it T.y.bba) MBA Porject Report Prince Dudhatra

8/6/2019 it T.y.bba) MBA Porject Report Prince Dudhatra

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A Project Report

On

Advertising Of

Prepared by:AMIT H. VAGHELA

Class: T.Y.B.B.A.

Roll no.:4

Seat no.: -

Acadamic Year: 2006-07

CollegeGrace College Of Commerce.

Guided byMs. Bhavna Vyas

Submitted ToSaurashtra University

Rajkot.



DECLARATION

I the undersigned Mr. Amit H. Vaghela. Studentof T.Y.B.B.A Grace Collage Of Commerce, herebydeclare that the project work presented in thisreport is my own work and has been carriedunder the supervision of Ms. Bhavna Vyas of Grace College Of Commerce, Rajkot.

This work has not been previously submitted toany other industries or universities for

Examination.

Place :- Rajkot.Date :-

Amit H. Vaghela

(Signature)



Preface

The inclusion of practical study as a part of B.B.A curriculum has not only enhanced myknowledge but with its enriching experiencecorporate world of business.

The object of practical training is to developawareness among the students about Industrialatmosphere and how to manage the industry orfirm in general. The popularity of most education

increased because of its practical approach andfield knowledge.

In practical fulfillment of the study, I got theopportunity to take industrial training atVideocon International.

The project report aims to provide all thedata I have collected on my own during practical

training at Videocon.



ACKNOWLEDGEMENT

It is truly said that in all stages of life

success depends in a very large measure uponindividual initiative and exertion and cannot beachieved except by dint of hard work. In any fieldsuccess demands lots of efforts knowledgeguidance, co-operation and sincerity.

It is my pleasure to present this reportbefore you, which is a combination of knowledgeand hard work.

I am heartily thankful to Mr. Maulik DhebarMarketing Manager of Videocon InternationalRajkot branch, who has given me permission formarketing report and helped me lot to prepare aquestionnaire.

I am heartily thankful and give meimmense pleasure to express my deep sense of gratitude to Prof. of Grace College Of Commercewho gave me complete guidance, which reallyhelped me a lot.

I am also thankful to my friends and familywho have always been with me whenever Ineeded.

Last but not the least I would thank God forhelping me throughout because without his

permission even a leaf cannot move.

Date: -Place: - Rajkot

(Signature)

AMIT H. VAGHELA



Main Index Page

No. Particulars

1. General Information

2. Marketing Department

3. Advertising Department

4. Market Research

5. SWOT Analyses

6. Suggestions

7. Future Plans

8. Conclusion

9. Bibliography



GENERAL INFORMATION

No. Particulars1. Introduction2. Introduction History &

Development3. Growth of Company4. Board of Directors5. Executives Summary6. Product of the Company7. Brand Basket8. Size of Unit & Type of

Organization9. Corporate Profile

10. Plant Location

11. LOGO Logic12. Philosophy & Resolve



INTRODUCTION

Marketing is often dynamic, challenging andrewarding. It can also be frustrating and evendisappointing. But it is never dull. It is the part of organization where “The Rubber meets Road” the placewhere an organizations ideas planning and executionare given the acid test of market acceptance orrejection.

“Marketing is job to convert essential needs in toprofitable opportunities. Marketing consists of allactivities by which a company adopts itself to its

environment relatively and profitability.”

Before few years ago there was no need formarketing because there was no competition in marketand so as compared to supply of product there wasmore demand so there was no use of Marketing of products.

Acc. to Philip Kotler, “Marketing is the process of

planning, executing the competition, pricing, promotionand distribution of ideas, goods and services to createexchange that satisfy individuals and organizationgoals.

Marketing management includes management of demand, promotion, price and place means distributionchannels management etc. Promotion includesadvertising, publicity, sales promotion and personal

selling etc Price includes strategies of products, placeincludes management of distribution network and itscost, effectiveness, efficiency etc.

In today’s era each and every step any scale of business needs marketing tools for marketing theirbusiness and providing a lifecycle to it. Today consumermarketing serves as a doctor for patient.



Introduction History &Development

Videocon is very reputed and one of the big player in

consumer electronic & home appliance co. in India the co.

was started by the Late Shree Nandlal Madhavlal Dhoot, a

men of ideas, a man of substances, a man of vision who was

responsible for setting of up at string the way to the top with

his talents & will power.

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

searching for some way to reach out directly to consumer.

Though he took opportunity to establish at Aurangabad, the

leadership of Bajaj Auto. In 1972 by 1980 he saw a huge

change in the field of electronics & Home Appliances,

trusted by over 50 million people to improve their quality of

life.

Videocon is today’s very reputed firm. It was started

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

has crossed the amount of Rs.5000Cr. and with five

companies.

The Dhoot Brothers Promoters of Videocon leads the

success of the company to its strategy of being the house

hold appliances industries Videocon has notched up manyexciting first by exporting the worlds most advanced

technologies. In color TVs Videocon easy the first Indian

company to introduce Picture-in-Picture, turbo sound,

surround sound, larger screen size, the full fast square tube,

bazooka technology & the freedom series affordable high

quality range color TVs for the processes conscious

consumer. Also it has very recently launched Internet

Television for the growing children in the growing trend.



The company has invested Rs. 52 Crores in molding

shops to meet their entire requirements of cabinets for

television, audio, VIDEOCONR and tubes. For washing

machine, it has also invested Rs.22 Crores in component

producing facilities to make fly back, transformers andturners and another Rs.16 Crores to make black & white

Picture tubes. And a glass sheets projects with GNFC

(Gujarat Narmada Fertilizers Company) and Videocon will

be fully interred entertainment electronics groups.

Videocon has invested 400 Crore Bangalore in Apricot

India Limited to build up the world class refrigerators.

The company is still developing with great speed like

today its turnover is more then Rs. 5000 Crores. Like this the

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

establish new record.

Whatever the heart desires. Videocon makes and that is

why, when you bring home Videocon quality you bring you

bring happiness for the family.

Videocon group companies have won prestigious

approvals certifications from India and abroad. These include

the approvals from the VDE testing & certification institutes,

Germany, the British Standards, the CE approval from

exporting and the ISO9002 Certification.



History



GROWTH OF COMPANY

We have now entered in to the world of 21st

Century. This new century has put before us many newchallenges, which we have to readily accept. It has alsocreated many innovations which might have beenunimaginable or unbelievable for people with thechange.

Looking ahead is India’s largest consumer.Electronic & Home Appliances Company, withincreasing investment in diversify business.



