Videocom & l.g-1

8/2/2019 Videocom & l.g-1

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ACKNOWLEDGEMENT

I am highly indebted to Mr. R.K. BHARADWAJ (Director-IMS,

Ghaziabad) and Mrs. Anita Singh (Chairperson-BBA) and

Ms. Banita Sharma (Project Coordinator) for their valuable guidance and

support.

I like to thankMr. Umang Vats and Mr. Neeraj Kumar Mayank, AreaManager, for giving me an opportunity to do my training in their

organization and helping me painstakingly. I am thankful for providing me

with guidance and resources to do my work.

Further I would like to thank God, Friends and my Parents for their blessings

and support. This report is the culmination of the synchronized efforts of all

the above mentioned who had faith and confidence in me, for which, I shall

forever be grateful.

Udit Kant Agarwal


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TABLE OF CONTENTS

1) Executive Summary

2) Introduction

3) Company Profile

4) Product Profile

5) Objective of Research

6) Research Methodology

7) Data Analysis

8) Interpretation

9) Limitations

10)Recommendations

11) Conclusion

12) Annexure(Questionnaire)

13) Bibliography


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EXECUTIVE SUMMARY

This is the study of the topic MARKET SIZE OF REFRIGERATOR ANDWASHING MACHINE. The topic mainly deals with the potentiality of the

refrigerator and washing machine of different brands in different areas. It is also

concerned with the market share of the different brands in different areas and which

brand has the highest market performance in the different areas. The main objective

of the company to choose this topic is to know what are the different brands whichare leading in different areas and who are the competitors of the Videocon brand of

refrigerator and washing machine, where Videocon brand is lacking in comparison

to the other brand. To increase the market share of the Videocon brand, which part

should be improved?

For collecting all this information we have chosen near about 125

dealers or distributors from different town and cities of Western U.P. Method used

for collecting data was structured questionnaire. The topic mainly deals with

knowing the competitive position, buyer preference in different attributes, quality of

different brands of different products; effective media used for advertisement and

the differentiation the Videocon shows in accordance with others.

After a successful market survey, it is clear that Videocon provides

the largest dealer oriented schemes and L.G. provides the largest customer oriented

schemes and the researcher while collecting the information face problem like the

distributor or dealer of a particular brand gives the information regarding that brand

only and do not consider the other brands anywhere.


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INTRODUCTION

VIDEOCON -A Vibrant Enterprise

In 1984, Dhoot brothers of Aurangabad (Maharashtra) lit the spark of the consumer

durable revolution in India with the start of Videocon, a company dedicated to a

new set of ideals; a company striving to make more and more homes all over the

country, better homes. Videocon ignited peoples consciousness with a stream of

products that freed them from drudgery and transported them into a world they

could once only dream of.

The Group basically consists of three main companies:-

1. Videocon International Limited (VIL)

2. Videocon Appliance Limited (VAL)

3. Videocon VCR Limited

From the very beginning VIDEOCON embarked on a mission of designing and

acquiring state of the art technology and customizing it for Indian conditions.

Through the concept of zero wastage; and zero defects, VIDEOCON has been able

to achieve cost reductions, resulting in the latest products being made available at

affordable prices. In a short span of time, VIDEOCON has made its marks as an

innovative company, introducing many new products into the country.


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Today VIDEOCON products are adorn 5 million house-holds all over the country.

From televisions to Audio systems, Washing Machines, Air Conditioners,

Refrigerators, the range is both wide and unique. It is unique because VIDEOCON

has so many models for each of its range of products. Every month, VIDEOCON

launches at least one new model.

VIDEOCON HAS CLASSIFIED its vast range of products line into two divisions,

namely, CONSUMER ELECTRONICS (which includes, Televisions, VCRs,

VCPs, and Audio systems) and HOME APPLIANCES (Washing machines,

Refrigerates, and Air-conditioners)

VIDEOCONs biggest assets are its sophisticate, automated and up-to-date plants.

These boasts of in house facility for manufacturing fly back towns formers and

tuners, fully computerised chips mounting facility and fully automatic ammembly

lines VIDEOCON are technologically the most advanced in the country.


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The Videocon symbol, it reiterates the ethos of a company dedicated to maintaining

the highest international standards of excellence through quality, technology and

innovation. For over a decade now, Videocon has been brining the latest and very

best in Consumer Electronics and Home Appliances. Successfully adapting the best

of international technology to suit Indian needs, and crafting it to improve the

quality of life - as millions of satisfied customers will agree.

The symbol of Videocon asserts its passion for global impact, and the two 'E's on

either side represent the Group's wide spectrum of interests ranging from

'Electronics to Energy'. A symbol that proclaims a paradigm shift. A sign that

represents the new force that is Videocon. Thus recapitulating our principle of

reaching out and touching the lives of millions of people. Worldwide.


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THE SPIRIT OF ENTERPRISE

Where fields of sugarcane grow tall and proud.

Where bushes of cotton bud bloom.

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 Color

Television through a technical tie-up with Toshiba Corporation of Japan. Within a

decade, Videocon emerged as India's leading brand of both Color 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.


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PROFILES OF LEADERSHIP

Futuristic Neuro Fuzzy Logic Washing Machines, User-friendly - No-Frost

Refrigerators, the very latest music systems. The most sophisticated Color

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.

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.

A MAN FOR ALL SEASONS


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.

A Man of ideas. A man of substance. A man of

vis ion. 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 spir it 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 li fe .

VIDEOCON INTERNATIONAL LTD. - Leading from the front


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In 1985, through a technical tie-up with Toshiba Corporation of Japan,

Videocon International Limited launched India's first world class ColorTelevision. 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 it s

manufacturing facilities to incorporate advanced technology and high

standards of quality into its product range, right across the spectrum.

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 Color 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


11/96

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, StereoRadio, Recorders and Personal Stereos, as well as the contemporary

international range of Kenwood Digital Hi-Fi Systems.

FIRST WITH THE BEST

Continuous up gradation 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 Color 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 Color TVs for the price-conscious consumer.

GLOBAL AMBITION


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Looking beyond India, Videocon is now a global player, acknowledged

by the world. It is the firs t Indian company to win the prestigious CE

approval for exporting its Color TV to Europe. Videocon is now entering

world market with its operations in the Middle East, Europe, Indonesia

and South Africa.

VIDEOCON APPLIANCES LTD.:-IN THE PIONEEERING

TRADITION


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In Promoted by the Videocon Group, Videocon Appliances Ltd. was

incorporated in 1988.

Making the Group's diversification into the Home Appliances, Videocon

has continued with its mission of bringing the benefits of innovative

technology to millions of homes.

THE WASHING MACHINE REVOLUTION

The company's first priority was to launch an international qualitywashing machine, thereby liberating the Indian housewife from the daily

back-breaking, time-consuming drudgery of washing clothes by hand.

