PROJECT REPORTON

PRODUCT AND

SERVICESOF

VIDEOCONSubmitted in Partial Fulfillment for the award of

Degree of Bachelor of Business Administration

SUBMITTED TO: SUBMITTED BY:

Dr.RAVINDERJIT AMIT KATARIYA(Project Guide) (02914901809)

MAHARAJA SURAJMAL INSTITUTE OF MANAGEMENT STUDIES

Affiliated To:GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

GURU GOBIND SINGHINDRAPRASTHA UNIVERSITY

ACKNOWLEDGEMENT

“Success in my endeavor calls for cooperation and

guidance from seniors and colleagues. This was simply

brought out to me while making this Project.

A special note of Thank goes to Dr.N.K.Kakkar for

his guidance while undergoing this project.

I would like to convey my heartfelt gratitude to

Dr. Ravinderjit for the trust she showed in me in

assigning me an important and interesting project by

sparing time for me from her busy schedule to discuss

and clarify various issues connected with this project,

for her friendly advice and the motivation she provided

me in the completion of the project.

It was an enlivening and worthwhile experience to

work on Videocon International Ltd.

My Thanks would be incomplete without Thanking

Almighty God for his superlative support and

blessings.

AMIT KATARIYA

CERTIFICATION

This is to certify that AMIT KATARIYA has

completed his project report entitled products and

services of Videocon as a part of partial fulfillment of

B.B.A (Gen) programme from Maharaja Agrasen

Institute of Management Studies, affiliated to Guru

Gobind Singh Indraprastha University, under my

guidance and his work is original.

Dr.Ravinderjit

Project Guide

Table of ContentsS.No. TOPICS PAGE No.

Executive Summary 1

1

1.1

1.2

Introduction

>Overview

>Objective

2

2

3

2 Company Profile History

Customers, Corporate and Videocon

Ambitions and Technology

Success Stories

Visionary Videocon

Landmarks

44

5

7

11

13

14

3 Research Methodology 15

4 Analysis and Findings 16

5 Threats of Entrance 25

6 Distribution Channels 34

7 Recommendations & Suggestions 41

Bibliography………………………42

Annexure…………………………..43

VIDEOCON

EXECUTIVE SUMMARY

I have decided to present PDCS minor Project on Videocon after studying its Product Range and Services. I worked on Refrigrators of Videocon India Ltd. . I have chosen Videocon for many reasons. It is one of the biggest Indian Electrical brands not only in India but also globally. Indeed, Videocon is one of the fastest paced Electrical Products worldwide. Videocon thus posed an exciting opportunity to study a brand that is automatically associated with youth and technology. I worked on Videocon in order to understand the various aspects of its marketing strategy that has made it the Number 1 MNC of India. I focused on its strategies in Refrigerators in comparison with LG, Samsung, Godrej and Whirlpool.

INTRODUCTION1.1 OVERVIEW

Videocon Industries Ltd. was one of the initials

company that made it to the World. Videocon

Electricals captured the initial Indian Electrical market

and topped the charts for its products such as

Refrigerators, television etc. before other players such

as Samsung,Whirlpool etc .entered Indian market.

Videcon was one of the first Electronic Company to

Collaborate with Japanese Toshiba Ltd as early as

1985.

1.2 OBJECTIVE

Videocon is a company hard to pass by as it was one of

the few Indian Companies to be listed in Fortune 500

beside being initial Indian MNC. With its wide range

of electrical product range I choose the one that has

kept the Indian cools in enthralling summers

Refrigerators. The Hot and Humid weather of the

country had made many Korean and Americans

countries to walk into Indian market earlier captured

by Indian Electronics Giant Videocon. The effect on

Videocon and its strategy thus become my area and/or

object of study,

COMPANY PROFILE

HISTORY

A Man of ideas. A man of substance. A man of vision,

Shri Nandlal Madhavlal Dhoot, the founder of the

Videocon group, completed his education in

Ahmednagar, Pune and in Maharashtra, India. A

successful sugarcane and cotton grower, he boldly

ventured forth and imported machinery from Europe,

setting up the Gangapur Sakhar Karkhana (Sugar Mill)

in 1955, at a time when the village had no electricity,

thereby unleashing an industrial revolution.