BOARD OF DIRECTORS

• Venugopal N Dhoot• Naveen B Mandhana• Lalchand Lalwani• Vishnukumar Rathi• Hariprasad Malpani• Raghunathdas Somani• S Padmanabhan• S S Dayama• B K Chopra• Ajay Saraf (Nominee of ICICI)• K Sivaprakasham (Nominee of ICICI)• A K Gupta (Nominee of ICICI)



EXECUTIVES SUMMARY

Videocon was established in 1986-87 as home appliances firm

by Late Shri Nandlal Madhavlal Dhoot. Then after it diversified to

many firms. It is diversified in many sectors like Videocon

Appliances Ltd, Videocon Communication Ltd, Videocon Narmada

Glass Ltd, Videocon Petroleum Ltd etc. Recently Videocon has

contract with Thomson & Videocon buy Electrolux as well as it is

main glass cell manufacturing in India. It has made good position in

international market also. Following is the basic information of

Videocon.

Name Videocon International Ltd.

Year of Establishment

1986-87

Promoter Late Shree Nandlal Madhavlal Dhoot

Registered Office Autocard Compound,Adalat Road,Aurangabad-431005Maharashtra, India.

Corporate Office 121, Mittal Court Wing,17th Floor, Nariman PointMumbai-400021Maharashtra, India.

Branch Office 201, Heera Panna,Nr. Jagnath Mandir,Dr. Yagnik Road,Rajkot-360001Gujarat, India.

Form of Organization

Public Limited Company

Size of Organization

Large Scale

Products Television, Refrigerator, Microwave,Washing Machine, Air Conditioners,DVD/VCD player, Dish Washer, MusicPlayer.

Competitors Samsung, Onida, Bush/Baron, Sony, Akai, Toshiba, Panasonic, TCL, BPL, Whirlpool,Kenstar, Godrej, Philps etc.

Accounting Year 1st April to 31st March

Bankers State Bank of India, ICICI, HSBC,Corporation Bank, Central Bank of India.

Website www.videoconindustries.com

http://www.videoconindustries.com/

http://www.videoconindustries.com/



PRODUCT OF THE COMPANY

The product is the most important converser bywhich any firm can prove its efficiency and iteration of quality product is a symbol of the business firm. It is acenter point around which all the activities of businessi.e. Marketing, Finance, Production etc. are wovenwithout a product nothing to sale, nothing to price &nothing to run business. Product is an engine of thevehicle of the company for providing consumersatisfaction.

Videocon is engaged in the production of Electronic & Home Appliances.

They produce television, InternetTelevision, Washing Machine, Refrigerators, AirConditioners, Video Cassette Player, VideoCassette Recorder, Black & White Television,Audios, Disk Washers, Power Inverters, Hi-techProduct as well as No Frost Refrigerators.



BRAND BASKET

Tie-ups with Global Leaders

Partner Product Nature Of Tie-UpToshiba 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



Size of Unit & Type of Organization

There are 3 scales of industries that is large scale,medium scale & small scale.

Videocon International ltd. is more than 3 croresinvestment so we can say that it is Large ScaleIndustry.



CORPORATE PROFILE

The Videocon group emerges as a USD 2.5 Billionglobal conglomerate continuing to set trends inevery sphere of its activities from a conferenceroom 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 termsof sales and customer satisfaction in many of ourconsumer products like Colour Televisions,Washing Machines, Air Conditioners,Refrigerators, Microwave ovens and many otherhome appliances, selling them through a Multi-Brand strategy with the largest sales and servicenetwork in India. Refrigerator manufacturing isfurther supported by our inhouse compressormanufacturing technology in Bangalore.

Display industry and its components

With the Thomson acquisition Videocon hasemerged as one of the largest Colour Picturetube manufacturers in the world operating inMexico, Italy, Poland and China, continuing tolead through new innovative technologies likeslim CPT, extra slim CPT and High Definition 16:9format CPT.

http://www.videoconworld.com/oil-gas/index.php

http://www.videoconworld.com/glass/index.php

http://www.videoconworld.com/thomson/index.php

http://www.videoconworld.com/consumer-durables/index.php



Colour Picture Tube Glass

Videocon is one of the largest CPT Glassmanufacturers in the world with a high level of experience and technical expertise operatingthrough Poland and India. Videocon will leverageon this synergy after the Thomson acquisition tointernally source glass for its CPT manufacturingincreasing efficiencies and lowering costs.

Oil and Gas

An important asset for the group is itsRavva oil field with one of the lowest operatingcosts in the world producing 50,000 barrels of oilper day. The group has ambitious plans forexpansion in this sector globally.



Plant Location

Videocon International Limited14 Km Stone, Aurangabad-Paithan Road

Village ChitegaonTq- PaithanDist: Aurangabad-431105

Videocon Applainces Limited

15 Km Stone, Aurangabad-Paithan RoadVillage ChitegaonTq- PaithanDist: Aurangabad-431105

Videocon Communications Limited

Gut No 350, BhalgaonDist: Aurangabad – 431210

Applicomp (India) Limited Survey No-6 To 11Krishna Sagar VillageAttibele, Hosur RoadBangalore -562107

Indian Refrigerator Co. LtdPlot No-72 (Phase -1)

Sipcot Industrial ComplexHosur – 635126

Millennium Appliances India Ltd

Hardwar Park, Survey No-1/1Village Imarat KanchaMaheshwaram MandalDist. Ranga Reddy – 500 005

Videocon Narmada GlassP.O Box No-68

Videocon HouseVillage Chhavaj



LOGO Logic

This is the new Videocon symbol. Itreiterates the ethos of a company dedicated tomaintaining the highest international standardsof excellence through quality, technology andinnovation. For over a decade now, Videocon hasbeen bringing the latest and very best inConsumer Electronics and Home Appliances.Successfully adapting the best of internationaltechnology to suit Indian needs, and crafting it toimprove the quality of life – as million of satisfiedcustomers will agree.

The new symbol of Videocon asserts itspassion for global impact, and the two ‘E’s oneither side represent the Group’s wide spectrumof interests ranging from ‘Electronics to Energy’.Along with the steely glint, this communicatesthe group's global ambition, its strength, sterlingcredentials and innovative drive. A symbol thatproclaims a paradigm shift. A sign that represent

the new force that is Videocon. Thusrecapitulating our principle of reaching out andtouching the lives of millions of people.Worldwide.



PHILOSOPHY & RESOLVE

No business can function in a vacuum. Thereis the society at large with which it engages in

innumerable transactions; the more involved theengagement, the better its qualitative andquantitative effect on the business. Aware of thisdebt to society, a successful corporate likeVideocon is committed to fulfilling itsobligations: both as providers of outstandingproducts as well as sterling communityinitiatives.

They include, among others, a first-rateacademic haven for the high-school education of underprivileged girls and a 100% world-class,charitable hospital specializing in cancer andheart surgery for the benefit of society’smarginalized sections. Videocon’s deep-rootedcommitment to environment conservationtranslates into process improvements that help

recycle CRT glass, curb carbon emissions andother pollutants. Among others, the group’s Indiaglass plant has supported a large-scale initiativelike the plantation of over 2,00,000 teak trees.

