Marketing Strategy of Videocon & It's Comparison With Its Competitors

8/12/2019 Marketing Strategy of Videocon & It's Comparison With Its Competitors

1/85

A SUMMER TRAINING PROJECT REPORT ON

Comparative Study of Videocon Products with

Other Brands Products In Modern Trade

Submitted in partial fulfilment of the requirement for the a!ard of thede"ree of

MAST ! O" B#SI$ SS A%MI$IST!ATIO$#$%&$'$%&()#Mahama*a Te+hni+al Uni,er it*-Noida)

./0

1A2A3 1A4A5

RO55 NO6&&%789%%(%M.A $ nd /ear

#GIMT- Greater Noida)

Pro:e+t underta;en at6

Report Submitted To

R6=63IMRI


2/85

$


3/85

P! "AC

A a tudent M.A #MASTER O1 .USINESS A3MINISTRATION) one of the mo t reputed

profe ional +our e 6 The attra+ti,e feature of the M.A 3EGREE i that alon" !ith theor* !e al o "et

to ha,e the e?po ure of the pra+ti+al en,ironment6

The topi+ for m* ummer pro:e+t i 0'

Comparative study of Videocon products with other &rands products in modern

trade

The Pro:e+t Report re,ol,e around the identif*in" di tribution and hare "ap of


4/85

DECLARATION

I' 1A2A3 1A4A5 - a student of MBA of (IMT (r) $oida

respective*y here&y dec*are that the Pro+ect !eport on +omparati,e

tud* of


5/85

Acknowledgement

I hereb* ta;e thi opportunit* to than; m* Guide of the Re ear+h Pro:e+t

Mr6R6=63IMRI !ho e ,i ionar* approa+h enabled me to a++ompli h m*

pro:e+t !or; in a * temati+ and an effe+ti,e manner6 It !ill be no

e?a""eration in tatin" that !ithout hi help m* pro:e+t !or; !ould not ha,e

been materiali ed6 At la t- I !ould al o li;e to e?pre m* than; to m*

parent - relati,e and friend !ho ha,e "i,en me emotional upport a !ell a

ome u eful tip !hi+h helped me ,er* mu+h in u++e ful +ompletion of the

pro:e+t !or;6

1A2A3 1A4A5 Roll No6 &&%789%%(%

B


6/85

1ist of CO$T $TSS6No6 Title Pa"e No6

&6 Compan* Profile

$6 O,er,ie! of the Pro:e+t &&

(6 Ob:e+ti,e of the Pro:e+t &$

86 A 1ICCI Sur,e* &8B6 Gro!th Rate &B

D6 Re ear+h Methodolo"* &

96 1indin" $&

6 Table B$

6 Con+lu ion D76 Re+ommendation 9&

&%6 .iblio"raph* 9B

&&6 Apendi? 9D

D


7/85

I$T!O%#CTIO$

9


8/85


9/85

Company Profi*e

/ISTO!2 O" VI% OCO$ 3


10/85

CT< indu tr* i one of the fa te t "ro!in" indu tr* in India6 Sin+e in India T< penetration i :u t

$8 and of thi $8 ma:or hare "oe to urban area - o Indian rural area !here 98 of the Indian

population inhabit pre ent an enormou "ro!th opportunit* for the CT< indu tr*- be+au e of

ri in" rate of "ro!th of G3P- "ro!th in di po able in+ome- ea * a,ailabilit* of ban; loan at+heaper intere t rate - a teep do!nturn in pri+e of CT< - and inno,ation of ne! and u er friendl*

te+hnolo"ie 6

HComparati,e Stud* of


11/85

proper attention b* the +ompan*- and dealer need not to in+ur additional +o t at the time of

ale and after the ale@ thirdl* after ale er,i+e of a +ompan* depend on man* other

parameter li;e ;no!led"e of te+hni+al people to mend the de,i+e- effi+ien+* of +all +entre

and er,i+e +entre- a,ailabilit* of pare part and er,i+e ,ehi+le @ brand a!arene and brand,i ibilit* ha to be "ood to in+rea e +u tomer querie at the time of pur+ha e and hen+e ale@

la tl* three ma:or area of impro,ement are'0 after ale er,i+e- brand a!arene and

,i ibilit*- brand per+eption- and dealer ati fa+tion6

Thu ha,in" identified ma:or area of impro,ement- follo!in" re+ommendation !ere made'

fir tl* to impro,e brand ,i ibilit* and a!arene deplo*in" hoardin" at trate"i+ pla+e - Te tern- Salora- 3*nora- Cro!n- A;ai- and Upton6

The late % a! a ma i,e ha;eout and half of the pla*er !ere out of the mar;et- earlier it !a

H eller mar;etL- but !ith the +utthroat +ompetition thi turned into H.u*er mar;etL6

After &7 onl* fe! pla*er !ere left in the mar;et !ith frin"e pre en+e of other re"ional pla*er

in the mar;et6 In the po t liberali ation era of &77& ma:or pla*er are 5G- Sam un"- T< population in the +ountr* i at B7 million unit

Color T< population in the +ountr* i at (% million et 6 2o!e,er thi i fa t +han"in"

