marketing strategy of videocon

7/24/2019 marketing strategy of videocon

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MARKETING ANALYSIS

ON

Submitted

in partial

fulfilment

of the

requirement

for the

award of

a!helor"

of u"ine"" Admini"trati#e

$A%

Guru Gobind Singh Indraprastha University,

Delhi


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Faculty Guide Submitted By:

Name

Name of

Student

Designation University nrollment No!

A&KNO'LEGEMENT

(ro)e!t wor* i" ne#er the wor* of an indi#idual+ It i" more a !ombination of idea", "u--e"tion",

and !ontribution and wor* in#ol#in- man. )ob"+ One of the mo"t important part" of writin- a

report i" the opportunit. to than* all tho"e who ha#e !ontributed to it+ The li"t of e/pre""ion of

than*", no matter how e/ten"i#e, i" alwa." in!omplete and inadequate+ Thi" a!*nowled-ement i"

no e/!eption+

I want to e/pre"" m. "in!ere -ratitude toward" who pro#ided me with her e/pert -uidan!e and

in#aluable "u--e"tion+

I would li*e to than* m. !la""mate" and all tho"e who dire!tl. or indire!tl. helped me in one or

the other wa. in the "u!!e""ful !ompletion of the pro)e!


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TABLE OF CONTENT

"hapter# "onceptual Discussion$%heoretical Bac&ground'0+ Nature of bu"ine""+

1+ T.pe" 2 owner"hip pattern+

3+ Or-ani4ation "tru!ture+

5+ (rodu!tion "tru!ture+

6+ Or-ani4ational "trate-ie"

"hapter ( Introduction

2.1. Overview of Industry as whole

2.2. Profile of the Organization

2.3. Problems of the Organization

2.4. Competition Information

2.. !.".O.# $nalysis of the Organization

"hapter ) *esearch +ethodology

2.1 Overview of the Pro%e&t

2.2. Ob%e&tive of !tudies

2.3. Purpose of the !tudy

2.4 'ata !our&es

"hapter - .nalysis / Study of topic

1+0 (erforman!e Anal."i" of the &ompan.+

1+1 Mar*et "hare7-rowth rate of !ompan.+

"hapter 0 - Findings/ 1bservations

0+ Ob)e!ti#e of the "tud.+

1+ Re"ear!h Methodolo-.

3+ 8ue"tionnaire Methodolo-.

"hapter 2 3 "onclusion 3 4 3

.nne5ure


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Bibliography

CHAPTER 1: INTRODUCTION OF COMPANY:-

INTRODUCTION

9ideo!on Indu"trie" Ltd+ wa" one of the initial" !ompanie" that made it to the 'orld+

9ideo!on Ele!tri!al" !aptured the initial Indian Ele!tri!al mar*et and topped the

!hart" for it" produ!t" "u!h a" Refri-erator", tele#i"ion et!+ before other pla.er" "u!h

a" Sam"un-, 'hirlpool et! +entered Indian mar*et+ 9ideo!on wa" one of the fir"t

Ele!troni! &ompan. to &ollaborate with :apane"e To"hiba Ltd a" earl. a" 0;


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9ideo!on en)o." a pre@eminent po"ition in term" of "ale" and !u"tomer "ati"fa!tion in

man. of our !on"umer produ!t" li*e &olor Tele#i"ion", 'a"hin- Ma!hine", Air

&onditioner", Refri-erator", Mi!rowa#e o#en" and man. other home applian!e",

"ellin- them throu-h a Multi@rand "trate-. with the lar-e"t "ale" and "er#i!e networ*

in India+ Refri-erator manufa!turin- i" further "upported b. our in@hou"e !ompre""or

manufa!turin- te!hnolo-. in an-alore+ 9ideo!on ha" the lar-e"t di"tributed

manufa!turin- ba"e a!ro"" India B 01 fa!ilitie"+ It ha" the &apa!it. to manufa!ture 5

million &T9", 1+6 la!" wa"hin- ma!hine", 0 mn+ >9> pla.er", 5+< mn refri-erator"+

D#!p)ay #nd&!$y a&d#$ *'(p'nen$!

'ith the Thom"on a!qui"ition 9ideo!on ha" emer-ed a" one of the lar-e"t &olor

(i!ture tube manufa!turer" in the world operatin- in Me/i!o, Ital., (oland and &hina,

!ontinuin- to lead throu-h new inno#ati#e te!hnolo-ie" li*e "lim &(T, e/tra "lim &(T

and ?i-h >efinition 0CD; format &(T+


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L'%' L'%#*

Thi" i" the new 9ideo!on ".mbol+ It reiterate" the etho" of a !ompan. dedi!ated to

maintainin- the hi-he"t international "tandard" of e/!ellen!e throu-h qualit.,

te!hnolo-. and inno#ation+ or o#er a de!ade now, 9ideo!on ha" been brin-in- the

late"t and #er. be"t in &on"umer Ele!troni!" and ?ome Applian!e"+ Su!!e""full.

adaptin- the be"t of internationalte!hnolo-. to "uit Indian need", and !raftin- it to

impro#e the qualit. of life B a" million of "ati"fied !u"tomer" will a-ree+

F#%&e1.2: L'%' ' #de'*'n

The new ".mbol of 9ideo!on a""ert" it" pa""ion for -lobal impa!t, and the two FE" on

either "ide repre"ent the Group" wide "pe!trum of intere"t" ran-in- from FEle!troni!"