A part from material support, society needsspirit; that vital ingredient that makes thedifference between living life and merely

existing. Videocon is inspired heavily by theuplifting nature of sports; its power to generatemass passion, where innumerable hearts throbas in unison; its ability to draw people togetherirrespective of differences in race, religion,gender or caste. Unity of spirit and purpose isultimately what builds bridges between diversecultures. This is the core belief of a group thathas operations spread over a cross-culturalmilieu worldwide. Videocon supports mass sportsfor another reason: at the heart of sports is fair



play, a virtue that enjoys exalted status amongvalues cherished by Videocon.

The group’s sponsorship of cricketing eventsacross the globe underlies its commitment and

passion for sports as well as its goal to uplift thespirits of a global audience. Videocon has notforgotten the grassroots either; the VideoconSchool of Cricket launched in Kolkata under theguidance of former India captain, SauravGanguly, aims to inspire budding cricketers inthe age group of 10 to 17 years to greaterheights.





INDEX

No. Particulars Page No.

1 Introduction 24

2. Organization Structure 25

3. Marketing Competitiveness 26

4. Market of Product 27

5. Channels of Distribution 28

6. Marketing Research 29

7. Branding & Slogan 30

8. Marketing Mix Product

Price

Place

Promotion

3131

31

32

32



INTRODUCTION

Acc. to Philip Kotler, “Marketing is a social &managerial process through which individual &groups can obtain what they need & wantthrough creating, offering & exchanging productvalue with others.”

Marketing is comprehensive term,

marketing is management functions to planpromote & deliver product to customer. Asuccessful marketing strategy has bettermarketing tools by which the firm may overcomeexisting competition. We have to be strongeither on one front as all other fronts, whichcreate a demand for our products. At any timethere may be no demand adequate and

marketing management must find ways to dealwith marketing different demand status.

Videocon International Ltd. has a marketingdepartment branches in several cities like Rajkot, Ahmdabad, Baroda, and Mumbai etc. all marketing decisions are taken from thesebranches.



ORGANIZATION CHART

The main aim of marketing department is to translateconsumers demand into physical product or services. Ithelps the whole organization. It knows the demand of consumers through marketing channels. Theorganization of marketing department is dependent onstructure of marketing department.

The marketing department of Videocon is inMumbai & branches of marketing department aredistributed in several cities.

The organization chart of marketing departmentof Videocon is as follows:-

PRESIDENT

Executive vice president of Marketing & Sale

Sales vice president Marketing Vice

President

Other

Marketing

Forces

Sales Forces



MARKETING COMPETITIVENESS

Videocon today is a householdname across the nation. India’s no. 1 brand of colour TV’s, Audio Systems, VCR/VCD, WashingMachine, Refrigerators & Air Conditioners.

Videocon is having so manycompetitors in the field of each product. Somecompetitors of Videocon are BPL, LG, AIWA,ONIDA & SAMSUNG.

I have come to know from mysurvey that Videocon is better than othercompanies and consumers demand more thanother companies’ product.



CHANNELS OF DISTRIBUTION

With the competition of production the nextproblem faced by producer is to sell the goods totargeted consumers. There is always a link betweenproducers & consumers. The way through which thegoods flow from producer to consumers is calledChannels of Distribution. Marketing channels are sets of interdependent organization involved in the process of making product or services available for use orconsumption.

Marketing channel decision is among the mostcritical decision. Once a firm chooses a marketingchannel it must be usually remain for a substantialperiod. Most producers sell their goods throughwholesalers, retailers or agents, which form a part of marketing channel. They must choose the cheapestchannel because it is very risky.

There is only one type of channel of distributionin Videocon. They appoint dealers for sellingtheir product. Videocon has a network of over 4000 dealers. The chart of distribution is asunder:-

DISTRIBUTOR S

DEALERS

CONSUMERS



MARKET OF THE PRODUCT

The main product of VideoconInternational Limited is Television and HomeAppliances.

Now a days Videocon sell over five andhalf million consumer electronic and more thanmillion Home Appliances. All the products aredesigned taking in to consideration thecustomers convenience, entertainment andcomfort etc.

In short Videocon has both Domestic &International market.



MARKETING RESEARCH

Beside the internal report of marketingexecutives, the management often focused studying of specific problem & opportunities for better marketingactivities. The management often has to face manyproblem related with marketing like pricing decision,promotion decision, market segmentation etc. theseproblem look to be decreased of marketing & thereforethe exact cure is required.

In marketing research the marketing is thedoctor to cure all these diseases.

We can find its systematic meaning fromdefinition shown below:-“Marketing Research is the systematic design,collection analyses & reporting of data andfinding relevant to specific market situationfacing the companies.”

Videocon International Limited carried out their research work in regular intervalwhen there is fluctuation in sale of any

product of the company. Sometimes thecompany also carried out research work toknow the view of people about the newintroduced product of the company.



BRANDING & SLOGAN

The word brand is a comprehensive term. Abrand is a name, term, symbol or design to identify thegoods or services of one seller or group of seller & todifferentiate them from their competitors.

The Videocon International Ltd. uses the brand name Videocon for its each & every product.

Some slogans are used in branding &trading. The slogan with right meaning attracts theconsumer to purchase particular product .

Videocon International Ltd has slogan as follows:-

• Bring Home The Leader…

• We Love Winning We Love Videocon…

• India Today The World Tomorrow…

• Right Movement Right Time…

•Technology For Health & Pleasure

• Expect More From Videocon

• Agge, Sabse Agge Videocon





2. PRICE

Price is the matter of vital importance to bothseller and a buyer in the market place. Without pricingthere cannot be marketing only when a buyer & a selleragree on price we can have exchange of goods orservices.

Videocon gives more importance to prices they set price as

possible low so that middle class and poor people can also

purchase their product.

This company has three objectives in

pricing: - Product, Quality & Leadership. Thiscompany gets success in all this objectives.

The price policy of Videocon isformulated keeping in mind, the fact thatmajority of Videocon Consumers belong to upperclass & upper middle class. Therefore the pricingpolicy is formulated in such a way that it isaffordable by all classes of people & it is not

burden on the income. The top most of theCompany formulates all policies.

3. PROMOTION

Promotion is the process of Marketing, Communication.

Persuassion, involving information. Promotion has three major

purposes; it communicates marketing information to consumers, users

& retailers. The Promotion mix includes the following:-

Sales Promotion, Advertising, Sales Force, Publicity, Direct

Marketing.

Videocon has different promotion policy tools of promotion like Sales Promotion, Advertising,Sales Force, Publicity, Direct Marketing.Marketing department of the company defines

this policy.



4. PLACE

The Place mix decision, the decision of location also plays

critical role for retailer should locate enough stores in easy city to get

gain promotion & distribution economic. The place includes channels

of distribution, coverage, inventory transport, warehousing etc.

Distribution channel means the channel by which finished

product is reached from producer to consumer or users. It is the

channel through which goods are moved as smoothly as possible.

Videocon International Ltd. has two level channelof distribution of different products. Videocon

has a network of 4000 dealer.

