulingom

Marketing Research - M.V.Kulkarni

Manuals: Videocon Industries Ltd.

Wesites:

www.videoconworld.com

www.videoconindustries.com

www.marketingprof.com

www.agencyfaqs.com

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