CT< re"i terin" double di"it "ro!th- !hile . > T< ale !itne in" de"ro!th6

&7$ million urban and rural hou ehold ha,e a++e to tele,i ion- but onl* 8$ of the e

o!n a T< et6

T< +ommand a 9$ of a,era"e &( hour pent on traditional media b* Indian 6

T< ale ha,e "ro!n at a CAGR of $B o,er the la t fi,e *ear 6

Thi ho! the i e of the mar;et till untapped and +ould "enerate a "reat future opportunit* for

Con umer durable pla*er no! ea+h and e,er* pla*er i tr*in" to in+rea e hi hare in the mar;et

pie b* pra+ti+in" different trate"ie in the mar;et6

&8


15/85

A "ICCI S#!V 23 6

In a ur,e* done b* 1ICCI on the +on umer durable indu tr* ha hi"hli"hted buo*ant trend in the all

three e"ment >hite "ood - +on umer ele+troni+ - and ele+troni+ +omponent durin" the fi +al

$%%B'%D6 Emer"in" opportunitie and the tron" fundamental of the e+onom* are e?pe+ted to pa,e

the !a* for a rapid "ro!th for the +on umer durable indu tr*6

The ur,e* offer in i"ht into the d*nami+ of "ro!th in a +ompetiti,e mar;et en,ironment and

ha identified ome of the alient feature of de,elopment a follo! 0

Rate of "ro!th in produ+tion ha been more in term of quantit* or ,olume rather than in

term of ,alue for a number of produ+t 6 Thi ha happened a a re ult of +on tantl* fallin"

pri+e o,er the *ear due to +ompetition amon" the ma:or pla*er - a""re i,e mar;etin"

trate"ie of the pla*er - and de+linin" import tariff 6 ualit* produ+t and te+hnolo"*

up"radation ha helped the indu tr* to a+hie,e hi"her "ro!th in term of ,olume and al o

hi"her reali ation in ,alue term 6 The hare of unor"ani ed e"ment ha +ome do!n to onl* to '&% from earlier 8%'B%

due to "ro!th in produ+tion in the or"ani ed e"ment and dome ti+ a,ailabilit* of branded

produ+t due top lo!erin" of import dutie and other liberal mea ure 6 The pri+e differen+e

bet!een branded and unbranded produ+t ha narro!ed do!n- and !ith branded pla*er

pro,idin" "ood after ale er,i+e - and upport +on umer prefer to bu* branded produ+t 6

3emand i +*+li+al and ea onal6 It i hi"h durin" fe ti,e ea on and i "enerall* depend

on "ood mon oon 6 In+rea in" +on umer a!arene and preferen+e for ne! modal ha,e added to the demand6

Produ+t li;e air +onditioner- +olor T< are no lon"er per+ei,ed a lu?ur* produ+t but are

treated a a ne+e it* in the +han"ed o+io'e+onomi+ en,ironment !ith +han"ed life t*le6

Attra+ti,e +on umer loan +heme !ith redu+ed intere t rate o,er the *ear b* the finan+ial

in titution and +ommer+ial ban; and the hi"her pur+ha e +heme ha,e added to the ur"e

in demand6 .e ide - the +on umer "ood +ompanie are them el,e +omin" out !ith

attra+ti,e finan+in" +heme for +on umer thorou"h their e?ten i,e dealer net!or;6

&B


16/85

Some e+tor ha,e re+orded double di"it "ro!th in term of quantit* produ+ed are Color

T< #& 6B )- Air Conditioner #&B6$ )- Mi+ro!a,e O,en #$D69 )- 3


17/85

Graph' #$)

Sale in +rore6

6200

6300

6400

6500

66006700

6800

6900

7000

2010-11 2011-12

East

The &8L- $%L and $&L T< are the mo t !idel* old- a++ountin" for about 7% of the mar;et and in

thi +ate"or* 15AT +reen T< i the fa te t "ro!in" e"ment6 Share of 15AT +reen T< i

e?pe+ted to in+rea e from +urrent B of the CT< ale to &% b* !ithin $ *ear 6 In the mar;et

=orean ma:or ha,e been "ro!in" at a fa t pa+e- "i,in" tiff +ompetition to e?i tin" dome ti+ a !ell

a "lobal pla*er 6

&9


18/85

The no6 of home !ith +able and atellite a++e ha,e "ro!n $7% la;h home in $%%$ to 8%% la;h

home in $%%B- a (& annual "ro!th in the la t t!o *ear

(raph 7:9

0

20

40

60

80

100

2010-11 2011-12

East

&


19/85

! S A!C/ M T/O%O1O(2

OB5 CTIV O" T/ P!O5 CT

No research is undertaken without a clear and predefined objective. For this research the

objectives were as follows: -&6 To ;no! brand per+eption of


20/85

a) Primary3 6 3ealer e?pe+tation from he +ompan* about er,i+e- mar"in- promotional

a+ti,itie - +heme- pri+in"@ A,ailabilit* of the brand@ Rea on affe+tin" dealer

re+ommendation @ Cu tomer preferen+e 6

Cu tomer per+eption about brand- Per+enta"e of re pondent alread* ha,in" +ompan* produ+t - brand re+all- attra+tion for 1lat T< - bu*in" de+i ion ma;er

b) Secondary3 6 detail about the +olour T< mar;et- the detail of the +ompetitor a+ti,itie -

re ear+he relatin" +olour T< mar;et in India6


21/85

d6 Open'ended que tion !ere put in to "et the ,ie! of the re pondent at lar"e6

e6 Code !ere a i"ned to the re pon e of the +la ifi+ation que tion and to the ratin" que tion