The die was cast. Over the years, Nandlalji's

pioneering spirit found expression in a myriad ways,

earning him the well-deserved reputation of the doyen

of industrial activity in Marathwada, India.

In early 80s, Nandlalji initiated his three sons -

Venugopal, Rajkumar and Pradeep into the business.

Through a technical tie-up with Toshiba Corporation of

Japan, he launched India's first world -class Colour

Television: Videocon.

Today, Videocon is a household name across the

nation - India's No.1 brand of Consumer Electronics

and Home Appliances, trusted by over 50 million

people to improve their quality of life.

Customer, Corporate and Videocon

Corporate Overview

The Videocon Group is committed to create a better

quality of life for people and furthering the interests of

society, by being a responsible corporate citizen.

Creating Happiness

We will bring happiness into every home, offering high

quality consumer durables at affordable prices,

spreading the culture of convenience, entertainment

and comfort, far and wide.

Achieving Progress

We will pursue innovative technologies in the fields of

Electronics and Energy, create products and services

that will improve the quality of life, realize the goals of

the world community and protect the environment.

Sustaining Growth

We will be a source of pride to our business associates

by ensuring mutual prosperity and growth through the

implementation of forward-looking corporate

strategies, aimed at identifying opportunities and

responding intelligently to the dynamics of change.

Pursuing Excellence

We will provide a conducive environment for enabling

our employees to develop their potential and make a

significant contribution to the Group's success.

In 1985, through a technical tie-up with Toshiba

Corporation of Japan, Videocon International

Limited launched India's first world class Color

Television. Today, Videocon International Ltd., the

flagship company of the Videocon Group, is India's

leading manufacturer of Consumer Electronic

products. Fired by a passion for innovation, Videocon

has kept pace with the changing face of technology,

constantly upgrading its manufacturing facilities

to incorporate advanced technology and high

standards of quality into its product range, right

across the spectrum.

AMBITIONS and TECHNOLOGIES

Technology with a Heart

Committed to giving the consumer the best the

world has to offer, Videocon has developed near

zero wastage technology which helps reduce

manufacturing costs by optimizing material

inputs. Coupled with quality-consciousness at

every stage, the consumer benefits enormously by

getting premium products at affordable prices.

The company currently manufactures Colour TVs,

Black & White TVs and Audio products. At its

modern plant at Chitegaon and Aurangabad, the

Company has also undertaken complete backward

integration to manufacture all critical and

important components of its products, such as

Electronic Tuners, FBTs, ATDMs and Deflection

Yokes, thereby reducing costs, ensuring quality

control and becoming vertically integrated. It has

set up a unit at Gandhinagar in Gujarat for

manufacturing Black & White TV picture Tubes.

The Sound of Excellence

Videocon produces a sophisticated range of

Home Audio Systems, Stereo Radio, Recorders

and Personal Stereos, as well as the

contemporary international range of Kenwood

Digital Hi Fi Systems.

First with the Best

Continuous upgradation and indigenous

manufacturing has been and continues to be an

integral part of the company's philosophy.

Perceived as an innovator in its field, Videocon

has notched up many exciting firsts, by

exploring the world's most advanced

technologies. In Colour TVs, Videocon was the

first Indian Company to introduce Picture-In-

Picture, Turbo Sound, Surround Sound, Larger

Screen Sizes, the Full Flat Square Tube,

Bazooka technology and the Freedom series :

affordable high quality range of Colour TVs for

the price-conscious consumer.

Global Ambition

Looking beyond India, Videocon is now a global

player, acknowledged by the world. It is the first

Indian company to win the prestigious CE

approval for exporting its Colour TV to Europe.

Videocon is now entering world market with its

operations in the Middle East, Europe, Indonesia

and South Africa.

Videocon Narmada Glass (VNG): a division of

Videocon International Ltd., has the distinction

of having set up India's first plant for the

manufacture of Glass Shells for Color

Television Picture Tubes, in technical

collaboration with Techneglas Inc., USA

(formerly known as OI-NEG TV Products Inc.,

USA), world leader in Glass Shell Technology.

