Strategy for Videocon mobile phones to make it big in Mobile Handset Industry

SWOT Analysis

SO

WT

Strength: Videocon Group’s brand value The company is financially capable to experiment with it’s product and marketing strategy Strong distribution network Good battery life of the products

Weakness:× Doesn’t target high end customers.× Poor positioning strategy: Customers doesn’t perceive Videocon as a mobile manufacturing company× Less advertisement

Opportunity: Fast growing Smartphone market Can launch various schemes by integrating with Videocon Telecom in CDMA as well as GSM segment

Threats: Increasing popularity of other competitors like Lava, Karbonn, Intex etc. Incapable to continuously adapt the sudden change in technology

Why is Videocon’s Brand recall low in mobile Industry?

Perception of People

• People still perceive Videocon as a home appliance company.

• We conducted a survey about people’s cognizance of various products of Videocon in which we asked them to list the products of Videocon that comes to their mind

Unable to come out with a brand name

• The company doesn’t have a recognized product chain due to which it fails to create a brand image like Lumia, Xperia, Canvas etc

Result of the survey

TV

D2H

AC

Mobile

Refridgerator

Washing Machine

Others

Strategy of competitors:

• The company’s core strategy should be to deliver right value at right price.

Advertising

Celebrity Endorsements: Hiring celebrities according to target market; Micromax targeted fashionable women with ‘Bling’ with the help of Twinkle Khanna, targeted high-end customers with endorsing Hugh Jackman; Intex targeted tech-savvy people with ‘Aqua’ featuring Farhan Akhtar.

Intense Digital Marketing

Sports tournament sponsor:Micromax sponsored Asia Cup cricket, got the Title Sponsorship Rights for BCCI’s home season; Karbonn bagged rights for Champions league 20-20 tournament

Other Benefits

Bundling with telecom provider

Extended warranty

Accidental Damage Cover

Measures for Videocon to become No.3:• Reposition of Videocon mobiles to change the people’s perception

Brand

Identity

Launch a new mobile for high end customer under the aegis of some brand name.(like canvas, xperia etc).

Advertise the brand by endorsing any celebrity who can communicate the value of the brand.

Extend Product line

Introduce new variants targeting all the economic segments under the same brand name .

Association Collaborate with any service providers and give extra value to the customers. Ex. Nokia and Airtel partnered

together.

Brand Retention

To retain the brand in the minds of customer try to be in limelight by sponsoring any sports or commercial

events.

Customer Satisfaction

Provide value added services like long warranty period, accidental damage coverage and also good after sell

services to attain customer satisfaction.

THANK YOUhttp://www.videocontelecom.com/