The chart of channel of Distribution used bycompany is as under:-

Manufacturer

Branch Officer

Dealers

Sub-Dealers

Consumers





INDEX

No. Particulars Page

No.

1. Introduction 37

2. Meaning & Classification 38

3. Advertising Components 39

4. Major Advertising Decision

Mission

Money

Message

Media

Measurement

40

41

49

47

56

62



INTRODUCTION

Advertising is a form of mass communication; it is a

paid form by a sponsor who wants to communicate about his

product or service to his customer.

Advertising can be defined as “Mass paid

communication of goods services or ideas by an identified

sponsor”.

Advertising involves the uses of such media as

Magazines, News Papers, Outdoor Posters, Neon Signs, Radio,Television, Catalogues, Directories, Pamphlets, Direct

Marketing etc.

As far as the advertising management of Videocon International Limited is concernedthere is no doubt that, it is adequately andcontinuously managed with considerable effortsin very accurate directions.

Videocon advertising is effective andattractive perhaps it is the factor by which it hasbeen really able to generate and create gooddemand and a reputed name in the field of Electronic & Home Appliances.



MEANING & CLASSIFICATION

MEANING:-

The word advertising originated from a Latin word“Advertise” which means “To turn to” the dictionary meaningof the term is “To give public notice to announce publication”.

“Advertising is any paid form of non personalpresentation of promotion of ideas, goods or services byidentified sponsor”.

Advertisement has many purposes the real purpose of

advertising is only one to sell a product, a service or an ideathrough effective communication. Advertisement has otherpurposes as well as like long term builds the corporate image,builds up brand loyalty, information, dissemination about asale, service or events promote the morale of sales persons &dealers etc.

CLASSIFICATION:-

The layman is inclined to view all advertisement as being

much the same, yet no advertisement situations are exactly alike.

Different company produces different products & wants to motivate &

attract different kinds of customers groups so obviously advertising

campaign would be different.

The following classification outlines the brand scope of this

difference:-

• National Advertising

• Retail Advertising

• Industrial Advertising

• Trade Advertising

• Professional Advertising

Videocon International Limited as well asVideocon group of companies produces consumergoods so that they use to advertise nation wideadvertising to the ultimate consumers & targetmarket for response of “BUY OR BRAND”.



ADVERTISING COMPONENTS

Any advertising we see or hear has not been just prepared

easily & effortlessly but it is the product of the series of investigation, strategic plans, technical decisions & execution.

That all together comprises the final advertisement campaign.

Therefore any advertisements mainly involves following

components.

Research Component:-

To research consumers likes & dislikes towards the

product or services & then to advertise the product into themarket.

Strategic Components:-

Strategic plans in terms of objectives market declination

setting the appropriation, developing creating strategy & media

plans.

Tactical Components:-

Tactical components involve decision in regard to budget

expenditure & buying media scheduling & advertisement

construction including advertisement copy, layout & production.



MAJOR ADVERTISEMENT DECISION

The main goal of any advertisement is to wake a proper response from a perspective group of people for whom it is

meant. Hence in creating advertisement program marketing

manager must always start by identifying the target markets &

buyer motive. Then they can proceed to make the 5 major

decisions in developing advertisement program famously known

as 5 M’s.

What is advertising Objective?(MISSION)

How much can you spend?

(MONEY)

What message should be sent?

(MESSAGE)

What Media should be used?(MEDIA)

How results should be evaluated?

(MEASUREMENT)



MISSION

Advertising objective is the pioneer thing to beset in developing an advertisement program.Advertisement objective guide the whole advertisementcampaign.

Advertisement objective are stated clearly,precisely & in measurable terms. An advertisingobjective should also specify the time frame; so thatadvertisers know ho long they have to accomplish theirobjective.

Videocon does advertising in the light of followingobjectives:-

1. To inform Consumers:-

Initially advertising is done mainly for informingthe consumers. It provides information about company & Product, its image regulation &benefit.

2. Image Building:-

Advertising should be such that it occupiesdistinct place in the mind of consumers. Today brand image of Videocon and its product is thecampaign in the common threads in our entire product campaign pacing their brand name &image.

3. To Increase Secondary Sales:-

At Videocon advertisement are also done toincrease the secondary sales of the productsavailable in the market. Secondary sales meansto give advertisement of such goods that are

already stocked up in the market of Videocon.



4. To Persuade:-

Persuasive advertising become more important as competition increase. Advertising is used tobuild selective demand for a brand persuadingconsumers that it offers the best quality of their money.

At Videocon persuasive advertising isalso done to persuade customers that the product of the company offers Best quality at right price & is having features that are only available in Videocon product.

5. Scheme Awareness Advertising:-

Scheme awareness advertising is done for tellingconsumers that such schemes are launched by the company & its products are available withsuch schemes, to bring awareness about schemeto the consumer. For e.g. In diwali Videocon haslaunched HUM-TUM Offer, Pearls of Joy offer,

King of Kismat offer scheme for whichadvertising was done frequently to make awareabout the scheme to consumers.



MONEY

An advertising budget is the plan of company’s future advertising. The budget can make amajor contribution to operation that is more profitable.It provides management with a program with a verified& systematic purpose of activities.

There are various methods for determiningadvertisement budget, which are as follows:-

1. Percentage Sales Method2. Comparative Parity Method

3. Selection of Arbitrary Method4. Unit of Sales Method

At Videocon, branch office no specificbudget is decided by the executives. The branchoffice gets a specified amount of budget every month & it has to bifurcate it & use it effectively in each products advertisements & get better result & good sales turnover.

Infect at head office they use the percentage sales method; in which budget of advertisement is decided on the percentage of sales i.e. say if the 100 Crore is the turnover than a specific percentage of it will beconsidered for the budget of advertisement purpose.

At branch office, the budget, which they have got from the head office, is bifurcated product wise i.e. certain percentage is for theadvertisement of CTV, certain amount or percentage is for Home Appliances & so on.



It some time happens that the budget allocated by the head office will be deficit thanthe branch office executives can ask for morebudget i.e. the supportive budget. But beforesuch budget the allocation more which is needed

more, it will be used where, what benefits would company achieve, what amount of sales will increase such questions are to be answered by the executives of the branch office. After this if head office thinks fit it grants the supportivebudget of advertisement to branch office.

Factors taken into consideration while allocating

the budget:-

1. Sales:-

The sale of particular product determinesshare of fund available for that product. If thesale of say CTV were higher than more budget would be allocated to it rather than microwaveovens.

2. New Product Launch:-

If any new product is launched in the market by the company than naturally, more budgetswill be allocated to it by the executives of thebranch office.

3. Product Availability:-

Branch office also takes into consideration the product availability aspect whether the product for which they are advertising isavailable from the head office in requiremanner or not is taken into consideration.



BUDGET ALLOCATION FOR DIFFERENT

MEDIA:-

At Videocon budget is allocated to different

media i.e. how much money would be spent ondifferent media such as press, outdoor,audiovisual etc.