to Ener-.+ Alon- with the "teel. -lint, thi" !ommuni!ate" the -roup=" -lobal

ambition, it" "tren-th, "terlin- !redential" and inno#ati#e dri#e+ A ".mbol that

pro!laim" a paradi-m "hift+A "i-n that repre"ent" the new for!e that i" 9ideo!on+Thu"

re!apitulatin- our prin!iple of rea!hin- out and tou!hin- the li#e" of million" of

people 'orldwide+

1./ O%an#!a$#'na) !$&*$&e ' #de'*'n

F#%&e1./: O%an#!a$#'na) !$&*$&e ' #de'*'n


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1.0 P'd&*$#'n !$&*$&e

&o"t !uttin- B 9ideo!on wa" better po"itioned to "hift the a!ti#itie" to low@!o"t

lo!ation" and al"o it !ould inte-rate the operation" with the -la"" panel fa!ilit. in

India with the &(T manufa!turin- fa!ilitie" a!quired from Thom"on S+A+ 9ideo!on

wanted to le#era-e it" po"ition in the e/i"tin- part" of the bu"ine"" and thi" a!qui"ition

would -i#e it a "tron- ne-otiation po"ition and !ould redu!e impa!t of -la"" pri!in-

#olatilit.+ 9ideo!on !ould al"o redu!e the !o"t" b. up-radin- and impro#in- the

e/i"tin- produ!tion line"+

9erti!al Inte-ration B The a!qui"ition helped 9ideo!on in #erti!all. inte-ratin- it"

e/i"tin- -la""@"hell bu"ine"" where it had been en)o.in- "ub"tantiall. hi-h mar-in"+H


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leader"hip po"ition in the -la"" "hell indu"tr.+ The a!qui"ition al"o -a#e 9ideo!on a

read.@mar*et for it" -la"" bu"ine"" and it wa" part of 9ideo!on" lon-@term "trate-. to

ha#e a -lobal #erti!all.@inte-rated manufa!turin- fa!ilit.+

Rationali4ation of (rodu!t (rofile B 9ideo!on modified it" produ!t profile to !ater to

the !han-in- mar*et need" li*e mo#in- awa. from #er. lar-e "i4e pi!ture tube" to

"maller one"+

Apart from the o#erall "trate-. 9ideo!on al"o had a plan on the te!hnolo-i!al front+ It

wanted to impro#e the "etup for the produ!tion line and line "peed po"t@mer-er+ It"

fo!u" wa" to in!rea"e "ale" while redu!in- the !o"t" and thereb. impro#in- the

produ!ti#it. of the e/i"tin- line+ The !ompan. al"o wanted to fora. in a bi- wa. into

L&> panel" ba!*@end a""embl.+ On the "ale" front the !ompan. wanted to le#era-e

on the e/i"tin- !lient" of Thom"on and build relation a" a preferred "upplier to

ma/imi"e "ale"+ Al"o, 9ideo!on !ould benefit from OEM &T9 bu"ine"" with the help

of 9ideo!on" &T9 di#i"ion, in#e"t for new model" and introdu!tion of new

te!hnolo-ie"+

9ideo!on ha" not been able to turn the plant around in Ital. "till+ ?owe#er it i" -ettin-

"upport from the lo!al -o#ernment" $whi!h want to pre#ent )ob !ut"% in form of

-rant"+ The -o#ernment i" in fa!t tr.in- to "et up a Greenfield #enture in form of a

L&> manufa!turin- fa!ilit. in partner"hip with 9ideo!on+ The ban*" are al"o

"upportin- 9ideo!on and with help from all the"e quarter" 9ideo!on e/pe!t" to turn

around the plant in Ital.+H03 The Thom"on plant ha" not turned around in Me/i!o a"

well and in fa!t produ!tion ha" been redu!ed o#er there+In(oland,the "ituation i" more

promi"in- and 9ideo!on hope" that plant o#er there will -et in bla!* in the #er. near

future+H05 ?owe#er the "urpri"e ha" been in the &hine"e mar*et +>e"pite fa!in- a

hi-hl. !ompetiti#e mar*et 9ideo!on ha" mana-ed to turn a plant around while the

other i" on it" wa.+ In &hina 9ideo!on i" adoptin- a different "trate-. for

manufa!turin- &T9" a" the lo!al pla.er" dominate the mar*et +It plan" to "uppl. the"e

pla.er" b. ta*in- ad#anta-e of low@!o"t nature of mainland$the number tar-eted b. it

about C million &(T,"%


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1. IDEOCON STRATEIES

1..1 M&)$#-3and !$a$e%y

9ideo!on International wa" the fir"t Indian !ompan. to adopt the "trate-. of

multi@brand"+ Apart from it" mid@pri!ed brand 9ideo!on, the !ompan. now

haw*" To"hiba, a premium brand, and the low@pri!ed brand" A*ai and San"ui+

The multi brandin- te!hnolo-. paid off a" 9ideo!on mana-ed to hold on to a

!ombined mar*et "hare of around 0;+C per!ent, with LG at 16+; per!ent and

Sam"un- at around 03+< per!ent+

O#erall, the "hift in the power to trade i" probabl. one of the definin-

de#elopment"+ It i" important "in!e the T9 !ompanie" them"el#e" ha#e ta*en it

"eriou"l. and embar*ed on !raftin- lon-er@term "trate-ie" to a!!ommodate thi"

de#elopment+ The effe!ti#ene"" of their "trate-. and the re"pon"e" of the other

pla.er" promi"e to deli#er a few more .ear" of enterpri"in- de#elopment" in

the Indian T9 mar*et+

1..2 Ba*4wad In$e%a$#'n

9ideo!on inte-rated ba!*ward" b. -ettin- into manufa!ture of !omponent"