#&


22/85


23/85

(raph67=9

1277

/0159

927

/0116

530

12110

230076

160222

90210

2

322

422

522

022

6222

6322

6422

6522

Unit Sales

7$ %amsung %on8 +ideocon nida 9(7

Name of t e Com!an"

Sales #lat

32:;36: 31: 39

$(


24/85

1129

109

750

103

613

55

$65

19

270

10

0

200

$00

600

%00

1000

1200

1$00

Unit Sales

L& Sams'n( )i*eo+on Oni*a ,-L

Name of t e Com!an"

Sales ##ST

20./21. 29.

%ea*er satisfaction3

Inferen+e for thi point ha been deri,ed from ue tionnaire &@ que tion number &- 8- - and &%

>ith 5G- Sam un" and Son* dealer ha,e no need to +on,in+e +u tomer to bu* the produ+t be+au e

the e brand ha,e a o+iated them el,e !ith "ood qualit*- "ood er,i+e that mean le dealer pain

after ellin" the produ+t re"ardin" er,i+e and qualit*6

Brand reca**3

.rand 5i;e 5G- Sam un" are pro,idin" a ,er* "ood ad,erti ement upport to their brand !ith +at+h*

and frequent ad on T


25/85

B) AVAI1ABI1IT2 O" B!A$% 3

A,ailabilit* of


26/85

$o access3

Cu tomer of re t $& hop ha,e no a++e to


27/85

Note0 ' different hade in the pie +hart ho! the per+enta"e of mo t re+ommended brand

b* the dealer

(8 dealer are not in fa,or of re+ommendation for an* brand to their +u tomer - o thi (8 mar;et

i able to "enerate ma:or amount of re,enue for brand tho e !ho ha "ood brand equit* and ha +reated

brand a!arene and hen+e "ood brand re+all- re ultin" in +u tomer +hoi+e6

&D of the dealer pe+iall* re+ommendin" 5G brand be+au e of it

' .rand Equit*

' Ser,i+e

' Cu tomer fir t preferen+e

' Ae theti+

' S+heme

' Pri+in"

' ualit*

' Good Promotional A+ti,itie

&8 of the dealer are re+ommendin" Sam un" the mo t be+au e of it @

' .rand Equit*

' Ser,i+e' ualit*

' S+heme

' 1eature

' Ae theti+

' Good promotional a+ti,itie

& of the dealer are re+ommendin" arrant*

Mo t of them are re+ommendin"


28/85

B of the dealer re+ommendin" Onida at fir t pla+e and the onl* rea on !h* the* are re+ommendin"

Onida i it qualit*- a it i told b* dealer that qualit* !i e Onida i the be t amon" all the brand

a,ailable in the mar;et onl* after Son*6

8 of the dealer are re+ommendin" .P5 at fir t pla+e- and the main rea on for the ame are

' Mar"in

' .rand a!arene

' ualit*

8 re+ommend Son* at fir t pla+e to their +u tomer the* do it be+au e of it @

' ualit*

' Ser,i+e' 1eature

' .rand a!arene

' Ae theti+

B re+ommend other brand li;e San ui- T' erie - A;ai- Sharp- and Thom on at fir t pla+e6

Main rea on for re+ommendin" them i the mar"in the* are pro,idin" and pro+e in" of their produ+t 6

Some pla*er li;e San ui- and Sharp are doin" "ood on ome other parameter li;e@

' Ser,i+e' ualit*

' >arrant*

' Pri+in"

' Good promotional a+ti,itie

%) C#STOM ! P! " ! $C 3

In m* ur,e* about +u tomer preferen+e I in+luded parameter - !hi+h area) Pri+e

b) ualit*

+) Con umer S+heme

d) Ae theti+

e) .rand Name

f) After Sale Ser,i+e

") 3ealer Re+ommendation

h) 1inan+e 1a+ilit*

$


29/85

(raph67D9

2 23

3 15

$ 2% $ 29

1 56

$ 5

0

0 5

1

1 5

2

2 5

3

3 5

$

$ 5

ai( te*A e a(e

- i+e 'alit" Cons'me S+ eme

Aest eti+s , an* Name Se i+e

-a amete s

#eat' es

Note0 ' .ar in the .ar "raph ho! the !ei"hted a,era"e of ran; "i,en b* all the

re pondent @ lo!er the !ei"hted a,era"e hi"her the ran;6

$7


30/85

1ollo!in" table ho! the ran; of different parameter on +u tomer preferen+e0 '