The projects in 1990, when the then Prime

Minister of India, the late Shri Rajiv Gandhi,

laid the foundation stone for the project.

The Videocon Group, with the objective of

backward integration, joined hands with Gujarat

Narmada Valley Fertilizers Co. Ltd., (GNFC) for

the implementation of this 100% import

substitution project, the largest investment (Rs.

450 crores) in electronic component industry in

the country. The plant, with an installed annual

capacity of 1.7 million Glass Shells for Color

Picture Tubes and 0.25 million glass Bulbs for

Black & white Picture Tubes and Monochrome

Monitor Tubes, is located at Village Chavai,

District Bharuch, Gujarat.

SUCCESS STORIES

The Heights of Success

VNG has some remarkable achievements to its credit,

starting with the successful absorption of sophisticated

technology from Techneglas Inc., USA. The CTV

Glass Shells manufactured by VNG are at par with

international standards and the Color Picture Tubes

made with VNG glass have already received VDE

approval. The facilities include a state-of-the-art Tool

Room and Mould Shop to manufacture and maintain

its mould requirements. Having initially successfully

established its 20V, 19V and 13V CTV glass parts,

VNG has now developed the 20V 2R the latest models.

A Picture Perfect Future

Till 1994, Indian manufacturers of CTV Picture Tubes

were importing Glass Shells. VNG's production has

replaced these imports, thereby saving almost Rs.200

crores of precious foreign exchange every year.

VNG has now surpassed the norms of performance

guaranteed by the collaborator, Techneglas Inc.,

U.S.A. and is operating the plant with 150% capacity

utilization - with efficiencies exceeding international

standards. Where fields of sugarcane grow tall and

proud. Where bushes of cotton bud blooms. Where

tourists flock to the world-famous caves of Ajanta and

Ellora.

Where India's NO.1 Consumer Electronics and Home

Appliances take shape, to take millions of Indians into

a better, brighter future.

This is Marathwada, India, where the Dhoot family

launched Videocon International Limited in 1984, with

the avowed purpose of producing world-class Colour

Television through a technical tie-up with Toshiba

Corporation of Japan. Within a decade, Videocon

emerged as India's leading brand of both Colour and

Black & White Televisions and continues to dominate

this highly competitive market.

The leader innovates. The leader forges ahead. The

leader breaks new ground. Harnessing the advanced

technology, relentlessly pursuing quality to achieve

various international standards of Quality Control.

Breaking through, time and again, with innovative

products for a better life.

VISIONARY VIDEOCON

Profiles of Leadership

Futuristic Neuro Fuzzy Logic Washing Machines,

User-friendly - No-Frost Refrigerators, the very latest

music systems. The most sophisticated Colour

Television and VCRs. High-Tech Air-conditioners.

Videocon today, is a multi-faceted group, with 9 state -

of-the-art manufacturing facilities all over India.

Highly qualified engineers, trained in Japan, backed by

6500 technical and support staff, work together in close

unison to produce India's leading branch of consumer

electronic products and home appliances.

Leadership through People

Videocon lays great emphasis on the training and

development of its work force, providing every

opportunity for growth and advancement, including

training stints overseas.

LANDMARKS

FROM ELECTRONICS TO ENERGY

The Heart of Nation

1995 was a landmark year for Videocon. It clearly

reaffirmed its leadership in Color TVs, Black & White

TVs, VCRs and VCPs, Washing Machines as well as

No-Frost Refrigerators. Then Videocon began to reach

out to the core. To industries at the heart of a nation:

Petroleum, Power, Construction and Housing. Leading

India into the future, with Confidence, with

determination, with a commitment to excellence,

rooted in the pioneering vision of a path breaker.

RESEARCH METHODOLOGY

The methodology followed by the researcher, during

the preparation of the report was collection of data

thorough SECONDARY SOURCES

When an investigator uses the data that has been

already collected by others, is called secondary data.

The secondary data could be collected from Journals,

Reports, and various publications. The advantages of

the secondary data can be –It is economical, both in

terms of money and time spent .The researcher of the

report also did the same and collected secondary data

from various internet sites like www.Google.co.in and

www.yahoo.com and many more. The researcher of

the report also visited various libraries for collection of

the introduction part.