"u!h a" ele!tron -un", metal part" and defle!tion .o*e" for &T9" and

!ompre""or", and ele!tri! motor" and pla"ti! !omponent" for hou"ehold"

applian!e" "u!h a" wa"hin- ma!hine", refri-erator" and Air !onditioner"+ The

-roup inte-rated further to -et in to manufa!ture of -la"" panel" and funnel",

the *e. !omponent" for the manufa!ture of !olor pi!ture tube"+

J9ideo!on en)o." a unique ".ner-. in the -lobal &T9 bu"ine"" from -la"" to

&RT $&athode Ra. tube"% to &T9"+ @ $rom Sand to &T9%+ To-ether with


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other !omponent" for hou"ehold" applian!e"+ Thi" hi-h de-ree of ba!*ward

inte-ration be"tow" upon the !ompan. a unique benefit o#er !ompetition+

"hapter (

Introduction

2.1 Ind&!$y '5e5#ew

COMPANY6S PROFILE

(!(! 6rofile of the 1rgani7ation

9ideo!on *now" the pro" of !on"umer ele!troni!" manufa!turin-+ The Indian !on-lomerate ma*e"

and di"tribute" a #ariet. of !on"umer ele!troni!" and home applian!e" in!ludin- 3> and L&>

T9", wa"hin- ma!hine", air !onditioner", refri-erator", and mobile phone" and tablet"+ It"

produ!t" are "old at retailer" throu-hout India+ In addition to ele!troni!", 9ideo!on i" a!ti#e in the

oil and -a" "e!tor, produ!in- "ome 6, barrel" of oil a da. from it" Ra##a field, and

parti!ipate" in power -eneration pro)e!t" in India+ The di#er"ified !ompan. -ot it" "tart in 0;;+

T'day $"e %'&p 'pea$e! $"'&%" 0 4ey !e*$'!:


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C'n!&(e E)e*$'n#*!+ H'(e App)#an*e! , C'(pe!!' (an&a*$n% #n Ind#a

'e en)o. a pre@eminent po"ition in term" of "ale" and !u"tomer "ati"fa!tion in man. of

our !on"umer produ!t" li*e &olour Tele#i"ion", 'a"hin- Ma!hine", Air &onditioner",

Refri-erator", Mi!rowa#e o#en" and man. other home applian!e", "ellin- them throu-h

a Multi@rand "trate-. with the lar-e"t "ale" and "er#i!e networ* in India+ Refri-erator

manufa!turin- i" further "upported b. our in hou"e !ompre""or manufa!turin-

te!hnolo-. in an-alore+

D#!p)ay #nd&!$y and #$! *'(p'nen$!

'ith the Thom"on a!qui"ition 9ideo!on ha" emer-ed a" one of the lar-e"t &olour

(i!ture tube manufa!turer" in the world operatin- in Ital., (oland and &hina,

!ontinuin- to lead throu-h new inno#ati#e te!hnolo-ie" li*e "lim &(T, e/tra "lim &(T

and ?i-h >efinition 0CD; format &(T+

C')' P#*$&e T&3e )a!!

9ideo!on i" one of the lar-e"t &(T Gla"" manufa!turer" in the world with a hi-h le#el

of e/perien!e and te!hni!al e/perti"e operatin- throu-h (oland and India+ 9ideo!on

will le#era-e on thi" ".ner-. after the Thom"on a!qui"ition to internall. "our!e -la""

for it" &(T manufa!turin- in!rea"in- effi!ien!ie" and lowerin- !o"t"+

O#) and a!

An important a""et for the -roup i" it" Ra##a oil field with one of the lowe"t operatin-

!o"t" in the world produ!in- 6, barrel" of oil per da.+ The -roup ha" ambitiou"

plan" for e/pan"ion in thi" "e!tor -loball.+

(!)! 6roblems of the 1rgani7ation


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F#%&e2.2: #de'*'n 1788 Tw#!$ , T&n a5a#)a3)e #n (a4e$

De!*#p$#'n:

9ideo!on 90C


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The mobile, 9ideo!on 90Ci-ital Initiati#e of the (arent &ompan., Sam"un- India i" "ee*in- to

a!quire di-ital

leader"hip in India b. introdu!in- it" di-ital read. tele#i"ion" li*e the 5
http://www.mobiledekho.com/dualsim-phone.htmlhttp://www.mobiledekho.com/dualsim-phone.html


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L&>

(ro)e!tion T9, 53 (ro)e!tion T9 and the (lano "erie" of lat &olour

tele#i"ion"+

ONIDA

It" popular de#il ad althou-h had en-endered a "tron- emotional pull

toward" the

brand, te!hnolo-i!all. it repre"ented no ad#an!ement+ The !ompan.