Videocon introduced India's first Twin Tub Washing Machine, in

collaboration with Matsushita Electric Industrial Co. Ltd., Japan.

Videocon quickly become the market leader.

Today, Videocon produces India's widest range of washing machines, at

its state-of-the-art plant at Chitegaon, Aurangabad, India. The only fully

integrated washing machine plant in India with ISO 9002 certification; it

is the second largest among Matsushita's licensees, worldwide.

CLEANING UP THE MARKET


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The Videocon range includes washers, Semi-automatic

and fully Automatic Washing Machines, Fuzzy Control Washing Machines and

India's first Neuro Fuzzy Logic Washing Machine.

FIRST WITH NO - FROST TECHNOLOGY

Focusing its attention on an industry that underwent a technologicalstalemate for over a decade, Videocon turned it around. Entering the

market in 1992 with breakthrough technology, Videocon pioneered

India's first No-Frost Refrigerators, produced in technical (design and

drawing) collaboration with Matsushita Refrigeration Co., Japan.

Videocon has also significantly upgraded the conventional refrigerator by

introducing features such as clean back, double-door, and automatic

defrosting. The refrigerator plant has modern manufacturing facilities

including Paint Shop and PUF Machines.

A BREATH OF FRESH AIR


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Videocon offers the widest range of Room Air-conditioners in India,

manufactured under a design and drawing agreement with Matsushita

Electric Industrial Co. Ltd.

It was the first company to introduce Air-conditioners with Rotary

Compressors and to launch Neuro Fuzzy Logic Split Air-conditioners.

With a view to achieve self-sufficiency, build quality and reduce

manufacturing costs, Videocon Appliances makes various components

such as Moulds, Refrigerator Fan Motors, Washing Machine Motors,

Compressors, Cooling coils and Mechanism Cases.

DISH WASHER

Videocon has just launched Dish Washer model VA 1200 which has

specially designed for cleaning of utensils & dishes. This stand alone

Dish Washer can handle the toughest cleaning jobs in the Kitchen.


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VIDEOCON MISSION - Enhancing the Quality of Life

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


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We will provide a conducive environment for enabling our employees to

develop their potential and make a significant contribution to the Group's

success.

VIDEOCON COMPLEX AT AURANGABAD


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Videocon's production facilities are located at Chitegaon and Bhalgaon , both

backward areas, near Aurangabad, India.

Videocon International's Color TV plant at Chitegaon

Fast forwarding into the modern era, with due support from the Governmentof Maharashtra, India .

The state -of-the-art Washing Machine plant of Videocon

Appliances Ltd., at Chitegaon


19/96

The sophisticated Refrigerator plant of Videocon Appliances Ltd.,

at Chitegaon

Videocon's modern VCR plant at Bhalgaon products produces VCRs for the Indian

and International markets

UTTAR PRADESH SERVICE NETWORK


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SMART SERVICE NETWORK


21/96

VIDEOCON NARMADA GLASS - First to manufacture Glassshells for CTV picture tube in India


22/96

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 Shel l

Technology.

Molten Glass (GOB)

before being formed into

Glass Shells.

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.

THE HEIGHTS OF SUCCESS


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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.

Glass Panel being

formed in the mould.

A PICTURE PERFECT FUTURE

Till 1994, Indian manufacturers of CTV Picture Tubes were importing


24/96

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., USA. and is operating the plant with 150%

capacity utilization- with efficiencies exceeding international standards .

PRODUCT PROFILE

REFRIGERATOR

D 275


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DIGITAL SENSI FLOW SYSTEM

250 L FROST FREE

CHILL ZONE

SIX YEARS WARRANTY

D 275DX

DIGITAL SENSI FLOW SYSTEM

250 L FROST FREE REFRIGERATOR

DURAFRESH PLATINUM

DEODORISER GREEN HOUSE CRISPER

D 312

DIGITAL

SENSI

FLOW

SYSTEM 290L FROST FREE

SIX YEAR WARRANTY

D380MF


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ANTIBIOTIC DEODORIZER

NEW EDG E DOOR DESIGN

NEW STY LE VE RTI CAL HANDLE

D452MF

CFC FREE SIX YEARS WARRANTY

INBUILT DEODORISER

S091DLX

CONTOURED DOOR WITH TOP RECESSED HANDLE

TRANSPARENT FREEZER

TRANSPARENT ACCESSORIES

S170

EUROPEAN AUTO COOLED

TECHNOLOGY

IN BUILT REFRIGERATOR MOUNT

http://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S091DLXhttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S091DLXhttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S091DLXhttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S091DLXhttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S091DLXhttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S091DLX


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S173DLX

EUROPEAN AUTO COOLED

TECHNOLOGY

IN BUILT REFRIGERATOR MOUNT


S178TT

ENERGY EFFICIENT COMPRESSOR

NEW SERPENTINE STYLE VERTICAL HANDLE

TABLE TOP

Other models of refrigerator

S-175 WD

S-175 WDDX

S-261 WD

D 590 WD

WASHING MACHINE

FA 55

DIGITAL SENSI LOGIC

8 WASH PROGRAMS

MEMORY BACKUP

AUTO BALANCING
http://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S178TThttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S178TThttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S178TThttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S178TThttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S178TThttp://www.videoconinternational.com/videoconinternational/prod_details.asp?catagory=direct%20cool&model=S178TT


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FA 65

DIGITAL SENSI LOGIC

8 WASH PROGRAMS

MEMORY BACKUP

AUTO BALANCING

FA 61

DIGITAL SENSI LOGIC

GERM FREE TUB

MEMORY BACK UP

8 WASH PROGRAMMES

FA 71

DIGITAL SENSI LOGIC

GERM FREE TUB

MEMEORY BACK UP

8 WASH PROGRAMMES

FA 80

AGITATOR WASH WITH FUZZY

LOGIC CURSOR CONTROL


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MEMORY BACKUP

AUTOSOAK

SA 40

AUTOSOAK REVERSOMATIC PULSATOR

SUPERFLOW PULSATOR WASH

SPIN FOUNTAIN

SA 43

AUTOSOAK

REVERSOMATIC PULSATOR


SPIN FOUNTAIN

SA 50

AUTOSOAK

2 WASH PROGRAMS SUPERFLOW PULSATOR WASH

SPIN FOUNTAIN

SA 53

AUTOSOAK


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REVERSOMATIC PULSATOR


SPIN FOUNTAIN

SA 63

HIGH POWER HIGH PRESSURE

MOTOR

AUTOSOAK

SUPER FLOW PULSATOR WASH

SPIN FOUNTAIN

Other models of washing machine SA 68

SA 69

SA 73

ST 55

OBJECTIVE OF THE STUDY

The main objective of the project deals with primary and secondary

objective.

1). Primary objective:-The Primary objective of the project is to find out the

market size of refrigerator and washing machine of different brands in different

areas of eastern U.P. For this purpose, the researcher has to do a survey by

interviewing the dealers and knowing the market share of Videocon brand in

accordance with other brands.


