Videocon and Consumer Durables

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    Consumer Durables

    By: Anurvi Yadav

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    What is?

    Durable goods are those which dont wear outquickly, yielding utility over time rather than

    at once.

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    INDUSTRY PERFORMANCE

    In the past 10 years, the global market haswitnessed a surge in demand as economiessuch as Brazil, Mexico, India and China have

    opened up.Growing interest for new age products such asLCDs, LEDs and DVD players.

    Urban consumer durables market growing atalmost 10 %p.a., and the rural durablesmarket growing at 25%p.a

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    Indian consumer durables industry

    GROWING RAPIDLY

    REASONS:

    Changing lifestyle,

    higher disposable income

    Surge in advertising. Consumer financing and hire-purchase schemes

    Additionally , change in policy, such as the WTOFTA in 2005 resulted in zero customs duty on

    imports of all telecom equipment, therebyimproving the pricing and affordability ofimported goods.

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    CHALLENGES

    Biggest threats to the local industry:

    Supply-related issues pertaining to

    distribution(rural) and infrastructure Demand issues due to competition from

    imported goods.

    Additionally, Power cuts, poor road linkages,etc.

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    Domestic vs. International

    MNCs hold an edge over their Indiancounterparts in terms of superior technology

    combined with a steady flow of capital.

    Domestic companies compete on the basis oftheir well-acknowledged brands, an extensive

    distribution network and an insight in local

    market conditions.INTERNATIONAL DOMESTIC

    Whirlpool India, LGIndia,

    Samsung India and Sony India

    Videocon, Godrej Industries

    and IFB.

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    FUTURE PROSPECTS - Robust

    Interested applicants will benefit from a holisticlearning experience.

    Research, sales, marketing and advertising related roleswill necessitate a good on-the-job learning of targetaudiences, who may well be a totally new segment,based in never-before visited Class II and III towns.

    In addition, those with technical backgrounds will beable to leverage their knowledge and experience toconstantly develop and innovate the product variants.

    More MNCs growing their Indian businesses, there isgreat potential to also learn best-in-class systems andmanagement skills.

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    INTRODUCTION

    Founded in 1979, started in 1984 as a brandedmanufacturer of consumer durable.

    Founder - Nandlal Madhavlal Dhoot

    Ventured in contract manufacturing & oil in 1995. Largest manufacturers of Colour Picture Tubes

    and Glass shells.

    Enjoy pre-eminent position in terms of sales &

    customers satisfaction in many consumerproducts like TV, Washing Machines, AC,Refrigerators,Microwaves etc.

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    CORPORATE PROFILE The Videocon group has an annual turnover of US$ 4

    billion, making it one of the largest consumerelectronic and home appliance companies in India.Since 1998, it has expanded its operations globally,especially in the Middle East.

    Operates in six key sectors:i. Consumer electronics

    ii. Mobile Phones (launched in November 2009)

    iii. Color picture tube glass (largest producer)

    iv. Oil and Gas (Rawa Oil Field - 50000 barrels per day)v. DTH(2009)

    vi. Telecommunication (launched in march 2010)

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    Consumer Electronics

    TELEVISIONS

    LED TV

    LCD TV

    Ultra slim TV

    Flat TV

    Conventional TV

    Digital Photo Frame

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    HOME APPLIANCES

    MICROWAVE

    OVENS

    REFRIGERATORS WASHING

    MACHINES

    AIR

    CONDITIONERS

    NEWHOME

    APPLIANCES

    Solo

    Grill

    Convection

    Frost Free

    Refrigerators

    Direct Cool

    Refrigerators

    Front

    Loading

    Top Loading

    Semi

    Automatic

    Split AC Home UPS /

    Inverter

    Batteries

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    RECENT CHANGES

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    The use of Chow-Mow as a care taker of everything.

    Focussing on the wave of ecology.

    By assuring its customer that change is everything.

    Change brings in entertainment. Change brings in happiness.

    Change brings in power.

    Change is Refreshing.

    The new logo is apparently at the heart of the new brand identity. TheFluid lava reflects the brand idea, Experience change.

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    Structure of ADVERTISEMENT

    The advertisement is successful in promising that

    there is benefit in buying this product. The promise is of a global level rather than been

    company centric it is in world interest i.e. GoGreen

    COMMUNICATION OBJECTIVE

    Building Product category/want

    Creating New brand Image awareness

    Enhance attitude, influence purchase Drive towards ecology & an attempt to bring all

    under one common roof

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    STP

    SEGMENTATION:

    Based on income groups, Videocon has productsfor different segments.

    TARGETING

    Tier -1 , Tier -2 cities.

    POSITIONING

    reliable and value for money product.

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