Ta&*e 789

Parameter !an, 4ei.hted Avera.e of the ran,s .iven &y a** the respondents.rand Name & &6BDPri+e $ $6$(

ualit* ( (6&BCu tomer S+heme 8 86$After ale er,i+e B 86BAe theti+ B 86$73ealer re+ommendation D 8691inan+e fa+ilit* 9 86

a) .rand Name +ome out to be no6 & preferen+e for +u tomer @

Thi mean that mo t of the +u tomer "o for brand - !hi+h ha,e +reated brand a!arene and are

doin" effe+ti,e promotional a+ti,itie 6 Thi al o ho! ho! important it i to impro,e the brand

a!arene for ma;in" a u++e ful brand6

b) Pri+e emer"ed a no6 $ preferen+e of the +u tomer @

Thi i an indi+ator of ho! pri+e en iti,e Indian +u tomer are and +ompanie !ith be t of pri+in"

are the be t performer in the indu tr*- but pri+e alone i not uffi+e for ma;in" a +ompan* mar;et

leader6

+) ualit* +ome out to be no6 ( on preferen+e6

Thi mean that +u tomer of U6P-6ea t 5u+;no! ha,e almo t equal thir t for "ood qualit* a the*

ha,e for rea onable pri+e 6 No +ompan* +an +ompromi e !ith qualit* for redu+in" pri+e thi

indi+ate 6

d) Cu tomer S+heme +ome out to be no6 8 on preferen+e li t

Thi mean that !ith the help of "ood +heme +ompanie +an lure more no6 of +u tomer to bu*

their produ+t 6

e) After ale er,i+e and Ae theti+ both +ome out to be no6B on in the ran;in" of +on umer

preferen+e6

After ale er,i+e a++ordin" to dealer pla* a ,ital role in "eneratin" ale be+au e if +u tomer

e?perien+e i "ood !ith brand re"ardin" after ale er,i+e or re"ardin" an* thin" for that purpo e

then thi e?perien+e of the +u tomer !ill pread throu"h word of mouth and al o "enerate brand

lo*alt* amon" the +u tomer 6 So !ith li"ht problem in qualit* and ,er* "ood after ale er,i+e

+ompanie +an "enerate hand ome ale 6

(%


31/85

Ae theti+ al o pla* a ,ital role be+au e after eein" .rand Name +u tomer "oe for mo t beautiful

loo; hi bud"et allo! 6

f) 3ealer re+ommendation +ome out to be at no6 D on +u tomer preferen+e

3ealer re+ommendation alone +an "enerate (%'8% of the total ale of the dealer6 Companietho e !ho ha "ood relation !ith dealer +an "et more re+ommendation and ta;e a!a* more part of

thi (%'8% 6

") Sin+e ma:or portion of 5u+;no! +on i t of people of lo!er middle +la and lo!er +la o it i not

po ible for them to pa* 9%%%' %%% in a in"le in talment that i !h* there i a ma:or need for

finan+e fa+ilit*- and if that finan+e +an be made a,ailable at rea onable intere t rate than thi +an

boo t the ale 6

) B!A$% P! " ! $C 3

In the ur,e* it !a found that B(6 of +u tomer prefer forei"n brand - in +ompari on onl* &9 of

the +u tomer prefer Indian brand and re t (% ha,e no pe+ial in+lination- thi ho! that@

1orei"n +ompanie li;e 5G- Sam un" and Son* are "i,in" mu+h more attention to their +u tomer in

term of under tandin" !hat Indian +u tomer !ant in term of ualit*- After Sale Ser,i+e- Pri+in"-

Ae theti+ - and E?tra Offerin" 6

(&


32/85

(raph678E9

Brand Preference

"orei.n Brand=:F

Indian Brand8@F

$o Inc*ination:EF

1orei"n +ompanie ha,e po ition them el,e into +u tomer mind in u+h a !a* that +u tomer

a o+iate H uperior qualit*L !ith HSon*L- H"ood after ale er,i+eL- !ith H5G and Sam un"L6

(% +u tomer tho e !ho are !ith no pe+ial in+lination are mo tl* the fir t time bu*er and bu*

under the influen+e of dealer re+ommendation6

") A"T ! SA1 S S !VIC 3

($


33/85

After ale er,i+e a I found hold a "reat importan+e- be+au e

It le en dealer pain !hi+h he ha to infli+t !hile dealin" !ith +u tomer !ho ha an* +omplain- if

he +an not "et +u tomer fault* produ+t +orre+ted !ith in & or $ +all then thi in+on,enien+e of the

+u tomer re ult into the in+on,enien+e of the dealer !hi+h re ult in the dimini hin" intere t of thedealer in ellin" the +ompan* produ+t and if he +an "et the produ+t +orre+ted !ithin &'$ phone +all

then thi redu+tion in in+on,enien+e !or; a a moti,ator to the dealer to ell the +ompan* produ+t

!ith !illin"ne and +an al o turn dealer re+ommendation in the fa,or of the +ompan*6

A poor after ale at time in+rea e the dealer +o t to "et the fault* produ+t +orre+ted #+o t !hi+h he

ha to in+ur in form of the phone bill !hi+h in+rea e !ith dela* in the er,i+e) o thi in+rea ed +o t +an

dimini h dealer !illin"ne to ell +ompan* produ+t 6

>ith onl* one +all if +ompan* er,i+e people are at the +u tomer door then thi ho! the+ommitment of the +ompan* !or;for+e and in turn +ommitment of the +ompan* to!ard it +u tomer

re ultin" in a "ood !ord of mouth ad,erti in"6

(raph67889

1 99

2 56

3 $33 73 3 79

00 5

1

1 5

2

2 5

3

3 5

$

ei( te*A e a(e

L& Sams'n( Oni*a )i*eo+on ,-L

Com!an" Name

Afte Sales Se i+e

1ollo!in" table i ho!in" the ran; different +ompanie ha been "i,en on after ale er,i+e