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2). Secondary objective:-The secondary objective of the project is to know where

does the Videocon brand of refrigerator and washing machine stands in comparison

to other brand and what are the various aspects where it needs to improve in order to

remain in the market and compete with other brands.

RESEARCH METHODOLOGY

Near about 125 dealers or distributors who are dealing with variety of brands of

Videocon constituted the sample. The sample mainly covers around cities and towns

of Uttar Pradesh & Uttarakhand. Personal interview was used for collecting the data

from respondents. Structured questionnaire was used to collect data through

personal interviews. The questionnaire includes open ended and closed ended both

typesof questions.


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AREAS COVERED

The areas the researcher has covered are:-

1: Dehradun

2: Haridwar

3: Bulandshahr

4: Meerut

5: Ghaziabad

6: Haldwani

7: Bareilly

8: Muradabad

TRAINING SESSION:-

The researcher has attended the training session in Videocon International Limited,

where we came to know regarding the various products being made by Videocon

and its various product ranges with different prices. This session also tells regarding

what are the benefits the company is providing to the dealers or distributors with

various margin.

SOURCES OF DATA:-

The researcher has used primary as well as secondary sources for data collection.

Primary data were collected through structured questionnaire and secondary data


33/96

were collected by going through company record, brochures, articles etc in the

newspapers and journals.

SCOPE OF THE SYUDY:-

The study was especially on the market size of refrigerator and washing machine of

Videocon brand in different cities. The study was mainly limited to the different

areas of Uttar Pradesh & Uttarakhand..

DATA ANALYSIS:-

The collected data is statistically analysed using various analysis techniques such as

percentage analysis, cross tabulation and ranking etc were used.

STAGES OF THE RESEARCH STUDY:-

STAGE 1:-The researcher has spent first week on knowing about Videocons

market share in different areas of Uttar Pradesh & Uttarakhand.

STAGE 2:-We have spent second week on formulating questionnaire ,deciding

sample size and knowing regarding how we should proceed with the project.


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STAGE 3:- This stage deals with preparing the rough data of the questionnaire in

the initial stage and final data of questionnaire.

STAGE 4:- The fourth stage is concerned with interviewing the

respondents[dealers or distributors] in different areas with the help of structured

questionnaire and two weeks was spent on data collection.

STAGE 5:-The work of data analysis has done at the fifth sage.

STAGE 6:-The last stage deals with interpreting. The data being analysed at the

fifth stage.. After interpretation was completed the mainly concern was preparing

the research project report for presentation using various tables, graphs ad charts.

SWOT ANALYSIS

STRENGTH:-

1). Dealer friendly i.e. provides the dealer with largest credit period and provides

them better margin and incentives.

2).Very good quality of product having fewer prices i.e. the quality being provided

by Videocon is good with lesser price which can be affordable by a middle income

family group.


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3). Company provides very good after sale services in some areas having very good

service center at various places.

4). Competitive in the sense that it is the only Indian company surviving in the

market and competing with other multinational companies.

WEAKNESSES

1). Less advertisement i.e. exposure or knowledge which the consumer should have

regarding the Videocon brand is not good because of lesser advertisement.

2). Targeting middle income group consumer and does not target upper-middle

income group people.

3). Poor management in some areas i.e. service personnel were not available at the

time when their need is required.

MARKETING OPPORTUNITIES

1).Videocon should try to concentrate more on the washing machine

Segment where Videocons main competitor is L.G. as videocon is at the topPosition in case of washing machine and should capture more market share

by this way.

2). Videocon should try to cash its own distribution strength and

Relationships by making them store and sell only their brand.


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3). Videocon should pay more attention to dealer grievances because they are the

real strength and they can help the company in increasing their market share.

4). Videocon has target the middle income group level but in order to increase its

market share, they should target or concentrate on upper-middle segment.

5). Videocon, as is loosing its brand image because of lesser advertisement, so it

should concentrate more on doing influence advertisement and reminder

advertisement through which they should enhance their customer to buy their brand.

6). Videocon has to go in for product differentiation. Videocon has lost a marketing

opportunity but it should now try to wrest it back.

7). Most of the customers are not aware of the product range of Videocon, so they

should publicize their product and make the customer aware of.

MARKETING THREATS

1).After Globalization, the biggest threat is from the foreign companies. If they are

allowed to come in, they will become hyper-competitive.

2). L.G. and Samsung are the major threat for Videocon, so they should differentiate

their products from each other in order to capture the market.


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3). Dealers of some cities are selling Refrigerator and washing machine of other

companies besides selling that of Videocon, as the other companies give dealers

more margin and todays dealers work or sell the product of that company who

provides them great margin. So, Videocon should try to see into the matter by not

allowing its dealers to sell any other brand of refrigerator and washing machine by

giving them more margin and incentives.

DATA ANALYSIS

Q1. Kindly specify the brands in which you deal?

L.G. Samsung Videocon

Electrolux Others

RATIONALE:-


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The question was put forward to the dealers to gain knowledge regarding the various

brands in which they deal.

RESULT:-Table: 1. MARKET COVERAGE OF MAJOR BRANDS.

BRANDS

CITY/TOWN LG SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL HE

BULANDSHAHER 6 3 6 2 1

MEERUT 6 5 9 4 3

MURADABAD 8 6 3 4 3

BARILLEY 3 3 5 1 4

DEHRADUN 12 3 4 6 2HARIDWAR 3 2 2 2 3

HALDWANI 2 3 4 0 3

GHAZIABAD 6 7 4 5 4TOTAL 46 32 37 24 23

PERCENTAGE 38% 27% 31% 20% 19%


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MARKET COVERAGE OF MAJOR BRANDS

0%

5%

10%

15%

20%

25%

30%

35%

40%45%

LG

SAMSU

NG

VIDE

OC

ON

ELEC

TROLU

X

WHIRLPO

OL

OTHE

RS

DEALERS

PERCENTAGE

MARKET COVERAGE:

L.G 38%

SAMSUNG 27%

VIDEOCON 31%

ELECTROLUX 20%

WHIRLPOOL 19%

OTHERS 41%

From above chart it is clear that market coverage of Other brands is

maximum(41%) followed by L.G., Videocon , Samsung, Electrolux and Whirlpool

having 38%, 31%, 27%, 20%, 19% respectively.

Q2. Kindly mention the annual turnover in terms of quantity?


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Refrigerator __________Washing machine ____________

RATIONALE:-

This question was asked to the dealers to know how much refrigerator and

washing machine they sell annually (annual turnover in terms of quantity).

RESULT:-

MARKET SHARE OF VARIOUS BRANDS IN VARIOUS CITIES

In this question dealers has given various answers regarding the annual turnover of

refrigerator and washing machine and on that basis I have taken total of each brands

and then calculated the overall market share of the each brands in particular area.