ANALYSIS And FINDINGSCOMPARISON WITH OTHER COMPANIES

REFRIGERATOR INDUSTRY AT A GLANCE

Refrigerators are being manufactured in India for the

last four decades.

Till early nineties only direct cool refrigerators were

used in India.

Videocon introduced frost-free refrigerators in 1991.

In 2005-06 the market was as follows:

Segment                Price                               % Market

Share

Direct Cooling        Low                                85%

Frost Free              35-40% more than DC       15%

00.20.40.60.8

1

Price % Mkt.Share

DirectCooling

Direct CoolingFrost Free

Based on the Capacity and price the market was

divided as follows in 2005-06

Segment      Price               Capacity             % Share

Top             >20000            >300 Ltrs           3%

High            15-20000         >230 Ltrs           7%

Medium       Upto 15000       165-230 Ltrs      85%

Low             <8-9000           Upto 90 Ltrs       5%

In 2005-06 the penetration levels were approx. 9%

In 2005-06 the demand distribution as per the Income

class was as follows:

Income Class        Penetration %

Low                     0.7%

Lower Middle        5.3%

Middle                 19.8%

Upper Middle        43.5%

High                    59.9%

Total                   8.61%

In 2005-06 the demand distribution as per markets

was as follows:

                                   Urban      Rural       Total

Penetration %                25.23        2.04         8.61

Share of Purchase%        75.7         24.3         100

Past trends

Demand for refrigerators grew from 11,000 units in

1968-69 to about 2.25 million units in 1996-97

Demand for refrigerators has grown at a CAGR of

around 22% from 1.04 mn units in 1992-93 to 2.18 mn

units in 1997-98.

The total stock went up from 3.3 million units in 1968-

69 to 17.2 million units in 1996-97, but still covering

only about half of the total households in middle and

high-income groups.

Current Scenario

The current demand for refrigerators is approx. 2.9 mn

units per annum.

The 165-200 Ltrs of refrigerators comprise of 80% of

the total demand.

Frost Free refrigerators contribute 15% of the total

demand with 5% coming from the premium range.

The market structure is as follows:

Segment           Share(%)

North               25%

East                 14%

West                32%

South               29%

Rural                25%

Urban               75%

Household        85%

Institutional       15%

The replacement demand is about 20% of the total

demand and shows preference for larger and

technically advanced models.

Demand for the frost-free refrigerator is increasing

rapidly.

Feature based differentiation and various price points

for same capacity emerge in the top and high

categories. Some of the features, individually or

together are used for differentiation.

No and type of doors.

Crushed ice and water dispenser

Quick chilling zones

Multiple temperature zones

Adjustable racks and shelves

Multiple use compartments

Refrigerant – CFC free Vs CFC

Energy efficient compressor

Freezer space vis a vis Refrigeration space

Future Trends

Replacement market is expected to increase to 25-30%

on account of faster replacement (further induced by

exchange scheme).

Refrigerator market is expected to grow at a CAGR of

14% in the medium term aided by the rising per capita

income and growing consumerism.

The demand for refrigerators is expected to be about

3.6 million units in 2005-06 with a penetration rate of

about 13%

As specified by the Montreal Protocol the use of

refrigerants such as CFC-11 and CFC-12 need to be

phased out by 2010.

********************************************

*******

COMPANIES IN THE REFRIGERATOR

MARKET

The leading companies in the market with their market

share in first half.

TOTAL MARKET                FROSTFREE

SEGMENT

BRAND                 Sales(Units)       % Share

VIDEOCON       199000                

12.9%                

 21000             

12%

SAMSUNG               396000               

25.7%                 

25000            

14.3%

LG              349000                  

22.7%                 

8000             

4.6%

GODREJ 178000

11.5%

25000

13.8%

BPL                      85000                    

5.5%                  

83000              

7.4%

WHIRLPOOL        10000                    

0.7%                  

7000               

4.0%

ELECTROLUX 8000                      

0.5%                 

8000             

4.6%

OTHERS 313000 20.3%

TOTAL                1535000                

100%                  180000            100%

INDUSTRY ANALYSIS

(REFRIGERATOR INDUSTRY IN INDIA)

THREAT OF ENTRY

Barriers of entry

Economies of scale:

The players like Godrej, BPL , Whirlpool, Videocon

and Electrolux have achieved economies of scale.