((


34/85

Ta&*e 7;9

Company !an, on After Sa*es Service 4ei.hted Avera.e of the ran,s .iven &y a** the

respondents5G & &677Sam un" $ $6BD

Son* ( (6%&


35/85

() G$O41 %( O" T C/$ICA1 "O!C 3

A ,er* +ru+ial fa+tor- !hi+h dire+tl* affe+t after ale er,i+e i ;no!led"e of te+hni+al for+e be+au e of

follo!in" rea on @

Ta&*e 7:9

Company !an, on Gnow*ed.e of technica* force5G &Sam un" $Son* (Onida 8


36/85

Re"ular ale for+e ,i it i the thin"- !hi+h de,elop feelin" of belon"in"ne amon" the dealer for

+ompan*- in a !a* that dealer- thin; the +ompan* i a+ti,e in the mar;et and ta;e more intere t in

ellin" produ+t of that +ompan*6

Re"ular ale people ,i it al o en ure that there i no +ommuni+ation "ap bet!een +ompan* anddealer about e?a+tl* !hat +heme +ompan* i runnin" and !hat i the pri+e of a parti+ular model at

parti+ular time- if there i a +han"e- !hi+h redu+e dealer +o t !hi+h he ha to in+urred in the form of

phone bill and al o ;eep the thin" mo,in" moothl*6

Ta&*e 7


37/85

Mar"in +an be put at the topmo t priorit* of dealer - o +ompan*- !hi+h pro,ide more mar"in to

dealer - +an ea il* turn dealer re+ommendation #!hi+h the* "i,e to their +u tomer in it fa,or)6

$ote63 %ea*er s recommendation is responsi&*e for :E6


38/85

2 5$ 2 592 %1

1 77

3 57

00 5

1

1 5

2

2 5

3

3 5

$

6ei( te*A e a(e

L& Sams'n( Oni*a )i*eo+on ,-L

Com!an" Name

8a (in


39/85

5) P!ICI$( 3

Indian mar;et i a ,er* pri+e en iti,e mar;et@ here +u tomer !ant ,alue for mone* for ea+h rupee he

pend that mean "ood qualit* at lo! pri+e i !hat +u tomer !ant 6 M* ob er,ation of U6P6ea t

lu+;no!0 ha re,ealed follo!in" point 0 In m* ur,e* of U6P6-ea t 5u+;no! I ob er,ed that mo t of the area are not po h area e?+ept

ome- re ident of tho e area are people !ho !ant all modern equipment at lo!e t pri+e

po ible- o it hold true for +olor T< 6

Companie !ho ha lo! +o t hi"h qualit* produ+t at offer ha,e li"ht ad,anta"e in term of ale-

that i the rea on !h*


40/85


41/85

1) P!OMOTIO$A1 ACTIVITI S 3

Promotion a+ti,itie are the ba+;bone of an* brand buildin" and a!arene +reation e?er+i e@ it in+rea e

the brand re+all and put the brand at top of the mind #TOM) of +u tomer - o in hort it in+rea e brand

re+all re ult in in+rea ed querie about produ+t !hi+h ultimatel* re ult in in+rea ed ale 6In the ur,e* of U6P6ea t lu+;no!0 it !a told b* the dealer that0


42/85

Gi,in" lot of attention to material di pla*

Puttin" hoardin" at trate"i+ pla+e

Or"ani in" and pon orin" ,ariou mall and bi" e,ent

Gi,in" offer to it dealer

O$I%A3 6 Gi,in" offer to it dealer

Pro,idin" ad,erti ement upport to it produ+t ran"e

VI% OCO$3 6 Gi,in" offer to it dealer

Started "i,in" attention to material di pla*


Gi,in" e?tra offerin" to +u tomer

BP13 6 Gi,in" offer to it dealer


8$


43/85

MA5O! "I$%I$(S3II 7B!A$% P !C PTIO$ A$% B!A$% P $ T!ATIO$

A) C#STOM ! P !C PTIO$ 3

It !a found re"ardin" +u tomer per+eption of


44/85

Onida and .P5 !ith 6($B of the re pondent ha,e +a ted their ,ote in fa,our of ea+h of the e

+ompanie tandin" at No6 ( po ition alon" !ith


45/85


46/85

(raph6 78=9

Buyin. %ecision Ma,er

;E6:E=:F

H


47/85

Ta&*e 7=9

%ea*er s !esponse Customer s !esponse

B( of the +u tomer li;e forei"n

brand

B( of the familie ha,e bu*in"

de+i ion ma;er of the a"e bet!een $%'(%

*ear old&9 of the +u tomer li;e Indian brand 9 of familie ha,e bu*in" de+i ion

ma;er of the a"e bet!een (%'8% *ear old(% of the +u tomer ha,e no pe+ial

in+lination

8% of familie ha,e bu*in" ma;er

abo,e 8% *ear

Thi indi+ate that *oun" ter pla* a ma:or role in ma;in" or a i tin" in the ame in toda* Indian

familie and "enerall* !ould li;e to "o for forei"n brand - o there i a need attra+t the e *oun" ter 6

%) P $ T!ATIO$

1ollo!in" "raph ho! per+enta"e penetration of different +ompanie in U6P6- ea t 5u+;no!