41/96

FINDINGS

REFRIGERATOR

In Haldwani I have covered 8 outlets and I found that in refrigerator segment,

OTHERS(32%) has captured most of the market share but Samsung is the market

leader which covered 22% market share followed by VIDEOCON(18%),

WHIRLPOOL(11%), L.G.(9%), GODREJ(8%) and as far as ELECTROLUX is

concerned it doesnt have any market share.

MARKET SHARE OF WASHING MACHINE OF VAROUS BRANDS IN

22%

9%

18%

0%11%

8%

32% SAMSUL.G.

VIDEOC

ELECTR

WHIRLP

GODRE

OTHER


42/96

FINDINGS

WASHING MACHINE

And in Washing machine, OTHERS (47%) has captured most of the market share

but as a brand GODREJ (17%) is a leader followed by SAMSUNG (10%), L.G.

(10%), VIDEOCON (10%) and WHIRLPOOL (6%).

MARKET SHARE OF REFRIGERATOR OF VAROUS BRANDS IN

10%

10%

10%

0%

6%

17%

47%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


43/96

FINDINGS & ANALYSIS

REFRIGERATOR

In Barielly region I have covered 12 dealers and among those VIDEOCON, L.G. and

ELECTROLUX had captured equal percentage of market share in refrigerator segment i.e.

(19%) followed by SAMSUNG (18%), GODREJ (13%), OTHERS (8%) and

WHIRLPOOL (4%).

MARKET SHARE OF REFRIGERATOR OF VARIUS BRANDS IN BAREILLY

18%

19%

19%

19%

4%

13%

8%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


44/96

FINDINGS & ANALYSIS

WASHING MACHINEAnd in washing machine segment VIDEOCON is the market leader capturing 26% market

share followed by L.G.(23%), ELECTROLUX(17%), SAMSUNG(15%), OTHERS(8%),

WHIRLPOOL(7%) and GODREJ(4%).

MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN

15%

23%

26%

17%

7%

4%8%

SAMSUNG

L.G.

VIDEOCON

ELECTROLU

WHIRLPOOL

GODREJ

OTHERS


45/96

FINDINGS & ANALYSIS

REFRIGERATOR

In Moradabad I have covered 13 dealers and among those L.G. is the market leader

capturing 33% of market share followed by WHIRLPOOL (28%), SAMSUNG

(19%), VIDEOCON (17%), and ELECTROLUX (3%) of market share respectively.

19%

33%

17%

3%

28%

0%0%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS

MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN

MORADABAD


46/96

FINDINGS & ANALYSIS

WASHING MACHINE

And as far as washing machine segment is concerned, L.G.has captured 38% of market

share followed by VIDEOCON(23%), SAMSUNG(20%), WHIRLPOOL(12%),

OTHERS(5%), ELECTROLUX(2%) of market share..

MARKET SHARE OF WASHING MACHINE OF VAROIUS BRANDS IN

20%

38%

23%

2%

12%0%5%

SAMS

L.G.

VIDEO

ELECT

WHIR

GODR

OTHE


47/96

FINDINGS & ANALYSIS

REFRIGERATOR

In Dehradun area I have covered 20 outlets and among those, L.G. has captured 29% of

market share followed by ELECTROLUX(16%), WHIRLPOOL(16%), GODREJ(16%),

SAMSUNG(12%), VIDEOCON(6%) and OTHERS had captured 5% of market share.


12%

29%

6%16%

16%

16%5%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


48/96

FINDINGS & ANALYSIS

WASHINGMACHINE

In Dehradun area I also found that L.G. is market leader in washing machine segment. Has

captured 43% of the total market share followed by SAMSUNG(20%),

WHIRLPOOL(10%), VIDEOCON(9%), OTHERS(7%), GODREJ(6%), and

ELCTROLUX(5%) of the market share respectively.


20%

43%

9%

5%

10%

6%7%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


49/96

FINDINGS & ANALYSIS

REFRIGERATOR

In Ghaziabad region I have covered 18 outlets and I have found that in refrigerator segment

the VIDEOCON brand has captured 22% share of market followed by GODREJ who has

captured 21% share of market followed by WHIRLPOOL(20%), SAMSUNG(17%),

ELECTROLUX(10%), L.G.(8%) and OTHERS has captured the only 2% of market share.


17%

8%

22%

10%

20%

21%

2%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


50/96

FINDINGS & ANALYSIS

WASHING MACHINE

In washing machine segment again the market share of VIDEOCON is 34% followed by

SAMSUNG(23%), L.G.(16%), OTHERS(8%), ELECTROLUX(7%), GODREJ and

WHIRLPOOL both having captured 6% of the market share respectively.


23%

16%

34%

7%

6%

6%8%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


51/96

FINDINGS & ANALYSIS

REFRIGERATOR

In Meerut I have covered the 19 outlets and I have found that SAMSUNG is the

market leader in refrigerator segment who captured 20% of the market share

followed by WHIRLPOOL (19%), ELECTROLUX (18%), VIDEOCON (15%),

L.G.(12%), GODREJ(9%) and OTHERS has captured only 7% of the market share.

MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN MEERUT

20%

12%

15%18%

19%

9%7%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


52/96

FINDINGS & ANALYSIS

WASHING MACHINE

In washing machine segment VIDEOCON is market leader by capturing the 26%

share of market followed by L.G. (22%), SAMSUNG (21%), ELECTROLUX

(10%), WHIRLPOOL (10%), GODREJ (6%) and OTHERS has captured the 5% of

market share.


21%

22%

26%

10%

10%

6% 5%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


53/96

FINDINGS & ANALYSIS

REFRIGERATOR

In Haridwar I have covered 12 outlets and I have found that in refrigerator segment

L.G. is the market leader by capturing 26% of the market share followed by

ELECTROLUX(23%), GODREJ(19%), VIDEOCON(15%), WHIRLPOOL(8%),

SAMSUNG(6%) and OTHERS have captured only 3% of the market share.

MARKET SHARE OF VARIOUS OF REFRIGERATOR BRANDS IN

HARIDWAR

6%

26%

15%23%

8%

19%

3%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


54/96

FINDINGS & ANALYSIS

WASHING MACHINE

In washing machine segment VIDEOCON is the market leader by capturing 29% of

the market share followed by L.G.(27%), SAMSUNG(13%), OTHERS(10%),

ELECTROLUX(10%), WHIRLPOOL(8%) and GODREJ(1%).


13%

27%

29%

10%

8%

1%

12%

SAMSU

L.G.

VIDEOC

ELECT

WHIRL

GODRE

OTHER


55/96

FINDINGS & ANALYSIS

REFRIGERATOR

In Bulandsahar I have covered 15 outlets and I analyzed that the VIDEOCON brand

is market leader in refrigerator segment who captured the 28% of market share

followed by GODREJ(21%), ELECTROLUX(19%), L.G.(18%), SAMSUNG(6%)

and Others(6%), respectively..