1. Press Media:-

Press contains newspapers, magazines& other published form of advertisement.Budget is allocated to press based on its reach

to customers. In press media, space is themain element. So space is purchased by the ad agency & that amount is reduced from that particular product budget.

2. Outdoor Media:-

In outdoor media hoarding is to be purchased by the ad agency & time limit is

fixed i.e. is for one month, then certainamount is fixed & so that amount is debited tothe product account. In case of wall painting,such method is used.

Segment wise Budget Allocation:-

The branch office of Videocon at Aurangabad is the head office. This branch

office divides the budget to different regionsof Gujarat region. The product, which is sold more in particular region than advertising of that product, is done more in that region. Inthis way segment, wise budget is allocated by the branch office of Videocon.



O % INTEREST

It is well known fact that the problem of money crises is prevailing everywhere. In

addition, in this tends demand & wants of thecustomer is ultimate, when one demand issatisfied the other demand emerges.

The most common demand of most of thecustomer is about electronic & Home Appliances.

For easy consumption of desired product by customers, the Videocon has given very attractive scheme i.e. to provide its product inthe installment basis at O% Interest.

For this purpose, top management decided the price of product, which is given on theinstallment basis at O% Interest. The company not only has to see the benefit of customers but also keep in mind that there should be no lossout of such schemes.

In addition, they have to achieve or reachthe target so decided by them while designingsuch scheme.

To decide price & target of sales volume out of such schemes is not an easy task but Videocondoes this more efficiently & effectively.

The finance provided in Rajkot by ICICI,

Bajaj Finance etc. The interest for this financemay vary with a change in scheme, installments provided & it depends on the financial institutionfrom where finance is taken.



MESSAGE

Message is the heart of whole advertisingcreation. Message is the matter which advertiser wantsto convey to the consumers, message is the main & themost important matter around which the advertisementis created or developed.

Products features, used & benefits offer thecontent of the message. Characteristics of the targetaudience i.e. their age, taste & preferences, income,occupation etc.

As local ads are designed at branch office

of Videocon the executives first expresses theidea before the agency in light of message that they want to convey in the term of quality, priceany schemes offered by the company, benefitsthat customers are getting etc.

Expert & skill people of the agency arrange information given by the company insymbolic & attractive words & sentences which

converse the message of the advertisement of the product. Ad agency prepares different messages & from among them, the best one ishighlighted by them is finally selected & sent back for final artwork.

At Videocon, different messages areselected for different products. For CTV there is“Bada hai to Behtar Hai”, For Home Appliances

“Germ Free Home”, For Air Conditioners“Technology for Health & Pleasure” or “Quality Cool”, For Washing Machines “Watermatic” etc.



Videocon’s ads frequency is also very high and ads are enough attractive to richcustomers & according to business world they have 13th rank in mind & soul of customers.

Videocon has very famous brand ambassador SHAHRUKH KHAN , the most famous actor onBollywood. Joined many ads this became very popular among the consumers.

Thus in such a way message is selected &conveyed to the potential consumers throughattractive advertisements.





Comedy, Drama doesn’t get bigger than this. Which is why Bada

Hai TO Behtar Hai!

Most recent campaign Hum Tum offer is spatially for

free schemes. HUM TUM scheme proves very effective and

gating good response. Videocon is doing this campaign with

exhibitions almost every big city has provided this exhibition and

metro city like consumer expo in Hyderabad, treed fain in

Gwalior, life style in Bhopal etc is been arranged as themed

exhibition.

Hum Tum offer was also in our research city, Rajkot as consumer

exhibition it was from 4th July it was good experience for us to

join this exhibition and contact to lot of potential customer. It has

lot of support from crud of people. This exhibition has demo of

all product which includes in scheme. This has special sets of

demo peace which transfer to each exhibition. This exhibition

transfer do not charged octroi. This include plasma television,

projection television and other models so customer gatopportunity to see this.



ADVERTISING COPY

Advertising copy is the verbal portion of an

advertisement. While preparing advertising copy marketers

attempt to make readers through persuasive sequence calledAIDA i.e. Attention, Interest, Desire, Action.

Copy means the reading matter that forms the text of

advertisement; it may consist of one word or sentences. Copy

is the essence, the heart, the core of advertisement. Copy

shoulders the main responsibility for influencing the buyers.

At Videocon local ads are designed at branch office soadvertising copy is also to be prepared, so at first executives

of Videocon gives their own views to the ad agency

concerning to particular product what design, colour, size etc.

they want.

The ad agency than puts matter in toarranged form & prepare the copy. After that,copy is shown to the executives & if anymodification is needed then these errors areremoved & after that the final art work is givento branch office.

In this way, advertising copy is preparedat Videocon for all its products. Videoconcorporate advertising Campaign “VIDEOCON –THE INDIAN MULTINATIONAL” with three lines of Orange, White & Green i.e. our national flag

suggest that we are one of the Multinationals inIndia and we are proud of India. It also conveysthat at Videocon there is something for everyIndian.

The advertisement copy of Videocon &advertisement of Videocon changes from time totime & during festival it takes in to considerationthe current market trends. At the time of scheme

when schemes are launched then copy of



advertisement would be for different schemeslaunched by the company.



ADVERTISING LAYOUT

The layout of advertisement is the physical

arrangement of the illustration, headline, sub-headline, body

copy, & signature. The final layout is the result of several

stages of layout preparation.

Layout deals with proper & attractive physical

management for the best presentation of the message or sales

communication. A layout contains following:-

1. Headline:-

A headline is the main thing by which everyoneis attracted. Headline must put forth maintheme or appeal in few words. It must be clear,short, & attractive to hold attention of prospective & must reflect the contents of advertisement. Headline of ads is different for different products it changes according to adsalso.

2. Illustration:-

Illustrations are often photographs; they canalso be drawings, graphs, charts, tables.Illustrations are used to attract attention,encourage audience to read or listen to copy.It is the best & the most effective way tocommunicate ideas at glance.

3. Colour:-

It is an important ingredient of anadvertisement & has a great attraction power.Each colour has its individual meaning &significance on communication of ideas.



Videocon’s logo in the blue colour attracts

attention of the viewer and catches eyesight &brings to the notice of the viewer.

4. Body Text:-

Body text is the heart of the advertising copy.It is the sales performing AIDA function of salesmanship. Body copy for most ads consistsof an introductory statement as paragraphs.

Several explanatory paragraphs & closing paragraphs. Body text will point out the sellingof the product where it can be selected, what benefits product would offer, what is its price,how it is used etc. It is the advertisement,which influences the buyer behavior & Action.

At Videocon, body text is to be used by theexecutives & according to the instruction of

the branch office ad agency prepares the text of body.

5. Signature:-

The signature identifies the advertisementssponsor. It may contain several elementsincluding the firm’s trademark, logo, name, &address. The signature should be attractive,

legible, distinctive, & easy to identify invariety of sizes.