Godrej has a capacity utilization of 75% and the

highest capacity in the industry. This declines their unit

cost of every function of business and enables them to

keep their prices low. This will force the entrant to

come in at a large scale and risk strong reactions from

them or come at a small scale and accept a cost and

price disadvantage.

Godrej also possesses economies of vertical integration

as it manufactures its own compressors, which

constitutes a substantial part of the manufacturing cost.

The other players like BPL and Videocon who are

currently outsourcing their compressors also plan to set

up their own manufacturing units for compressors in

the long run. 

Product differentiation:

The companies like Godrej, BPL and Videocon, being

very old players in the Indian market enjoy high brand

awareness and consumer loyalties. These brand names

are associated with trust and reliability in the Indian

market.

The Korean players like LG and Samsung who

engaged in heavy advertising and brand promotion

during the last year have also created a niche for them

in the premium segment. Their brand awareness has

grown tremendously after the recent Cricket World

Cup Tournament, during which they advertised

heavily. 

These create a barrier to entry by forcing the entrant to

spend heavily to overcome existing consumer loyalties

and to build a brand image.

Capital Requirements:

Huge Capital requirements are posed in front of the

new entrant in terms of advertising, product

development, Production facilities, Distribution

channel credit, inventories and for covering up the

start-up losses.

Access to the distribution channels:

The Indian players like Godrej, Videocon and BPL

which are catering to the mass market have a strong

distribution and dealer  network.. They have a presence

in the urban as well as the rural areas. Moreover these

companies have established developed ties with the

channel members over the period of time, which are

hard to break.

Whirlpool has also developed a strong network of 4000

dealers in urban and semi urban areas in a period of

few years.

The South Korean Majors like Samsung and LG have a

dealer network of more than 1500, mainly in urban

areas and plan to expand it in rural and semi urban

areas also.

This poses a major threat in front of the new entrant as

the existing firms already serve the channels and the

new entrant will have to persuade the channels to

accept its product through high margins, promotional

allowances, better credit facilities and advertising

support, which will reduce the profits.  

Cost disadvantage independent of scale

Learning or Experience curve: The old players like

Godrej, BPL, Videocon are high on the experience

curve, as they know the Indian Market well. This

Experience lowers their costs in production, marketing,

and distribution and in other areas of business, thus

giving a cost disadvantage to the new entrant.

Government policy: The Government policies of

levying duties on the imported Refrigerators and

refrigerator parts gives an advantage to the Indian

Players and in a way protect them from price

competition in the market with the MNCs.

Expected retaliation: The industry as a whole faces

excess capacity and the supply exceeds demand and so

the existing competitors are expected to respond

forcefully to a new entrant. The new entrant will face

competition based on the  segment to which it tries to

cater

If the company enters in the Direct cool segment

Godrej and Whirlpool will pose the major threat.

If the company enters in the Frost free, high capacity

segment (above 300 Ltrs) it will have to face main

competition from LG, Samsung, BPL and Whirlpool. 

2. INTENSITY OF RIVALRY AMONG THE

EXISTING COMPETITORS.

The companies in the Refrigerator industry of India

can be divided into four strategic groups based on

the price and the perceived quality of the products.

These groups also differ in their target segments

and the strategies adopted to cater to it.

  High Price Medium Price Low Price

High

Perceived

Quality

1.PREMIUM

STRATEGY

(1)LG,

Samsung,

2. HIGH

VALUE

STRATEGY

(2) Whirlpool,

BPL

3.SUPER

VALUE

STRATEGY

Moderate

Perceived

Quality

4.OVER

CHARGE

STRATEGY

5.  MEDIUM

VALUE

STRATEGY

6.GOOD

VALUE

STRATEGY

(3) Godrej (4) Videocon

Low

Perceived

Quality

7.RIP OFF

STRATEGY

8.FALSE

ECONOMY

STRATEGY

9.ECONOMY

STRATEGY

5) Voltas

1. LG, Samsung: This strategic group includes the

South Korean MNCs. These are the players who are

operating only in the frost-free segment and carry a

large product length. They have products only in the

above 300 Ltrs segment. These brands follow the

Premium strategy of high quality at high price. They

are targeting to the upper income as well as the higher

middle class of the society with the products that are

associated with status. These companies have shown a

tremendous growth in few years.