plu--ed the -ap

b. toutin- it" di-ital te!hnolo-.+ Li*e 9ideo!on, it ha" al"o been able to hold

it"

mar*et "hare+ The world@!la"" qualit. of Onida ha" enabled the !ompan. to

ma*e a

brea*throu-h on the e/port front+ It ha" te!hni!al tie@ up with the :apan

9i!tor

&ompan., better *nown a" :9&+ So fo!u"ed i" Onida on po"itionin- it"elf on

the

premium, hi-h@ te!h plan* that it i" e#en plannin- to pu"h it" own en#elope

on

ob"ole"!en!e, mu!h+ The "trate-. i" aimed at further broad ba"in- the

produ!t

offerin- of the !ompan., whi!h ha" lar-el. dominated the top@end of the

tele#i"ion

mar*et, a!ro"" multiple mar*et "e-ment"+

IDEOCON

9ideo!on ha" alwa." been a pri!e pla.er and ha" an ima-e of a low pri!e

brand+ Thi"

entail" pro#idin- more feature" at a -i#en pri!e #i"@@#i" !ompetitor"+ It ha"


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ta*en

o#er multinational brand" to !ater to un"er#ed "e-ment", li*e San"ui@ to

flan* the

fla-"hip brand 9ideo!on in the low to mid pri!ed "e-ment, e""entiall. to

fi-ht a-ain"t

brand" li*e (L, (hilip", Onida and ta*en o#er A*ai@ tail end brand for

brand" li*e

Aiwa+

9ideo!on i" one of the lar-e"t manufa!turer" of tele#i"ion and it"

!omponent" in

India and thu" ha" ad#anta-e" of e!onomie" of "!ale and low !o"t due to

indi-eni"ation+ It ha" the wide"t di"tribution networ* in India with more than

6

dealer" in the ma)or !itie"+ It al"o ha" a "tron- ba"e in the "emi@urban and

rural

mar*et"+ >ue to it" multi@brand "trate-., it ha" at pre"ent multiple brand" at

the "ame

pri!e point+ Thi" ha" led to a "tate of diffu"ed po"itionin- for it" brand"+ It

ha" al"o led

to a !annibali"ation of "ale" amon- the"e brand"+ The fla-"hip brand

9ideo!on ha"

lo"t mar*et "hare due to the pre"en!e of San"ui in the "ame "e-ment+

e!au"e of

redu!tion in import dutie" on &(T the !o"t ad#anta-e of 9ideo!on i" al"o on

the

de!line+ ?en!e it i" fa!in- rou-h weather and al"o tr.in- to boo"t e/port"+

e"ide" under"tandin- the "trate-. adopted b. different pla.er", "e#eral

other fa!tor"@

indu"tr. -rowth, !on!entration and balan!e, !orporate "ta*e", fi/ed !o"t, and


17/49

produ!t

differen!e" need to be anal."ed to determine the e/tent of ri#alr. between

the

e/i"tin- (la.er"+

(!0! S!8!1!% .nalysis of the 1rgani7ation

S9OT ANALYSIS

The S'OT i" a "trate-i! plannin- tool to e#aluate Stren-th$S% 'ea*ne""$'%

Opportunitie"$O% 2 Threat"$T% in#ol#ed in a pro)e!t, in a bu"ine"" #enture or in an.

other "ituation requirin- a de!i"ion+ The S'OT anal."i" i" to e/plained with help of

followin- dia-ram

S$en%$"!:

0+ Te!hnolo-i!al "*ill"

1+ Leadin- rand"

3+ >i"tribution &hannel"

5+ &u"tomer Lo.alt.7 Relation"hip"

6+ (rodu!tion 8ualti.

C+ S!ale

+ Mana-ement

9ea4ne!!e!:

0+ Ab"en!e of important "*ill"

1+ 'ea* brand"


18/49

3+ (oor a!!e"" to di"tribution

5+ Low !u"tomer retention

6+ nreliable produ!t7 "er#i!e

C+ Sub@"!ale

+ Mana-ement

Opp'$&n#$#e!:

0+ &han-in- !u"tomer ta"te"

1+ Te!hnolo-i!al Ad#an!e"

3+ &han-e in -o#ernment politi!"

5+ Low per"onal ta/e"

6+ &han-e in population a-e

C+ New di"tribution !hannel

T"ea$!:

0+ &han-in- !u"tomer ba"e

1+ &lo"in- of -eo-raphi! mar*et"

3+ Te!hnolo-i!al ad#an!e"

5+ &han-e" in -o#ernment politi!"

6+ Ta/ in!rea"e"

C+ &han-e in population a-e

+ New di"tribution !hannel"

"hapter ) *esearch +ethodology

(!# 1vervie9 of the 6roect


19/49

PRODUCTS OF COMPANY

CONSUMER ELECTRONICS

F#%&e /.1: F#%&e ' P)a!(a

F#%&e /.2: F#%&e ' Sp)#$ AC

F#%&e /./: F#%&e ' 9#nd'w AC


20/49

F#%&e /.0: F#%&e ' M'3#)e P"'ne

F#%&e /.: F#%&e ' 9a!"#n% Ma*"#ne

F#%&e /.7: F#%&e ' Refri-erator


21/49

F#%&e /.;: F#%&e ' ?ome Theater

F#%&e /.8: F#%&e ' >i"h T9

F#%&e /.


22/49

/.2 0P6!

The 5(" in!lude" the (rodu!t, (ri!e, (la!e and promotion+

P'd&*$ M#=

(rodu!t mi/ i" the "et of all produ!t and item" a parti!ular "eller offer" for "ale+

(rodu!t mi/ !on"i"t" of #ariou" produ!t line"+

The w#d$"of a produ!t mi/ refer" to how man. different produ!t line" the !ompan.