;EF of the re pondent ha,e 1( in their home

;EF of the re pondent ha,e Samsun. in their home

8EF of the re pondent ha,e Sony in their home

8=F of the re pondent ha,e Videocon in their home

8EF of the re pondent ha,e BP1 in their home

=F of the re pondent ha,e Onida in their home

;EF of the re pondent ha,e other &rands 7A,ai' Aiwa' Sansui' Thomson' $e*co' Sharp et6

cetra9 in their home

89


48/85

(raph678>9

Penetration

Son"10

Oni*a5,-L

10

L&20

Ot e s20

)i*eo+on15

Sams'n(20

Penetration +an onl* be impro,ed !hen people ;no! about +ompan* produ+t and tru t the qualit* of

the produ+t that all depend ho! a +ompan* ha po itioned it elf in the +u tomer mind-


49/85

) ATT!ACTIO$ "O! "1AT TVs

1ollo!in" "raph !ould "i,e different rea on !h* people li;e 1lat T9

Si e Type 1( Samsun. Sony Videoco

n

Onida BP1

;E ;8 "*at

""ST

&$99

&&$7

7$9

9B%

B(%

NI5

$(%

D&(

&D%

8DB

9%

$9%;= "*at ""S

T

( ( B% NI5 NI5

;D "*at

""ST

&B7

&%7

&&D

&%(

&&%

NI5

9D

BB

$$

&7

&%

&%

$ote3 6 %ata in the fo**owin. ta&*es represents the ran,in.s .iven and percenta.e of

respondents rep*ied in favor of particu*ar point or company)

B$


53/85

7;9 AVAI1ABI1IT2 O" B!A$%

Ta&*e 7@9

Company Avai*a&i*ity in percenta.e

5G 7(

Sam un" $


54/85

Ta&*e 7 9

Company Percenta.e of respondents recommendin. the

&rand to their customers$o !ecommendation (8

1( &D

Samsun. &8

Videocon &

Onida B

BP1 8

Sony 8

Others B

7


55/85

1ocation Price Jua*ity Customer

Schemes

Aesthetics Brand

$ame

Service %ea*er s

!ecommen

dation/a rat.an+) $ 8 ( D & B D

A*i.an+) & $ ( ( & 8 D

(omti na.ar $ ( 8 D & B 9

A*am&a.h) $ ( B 8 & D D

Char&a.h) $ ( 8 B & 8 D

5an,ipuram) $ & B ( $ $ D

Gaiser&a.h) $ $ 8 ( & 8 B

Pho*&a.h) & $ ( 8 & 8 B

Ghurramna.er) $ ( B 8 & B D

Munshipu**iya) $ 8 B ( & B D

Vi,asna.ar) & 8 ( D $ B D

Po*ytechnic)

$ ( D 8 & B 8

Indira na.ar) ( $ B 8 & 8 D

Vive, na.ar) & ( B B $ 8 D

Sahara .an+) $ ( 8 D & B D

$aharriya) & ( 8 B $ D D

Patr,aarpuram) $ ( B D & 8 B

Sum of !an,in. ;@ < @: @@ ;8 @@ D

BB


56/85

Total lucknow

Mkt.

Ranking

2 3 4 5 1 5 6

7=9 A"T ! SA1 S S !VIC

Ta&*e 78E9

BD


57/85

1ocation 1( Samsun. Onida Videocon BP1 Others

/a rat.an+) & ( $ $ 8 B

A*i.an+) $ & B ( 8 D

(omti na.ar & $ 8 ( B D

A*am&a.h) & $ 8 ( 8 B

Char&a.h) & $ 8 B ( D

5an,ipuram) $ ( B & 8 D

Gaiser&a.h) & ( $ 8 8 B

Pho*&a.h) & ( 8 $ 8 B

Ghurramna.er) & $ $ $ $ (

Munshipu**iya) & $ ( $ 8 B

Vi,asna.ar) & ( 8 $ B D

Po*ytechnic)

& $ D ( 8 B

Indira na.ar) & $ ( 8 ( BVive, na.ar) $ & 8 B ( D

Sahara .an+) & $ ( 8 B D

$aharriya) & & $ ( $ 8

Patr,aarpuram) & $ ( B 8 D

$ & B ( 8 B

B9


58/85

Sum of !an,in. ;; :D >= => > D=

Total U.P.east

lucknow: Ranking

1 2 4 3 5 6

7>9 G$O41 %( O" T C/$ICA1 "O!C

Ta&*e 7889

Company !an,in. in #)P)east *uc,now3

1( $

Samsun. &

Sony (

B


59/85

Onida 8

Videocon B

BP1 D

Others 9

7@9MA!(I$

Ta&*e 78;9

1ocation 1( Samsun. Onida Videocon BP1

/a rat.an+) ( B $ & 8

A*i.an+) B 8 ( & $

(omti na.ar 8 ( & $ B

A*am&a.h) ( $ 8 & B

B7


60/85

Char&a.h) ( $ 8 & B

5an,ipuram) 8 ( $ & $

Gaiser&a.h) & ( ( $ 8

Pho*&a.h) ( $ 8 & B

Ghurramna.er) 8 ( & $ B

Munshipu**iya) $ $ ( & 8

Vi,asna.ar) & ( $ & 8

Po*ytechnic)