In each & every advertisements of Videocon,there is always the logo of Videocon, whichidentifies to the viewer that advertisement, isof Videocon.



SLOGAN

A good phrase used & repeated often inadvertisement becomes a slogan. It should be original

& remember able. Moreover, slogan should be short,simple & rhythmic enough to be catchy.

As far as Videocon is concerned it produces sucha fabulous & alluring advertisement after emplacing on each element.

For headlines, it always uses fresh & meaningful combination of wordings.

For illustrations, it uses alphabet ‘E’ on either side, which represents “Electronics to Energy”.

For colour, mostly it uses blur colour to have aninstant attention of viewers.

For slogan, it has meaningful & masterly slogans.Some of which are as under:-

• Bring Home The Leader…

• We Love Winning We Love Videocon…

• India Today The World Tomorrow…

• Right Movement Right Time…

• Technology For Health & Pleasure

• Expect More From Videocon

• Agge, Sabse Agge Videocon



ADVERTISING APPEAL

Every advertisement in real is an appeal of anadvertiser to his prospectus customers. Appeal is a

central idea around which the advertisement is created.It is called unique sales proposition. Therefore onappeal of an advertisement is an earnest request toplea to prospects.

An appeal must be communicating, interesting,believable, complete, & true. It must not be vague innature.

At Videocon, they give different appeals for different products. Infact most regularly used appeals are the appeals with the emotional touch.

Videocon’s corporate appeal of Videocon- THEINDIAN MULTINATIONAL says that it is also amultinational, which has something for every Indian.

“Germ Free Home” suggests that bring home theVideocon Home Appliances & keep you home freeof germs.

“We Love Winning We Love Videocon” is special appeal for the Indian cricket team.

For Home Appliances, they also have“Technology For Health & Pleasure.

For Music system, they have “Have you heard”which states that have you heard the sweetnessof Videocon audio system.

Like this Videocon has different appeals for different products which are highly accepted by the people in large.



MEDIA

The advertiser’s task is to choose advertisingmedia to carry the advertising message. Mediaselection involves finding the most cost effective mediato deliver the desired no. of exposure to the targetaudience.

Media is like vehicle for advertiser to conveythe individual or potential customers about theproducts of the company. Company can advertise

through many media. Right media of advertisementenable to advertise the message effectively to theintended market or prospects.

Videocon has a wide range of productsto cater needs of its consumers. This rangeincludes CTV’s, Refrigerators, Washing Machine,Microwave Ovens, Air Conditioners etc. Theproducts also have different models withdifferent prices. These different products arebeing advertised through different media.



TYPES OF MEDIA

There are various media of communicating tothe potential consumers this includes press, audio-

visual, direct mailing, outdoor advertising etc.

Videocon uses different media for advertising itsproduct & attract the potential customers to buy theproduct.

1. Press Media:-

This is the most popular & widely used medium.

There is no doubt that it is unique means to make anappeal to public in general. Newspapers are the perfectmedium for advertisement of consumer products. If theadvertisement is eye-catching with attractive appealreaders cannot ignore it.

Newspapers

Videocon has selected newspapers as amedium of advertisement as it is the mosteffective media. Newspapers are selected fordifferent regions i.e. Divya Bhaskar is moreselling in Ahmdabad that is to be selected forthat region.

In this way newspapers are selected foradvertising of Videocon. The branch office

executives have got all the reports & analysesthat which newspaper is selling more & in whichregion whose prices are reasonable, whatschemes are offered by the newspapers etc. arealso taken into consideration while selecting anewspaper. On this basis newspaper is selectedfor advertisement.







3. Audio-Visual Media:-

Audio Visual media creates totally different effectthan other Medias of advertising. As audio & Video bothare included many persons are attracted.

At Videocon branch office scheduling is doneof this Medias well as advertisements arescheduled at corporate level only & all the adsgiven on TV & Radio are scheduled fromcorporate office only.

Videocon branch office in addition to this usesaudio-visual media in form of scroll ads given in

cables which reach the maximum number of houses & they also display or show their ads inMultiplex’s at the time of intervals & before themovie begins.



SELECTION OF MEDIA

There is no. of choices available to the companyfor advertising its products. Nevertheless, it has to

select the most cost efficient & that media by whichmost of persons are attracted.

The reason behind better media is to have betterreach, frequency & impact. The task of management isto identify available media, evaluate them as perconsidered factors & select the best media in order toachieve the set objectives.

Videocon takes into consideration the followingaspects while selecting the media.

1. Target Audience:-

Target audience is the first & the mainfactor in selection of media. If the company hasto give advertisement of oven or washingmachine then it would select the periodicals of

magazines, which are read by women. Foradvertisement of CTV Videocon branch officegenerally prefers newspapers & foradvertisement of audio system in which theirtarget audience is young generation, they willadvertise their product in such newspaper, whichare read mostly by youngsters.

2. Kinds of Product:-

The nature of the product determines themedia for the company. If any advertisement of CTV is to be given than most reasonable source isthat of newspapers. For advertisement of AirConditioner, it will choose some costly magazineas it is a high priced product. Therefore, in thisway the product, which is to be advertised, is tobe taken into consideration while selecting the

media.



3. Budget:-

Budget of Videocon for different media is

allocated so it makes easy for the executives forselection of different media. According to theirbudge allocation, spending of various media isdivided.



MEDIA SCHEDULING OR TIMING

Media scheduling is time found details of advertisement with reference to media chosen. All the

advertising expenses prove worthless if advertising of product is not given on proper time, here mediascheduling is essential for effectiveness of advertising.At Videocon scheduling is done. Infact micro & macroare two type of scheduling:-

1. Macro Scheduling:-

At branch office of Videocon macro

scheduling is done of audiovisual media.However, it is well known fact that Videocon isthe official sponsor of cricket ratings. In the fieldof cricket, Videocon is a big sponsor. For thiskind of sponsorship, scheduling is to be done asthis is not a short-term sponsorship. Therefore, itcomes under a macro scheduling. While in thesame way in case of newspapers & magazinessome fixed place is selected & ads are given on

that page only of different products.

2. Micro Scheduling:-Micro scheduling is done at the Videocon

branch office, ad agency books a certain place innewspapers on behalf of company. Like if,Refrigerators are more sold in summer than theyare to be more advertise during that period.Likewise, if music systems are more demandedduring festivals & in case of any gifts or price off the company advertises its product. In this way

short term, scheduling is done i.e. according toneed.



MEASUREMENT

Good Planning & control of advertising dependson measures of advertising effectiveness.

Evaluation means measurement. Here it isin the form of measuring what effect is there inthe market due to the advertisement done by thecompany. At Videocon, Sales Effect Research istaken into consideration while evaluating theadvertisement. Videocon takes in toconsideration Sales Effect Research i.e. after

every ad campaign it comes to know from dealers& the market that what effect of ad has been onminds of consumer.