!arrie"+ The 9ideo!on tele#i"ion ha" produ!t mi/ width of fi#e line"+ I+e+ pla"ma,

L&>, Slim, flat and &on#entional+

The )en%$"of a produ!t mi/ refer" to the total number of item" in the mi/+

i+e+ for the line of L&> the len-th i" 1 a" it ha" two item" 6P (>( and 51P (>(+

The dep$"of the produ!t mi/ refer" to how man. #ariant" are offered of ea!h produ!t

in the line, i+e+ or L&> the depth will be 1+ A" 9ideo!on i" offerin- onl. one produ!t

in 6P (>( and 51P (>(+

The $"ee p'd&*$-(#= d#(en!#'n!permit the !ompan. to e/pand it" bu"ine"" in

three wa."+

It !an add new produ!t line", thu" widenin- it" produ!t mi/+

It !an len-then ea!h produ!t line"+

It !an add more produ!t #ariant" to ea!h produ!t and deepen it" produ!t mi/+

9#d$"+ Len%$" , Dep$"


23/49

9#d$"Q 6 $(la"ma, L&>, Slim, lat, &on#entional%

(la"ma L&> Slim lat &on#entional

6P(>(51P L&> 1;P "lim 1;P flat 10P ST

51P(>(31P L&> 10P "lim 10P flat 1P!on#

1CP L&> 06P flat 05P!on#

1P L&>

0;P L&>

Len%$" 6 1 3 3

In the produ!t mi/ of 9ideo!on, it i" ha#in- 3 different model", whi!h -i#e" them

their produ!t line Dep$"+

PLASMA

(la"ma tele#i"ion te!hnolo-. i" "imilar to the te!hnolo-. u"ed in a fluore"!ent li-ht

bulb+ The di"pla. it"elf !on"i"t" of !ell"+ 'ithin ea!h !ell two -la"" panel" are

"eparated b. a narrow -ap in whi!h neon@/enon -a" i" in)e!ted and "ealed in pla"ma

form durin- the manufa!turin- pro!e""+

The main ad#anta-e of (la"ma o#er &RT te!hnolo-. i" that, b. utili4in- a "ealed !ell

with !har-ed pla"ma for ea!h pi/el, the need for a "!annin- ele!tron beam in

eliminated, whi!h, in turn, eliminate" the need for a lar-e &athode Ra. Tube to

produ!e #ideo ima-e"+ Thi" i" wh. traditional tele#i"ion" are "haped more li*e bo/e"

and (la"ma tele#i"ion" are thin and flat+


24/49

Ad5an$a%e! ' P)a!(a Te)e5#!#'n:

Lar-e"t S!reen ormat"+

Superior &ontra"t"+

9er"atile+

&apable Of >i"pla.in- ull ?>T9 2>t# Si-nal+

&apable Of >i"pla.in- -a, S#-a29-a (! Si-nal+

'ide 9iewin- An-le+

'ide Ra-e Of Ri!her &olor O#er 0C Million+

Superb Reali"ti! Ima-e"+

Le"" E/pen"i#e Than L!d"+

Life More Than 3, ?our"+

'ide S!reen A"pe!t Ratio around 0CD;+

(erfe!t lat S!reen+

niform S!reen ri-htne""+

Slim 2 Spa!e Sa#in- >e"i-n+

>? PDP


25/49

Inte-ra 6

0D0 &ontra"t Ratio

3D1 2 1D1 (ull >own

?>MI &ompatible

3@> 9ideo Noi"e Redu!tion

(& Input

02? PDP

0C+ Million &olor

0D0 &ontra"t Ratio

3+1 2 1D1 (ull >own

06!d7m1ri-htne""

?>MI &ompatible

3@> 9ideo Noi"e Redu!tion

LCD

The flab" are out and now te!hnolo-. ha" "wit!hed o#er to "lee* and "lim produ!t",

L&> bein- the prominent amon-"t them+ L&> te!hnolo-. i" the re!ent brea*throu-h

in !on"umer ele!troni!" and be!au"e of it" e"teemed ad#anta-e" thi" "e-ment i"

-rowin- da. b. da.+

9ideo!on are laun!hin- thi" ran-e under the "ub brand JInte-raP+ JINTEGRAP term

indi!ate" the inte-ration of #ariou" "."tem" !onne!ti#it. with L&>T9+

Thi" i" an inte-ration of be"t "ound qualit. and e/!ellent pi!ture qualit.+

'hat i" TT@L&>

Meanin- of thi" term i" Thin ilm Tran"i"torBLiquid &r."tal

>i"pla.+ TT te!hnolo-. u"ed in thi" !ate-or. offer" the be"t

ima-e qualit. in flat panel"+ Thi" te!hnolo-. i" al"o !alled a"


26/49

A!ti#e Matri/ Te!hnolo-.+

0>? LCD+ /2? LCD+ 27?LCD+ 2>? LCD+ 1


27/49

Enable" the -eneration of the lowe"t ba"" frequen!ie" from a "mall en!lo"ure

$a4oomba tube%+ Enable" !leaner and ti-hter ba"" reprodu!tion due to a!ou"ti!

!an!ellation of di"tortion in the e#en harmoni!"