$ 8 B & (

Indira na.ar) & $ 8 ( BVive, na.ar) $ & ( 8 (

Sahara .an+) $ ( 8 & B

$aharriya) ( & ( $ 8

Patr,aarpuram) 8 ( $ & B

( $ 8 & B

Sum of ran,in. =E < =< ;@ @=

Total U.P.east lucknow:

Ranking

3 2 4 1 5

D%


61/85

7 9P!ICI$(

Ta&*e 78:9

1ocation Company 1( Samsun. Onida Videocon BP1

$and $a.ri $ B 8 & (

/a rat.an+) $ ( 8 & (

A*i.an+) & ( 8 $ B

(omti na.ar $ ( 8 & B

A*am&a.h) $ $ $ & (

Char&a.h) $ & $ & (

5an,ipuram) & ( $ & (

Gaiser&a.h) $ ( 8 & B

D&


62/85


63/85

7D9 VA1# "O! MO$ 2

Ta&*e 78


64/85

78E9 P $ T!ATIO$

Ta&*e 78=9

Company Percenta.e of respondents have company s

TV at their home1( $(

Samsun. $$

Sony &%

Onida B

Videocon &%

BP1 &%

Others $%

D8


65/85

7889 ATT!ACTIO$ "O! "1AT TV

Ta&*e 78>9

!eason for attraction towards "*at

screen TVs

Percenta.e of respondents responded

in fovor

$o Attraction :8F

Aesthetics 8DF

$ew Techno*o.y 8:F

Picture C*arity ;=F

Jua*ity 8;F

DB


66/85

78;9 B!A$% ! CA11

Ta&*e 78@9

Company Percenta.e of reca**

1( %

Samsun. 9B

Sony 9B

Onida 8B

Videocon 8%

BP1 $%

Others $B

CO$C1#SIO$S

DD


67/85


68/85

3ealer "et fair amount of mar"in b* ellin" +ompan* produ+t

3ealer +o t of ellin" +ompan* produ+t #+o t !hi+h he ha to in+ur !hile for!ardin"

+u tomer +omplain- !hile +onfirmin" about pri+e +heme et+6) i minimum

3ealer i "i,en proper attention b* +ompan* in term of after ale er,i+e- dealer ,i it- a,ailabilit*of all the modal !hen he require them6

:) A"T ! SA1 S S !VIC 3

To ;eep after ale er,i+e at par +ompan* ha to "i,e proper attention to it 0 '

Te+hni+al for+e abilit* to dete+t fault6 A,ailabilit* of pare part !hen the* are required6

A,ailabilit* of er,i+e ,ehi+le !hen it i required6

Effi+ien+* of it +all +enter- in a !a* time ta;en in for!ardin" a +omplain to er,i+e +enter and it

abilit* to handle hea,* traffi+6

Effi+ien+* of it er,i+e tation 6


69/85

And there i not mu+h differen+e in +ombined ale of mall dealer and +ombined ale of bi"

dealer -

o both t*pe of dealer are equall* important6

) There are ome +a e !here a parti+ular dealer i ellin" more number of unit of other brand and le

Number of


70/85

! COMM $%ATIO$S

On the ba i of findin" and +on+lu ion dra!n from the tud* follo!in" mea ure are re+ommended6

A) ! COMM $%ATIO$S "O! P!OMOTIO$A1 ACTIVITI S 3

i) .rand ,i ibilit* in publi+ +an be in+rea ed b* follo!in" method 0 '

.* deplo*in" hoardin" at trate"i+ pla+e li;e

.u top at +ro in" of main +onne+tin" road

1l*o,er #!here "enerall* traffi+ i more)

On hi"h buildin" at +ro!die pla+e

At the entran+e of main mar;et

.* publi hin" ad,erti ement in National a !ell a re"ional dailie 6 .* tele+a tin" ad,erti ement on

National T< +hannel !hi+h are popular and ha,e ma?imum number of ,ie!er - at

trate"i+ timin" li;e & pm 8 pm and pm && pm +hannel !hi+h +an er,e the purpo e at

the e timin" are STA! TV' 0 TV' SO$2 TV' STA! SPO!TS' S T MAK 6

Other then that Ad +an al o be ho!n on ne! +hannel li;e AA5 TAG' STA! $ 4S at

timin" li;e 9AM to 7AM other then afore aid timin" 6

Re"ional T< +hannel li;e A5P2A T< PUNJA.I- SUR/A T


71/85

Se+urin" editorial pa+e in print and broad+a t media to promote h*pe about


72/85

.* for!ardin" +u tomer +omplain to er,i+e tation in at mo t t!o hour 6

All the +u tomer querie hould be re ponded b* +all +enter e?e+uti,e !ith patien+e6

