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7/29/2019 Team Epsilon_Role Play

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Marketing Management -II

Presented ByTeam- Epsilon


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Introduction Videocon was founded by Nandlal Madhavlal

Dhoot in 1987. It emerged as an industrial conglomerate with

interests all over the world. The group has 17 manufacturing sites in India and

plants in China, Poland, Italy and Mexico. It is the third largest picture tube manufacturer in

the world. Videocon group has an annual turnover of US$4.1 billion.


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SPECTRA OF BUSINESS

Consumer electronics

Home appliances

Oil and gas

DTH


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Major Competitors LG

Samsung

Onida

Sony


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OBJECTIVES

Analyze the reputation of Videocon T.V. in themarket.

Study Consumer behavior towards the brandVideocon.

Strategies to increase the brand reputation of Videocon in the market. Understand competitors in the the market.

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SWOT ANALYSISStrengths Weaknesses Opportunities Threats

High brandawareness.

Poor customerservice.

Videocon exploringwhole newsegments

Entrance of globalcompetitors.

Largest distributedmanufacturingbases across India.

Weak promotionalstrategy of CTV.

Entry to globalmarkets.

Increasingcompetition inhome market.

Price Player. Less focus onunconventionalchannels

Growing semi urbanmarket.

Brand reputation isdecreasing.

Global Presence. Fewer incentives todealers/retailers

Shifting brandloyalty to othercompanies


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Operational Results


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Operational Results

Poor Customer service Specifications is meet properly but no relevance

with customer Fewer margins to the distributor/dealer

Intact information across distributors and dealers No exclusive show rooms

Inventory is too high (CRT TV)


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Findings

For consumers service is very important.Beside convenience, service is key factor.

Poor relationship between the company anddealers.

Consumers are satisfied with the quality of Videocon CTV.

Branding to foray into premium segment In the high end segment Videocon is way

behind other companies


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Brand is not seen as preferred one forpremium segment

Decided to move to high growth category likemobile,D2h

Want to connect with young people


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Issues and challenges

Poor customer retention

People perception Technology upgradation rapid in market Competition with other brands


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Suggestion

Better scheme should be offered to retailers.Quality of advertisements should be increased

Ties up with finance companyImproving upon picture and sound qualityOffers and schemes should given to other times of the year alsoIncrease sharpness & improve contrast ratio.Rate stability is very important.Restructuring of prices so that the middle class segment can be

penetrated deeply.


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RECOMMENDATIONS Improve after sale service. Need to focus more on promotion of CTV. Establish better relationship with dealers and

retailers. Organize demonstrations and exhibitions. Focus on Technology Upgradation.

Enhance brand reputation. Open exclusive showrooms.


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Thank You..

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