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8/6/2019 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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