videocom & l.g-1
TRANSCRIPT
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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
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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
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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
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VIDEOCON NARMADA GLASS - First to manufacture Glassshells for CTV picture tube in India
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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
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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
TRANSPARENT ACCESSORIES
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
TRANSPARENT ACCESSORIES
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
SUPERFLOW PULSATOR WASH
SPIN FOUNTAIN
SA 50
AUTOSOAK
2 WASH PROGRAMS SUPERFLOW PULSATOR WASH
SPIN FOUNTAIN
SA 53
AUTOSOAK
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REVERSOMATIC PULSATOR
SUPERFLOW PULSATOR WASH
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
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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.
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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
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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
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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
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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
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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
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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
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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.
MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN
12%
29%
6%16%
16%
16%5%
SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
GODREJ
OTHERS
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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.
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN
20%
43%
9%
5%
10%
6%7%
SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
GODREJ
OTHERS
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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.
MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN
17%
8%
22%
10%
20%
21%
2%
SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
GODREJ
OTHERS
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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.
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN
23%
16%
34%
7%
6%
6%8%
SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
GODREJ
OTHERS
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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
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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.
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN
21%
22%
26%
10%
10%
6% 5%
SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
GODREJ
OTHERS
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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
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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%).
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN
13%
27%
29%
10%
8%
1%
12%
SAMSU
L.G.
VIDEOC
ELECT
WHIRL
GODRE
OTHER
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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..
MARKET SHARE OF REFRIGERATOR OF VARIOUS BRANDS IN
BULANDSHAHAR
6%
18%
28%19%
2%
21%
6%
SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
GODREJ
OTHERS
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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.
MARKET SHARE OF WASHING MACHINE OF VARIOUS BRANDS IN
BULANDSHAHAR
6%
23%
45%
2%0%
17%
7%
SAMSUNG
L.G.
VIDEOCON
ELECTROLUX
WHIRLPOOL
GODREJ
OTHERS
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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
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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.
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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:-
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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
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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
LG SAMSUNG VIDEOCON ELECTROLUXWHIRLPOOL
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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
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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
LG SAMSUNG VIDEOCON ELECTROLUXWHIRLPOOL
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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
LG SAMSUNG VIDEOCON ELECTROLUXWHIRLPOOL
OVERALL QUALITY OF VARIOUS BRANDS
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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
LG SAMSUNG VIDEOCON ELECTROLUXWHIRLPOOL
OVERALL AFTER SALE SERVICE OF VARIOUS BRANDS
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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
LG SAMSUNG VIDEOCON ELECTROLUXWHIRLPOOL
OVERALL ADVERTISEMENT OF VARIOUS BRANDS
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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
LG SAMSUNG VIDEOCON ELECTROLUXWHIRLPOOL
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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:-
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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%
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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
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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%
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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.
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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
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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:-
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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.
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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)..
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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.
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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.
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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