As the sales of the company gone up thesedays due to advertisement by company. So atVideocon the advertising branch head certainlyasks dealers & distributors about how was theenquiry about the product for which

advertisement was given.

This evaluation gives an idea to the officialthat how was the ad campaign that company hasundergone. In this way, evaluation is done atbranch office Videocon.





INTRODUCTION

Marketing Research can be defined assystematic collection, recording & analyses of datarelevant to the marketing problems of a business inorder to develop am appropriate information base fordecision making in the marketing era.

According to American Marketing Association“Marketing Research is the systematic gatheringrecording & analyzing of data about problems relating

to the marketing of goods and services.”



SAMPLE SURVEY

The gathering of primary data throughexperimentation involves use of sampling, surveymethod & observation. The survey conducted onconsumers of Videocon CTV involved surveybased personal interview.

The details of the selected samples for thesurvey are as follows:-

Data Collection Approach :- Primary Data

Research Methodology :-Questionnaire &

Personal Interview

Target Audience :- CTV Owners

Area of Research :- Rajkot

Sample size :- 50



OBJECTIVES TO STUDY

Objectives relates to the aim of making the survey of the product. An objective defines the reasons as to

which any action is done. Objectives of doing surveyare:-

To determine the level of satisfaction of CTV of

Videocon.

To know the major problems faced by existing

consumers of Videocon.

To determine the consumer expectation from a CTV

brand & the Company producing CTV.

To determine the factors behind dissatisfaction.



1. What made you purchase your existing CTV:-

Features 17

Price & Special Offers 15Suggested by Friends and Relatives 11

Advertisement 7

Past Experience 4

Analysis:- From the about mentioned graph we convey that out of

50 consumers Videocon CTV almost 17% brought that CTV of the

Videocon as it has got many features while others are influenced of

suggestion of friends and relatives which is 11% while price andspecial offers of company has been able to influence 15% & 7% aid

by it advertisements and the 4% due to their past experience of the

product.

Suggestion:- I would like to suggest that company should try to

incur most expenses on advertising so that more number of consumer

come to know about CTV which has got many features in it.



2. How much are you satisfied with the

performance of your existing CTV?

To Great Extent 28

TO Some Extent 12

Not much 6

Not at all 4

Analysis: - From the about mentioned graph use can say that me

consumers of Videocon CTV are satisfied to a great extent to their

existing CTV as 28% are quite satisfied while 12% of consumers are

satisfied to some extent and just 6% are not much satisfied by CTV

while only 4% are not at all satisfied with Videocon CTV.

Suggestion:-Here, I would like to suggest that the company’s CTV

satisfying the consumer needs and wants so company must try to

maintain this level.



3. What makes you dissatisfy with your existing

CTV?

After Sale Service 14Technical Support 10

Performance in Whole 10

Dealers Service 4

Analysis:- From the about mentioned graph we con say that in

whole 38% of the consumers are dissatisfied with the product in

whole. In that 10% of consumers are dissatisfied by performance in

whole, another 10% by technical support, 14% with after sale service

of company which 4% of consumers with dealers service.

Suggestion:- I would like to suggest that company should take

steps to give after sale service to their consumers. As those who have

purchased company’s product today will insist other to purchase it

product. While company should also take steps to make product

technically efficient.



4. What problems do you face with your existing

CTV?

Remote Related Problems 14

Sound Related Problems 10

Others 11

Picture Quality 6

Analysis:- From the about mentioned graph we can say that 14% of

CTV owners face problem related to remote of their CTV, while 11%

has got other problem and 19% are having sound related problem,

while 6% are facing picture quality problem.

Suggestion:- Here I would like to suggest that Videocon must see

that remote control of its CTV must be changed as it must take care

that the remote of its CTV works without any problem.



5. What do you expect from a CTV company in

whole?

Quality Product 30

After Sale Service 10

Low Pricing Criteria 6

Dealers Service 4

Analysis:- From the above mentioned graph we can say that 30% of

the consumers expects good product from a CTV company, while10% expects good after service, 6% expects low pricing criteria, while

only 4% of consumers expects good dealers service.


give good after sale service to its consumers.



6. What do you expect from a CTV company in

whole?

Quality Product 30After Sale Service 10

Low Pricing Criteria 6

Dealers Service 4

Analysis:- From the above mentioned graph we can say that 30% of

the consumers expects good product from a CTV company, while

10% expects good after service, 6% expects low pricing criteria, while

only 4% of consumers expects good dealers service.


give good after sale service to its consumers.



7. How do you compare your CTV brand with

others?

Very Good 20

Best 15Average 13

Can’t Say 2

Analysis:- From the above mentioned graph we con say that 20% of

consumers believe that their CTV brand is quite good while 15%

believe that it is the best, 13% say that it is average and 2% can’t say

anything about it.

Suggestion:- I would like to suggest that as compare to other brand

videocon is very good company and it should try to maintain this level



8. How would you rate Videocon as far as Quality is

concerned?

Very Good 22

Best 13

Average 10

Can’t Say 5

Analysis:- From the above mentioned graph we can say that as far

as quality is concerned 22% consumers believe that it is the best 10%

say that it is quite average while 5% can’t say anything.

Suggestion:- I would like to suggest that as far as quality is

concerned Videocon CTV’s are quite good the company must try to

maintain this level and must try to reach the best level as early as it is

possible by the company.



9. How would you prescribe videocon CTV in

matter of performance as far as?

Picture Quality:-

Best 20

Average 17

Very Good 10

Poor 3

Analysis:- From the about mentioned graph we can say that in

matter of picture quality 20% consumers believe that Videocon

CTV’s picture quality is the best, 17% of them believe that it is

average, 19% say it is quite good while 3% believe it to be poor.

Suggestion:- From the above analysis, I would like to suggest that

Videocon must try to make its CTV’s picture quality better. In fact

20% of the consumers believe that it is the best but the percentage

ratio is quite low it must try to make its picture quality the best.



Sound Quality:-

Best 25

Average 13Very Good 10

Poor 2

Analysis:- From the above mentioned graph we can say that

Videocon CTV has got the best sound quality as almost 50% of the

consumers believe that sound quality of Videocon is the best, 13%

says that it is quite good, 10% says that its average and 2% believe

that it is poor than others.

Suggestion:- Here I would like to suggest that company’s sound

quality is quite good so it must try to maintain this level and must give

new and better sound quality with advanced technology to its

consumers.



Other features:-

Average 18Best 15

Very Good 11

Poor 6

Analysis:- On the basis of the above mentioned graph, we can say

that Videocon CTV has got 18% consumers felling that Videocon has

got average features 15% say that features are best, 11% say it is quite

good while 6% believe it to be poor than other CTV manufacturing

company.

Suggestion:- On the basis of above analysis I would like to suggest

that company must try to extend its features in their CTV which

would be quite beneficial for consumers of Videocon CTV.