2. BPL, Whirlpool: BPL, the market leader in the

Frost-free segment and Whirlpool of India, the

subsidiary company of the US giant Whirlpool form

this group. They have frost-free models in the below

300 Ltrs capacity segments as well as the above 300

Ltrs segment. The models in above 300 Ltrs segment

cater to the replacement market and to the higher

middle class. These aim at providing high quality at a

moderate price.

The models in the below 300 Ltrs are targeted at the

first time buyers of middle class and are not high in

price.

3. Godrej: These are the old brands of India, which

have high brand awareness and presence in urban as

well as the rural Markets. These are mainly serving to

the Direct cool segment and have few models in the

frost-free segment. These brands are catering to the

middle class and are not very high in prices.

4. Videocon: This is the company, which introduced

Frost-free refrigerators in India. The products are value

for money products. With the lowest prices in the

market it is catering to the middle class of the society.

5. Voltas: These companies cater to the middle and

lower middle class of buyers with their low priced

ranges.

The companies in the market witness a tough

competition from the other members of its strategic

group as they fight for the same chunk of the market.

As their products do not differ much in the features,

they try to differentiate their brands through copy

differentiation in advertising.

The competition intensifies as most of the companies

are using the same dealer network to distribute their

products. They lure the dealers to promote their

product by different strategies on margins, incentives

and credit and payment terms.

The competition increases as all the companies have

high Strategic stakes in the Refrigerator Business. A

major fraction of their revenues come from this

business and so they retaliate sharply to any move of

the competitor.

The industry has high Exit Barriers for the members

who have invested in the manufacturing facilities in

India in the form of specialized assets.

3. PRESSURE FROM THE SUBSTITUTES

The domestic refrigerators have no substitutes and so it

faces no threats in terms of that.

4. BARGAINING POWER OF THE BUYERS

The bargaining power of the consumers is high due to

the presence of many competitive products in the

market.

The refrigerator models available are not much

differentiated in terms of the features, and so the

buyers can switch between the different brands based

on other criteria like Price, service, warranty,

promotion and financing schemes.

5. BARGAINING POWER OF THE SUPPLIERS.

Not very High

DISTRIBUTION CHANNELS IN THE

INDUSTRY

The Refrigerator companies in the industry use

different distribution channels to reach the customer.

These are as follows:

1.   In this type of channel the company uses its sales

representatives to deal with the dealers directly. The

dealers place the order through the sales

representatives who visit them periodically, and the

products are delivered directly from the company.

Some companies appoint Direct Dealers who act as

their Franchisee Outlets or their Exclusive showrooms.

BPL uses this channel

 

2.   In this channel of distribution the company

appoints distributors on the basis of District/

Population /No of Dealers to be handled by one

distributor. The area of operation and its potential is

also taken into consideration.

Some of the companies make the distributor totally

responsible from appointing the dealers to providing

after sales service.

Godrej use this channel

 

3.   In this channel of distribution the company

appoints Distributors as well as Direct Dealers. The

company appoints distributors to deal with small

dealers who order small quantities. With the dealers

who have good potential and sales the company deals

directly.

Videocon and Samsung use this channel: The

Korean Multinational follow this channel where they

appoint Distributors for upcountry towns and direct

dealers for big cities and major towns eg. Ahmedabad.

4.    In this channel the company appoints a C&F agent

who acts on behalf of the company. The C&F agent is

totally responsible for appointment of Distributors and

Direct Dealers. He sells to both the Distributors and the

Direct Dealers at the same rates.

Strategic group mapping of industry players:

            

                                                           

                                                                               

ADVERTISEMENT OF VIDEOCON ON MEDIA

 

Headline: Hidden in the new Videocon 290L are six

refrigerators.