2


28/49

&on#entional T9 D R"+ 5,C @ ;,6

P)a*e

9ideo!on ha" it" pre"en!e all throu-hout India+

The. ha#e their pre"en!e in 16 "tate" and ea!h "tate ha" at lea"t 1 di#i"ion" per "tate+

In total the. are ha#in- < di#i"ion"+9ideo!on ha" around 0, (la"ma and 1;P lat T9" "in!e 1C+

. in"titutional "ellin-+ &ompan. u"ed both T9& a" well a" print media for

promotion+ The !ompan. i" u"in- outdoor media promotion" in hordin- and bu"

"helter" to hi-h li-ht the feature pa!*ed ad#anta-e"+

Ma)or tie up" in the ba!*-round IIT alumni7 9ideo!on Santo" ham film award" 1C

with UEE and I&& &ri!*et !hampion" troph.+

Sea!'na) 'e!

Trip to German. durin- IA world !up

9ideo!on bonan4a offer $ har din diwali% durin- diwali

&han!e to win !ar, motor bi*e and L&> T9=

OB@ECTIE OF THE STUDY

T h e o b ) e ! t i # e o f t h e p r o ) e ! t i " f u r t h e r ! l a " " i f i e d i n t o p r i m a r . a n d

"e!ondar. ob)e!ti#e+

P#(ay '3e*$#5e:-


29/49

ind out the mar*et "i4e of refri-erator $in per!enta-e"% of different brand"

in N &R + or t hi " p ur po " e, t he r e" e ar ! he r h a" t o d o a " u r# e . b .

in te r# ie wi n- th e hou"ehold" and findin- out the mar*et "hare of 9ideo!on

brand in a!!o rdan!e with other brand"+

Se*'nday '3e*$#5e:-

To *now where doe" the 9ideo!on brand of refri-erator "tand" in !ompari"on to

other brand and what are the #ariou" a"pe!t" where it need" to impro#e in order to

remain in the mar*et and !ompete with other brand"+

"hapter

.nalysis / Study of topic

EY LEARNIN6S FROM THE COMPANY AND

RECOMMENDATIONS:-

0.1 Ana)y!#! ' Ne$ P'#$

EARNINGSD 9ideo!on, :ul.@ September net profit R"+0+C bln, up on .ear 9ideo!on Indu"trie"

Ltd Thur"da. reported net profit of R"+ 0+C billion for :ul@Sep, up +05 from a .ear a-o+In a

new" relea"e, the !ompan. "aid it" net "ale" in the quarter were R"+ 1;+


30/49

natural -a" "e-ment wa" down 1+3 at R"+ 1+65 billion+The !ompan. "aid it ha" e/tended it"

!urrent a!!ountin- .ear b. three month" and thu" the !urrent .ear will be of 06 month" be-innin-

O!t 0, 1; and endin- >e! 30, 10+

P'#$ )'!! a**'&n$

Sep >< Sep >8 Sep >; Sep >7 Sep >

In*'(e

Operatin- in!ome ;,0C3+5 ;,63+C6 IT 0,;0+3 1,5C5+0< 0,53+; 0,5C+5


31/49

(rofit and Lo"" a!!ount of thi" firm "how that operatin- in!ome of thi" firm i"

in!rea"in-+ It wa" 65C+16 in Sept 16, but on Sept 1C it in!rea"in- to 10


32/49

0.2Ma4e$ S"ae and 'w$" Ra$e ' #de'*'n

#de'*'n Ind&!$#e! L$d

9ideo!on hold" 16 mar*et "hare in the !on"umer -ood" mar*et in India+ It i" oneof the lar-e"t

&(T manufa!turer" -loball., with operation" in India, Me/i!o, and Ital.

9ideo!on, founded in 0;


33/49

Manufa!turin-, a""embl., mar*etin- and di"tribution of !on"umer ele!troni! produ!t"

2 home applian!e"

&on"umer Ele!troni!", ?ome Applian!e" 2 &ompre""or manufa!turin-D (rodu!t"

in!lude home entertainment "."tem",mi!rowa#e o#en", &olour (i!ture Tube $&(T% 2

liquid !r."tal di"pla. $L&>% tele#i"ion", refri-erator", wa"hin- ma!hine",

air!onditioner", "mall applian!e", -la"" "hell", !ompre""or" 7 motor" and other

!omponent"

The &ompan. ha" Re"ear!h 2 >e#elopment !entre" lo!ated in &hina, India and :apan

>i"pla. indu"tr. and it" !omponent"D Manufa!ture" !olour pi!ture tube" at it"

fa!ilitie" in Ital., (oland and &hina

&olour (i!ture Tube $&(T% Gla""D Operate" manufa!turin- fa!ilitie" in India and

(oland


34/49

The &ompan., throu-h it" wholl. owned "ub"idiarie" and :9", i" en-a-ed in e/ploration a!ti#itie"

in oil 2 -a" field" in ra4il, Mo4ambique, Ea"t Timor, Oman and Au"tralia

Entr. into the Tele!om bu"ine""D In Mar!h 10, 9ideo!on Tele!ommuni!ation" Ltd, a

unit of 9ideo!on Indu"trie" Ltd, laun!hedmobile "er#i!e" ba"ed on the -lobal "."tem

mobile $GSM% platform

(ower bu"ine""D (ipa#a# Ener-., the &ompan." "ub"idiar., i" implementin- a thermal

power pro)e!t in Gu)arat with a !apa!it.of 0,1 M'V 9ideo!on i" al"o !on"iderin-


35/49

power pro)e!t" in the other part" of India and e#aluatin- alternate te!hnolo-ie" forthe

"ame+

(lan" to "et up three more thermal power -eneratin- unit" with a !ombined !apa!it. of