There hould be fle?ibilit* to in+rea e the +apa+it* of the +all +enter in +a e of hea,* traffi+

ii) .* in+rea in" effi+ien+* of er,i+e tation0 ' Thi +an be done in follo!in" !a* After "ettin" information about a +omplain from the +all +enter- er,i+e +enter te+hni+al people

hould rea+h at +u tomer door !ithin D' hour ma?imum6

All the important pare part mu t be made a,ailable to er,i+e +enter people all the time- be+au e

una,ailabilit* of the pare part !a found a a ma:or rea on for dela* in


73/85

C) S#(( STIO$S "O! SA1 S P OP1 VISIT

i) Thou"h


74/85

BIB1IO(!AP/2

a9 Mar,etin. !esearch

.*0 Nare h = Malhotra

Publi hed b*0 Pear on Edu+ation A ia

&9 Mar,etin. Mana.ement

.*0 Philip =otler #Pear on publi+ation)

c9 Mar,etin. !esearch

.*0 2arper > .o*d- Ralph >e tfall- and Stanle* 16 Sta +h

Publi hed b*0 AIT.S publi her and di tributor

d) Principa*s of advertisin.3 a .*o&a* perspective

.*0 Monte 5ee- and Carle John on Publi hed .*0 The 2a!orth Pre

e9 Ma.a ine

f9 %ura&*es 5ourna*

") www)ficci)com

98
http://www.ficci.com/http://www.ficci.com/


75/85

h9 www)indiainfo*ine)com

J# STIO$$AI! "O! % A1 !S

Juestionnaire3 8

8) 4hat is your avera.e month*y sa*eL

Brands Type Moda* ;8 ;= ;D

1( "*at

""STSamsun. "*at

""STVideocon "*at

""STOnida "*at

""ST

BP1 "*at""ST

; ) 4hat is the most critica* factor on which customer .ives more emphasis whi*e

purchasin. co*or TVs7!an, the fo**owin. factors on a sca*e of 8 to =9L

9B
http://www.indiainfoline.com/http://www.indiainfoline.com/


76/85

a9 Pri+e - &9 ualit* - c9Con umer +heme - d9 Ae theti+ - e9 .rand Name

f9 Other #plea e pe+if*)

:)4hat are the company s essentia*s re*ated with orderL

Brands Minimum no) of

units to &e ordered

1ead time to p*ace

order

Tar.eted sa*es 7as

su..ested &y

company91(Samsun.VideoconOnidaBP1


77/85

>) Are customers more inc*ined towards Indian &rands or forei.n &rands or no

specia* inc*inationL 4hat do you .enera**y o&servesL

A.e .roup Indian &rands "orei.n &rands $o inc*ination

@) 4hat is the credit period .enera**y .iven &y the different companiesL

Brand Credit Period1(Samsun.OnidaVideoconBP1

) Best after sa*es service provider

Brand Best &ac,up

support

Best

,now*ed.ea&*e

technica* force

Best &ehaviour of

technica* force

1(Samsun.OnidaVideoconBP1

D) 4ho is the &est on fo**owin. parametersL

99


78/85

Brand Juic,est de*ivery Most competitive pricin.1(Samsun.OnidaVideoconBP1

8E) 4hich company provides most incentives to youL

1( Samsun. Onida Videocon BP1

8E)4ou*d you *i,e to .ive any su..estion for the companiesL

88) Persona* information63

$ame of the shop

Address

Ph num&er

"aN no 6

9

Brand Su..estion1(

Samsun.OnidaVideoconBP1


79/85

Than, you for ta;in" part in thi ur,e* and add ,alue to it6 I !ould li;e to *ou to thin; about

the ur,e* *ou :u t parti+ipated in6

Plea e help u a e our o!n effe+ti,ene on a +ale of =)

=9 Very satisfied'


80/85

8=6 >hat are the ellin" trate"ie of 6 The be t !a* to influen+e +u tomer to bu*


81/85

8) 4hich &rands' which moda* and how many co*or TV you have in your home

7P*ease fi** no) of TVs you have in your home9

Brand Type 8


82/85

f9 .rand Name - .9 after ale er,i+e - h9 E?tra offerin" - I9 >arrant* -

+9 Indian +ompan*

=) Are you p*annin. to up.rade your o*d TVL If yes whyLa96/e - &9 No

4hy63

>) 4hat attracts you most in "*at TVL

4hich companies produce "*at TVsL %o you ,nowL

@) %o you remem&er any "*at TV advertisementL If yes which one and whyL

4hy '0

) Accordin. to you which &rands co*our TVs are tota* paisa &asoo*L

$


83/85

1( Samsun. Onida Videocon BP1

D) 4hat can &e added on in co*our TVs to ma,e it more suita&*e and comforta&*e

hand*in.- viewin. for youL

8E) 4ho .enera**y ta,es &uyin. decision in your fami*yL

$ame -

Occupation

A.e -

!e*ation with respondent

88) 4hich company s after sa*es service you thin, or eNperienced is &est 7ran, on 8

to = sca*es9L

Brand Juic,ness Best ,now*ed.ea&*e

Technica* force

Behaviour of

technica* force1(Samsun.Onida

(


84/85

Videocon

BP1

8;) Persona* information @

a9 Address

&9 Phone $o)

c9 Occupation

Than, you for ta;in" part in thi ur,e* and add ,alue to it6 I !ould li;e to *ou to thin; about the

ur,e* *ou :u t parti+ipated in6

Plea e help u a e our o!n effe+ti,ene on a +ale of =)

=9 Very satisfied'


85/85

Documents

Marketing Strategy of Videocon & It's Comparison With Its Competitors