BULANDSHAHAR

6%

18%

28%19%

2%

21%

6%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


56/96

FINDINGS & ANALYSIS

WASHING MACHINE

In washing machine segment Videocon is the market leader by capturing the 45%

of the market share followed by L.G.(23%), GODREJ(17%), OTHERS(7),

SAMSUNG(6%), ELECTROLUX(2%) and WHIRLPOOL has got no market share.


BULANDSHAHAR

6%

23%

45%

2%0%

17%

7%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


57/96

FINDINGS & ANALYSIS

NET MARKET SHARE OF REFRIGERATOR

14%

18%

16%15%

14%

15%

8%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS

NET MARKET SHARE OF WASHING MACHINE

17%

26%

27%

8%

7%

6%

9%

SAMSUNG

L.G.

VIDEOCON

ELECTROLUX

WHIRLPOOL

GODREJ

OTHERS


58/96

After covering all 120 outlets, I have analyzed that in refrigerator segment, L.G. has

got 18% net market share and is the market leader followed by VIDEOCON who

captured 16% net market share followed by ELECTROLUX and GODREJ which

captured 15% net market share followed by SAMSUNG and Whirlpool who had

captured equal net market share i.e. 14% and Others is at last position capturing

only 8% of net market share.

And as far as washing machine segment is related in overall covered area, the net

market share of VIDEOCON is high and is the market leader capturing 27% share

followed by L.G. who captured 26% net market share followed by

SAMSUNG(17%), OTHERS(9%), ELECTROLUX(8%), WHIRLPOOL(7%) and

GODREJ(6%).

In case of washing machine, the competition between VIDEOCON and L.G. is very

tight whereas in refrigerator the competition between all the brands except others is

very tight.


59/96

Q4. Kindly specify the brands other than the existing brands which the

customers demand for?

RATIONALE:-

This question was asked to different dealers to know what the customer demands for

other than the existing brand when they come to your outlet.

RESULT:-

The result drawn from the survey is that, most of the customers demand for L.G.

and Whirlpool other than the existing brands which the dealer has at their outlet.

Q5. Kindly rank the following brands on the basis of 1-3 rating scale

according to what do you feel about them?

(1- Fair, 2- Good, 3- Excellent)

Brandname

Innovative Aesthetics Valuefor

money

Quality AfterSaleservice

Advert-isment

Productrange

L.G.

Samsung

Videocon

Electrolux

Whirlpool

RATIONALE:-


60/96

This question is put forward to know mainly about the 5 brands i.e. L.G.,

SAMSUNG, VIDEOCON, ELECTROLUX and WHIRLPOOL that how much

there products are innovative, aesthetics, value for money, quality, after sale service,

advertisement and product range.

RESULT:-

BARILLEY GHAZIABADHALDWANI

MORADABAD MEERUT

DEHRADUN

HARIDWAR TOTAL AVERAGE

LG 2.83 2.77 3 2.92 2.84 3 2.9 23.12 2.9

SAMSUNG 2.67 2.61 2.75 2.39 2.47 2.35 2.42 20.12 2.5

VIDEOCON 1.24 1.5 1.75 1.69 1.78 1.45 1.5 12.64 1.6

ELECTROLUX 1.5 2 1.38 1.84 2 1.85 1.75 14.18 1.7

WHIRLPOOL 1.75 2.38 2.12 2.22 1.94 1.95 1.83 16.19 2

As the above graph clearly shows that in innovation L.G. has got higher average than

others i.e. 2.9 followed by SAMSUNG(2.5), WHIRLPOOL(2), ELECTROLUX(1.7) and

VIDEOCON has got last position in innovation with only 1.6. so we can now rank them

L.G. =1, SAMSUNG=2, WHIRLPOOL=3, ELECTROLUX=4 and VIDEOCON=5. So

L.G. is more innovative than other brands.

BARILLEY GHAZIABAD HALDWANI MORADABAD MEERUT HARIDWAR TOTAL

OVERALL INNOVATION OF VARIOUS BRANDS IN COVERED AREAS

2.9

2.5

1.6 1.72

0

0.5

1

1.5

2

2.5

3

3.5

LG SAMSUNG VIDEOCON ELECTROLUXWHIRLPOOL


61/96

LG 2.75 2.61 3 2.69 2.74 2.9 22.69

SAMSUNG 2.67 2.38 2.87 2.54 2.57 2.83 21.16

VIDEOCON 2.08 2.33 2.25 2 2.57 2.16 18.54

ELECTROLUX 1.92 2.05 1.5 1.76 1.84 1.83 14.2

WHIRLPOOL 2 2.38 1.37 1.92 2 1.83 15.03

As I have covered 120 outlets during my survey and in aesthetics as the graph clearly

shows that again L.G. has got higher average i.e. 2.8 followed by SAMSUNG(2.6),

VIDEOCON(2.3), WHIRLPOOL(1.8) and ELECTROLUX(1.7).

so now we can rank

them on the basis of above average. L.G.=1, SAMSUNG=2, VIDEOCON=3,

WHIRLPOOL=4 and ELECTROLUX=5.

So finally we found that L.G.s brand products are more aesthetics.

OVERALL AESTHETICS OF VARIOUS BRANDS IN COVERED AREAS

2.82.6

2.3

1.7 1.8

0

0.5

1

1.5

2

2.5

3



62/96

VALUE FOR MONEY

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD HARIDWAR TO

2.08 2.05 2.4 2.12 2.15 2.25

MSUNG 2.25 2.28 2.33 2 1.94 2.42

EOCON 2.16 3.25 2.53 2.62 2 1.9

CTROLUX 1.58 2.05 2.33 1.62 1.61 2.16

RLPOOL 1.92 1.94 2.43 1.5 1.84 2.35


63/96

As far as value for money feature is concerned the Videocon brand has got more average

i.e; 2.3 followed by L.G. (2.2), Samsung (2.1), Whirlpool (2) and Electrolux (1.8).

Although the Videocon brand is not more innovative as L.G. and Samsung but the most of

the dealers has said that their products are value for money products. So if we rank them

Videocon has first rank followed by L.G.=2, Samsung=3, Whirlpool=4 and Electrolux=1.8

QUALITY

OVERALL VALUE FOR MONEY OF VARIOUS BRANDS

2.2 2.12.3

1.82

0

0.5

1

1.5

2

2.5



64/96

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD HARIDWAR TOTA

G 2.25 1.94 2.33 2 2.3 1.75 16

AMSUNG 2.16 2.33 2.33 2.25 2.07 2.5

IDEOCON 2.08 2.16 2.2 2.37 2.23 2 1

LECTROLUX 1.92 2.11 2 1.87 1.77 1.83 14

WHIRLPOOL 2.62 2.05 2.33 1.75 1.77 2.16 16

After analyzing all the 120 questionnaire, I have found that SAMSUNG provides

better quality products as its average is higher (2.25), followed by WHIRLPOOL

(2.09), VIDEOCON (2.08), L.G. (2.05) and ELECTROLUX (1.8) respectively.