5,


36/49

Se*'nday '3e*$#5e:-

To *now where doe" the 9ideo!on brand of refri-erator "tand" in !ompari"on to

other brand and what are the #ariou" a"pe!t" where it need" to impro#e in order to

remain in the mar*et and !ompete with other brand"+

.2 RESEARCH METHODOLOY

A "ur#e. ha" been done and data i" !olle!ted from #ariou" !ompan.W" pur!ha"e

mana-er all o#er Gura-on and "ome part of >elhi+ (rimar. data ha" been !olle!ted

b. inter#iewin- !u"tomer" and pur!ha"e mana-er", while "e!ondar. data ha" been

!olle!ted from the "ite" of 9ideo!onworld+!om+

Sa(p)#n% p)an ' !&5ey

Samplin- unit" (ur!ha"e mana-er and !u"tomer

Samplin- "i4e 6 !ompanie" and 1 !u"tomer

Samplin- area Gur-aon

./ UESTIONNAIRE METHODOLOY

The que"tionnaire ha" to be "elf admini"tered in order to *now the e/a!t #iew" 2 "ome other

"u--e"tion" of the pur!ha"e mana-er and !u"tomer" the que"tionnaire were admini"tered in the


37/49

form of a "mall inter#iew+

The ad#anta-e" of the que"tionnaire method i" it" #er"atilit., almo"t e#er. problem of ma*in-

re"ear!h !an be approa!hed from the que"tionnaire "tandpoint+ E#er. mar*etin- problem

in#ol#e" people 2 it" "olution !an be obtained b. a"*in- the"e people about the problem+

Da$a ana)y!#! p'*ed&e :-

The data ha" bein- anal.4ed u"in- e/!el wherein #ariou" fa!tor" ha#e been determined 2

their frequen!ie" ha#e been mea"ured+ Some of the fa!tor" to determine are a" followin-+

Band!:-

The #ariou" brand" "ellin- in the mar*et from the dealer" point of #iew the predominant

brand" in term" of "ale", after "ale" "er#i!e" 2 "er#i!e" pro#ided qualit. et!+

Awaene!! )e5e) :-

The awarene"" le#el re-ardin- the different t.pe" of air !onditioner" i" )ud-ed a!!ordin-

to the people pur!ha"in- it+

P&*"a!e (ana%e and *&!$'(e ne$w'4:-

9ariou" attribute" were rated 2 then ran*ed b. the pur!ha"e mana-er and !u"tomer


38/49

in#ol#ed in pur!ha"e of the produ!t namel., e/!ellent, -ood, "ati"fa!tor. 2 poor and what

!han-e" the. want to impro#e 9ideo!on A+&+

P'!#$#'n#n% )e5e):-

The po"itionin- of air !onditioner" i" )ud-ed b. the total number of !u"tomer" a"*in- for

the brand name 2 are willin- to pa. for the "ame+ Thi" i" al"o termed a" the pull

fa!tor+

DATA ANALYSIS AND RESULT:-


39/49

The mar*et "ur#e. "howed that the "ale" #olume of 9ideo!on i" the hi-he"t followed b.

>ai*ain, &arrier, ?ita!hi, LG and other A& !ompanie"+

UALITY OF AIR CONDITIONERS:-

>ai*ain "er#e" a" the top leader in pro#idin- be"t qualit. to it" !u"tomer", followed b.


40/49

?ita!hi and then 9ideo!on+

CUSTOMER CONSIDERATION OF PRICE:-

A!!ordin- to the mar*et "ur#e. !ondu!ted 3 !ompan.W" mana-er and !u"tomer"

!on"idered pri!e a" a ma)or determinant while bu.in- 9ideo!on air !onditioner", be!au"e

9ideo!on "tarted new "!heme J&orporate Sale"P+

(OSITIONING O 9I>EO&ON AIR &ON>ITIONER IN

T?E MARKET D@


41/49

Amon-"t the dealer" "ur#e.ed 50 a-reed that the po"itionin- of 9ideo!on air

!onditioner in the mar*et i" e/!ellent wherea" 33 feel" that it i" -ood , 2 0 "a."

that i" "ati"fa!tor. and remainin- 03 "a." poor+

MAINTAINEN&E O GOO> (LI&RELATION D@


42/49

A!!ordin- to the mar*et "ur#e. !ondu!ted, About of the !orre"pondent "a. that

Sam"un- maintain" a -ood publi! relation with it" dealer" wherea" 13 doe" not ha#e

the "ame re"pon"e+


43/49

INSTALLATION AND OPERATION:-

A!!ordin- to the mar*et "ur#e. !ondu!ted, ?ita!hi lead" the mar*et in pro#idin-

"er#i!e" in term" of in"tallation 2 operation followed b. 9ideo!on, >ai*ain, lue Star,

