BTL Activations & Process

2

1st I n d i a n C o m p a n y i n Color Televisions

Fully Automatic Washing Machines

No-Frost Refrigerators

Slim TV

Fuzzy Logic Split Air-conditioners

Air Conditioners with Rotary Compressors

Television with Auto Con Technology

Satellite LCD

About Videocon

• Videocon is one of the leading brands in the consumer electronics & home appliances industry offering a full range of products

• Since its inception in 1979, Videocon has become a USD 5 billion global conglomerate. • Videocon has significant sales presence globally and sells its made-in-India appliances to

markets in the Middle East and Europe, West Asia, Latin America,

Home Appliances

• Refrigerators• Washing Machines• Air Conditioners• Air Coolers• Mixers, Toasters & Iron• Microwave Oven• Vaccume Cleaner• Geysers• Water Purifiers

Consumer Electronics

• CTV TV• Plasma TV• LCD TV• LED TV• Home Entertainment Systems• Audio/Video Products

• Videocon• Sansui• Kenstar• Kelvinator• Nordmende•Philips •Electrolux

Products Brands

BUSINESS PORTFOLIO

VSOL

CE & HA

Solar Energy DTH

Retail

Petroleum

IT

BRAND BASKETS OF VIDEOCON

Energy

Hospitality

5

ATL

BTL

- Mass Reach- Brand Awareness- No direct consumer involvement

- Consumer Defined- Generates Trial- Direct consumer involvement

The Tug of War continues……..

Videocon works TTL – Through the lineIntegrating the activities of ATL & BTL

Marketing Tools

Intention to Purchase/ Consideration

Intention to Purchase/ Consideration

Brand TOM/Demand creation channels

Thus, ITP of a Brand is the POTENTIAL of the Brand to convert to sales in a Category.

Durables/High involvement/ High cost Categories

Final brand selection/ Purchase

Final brand selection/ Purchase

Stronger

Prior Use

TV

Print

Outdoors

WOM

Demand

In Store Activities

Sales Recommen

dationDealer

Margins

Promotional Offers/discounts

Activation

ATL Increases Consideration / Intention to Purchase

BTL strengthens the selection process

BTL OBJECTIVE’s

• To help secondary sales by doing on ground activities.• Connect the customer directly.• Target specific audience at specific area• Create Visibility of Brand, Products & Collaterals.• Ensure to reach right communication to the right consumer at the

right place

PROJECT 1 – REQUEST FOR QUOTATION

Objectives

Benchmarking the rates of inshop branding materials, signage & stands and hence preparing an RFQ for focus india market (south, north) of videocon.

PurposeThe purpose of rate for quotation (RFQ) is to short list the vendor L1, L2 for inshop branding and signage.

Scope of the Project

• To smoothen the process of AN’s for all catergories of events, branding and other

activities done at branch level.• To ensure best support from vendors and ensure that their invoices are processed on fast

track and payments done within stipulated timelines.• Payment to vendors within 45 days @ rates finalized for 1 year at 18 Branches

RFQ Submission Material Requirements

Non Lit Boards , Glow Sign Boards , Acrylic signage , ISB with Acrylic Sheet , Stands ,

Wooden Cut Outs

• Format Of RFQ sheets ..\RFQ Detailed Sheet.xlsx• Benchmark Rates Sheet ..\office final files\Benchmark Rates.xlsx• Pictures of Materials ..\modes of advertisement printings.pptx• Sample of branding with materials ..\..\Office final files\approva

notes\EASTERN MARKETING SD BRANDING.PPTX

Dealer Meet Process

Purpose of the Dealer Meet Process • A standard reference guide and support for CMO, Managers of the Marketing Department

and Members of the Organizing Committee to successfully Plan, Implement, Execute and Post Analyse the different types of Dealer Meets. • The background information to understand the necessary requirements for conducting

Events / Meets across all Verticals. • Exhaustive list of issues that need to be considered when planning a dealer meet.

Objective To standardized and simplify processes in order to conduct various dealer meets across Videocon Industries CE/HA

BackgroundVideocon Industries frequently conducts Dealer Meets both domestic and International which reflects on the overall brand image and reputation of the Organization. It is therefore crucial that the highest level of professionalism is brought to the Planning, Management and Execution of these meets.

Types of Dealer Meets

• Foreign Trip Scheme Dealer meet• Product Launch• Scheme Launch• Incentive: Dealer Scheme and Consumer Scheme• All Invite dealer meet

Foreign Trip Scheme Dealer meet

To appreciate , reward and make the dealers aware of Videocon’s Associates with prestigious events.

For example - IIFA awards is sponsored by Videocon ,thus Dealers who have achieved sales target are send to attend the awards .

Product Launch

To Showcase & Demonstrate the new product to the stakeholders, trade partners and media

For example :- 4k Led Tv launch , Wiifi Ac at Hyatt Hotel , Mumbai

Scheme Launch

To pump up the dealer for the festivals and show them the support being extensded om form of marketing services etc.

For Example :- 786* Scheme of EMI Payment for EID festival.

Incentive Dealer Meet

To motivate the dealers to increase sales of product

For Example :- Dealer meet at Cochin , Calicut to be held on 8th and 9th July to for motivating dealers to increase the sales of products

All invite Dealer Meet

• To entertain , appreciate , and make the dealers aware of Videocon’s Associates with prestigious Events

For example :- Get together of all Dealers on 31st December to celebrate New year at Hyatt Hotel and big Bollywood stars gave there performances.

Checklist :- ..\..\office final files\Dealer Meet Process.xlsx

Sponsorship/ Events Process & Activities

Purpose :• Used primarily to reach specified business goals.• Enhancing business, consumer and VIP relations• Differentiating from competitorsObjectives of Sponsorship:- • Enhancing Image/Shaping Consumer Attitudes• Driving Sales

Background• A large number of events these days use sponsorship support to offer

more exciting programs and to help defray rising costs such as IIFA awards, IPL Indian Soccer League . Sponsorship allows you to reach specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations.

Types Of Sponsorships :-

• Event Sponsorships • Title Sponsorship •Media Sponsorship

SOP ( Standard Operating Procedure )

Background• The Videocon Home Appliance products require documents

submitted to concerned managements controlling the maintenance of the products displayed. • For other security and maintenance related documents, it is good

practice and common procedures must be in place to ensure the accountability, traceability, and consistency of these documents.

Purpose• The purpose of this Standard Operating Procedure (SOP) is to describe the

standard procedures to be followed for the management of controlled documents related to display of Videocon products at cafeteria of Videocon (Corporate office) ( Udyog Vihar 296, Phase 2)

Scope• Controlled documents related to maintenance, security, training, décor,

product buying process, product POSM, participant information sheet, informed consent form, advertisements. Others include subject diaries, departmental and study specific SOPs, organisation chart, training matrix and work flow instructions.

PRODUCT DISPLAY• LED TVs / 4K TV• Washing Machine• Mobile Phones• Refrigerator • Ac ( Wi-Fi Ac)

DISPLAY STAND•LED Stands / 4k Stands•Mobile Stands •AC Stands •Base For Refrigerator and washing machines

FEATURE CARDS

PROCESS FOLLOWED FOR DISPLAYING OF PRODUCT

Checklist and process of SOP :- ..\..\Office final files\SOP PROCEDURE (1).docx

Corporate gifts can be devised into :-

• Business Corporate gift• Promotional Corporate Gift

Purpose :- • Promotes the name of company with brand name written on them. • It makes your logo popular in the market so that people can easily

identify you easily • It works as a speciality advertising for your new product

Corporate Gifts & Promotional Gifts

Thank you