Subhead:

Bodycopy: Ice Twist Fastest ice maker. With just a

simple twist you can collect ice cubes in the tray.

Dura Fresh A long lasting platinum deodoriser that

adsorbs bad odours and noxious gases.

Green House The ceramic additives present in the

vegetable tray increase the life of the vegetables by

preventing moisture loss and vitamin degeneration.

Chill Zone The spacious chiller maintains a

temperature that's around freezing point, to ensure

maximum freshness.

Sensi-flow System The automatic thermostat controller

in the advanced multi-air flow system ensures optimum

and uniform cooling.

CFC-free Our compressor uses an environment

friendly gas to ensure a better future.

Buying the new Videocon 290L frost-free multi-fridge

is as good as getting six others. While the other fridges

just have a few specialities, Videocon has everything.

RECOMMENDATIONS AND

SUGGESTIONS

Freezer should be small

No crystal, grill shelf should be there

No MRP is written. So MRP should be written

Date of manufacturing is not written

Model change should be there constantly

Double door refrigerator should be provided.

In today’s world of competition, the company

should pay more attention towards:

Best sales service

Displays

In festivals we do promotions

0% finance

Exchange offer

High incentives

0% interest

Carry back scheme

BIBLIOGRAPHY

Philip Kotler for Marketing Management

NIS Study Material for Marketing Management

NIS Study Material for Marketing Research

www.videocon.com

www.yahoo.com

www.google.co.in

www.aol.in

ANNEXURE

REFRIGERATORSBaseline: Bring home the leader

Headline: Over Cool. Under Cool. Perfect Cool.

Subhead: The only refrigerator that adjusts the

temperature to ensure perfect cooling.

Bodycopy: The Videocon frost-free refrigerator with

the breakthrough Sensi-flow technology. The perfect

cooling system that keeps food fresh and nutritious by

ensuring continuous circulation of cool air through the

many vents inside. What's more, the refrigerator also

has the sensi-control system. An intelligent device that

senses even the slightest rise in temperature; when you

place a hot dish inside the refrigerator, with that the air

vents open and the rush of cool air inside brings the

temperature down to the required level. That's science

at work for you, ensuring you and your family eats

fresh food and stays healthy.

Baseline: Bring home the leader

AGENCY: Quadran

Product Range:

 

 

Consumer Electronics

 

    Videocon brings to you the

best of products from their

Consumer Electronics stable

which includes Plasma TV,

Projection TV, Color TV,

Internet TV and loads of other

masterpieces and therefore we

offer you Technology for

Health and Pleasure.

 

Home Appliances

 

    Videocon has ushered in a

revolution making waves in

millions of homes by virtue of

its entire range of state-of-art

Home Appliances.

PRODUCTS OF VIDEOCON

Refrigerator Home

Direct Cool

Frost free

Water matic

Washing Machine Home

Air Conditioner Home Microwave Home

RNV271 Back      

 

DIGITAL SENSI

FLOW

DURAFRESH

PLATINUM

DEODORISER

GREEN HOUSE

CRISPER

SIX YEARS

WARRANTY

  RNV275

 

 

DIGITAL SENSI FLOW

DURAFRESH PLATINUM

DEODORIZER

GREEN HOUSE

STYLISH EURO HANDLE

6 YEARS WARRANTY

  RNR312  

 

SENSI FLOW SYSTEM

DURAFRESH PLATINUM

DEODORIZER

GREEN HOUSE CRISPER

RECESSED HANDLE

6 YEARS WARRANTY

  RNV312  

 

 

SENSI FLOW SYSTEM

DURAFRESH PLATINUM

DEODORIZER

GREEN HOUSE CRISPER

VERTICAL HANDLE

6 YEARS WARRANTY

  D380MF  

 

  No Frost Multi Flow System

Antibiotic Deodorizer

New Edge Door design

New Style Vertical Handle

6 Years Warranty

  D452MF  

 

INBUILT DEODORIZER

FULLY AUTOMATIC

DEFROSTING SYSTEM

MULTIFLOW COOLING

SYSTEM

6 YEARS WARRANTY