&arrier, 9olta", LG and then o-eneral+


44/49

A>O(TION O 9ARIOS (ROMOTIONAL TOOLSD@

Ad#erti"ement i" re-arded a" one of the ma)or promotional tool" with a "hare of

60 followed b. "ale" promotion, per"onal "ellin- and dire!t mar*etin-+


45/49

MAINTAINEN&E O SI&IENTNET 'ORKD@

Amon-"t the Mana-er", dealer", &u"tomer "ur#e.ed ; "aid that Sam"un-

maintained a "uffi!ient networ* wherea" while 10 pro#ided ne-ati#e re"pon"e+


46/49

FINDINS

'ith "trate-i!all. lo!ated manufa!turin- ba"e" and an en#iable di"tribution networ*

of around ; bran!h offi!e", 0, di"tributor" 2 5 after@"ale" "er#i!e !enter"

a!ro"" India, 9IL en)o." a unique 03 MM $Y% 2 S> 15 MM $Y


47/49

0C MM barrel" ha#e been produ!ed+ Thu", a hu-e up"ide potential e/i"t" for the

!ompan.+

9IL i" e/hibitin- "ub"tantial pana!he b. fruitfull. wor*in- toward" biddin- for and

more often than not, attainin- e/ploration and produ!tion ri-ht" in man. !ountrie"

around the world+ It i" well on it" wa. to earnin- remar*able profit" 2 a!hie#in- a

prominent -lobal "tandin-+

&hapter C

CONCLUSIONS

Turbulent i" the word that aptl. de"!ribe the "!enario in &T9 indu"tr. la"t finan!ial

.ear+ Mar*eter" b. frequent pri!e !ut" and lar-er than li#e Mar*etin- -ame plan",

!ompetition rea!hed it" new hi-h" and low"+ It i" no lon-er "uffi!ient to )u"t be

!ompetiti#e, a !ompan. whi!h ha" to "ur#i#e ha" -ot to ha#e !ompetiti#e ad#anta-e+

One need" to ta*e "trate-i! initiati#e in the "hort run to a!hie#e the de"ired

Jpo"itionin-P in future+ One ha" to fore"ee Ftomorrow+

nder"tandin- !ompetition toda. in#ol#e" three le#el"D

&ompetition for intelle!tual leader"hip for new idea" that !reate new ad#anta-e"+

&ompetition for tran"latin- the"e idea" into produ!t7"er#i!e fa"ter than other"+

&ompetition for mar*et "hare+

>o not nature an. (ARA>IGMS be!au"e toda. Jan.thin- i" po""ibleP

Sear!h for newer mar*et" than e/pandin- .our !u"tomer ba"e+

&ome out with "tate of the art, feature pa!*ed affordable and !ompetiti#e

ad#anta-eou" produ!t"+

Se$ Ben*"(a4! ' %'w$".

Impro#e up on di"tribution !hannel" for #iable !o#era-e of the mar*et+


48/49

'ear out !ompetition throu-h trend "ettin-, inimitable ta!ti!al mo#e" ba"ed on our

infra"tru!ture "tren-th"+

The "trate-i! intent "hould be !lear down the mana-ement+

'or* on .our "tren-th" i+e+ Infra"tru!ture, finan!ial ba"e, ba!*ward inte-ration+

(O( and MER&?AN>ISING material "hould be mad a" per international mar*et+

&OR(ORATE TRAINING (ROGRAMME for >e#elopment of manpower from

e/ternal fa!ult.+

'e ha#e "o far identified the #ariou" area" on whi!h 9ideo!on and other ma)or Indian

!ompanie" need to impro#e upon to a!hie#e the de"ired le#el of !ompetiti#ene""+

Onl. the"e impro#ement" would -i#e 9ideo!on and the other Indian !ompanie" ba"e

to !ompete with the MN&" and help the Indian !ompanie" to redu!e the impa!t of

MN&" on the Indian Mar*et in the future+ Indian manufa!turer" will ha#e to rea!t

qui!*l. be!au"e an. dela. in rea!tin- to the threat po"ed b. the MN&" would onl.

-i#e the MN&" time to e"tabli"h them"el#e" in the mar*et+ 'ith their e/perti"e and

finan!ial !apa!it. the. would be nearl. impo""ible to !ompete with on!e the. -et a

firm foot hold in the mar*et+ The future

ut the battle ha" onl. "tarted, and the forei-n !ompanie" are here for the lon- term+

The. !an "u"tain lo""e" for .ear" to !ome in order to -ain mar*et "hare+ 'hat the. are

doin- at pre"ent, i" buildin- up di"tribution networ*" to !o#er e#er. noo* and !orner

of the !ountr. and, "ettin- up manufa!turin- fa!ilitie"+

Onl. tho"e Indian manufa!ture" whi!h ha#e a "tron- fo!u" on manufa!turin- and

te!hnolo-i!al up -radation will "ur#i#e in the lon- run, althou-h with a mu!h "maller

mar*et "hare than the. ha#e at pre"ent+ Small !ompanie" will be "idelined totall. and

will e/it from the &T9 mar*et alto-ether+

9ideo!on ha" alwa." been dri#en b. it" 9alue @for@mone. "trate-.+ The !ompan.

need" to identif. !riti!al "u!!e"" fa!tor and wor* a""iduou"l. toward" a!hie#in- it+


49/49

BIBLORAPHY

0+ httpD77en+wi*ipedia+or-7wi*i79ideo!on

1+ httpD77www+#ideo!onworld+!om7

3+ httpD77www+-oo-le+!o+in7

5+www+brander"+!om

6+ www+#iew!entral+!om

C+ www+e#entmar*eter+!om

+ www+mobilemar*etin-)obli"t+!om
http://en.wikipedia.org/wiki/Videoconhttp://www.videoconworld.com/http://www.google.co.in/http://www.mobilemarketingjoblist.com/http://en.wikipedia.org/wiki/Videoconhttp://www.videoconworld.com/http://www.google.co.in/http://www.mobilemarketingjoblist.com/

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