Hence, we can conclude from the above got average that SAMASUNG=1,

WHIRLPOOL=2 and VIDEOCON=3, Thus concluding that in order to capture the

market or grow in the market, VIDEOCON need to improve their quality.

AFTER SALE SERVICE

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD ME

2.052.25

2.08

1.8

2.09

0

0.5

1

1.5

2

2.5


OVERALL QUALITY OF VARIOUS BRANDS


65/96

LG 2.25 2.16 2 2.12 2.38

SAMSUNG 2.42 2 2.06 2.12 2.07

VIDEOCON 1.92 1.83 2.66 2.12 1.69

ELECTROLUX 1.5 1.77 1.46 1.62 2

WHIRLPOOL 2 1.88 1.66 1.87 1.77

In case of after sale service, the overall average of L.G. is higher i.e. 2.06, followed by

SAMSUNG (2.05), VIDEOCON (1.97), WHIRLPOOL (1.7) and ELECTROLUX (1.57).

Hence, the rank of L.G.=1, SAMSUNG=2 and VIDEOCON=3 And hence VIDEOCON

need to put their service centre in various cities.

2.06 2.05 1.97

1.571.7

0

0.5

1

1.5

2

2.5


OVERALL AFTER SALE SERVICE OF VARIOUS BRANDS


66/96

ADVERTISEMENT

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD HARIDWAR TOTA

G 2.83 2.77 2.86 3 2.92 2.9 23

AMSUNG 2.67 2.61 2.46 2.75 2.39 2.42 20

DEOCON 1.24 1.5 1.73 1.75 1.69 1.5 12

LECTROLUX 1.58 2 1.86 1.38 1.84 1.75 14

WHIRLPOOL 1.75 2.38 2 2.12 2.23 1.83 1

L.G. is no doubt at no. 1 in case of advertisement and from the data above too, the

information so received is that the average of L.G. is higher i.e. 2.89, followed by

SAMSUNG (2.5), WHIRLPOOL (2), ELECTROLUX (1.78) and the average of

VIDEOCON is least i.e. 1.58. and hence the VIDEOCON is loosing its brand

2.89

2.5

1.581.78

2

0

0.5

1

1.5

2

2.5

3

3.5


OVERALL ADVERTISEMENT OF VARIOUS BRANDS


67/96

image because of least advertisement and hence the brand image of L.G.. is higher

as it is very influence in case of advertisement.

PRODUCT RANGE

BARILLEY GHAZIABAD BULANDSHAHER HALDWANI MORADABAD HARID

2.75 2.61 3 3 2.69

MSUNG 2.67 2.38 2.6 2.87 2.54 EOCON 2.08 2.33 2.8 2.25 2

ECTROLUX 1.92 2.05 1.8 1.5 1.76

IRLPOOL 2 2.38 1.73 1.37 1.92

The product range of L.G. is highest as the average number of dealers coming to be

around 2.8 followed by Samsung whose average is 2.6, VIDEOCON (2.3),

WHIRLPOOL (1.8), and ELECTROLUX(1.7) respectively. Hence L.G. is at no. 1,

SAMSUNG=2, VIDEOCON=3, WHIRLPOOL=4 and ELECTROLUX=5.

OVERALL PRODUCT RANGE OF VARIOUS BRANDS

2.82.6

2.3

1.7 1.8

0

0.5

1

1.5

2

2.5

3



68/96

Q6. Which company provides the largest dealer oriented.schemes?

Samsung

L.G.

Videocon

Whirlpool

Electrolux

Others

RATIONALE:-

This question was put forward to different dealers to know which brand provides the

largest schemes to dealers.

RESULT:-


69/96

DEALER ORIENTED SCHEMES:

DEALER ORIENTED

SCHEMEL.G. SAMSUNG VIDEOCON ELECTROLUX WHIRLPOOL OTHE

DEHRADUN 12 2 5 0 0 2

HALDWANI 0 1 6 0 1 2

MEERUT 8 9 8 1 0 0

GHAZIABAD 10 8 7 0 3 0

HARIDWAR 7 3 5 0 1 0

BULANDSHAHR 2 1 8 1 0 3

MORADABAD 3 2 8 2 1 0

BARILLEY 4 4 7 3 2 0

PERCENTAGE 38% 25% 45% 6% 4% 6%


70/96

BRANDS PROVIDING DEALER

ORIENTED SCHEME

0%

10%

20%

30%

40%

50%

L.G.

SAMSUNG

VIDE

OCON

ELEC

TROLUX

WHIRL

POOL

OTHE

RS

DEALER

PERCENTAGE

Forty-five percent of the dealers responded that Videocon(45%) provides the largest

dealer oriented scheme followed by L.G. (38%), Samsung (25%), Electrolux and

Others(6%), and Whirlpool (4%). Hence the company who is providing largest

schemes to dealers has captured a good market share.

Q7. Which company provides the largest customer oriented schemes?

Samsung

L.G.

Videocon

Whirlpool

Electrolux

Others


71/96

RATIONALE:-

To know which brand provides the largest schemes to customers, the question was

put forward to different dealers of different cities.

RESULT:-- CUSTOMER ORIENTED SCHEMES

CUSTOMER ORIENTED

SCHEMEL.G. SAMSUNG VIDEOCONELECTROLUX WHIRLPOOL OTHERS

DEHRADUN 14 4 3 0 0 1

HALDWANI 5 4 1 0 1 2

MEERUT 12 6 5 1 1 0

GHAZIABAD 10 5 5 0 3 0

HARIDWAR 8 3 4 1 0 0

BULANDSHAHR 8 2 5 0 1 1

MORADABAD 9 6 1 0 1 0

BARILLEY 8 8 2 1 0 0

PERCENTAGE 62% 32% 22% 2.50% 3% 3%


72/96

BRANDS PROVIDING CUSTOMER

ORIENTED SCHEMES

0%

10%

20%

30%

40%

50%

60%

70%

L.G.

SAMSUNG

VIDE

OCON

ELE

CTRO

LUX

WHIRLPO

OL

OTHE

RS

DEALER

PERCENTAGE

Sixty percent of the dealers responded that L.G. provides the largest customer

oriented schemes followed by Samsung (32%), Videocon (22%), Whirlpool and

Others (3%) and Electrolux (2.5%) respectively

Q8. Did advertisement have any influence on the customer who comes

to your outlet for buying any brand of white goods?

RATIONALE:-

This question was put forward to dealer to know whether advertisement has any

influence on the customer in the purchase decision or not:-

RESULT:-

All the 120 dealers responded to this question that advertisement has 100%

influences in the purchase decision of the customer.


73/96

Q9. In your opinion, which is the effective mode of advertisement?

a. Television

b. Theatre

c. Radio

d. Newspapers

e. Magazines

f. Internet

g. Publicity on road

h. Other than above

RATIONALE:-

With the help of this question, we can get the opinion of the dealers regarding which

is the most effective media of advertisement.

