btl activations & process of videocon industries
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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
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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
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.
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