QUESTIONNAIRE

Name:-

Address:-

Phone No:- (O) (M)Occupation:-

1. What made you purchase existing CTV?

Advertisement

Features

Price & Special offer

Past Experience

Suggested by Friends & Relatives

2. How much are you satisfied with the performance of your

existing CTV?

To Great Extent

To Some Extent

Not Much

Not at all

3. What makes you dissatisfy with your existing CTV?

Performance in whole

Dealers Service

Technical Support

After Sale Service

4. What problems do you face with existing CTV?

Picture Quality Sound Related Problems

Remote related problems

Others



5. What additional benefit do you expect from your product?

Exchange Scheme

Warranty

Finance Scheme Features

Good after Sale Service

6. What do you expect from CTV Company in whole?

Quality Product

After Sale Service

Dealers Service

Low Pricing Criteria

7. How do you compare your CTV brand with other?

Very Good

Best

Average

Can’t Say

8. How would you rate the Videocon as far as quality is concerned?

Very Good

Best

Average

Can’t Say

9. How would you prescribe Videocon CT in matter of picture

quality?

Very Good

Best

Average

Can’t Say

10.How would you prescribe Videocon CTV in matter of sound

quality?

Very Good

Best Average



Can’t Say

SWOT ANALYSIS

Strengths

1. Videocon it has very reputed market position

2. It is market leader in new innovative in plant and machine

development.

3. main strength is the brand name, Videocon is to no.1 in

consumer electronic and home appliance category according to

brand equity as well as it is mindset of consumer (2004, brand

equity)4. it is also completive in world class market it is certified by 9002

as well as man foreign institute certified Videocon

5. it was pioneer in the field of electronics and home appliance in

India.

6. it has great financial position (refer balance sheet) having

support of share capital.

7. it is diversified in many group so all can be helpful to each

other

8. it has very good human resources support having 65,00technical supports.

Weakness

Videocon is having good brand name but according to research

it’s brand name is at second position, so they have to try to

Improve it.

Videocon is buying semi-finished goods from other firm rather

then they should produce it at home. Videocon having good position in many industries but they are

somewhat lacking in refrigerator industry.

Opportunities and threats:

The sale of Colour Television in the year 2003 was good and

increased because of sporting events like Cricket World Cup.

With no such major event scheduled in 2005, manufacturerswill need to be more innovative in the coming year.



The aggressive marketing and pricing by Indian Companies to

counter the competition with multinationals are putting margins

under pressure.

The companies are working under very low margins. The

decline in pricing by the manufacturers as a whole will have

impact on the Company’s revenues and profits.

The cost on marketing, advertising and after sale services is

increasing tremendously.

The consumer electronics market is very price-sensitive. A

surge has already been seen in the demand for CTV vis-à-vis

price cuts. Pricing of a product largely depends upon the cost

of input, distribution, marketing and general industry scenario

in the light of the level of competition.

Over the period, costs and interest rates are going to be the key

issues that are likely to shape the growth rates in the industry.

Costs of major inputs have been on the rise. Inflation linked

increases in other expense, including wages and increasing

advertising expenditure only add further to the situation. The

players are operating on thin margins and it could be possible

that their investments in brands would reduce sharply.

Lower priced products wit basic features account for a major

market share of the domestic market on account of large

number of households in middle to lower income segments.

Lower priced products with basic features account for a major

market share of the domestic market because of large number

of households in middle to lower income segments.

The market for the consumer electronic good is increasing in

the rural areas. The customers in rural areas are showing the

preferences for the branded goods instead of local made

products.

The Government has reduced the customs duty on raw

materials and inputs used for manufacturing electronic

components to nil for most items, while duty on capital goodsfor manufacturing electronics hardware has been reduced to nil.

The special additional customs duty of four percent has been

abolished. The peak rate of customs duty has been reduced

from 25 percent to 29 percent, which means, lower production

cost for electronics manufacturers, and competition will ensure

lower prices to consumers.



SUGGESTIONS

The key elements, which will enable Videocon to achieve greater

progress and market share:

In house manufacture of parts like Glass Shells, etc. can put

company in cost advantageous position, but glass cell

manufacturing may not long time business because new

technology like LCD and Plasma do not need this. Company

purchase new glass cell manufacturing factory so they have to

conceder this factor.

The company can also takes advantage of reduced taxes and

other incentives granted by certain states in India for locatingmanufacturing facilities in such states and economic zone.

Videocon should have each and every product has covered the

spectrum from the least to most expensive. In their respective

categories, thus meeting requirement of all class of customers.

The company sells its products through a well-expanded

network of independent retail outlets located throughout India,

which are supported by the company’s strong sales force. But

this distribution network can prove sometime very expensive.So, if Videocon establish it’s own show room then they can get

benefits of this price difference.

Videocon is in maturity stage in market so they have to do

something new for re boost its image in customers mind. For

that, they con launch some new innovative thing. In year 1998

Videocon at top position. So something like this may help to

rebuilt brand and resist declining.

Videocon is having strong position in market. Though it is not

market leader. It is having second or third position, it can be

improved. One noticeable thing is that Videocon is some what

behind in refrigerator. So Videocon should concentrate on this

product. Videocon is innovative here because,, so many

innovative

Things done by R&D department, but promotion of refrigerator

may lacking.



FUTURE PLANS

The Future is hereTo strengthen and maintain & its leadership

status, the Videocon group has clearly charted out itscourse for the future. Aggressive development is in fullswing at the R & D Centers to bring out state-of-the-arttechnologies including True Flat, Slim, Extra Slim,Plasma & LCDs, at the earliest.

Cost rationalization processes - are in variousstages - including rationalizing factories in Europe,increasing automation and improvement of efficiency inChina, accessing flass shells from India for internationalCPT facilities and a lot more - are in various stages of implementation.

Internationally all existing client relationshipsare being strengthened. The cost competitiveness andincrease in capacity in Mexico and Poland has openedup big opportunities in the OEM business.

Last but not the least, in the domestic marketconsolidation with multiple brands paves the way for anunassailable lead in the market.

In the Oil & Gas business, having all the basicoperator capabilities of a prospecting entity, the groupis looking to add more explorations and production

depth as also oil bearing assets. The group will also getinto gas distribution in India significantly.



CONCLUSION

Viewing Videocon International Ltd. fromevery angle, it can be concluded that overall theunit is progressing good because VideoconInternational Ltd. has provided excellent qualityof product due to sophisticated technologycomputer used & highly qualified technical staff.By this way, they can be able to create gooddemand of their product & satisfy the consumer.

As far as advertisement is concerned this

companies advertising department is effectiveand they spent lot of money for advertisementand attract the customers.

It can be said that credit of success of thecompany goes to management as well as workers& Employees that Videocon International Ltd. hasbring bright future.

In short, its grip on every aspect of thebusiness is tight which helps it in fight everyuncertainty. If it continues to do well sure itsfuture will be full of success.



BIBLIOGRAPHY

Documents

it T.y.bba) MBA Porject Report Prince Dudhatra