RESULT:-

Here I found that local newspaper is the most effective media of advertisement

because many people may not have time to watch television but they can read

newspaper while going to office or traveling, followed by television advertisements


74/96

Q10. What is the USP (Unique Selling Proposition) of different brands

in case of refrigerator and washing machine?

RATIONALE:-

The main purpose of asking this question to the dealer is to know the USP (unique

feature of different brands which differentiate it from each other).

RESULT: - UNIQUE SELLING PROPOSITION

UNIQUE SELLING PROPOSITION OF

DIFFERENT

BRANDSBRANDS REFRIGERATOR WASHING MACHINE

L.G. Door cooling system Punch wash

SAMSUNG Bio-fresh technology Bio-technology

VIDEOCON Water dispensor Power motor

ELECTROLUX Health guard system Pulsator wash

WHIRLPOOL 6th sense 1-2,1-2 Hand washIce-magic Agitator wash

Q11. Kindly mention the appropriate time you need for getting the proper

feedback from either the sale personnel or service personnel of Videocon?

RATIONALE:-


75/96

This question was put forward to know the time during which they should get the

proper feedback from the service or sale personnel.

RESULT:-

Hence the result drawn from the survey is that, most of the dealers of Videocon

want to get the proper feedback within 24 hours. Hence besides providing the

product, the dealer and customer should be provided with the service within the time

they want, then only they would be attached or be loyal to the company .

Q12. To promote a brand, kindly rank the following parameters as per

your requirement.

a) Profitability.

b) Product Range.


76/96


77/96

79.125

65

45

99.375

83.875

94.125

49.125

63.125

91.5

112

0

20

40

60

80

100

120

Profita

bility

Advertisem

ent

Attitud

eof

distrib

utor

After

sale

serv

ice

Continue

custo

mer

oriented

After covering all 9 cities we have found that most of the dealer had said that they

promote the brand mainly due to advertisement and from the graph it is clear that

the least average is for advertisement i.e. 45 followed by after sale service whose

average is 49.125, followed by brand pull (average 63.125), product range (65),profitability (79.125),attitudeofdistributor (83.88), continuecustomer

orientedschemes (91.5), margin (94.125), availability (99.375), continuedealer

orientedschemes (112)..


78/96

And hence I would like to rank them according to the information received

from the average given above,

Advertisement=1

After sale service=2

Brand pull=3

Product range=4

Profitability=5

Attitude of distributor/company=6Continue customer oriented scheme=7

Margin=8

Availability=9

Continue dealer oriented scheme=10

Hence, the company should adopt these parameters accordingly in order to promote

their brand.


79/96

Q13. Normally, how do you position a new product at your outlet so as

to maximize its sale?

a) Prominent display

b) Allocating separate schemes for that.

c) Local advertisement.

d) Any other method (please specify).

RATIONALE:-

This question is put forward to know how the dealer will maximize the sale of new

products.

RESULT:-

After done the whole survey I have found that most of the dealer has said that they

do the local advertisement most by giving the advertisement in local newspapersand they also do rickshaw advertisement. Some has also said that they also allocate

the separate schemes for customers like they give iron, dinner set, etc. free with the

product.


80/96

Q14. Please specify, the problems faced by you during day to day

working with the customer electronics/consumer durable company?

RATIONALE:-

This question is put forward to know the problems they faced during day to day

working with the customer electronics/consumer durable company.

RESULT:-

During the survey many dealers has told us that they are facing many problems like

company is not in contact with them.

no proper training has given to any dealer about the product features thats

why they face many problems during product demo.

if any scheme is out for dealers the wholesaler or distributor never tell them

and the wholesaler or distributor take profit of those and this happen because

they dont have any direct contact with the company.

after sale service is not good Pressure on them is quite high like they are sitting on the edge of knife.

They also want information regarding the updates in the product price and

scheme directly from the company.

Products are not given to them according to their demand.


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Q15. Kindly differentiate the Videocon from other brands of consumer electronic

goods.

RATIONALE:-

This question is put forward to know how the videocon brand is different from other

brands.

RESULT:-

during the survey many dealers has told us many things like

videocon is nice for appliances but not in any other products specially in

A.C.s.

Good company encashing old name.

provide low price products of good quality.

Only company which gives largest dealer oriented schemes.

Only company staying from so long but now started loosing their share day

by day.

The company is not aggressive and their advertisement is not good.

some dealers has also said that product is not of good quality

Their after sale service is not up to the mark.

Product line of the company is not good, dealer never get the quantity which

they demand.

This company is at number 3 after L.G. and Samsung.


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INTERPRETATION

As I have worked for Videocon, so I interpret that in refrigerator segment

Videocon needs to improve its strategy.

In washing machine segment they are working well but their shares are

coming down.

Although L.G. is good but their after sale service need to be improve more.

The non frost free refrigerator of all brands are in less sale and this is because

of electricity, as non frost free refrigerator needs permanent electricity.

COMPETITION


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OBJECTIVE

This module will give you a brief overview of the manner in which the competitors

have lined up their products and its exclusive features.

This module will also give a platform where we can judge our products as against

competition

WHIRLPOOL

The product strategy espouses superior and fast cooling

they talk about features like duct cooling and quick ice making which are

just add on marketing gimmick and does not add any technical benefits to the

product

The pricing strategy is with an intention to command a premium over the

competitors

The communication strategy is to convey the big band benefits to the

homemaker. The focus is on forging an emotional bond with the homemaker

ELECTROLUX KELVINATOR


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The product strategy involves providing world class technology to the

customer

The Electrolux-Kelvinator brand of refrigerators are targeted at middle and

premium customers while Allwyn is targeted to the lower end segment

The company has merged the Electrolux and Kelvinator brands to cash in on

the combination of Electroluxs technologically superior and premium image

and Kelvinators reliability

GODREJ

The product strategy espouses superior technology-five side cooling andvalue added features like magic eye with its Pentacool range.

the freezer plate which is present on the back side of the freezer is what is

christened as Pentacool which is not really an additional element in cooling

The pricing strategy is with an intention to meet the requirements of all

classes of customers

LG


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LGs strategy is to portray itself as a technically advanced brand to the

customer with features like door cooling, z4 airflow and z-deodorizer.

The pricing strategy is focused towards the premium segment and the higher

end of the market

The have launched new refrigerators in the direct cool segment under the a1

series brand name.

SAMSUNG

Samsungs product strategy is based on technology platform and conveys

their ability to keep food fresh (bio fresh), with the ceramic components, they

have managed to own the tag of bio freshness

The pricing strategy shows Samsung as a premium player

The communication strategy is focused on freshness platform and uses

TABU as the brand ambassador.


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LIMITATIONS OF THE STUDY

1). Due to time and financial constraint, the research was limited to few areas of

Eastern U.P.

2). As the respondents were the retailers and wholesalers, their opinion on consumer

preference cant be fully relied on.

3). Some of the respondents were less co-operative and they have given some vague

data, which leads to lack of accuracy.

4). Since the medium of response was in local dialect indispensable language

constraints have affected the study


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RECOMMENDATIONS

1). the company should reposition Videocon refrigerator so that they can increase

the market share of refrigerator by innovating some new features in their products.

And as in case of Washing machine, it has captured good market share, so in order

to grow in this product line they should always be ready to compete with their

competitors.

2). Advertisement in Television (star plus, Zee t.v., DD-1) and print media i.e.

newspapers, magazines should be enhanced.

3). Videocon should improve their product line by increasing the model of their

product line and imposing better quality and aesthetics of their product.

4).In a market, where there are more dealers for refrigerator and washing machine,

there is a cut-throat competition. Refrigerator and washing machine are not sold at

fixed rates which lead to frustration among the dealers. Company officers their

visits/audits in order to reduce their frustration among dealers. Otherwise this may

indirectly hit dealers satisfaction and may have adverse effects on companys sale.

5). To increase dealers satisfaction, company should periodically hold dealers meet,

where it should invite group of 20-25 dealers from particular area and discuss their

problem.


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6). As like Big B, Shahrukh Khan is now the popular celebrity who is liked by

everyone and is the brand ambassador of Videocon. Some emotional touch in the

advertisement of Shahrukh Khan should help the customer in making impulse

purchase.

7). Videocon should organize campaigns in different cities or at least offer

sponsorship in village fairs, melas etc. in order to enhance the sale by the customer.

8). Videocon should become innovative and should create some new feature in their

product and should become aggressive as far as their brand name is concerned.

9). Videocon has wide range of products, so adequate information must be

disseminated through product publicity to make familiar all the ranges and their

features to the customer.

10). Videocon can also try to introduce installment schemes for the refrigerator and

washing machine. This will enhance the sale.

11). Videocon should also introduce dealer incentive schemes to give dealers an

added advantage of getting high return on their investments.


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12). As according to the information received from the survey, the dealers of

Videocon in some cities said that margin is taken away by the distributors only. And

hence the company should directly contact with the dealers and distribute the

incentive and margin accordingly.

13). Videocon can also take a leap by providing after sale service to its customers

via dealers or having service centers at various places. Dealers should be given

incentives for providing after sale service, this can increase the level of satisfaction.

14). Dealer should be given a larger credit period.

CONCLUSION

This research is a diagnostic study related to two main objective i.e. primary and

secondary objective mentioned already. This section consists of all the findings

carried out during research work. As topic was Market size of refrigerator and


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washing machine, large number of factors influence buying behavior like few

customers buy it for the sake of some differentiation, better quality, value of money

it provides, aggressive nature of the company due to which it buys the product,

product range, after sale service it provides etc. Small number of modification is

required in Videocon refrigerator. They have to improve their aesthetics in case of

washing machine in order to remain at the position where it is. The main advantage

for the Videocon Company is its lower price and dealer friendly relationship which

it holds.

And at last I would like to conclude with that Videocon should advertise more in

order to increase their sale and improve their brand image. As in

case of washing machine, no brand can compete with Videocon and

L.G. but it needs to do some innovation and increase the models in

case of refrigerator.

So, at last I would like to conclude that Videocon is the only Indian company

competing with other multinational companies and surviving in the market, so it

should deal with satisfying the demand of the customer at the time when they want.


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ANNEXURE (Questionnaire)

QUESTIONNAIRE FOR DEALERS

Q1.Which brand of Frost-Free Refrigerator you deal?LGSamsung

VideoconGodrejElectroluxWhirlpoolHaier

Q2.Which are brand of Frost-Free Refrigerator you sell most?LgSamsungVideoconGodrej

ElectroluxWhirlpoolHaier

Q3. Which is brand having better brand pull?LgSamsungVideoconGodrej


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ElectroluxWhirlpoolHaier

Q4.Which capacity of frost-free refrigerators there is have more customers?100-200 Ltrs200-300 ltrs300-400 ltrs400-500 ltrs

Q.5 Which type of Benefits Company given you?

CommissionGift & Schemes

FTS(foreign trip scheme)

Discount

Scratch Card

Q6.Which class mostly demands the frost-free refrigerator?High ClassMiddle ClassLower Class

Q7.What are the factor affecting the sales of frost-free refrigerator?High marginBrand pullBrand LoyaltyMore ServicesWarrantyCustomer schemes

Q8. What are factors which are affecting the sale of Videocon ffr?Sales ServicesSales PromotionModelsPricing


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Q9.What are Factors pertaining to services which attract customers?WarrantyFree

maintenanceReplacement

Q10. How much Qty of Direct Cool And Frost-Free Refrigerator you sell in month?Direct coolFFR

QUESTIONNAIRE FOR CUSTOMERS

Q. 1 which brand of frost-free refrigerator you have at your home?

LG

Videocon

Samsung

Electrolux

Whirlpool

Godrej

Haier

Q. 2 Which are factors mostly affecting your buying

decisions?

Features

Price

Brand


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Services

Customer Scheme

Dealer Recommendation

Previous Experience

Q. 3 What type porblems you mostly faced?

Cooling

Capacity

Services

Voltage


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Q. 4 In your opinion which brand of frost-free refrigerator

is best?

LG

Videocon

Samsung

Electrolux

Whirlpool

Godrej

Haier

Q. 5 Why that brand is best?Look Attractive

Reasonable Price

Services

Brand

More cooling

More capacity

Q. 6 Which celebrity is more effective in advertising

offer?

Cricket team

Small Kids

Film actor & actresses

General Public

Q. 7 What types of scheme do you preferred?

Discount onPrice

Gifts & Prizes Scratch card

Exchanging offer

BIBLIOGRAPHY


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BOOKS:

Kothari, C.R., Research Design, Research Methodology, Second Edition,

New Delhi, New age International (P) Limited, 2004, Pg31-32.

Kothari, C.R. Sampling Designer,Research Methodology, Second Edition,

New Delhi, New Age Internation (P) Limited, 2004, Pg55-56.

Aswathappa, k,Performance Appraisal- An Introduction, Human Resource

and Personel Management, Third Editon, New Delhi, Tata Mc Graw-Hill

Publishing Company limited, 2002, Pg 199-231.

Kothari, C.R., Research Methodology- An Introduction, Research

Methodology-An Introduction,Research Methodology, second Edition, New

Delhi, New Age International Limited, 2004, Pg 1-20.

Kothari, C.R., Defining the Research Problem, Researh Methodology,

Second Edition, New Delhi, New Age International (P) Limited, 2004, Pg

24-25.

Kothari, C.R, Interpretation and repot writing, Research Methodology,

Second Edition, New Delhi, New Age International (P) Limited, 2004,

Pg.344-359.

SITES

Documents

Videocom & l.g-1